MKTG Chapter 20 Using Social Media and Digital Marketing to Connect with Consumers
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15 Terms
Social Media
Online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify “popular” topics.
Social Network
A single social media site with millions of users interacting with each other
Social shopping
The use of social network services and websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with friends and contacts.
Evangelists
promotes a company’s product by word of mouth marketing and talking the product up to friends
Customer engagement
is the degree and depth of brand-focused interactions a customer chooses to perform online with his or her social network.
Apps
Small, downloadable software programs that can run on smartphones and tablet devices. Also called mobile apps or applications.
A website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them.
A social networking service that allows users to upload photos and videos that can be edited with filters, organized with tags and location information, and shared publicly or with approved followers.
Twitter/X
A website that enables users to send and receive “tweets,” messages up to 280 characters long.
Youtube
A video-sharing website in which users can upload, view, and comment on videos
Pintrest
A pinboard-style photo- and content-sharing website.
A business-oriented website that lets users post their professional profiles to connect to a network of businesspeople, who are also called connections.
Be creative, use links, photos videos
Make it familiar, but with a twist
Keep it fresh
Lean users’ passions
What are the reasons a brand manager would use Facebook
Generate bran buzz by developing a profile
Follow Twitter profiles that mention their product
Monitor comments
Tweet and video stream topics of value
What are the reasons a brand manager would use Twiter/X
Youtube
What social media app would a brand manager use to covey complex information