SMM5 - Social media marketing effects

What is the key difference between AR and AI?

AR overlays virtual objects onto the real world to enhance perception of physical reality; AI creates intelligent systems that perform tasks autonomously or assist decision-making

Explain the difference between social monitoring and social listening

Social monitoring is reactive — tracking specific words/phrases (e.g. brand name) and responding when needed; social listening is proactive — systematically collecting and analyzing data to inform strategic marketing decisions

Give an example of social monitoring vs. social listening for a supermarket brand

Monitoring: tracking mentions of "@AlbertHeijn" to respond to a complaint; Listening: analyzing broader conversations about food trends to inform a new product strategy

What does SMART stand for in campaign goal-setting?

Specific, Measurable, Appropriate, Realistic, Time-oriented

What are the three forms of campaign measurement (input/reaction/outcome)?

1. Activity metrics (input, e.g. views/clickthroughs) 2. Interaction metrics (reaction, e.g. likes/shares) 3. Return metrics (outcome, e.g. social media ROI, Blog Value Index)

What is the Blog Value Index and how do you interpret it?

A return metric; a value below 1 means the activity costs money, above 1 means it generates money

Why can't brand perception be measured the same way as activity or interaction metrics?

Brand perception (awareness, attitude, loyalty, authenticity) can't be derived automatically from platform data — it must be measured directly, e.g. via surveys

What is the Define-Assess-Track-Adjust data approach used for?

A cycle for measuring SMM effectiveness: define SMART objectives, assess costs/potential value, track actual results, and adjust the campaign based on those results

Why is it a mistake to assume that high likes/engagement automatically means a campaign drove sales?

Effects are not always the same — what leads to many likes does not necessarily have an effect on sales; metrics must be matched to the actual campaign objective

Define a social media firestorm

A sudden occurrence of many, predominantly negative social media expressions against a brand

Under which conditions do firestorms have the biggest impact?

When they arise from a vivid trigger (e.g. video), stem from real service/product errors, generate a lot of content, and linger for a long time

What is the recommended strategy for dealing with a firestorm?

Monitor the situation, express sympathy and understanding, and react quickly

According to Yang et al. (2021), what affects perceived brand authenticity in Instagram ads?

Source/model genuineness (e.g. smiling expressions, snapshot vs. studio aesthetic), which increases trustworthiness and authenticity, in turn boosting brand attitude and behavioral intent

What did Liu et al. (2023) find about Gen Z travel destination choice via social media marketing?

Gen Z is influenced by entertainment, trendiness, interaction, and word-of-mouth; Gen Z females respond more to customization/WOM, Gen Z males respond more to entertainment