social media test 1

Seven Myths of Social Media Marketing

Just a Fad Just for the Young No Return in Social Media Marketing Isn't Right for This Business Social Media Marketing is New Too Time-Consuming Is Free

Credible

demonstrating thought leadership; by showcasing original thoughts and ideas related to the product or the industry in general.

According to the text, social media is only being adopted by younger populations

false

Only large corporations have been successful in measuring the return from their social media marketing efforts

false

Authentic

is more than telling the truth; it also implies conversing without forced attitudes or a false demeanor.

Interruption marketing

- traditional marketing method where companies purchase the right to interrupt people and demand their attention (i.e. TV, magazine, radio, billboards, and pop-up ads).

Persona Development Cycle has three elements.

-Identify persona roles (including buyer persona) -Identify the needs and situational triggers for each persona -Develop messaging objectives

Rules of Engagement

1. USE SOCIAL MEDIA CHANNELS AS INTENDED - Use all social media channels and their different communication methods as intended.

Rules of Engagement

2. DON'T BE A DIRTY SPAMMER - Don't send people in a network unwanted messages without their permission. Give the audience the chance to opt out and don't mass-message people without their permission.

Rules of Engagement

3. ASSUME PEOPLE DON'T CARE ABOUT THE PRODUCT - Assume that most people on social media sites do not care at all about the product being marketed. Be cautious of directly marketing to people, especially when it might not be expected or invited.

Rules of Engagement

4. HAVE A PERSONALITY - Sharing some personality helps build common ground and trust. Building a feeling of trust and common interest makes it more likely that people will find the social media campaign to be engaging and worth participating in.

Rules of Engagement

5. PROVIDE CONTEXT WHEN SEEKING CONNECTIONS - Having a tactful way to add new connections that may rarely or never be seen in person is extremely important. When sending a request to connect with someone it is helpful to provide context for the connection.

Rules of Engagement

6. BE TRANSPARENT - Businesses have to be more transparent in their interactions. Keeping secrets from customers is no longer a viable business strategy.

Rules of Engagement

7. TALK ABOUT THE TOPIC - It is a good idea for a company to join the discussion on topics related to their business, but it needs to make sure to focus on what the conversation is about, not just do self-promotion.

Rules of Engagement

8. SOCIAL MEDIA PROFILES ARE NOT BILLBOARDS - Don't use other people's social media profiles or websites as a way to promote a message. It is best to engage in discussions without doing overt marketing unless it is directly on-topic.

Rules of Engagement

9. BE NICE - Politeness costs nothing, but it can make a huge difference in the responses that a social media marketing campaign receives.

true

According to the text, Facebook is a substantial source for word-of-mouth marketing,

Technical Skills

Basic computer skills Proficiency with search engines Proficiency with navigating the web Knowledge of coding or graphic design helpful

Traditional Approach

Controls content seen by audience One-way communication Domineering approach Exclusivity agreements

Privacy

Do not collect or distribute personal information without consent. Violations of user privacy can quickly destroy a site's reputation and severely damage a company.

Social Media Approach

Emphasizes audience contribution Two-way communication Discussion approach Trust building

a big ego

In order to be a successful social media marketer, you need a number of technical and personal skills. Which of the following is NOT considered vital?

true

Marketing investment in social media is forecast to increase.

Personal Attributes

Personable Good listening skills Diverse vocabulary Strong reading and comprehension skills Creativity and passion Professionalism in response to negative comments

word of mouth

Social media marketing is a form of what type of marketing?

Honesty

Social media messages are exposed to public view, so expect a high degree of scrutiny: facts will be checked, and promises will be expected to be kept.

What is a target audience?

Those consumers, or group of consumer, that a company or brand has decided to try to reach with its marketing strategies. It can include both those most likely to purchase, as well as those who exhibit interest in similar values and ideas.

search

What is the #1 resource used when researching a product online?

companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues

What is the primary lesson behind the United Breaks Guitars case study?

Responsibility

When a customer has a valid complaint, a technical problem arises, or some other crisis looms, acknowledge the situation, apologize, and act on an intended solution.

USENET

Which of the following is considered the earliest ancestor of social media?

Respect

While online interactions can be highly impersonal, there is always another person somewhere in front of a screen.

they do not begin with a plan but instead start of in a random direction or try many different approaches with any strategy behind the actions

Why do marketers often have difficulty with social media marketing?

, the end goal of social media marketing is

a "conversion," such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action

Permission marketing

a form of marketing where consumers consent to being marketed such as opting into an email newsletter, following an account on Twitter, or signing up for text message alerts.

Participatory

brands that interact with the community, answer questions, and thank those who respond.

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?

collectors

Why is the Social Technographics Ladder useful?

it provides a set of persona profiles for a company to reference

What is KPI?

key performance indicator

Power-users

people who already have influence in the world of social media.

Resourceful

providing the audience with helpful information.

Which rung on the Social Technographics Ladder represents the largest segment?

spectators

Why is it considered important to focus on the buyer persona?a.They spend the most time on social

they are the ones who make the purchasing decisions

Targeting a wider section of a target audience means a company can reach more people, with the marketing campaign being more efficient the more different types of people recieve the same targeting and messaging.

true

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.

true

Social media marketing (SMM)

uses social media portals to positively influence consumers toward a website, company, brand, product, service, or a person.