Social Media Marketing (2)

Question	Answer
Brand engagement	Brand engagement is the relationship that exists between brand and customer.
Brand fans	Brand fans are people who are enthusiastic about a brand.
Brand profile	Brands can create a brand profile, 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.
Branded article	A branded article is an article that is written to promote a specific company’s expertise in the field.
Bridging social capital	Bridging social capital is the value we get from others who provide access to places, people, or ideas we might not be able to get to on our own.
Briefing	Briefing is the process of the planner educating the creative team on “must-knows.”
Business model	A business model is the strategy and format a business follows to earn money and provide value to its stakeholders. For example, Google derives most of the revenue from its widely used search engine (where you “google” a term to locate relevant online links) from the fees it charges advertisers to put their messages on the results pages.
Cadet narrative	The term cadet narrative means that the story is not tied to the brand’s meaning directly, but rather the story seeks to intrigue the audience and the brand benefits merely from its sponsorship or association with the story.
Call to action	Call to action refers to a direct request in a marketing message for a specific behavior.
Cascades	Cascades of information occur when a piece of information triggers a sequence of interactions (much like an avalanche).
Casual gamers	Casual gamers play casual games, rather than hardcore games.
Census	A census is a study of the whole population.
Center of excellence model	The center of excellence model pulls people with different kinds of expertise from across the organization to participate in social media.
Centralized structure	In the centralized structure, the social media department functions at a senior level that reports to the CMO (Chief Marketing Officer) or CEO and is responsible for all the social media activations.
Citizen advertising	Citizen advertising is another way to describe marketing messages that actual consumers create.
Clickthrough	A clickthrough is an ad that viewers can click to reach a target landing page.
Cloaking	Cloaking is the display of misleading content to search engines.
Cloud computing	Cloud computing is a general term for anything that involves delivering hosted services online
Codes	Codes are labels that classify and assign meanings to pieces of information.
Coercive power	Coercive power refers to the ability to punish others.
Cognitive biases	The term cognitive biases refers to the “shortcuts” our brains take when we process information.
Cognitive dissonance	Cognitive dissonance is a state of psychological discomfort caused when things we know or do contradict one another. For example, a person may believe it’s wrong or wasteful to gamble, yet be drawn to an online gambling site.
Coincident tracking	Coincident tracking begins during the activity or campaign. Coincident tracking can be effective in that it relies on residual data (like that we utilize for social media research) left at the point of interaction or point of sale.
Collective detective	The term collective detective acknowledges the need for a team approach to solve the mystery of an ARG.
Collectors	Collectors tend to be efficient and organized users of social content.
Combination structure	The combination structure involves both centralized best practices and decentralized execution.
Commercial message	A commercial message such as an advertisement makes it clear that the intent is to persuade the reader or viewer to change an attitude or behavior; the source has paid a fee to place the message in a medium.
Community	A community is a unified body of individuals, unified by interests, location, occupation, common history, or political and economic concerns.
Competitive parity method	The competitive parity method uses competitors’ spending as a benchmark. Like advertiser share of voice, competitive parity is based on the belief that spending the same or more on social media marketing will result in a comparable change in share of attention for the brand.
Concepting	Concepting is the stage when the creative team conceives ideas.
Conformity	Conformity is a change in beliefs or actions as a reaction to real or imagined group pressure.
Connections	Connections, whom we might call friends, followers, or fans, communicate and share content in a variety of ways including direct messages (akin to email within the social networking site), wall posts (posts to a profile, visible to others), and chat or instant messaging (IM) options.
Connectors	Connectors are people who know many people and communicate with them.
Consumer-fortified media	Consumer-fortified media refers to content that is embellished by critics.
Consumer-generated media (CGM)	CGM is a catch-all phrase for user content.
Contact comfort	Contact comfort refers to the psychological relief we feel when we are assured of the accessibility of companions in our network.
Contact immediacy	Contact immediacy refers to the speed at which we can communicate and deliver messages even from afar.
Content	Content is the unit of value in a social community, akin to the dollar in our economy. Content may include opinions, catchphrases, information, fashion photos, advice, art, or photos from that wild party last week.
Content analysis	Content analysis is an analysis approach used to identify the presence of concepts and themes within qualitative data sets.
Content value ladder	A content value ladder is a way to characterize content in terms of its originality and substance.
