Assignment #3 - Social Media Marketing Analysis by Juyoung Jeon

 The social media marketing webpage that I'll be evaluating for my assignment is The Ellen Degeneres Show facebook page. The Ellen Degeneres Show is an American television talk show hosted by Ellen Degeneres and distributed by Warner Bros. Since a television talk show is not a conventional commodity such as clothes, foods, or other objects, its marketing webpage of course differs from those of other conventional commercial commodities. Television talks shows, and their marketing webpages in these days not only entertain their viewers, but also promote products and companies which sponsor their show in direct, or indirect ways. 
 I thought The Ellen Degeneres show was doing a great job on marketing considering some of criteria which we covered in the class. Although The Ellen Degeneres Show has has other social network pages (its own website, www.ellentv.com, Instagram account, etc) to communicate with their current and potential viewers I will be focusing on the purpose and content of its facebook page. (www.facebook.com/ellentv).


Entertainment
 First, The Ellen Degeneres Show facebook page is doing a great job on entertaining people with diverse and 'trendy' contents, which I think is the key to success in social media marketing. As Dr. King emphasized during his lecture, mass media communication and interpersonal communication differ in their nature. We don't want to feel like we're being approached by a huge, gigantic commercial enterprise when we want to chill out and have fun on facebook. The Ellen Degeneres Show facebook page, by posting humorous and funny contents, does not 'repel' their viewers and followers but rather, entertain them. Entertaining, in my opinion is a goal of the most importance a TV show should work on to maintain and expand its viewership, which can huge influence other purposes. (such as promoting products and companies)

User-generated Content 
Second point I want to stress is that TEDS facebook page (TEDS is acronym for The Ellen Degeneres Show, by the way!) encourages user-committed contents from people. One remarkable fact that I observed was that, the way TEDS facebook page carry out their 'entertainment' purpose, is combined with 'user-generated content' part. below is the example of the example of entertaining people at the same time encouraging participation. 
 

another remarkable thing is that, the producers of TEDS actually reference the user-generated photos. TEDS often pick the funniest photos and Ellen Degeneres, the TV show host introduce and show the photos on her show! 
Premium & Participation
 Third, in relation to 'premium' and also 'participation'
 TEDS also does a fairly good job. For example, TEDS webpage co-hosted a web-video contest in which winner can win $10,000 Technically, the example I'm giving also combines a technique of attracting viewers and followers by giving $10,000 prize and also creating use-generated content venue. 

In addition, there is a 'GIVEAWAY' category page dedicated to carry out this function.


Content Flow
 In terms of content flow, there are almost 3-4 updates per day, which is fair amount considering how people these days are always online on facebook. As I mentioned above, facebook is not the only venue where the producers of the show and viewers, followers can communicate. 
below is the list of webpages which is administered by the TEDS show makers.


Customer Service Portal
 Although TEDS facebook page does a great job on other categories, It seems like it is not the most optimized venue to post complaints, compliments or other opinions. It is closely related to the nature of facebook. First of all, It does not allow categorizing the content. Even if you can comment your opinions of the show, there are just too many. (Remember there are a lot of people posting their 'ThrowBackThursday' or 'Catphotoweek' photos...)