Social Media Exam 2

What are the three budgeting strategies that can be used?

(1) Cost per Click (CPC)- allows you to quickly gauge the effectiveness of your ad (2) Cost per Impression (CPI)- good option when the focus of your campaign is exposure (3) Optimized Cost per Impression- pay for your ad based on impressions

social news sites

(Buzzfeed and Reddit) share and promote online news (focus on content distribution).

social bookmarking sites

(Diggo) save your bookmarks online so they are always available wherever you have online access (focus more on the organization of content but allow sharing).

What are influencers? Why are they used? How do businesses find them?

Is a form of marketing in which focus is placed on influential people rather than the target market as a whole. It identifies the individuals that have influence over potential buyers, and orients marketing activities around these influencers. You can find them by hosting and sponsoring events to help create meaningful relationships

What is word-of-mouth?

Is one of the most powerful tools marketers can leverage to increase brand awareness and customer loyalty, leading to increased conversions, positive brand sentiment, and greater social share of voice.

What is linkbaiting?

Linkbaiting is the careful crafting of a title that markets the content and should include a hook that increases the likelihood that the intended audience will click.

Blogs

Websites that host regularly updated content.

What is a call-to-action?

-A direct request in a marketing message for a specific behavior. They ensure that people participate in the social media campaign. Ex: Buy now, Call now, Add to Cart.

What is social sharing?

-sites provide people with the tools they need to reveal elements of their digital identities. These elements include information about us or things that we create--such as our opinions, photos, videos, songs, and artworks.

Real time marketing?

is creating a strategy focused on current, relevant trends and immediate feedback from customers.

What is brand advocacy?

-entails building relationships that engage and empower these individuals, enabling the company to build a following that will generate earned media and influence impressions.

At the ad set level, how can different audiences be targeted?

-After determining the objective, you must identify your target audience. Target your customers audience ad set from customer emails or IDS, visitors to your website, and uses of your app. You can use location, age, gender, language, demographics, interests, behaviors, and connections to target. -Facebook Audience Insights allows you to assess the characteristics of your existing audience and provides you with information about new prospective customers. -You must have at least 1,000 followers to create a new audience. Build an audience from unique data (phone numbers, emails, visitors to your site)

What is evergreen content?

-Content that is always relevant-much like the way evergreen trees retain their leaves all year round.

What is the difference between curated and created content?

-Created/original: blog posts, white papers, infographics, guides, visuals, etc. produced by your organization. -Curated: Content gathered from trusted sources relevant to your industry.Provides your audience a diversity of viewpoints and balances out the self-promotional content you're sharing. Requires minimal resources and can allow you to build relationships within your industry.

Who can be a brand advocate

-Customers -Employees -Fans -Influencers

What is the difference between editorial and commercial content?

-Editorial messages are objective and unbiased; the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization. -Commercial messages such as advertisements make it clear that the intent is to persuade the reader or viewer to change an attitude or behavior; the source has paid a fee to place the message in a medium.

What are the best practices for creating your calendar?

-Ensure it is accessible to those who need it and try to use a collaborative platform. -Don't plan too far ahead and be flexible. -It's best to keep a larger, monthly calendar and a more detailed weekly calendar. -Repost top-performing content( especially on Twitter), when posting, vary the accompanying copy between posts.

What advertising options are available on Instagram?

-If you have a Facebook business page, you can create and manage Instagram ads through the Facebook advertising platform. Begin by selecting an objective that most closely matches your business needs. You can use the rollovers of the objectives on the Facebook ads campaign page to identify and match your Instagram objectives. -With boost your post, you can create a brand new post or use a previously published Facebook post to drive likes and comments. If you have an Instagram business account, you can create ads within the Instagram app. To promote a post within the app, simply click the promote button beneath a post. You can then select an objective.

What are the advertising options on LinkedIn?

-If you're a marketing agency, PR firm, or wholesaler, tailoring an audience based on specific companies, professional skills, and education, can be a powerful way to reach customers. -LinkedIn Ads provides two ad options: create an ad or sponsor content. -Created ads appear on the left hand side or bottom of the screen and can direct the user to a webpage or a LinkedIn business page. -Each campaign can include up to 15 individual ad variations which provides a great opportunity to test combinations of videos, images, and copy. -Sponsored/ promoted content is similar to Facebook's boosted posts and appears in-stream on the LinkedIn news feed. -Sponsored/ promoted content allows you to sponsor successful posts shared from your company page to a larger audience or create direct sponsored content. -Social interactions that occur on sponsored company posts are free so you can increase engagement and interaction at no additional cost.

