Genre Analysis Essay
Social Media Analysis
Social media marketing is one of the newest and biggest marketing crazes that is sweeping the nation today. Companies small and large have resorted to Facebook or Twitter to reach a whole new demographic. With over 900 million users on Facebook and 140 million on Twitter, you can see why. Marketing this way reaches over a billion people day in and day out and the biggest thing is, it spreads like wildfire. With that, the professionals and the “everyday” people tend to have similar views on this topic. To see what the normal people thought I visited Facebook – Mark Zuckerberg, Marketing Ramblings – Craig Smith, and Wikipedia – Jimmy Wales. After researching, I found that many “everyday” people really enjoy this tactic. It is easy for them and can be done instantly and right from home. Although some may not realize they are being marketed to, most are in agreement that social media marketing is a great way to get the word out. As for the professionals, I checked a number of articles. Two that caught my eye were Nick Hafele’s Social Media Marketing: Interactions, Trends, and Analytics as well as Social Media: The New Hybrid Element of the Promotion Mix by Glynn Mangold. The pros both agree that if done correctly, social media marketing can increase sales dramatically, widen the customer base and develop customer loyalty. So by hearing both sides, is social media marketing just the latest fad that will soon die off, or is this just only the beginning of what is to come?
In the “people on the street” articles, their audience is you and me. They are here to inform us of what the social media marketing is and to give a little background on the subject. Since most are used by all of us on a daily or weekly basis, it becomes almost run by the people. The audience knows what social media is, and that a lot of people use it, but what some don’t know are the possibilities it could have in the marketing field. The reason for this is because they just see the sites as a way to keep up with friends, which it does, but do not realize that they are being marketed to. They spend little time thinking of business while on Facebook or Twitter, but the businesses are constantly sending out promos and coupons right before their eyes. They also might show up and coming items or give hints on new services that may be coming in the future. It is usually things that if it were not for social media, people would not have received. So the purpose of these sites is to let us know, as consumers, the opportunities out there for great deals and to inform us of the nature of the businesses reaching out to us on social media. As for the professional articles, those are used on more specific terms. They are to provide analysis of the social media market and whether or not it is worth it to implement a marketing strategy that involves it for businesses. Therefore, the audiences they intend to reach are the companies out there thinking about making this move. The companies have likely visited many sites to conduct research and crunch some numbers, so they have a good in depth knowledge of the marketing. However, they are on the search for the things they do not know so that they can fully form the best social media marketing out there. They want to know how to approach the consumers in the strongest way possible. With that, they are likely to spend many hours, days or weeks researching the topic and how it has done in the past, to perfect the way their product or service is marketed on social media. The overall purpose of the professional articles is to provide as much information as possible for businesses to make sure they maximize the potential of this new craze.
The credibility for the two different types of articles is accounted in different ways. The professional articles are obvious – they are done by professionals. Therefore people are likely to believe what they say. As for the “everyday” people sites, finding credibility is more opinion based. Sites such as Facebook and Wikipedia are constantly used by the public, but also show what the consumers are thinking. Being on Facebook for 10 minutes will show the marketing strategies that companies use in the field. Therefore people are getting the “real life” experience. The emotions appealed to are the same way. With a very professional attitude, the pros give data and analysis and tests to show results. There is a lack of emotional appeal here. Instead, it is more of a logical appeal, or logos, because it is very serious and the people reading these articles are getting down for business. As for the normal sites, the emotional appeal is more pathos related. They are for more emotional feelings rather than just information. The purpose, however, is whatever people make it. Facebook can be used for research or leisure as can Marketing Ramblings and Wikipedia. They are designed differently and the reason being is because so many different types of people use them. It isn’t the businesses that search on Wikipedia to research social media, it is everyday people that want a background on the fact or find it interesting. That’s the reason why it is what you make it; to apply to a wide band of audiences. As I stated earlier, the facts back up the professional articles. Numbers don’t lie. They use multiple charts, graphs, and number crunching to prove that social media marketing is worth it. This is very appropriate for what they are getting across. They want every last detail to be shown to give every aspect of social media marketing. To back up the “everyday” sites is once again opinion related. To go on Facebook, search a business and see its strategies are a good way to measure the pros and cons but it is up to that person to make a conclusion from the data.
Charts, graphs, bullets, are all ways the professional articles are broken down. They get the points across. The normal sites also have some structure. Both Marketing Ramblings and Wikipedia are broken down into a very neat and orderly fashion and are easy to read. Facebook is a completely different story. And once again, it is how it is used. By searching any page, it will give you a full breakdown and information on that page, but by scrolling the newsfeed, only the newest post is what is seen. With that you can see the marketing in action but do not know the full background. That is what is cool about it. It is organized to get the message across as it is sent out. Therefore, you do not have to visit the page to get the information. The other two use a chronological order of sorts to get the message through step by step. The organization used by Hafele and Mangold break down the beginning to the end, inside and out of social media marketing. The reason being is that way it is easy to follow for businesses and the message is clear and detailed. Therefore nothing is missed by the businesses researching the topic. All the sites do use a more formal language. Though the pros use bigger words and more marketing specific phrases, the “everyday” people sites also like to stay professional as well. The specialized vocabulary is what sparks the change between them. Phrases such as “Consumer-generated media” or “Promotion mix” (Mangold) are terms that only marketing savvy people would fully understand. The other sites tend to use simpler language and explain in more detail what each phrase means. They still keep a professional attitude; just do not want to leave readers confused.
Overall, social media marketing is happening and it is happening fast. Both genres agree that this tactic can be huge if done correctly and that is their common ground and honestly the most important part. The biggest difference would be the audience each is trying to reach. The businesses use the professionals, while the interested people use the “everyday” sites. Both do a great job getting the point across to their own audiences. As for the opposites, the pros are way too complex for what the “everyday” reader would wish to read and the normal sites are not detailed enough for businesses to fully research every aspect of the social media marketing. However, what is important is that both companies and consumers have expanded their use of social media and more marketing is coming.
“Facebook.” Facebook. N.p., n.d. Web. 08 July 2012. <http://www.facebook.com/facebook>.
“Labelyn Studios: The Official Home Page of Nick Hafele, Grad Student in Information and Communication Technologies.” Labelyn Studios: The Official Home Page of Nick Hafele, Grad Student in Information and Communication Technologies. N.p., n.d. Web. 08 July 2012. <http://www.labelynstudios.com/>.
Mangold, Glynn. “Socialmedia: The New Hybrid Element of the Promotion Mix.” Business Horizons. 4th ed. Vol. 52. N.p.: n.p., n.d. N. pag. Print.
“Social Media Marketing.” Wikipedia. Wikimedia Foundation, 07 Aug. 2012. Web. 08 July 2012. <http://en.wikipedia.org/wiki/Social_media_marketing>.
“[Updated] How Many People Use the Top Social Media?” Digital Marketing Ramblings… N.p., n.d. Web. 08 July 2012. <http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/>.