Midterm Flashcards
ARPANET
The Department of Defense’s Advanced Research Projects Agency (DARPA)
project that became the first online community
Social media principle
The social principle guides the general approach and philosophy of engagement in social
media. The social principle states: the fluid nature of social media is designed for and is
sustained in relationship through two-way communication around topics of mutual interest
that is user-initiated, -created, and -driven
Virtual Communities
Virtual communities are not new phenomena. They have existed since the 1960s. These
communities gave rise in the mid to late 2000s to social media platforms, which are ways
that people with mutual interests can connect without geographic and time barriers
Brand Community
Specialized non-geographically bound community, based on a structured set
of social relationships among users of a brand
Commitment:
The dedication of the publics and the brand to the value of the relationship, and an
intentional effort to maintain it.
Crisis of Trust
The developing belief by the public that organizations are deceitful or inauthentic
in their communication and relationship with the public.
Social Media:
Platforms on the Internet where individuals exchange content that is user-
generated, user-controlled and user-shared.
Social Media Communities:
Non-geographically bound groups of people connected through a
common social media platform.
Social Organization:
Brands that recognize social interaction as a core approach to business
rather than social media as a tool to accomplish business, and thus experience the power of
authentic relationships with key stakeholders
Social Paradigm of Business:
Brands that place people and their needs/desires/values front and
center in business operations and decisions.
The Social Principle
The fluid nature of social media is designed for and sustained in
relationship through two-way communication around topics of mutual interest that is user-
initiated, -created, and -driven.
Developing a social media process
- Listening
- Strategic Design
- Implementation and Monitoring
- Evaluation
What is used to provide a foundation for the entire social media campaign
The listening step
Foundational background
involves understanding everything possible about the organization,
to determine in which type of climate the social media will be implemented. Areas to
research include (but are not limited to) the brand’s mission statement, the organizational
structure, the employee handbook, the crisis plan, market research, search engine
optimization report, and the website analytics report.
The listening phase closes with a problem/opportunity statement
captures the current
state of social media for the brand. It should not be a statement that casts blame or implies a
solution. Rather, it is simply a present-tense assessment of the current situation.
Audience Analysis
A profile of key publics by providing basic demographic and behavioral
information that helps brands identify the appropriate platforms and methods for engagement
Communication Audit
A comprehensive analysis of all information being communicated by the
brand and a review of the intended audience and desired outcome expected from sharing that
information
Influencers
Individuals on social media platforms that drive engagement, ignite dialogue around
certain topics, and typically would be able to help expand a conversation.
Keywords
Specific or generic words or phrases someone in social media may be using to
discuss topics that pertain to an organization or brand.
Social Listening
The formative research phase of a campaign where social media strategists
collect data required to make informed decisions that will form the foundation for a campaign
Sentiment Score:
A metric that communicates the strength or level of positive communication in
social media from key publics regarding a brand.
Share of Voice (SOV)
A metric that “details what percentage of mentions within your industry
are about your brand, and what percentage is about the competition” (Torr, 2015, para. 2)
Social Algorithm
Mathematical equation designed to evaluate the quality of content posted by
brands and determine which content receives more prominent placement in social media streams
SWOT Analysis
A common tool that assesses the strengths, weaknesses, opportunities and
threats for an organization
