Chapter 18: What are Social Media?

Question 1

What is the definition of social media?

Answer 1

Social media refers to any tool or service that uses the internet to facilitate conversations

Question 2

How has social media revolutionized marketing?

Answer 2

It has dramatically changed the way marketers communicate messages about their brand, especially through two-way communication

Question 3

What is important for marketers to remember when using social media?

Answer 3

Social media is primarily a social experience for users, not a marketing experience

Question 4

What are the key takeaways for marketers regarding social media?

Answer 4

1. Marketers don’t control social media content
2. Word of mouth is amplified
3. They can listen more effectively
4. Social media offers better tools for measuring interactions

Question 5

How does social media enhance conversations with customers?

Answer 5

It enables much more direct and meaningful conversations between marketers and customers

Question 6

How might social media contribute to marketing’s ‘5th P’?

Answer 6

The culture of participation fostered by social media could become the 5ht P in marketing

Question 7

What do customers seek in social media?

Answer 7

1. Exchange information
2. Collaborate
3. Have conversations

Question 8

What is social commerce?

Answer 8

Social commerce is a subset of e-commerca that uses user interaction and contributions in online media to assist with buying and selling products/services

Question 9

Name some type of social media platforms involved in social commerce

Answer 9

1. Peer-to-peer sales (eBay, Etsy)
2. Social networking driven by sales (Pinterest)
3. Group buying platforms (Groupon)
4. Review sites (Yelp)

Question 10

What is crowdsourcing in social media?

Answer 10

Crowdsourcing involves using consumer input to develop and market products, leveraging the input of many people instead of a select few

Question 11

What are the 3 types of media that marketers can use in social media campaign?

Answer 11

1. Owned media (content marketing)
2. Earned media (viral content)
3. Paid media (advertising)

Question 12

What is the listening system in social media marketing?

Answer 12

It’s a system that helps marketers understand and engage with their online audience by listening to what’s being said and acting on it

Question 13

What are some common social media objectives?

Answer 13

1. Listening for insights
2. Building relationships
3. Promoting product
4. Improving reputation
5. Enhancing customer service

Question 14

What are the 5 steps to measure social media effectiveness?

Answer 14

1. Identify KPI’s
2. Align goals with business objectives
3. Set up analytics
4. Assign values to KPIs
5. Benchmark against competitors

Question 15

How have social media transformed advertising?

Answer 15

Advertising has shifted from mass-media models to relationship and conversation-based marketing

Question 16

What is a microblog?

Answer 16

A blog with strict post length limits, like Twitter, which is the most popular microblogging platform

Question 17

What are social networking sites?

Answer 17

Websites that allow individuals to connect with friends, peers, and business assosciates, such as Facebook and LinkedIn

Question 18

What are social news sites?

Answer 18

Websites where users decide which content is promoted by voting it up or down, like Reddit

Question 19

What are media sharing sites?

Answer 19

Websites where users can upload and distribute multimedia content like videos and photos, e.g. YouTube and Instagram

Question 20

What are location-based social networking sites?

Answer 20

Sites that combine social networking with GPS technology, such as Foursquare

Question 21

What are review sites?

Answer 21

Websites where consumers can post and read reviews of products/services, important for influencing early purchasing decisions

Question 22

How do online gaming and virtual worlds provide marketing opportunities?

Answer 22

Through multiplayer online games and social gaming, marketers can engage with consumers in new ways

Question 23

Why is mobile marketing popular?

Answer 23

It has a low barrier to entry, real-time promotion capability, and high response rates

Question 24

What are some common mobile marketing tools

Answer 24

1. SMS
2. MMS
3. Mobile ads
4. Mobile websites
5. Bluetooth marketing
6. Smartphone apps

Question 25

What is the role of apps and widgets in marketing?

Answer 25

1. Creating buzz
2. Engaging customers
3. Extending a company’s reach by offering branded content or services

Question 26

What are the 6 stages of creating a social media plan?

Answer 26

1. Listen to customers
2. Set objectives
3. Define strategies
4. Identify target audience
5. Select tools/platforms
6. Monitor the strategy

Question 27

Why is continual research important for social media plan?

Answer 27

The social media landscape changes rapidly, so updating the plan to meet new trends and customer needs is key to success

Question 28

What is one of the key changes in social media trends?

Answer 28

The rise of intentionally misleading content, or ‘fake news’

Question 29

How has virtual reality and augmented reality affected content creation?

Answer 29

They provide new mediums for creating and sharing content

Question 30

What is the impact of mobile payment technologies on marketing?

Answer 30

Platforms like Apple Pay, Google Wallet, and Bitcoin are replacing traditional credit cards with digital payment options