Mata inte trollen
En studie i marknadskommunikation och internetkultur
Internet cultureSocial media marketingWord of mouthViral marketingInternetkulturViral marknadsföringFallstudierAnonymitetMarknadsföring i sociala medier
Social media provides, as many points out, new possibilities for marketing. Marketing in social media requires a two way communication, rather than the traditional marketing where the communication model is typically sender ? receiver.To create a marketing campaign that is suitable for a two way communication model has its difficulties and risks as well as its opportunities. Opportunities in the sense that the campaign can become a viral, a Word of mouth and create a Buzz, which will reach potential customers, to a bigger quantity for lower costs, with a message that will make a different impact from the types of commercial messages we are used to. Risks in the sense that the message, if not properly aimed and phrased, can be turned overnight into something that humiliates the company and possibly harm its brand.The difficulties in creating such a campaign is to create something that will catch people?s attention, discuss and forward it, while at the same time avoid getting hurt.We aim to describe the internet from a cultural context, and from that point of view explore the types of misunderstandings which often seem to happen when a corporate message is created and sent out in social media, how to avoid putting the image of a company in danger when doing this, and examine if there is ways to know how the message will be received. We truly feel that linking marketing in social media with internet culture is a field of research with great possibilites.Number of pages: 33Course: Media and communication studies CUniversity: Department of informatics and media, Uppsala UniversityPeriod: Fall 2011Keywords: Internet culture, social media marketing, word of mouth, viral marketing, participatory culture, transparency, anonymity, Web 2.0,