Social Media Lecture Notes

Flashcards covering key concepts in social media marketing, including planning, strategy, implementation, and measurement.

What does the PLF model rate and what does it ensure?

Potential social media campaigns to efficiently use resources.

What should each organic post, paid ad, and influencer post be linked to when creating campaigns & content?

A specific objective

What does ICE model stand for?

Impact, Cost, Effort

When is the ICE model used?

For content creation that requires significant resources such as video creation, podcasts, webinars, or any content requiring significant resources

Rule of Thirds

Posts to promote business/convert readers, ideas from influencers, personal stories

What are the high-level steps in the SMM planning cycle?

Listen, Tune, Implement, Goals, Strategies, and Target

What should an executive summary in an SMM plan include?

Why the plan should be adopted, audience consideration, organized structure, general overview, length limit, and author names

What should a company/industry overview in an SMM plan do?

Describe industry and company, provide a quick look at past, present, and likely future, explain competitive advantage and how SMM contributes.

How can you measure social media brand health?

Surveys, focus groups, and social listening/monitoring tools

What metrics are used to measure brand health?

Net Promoter Score, Share of Voice, Brand Reputation, Unprompted Brand Recall, Prompted Brand Recall, Purchase intention and brand equity.

What does SWOT analysis measure?

Strengths, Weaknesses, Opportunities, Threats

What is the SO strategy in SWOT?

Follow social media platform opportunities that match the organization's strengths on social web

What is the WO strategy in SWOT?

Overcome weaknesses in social media to follow opportunities on social web

What is the ST strategy in SWOT?

Identify ways the organization can use platform strengths to reduce vulnerability to external threats

What is the WT strategy in SWOT?

Create protective strategy that reduces chances the organizations social media weaknesses make it vulnerable to external threats.

What are examples of free social listening tools?

Google Alerts, Google Trends, Social Mention

What are examples of paid social listening tools?

Brandwatch, Sprout Social, Hootsuite

What is Google Analytics used for in SMM?

To assess the effectiveness of social media directed traffic to company website & conversions

What should objectives always be linked to?

A specific KPI

What does the term "C-Suite" refer to?

A corporation's top executives

What are the eight C's of strategy development?

Guidelines for constructing SMM strategies that have to be fitted to fulfill particular organization's goals.

What do personas provide?

An effective means for company to categorize target audiences on social web

What characteristics can be used for personas?

Demographics, Psychographics, needs, tastes, spending habits

What do technographics provide?

An effective means for firm to categorize target audiences on social web

What is Forrester Research's Social Profile?

Enables marketers to use age, location, and gender to identify type of activities: creators, critics, conversationalists, collectors, spectators

After defining characteristics, what's the next step in selecting platforms?

Identify social media platforms with highest concentration of target audience

What does implementation include?

Generation & distribution of content / assignment of staff for preparing & carrying out platform-specific tactics & development dissemination of content on various platforms

What is the use of editorial calendars?

Ensuring that there is always something to post in social media accounts.

Give two examples of social media content management platforms.

Hootsuite and Sprout Social

What does Facebook's Audience Insights provide?

Analytics on when page's fans are online

What are the major components of managing an organization's structure?

Developing/repurposing content, managing content, curating content, cross-utilizing content, breaking apart content

What is the importance of monitoring?

Tracking, measuring, and evaluating organization's SMM activities

What is the benefit of a well-defined plan?

Quantitative & qualitative metrics & KPIs to assess headway being made in reaching marketing goals

Why is it important for Social Media to be in a constant state of tuning?

Because of the continuous changing nature of consumer tastes, the plan has to assessed and adjusted based on feedback

What is the objective-and-task method?

Considered to be the best choice for most efficient use of resources

Why calculate ROI?

Important to know the cost of tools platforms, promotion, advertising cost, content creation, salary, labor costs for social media employees, and any agency fees