Social media exam one

5 areas to measure exposure influence engagement Action convert

Exposure viisits views, followers, fans, subscribers, brand mentions Influence Share of voice, Sentiment, Top influencers report Engagement Clicks, Retweets, shares, replies Action convert Content downloads, webinar attendees, lead generation forms, pitches

7 reasons why social marketing is still underrated 1. it is seen as a fad they dont understand it 2. you get what you pay for 3. Unmeasurable effects 4. Ancedotes 5. No every business is the same 6. Poor testing 7. Not investing the time and money

1. It is seen as a fad because they don't understand it Some people still believe social media is a fad 2. You get what you pay for Psychologically, people tend to place more value on things that cost more money 3. Unmeasurable effects The return investment (ROI) of social media can be hard to measure One of the biggest goals is attracting a large following of people who are enthusiastic about your brand, and improving your brand's reputation and brand awareness These aren't as easy to measure as on-site conversions 4. Anecdotes People use anecdotal evidence as a basis for their opinions about using social media strategy A owner may know of another business that used social media and didn't see any results so they stay away from it 5. No every business is the same Some industries may naturally perform better on social media than others But social media marketing can be used by practically any company 6. Poor testing Buying followers when 99% don't belong to demographics relevant to your business are useless And they don't interact with your content 7. Not investing the time and money Effective social media marketing can't be done on a whim It needs to be planned, researched, and strategically executed

7 tips to enact change

1. Select your geographical area and demographics and psychographics 2. Educate your target audience. Most social change initiatives are destined to fail because they do not educate people Humans tend to identify themselves with a cause, so you need to educate your target audience and influence their thinking 3. Get influencers/celebs to endorse your social change initiative. People are cautious of supporting social change promoted by unknown people, those with shady backgrounds or those with allegiance to a political party 4. State your social change objectives clearly 5. Designate a good social media moderator 6. Keep followers interested and engaged 7. Link up with similar social change initiatives

SOCIAL MEDIA DOES NOT BRING CHANGE (3 things) what is slactivism 2 motivations of slackvist behavior

1. Social media creates a false sense of accomplishment Has little impact on political decisions 2. Talking about victimization doesn't end victimization 3. Social media is littered with once popular hashtags and memes on issues Slacktivism: take part in a cause not because of the cause itself but because it is popular and they want to be seen doing something charitable 2 motivations 1.esire to present oneself in a positive light 2) desire to be consistent with one's own values

Continous improvement

Always look at what you are doing, and see how you can be better If you are not optimizing your social media strategy, you are going to see limited success Management usually doesn't understand how social media works or what it can do So it is your job to provide evidence of your impact (ROI)

Analyze the competition what to look into who to find Formulate a decision tree

Analyze your competition Look into your competition's strategy Compare and contrast Find your social competitors Don't forget google Formulate a decision tree Have a plan in place when your brand makes a mistake or has a crisis You will face a crisis at some point Define who can make specific types of decisions

Patterns of data mining Anomaly detection association learning Classification Regression

Anomaly detection In a large data set it is possible to get a picture of what the data tends to look like in a "typical" case Statistics can be used to determine if something is notably different from this pattern Association learning The type of data mining that drives the Amazon recommendation system Classification If an existing structure is already known, data mining can be used to classify new cases into these pre-determined categories Spam filters are an example Regression Data mining can be used to construct predictive models based on many variables Facebook, for example, might be interested in predicting future engagements for a user based on past behavior

Tradition purchasing cycle New marketing funnel

Awareness, Consideration, Purchase Rethinking the marketing funnel Advocacy, loyalty, action, preference, consideration and awareness People leave the funnel, then reenter that process when they make the purchase again. Want people to become an advocate for the brand

CTR Brand impressions Top-line objectives

Click through rates (CTR) The percentage of people that click a link posted on social media to take them to another website (CLICKS/Impressions) Brand impressions The total number of people that can potentially, and actually, see the content that your post on social media Top-line objectives Sales numbers that can come in the form of leads, a consumer contacting your company and the actual sale of products and services

Change can happen from two places: Democratic participation Activism

Democratic participation Positive Politics, government, political campaigns, voting Activism Can be positive Protest, boycotting, violence

Diffusion of innovation

Diffusion of innovations What it explains: How, why, and at what rate new ideas and technology are adapted and implemented within a social system. Innovators, Early Adopters, Early Majority, Late Majority, Laggards. (Picture of definitions on phone) The adoption- Decision process: Knowledge/Awareness, Interest, Evaluation, Trial, Decision, Confirmation

Four needs for consuming media Diversion Personal Relationships Personal Identity Survelliance

Diversion Using the media to relax and escape, and emotional release Personal Relationships Using media to feel part of a social group by fulfilling personal relationship needs as it allows us to be sociable Personal identity Using the media to find out about ourselves by comparing our own lives with the characters in media how they deal with situations Surveillance Using the media to find out what is going on around us

