Unit 1: Foundations of Social Media Marketing

Question 1

social media

Answer 1

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)

Question 2

social media value chain

Answer 2

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

Question 3

4 zones of social media

Answer 3

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)

Question 4

social media marketing

Answer 4

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

Question 5

the LARA framework

Answer 5

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

Question 6

Marketing objectives and social media

Answer 6

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

Question 7

types of media

Answer 7

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

Question 8

social utility

Answer 8

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

Question 9

network effect

Answer 9

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

Question 10

crowdsourcing

Answer 10

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

Question 11

Semantic web

Answer 11

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

Question 12

social software

Answer 12

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

Question 13

algorithms

Answer 13

complex mathematical formulas

Question 14

business model

Answer 14

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

Question 15

interruption-disruption model

Answer 15

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

Question 16

psychic income

Answer 16

perceived value that is not expresses in monetary form

Question 17

social currency

Answer 17

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

Question 18

boundary spanners

Answer 18

employees who interact directly with customers

Question 19

micromarket

Answer 19

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

Question 20

tradigitial

Answer 20

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

Question 21

marketing guru Peter Drucker famous line

Answer 21

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

Question 22

digital native

Answer 22

someone born in an era where digital technology always existed

Question 23

social customer relationship management

Answer 23

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

Question 24

5 segmentation bases

Answer 24

1. demographic
2. geographic
3. psychographic
4. benefit
5. behavioral

Question 25

social identity

Answer 25

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

Question 26

self-concept

Answer 26

image of ourselves or a sense of who we are

Question 27

privacy salience

Answer 27

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

Question 28

social technographics

Answer 28

categorizing consumers by our online social behavior (Forrester 2007)

Question 29

social network

Answer 29

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

Question 30

word of mouth communication

Answer 30

the passing of information from person to person within a network

Question 31

presence

Answer 31

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

Question 32

object sociality

Answer 32

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

Question 33

behavior standard norms

Answer 33

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

Question 34

crowdsourcing

Answer 34

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

Question 35

social capital

Answer 35

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

Question 36

strong and weak ties

Answer 36

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

Question 37

opinion leaders

Answer 37

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

Question 38

stages of social media maturity

Answer 38

1. trial phase 2. transition phase 3. strategic phase

Question 39

steps in social media marketing planning

Answer 39

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

Question 40

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

Answer 40

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

Question 41

strategic planning

Answer 41

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

Question 42

social media marketing maturity

Answer 42

level of sophistication of their social media strategy

Question 43

social media audit

Answer 43

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

Question 44

social media profiles

Answer 44

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

Question 45

social media mix

Answer 45

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

Question 46

positioning statement

Answer 46

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

Question 47

social media policy

Answer 47

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

Question 48

Social media management platforms

Answer 48

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

Question 49

social media tactics

Answer 49

actions or strategies to achieve a social media strategy

Question 50

persona

Answer 50

a representation of a target audience’s key attributes

Question 51

social media channels

Answer 51

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

Question 52

Content type

Answer 52

a category of content or information

Question 53

owned media

Answer 53

content you create and control

Question 54

paid media

Answer 54

content you pay to have placed in front of an audience

Question 55

social media experience

Answer 55

the emotions and perceptions resulting from actions conducted on social media

Question 56

creative brief

Answer 56

short document outlining the components of a unit of content

Question 57

content calendar

Answer 57

schedule used to schedule and track social posts

Question 58

social media workflow

Answer 58

set process for publishing social media posts consistently and efficiently