#14: social media marketing

What is traditional media in marketing?

Traditional media includes channels like magazines and TV that communicate one-way from sender to receiver

How does traditional media communication typically work?

It is one-way communication where marketers send messages and hope receivers purchase the product; communication generally ends with the receiver.

What is social media in marketing?

Social Media reaches “active receivers”, those who will become influential, those who will evangelize the brand to their friends, the message does not end with the receiver

What are advantages of social media over traditional media?

Greater flexibility for content and duration, credibility similar to word-of-mouth, builds awareness at much lower cost

What are the three types of media in media convergence?

Owned media, purchased, and earned

What is owned media?

Media a company controls

What is purchased media?

Paid advertising.

What is earned media?

Brand exposure generated through social media

What is the first step in a social media marketing strategy?

Set social media marketing goals.

What is a common example of a social media marketing objective?

Improving net promoter score (NPS).

What metrics are used to measure “reach” in social media?

Searches, tweets, mentions, likes, ads seen

What metrics measure customer engagement on social media?

Number of visits → stick → keep

What metrics are used to measure conversion?

Conversion rate and order value.

What type of content drives social media success?

Content that captivates customers and connects them on an emotional level

What is a buyer persona?

A composite sketch of the ideal customer

Why are buyer personas important in social media strategy?

They help marketers identify the ideal target customer and understand their compelling reasons to buy.

What is the third step in creating a social media marketing strategy?

Determine your social media network.

What is the final step in a social media marketing strategy?

Track results and identify insights.