Earned- PR Owned- marketing Paid- Advertising

Earned- PR Where your rand is discussed in social channels by independent third parties without any incentives, either by consumers of influencers Owned- marketing Your brand's own social media profile (facebook, Twitter, Youtube) Your profiles that your brand creates and manages Comments from fans need to be moderated and responded to Referred to as community management Paid- Advertising It's harder to get your content noticed Social channels are looking for wats to better monetize and have tweaked algorithms of what users see on their timeline

Social media activism on Facebook Twitter Youtube, instagram, Facebook live

Facebook groups form (both covert and overt) Establish strong but flexible connections Twitter is used for real-time organization and news dissemination Bypasses mainstream media And government controlled media YouTube, Instagram, Facebook Live provide instant evidence of claims being made Shows movement gains

Framing theory

How something is presented to the audience (called "the frame") influences the choices people make about how to process that information. The emphasis of framing is on selection and salience

History of Google+

HISTORY OF GOOGLE + • 2011 • Social project introduced by google • Promoted consumer-facing social network and always aimed to rival facebook • Google decided to shut it down in 2019 due to low volume users engagement and other development issues

History of instagram How will social media look like in 10 years

HISTORY OF INSTAGRAM • Launched by Krieger and Systrom on October 6, 2010 • Systrom was a marker learning how to code at night — prototype was called Burbn and it allowed users to check in their location • Idea exploded when he met some VC employees at a party, he quit his job and raised investment • Joined by krieger and decided to pivot and focus on images • Rebrand as instagram - instant telegram • Took 8 weeks to build the app • Launched on October 6, 2010 • 100,000 sign ups a week and increased to 1 million users in 2 months • Facebook purchased it in 2012 for 1 billion • Current ceo is Kevin Systrom • App is 600 million users and growing

Impressions vs reach

Impressions Impressions are the number of times a post from your page is displayed on user screens Example: if one person sees a page update in their facebook newsfeeds and then sees that same update when a friend shares it, that would count as two impressions Reach Is the number of people who saw your content or ad Last example: only one person would see it

Push and pull platform

Most brands get into social media with the hope of increasing sales and to use social media as a push platform where they broadcast information out to the target audience similar to traditional media Social Media should be a pull platform where you weave content and context together to form a relationship with customer

5 things that are in an effective IMC strategy

Outline core messages Highlight competitive advantage (USP) Address the appropriate target market Tailor the message to fit supportive media channels Have a consistent message

`Avoid slang dont be too promotional

Some argue slang and emojis help with brevity and connect with younger audiences But know what they are since your followers will use them Dont be too promotional

Content types that have been successful (why) USG Humor/lighthearted content Engagement driven questions

User-generated Content Encourage users to submit their own content to post on your account This helps boost trust in your community and shows there's a human behind the username And then you don't have to spend time making it Humor/lighthearted Content We are all attracted to humor, when it is funny But there are dangers to this, so be careful Engagement Driven Questions Ask questions! It's simply and easy Polls us on Twitter or Ask me Anything Just remember to be present and ask thoughtful questions that will actually drive engagement

what does analytics do for advertising Target Marketing 3 things it does

We all continually drop pieces of "intelligence" about us With every click, data about our online activity is being collected Social analytics programs enable analytics programs enable analysts to glimpse meaningful trends in this mass of data So it means laser focused advertising Target marketing Breaks a large market into smarter segments Defines a segment of customers on their unique characteristics Connect with specific, targeted group within audience

Analytics Social Analytics

What is analytics? The collection and analysis of statistical/digital data of how users' interface with an organization, company, or brand online Social Analytics The practice of gathering data from blogs, and social media and analyzing data to make decisions The most common uses of social analytics To mine customer sentiment to make better marketing and customer service activities/decisions by identifying, predicting and responding to consumer behavior.

3 reasons why IMC is effective 6 things that happen if IMC is not in place 3 things you need in place to make IMC happen

Why is IMC Effective Targeted Consistent Insight driven What happens when a company does not have IMC in Place? Role Confusion Duplication of efforts Business goals do not align with marketing efforts Delays in deployment and publishing Fragmented or disjointed consumer journey end-to-end process is not visible How to make IMC happen Alignment Goals Leadership

Movements create countermovements (examples) 3 things colonist relied on during the american revolution

Women's Rights Movement advocates for equal pay and abortion rights Counter movement: Pro-Life Movement Socially conservative counter movement Colonists before the American Revolution relied on: Printing Press Hand copied documents Word of mouth

4 skills needs to do the right thing on social media 1. Creativity and knowledge 2. Technical skills 3. Writing 4. Data Analysis

You need skills to do the right thing Creativity and Knowledge You will be the voice of the brand You will need to communicate in a unique and interesting way Run campaigns, research, hashtags, build editorial calendars, and organize Technical skills The ability to use the tools needed to be creative and engaging Create a gif, edit a photo, edit videos, make the right comment at the right time, VR and AR Writing Writing short persuasive content and sometimes even long term Data Analysis Knowing how to crunch the numbers to see what did and did not work Analyzing the data and presenting the data

The future of social media- Social media going private

social media are shifting due to: ◦Closure of open graph (public availability of profile likes, and event attendance in 2019) ◦The shift from posting to private messaging ◦Development of niche social networks to cater to more individual tastes and minorities ◦The fear of sharing due to 'Everyone, including your boss and grandma' being on Facebook ◦Fear of being fired, rejected or sued over ones publicly shared opinions ◦Fear of judgement ◦The negative impact of social media images on the users' mental health and body image - impossibly high standards and constant comparison How will social media look like in 10 years? We're yet to find out, but our hunch is that the massive conglomerates and mainstream social media will dissolve into smaller, more private communities - with a higher stress on the actual communication.

