Social media

Question 1

What is the definition of social media?

Answer 1

“a group of internet based applications that builds on the ideological and technological foundations of Web 2.0, and allows the creation and exchange of user-generated content.”Kaplan and Haenlein (2010)

Question 2

who came up with the definition of social media?

Answer 2

Kaplan and Haenlein (2010)

Question 3

Who came up with the social media planning cycle?

Answer 3

Barker et al.(2013)

Question 4

What are the parts that make up the social media planning cycle?

Answer 4

1) Listen and observe
2) Set Goals
3) Set strategies
4) Target audience
5) Tools/implement
6) Monitor/Tune

Question 5

Whats involved in the listen part of the cycle?

Answer 5

• Listen to what people are saying about the company as it enables the organisation to determine its current social media presence
• Can listen to competitive intelligence e.g what people are saying about competitors and what competitors are saying about themselves
• Critical to understand what a firm is talking about before getting into the conversation.
• It is a long on going process

Question 6

Whats involved in the ‘set goals’ part of the cycle? What are some examples of the goals?

Answer 6

- By carefully listening to a wide range of social media sites and observing the location, behaviour, tastes and needs of the target audience organisations can set goals that will work.
These goals may include 
- social brand building
-Increasing customer satisfaction
-Driving word-of-mouth
-Researching new product ideas
-Handling crisis-reputation management etc. 
- Aims to grow use for customer support

Question 7

Whats involved in the ‘Determining strategies’ part of the cycle?

Answer 7

• How do you plan to accomplish the goals?
• This is where you identify the specific methods you will use to meet the goals
• Build relationships through collaboration
• Opportunities for creating and participating in communities
• Linking goals with call to action
• Self-promotion vs. building an army of advocates

Question 8

Whats involved in the ‘identify target audiences’ part of the cycle?

Answer 8

• Enables a company to organise its marketing strategies to reach those most receptive who are likely to become customers and potentially brand advocates
• Use different sites for different social medias
• Understand consumers’ demographics, e.g. age, sex, income
• Constraints, e.g. Internet connection, lack of IT skills
• Needs and wants, e.g. what challenges are faced? Solutions sought?
• Create social media persona

Question 9

What is permission marketing?

Answer 9

• Consumers’ consent to be marketed to, e.g. opting into email
• Social media as a form of permission-based marketing
• Companies ‘earning’ attention

Question 10

What is interruption marketing?

Answer 10

• Companies pay to ‘interrupt’ consumers, e.g. TV and radio ads
• Consumer exposed to hundreds of messages a day

Question 11

Whats involved in the ‘tools/implement’ part of the cycle?

Answer 11

• This is where the organisations look to decide what site to use - twitter, youtube, Facebook
• How can they create different relationships through these platforms?
• Youtube has 100 million views per day (c. 80% market share)
  Wide demographic (18 – 54)
  Has developed its own online community

Question 12

What are the benefits of marketing with online videos ?

Answer 12

Engage viewers
Large audiences
Showcase products, e.g. Blendtec

Question 13

What are examples of photo sharing?

Answer 13

The filters on snapchat as used by
- McDonalds’ location-based filters
Taco Bell lens

Question 14

What are the 5 parts of the listening/observe process?

Answer 14

1) Listen to conversations about the brand - Both positive and negative comments can show where opportunities lie, help to prepare answers to questions that are common
2) Listen to what people say about competitors - As well as looking at what competitors are doing online and what seems to work - can leverage from these ideas and build a successful strategy
3) Listen to what people are saying about the category/industry - help understand what people are interested in
4) Listen to the tone of the community- how do people communicate? are the using slang - is good to fit in with the way consumers are speaking.
5) Listen to different social media channels - See what channels consumers are using, each usually has a different audience - helps ensure the planning stage is a success as you are targeting the correct audience

Question 15

Whats the benefit of meeting some of the goals? and what must they be?

Answer 15

• Likely to increase site traffic and conversations

- Goals must be flexible to the changing market

Question 16

Whats involved with the monitoring and tuning with the planning cycle?

Answer 16

Monitoring is the process of tracking, measuring and evaluating an organisations social media initiatives (Barker et al, 2013)

Tuning - the constant and continuous process or adjusting and improving the elements of a plan to maximise the chance of success

Question 17

What are the benefits of using social media to form relationships with consumers?

Answer 17

1) Allows them to create online communities where they can conduct netnographic research
2) Allows them to therefore target the correct target audiences on the right websites
3) Feedback - get ahead of the game
4) Users can be promoters and producers - makes them feel involved with the process, good experience enables a relationship to form

Question 18

What are the drawbacks of social media for firms?

Answer 18

1) They can’t control whats being said - ruin their reputation etc
2) Run the risk of staff not being trained, may post things incorrectly, risk of losing trust with brand, the staff may also use social media to write negatively about the firm
3) It can be challenging to engage audiences when they are socialising with their contacts, they may not wish to interact with brands. Social media was made for consumers and not for brands.
4) Social media is a function of a countrys culture etc - needs to be adapted to each country- can’t follow one size fits all

Question 19

What is meant by ‘Hybrid marketing’?

