Lect 2: SOCIAL MEDIA DEFINED

Social Media Defined ¤ Primarily __________-based tools for sharing and discussing info. ¤ Integrates: -t__________ -Social I___________ -c____________of words, pictures, videos and audio. ¤ This interaction and how the information is presented depends on the varied _____________ and "building" of shared _________ among communities, as people share their stories and experiences.

Internet Technology interaction construction perspectives meaning

Google Analytic -Attributes: ¤ Social visitors flow ¤ Conversions ¤ Social sources ¤ Pages -How It's Used: ¤ ____________ how social traffic is directly impacting your conversions ¤ Allows you to visualize your social traffic so that you know which social platforms are most __________

Measures effective

Tweetreach -Attributes: ¤ Social analytics tool ¤ Provides analytics on ________ archives going back to 2006 ¤ Shows: who's _________ your tweets, how it's being _________, the measured _______ of what you're putting out there -How It's Used: ¤ Search URLs, hashtags, usernames, or phrases ¤ It ___________ the tweets that match your search ¤ Provides an in-depth ________ on the metrics of those tweets

Twitter reading shared impact analyzes report

Klout -Attributes: ¤ Provides an influencer score based on your social media __________ ¤ Review influencers and review who you __________ -How It's Used: ¤ Used to _______ content that resonates most with who the brand influences ¤ Utilizes "E______ Media" ¤ _______ how retweets, likes, and shares change your "Klout Score" and adjust your campaign accordingly

activity influence share Earned Track

¤ Heart of social media: Human Interaction ¤ When you let users ________ some of the information, it makes users more interested and __________. --they start to care more about your product, cause, issue, w/e you're trying to _________. ¤ The majority of content published is by _______, not direct employees. ¤ YouTube is filled with videos by non-YouTube employees

control involved promote users

Hootsuite (a social media __________) -Attributes: ¤ Enables you to s______________ post to all the main social networks ¤ Social media analytics ¤ Allows you to monitor _________ social networks in one place --______ updates --review what others are _________ -How It's Used ¤ Personal social media management tool ¤ Managing _______ accounts on the same platform ¤ Collaborate, schedule messages, ______ tasks to your team

dashboard simultaneously multiple post saying multiple assign

Distinction from Traditional Forms of Media ¤ COST: -Traditional media - relatively ___________ to publish info, which often limits their use to ____________ purposes. -Social media - relatively _______ tools that enable anyone (even private idivs) to publish or access info) ¤ ACCESSIBILITY: -Traditional media -- ____________ by for-profit enterprises -Social media -- available to __________ at little/no cost

expensive cheap controlled anyone

The heart of social media is _______________________.

human interaction

How Sociable -Attributes: ¤ Measures brand's _______ online with a magnitude score of 0-10 in a given week (or other designated time period) ¤ Test and _________ which social media platforms had the biggest impact on your brand and track how scores _______ over time -How It's Used: ¤ The score analyzes your level of activity online so that you can determine whether you have enough of a __________ ¤ Using the magnitude score allows the user to appropriately ________ the approach their campaign is taking

impact compare change presence change

Google Alerts -Attributes: ¤ Reviewing _________ of your brand name, competitor or sector names by entering keywords ¤ ____________ and groups different types of information (i.e. news item, blog, video, discussion) about your product or brand ¤ Keyword research--learn how certain keywords are used in ___________ to your brand/product -How It's Used: ¤ Allows you to "________" to conversations online about your product or brand ¤ Helps to __________ when certain press releases are picked up in the media ¤ Can help to catch negative comments quickly, and _________ proactively

mentions Organizes relation listen determine respond

Another Social Media Benefit: Marketing ¤ In terms of marketing, social media is about building ways that fans of your brand or company can _________ it themselves in multiple _______ social media venues. ¤ ________ unique newsworthy content that can be marketed by _____________ it through sites like "Digg," creating a "viral" video on YouTube and getting involved in blogs, forums, and niche communities.

promote online Write popularizing

Topsy -Attributes: ¤ Real-time social _______ engine ¤ Provides social a________--charts that compare up to 3 topics ¤ Tracks social _______--gather and ranks the most pertinent -How It's Used: ¤ ________ multiple topics ¤ Sort through the latest social activity _________ to your industry, brand, or community. This will guide future brand _________.

search analytics trends Compare related decisions

Social Mention -Attributes: ¤ Pulls data from hundreds of social media _________ to give accurate, real-time information ¤ Searches: blogs, microblogs, bookmarks, images, video, questions -How It's Used: ¤ Track and measure who is __________ about you, your company, product, or any topic related to your industry

services talking

Distinction from Traditional Forms of Media ¤ USABILITY: - Traditional media - production requires specialized _______ and ___________. - Social media - basically anyone who can turn on a ___________ can use it. ¤ PRODUCTION TIMES: -Traditional media - relatively ______ in terms of internet (days, weeks, months) -Social media - __________; any delay is determined only by the participants. ¤ Similar to traditional media: ________ to reach small or large audiences --Blog post or a television show can reach 10 people or millions.

skills training computer long instantly Ability

Social Media ¤ Twitter ¤ Facebook ¤ Google+ ¤ Instagram ¤ YouTube ¤ LinkedIn ¤ Social media is an important _____ ¤ Not only a way to _________ audiences with the brand, but also to monitor and _______ info on users of the site--______ are usually gathered through a 3rd-party service or website ¤ Tracking and __________

tool connect gather evaluation

How Will These Websites Help Me? ¤ These (mostly free) websites can be used to better __________ your online marketplace as well as assist in: ¤ Reviewing the latest _____________ in your industry ¤ Managing social media u_________ ¤ Finding I____________ ¤ Understanding customer _________ behavior ¤ c___________ site benchmarking ¤ Understanding overall online marketing e_____________

understand developments updates influencers search Competitor effectiveness