Contrary hook	The contrary hook refutes some accepted belief. Challenging the belief incites people to read the content if only to argue the point.
Conversationalists	Conversationalists maintain discussions with their friends via Twitter and Facebook updates and comments.
Conversion	Conversion occurs when the person browsing actually purchases so he or she is converted from a browser to a buyer.
Coverage error	Coverage error occurs when there is a failure to cover all components of a population being studied. It represents a gap between the sampling frame we use and the population we define.
Cookies	Cookies are small pieces of data that are dropped onto consumers’ hard drives.
Core game	Core games typically require extended lengths of time per gameplay session (90 minutes to several hours), are highly immersive, and demand advanced skills for ongoing play. They may be available online, or may have specific hardware and software requirements.
Core ties	Core ties are those people with whom we have very close relationships. These people may or may not be in a position to provide solutions to some problems we face (or we may not want them to know about these in some cases).
Counterarguing	Counterarguing occurs when spectators become actors, and they are less likely to sit back and think of reasons why the advertising message on the screen doesn’t apply to them
Counterfeit conversations	Counterfeit conversations occur when an organization plants content that masquerades as original material an actual consumer posted.
Creative brief	A creative brief is a document that helps creatives channel their energy toward a sound solution for the brand in question.
Creative message strategy	A creative message strategy is the plan a company uses to advertise creatively.
Creators	Creators are categorized as such because—guess what?—they create content. They add value to the social Web and their social communities as they contribute content to be shared with others.
Critics	Critics are reactors to content, rather than creators of content. They interact socially primarily by posting comments, ratings, or reviews and editing wikis.
Crowdsourcing	Crowdsourcing means to harness the collective knowledge of a crowd to solve problems and complete tasks.
Cultural co-creation	Cultural co-creation occurs when co-created meanings (among both producers and consumers) fold back into the culture.
Culture	A culture includes shared knowledge, myths, norms, and language.
Curtain	A curtain is the invisible line separating the players from the puppet masters.
Cyberbullying	Cyberbullying is a growing problem; it ranges from texts that tease to group sites where a boy or girl is singled out for sexual harassment.
Cyberplace	A cyberplace is an online community where people connect online with kindred spirits, engage in supportive and sociable relationships with them, and imbue their activity online with meaning, belonging, and identity.
Dark marketing	Dark marketing refers to a promotion that disguises the sponsoring brand.
Dark play ARG	In a dark play ARG, players play until the mystery is solved (or the sponsorship is inadvertently discovered and leaked to the community) and the brand sponsor is revealed.
DATA approach	The DATA approach is a four-step process to devise a measurement plan.
Deal aggregators	Deal aggregators are aggregate deals into personalized deal feeds.
Deal directories	Deal directories are collections of special offers, sometimes maintained and updated by user submissions.
Deal feed	A deal feed is a stream of offers made by participating businesses to followers/friends.
Definition article	A definition article defines a concept. Although this is a straightforward approach, it provides a high level of utility for those interested in the concept being defined
Democracy	Democracy is a descriptive term that refers to rule by the people.
Demographic segmentation	When marketers employ demographic segmentation they utilize common characteristics such as age, gender, income, ethnic background, educational attainment, family life cycle, and occupation to understand how to group similar consumers together.
Derivative branded content	Derivative branded content is newsfeed stories of brand interactions.
Desktop veterans	Desktop veterans are content to use desktop computers with high-speed Internet access.
Devices	Devices are things we use to access social media, such as iPads, smartphones, and computers.
Diffusion of innovations	Roger’s diffusion of innovations theory presents characteristics of innovative products that explain the rate at which people are likely to adopt these new options.
Digital brand name	A digital brand name is a handle that heightens the meaning associated with one’s name.
Digital collaborators	Digital collaborators have the most gadgets of any group and use them to work, play, create, and share by visiting social networks with their mobile devices.
Digital identity	Digital identity is the way we represent ourselves via text, images, sounds, and video to others who access the Web.
Digital mobility	Digital mobility describes whether the individual welcomes mobility as a way to further delve into digital communications or keeps Internet communication technologies at a distance.
Digital native	A digital native is someone who can’t recall a time when the Internet was just a static, one-way platform that transmitted text and a few sketchy images.
Digital primacy	Digital primacy reflects a change in the culture of wired individuals like you—digital natives—who turn first to digital channels for communication, information, and entertainment.
