Midterm Exam Flashcards
__________ ___________ is a form of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content such as videos.
social media
Why use social media marketing?
Turn social platforms into engines for growth and connection.
● Use popular social media platforms to achieve marketing and branding goals.
● Go beyond simply creating business accounts or sporadically posting content. Effectively craft a well-thought-out, evolving strategy with clear, measurable objectives.
● By leveraging the reach and influence of social networks, businesses can connect with their audience, build brand awareness, and drive meaningful engagement, all while adapting to trends and user behavior.
What percent of the world’s population are active social media users?
62%
This refers to any digital content that is produced by end users of an online service or website.
User-Generated Content (USG)
What are considered “traditional
marketing methodologies?”
radio, print, TV
True or False: Consumers now regard social media as a more trustworthy source of information than traditional marketing communications.
True!
The most memorable thing a brand can do on social media is…
respond to customers.
Name examples of social media metrics.
● Call to action (CTA)
● Clicks
● Click-through rate (CTR)
● Conversion rate
● URL click
● Engagements
● Engagement rate
● Impressions
● Leads
● Social media lead
● Followers
● Mentions
● Reach
● Social Media return on investment
(ROI)
- frameworks that we studied
- how to measure results
Future Success =
Authenticity + Strategy + Innovation
This is a coordinated social media
marketing effort to communicate with a target audience to achieve a
marketing or business goal.
social media marketing campaign
True or False: Social media marketing campaigns have a specific start and end date.
True!
What is the AIDA model?
Attention
Interest
Desire
Action
What are examples of specific business goals you can have for a campaign?
○ Brand awareness
○ Leads
○ Sales
○ Increasing web traffic
○ Generating email subscribers
This outlines the strategies and
tactics for how a company will
incorporate social media into its
business.
social media marketing strategy
This is a living document that outlines
an organization’s social media goals and guides the actions needed to achieve these goals.
social media marketing plan
When identifying your target market, these are examples of demographics.
● Age
● Gender
● Education
● Location
● Job Title
● Company
● Company Size
When identifying your target market, these are examples of interests.
● Income
● Pain Points
● Interests
● Values
● Behaviors
● Family life
● Hobbies
When identifying your target market, these are examples of behaviors.
● Goals
● Most used social network
● Where time is spent online
● How they purchase
A representation of a
customer’s target market
based on data collected
from existing and target
customers is known as a …
customer persona
The process of monitoring the internet to determine what is being said about a particular brand, topic or
industry is called…
social media listening
How to successfully do social media listening?
● Start by determining which channels need monitoring
● Create a list of keywords to monitor and use these to listen to
conversations about the company, industry or community
● Track topics that customers and influencers are talking about, as
well as what is being said about the competition
What is involved in a SWOT Analysis?
Strengths
Weaknesses
Opportunities
Threats
What is a SMART goal?
Specific
Measurable
Attainable
Relevant
Time-Based
This determines the network and
frequency of posts and content types that will be published on each
network.
social media distribution strategy
This is the planning,
development and management
of social media content.
social media content strategy
This allows for social media managers
to plan, create and schedule content on a weekly or monthly basis.
social media content calendar
__% of B2B marketers are
unsure if their social strategy
actually created revenue for
their brands.
46%
The continuous process of adjusting and improving the social
media marketing plan is called…
tuning
What is the key
to success when it comes to
social media?
Tracking social media metrics, analyzing the results and adjusting the social media marketing strategy.
What is A/B Testing?
The three main variables you can change are image, description, and call to action.
In A/B Testing, you change one of the variables and keep the others the same and then send both ads out to market to see which performs best.
How do you calculate ROI for social media?
( Revenue - Investment Cost )
_____________________________ x 100
( investment cost )
You use Facebook Paid Ads to sell your Buhi spring line of backpacks. Each
backpack retails for $46. Your one month investment to run the campaign includes:
● Ad production fee of $200 for a stock photo
● Facebook sponsored ad posts totaling $700
At the end of the month your analytics show that you’ve sold 73 backpacks
as a result of the campaign.
What is your ROI?
