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Social Media Marketing > Exam 2 Review > Flashcards

Exam 2 Review Flashcards

1
Q

What is the practice of retargeting?

A

focus on reaching people who have already interacted with your content or your visited website.

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2
Q

What does retargeting allow the social media professional to do?

A

reach another key audience to engage with their paid media strategy.

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3
Q

What are the types of CTA’s included in most ad copy

A
  1. swipe up stories
  2. click a link to go to a website
  3. go here to a designated microsite
  4. like the post
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4
Q

Which metric is used to evaluate and determine the success of the message to take actions to go to a particular webiste blog or other destination?

A

Click through rate

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5
Q

How does A/B testing work?

A

you test different characterisitcs in ads and copy to determine the most effective one to use in a campaign.

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6
Q

What are the four types of YouTube ads

A
  1. true view ads
  2. in stream ads
  3. pre roll ads
  4. video discovery ads
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7
Q

what are true view ads?

A

ads which advertisers only pay for the nukber of views. The view can be a 12 skippable view or a 15-20 second ad that are not skipable.

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8
Q

What are instream ads?

A

ads that play before a user can watch the video they want to watch. These ads reange from being just a few seconds to 30 seconds long.

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9
Q

What are pre roll ads?

A

ads that can play before during or after a video that are non skippable and can be 15 to 20 seconds long

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10
Q

What are video discovery ads?

A

ads that are presented and shown on the rsults pages, related videos or even the YouTube home page.

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11
Q

What is
community in the six C’s of effective writing for social media

A

a group of indidivuals who come together based on common interest values and characteristics.

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12
Q

What are the 6 c’s for social meida

A
  1. content
  2. community
  3. conversation
  4. culuture
  5. creativity
  6. connection
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13
Q

what is the difference between content creation and content curation?

A
  1. content creation- a mixture of content that was orginally created.
  2. content curation- a mixture of content that was published from a different source.
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14
Q

What is the difference between tone and voice?

A

Tone- the overall voice characteristics you want to interject within the content you are writing.
Brand voice- strategic position for a brand to express specific attributes through written and visual exchanges. Interconnecting the brand culture and community.

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15
Q

What are the ten types of writting styles for social media?

A
  1. professional
  2. snarky and spunky
  3. product and brand focused
  4. audience focused
  5. inspiratonal
  6. conversational
    7 witty
    8 educational
    9 personality focused
    10 authenticity focused
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16
Q

What is the process of audience segmentation?

A

refers to the process of categorizing people into certain groups based on specific criteria. These criteria can be broad in nature (e.g., demographics and population data) or very specific and focused (niche) on certain characteristics (experiential, visually driven, industry and interest specific, etc.)

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17
Q

Why is it important to be effective in your audience segmentation for a social media campaign?

A
  1. being more effective in your paid advertisements on social media
  2. having a clear idea of who you are reaching and what is important to them
  3. discovering what issues interests and passions that will formulate a stronger connection
  4. understanding the range of different touch points of each user
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18
Q

what is the omni channel approach?

A

seamless and effortless integration of content, messages, and experiences for the user is linked to multiple communication channels.

19
Q

What is the difference between demographics and pyschographics?

A

demographics are basic population statistics such as gender, age location, occupation and education. While psychographic are advanced statistics such as attitudes opinions and interest of audience members.

20
Q

What are the five common features audiences expect from each community?

A
  1. exclusivity
  2. tone
  3. value
  4. consistency
  5. sustainability
21
Q

What is exclusivity?

A

information and being in the known is powerful. People want to feel like they are getting something that not everyone else is getting.

22
Q

What is tone?

A

People want ot be part of communtities that are positive and engaging. Some members of communities do not follow rules. So policies must be proactive.

23
Q

What is value?

A

We want to be part of communities that provide value in many respects such as relationships, professional opportunities, knowledge and experience.

24
Q

What is consistency?

A

People do not want to be part of communities that are all over the place. Communities need a centralized mission goal or purpose.

