Chapter 5 Flashcards
Strategic social media marketing should not be intended to completely replace
Company to Consumers information flows with Consumers to Company and Consumers to Consumers.
While most CTAs in the past were designed to enhance Consumers to Company flow (e.g., an ad may contain a phone number or website URL), many firms nowadays ask
consumers to post reactions to their TV ad on social media using a specific hashtag.
What is a value-driving perspective?
Quite simply, it involves asking yourself, for any given objective, whether, if achieved, it would contribute something positive and valuable to the brand.
Companies may (and often do) put social media efforts into decreasing the costs of
serving customers.
each strategic objective must be:
Significant
Measurable
Actionable
Realistic
Time-based
doing social media marketing is pointless unless it generates some
value for the company and customers.
Doing something to benefit customers only and that might actually cost the company is
not worthwhile.
doing something that generates some value for the company but customers find to be useless, uninteresting, or even costly to them without receiving an appropriate benefit or payoff is pointless. The reason for this is that
customers will understand the lack of value of such social media marketing activities for them - perhaps not immediately, but eventually. Such realization may lead customers to decrease (or stop) their involvement and transactions with the firm, causing a negative effect on value for the company.
marketers should consider another type of cost, and it is related to
risk.
Marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas:
Risk that nothing happens and/or no one pays attention.
Risk of adverse, negative consequences
