Tuten T. L. Amp- Solomon M. R. -2020-. Social Media Marketing.: Sage Publications

Guide to Social Media Marketing

Based on Tuten & Solomon (2020), this concise guide summarizes core concepts, strategy steps, tactical recommendations, measurement approaches, and a simple 90-day action plan.

2. The Social Media Zone Framework

The authors propose a strategic framework to categorize social media channels. Instead of viewing social media as one giant bucket, they divide it into four distinct "Zones." This framework is central to the book’s pedagogical approach. Guide to Social Media Marketing Based on Tuten

2. The Social Publishing Zone

Focus: Content Dissemination

This zone involves the distribution of branded content to an audience. It includes platforms like Instagram, TikTok, and YouTube, or the publishing features of Twitter/X. Unlike the Community zone, which is bidirectional chats, the Publishing zone is often a "one-to-many" broadcast model, though comments allow feedback. 2020 Insight: Tuten and Solomon emphasized the rise

• 2020 Insight: Tuten and Solomon emphasized the rise of "ephemeral content" (Instagram Stories) that disappears after 24 hours. They argued this creates higher urgency and authenticity than polished, permanent posts.
• Key Metrics: Reach, impressions, click-through rates (CTR), share of voice.

Medium (M)

This refers to the specific platform and the "language" required to use it. Tuten and Solomon argue that content must be "native." A long LinkedIn article will fail on TikTok (Medium Transfer Error). They introduced the concept of platform gravity—the idea that each platform pulls the user toward a specific mindset (e.g., LinkedIn = professional identity; Instagram = aesthetic aspiration). Medium (M) This refers to the specific platform