Mata inte trollen : En studie i marknadskommunikation och internetkultur

• Main Authors: Lannering, Jonas, Martinsson, Axel
• Format: Others
• Language: Swedish
• Published: Uppsala universitet, Medier och kommunikation 2012
• Subjects: Internet culture; social media marketing; word of mouth; viral marketing; Internetkultur; viral marknadsföring; fallstudier; anonymitet; marknadsföring i sociala medier
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-167858

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: 33 Course: Media and communication studies C University: Department of informatics and media, Uppsala University Period: Fall 2011 Keywords: Internet culture, social media marketing, word of mouth, viral marketing, participatory culture, transparency, anonymity, Web 2.0,