Chapter 18 Social Media & Marketing

According to the MKTG textbook this chapter (18) discusses how much of an impact social media has on a firm. Social media have several implications for marketers and how they can interact with their customers.
1st marketers must realize they do not control the content on social media sites meaning they do not only need to have a great ad campaign but they also need to have a great product or service (customer service)

-What does Disney do to make sure they receive good content though social media?
The Walt Disney Company has a plan that sets targets in order to reach their overall goal that is to be successful/earn profit. These targets include making sure they keep their customers satisfied, keeping up a good reputation, relationship marketing and achieving the best quality merchandise and services which includes customer services. Disney makes sure they employ and train every personnel to be very polite and friendly. We can tell Disney has reached these goals by the many awards they have been awarded over the years; I have listed a select few:

• Disney named Most Reputable Company – Forbes, 2013
• Disney ranked No. 2 on World's Most Respected Companies list – Barron's, 2013
• World's Most Admired Entertainment Company – Fortune, 2012
• World's Most Admired Entertainment Company – Fortune, 2011

So even though Disney marketers have no control over the content on social media site they know they need to achieve high customer and brand loyalty sort of like an invisible hand where they want to gain profit and in order to do this they need to keep customers satisfied and happy, sort of like a multiplier effect. If they satisfy one customer with quality goods/services, and good relationship selling from Disney personal, this customer would then recommend Disney because of such great goods and services and also leave good reviews online and speak highly of the company to others who are then able to make more informed decisions on purchase they wish to make because of all the good things they find out about Disney. This cycle repeats its self over and over again, which therefore attracts more and more customers, to the point where Disney is nominated and receives such awards as the awards I listed above. These awards are posted on the official Disney websites and are very accessible to the public that gives customers even more reason to shop at Disney specially after reading high reviews written by previous consumers. Therefore this will only attract more customers and the main goal to start off with was to make profit and be successful and in order to achieve this Disney has accomplished many other things such as awards and customer loyalty which has made Disney what it is today “Most Admired Company, & Most Reputable Company.”

Disney Social Media
Just like many other companies Disney has many Facebook pages I do believe most of Disney’s main characters from their many different Disney animations have Facebook pages where Disney updates new information or products relating to the character. Also the main Disney Facebook page with the most followers has to be the Disney mascot: Mickey Mouse and this is where all the new information of any product/services and any Disney news or information is released 1st on the official Disney (mickey mouse) Facebook. Also these Facebook sites allow consumers to give feedback, which helps Disney make improvements that would better accommodate their consumers.
Disney’s YouTube channel would be considered as Owned Media since Disney created the channel and control the content that is being put up on YouTube.
This blog would be considered as, Earned Media since I am a consumer and I’m informing my readers of some Disney news & product information such as Disneyland and personal experiences I encountered while visiting a Disney location or store (customer feedback).

Disney has only been successful over the years because of their ability to keep up with trends such as this day and age social media is trending consequently Disney have jumped on board and joined this trend and used it to their advantage because of this ability to interact with consumers helps Disney make improvements and give customers what they want by listening to reviews and comments by making consumers feel they are appreciated and what they say does make a differences which keeps everyone happy at the end of the day customers get what they want and Disney earns more profits and customer loyalty.