Social media chapter 1
Unlock all answers in this set
Unlock answersquestion
Web 2.0
answer
Interactive social system Available 24/7
question
Horizontal revolution
answer
Information flows across people not just from big companies to people
question
Social Media
answer
The online means of communication, conveyance, collaboration and cultivation among interconnected people, communities and organizations
question
two types of Interactions
answer
1. Synchronous 2. Asynchronous
question
Synchronous
answer
Occurs in real time (texting back and fourth)
question
Asynchronous
answer
Do not require all participants to immediately respond (Email)
question
Culture of Participation
answer
ability to freely interact with other people and companies; open access to venues that allow users to share content
question
Media
answer
a means of communication
question
Mass Media -
answer
a means of communication that can reach a large number of people (Broadcast, Print, Digital channels
question
personal media
answer
channels capable of two-way communication on a small scale (email, surface mail, telephone, face to face conversation)
question
what crosses the boundaries of mass and personal media
answer
mass media
question
medium
answer
a channel used for communication to travel ex - word of mouth , television, radio, newspaper magazine, signage, telephone
question
types of medium
answer
1. word of mouth 2. television 3. rasdio 4. singage 5. newspaper 6. telephone
question
vehicle
answer
with in each medium marketers can choose specific vehicles to place a message ex: television (medium) how I met your mother (vehicle)
question
The 4 zone of social media channels
answer
1. Social communities 2. Social publishing 3. Social entertainment 4. Social Commerce
question
Social Communities
answer
focuses on relationship and the common activities people participate in with other who share the same interest or identification Ex. twitter, facebook, linkedin, Google plus Sharing socializing Conversig
question
Social community examples
answer
Social networking sites - messgage boards, Forums (Online interactive version of community bulletin boards), Wikis (Allow members to contribute
question
Social networking sites
answer
online host that enable site memberas to construct and maintain profiles
question
Social identity
answer
Profile picture or avatar and background information
question
social presence
answer
indicating availability, mood, friend list and status
question
Connection
answer
friends followers or fans
question
2. Social publishing
answer
sites which aid in the dissemination (distribution) of content to an audience Ex: Blogs: Blogger, Blogspot, Technorati. Media sites: Youtube, Flickr, Picasa, SmugMug, SlideShare, Scribd Editorial, commercial, user-generated Blogs, microblogging sites (like blogs except limit to the length of post), media sharing sites, social bookmarking, news sites
question
Social entertainment
answer
offer opportunities for play/enjoyment Ex: Come2Play, Second Life, MySpace, Zynga, uGame Games, music, art Social games, alternate reality games, virtual worlds, entertainment communities
question
Social commerce
answer
use of social media to assist in online buying/selling Ex: Facebook, LivingSocial, Groupon, Snipi, VideoGenie, TripAdvisor, Payvment CRM/service, retailing/sales, human resources Reviews/ratings, deal sites (Groupon), Deal aggregators (8coupons), social shopping markets (Etsy), social storefronts
question
Cloud computing -
answer
anything that involves delivering hosted services online. Delivery of service over software
question
folksonomies -
answer
set of labels(tags) individuals choose in a way that makes sense
question
tagging
answer
categorizing content according to a users own folksonomy
question
networks effects
answer
The value added for all users by each individual user. Each additional user adds value for all users
question
Scalability
answer
the ability to grow/ expand capacity as needed without negatively affecting the contribution margin of the business
question
Perpetual Beta -
answer
developers are able to introduce new feature in products even if testing and refinement are not yet complete. It is continual (Perpetual), on going development
question
Reputation economy
answer
The value that people exchange is measured in esteem as well as money
question
The infrastructure of social media
answer
Social Software devices people
question
Social Software
answer
computer programs that enable users to interact create and share data online
question
Devices
answer
Products we use to acces the internet and to participate online
question
people
answer
People interacting online is the only way social media can work
question
The 5th p of marketing is
answer
participation
question
Traditional marketing
answer
Push Messaging, ONE WAY, mass audience
question
micro market -
answer
a group of consumers once considered too small and inaccessible for marketers to pursue
question
Niche Products
answer
appeal to small specialized groups of people
question
Ecommerce
answer
micromarket niche products
question
Social media achieves marketing objective
answer
1. Promotion and branding 2. customer relationship management and service and recovery 3. marketing research
