social media marketing exam 1

By early 2015, about how many active users did facebook have

1.44 Billion

how many senior marketers have been able to quantitatively demonstrate the impact of social media on business outcomes

15%

Company likely to have low barrier of activation

Apple

Four stages of consumer decision making that must be activated before any purchase can happen

Awareness, engagement, positive attitudes, and advocacy

True or false: a marketer with a social media perspective should consider these 3 types of information flows: company to consumers, consumers to company, and company to company

False

once objectives have been set and social interactions that match those objectives have been considered, marketers should

Find channels that suit those interactions

brands like dr. pepper are utiliizng call to actions in their tv ads by utilizing what internet phenomenon

Hashtags

you just launched a new shoe brand. You send samples to youtube stars , this is an example of

Hub-seeding

Define absolute sentiment

Increasing the share of overall positive brand mentions (relative to neatural and negative mentions)

what does ifcs stand for

Interactions first, Channels second

3 key characteristics of social media defined in chapter 1

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

what do nodes represent in social networks

People

a social media pump is reffered to as

People who are highly socially active

3 key properties of social networking

People, Relationships, and different types of relationships between people

Example of a strong impact

Personally recomending something to a family member

With social media marketing you have to be:

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

What is flexibility

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

Example of social media monitoring

Taking care of a customers' concerns by responding directly to him or her on twitter

How socially active the transmitter is seems to affect the retransmission likelihood

True

T or F writing a review on a public website for a movie is considered a social interaction

True

True or false social media interactivity has few barriers to participation

True

t or f conducing a social meda audit is crucial to planning objectives for the campaign

True

how often is it receommend that you perform a social media audit

at least once a quarter

when a brand creates their own content and then pays a small fee to promote this content on FB is an example of what

combination of paid and owned media

an ego network represents a social media networks entire network of users and friendships

false

t or f social media marketing is pointless unless it creates value for non-consumers

false

when looking over SM metrics, it would be wise to consider everything

false

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

increased

example of an indirect value driving mechanism

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

why do social media strategies fail on implementation

lack of clarity with respect to who does what

what is one level of evaluating the progress of the social media strategy

measuring performance against strategic objectives on a regular basis

what metric had the biggest percentage change increase in popularity from 2010 to 2014

numbers of followers or friends

what is 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 POEM stand for

paid, owned, earned media

key thing to make socia media marketing a success

planning

what do ties represent in a social network

relationships between pairs of people

major risk of SM marketing

risk that no one pays attention

SMART stands for

significant , measurable, actionable, realistic, and timebased

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

the theme

major difference between social media calenders and traditional media calenders

time-frequency

whats 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

Purpose of doing a social media audit

to provide managers with a comprehensive, birds eye view of what their brand is currently doing across all social media channels

T or F social media platforms automatically measure certain metrics for free

true

as a marketer you should measure what is relevant

true

it is important to give your brand a grade for each audit

true

t or f implementation plan should involve all those involved with strategy as well as those in implementation

true

t or f it is important to understand if a SM channel provides direct or indirect measureable benefits to the brand during an audit

true

true or false: and increase in product reviews is a good example of consumer engagement

true

NYPD social media marketing plan was an example of

unstrategic social media marketing

when producing content on social media, a company should consider who gets the value and

when the value is generated

define implemenation plan

where the strategic plan gets converted into specific action items

example of a value driving objective

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

best question to ask during a social media audit for each active social media channel in your company

who is the current audience on this channel

Example of narrowcasting information flow

you invite your friend to lunch via a text message