273.11%
The percentage of brand mentions, or
people talking about a company online compared to its competitors, is the…
social media share of voice (SOV)
When a company, brand or product is first in customers’ minds when thinking of a particular industry or category, it has…
top of mind awareness (ToMA)
The most valuable type of media, as it increases brand awareness with no additional effort on the part of the in-house marketer(s), is…
earned media.
A metric that companies use to
measure the willingness of customers to recommend a company’s
products or services to others is the…
Net Promoter Score (NPS)
usually done in a survey, scale of 1-10
What are ways you can measure total investment in a social media campaign?
● Employee hours and salaries
● Content Creation
● Social media tools
● Ad spend
About how many employees use GenAI tools to complete job-related
tasks?
3 out of 4
75%
True or False: The majority of hiring managers surveyed in 2024 prefer a less-experienced candidate with AI skills over one with more experience and no AI skills.
True!
Marketers produce _________ pieces of content each day.
27 million
Of LLM prompts, _____________ is a set of words, known as text, describing the task a GenAI tool needs to complete, and the desired output is text in response.
text-to-text
Of LLM prompts, _____________ is text describing the task a GenAI tool needs to complete in exchange for a desired output of a visual piece of content.
text-to-visual
Of LLM prompts, ______________ is text describing the task a GenAI tool needs to complete in exchange for a desired output of video content.
text-to-video
Of LLM prompts, _______________ is text describing the task a GenAI tool needs to complete in exchange for a desired output of audio content.
text-to-audio
How does GenAI work?
GenAI uses advanced algorithms to produce content based on
information from existing data in the LLM
What are the four general steps used by LLMs to produce outputs from various prompts?
○ Collecting data
○ Training
○ Generation
○ Iterative process
What are the five useful prompt patterns in marketing today?
- persona pattern
- audience persona pattern
- cognitive verifier pattern
- refinement pattern
- flipped interaction pattern
What does SOSTAC stand for?
Situation
Objective
Strategy
Tactics
Actions
Controls
This look at the social media landscape is when you identify key competitors, their social media strategies, strengths, and weaknesses.
competitor analysis
This look at the social media landscape is when you understand your target audience’s demographics, interests,
behavior, and preferred social media platforms.
target audience analysis
This look at the social media landscape is when you evaluate your brand’s strengths, weaknesses, opportunities, and threats in the context of social media.
SWOT analysis
This look at the social media landscape is when you analyze your existing social media presence, including performance metrics, engagement levels, and content effectiveness.
social media audit
This is when you define your target audience segments, select the most relevant platforms to reach them, and position your brand effectively within the social media landscape.
Segmentation, Targeting and Positioning (STP)
This is when you determine the types of content you will create, the frequency of posting, and the overall tone and style of your social media presence.
content strategy
This is when you define how you will interact with your audience, respond to comments and messages, and foster community building.
engagement strategy
What are examples of tactics?
○ Content Marketing: Create and share valuable, engaging content that resonates with your
target audience.
○ Social Media Advertising: Utilize paid advertising options on platforms like Facebook,
Instagram, and LinkedIn to reach a wider audience.
○ Influencer Marketing: Collaborate with influential individuals in your niche to promote your
brand and reach their followers.
○ Community Management: Actively engage with your audience, respond to comments and
messages promptly, and foster a sense of community.
When allocating resources effectively in an action plan, you should consider these (3 M’s):
○ (WO)MEN: The personnel required to manage social media activities
○ MONEY: The budget allocated for social media advertising, influencer partnerships, and other
expenses
○ MINUTES: The time investment needed for content creation, community management, and
performance tracking
What are examples of social media KPIs?
