Social media test 2

evergreen content

vetted content, social copy, and images that have been successful.

twitter campaigns

website clicks or conversions,app installs or engagement,leads on twitter

youtube channel trailers

what viewers first see when they come to your channel

cost per click

Allows you to quickly gauge the effectiveness of your ad. charghed each time an action is taken on your ad.

retweeting

Are you actually adding value by retweeting this content? Has your audience already seen it? Is the link still valid? Keep retweets below 20% of your overall tweets. Add a few words of commentary.

cost per impression

Good option when the focus of your campaign is exposure. you pay each time your ad is shown to a member of your targeted audience

program goals

How will working with advocates support social media and brand objectives? How many advocates are you comfortable working with? Prioritize quality over quantity. Consider resources and budget

call to action button on facebook

If you're a page admin, editor, or moderator, you can add

rich pins

Rich pins are enhanced pins that automatically include supporting information about your content (e.g., details about apps, products, recipes, and articles).

Proactive engagement

Seeking out and responding to mentions of your brand. Contributing to the conversation (e.g., answers questions, acknowledge mentions

social engagement ad

contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., clickable "Like" button).

in social advertising why are different forms of ads used?

different goals,platforms,tone and laguage and call to action

Twitter ads are organized by objectives which are optimized to meet 3 main goals:

engagement, community growth, and conversion

Native advertising

is a type of paid advertising that is based on a form unique to the vehicle within which it is placed (e.g., sponsored posts in Facebook or promoted tweets in Twitter).

organic content

is content that a person feels intrinsically motivated to prepare and share.

optimized cost per impression

pay for your ad based on impressions

Ephemeral content

short-lived; the longest it can last is 24 hours. thought to be more authentic versus sponsored ads. It effectively raises the potential of FOMO (fear of missing out). Users can access content easily with the help of Snap Codes or QR codes. Increases potential for customers' attention and engagement.

social persona

should develop a profile that represents its (and should stay in character). A brand's should be consistent with the brand's style guide as part of the IMC.builds brand personality, differentiates brands from competitors, and sets stage for perceived relationship

commercial content

such as advertisements make it clear that the intent is to persuade the reader or viewer to change an attitude or behavior; the source has paid a fee to place the message in a medium

secondary content

things that others create that we feel are worthy of sharing (e.g., retweeting, liking brands, links to celebrity blogs, news articles, etc.).

Brand advocacy/ambassador programs should contain 4 components:

1.Program goals 2.Criteria for selection 3.A plan for on boarding 4.A continued engagement plan

research and analysis of current content

Enables you to understand what content will resonate with your audience. First, assess your social media audit. Second, utilize platform-specific tools such as Facebook's Audience Insights and Twitter Analytics.

social media content strategy

acts as a game plan for coordinating, creating, and distributing your organization's content.

LinkedIn showcase page

allow you to segment your organization's offerings by target market; you can focus on different products separately to customize positioning and messaging. You will need to create a following for each page from scratch, so are best for large companies

shareable design

an app is best learned when a friend explains it to you

3 tiers of Facebook ad structure

campaign level ad set level ad level

humor hooks

feature entertaining content (e.g., goat yoga is the newest trend, and it's here to namaste).

after selecting your objective what other decisions must be made in developing a twitter ad campaign

time frame,creative,targeting,budget

public lists

Great to curate accounts that might be of interest to your followers (influencers, businesses your company supports, etc.). Users are also notified when you add them. You can also subscribe to public lists curated by other users

plan for onboarding

Interested advocates should be given an intake form to sign. This should contain: Any terms and conditions of your arrangement. The mission and goals of the advocate program. An agreement to receive email communication from you. Information regarding the mutual benefits of the partnership

Microblogs:

Similar to blogs, except that the content is limited to short bursts of text and links (e.g., Twitter is limited to 280 characters).

twofold goal for social publishing

To increase exposure to the brand's message. To use the content to drive traffic to the brand's owned media.

Content

a far-reaching term that can include gifs, images, white papers, blog articles, videos, copy, etc. is the unit of value in a social community and is the social object for community participation.

