COMM 428E: Social Media Strategies

99. Strategy should focus on the following five areas in pyramid form to represent the amount of time that should be spent on each:

(From bottom to top) #1. Watching (where most time should be spent) or monitoring social media for what ppl are saying about you #2. Sharing = 2nd largest time commitment and means posting comments on sites #3. Commenting means replying to people on other sites (not yours), such as facebook for a nonprofit or forum about a topic that's similar to yours, and engaging them #4. Producing or creating content-can be anything from videos to pinterest #5. Curating (least amt of time) = sharing info that others have posted

91. How did Wikipedia change its policies in 2006 and today?

*In 2006 Wikipedia strengthened policies for contributors and made it impossible to write and edit anonymously. *Today contributors must register or their IP addresses will be recorded.

39. What are promoted accounts?

*Promoted accounts (known as "Promoted"/paid links amongst nonpaid links) help w/ brand recognition/increasing followers *They are purchased by companies so their Twitter handles will be displayed in users' "Who to Follow" when they log on *Companies are only charged when followed through the promoted account, SO must have a budget

70. Why do companies use second life?

*To gain a better understanding of trends by watching how people interact with their products on the platform *To engage with customers *Some use it for politics

92. What are the benefits and drawbacks of Wikipedia?

-Benefit = it provides a lot of detail on companies and its products/services -Drawback = Companies can't have a role in their content allowing them to would improve accuracy

5. Company blogs should:

1) be about the industry/customers/trends & LOOSELY about the company 2) not be focused around selling a product/service because a company doesn't have to talk about a product or service to sell it 3) provide content that people can't get elsewhere

22. 5 Best Practices for Strategic Communication on Facebook

1. Be positive (Negative content is less likely to be shared) 2. Write for a fifth grade reading level 3. Aim for 4-5 posts per week (BUT Don't overpost bc its offensive) 4. Don't just stick to business hours. 5. Consider that true engagement is an activity in which a person is purposefully choosing to interact with other people.

28. Define Twitter:

A "real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting. Simply find the accounts you find most compelling and follow the conversations."

88. What is Wikipedia?

A collaboratively edited encyclopedia that is the most famous wiki & 6th most popular site in the world

14. Having a Facebook can help...

A company build relationships with its audience.

78. Define thread.

A conversation about a specific topic in a forum.

82. How are forums used for strat comm?

As a place for companies to monitor discussions about their company and/or products and industry.

53. How should Pinterest be used in a crisis?

As a quick way to share visuals and virally spread messages about it -BUT should NOT be only source of sharing info

75. Why is advertising in online games popular for brands?

Because gaming ads are generating higher click-through rates and engagement than standard online ad formats.

55. What is the predecessor to podcasting?

Blogs are the predecessor to podcasting.

85. What is the biggest opportunity for forums?

Building relationships

80. What were forums originally called and why?

Bulletin board Forums were originally called online bulletin boards bc they worked like the traditional ones where people would post something on the board and others would come by and read it or take the tear-off.

44. What are clock-throughs and when are they highest n twitter?

Click-throughs (people clicking on a link you include) are highest around noon and 6 p.m.

42. When is engagement higher on twitter?

Engagement is higher on weekends -except for B2B (business-to-business) accounts which highest on Wednesdays.

79. What is the oldest & most valuable social media tool for company insights and why?

Forums=earliest social media that we still use today (70s) -since they have people talking about a specific topic it creates focus-group-like data which is valuable.

90. What is the history of Wikipedia AND what was it known for early on?

Founded in 2001 it has a relatively short history. Early on it was known for hoaxes/unreliability which led to criticism *BUT is actually accurate

65. What can be done in virtual worlds?

In virtual worlds you can: interact with other people/collect items/build structures and communicate via a virtual representative of yourself called an avatar.

17. How to respond on FB during a crisis:

Instead of replying to individual comments post a status update so more people will see it

57. Podcasting can be effectively used with what types of audiences and how?

Internal and external audiences. Podcasting to an external audience, companies have two options: 1. to podcast regularly/do one for a specific need (ex: for customers to get to know the company better). 2. To podcast on a weekly/monthly basis (to build rapport with customers by interacting with them regularly)

64. Why is the virtual world is a "second life?"

It must be online 24/7 AND have the capability to expand as the avatars play.

46. What is the best way to humanize a company on twitter?

It's best to identify who is handling the account and the tweeting. This helps people connect.

25. Define microblogging.

Microblogging consists of shorter messages than blogging (usually less than 140 characters). It is considered easier/faster/more immediate than blogging.

56. How does Podcasting deliver messages?

More personally than a letter or memo would.

13. Should all companies have a Facebook?

No

96. Do requested changes always occur on the Talk page?

No -this has damaged reputations of companies

35. Should a stuffy company that doesn't make public statements start a Twitter?

No. But a company w/ a fun corporate culture can use Twitter to build on it.

38. Is all customer service negative?

No. Engagement w/ positive questions and comments is valuable.

