Chapter 1 Flashcards
What is Social Media?
The online means of communication, conveyance, collaboration and cultivation among interconnected people, communities and organizations
What is Horizontal Communication?
Today information flows ACROSS people, not just from big companies to people – also known as C2B
The Defining Characteristics of Social Media
The Web Is the Platform User Participation, User-Generated Content, and Crowdsourcing User-Defined Content Network Effects Scalability Perpetual Beta Reputation Economy
Synchronous interactions
Interactions that occur in real time. Ie. Texting, FB messaging, etc.
Asynchronous interactions:
Do not require all participants to immediately respond. ie emails, photo sharing, games, etc.
The Four Social Media Zones
What is Marketing?
is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What are the four P’s in Marketing?
Product, Price, Promotion, and Place (distribution).
Define Social media marketing
is the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.
What is the fifth P’ in Marketing?
Participation
The Social Media Policy
an organizational document that explains the rules and procedures for social media activity for the organization and its employees.
What are the three organizational structures in social media?
Centralized, Distributed, and Combination structures.
centralized structure?
the social media department functions at a senior level that reports to the CMO (Chief Marketing Officer) or CEO and is responsible for all the social media activations.
distributed structure?
no one person owns social media. Instead, all employees represent the brand and work social media into their roles.
combination structure
involves both centralized best practices and decentralized execution.
