Social Media Marketing Ch. 5
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the news feeds or "wall" (as it's known in Facebook) social networks use to establish an ongoing point of connection between network nodes.
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Activity streams
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refers to our ability to stay in touch, using digital communications and social media, with people to whom we wouldn't otherwise have access to due to time limitations and geographic dispersion.
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Ambient intimacy
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stands for application programming interface. It's a programming model that enables a piece of software to interact with other software.
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APIs
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another word for a direct message.
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Backchannel
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cards that people can embed in emails and on websites to share their contact information and social affiliations.
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Badges
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the relationship that exists between brand and customer.
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Brand engagement
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people who are enthusiastic about a brand.
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Brand fans
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Brands can create a _____ ______, in which the brand acts as a node in the network's social graph. Doing so increases the opportunities for interactions with customers and prospects and also encourages people to talk about the brand with each other.
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Brand profile
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an ad that viewers can click to reach a target landing page.
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Clickthrough
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a catch-all phrase for user content.
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Consumer-generated media (CGM)
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_____ ____ _____ is newsfeed stories of brand interactions.
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Derivative branded content
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one-to-one interactions on a social network between two users.
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Directed communications
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_____ ____ may include text, graphics, video, and sound much like traditional print ads and commercials but they are presented on a website.
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Display ads
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refers to the amount of meaningful relationships that a person can maintain, both online and off, which researchers have estimated to be about 150.
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Dunbar's number
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the breadth and quality of contact with users.
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Earned reach
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let people share content where they wish, even on their own distribution networks.
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Embed codes
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underscores the desire to create more than a passive ad—the goal is launch an experience that people will want to share.
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Experience design
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______________ is open to people who are not affiliated with the site's sponsor.
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External social network
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an indicator of the brand's success in establishing a known presence within a community.
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Fan base
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an online fan community.
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Fandom
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a brand's use of social networking to build earned media value.
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Friendvertising
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a forum for users to share content on social sites. Others can view the content and pass it on to their respective networks.
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Gallery
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enable members to present virtual gifts to their friends. Even though virtual gifts are not tangible and may have no monetary value, they do reflect an expression of friendship, love, gratitude, and/or thoughtfulness and can be displayed publicly on a profile to visibly reflect the importance of the relationship to others in the network.
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Gift applications
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the social version of a business card.
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Identity cards
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a system such that a single profile would provide access across social networking sites with a single login and shared information.
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Identity portability
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an option to have one's profile reflected back to them from the perspective of others.
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Identity reflectors
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occur when an opinion leader publishes brand-relevant content such as a blog post in social media. For example, when Girls With Guts (http://girlswithguts.blogspot.com/) blog about a recent restaurant opening, the earned media is known as an influence post.
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Influence posts
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provides a method of communication and collaboration that is more dynamic and interactive than a larger social networking site.
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Internal social netwrok
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the first page that a person sees when he or she clicks through an ad to reach a brand's target site.
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Landing page
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a listing of the leaders in the game competition
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Leaderboard
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the process by which a consumer adopts a brand belief as his or her own.
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Message internalization
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a tool for reminding someone to socialize. On Facebook, the _____ takes the form of a "poke."
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Nudge
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developers post their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, then give their changes away for free.
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Open source model
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an authentication protocol that works across participating sites.
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OpenID
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refers to a set of common APIs that enable developers to write software for applications that will run on multiple social websites.
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OpenSocial code
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__________ are shared on a person's activity stream following a brand interaction (such as liking the brand). ___________ occur only when people are interacting with the brand and are thought to carry enhanced credibility.
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Organic social ads
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brands invite content, set mandatory guidelines and specifications, and possibly also provide participants with selected brand assets such as footage from prior commercials that ran on TV.
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Participatory advertising
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enable users to project an identity more vividly to others within a community.
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Presence indicator
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broadcast users' contributions to a site; they include participation levels, labels, collectible achievements and awards (badges), and points.
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Reputation indicators
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Device in which viewers can click the ads (called a clickthrough) to reach a target landing page.
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Response device
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conceptually assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it.
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Return on emotion
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refers to television commercials.
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Rich media
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things that others create we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we "like" on our Facebook page.
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Secondary content
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something that gives fans a reason to interact with the brand.
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Seed
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also called themes, are visual elements people use to change the aesthetic of a web page. They typically include background scenes, colors, fonts, menu styles, and a stylized layout of the page's elements.
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Skins
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online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.
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Social ads
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includes ad creative, an engagement device, and personalized referral content from people in the viewer's network.
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Social context ad
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collected from information users leave in their digital footprints and lifestreams and is harnessed to deliver messages that should be relevant to the recipients based on their online behaviors.
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Social data
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contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., a clickable "Like" button).
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Social engagement ad
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interaction between two or more people.
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Social interaction
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occurs when a user is unable to transfer social contacts and content from one social network to another.
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Social lock-in
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people who eagerly participate in several different platforms. Most people who are involved in social media are members of at least two networks.
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Social media omnivores
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___________ comes in part from the need to manage multiple community accounts (and to forego some due to the required investment) as well as from the steady streams of content flowing from multiple networks. Rather than experiencing a single social stream, those with multiple networks have several streams flowing at any point in time.
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Social networking fatigue
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provides people with the tools they need to reveal elements of their digital identities. These elements include information about us or things that we create—such as our opinions, photos, videos, songs, and artworks.
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Social sharing
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occurs when you broadcast updates to your news feed or activity stream.
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Statuscasting
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a term that explains how well the site can retain visitors during a single session and encourage repeat visits. The more there is to do on a site, the stickier the site is.
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Stickiness
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refer to the fact that once our social graph is firmly engrained in a particular host community, the time and effort to shift may outweigh the benefit we think we will get if we move to a new community service.
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Switching costs
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________ require the active, real-time involvement of two or more people to make sense. For example, if you enter a virtual world in avatar form and strike up a conversation with another avatar you talk as if you are in the "real world"; the other avatar is likely to give up and walk away if it doesn't get a response almost immediately.
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Synchronous communications
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also called skins, are visual elements people use to change the aesthetic of a web page. They typically include background scenes, colors, fonts, menu styles, and a stylized layout of the page's elements.
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Themes
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applications that make it easy to share from many locations.
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Uploading functionalities
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offer a way for brands to invite consumers to engage and interact while they develop shareable content.
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User-generated content campaign
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sites designed around object sociality, or the ability of an object to inspire social interaction.
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Vertical networks
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intangible goods that that consumers purchase in huge numbers as they continue to spend more of their time in online worlds rather than in the physical world.
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Virtual good
