Chapter 9 Social Media

Question 1

What is social media marketing?

Answer 1

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

Question 2

What do studies by Coca-Cola and McKinsey & Co say is the impact of positive and negative social media?

Answer 2

Positive social media has no effect on sales, but negative social media can cause a drop in sales.

Question 3

Compared to Twitter, why is Facebook more effective for advertising?

Answer 3

Facebook generates 10 times more shares, 20 times more site traffic and 20 times more new customers. Primarily because Facebook focusses more on 2-way communication.

Question 4

What should social media marketing not have as its primary objectives?

Answer 4

Should not primarily be increasing sales!

Question 5

What are two frequently reported reasons for brands to develop social media marketing campaigns?

Answer 5

To stay engaged with customers and increase brand exposure to potential customers.

Question 6

Why is social listening is important for brands?

Answer 6

Listening to social chatter - It often provides enlightening information to marketing professionals.

Question 7

What are the functions of social listening?

Answer 7

React to negative feedback
Detect problems
Gather topics from branded content
Predict trends
Detect patterns or shifts in views
Identify brand advocates

Question 8

What percent of a brand’s fans generate nearly the entire social buzz about the brand?

Answer 8

Almost all of the buzz is generated by 4.7% of a brand’s fans.

Question 9

What characteristics do brand advocates exhibit?

Answer 9

Behavioral Commitment
Emotional Connection
Quality Communication Skills