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| Going Social |
It has been requested of me to essentially review, Chapter One: Social Marketing Even More Important Than You Think. (1). I have opined that social networking and related social marketing will continue to increase in importance, over the next few years, at least. This is because they are growing and progressing industries still at this point, and will be more utilized by businesses and organizations over the next several years.
The author cites Maslow's Hierarchy of Needs from Abraham Maslow in 1943. (5). I have read this theory previously with my psychological studies during my Bachelor's degree. Quote: 'Once an individual's physiological and safety needs are met, the remaining layers of needs are related to social well-being.' (5).
The author reasons that the rules behind online socialization are the same as socializing in real life. (5). This is idealistically true.
I do not fully accept this point, practically. Although I can understand that the principles are similar, the fact is that ethically, because of levels of anonymity and privacy, some people at times, will tend to treat online social contacts as less important. Avoiding face to face contact allows some to act in ways online, that they would not offline.
However, online Christian ministry, for example, must avoid this type of situational ethics (a phrase used by professors and students at Columbia Bible College) and hold to universal Biblical ethics in regard to love and truth. An online reality with social media, is it is not within a fictional universe and therefore persons need to be treated the same as in 'real life.'
Goldman reasons: 'Increasingly, customers want to be reached on social platforms such as Facebook, Twitter, Pinterest, and the like, by companies with which they choose to interact with online.' (6). Online customers and associates need to be treated as well as face to face real life contacts.
The author discusses the power of recommendation. (11).
'MP3s are a great example of this phenomenon: Instead of going into a store to buy the CD, you can download a few tracks on iTunes or Amazon in the first minute of or two of hearing a band.' (11).
I have made this transfer over from CD to MP3, the last few years and You Tube is a very good source as well. MP3 is a more useful method of storing digital at this point than is CD. CD serves as a good archived music source.
'Social marketing is more about the social component and less about the marketing.' (13). This is true with ministry as well.
Chapter 10: How To Build Strong Relationships With Bloggers And Work With Online Personalities. (199). By bloggers Goldman means 'highly trusted experts.' (199). He states 'Given the rising importance of bloggers'... (201), they should be considered a meaningful part of marketing strategy. (201).
I agree with his distinction between generic bloggers and bloggers that have expertise in the field or fields in which they present.
Theories within this text can be largely summed up from the front and back covers: 'Going Social: Excite customers, generate your brand with the power of social media. (Front cover). Pinpoint where your audience "lives" online. Create relevant, engaging content. Give your brand a unique voice and personality. Build strong bonds with bloggers...' (Back cover).
GOLDMAN, JEREMY (2013) Going Social, Amacom Management Association, New York.
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| Time |
