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Social media 2 Flashcards

1
Q

content marketing

A

a form of non-traditional marketing communication

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2
Q

Why should we avoid posting large amounts of content on social media platforms?

A

This can cause a clutter on the users feed and then they wont want to follow you anymore

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3
Q

What is social content?

A

Platform appropriate content designed for audience engaement and sharing

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4
Q

What is the difference between an implicit and explicit share proposition on social media?

A
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4
Q

What are the three major components of any piece of social content?

A

Message- the key message to communicate
voice- expressing the message in a way that’s consistent with our brand personality
Share proposition: why should our audience share this

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5
Q

Social development content

A

-Data driven content
– Co-created content
– Curated content

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6
Q

Data-driven content

A

leverages audience, platform, and brand new creative content. this is where social media listening can become important for content creation

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7
Q

Co-created conent

A

working with others to create content.
Give us more content, potentially cuts down on operational expenses

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8
Q

Curated content

A

Selecting and framing the content of others.
curating can be useful source of content, especially when our budget is limited
limitation: we will lack ownership of original content

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9
Q

Paid digital media

A

Promotional channels paid for by the organization (tv, radio, print, digital ads…

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10
Q

Owned digital media

A

promotional channels owned by the organization (firms, websites, corporate blogs, firm social media pages, firm events)

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11
Q

Earned digital media

A

media channels not paid for or controlled by the organization (tv mentions, newspaper stories, blog entries, social media posts by consumers/media)

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12
Q

to help figure out how we can reach our customers, we first need to understand the various media assets at our disposal:

A

Organic (owned)
Sponsored (paid)
Shared(Earned)
Influencer (paid)

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13
Q

Organic media assets

A

Distribution of messages through the firms official social media platforms.
this is a form of owned media in which the channels of distribution are controlled by the organization

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14
Q

Advantages of organic media assets

A

Cost- aside from resources to create the content in the first place, the cost of distribution is zero.
Control: the firm can control everything from the text to the visual content

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15
Q

Disadvantages of organic media assets

A

need high quality/quantity audience
- without an audience this asset has less value
Organic reach is difficult
- some platforms put barriers to reach followers organically

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16
Q

What are shared media assets

A

Distribution of messages through the firms audiences
Customers liking, commenting or sharing

17
Q

Advantages of shared media assets

A

Trust- people trust recommendations from real people
network effect- takes advantage of network effects where the message is being circulated for free

18
Q

disadvantages of shared media assets

A

control- brands have little control over how the audience will react

19
Q

Sponsored media assets

A

Distribution of the firms message through paid advertising. Ad products and cost of advertising varies depending on the platform

20
Q

Sponsored Assets

A

Ad products to help brands overcome the challenges of organic reach

21
Q

What is A/B testing

A

Randomized experimental approach tests different versions of SM posts to see which performs better

22
Q

Integrated marketing communications

A

Attention, interest, desire, action

23
Q

SM marketing campaign

A

Coordination SM marketing efforts to communicate with a target audience to achieve a marketing or business goal.

24
Q

Designing SM campaigns

A

you need to establish goals, choose campaign type, identify target audience…

25
Q

3 categories of social media campaigns

A

On-platform campaigns
cross-platform campaigns
trans-media campaigns

26
Q

On-platform campaigns

A

may use a wide variety of distribution methods, organic posts, social media ads, influences but all on ONE PLATFORM

27
Q

cross-platform campaigns

A

use multiple social platforms to distribute content. combining assets across platforms can be useful in reinforcing key messages in a cluttered market

28
Q

trans-media campaigns

A

campaigns that integrate other media platforms with social media to increase reach and engagement

29
Q

3 steps in Implementing a SM marketing campaign

A

Launch, expansion, interation

30
Q

Launching

A

Promoting

31
Q

Expansion

A

Monitor, new content, additional media assets, expland the platforms, incentives for participation

32
Q

Iteration

A

Maintain campaign, adjust campaign, conclude

33
Q

Campaign grids

A

Having a SM campaign grid can help organize

34
Q

Content calendar

A

schedule/ plan for publishing content

35
Q

Viral Marketing campaigns (VMC)

A

Often, many organizations rely on viral processes to launch new products

36
Q

Who do we select as initial seeds

A

influence characteristics: network position
brand enthusiasts,

37
Q

Network position

A

Hub: high numbers of connections

38
Q

Social media activity

A

Pumps: highly socially active

39
Q

Viral coefficient (k)

A

Invitations sent current customer x conversion rate

40
Q

Social media return on investment (ROI)

A

Profit
———- x 100 = ROI
Investments

41
Q

SM campaign achieved 10 mill total impressions. it costs $20,000 to manage the campaign. to buy the same amount of impressions for digital banner ads it would cost $100,000 what is the ROI?

A

100,000- 20,0000
———————— x 100 = 400% ROI
20,000

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