MKT 361 Social Media Marketing Quiz 1

What is a blog?

"A collection of the blogger's personal thoughts and ideas around a particular topic and, as stated previously, are a less formal method of publication."

What is SEO? What are its two forms?

"A diverse set of activities to increase the number of visitors to a website." It has its onsite and offsite forms.

What is Content Marketing?

"The process for developing, executing and delivering the digital content and related assets that are needed to create, nurture and grow a company's customer base."

What are the parts of the Social Media Cycle?

(Finding a Strategy) 1. Listening 2. Developing Goals 3. Developing Strategies (Developing Tactics) 4. Identifying Target Market 5. Selecting Tools 6. Selecting Platforms and Channels (Execution) 7. Implementation 8. Monitoring 9. Tuning

How do you set Social Media goals?

(coming back to this one)

Describe a brief history of microblogging.

*Started with "Tumbleblogs", or stream of consciousness blogging. *Twitter changed the game by instituting a character limit (140 Characters).

What are the key elements of a SMM plan?

- Who does the ad need to reach? - What is the marketing budget? - Conversion goals - Frequency of the message - Reach of the message - How to define success

What is a Social Media Plan?

-details an organization's social media goals . -Actions necessary to achieve them.

What are the 5 best practices for Social Media Marketing?

1. Begin with a strategy backed by a SMM Plan. 2. Be honest and transparent in all your social media efforts. 3. Identify your target market, and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today won't be valid tomorrow.

What are the 5 Best Practices for Social Media?

1. Begin with a strategy backed by a SMM plan. Random or inconsistent use of social media will not produce any benefits. 2. Be honest and transparent in all your social media efforts. Attempts to misinform or deceive will soon be "outed" to the detriment of the brand and the marketer. Building trust will be amply repaid in the long run. 3. Identify your target audience and understand its media behavior before you begin. There are many ways to engage on social media and different audiences will respond to different kinds of communications. 4. Welcome participation and feedback from your audience. Remember, the audience controls the communications, not the marketer. 5. Remember that what you know today may not be valid tomorrow. SMM changes with the evolution of technologies and of audiences and the social media marketer must be vigilant and nimble to keep up with the changes

What is the process for creating a Social Media strategy? (8 Cs)

1. Categorize SM platforms by relevancy. 2. Comprehend rules of engagement by listening. 3. Converse by acknowledging and responding to other users on the platform. 4. Collaborate with platform members. 5. Contribute content to build a reputation. 6. Connect with influencers to enlist the community. 7. Community participation can elicit valuable customer suggestions. 8. Convert relationships to the behaviors suggested by the objectives.

What are some different uses for microblogging? (6)

1. Classic Tweets 2. Opinion Tweets 3. Mission Accomplished Tweets 4. Entertainment Tweets 5. Question Tweets 6. Picture Tweets

How does SMM differ from traditional marketing?

1. Control Vs Contributions 2. Trust building; be earnest and down to earth. 3. Trust is slow to earn, easy to lose. 4. Combo of creativity and technology.

What are 5 steps to develop a personal branding plan using microblogging?

1. Create a complete profile 2. Follow those in your area 3. Create lists around your interests. 4. Create a follow strategy 5. Post at least 3 times a day.

What are 4 important aspects of SMM?

1. Creating buzz or newsworthy events, videos, tweets, or blog entries that attract attention and have the potential to become viral. 2. Building ways that enable fans of a brand or company to promote a message themselves. 3. It's based around online conversations. 4. Social media is a part of the larger media ecosystem.

What is the 5 stage process for marketing on Photo Sharing Sites?

1. Determine target market 2. Select Photos 3. Use photos to demonstrate knowledge and involve users, not to sell. 4. Market the content 5. Secure permissions

What are the best practices for marketing with social media platforms? (5)

1. Develop clear objectives 2. Understand and monitor metrics. 3. Know the audience. 4. Communicate with your audience in the most appropriate way. 5. Keep search in mind.

What are the benefits of marketing on social networks? (4)

1. Find Talent 2. Build Brand Awareness 3. Find new customers 4. Conduct Brand Intelligence and Marketing Research.

What are the common characteristics of a good Social Media Marketer?

1. Good communication skills. 2. Working knowledge of computers and the internet. 3. Knowledge of search marketing desirable 4. Proficiency on Twitter, FB, and LinkedIn

What are 4 marketing objectives that can be achieved with Twitter?

