Marketing ch 9 Flashcards

1
Q

What is Social Media Marketing

A

the utilization of social median and social networks to market a product, company or brand

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2
Q

What do studies by coca-cola and Mckinsey and Co say is the impact of positive and negitive social media

A

positive social media may not cause a sales increase, but negative social media causes a sales decline

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3
Q

compared to twitter, why is Facebook more effective for advertising?

A

According to Brad Kim, FB generates 10 times more shares, 20 times more site traffic, and 20 tiems more new customers. The primary reason for this si that Facebook offers two-way communication while Twitter tends to be one way communication

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4
Q

What should social media marketing not have as its primary objectives?

A

Social media marketing should not aim to increase sales as one of its primary objectives. Its purpose is generally to give a positive impression of the brand through brand exposure, fan engagement, and enhanced brand image. It allows businesses to interact and connect with loyal fans while also exerting a positive influence on others.

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5
Q

Why is social listening important for brands?

A

social listening is important because it provides firms with enlightening information to marketing professionals. Social listening reflects in the company that it is in tune with the consumers and seen as striving to meet consumer needs.

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6
Q

What are two frequently reported reasons for brands to develop social media marketing campagins?

A

Staying engaged with customers and increasing brand exposure to potential new customers.

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7
Q

Why is social listenign important for brands?

A

social listening is important because it provides firms with enlightening information to marketing professionals. Social listening reflects in the company that is in tune with the consumer and seen as striving to meet consumer needs

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8
Q

What are the functions of social listening?

A

react to negative feedback which allows the marketing team or company to react immediately.

  • Detect problems which many customers and visitors will give honest opinions
  • Gather topics for branded content, which is an excellent source of ideas for branded content because it equips companies with the problems that consumers face and the information they seek–all of which can be presented on branded content pages.
  • predict trends
  • detect patterns or shifts in views.
  • Identify brand advocates
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9
Q

What percentage of brand’s fans gnerage nearly the entire social buzz about the brand?

A

about 4.7% of a brand’s fans generate nearly all of the brand’s social buzz

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10
Q

What characteristics do brand advocates exibit?

A
  • Behavioral commitment that make frequent purchases from the brand
  • emotional connection that complement or praise the brand
  • quality communication skills that need to be able to effectively express thoughts feelings and emotions about the brand in order to be valuable to the company
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