vocab flashcards lesson 3- aerika mclemore

Question 1

Behavioral segmentation

Answer 1

Groups people based on how they act and what they want. Behavioral factors include the benefits the group wants, patterns of usage of the brand’s products or services, and how often they engage with the brand on social media.

Question 2

Benchmarking

Answer 2

A process of measuring the performance of a company’s products, services, or processes against those of another business considered to be the best in the industry, aka “best in class.” The point of benchmarking is to identify internal opportunities for improvement.

Question 3

Brand Butler

Answer 3

The idea is to provide services around a main product or service to help consumers save time and take care of other issues more efficiently.

Question 4

Brand jacking

Answer 4

An activity whereby someone acquires or otherwise assumes the online identity of another entity for the purposes of acquiring that person’s or business’ brand equity.

Question 5

Demographic segmentation

Answer 5

Groups people based on certain personal attributes. Ex: age, gender,
marital status, number of children, ethnic background, income, religion, social class, occupation,
education level.

Question 6

Elevator pitch

Answer 6

Is a short statement of what the company, brand or product does to fulfill a need
for a persona. An elevator pitch should be short, interesting, and memorable.

Question 7

Geographic segmentation

Answer 7

Groups people based on their location. Some social media sites might
have viewers from various locations.

Question 8

Persona

Answer 8

A fictional, perceived personality or a personal or public representation of a role. It
comes from the Latin persona, meaning mask or character.

Question 9

Positioning

Answer 9

Refers to the place that a brand occupies in the minds of the customers and how it is
distinguished from the products of the competitors and different from the concept of brand awareness.

Question 10

Profile placeholder

Answer 10

Someone who occupies a position on behalf of someone else, such as a deputy
during the absence of the superior officer.

Question 11

Psychographic segmentation

Answer 11

Groups people based on their lifestyle. Psychographic factors
include activities, interests, personality, opinions, and values. Psychographic data gives a rich
picture of who the real person is behind consumer decisions.

Question 12

Return on Engagement (ROE)

Answer 12

The ROE measures things like awareness, relationships, loyalty,
and retention of customers, business partners, and employees.

Question 13

Share of conversation

Answer 13

The percentage of mentions the particular brand receives in relation to the
broader conversation.

Question 14

Social media audit

Answer 14

Is an orderly examination of social data to help you discover, categorize, and
assess all the social conversations about your company, brands, and the competition on social
media. By gathering current data, an audit provides a unique opportunity to see an overview of
your current social media landscape, if one exists. It can also help you to get a strategy back on
track if it has gone astray.

Question 15

SWOT analysis

Answer 15

SWOT stands for strengths, weaknesses, opportunities, and threats. A SWOT
analysis helps you to identify your company’s internal strengths and weaknesses, and to examine
external opportunities and threats.

Question 16

Target audience

Answer 16

Resonate with the audience that is present on that social media site, a group of
consumers that the business actively tries to reach with their content and messages.