Social Media Marketing

Question 1

What are the four zones of social media?

Answer 1

1. Social Community
2. Social Publishing
3. Social Entertainment
4. Social Commerce

Question 2

Define Social Media Marketing (SMM).

Answer 2

The use of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organisation’s stakeholders.

Question 3

What is the Social Media Value Chain?

Answer 3

A framework that outlines participants and components in social media activities, including the web, devices, software, people, and organizations.

Question 4

What is meant by ‘social footprint’?

Answer 4

The mark a person leaves when they are present in a social media space, such as likes, shares, comments, or uploads.

Question 5

What are the types of media used in SMM?

Answer 5

1. Paid Media
2. Owned Media
3. Earned Media

Question 6

What is social currency?

Answer 6

Perceived value derived from brand interaction that contributes to a user’s social identity online.

Question 7

What is the LARA framework for service recovery?

Answer 7

1. Listen to customer conversations
2. Analyse these conversations
3. Relate the data to internal information
4. Act on the insights

Question 8

List 3 common segmentation bases used in SMM.

Answer 8

1. Geographic
2. Demographic
3. Psychographic

Also: Behavioral, Benefit-based

Question 9

Give one example of each social media zone.

Answer 9

Social Community: Facebook
Social Publishing: YouTube
Social Entertainment: TikTok
Social Commerce: Instagram Shopping

Question 10

How does Web 2.0 differ from Web 1.0?

Answer 10

Web 2.0 introduced interactivity and user-generated content, while Web 1.0 was primarily static and one-way information delivery.

Question 11

What is social CRM?

Answer 11

The use of social media services, techniques, and technology to enable organizations to engage with their customers.

Question 12

What is the purpose of social media segmentation?

Answer 12

To identify distinct consumer groups with similar digital behaviors for targeted marketing strategies.

Question 13

Define ‘psychic income’.

Answer 13

Perceived value not expressed in monetary terms, such as recognition or influence gained from online participation.

Question 14

How is social media monetised?

Answer 14

Through models like advertising (paid media), premium services, affiliate marketing, and data monetisation.

Question 15

What are examples of user-generated content (UGC)?

Answer 15

Reviews, comments, photos, videos, blogs, and social media posts created by consumers.