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MC 4002 midterm
Terms in this set (48)
Social media are 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.
What are the 4 zones of social media?
What is social media marketing/PR?
Social media marketing/public relations is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization's stakeholders.
PR objectives and social media
Cement brand loyalty
Recover from service failures
the LARA framework
Listen to customer conversations
Relate information within enterprise systems
Act on customer conversations
strategic planning is the process of?
identifying objectives to accomplish,
deciding how to accomplish those objects with specific strategies and tactics,
implementing actions that make the plan come to life,
and measuring how well the plan met the objectives
steps in social media planning:
1) organizational overview
2) communication, analysis, and social media audit
3) situation analysis
4) objectives, strategies, and tactics
5) activation and evaluation
-can be informational, attitudinal, or behavioral
-they focus on Task (what is to be accomplished), measurable quantity (how much), time frame (by when)
A strategy should
explain the general approaches that will be used
A tactic should
-describe specific steps that will be taken under a strategy
-address the question: How will the plan's objectives and strategies be achieved with regard to the publics you communicate with?
The process of dividing a market into distinct, manageable groups that have common needs and characteristics
a set of socially relevant nodes connected by one or more relations.
groups of people who come together for a specific purpose, who are guided by community policies, and who are supported by Internet access that enables virtual communication.
accumulated resources whose value flows to people as a result of their access to others
-Social media channels that focus on relationships and common activities people participate in with others who share the same interest or identification
-They feature two-way and multi-way communication, conversation, collaboration, and the sharing of experiences and resources
-While all social media channels are built around networked relationships, for social communities the interaction and collaboration for relationship building and maintenance are the primary reason people engage in these activities
A brand's use of social networking to build earned media value, and purposefully cultivate brand fans (i.e. build brand loyalty)
Paid advertising based on a form unique to
the vehicle within which it is placed.
_____________ is the currency of social networking sites
social community: use social media channels to develop relationships and engage customers to garner influence impressions
social publishing: use social media channels and search engine optimization to gain influence through content from published sources (like bloggers and reviewers) and referrals to the brand's content
Objective and unbiased; source expresses an opinion or provides information
An advertisement; intent is to persuade
-the lifeblood of social media
-Organic content, Incentivized content, Consumer-solicited content, Sponsored content
Content that a person feels intrinsically motivated to prepare and share
Content created and shared because it is encouraged by the offer of an incentive
-Invited but non-compensated content
-Citizen advertising; participatory advertising
search engine optimization
-Optimizes a site to increase exposure and search engine rankings
-More about finding ways to ensure search engines index the site and to calculate a good result ranking for the content
-Focuses on manipulating the process controlled by the search engines
social media optimization
Uses tactics to increase likelihood that others will share and promote content
Leverages the network effect to spread endorsements of a brand with links to the brand's content
Focuses on building community
Improved search engine rankings (social media links rated high quality)
social branded entertainment
When brands create their own vehicles of branded content, in the form of games, music, or film, which is participatory and shareable via digital connections
multiplayer, competitive, goal-oriented activities with defined rules of engagement and online connectivity among players.
The placement of a branded item in an entertainment property such as a television program, movie, or game.
Screen placements that visually incorporate the brand into the scenery are the most common form of product placement
The game itself is a form of branded entertainment.
It is designed by the brand to reflect the brand's positioning statement.
A subset of e-commerce
E-commerce is the practice of buying and selling products and services via the Internet
The use of social media to assist in the buying and selling of products and services
stages of consumer decision making:
1) problem recognition
2) information search
3) evaluation of alternatives
5) post purchase
Best practices to leverage social reviews and ratings
Authenticity - accept organic WOM (including negative WOM)
Transparency - acknowledge opinions that were invited, incentivized, or facilitated
Advocacy - enable consumers to rate the value of opinions
Participatory - encourage consumers to contribute reviews and ratings
Reciprocity - acknowledge the value of consumer opinions
Infectiousness - make it easy to share
Sustainability - remember opinions online live on
social media research
the application of social scientific principles to the collection and analysis of social media data such that valid and reliable results are produced
4 steps to sentiment analysis
1) Fetch, crawl, cleanse
2) Extract relevant data points
3) Extract sentiment using sentiment indicators
4) Aggregate the data into a summary
The number of people exposed to the message
The average number of times someone is exposed
The ability of a site to draw repeat visits and to keep people on a site
the relative pull
The ability of a site to draw repeat visits and to keep people on a site
The number of people exposed to an online ad or link who actually click on it
The number of people who click through who go on to purchase the product
The number of people who are exposed and do not click through, but who later visit the brand's website
The DATA approach to measurement
Define: Define the results that the program is designed to promote.
Assess: Assess the costs of the program and the potential value of the results.
Track: Track the actual results and link those results to the program.
Adjust: Adjust the program based on results to optimize future outcomes.
core principles of being likeable
Your social media strategy should be rooted in the concepts of listening, responding, being authentic, storytelling
social media myths
Social media cannot make up for a bad product, company, organization or service
Social media will not bring you instant results
It's about building relationships with people, which takes time
Social media is not free
It tales time and/or money to achieve sustainable growth
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