Lesson 3: Social Media Engagement Flashcards
What is the difference between permission and interruption marketing?
Interruption marketing (outbound)
- Companies purchase the right to interrupt people
- focus on selling a product
- create a persuasive case for purchase
- TV advertising , magazine ads, billboards, pop-ups, radio ads
- Marketers need not worry about whether a consumer wants to see their ads (viewers realize that ads are part of the cost they pay to consume media content)
Permission marketing
- earn the attention of their audience
- adds value to consumers lives
- people choose to be engaged with brands resulting in ROI
- Consumers choose to follow/read/listening/watch a marketer’s content because they see value in doing so
- Money is not enough to buy the way in
What is a difference between the three types of facebook accounts?
Profile: individual creates an account with Facebook to share posts and updates (personal account)
Page: an individual can create a page to showcase an entity’s image or brand. (A company, organization, or celebrity can create a page to maintain their brand (you see al analytics or place an ad if you have a page ex. UNB))
Group: an individual can create a group where people can share their common interests and express their opinions
What types of accounts do you need to put ads on instagram or YouTube?
For instagram you need an instagram business account
For you need and google accounts and login to google ads
Why do people choose to engage with brands?
People’s choice: people choose to engage with brands that are: authentic, transparent, show care and empathy, respect consumers’ time and opinions, have a human presence
What are the three basic reasons people spend time on social media platforms?
- To connect with people
- To get information
- To be entertained
A successful social media strategy has to associate itself with at least these three reasons
What are the two main social media entry strategies?
Passive strategy: search out mentions of your business, its competitors, and the category or industry. listen to what people are saying; and respond to start a conversations
Can be a good way to start
Active strategy: create content and engage in conversations through different social media channels
- actively creating or building social media profiles and content
- connecting with influencers (identified by observing and participating in social media discussions)
Who are online influencers? What are the levels of online influencers?
Online influencer can be:
celebrities (very large follower based, and that their personal brand is fully integrated with their profession),
micro-celebrities/power influencers (made famous by self-branding activities on the internet ex. Fashion or food bloggers (30-500k))
Micro-influencers (anyone who on the internet has a relatively large follower base (5-30k) of highly engaged or attentive users
Nano-influencer (anyone on the internet with a relatively small follower base but highly engaged and attentive user also called hubs or local connections (500-5k))
Experts (have specialized knowledge and skills in a given industry or applied domain, experts can’t validate and probe the usefulness of specific products and services)
Online influencers (can also be earl adopters, consumers who purchase or use a products before the majority of the rest of the market)
Enthusiasts (people who display a strong involvement with a product or service, which can be more pronounced in certain situation and endure over time)
What is PARC (principles for success)?
Participatory - interact with the community, answer questions, and thank those who respond
Authentic - people do business with other they know, like and trust (internet spreads information the faster, deception is not a long term strategy, professional, personable and honest communication will earn goodwill)
Resourceful - present useful and relevant content or helpful information. Ex. Being a resource company, sharing how to videos or articles, solve customer service questions or deal with complaints
Credible - building reputation for knowledge and expertise; especially important for B2Bs, building brand trustworthiness (ready to share mistakes and explain rational behind decisions)
What are the different engagement levels?
Least engaged users consume only online content
The next level users connect with the brand by “following”
Consumers who collect information filter content and tag what they find valuable on social media sites
Creators write or upload original content
The most engaged customers collaborate with the company when they engage in discussions to improve products
What are the fur dimensions of engagement?
Involvement (the presence of a person at each social touchpoint, metrics - page or profile visits, content views)
Interaction (the actions people take while present at the social touchpoint, metrics - likes, shares, completion rates, average time of interactions, comments, downloads)
Intimacy (affection or aversion a person holds for the brand, metric - sentiments, complaints posted in social channels, compliments posted, contribution quality, emotion expressed in UGC, brand perception, brand attitudes)
Influence (The likelihood that a person will advocate for the brand, metrics - quantity, frequency, and score of reviews or rating, WOM, referrals, influencer network size)
What are the words included in social media marketing ethics?
Honestly
Privacy (don’t collect or distribute personal information without consent)
Respect (show respect for online participants)
Responsibility (mistakes will occur, when customer has a valid complaint take these steps)
1. Acknowledge: find out what the problem is and take responsibility for the situation
2. Apologize: apologize and determine what would give the individual resolution
3. Act: Implement promised change. Inform the complainant that the problem is being addressed
What five things show post popularity?
Vividness
Practicality
Interest
Personalization
Interactivity
What does vividness mean?
Make it noticeable
- Vividness refers to the way a brand post appeals to an individual’s senses (Dynamic animations, Colors, or pictures)
- The more vivid the post, the more consumers will recognize it
- A video is more vivid than a picture as it stimulates both visual and aural senses
- Videos and pictures are more vivid than text-only posts.
What does practicality mean?
Make it accessible and easy to process
- brand posts must be practical and accessible for consumers to engage with the post (time and efficiently critical)
- optimal post time will vary across brands, markets, and regions
- The length of posts and videos can influence user engagement (shorter posts and videos tend to get more engagement than longer ones, but some followers like details)
- Brand posts must balance content and efficiency to optimize effectiveness.
What does interest mean?
Make it informative or entertaining
- while it’s important for content to capture consumers’ attention effectively, the content must be interesting enough to hold this attention and translate it into further active engagement. Ex. Sharing
