What would be hugely interesting would be to hear your take on this model for integrating social media into an organisation?
What are benefits, negatives and areas of improvement for this model?
Building a social media framework..
The image presented below is of a framework created by Mangold and Faulds. This was published in their 2009 paper entitled, 'Social media: The new hybrid element of the promotion mix.'
What would be hugely interesting would be to hear your take on this model for integrating social media into an organisation?
What are benefits, negatives and areas of improvement for this model?
What would be hugely interesting would be to hear your take on this model for integrating social media into an organisation?
What are benefits, negatives and areas of improvement for this model?
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this looks like some complicated stuff lol! To me, social media goes beyond just the marketing mix. it is about helping with r&d, customer support etc. i like the fact that this model shows an arrow back from the consumer to the org. this is important and a key diff between sm and traditional marketing
ReplyDeleteI think this is an interesting model because it shows how consumers, as a community, are reactive to the actions of an organisation and these actions then illicit a response which is fed back to the org. It's clear from this model that orgs use customer feedback and reactions to certain campaigns to direct their future projects. From my experience the final box for consumers, should also feed directly back to the 'agents' box as these contacts will closely monitor any forums or blogs on behalf of the org.
ReplyDeleteThis model needs to differentiate between the effect of positive and negative feedback from customers and how this is tackled via social media vehicles
ReplyDeleteI think there should be a direct two-way communication loop between the organisation and the consumers as mediated by the use of social media as not all companies will employ agents to deal with their consumer interactions.
ReplyDeleteI think in todays world there has to be an ever increasing focus for the organisation to engage with the customer at every possible stage. This model shows how social media can achieve this but I still feel there needs to be more arrows between the customer and the organisation, using social media as the vehicle for this, for this model to work successfully.
ReplyDeleteAlso not all consumers are social media savvy and organisations should not rely on this channel alone.
ReplyDeleteI don't quite understand how the model aims to differentiate between social media and traditional communication methods such as advertising as they are all grouped together. I would have thought social media would allow the company to cut out the middle man and connect directly with the consumer or at least this is how in my eyes it would ideally be used.
ReplyDeleteI agree with the model in that social media enables consumers to connect and gives them a greater collective voice and therefore more strength - which is a good thing.
Honestly I'm not a big fan of this model....the only benefit i can think of this is that it shows firms are at least interested in integrating social media into their strategies in first place!
ReplyDeleteIt faces the same problems as the traditional marketing strategy - where customers are end points in the chain...while the arrows show that they feed back information into the organisation the structure is too linear - and social media is not linear! for example if you look at the first two boxes - it shows that they are communicating but the consumer only talks to the organisation? and the agents have no engagement with this audience, and then they are the one's in charge of creating the new promotion mix??? totally incorrect!
i feel that an ambitious attempt has been made by these authors but they should read some service-based literature that puts the consumer at the centre of the strategy, not the end.
Fournier and Lee (2009) have a great article about 'building online brand communities' and it basically emphasises that organisations that prosper in community formation use a light touch system instead of constraining the creativity of their customers - sorry for the nerdishness :P
Having worked in social media I think the model has greatly simplified the social media marketing process.
ReplyDeleteSocial media isn't simply putting a message in and letting consumers discuss it. You need to persistently interact with consumers to get the best benefits.
An example, the company I manage social media for attended a trade fair. On the social media sites (blogs, facebook, twitter) I announced out presence/stand number at the fair. So that would be the first SM message.
Then during the event I contacted people individually inviting them to the stand and having conversations with them about the fair as a whole. So rather than consumers interacting with each other that's backwards and forwards between business and consumers.
Then post the event there was feedback, photos sent in by consumers and sent out by the company via SM and videos posted on youtube by both parties as a response and follow up.
The complex interactions of SM are in no way demostrated by the model.
I understand the model, but feel that there should be a seperation between traditional promotion and social media, I also agree with whoever said that there should be a more direct two way link between the consumer and organisation, even if it goes via there secondary agent, it's important that they hear the feedback and react to it.
ReplyDeleteThis model is far too rigid! Social media influences all stages of the marketing process and at all points. It is also not just limited to marketing. I feel that this model is over simplistic
ReplyDeleteTo me this model suggests that there is no feedback from the promotional mix stage. Surely modern social media will allow constant feed back (for example how many users have clicked on your advertisement,what is the general consensus of the blog).
ReplyDeleteI also don't agree with the agents stage! Why can't an organisation not interact DIRECTLY with consumers! Social media sites are designed for simplicity (such as on Spotify anyone can have an advert created and broadcast for a few £hundred). The smaller the link between the organisation and the consumers Vodafone are selling their brand too the better!
As previous users have stated it seems as though Mangold and Faulds are applying old marketing models to a very new and different application.
Within the model, they obviously see social media to be an important new part of brand promotion but what could be made more clear is the relative importance of each element of the promotion mix, and whether more traditional forms of promotion such as advertising and publicity are still deemed as the most vital in promoting a brand or not?
ReplyDeleteshouldn't social media act on the first part, the 'agents' component? I think essentially social media is acting on all areas of a business at all points. Social media is a never ending continuum, not closed in any way. Therefore i would suggest a model that has social media being part of and having presence in all elements
ReplyDelete