“It is important to note that social groups differ in the extent of their access to technology, their skills, and the meanings they associate with technology” (Mesch, 2009).
Communication technology is a tool. Humans build, dismantle, adapt and destroy social structures depending on the functionality of user experience create tools to promote services or attract new business.
When it comes to working practices, knowledge incorporates the technological growth, which enables users to anticipate and adapt to shifting through the media sphere and how companies promote their businesses, and the collaborative practices connected with them by their clients.
According to Vilma Barr, marketing materials that companies use include letterheads, business cards, brochures, newsletters, publications and advertising (Barr, 1995). When companies create a website for promotion and they pick website names that is relevant to their place of business. To make it more authentic, they would not use free website services such as Wordpress or Blogspot, but create their own paid domain instead. In terms of content marketing, money needs to be spend in order make their website more engaging as well as other promotional materials such as brochures, business cards and flyers.
This is where the media strategy comes in. I have created a media strategy before last year for a company in North Melbourne who were looking to promote their annual Spring Fling Festival, encourage more people to volunteer as well as expand their audience numbers. We planned a strategy plan which takes places throughout this entire year. Since the company was not-for-profit, the budget was quite low and we had to work with our group and our clients to see what sort of expenditure needed be spend and what sort of materials we could help them save the cost on. Barr discusses about what to promote and what not to promote when it comes to planning a strategy. She argues that people shouldn’t pick everything when it comes to deciding what to promote, instead she says that existing thoughts should be promoted and that outside expertise can give a clear sense of direction which also helps with budget (Barr, 1995).
List of References:
Mesch, G. (2009). The Internet and Youth Culture. Hedgehog Review, [online] 11(1), p.1. Available at: http://connection.ebscohost.com/c/essays/40395861/internet-youth-culture [Accessed 28 Mar. 2017].
Barr, V. (1995). Promotion Strategies for Design and Construction Firm. 1st ed. [ebook] Hong Kong: International Thomas Publishing, p.1. Available at: https://books.google.com.au/books?id=516uQEg7x6wC&pg=PA7&lpg=PA7&dq=media+construction+in+promotion&source=bl&ots=pPq3Mph_Ar&sig=mCq6Wfjl9IVLt8ZewbzV4WZIF1k&hl=en&sa=X&ved=0ahUKEwjupIzl8P3SAhWMJcAKHTgTDAoQ6AEIQjAH#v=onepage&q=media%20construction%20in%20promotion&f=false [Accessed 27 Mar. 2017].