Flashcards
Intro to Social Media Marketing
Flashcards do conjunto (17)
- 1What is social media?Social media is a group of internet based apps, building on the ideological and technological foundations of web 2.0, allowing the creation and exchange of user generated content
- 2Why does social media have such large potential for org comms?Bc we live in a digitally connected world where SM plays an integral role in the way people communicate and share with one another
3.01 billion have internet access
There are 2.078 billion active social media accounts - 3What are the three defining characters which sets social media apart from other digital media?Social Interactivity
Openness and flexibility
Fast paced flow of information - 4what is meant be social interactivitypeople can communicate and interact with one another both verbally and non-verbally
- 5what is meant be openness and flexibilityThere are very little eligibility restrictions to be able to use social media and there is freedom of how you use it to interact
- 6what is meant by fast paced flow of informationInformation can be communicated widely and spread rapidly
1:1 narrowcast
1:n broadcast - 7How can social media marketing create value for companies?By constantly finding ways to take advantage of the three defining characteristics
- 8How can social media marketing be defined?As a process of identifying opportunities to leverage the social interactivity among consumers in open and flexible social media environments with fast-paced flows of information
- 9What is the problem often encountered with social media marketing?People become obsesses with platforms and allow this to drive decisions
"We have to be on facebook!!"
Relying on any single platform for a particular purpose would be myopic and ineffective - 10What is the fundamental principle of social media marketing?Interactions
First
Channels
Second - 11What are the three types of information flows to be considered?Company to consumer
Consumer to company
Consumer to consumer - 12What perspective do we need to understand social media marketing from?A SOCIAL PERSPECTIVE
Social Interactions, Online/Offline, Connections, Interactions, Activation, Long Term View - 13Key points on SOCIAL INTERACTIONSmost important building block
Need to consider what platform, intensity, frequency and timing
How to leverge interactions to create benefits for org
Requires understanding of the audience - 14Key points on ONLINE/OFFLINENeed to create synergies across online and offline media
Online is beneficial for generating buzz and tracking
Offline is where majority of brand discussions take place - 15Key points about CONNECTIONSIdentify opportunities to make connections where existing process or technology cannot
e.g. Nike+ app
Economic benefit for both company & customer, improved product experience - 16What is meant by INCENTIVES & ACTIVATIONMaking interactions happen and leveraging them to create value for both the customers and the company
- Organic or pushed WOM
Have to understand psychological drivers of WOM - 1) self enhancement 2) practical value - 17What is meant by LONG TERM VIEWEmbrace social media advertising as an investment that is part of the wider communications strategy
Do not adopt it as a short term fix
Informações
- Descrição
- University Final Year Marketing Communications (Marketing Communications) FlashCards sobre Intro to Social Media Marketing, criado por Alex Millar em 29-04-2017.
- Criado por
- Alex Millar
- Visualizações
- 134
- Avaliação