Zeszyt naukowy - całość

154Antonio Castillo Esparcia, Emilia Smolak-LozanoBasically, there can be distinguished the following channels of social mediaplatforms 24 :1. Blogs and microblogs (personal and corporate): Twitter.2. Collaborative projects: Wikipedia.3. Social bookmarking tools: Delicious, StumbleOn.4. Content based communities: Youtube and Flickr.5. Typical social networks ( horizontal or vertical and entertainment or professional): Linkedin, Xing Facebook, My Space.The model of strategySocial Media Marketing is characterized by its inbound potential that impliespermission-oriented approach which has eliminated dominating so far anoutbound model that was based on interruptive marketing techniques.According to inbound approach, of which the main aim is to attract the consumerby means of attractive content, the activity of marketing specialist shallconcern contributing positive as well as significant experience to prosumer 25in order to create an opportunity for audience to involve in creative, innovativeand mutual communication process with company based on relations establishedby online conversations within the communities. Its functioning is definedby many–to–many model 26 of which main features are fluidity and continuityof conversations.The above model might be summarized by the following graphic illustratingspheres, goals and tactics to follow in order to introduce effective SMM strategy.The graphic below (fig 1) demonstrates the integral model of SMM strategythat embraces the 6 spheres of the activity from offline traditional marketingtools through web based and SEO based techniques up to social media techniques.As the next step, the means applied correspond to both-sides actionsperformed by company and responding client. These actions have been derivedfrom the main objectives such as relationship building, conversion into client,optimization, offline sales process improvement etc. that were established bas-24 Classification elaborated on the base of various works of: Kaplan and Haenlein (2010),Evans (2010) and Report Las Redes Sociales en Internet…. However, for there are many criteriafor classification of social media which itself are convergent, the above classification does notaim to be exclusive as it is only the attempt of proposal of possible classification.25 Based on IXMA Manifest, http://www.ixma.org/manifesto.htm.26 Model described by S.M. Cutlip, Cutlip S.M, Manual de Relaciones Públicas eficaces,Gestión 2000, Barcelona 2006 and defined by J. Jaffe, Join the conversation…, p. 16–17.