Social ads

are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page (three types)

social media press release

is an announcement public relations professionals issue to the news media to let the public know of company developments. Can be posted on PRWeb, Pressit (social media news release services) and on the company blog (among other vehicles).

incentivezed content

is encouraged by the offer of an incentive, such as the chance to win a contest, receive free merchandise, or earn cash. is provided in response to a call-to-action which refers to a direct request in a marketing message for a specific behavior

Shrink links (vanity URLs)

to make your message more aesthetically appealing, save characters, and track click-thru rates

social news sites

(Buzzfeed and Reddit) share and promote online news (focus on content distribution

Social bookmarking sites

(Diggo) save your bookmarks online so they are always available wherever you have online access (focus more on the organization of content but allow sharing

A social media content strategy should include 4 key components:

1.Research and analysis of current content reception 2.Your target audience identified by platform 3.A list of content-specific goals and objectives 4.Plans for the distribution of your content

engagements 4 distinct types

1.discussions around shared content 2.customer service queries 3.addressing negative sentiment 4.proactive engagement

engaging copy on instagram

Ask a question (open ended, skill testing, a simple yes or no, ask for tips or recommendations). Give a shout-out with an @mention. Don't be afraid to use emoji's (adds personality and can keep copy short and fun). Have a clear call-to-action. Edit and rewrite!

how can hashtags be strategically used by marketers in instagram

Branded hashtags can be used to curate user-generated content Using hashtags relevant to your business niche and target audience is a great way to grow your network. Best to use 5 or fewer hashtags. use a neighborhood hashtag or participate in hashtag trends.

curated content

Content gathered from trusted sources relevant to your industry. effective way to grow your audience and demonstrate you're a trusted leader within your industry. Provides your audience a diversity of viewpoints and balances out the self-promotional content you're sharing. requires minimal resources and can allow you to build relationships within your industry. should align with your values and social persona

created content

Content produced within your organization.blog posts, white papers, infographics, guides, visuals, etc. produced by your organization. Should also include platform-specific content (e.g., Facebook Live shoots, Snapchat stories, tweets). better for driving conversions and traffic to your website, especially when there is a clear call-to-action.

why is social media content strategy needed

Ensures greater balance of tone, subject matter, and purpose. Allows you to tell a consistent, cohesive story about your brand. Enables more regularity in the posting schedule. Provides greater efficiency and accuracy for social media ROI. Helps ensure you've set attainable goals, identified your target audience, and are distributing your content effectively.

brand engagement

From the customer perspective, engagement means customers' behavioral manifestation toward a brand or firm, beyond purchase, resulting from motivational drivers.he process of forming an emotional or rational attachment between a consumer and a brand

youtube metatags

Help categorize your video for search engines. Use accurate, relevant keywords. Consider using caption files for your videos (makes your videos accessible in other languages and boosts the discoverability of your content).

your target audience identified by platform

Identify your audience demographics by network, and remember to treat each network's following as a unique audience. Don't assume that the same content will work for each network.

Facebook pages to watch feature

Insights allows you to watch other Facebook pages so you can compare their activity, engagement and audience growth to your own. Pages to Watch is particularly handy if you want to see what's working for your competitors or similar niche pages.

share tools

Plug-ins that appear as clickable icons on websites and enable the viewer to bookmark or share the page with many social networking, social news, and social bookmarking sites

advertising options on snapchat

Snap ads: full screen, vertical videos that include an interactive element (such as a call-to-action). The ads include audio by default. Sponsored filters allow companies to be where their products are bought, thought about or consumed Sponsored lenses are a playful and memorable way to increase awareness. Lenses are applied after a video or picture is taken, prior to sending to friend(s) and/or adding to a Snapstory

principle of reciprocity

This principle defines the human need and tendency to want to give something back when something is received. This need is strongest when the gift is given without expectation of return.

Facebook page moderation feature

To block words: Click Settings at the top of your Page. From General, click Page Moderation. Type the words you want to block, separated by commas. You'll need to add both the singular and plural forms of the word you want to block.

