H1: The Social Media Environment

Question 1

What is a digital native?

Answer 1

People who grew up in an era in which digital technology has always existed

Question 2

What is social media?

Answer 2

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.

Question 3

What is the network effect?

Answer 3

Each additional user adds value for all users

Question 4

What is crowdsourcing?

Answer 4

A process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks

Question 5

What is the Semantic Web?

Answer 5

The web makes it possible for people and machines to collaborate

Question 6

How can we organize social media?

Answer 6

With the four zones of social media

Question 7

What are the four zones of social media?

Answer 7

• Social community
• Social publishing
• Social commerce
• Social Entertainment

Question 8

What is Monetization?

Answer 8

Refers to how a business earns revenue

Question 9

What is ROI?

Answer 9

Return on investment

Question 10

What is the interruption-disruption model?

Answer 10

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.

Question 11

What is psychic income?

Answer 11

Perceive value that is not expressed in monetary form

Question 12

What is marketing?

Answer 12

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.

Question 13

With what model do we accomplish marketing goals?

Answer 13

Marketing mix

Question 14

What does the marketing mix include?

Answer 14

Four P’s:
1. Product
2. Price
3. Place
4. promotion

Question 15

What is the 5th p we add to the (social) media marketing mix?

Answer 15

Participation

Question 16

What is social media marketing?

Answer 16

the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders.

Question 17

Where does traditional marketing focus on?

Answer 17

Push messaging

Question 18

What is tradigital marketing?

Answer 18

characterized by improvements in interactivity and measurement, but it retains the primarily vertical flow of power in the channels of communication and distribution.

Question 19

What are the two objectives relevant to the use of social media marketing as part of a brand’s promotional mix?

Answer 19

1. Extend and leverage the brand’s media coverage.
2. Influence the consumer throughout the decision-making process.

Question 20

What types of media are there?

Answer 20

Paid, earned an owned media

Question 21

What is social listening?

Answer 21

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.