23. Is all engagement is good?

No. Negative comments are not equivalent to positive ones

18. Should companies delete FB posts?

Not unless they violate its listed policy or contain inappropriate content like profanity/threats/pornography. Negative comments should stay and be addressed

51. Pinterest and crises?

Pinterest hasn't really been involved in a crisis

50. What is Pinterest?

Pinterest is "a tool for collecting and organizing things you love."

54. What was the main reason for Napster's legal trouble?

The main reason for its lawsuits was that music artists and the (RIAA) argued that file sharing was piracy and ultimately copyright infringement. As a result, Napster and similar companies were closed.

71. Gamification is:

The use of game-like elements for training employees, handling customer service issues, and increasing customer engagement and entertainment.

77. How are forums different from chat rooms?

They have an archive of the messages that are posted.

37. How should customer service issues be addressed on Twitter?

They should be addressed w/ an @reply AND also address those that don't by strategic monitoring efforts.

30. Should business Twitter accounts be verified?

Verification helps people know which company accounts are the real ones. This increases confidence in the content being tweeted by the company.

61. How long should YouTube videos be?

Videos should be under two minutes UNLESS it's a time when a video needs to be longer

63. Define virtual worlds:

Virtual worlds: a multiplayer online 3D game w customizable avatars that can fully interact with other avatars and the environment.

81. What are forums like today?

Web applications that involve user-generated content.

21. 50/30/20 Rule =

best approach to use for posting content on FB and means: 50% news (helps establish you as an expert)/30% personality (can be casual or professional)/20% about the company (its products/services and other self-promotional content)

95. Before requesting to edit on the Talk Page

communicators should..., identify themselves and their company THEN request to edit.

1. Blogging and all other social media use is best determined by...

company culture and resources.

34. Companies should tweet based on...

corporate culture and the needs of their audience.

100. What are demographics v.s. psychographic characteristics?

demographics = -race -age -income level -education whereas psychographic characteristics = -attitudes -interests -values

89. Wikipedia is used...

frequently & users stay a while (4 min 35 sec avg) on site

87. Wikis are a powerful tool for...

harnessing knowledge in a variety of domains and ensuring accuracy.

9. What is an example of SEO?

if you do a blog post about running, the post has a greater chance of showing up in search results when you use the terms "running man" or "running shoes" in the title and first few paragraphs.

4. Broad topical spectrum

is best for blogging and means that content shouldn't be all about a company, products, or services

16. Using all caps online...

is the equivalent of yelling

20. Superficial engagement refers to

posts that may lead to people commenting/liking/sharing and is how companies are using Facebook

32. Twitter Humor needs to be...

sensitive/politically correct & well timed.

2. Company blogs must be aligned with...

strategic business priorities.

47. Photos help companies...

tell a story and connect w/ audience.

8. To employ SEO effectively...

titles and posts should contain everyday words that people would use when searching for a topic.

36. 8 Purposes that help companies maximize on Twitter include:,

1. Customer Service (time is critical for these accounts/issues) 2. Exclusive Content (rewards like discounts & advanced sale notices) 3. Entertainment Value/something fun. 4. Highlight the company's social responsibility (show what companies are doing to help people/places/planet by mentioning own efforts/efforts of others) 5. Stay timely and relatable to current events (join convos) 6. Connect with reporters— by careful monitoring or pitching to them (keep it short/direct w/ a clear relevant reason) 7. Promoted Accounts 8. Promoted Tweets.

27. What are the 3 main influences of microblogging?

1. Instant Relay Chat (IRC): invented in 88 and forerunner to instant messaging 2. chat status messages: allowed ppl to express themselves 3. mobile phones: allows ppl to spontaneously communicate

98. Why is strategy important (3 reasons)?

1. It provides goals w/ means for accomplishing them 2. Keeps you focused 3. Sets expectations for time management.

3. How a company uses a blog is determined by (4ways):

1. what group they are trying to communicate with 2. what type of products/services they have 3. what their goal for communicating is 4. what their corporate culture is

73. Define Crowdsourcing.

When a company uses the Internet to obtain information or input into a particular task or project from a group of people.

83. Before participating in a forum companies need to...

become familiar with its style -which means using the same types of words and tone as others in the forum.

69. Should companies provide guidelines for employee behavior in virtual worlds? If so -how?

Yes -Rules in the virtual world = similar to those in the real world. Avatars must: *be "dressed" professionally *not share company info with unauthorized people *and refrain from harassment/discrimination

33. Should offensive tweets should be deleted?

Yes.

97. Define Strategy:

a careful plan or method for achieving a goal usually over long period of time.

26. Phones and microblogging.

Phones are instrumental to the popularity of microblogging.

66. What is an avatar?

A three-dimensional computer-generated representation of a person that allows users to be part of a virtual world.

11. Tips for building an effective blog:

1. Post frequently to help maintain interest. 2. Use catchy/cutesy titles for posts. 3. Include images, videos, and podcasts in visual society, it is best to have a picture, video, or audio with most posts. 4. Provide content that has a human element while still being tied to either the company or its employees.

