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uses social media portals to positively influence consumers toward a website, company, brand, product, service, or a person.

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Social media marketing (SMM)

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a "conversion," such as the purchase of a product, subscription to a newsletter, registration in an online community, or some other desirable consumer action

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, the end goal of social media marketing is

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Just a Fad Just for the Young No Return in Social Media Marketing Isn't Right for This Business Social Media Marketing is New Too Time-Consuming Is Free

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Seven Myths of Social Media Marketing

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Controls content seen by audience One-way communication Domineering approach Exclusivity agreements

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Traditional Approach

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Emphasizes audience contribution Two-way communication Discussion approach Trust building

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Social Media Approach

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Basic computer skills Proficiency with search engines Proficiency with navigating the web Knowledge of coding or graphic design helpful

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Technical Skills

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Personable Good listening skills Diverse vocabulary Strong reading and comprehension skills Creativity and passion Professionalism in response to negative comments

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Personal Attributes

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Marketing investment in social media is forecast to increase.

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true

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According to the text, Facebook is a substantial source for word-of-mouth marketing,

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true

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Social media marketing is a form of what type of marketing?

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word of mouth

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What is the #1 resource used when researching a product online?

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search

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Which of the following is considered the earliest ancestor of social media?

answer

USENET

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In order to be a successful social media marketer, you need a number of technical and personal skills. Which of the following is NOT considered vital?

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a big ego

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What is the primary lesson behind the United Breaks Guitars case study?

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companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues

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Why do marketers often have difficulty with social media marketing?

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they do not begin with a plan but instead start of in a random direction or try many different approaches with any strategy behind the actions

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false

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Only large corporations have been successful in measuring the return from their social media marketing efforts

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false

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According to the text, social media is only being adopted by younger populations

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people who already have influence in the world of social media.

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Power-users

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true

answer

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.

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true

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Targeting a wider section of a target audience means a company can reach more people, with the marketing campaign being more efficient the more different types of people recieve the same targeting and messaging.

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collectors

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Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?

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spectators

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Which rung on the Social Technographics Ladder represents the largest segment?

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it provides a set of persona profiles for a company to reference

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Why is the Social Technographics Ladder useful?

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they are the ones who make the purchasing decisions

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Why is it considered important to focus on the buyer persona?a.They spend the most time on social

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-Identify persona roles (including buyer persona) -Identify the needs and situational triggers for each persona -Develop messaging objectives

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Persona Development Cycle has three elements.

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Those consumers, or group of consumer, that a company or brand has decided to try to reach with its marketing strategies. It can include both those most likely to purchase, as well as those who exhibit interest in similar values and ideas.

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What is a target audience?

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key performance indicator

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What is KPI?

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is more than telling the truth; it also implies conversing without forced attitudes or a false demeanor.

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Authentic

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demonstrating thought leadership; by showcasing original thoughts and ideas related to the product or the industry in general.

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Credible

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- traditional marketing method where companies purchase the right to interrupt people and demand their attention (i.e. TV, magazine, radio, billboards, and pop-up ads).

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Interruption marketing

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brands that interact with the community, answer questions, and thank those who respond.

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Participatory

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a form of marketing where consumers consent to being marketed such as opting into an email newsletter, following an account on Twitter, or signing up for text message alerts.

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Permission marketing

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providing the audience with helpful information.

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Resourceful

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1. USE SOCIAL MEDIA CHANNELS AS INTENDED - Use all social media channels and their different communication methods as intended.

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Rules of Engagement

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2. DON'T BE A DIRTY SPAMMER - Don't send people in a network unwanted messages without their permission. Give the audience the chance to opt out and don't mass-message people without their permission.

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Rules of Engagement

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3. ASSUME PEOPLE DON'T CARE ABOUT THE PRODUCT - Assume that most people on social media sites do not care at all about the product being marketed. Be cautious of directly marketing to people, especially when it might not be expected or invited.

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Rules of Engagement

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4. HAVE A PERSONALITY - Sharing some personality helps build common ground and trust. Building a feeling of trust and common interest makes it more likely that people will find the social media campaign to be engaging and worth participating in.

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Rules of Engagement

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5. PROVIDE CONTEXT WHEN SEEKING CONNECTIONS - Having a tactful way to add new connections that may rarely or never be seen in person is extremely important. When sending a request to connect with someone it is helpful to provide context for the connection.

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Rules of Engagement

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6. BE TRANSPARENT - Businesses have to be more transparent in their interactions. Keeping secrets from customers is no longer a viable business strategy.

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Rules of Engagement

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7. TALK ABOUT THE TOPIC - It is a good idea for a company to join the discussion on topics related to their business, but it needs to make sure to focus on what the conversation is about, not just do self-promotion.

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Rules of Engagement

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8. SOCIAL MEDIA PROFILES ARE NOT BILLBOARDS - Don't use other people's social media profiles or websites as a way to promote a message. It is best to engage in discussions without doing overt marketing unless it is directly on-topic.

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Rules of Engagement

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9. BE NICE - Politeness costs nothing, but it can make a huge difference in the responses that a social media marketing campaign receives.

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Rules of Engagement

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Social media messages are exposed to public view, so expect a high degree of scrutiny: facts will be checked, and promises will be expected to be kept.

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Honesty

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Do not collect or distribute personal information without consent. Violations of user privacy can quickly destroy a site's reputation and severely damage a company.

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Privacy

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While online interactions can be highly impersonal, there is always another person somewhere in front of a screen.

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Respect

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When a customer has a valid complaint, a technical problem arises, or some other crisis looms, acknowledge the situation, apologize, and act on an intended solution.

answer

Responsibility

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