What are some of the best practices for creating your Twitter profile

-In setting up your business profile, your logo is usually the best choice for your profile photo; your cover photo should be used strategically. -Remember to use a consistent business description across platforms. -Incorporate SEO-friendly keywords and keep in mind only the first 140 characters appear in search engine results. -Your Twitter media gallery showcases the most recently tweeted photos and videos. -If it is not yet fully populated, post a minimum of at least 6 tweets with visually-engaging photos or videos that are relevant to your business. -When creating your company bio, remember you have only 160 characters for your bio field. -Your bio is a great place to include your branded hashtag.

What are the forms of paid media in social media?

-Native Advertising -Display Ads -Click through ads -Social ads

What is the difference between organic and incentivized content?

-Organic content is content that a person feels intrinsically motivated to prepare and share. -Incentivized content is encouraged by the offer of an incentive, such as the chance to win a contest, receive free merchandise, or earn cash.

What is the difference between public and private lists?

-Public lists: Great to curate accounts that might be of interest to your followers (influencers, businesses your company supports, etc.). Users are also notified when you add them. You can also subscribe to public lists curated by other users -Private lists: Visible only to you. Keep up with competitors' content without publically following them. Can be used to research potential customers or partners.

What types of hooks can be used?

-Resource hooks are intended to be helpful to the reader (e.g., 5 tips better yoga poses). -Contrary hooks refute some accepted belief (e.g., don't worry, these yoga moves won't make you fart). -Humor hooks feature entertaining content (e.g., goat yoga is the newest trend, and it's here to namaste). -Giveaway hooks promise something for free (e.g., save $10 on your next yoga class). -Research hooks offer a claim about of content of interest (e.g., 10% of U.S. adults regularly do yoga).

What are the advertising options on Snapchat?

-Snap ads: full screen, vertical videos that include an interactive element (such as a call-to-action).The ads include audio by default. On average, over 10 billion videos are watched on Snapchat every day. -Sponsored filters allow companies to be where their products are bought, thought about or consumed. -Sponsored lenses are a playful and memorable way to increase awareness. Lenses are applied after a video or picture is taken, prior to sending to friend(s) and/or adding to a Snapstory.

What are the three variations of social ads?

-Social Engagement Ads -Social Context Ads -Organic Social Ads

Understand best practices for content marketing on Facebook

-The frequency of posting should be guided by the feedback from your audience. Begin with one to two posts per day; then, vary your pace to see how it impacts engagement. -As Facebook becomes a busier network, the reach of organic, non-paid content is on the decline, so keep in mind that each post will not reach all of your fans. -Select content that produces engagement with your audience (e.g., well-researched articles). -Use Facebook Insights to analyze a few weeks of data at once to determine what has worked consistently over time. -Shorter posts result in better engagement. Keep the lengths of your posts to a maximum of 120 characters. Keep in mind your intended call-to-action (e.g., comments = end with a question, likes = visually-engaging photos). -When sharing URLs, make sure accompanying images display as prominent, large thumbnails, and select the best image to accompany the post. Posts with large images are prioritized in the news feed. -On Facebook, it's best to use hashtags sparingly. Hashtags are useful when running cross-platform campaigns, so you can track associated posts.

What is the page moderation feature?

-Third-party apps can play a big part in optimizing your Facebook page. Be sure to feature only those that support your business objectives. For instance, if you want to grow your email subscriber list, MailChimp allows users to opt-in without navigating away from Facebook. -Including an address and contact information ensures that search engines index you in local search results. -Include at least two administrators to manage all aspects of the page. Under page settings, you can control the public's ability to tag you, message you or post to the page.

After selecting your objective, what other decisions must be made when developing a Twitter ad campaign (i.e., timeframe, creative, targeting, budget)?

