flashcards
What are some common goals organizations might have for using social media?
Increase brand awareness, Improve conversion rates, Drive website traffic, Increase user engagement
What are some examples of success metrics that organizations can use to track their social media performance?
Total Twitter followers, Audience growth rate, Brand mentions in SM, Click rate on SM content, Visitor frequency rate, Referral traffic from SM
What are vanity metrics?
Metrics that might look impressive but don’t provide meaningful insights for decision-making. Example: Total number of Twitter accounts created vs Monthly active users
Why is it important to identify your target audience when developing a social media strategy?
Different platforms attract different demographics. Knowing your target audience helps choose the right platforms and tailor content to their interests. Example: Pinterest users are 71% female
What are some key considerations for defining the value you will offer your target audience on social media?
Consider their needs and interests, the kind of content they value, how you can solve their problems, and what social capital they’re willing to spend.
Why are personal connections important on social media?
People engage more with authentic, human content. Building relationships with users leads to greater brand loyalty and advocacy.
What are some best practices for deploying a successful Enterprise Social Network (ESN)?
Align with the organization’s goals, get executive buy-in, provide support and training, and measure the platform’s impact.
What are some important principles for managing the risk of employee communication on social media?
Develop a social media policy, provide social media awareness training to educate employees on risks and best practices.
What are Intel’s three Rules of Engagement for social media use?
- Disclose: Be transparent about your employer relationship. 2. Protect: Safeguard confidential information. 3. Use common sense: Communicate professionally.
What are some potential risks of inappropriate user-generated content (UGC) on a company’s social media channels?
Junk contributions, inappropriate content, unfavorable reviews, and mutinous movements aimed at damaging the brand.
What are three possible responses to problematic UGC?
- Leave it: Acknowledge reasonable criticism. 2. Respond to it: Address concerns constructively. 3. Delete it: Remove harmful content.
How can the internal use of social media pose risks to an organization?
Information security risks, organizational liability risks, and employee productivity risks.
