MKT CH 19 social media & marketing Essay

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social media
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any tool or service that uses internet to facilitate conversations * more one to one ways to meet consumers
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social commerce
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combines social media with basics of e-commerce – help make informed decisions on purchases & services – user generated content to assist in these decisions – usually good to keep stuff related or user generated on sites like Pinterest so you don’t piss people off
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crowdsourcing
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– using consumers to develop & market products
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different “kinds” of media
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– earned (retweets chat etc) – owned (Facebook page, youtube vids) – paid (ads on Facebook, paid media)
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social media monitoring
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– process of identifying and assessing what is being said about a company, individual, product, or brand (text mining)
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6 categories iof social media users
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– creators – critics – collectors (use RSS feeds to collect info & vote for websites online) – joiners (maintain social networking sites) – spectators (read, consume media) – inactives (do nothing) * also conversationalists
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blog
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publicly accessible web page that functions as an interactive journal whereby readers can post comments on author entries – corporate: sponsored by company or brand and are maintained by employees – noncorporate: not associated with marketing efforts of company or brand (like mommy blogs)
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microblogs
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shorter posts like twitter, tumblr, Facebook status update
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social networking sites
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allow individuals to connect or network with friends, peers, and business associates – Facebook: create pages instead of profiles, has fans, and is publicly searchable – LinkedIn: business, professional connections
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media sharing sites
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allow suers to upload and distribute multimedia content like videos & photos (youtube, pinterest, instagram, vine, snapchat)
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social news sites
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– allow users to decide which content is promoted on given website by voting content up or down (reddit)
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local based social networking sites
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– fun of social networking with utility of location based GPS tech (foursquare) * you can offer coupons if they sign in at location
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review sites
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– allows consumers to post, red, rate, comment on opinions regarding products and services (like yelp) – can help you learn opinions and you can respond to reviews
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mobile marketing tools
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– SMS – MMS – mobile web sites – mobile ads – bluetooth marketing – smartphone apps (like QR codes)

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