exam 3 social media marketing

Engagement Rate

A metric generally thought of as the most important analytic in social media, calculated as the level of interaction (likes, comments, shares, etc.) with content relative to its reach or audience size.

Engagement Rate by Followers (ER Post)

An engagement rate formula using the number of followers as the denominator. It is the most stable metric for post-by-post comparison, but is less precise as it doesn't account for who actually saw the post.

Engagement Rate by Reach (ERR)

An engagement rate formula using the unique number of users exposed to the post (Reach) as the denominator. It provides a better insight into how real content viewers interact, but uses a highly fluctuating variable.

Engagement Rate by Impressions (ER Impressions)

It is best for assessing the effectiveness of paid content, but typically yields the lowest engagement rate result.

Using Analytics to Decide Next Post

Analyzing the data trail (who is the audience, what they engage with, message design, timing) to inform future content strategy and ensure posts resonate with followers.

Limitation of Engagement Rate

The metric often treats all interactions (like, comment, share) as having equal value, making it potentially inaccurate as a sole measure of audience loyalty or conversion.Formative Campaign Stage

Process Campaign Stage

The monitoring and evaluation stage conducted during a social media campaign to track performance in real-time and make necessary adjustments.

Summative Campaign Stage

The evaluation stage conducted after a social media campaign to determine if the campaign objectives were successfully met.

Measuring an Awareness Objective

Evaluating if the target audience is seeing the content, typically measured by post Reach, Impressions, or pre/post-campaign Surveys to gauge knowledge levels.

Measuring a Conversion Objective

Evaluating if the campaign resulted in a measurable outcome, such as an increase in sales, appointment requests, or a specific number of social media posts using a campaign hashtag.How to Promote Creativity

Pro of CDA Section 230

It promotes free speech and allows the internet to thrive by removing the strong incentive for platforms to heavily censor user content.

Con of CDA Section 230

It is criticized for allowing platforms to deflect accountability and for providing legal immunity to social networks that host or fail to remove harmful content, such as misinformation or hate speech.

Manager Social Media Policy Focus

Policy guidelines focused on internal expectations for professional use, including adherence to mission/values, grammar, frequency, engagement expectations, and a crisis plan.

Employee Social Media Policy Focus

Policy guidelines focused on the employee's personal social media use, clarifying consequences for misuse, and stating whether they are required or encouraged to engage with company content.

Community Member Social Media Policy Focus

Policy guidelines that advocate for positive behavior and clearly state the specific actions (e.g., vulgarity, harassment) that will result in warnings, comment deletion, or community bans.Defensive Crisis Response

Accommodation Crisis Response

A crisis communication strategy where an organization accepts responsibility for the mistake, expresses remorse, and attempts to repair the damage. This is generally the recommended ethical approach.

Deciding on a Crisis Response

The decision-making process that prioritizes being transparent and honest, even if it requires taking extra time to prepare a sincere response that communicates care.

Social Media Silence (Negative Comments)

The tactic of choosing to ignore or not engage with negative comments, which can be perceived as avoidance or indifference, particularly during a crisis.

Misinformation Spread

False information often spreads faster than truth on social media, primarily because it is frequently more surprising or novel.

Hate Groups & Anonymity

Social media brings people together, and the anonymity offered online shields those who promote hate and violence while also providing safety for other users.15 Minutes of Shame

Hyperpersonal Model

A communication theory that suggests online relationships can develop differently than face-to-face ones because senders are heavily selective in how they present themselves, making true authenticity difficult.

Authenticity (Ethical Principle)

The ethical principle of being genuine and real online. Managers should fight the perception of "perfection" by not pretending to be flawless and by noting genuine flaws or realities.

Transparency and Honesty

The ethical principle of being open and truthful with the audience, which is critical for credibility. This is magnified during a crisis, where admitting a mistake is respected