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Tag: viral effect
Must-have skills for digital media career
By Andrew Wong Advice Columnist
Branding
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Digital Marketing
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Digital Media
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Facebook
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friends united
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Social Media
,
viral effect
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YouTube
Few would have ever known that Friends Reunited was actually the first social networking site to achieve prominence. It was in fact three years old by the time Friendster appeared and took another two years before Facebook came into the scene. Most social networking sites share a common goal of connecting or reconnecting people through the Internet. At some point in their history, each has built a credible following of members. It is this member base that has attracted the attention of businesses wishing to identify, connect, engage and hopefully sell products and services to.
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傳統媒體 vs 社交媒體
我相信現今所有做生意、做市場推廣的朋友都會去認識社交媒體市場學。但在我創業初期，大部份人對此門學問都不以為然。難怪的，因為大多數人都習慣在媒介上花錢買廣告買影響力，對於自己創造影響力沒有甚麼想像空間。況且，他們對於不能買的媒體興趣不大，更甚是不認為社交媒體應被定義為媒體。此亦可理解為何傳統媒體工作者早幾年並不認同或重視社交媒體。
當然我十分明白專業的媒體工作者不能認同「人人當記者」，將 Facebook專頁、微博專頁當成媒體的一部份好像並不恰當。 我不打算在此跟大家做學術研討去討論「何謂媒體」，但以訊息傳播及接觸面，愈來愈多的數據皆顯示社交平台可與傳統大眾傳播媒介比較。
Facebook 及 Youtube 最近同樣地在推動 Reach and Frequency 的評估準則，就是要跟傳統電視的評估準則同化。傳統媒介有能力去製造話題，因為他們是內容製造者。社交平台本身沒有內容，他只提供渠道。如品牌或個人有能力製作有合乎網民品味的內容，就可以透過 Viral Power ，發揮更大的「社交口碑」作用。
基於有傳統媒體的營運經驗，我很早期就專注於將網站流量、點擊率、加強讀者群分析、内容口碑、重點行為分析應用於 digital marketing 之上。
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