PSYC 325 Colorado Technical Unit 3 Creating a Social Media Presence Essay UNIT 3 – DISCUSSION BOARD Primary Task Response: Within the Discussion Board area

PSYC 325 Colorado Technical Unit 3 Creating a Social Media Presence Essay UNIT 3 – DISCUSSION BOARD Primary Task Response: Within the Discussion Board area, write 500–600 words that respond to the following questions with your thoughts, ideas, and comments. Use professional quality sources that describe the different social media platforms and how businesses are using those platforms to reach customers. Understanding that social media have transformed the way companies interact with customers across all demographic segments, address the following discussion points:After researching the largest and most popular social media sites, define how at least 3 of the established social media sites can be used to effectively reach the defined demographic targets in your Week 1 Individual Project. (I’m attached it for your review)The discussion is required to be written in an integrative manner that fully discusses each discussion point in full, providing complete analysis and utilizing your research. All research needs to be cited in the discussion and listed at the end of your post. A minimum of 3 scholarly or professional business references for support are required. Note: Research is to be academic or professional in scope. Use of blogs, personal Web sites, corporate Web sites, wikis, or other social-media-related sources are not acceptable. UNIT 3 – DISCUSSION BOARD
Primary Task Response: Within the Discussion Board area, write 500–600 words that respond to the
following questions with your thoughts, ideas, and comments. This will be the foundation for future
discussions with your classmates. Be substantive and clear and use examples to reinforce your ideas.
Use professional quality sources that describe the different social media platforms and how businesses are
using those platforms to reach customers. Understanding that social media have transformed the way
companies interact with customers across all demographic segments, address the following discussion points:
•
After researching the largest and most popular social media sites, define how at least 3 of the
established social media sites can be used to effectively reach the defined demographic targets in
your Week 1 Individual Project. (I’m attached it for your review)
The discussion is required to be written in an integrative manner that fully discusses each discussion point in
full, providing complete analysis and utilizing your research. All research needs to be cited in the discussion
and listed at the end of your post. A minimum of 3 scholarly or professional business references for support are
required. Note: Research is to be academic or professional in scope. Use of blogs, personal Web sites,
corporate Web sites, wikis, or other social-media-related sources are not acceptable.
INSTRUCTOR NOTES:
This week, you will learn about Creating a Social Media.
Information You Will Need to Complete this Week’s Assignments
With the rise of a new decade comes the endless musings and hopeful promises of what the world might offer.
Technology is obviously at the forefront of this discussion as people lean more toward phones and devices to
support their day-to-day routines. As new technological advancements bring increased opportunities
to market and communicate our information pushers, content marketers, and small businesses need to know
not only what to expect but how to intelligently leverage best practices for social media and engage with
audiences.
In 2017, nearly 1 million new people joined social networks every single day. This growth will only continue
as more and more individuals acquire smart devices. By 2020, Facebook predicts that more people are
predicted to have mobile phones than running water or electricity at home. An estimated 3 billion people will
gain access to mobile phones by 2020 (Chaffey, 2020).
The rise of social media is attributed to niche social platforms performing well among giants like Facebook
and Instagram. TikTok, for example, is one such platform that started in 2016 and immediately gained
popularity among youth (i.e., no matter how controversial it might be now). Business companies prefer
LinkedIn for their social media initiatives, while the gaming community flocks to Twitch. There are additional
alternative social media platforms like WhatsApp, We Chat, Reddit, and many more gaining popularities.
SOMETHING TO THINK ABOUT…
Question: You know the importance of a great social media video strategy, but is your brand, your product, or
your workplace doing everything possible to see positive results?
While that might seem like a massive question, it is always smart to dissect videos, check out professional
blogs, big companies’ websites, for example, and see what you (business owner) and or you and your
coworkers can do better.
Many elements that go into social media videos, including subtitles, length, details, and sound, AND
THEY CHANGE CONSTANTLY! You are mostly trying to explain a lot of detailed information in a few
seconds, but when you do it well, you see higher engagement and build a better rapport with your audience.
For this DB assignment, you will define how at least three of the established social media sites may be used
to reach the demographic targets that you explored in your Week 1 Individual Project.
During our Live Chat (Unit 3), we will go over all the different social media platforms and explore their
strategies to reach their targets. We will also examine content types (i.e., the importance of creation and
maintenance of your network), and tips for your preferred social networks (i.e., best practices), including the
channels you might not yet be using.
This link https://www.capterra.com/sem-compare/social-media-marketingsoftware?gclid=CjwKCAjwkPX0BRBKEiwA7THxiFPz72ccek0nlWCnl1SXvUquVuvnm5SaWAGK18t7twrklAy2ha8CRoC3W8QAvD_BwE brings a free service that helps
organizations find the best software for their needs. I will talk more about during our Live Chat.
READING MATERIALS PROVIDED FOR THIS ASSIGMENT:
FROM:
MUSE – MY UNIQUE STUDENT EXPERIENCE
Registered Trademark P E CPEC 2020.
All Rights Reserved.
Creating & Maintaining SM Content
Creation and maintenance of content should rest with a specific group in a company. More focused
and relevant content will flow to customers when a separate entity in an organization takes
responsibility for its social media.
Content creation is not simply posting ad hoc material that serves no specific business
purpose. Content is communication that links a company to new and existing customers.
Oftentimes, accomplishing this task requires the creation of a social media group or dedicating a
percentage of time from product experts from various departments.
A social media campaign should be developed that clearly defines people in target segments and
demographics to whom the company wishes to connect. Social media campaigns should not be a
one-size-fits-all approach because each demographic has it own specific needs in terms of
content, language, and platforms of choice. Defining how the business will reach and connect with
the different demographic groups is a strategic choice that will determine the overall success of its
social media effort.
All businesses should develop clear, concise goals and strategies that it wishes to achieve in its
social media campaign. These objectives should enable the business to connect with new and
current customers and present the business in a well-defined manner. Finally, the social media
campaign should be linked directly to the business’s overall strategy.
Using SM to Build Relationships

