Social Media Exam 1

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Videos on twitter

2.5x more replies, 2.8x more retweets, and 1.9x more likes when directly on platform

Average time per visit on Facebook

20 minutes per visit

percent of Americans report that they get at least some of their news on social media

67

percent of the world's populationuses mobile devices

67

what percent of twitter survey respondents have purchased from a brand after following them on twitter.

69

Percent of businesses active on IG

71

KPI

Key Performance Indicator

Engagement rate

Percentage of your audience that has engaged with your content; to calculate engagement rate, divide the number of engagements by the total reach

IG best practices

Photos, videos, stick to 150 characters for captions, cannot embed a hyperlink in text.

TYPES OF SOCIAL MEDIA

Social Networks ●Media Sharing Networks●Discussion Forums●Bookmarking and Content Curation Networks●Customer Review Networks●Blogging & Publishing Networks●Social Shopping Networks

CAREERS IN SOCIAL MEDIA MARKETING

Social media coordinator, specialist, manager, director●Social media editor●Blogger●Digital media manager

KPI's must be S.M.A.R.T.

Specific, measurable, attainable, relevant, time based

Social Media Marketing Strategy tips

Step 1: Identify a Target Market and Create PersonasStep 2: Conduct a Social Media AuditStep 3: Establish Goals, Objectives and MetricsStep 4: Determine Resources, Roles and Responsibilities Step 5: Establish a Tone of Voice

Tips continued

Step 6: Platform SelectionStep 7: Create and Optimize Social Media NetworksStep 8: Create a Distribution and Content StrategyStep 9: Create a Social Media Content Calendar and Schedule PostsStep 10: Track, Analyze and Tune

Time to reach 50 million people

Telephone: 75 yearsInternet: 4 yearsFacebook: 3.5 yearsAngry Birds: 35 days

Branded Hashtags

like #NBA #justdoit

Twitter Fleets

like stories, hopeful for deeper and more personal conversations

Social media content calendar

llowsfor social media managers to plan, create and schedule content on a weekly or monthly basis

paid media

marketing activity that's paid for

Intro to twitter

microblogging, started in 2006, by 2012 had 185 million users. Now attracts 330 million monthly users who send over 6000 tweets per second. More than half a billion tweets per day.

Social Media Marketing Strategy

outlines the strategies and tactics for how a company will incorporate social media into its business

Social media content strategy

the planning, development and management of social media content

Social media listening

the process of monitoring the internet to determine what is being said about a particular brand, topic or industry

Social media marketing (SMM

the use of social media by marketersto increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers (Hootsuite)

In 2015, time spent on mobile apps surpassed time spent

watching tv

earned media

what the public shares digitally and verbally

Social Media Rule of Thirds:

⅓ of content should promote business●⅓ of content should be shared from other businesses, industry sources, influencers●⅓ of content should be based on interactions with customers

Hashtag Strategy

Avoid broad popular ones, diversify your hashtags, research hashtags

Intro to instagram

Founded in 2010, 7 million users within nine months, by April 2012 had 30 million users, doubled user base quicker than anyone, Purchased by Facebook for 1 billion in 2012

Building an audience

Invite people you know, follow industry thought leaders and invite them, invite existing customers

Customer/Buyer Persona

a representation of a customer's target market based on data collected from existing and target customers

Campaign Hashtags

#shareacoke, #wheresbernie, #superbowl2021

Instagram stats

1 billion plus active users, 25 million plus active businesses, 100 million plus photos uploaded per day

Every 20 minutes

1 million links are shared, 20 million friend requests are sent, and 3 million messages are sent

How many people log onto Facebook everyday

1.3 billion

How many use messenger per month

1.3 billion

Nine skills every social media manager must have:

1.Community management 2.Creative 3.Organized and effective 4.Adaptive 5.Good writing skills 6. Sales and customer service 7. Strategic focus 8. Decisive 9. Analytics and SEO-driven

average time per month on Facebook

10 hours

Posting on Facebook

140 characters or fewer, photos give 53% more likes, 79% consumers rather watch video, 85% of videos are watched without sound

Twitter demographics

24% male, 23% female, doesn't include non binaries. Highest percent is 18-29 at 38%.

Twitter demographics

26% urban, 22% suburban, 13% rural. Mostly college education and mostly income of above 75k.

Hashtags on twitter

2x more engagement, only use between 1-2 hashtags

Twitter users are ___ more times likely than Facebook users to follow a brand.

3

Components of IG post

30 # allowed, 5-11 recommended. Posts with at least one # average 12.6 more engagement. Engagement rate drops at 11 plus #. Photos with banned hashtag will be shadow banned.

Twitter Business content strategy

30-40 percent of tweets should be replies to other people.

