Terminology
Social media. Social media is defined as the information content created by web users using highly
accessible publishing technologies. It is intended to facilitate communications, influence interaction between
peers and with public audiences. Social media communication usually occurs via the Internet and mobile
networks. (Weber, 2009)
Social media marketing. Social media marketing is a term that describes use of social media tools for
marketing, sales, public relations and customer service. Common social media marketing tools include
Twitter, LinkedIn, Facebook, Flickr, Wikipedia, Orkut and YouTube (Social, 2010).
Viral marketing. Viral marketing is a marketing technique to spread a marketing message by users of the
Web to other users, resulting in increase of message visibility and awareness. In other words, it's a "virus"
that is carried over the Internet to various Web "hosts" or people (Weber, 2009).
Word-of-mouth advertisement. Word-of-mouth advertisement relies totally on the individuals who
voluntarily share the information with other people. The power of word-of-mouth advertisement is “trust,
faith, and knowledge of the person doing the communicating on behalf of a product, service, business, or
event” (Bree, 2009, Hugher, 2007).
Web 2.0. Web 2.0 refers to the second generation of the World Wide Web, especially the movement
away from static web pages to dynamic and shareable content and social networking. Examples of Web 2.0
include web-based communities, hosted services, web applications, social-networking sites, video-sharing
sites, wikis, and blogs (Web 2.0, 2010).
Social media strategy. Social media strategy is a strategic approach to build communication strategy
with end users using tools, applications and tactics of social media (Social, 2010).
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A brand advocate is defined as loyal customers who very actively participate in social media activity and
engage other users increasing message visibility and enhancing brand awareness (Gillin, 2007).
Methods
To understand the current usage of social media marketing s survey was carried out, based on
questionnaire aiming to cover the research objectives. A list of participants was developed based available
data on existing open concert venues across the U.S.
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