Reference
Hughes, L. (2013). 10 best practices of social media [Video]. Retrieved from the YouTube Web site:

Best Practices in Social Media

Reference
Smiciklas, M. (2011). 19 Social Media Best Practices [Video]. Retrieved from the YouTube Web site:

Essentials of Social Media

Reference
Tyler, D. (2012). Social media best practices – Class lecture EDM 2810 [Video]. Retrieved from the
YouTube Web site: http://www.youtube.com/watch?v=5HjzR11Th7s
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Running head: UNIT 1 INDIVIDUAL PROJECT
Unit 1 Individual Project
Colorado Technical University
Mackenzie M.
PSYC325 – The New Rules of Social Media
Dr. Andrea Kolinsky
July 13, 2020
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Running head: UNIT 1 INDIVIDUAL PROJECT
How different demographic segments use and access social media
Introduction
In the past decade, internet connectivity and usage have increased dramatically as
individuals now can easily access information, engage in social and economic exchanges, online
communities, and social activities. Studies suggest that cohort segmentation of the market is
more effective as opposed to categorizing by age. This is mainly because using generational
cohorts provides insight into consumer motivations arising from common beliefs and values (Kol
& Lissits, 2016). Being knowledgeable of the demographic statistics concerning how each
demographic segment uses social media forms an integral part of a company’s marketing
strategy.
Similar to how a company seeks to know the consumers who purchase their products or
services, learning about different demographic segments helps in making decisions concerning
marketing, advertising, and research. With social media become an integral part of the lives of
many individuals, the success of a company will rely on their online presence and whether their
ads will be interesting and attractive. As businesses strive to comprehend consumer behavior
and social trends in online platforms, they are faced with the need to develop and pursue a social
media-based marketing strategy (Bejan et al, 2018). This paper seeks to analyze the use and
access of social media by key demographic segments; Generation X, Generation Y or
Millennials, and Baby Boomers or 60+ market segments.
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Generation X
According to Kol & Lissitsa (2016), Generation X refers to the people born between the
years 1961 and 1979. Generation X is characterized by a higher rate of internet adoption, unlike
the older generations. This generation is highly educated and is characterized by media and
technologically savvy, pragmatism, and skepticism (Kol & Lissitsa, 2016). Gen X is usually
more responsible when using social media as they get acquainted with modern communication
technology, mobile devices, and social media during adulthood (Bejan et al, 2018). They prefer
researching while shopping online, visit more opinion sites, and they tend to read more reviews.
Studies suggest that Gen X tends to be highly sophisticated in its buying behavior and
disapproves of promotions that are generalized and slick.
The use of traditional search and decision-making methods still influences the purchases
made by Gen X. These individuals are keen on learning about a product’s features, as well as
why the features are necessary. They also have a low capacity for risk as they generally have an
attitude of risk avoidance (Kol & Lissitsa, 2016). Gen X, as consumers, are generally searching
for branding, community relations, and customer convenience. They are mindful of the opinions
of others and can be incredibly disloyal to companies and brands. Gen X often ignore the
advertisements that mainly target them and reject any form of marketing and segmentation
approach. They are also more likely to purchase goods from value-oriented retailers as they have
numerous needs and greater financial restraints.
Generation Y or Millennials
Cravens et al (2017) define millennials as a cohort comprising of adults born between the
years 1981 to 1995. Generation Y or Millenials are known to give more credence to online posts
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Running head: UNIT 1 INDIVIDUAL PROJECT
and comments (Bejan et al, 2018). When they see a title they like, they share it without even