-Timeframe: Option 1: Start immediately, run continuously (until the campaign budget is reached or until you stop the campaign manually). Option 2: Customize start and end dates (good for time-bound campaigns). -Creative: Compose new tweets or select previously published tweets. For tweet engagement campaigns, pick your best performing, organic tweets and combine with a mix of fresh tweets. For website clicks and conversions campaigns, you have the option to build new tweets as Twitter cards. -Targeting: The audience can be tailored by location, gender, and devices/platforms/carriers. You can further refine by followers, interests, behaviors, etc. Twitter's tailored audiences allow you to include or exclude certain customer segments from your ads. -Budget: You must set your daily budget and your maximum budget. At first, allow Twitter's algorithm to automatically set your bid. Then after testing, use the manual option.

How do marketers use Pinterest?

-Users can interact with brands by re-pinning, commenting on, or liking content. This content can lead users back to your website and is an effective way to get people familiar with your brand using a visual medium. -Users can follow your company profile, select boards, or both. When creating boards, stick to one topic per board. Portrait-oriented posts display better in the Pinterest feed and on mobile devices. To help increase visibility of your pins on Pinterest search, write descriptions of your pins that contain keywords and provide context for what you're sharing.

Media-sharing sites

-Video-sharing sites such as YouTube and Vimeo -Photo-sharing sites such as Flickr and Instagram -Audio-sharing sites such as Podcast Alley -Document- and presentation-sharing sites such as Scribd and SlideShare

What strategies can be used to grow your social community?

-Your guiding focus should be to engage followers who will derive value from your online community, not to engage as many people as possible. -It is better to have a smaller, highly engaged community than a large, disinterested community. -To find the right audience, reach out to your offline community and encourage them to join your brand online. Use influencers. -You can do all of this by offering incentives, using branded hashtags and including social buttons and partner with complimentary businesses. -Connecting with the right influencers can also help you attract the right following. -Hosting and sponsoring events is a great way to make meaningful connections with the right people. -Partner with complimentary businesses. -Find people that are already advocating on behalf of your brand and develop a closer relationship. These fans can help amplify your messages and recommend you to their network.

How are call-to-action buttons used?

-are the buttons you use in your website and on your landing pages to guide users towards your goal conversion. It's the part of the landing page that the user needs to click in order to take the action you want them to take.

What are the four categories of engagement

1-Discussions around shared content 2-Customer support queries 3-Addressing negative sentiment -Constructive feedback, disgruntled/hostile commentary, pressing concerns, or spam. -Take the conversation to private messaging if needed, and be timely with your response (42% of SM users expect a response within 60 mins.). 4-Proactive engagement -Seeking out and responding to mentions of your brand. -Contributing to the conversation (e.g., answers questions, acknowledge mentions).

What four components are needed for a brand advocacy program?

1. Program goals- How will working with advocates support social media and brand objectives? How many advocates are you comfortable working with? Prioritize quality over quantity. Consider resources and budget. 2. criteria for section- Who are you trying to influence?Who does your community and prospective audience trust? In addition to the 3R's (relevance, reach, resonance), there may be other more specific criteria. Creating a checklist can allow you to identify the best candidates. Once you have, reach out to gauge interest in the advocate program. 3. a plan for on-boarding- Interested advocates should be given an intake form to sign. This should contain: Any terms and conditions of your arrangement. The mission and goals of the advocate program. An agreement to receive email communication from you. Information regarding the mutual benefits of the partnership. 4. a continued engagement plan- Check-in periodically. A good strategy is 30, 60, and 90 day check-ins. Monthly or quarterly newsletters. An online forum for advocates to connect with one another and your brand. Free, exclusive perks (e.g., speaking opportunities, recognition, partnerships).Make sure tasks are exciting and engaging for them.

What is a social persona?

Brands should develop a profile that represents its social persona. It should stay in character and stay consistent with the brand's style guide as part of the IMC.

What four components should be included in your social media content strategy?

1. research and analysis of current content reception 2. your target audience identified by platform 3. a list of content-specific goals and objectives 4. plans for the distribution of your content

What are the best practices for writing engaging copy on Instagram?

1.Ask a question (open ended, skill testing, a simple yes or no, ask for tips or recommendations). 2.Give a shout-out with an @mention. 3.Don't be afraid to use emoji's (adds personality and can keep copy short and fun). 4.Have a clear call-to-action. 5.Edit and rewrite!

