Global CMO Magazine, an international publication for marketing professionals produced by Global Marketing Network, featured ECU marketing professor Dr. Tracy Tuten in its June 2013 cover story.
Tuten discusses “The Zones Framework” in the article, presenting a different way of understanding the landscape of social media, or communication that is “online, participatory, and shareable,” and what it means for marketers.
Tuten divided social media marketing into four main areas: (1) social community, (2) social publishing, (3) social entertainment, and (4) social commerce.
“I really like to focus on Zone 1 as the customer relationship management zone,” she said in the article. “Platforms like Facebook and Twitter are where relationships are built.” For B2B companies, however, she explained that social publishing is arguably the most important zone, since it’s where thought leadership is built and where marketers can illustrate their competence, quality, and continuous improvement through blogs and other media sites like YouTube.
“Many industry experts agree that that we are very close to a time when all media will be social,” Tuten told the magazine. “That means we need to be especially clear about how to create value for our target audiences that will encourage them to participate and share.”
To read the full story, visit online at http://issuu.com/andrewvesey/docs/987598736_globalcmo_june2013?e=3732471%2F2870856.
Dr. Tracy Tuten is associate professor of marketing at East Carolina University, where she teaches advertising and social media marketing. She is one of the leading voices in the fields of digital marketing and social media. Her first book, Advertising 2.0: Social Media Marketing in a Web 2.0 World, was published in fall 2008. Most recently, she co-authored a text on Social Media Marketing with professor Michael Solomon. She has also authored more than 100 journal articles, book chapters, and conference presentations. Originally from Washington, N.C., Tuten earned both her MBA and BSBA from ECU. She received her Ph.D. from Virginia Commonwealth University in 1996.
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Photo caption: Dr. Tracy Tuten