2008

• 2008 ◦Facebook surpasses MySpace in total number of monthly unique visitors ‣ Facebook limited that front-end creation, unlike myspace. Seemed like the more adult version. Inbound morality that MySpace didn't ◦Facebook also tries to buy Twitter ‣ Buy completion or beat competition at their own game

How did social media grow so quickly from 1.0-2.0

◦Advances in web publishing technology and the idea of inverting access to publishing tools from backend content management systems (CMS) to front-end enabled social media ‣ What you see didn't need to be changed through code but through an interface ◦But FOUR Additional critical things had to happen to make social media what it is today:

13 best social media practices

13 best practices 1. Define your purpose, vision, and mission 2. Be consistent 3. Develop a listening strategy 4. Have a decision tree 5. Establish goals 6. Serve the customers 7. Develop standards 8. Accept your standards 9. Be accountable 10. Keep improving 11.Be transparent 12. Build relationships

1960s 1969 1970

1960s - advanced research projects agency network = us department of defense ‣ ARPANET • The network that became the basis for the internet • Based on a concept conceived in 1967 In 1969, the idea became reality with the interconnection of four university computers ‣ The government was concerned that in the event of a nuclear war, how could we communicate? Led to the creation of the internet 1970 - had stretched the signal across the US

1972-1977 1971

1972/77 - computers that could talk to one another which was significant bc the government could still exist in the event of a nuclear war 1971: first email • Sent by Ray Tomlinson • The email was sent to the computer he was using to another computer right beside it, but traveled via ARPANET • HUGE LEAP because transferring thoughts and digitizing information

1985 1989 1993

1985: American Online (AOL) started • RIP AIM • Floppy disk and load into computer and download AOL and could access internet through phone motor 1989: British engineer Tim. Berners-Lee began work at CERN (European Organization for Nuclear Research, in Switzerland), on what was to become the World Wide Web 1993: CERN donated the WWW technology to the world — decided too important to limit, so made it available to anybody • Revolutionary because it wasn't someone trying to profit

2003

2003 ◦Arguments that this was the beginning of 2.0 Customizable public profiles and you could add theme music ◦Skype — could make these digital phone calls. If anyone had cell phones at the time, they were running on 2g (still pretty basic) ‣ Most people don't realize how evolutionary skype was

2006 2007

2006 ◦MySpace becomes the most popular social networking site in the U.S. ◦Twttr (Twitter) launches as a Social networking and microblogging site ◦Facebook membership expands to anyone over the age of 13 ‣ And launches the newsfeed ◦Google buys YouTube • 2007 ◦Apple releases the iPhone multimedia and internet smartphone ◦Get the pound symbol switched to the hashtag ◦We get Tumblr — Created by a 17-year old in his mom's apartment

Cloud Computing

2007 was a big year ‣ Kindle, google android, the iPhone, and AirBnb was conceived ◦More importantly Hadoop launched ‣ Created cloud computing ‣ Enabled the mass storage and analysis of unstructured data • Which led to cloud computing • Why social networks can store so much data ◦Can cut down on number of servers and expand on amount of content ◦Not need as much physical computer hardware

Mark Zuckerbergs net worth what happened to facebook in 2018 and then in 2019 Prediction for the future

63.5 billion dollars big hit to facebook in 2019 but built back up in 2019 ◦Prediction: break up of platforms, and new niche platforms — he doesn't think that's going to happen

Content Calendar 4 reasons why you need a content calendar

A content calendar can be a spreadsheet, application, or software this is used to schedule posts ahead of time It can be used to organize text, photos, and other content in one place to help manage a campaign 4 reasons why Plan Organize Be Flexible Allows you to instead respond to comments, like tweets, and engage with users.

Social change what is it Public interest communication what is it

Any modification in the social organizations of a society in any of its social institutions or social roles often the result of collective behavior does not have to be a good thing Public interest communication: The development and implementation of science-based, planned strategic communication campaigns with the main goal of achieving significant change and sustained positive behavioral change on a public interest issue that transcends the particular interests of any single organization

Uses and gratifications

Anything we use, we do so to receive some kind of benefit. The Theory of Gratifications has a clear guiding principle Different people use the media for different objectives. The choice of media has a specific intention and comes from one's personal interest.

