Social Media Management Flashcards
What is social media?
- Interaction channel through which people create, share, and/or exchange information and ideas within social networking communities.
- 110 billion minutes spent on social networks and blog sites annually
- Primary source of data
What are the data dimensions accessible from social media? (3)
- Social: Captures the interactive relationships among social actors
- Spatial: Captures the dispersion of social interactions across geographical locations
- Temporal: Captures the distribution of social interactions over time
What are the fundamental building blocks of social media? (7)
Identity, Conversations, Sharing, Presence, Relationships, Reputation & Groups
What is foresight?
“Systematic attempts to look into the future of science, technology, society and the economy, and their interactions, in order to promote social, economic and environmental benefit”
How can social media bolster foresight for organizations? (3)
- Online social networks bolster foresight by enhancing creativity through unprecedented modalities of communication and interaction
- Online social networks bolster foresight by detecting patterns in social behavior
- Online social networks bolster foresight by aligning diverse viewpoints and cultivating collective intelligence
What is the impact of social media on the marketing mix? (4)
- Social media replacing conventional channels as a prime outlet for consumer-sponsored communications
- Consumers expect on-demand and immediate access to information at their own convenience
- Consumers rely on social media for information when making purchase decisions,
- Consumers view social media as being more trustworthy than corporate-sponsored communications
How many types of social media viral marketing campaigns are there?
- Strokes of luck - Positive, Customer (Diet Coke Mentos)
- Triumphs - Positive, Company (Burger King)
- Nightmares - Negative, Customer (JetBlue Airlines)
- Homemade issues - Negative, Company (Sony PSP Blog)
What is cyberbullying?
Bullying committed via the utilization of various technological platforms
How many types of cyberbullying behaviors are there?
- Cyber-Harassment:
- Cyber-Denigration
- Cyber-Outing
- Cyber-Exclusion
- Cyber-Impersonation
Tell about one of the fundamental building block of social media (Identity)?
- Extent to which users reveal themselves during social interactions.
- Implication: Provides privacy controls for self-promotion.
Striking a careful balance between sharing identities and protecting privacy is crucial in selecting social media tools; the wrong mix can lead to a lack of accountability among users, encourage cyber-bullying, and pave the way for off-topic and off-color comments.
Tell about one of the fundamental building block of social media (Conversations)?
- Extent to which users communicate with others.
- Implication: Offers opportunities for manipulating conversations and their velocity.
○ That is, the conversations are like pieces of a rapidly changing puzzle which, when aggregated, combine to produce an overall image or message.
Thus, there are benefits and risks in joining and manipulating conversations. Firms which know when to chime in–—and, when not to–—show their audience that they care, and are seen as a positive addition to the conversation; this is in contrast to firms which flood conversations that were not ‘theirs’ in the first place.
Tell about one of the fundamental building block of social media (Sharing)?
- Extent to which users exchange, distribute and receive content
- Implication: Implement content management system for sanctioning undesirable content
○ The first is the need to evaluate what objects of sociality their users have in common, or to identify new objects that can mediate their shared interests. Without these objects, a sharing network will be primarily about connections between people but without anything connecting them together
○ A second implication concerns the degree to which the object can or should be shared. As YouTube grew users increasingly uploaded video not created by them. This led to criticism and lawsuits against YouTube for failing to ensure that uploaded material complied with copyright laws. YouTube has also been denounced for hosting videos that contain offensive content.
Tell about one of the fundamental building block of social media (Presence)?
• Extent to which users are aware of whether others are accessible
• Implication: Reproduce the reality, intimacy and immediacy of the social context
○ The implication of presence is that firms need to pay attention to the relative importance of user availability and user location. In some cases, this is tied very directly to a desire to interact synchronously, whether this is through voice or sharing data. Should users prefer to engage in real-time, then the social media platform should offer a presence or status line indicator, along with a suitable mechanism through which these users can contact each other and interact. A firm might also want to investigate if users have a desire for selective presences, where one can be visible to some people while staying hidden to others.
Tell about one of the fundamental building block of social media (Relationships)?
- Extent to which users are related to others
- Implication: Allows comprehension of the structural and flow properties in a network of relationships
Social media sites and firms seeking to engage with their users must understand how they can maintain or build relationships, or both. If the relationships need to be formal and regulated, then a process should be developed to validate authenticity of users. If a social media platform adopts a brokering role or facilitates transactions, social mechanisms via which other individuals act as an approval step (e.g., LinkedIn), or legal steps can be employed. If users mostly expect to maintain existing relationships, then a simple identification process is required. For instance, users can send a ‘friend request’ that needs to be accepted by the other party before the two can add each other to their contact list.
Tell about one of the fundamental building block of social media (Reputation)?
- Extent to which users know the social standing of others
- Implication: Enables monitoring of strength, passion, sentiment and reach of users and brands
○ If firms and users value their reputations and those of other users, then a metric must be chosen to provide this information.
○ The appropriate evaluation tool must be chosen like views or followers, rating, amount of comments.