1. Increasing Brand Awareness 2. Connecting with Customers 3. Providing Support 4. Distributing Information

What are the three types of podcast content?

1. Instructional 2. Informative 3. Entertainment

How do you choose which SMM tool is right for your marketing activity? (5)

1. Investigate tools offered by the platform. 2. Think about what you need to accomplish 3. Be sure the tools service the platforms used. 4. Consider how many people need to use the tool and what their roles are 5. Consider whether a free tool will suffice, or whether a paid one is needed.

What are the three types of sharing?

1. Primary 2. Secondary 3. Tertiary

What makes blogs different (6 things)?

1. Publishable 2. Findable 3. Social 4. Viral 5. Syndicatable 6. Linkable

What are the 5 best practices for building a brand with Twitter?

1. Self-Promote Cautiously 2. Choose Optimal Tweet Times 3. Respond to Questions 4. Gather Feedback 5. Provide Unique Value

What are 5 benefits of using photo sharing for marketing?

1. Showcase the product 2. Reinforce brand image 3. Drive web traffic 4. Create awareness and encourage sharing 5. Leverage opportunities to market with low costs.

What types of SMM tools are there? (4)

1. Single Purpose Tools 2. Single Platform Tools 3. Multi Platform Tools 4. Purchased Services

What are the Seven Myths of Social Media?

1. Social Media is Just A Fad. 2. Social Media Is Just For The Young 3. There is No Return on SMM 4. SMM Isn't Right for This Business 5. SMM Is New 6. Social Media is Too Time-Consuming 7. Social Media Is Free

What are the types of social media platforms? (13 Listed)

1. Social Networking 2. Microblogging 3. Publishing Tools 4. Collaboration Tools 5. Rating/Review Sites 6. Photo Sharing Sites 7. Video Sharing Sites 8. Personal Broadcasting Tools 9. Virtual Worlds 10. Location Based Services 11. Widgets 12. Social Bookmarking/News Aggregation 13. Group Buying

What are the seven myths of Social Media?

1. Social media is a fad 2. Social media is new 3. Social media is for the young 4. Social media doesn't show returns. 5. Social media isn't right for this business. 6. Social media is too time-consuming 7. Social media is free.

What are 6 suggestions that would help job seekers in the field of Social Media?

1. Stay on Top of Social Media Trends 2. Be Prepared to Think and Act Quickly 3. Be Comfortable With Analytics 4. Learn to Write for Social Media. 5. Establish and Maintain Your Social Media Presence 6. In All You Do, Show Yourself to Be An Effective User of Social Media

What are 6 benefits of Video Marketing?

1. The content is engaging 2. Garners large audiences 3. Building brand awareness 4. Showcasing the Product 5. Generates business leads 6. Leading video platforms.

What are the three components of creating a content marketing strategy?

1. The creation of content based on target audiences and personas 2. The dissemination of the content through appropriate channels to achieve marketing objectives. 3. The measurement of the success of the content through analysis of results.

How do you make websites visible to Search Engines? There are 5 ways.

1. The website should have reliable hosting and be accessible. 2. Focusing on Text-Based Content. 3. Proper navigation allowing search engines to link to the website. 4. Sitemaps to help search engine spiders. 5. Linking the site to external directories and social media.

What are 4 ways to build your personal brand through photo sharing?

1. Tie your photo sharing to a professional goal 2. Keep the pictures linked to your professional brand, but have fun 3. Focus on engagement 4. Be sure not to overshare...

What are the contents of an SMM plan? (13 Parts)

1. Title Page 2. Table of Contents 3. Executive Summary 4. Overview 5. Social Media Presence 6. Competitive Analysis 7. Setting Goals 8. Determining Strategies 9. Identifying Target Market 10. Selecting Platforms 11. Implementing 12. Monitoring 13. Tuning

What are the 11 best practices for Content marketing?

1. Use catchy titles. 2. Update frequently 3. Keep content focused 4. Invite comments 5. Engage with others 6. Avoid negativity 7. Stand by the content 8. Cross promote 9. Archive the content. 10. Promote the content 11. Use metrics

What are the rules of engagement for SMM? (9 Rules)

1. Use social media channels as intended 2. Don't be a dirty spammer 3. Assume people don't care about the product. 4. Have a personality 5. Provide context when seeking connections. 6. Be transparent. 7. Talk about the topic. 8. Social media profiles are not billboards. 9. Be nice!

What are the two things that primarily separate SMM from regular marketing?

