7/22/2019 Ashwin Malshe - Social Media Marketing Syllabus 2014 ESSEC

1/5

\klmji Hcdmj Hjrgctmea

06:4

Vrkn. Jsbwme Hjisbc

Lkevcrsjtmkes

Lkevcrsjtmkes jrc usQkrds jrc jpicety `ut mecptCelryptcd me cjlb wbmspcr ms j hcssjacJed tbkusjeds me j ffcctmea aimhpsc

Qbce wjs tbc ijst tmhc yku lkevcrscd wmtb skhckec; J`kut jeytbmea...tbjt ecw skea yku bcjrd ketbc rjdmk kr tbc schcstcr tbjt ms jbcjd kn yku; Jeywbcrcke tbc pbkec, me pcrske, ke Njlc`kkg;Qmtb jeykecnrmceds, pjrcets, sm`imeas, kr tbjt rjedkh auy ke tbc cicvjtkr; Vcrbjps yku jrclkevcrsmea cvce ekw wbmic rcjdmea tbms tcxt!

Lkevcrsjtmkes jrc nuedjhcetji tk kur cxmstcelc. Js buhje `cmeas, wc trmcd bjrd tk jlbmcvc tbcj`mimty tk lkevcrsc. Qc mevcetcd ijeaujacstbkusjeds kn tbchme krdcr tk hjgc kurlkhhuemljtmke cnlmcet (Tbce wc dclmdcd tbjt wkrds wcrc tkk cjsy? Tjig ms Lbcjp). Qc lketmeucdtk lkevcrsc. Tbjts bkw wc sbjrcd kur stkrmcs wmtb ktbcrswmtb tbksc wbk hjttcr js wcii js wmtbtbksc wbk dket.

Tbc lkevcrsjtmkes jrc jircjdy bjppcemea nkr jacs`y bjed acsturcs, skueds, jed wrmttce syh`kis.

Qc cvkivcd nrkh hcctmea pcrskejiiy tk wrmtmea icttcrs tk hjgmea pbkec ljiis tk scedmea chjmis. Jedtbce wc cvkivcd jajme. Qc lrcjtcd tbc Metcrect jed keimec sklmji ectwkrgs.

Tbms ms tbc ijtcst jed tbc hkst cvkivcd hcdmuh nkr lkevcrsjtmkes. Tbms ms tbc sklmji hcdmuh. ]ku jedM jrc jircjdy bcrc. Ekw tbc rhs wjet tk okme us tkk. Tbcy wcrc pjrt kn kur lkevcrsjtmkes me j`scetmj.Ekw tbcy wjet tk tjgc pjrt me tbcsc lkevcrsjtmkes. Tbc qucstmke ms Qmii tbcy jdd vjiuc tk kur imvcs;Pchch`cr tbjt mt ms ekt us wbk jrc cetcrmea tbcmr wkrid7 mt ms tbc `usmecsscs tbjt jrc geklgmea ke kurdkkrs tk ict tbch me kur sklmji ectwkrgs.

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7/22/2019 Ashwin Malshe - Social Media Marketing Syllabus 2014 ESSEC

2/5

Js nuturc chpikyccs, yku wmii usbcr metk tbc lkrpkrjtc wkrid tbjt ms dcspcrjtciy trymea tk uedcrstjedtbc lkevcrsjtmkes kn mts lkesuhcrs. Tbcmr nklus ke sklmji hcdmj ms ekt oust j njd kr j spjrg me tbc pje.Tbcrc ms scrmkus hkecy rmdmea ke mt. Tbc `usmecsscs tbjt rmdc tbms trced wmii survmvc kr cvce tbrmvc. Tbckecs icnt `cbmed wmii dmc. ]ku wjet tk okme tbc imvmea, tbrmvmea lkhpjemcs. ]ku wjet tk sbue tbc kecstbjt jrc dymea, dcljymea.

Ch`rjlmea sklmji hcdmj nkr `usmecsscs ms hkrc tbje oust j sbmnt me tbc lkhhuemljtmke strjtcay. Mt ms jpjrt kn tbc nuedjhcetji lbjeac me tbc lkrpkrjtc luiturc tbjt ms jetmqujtcd. Mt dchjedstrjespjrcely, mt sbues hmstrust. Tbc lkesuhcr dkcset wjet tk `c trcjtcd imgc j gmea, rjtbcr oust jbuhje `cmea. @ut trcjtmea pckpic imgc, sjy pckpic, ms tbc tkuabcst tjsg nkr tbc `usmecsscs. Tbcmrlurrcet hjrgctmea strjtcamcs jrc meffucelcd `y medustrmji hjeunjlturmea prjltmlcs. Mn tbc akkds lje`c arkupcd tkactbcr, wby ljet `c tbc pckpic; jsg tbc hjrgctcrs. Tbcy tbce scahcet tbc buhjerjlc metk bkhkacekus arkupscjlb pcrske me tbc scahcet ms tbc sjhc js tbc ktbcr. Tbcy pksmtmketbcmr `rjeds me kur hmedscvcry lkesuhcr pcrlcmvcs tbc `rjed tbc sjhc wjy.

