Chapter 3 Flashcards
4E framework for social media: Excitement
offer must be targeted to the customer to be relevant, relevancy can be achieved by providing personalized
4E framework for social media: Education
golden opportunity- product’s value proposition once offered benefits
4E framework for social media: Experience
information about a firm’s goods/services, simulating real experiences
4E framework for social media: Engagement
action, loyalty, and commitment, positively engaged customers lead to more profit, engagement can also backfire
Social network
an excellent way to create excitement
ex: facebook, linkedin
Media-sharing
highlights how customers can be experience
ex: youtube, instagram
Thought-sharing
consists of blogs
ex: corporate, professional, microblogs
Types of blogs:
corporate, professional, personal, and micro
Wheel of social media engagement: information
relevant info is spread by firms or other individuals to other members of its social network
Wheel of social media engagement: connected
an outcome of social media that satisfies humans innate
Wheel of social media engagement: network
the outcome of social media engagement in which every time a firm or person posts omfo (reposts, shares)
Wheel of social media engagement: dynamic
back-and-forth communications in an active and effective manner from business to consumer
Wheel of social media engagement: timeliness
being able to engage w/ the customer at the right place and time (24/7 from any location)
Reasons to use an app:
mobile phone usage is growing, convenient
Listen…
to what customers have to say