What are the two primary goals of social publishing?

1.To increase exposure to the brand's message. 2.To use the content to drive traffic to the brand's owned media.

Why is a social media content strategy needed?

A social media content strategy acts as a game plan for coordinating, creating, and distributing your organization's content.

What are the options at the ad set level? Why would variations in images and copy be used?

At the ad level, different text and image combinations can be used.

How can hashtags be strategically used by marketers?

Branded hashtags can be used to curate user-generated content. Using hashtags relevant to your business niche and target audience is a great way to grow your network. Best to use 5 or fewer hashtags.

In social advertising, why are ad variations used?

Developing ad variations also serves to prevent ad fatigue, which occurs when someone sees the same ad many times

What advertising objectives are used on Twitter

Engagement, community growth, and conversion

What is ephemeral content? How does it benefit marketers?

Ephemeral Content: Short lived; the longest it can last last is 24 hours. Short lived content is thought to be more authentic versus sponsored ads. It raises the potential for FOMO (fear of missing out). Users can access the content through snapcodes. Increases potential for customers attention and engagement.

What are metatags?

Help categorize your video for search engines. Use accurate, relevant keywords. Consider using caption files for your videos (makes your videos accessible in other languages and boosts the discoverability of your content).

How do companies leverage LinkedIn

LinkedIn company pages provide businesses with opportunities to connect with the largest online network of job seekers, employees, potential customers, partners, and more. Customers can follow company pages to stay up-to-date on companies they're interested in, compare products/services, and track potential business opportunities. -HR teams can leverage LinkedIn's vast network of professionals to promote job opportunities and can save time by using LinkedIn to screen potential job candidates. Job seekers can re-share job postings on other networks and provides opportunities for interested candidates to reach out to the company directly. -Sales teams can use LinkedIn's powerful search capabilities to identify new leads and connect with industry thought leaders. Sales reps can initiate conversations and engage with potential customers or people in the industry through LinkedIn Groups. -Marketing teams can promote new products or services as well as create brand awareness.

What are linkwheels, and why are they used?

Linkwheels are built on a hub-and-spoke system where several web properties (i.e., link pages) act as spokes to send one link to the home site (the hub) and another link to the next property. Marketers strategically form linkwheels to increase links back to a site.

How are Twitter lists used?

Lists are used to track what people are saying about your business, industry, and even competitors. Help you keep track of relevant information by organizing similar accounts into groups.

What are showcase pages?

Pages allow you to segment your organization's offerings by target market; you can focus on different products separately to customize positioning and messaging. You will need to create a following for each page from scratch, so Showcase Pages are best for large companies.

What is the pages to watch feature?

Pages to watch allows you to learn from others.

What are share tools?

Plug-ins that appear as clickable icons on websites and enable the viewer to bookmark or share the page with many social networking, social news, and social bookmarking sites.

Microblogs

Similar to blogs, except that the content is limited to short bursts of text and links (e.g., Twitter is limited to 280 characters).

Why is Snapchat an effective platform for marketers to use?

Snapchat allows businesses to showcase the personal side of their brand with content that is considered more authentic. Snapchat stories are compilations of images and short videos that can be viewed for 24 hours. Be sure to plan your snaps ahead of time to ensure they tell a cohesive story with a beginning, middle, and an end. Consider sharing exclusive, behind-the-scenes content.

What is the principle of reciprocity?

Speaks to the human need (and tendency) to want to give something back when something is received. People feel a sense of obligation to do something for you when you've done something for them. Attention and nurturing will grow your prospects into customers and your customers into brand champions.

Who are the target demographic groups for LinkedIn?

Students and recent graduates comprise LinkedIn's fastest growing demographic.

What is brand engagement?

The process of forming an emotional or rational attachment between a consumer and a brand. It comprises one aspect of brand management., the aspirational value of brands in people's lives.

What is content?

The unit of value in a social community and is the social object for community participation

Conversation

The website clicks or conversions campaign works best with the use of Twitter cards. Twitter cards are a form of rich media that include an image, a link, room for extra text, and a button. Clicking on any card element will lead to your website resulting in increased traffic. For app install or app engagement campaigns and leads on Twitter, the use of Twitter cards is mandatory.