Engagement rate, reach, website traffic, lead generation, conversion rates
What is the primary purpose of a social media audit?
a. To track competitors’ social media spending
b. To analyze and improve a brand’s social media performance
c. To delete underperforming posts and content
d. To increase follower count on all platforms
b. To analyze and improve a brand’s social media performance
To optimize a paid social media campaign, marketers should carefully select their _________ to ensure ads are reaching the right audience, and they should continuously analyze _________ to measure effectiveness and adjust strategies accordingly.
a. Follower Count; New Subscribers
b. Post Frequency; Impressions
c. Target Audience; Performance Metrics
d. Random Audience; Aesthetic Appeal
e. Hashtags; Number of Shares
c. Target Audience; Performance Metrics
Which of the following is NOT an example of engagement on social media?
a. Impressions
b. Comments
c. Shares
d. Click-through rates (CTR)
a. Impressions
When running a paid social media campaign, which metric is most commonly used to measure its effectiveness in driving sales?
a. Conversion Rate
b. Click-Through Rate (CTR)
c. Cost Per Impression (CPM)
d. Bounce Rate
a. Conversion Rate
The marketing strategy that involves users sharing and talking about a brand without direct payment or sponsorship is called ______________ marketing.
earned media
USG
How can a company successfully create engagement using a social media strategy? Discuss at least three effective tactics, providing examples of how each approach encourages audience interaction and strengthens brand relationships.
- Encourage User-Generated Content (UGC)
Companies can boost engagement by inviting customers to create and share their own content related to the brand. For example, Starbucks’ #RedCupContest encouraged users to post creative photos of their holiday-themed cups, leading to thousands of submissions and increased brand awareness. UGC not only enhances authenticity but also encourages followers to actively participate in brand conversations. - Utilize Interactive Polls and Q&A Sessions
Polls, quizzes, and Q&A sessions allow brands to engage directly with their audience. For instance, Instagram Stories’ poll feature can be used to ask followers about their preferences, such as “Which new flavor should we launch next?” This type of interactive content increases participation while providing valuable insights into customer preferences. Similarly, live Q&A sessions on platforms like Twitter Spaces or Instagram Live create real-time interaction and a sense of community. - Offer Incentives and Contests
Providing incentives such as discounts, giveaways, or exclusive content encourages engagement and brand interaction. A great example is Chipotle’s TikTok challenges, where the brand encourages users to create and share content for a chance to win free food. Additionally, brands can offer loyalty rewards for sharing posts, tagging friends, or leaving comments. These incentives motivate users to actively participate and spread brand awareness. - Engage with Comments and Messages Promptly
Actively responding to comments, mentions, and direct messages fosters a two-way conversation with customers. A brand like Wendy’s, known for its witty Twitter responses, has successfully built a loyal and engaged following by replying to users in an entertaining and timely manner. This responsiveness makes customers feel valued and encourages ongoing interaction with the brand.
When a user is in the AWARENESS stage of the consumer journey, what should you do as a social media marketer?
introduce the target audience to the brand
organic posts, influencers, paid social ads and boosted content
track impressions, reach and cost-per-impression
When a user is in the CONSIDERATION stage of the consumer journey, what should you do as a social media marketer?
increase engagement with target audience
foster engagement, interactions, conversations, or participation
track the # and types of engagement (likes, comments, shares and link clicks)
When a user is in the DECISION stage of the consumer journey, what should you do as a social media marketer?
motivating the target audience to take action on brand offers
posts with clear calls to action, encouraging responses and inquiries
measuring link clicks, click-through-rate, cost-per-click
When a user is in the ADOPTION stage of the consumer journey, what should you do as a social media marketer?
fostering engagement with the brand’s products / services
encouraging interactions and responses, consumer-generated content, timely and positive customer care
earned mentions, customer care responses, satisfaction
When a user is in the ADVOCACY stage of the consumer journey, what should you do as a social media marketer?
activating customer influencers to advocate for the brand
encouraging influencer outreach and engagement, boosting influencer-generated posts
tracking earned impressions, reach, and USG
The number of times viewers see digital content on a social media platform is called…
impressions.
When a social media user or visitor to your website takes a specific, desired action such as making a purchase, that is called a…
conversion.
All content posted on your social channels (photos, videos, blog posts, etc,) without paid support fall under…
organic posts.
Marketing activity that is paid for, traditionally including TV advertising, radio spots and print advertising, falls under…
paid media.
A potential customer who has shown interest in a company’s products or services on social media is a…
social media lead.
