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Social Media Marketing and Insights > Lecture 2 > Flashcards

Lecture 2 Flashcards

1
Q

The race to ROI: the key is to

enhance online social experience with

A

Engaging video content
Livestreaming events

1) Increased acquisition of new customers
2) Increased brand awareness
3) Drive conversions

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2
Q

the main reason for using social media

A

“Finding funny or entertaining content”

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3
Q

Which ads are most likely to drive purchases?

A

Useful and entertaining ads

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4
Q

Successful campaigns help create…

A

…connections between people, or moments of levity and fun

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5
Q

What % of people don’t think brands share interesting content?

A

68%

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6
Q

Baby boomers boom online

A

 Increased use of social media, digital video, gaming and mobile payments
 Increased adoption of online shopping
 Increased use of social media, especially Facebook, for brand discovery
 Take their hobbies online
 Growing social savvy + buying power = opportunities

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7
Q

Social platforms seen as the most effective for reaching business goals?

A

1) Facebook
2) Instagram
3) LinkedIn

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8
Q

What channels do companies want to increase their investment in?

A

1) Instagram
2) Facebook
3) YouTube

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9
Q

Integrate social data into the CRM database that will allow you to…

A

… track social engagement with behaviors

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10
Q

Social performance marketing

A

 Use social media to deliver measurable ROI
 Full funnel approach
 Attribution model

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11
Q

Purpose-driving Bold brands start in the ____ , not the frontlines of ____.

This helps build credibility.

A

boardroom, social

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12
Q

Motives for social media activities

A

1) Affinity
2) Personal utility
3) Contact, comfort & immediacy
4) Altruism
5) Curiosity
6) Validation

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13
Q

Social media marketing

A

a process that involves identifying opportunities for leveraging social interactivity among consumers in open and flexible social media environments with fast-paced flows of information.

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14
Q

Measured spread

A

how many times those links were

transmitted

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15
Q

Some Myths about Social Media:

A 
#1-Social Media is Just a Fad
#2-Social Media is Just for the Young
#3-There is no Return on SMM
#4-SMM Isn’t Right for This Business
#5-Social Media is Free
#6-Social Media can completely replace traditional media
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16
Q

Relying on any single social media channel

for any particular purpose would be

A

myopic and ineffective.

17
Q

Key Properties of a Social Network

A

Nodes - any entities

Ties -relationships between pairs of nodes

Multiplicity- different types of ties between pairs of nodes

Tie Strength-intensity of ties between pairs of nodes

Interactions -behavior-based ties

Flows -exchange of resources, information, or influence among members of the network

18
Q

Microblog topic networks

A

Polarized
crowds

Tight crowds

Brand
clusters

Community
clusters

Broadcast
networks

Support
networks

19
Q

Social interactions result in the transmission of

A

information
from one node (the transmitter) to another node or nodes
(the receiver or receivers)

20
Q

Focus on probability of a receiver

A

“retransmitting” info

21
Q

Social Connectivity

A

The number of social ties a person has

22
Q

Higher-connectivity nodes in networks are called

A

hubs

23
Q

Hub seeding

A

Target high connectivity nodes in a network and plant a seed

(e.g., a product sample, or a message) in them

24
Q

T/F

Hubs do not necessarily transmit information through their
social ties all the time.

A

T

25
Q

The extent to which a social tie between two people is used

for communication or interaction is

A

the level of social activity

between those people.

26
Q

Some research suggests hubs might be __ likely to transmit

information.

A

less

27
Q

__ correlation between seeds’ #followers

(connectivity/hubs) and spread

A

No

28
Q

__ __ relationship between seeds’ activity (pumps) and spread

A

Strong positive

29
Q

Classifying Social Interactions

A

 Impact on participants: weak vs. strong

 Barriers to activation: low vs. high

30
Q

Information would have a stronger impact if transmitted

through a __ tie

A

strong (vs. weak)

31
Q

Dunbar’s number

A

the max number of relationships a person can maintain: 150

32
Q

Barriers to activation refer to

A

the ease or difficulty of the social tie being activated in order for the social interaction to
occur

33
Q

Strategic social media marketing planning should
consider how to break barriers to activation, for
example,

A

deliberately encourage positive social

activity, and if so, how to do it.

34
Q

Two Things A Consumer Has To Do

A
  1. Decide whether or not to
    transmit (talk or not?)
  2. Decide what to transmit (what do
    I say?)
35
Q

Talk triggers?

A

Remarkable
Repeatable
Reasonable
Relevant

Social Media Marketing and Insights (23 decks)

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