Social listening content creation

Ask your audience what they want Colloborate with others in creating and curating content Use FB ads and Post boosts to get to more potential customers Listen to what is being said

Content types that have been sucessful (cont.) (why) Behind the scenes content highly visual images or video Products in a unique light

Behind the Scenes Content Instagram is perfect for brands to take users behind the scenes of their company Instagram Stories can show your audience a more authentic real-time look into what makes your business unique Highly Visual Images or Videos How do some Instagram accounts have hundreds of thousands of followers without selling anything? More likely than not, their content is highly visual and engaging Products in a Unique Light Use unique product shots or customer testimonials to showcase your brand in a new light

Social movements Micro vs macro Micro focus on indvidual Marco focus on society micro change macro change

Broad alliances of people connected by a shared interest in enacting or blocking social change May be loosely organized May be different groups all working toward a common cause Micro on the individual Encourage people to use a designated driver or UBER to fight drinking and driving Macro on society Change the drinking age to fight drinking and driving Change Micro (limited change) Tougher local gun laws to combat violence Macro (radical change) Outlaw gun ownership to combat violence

Broadband

Broadband ◦In the 1900s, people were using 56 kb/s dial-up modems ‣ To download a low quality film of 700 MB would take 3-5 days ◦The creation of broadband infrastructure began in the early 2000s ‣ Faster download and upload times meant people could download and upload from the new social media tools much more quickly ‣ Through cable or Ethernet — cable modems instead of telephone modems ◦Number of people who are using the internet grows dramatically — now its not slow and niche, now its consumer-based

Content marketing defintion

Content marketing Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and, ultimately to drive profitable customer action and ultimately to drive profitable customer action

Conversations landing page shared social plugins

Conversations Shared URLs become the entry points into your site, driving traffic from social accounts. Measure the conversation and monetary value of this traffic will help your understand the impact of social on your business Landing page shared People increasingly engage with, share, and discuss content on social networks It's important to know which pages and content are being shared, where they're being shared and how Social Plugins Adding social plugin buttons to your site allows users to share content to social networks Your social plugin data shows you what content is being shared on what social media network

Content Calendar steps roles in you organization

Creating a posting schedule Plot content mix Track your data Test, evaluate, and adjust Your company should have clear roles and responsibilities for others - define what you do and the task you perform

Cultivation theory

Cultivation theory is constant exposure to mass media messages shape its members' beliefs about the world. One example is the mean world syndrome.

Data mining what is it what does it help who is it also used by

Data Mining Data mining refers to a process of extracting information from digital documents and services It helps companies build detailed customer profiles, and gain marketing intelligence Also used by governments to collect data on anyone and every that they can in the name of safety This is the data collect to allow markets to create targeted ads

Engagement Post engagement rate and what does a high and low rate mean Account mentions

Engagement An umbrella category trick Essentially how much the audience is interacting with your content and how often Likes, shares, Retweets, Pins Post engagement rate The number of engagements divided by impressions or reach At high rate means the people who see your post find it interesting A low rate means that your post wasn't interesting enough for audiences to take an action after seeing it in their feed Account mentions organic mentions like @mentions that aren't part of a reply

How do we evaluate owned media (3 things) Facebook Page level metrics vs Post level metrics

Fan growth Growth overtime Spikes in activity Indicates paid support or viral event Visibility Reach vs impression Hashtags vs page/account mentions/tagging Engagement Likes, Comments, Shares, Clicks, Retweets, Replies, Favorites, Repins Page-level metrics These metrics take into account all data related to the brand page Examples Page likes, Daily new likes, daily new unlikes Daily like sources, External References Post-level metrics These metrics occur on the actual posts published on a page Granular data we can get from facebook Examples Post stories: likes, comments, shares Consumptions: photo views, link clicks, video plays Negative feedback: hide clicks, hide all, report spam

History of twitter History of Linkedin

HISTORY OF TWITTER • Founded by Dorsey, Williams, Glass and Stone on March 21, 2006 • Restricted posts to 140 characters • Doubled character count in 2017 HISTORY OF LINKEDIN • Created by reif Hoffman, Allen blue, jean valiant, and guericke • December 28, 2002 • Initial primary focus was on professional networking and still serves that purpose • Current CEO: Jeff Weiner who took over in 2009

Process copywriters go through Identify a problem stir up problem define the solution

Identify a problem Clearly stating the issue that a potential customer is experiencing is key Stir up a problem Effectively explain why the problem exists and drive home the negative consequence the issue causes Define the solution Offer a definitive solution that's guaranteed to solve the pain or problem Emphasize that you product or service will solve the problem and is best possible solution But focuses on benefits rather than features

Twitter clicks what are they when were they released 6 examples of these "Clicks"

In July 2014 Twitter released a multitude of clicks metrics that allowed brands to get a deeper understanding of how users were interacting with their tweets Types of clicks include Link clicks Profile clicks Hashtag clicks Permalink clicks Embedded media clicks Video Views In 2015 Twitter released an update to their analytics 2015 Video views are now called media engagements Gifs are media along with videos

In-built Virality

In-Built Virality ◦While content can go viral, the way social media networks expanded was also viral ◦Twitter and FB asked new users to email friends on their email lists to join, suggesting the user experience would be better if more friends joined ◦The networks then gasified through the enticement to gain likes, retweets, or followers ‣ This keeps users coming back to grow their network • 2004

4 main values of data 3 uses of data

Increase revenue Reduce customer service costs Get feedback on products and services Improve overall public opinion Used to examine key performance indicators (KPIS) by objectively evaluating the data To identify which social media tools and strategies are benefitting your organization's objectives and which have a neutral effect or may even be hindering those objective This data helps the organization measure ROI of their social media strategies, and to continually plan how to best use social media to their advantage

