Four I's

[2016]

SOCIAL MEDIA

MARKETING FOR

NEWBIE

ENTREPREUNERS –

FOUR I’S

SEELAM VENKATA SIDDHARTHA

ID: 335036730

IOWA STATE UNIVERSITY

Abstract

The emergence of social media has completely changed the way of communication between

people and it has also opened up an enormous number of ways to communicate with the

customers and engage with them. With the help of social media, a company can communicate with

thousands or millions of customers at the same time about its products. Thus, the impact of seller

to buyer communications has been enormously boosted by the social media in the marketplace. In

this paper, we are going to discuss about the social media marketing cycle, how social media is

classified into groups and the evolution of social media marketing. In addition to that we are also

focusing mainly on buzzfeed which is an emerging Internet based social media company, how it is

changing the way consumers think about the social media content and the potential link between

the buzzfeed and social media advertising. Finally, to conclude we present the Four I's that any

company should follow while entering into the social media marketing and few recommendations

to the new startup companies for viral advertising in social media.

Introduction

According to Andreas Kaplan and Michael Heinlein social media is defined as a group of online

communication channels and union of internet based applications and technologies that are build

on the ideological and technological solutions of web2.0, which helps people to interact, contentsharing, communicate with each other online and collaboration. Facebook, LinkedIn, Instagram,

YouTube, Pinterest, Flickr, Buzzfeed, Yammer but that’s not all social media covers many other

digital tools even email and SMS are social media tools too. In united states 7 in 10 of us have

internet access at home we spent around 13 hours online each week at home, at work, at on the

move and most of us with the internet...