Directed communications	Directed communications are one-to-one interactions on a social network between two users.
Discovery	Discovery is the planners finding the “must-knows” to communicate to the creative team.
Display ads	Display ads may include text, graphics, video, and sound much like traditional print ads and commercials but they are presented on a website.
Distributed structure	In the distributed structure, no one person owns social media. Instead, all employees represent the brand and work social media into their roles.
Drifting surfers	Drifting surfers are infrequent online users who wouldn’t mind giving up the Internet and their mobile phone.
Dunbar’s number	Dunbar’s number refers to the amount of meaningful relationships that a person can maintain, both online and off, which researchers have estimated to be about 150.
Dynamic ads	Dynamic ads are variable; they change based on specified criteria. This technique is managed by networks such as Massive (owned by Microsoft) and Google AdWords, which offer insertion technology to place ads across multiple games.
Dynamic URLs	Dynamic URLs are generated from scripts and change over time, making it difficult for people to return to your content later.
Earned media	Earned media are those messages that are distributed at no direct cost to the company and by methods beyond the control of the company.
Earned reach	Earned reach is the breadth and quality of contact with users.
Echo effect	The echo effect refers to the duplication in conversation volume that tends to occur in social media spaces.
Editorial calendar	An editorial calendar is a schedule for publishing social content.
Editorial message	An editorial message is objective and unbiased; the source expresses an opinion or provides information and does not intend to carry out the agenda of an organization. The most obvious example is the editorial page of a newspaper, where a writer presents an argument that may criticize a government, a company, or a politician.
Embed codes	Embed codes let people share content where they wish, even on their own distribution networks.
Entertainment communities	Communities, such as MySpace, whose value lies in the network of musicians and bands and their music offered on the site.
Experience design	The term experience design underscores the desire to create more than a passive ad—the goal is launch an experience that people will want to share.
Expert power	Expert power is the recognition of one’s knowledge, skills, and ability.
Experience brief	An experience brief is a brief that the planners create to guide a social media campaign.
External environment	The external environment consists of those elements outside the organization—the organization’s opportunities and threats—that may affect its choices and capabilities.
External social network	An external social network is open to people who are not affiliated with the site’s sponsor.
Eye-tracking studies	Eye-tracking studies help identify the characteristics of a search page that determine which links the user is likely to click on.
Facebook Connect	Facebook Connect is a Facebook tool that allows users to log in to other partnering sites using their Facebook identities
Fan base	The fan base is an indicator of the brand’s success in establishing a known presence within a community.
Fandome	A fandome is an online fan community.
Fetching	Fetching occurs when the web crawlers select only the content that appears to be relevant based on matches with the dictionary.
Filler content	Filler content is simply information that people copy from other sources.
First-person shooter (FPS)	In an FPS, you “see” the game as your avatar sees it.
Flagship content	Flagship content is authority-building content. This term refers to seminal pieces of work that help to define a phenomenon or shape the way people think about something for a long time.
Flaming	Flaming is when a post contains all capital letters to express anger.
Flows	Flows are exchanges of resources, information, or influence among members of the network.
Forums	Forums are channels in the social community zone that emphasize individual contributions in the context of a community, communication and conversation, and collaboration.
Forward story	A forward story is a plan for how the story will continue, which can be used to foreshadow for future game play.
Frequency	Frequency is the average number of times someone is exposed.
Friendvertising	Friendvertising is a brand’s use of social networking to build earned media value.
Game clutter	Game clutter means that there are way too many games out there that compete for players’ attention.
Game consoles	Game consoles are interactive, electronic devices used to display video games such as Sony’s PlayStation3, Microsoft’s Xbox 360, and Nintendo’s Wii
Gateway pages	Gateway pages are pages that real visitors are directed past.
Gallery	A gallery is a forum for users to share content on social sites. Others can view the content and pass it on to their respective networks.
Genre	The genre of a game refers to the method of play. Popular genres include simulation, strategy, action, and role-playing.
Geographic segmentation	Geographic segmentation refers to segmenting markets by region, country, market size, market density, or climate.
Geo-location promotions	Geo-location promotions are sales promotions including coupons and special offers delivered via geo-location services such as Gowalla and Foursquare.
Gift applications	Gift applications 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.
Giveaway hook	A giveaway hook promises something for free.
Glossary article	A glossary article includes a series of definitions related to each other and creates a resource guide on the topic.
