Comprehensive Digital Media and Marketing Strategies for Students

What is a blog?

A web log, online journal or website where individuals share posts on various topics that are regularly occurring.

What is a vlog?

A video blog, featuring a vlogger sharing their everyday lives.

What is a podcast?

An episodic series of digital audio usually focused on a specific topic.

What is a webinar?

A seminar or live conference conducted over the internet.

What does CPM stand for?

Cost per mile - cost per 1000 clicks.

What are keywords?

Words or phrases users use to find content.

What are ethical concerns regarding AI-powered podcasts?

Data privacy, training bias, transparency of AI use, responsibility of verifying accuracy.

Where should keywords be placed in a blog?

In the title, body of the blog, and in the file names of images posted within the blog.

What are the benefits of advertising through podcasts?

Ads are perceived more positively, users seek out products after listening, and they pay more attention to ads.

What is the recommended length for a blog post?

400-1000 words.

What makes influencer-hosted podcasts effective marketing tools?

Listeners view influencers as authentic and are more likely to search for products they endorse.

What type of podcast did McDonald's create?

A true crime podcast revolving around their discontinued sauce.

Who was the first blogger and what was it called?

Justin Hall in 1994 for his page, Justin's Links.

Which blog category is the most popular today?

Fashion.

Which brand launched the podcast 'Excuse Me, Is This Seat Open?'

Southwest Airlines.

What are the characteristics of blog posts?

1st person, collection of thoughts, links, pictures, videos, free online, searchable, frequently updated, open for engagement.

Why are blogs, vlogs, podcasts, and webinars important for brands?

They enhance marketing efforts by increasing engagement and reach.

Why are webinars beneficial for brands' marketing strategies?

They increase brand awareness, reach large audiences, establish leadership, allow direct interaction with consumers, save time and money, and provide future promotion.

What is the AIDA Model?

Grab Attention, Build Interest, Create Desire, Drive Actions.

What is a social media marketing campaign?

A coordinated effort to communicate with a target audience to achieve a marketing goal.

What should be established before launching a social media marketing campaign?

Goals, idea and theme, target audience, budget, incentives, and platforms.

What should social media managers do during a campaign?

Promote the campaign, monitor and engage with users, and adjust aspects that aren't working.

What was one strategic move made by 7-Eleven in response to TikTok success?

Creating the #CarsOf711 and a story poll to build a 7/11 car giveaway.

What was the challenge launched as part of the Bada Binge campaign?

Viewers were challenged to re-watch the entire Sopranos series in 6 weeks.

What was the purpose of Dove's #NoDigitalDistortion campaign?

To discourage girls from distorting their social media posts.

What are the levels of influencers based on followers?

Nano: 1,000-10,000; Micro: 10,000-50,000; Mid-tier: 50,000-500,000; Macro: 500,000-1 million; Mega: 1 million+.

What are the levels of a crisis response plan?

Act and act fast, use all means to communicate, acknowledge the situation, never delete a negative comment, validate, be authentic and empathetic, encourage dialogue, don't argue, don't insult your consumer, turn off scheduled posts.

What is a crisis response plan?

The steps a company takes to resolve a crisis that breaks out.

What is a social media policy?

Outlines how an organization and its employees should conduct themselves online.

What is sentiment analysis?

An AI analysis used to identify the tone and emotion behind postings on social media.

What are monitoring streams and alerts?

Systems used to oversee what is being posted online by employees and alerts when something is getting more engagement than normal.

How can brands maintain long-term relationships with influencers?

Keep them engaged, manage them correctly, assign them to specific lines, pay them well.

How did the D'Amelio sisters monetize their fame beyond social media?

They got their own show on Hulu which was monetized; the key factor was posting only when inspired.

Which aspect of Hyundai's influencer marketing strategy is highlighted by the branded duet between ChefReactions and Amaury Guichon?

They picked the correct influencers; Amaury is a mega influencer and ChefReactions is a Hyundai owner.

What is an example of one of the first forms of influencer marketing in the 1900s?

Dodge partnering with Babe Didrikson, a professional female athlete.

How did the Ruggable influencer marketing campaign perform in terms of engagement?

The Ruggable Bachelorette campaign was the best performing content across their entire page.

Why does trust matter to influencers and marketers?

Customers want to buy products endorsed by influencers they trust.

What is considered more important than reach in influencer marketing?

Engagement.

What are the steps in creating a social media influencer marketing strategy?

Establish goals, determine target market and social media channels, identify and find influencers, set up monitoring and listening streams, discuss partnership and payment model, incorporate influencer marketing into the social media strategy, measurement.

What key factor contributes significantly to Revolve's success in influencer marketing?

They know their target audience, meet them where they are, have selective and long-term partnerships, compensation, and engagement beyond social media.

What is SEO?

Search engine optimization.

What does SERP stand for?

Search engine results page.

What are backlinks?

Links on one page that direct to another page.

Who owns the majority share of the search market?

Google.

Why do you need to rank high in the SERP?

Links beyond 1, 2, 3 don't get clicks.

What is the algorithm focused on?

Backlinks, content depth, search intent.

Which factor is most influential in determining a web page's domain authority?

Backlinks.

What is the purpose of setting crisis parameters in a social media crisis response plan?

To know how to respond based on the severity of the crisis.

What component of a social media crisis response plan could Ticketmaster have emphasized to mitigate the negative impact of the Taylor Swift ticket crisis?

Communicating about the issue on social media instead of staying silent.

What are the sections of a social media policy?

Rules and regulations, AI and content verification, confidentiality, legal risks, security risks, brand guidelines, DEI, platform specific expectations, memes and viral trends, roles and responsibilities, accountability.

What should a company do during a social media crisis to prevent the spread of misinformation or rumors?

Respond quickly and accurately to clarify the situation.

Who is responsible for answering questions about the company on social media?

According to the roles and responsibilities section of a social media policy.