Unit 1: Foundations of Social Media Marketing Flashcards
social media
the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks of people, communities, and organizations enhanced by technological capabilities and mobility (the way digital natives live a social life)
social media value chain
Core activities of social media users and the components that make those activities possible
4 zones of social media
- social community - share content and socialize (Twitter, Facebook, LinkedIn, Instagram)
- social publishing - host and aid in distro of content (Blogger, Medium, YouTube, Slideshare)
- social commerce - facilitate buying and selling (Facebook, Groupon, Etsy)
- social entertainment - share content for entertainment purposes (games, art, music)
social media marketing
the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization’s stakeholders
the LARA framework
- Listen to customer conversations
- Analyze conversations
- Relate information within enterprise systems
- Act on customer conversations
Marketing objectives and social media
- increase awareness
- influence desire
- encourage trial
- facilitate purchase
- cement brand loyalty
- recover from service failures
types of media
- paid media (ads, sponsored content, paid influencers)
- earned media (reviews, shares, likes, followers)
- owned media (brand social media accounts, blogs)
- shared media
social utility
offers synchronous interactions, content sharing of images, video, music, games, applications, groups, and more (i.e. Facebook, Twitter)
network effect
networks of networked communities have members who participate as consumers, creators, and co-creators
crowdsourcing
process that harnesses the collective knowledge of a large group of people to solve problems and complete tasks
Semantic web
Web 3.0, the expected next stage, collaboration of people and machines (collective intelligence)
social software
computer programs that enable users to interact, create, and share data online (ex. apps, widgets, chatbots)
algorithms
complex mathematical formulas
business model
strategy and format it follows to earn money and provide value to its stakeholders
interruption-disruption model
create programming interesting enough to attract watchers/listeners an then interrupt to share a commercial message
psychic income
perceived value that is not expresses in monetary form
social currency
reputation for providing high value whether from information, relevance, or entertainment
boundary spanners
employees who interact directly with customers
micromarket
group of consumers once considered too small and inaccessible for marketers to target
tradigitial
using the digital domain but applying the familiar model of the four P’s to it
marketing guru Peter Drucker famous line
“The purpose of a business is to create a customer”
digital native
someone born in an era where digital technology always existed
social customer relationship management
to build and maintain relationships with consumers and customers in order to better meet their needs
5 segmentation bases
- demographic
- geographic
- psychographic
- benefit
- behavioral
social identity
part of our self-concept that results from our perceived membership in a group
self-concept
image of ourselves or a sense of who we are
privacy salience
the extent to which one worries about privacy and the risks related to the collection, unauthorized secondary use, errors in, and improper access of personal data is known
social technographics
categorizing consumers by our online social behavior (Forrester 2007)
social network
set of socially relevant nodes connected by one our more relations / that connect and tie people, organizations, countries, or anything else defined as a unit
word of mouth communication
the passing of information from person to person within a network
presence
the effect that people experience when they interact with a computer-mediated or computer-generated environment / connectedness to the community
object sociality
the degree to which community members can use their shared interests and experiences to build and nurture relationships within the community
behavior standard norms
mental representations of appropriate behavior in a community / rules, written and observed, that help govern the community
crowdsourcing
where members come together to contribute to a task or project significantly impacting the result
social capital
which allows people to work together and to access benefits from social relationships / resources that add value
strong and weak ties
strong ties - someone you have history and shared experiences with
weak ties - a connection you don’t know very well or have several degrees of separation from
opinion leaders
influential members of the social communities and often are deliverers of the social capital making them attractive partners for marketers (influencers / power users)
stages of social media maturity
- trial phase 2. transition phase 3. strategic phase
steps in social media marketing planning
- conduct situational analysis (SWOT; current problem, social media audit)
- state objectives (SMART)
- gather target audience insight
- select social zones and vehicles
- create an experience strategy (positioning statement; brand experience)
- establish an activation plan (campaigns)
- execute and measure campaign
typical mistakes of execution and measurement of social media strategy (6)
- staffing 2. content 3. time horizon 4. focus on objectives 5. user benefits 6. measurement
strategic planning
the process of defining a vision, goals, objectives, tactics, and measures for an organization.
social media marketing maturity
level of sophistication of their social media strategy
social media audit
a review of your social media presence to determine what you’re doing well and where you can improve
social media profiles
a review of your social media presence to determine what you’re doing well and where you can improve
social media mix
the blend of social media channels and vehicles that make up a social media strategy
positioning statement
a brief statement how their product, service, or brand fills a particular consumer need in a way that its competitors don’t
social media policy
is a set of guidelines that expresses to an organization the how to and how not to use their social media on behalf of the organization
Social media management platforms
technology tools that allow the creation and management of social accounts in one place (Hootsuite)
social media tactics
actions or strategies to achieve a social media strategy
persona
a representation of a target audience’s key attributes
social media channels
a social media medium that allows an individual, brand, or group to engage with desired audiences
Content type
a category of content or information
owned media
content you create and control
paid media
content you pay to have placed in front of an audience
social media experience
the emotions and perceptions resulting from actions conducted on social media
creative brief
short document outlining the components of a unit of content
content calendar
schedule used to schedule and track social posts
social media workflow
set process for publishing social media posts consistently and efficiently
