Social Media Marketing Exam 1 – Flashcards
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What is Customer Profile Analysis?
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A description of your ideal customer, creating a "profile" of what they'd be like.
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What is SEO? What are its two forms?
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"A diverse set of activities to increase the number of visitors to a website." It has its onsite and offsite forms.
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What are the best types of keywords to use for SEO?
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Long tail keywords
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How do you make websites visible to Search Engines? There are 5 ways.
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1. The website should have reliable hosting and be accessible. 2. Focusing on Text-Based Content. 3. Proper navigation allowing search engines to link to the website. 4. Sitemaps to help search engine spiders. 5. Linking the site to external directories and social media.
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What are the three types of Media?
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Paid: Things such as advertising/banners where you pay to put out content on a platform. Owned: Corporate pages, social media where the content and platform is yours. Earned: When users on social media put out content ala word of mouth.
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What are the seven myths of Social Media?
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1. Social media is a fad 2. Social media is new 3. Social media is for the young 4. Social media doesn't show returns. 5. Social media isn't right for this business. 6. Social media is too time-consuming 7. Social media is free.
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How does SMM differ from traditional marketing?
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1. Control Vs Contributions 2. Trust building; be earnest and down to earth. 3. Trust is slow to earn, easy to lose. 4. Combo of creativity and technology.
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What are the 5 best practices for Social Media Marketing?
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1. Begin with a strategy backed by a SMM Plan. 2. Be honest and transparent in all your social media efforts. 3. Identify your target market, and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today won't be valid tomorrow.
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What are the common characteristics of a good Social Media Marketer?
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1. Good communication skills. 2. Working knowledge of computers and the internet. 3. Knowledge of search marketing desirable 4. Proficiency on Twitter, FB, and LinkedIn
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What is a Social Media Plan?
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A systematic plan where a social media strategy is outlined and illustrated.
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What are the parts of the Social Media Cycle?
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(Finding a Strategy) 1. Listening 2. Developing Goals 3. Developing Strategies (Developing Tactics) 4. Identifying Target Market 5. Selecting Tools 6. Selecting Platforms and Channels (Execution) 7. Implementation 8. Monitoring 9. Tuning
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What is the Valid Metrics Framework?
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Framework for developing valid social media metrics. There are 5 elements. Exposure: Opportunity to Attend to Content Engagement: Interaction with Content Influence: Ability to Change Opinion or Behavior Impact: Effect on the Target Audience Advocacy: Suggest Action to Another User
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What is the process for creating a Social Media strategy? (8 Cs)
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1. Categorize SM platforms by relevancy. 2. Comprehend rules of engagement by listening. 3. Converse by acknowledging and responding to other users on the platform. 4. Collaborate with platform members. 5. Contribute content to build a reputation. 6. Connect with influencers to enlist the community. 7. Community participation can elicit valuable customer suggestions. 8. Convert relationships to the behaviors suggested by the objectives.
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How do you link Social Media goals to actions?
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You must create a "call to action" or a series of steps to take the consumer through to get the desired result.
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Why is Word of Mouth important on Social Media?
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Social media isn't a platform for self-advocacy as much as building advocates. WOM is built on building brand advocates.
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What is Big Data?
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The process of widespread collection and analysis of user data on social media.
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What is the SMM Targeting Process?
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The name explains the thing. 4 Stages: 1. Define target audience and segments. 2. Develop media plan for each target segment. 3. Create Personas for each segment. 4. Optimize media schedule and posts.
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What is a Persona? How does a marketer go about creating one?
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Personal roles and customer profiles; target different segments and create different personas based on that. Three step process: 1. Identify personal roles 2. List needs and situational triggers. 3. Create messaging objectives.
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What are the contents of an SMM plan? (13 Parts)
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1. Title Page 2. Table of Contents 3. Executive Summary 4. Overview 5. Social Media Presence 6. Competitive Analysis 7. Setting Goals 8. Determining Strategies 9. Identifying Target Market 10. Selecting Platforms 11. Implementing 12. Monitoring 13. Tuning
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What does Optimization mean in SMM?
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Make everything as visible as possible to people on the platform as well as search engines.
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What are the rules of engagement for SMM? (9 Rules)
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1. Use social media channels as intended 2. Don't be a dirty spammer 3. Assume people don't care about the product. 4. Have a personality 5. Provide context when seeking connections. 6. Be transparent. 7. Talk about the topic. 8. Social media profiles are not billboards. 9. Be nice!
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What's the difference between permission marketing and interruption marketing?
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Permission Marketing: I ask your permission to display and send you marketing content. Interruption Marketing: I pay the producer of content to interrupt their content with my own.
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What's the difference between a passive strategy and an active strategy?
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Passive Strategy: Sit back and listen, observe, and respond. Active Strategy: Create content to put out and build an audience through this.
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What are the principles for success in Social Media Engagement?
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PARC: 1. Participatory 2. Authentic 3. Resourceful 4. Engaging.
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What are Social Media Marketing Ethics?
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Same ethics as regular marketing, but apply 4 principles: 1. Honesty 2. Privacy 3. Respect 4. Responsibility
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What are the types of social media platforms? (13 Listed)
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1. Social Networking 2. Microblogging 3. Publishing Tools 4. Collaboration Tools 5. Rating/Review Sites 6. Photo Sharing Sites 7. Video Sharing Sites 8. Personal Broadcasting Tools 9. Virtual Worlds 10. Location Based Services 11. Widgets 12. Social Bookmarking/News Aggregation 13. Group Buying
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What are the benefits of marketing on social networks? (4)
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1. Find Talent 2. Build Brand Awareness 3. Find new customers 4. Conduct Brand Intelligence and Marketing Research.
