Social media is a mix of psychology, sociology and technology offering great opportunities as well as challenges to businesses in today’s fast moving and competitive environment. This report examines the rise of social media and its potential business impact while exploring best practice in developing effective social media strategies. The review begins with a consideration of what constitutes social media and social networking before going on to consider the influences that motivate people to engage in social media. This research includes an extensive literature review of both academic and practitioner sources in order to identify best practice for developing effective social media strategies. A comprehensive six-stage framework depicting how to plan, run and improve the use of social media as part of the marketing strategy is included. This simple, but effective framework covers most situations and can be deployed in most companies whether operating in the business-to-consumer (B2...

This report investigates the roles of social media in marketing. It will examine this role with the Royal Shakespeare Company, the British Museum and the social activism Coke is Out of Order campaign. The report looks at the idea that social media campaigns are only one part of a total media approach. It is an approach that looks at the ‘Arc of Engagement’ as people’s needs for information vary. As people are in different parts of the arc, it is it important to offer different social and digital media platform access points. The Royal Shakespeare Company takes a total approach to social media coverage with access on each level. It is a structure that reflects a change in management structure at the company. The Grayson Perry exhibition held at the British Museum used a segmented audience approach to market the exhibition of the Turner Prize winning artist. The third case study of the Out of Order activist group shows how a low cost campaign can have massive reach if the ideas of simplicity, passion and humour are used.

Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors that benefit individuals and communities for the greater social good. Social Marketing practice is guided by ethical principles. It seeks to integrate research, best practice, theory, audience and partnership insight, to inform the delivery of competition sensitive and segmented social change programs that are effective, efficient, equitable and sustainable. by the Boards of the International Social Marketing Association, European Social Marketing Association, and Australian Association of Social Marketing. In February 2012 iSMA and ESMA began an iterative and inclusive process to develop a consensus definition of Social Marketing. A working group was formed to lead this work on behalf of iSMA and ESMA. In April 2013 the AASM agreed to participate and contribute to this process.

ABSTRACT In recent years, social media has become ubiquitous and most important for social networking, content sharing and online accessing. Marketing which occurs via social media is known as Social Media Marketing (SMM). The study aimed to assess the use of social media marketing in order to measure its effect on resorts business in the Province of Batangas, Philippines. Specifically, it determined the profile of the selected resorts in terms of classification, years of operation, location, and the years media marketing was introduced in the business; identified the forms of social media utilized by the selected resorts; cited the positive and negative effect of social media marketing in the resorts business; specified the problems encountered by customers in using social media; ascended the differences of the responses of the selected resorts on the effects of SMM; and proposed a development plan for the proper utilization of SMM. The descriptive method was used with a self-made questionnaire as the main data gathering instrument. Different statistical tools were used to answer the objectives of the study. Frequency distribution, ranking, weighted mean, and Analysis of Variance (ANOVA) were employed to interpret and analyze the gathered data. It was concluded that the majority of the resort businesses in the Province of Batangas are classified as American Automobile Association ( AAA) which is the highest quality rating for resorts and operates 10 years and above. Most of the resorts are found in the 1st District of the Province of Batangas and have started introducing SMM from 2006 – 2010. All of the Resorts owner and customers were using the Facebook account. Both owners and customers of the resorts strongly agreed that there was positive and negative effect of SMM. Among the problems encountered in the use of SMM, frequent posting as well as account not maintained or updated. A proposed action plan was made for the proper utilization of SMM. Keywords: Social Media Marketing, Marketing Tool, Social Networking Sites, Descriptive Method, Higher Education, Philippines

Time has changed and so does the world. Today everything has become as a matter of one click. With this effort we are trying to explore the new opportunities features and capabilities of the new compeers of Internet applicability known as Social Media or Web 2.0. The effort has been put in to use the internet, social media or web 2.0 as the tool for marketing issues or the strategic business decision making. The main aim is to seek social media, web 2.0 internet applications as the tool for marketing.

Social media always has been the most effective mode of communication. There was a times when traditional media like News paper, Radio, Television were considered as most crucial in spreading awareness, it still is.