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social media exam 1|69 questions with Accurate answers
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social media exam 1|69 questions with Accurate answers
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social media exam 1|69 questionswith Accurate answers
Traditional media - - refer to the linear, one-way communication modes
most people are familiar with, such as television, newspapers, radio, etc.
- Social media - - refer to *two-way, interactive tools* that are digital or
mobile and allow users to *consume and/or create content*, such as social
networking sites, blogs, video sharing sites, etc.
- The Klout Score is - - a 1-100 number showing how "influential" you are
online.
- Influence is - - the ability to drive action. When you share something on
social media or in real life and people respond, that's influence. The more
influential you are, the higher your Klout Score."
- Solis: Social media have changed... - - -How consumers share experiences,
expertise, opinions
-Channels available to consumers seeking info
-How companies approach markets
-How companies develop products
-How companies connect with & show appreciation for customers
-Method of influence (augmenting ranks of traditional market experts and
thought leaders with enthusiasts & innovators who self-create content-
publishing platforms)
-Customers' direct engagement in conversations previously taking place
without them
- Solis says we need to be like - - Social Scientists (ethnography, sociology,
anthropology)
- Social Media Communities - - -Each network cultivates its own "culture"
-Peel back layers of online markets to see and and document their behavior.
- Solis says we are looking to uncover (in social media communities): - - -
Material social networks
-People linked through common interests in our business, industry, and
marketplace
-Keywords commonly used by community members
-Patterns for discovering and sharing information
-Influence of outside networks
-Effects of existing networks on external communities
-Influential voices
, -Personality of networks and specific communities
-Nature of threads, memes, and associated sentiment
-Language of inhabitants
-Prevailing culture and potential to place within it
- What is reach? - - Size of an audience
- Business/brands have unprecedented reach - - -Reach not PRESCRIBED,
must be EARNED
-Information flows both ways, whether we choose to ignore it or embrace it
- Business/brands have __________ reach - - unprecedented
- Reach is NOT - - prescribed. it must be earned
- Forrester research report: corporate blogs deemed- - - least credible. 16%
of online consumers who read corporate blogs reported trusting them
- Blog is org. hub for: - - -demonstrating expertise,
-sharing vision,
-listening to and responding to customers,
-communicating progress,
-curating relevant market and trend info,
-hosting dialogues to further company values and principles
- Blogs for business: - - -Know your intent
-Use strategically
-Needs management
- Blogs are completely - - ineffective and only contribute to consumers'
leeriness when used as a corporate platform for marketing, shilling, pitching,
or broadcasting promotional messages. p.44 southwest and dell examples
- Podcasts - - Portable way to reach people who prefer audio as a means of
education, intellectual stimulation, entertainment Example: Fidelity
Investments
- Wikis - - -Come from Hawaiian phrase "wiki wiki," which means REALLY
FAST
-Designed to allow site visitors to add, edit, update, and amend info through
any Web browser
-Wikipedia entries are highly influential to visitors
-Management is difficult
- Crowd-sourced content communities - - -Online content communities exist
to promote human filtering of online info
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