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What are the best practices for marketing with social media platforms? (5)
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1. Develop clear objectives 2. Understand and monitor metrics. 3. Know the audience. 4. Communicate with your audience in the most appropriate way. 5. Keep search in mind.
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What are SMM tools?
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Software designed to support or automize various social media activities.
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What types of SMM tools are there? (4)
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1. Single Purpose Tools 2. Single Platform Tools 3. Multi Platform Tools 4. Purchased Services
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How do you choose which SMM tool is right for your marketing activity? (5)
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1. Investigate tools offered by the platform. 2. Think about what you need to accomplish 3. Be sure the tools service the platforms used. 4. Consider how many people need to use the tool and what their roles are 5. Consider whether a free tool will suffice, or whether a paid one is needed.
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How do you set Social Media goals?
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(coming back to this one)
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What are the key elements of a SMM plan?
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(coming back to this one)
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How do you implement the social media plan?
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You create content and assign roles for social media jobs.
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How do you monitor progress?
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Track your progress on platforms, measure using qualitative and quantitative metrics, then evaulate your progress against your goals.
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How do you determine Return on Investment? (5)
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Since it is hard to calculate a direct ROI due to the fuzzy nature of social media, there is often a proxy ROI designated. 5 common examples include: 1. Brand awareness 2. Customer satisfaction 3. Sentiment analysis 4. Share of voice 5. Net Promoter scores
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Define microblogging.
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Broadcasting brief messages to some or all members of the sender's social network through a specific, Web-based, service.
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Describe a brief history of microblogging.
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*Started with "Tumbleblogs", or stream of consciousness blogging. *Twitter changed the game by instituting a character limit (140 Characters).
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What are some different uses for microblogging? (6)
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1. Classic Tweets 2. Opinion Tweets 3. Mission Accomplished Tweets 4. Entertainment Tweets 5. Question Tweets 6. Picture Tweets
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What are the 5 best practices for building a brand with Twitter?
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1. Self-Promote Cautiously 2. Choose Optimal Tweet Times 3. Respond to Questions 4. Gather Feedback 5. Provide Unique Value
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What are 4 marketing objectives that can be achieved with Twitter?
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1. Increasing Brand Awareness 2. Connecting with Customers 3. Providing Support 4. Distributing Information
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What are 5 steps to develop a personal branding plan using microblogging?
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1. Create a complete profile 2. Follow those in your area 3. Create lists around your interests. 4. Create a follow strategy 5. Post at least 3 times a day.
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What is Content Marketing?
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"The process for developing, executing and delivering the digital content and related assets that are needed to create, nurture and grow a company's customer base."
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What is a blog?
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"A collection of the blogger's personal thoughts and ideas around a particular topic and, as stated previously, are a less formal method of publication."
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What is a podcast?
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A serialized audio or video "broadcast" of information for people to download and listen to.
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What is a webinar?
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A seminar type live stream where a speaker gives out information live and answers questions.
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What are the three components of creating a content marketing strategy?
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1. The creation of content based on target audiences and personas 2. The dissemination of the content through appropriate channels to achieve marketing objectives. 3. The measurement of the success of the content through analysis of results.
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What makes blogs different (6 things)?
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1. Publishable 2. Findable 3. Social 4. Viral 5. Syndicatable 6. Linkable
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What are the three types of podcast content?
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1. Instructional 2. Informative 3. Entertainment
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What are the 11 best practices for Content marketing?
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1. Use catchy titles. 2. Update frequently 3. Keep content focused 4. Invite comments 5. Engage with others 6. Avoid negativity 7. Stand by the content 8. Cross promote 9. Archive the content. 10. Promote the content 11. Use metrics
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What place does video marketing play in the digital marketing mix?
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Video is the quickest growing area of the mix; specifically mobile video.
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What are the pros and cons of viral videos?
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Pros: Goes viral and attracts a wide audience. Cons: Really, really hard to predict what will go viral.
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How is consumer television and video use changing?
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While television use is going down on its own, video content is replacing it as the niche. Also, television is slowly growing in age as a domain, while video is younger.
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What are 6 benefits of Video Marketing?
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1. The content is engaging 2. Garners large audiences 3. Building brand awareness 4. Showcasing the Product 5. Generates business leads 6. Leading video platforms.
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What is the AEIOU rule for video content?
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A: Authentic E: Engaging I: Intimate O: Offbeat U: Unusual
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What are the three types of sharing?
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1. Primary 2. Secondary 3. Tertiary
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What is photo sharing?
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A site that lets users upload photos and other images for public or private consumption, allowing others to comment, rate, and tag the pictures.
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What are 5 benefits of using photo sharing for marketing?
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1. Showcase the product 2. Reinforce brand image 3. Drive web traffic 4. Create awareness and encourage sharing 5. Leverage opportunities to market with low costs.
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What are 4 ways to build your personal brand through photo sharing?
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1. Tie your photo sharing to a professional goal 2. Keep the pictures linked to your professional brand, but have fun 3. Focus on engagement 4. Be sure not to overshare...
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What is the 5 stage process for marketing on Photo Sharing Sites?
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1. Determine target market 2. Select Photos 3. Use photos to demonstrate knowledge and involve users, not to sell. 4. Market the content 5. Secure permissions
