Social Media Midterm

What does the term "absolute sentiment" represent in this chapter?

Increase in the share of positive overall brand mentions (relative to neutral and negative mentions)

Have marketers increased, decreased, or neutralized the spending on social media activities over the last five years?

Increased

What does IFCS stand for as defined in this chapter?

Interactions first, channels second

What are the 3 key characteristics of social media?

Interactivity, openness and flexibility, and fast-paced flows of information

Which answer best describes an indirect value-driving mechanism? a) Invest in social selling b) Invest in creating social media activities that would modify or reinforce the desired brand associations c) Increasing paid media spend d) Buying Facebook fans

Invest in creating social media activities that would modify or reinforce the desired brand associations

What is a big downside of social media content marketing?

It is a crowded place so creating content that stands out can be very difficult

Why is the implementation plan so important?

It's where the strategic plan gets converted into specific action items

Evaluating the progress of your social media strategy takes place at two levels. One of these levels is:

Measuring performance against strategic objectives on a regular basis

Which of the following is not a key property included within a social network? Different types of relationships between people People None of these Relationships

None of these

Social interactivity

On social media, people are able to communicate or interact with others. For example, on Twitter, you can follow or send messages to anyone (or anything) that has a public account (whether they pay attention, however, is up to them).

Which is a social media information flow?

One-to-many

Most of what we consider in social media marketing falls into which type(s) of media?

Owned and earned

What does the acronym POEM stand for?

Paid, Owned, Earned Media

What are the three types of social media?

Paid, Owned, and Earned Media

What do "nodes" represent in social networks

People

A social "pump" is referred to as:

People who are highly, socially active

In this chapter it talks about impact on participants. Which of the following would represent a strong impact: Drawing a swoosh on your neighbor's driveway Posting an anonymous review on an Amazon product Liking a product photo on Instagram Personally recommending a book to a family member

Personally recommending a book to a family member

What is the key to making a great social media marketing strategy a success?

Planning

What do "ties" represent within a social network?

Relationships between pairs of people

With social media marketing you have to be:

Responsive, nimble, and willing to adjust strategy along the way

According to the text, marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas.

Risk that nobody pays attention

What are the two types of risk?

Risk that nothing happens/no one pays attention? Risk of adverse, negative consequences

Each strategic objective must be SMART, which stands for:

Significant, Measurable, Actionable, Realistic, Time-based

What are SMART criteria

Significant, Measurable, Actionable, Realistic, and Time-based

According to the text, where does most content marketing take place?

Social media

A good social media communications calendar will usually start by determining what for each week?

The theme

Value-driving perspective

This involves asking yourself, for any given objective whether, if achieved, it would contribute something positive and valuable

Which of the following best describes Content Marketing?

This is the marketing and business process for creating and distributing valuable and compelling content to attract, acquire, and engage a clearly defined and understood target audience- with the objective of driving profitable customer action

What are the most important metrics?

Those that align most closely with your social media marketing objectives

A big difference between social media calendars and traditional media calendars as discussed in this chapter is:

Time frequency

What's the point of going through a social media audit on a regular basis?

To analyze history so that you can use it to inform the future

What does the term "boosting" mean with regards to social media content marketing?

To increase the reach of a post by paying

What's the purpose of performing a social media audit?

To provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels

True or False, Social media interactivity has few barriers to participation?

True

True or False. It's important to give your brand a grade and assign importance weights to each item within a social media audit?

True

True or False: Conducting a comprehensive social media audit is a critical prerequisite for formulating social media objectives.

True

True or False: Developing the implementation plan should involve everyone who was involved with the strategy and everyone who will be involved with implementation.

True

True or False: How socially active the transmitter is seems to affect the retransmission likelihood, which is the probability that a person who receives information on social media or via word of mouth will communicate it to others.

True

True or False: Knowing your audience and creating content that you know they are interested in is a great way to get them to pay more attention to you.

True

What is the key question any social media strategist must start with?

What are the objectives of social media marketing for this brand?

Which is not one of the seven important rules for branded social media content?

Which is not one of the seven important rules for branded social media content?

Do marketers have a high level of control over content design when focusing their efforts on social media channels?

Yes

Do social media platforms automatically measure certain metrics for you free of charge?

Yes

Does a social media communications calendar need be aware of other calendars within the marketing department such as advertising, or in-store promotions?

Yes

Is it important to understand if a social media channel provides any direct or indirect measurable benefits to the brand during an audit?

Yes

Would an increase in the number of product reviews be a good example of consumer engagement?

Yes

Would writing a review about a movie on a public website be considered a social interaction?

