Chapter 1: Social Media Revolution – Flashcards
Unlock all answers in this set
Unlock answersquestion
Social media
answer
a form of digital media that enables communication and interactions among people and between people and organizations
question
Social interactivity
answer
on social media, people are able to communicate or interact with others
question
Openness
answer
implies that all people can participate and interact via social media channels with minimum eligibility restrictions; also means people can make themselves open to social interactions that other individuals and organizations initiate
question
Flexibility
answer
social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats; and people can share different kinds of content
question
Fast-paced flows of information
answer
information can be communicated and spread rapidly through social media, typically much faster than in other forms of media
question
One-to-one information flows
answer
narrowcasting
question
One-to-many information flows
answer
broadcasting
question
Social media marketing
answer
a process, a way of thinking, that involves identifying opportunities for leveraging social interactivity among consumers in open and flexible social media environments with fast-paced flows of information
question
Typical traditional marketing perspective
answer
involves considering only one flow of information in a marketing setting, from the company to consumers
question
Social media marketing perspective
answer
involves considering three types of flows of information in a marketing setting, company to consumer, consumer to consumer, and consumer to company
question
Social media monitoring
answer
whereby companies "listen" to what consumers are saying about them on social media channels and use that information to respond directly to consumers or as another source of consumer intelligence
question
Interactions first, channels second
answer
one of the most important principles of successful social media marketing strategizing and implementations, which is to focus first on what interactions should be taking place before deciding what channel
question
Social media interactivity has few barriers to participation?
answer
true
question
Openness and flexibility is discussed in the chapter. Flexibility refers to
answer
Social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats
question
Which is a social media information flow?
answer
one-to-many
question
What are the 3 key characteristics of social media as defined in this chapter?
answer
Interactivity, openness and flexibility, and fast-paced flows of information
question
A social media marketing perspective involves considering three types of information flows. These flows include: company to consumers, consumers to company, and company to company. True or false?
answer
false
question
Which would be a form of social media monitoring?
answer
Taking care of a customer's concerns by responding directly to them on Twitter
question
What does IFCS stand for as defined in this chapter?
answer
Interactions first, channels second
question
Once objectives have been set and social interactions that match those objectives have been considered, marketers should:
answer
Find channels that suit those interactions
question
By early 2015 how many active users did Facebook have?
answer
1.44 billion
question
Pick which example below best represents a narrowcasting information flow.
answer
You invite your friend to lunch via a text message
