Chapter 9 - Social Media Marketing

Digital Marketing

There is an old advertising maxim that says marketers should “follow the eyeballs, meaning

marketers must follow where their customers go for information and entertainment

the core of social media

people

motivation to learn new information or entertainment

Consume

early days of social media, platforms were not dominated by brands. Instead, they offered a place for friends and family to BLANK with one another

Connect

Facebook did not allow brands on the platform during its first three years.

true

Digital marketing efforts should be viewed as

facilitating two-way interactions.

marketers may structure campaigns to give users some BLANK by soliciting feedback and involving them in new product development, can even allow fans to co-create products and advertisements

Control

brands can devise simple contests, like giveaways where fans can win products or other rewards for doing simple actions like liking a post, commenting, sharing, or answering a question

Compete

Many social media users love to BLANK content, so campaigns that put user generated content at the forefront tap into this motivation

Create

use different key performance indicators (KPIs) to evaluate success, so at this stage you should also identify the KPIs you will use for each objective

Objectives

Among the most common objectives is…

generating awareness

refers to the content that a business creates and controls.

owned media

Like all the rest of social media, owned media is not truly free. It requires human effort and ingenuity to listen and respond

true

refers to content that others create about a business

earned media

refers to content that marketers pay to place in front of an audience

paid media

which media do marketers see as most valuable because it carries with it the authenticity and trustworthiness of the publisher and more people trust peers more than brands.

earned media

For this Twitter-based campaign, Oreo tapped into people’s love of astrology and horoscopes by offering fans to get a personalized “Oreoscope” after analyzing their most recent tweets. Oreo offered people an easy way to share the results with their own networks.

Example of connect

Mountain Dew's "Dewmocracy" and Lay's "Do Us a Flavor" campaigns showcase consumer co-creation, as well as Doritos' "Crash the Superbowl" campaign.

Example of control

Legos Ideas leverages this motivation to compete by allowing fans to submit ideas and win prizes

Example of compete

The Getty Museum leveraged multiple social media platforms, including Twitter, Instagram, and Facebook, and challenged fans to recreate their favorite works of art using objects and people in their homes during COVID.

Example of create

This word is often used loosely to refer to like-minded people who congregate somewhere to interact.

community

a specialized, non-geographically bound community, based on a structured set of social relations among admirers of a brand. These consumers are drawn together by a common interest in, and commitment to, the brand and a social desire to bond with like-minded others

brand community

Facebook is indexed by search engines and will appear on the SERP

false

Pinterest, Twitter, and YouTube, are indexed by major search engines and, therefore,

can be great awareness-generating tools

many customers will reach out to brands on social media before doing so via more traditional forms of contact, such as email or phone, which shows that social media has also become a

customer service channel

a large event on social platforms that negatively impacts a brand’s reputation

social media crisis/ social media storm

A crisis occurs when negative feedback escalates and ends in

calls for boycotts

JCPenney displayed a billboard advertising a Michael Graves-designed stainless steel tea kettle. However, many people on social media noticed that the kettle's silhouette appeared to resemble Adolf Hitler

Example of questionable advertising leading to a social media crisis

using people who are regarded as authorities in their field (or celebrities) to help distribute brand content. They are particularly helpful in activities like content promotion, new product launches, events, and creating search visibility

Influencer marketing

Which of the following is NOT an important part of using influencer marketing?

Skip identifying success metrics

Set of mathematical rules that specify how social media content is presented to users and dictate how both organic (owned) and paid content are ranked and placed within a user’s feed

Social media algorithm

Each social media platform uses the same algorithm, and they never change

false

short pieces of code added to links to help identify and track the campaign performance

UTM parameters

Can earned media be negative?

yes

between 1,000 and 5,000 followers

Nano influencers

between 5,000 and 20,000 followers

Micro influencers

between 20,000 and100,000 followers

Power or mid-tier influencers

between 100,000 and 1 million followers

Mega influencers

more than 1 million followers

Celebrities