H1: The Social Media Environment Flashcards
What is a digital native?
People who grew up in an era in which digital technology has always existed
What is social media?
Social media are the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks pf people, communities, and organizations enhanced by technological capabilities and mobility.
What is the network effect?
Each additional user adds value for all users
What is crowdsourcing?
A process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks
What is the Semantic Web?
The web makes it possible for people and machines to collaborate
How can we organize social media?
With the four zones of social media
What are the four zones of social media?
- Social community
- Social publishing
- Social commerce
- Social Entertainment
What is Monetization?
Refers to how a business earns revenue
What is ROI?
Return on investment
What is the interruption-disruption model?
The goal is to create programming that is interesting enough to attract people to watch it or listen to it. Then, when they have your attention, they interrupt the programming to bring you a commercial message.
What is psychic income?
Perceive value that is not expressed in monetary form
What is marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
With what model do we accomplish marketing goals?
Marketing mix
What does the marketing mix include?
Four P’s:
1. Product
2. Price
3. Place
4. promotion
What is the 5th p we add to the (social) media marketing mix?
Participation
What is social media marketing?
the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.
Where does traditional marketing focus on?
Push messaging
What is tradigital marketing?
characterized by improvements in interactivity and measurement, but it retains the primarily vertical flow of power in the channels of communication and distribution.
What are the two objectives relevant to the use of social media marketing as part of a brand’s promotional mix?
- Extend and leverage the brand’s media coverage.
- Influence the consumer throughout the decision-making process.
What types of media are there?
Paid, earned an owned media
What is social listening?
to collect insights for the discovery stage of the creative process or to gather ideas for new product development, social media provide new tools to listen to customers as they discuss their lives, interests, needs, and wants.