How many active business pages on Facebook

80 million

Percent of Facebook users accessing through mobile device

98

SOCIAL MEDIA AS A MARKETING DISRUPTER

Abbreviated words and emojis now commonplace: 2015 Oxford Dictionary Word of the Year was the Face with Tears of Joy emoji●Consumers can share positive or negative experiences with products or brands with a world-wide audience●Social media has shifted powerfrom businesses to consumers (Dave Carroll - United Airlines example

Benefits of verifying your business

Boosts credibility●Users will know they're interacting with a real page right away●Verified pages will rank higher on Facebook's search results

Marketing with IG- Business

Businesss profiles launched in 2016. Top fifty global brands post an average of 4.9 per week, 75 percent of users take action, 30 percent of users have purchased a product, highest follower interaction rate.

IG algorithm

Change in 2016 now shows content that followers engage with the most at top of newsfeed vs chronologicall

Facebook Zero

Change to algorithm that prioritizes person-to-person interactions with friends & family

Different Types of Hashtags

Community Hashtags, Branded Hashtags, Campaign Hashtags

n 2006, Frito-Lay leveraged UGC for its Doritos' "Crash the Super Bowl" contest

Consumers invited to create a 30-second commercial to win a featured Super Bowl spot●32,000+ submissions received; over $7 million in prize money awarded● Campaign part of what helped brand grow from $1.54 billion in 2006 to $2.2 billion in 2016

Target Markets consist of

Demographics, interests, and behavior data

Hashtag research tools

Hashtagify.me, RiteTag, Hootsuite

Algorithm ranks tweets with 4 features

In case you missed it, show best tweets first, happening now, remaining tweets.

BENEFITS OF SOCIAL MEDIA MARKETING

Increased exposure, increased traffic, marketplace insight, increased thought leadership, improved sales and lead generation, reduced marketing costs, stronger customer experiences

Hootsuite

Listening tool, search social streams to find most popular or effective hashtags.

IG Content Strategy

Locations get 79% more engagement, Mon-Thurs before and after work. Avoid overt product pitches.

Hashtag Best Practices

New hashtags require research, limit number of hashtags, check hashtag analytics

Total Reach or Impressions

Number of people who have seen any activity from your social media account, including your posts, posts to your page by other people, ads and more

Mentions

Number of times a person or business tags your business in a social media post

Hashtags

Only use 1-3, 60% more interaction

Facebook insights (analytics)

Page likes, engagements, reach, visits●Times when fans are online●Post type success●Top videos●Fan type demographic (ie. age, gender, location, language)●People engaged (who has liked, shared, commented on, etc...)

SOCIAL MEDIA AUDIT

a spreadsheet or table of the company's existing accounts - include key information:

Facebook zero Strategy Recommendations for Businesses:

Post less frequently●Post highly valuable, engaging content●Target a specific audience●Post timely, trending, or newsworthy topics●Create and post more video content●Experiment with Facebook Messenger●Diversify to other social media platforms

Community Hashtags

Product/service hashtags, communities in your industry, special events or seasons, locations, acronyms

Followers

Total number of people who have followed, or liked your social media account and will see your posts show up in their news feeds

RiteTag

Trending hashtags based on your content

Hashtagify.me

Twitter or instagram hashtags

Setting up a business twitter profile

Username can be up to 15 characters. Picture should represent company well.

Percent of male/female internet users who are on Facebook

Women- 75 Men-63

Social Media Marketing Plan

a living document that outlines an organization's social media goals and guides the actions needed to achieve these goals

Owned media

all channels a company owns

Social Media Skills Gap

companies now operate sales, customer service, and HR on Social. Hard to keep up with changes. Lack of guidance and training.

Social mediadistribution strategy:

determines the network and frequency of posts and content types that will be published on each network

CREATE AND OPTIMIZE SOCIAL MEDIA NETWORKS

fill all sections, update photos, consistency, company bio, URL, relevant hashtags, business locations, brand guidelines

Call to action (CTA)

he part of a social media message that attempts to persuade a person to perform a desired action; an example of a CTA would be "Register Today!" with a link to a registration form

Creating an effective tweet

images receive 18% more clicks, 89% more favorites, and 150% more retweets

Social media

s a form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content such as videos

SWOT analysis

strengths, weaknesses, opportunities, threats

avoid click bating

tag baiting, comment baiting, share baiting. There is an anti baiting algorithm

Tuning:

the continuous process of adjusting and improving the social media marketing plan

ADVANTAGES OF SOCIAL MEDIA

●Allows for easily identifying and reaching target audiences●Heightens customer service and engagement through 2 way communication●Increases brand awareness and loyalty●Has higher conversion rates over traditional marketing tactics●Improves search engine rankings (SEO) & increases website traffic●Allows for immediate measurement through analytics●More accessible

DISADVANTAGES OF SOCIAL MEDIA

●Makes finding and hiring top talent difficult due to social media gap skills●Lacks an emotional face-to-face connection●Open brands up to negative feedback●Requires additional resources to manage●Risks accounts being hacked or experiencing security breaches●Needs daily and sometimes around the clock monitoring●Reputation can be damaged instantly or permanently because of virtual nature●Can be difficult to measure ROI


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