Chapter 19: Social Media Strategies

Question 1

Social media

Answer 1

Collection of online communication tools that facilitate conversations online; when used by marketers, social media tools encourage consumer empowerment.

Question 2

Crowdsourcing

Answer 2

The use of consumers to develop and market products.

Question 3

Social commerce

Answer 3

A subset of e-commerce that involves the interaction and user contribution aspects of social media to assist in the online buying and selling of products and services, like Pinterest or Etsy.

Question 4

Blogs

Answer 4

Publicly accessible Web pages that function as interactive journals, whereby readers can post comments on the authors’ entries.

Question 5

Corporate or professional blogs

Answer 5

Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company’s employees.

Question 6

Noncorporate blogs

Answer 6

Independent blogs that are not associated with the marketing efforts of any particular company or brand.

Question 7

Microblogs

Answer 7

Blogs with strict post length limits, like Twitter.

Question 8

Social networking sites

Answer 8

Websites that allow individuals to connect - or network - with friends, peers, and business associates, like Facebook or LinkedIn.

Question 9

Media-sharing sites

Answer 9

Websites that allow users to upload and distribute multimedia content, such as videos or photos, like YouTube or Instagram or Facebook.

Question 10

Social news sites

Answer 10

Websites that allow users to decide which content is promoted on a given website by voting that content up or down, like Reddit.

Question 11

Location-based social networking sites

Answer 11

Websites that combine the fun of social networking with the utility of location-based GPS technology.

Question 12

Review sites

Answer 12

Websites that allow consumers to post, read, create, and comment on opinions regarding all kinds of products and services, like Yelp.

Question 13

Apps

Answer 13

Short for applications; free or purchase software programs that are downloaded to run on smartphones, tablet computers, and other mobile devices.

Question 14

Categories of media types

Answer 14

Inbound - created and controlled by the organization, like social media pages and websites. Earned - free media, like mainstream media coverage or comments on social media pages or retweets. Paid - content paid for like paid search words and display advertising on apps or websites.

Question 15

Social media strategies

Answer 15

1) Listen, learn, respond - repeat 2) Build relationships and trust 3) Promote products and services 4) Manage reputation 5) Improve customer service 6) Champion those who champion you

Question 16

Stages in creating an effective social media plan

Answer 16

1) Set social media objectives 2) Listen 3) Identify the target audience 4) Define strategies and set out to support objectives 5) Select the tools and programs 6) Implement and monitor the strategy.