Chapter 9: Social Media

Question 1

Differentiate between social media and a social network

Answer 1

Social media: digital tool or venue that allows for social interaction

Social network: social structure of individuals or organizations

Question 2

Define social media marketing

Answer 2

The use of social media or social networks to market a product, company or brand.

> types of social networking sites

• general social networking sites
• niche social networking sites (business, family, dating, shopping)
• social bookmarking sites

Question 3

Reasons for social media marketing

Answer 3

• engage fans
• increase brand exposure and enhance brand image
• avenue for customer interaction
• increased traffic and generate leads
• improve search rankings: helps boost organic search ranks with search engines
• gather customer intelligence: through social listening
• build brand loyalty

Question 4

What are the functions of social listening

Answer 4

• react to negative feedback
• detect problems
• gather topics for branded content
• predict trends
• detect patterns or shifts in views
• identify brand advocates (exhibit three characteristics; behavioral commitment, emotional connection, and quality communication skills)

Question 5

What are the different social media strategies

Answer 5

• content seeding: involves offering consumers incentives to share content about a brand (financial or value added incentives)
• behavioral targeting: involves identifying a person’s browsing history
• real-time marketing: creation and execution of an instantaneous marketing message in response to and in conjunction with an occurrence during a live event
• video marketing:
• influencer marketing: involves an individual endorsing a brand on social media sites (number of followers is not always key and authenticity is important)
• interactive blogs: permits visitors to send comments or post, two-way communication (brand blog, individuals sponsored by a brand, individual speaking about a brand)
• consumer generated reviews:
• viral marketing: a marketing message to be passed from one consumer to another through digital means

Question 6

Tips for using Twitter

Answer 6

• develop a strategy
• maintain consistent brand voice
• engage followers
• focus on relationships
• respond to customer comments
• avoid total automation

Question 7

What are the keys to successful viral marketing

Answer 7

• focus on the product or business
• determine why individuals would want to share the message
• offer an incentive
• make it personal
• track the results and analyze the data

Question 8

Why do consumers follow brands

Answer 8

• keep up with activities
• learn about products or services (find promotions)
• provide feedback
• join community of fans
• make purchases and complain

Question 9

What video tactics are used

Answer 9

• advertising on videos
• posting of television ads
• informational videos
• product reviews

Question 10

What are the steps to building a social media presence

Answer 10

1) determine social media goals

2) determine online personality

3) decide on social media platforms

4) develop social media strategies

5) develop an analytical feedback loop

Question 11

How can you measure the success of social media marketing

Answer 11

• brand buzz (total mentions)
• reach (number of fans)
• Facebook likes
• Twitter tweets and retweets
• traffic from social media
• click through rate to website

Question 12

How can one measure Facebook ROI

Answer 12

• growth (number of likes over time)
• engagement (number of likes, comments, shares)
• total reach (number of people who viewed a content)
• popular posts (post with highest engagement)
• budget spent
• leads (number generated)
• sales (sales closed, number and amount of sale)