Information updating, saving, or posting Likes Buttons and comment sections Review, rating, or voting s

Information updating, saving or posting ◦Allows users to post almost anything ‣ Text, a photo, a video, a link to an article Like buttons and comment sections ◦Two of the most common ways we interact on social media where we can share our thoughts • Review, rating or voting systems ◦Lots of social media sites rely on the collective effort of the community to review, rate and vote on information that they know about or have used (Yelp)

Where does this data come from what has "new data" allowed for you to do

It is all 1's and 0's Most come from descriptive text or clicking on links, buttons, or profiles The New Data With improvements in AI technology it's much easier to automatically identify images with feature logos and trademarks, etc. You can understand what other objects are in photos, what kind of environments they're taken in, and more These are 1's and 0's You can extract the same kind of insights from images as you can from text And because of the sheer volume of information an image can convey, visual analytics can provide farther ricer insights than text analytics

`Consistency What happens without consistency

Maintaining your brand voice helps boost engagement, trust and reliability Without consistency, there is too much room for error in communication between your brand and customers You lose the trust of your audience when you change your brand voice And you will see it in your follower account Users will unfollow a brand when they start posting irrelevant information Diversify your content without being to promotional

Marketing vs selling marketing definition advertising vs marketing vs IMC

Marketing Customer focused Long term Relationships Selling Product focused Short term Transactions Marketing definition Getting the right goods, to the right people, in the right place, at the right time, at the right price, with the right level of communication profitability The aim of marketing is to make selling unnecessary Advertising The action of calling something to the attention of the public by paid announcements Marketing The process or techniques of promoting, selling, and distributing a product or service Intergraded marketing communications The merging of PR/ADV/Marketing into one field

Content trends Native advertising live video influencers

NATIVE ADVERTISING: When a brand features something (typically using editorial content) to market products and services People don't immediately think it is an ad but might detect the brand's voice or spot the brand name in the corner LIVE VIDEO: Live video Technology is making it easier to create and access Product designers and creatives can show how they do what they do, but live Influencers People still like to watch videos by their favorite personalities. Careers are being built as influencers and how they deliver their content Influencers have a story to tell and they are very good at getting their followers to respond to these stories

Newsfeed Personalization Notifications

Newsfeeds ◦When users connect with other users, they're basically saying, "i want information from these people" ◦The information is updated in real-time via their news feed Personalization ◦Social media gives users the flexibility to configure their settings, customize profiles, organize their friends or followers, manage the information they see in their news feeds and give feedback on what they do or dont want to see Notifications ◦Notifications about specific information ◦Users have control over these notifications and can choose to receive the notifications they want

Building relationships with customers the 80/20 rule

Nurturing a community provides a higher ROI than acquiring new customers- it also is cheaper It allows you to keep up with existing customers and customers who had a good experience with you can reccommend to others The 80/20 rule of sales 80 percent of your sales will generated by 20 percent of loyal users

Organic reach paid reach Viral reach

Organic reach The number of unique people who saw a piece of content for free (no advertising dollars spent) in their newsfeed after it was shared Paid reach The number of people who saw a post as a result of a promotion Paid reach is influenced by ad spend, so the more you spend the more people will see that content or ad Viral reach The number of unique people who saw a post as a result of another user liking, reacting, commenting or sharing that content This can be the result of organic posting or paid posting

BEST INSTAGRAM PRACTICES PLAN BIO INFO USE HASHTAGS

PLAN: You need to know what you want to accomplish. What are your competitors doing Know what your audience wants to give them, and them measure your results to make changes BIO INFO: Make sure your bio includes your location, type of business, and link to your website Use hashtags Hashtags on Instagram are different than twitter One topic might need several hashtags to reach desired audience Community hashtags are made to help people to find community accounts Instagram allows up to 30 hashtags DONT JUST POST PICTURES, USE VIDEO, INSTA STORIES

Personal User Accounts Profile Pages Friends, Followers, Groups, hashtags

Personal User Accounts: ◦Allows visitors to create their own accounts that they can log into for some kind of user-based interaction — perhaps social interaction Profile Pages: ◦A profile page is often necessary to help represent an individual and create their own personal brand ◦Often includes information about the user, like a profile photo, bio, website, feed of recent posts, recommendations, recent activity, etc Friends, followers, groups, hashtags and so on: ◦Individuals use their accounts to connect with other users ◦And/or use them to subscribe to certain forms of information

Social media is about _________

Power when you control communication you control people

Proactive vs reactive goals

Proactive goals come from critical thinking, from planning, and from clearly defining expected outcomes This involves daily, weekly, monthly, quarterly, and yearly planning Reactive goals are developed on the fly why you are not prepared often based on a fear of what may be coming Comes from lack of preparation

