Chapter 20

Question 1

Understanding Social Media

Answer 1

Social Media:
- Social Network
- Conversation
How Social Media Came About:
- Web 3.0- Personalization
-Blog
- Wiki- Shows a single entry
-User Generated Content (UGC)

Question 2

Social Media:

Answer 2

consist of online media where users submit comments, photos, and videos often accompanied by a feedback process to identify “popular” topics

Question 3

Blog

Answer 3

A blog, which is a contraction of ‘web log’, is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization

Question 4

User Generated Content (UGC)

Answer 4

User generated content (UGC) consists of the various forms of online media content that are publicly available and created by end users

Question 5

Classifying Social Media:

Answer 5

1. Media Richness
   - Acoustic, Visual, Personal Contact
2. Self- Disclosure
   - Achieve Favorable Image, Greater Self-Disclosure Likely to Increase Influence

Question 6

Differences of Social Media vs Traditional Media

Answer 6

• Ability to Reach both Large and Niche Audiences
• Expense and Access
  -Training and Number of People involved
• Time to Delivery
• Permanence
• Credibility and Social Authority

Question 7

Social Media Networks:

Answer 7

1. Facebook
2. Twitter
3. Linkedin
4. Youtube

Question 8

Linkedin in a Brand Manager’s Strategy:

Answer 8

• Building B2B Image
• Networking with Industry-Related Groups and Professionals
  -Identifying Sales Leads and Locating Vendors
• Direct Advertising at Specific Companies and People