What is secondary content?

Things that others create we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we "like" on our Facebook page.

What are the three tiers of the Facebook ad structure

To begin Facebook advertising you must have admin access to your business page as well as a Facebook ads account. Campaign- begin each campaign by choosing an objective that best fits your needs Ad Set- budget, scheduling, targeting, biding, ad placement Ad- wording

What are the different types of Twitter ad campaigns?

Tweet engagement, followers campaign, and conversation

At the campaign level, how are different objectives used?

When new to Facebook advertising, the boost post objective can be a good start. This expands the reach of a post that had organic success (higher likes, comments, shares, or clickthrough rates). boost your posts, promote your page, send people to your website, increase conversions on your site, get installs on you app, increase engagement in your app, raise attendance at your event, get people to claim your offer, get video views

vlogs

When video is present

Click through ads

Whether the ads are text oriented, text and graphics, or rich media, they are enhanced with a response device in that viewers can click the ads (called click through) to reach a target landing page.The landing page is the first page a consumer sees after clicking through an ad, and it is of strategic importance to marketers

Who is the primary demographic for Pinterest?

Women

Who is the primary demographic for Snapchat?

Younger millennials and generation Z. However, half of the new users signing up are over the age of 25

How can the Twitter likes tab be strategically used?

Your likes tab is prominently displayed and accessible from your profile. From here, visitors can see the tweets you've liked, allowing you to use liking strategically. You could build a collection of media articles and positive PR about your brand and products. This provides organic, social proof to your business.

what are channel structures?

allow you to group multiple playlists together into a single space. Each can be tailored to a specific audience.

What is a social media content calendar?

allows you to map out your publishing schedule to ensure content is consistent, balanced, relevant, and strategic.

What is sharable design?

an app is best learned when a friend explains it to you.

Social Ads

are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.

Organic Social Ads

are shared on a person's activity stream following a brand interaction (such as liking the brand).

What are end screens and cards?

can be used to entice viewers to watch more content, increase community engagement, acquire new subscribers, and encourage a specific call-to-action.

tweet engagement campaign

can be used to promote existing or newly created tweets to reach a wider audience and maximize interactions.

What components should be included in a social media press release?

contact information News Heading Key facts RDD Feed to background information graphic link pre-approved quotes links to relevant coverage share button

Social Engagement Ads

contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., clickable "Like" button).

Content marketing?

emphasizes that brands should publish content in their owned media channels, but publishing in social channels can build awareness, influence brand attitudes, and help drive traffic to owned media.

followers campaign

great way to grow your Twitter community. Useful for businesses new to Twitter. With this campaign, you can create a tweet that summarizes the benefits of following your account. This message will be placed in the home stream of the targeted audience and in the who to follow suggestion box.

Social Context Ad

includes ad creative, an engagement device, and personalized referral content from people in the viewer's network.

social media optimization (SMO) & on-site/off-site tactics

is a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities. onsite-including share tools and RSS feed options offsite- promoting on social news and social bookmarking sites, microblogging, promoting social media press relases

Native Advertising

is a type of paid advertising that is based on a form unique to the vehicle within which it is placed (e.g., sponsored posts in Facebook or promoted tweets in Twitter).

search engine optimization (SEO) & on-site/off-site tactics

is the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings. onsite- optimizing content value, tags, keywords, titles, URL offsite- publishing related content elsewhere with links to original, create linkwheel structure

Display Ads

may include texts, graphics, video, and sound much like traditional print ads and commercials, but they are presented on a website.

What is counterfeit content?

occur when an organization plants content that masquerades as original material an actual consumer posted.

What are rich pins?

re enhanced pins that automatically include supporting information about your content (e.g., details about apps, products, recipes, and articles).

What is earned reach?

the breadth and quality of contact with users gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to the individual, personalized brand endorsements.

what are channel trailers?

what viewers first see when they come to your channel.

What are product pins?

will pull the most up-to-date pricing information from your website and will include your business name and logo under the image, giving your brand more visibility in the feed.

What are playlists?

work well for grouping together relevant videos and allow viewers to progress naturally from video to video, generating more views through their session.