Social Media Marketing

Question 1

What is social media marketing?

Answer 1

Social media marketing is understanding how various digital technologies facilitate interactions between consumers and other consumers and between consumers and companies.

Question 2

What are the principal questions to determine if a marketer’s action is considered social media marketing?

Answer 2

1. Who is communication?
2. Are consumers communicating with each other?
3. Are consumers communicating with the brand?
4. Is the brand communicating with consumers? (likes and feedback)

Question 3

What makes an ad on social media, social media marketing?

Answer 3

If that ad becomes social if it engages the audience in conversation or sharing.

Question 4

What does social media marketing involve?

Answer 4

The use of communication channels to help brands and organizations to

1. better understand their customers and competitors,
2. to provide superior customer service and enhance the consumption experience
3. to capitalize on positive brand conversations, and
4. to co-create brand awareness, meaning, and products with the consumer.

Question 5

What are the five steps of the social media marketing planning process?

Answer 5

Step 1: Develop Objectives
Step 2: Identify target networks of people
Step 3: Create and curate content
Step 4: Select technology
Step 5: Measure and assess

Question 6

What is Paid media?

Answer 6

Any kind of media that companies pays for in order to get its message in front of the consumer.

Paid media can take the form of social media ads, pay per click and display ads, retargeting, payment to influencers and paid content promotion.

Question 7

What is Owned media?

Answer 7

The media that is controlled by the company.

Question 8

What are the primary forms of owned media?

Answer 8

Company’s website, mobile apps, and their social media accounts on Facebook, Instagram, and other platforms.

Question 9

What is the goal for owned media?

Answer 9

To drive consumers to a company’s owned media, where consumers can directly engage with the company.

Question 10

What is Earned media?

Answer 10

Word-of-mouth. Results from consumers’ sharing or mentioning a brand in a message, writing a review, and liking or commenting on post.

Question 11

What is a Network?

Answer 11

1. People that exchange information, experiences, and behaviors.
2. Behavior is guided by a set of norms, beliefs, and values.

Question 12

What are the three types of influencers?

Answer 12

1. Maven–passionate about new information.
2. Connectors– Links many people together.
3. Salespeople–Can convince others to adopt new ideas.

Question 13

T of F: Identifying the key influencer within a network increases the likelihood that content will be seen and shared by others.

Answer 13

True

Question 14

What are the three types of brand communities?

Answer 14

1. Pools
2. Hubs
3. Webs

Question 15

Understanding social media requires understanding ______

Answer 15

people

Question 16

What should you understand about people before trying to retrofit people to technology

Answer 16

Cognitions, their values, beliefs, the things that guide their behavior.