Social Media Final Exam – Flashcards
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the literary art of diminishing or derogating a subject by making it ridiculous and evoking toward it attitudes of amusement, contempt, scorn, or indignation.
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satire
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most common indirect form of satire
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fictional narrative
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A literary composition modelled on and imitating another work, esp. a composition in which the characteristic style and themes of a particular author or genre are satirized by being applied to inappropriate or unlikely subjects, or are otherwise exaggerated for comic effect. In later use extended to similar imitations in other artistic fields, as music, painting, film, etc.
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parody
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Print newspaper founded in 1988 at the University of Wisconsin-Madison by Tim Keck and Christopher Johnson
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the onion (satirical newspaper)
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The doctrine of ____ has developed through a substantial number of court decisions over the years and has been codified in section 107 of the copyright law.
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fair use
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An Irish company called ____ researches online sources for news organizations and other clients.
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storyful
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_____ is "an umbrella term that defines the various activities that integrate technology, social interaction, and the construction of words, pictures, videos, and audio."
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social media
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____ is the process whereby people and their careers are marked as brands. The creation of an __ that pertains to a particular person or individual; this includes but is not limited to the appearance and knowledge contained within, leading to an indelible impression that is uniquely ______
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personal branding, asset, distinguishable
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8 steps to build your brand
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1. Search, Alerts, Analytics 2. Create Profiles and engage 3. share content 4. Start Writing-Drive Google 5. Purchase your own domain 6. Network 7. Start Blogging 8. Update your status regularly
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Fundamental principles of networking
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1, The real power of the network is in the second degree. 2. The real power is in the network of your network. 3. So don't focus on your own network, but ask them to introduce you to their network!
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Own your own _____; ____ is the enemy of the good; The smallest action is far greater than the best _____
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brand, perfection, intention
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ROI equation
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(Gain from Investment - Cost of Investment) ________________________________ Cost of investment
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Look for correlation by overlaying ____ metrics with _____ metrics over the same time period
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social media, financial
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value of new customer (4)
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1. Initial sale 2, Repeat business 3, Up-sell 4. Referrals (SRUR)
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In order to measure ROI of marketing investments, you need to know ____
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Lifetime Customer Value
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lifetime customer value equation
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(Revenue x Longevity) x Margin (RLM)
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conversion rate
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new customers/(visits/leads) (NVL)
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value of a visit/lead
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Visitor x Conversion Rate x LCV (VCL)
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Best to focus on a total of ___ Keywords to drive impact over time across your blog
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3-5
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Include your Keyword ___ Times in 1st Paragraph; Include Keyword ____ times in Remaining Text
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2-3
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____ Density is less than ____% of all Words
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target keyword, 5.5
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Ideal Length of a blog post is ____ Words per Post
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300+
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Use ____ Keywords in Every Hyperlink
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alt-text
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Include one _____ for every ___ words of body content spread out evenly down the page.
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hyperlink, 120
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Include a Minimum of 1 ___ With Keywords in Alt-Text
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outbound link
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____ is a location-based social network that was first launched in March of 2009 and offered participants a way to "check-in" to the places they visit and instantly share that information with their friends.
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foursquare
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Because it's important for ___ in particular to think before they share their location, location sharing is off for them by ____
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minors, default
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____ does not collect background location on Android or iOS (including iOS 8). ____ only gets your location when you're ____ the app, such as when you're trying to add a location to your post.
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Instagram, using
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is the combined bits of location information that a user divulges through social media, which ultimately forms the user's location "footprint."
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geosocial footprint
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Among adult social media users ages ___ and older, ___% say that at least one of their accounts is currently set up to include their location in their posts.
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18, 30
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A ___ is responsible for being the ___ on social media. They create content, respond to comments, answer questions, and much more. ____, more often than not, deal with people who have a relationship with, or have heard of, the brand.
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social media manager, brand
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A ____ is responsible for advocating the brand on social networks. They create their own social ___ and actively go out within the online community to connect with potential customers and advocate the brand. They typically deal with those who haven't heard of the business they work for and boost ____ for the company.