Gold farmers	Gold farmers put in 10- to 12-hour shifts to loot treasures and kill monsters. They must meet daily quotas on behalf of their employers, who then sell these assets to gamers worldwide.
Golden triangle	A golden triangle is a space on the screen where listings are virtually guaranteed to be viewed.
GPS technology	GPS technology is a satellite system that provides real-time location and time information.
Gray hats	Gray hats take some liberties with the system. For example, they will utilize a keyword density (the number of times the keyword is used in the body of a page) that is beyond that of the typical usage of keywords.
Group buy	Group buys are opportunities for people to join together to qualify for volume discounts; some communities have developed around the concept of group buy such as Groupon or LivingSocial.
Handle	A handle is a username in social communities.
Handle-squatting	Handle-squatting refers to the use of a digital brand name by someone who really doesn’t have a claim to the brand name.
Hardcore gamers	Hardcore gamers value realism in the game’s contextual clues and challenge in the game’s activities.
Hashtags	Hashtags are abbreviations that disclose the nature of relationships reflected in the posts.
Heading tag	A heading tag is an HTML tag that is used to section and describe content. Heading tags should include keywords.
Herding effect	A herding effect occurs when people follow the behavior of others.
Heuristic	A heuristic is a mental shortcut consumers use to help them with decision making.
Homophily	Homophily refers to the degree to which a pair of individuals is similar in terms of education, social status, and beliefs.
Hook	Hooks are used to position the content for the target audience.
Horizontal revolution	A horizontal revolution is the fundamental change in the way we live, work, and play and is characterized in part by the prevalence of social media.
How-to article	A how-to article explains a process.
Humor hook	The humor hook is designed to show that the content will entertain. For example, the DietBlog posted a blog called, “Obese Skunk Cuts Out Bacon Sandwiches.”
Identity cards	Identity cards are the social version of a business card.
Identity portability	Identity portability is a system such that a single profile would provide access across social networking sites with a single login and shared information.
Identity reflectors	Identity reflectors are an option to have one’s profile reflected back to them from the perspective of others.
Immediacy impulse	Immediacy impulse refers to people who have a natural drive to feel a sense of psychological closeness to others.
Immediate altruistic responses (IAR)	IAR refers to social media users’ tendency to aid calls during crises such as the earthquake relief for Haiti or Japan.
Immersive fiction	Immersive fiction refers to ARGs in which players not only share tips, clues, and accomplishments with the player community, they also help to direct how the story underlying the game develops.
Impression	In advertising lingo, an impression refers to a view or an exposure to an advertising message.
Inactives	Inactives are online, but they aren’t social participants. Some people (about 17 percent of those online, according to Forrester) spend time on the Internet and still avoid social communities.
Incentivized content	Incentivized content is encouraged by the offer of an incentive, such as the chance to win a contest, receive free merchandise, or even earn cold hard cash.
Indexed data	The indexed data include tags and keywords derived from site content.
Influence network	An influence network consists of people who communicate information vigorously to one another and also participate in a two-way dialogue with the opinion leader.
Influence posts	Influence posts 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.
Information encumbered	The information encumbered group suffers from information overload. They prefer old media such as television to the Internet.
Information overload	Information overload occurs when there’s simply too much data for us to handle.
Information power	Information power is one’s control over the flow of and access to information.
Informed consent	Informed consent is a research policy that means participants are made aware of the research and its benefits and implications, and they are given the opportunity to withdraw or move forward.
In-game advertising	In-game advertising is promotion within a game that another company develops and sells.
In-game immersive advertising	In-game immersive advertising opportunities include interactive product placements, branded in-game experiences, and game integration between the game and the brand.
Interaction metrics	Interaction metrics focus on how the target market engages with the social media platform and activities. Interaction measures include the number of followers and fans, comments, likes, recommendations and reviews, and the amount of shared content.
Interactions	Interactions are behavior-based ties such as talking with each other, attending an event together, or working together.
Internal environment	The internal environment refers to the strengths and weaknesses of the organization—the controllable elements inside a firm that influence how well the firm operates.
Internal social network	An internal social network provides a method of communication and collaboration that is more dynamic and interactive than a larger social networking site.
Internalization	Internalization occurs when members of the target market accept the beliefs of an endorser as their own. In a game context, the characters in the game’s story and setting can act as brand endorsers.
