MGMT 411 Exam 1

Understand the four components of a personal brand pp65-66

(personality, consistency, passion, and expertise)

Understand the four components of a SWOT Analysis as they relate to the social media strategic plan p181

- Strengths - Weaknesses - Opportunities - Threats

Be able to identify the different types of influencers pp199-203

- celebrity influencers - mega influencers - micro influencers - nano influencer - creators - memers

Understand what distinguishes "behavioral metrics" from the other three categories of metrics p144

- impact actions (download paper, get new subscribers, etc.) - click-through links - amplification rate - influencer impact - applause rate - lead generation - conversion rate (sales, requesting a demo, signing up for a webinar, etc.) - Saves (e.g., screenshots and repurpose) - Downloads (podcasts, videos, etc.)

Be able to identify basic metrics for Facebook 151

- likes - reactions - posts - live video metrics - messages

Understand the five SMART criteria for effectives objectives p185

- specific - measurable - achievable - realistic - time-specific

SMART A

Achievable

Understand the six personas in Kramer's Typology of Online Personas p67

Altruist, Careerist, Early Adopter, Boomerang, Connector, Selective

Understand the concept of "thought leadership" p21

Being acknowledged by others in the community for having expertise and experience in the industry and specific skills, insights, and knowledge.

Be able to identify the metrics that fall under the category of "advanced metrics" p144

Calculatations that dive into the actions and psychographics (attitudes, behaviors, and opinions of audience members) of specific users EX: - advocacy - audience - engagement - influencers

Consistency

Doing the same behaviors and actions over time to build trust

Which federal agency has established a list of guidelines for influences to follow? p203

Federal Trade Commission

Expertise

Having knowledge and authority in a certain area of social media

Understand the difference between "influences marketing" and "influence marketing" p195

Influencer marketing focuses on one or more individuals to be used as a tactic to accomplish brand awareness and word-of-mouth communications on respective social media platforms, whereas influence marketing focuses on the action itself (influence) in persuading audiences to take action based on the relationships they have formed.

On what platforms can you find visual and snackable content? p14

Instagram and Snapchat

SMART M

Measurable

What is the most popular method of compensation for influencers? pp216-217

Pay per post (PPP)

SMART R

Realistic.

SMART S

Specific

What are "personal brand associations?" p71

Specific attributes, events, settings, and interest you want others to recognize as going along with your personal brand.

Be able to identify whether something is a strategy or a tactic p186

Strategy is the heart of a strategic plan, but tactics are the tools and applications within social media that are used to accomplish objectives and fulfill your strategies.

Boomerang

The emphasis for these individuals is to share content to generate a reaction from others- whether a posiive one or a negative one. Most of the time, the focus is not on what they really think of what they post, but on the audience's reaction.

Connector

The ultimate networkers, these individuals do virtual introductions and are highly engaged in making sure everyone in their community is united and knows each other.

Altruist

These individuals are committed to helpings others in their community. Actions speak louder than words for these individuals, but they value relationships

Careerist

These individuals focus primarily on professional advancement above their personal achievements. They are more associated with professional networks than with personal or informal ones.

Selective

These individuals share only relevant information with a select group of people. They are resourceful and are viewed as a resource, but they are also exclusive in their networks. Think about the "circle of trust" concept from the movie "Meet the Parents."

Early Adopter

These individuals will be the first to share something with their followers and friends and are very much dedicated to being independent from others, not so much part of the collective on social media. They are dedicated to careers relationships.

What is an influencer monitoring dashboard? pp214-215

They call is "Inspect what you expect." These dashboards keep track of the assigned influencers who are part of the campaign, what they have shared on their social media campaigns, and their designated metrics.

Understand the focus and application of a personal branding "content strategy" p71

This strategy focuses on the content that you share, create, and disseminate online for your personal and professional community.

Understand the differences between "monitoring" and "listening"? p141

Time frame is different. Listening is focused on short term, but monitoring can take place over weeks or months or even years and is a systematic and sustainable approach to evaluating performance on social media.

Passion

Topics and areas of interest that motivate and make you advocate these to others

What benefit do social media professionals get from identifying followers on given social media platforms? pp137-138

a snapshot of their potential audience members and allows you to see it in more detail

What is the focus of a "content calendar?" pp187-188

aligning pieces of content going out at the same time on a social media platform and how they will be evaluated

Personality

characteristics and attributes that are unique, memorable, and aligned with your personal brand

A challenge for social media research is determining how best to measure what concept? p 24

engagement

Understand the concept of "brand voice" as it relates to personal branding p70

how you present your voice and interact with the community via updates and communication online

micro influencers

influencers that havesmaller audiences than the celebrity or mega influencers and are the source of a considerable contemporary buzz

celebrity influencers

influencers who hold a prominent status that allows them to influence others

mega influencers

influencers with a prominent status on social media and a broad appeal that puts them on track to reach celebrity status

nano influencers

influencers with the fewest followers, have audiences even smaller than tose of micro influencers

memers

people who create memes, which are pieces of content that communicate an idea, style, or behavior within a particular culture (mainstream of subculture) to coney a specific purpose

What is user-generated content? p 11

pieces of content created directly by a user

How is social media defined from an academics perspective? p7

social media combines a "wide range of online, word-of-mouth forums including blogs, company sponsored discussion boards and chat rooms, consumer-to-consumer email, consumer product or service rating websites and forums, Internet discussion boards and forums, [and] microblogs"

creators

subset of influencers who create original content in their own voices for brands

Be able to distinguish between a "vision statement" and "mission statement"

vision statement is the guiding principle that describes the overall goals and dreams of the organization, but mission statement is the overall purpose