Media-sharing sites

Video-sharing sites such as YouTube and Vimeo Photo-sharing sites such as Flickr and Instagram Audio-sharing sites such as Podcast Alley Document- and presentation-sharing sites such as Scribd and SlideShare Many sites now enable multi-media functionality

private lists

Visible only to you. Keep up with competitors' content without publically following them. Can be used to research potential customers or partners

blogs

Websites that host regularly updated content. When video is present they are vlogs. are primarily owned media, but most revenue is earned from paid ads. However, some vehicles (e.g., Tumblr) enable a form of blogging that does not fall into the owned media category.

call to action

a piece of content intended to induce a viewer, reader, or listener to perform a specific act, typically taking the form of an instruction or directive (e.g. buy now or click here ).

youtube channel sections

allow you to group multiple playlists together into a single space. Each can be tailored to a specific audience.

why is snap chat effective for marketers?

allows businesses to showcase the personal side of their brand with content that is considered more authentic

Resource hooks

are intended to be helpful to the reader (e.g., 5 tips better yoga poses).

editorial content

are objective and unbiased; the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization

campaign level

begin each campaign by choosing an objective that best fits yours needs

ad set level

budgeting,scheduling,targeting,bidding,ad placement

youtube end screens and cards

can be used to entice viewers to watch more content, increase community engagement, acquire new subscribers, and encourage a specific call-to-action. To use video cards, you must associate your website with the YouTube account.

twitter engagement campaign

can be used to promote existing or newly created tweets to reach a wider audience and maximize interactions

word-of-mouth

communication is information individuals transmit to other individuals (electronic WOM is transferred from node to node). one of the most powerful tools marketers can leverage to increase brand awareness and customer loyalty, leading to increased conversions, positive brand sentiment, and greater social share of voice

contents of press release

contact information news headline key facts RSS feed to background information link either :graphic,photo,podcast,video or other multimedia pre-approved quotes links to relevant coverage 'share this" buttons

social sharing

describes when social media users broadcast web content on a social network to their connections, groups, or specific individuals. One of the primary aims of corporate social media marketing strategies is to generate brand awareness by leveraging their existing audience to share content.

ad level

different text and image combinations can be used

content marketing

emphasizes that brands should publish content in their owned media channels, but publishing in social channels can build awareness, influence brand attitudes, and help drive traffic to owned media.

brand advocacy

entails building relationships that engage and empower these individuals, enabling the company to build a following that will generate earned media and influence impressions.

social context ad

includes ad creative, an engagement device, and personalized referral content from people in the viewer's network

real time marketing

involved creating a marketing strategy focused on up-to-date events. Marketers made use of current trends and customer feedback, while working to connect consumers with products and services they could use.

followers campaign

is a great way to grow your Twitter community. Useful for businesses new to Twitter. With this campaign, you can create a tweet that summarizes the benefits of following your account. This message will be placed in the home stream of the targeted audience and in the who to follow suggestion box.

social media optimization (SMO)

is a process that makes it more likely for content on a specific social media platform to be more visible and linkable in online communities. focuses on earning organic links to content on site:including share tools and RSS feed options off site:promoting on social news and social broadcasting sites. Micro blogging. promoting social media press releases

linkbaiting

is the careful crafting of a title that markets the content and should include a hook that increases the likelihood that the intended audience will click

search engine optimization (SEO)

is the process of modifying content, site characteristics, and content connections to achieve improved search engine rankings. focuses on earning higher organic search engine rankings on site: optimizing content value,tags,keywords,titles,URL off site:publishing related content elsewhere with links to original. creating a linkwheel structure

human resources (linkin)

leverage LinkedIn's vast network of professionals to promote job opportunities and can save time by using LinkedIn to screen potential job candidates. Job seekers can re-share job postings on other networks and provides opportunities for interested candidates to reach out to the company directly

Display ads

may include texts, graphics, video, and sound much like traditional print ads and commercials, but they are presented on a website

primary demographic for snapchat

millennials and generation Z. But Snapchat is not just for teens; half of all new users signing up are over the age of 25.

counter fit content

occur when an organization plants content that masquerades as original material an actual consumer posted.

advertising options on linkedin

of sponsored content should you need to target your post to a specific audience. include an image or video with every post. create an ad or sponsor content Great for B2B businesses.

research hooks

offer a claim about of content of interest (e.g., 10% of U.S. adults regularly do yoga).

influencers

person or group that has the ability to influence the behavior or opinions of others: They are the individual whose effect on the purchase decision is in some way significant or authoritative.

twitter posting

post content more frequently. Start with 3-5 tweets spaced out throughout the day. Since post volume is larger for, it is a great platform to promote the same piece of content multiple times and recycle evergreen content. Consider slightly altering the message and/or visuals.

twitter likes tab

prominently displayed and accessible from your profile. From here, visitors can see the tweets you've liked, allowing you to use liking strategically. You could build a collection of media articles and positive PR about your brand and products. provides organic, social proof to your business.

giveaway hooks

promise something for free (e.g., save $10 on your next yoga class).

