Lecture 1 Flashcards
What is social media
Online platforms where users chat, share videos and photos, companies make their fan pages and many more
What is social media marketing
Activity, set of institutions, and process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large via social media channels
What is owned social media
What your brand says and what people say about you [on your branded pages]
What is paid social media
What brands pay for people to see [off your branded pages]
What is earned social media
What people say about you [off your branded pages]
What is brand engagement
Process of forming an emotional or rational attachment between a consumer and a brand
Impacts brand attachment and positively influence on customer purchase intentions
4 areas of brand engagement framework
Resonance
Brand response [judgements / feelings]
Brand meaning [performance / imagery]
Brand identity
What is social media engagement
The principle of brand engagement within the social media environment
Social media engagement framework
Consumption —> contribution —> creation
What does consumption refer to in the social media engagement framework
Represents a minimum level of engagement and refers to consumers who passively consume brand related media without participating in
Ex. “I read posts related to Brand X on social media”
What does contribution refer to in the social media engagement framework
Includes both peer to peer and peer to content interactions about brands
Previously created by either a company or another individual
Ex. “I comment on videos related to Brand X”
What does creation refer to in the social media engagement framework
Involves consumers creation and online publication of brand related content [often referred to as UGC]
Strongest level of online brand related engagement
Ex. “I initiate posts related to brand X”
What are some examples of brand antecedents [influencing factors]
Trust
Brand perception
Credibility
Popularity
Reciprocity
Brand awareness
Relationship quality
Reputation
Empowerment
What are some user antecedents
Peer communication
Culture
Attitudes toward SNS
Profile [age, gender, expertise, etc.]
What are some technical antecedents
Time frame
Length of wall post
Day of the week
Page / content’s antecedents
Benefits perception
Usefulness
Normative influence
Tie strength
Cost perception
Enjoyment
Informative influence
Ease of use
Richness
Homophilly
What some metrics to refer to when gaging social media engagement
of followers
# of likes
# of comments
# of shares
# of views
# of fans
Click through rate
Posting on the page
Conversion // buy
What are some influencing factors or engagement
Loyalty
Participation
Promotion
Intention to recommend
Intention to continue using
Purchase intention
EWOM
Cooperation
Commitment
Satisfaction
C2C interaction
Conversation
Responsiveness
Why is consumer engagement on social media important
Increased brand awareness
Improved customer satisfaction
Cost effective marketing
Competitive advantage
Valuable feedback
Increased website traffic
Improved customer insights
Stronger customer relationships
Enhanced brand reputation
Opportunity for consumer advocacy
Metrics for paid social media engagement
Engagement [paid social], click thrus, page views [page landings], interactions [expand, unmute, replay, enter data, etc]
Metrics for owned social media engagement
Return visits, page views [per visit], interactions [clicks, views, use tools] subscriptions, links
Metrics for shared social media engagement
Links, comments, shares, replies, retweets, etc.
Metrics for earned social media engagement
Hashtag usage, mentions, contest entries / participants
