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audiences, build online business, open up business opportunities, develop/establish a brand, help grow a business, connect to wider/global markets, connect with new groups/types of customer, establish a reputation, improve internal communication, generate leads/sales, improve staff recruitment/retention, improve customer support/satisfaction, save money 1.1 Discuss recent developments in social media that have changed the way businesses promote products and services.
- Emergence of influencers, eg: online, eg tweeters, bloggers, e-zine authors, offline, eg politicians, journalists, TV personalities, objects, eg photos, videos, music, tweets, blogposts, speeches, organisations, eg pressure groups, lobbyists, consumer organisations
- Types of content: eg images, video, audio, text, links, polls, quizzes. Types of audience: eg general public, niche, existing customers, internal. Matching content to audience
- Issues:
- growth in popularity
- attitudes of different cultures and population sectors
- accessibility
- legislation covering use
- cyber bullying
- health issues
- unforeseen consequences of posted content and damage to reputation.
- data protection and data handling considerations
- ethical considerations
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