Chapter 3

social networks=excitement media-sharing=experience thought-sharing= education/engage mobile apps= excitement

At which of the 4E dimensions do social networks, media-sharing sites, thought-sharing sites, and mobile apps excel?

Marketers can analyze the content on sites like Facebook, Twitter, and reviews to asses the attitudes and preferences of customers using a technique called sentiment analysis.

How do firms examine customer sentiments?

click paths

shows how users proceed through the information on a website-- not unlike how grocery stores try to track the way shoppers move through their aisles

bonders

social butterflies who use social media to enhance and expand their relationships, which they consider all-important in their lives

page views

the number of times an internet page gets viewed by any visitor

bounce rate

the percentage of times a visitor leaves the website almost immediately, such as after viewing only one page

gamification

the process of building customer loyalty through the offering of free apps

personal blogs

websites written by people that receive no products or remuneration for their efforts

professional blogs

websites written by people who review and give recommendations on products and services

Excite, educate, experience, engage

What are the 4 E's?

1. Identify strategies and goals. 2. Target audience 3. Campaign - Experiment and Engage 4. Budget 5. Monitor and Change

What are the steps in developing a social media campaign?

Listening, Analyzing, Implementing

What are the three steps of developing social media engagement strategies?

Social influence can have significant effects on element's of a person's life, such as hiring success.

Why right it be important to develop a personal social media presence?

social reach

a metric used to determine how many people a person influences

hits

a request for a file made by web browsers and search engines. These are commonly misinterpreted as a metric for website success, however, the number of hits typically is much larger than the number of people visiting a website

sentiment analysis

a technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products

sharers

a type f consumer that uses social media sites and wants to help by being constantly well informed, so that they can provide genuine insights to others

blog (Weblog)

a web page that contains periodic posts; corporate blogs are a new form of marketing communications

corporate blogs

a website created by a company and often used to educate customers

keyword analysis

an evaluation of what keywords people use to search on the internet for their products and services

microblog

differs from a traditional blog in size. consists of short sentences, short videos, or individual images. Twitter is an example of this.

creators

hip, cool contributors who sit at the cutting edge and plan to stay there. Social media gives them a new way to post and share their creative, clever ideas

influence

in a social media context, the extent to which the person influences others

extended network

in social media, it is the total number of people a person or entity reaches or has influence over

social media

media content used for social interactions such as youtube, Facebook, and twitter

professionals

people who are constantly on the go,busy, and want to appear efficient, with everything together, so they use social media to demonstrate just how smart they are

conversion rates

percentage fo consumers who buy a product after viewing it