Social Media Marketing Final Flash Cards

What is the purpose of social media?

Tools that facilitate conversation and connection

How does marketing use social platforms?

To create and capture value through relationships, content, community, and strategic communication

What is the rule of priority in social media marketing?

Social first —> marketing second

CPM 

Cost per thousand impressions

CPC

Cost per click

CPA

Cost per action

CTR

Click-through rate

Return on Ads Spend (ROAS) formula

Revenue / Ad spend

What is retargeting? 

Showing ads to users who already visited your site

Top vs. Bottom Funnel: What’s the Difference?

Top = Awareness Metrics

Bottom = Conversion Metrics

What skills ensures profitability in ads?

Data-driven optimization of spend

Why is data visualization important?

Helps marketers discover insights quickly to improve performance.

Traditional SEO relies on what?

Keywords, relevance, authority, experience, engagement

How does social SEO evaluate content?

Platforms read captions, comments, sounds, watch time.

Where do keywords now appear?

Captions - highly searchable

Discoverability vs. ranking - which matters more on SM? 

Discoverability matters AS MUCH AS ranking

Why is retention > posting volume?

Algorithms reward watch time + relevance over frequency

What does multimodal content improve?

Search visibility (text + audio + visuals)

What is cohort development?

Define audiences with teeth (strong targeting)

Why does order of variables matter?

Proper strategy builds from audience to amplification.

Why must marketers understand platform & culture?

Different platforms reward different behaviors

SOC stands for what? 

Strategic Organic Content - content people WANT

What is the interest graph?

Platforms recommend content based on user interest, not who they follow

What are “videos people want to watch”

Modern commercials - entertainment-first

PCS stands for?

Post-Creative Strategy = analyze, listen, adjust

What is amplification?

Spend behind content that performs organically

What modern trend defines marketing now?

Day-trading attention = riding real-time cultural waves

Which matters more: volume or insights?

Insights = volume helps only if learning is applied

Why are comments “gold?”

Reveals wants, language, and behaviors

What is test & learn theory?

Rapid experiment —> analyze —> scale success

What are culture signals?

Trends and cues showing what audiences care about

What is audience-centered strategy?

Start with the audience’s pain points, desires, memes, subcultures

What is meme ethnography? 

Study audience inside-jokes and culture references

What is comment archaeology?

Organize comments into themes to find insights

What is audience tension?

Emotional tension content must scratch or resolve

What does the reptilian brain represent?

Primitive Triggers: fear, belonging, survival

What are hooks?

Instant attention-grabbers - first few seconds

TikTok Culture?

Fast, chaotic, authentic; interest-graph driven

Instagram Culture? 

Aesthetic + curated self; carousels & reels

LinkedIn culture?

Thought leadership, credibility, career growth

YouTube Shorts Culture

Search-plus-entertainment hybrid

X (Twitter) Culture

Conversation & reactions - real-time commentary

Key influencer qualities?

Niche clarity, community engagement, authentic growth

What do brands need from influencers?

Audience alignment + authenticity signals + engagement metrics 

What metrics matter most? 

Engagement + conversion data

What is whitelisting?

Brand run paid ads from creator’s handle

What’s the first move in a social crisis?

Pause scheduled content

Why acknowledge quickly?

Reduced distrust + shows responsibility

Best tone for crisis messaging?

Transparent human voice

Which platform should you focus on?

The one where crisis conversation is happening

Audience vs. Community? 

Audience watches; community participates

What drives retention + equity?

Participation and belonging

Community building examples?

Replies, story Q&A, AMAs, shared rituals

What are SMART goals?

Specific, Measurable, Achievable, Relevant, Time-bound

What are KPIs?

Key Performance Indicators tied to goals

Name the funnel stages

Brand —> Consideration —> Conversion —> Loyalty (AIDA)

What is brand voice? 

Consistent, recognizable, platform-appropriate tone.