Facebook: Public vs Private metrics Twitter Public vs Private metrics

Public metrics Can be seen by the public on the actual page post Examples Fan count/ Page likes Post likes Post comments Post shares Private metrics Hidden and only displayed in Facebook Insights to users with admin access to the brand's page Examples Reach and Impressions Clicks (consumption) Negative Feedback Twitter: Public vs Private Public metrics These metrics can be seen by the public on the actual tweet itself Examples Follower count Retweets, Replies, favorites Private These metrics are hidden and only displayed in Twitter Analytics to users with admin access Examples Impressions Clicks

Purpose Vision Tactic

Purpose What your company does or sells- your purpose is to do more The reason you are active on social media Vision (goals) Your end goal for the campaign Your social media presence is trying to accomplish your vision Mission (tactic) How social media will help you accomplish your vision A day-to-day guide for helping you met your social media objectives

Value 7 tips for writing social media posts

Quality triumphs quantity 1. Keep it short and to the point 2. It is not a press release 3. Make it fun 4. Connect 5. Avoid slang 6. Don't be too promotional 7. Edit and proofread

How slacktivism hurts a movement what is better than public slacktivism Does online social change equal offline social change work?

Research shows that public displays of support such as "liking" a charity or wearing a lapel pin hurt a charity's fundraising efforts or movement efforts People failed to follow through with their wallets or to volunteer their time Private displays of activism had more impact NO. Online participation such as retweeting or using a hashtag often does not lead to offline participation such as voting or attending rallies and events Online participation can lead to increased awareness and raises interest in participation

4 reasons why having an IMC mix is important

Seamless experience for consumers to interact with brand/enterprise Designed to ensure all messaging and communication strategies are consistent across all channels that are centered around the customer Not ever campaign has to use IMC When to use IMC depends on campaign and desired results

3 reasons why you need to prove ROI

Shows the potential impact social can have across the business Shows you where your efforts and resources are being used most effectively Helps you better understand your audience

Mobile internet

Smartphones became widely owned around 2009-2010 ‣ Before that, people could only access social media from their desktops which limited their time spent and possible interaction ‣ You were also transferring photos from a digital camera to your desktop to then upload to Facebook • There was no instagram ‣ Smartphones led to social media apps and now you could take social media with you

Social Exchange theory Social exchange theory in social media

Social Exchange Theory: You form relationships if they are rewarding to you in some way There are constant consideration of costs and rewards Once you get to the point where the rewards don't justify the costs you end the relationship. It is no longer worth it With social media, you're encouraging others to enter into a relationship with you People want to maximize their rewards and minimize their costs, and they want to see a return on their investment (ROI). If you have people commenting on your posts and sharing your content, thank them. If the relationship is deemed "not worth it" (due to posting not wanted content) then they will leave. But this not a bad thing. People that left aren't interested but the people remaining will be loyal followers

Sproutsocial Hootsuite Tweetdeck

Social Tools: SproutSocial Central hub for social media accounts Covers wide range of platforms Powerful data analysis SocailTools: Hootsuite One stop social media management Manage posting schedules Analytics for performance Multiple integrations SocialTools: TweetDeck Strictly for twitter provides a single dashboard Tips and shortcuts

Keep it fun but professional Connect with your audience

Social media is intended to be conversational IT is important an organization writes fun or entertaining posts to show its human side But while it is good to have fun with social media, don't forget to maintain professionalism CONNECT WITH AUDIENCE Don't be afraid to talk directly to your audience Create posts that speak directly to your audience Don't post" how are we doing

Social media is about brevity Social media is not a press release

Social media users want their info fast so they are not interested in huge blocks of information If you want your facebook message to resonate with an audience, posts should never require followers to click the see more button at the bottom of the post a 40 character post is optimal length It's not a press release Social media is not the place for PDF documents, press releases, or boilerplate messages Social media is about engagement No standard PR messages like a press release

Democratization vs fragmentation

Social people believe Social media causes either democraziation or fragmentation DEMOCRATIZATION Social media is good for democracy Brings more people into the political process Creates an increase in access to information Citizens are empowered and able to voice their concerns Raises money FRAGMENTATION: Can limit political participation and change With so many voices and outlets, it becomes difficult to unite multiple groups to unite around a common cause to select one cause or group to join and support

What does social mean in social media what does media mean in social media

Social: refers to interacting with other people by sharing information with them and receiving information from them • Media: refers to an instrument of communication like TV, radio, or the internet ◦OR it can be the information you are actually sharing (a link to an article, video, gif or any document)

3 challenges facing content marketing 3 possible solutions

Some Challenges: There is a lot of content being shared these days that are not converting Business owners have limited resources that allow them to create more content Some have limited ideas or no clue how to create and share content that converts Possible Solutions Don't create your content blindly Be proactive by engaging with your audience and don't wait for them Don't complicate content creation

two beliefs on the change social media can bring 5 powers of change social media can bring

Some believe social media plays an important role in driving social change Some believe the role of social media is overhyped and that true social change only occurs offline without social media CHANGE SOCIAL MEDIA CAN BRING: Increases access to information Undermines authoritarian control over traditional communication Empowers citizens to be active Gives people a voice Sometimes for the first time

