social media marketing exam 1
By early 2015, about how many active users did facebook have
1.44 Billion
how many senior marketers have been able to quantitatively demonstrate the impact of social media on business outcomes
15%
Company likely to have low barrier of activation
Apple
Four stages of consumer decision making that must be activated before any purchase can happen
Awareness, engagement, positive attitudes, and advocacy
True or false: a marketer with a social media perspective should consider these 3 types of information flows: company to consumers, consumers to company, and company to company
False
once objectives have been set and social interactions that match those objectives have been considered, marketers should
Find channels that suit those interactions
brands like dr. pepper are utiliizng call to actions in their tv ads by utilizing what internet phenomenon
Hashtags
you just launched a new shoe brand. You send samples to youtube stars , this is an example of
Hub-seeding
Define absolute sentiment
Increasing the share of overall positive brand mentions (relative to neatural and negative mentions)
what does ifcs stand for
Interactions first, Channels second
3 key characteristics of social media defined in chapter 1
Interactivity, flexibility & openness, and fast paced flows of information
what do nodes represent in social networks
People
a social media pump is reffered to as
People who are highly socially active
3 key properties of social networking
People, Relationships, and different types of relationships between people
Example of a strong impact
Personally recomending something to a family member
With social media marketing you have to be:
Responsive, nimble, and willing to adjust strategy along the way
What is flexibility
Social media being a multifaceted type of digital media, so that social interactions can take place in many formats
Example of social media monitoring
Taking care of a customers' concerns by responding directly to him or her on twitter
How socially active the transmitter is seems to affect the retransmission likelihood
True
T or F writing a review on a public website for a movie is considered a social interaction
True
True or false social media interactivity has few barriers to participation
True
t or f conducing a social meda audit is crucial to planning objectives for the campaign
True
how often is it receommend that you perform a social media audit
at least once a quarter
when a brand creates their own content and then pays a small fee to promote this content on FB is an example of what
combination of paid and owned media
an ego network represents a social media networks entire network of users and friendships
false
t or f social media marketing is pointless unless it creates value for non-consumers
false
when looking over SM metrics, it would be wise to consider everything
false
Have marketers increased, decreased, or neutralized the spending on social media activities over the last five years?
increased
example of an indirect value driving mechanism
invest in creating social media activities that would modify or reinforce the desired brand associations
why do social media strategies fail on implementation
lack of clarity with respect to who does what
what is one level of evaluating the progress of the social media strategy
measuring performance against strategic objectives on a regular basis
what metric had the biggest percentage change increase in popularity from 2010 to 2014
numbers of followers or friends
what is social media information flow
one-to-many
Most of what we consider in social media marketing falls into which type(s) of media?
owned and earned
what does POEM stand for
paid, owned, earned media
key thing to make socia media marketing a success
planning
what do ties represent in a social network
relationships between pairs of people
major risk of SM marketing
risk that no one pays attention
SMART stands for
significant , measurable, actionable, realistic, and timebased
A good social media communications calendar will usually start by determining what for each week?
the theme
major difference between social media calenders and traditional media calenders
time-frequency
whats the point of going through a social media audit on a regular basis
to analyze history so that you can use it to inform the future
Purpose of doing a social media audit
to provide managers with a comprehensive, birds eye view of what their brand is currently doing across all social media channels
T or F social media platforms automatically measure certain metrics for free
true
as a marketer you should measure what is relevant
true
it is important to give your brand a grade for each audit
true
t or f implementation plan should involve all those involved with strategy as well as those in implementation
true
t or f it is important to understand if a SM channel provides direct or indirect measureable benefits to the brand during an audit
true
true or false: and increase in product reviews is a good example of consumer engagement
true
NYPD social media marketing plan was an example of
unstrategic social media marketing
when producing content on social media, a company should consider who gets the value and
when the value is generated
define implemenation plan
where the strategic plan gets converted into specific action items
example of a value driving objective
whether if an objective is achieved, it would contribute something positive and valuable to the brand
best question to ask during a social media audit for each active social media channel in your company
who is the current audience on this channel
Example of narrowcasting information flow
you invite your friend to lunch via a text message