GHL 1301 Exam 3 – Social Media

What is social media?

Online tools for communication, sharing, collaboration via networks. Features: UGC, interactive, real-time, personalized.

Major social media zones (CPEC)

Community, Publishing, Entertainment, Commerce

What does C stand for in CPEC?

Community

Social digital identity

Your online "DNA" from touchpoints (posts, likes, shares)

Social media marketing (SMM)

Using platforms to promote, engage, sell via interaction

4P Marketing Mix

Product, Price, Place, Promotion

Role of participation in SMM

Users share/comment → amplifies reach organically

Paid Media

Bought ads (e.g., Facebook ads)

Earned Media

UGC, viral shares, reviews

Owned Media

Brand's own channels (e.g., Instagram page)

Power of influencers

High credibility + engagement → sway purchases

Market segmentation

Divide audience by demo/behavior → target specific groups

Social networks

Platforms for relationships (e.g., Facebook, LinkedIn)

Social fans

Loyal, interactive brand advocates

Engagement

Likes, comments, shares

SMO

Social Media Optimization (make content share-friendly)

Social Publishing Channels

Blogs, YouTube, podcasts, Instagram

Social Publishing Strategies

Media plan, SEO, SMO

Goal of Social Entertainment Marketing

Fun engagement → brand love (not direct sales)

Social shopping

Buying influenced by social proof (reviews, shares)

Consumer decision process in social commerce

Awareness → Interest → Evaluation (reviews) → Buy → Share

CTR

Click-Through Rate: Clicks ÷ Views (%)

Conversion Rate

% of users who take action (e.g., book hotel)

Engagement factors

Content quality, timing, relevance, hashtags

Sentiment analysis

Checks comments for positive/negative tone

Image analytics

Studies colors, composition in photos (e.g., sustainability vibe)

Video mining

Analyzes what makes videos perform well

Forecasting

Predicts trends using past data

Types of social media data

Textual, Visual, Engagement metrics, Network data

Why use social media analytics?

Understand audience, improve strategy, measure ROI, spot crises

Name 3 media types

Paid, Earned, Owned

Name 1 engagement booster

Content quality / timing / hashtags

Name 1 publishing strategy

SEO / SMO / Media Plan

ERIC metrics

Engagement, Reach, Impressions, Conversion

CSN IVF analytic methods

Content, Sentiment, Network, Image, Video, Forecasting