1. You have less control because you require contributions from your audience. 2. You have to build trusting relationships between the company/brand and the audience.

What is the current adoption rate of Social Media?

73% Adoption Rate

What is Customer Profile Analysis?

A description of your ideal customer, creating a "profile" of what they'd be like.

What is a webinar?

A seminar type live stream where a speaker gives out information live and answers questions.

What is a podcast?

A serialized audio or video "broadcast" of information for people to download and listen to.

What is photo sharing?

A site that lets users upload photos and other images for public or private consumption, allowing others to comment, rate, and tag the pictures.

What is the AEIOU rule for video content?

A: Authentic E: Engaging I: Intimate O: Offbeat U: Unusual

Define microblogging.

Broadcasting brief messages to some or all members of the sender's social network through a specific, Web-based, service.

TYPES OF OBJECTIVES!!! What is the Valid Metrics Framework?

Framework for developing valid social media metrics. There are 5 elements. Exposure: Opportunity to Attend to Content Engagement: Interaction with Content Influence: Ability to Change Opinion or Behavior Impact: Effect on the Target Audience Advocacy: Suggest Action to Another User

What are the best types of keywords to use for SEO?

Long tail keywords

What does Optimization mean in SMM?

Make everything as visible as possible to people on the platform as well as search engines.

What are the principles for success in Social Media Engagement?

PARC: 1. Participatory 2. Authentic 3. Resourceful 4. Engaging.

What are the three types of Media?

Paid: Things such as advertising/banners where you pay to put out content on a platform. Owned: Corporate pages, social media where the content and platform is yours. Earned: When users on social media put out content ala word of mouth.

What's the difference between a passive strategy and an active strategy?

Passive Strategy: Sit back and listen, observe, and respond. Active Strategy: Create content to put out and build an audience through this.

What's the difference between permission marketing and interruption marketing?

Permission Marketing: I ask your permission to display and send you marketing content. Interruption Marketing: I pay the producer of content to interrupt their content with my own.

What is a Persona? How does a marketer go about creating one?

Personal roles and customer profiles; target different segments and create different personas based on that. Three step process: 1. Identify personal roles 2. List needs and situational triggers. 3. Create messaging objectives. - A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.

What are the pros and cons of viral videos?

Pros: Goes viral and attracts a wide audience. Cons: Really, really hard to predict what will go viral.

What are Social Media Marketing Ethics?

Same ethics as regular marketing, but apply 4 principles: 1. Honesty 2. Privacy 3. Respect 4. Responsibility

How do you determine Return on Investment? (5)

Since it is hard to calculate a direct ROI due to the fuzzy nature of social media, there is often a proxy ROI designated. 5 common examples include: 1. Brand awareness 2. Customer satisfaction 3. Sentiment analysis 4. Share of voice 5. Net Promoter scores

Why is Word of Mouth important on Social Media?

Social media isn't a platform for self-advocacy as much as building advocates. WOM is built on building brand advocates.

What are SMM tools?

Software designed to support or automize various social media activities.

What is the SMM Targeting Process?

The name explains the thing. 4 Stages: 1. Define target audience and segments. 2. Develop media plan for each target segment. 3. Create Personas for each segment. 4. Optimize media schedule and posts. **The right person to get the right content at the right place at the right time in the right format with the right language on the right device**

What is Social Media Marketing?

The process of gaining website traffic or attention through social media sites.

What is Big Data?

The process of widespread collection and analysis of user data on social media.

How do you monitor progress?

Track your progress on platforms, measure using qualitative and quantitative metrics, then evaulate your progress against your goals.

What is Paid Media?

Traditional print and broadcast media as well as paid advertising on social media platforms and blogs. When you pay to propogate a message forward.

What place does video marketing play in the digital marketing mix?

Video is the quickest growing area of the mix; specifically mobile video.

What is Earned Media?

When people talk about a brand and its content, they spread the word with no additional effort on the part of the marketer. This is the most valuable media of all.

How is consumer television and video use changing?

While television use is going down on its own, video content is replacing it as the niche. Also, television is slowly growing in age as a domain, while video is younger.

What is SMM primarily driven by?

Word of Mouth Marketing: Traditional corporate messages spread from user to user and appear to be coming from a trusted, third-party source, as opposed to the brand or company itself.

How do you implement the social media plan?

You create content and assign roles for social media jobs.

How do you link Social Media goals to actions?

You must create a "call to action" or a series of steps to take the consumer through to get the desired result.