Introduction to Digital and Social Media - Unit Two Exam Review

The Four Types of Message Appeals

Functional, Emotional, Experiential, Resonance

What are some examples of evaluation metrics and tools?

Google Analytics, Facebook Insights, etc.

What are types of media content that students might not want to link to others?

Personal Facebook Page

Influence can be measured by

likes, followers, or retweets

Authority

we look to experts for guidance (the verified icon)

Good brands have

(1) a targeted mission and audience (2) and a genuine purpose and fit

Keywords that convey quality include

(1) accomplishments and results (2) and skills and expertise

The 4E Framework

(1) excite customers with relevant offers (2) educate them about the offering (3) help them experience products (4) give them an opportunity to engage with their social network

The 5 Steps of Social Strategy

(1) identify strategy and goals (2) Identify target audience (3) develop the campaign/experiment and engage (4) develop the budget (5) monitor and change

Personal branding allows you to

(1) illustrate what makes you stand out (2) attract and engage (3) evolve over time

Keywords that convey relevance are

(1) job-related content (2) reputable friends, endorsements, and connections (3) and current information

Your social media should convey

(1) quality (2) relevance (3) and consistency

The four steps of the branding process

(1) self analysis (2) gap analysis (3) reformulation (4) implementation

__% of U.S. recruiters and HR professionals say that a positive online reputation influences their hiring decisions

86

__% of employers use social media to screen candidates before hiring them

70

What are the two types of content strategies?

80/20 Rule, Rule of Thirds

The four types of App Pricing Models

Ad Supported Apps, Freemium Apps, Paid Apps, and Paid Apps w/ In-App Purchases

______ allow firms the opportunity to educate their customers and engage them by responding to their communications.

Blogs

Thought Sharing Sites

Blogs (corporate, professional, personal), Microblogs (Twitter)

The Principles of Persuasion

Consensus, Consistency, Liking, Reciprocity, Authority, Scarcity

Which of the following is not a metric used by social media marketers to analyze data collected from social media?

Cookie Tracking

At what stage of the social media strategy do you conduct competition research and a social media audit?

Develop the Campaign

Which 4E level do your need to present a CTA?

Education

At what 4E level is relationship and action formed?

Engagement

Social Networking Sites

Facebook, LinkedIn, Google+

What are the key elements of engagement?

Information, connected, Network, Dynamic, Timeliness

IMC stands for

Integrated Marketing Communications

Why is strategy important?

It gives you a sense of direction and allows you to make smart and effective decisions

The company you work for wants to analyze data that comes from other sites, such as where people are coming from to get to your site. What would you recommend that your company use to determine how people searches the internet to find its products?

Keyword Analysis

Online Metrics

Klout Scores, LinkedIn Profile Strength Meter, Google Analytics

Which of the following accurately depicts the three stage social media engagement process?

Listen, Analyze, Do

How do firm engage their customers using social media?

Listen, Analyze, and Engage (Do)

Companies use ___________________ to highlight how consumers can experience their goods and services as well as encourage consumers to engage with the firm, its other SM outlets, and other consumers.

Media Sharing Sites

Three Types of Influencers

Mega-Influencer, Macro-Influencer, Micro-Influencer

What step would you use A/B testing in?

Monitoring and Changing

Marketers analyze comments posted by consumers on sites such as Facebook and Twitter to assess the favorableness or unfavorableness about a company and its products in a process known as

Sentiment Analysis

_________________________ are made up of nodes and links.

Social Network Structures

The three categories of social media are

Social Networking Sites, Media Sharing Sites, and Thought Sharing Sites

__________________ connect two humans over shared interest.

Social objects

What element is the most sensitive and can make or break future transactions?

Timeliness

What is A/B testing?

You create two of mostly the same content and see which one performs the best.

Media Sharing Sites

Youtube, Instagram, Flickr

What type of information might you incorporate into your social media profile if looking for a job?

a list of your skills and expertise

Two ways influencers make profit

adsense and brand deals

Goals should

align to your business objectives, serve as a destination, establish a measuring stick, and vary by platform or campaign

Functional Appeal

an appeal that focuses on what the product offers in terms of how it functions or what it can physically do. (Flextape) Used when the product is utilitarian, or when it's high involvement.

Benchmarking

an organization that does social media really well. You usually borrow or adapt what they're doing.

The Connected Effect

an outcome of social media that satisfies humans' innate need to connect with other people

Experiential Appeal

appeals to our desire to touch, taste, smell, hear, see and have. (a snapchat filter)

Emotional Appeal

appeals to our emotions (sad dog commercial). Used when the product is value expressive or for low value customers

Implementation

carrying out the adjustments you plan to make

Paid Apps

charge the customer an upfront price to download the app but offers full functionality once downloaded.

