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Social Media Marketing
Terms in this set (25)
Social Media marketers can collect valuable consumer information simply by:
Observing what consumers do and say on social media sites
These are an example of an engagement metric?
Repins, retweets, shares, and likes
In addition to tracking the volume and sentiment of consumer-generated content for your own brand, what else can you track?
How your brand is doing relative to your competitor's brand
This is recommended when you start selecting social media monitoring tools?
Experiment with free ones first.
Consumers are more likely to talk or share information about brands or products that are:
This scenario best describes a positive network externality
The more friends who use a particular chat app, the more friends you have to chat with, and the more you will enjoy this app.
This scenario best describes a negative network externality
If you find your friend wearing the same shoes as you, you might enjoy those shoes less because they are no longer unique to you.
In the equation, U = I + a*E, you would want "a" to have a value of:
As large as possible
This is it why it is important to create an established customer base?
You can leverage it to spread the word about new products and services.
With the wide acceptance of social media as a way for people to communicate, what do companies now have to deal with?
Customer feedback on social media
Responding to customer feedback on social media should be seen as an opportunity to contribute toward the company's:
Marketing objectives and to generate value
This is how the public nature of customer feedback on social media sites "up the ante" for companies?
Mistakes in writing addressing customer feedback can be easily seen, shared, and go viral.
How has Delta's social media customer service strategy reduced customer support costs?
Customer support staff using Twitter accounts has proven to be cheaper and more efficient than in-person interactions or call centers.
What are the three key characteristics of social media as defined in chapter one?
Interactivity, openness and flexibility, and fast-paced flows of information
How many types of flows of information in a marketing setting does a social media marketing perspective consider?
What do "nodes" represent in social networks?
What is a social "pump"?
Someone who is highly, socially active and frequently transmits information
This is an example of a "strong tie"?
A family member
What is the purpose of performing a social media audit?
To provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels
Of all the metrics that are available for social media, which metrics matter most ?
The ones that align most closely with your social media marketing objectives
Each strategic objective in social media must be SMART, which stands for:
Significant, Measurable, Actionable, Realistic, Time-based
Where does most content marketing currently take place?
On social media
What does the term "boosting" mean with regards to social media content marketing?Wh
Increasing the reach of a post by paying a social media platform
what is the definition of social media advertising?
It is any form of digital advertising that uses social media sites and apps, and involves advertisers paying for ad placement
In social media marketing, what does "being viral" mean?
A video or website link that spreads wildly and rapidly from one consumer to another
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