principles & guidelines of social media - rules of the game
DESCRIPTION
A great reference for building enduring relationships with your customers online. Prepared and Presented by: Shawn Bhasin Social Media Marketing Dr. R. V. Kozinets Schulich School of Business Toronto, CanadaTRANSCRIPT
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social networks
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community
fear
deceptioncontrol
belonging
freedom
trust
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virtual community
“capacity to challenge the existing political hierarchy’s monopoly on powerful communications media, and perhaps thus revitalize citizen-based democracy”Rheingold 1993
participation
engagementvoice
freedom
empowerment
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rules of the game
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1. participate
be part of the community
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2. be humble
respectacknowledge
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3. play fair
don’t be controllingno bullying
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4. Add value
Serve- then sell
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5. authenticity
operate with integrity
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re-capparticipation
humility
fairness
value
authenticity
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sources Block, Peter. (2008). Community: The structure of belonging. USA: Berrett-Koehler.
Deighton, J., & Kornfeld, L. (2010). United breaks guitars. Harvard Business School, MA: Harvard Business School Publishing.
Gossieaux, F., & Moran, E. K. (2010). The Hyper-social organization: eclipse your competition by leveraging social media. USA: McGraw-Hill.
Kaplan, A.M., & Haenlein, M. (2009). Users of the world, unite! The challenges and opportunities of social media. Indiana: Kelley School of Business.
Rheingold, Howard. (1994). The Virtual Community: Homesteading on the electronic frontier. Canada: HarperCollins.