Discuss And Differentiate Owned From Earned Social Media (Research Paper Sample)
The research paper I'm charged to write is to do with "earned media", but more specifically: social earned media.
The total page count is 25 minimum and 30 maximum. I anticipate that the review of literature I'm going to be writing myself will take up 8 of those pages.
Everything about this topic I've written into the abstract portion of the Google document I linked here:
In the final product of this paper, my review of literature should be written in order of their relevance to the paper - when the discussion of this paper cites the first reference, that reference should be the first ordered in line. This part I'll tailor to your preference, on which citations to use where, and I will write my review of literature in that order. There will be 8 citations total, though there are only 4 now.
Let me know through email or text, or discord or instant messenger, etc. on how you wish to continue.
Social Earned Media
The current state of convenience in online communication has changed the way people consume media; therefore any business or organization that has a desire to stay relevant should skew focus onto social media rather than traditional marketing methods. Earned media is one of three different types of digital marketing tools and techniques. Paid media are traditional advertising such as news articles, television, radio, display, direct mail, paid search, and retail channels. They are made to push advertisements which push the brand name into the periphery of as many people as they can manage. Owned media are corporate web sites, campaign microsites, blogs, brand communities, and etc. where the associated company created themselves. Finally, earned media is the word-of-mouth, Facebook comments, Twitter (@mentions and @replies), Blogs, forums, and review sites who are not paid by the associated brand, but who still produce content which promotes the brand. This paper is about how social media (Twitter, Facebook, YouTube, etc.) has changed how marketing affects its demographic; in a way that emphasizes emotion from the consumer, thereby making it much more effective than the old traditional methods.
The current state of human civilization is as technologically advanced as it has ever been, communication has never been so convenient. Never in history has people from opposite sides of the globe been able to connect at near instantaneous speeds before. Social media is a collective of text, memes, interests, and ideas continuously being shared over an online medium at every moment of every day. Before the online enigma, media was centered around newspapers, radio, mail, and television. Traditionally, advertising strategies flourished through owned and paid media - a purchased block on a newspaper or a segment between breaks of a television show. Now, not only has radio and newspaper ads lost popularity, but cable television is less and less prominent in people’s homes. Online social media is now the fastest way to reach active, attentive consumers, even those across the pond.
Indeed, recent years of research have seen a pronounced upsurge in studies on social media which has emerged as a new marketing phenomenon. Although it is still in the early stage of development, social media has attracted significant attention from both industry and the business world. Conferences such as Marketing Science dedicate numerous sessions to social media marketing on various topics (e.g. online reviews, social media, social media and brands etc.). In addition, journals such as Marketing Science, Information Systems Research, and International Journal of Research in Marketing have published special issues on social media. Other journals such as Journal of Marketing (Kumar 2015) have encouraged researchers to submit contributions on social media and in particular to address the issues of its effectiveness.
The increasing interest in social media marketing in academics has its roots in the rapid development of social media marketing in the industry (Kumar 2015). Undeniably, the last decade has seen an unprecedented growth of social media. Nowadays, social media takes center stage in many consumers’ lives, with the majority of interactions and discussions happening on the three most popular social media platforms: Facebook, Twitter and YouTube. Facebook counts over 1.4 billion users with 4.5 billion likes per day (Statista 2015) while Twitter registers 288 million active users who send 500 million tweets per day (Twitter 2014). Finally, YouTube counts over one billion users with over 300 hours of videos uploaded every minute (YouTube 2015). As a new and developing field, social media is potentia...
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