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community manager, persona, awareness
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ROI=
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lifetime customer value
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target keyword density is less than _____% of all words
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5.5
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a hyperlink must include
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alt-text keywords
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include 1 hyperlink for every
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120 words
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social media was developed _____ years ago
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50
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if FB was a country it would be the
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largest
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Facebook has ____ business pages
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3
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50% of comments on Insta are made within the first ____ hours
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6
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global village was a term coined by
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marshall mcluhan
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twitter success has 3 components
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engagement, retweeting, sentiment
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pinterest has both ____ and ___ links
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inbound, outbound
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social media is considered a
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strategy
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categories of FB pages
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1. personal 2. group 3. community 4. business
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there are _____+ business accounts on Pinterest
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500,000
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conversion rates for Pinterest are ____% higher than other social media platforms
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50
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social media planning should use the same principles of ____ planning as _____ communication planning
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strategic, traditional
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FB engagement rate formula
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likes+comments/number of fans
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all FB profiles are searchable through
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graph search
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youtube is the ___ largest search engine
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second
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80/20 rule
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80%=content 20%=sales and promos
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in order to be a part of ____, you must be verified by Google
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google news
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web crawlers follow the same ___ as users do
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links
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_____ has negative connotation
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reputation management
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"______" includes qualitative and quantitative analysis of social media engagement
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measuring the process
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primary criteria google an bing algorithms use when ranking sites
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1. content 2. architecture 3. backlinks
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SEO is being replaced by even more ___ search
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semantic
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the ultimate goal of a social media program is not to
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increase awarenes
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______ are not known by Web developers
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SEO signals
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Twitter analytics include
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tweets, retweets, favorites, replies
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SERP stands for
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search engine results page
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not all date captured by analytic tools are
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meaningful
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semantics=
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language
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linkedin is a
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search engine
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a _____ is a software that browses the web in an automated manner in order to fetch data
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web crawler
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google originally created an algorithm that ranked websites based on
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links
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inurl: does what 2 things
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narrows a search and is useful for finding contacts when you're job searching
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content strategy must include consideration of the ____ you want to achieve
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business objectives
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2 main types of search results
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organic and paid
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most common metrics used for evaluating campaigns
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reach, impressions, engagement, conversion (RICE)
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Social media strategy acronym
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survey, objectives and goals, content strategy, interactive strategy, analytics, launch
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the father of communications and media studies
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mcluhan
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Term coined in 1962 (The Gutenberg Galaxy) to describe how electronic technology has contracted the globe.
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global village
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We naturally function in
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tribes
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12 steps to social media greatness
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Stake your claim Fill out your profile completely Know where your people are Engage, but don't yell too loudly (asking for sales or donations) Build your fan base Create productive relationships Reciprocate Content, content content! Keep it relevant Always say "thank you."
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think ____, not tactically
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strategically
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Beginning a tweet with .@ will make that tweet visible to all your ______, not just the person you are conversing with.
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followers
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Friday at __ p.m. ET: The most retweetable day/time of the week.
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4
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This is the classic Public Relations planning model
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Research Action (planning) Communication Evaluation (RACE)
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outcome objectives
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What concrete action you want to accomplish
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process objectives
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Objectives that inform or educate
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output objectives
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-Measure the communications activities of the organization -Have no direct value in measuring the effectiveness of a campaign -Includes "Likes," followers, etc.
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levels of social media engagement
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1. placeholders 2. short term promotion 3. dedicated strategic engagement (PPE)
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1:00 - 3:00 p.m. - highest traffic for
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facebook
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Most mentions on Instagram: ___ with 23 million post mentions
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#nike
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brand engagement on instagram is __x higher than Facebook
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15
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3rd most popular social media site behind Facebook and LinkedIn.
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pinterest
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Pinterest offers FREE analytics to all _____ pages.
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business
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listings of varying dates as you're accessing the cached version of the site on the SE server.
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SERPS
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The difference b/t a shared URL and an enhanced listing with an image and controlled title and description
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social media microformats
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Three main types of mobile
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responsive, dedicated, dynamic
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Share your content to existing followers in order to acquire
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backlinks
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Social media backlinks are ___, but DO pass value and, most importantly, potentially drive more visitors to your website
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nofollow