Yes

What is Social Media?

a form of digital media that enables communication and interactions among people and between people and organizations, including brands, companies, and other entities (e.g., governments). Four characteristics set it apart from other forms of digital media: high levels of social interactivity, openness and flexibility, fast-paced flows of information, and constant innovation and evolution of the platforms and how they are used by individuals and businesses.

Once objectives have been set and social interactions that match those objectives have been considered, marketers should: a) Start filming what they ate for breakfast b) Find channels that suit those interactions c) Immediately buy ad space d) Hop on Facebook and begin responding to comments

b) Find channels that suit those interactions

Which is not an example of paid media within social media? a) Paying a firm to grow your Twitter following b) Paying to promote your product within Google search results (Adwords) c) Paying to promote your brand on Instagram d) Paying to boost a recent Facebook post

b) Paying to promote your product within Google search results (Adwords)

Of these options, which is a form of social media monitoring? a) Performing a social media audit b) Taking care of a customer's concerns by responding directly to them on Twitter c) Creating a social media content schedule d) Setting an alarm on your phone to check your Facebook page

b) Taking care of a customer's concerns by responding directly to them on Twitter

Which statement below best represents a value-driving perspective? a) The prospective value of not contributing something valuable to the brand b) Whether if an objective is achieved, it would contribute something positive and valuable to the brand c) A perspective in which customers are always right d) Being open to the different perspectives of your customers

b) Whether if an objective is achieved, it would contribute something positive and valuable to the brand

Pick which answer best represents a question you would ask during a social media audit for each active (owned) social media channel within your company or brand. a) How much money are we spending on paid media across all of our social media networks? b) Do we have any social media policies in place? c) Who is the current audience on this channel? d) How much money has this channel made the company?

c) Who is the current audience on this channel?

Pick which example below best represents a narrowcasting information flow. a) Share details about your new book launch on a podcast b) While speaking at a large event, you shamelessly plug your new website c) You invite your friend to lunch via a text message d) Tweet an invitation to your upcoming pool party

c) You invite your friend to lunch via a text message

multiplicity

different types of ties between pairs of nodes

Hubs

higher connectivity nodes in networks

Node

people

pumps

people who are highly socially active

Barriers to activation

refers to the ease or difficulty of the social tie being activated in order for the social interaction to occur; the inherent likelihood of the social interaction happening

ties

relationships between pairs of nodes

tie strength

the intensity of ties between pairs of nodes

Impact on participants

the likelihood that the social interaction (if it takes place) will have a strong influence on the attitudes and/or behaviors of the participants in the interaction

What are the four defining characteristics that set social media apart from non-social digital media?

• Social interactivity • Openness and flexibility • Fast-paced flows of information • Constant innovation and evolution

What are the four main questions?

1) What marketing objectives would you liek to achieve through social media 2) how do you see social media fitting into the rest of the marketing plan 3) what is the value proposition of social media to the company for this brand 4) who should be the target audiences?

What are the four parts of the planning process you need to know?

1) set strategic objectives (goals) 2) Develop the plan (how are you going to get there?) 3) how are you going to implement it? 4) evaluate and adjust

When a brand creates content, posts it on its Facebook page and then pays a fee to boost the content, such marketing activity could be a representation of what

A combination of paid and owned media

What is a big reason why great social media strategies fail on implementation?

A lack of clarity with respect to who does what

Which company is more likely to have a much lower barrier to activation? Apple Dove soap

Apple

How often is it recommended to perform an overall comprehensive social media audit?

At least once a quarter

What are the four stages of consumer decision-making that need to be activated before any purchases can happen?

Awareness, Engagement, Positive attitudes, Advocacy

What is at the heart of getting the right people to notice your content marketing efforts?

Content design

Which is not one of the social media planning stages? Count your existing followers Strategic plan Establish policies Allocate resources, set key responsibilities

Count your existing followers

What are the key characteristics of planning a campaign?

Efficiency, schedule, and implementaiton

A social media marketing perspective involves considering three types of information flows. These flows include: company to consumers, consumers to company, and company to company. True or false?

False

True or False: As a marketer, you should measure what is available, not what is relevant.

False

True or False: Doing social media marketing is pointless unless it generates some value for non-customers.

False

True or False: One important rule of branded social media content is to keep communication fairly formal.

False

True or False: Strategic social media marketing should be intended to completely replace company to consumers information flows with consumers to company and consumers to consumers.

False

True or False: Using social media for content marketing can be relatively expensive.

False

True or False: When looking over social media metrics, it would be wise to consider everything.

False

Social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats

Flexibility

In an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using:

Hashtags

You just launched a new shoe brand. You've decided to send samples to popular YouTube stars. This approach is referred to as:

Hub seeding

By early 2015 how many active users did Facebook have?

1.44 billion