Contrary hooks

refute some accepted belief (e.g., don't worry, these yoga moves won't make you fart).

linkwheel

strategically formed by marketer to increase links back to a site. are built on a hub-and-spoke system where several web properties (i.e., link pages) act as spokes to send one link to the home site (the hub) and another link to the next property.

Social publishing

the production and issuance of content for distribution via social publishing sites. Blogs: Websites that host regularly updated content. When video is present they are vlogs. Blogs are primarily owned media, but most revenue is earned from paid ads. However, some vehicles (e.g., Tumblr) enable a form of blogging that does not fall into the owned media category.

twitter lists

to track what people are saying about your business, industry, and even competitors. help you keep track of relevant information by organizing similar accounts into groups For customer service, you can quickly respond to issues, increase brand exposure, and build brand loyalty.

sales teams (LinkedIn)

use LinkedIn's powerful search capabilities to identify new leads and connect with industry thought leaders. can initiate conversations and engage with potential customers or people in the industry through LinkedIn Groups. Marketing teams can promote new products or services as well as create brand awareness

product pins

will pull the most up-to-date pricing information from your website and will include your business name and logo under the image, giving your brand more visibility in the feed

youtube playlists

work well for grouping together relevant videos and allow viewers to progress naturally from video to video, generating more views through their session

Organic social ads

are shared on a person's activity stream following a brand interaction (such as liking the brand).

earned reach

(the breadth and quality of contact with users) gained when people share positive brand opinions and branded content with others is invaluable because of the influence attributed to the individual, personalized brand endorsements.

Instagram ad options

1.If you have a Facebook business page, you can create and manage Instagram ads through the Facebook advertising platform 2.create ads within the Instagram app,use the promote button 3.

Facebook how are different audiences targeted

1.customer emails or id's 2.visitors to your website 3.users of your ap

continued engagement plan

Check-in periodically. A good strategy is 30, 60, and 90 day check-ins. Monthly or quarterly newsletters. An online forum for advocates to connect with one another and your brand. Free, exclusive perks (e.g., speaking opportunities, recognition, partnerships). Make sure tasks are exciting and engaging for them

creative

Compose new tweets or select previously published tweets. For tweet engagement campaigns, pick your best performing, organic tweets and combine with a mix of fresh tweets. For website clicks and conversions campaigns, you have the option to build new tweets as Twitter cards

Addressing negative sentiment

Constructive feedback, disgruntled/hostile commentary, pressing concerns, or spam. Take the conversation to private messaging if needed, and be timely with your response (42% of SM users expect a response within 60 mins.).

Facebook budgeting strategies

Cost per Click (CPC) Cost per Impression (CPI) Optimized Cost per Impression

brand adovaocates

Customers Employees Fans Influencers

a list of content specific goals and objectives

It is best to set overarching content performance goals, as well as more specific goals for individual pieces of content. Overarching goal: To increase traffic from your blog to your website's landing page by 20% in Q1. Specific content goal: To share 30 blog posts in Q1 that generate 150 clickthroughs to the landing page

what strategies can be used to grow your social community

Offer incentives,Use branded hashtags, Include social buttons,Connecting with the right influencers,Hosting and sponsoring events, Partner with complimentary businesses,

time frame

Option 1: Start immediately, run continuously (until the campaign budget is reached or until you stop the campaign manually). Option 2: Customize start and end dates (good for time-bound campaigns).

LinkedIn demographic

Students and recent graduates

targeting

The audience can be tailored by location, gender, and devices/platforms/carriers. You can further refine by followers, interests, behaviors, etc. Twitter's tailored audiences allow you to include or exclude certain customer segments from your ads.

plans for the distribution of your content

What content will you be sharing on which networks and how often? Take into account your social media audit and content research, as well as what general content trends are occurring. Although content may differ by network, your tone and social persona should be consistent. Create guidelines for the frequency of posts for each network

criteria for selection

Who are you trying to influence? Who does your community and prospective audience trust? (relevance,reach,resonance)

who is the primary demographic on pinterest

Women

budget

You must set your daily budget and your maximum budget.At first, allow Twitter's algorithm to automatically set your bid. Then after testing, use the manual option. Bidding is done on a cost per engagement basis (you only pay when someone takes an action on your tweet). You are charged each time you gain a new follower You pay for views