These days, traditional mass media like television, cinema, newspapers and radio have lost their selling power, due to unilateral communication. But with the arrival of Web 2.0, communication has evolved and no longer is driven on a one-to-many model, but many-to-many model. Social media has therefore become a recent and inescapable means of communication. Certain businesses have already made the big leap into this new world, while others are still hesitating. Yet the benefits are numerous: a good public profile, interactive dialogue with clients and costs that are relatively lower compared to the traditional mass media. New platforms have been borne – Facebook, Twitter and YouTube are some of the more blazingly obvious. In this jungle of new interfaces, a “Social Media Marketing” plan must be thought out in order to guarantee a good control of these communication methods because the risk of the “Internet’s memory” is still a real threat.
Amongst the new possibilities that the Internet has to offer, what is at stake in going viral? Are there real advantages in it for companies, opposite traditional media? First of all, we will see that the consumption and control of information has changed. Secondly, we will look at why social networks have succeeded in imposing themselves on the web and why they are new advertising models. We will finish the presentation by discussing advice that an agency specialised in Social Media Marketing could offer.
Certain examples of study cases, are communication plans in niche sectors (analysis in these sectors is much more interesting than the bigger brands) or in the PME/PMI (personal participation in the elaboration of the “Social Media” plan and the analysis of feedback – certain paragraphs are based on personal experiences in the professional sector.)