25
Q

What is sustainability?

A

Communities are not formed and immediately abandoned. they are constantly maintained and invested in by the hosts.

26
Q

What is the difference between influencers and micro influencers?

A

micro influencers do not hvve the reach of big celebritiess like steph curry but have a specific focus, community, and purpose that help brand messages resonate with audiences. These specific types of influencers have a particular focus, niche, or interest they promote specifically on their social media sites.

27
Q

what is content marketing according to the content marketing insitute?

A

a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience—and, ultimately, to drive profitable customer action.

28
Q

What are the specfic types of content that you could create for achieving thought leadership?

A
  1. webinars
  2. courses
  3. tutorials
  4. how to guides, resources and lists
  5. Q&A’s
  6. Research
  7. Blog Posts
  8. white papers
  9. presentations
    10 video tutorials/ vlogs
  10. videos from team members and branding
29
Q

What is the benefit of a content calendar?

A

For social media professionals, the benefits of using a content calendar are that it keeps everything organized in one single document and helps you visualize when, where, and at what time each piece of content will be distributed across the social media spaces

30
Q

What is the purpose of a content calendar?

A

A content calendar is an important template for keeping the content you share online organized and consistent. This shareable resource is used by social media teams to plan, organize, and coordinate all of the content going out for a brand, organization, or individual on social media.

31
Q

What are examples of earned media?

A

-Media Relations
-Influencer relations
-Ambassador endorsements
-Creator relations
-User-generated content (e.g., loyal fans, advocates, etc.)”

32
Q

What is content curation?

A

the process . . . of sorting through large amounts of content on the web and presenting the best posts in a meaningful and organized way. The process can include sifting, sorting, arranging, and placing found content into specific themes and then publishing that information

33
Q

What is the outputs component of the AMEC framework?

A

These are the specific metrics collected from likes, comments, reach, impressions, and engagement. How did people respond to the content you shared across all social media platforms and channels? Its focus is measuring the impact of social media content.

34
Q

What does an effective measurement strategy allow social media professionals to do?

A
  1. be better informed about their key audiences throughout the social media program
  2. be able to execute and create effective content
  3. align content, stories, and other social media updates to be executed ad the right time place and platform
  4. make each post count and be more effective in coordinating a team effort for social media
  5. identify more effectively with key audiences and influencers. discover new auidneces to create relationships with
    6 note what tools work in collecting data and providing insight
    7.be able to identify both opportunities and warning signs for client and campaign initiatives
  6. determine the health and well-being of community members and the dynamics of the relationship they have with a brand.
35
Q

what is congitive outcomes?

A

Whether or not people were able to comprehend what you were trying to say in your messages (informational, etc.) is referred to as the cognitive outcome

36
Q

What are attitudinal outcomes?

A

Attitudinal outcomes focus on measuring the response to the content and audiences’ feelings, perceptions, and attitudes about the content in question

37
Q

What are conative outcomes?

A

Conative outcomes focus on behaviors exhibited by audience members after seeing a post on social media. As mentioned earlier, including a strong call-to-action statement in your post will allow the members of your audience to understand and know what they need to do

38
Q

What are the five paid metrics?

A
  1. cost per click
  2. cost per impression
  3. cost per action
  4. cost per conversion
  5. cost per engagement
39
Q

What is cost per click and what outcome is associated with it?

A

you pay the cost per click from the ad specifically. Cognitive outcome

40
Q

What is cost per impression and what outcome is associated with it?

A

you pay everytime your ad is viewed. Cognitive outcome

41
Q

What is cost per action and what outcome is associated with it?

A

you pay only for the selected items for audience member to do. Conative outcome.

42
Q

What is cost per conversion and what outcome is associated with it?

A

You pay only for the number of people you have converted into customers. Conative outcome

43
Q

What is cost per engagement and what outcome is associated with it?

A

You calculate the cost per engagement for your campaign. Attitudinal/ conative outcome.

Social Media Marketing (5 decks)

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