Monthly Archives: August 2010

NSM Marketing

“Nearly three-quarters of marketers have social strategy.”  This is according to Debra Aho Williamson, a Senior Analyst at eMarketer. With the illustrations below, we can see how more organizations are using social media in marketing their products and services.

Social media marketing is the process of promoting a product or service through social media channels.

The figures above describe current social media marketing in the US. With the statistics, we could infer that organizations in America have become seriously dependent on NSM.

Though this kind of marketing is already being used by a number of companies and organizations here in the country  “social media marketing in the Philippines isn’t in its peak yet. Most Filipinos are still in the consumer of the technology rather than user of it,” says Lloyd A. Luna, an Internet marketing specialist in the Philippines and Asia. According to him, the difference between the two is that consumers spend and users profit.  Users are aware of the benefits that social media can give, especially in businesses. These people also know that aside   from helping out the private sector in their marketing, social media is also a useful tool in promoting government agencies and non- profit organizations. They are also aware that social media is an avenue where they can promote themselves.  Users utilize social media to generate income.

There are practical reasons why organizations choose to market their products through social media instead of having TV commercials and billboards. Social media marketing is cost – efficient, it is engaging and it reaches a lot of people. Moreover, it is something that anyone can do. One just need to be equipped with some knowledge and skills to market through social media.

The Basics

The things one should know to be able to market using social media:

1. how social media works

2. what type of content/bait works for different websites

3.  what type of marketing strategy to adopt for a high possibility of success


Of course one first needs to know the sites/ social media  most often used and visited  by the target market. The next step would be knowing the basics of that particular social media. If one has unexceptional knowledge about how the social media works, he or she can maximize it.

The next step is to  decide on the content. This is dependent on the  type  of  content  which is known to really work in that particular site. One should also plan the strategy that would be more effective in generating discussions and attention from the target market. Organizations should also remember to treat people (both potential customers and not)  very well. Since social media connects a lot of people, bad news travels fast.


I have realized that in order to have a successful social media marketing, one should not only be knowledgeable of how a particular social media works. Strategies are as important as technical skills. Everyone can do social media marketing but not everyone can be successful with it. One needs to think what strategy will work best given the kind of channel and audience characteristics. As OrCom people, it is imperative that we wear our OrCom hats.


The Social Media Effect

A Review

Two weeks ago (yes, two weeks ago!) we were challenged by our professor to challenge the framework he developed on the effects of new social media on today’s organizations.

This is really a challenge, you know. This is the framework he presented to class.

What does this mean?

If this is your thesis framework, the three arrows represent your independent variables and the four overlapping circles are your dependent variables. The title of the study might be “The Perceived Effects of New Social Media, Collaborative Economy and the New  Breed of Consumers on the Organizational Culture of *name of organization here. ” But since we were told not to study organizational culture for our thesis because it would require us to really experience the culture ourselves, this might not be a good topic to consider. One of our professors once told us that in order to study the  culture of an organization, the researcher must immerse himself or herself in the organization, and that would require months.

Research Clipping No. 4

To better understand the framework, I tried to use the format in our research clippings in our thesis writing subject. If this were a study, it would have the following components:

Title: “The Perceived Effects of New Social Media, Collaborative Economy and the New  Breed of Consumers on the Organizational Culture of  Company A”

Statement of the Problem: What are the perceived effects of New Social Media, Collaborative Economy and the New  Breed of Consumers on the  organizational culture of Company A?

The specific questions on one hand would include how  New Social Media, Collaborative Economy and the New  Breed of Consumers affect  each component of the organizational culture (processes, people, formal networks and informal networks).

Independent Variables: New Social Media, Collaborative Economy and the New  Breed of Consumers

Dependent Variables: organizational processes, people/organizational members, formal networks of company A, informal networks of Company A

For the methods and instruments, one should not forget to choose those that would really enable the study to know the perceived effects of New Social Media, Collaborative Economy and the New  Breed of Consumers on the four components of organizational culture. The framework tells us that there is/are an effect/effects. The study aims to know what those effects are.

It’s my turn

A New Model for Social Media

This is inspired by the framework presented by Sir Barry, Ken Blanchard Companies’ Revised Work Passion Model and my friend, Ms Karen dela Cruz’ own version of the organizational culture and social media mix. The framework presented by Sir Barry  establishes the claim that  New Social Media, Collaborative Economy and the New  Breed of Consumers affect the culture of an organization while the one made by Ms Karen showed that culture affects the organizational output. With these, I was able to combine related concepts and came up with a new framework.


1. New Social Media, Collaborative Economy and the New  Breed of Consumers affect the Organizational Culture.

2. Work Passion is part of the organizational culture.

I believe that the work passion of organizational members is a component of the the organization’s culture. This definition by the Ken Blanchard Companies would further give light to a concept often confused with other related concepts like organizational commitment, engagement, motivation etc.

Work passion is defined as “an individual’s persistent, emotionally positive, meaning-based state of
well-being stemming from continuous, recurring cognitive and affective appraisals of various job and
organizational situations, which results in consistent, constructive work intentions and behaviors”

The following points are highlighted by the definition:

1. Work passion is persistent, emotionally positive and meaning-based

2. It stems from the individual’s appraisal of the conditions in the organization. A member’s work passion is dependent on her/his perceptions of the eight work passion factors namely meaningful work, autonomy, career growth, recognition collaboration, fairness, connectedness to leaders and connectedness to colleagues and her own set of personal characteristics.

3. Work passion translates to constructive work intentions and behaviors. A member passionate about his/her work will most likely be excellent in his/her job, encourage others to join the organization and do things for the good of the organization even if it’s not part of the job.

3. The New Breed of Consumers, New Social Media and Collaborative Economy affect the members’ perceptions on meaningful work, autonomy, career growth, recognition, collaboration, fairness, connectedness to leaders and connectedness to colleagues.

In class, we discussed how these three promote empowerment, freedom and participation in the workplace. My hypothesis is that the presence of these three positively affects the members’ perception on the autonomy in the organization, their career growth, the recognition process, fairness and the connectedness they have to their leaders and colleagues.

4. The perceptions of members on the eight work passion factors translate to work intentions.

I also believe that these perceptions have positive effects on a member’s work intentions/passion (intent to stay, organizational commitment, job commitment, discretionary efforts)

5. These intentions result in the actual performance and other organizational behaviors of the members.

A third hypothesis would be this one: Work passion results in the members’ productivity, commitment, excellence and altruism.

6. These organizational behaviors affect the bottom line.

Productive, excellent and committed members produce high-quality services and products. This means more customers and higher net earnings for the organization.

In summary, I believe new social media, collaborative economy and the new breed of consumers affect a specific part of organizational culture which is work passion. Work Passion in turn affects the bottom line. I think the diagram below would further illustrate the points I have raised in this post.

P.S. What I have presented are only educated guesses. It’s only through a study that they will either be rejected or accepted.You could try 🙂

I also believe that the three other components of culture shouldn’t be disregarded. It is only that I focused on work passion as something that characterizes people in an organization since I couldn’t think of any other major components of org culture. Haha.