Facebook, Twitter, Blog? How To Get Your Message Out

With traditional and new media channels abound, finding the right one for your organization can be a challenge. Social Marketing Quarterly’s new article “Changing Channels: A Theory-Based Guide to Selecting Traditional, New, and Social Media in Strategic Social Marketing” evaluates online video sharing (e.g., YouTube), online social networking (e.g., Facebook, Google), microblogs (e.g., Twitter), weblogs, mobile applications and more from a social marketer’s perspective:

New and social media allow organizations to meet McGuire’s (1984) prescription to reach people multiple times, from multiple sources and in multiple settings (McGuire, 1984), and practitioners see social media as an opportunity to increase transparency in their communication (DiStaso & Bortree, 2012). An additional attraction of new and social media technologies is their low relative cost compared to that of more traditional advertising (Long, Taubenheim, Wayman, Temple, & Yu, 2010). However, along with this savings is also a loss of message control (Neff, 2011).

We have moved to an era of dialogic communication campaigns in which the public has more power in controlling message design and delivery. And while organizations are increasingly turning to social and new media for social marketing, sometimes with successful results (Abroms, Schiavo, & Lefebvre, 2008), efforts are not always theory-driven or evidence-based.

The following review of extant literature of channel selection theory informed the application of media richness theory and the concept of medium control. The research question explored here is what channel characteristics should campaign designers consider and assess when selecting the most effective channels for disseminating their messages. This article prescribes a process and typology for strategically selecting channels in social marketing campaigns.

Click here to read the article by Christy J. W. Ledford of the Uniformed Services University of the Health Sciences, published on September 28, 2012 in Social Marketing Quarterly, and here to learn more about the journal.

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This entry was posted in Social Media and tagged , , , by Cynthia Nalevanko, Senior Editor, SAGE Publishing. Bookmark the permalink.

About Cynthia Nalevanko, Senior Editor, SAGE Publishing

Founded in 1965, SAGE is the world’s leading independent academic and professional publisher. Known for our commitment to quality and innovation, SAGE has helped inform and educate a global community of scholars, practitioners, researchers, and students across a broad range of subject areas. With over 1500 employees globally from principal offices in Los Angeles, London, New Delhi, Singapore, Washington DC, and Melburne, our publishing program includes more than 1000 journals and over 900 books, reference works and databases a year in business, humanities, social sciences, science, technology and medicine. Believing passionately that engaged scholarship lies at the heart of any healthy society and that education is intrinsically valuable, SAGE aims to be the world’s leading independent academic and professional publisher. This means playing a creative role in society by disseminating teaching and research on a global scale, the cornerstones of which are good, long-term relationships, a focus on our markets, and an ability to combine quality and innovation. Leading authors, editors and societies should feel that SAGE is their natural home: we believe in meeting the range of their needs, and in publishing the best of their work. We are a growing company, and our financial success comes from thinking creatively about our markets and actively responding to the needs of our customers.

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