ch.17 Flashcards
strategic use of social media
1- advertising and awareness
2- communication and out reach
3- SEO
4- community management
5- reputation management
6- insights and researchs
7- sales and lead generation
8- support and customer service
1- advertising and awarness?
social media channels provides rich demographics and psychographics targeting opportunities such as: data provided from profiles, consistency
2- communication and out reach?
social media allows two way conversations
public communication tool
broad cast timely messages
reach out to public
3- community management?
social media represents real world networks as it helps:
maintain the community around the org.
role of community manager
actively lead conversation
serves as touch points
4- reputation management?
1-knowing everything said about your brand online
2- monitor social channels
3- responds to potential negative comment
4- use social media to tell the brand’s story
5- insights and research?
social media can be a powerful insight and research asset
1-use social media ad planners to understand the market’s demographics
2-use ORM tools
3- analytics tools can track your
community before/after campaigns
6- SEO?
1-Provide links, likes
2-Tie back to reputation management for
own brand name
7- sales and lead generation?
integrated in various sales options available online,
endorsing products through your contacts
1-Collaborative filtering
2-Social communities are lead generation
assets
3-Social layer on online shopping
experience
8- support and customer service?
Customers are increasingly comfortable transacting online, and expect
organisations to answer their queries online
- Public
- Quick response
- Swift resolution
- Collaboration from other customers can
reduce organizational effort
Creating a Social Media Strategy
1- get buy in
2- Listen and understand the landscape
3- analyze
4- set objectives
5-Create an action plan
6- Implement
7-Track, analyze, optimize
1- get buy in?
May seem like a free resource, but plan
time to be invested
* Inform all stakeholders concerned of your
social media plan
* Budget for additional resources
2- Listen and understand the landscape?
What conversations are already taking
place?
* Do they have the facts?
* Where does it take place?
3- analyze?
A list of the social channels and platforms
your brand should be in, based on where
your customers already are, and where
they expect to interact with you.?
* Non-official communities created by fans?
* Existing conversation? Themes?
* Competitors?
* Potential brand evangelists?
4- set objectives
Objectives must be SMART
S – Specific
M – Measurable
A – Attainable
R – Realistic
T – Time-bound
5- Create an action plan
Roles and responsibilities of project
leaders, other stakeholders?
* What social media tools to use?
- Frequency, volume of activity, response-
turnaround-time? - Conversation plan?
- Tone, FQA, Community Guidelines?
