Test 3 Marketing Chapter 18 – Flashcards
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Social Media
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Any tool or service that uses the internet to facilitate conversations
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Social Media Consumers Want To:
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-Exchange information -Collaborate with others -Have conversations
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Social Commerce
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A subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services
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Media Types
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-Owned media -Earned media -Paid media
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Social Media Allows Marketers to:
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-Have conversations with consumers -Forge deeper relationships -Build brand loyalty
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Listening
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The first action a marketing team should take when initiating a social media campaign
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Social Media Objectives
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-Listen and Learn -Build relationships and awareness -Promote products and services -Manage your reputation -Improve customer service
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Categories of Social Media Users
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-Creators (24%) -Critics (36%) -Collectors (23%) -Joiners (68%) -Spectators (73%) -Inactives (14%)
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Blogs
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Publicly accessible web page that functions as an interactive journal, whereby readers can post comments on the author's entries -Corporate: Sponsored -Non-Corporate: Independent
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Microblogs
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Blogs that entail shorter posts than traditional blogs -Ex. Twitter
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Social Networks
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-Increase awareness -Targeting audiences -Promoting products -Forging relationships -Highlighting expertise and leadership -Attracting event participants -Performing Research -Generating new business
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Media Sharing Sites
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Web sites that allow users to upload and distribute multimedia content like videos and photos
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Social News Sites
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Web sites that allow users to decide which content is promoted on a given web site by voting that content up or down
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Location-Based Social Networking Sites
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Web sites that combine the fun of social networking with the utility of location-based GPS Technology
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Review Sites
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Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services
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Virtual Worlds and Online Gaming
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Include massive multiplayer online games and online communities
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The Social Media Plan
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1. Listen 2. Set social media objectives 3. Define strategies 4. Identify the target audience 5. Select tools and Platforms 6. Implement and monitor the strategy
