Explain social media marketing with an example. What will be ...

[piesebel]

Explain social media marketing with an example.
 
  What will be an ideal response?

Question 2

With respect to online privacy, list the widely accepted fair information practice principles outlined by the U.S. Federal Trade Commission which must be followed by businesses operating online.
 
  What will be an ideal response?

[mammy1697]

Answer to Question 1

One relatively recent trend in Internet marketing is harnessing the power of social media, such as the social networking site Facebook. More and more people rely on social media to stay in contact with their friends or business associates, so including such sites in the interactive marketing mix is a natural move for companies. In addition to placing display ads on such sites, companies increasingly use social networking sites for interactive communication with their customers. For example, the Coca-Cola Company has created a page on Facebook, allowing it to interact with its over 82 million fans (i.e., Facebook users who like the page) in various ways; Coke's fans can download free virtual goodies, can upload pictures related to everything Coke, or can use interactive applications. By creating this page, Coke can build strong relationships with a large group of its target customers. Similarly, people can follow Coke on Twitter or visit Coke's channel on the video sharing site YouTube. A recent trend for companies is establishing social media listening centers to feel the pulse of public opinion across a variety of social media.

Answer to Question 2

When surveyed about concerns related to Internet use, most consumers list issues of information privacy as a top concern. As a result, governments have pressured businesses to post their privacy policies on their Web sites. As outlined in the U.S. Federal Trade Commission Fair Information Practice Principles widely accepted fair information practices include:
1. Notice/Awareness - Providing information about what data are gathered, what the data are used for, who will have access to the data, whether provision of the data is required or voluntary, and how confidentiality will be ensured. Such information is typically contained in data privacy statements on a Web site.
2. Choice/Consent - Providing options about what will be done with the data (e.g., subscription to mailing lists after a purchase). Typically, consumers are given a choice to opt-in (i.e., signal agreement to the collection/further use of the data, e.g., by checking a box) or opt-out (i.e., signal that data cannot be collected/used in other ways).
3. Access/Participation - Providing customers with means to access data collected about them, check for accuracy, and request correction of inaccuracies.
4. Integrity/Security - Ensuring integrity of the data (e.g., by using only reputable sources of data), as well as implementing safeguards against unauthorized access, disclosure, or destruction of data.
5. Enforcement/Redress - Providing means to enforce these practices, and/or for customers to receive remedies, for example, through self-regulation or appropriate laws and regulations.