BETTER! FASTER! CHEAPER!:102 TIPS FOR IMPROVING AGENCY PERFORMANCE

The time difference is also a problem facing traditional advertisers. When social events occur and are broadcast on television, there is often a time delay between airings on the east coast and west coast of the United States. Social networking sites have become a hub of comment and interaction concerning the event.

This allows individuals watching the event on the west coast time-delayed to know the outcome before it airs. The Grammy Awards highlighted this problem. Viewers on the west coast learned who won different awards based on comments made on social networking sites by individuals watching live on the east coast.

All the advertisement and promotion put into the event was lost because viewers didn't have a reason to watch. Social media marketing provides organizations with a way to connect with their customers. However, organizations must protect their information as well as closely watch comments and concerns on the social media they use. An example of a social media mishap includes designer Kenneth Cole 's Twitter mishap in When Kenneth Cole tweeted, "Millions are in uproar in Cairo.

Rumor has they heard our new spring collection is now available online at [Kenneth Cole's website]". In during Hurricane Sandy, Gap sent out a tweet to its followers telling them to stay safe but encouraged them to shop online and offered free shipping. The tweet was deemed insensitive, and Gap eventually took it down and apologized. Examples include a YouTube video of a Domino's Pizza employee violating health code standards, which went viral on the Internet and later resulted in felony charges against two employees.

In , Max Factor, MAC and other beauty brands were forced to rush to disassociate themselves from Kuwaiti beauty blogger and Instagram 'influencer' Sondos Alqattan after she criticised government moves to improve conditions for domestic workers. The code of ethics that is affiliated with traditional marketing can also be applied to social media.

However, with social media being so personal and international, there is another list of complications and challenges that come along with being ethical online. With the invention of social media, the marketer no longer has to focus solely on the basic demographics and psychographics given from television and magazines, but now they can see what consumers like to hear from advertisers, how they engage online, and what their needs and wants are.

Social networking websites are becoming wise to these practices, however, and are effectively weeding out and banning offenders.

In addition, social media platforms have become extremely aware of their users and collect information about their viewers to connect with them in various ways. Social-networking website Facebook Inc. Some people may react negatively because they believe it is an invasion of privacy. On the other hand, some individuals may enjoy this feature because their social network recognizes their interests and sends them particular advertisements pertaining to those interests.

Consumers like to network with people who have interests and desires that are similar to their own. Managers invest in social media to foster relationships and interact with customers.

Better! Faster! Cheaper!: 102 Tips for Improving Agency Performance

Since social media marketing first came to be, strategists and markets have been getting smarter and more careful with the way they go about collecting information and distributing advertisements. With the presence of data collecting companies, there is no longer a need to target specific audiences. This can be seen as a large ethical gray area.

For many users, this is a breach of privacy, but there are no laws that prevent these companies from using the information provided on their websites. Companies like Equifax, Inc. Facebook later revealed that they purchased the information in order to create a more efficient advertising service. Facebook had an estimated He proposed the Privacy Bill of Rights, which would protect the average user from having their private information downloaded and shared with third party companies.

The proposed laws would give the consumer more control over what information companies can collect. This involves tracking the volume of visits, leads, and customers to a website from the individual social channel. Google Analytics [] is a free tool that shows the behavior and other information, such as demographics and device type used, of website visitors from social networks.

This and other commercial offers can aid marketers in choosing the most effective social networks and social media marketing activities.

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The end goal of any marketing effort is to generate sales. Although social media is a useful marketing tool, it is often difficult to quantify to what extent it is contributing to profit. ROI can be measured by comparing marketing analytic value to contact database or CRM and connect marketing efforts directly to sales activity. Several customers are turning towards social media to express their appreciation or frustration with brands, product or services. Therefore, marketers can measure the frequency of which customers are discussing their brand and judge how effective their SMM strategies are.

Popular social media such as Facebook, Twitter, LinkedIn, and other social networks can provide marketers with a hard number of how large their audience is nevertheless a large audience may not always translate into a large sales volumes. Therefore, an effective SMM cannot be measured by a large audience but rather by vigorous audience activity such as social shares, re-tweets etc.

There has been an increase in social media marketing in sport, as sports teams and clubs recognise the importance of keeping a rapport with their fans and other audiences through social media.

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