Tbms bjs tk lbjeac. Tbc `usmecsscs bjvc tk `c hkrc tbje oust icaji cetmtmcsecxus kn lketrjlts. Tbcyjrc rue `y pckpic nkr tbc pckpic. Mt ms bmab tmhc wc `rmea kut tbc buhje cichcets wmtbme tbc

`usmecsscs me krdcr tk lkevcrsc wmtb tbc lkesuhcrs. Pchch`cr tbc lkesuhcrs bjvc j lbkmlc. Mn tbcydket wjet, tbcy wmii ekt meliudc j icaji cetmty me tbcmr sklmji ectwkrgs. Qby me tbc wkrid sbkuid wcsbjrc kur metcrcsts wmtb j ly`kra; Qby sbkuid wc hjgc kur hchkrmcs, pmlturcs, jed kpmemkes,bkwcvcr pijme tbcy hjy `c, jvjmij`ic tk j eke-buhje; Mn `usmecsscs bjvc tk lkevcrsc wmtb buhjes,tbcy bjvc tk `clkhc buhje. Jed lkevcrsc tbcy hust! @cljusc mn tbcy dket, tbcy wmii `c icnt `cbmedtk njdc metk tbc k`imvmke.

Metrkdultmke

Jllkrdmea tk j rclcet survcy kn 0>0 lbmcn hjrgctmea knnmlcrs (LHKs), Jhcrmlje lkhpjemcs jrcspcedmea 1.4% kn tbc hjrgctmea `udact ke sklmji hcdmj. Me tbc ecxt :0 hketbs, tbms spcedmea wmii

melrcjsc tk :6% jed kvcr tbc ecxt nmvc ycjrs mt wmii rcjlb :2%. Tbc trced sbkws tbjt hjrgctcrs jrcchpbjsmzmea sklmji hcdmj hjrgctmea jed ek hkrc lkesmdcrmea mt js j bk``y.

Bkwcvcr, me jektbcr LHK study lkedultcd `y M@H ke j ijracr sjhpic kn 304 aik`ji LHKs,ijlg kn jlkbcsmvc strjtcay nkr icvcrjamea sklmji hcdmj/`usmecss chcracd js j lrmtmlji lbjiiceac. \mhmijriy, meje cjrimcr study `y M@H, >2% kn tbc LHKs medmljtcd tbjt tbcy wcrc uedcr-prcpjrcd nkr sklmji hcdmj.Tbcsc survcy nmedmeas suaacst tbjt jitbkuab lkhpjemcs jrc lkevmelcd j`kut sklmji hcdmjmhpkrtjelc jed wjet tk mevcst hkrc, tbcy jrc stmii struaaimea tk tjhc sklmji hcdmj. Js sulb tbcrc jrchjey kppkrtuemtmcs nkr je medmvmduji wmtb tbc uedcrstjedmea kn sklmji hcdmj me tkdjys `usmecsscs.

Lkursc K`ocltmvcs

Me tbms lkursc wc wmii nklus ke tbc nkiikwmea?

Qby sklmji hcdmj bjvc `clkhc sk mhpkrtjet nkr tbc nuturc kn `usmecss Bkw lje sklmji hcdmj hjrgctmea strjtcamcs `c lkestrultcd jed mhpichcetcd Bkw tk rue sklmji hcdmj ljhpjmaes Tbc imhmtjtmkes kn sklmji hcdmj hjrgctmea Hcjsurmea tbc cnncltmvcecss kn sklmji hcdmj strjtcamcs Bkw tk `c `cttcr prcpjrcd nkr sklmji hcdmj lrmsms

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7/22/2019 Ashwin Malshe - Social Media Marketing Syllabus 2014 ESSEC

3/5

Tbms lkursc rcqumrcs yku tk hkdmny tbc lurrcet hjrgctmea strjtcamcs sulb js scahcetjtmke, tjractmea,jed pksmtmkemea. Qc wmii icjre bkw tbc trjdmtmkeji `usmecss hkdci kn hjss prkdultmke knlkhhuemljtmke ms hcjemeaicss jed mrrcicvjet me sklmji ectwkrgs.

Lkursc Pcqumrchcets

Pcauijr rcjdmea kn tbc lkursc dkluhcets. ]ku wmii lkestrult me ykur hmed ykur kwe vcrsmkes kn tbcpjst, prcscet, jed nuturc kn sklmji hcdmj jed sbjrc wmtb tbc rcst kn us me tbc lijss.

Jttcedmea tbc lijsscs rcauijriy jed pjrtmlmpjtmea me tbc lijss dmslussmkes kn twk ljsc studmcs tbjtwmii `c jssmaecd tk yku.

Lrcjtmea jed hjejamea ykur kwe `ika/wc`smtc, scttmea up j Twmttcr jllkuet, ctl. M wmii sbkw ykutbc tkkis tk bcip yku me tbms. ]ku dket eccd tbc gekwicdac kn lkhputcr prkarjhhmea tk dk mt.

Pcjdmea Imst

\cc tbc slbcduic nkr tbc hjedjtkry rcjdmeaimst. Tbc jljdchml pjpcrs jrc imstcd `cikw jed tbcy jrcpjrt kn tbc rcqumrcd rcjdmeas. Jpjrt nrkh tbcsc rcjdmeas, yku hmabt `c amvce ecws jrtmlics jedrcpkrts nrkh tmhc tk tmhc.

Jljdchml pjpcr :? @umidmea @rjed Lkhhuemty, `y HlJicxjedcr, \lbkutce, jed Gkcema 0660,Okureji kn HjrgctmeaJljdchml pjpcr 0? Qbjt Hjgcs keimec Lketcet ^mrji, `y @cracr jed Hmighje 066:,Okureji knHjrgctmea PcscjrlbJljdchml pjpcr

7/22/2019 Ashwin Malshe - Social Media Marketing Syllabus 2014 ESSEC

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Tbc Drjakeffy Cnnclt? Zumlg, Cnncltmvc, jed Vkwcrnui Qjys tk Ssc \klmji Hcdmj tk Drmvc \klmjiLbjeac, `y Ocemncr Jjgcr jed Jedy \hmtb (M\@E-:6? 6416>:4:3

7/22/2019 Ashwin Malshe - Social Media Marketing Syllabus 2014 ESSEC

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\lbcduic

3