value-driving perspective
it involves asking yourself, for any given objective, whether, if achieved, it would contribute something positive and valuable to the brand
In an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using:
hashtags
Strategic social media marketing should be intended to completely replace company to consumers information flows with consumers to company and consumers to consumers.
false
Which statement below best represents a value-driving perspective?
Whether if an objective is achieved, it would contribute something positive and valuable to the brand
Each strategic objective must be SMART, which stands for:
significant, measurable, actionable, realistic, and time-based
Doing social media marketing is pointless unless it generates some value for the company and non-customers.
false
The NYPD Twitter campaign displayed what type of marketing?
Unstrategic social media marketing
According to the text, marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas. Identify one of those risks:
risk that nobody pays attention
Which answer best describes an indirect value-driving mechanism?
Invest in creating social media activities that would modify or reinforce the desired brand associations
Conducting a comprehensive social media audit is a critical prerequisite for formulating social media objectives.
true
According to the text in Section 4, when doing social media marketing, a company should consider who gets the value and:
when the value is generated