Social Media Marketing Strategies 235311-D
Konwersatorium (KON) Semestr letni 2019/20

Social media (SM) typology (portals and vortals, blogs, social information sites, social networking, discussion forums and wiki-sites). The analysis of their targeting potential.

The basics of social media marketing (SMM) strategy: best practices, most common obstacles and mistakes, case studies of promotional projects and marketing strategies in SM.

Sociotechnological profile of the SM users and its marketing application.

The relations between SM and on-line marketing strategies ? active searches for marketing targets within SM, identification of SMM tools.

The dialogue as a form of SM investment, modes of the social community engagement, involving social networks, eWOM effect (Word of Mouth) and COBRAs (Consumers' online brand related activities).

The structure of responsibility for SM strategy and activities (the enterprise prospect) and the process of SM politics formulation.

Optimization of SM activities and frequency flow value measuring.

Brand/enterprise image formulation in SM.

PR and CSR campaigns assistance in SM (gamification, crowdsourcing).

Tools for monitoring SM and negative brand impact countermeasures

Identification of values for SM users.

The transparency of SM activities as the basics for branding.

Acquiring SM users activity for the improvement of brand image (network branding, content marketing, viral, crowdsourcing).

Adoption of e-commerce tools in SMM: SEO and PPC adverts ? limits and conditions for application in SM.

Remitted SMM tools: review, appraisal, risk factor.