45. How many tweets per day is suggested for companies?

4-5 tweets per day is suggested for companies.

31. Twitter Crises:

Always consider what the general public can do with campaigns and hashtags.

76. Define forums.

An Internet forum or message board is an online discussion site where people can hold conversations in the form of posted messages.

59. How long are most podcasts and how do you determine the best length?

Most podcasts = approx five minutes. Others = 25-35 minutes for convenience for people like commuters. Best length is determined by understanding your topic and audience.

93. Can anyone use Wikipedia -why or why not?

No. People who represent a company and PR pros are forbidden from editing their company's pages for 2 reasons -1 because of rule that states "do not edit directly if you are a paid advocate" -2 because of policy against editing when there is a conflict of interest (COI)

40. What are promoted tweets?

Paid tweets that can be targeted to a specific audience and appear at the top of a user's Twitter feed -saying "Promoted by" followed by the company name underneath. This helps access new audiences

24. Between what times and on which days do FB posts generate more interaction?

Posts over the weekend and from 8 p.m. to 7 a.m. generate more interaction

29. Account verification:

Provide a way for users to tell if celebrity & business accounts are real or not.

41. What is the most important factor for engagement and increasing/retaining followers on twitter?

Relevant and interesting content.

43. What are RTs and when are the highest on twitter?

Return tweets (RTs) are highest around 5 p.m.

68. How are companies presently using Second Life for strategic communications and how many are using it?

Today the number of companies using Second Life is small -but companies like IBM, Cisco, and Intel Corporations use it for meetings, interviews, guest speaker events, and training for other employees.

60. Current YouTube Use for Strategic Communications:

YouTube can be used to: 1. Kick off a campaign. 2. Be the campaign. 3. Respond in a crisis. 4. Help companies be seen as a subject experts.

6. By educating or entertaining people with blogs

a company can increase sales and build relationships

67. Without the avatar...

a user is merely playing an online game.

84. When contributing to non-company-run forums...

it's important to be transparent by identifying in bio and answers that you are with the company.

15. All social media actions should be honest because...

lies to cover up mistakes can cause greater damage & be disproved

52. What are the best practices for using Pinterest?

1. Don't just focus on products or services. 2. Get employees involved (to build company morale). 3. Use it to connect/so people can get to know you better by sharing about the people behind the company 4. Think about how company influences lifestyles/tie brand into a larger lifestyle. 5. Run a campaign (to show care for the community and to increase engagement/awareness) 6. Don't forget about Pinterest during a crisis.

7. Best Practices for Strategic Communications Using Blogs

1. Humanize the company and blogger. Use the blog to show human side of company and MUST identify who is blogging 2. Join conversations outside the blog. Know what others are saying and/or doing on similar sites. Keeping up with trends/industry news/competitors will help keep content relevant AND help find new ways to use the blog 3. Provide customer-driven content. Focus on content that's important to customers not the company AND Give the audience exclusive content they can't get anywhere else 4. Measure the success. Can help w/ improvement BUT must set realistic goals for engagement/hits/content 5. Have a policy that identifies how comments are handled on the site-Ex: will you delete off-topic comments? 6. Employ search engine optimization (SEO). This means that blog posts should be optimized so they rank high in search results ESPECIALLY if goal = gaining readers

62. Tips for Effective YouTube Use for Strategic Communications:

1. Keep videos short. 2. Use TV advertisements as online videos (show outtakes or behind-the-scenes content from ads to maximize its impact) 3. You can't force viral. 4. Share your videos (Post links to videos in all social media to increase use and popularity). 5. Make a channel that's consistent w/ other accounts (don't just upload videos on to YouTube).

94. What is Wikipedia's Talk Page?

A page in which people who are forbidden from making edits (i.e. people who represent a company) can go to discuss improvements on an article

86. Define wikis.

A wiki is a hyperlinked system that allows all participants to create, edit, and revise online documents.

19. Before making a FB you should:

A) Review what competitors are doing. B) Identify who will manage the account and create a manual for handling it. C) Determine the focus of the page. D) Create a policy for the public so they understand the rules for engagement.

49. Photo sharing is:

Photo sharing (others can view your photos) occurs through websites and apps that allow image upload and display and is the publishing or transfer of digital photos from one person to another.

12. A personal blog should:

a) Be a reflection of you and what is important to you. b) Provide content of substance. c) have proper spelling and grammar

58. Identify best-practices for using Podcasts.

a) Promote the podcast on company's other social media channels. b) Keep content interesting. c) Stick to a schedule. If it's a weekly podcast -do one every week. d) Don't use the podcast as a commercial but to connect. e) Value the listener's time

48. Visual content is more likely to...

a) be shared on social channels b) offers: *increased engagement *retention and *recall rates compared to text or audio.

74. By engaging people with the brand through gamification...

you can help create brand advocates who share a positive message about your company with others through Facebook or other social networks