Updating as part of a schedule what happens if you engage too little

Some social media experts will tell you that you need to post every day and multiple times aday But if these are boring posts, you will lose followers Posts updates when you have generally newsworthy things to say ENGAGING TOO LITTLE: Makes your brand seem uninteresting or dead Find a good balance so that people are talking about you when you are not around so you don't always have to talk

Agenda Setting theory What it is Two underlying assumptions

The power of the media to tell us what issues are important Essentially: The media can create public awareness and concern around an issue Two underlying assumptions The media do not reflect reality They filter and shape it When the media concentrates on a few issues or people, the public perceives those issues to be more important than other issues and people

Social Penetration theory

Think of this like a first date What it explains: Interpersonal Relationships move from very shallow, to deeper, more intimate levels over time Getting to know someone happens with mutual self disclosures, or sharing feelings and vulnerability But the theory assumes that self-disclosures is mutual, systematic, and predictable It not always is and this causes problems Social Penetration theory in social media Because you have the barrier of a screen, people tend to be more honest on social media. There is space to share personal details without having to be worried about immediate reactions or nonverbal reactions But social media often only shows our highlight reel (Self-image manipulation) For a brand of campaign and for a public figure, it is important to show "whets real" Don't be too perfect, too artificial or downright fake People want to feel like they know you, and if they find out they've been deceived, the trust is gone, and the relationship is over.

what happens when a brand talks instead of listening what is social listening

Too often, companies talk about their brands, product or service rather than listening and giving feedback Failing to observe conversations around your brand, competitors, and industry is a mistake You are losing insight and a potential fan base Engage in a worthwhile conversation SOCIAL LISTENING: Set up with keywords related to your brand and monitor them throught software like Hootsuite You can see what current and potential customers are saying about you then use this information to improve your marketing or product

Traditional Media vs Social Media

Traditional Media ◦One-way communication. The media talks to the audience but never the other way around ◦Temporary messaging. Once the message is sent, it is almost never repeated ◦Significant production costs ◦Little to no audience tracking (Nielsen) • Social Media ◦Two-way communication which leads to open conversations ◦Messages are recorded for posterity ◦Little to no production costs ◦Some of the most sophisticated analytics ever

Democratic Participation What is it what does revoultion lead to what is being seeked

Trying to work through the democratic process: influence, run for office Revolution generally doesn't lead to change so Seeking participation in the democratic process through the election of a candidate or the influence of government laws and regulations to create change

USP two things you shouldnt do

USP Be clear about who you are, what you offer, and how you are different from others Your Unique selling point is the core reason why you are different from anyone else in the market 1. dont offer all unique selling points BUT 2. don't just compete on price

Facebook Unique metrics vs Non-unique metrics

Unique metrics capture a single instance, often referred to as a single user Examples Reach (single user who saw content) Non-unique metrics Non-unique metrics take into account the total number of times a specific actions is taken Example Impressions (number of times content was seen)

Value vs complexity model

Value vs. complexity is a prioritization framework that allows a product team to evaluate each initiative according to how much value the initiative will bring, and how difficult or complex it will be to implement. Initiatives are then plotted on a quadrant and prioritized accordingly.

Trends in content marketing (CONT) VR and Augmented reality Personalized experiences Bots

Virtual and augmented reality AR- being used by brands to show customers what paint colors will look like on their kitchen walls VR- Carmakers giving customers in the cockpit experiences for their newest models Personalized experience Brands have access to huge amounts of information. They can see what customers are buying, where they are going online, and what they plan to buy when they place something in an online basket for later If a bran can track a customer's journey through the sales process, they can communicate with them about that process, but on a meaningful level Bots When companies cannot have 24/7 customer engagement

Social learning theory

We watch/observe others to see what the consequences of their behaviors are before we chose to engage in those behaviors ourselves We look for positive or negative consequences New behaviors then become acquired and imitated Albert bandura's Bobo doll experiement

IMC what is it what does it attempt to do

What is integrated marketing communications IMC is a strategic, collaborative and promotional business function through which a targeted audience gets consistent, persuasive, and reinforcing brand message. IMC attempts to unify all pieces of marketing communications: advertising, public relations, direct marketing, social media, and sales promotion Uses human-centered approach where messaging caters to an audience and is consistent across all channels

awarness confusion Is it good to raise awareness?

Yes it is great. Especially for people who had zero awareness to start. But this cannot be the goal. Actual change goes way beyond awarness.

Strong a weak ties Strong and weak ties in social media

You can have a varying relationship levels based on time, emotional intensity and intimacy and reciprocity The strongest relationships/ties are those that we are most connected to and that we share back and forth the most. Weaker connections still serve an important purpose because although you may not know them personally or that well, they help you connect to another part of the world that you may not be aware of or have little connection with. Strong and weak ties in social media Strong and weak ties in social media Comes out of research and social capital You can have strong ties, weak ties, and absent lies Weak ties can provide us with possible new information, new acquaintances and access to new resources Strong ties provide us with security and trust This theory is practiced on LinkedIn vs Facebook. We connect with people on LinkedIn (weak) who can help us get a job but not to show off our vacation photos like we don't Facebook (strong)

