Social Media Marketing Exam 2

What is the purpose of environmental scanning in social media?

To understand what people are saying about your company and how it may affect you.

What types of information should be collected during environmental scanning?

Comments on social media, ideas for new products/services, and insights on company performance.

What tools can be used to collect and evaluate social media information?

Analytics, management software, and Excel sheets.

What aspects of comments should be analyzed?

The positivity or negativity of comments, the sender, engagement levels, and potential media impact.

What should a company consider regarding movements or laws that could affect it?

Whether to advocate for certain issues or respond to legal charges.

What is newsjacking in social media?

Incorporating your entity into breaking news, often seen on Twitter and TikTok.

What is the foundation of relationship building in social media?

Credibility, trustworthiness, and believability.

What are some key elements of effective message design in social media?

Using quality visuals, verifying accounts, and demonstrating leadership.

What emotional triggers can drive engagement on social media?

Surprise, heartwarming stories, scarcity, and authority.

What is corporate social responsibility (CSR) often criticized for?

Being perceived as 'window dressing' or superficial actions for show.

How can posts be made more accessible on social media?

Using plain language, alt text for images, and captioning for videos.

What should be avoided in social media posts?

Inappropriate content, graphic content, aggressive sales tactics, and lack of sensitivity to crises.

What is the significance of using visuals in social media communication?

Visuals can enhance engagement and help overcome cultural barriers.

What is the role of algorithms in social media?

To prioritize content visibility based on user engagement and recency.

What types of content do algorithms typically downgrade?

Content that appears spammy, leads to low

What strategies can enhance engagement on social media?

Sharing influencer content, initiating conversations, and using interactive elements.

How can companies practice social intelligence on social media?

By listening to feedback, engaging with followers, and responding to requests.

What is the impact of emotions on social media engagement?

Emotions can drive actions like liking, sharing, and purchasing more than mere likes.

What is the benefit of building a community on social media?

It helps in working the algorithm and fostering a sense of belonging among followers.

What are some effective ways to create viral content?

Incorporating humor, surprising elements, and leveraging popular platforms like TikTok.

What should be the focus when designing a viral post?

Creating engaging content that resonates emotionally with the audience.

Iconicity

Visual replacement for words

Indexicality

Proof that something happened

Syntactic Indeterminacy

pictures cannot convey precise relationships between things

Properties of an Experiment

Manipulation of IV, comparison/control group, randomization

3 Types of Testing

A/B Testing, Conversion Lift, and Brand Lift

Posts that engage:

share fun/influencer content, start good convos and challenges, use interactive elements

Purpose of Algorithms

TO GET SEEN

Most algorithms prioritize

trends, those in your chosen network, posts people spend more time on