IS Week 15: Social Media in Marketing

From the following list, select all the primary considerations when developing the goals for a social media information system (SMIS).

- The organizations larger goals for its mission - The oganizations purposes for using social media

What demographic data are collected from social media users? more than one may be correct

- Where a user is when they make a purchase initiated thru a social media post - which advertisement users frequently engage with

What parts do people play in social media information systems? More than one answer may be correct.

- employees and contributors - platform architects and data scientists

What groups of people can Audience Insights generate information about? more than one answer may be correct.

- people who speak a specific language - all facebook users - facebook users who have indicated interest in an event publicized on facebook

Describe what social media offers businesses eager to gain understanding of their customers. More than one may be correct.

- social intelligence tools - unprecedented access to consumer data - insights analytics

What is the purpose of the Twitter report card?

It highlights high-performing tweets. Correct. Influencers are introduced to their target audience through the Twitter report card.

Each time a user clicks or interacts on a social media website

a data point that can be analyzed is recorded

What is the name of the study of how people make purchases and why they buy products and services?

consumer behavior

Suppose you are a company whose target market is identified as homeowners who live in suburban regions of the American Midwest. From the list below, choose the product you are most likely selling.

snow blowers

Of the listed methods of collecting demographic information, which is the most effective for organizations defining their target market?

social media

What is the second step in the six-step process of creating an SMIS?

· outline measurements of success

Conversations and interactions on social media are not part of the information provided to organizations.

False

It is extremely difficult for social media providers to recruit, hire, and train staff to run a huge social media site.

False

Instagram Insights only provides demographic and engagement information for paid activity.

False, both paid activity and organic posts

The primary goal of a company's social media strategy is to

engage potential customers

Which of the following is an example of an organization using knowledge gained from social media to make better strategic decisions.

· An organization analyzes engagement with different sponsored posts to determine which ones generate the most engagement with their target audience.

What is the benefit to using social media for conducting market research?

· Demographic data and market information is much easier to gather from social media sites than it was to previously collect.

The first two steps of the six-step process in creating a social media information system (SMIS) involve developing social media goals and setting metrics. What are the third and fourth steps of the process?

· Step 3: identify the organization's target market; Step 4: determine and integrate into the SMIS design traits valued by the target market.

Which would organizations be interested in the information on interactions and preferences that social media sites can provide?

· The more an organization knows about users' interactions and preferences, the more strategic their targeting can be.

An effective social media information system (SMIS) collects and analyzes data about the organization's

· activities and audience on social media and its own website(s).

The difference between a company's fundamental value and its total value is that

· its fundamental value is what customers and stakeholder's value about its product or service, while its total value includes the value added by other aspects of the business.