Interruption-disruption model	The interruption-disruption model’s goal is to create programming that is interesting enough to attract people to watch it or listen to it. Then, when they have your attention, they interrupt the programming to bring you a commercial message.
Joiners	Joiners maintain a profile on a social networking site and visit social networking sites.
Key performance indicators (KPIs)	Key performance indicators (KPIs) are those metrics that are tied to organizational objectives.
Keyword generators	Keyword generators help expand and diversify your keyword lists for more traffic and conversion opportunities.
Keyword research	Keyword research is a critical step to design the content and the site’s page for successful search engine optimization.
Keyword stuffing	Keyword stuffing is the insertion of a superficially large number of keywords throughout a site’s content and tags.
Keywords	Keywords tell the bot what information to gather and specify the relevant topic.
Landing page	A landing page is the first page that a person sees when he or she clicks through an ad to reach a brand’s target site.
LARA framework	The LARA framework involves listening to customer conversations, analyzing those conversations, relating this information to existing information within your enterprise, and acting on those customer conversations.
Latent ties	Latent ties are pre-existing connections that we’ve discarded.
Leaderboard	A leaderboard is a listing of the leaders in the game competition
Legitimate power	Legitimate power is organizational authority based on rights associated with a person’s appointed position.
Lifestream aggregators	Lifestream aggregators are online services that provide an easy way for users to share and organize their own multimedia content.
Lifestreams	Lifestreams are time-ordered streams of entries and posts.
Link exchanges	Link exchanges occur when sites agree to link with each other.
Link farms	Link farms are groups of websites that link to each other and pages with unrelated links solely for the purpose of creating more links to the targeted pages.
Link juice	Link juice occurs when an increase in the link quantity benefits the site’s search ranking.
Linkbaiting	Social media pros refer to the careful crafting of a title that markets the content as linkbaiting.
Links	Links are the building blocks of social publishing. The more links to your content, the higher the ranking you will probably receive during a search engine query.
Linkwheels	Linkwheels increase the number of links back to a site. They are built on a hub and spoke system that use web properties (i.e., links pages) as spokes to send one link to the home site and another link to the next property.
List article	A list article uses bullets for easy readability and consumption. It may draw on humor or education in detailing the list.
Long tail keywords	The term long tail keywords refers to multi-phrase search queries.
Lovemark	A lovemark is a brand that commanded passionate loyalty from its target market.
Lurkers	Lurkers consume the content of others, while they keep their own identities at a distance.
Maintained social capital	Maintained social capital refers to the value we get from maintaining relationships with latent ties.
Market segmentation	Market segmentation is the process of dividing a market into distinct groups that have common needs and characteristics. Marketers use several variables as the basis to segment markets.
Marketing	Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
Marketing plan	A marketing plan is a written, formalized plan that details the product, pricing, distribution, and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.
Mass connectors	Mass connectors are opinion leaders who are responsible for the majority of impressions on social media.
Mavens	Mavens are people who are knowledgeable about many things.
Measurement map	A measurement map displays the types of branded messages produced and distributed (e.g., written vehicles like blog posts and white papers; ads in the form of display ads or rich media video; podcasts) and invitations for consumer engagement with the brand (e.g., games, consumer-generated advertising contests, promotions, and interactive brand experiences) as well as the online location for these materials.
Meaning transfer model	The meaning transfer model states that consumers associate meaning with the endorser and then transfer the meaning to the brand in question.
Media	The word media has multiple meanings, but for our purposes we’ll simply use it to refer to means of communication.
Media democratization	Media democratization means that the members of social communities, not traditional media publishers such as magazines or newspaper companies, control the creation, delivery, and popularity of content.
Media movers	Media movers create content such as photos and share them on social networks using their mobile devices. For them, digital is all about being social and connecting with others.
Media multiplexity	Media multiplexity means that flows of communication go in many directions at any point in time and often on multiple platforms.
Media plan	The media plan designates how the campaign’s creative content will be disseminated to the target audience using specific media vehicles such as radio or billboards.
Media sharing sites	Media sharing sites, like blogs, host content but also typically feature video, audio (music and podcasts), photos, and presentations and documents rather than text or a mix of media. Media sharing sites host content searchable by the masses, but within each vehicle are options for following content posted by specific people.

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Social Media Marketing (2)

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	Created by Sarina Strahm over 7 years ago