MKT Ch. 4

Social media

Different forms of electronic comminication through which users can create online communities to exchange:
-information
-ideas
-messages
-other content such as videos or music

Social media platform

Type of software or technology that allows users to build, integrate, or facilitate a community, interaction among users, and user-generated content
-act as a home base for an online community
-examples: Facebook, Foursquare, and Wordpress

Social media tool

Enables users to communicate with each other online
-examples: apps, blog postings and comments, and video shares

Social networking sites

Websites that provides virtual communities for people to:
-share daily activities
-post opinions on various topics
-increase their circle of online friends and more

Bookmarking sites

These give people a place to save, organize, and manage links to:
-websites
-other resources on the Internet

Social news sites

People post news items or links to outside articles on such sites, then vote on which postings get the most prominent display-- and viewed by the most readers

Online forums

Members hold conversations by posting messages

Blogging sites

Blog postings and comments are attached to such sites and typically focus on specific topics

Microblogs

Subscribers get a steady stream of brief updates from anyone ranging from a high-school friend to a celebrity
-example: Twitter

Social media marketing

The use of social media portals to create a positive influence on consumers or business customers toward an organization's brand, products, public image, or website

Social media marketing

Contains three essential features:
1. It creates a buzz
2. It creates ways for customers or fans to engage in conversations with each other and the organization
3. It allows customers to promote the firm's messages themselves

Consumers

_________ rely on the communities created by social media for their buying decisions in order to:
-learn about new goods and services
-conduct research and share information
-make final purchase decisions

Businesses

____________ use social media to build relationships, including partnerships with other companies

Social media marketing plan

A formal document that identifies and describes goals and strategies, targeted audience, budget, and implementation methods, as well as tactics for monitoring, measuring, and managing the SMM effort
*most contain the following information:
-an executive s

Cycle of social media marketing

Set goals--> Target audience--> Develop strategies--> Produce content--> Implement plan--> Monitor and measure--> Back to set goals

Setting goals

SMM Campaign
Marketers should ask themselves: "What do we want to accomplish through this campaign?"
-conditions in the marketing environment may change, and marketers should be able to adapt their goals without scrapping an entire plan
-examples:
> Creat

Targeting the audience

SMM Campaign
"Who are we trying to reach?"
Social media marketers arrive at a target audience based on the goal of the marketing effort
*firms gather information on:
-demographics
-what the group (or organization) needs or wants
-which of the firm's produ

Developing strategies and choosing tactics

SMM Campaign
"How do we engage the audience in a conversation?"
Every strategy in an effective SMM campaign traces back to the campaign's goals-- and ultimately links to a firm's overall strategic goals
*marketers then decide:
-which social media platform

Creating content

SMM Campaign
SMM content is a two-way street and in order for it to succeed, the content of its message must engage the target audience in conversation

Content marketing

Creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action
*content for an effective SMM campaign has:
-a strong brand focus
-a focus on the audience rather than the organi

Implementing the plan

SMM Campaign
Requires a timeline for implementation
-marketers may decide to create separate schedules for the rollout onto each social media platform
-SMM plan builds in a specified time period for engaging with the public, and offering special promotion

Social media monitoring

Process of tracking, measuring, and evaluating a firm's social media marketing initiatives
-marketers must also manage their company's SMM efforts by making changes when necessary

Monitoring

One of the greatest challenges faced by social media marketers is ____________ the progress of an SMM effort, partly because its reach can stretch far beyond the capabilities of the company

Social media analytics

Tools that help marketers trace, measure, and interpret data related to social media marketing initiatives

Monitoring and measuring

SMM Campaign
Firms also calculate the return on investment (ROI) of their social media marketing initiatives, using reach and frequency

Reach

The percentage of people in a target market who are exposed to the marketing effort at least once

Frequency

The number of times an individual is exposed to the marketing material during the campaign

Ethical legal issues

Social media marketers face ________ and _________ _________, such as privacy and accountability
*postings, ads, comments, and even images come under intense scrutiny and must be checked for:
-accuracy
-fair and realistic claims or promises
-balance and o

Social media policies

Well-written ___________ __________ _________ are:
-consistent with a firm's organizational culture and values
-explain why employees should take certain steps or actions or avoid them
-broad enough to cover the major points, but brief enough to fit onto