Answer 19

• social media is a hybrid element of the promotion mix because it combines characteristics of traditional IMC tools such as companies talking to customers with a highly magnified form of word-of-mouth customers talking to one another
• Social media is also a hybrid in that it springs from mixed technology and media origins that enable instantaneous, real-time communication and utilizes multi-media formats and numerous delivery platforms with global reach capabilities.
• The traditional communications paradigm, which relied on the classic promotional mix to craft IMC strategies, must give way to a new paradigm that includes all forms of social media as potential tools in designing and implementing IMC strategies

Question 20

How do I remember the cycle?

Answer 20

Lots - listen 
Of - observe 
Secret - set goals - 
Sex - set Strategies 
Tonight - Target Audience 
To - Tools 
Manage - Monitor/tune

Question 21

What are consumers argued to feel when they can submit feedback?

Answer 21

more engaged with products and organizations when they are able to submit feedback’ (Mangold & Faulds, 2009)

Question 22

Whats an example of a company who allows feedback?

Answer 22

Toyota enables its customers to provide feedback on a broad range of issues via its “Open Road Blog” (Toyota, 2008b

Question 23

Through replying to feedback what are organisations showing?

Answer 23

By responding to all customers who provide feedback (even the negative) the company shows that they really are listening. Not only that, but suggesting alternative products is a smart way to increase the chances that this particular customer will give the chain another shot.

Question 24

Who produced the article where opportunities and threats are given?

Answer 24

Kaplan and Haenlien 2010

Question 25

What are the two shifts social media has seen? Sheth 2019

Answer 25

• First, from mass communication (one-to-many) relationships, marketing media has shifted toward the more apt and convenient social media (peer-to-peer network) relationships
• Second, traditional media is passive whether print, voice or video, while social media is more interactive.

Question 26

What would I include in the paragraph about the fact organisations can’t control the information on social media? Should be a reference included

Answer 26

• The fact that people will see the negative comments which may deter others from trying the brand and therefore reduce the chance of building a customer relationship
• Spread of work of mouth is drastically increased
• Kent and Taylor (1998) proposed that negative information is four times as convincing as positive information.
• Such heavy weight of negative information is referred to as negativity bias, where people’s attitudinal and behavioral expressions are more strongly affected by negative information than by positive information (Cacioppo & Berntson, 1994).

Question 27

What would I include in the paragraph about the fact staff may be a drawback to creating consumer relationships online?

Answer 27

• Staff may not have been given the correct training and so as a result may not know the best times/things to post and could end up embarrassing the companies image
• For example looking at research that has been found concluding that the Position of a brand post on top of the brand fan page is positively related to brand post popularity (Vries et al 2012). - should know this sort of stuff
• Social Media are all about sharing and interaction, so ensure that your content is always fresh and that you engage in discussions with your customers. –they need to be funny and quirky to get the attention of customers – Kaplan
• Sharing anger with the firm

Question 28

Whats the issue with staff being on social media? Example?

Answer 28

Staff can also use the blogs as a way to show there anger - Once firms encourage employees to be active on blogs, they may need to live with the consequences of staff members writing negatively about the firm.
- Microsoft’s former “technical evangelist” Robert Scoble, for example, had a tendency to fiercely criticize the products of his employer—before he decided to leave the Redmond-based software company in 2006. – Kaplan

Question 29

Whats the statistic about brits ignoring brands online?

Answer 29

Almost half of Brits (40%) ‘actively ignore’ social posts or ads from brands, according to a new study by Kantar TNS, which polled 70,000 global consumers, of which 3,200 were British

Question 30

What did leonard find about staff?

Answer 30

That very little staff training was given in regards to social media use

Question 31

What are the three main references?

Answer 31

Kaplan and Haenlein 2010 - self presentation, social presence &main ops and threats

Mangold & Faulds 2009 - Hybrid, communties

Barker et al 2013 - Social media planning cycle

Kozinets 2002 - netnogrpahy

Sheth 2018 - One to many to many to many, Social media enables co creation

Question 32

What is meant by self presentation?

Answer 32

• The social presentation theory states that in any type of social interaction people have the desire to control the impressions other people form of them (Goffman,1959)
• On one hand this is done with the objective of influencing others to gain rewards (make positive impressions) On the other hand its driven by a wish to create an image thats consistent with ones identity

Question 33

how is self presentation shown on social media? examples of platforms with high self presentation?

Answer 33

Through self disclosure - which is the conscious or unconscious revealing of personal information thats consistent with the image they want to give
- The platforms with high self presentation include Facebook and blogs

Question 34

What is meant by social presence?

Answer 34

the social presence theory states that media differs in the degree of social presence and social presence is influenced by the intimacy and immediacy of the medium

• Lower mediums include phone calls and higher for live chats
• The higher the social presence the larger the social influence over each others behaviour

Question 35

What is the media richness theory?

Answer 35

It is based on the assumption that any communication goal is the resolution of ambiguity and reduction of uncertainty
- Some are better than others at achieving this