Where to look if you are trying to: Raise brand awareness If you want to build community If you want users to go to your website

if you are trying to raise brand awareness Impressions If you want to build community Engagement If you want users to go to your website Traffic and conversions

Psychographics behavioral Geographic Demographics

pyschographics Values Beliefs Interest Personality Lifestyle Opinions Behavioral Purchasing habits Spending Habits User Status Brand interactions Geographic Neighborhood Area Code City Region Country Demographics Age Race sex income

what happens when unrealistic goals are set What happens when you aren't consistently improving

social media is not a push channel to promote or sell a product Social media is a pull channel Most companies don't promote in a consistent or effective manner Some promote all the time When it doesn't work they give up Some companies spend too much time trying to make connections They fail to ask the followers to do something MAKE AND ASK ABOUT 5 TO 20 PERCENT OF THE TIME

2004 2005

• 2004 ◦Facebook launched ◦Facebook initially only for Harvard students ◦Podcasting, flikr, and digg ◦Digg founded as a social news site where people shared stories found across the internet (desktop version of twitter) 2005 ◦YouTube began storing and retrieving videos ‣ First YT video was "me at the zoo) ◦Facebook launched a version for high school students - facebook not the facebook ◦Reddit also launches

2009

• 2009 ◦Facebook ranks as the most used social media network site worldwide with more than 200 million users ‣ Site traffic is twice that of MySpace ◦Unfriend becomes the new oxford American dictionary word of the year ◦China weibo launches ‣ A facebook/twitter hybrid because banned those two ‣ FB and twitter banned in 2009 ◦FarmVille launches ‣ Everyone starts getting requests ◦Four square launches ‣ Allowed users to "check-in" while sharing recommendations with friends and family ◦Grindr launches ‣ The first geo social app for dating scary long **** this one...

History of Facebook

• Biggest milestone in the history of social media, emergence of this 16 years ago • Founded by Zuckerberg in Feb 4, 2004 alongside Hughes, Saverin, Moskovitz, and McCollom • Elite social media for Harvard students but spread to MIT and Ivy League • After 2006, anyone above 13 could use it • Ranks amongst top-visited sites in the world • 2012, went public and got 104 billion valuation, one of the highest IPO valuations • Zuckerberg is still the CEO`

2 things that meant we were getting closer to web 2.0

• Getting closer to Web 2.0 ◦Expanded forms of communication allowed people to segment their network and choose specifically who should receive messages and who shouldn't ◦Allowed for more dynamic content ‣ Social media in Web 2.0 allowed for higher quality photography, animated .gifs , video and more

Myspace

• MySpace ◦2005-2008 it was the largest social network site in the world ◦Founded August 2003 by a group of employees of a US Company: DeWolfe, Anderson and Hart who had Friendster accounts and saw potential ◦Site was ready in 20 days and grew rapidly amongst teenagers ◦Acquired by News Corportion in July 2005 for 580 million ◦In 2006, passed google as most visited website in the U.S. ◦Since Facebook in 2007, began to decline rapidly and was overtaken by Facebook in 2008

Fake news Privacy/security

◦Fake news ‣ Fake news sites promote links of false or exaggerated stories on social media to drive traffic to their site Privacy/security ‣ Social media platforms get hacked ‣ Many don't offer real privacy options we would want to keep our information private ‣ GDPR • General Data Protection Regulation • European Union passed • Had a MINOR impact on data privacy and social media platforms fought hard about the little that it did

Sixdegrees Freindster

◦Founded by Andrew Weinreich in 1997 ◦Set up a profile page, create connection lists, and send messages within networks ◦More than a million people were using it but collapsed shortly after due too the dot-com bubble bc burst in 2000 ◦Made a comeback and is online today • Friendster ◦Sign up using emails, make friends, and save them in their networks ◦People could share messages, videos and photos with other users ◦They could leave comments on a person's profile, as long as they were part of the same network

Self Image manipulation Information overload

◦Self-Image manipulation ‣ What we post on social media really only represents a small portion of our lives ‣ Our followers only see our happy posts which can make them feel boring or inadequate ◦Information overload ‣ With so many accounts to follow and with so many people posting, it is impossible to stay up to date

Spam Cyberbullying/Cyber stalking

◦Spam ‣ Social media makes it easy for spammers (bots or people) to bombard you with content • If you run a wordpress account, you have seen this ◦Cyber bullying/cyber stalking ‣ Younger people are more susceptible because they take more risks on social media ‣ Because we can share our locations on most social platforms, it makes cyberstalking easier

The BBS what is it, who made it, and its limitation

◦The BBS ‣ Bulletin board system ‣ 1978: two Chicago computer hobbyists invent the bulletin board system to inform friends of meetings, make announcements, and share information through postings ‣ The BBS was essentially an online meeting place accessed over telephone lines via a modem for users to download files or games and post messages to each other ‣ LIMITATION to this - you only have so many options that you can choose from.

Web 1.0 web 2.0 web 3.0

◦Web 1.0 ‣ Users were limited to passive viewing of content ‣ You could go to a website and be able to access information but you really could not interact with it ‣ Web 2.0 = today ‣ Web 3.0 = 5g technology, widespread, should be coming soon