taking the time to check the details in advance. Even though Millennials lack any significant
financial resource and often rely on their parents or guardians for financial support, they are
more likely to purchase and recommend the products of companies to other people when they get
a job and have an increase in their income (Bejan et al, 2018). They tend to be less responsible
in their usage of social media as opposed to Gen X. Gen Y has extensive social networks and is
socialized in a materialistic society (Kol & Lissitsa, 2016). Therefore, they are prone to using
status-seeking consumption as a form of displaying purchasing power and wealth.
Gen Y is highly educated in numerous aspects as they can easily access a vast amount of
information. They are more interested in the technical information and usually do prior research
on a product or service before making a purchase decision (Kol & Lissitsa, 2016). This implies
that they are more aware of marketing techniques and are increasingly suspicious of marketing
compared to the preceding generations. Nonetheless, Gen Y makes decisions faster with
minimal deliberation as opposed to other generations (Kol & Lissitsa, 2016). It also adopts new
opportunities easier.
Since the use of modern communication technology has become a constant in their lives,
millennials show default behavior while using social media, which has become a tool for
assessing reality and every activity they undertake (Bejan et al, 2018). Since they spend a lot of
time online, companies are faced with the challenge of identifying effective strategies, ways, and
means to reach the Millennials using an effective advertising campaign. Since millennials are
often reluctant when it comes to using anything that is not ‘digital’, traditional advertising may
prove to be ineffective (Lenhart et al, 2010). They find the online platform more trustworthy and
capable of providing higher information safety.
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Running head: UNIT 1 INDIVIDUAL PROJECT
Baby Boomers or 60+
According to McVeigh (2017), Baby Boomers comprise of individuals who were born
after World War II (1944 to 1964). Baby Boomers are heavily influenced by brands as the
current well-known brands in the market are owned by the Baby Boomer Generation. Despite
being brought up while using face-to-face interaction, baby boomers are more active in social
media than one may think (Chigona et al, 2011).
With the increased use of the internet by their younger counterparts, Baby Boomers have
also been exposed to online platforms, and they have slowly started to embrace the internet as
well. As a result, they often expect exemplary customer service as they use social media
platforms and prefer not to sift through a lot of content for them to find the product or service
they are searching for. Baby Boomers often prefer using Facebook as opposed to any other
platform, and they avoid trying out the much newer sites such as Snapchat and Instagram
(McVeigh, 2017). Baby Boomers are more receptive to advertisements when they are using
Facebook. Boomers are more likely to consider an ad if it is straightforward and relevant. This
implies that they have to know what they are getting into before they consider viewing the
product.
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Reference
Bejan B. M., Dabija D. & Tipi N. (2018): Generation x versus millennials communication
behaviour on social media when purchasing food versus tourist services. Economics
and Management. Vol 1(21), pp. 191-205.
Cravens K. S., Oliver E. G., Oishi S. & Stewart J. S. (2017): Managing millennials: Embracing
generational differences. Business Horizons. Vol. 60, pp. 45-54.
Chigona W., Mukwasi C. & Nyemba E. S. (2011): Golden Baby Boomers’ Perceptions of Online
Social Networking Sites. International Journal of Computer Applications in Technology.
Vol. 2(3), pp. 695-703.
Kol O. & Lissitsa S. (2016): Generation X vs. Generation Y–A decade of online shopping.
Journal of Retailing and Consumer Services. Vol. 31, pp. 304-312.
Lenhart A., Purcell K., Smith A. & Zichkuhr K. (2010): Social Media & Mobile Internet Use
Among Teens and Young Adults. Pew Internet & American Life Project.
https://files.eric.ed.gov/fulltext/ED525056.pdf

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