Tuten T. L. Amp- Solomon M. R. -2020-. Social Media Marketing. Sage Publications ((new)) Jun 2026

While the Zones define where to play, Tuten and Solomon offer the framework to define how to act.

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). While the Zones define where to play, Tuten

They would not look at "Likes." They would look at the Zone Conversion Path – how many users moved from the TikTok livestream (Entertainment) to the Instagram Shop (Commerce). They introduced the concept of platform gravity —the

Furthermore, because it is a textbook, it is less agile than a blog. The "Tuten & Solomon" model is best used for (the 30,000-foot view), not for writing a caption for tomorrow morning. The "Tuten & Solomon" model is best used

Involves the use of social media to assist in the buying and selling of products (e.g., Groupon , TripAdvisor reviews). Strategic Planning and Implementation

“Technology is the last decision, not the first.” — Tuten & Solomon (2020, p. 67)