Chapter 19 Review

What do we mean by social media?

Social media are online media where users submit comments, photos, and videos - often accompanied by a feedback process to identify popular topics. Business firms also refer to social media as "consumer-generated media"

What are some ways brand managers use Facebook to converse with a brand's fans?

A brand manager can create awareness for a product, service, or brand by creating a Facebook Page for it. Done well, this is a magnet for feedback. Facebook allows brand managers to request a range of user data like addresses and phone numbers-with the users' permission (an "opt-in" approach). Brand managers can also use Facebook's "sponsored stories" to buy and republish Facebook messages about their brands. The marketing challenge for a Facebook Page is to post and create the content that will generate the best response. Most ads for a brand on a Facebook site appear on the right-hand side of the page. An advantage of a Facebook ad for a brand is that it can migrate into Facebook conversations among friends-to the delight of advertisers. If a brand manager uses Facebook's News Feed, which appears on every user's home page, it can be used to highlight profile changes, identify upcoming events regarding the brand, and provide links so users can participate in the activity.

How did Nestle's initial overreaction to the Greenpeace campaign heighten its problems?

Greenpeace created its "Killer" campaign against Nestle's Kit Kat candy bar because it used palm oil from palm trees in Indonesia= ones that were not only cut down, but also were home to orangutans. Nestle's response to Greenpeace's campaign unwittingly led to increased online attention and animosity. At Nestle's request, YouTube removed the video that Nestle believed infringed on its Kit Kat brand. The result: Views of the video on other sites like Vimeo skyrocketed into the next 24 hours. Also, Nestle's Kit Kat Facebook users who were violently opposed to its deforestation actions had "brand-jacked" the Nestle Kit-Kat Facebook Page. Within 60 days, Nestle's management took steps to drop palm oil suppliers linked to deforestation. Greenpeace thus effectively orchestrated the crowd power of social media to pressure Nestle into a strategic policy change.

In classifying social media, what do we mean by a) media richness and b) self-disclosure?

Social media can be classified based on two factors a) Media richness involves the degree of acoustic, visual, and personal contact between two communication partners. For example, face-to-face communication is higher in media richness than telephone or email communication. The higher the media richness and quality of presentation, the greater the social influence that these communication partners have on each other's behavior b)Self-disclosure involves the degree to which an individual shares his or her thoughts, feelings, likes, and dislikes when ingaged in a social interaction. Typically, this person wants to make a positive impression to acheive a favorable image with others. The greater the self-disclosure, the greater the likelihood that the person will increase his or her influence on those reached.

What is an example of how the real (physical) and digital (virtual) worlds are converging?

Social media will increasingly migrate into smart system, consisting of interlinked smartphones, tablet devices, sensors, special identification tags, databases, algorithms, apps, and other elements

Stated simply, how can an advertiser on Facebook expect to generate sales?

The brand manager composes title, copy, and images or photos in an ad that would be placed on Facebook through its Facebook Ad Platform. A website address would link the ad to the brand's website or its Facebook Page. To encourage and produce new sales that can be tracked, the brand manager could also link the ad to a coupon code or some other promotional offer

What are the major differences between Facebook and YouTube that are of interest to brand managers?

The demographic profiles of Facebook and Youtube users are somewhat different. Facebook users tend to be female, are more college educated, and are older than YouTube users. So, if a brand manager wants to reach males with an ad for a brand, he/she likely would use Youtube. Both Facebook and Youtube enable a brand manager to promote the brand but in different ways: Facebook has a platform that connects with the firm's brand website. Youtube allows brand managers to create an actual brand channel to host its advertisements, B-role, and other video clips that can explain complex and/or provide product demonstrations that may be of interest to users. It too can link to a brand's website. Both Facebook and Youtube allow users to share their opinions with other users through the "like" and the "comment" features. However, Youtube, because it's a more visual medium, allows a brand manager to entertain as well as inform users about the brand. Youtube traffic goes directly to the video; a hyperlink is needed to get users back to the brand's website. Facebook, on the other and, uses customized tabs and buttons to direct users to the brand's website.

What are apps and why are they important?

They are speeding up the convergence of the real (physical) and digital (virtual) worlds. Many apps are related to social media, such as programs for 1) price comparison searches, 2) loyalty programs, and 3) location-based promotions

Compare traditional media and social media in terms of time to delivery of the communication.

Traditional media can invovlve days or even months of econtinuing effots to deliver the ocmmunicaation, and times lags can be extensice. In contrasts, individuals using social media can post virtually instantaneous content

What is the difference between (and marketing significance of) a "passive receiver" for conventional media and an "active receiver" for social media?

Traditional media like magazine or TV ads generally use one-way communication from sender to receiver, who the marketer hopes will buy the product advertised. A little word-of-mouth chatting may occur among the consumer "passive receivers" but communications generally end with the receiver. Social media deliberately seek to ensure that the message does not end with an individual receiver. Instead, the goal is to reach "active receivers," those who will become "influentials" and be "delighted" with the brand advertised. These will then become "evangelists," who will send messages-user generated content- to their online friends and then back to the advertiser about the joys of using the brand. So success in social media marketing relies heavily on the ability of a marketing program to convert passive "receiver" of the message to active "evangelists" who will spread favorable messages about the brand.

How is "user generated content" presented by someone using Facebook?

UGC refers to the various forms of online media contet that are publicly avaiable and created by end users. Facebook is a website where users create a personal profile, add other users as friends, and exchange comments, photos, videos, and "like" with them. Facebook users today can keep friends and family updated on what a user is thinking, doing, and feeling. Additionally, users may chat with friends and create and join common-interest groups

What is an example of the reach of social media in a) global marketing and b) international affairs?

a) In terms of global marketing, an ad using social media can go "viral," meaning that thousands or millions of people can view, like, and comment on it-if effective, entertaining, or informative. An example is the Czech Republic T-mobile TV ad that caused thousands of people to become fans of T-Mobile on its Facebook Page while millions watched it on Youtube. T-mobile used a multidomestic global marketing strategy that tailored the ad to a local country's consumers. b) In terms of international affairs, social media's reach has affected every day life for people around the world. Global messages on Twitter and Facebook have ranged from organizing emergency help when confronting natural disasters to overthrowing governments to informing people about news events. Some governments are concerned about their citizens' easy access to the Internet and social media. For example, China has consistently blocked Facebook use by its citizens. The U.S. State Department has recently initiated efforts to promote Internet freedom abroad and reduce local censoring.