Lecture 3

Question 1

Paid media is

Answer 1

any media activity for which a company pays.

Question 2

Owned media is

Answer 2

any media activity that a company owns and controls.

Question 3

Earned media is

Answer 3

any media activity that a company does not directly control.

Question 4

Paid Media Examples

Answer 4

Internet Advertising
PPC Search Marketing
Mobile Advertising
Sponsorships
Paid Advertising

Question 5

Earned Media Examples

Answer 5

Social Media (Pages and Feed)
WOM
User Forums
News, PR, Announcements

Question 6

Owned Media Examples

Answer 6

Brand and Product websites

Mobile Brand and Product Websites

Proprietary Mobile Apps

Customer Care Services

Proprietary Digital Content

Question 7

QUESTION CATEGORIES IN A SOCIAL MEDIA AUDIT

Answer 7

A. General overview of social media activities

B. For each active (owned) social media channel:
What do you currently use it for?

C. For each active (owned) social media channel:
Competitive and performance intelligence

Question 8

Social Media Objectives

Answer 8

Increase brand awareness

Increase brand engagement

Cultivate positive brand attitude

Generate leads: finding more sales and revenue opportunities

Advocacy

Customer retention

Question 9

Public feeds drive

Answer 9

brand awareness

Question 10

Private channels drive

Answer 10

meaningful one-to-one engagement

Instagram’s Threads, LinkedIn’s Teammates

Question 11

After answering the audit questions, marketers should

Answer 11

give the brand a grade
(A, B, C, etc.) or a score (e.g., on a 10-point scale)
Then, priorities (“importance weights”) should be assigned

The outcome of the social media audit can be determined

Question 12

5 categories of social media measurement

Answer 12

Exposure

Influence

Engagement

Action/Convert

Retain

Question 13

Align Social Media Metrics With Goals

Answer 13

 Awareness
 Engagement
 Positive attitude
 Advocacy
 Lead generation
 Retention

Question 14

Exposure is a measure of

Answer 14

brand reach

Question 15

Influence is

Answer 15

a measure of how many people who were exposed to
your brand by an influencer in your industry

 A separate category from exposure
 Similar to referral

Question 16

Unlike traditional media, social media focus on

Answer 16

interactive

experiences, social sharing, and engagement.

Question 17

Researchers conceptualize brand experience as the

Answer 17

sensations, feelings, thoughts, and behaviors evoked by

brand-related stimuli when consumers interact with brands

Question 18

What to use when creating a listening station

Answer 18

A list of keywords
 Your brand/competitor brand/industry trends

Tools to collect social data
 Varying capability: coverage, functions, and analytics

Question 19

Interpret the conversation caught by listening station

Answer 19

Volume/coverage
 the number of times a brand is mentioned

Depth
 the amount of brand detail: keywords, topics, themes

Question 20

Lead Generation corresponds to the __

stage in the sales funnel

Answer 20

Action/Conversion

Question 21

What is a lead?

Answer 21

A prospect clicks on a link to your own website from a post you shared

Question 22

Social media leads are at an earlier stage in

Answer 22

the buying cycle than

people who have sought out your product with a search engine

Question 23

Pros and Cons of social media leads

Answer 23

Pros: more likely to beat your competitor due to the engagement

Cons: takes longer to convert

Question 24

Soft lead are

Answer 24

people who have provided contact information
in exchange for a piece of content that does not indicate
interest in your products or services

 Interest in the content but not the product quite yet
 Too early for the sales process

Question 25

Hard leads are

Answer 25

people who have provided contact
information in a form that says they are interested in your
products or services.

 A lead generation form for webinars or product demo
 Different stages in the purchase funnel, information search vs.
alternative evaluation vs. purchase decision, need to act
accordingly

Question 26

The last stage of the sales funnel is

Answer 26

Customer Retention

Question 27

No customer is purely a

Answer 27

social media customer

Question 28

Social media channel is an __ channel in many situations

Answer 28

assist

Question 29

According to a CMO survey, only about 10% of marketing
executives think that social media marketing makes an
__ __ contribution to performance

Answer 29

“above average”

Question 30

Generally shifting from measuring social media marketing
efforts with purchase activities and financial outcomes to
metrics reflecting consumer behavior that is

Answer 30

more relevant

to earlier stages of the “marketing funnel”

Question 31

SM is NOT an
__ Communication
Channel

Answer 31

end-to-end

Question 32

Marketers are biased toward using the metrics that are more

easily accessible versus those that are

Answer 32

most relevant for

measuring a predetermined objective