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MKTG 5330: Social Media Marketing > Unit 1: Foundations of Social Media Marketing > Flashcards

Unit 1: Foundations of Social Media Marketing Flashcards

1
Q

social media

A

the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility (the way digital natives live a social life)

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2
Q

social media value chain

A

Core activities of social media users and the components that make those activities possible

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3
Q

4 zones of social media

A
  1. social community - share content and socialize (Twitter, Facebook, LinkedIn, Instagram)
  2. social publishing - host and aid in distro of content (Blogger, Medium, YouTube, Slideshare)
  3. social commerce - facilitate buying and selling (Facebook, Groupon, Etsy)
  4. social entertainment - share content for entertainment purposes (games, art, music)
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4
Q

social media marketing

A

the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders

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5
Q

the LARA framework

A
  1. Listen to customer conversations
  2. Analyze conversations
  3. Relate information within enterprise systems
  4. Act on customer conversations
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6
Q

Marketing objectives and social media

A
  1. increase awareness
  2. influence desire
  3. encourage trial
  4. facilitate purchase
  5. cement brand loyalty
  6. recover from service failures
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7
Q

types of media

A
  1. paid media (ads, sponsored content, paid influencers)
  2. earned media (reviews, shares, likes, followers)
  3. owned media (brand social media accounts, blogs)
  4. shared media
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8
Q

social utility

A

offers synchronous interactions, content sharing of images, video, music, games, applications, groups, and more (i.e. Facebook, Twitter)

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9
Q

network effect

A

networks of networked communities have members who participate as consumers, creators, and co-creators

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10
Q

crowdsourcing

A

process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks

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11
Q

Semantic web

A

Web 3.0, the expected next stage, collaboration of people and machines (collective intelligence)

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12
Q

social software

A

computer programs that enable users to interact, create, and share data online (ex. apps, widgets, chatbots)

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13
Q

algorithms

A

complex mathematical formulas

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14
Q

business model

A

strategy and format it follows to earn money and provide value to its stakeholders

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15
Q

interruption-disruption model

A

create programming interesting enough to attract watchers/listeners an then interrupt to share a commercial message

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16
Q

psychic income

A

perceived value that is not expresses in monetary form

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17
Q

social currency

A

reputation for providing high value whether from information, relevance, or entertainment

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18
Q

boundary spanners

A

employees who interact directly with customers

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19
Q

micromarket

A

group of consumers once considered too small and inaccessible for marketers to target

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20
Q

tradigitial

A

using the digital domain but applying the familiar model of the four P’s to it

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21
Q

marketing guru Peter Drucker famous line

A

“The purpose of a business is to create a customer”

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22
Q

digital native

A

someone born in an era where digital technology always existed

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23
Q

social customer relationship management

A

to build and maintain relationships with consumers and customers in order to better meet their needs

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24
Q

5 segmentation bases

A
  1. demographic
  2. geographic
  3. psychographic
  4. benefit
  5. behavioral
25
Q

social identity

A

part of our self-concept that results from our perceived membership in a group

26
Q

self-concept

A

image of ourselves or a sense of who we are

27
Q

privacy salience

A

the extent to which one worries about privacy and the risks related to the collection, unauthorized secondary use, errors in, and improper access of personal data is known

28
Q

social technographics

A

categorizing consumers by our online social behavior (Forrester 2007)

29
Q

social network

A

set of socially relevant nodes connected by one our more relations / that connect and tie people, organizations, countries, or anything else defined as a unit

30
Q

word of mouth communication

A

the passing of information from person to person within a network

31
Q

presence

A

the effect that people experience when they interact with a computer-mediated or computer-generated environment / connectedness to the community

32
Q

object sociality

A

the degree to which community members can use their shared interests and experiences to build and nurture relationships within the community

33
Q

behavior standard norms

A

mental representations of appropriate behavior in a community / rules, written and observed, that help govern the community

34
Q

crowdsourcing

A

where members come together to contribute to a task or project significantly impacting the result

35
Q

social capital

A

which allows people to work together and to access benefits from social relationships / resources that add value

36
Q

strong and weak ties

A

strong ties - someone you have history and shared experiences with
weak ties - a connection you don’t know very well or have several degrees of separation from

37
Q

opinion leaders

A

influential members of the social communities and often are deliverers of the social capital making them attractive partners for marketers (influencers / power users)

38
Q

stages of social media maturity

A
  1. trial phase 2. transition phase 3. strategic phase
39
Q

steps in social media marketing planning

A
  1. conduct situational analysis (SWOT; current problem, social media audit)
  2. state objectives (SMART)
  3. gather target audience insight
  4. select social zones and vehicles
  5. create an experience strategy (positioning statement; brand experience)
  6. establish an activation plan (campaigns)
  7. execute and measure campaign
40
Q

typical mistakes of execution and measurement of social media strategy (6)

A
  1. staffing 2. content 3. time horizon 4. focus on objectives 5. user benefits 6. measurement
41
Q

strategic planning

A

the process of defining a vision, goals, objectives, tactics, and measures for an organization.

42
Q

social media marketing maturity

A

level of sophistication of their social media strategy

43
Q

social media audit

A

a review of your social media presence to determine what you’re doing well and where you can improve

44
Q

social media profiles

A

a review of your social media presence to determine what you’re doing well and where you can improve

45
Q

social media mix

A

the blend of social media channels and vehicles that make up a social media strategy

46
Q

positioning statement

A

a brief statement how their product, service, or brand fills a particular consumer need in a way that its competitors don’t

47
Q

social media policy

A

is a set of guidelines that expresses to an organization the how to and how not to use their social media on behalf of the organization

48
Q

Social media management platforms

A

technology tools that allow the creation and management of social accounts in one place (Hootsuite)

49
Q

social media tactics

A

actions or strategies to achieve a social media strategy

50
Q

persona

A

a representation of a target audience’s key attributes

51
Q

social media channels

A

a social media medium that allows an individual, brand, or group to engage with desired audiences

52
Q

Content type

A

a category of content or information

53
Q

owned media

A

content you create and control

54
Q

paid media

A

content you pay to have placed in front of an audience

55
Q

social media experience

A

the emotions and perceptions resulting from actions conducted on social media

56
Q

creative brief

A

short document outlining the components of a unit of content

57
Q

content calendar

A

schedule used to schedule and track social posts

58
Q

social media workflow

A

set process for publishing social media posts consistently and efficiently

MKTG 5330: Social Media Marketing (4 decks)

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