Fundamentals of Social Media Communication Final Exam Review

Final exam study guide for SME 1125 Fundamentals of Social Media Communication (made in collaboration with SME 1125 Virtual TA)

Social Media

Computer-mediated technologies that allow the creation and sharing of information via virtual networks.

Web 1.0

Static, read-only web with limited interaction.

Web 2.0

Interactive, social web focused on user-generated content and sharing.

Web 3.0

Decentralized web emphasizing user control, privacy, and data ownership.

MAU (Monthly Active Users)

The number of unique users who engage with a platform in a month.

DAU (Daily Active Users)

The number of unique users who engage with a platform daily.

Social Proof

The idea that people are more likely to act when they see others doing it.

Social Influence Theory

The theory that individuals can influence others’ behaviors and attitudes.

Social Capital

The value derived from relationships and networks in social media.

Brand Community

A group of people whose social relationships revolve around admiration for a brand.

User-Centric

Focusing on the needs, wants, and limitations of the end user.

Interactivity

The ability for users to engage and communicate with content or brands.

Referral Traffic

Website visits generated by clicking links from social media posts.

Big Data

Data sets so large or complex they require advanced processing tools.

Human-Centered Marketing

A strategy where brands act like humans and build relationships with customers.

Shiny Object Syndrome

The tendency to chase new social media trends without strategy.

Maturing of Social Media

The slowing growth of users, leading to increased competition.

Algorithm

A formula used by platforms to determine what content users see.

Engagement

Interactions such as likes, comments, shares, and clicks on content.

Content Quality

The value, relevance, and usefulness of social media content.

Rule of Thirds

A design principle dividing an image into thirds for better visual balance.

ROI (Return on Investment)

A measure of the profitability of marketing efforts.

POEM Model

Paid, Owned, and Earned Media framework.

Paid Media

Content promoted through paid advertising.

Owned Media

Content created and controlled by a brand.

Earned Media

Publicity gained through word-of-mouth or sharing.

SMART Goals

Specific, Measurable, Achievable, Relevant, and Timely objectives.

IMC (Integrated Marketing Communication)

Coordinating all promotional efforts for a consistent message.

Buyer Persona

A semi-fictional representation of an ideal customer based on data.

Influencer

A person paid to promote a brand to their audience.

Brand Advocate

A customer who promotes a brand without compensation.

Influencer Marketing

Using individuals with influence to promote products or services.

1% Rule

90% consume content, 9% contribute, and 1% create content.

Engagement vs Interruption

Social media focuses on conversations rather than interrupting audiences.

Unfollow Behavior

Users often unfollow brands due to excessive ads.

Blog

A regularly updated website with informational content, not advertisements.

SEO (Search Engine Optimization)

Optimizing content to rank higher in search engines.

Keywords

Words or phrases used to improve search engine visibility.

Short-Tail Keywords

General search terms with high competition.

Long-Tail Keywords

Specific phrases with lower competition and higher intent.

FTC Disclosure

Requirement that influencers disclose paid relationships with brands.

Privacy Policy

A document explaining how a company collects and uses user data.

Data Broker

A company that collects and sells consumer data.

Social Media Policy

Guidelines for employee behavior on social media.

Attribution

Giving credit to the original creator of content.

Ad Blocker

A tool that removes ads from a user’s online experience.

Ethical Social Media Practice

Using honesty, transparency, and responsibility in communication.

Fake Reviews

Deceptive practice of posting false positive or negative reviews.

Buying Followers

Unethical practice of artificially increasing follower count.

Decentralization of Power

Shift of control from corporations to users in social media.

Content Strategy

A plan for creating and sharing content to achieve goals.

Engagement Rate

A metric measuring interactions relative to audience size.

Platform Differences

Each social media platform has unique features and user behaviors.

TikTok Algorithm

Prioritizes content based on user interactions and interests over followers.

Facebook Video Behavior

Users often watch videos without sound.