Midterm Flashcards
ARPANET
The Department of Defense’s Advanced Research Projects Agency (DARPA)
project that became the first online community
Social media principle
The social principle guides the general approach and philosophy of engagement in social
media. The social principle states: the fluid nature of social media is designed for and is
sustained in relationship through two-way communication around topics of mutual interest
that is user-initiated, -created, and -driven
Virtual Communities
Virtual communities are not new phenomena. They have existed since the 1960s. These
communities gave rise in the mid to late 2000s to social media platforms, which are ways
that people with mutual interests can connect without geographic and time barriers
Brand Community
Specialized non-geographically bound community, based on a structured set
of social relationships among users of a brand
Commitment:
The dedication of the publics and the brand to the value of the relationship, and an
intentional effort to maintain it.
Crisis of Trust
The developing belief by the public that organizations are deceitful or inauthentic
in their communication and relationship with the public.
Social Media:
Platforms on the Internet where individuals exchange content that is user-
generated, user-controlled and user-shared.
Social Media Communities:
Non-geographically bound groups of people connected through a
common social media platform.
Social Organization:
Brands that recognize social interaction as a core approach to business
rather than social media as a tool to accomplish business, and thus experience the power of
authentic relationships with key stakeholders
Social Paradigm of Business:
Brands that place people and their needs/desires/values front and
center in business operations and decisions.
The Social Principle
The fluid nature of social media is designed for and sustained in
relationship through two-way communication around topics of mutual interest that is user-
initiated, -created, and -driven.
Developing a social media process
- Listening
- Strategic Design
- Implementation and Monitoring
- Evaluation
What is used to provide a foundation for the entire social media campaign
The listening step
Foundational background
involves understanding everything possible about the organization,
to determine in which type of climate the social media will be implemented. Areas to
research include (but are not limited to) the brand’s mission statement, the organizational
structure, the employee handbook, the crisis plan, market research, search engine
optimization report, and the website analytics report.
The listening phase closes with a problem/opportunity statement
captures the current
state of social media for the brand. It should not be a statement that casts blame or implies a
solution. Rather, it is simply a present-tense assessment of the current situation.
Audience Analysis
A profile of key publics by providing basic demographic and behavioral
information that helps brands identify the appropriate platforms and methods for engagement
Communication Audit
A comprehensive analysis of all information being communicated by the
brand and a review of the intended audience and desired outcome expected from sharing that
information
Influencers
Individuals on social media platforms that drive engagement, ignite dialogue around
certain topics, and typically would be able to help expand a conversation.
Keywords
Specific or generic words or phrases someone in social media may be using to
discuss topics that pertain to an organization or brand.
Social Listening
The formative research phase of a campaign where social media strategists
collect data required to make informed decisions that will form the foundation for a campaign
Sentiment Score:
A metric that communicates the strength or level of positive communication in
social media from key publics regarding a brand.
Share of Voice (SOV)
A metric that “details what percentage of mentions within your industry
are about your brand, and what percentage is about the competition” (Torr, 2015, para. 2)
Social Algorithm
Mathematical equation designed to evaluate the quality of content posted by
brands and determine which content receives more prominent placement in social media streams
SWOT Analysis
A common tool that assesses the strengths, weaknesses, opportunities and
threats for an organization
Social Media Optimization:
The science and art of engaging online communities effectively to
build strategic conversations within social media platforms among a brand community, causing
organic (non-paid) content to show in the general streams of information for users
Before creating a social media campaign,
a brand needs to have a social media strategic plan,
which will guide every campaign that is run by the organization.
Purposeful Design
Effective social media engagement comes from a purposeful design.
Social media voice
Social media voice for a brand is a combination of understanding the brand’s persona,
selecting the appropriate tone for a message, and developing intentional messaging for each
post that is placed within social media
Social media policies
Social media policies are intended to foster and enhance the relationships in social media by
empowering and encouraging positive interaction.
Kinds of social media policies
employees, brand policy and one for those running the social media sites
Community Policy
A document that outlines the kinds of behaviors welcome in the brand
community, as well as negative behaviors and the consequences of those
Ethics of Care
When decisions and interactions are guided by a deep commitment to the
inherent value of relationships and the responsibility to protect those relationships as the primary
guide for the brand
Campaign Goal
The broad end-purpose for the campaign
Key Message
The core concept, or elevator pitch, used to develop other communication pieces
Message Map
A way to extrapolate how to communicate in meaningful ways with each
audience
Objectives:
What will be measured as a key progress indicator (KPI) that a campaign goal is
being met.
SMART Objectives:
Objectives that are strategic, measurable, achievable, relevant, and timely
Social Media Strategic Plan
The guiding framework for all campaigns and initiatives by the
brand in social media
Social Media Vision Statements
Statements that zero in on the value and purpose of each social
media channel for the organization.
Social Media Voice
A concept composed of understanding the brand’s persona, the appropriate
tone for a message, and the intentional language needed to effectively communicate in each post.
Strategies:
The ways or approach in which a campaign will effectively work toward reaching
objectives.
Tactics:
The specific activities and tasks that must be completed for a strategy to be fulfilled.
TARES Ethical Test:
Five principles to guide ethical communication, which include the
truthfulness of the message, authenticity of the organization, respect for the people being
communicated with, equity of the message and social responsibility
Vanity URL
A unique, individualized URL for social platforms
