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SOCIAL MEDIA EXAM 1/62 Questions and Answers
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SOCIAL MEDIA EXAM 1/62 Questions and Answers
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SOCIAL MEDIA EXAM 1/62 Questionsand Answers
What is social media? - - - the online means of communication, conveyance,
collaboration, and cultivation among interconnected and interdependent
networks of people, communities, and organizations enhanced by
technological capabilities and mobility
-computer-mediated technologies (with enhanced capabilities) that allow
individuals to connect, engages, and form relationships with others at their
leisure.
- What is social media marketing? What 2 things does it include? - - -
Utilization of social media technologies to communicate and deliver offerings
that have value for the organization's stakeholders
1. marketing mix and 5th p
2. Power of participation (guy dancing in field)
- What are the components of the value chain in order of beginning to end? -
- Infrastructure
social channels/vehicles
software
devices
- what is infrastructure ? - - how social activities are made possible
1. the web
- What are the 4 Zones of social media marketing ? - - social community
social publishing
social entertainment
social commerce
- What is social community? Exemplar vehicle? - - 1 of the 4 zones of SMM
- Channels of social media that focus on relationships and common activities
that people participate in with others who share the same interest
- allows for social identity and maintaining a social presence
Exemplar vehicle:
- tiwtter
- What is social publishing? Types? Exemplar Vehicle? - - 1 of the 4 zones of
SMM
-Production and distribution of content through social publishing sites
, - Types: individual users, independent professionals
Exemplar : blogs, media sites
- what is social entertainment? Social games? Exemplar Vehicle? - - 1 of the
4 zones of SMM
- Encompasses events, performances, activities that provide pleasure and
enjoyment
EX: social games (Candy Crush/Mafia Wars) and entertainment communities
(Second Life)
Exemplar : COme2Play, Zynga
- what is social commerce? exemplar vehicle? - - 1 of the 4 zones of SMM
-Social media that assists in the online buying and selling of products and
services
○Influences the consumer decision-making process (social shopping)
Exemplar : groupon, living social, trip advisor
- What is social currency - - ● People and brands need to earn a reputation
for providing high value--whether that value comes from information,
relevance, and/or entertainment
- what is psychic income? - - ● Perceived value that is not expressed in
monetary form that help to grease the wheels of social media
● Receive a rating on some sites that designates you as a star reviewer
- What are the 3 types of media? - - paid, owned, earned
- What is earned media ? - - Are those messages that are distributed at no
direct cost to the company and by methods beyond the control of the
company
- Word of Mouth and publicity
- What is the LARA framework and the marketing objectives? - - listen,
analyze, relate and act on
obj: expand content and increase social currency
- market segmentation - - ● The process of dividing a market into distinct
groups that have common needs and characteristics
STP PROCESS: segmentation > target> position
- 5 Bases of segmentation - - geographic, demographic, psychographic,
ebenfit, behaviroal
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