Civic culture takes place in

coffee shops, bars, sporting events

What do links in the structure provide?

communication channels and exchange of information

Diverse experience keywords include

community service, volunteer work, languages, extracurriculars, military experience.

Job-related keywords include

company culture, company mission and values, customer base, geographic reach, strategic goals, technical and transferable skills, expertise, etc

Academic keywords

degrees, concentrations, certificates, dean's list, honors, university, college, internships, study abroad

Self analysis includes your

desired personal brand, your current personal brand, and your employer brand fit

Analyze

determine the amount of traffic to their sites or tweeting about them. Measures include hits, page visits, unique visitors, bounce rate, conversion rates, keyword analysis, and page views.

What is civic culture?

every aspect of interaction with other people in "third places" where you make social connections

Employers might be interested in

extracurricular hobbies, your gpa, related coursework.

Micro-Influencer

focus on a specific niche or area and are generally regarded as an industry expert or topic specialist. They have stronger relationships with their audience. (Jess and Austin, Curly n Fab, Project Farm)

Freemium Apps

free to download but includes in app purchases that allow the user to enhance game play. (71% of the app store)

Ad Supported Apps

free to download, but ads appear. The ads generate revenue while users interact with the app.

Reputation can be measured by

friends, endorsements, or connections

Macro-Influencer

gained fame through the internet itself, whether that was through vlogging, or by producing funny and inspiring content. They typically have a niche. (David Dobrik, Casey Neistat)

Consistency

in your written content, keywords, images, urls, and usernames.

Keywords

make your profile more searchable

Reformulation

making adjustments and plans for the future

Sentiment Analysis

marketers can analyze the content found online to assess the favorableness and unfavorableness of the sentiments. Allows for a quicker and more accurate analysis of the market

Mega-Influencer

more famous than influential, has a very diverse audience with different topics of interest, relationships tend to be more distant. (The Kardashians)

You should upgrade your social media profiles when

you have new accomplishments to add, you've updated your resume, are preparing for an interview, earn a new degree, or start a new job.

Other ways to measure your social media profiles includes

profile completeness and quality

A brand (your online presence)

promises value to attract and persuade a targeted audience (your potential employers)

Klout Scores and Kred Scores

rate your online social influence and reputation based on how others interact with your content

Relevance

relates to the job and employer you are targeting

Employers look for

reputation, ability to influence others, quality and completeness

Paid Apps w/ In-App Purchases

require the consumer to pay initially and additionally later on in game play to enhance the game

Professional use of social media profiles

shows employers you think like a professional and take your job seriously

Keywords are

specific words or phrases that narrow online searches.

The Wheel of Social Media Engagement

the center is a repository of past and current social media engagements, and the circles around the wheel are the five effects that drive social media

The Timeliness Effect

the firm is able to engage with the customer at the right place and time. To be effective, the firms must respond quickly.

Engage (Do)

you must implement your analysis and plan through a campaign, blog, or mobile offer.

The Wheel of Social Media Engagement involves

the information effect, the connected effect, the network effect, the dynamic effect, and the timeliness effect

Social Media

the online and mobile technologies that distribute content to facilitate interpersonal interaction

The Network Effect

the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster's vast connections across social media, causing the information to spread instantaneously.

The Information Effect

the outcome of social media in which relevant information is spread by firms or individuals to other members of its social network

Personal Branding

the process of establishing a prescribed certain image or impression about yourself.

The Dynamic Effect

the way in which human information is exchanged to network participants through back and forth communication in an active and effective manner. This exchange promotes engagement, which makes consumers more likely to buy

Which of the following strategies would be detrimental to your image?

to bad-mouth an employer

Resonance Appeal

use of metaphors, puns, and word plays used in combination with an illustration or picture to create a double meaning. (Allstate Mayhem Guy)

Consensus/Social Validation

we are influenced by what many similar others are doing. (Peer Pressure)

Consistency (Principle of Persuasion)

we feel obligated to behave consistently with our commitments. (keeping promises, like an RSVP)

Reciprocity

we feel obligated to give back to those who have given to use (follow for follow)

Scarcity

we find things more attractive if they are scarce (more likely to buy tickets if they're almost sold out)

Liking

we prefer to say yes to those we know and like (influencers)

Quality

what you include on your social media and how you include it impacts this. Order and use of certain keywords helps highlight your strengths.

Environmental Scanning

what's working and what's not within your industry. How can you use that information?

Gap analysis

where can I improve? is this target right for me? what should I leave behind?

Listen

you can learn a lot about your customers by listening to and monitoring what they say