Chapter 1

Question 1

four defining characteristics set social media apart from non-social digital media:

Answer 1

• Social interactivity
• Openness and flexibility
• Fast-paced flows of information
• Constant innovation and evolution

Question 2

Social interactivity

Answer 2

on social media, people are able to communicate or interact with others

Question 3

Not only does openness mean individuals can initiate social interactions with other individuals and organizations on social media channels with minimum effort; it also means…

Answer 3

…people can make themselves open to social interactions that other individuals and organizations initiate.

Question 4

Flexibility refers to

Answer 4

social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats, including sharing a photo, posting a video, sharing a current location, broadcasting an opinion in a blog, or even writing a product review.

Question 5

Information flows on social media can take one of two general forms:

Answer 5

one-to-one and one-to-many

Question 6

one-to-one and one-to-many flows are sometimes referred to as, respectively…

Answer 6

narrowcasting and broadcasting

Question 7

define social media marketing as a way of thinking about marketing that involves

Answer 7

interactivity, openness and flexibility, and fast-paced flows of information.

Question 8

a social media marketing perspective involves considering three types of flows of information in a marketing setting

Answer 8

Company to Consumer
Consumer to Company
Consumer to Consumer

Question 9

consumers-to-company information flow

Answer 9

leads to the nature of interactions between companies and consumers being more of a “two-way street” than it is traditionally

Question 10

social media monitoring

Answer 10

“listen” to what customers are saying about them on social media channels, and use that information to respond directly to customers’ concerns (e.g., in a customer-service setting) or as another source of consumer intelligence (e.g., market research tool).

Question 11

Consumer to Consumer

Answer 11

these interactions can be word of mouth (people discussing brands or products with their friends), “consumer-generated content” in the form of online reviews (e.g., product reviews on Amazon are a type of social media consumer-to-consumer interaction), or user-generated videos on YouTube involving brands.

Question 12

IFCS

Answer 12

interactions first, channels second

Question 13

one of the most important principles of successful social media marketing strategizing and implementation is to…

Answer 13

focus first on what interactions should be taking place.

Which entities (customers, companies, or both) are involved in these interactions?

What is the preferred format and content of these interactions, and in which direction(s) should information be flowing?

Importantly, how do we trigger our preferred social interactions?

Only once these questions have been worked out should the actual social media channels (Facebook, Twitter, Pinterest, Instagram, Snapchat etc.) be considered.

Question 14

Once objectives have been set and social interactions that match those objectives considered…

Answer 14

…marketers should find channels that suit those interactions—or figure out how to use channels already deployed in a manner that fits with their objectives.

Question 15

if you don’t think first about customers—and how they want to interact with your products and services, as well as each other—then…

Answer 15

…your “solution”—what you put out into the marketplace—will not be well-positioned to be as successful as it possibly could be. Think first about people, then figure out the technology. Doing it the other way around sets you up for suboptimal performance, maybe even failure.