Social Media EXAM 2

What components make up a brand

• Strategy

• Logo

• Identity (shapes, colors)

• Product

• Customer service

• Way you speak

• People

• Facilities

• Visuals

• Promise

(T OR F) A brand is conveyed in everything people see, hear, or do.

TRUE

What is culture

• Set of shared attitudes, values, goals, and practices that characterizes an institution or organization (VALUES IN ACTION)

How does culture influence organizational behavior?

Culture is the extent to which people in an organization live out the organization's values, day in and day out, in every interaction.

Why is defining a unique culture important for a company?

Defining a unique culture helps produce specific outcomes that differentiate a company from others and cultivates the necessary attitudes and behaviors in employees.

What is slang

an informal language used by a particular group of people that evolves over time, often created by a group to establish identity and set themselves apart.

(Y OR NO) Do people use slang with their family and friends or social group

YES

What is subculture

the way of life, customs, and ideas of a particular group of people within a society that are different from the rest of that society.

What is bicultural identity

coexistence of one local identity rooted in an individual's culture and another linked to the global culture.

2 examples of bicultural identity

Canda MCDONALDS, Japan Kit Kat

What is culture branding

infuses a company with a specific lifestyle or identity that it hopes to give to customers and employees

What is crowd culture

communities, both online and in person, that share a collective set of values, often diminishing the impact of branded content and sponsorships.

How can companies use social media to brand effectively?

Companies can target crowd cultures to brand effectively by aligning with groups that share common values,

What are 3 cultural branding examples

EX: Dove: Body positivity crowd

AXE: young men

Old Spice: hipsters, millennials

Who said that honesty and peer accountability is important in organizational culture?

Henry Cloud

With organizational culture what is mission

accomplished concise explanation of the organizations reason for experience

With organizational culture what is vision

identifies the objectives of a company and helps define what they hope to accomplish

With organizational culture what is values

the guiding principles that provide an organization with purpose and direction

With organizational culture what is habits

the daily actions and ways an organization expresses their values

What is Culture and brand alignment

a strong brand isn’t just what you say, but how you act

What is Behavior shapes perception

employees (or members) shape brand identity through everyday actions

What is Consistency builds trust

organizations and individuals thrive when values, words, and actions align

How do brands effectively communicate their promise?

• A unique consistent visual identity

• An authentic product or service

• An authentic integrated communication plan

What factors make a brand effective?

Audience Knowledge, Uniqueness, Consistency and Self-Awareness

What strategies do brands use to increase exposure?

multiple channels, being native, no interruptions

What is brand community

consist of groups of individuals with shared admiration around a branded good or a service

What is a ThirdPlace brand

places where people spend their leisure time and connect, such as gyms, religious centers, and country clubs. These places are integral to building brand communities.

What is personal branding

the international process of shaping how others perceive you— both online and offline by showcasing your values, skills, and personality

Why is personal branding important

A strong personal brand reflects who you truly are, not just a polished version of yourself; first impressions matter

What are key reasons to build a personal brand

build reputation, expand network, and stay informed

What is self leadership

the practice of understanding your identity, identifying desired experiences, and intentionally guiding yourself toward those experiences. It involves taking charge of your actions, thoughts, and emotions.

What are the key steps in the process of self-leadership?

awareness, storytelling, vision, mission, strategy, goals, and obstacles

What are core values

Core values are the traits or qualities that represent an individual’s or organization's highest priorities, deeply held beliefs, and driving forces.

What is the ideal number for core values

3-5 values

(T OR F) Core values should align with our personal and professional values

True

How do core values impact personal branding?

When we are clear on our core values, our actions can align with those values. Leading to achieving goals and living a purposeful life

What steps can you take to build your personal brand

• Take inventory: Do an audit of how you are presenting yourself, both online and offline.

• Google search: Look at your online presence and alert settings.

• Review social media: Check how you are presenting yourself on platforms and how many followers you have.

What are the essential components to developing your brand objectives?

missions & visions, core values, and the WHY questions

What platforms and tools can you use to communicate your personal brand?

• LinkedIn (professional networking)

• Written (blogging, Reddit)

• Video (YouTube, TikTok)

• Photo (Instagram)

How can you craft your personal brand identity?

You can craft your personal brand identity by using your mission, vision, core values, character strengths, and consistent visual elements across platforms.

What are brand types

categories  of brands that share the same, e strategic approach or take similar stances to shape their competitive positioning

What are characteristics of brand types

point of reference and manner

What is point of reference

how the brand is positioned relative to others or how it wants customers to understand it.

What is manner

how the brand behaves and expresses itself.

What is a disruptive brand

Disruptive brands position themselves as category leaders and express themselves in a rebellious, confident manner.

What is a conscious brand

Conscious brands are driven by a higher purpose and express themselves as thoughtful, transparent.

What are service brands

Service brands focus on customer need and express themselves as humble, dependable.

How are innovative brands defined

innovative brands are driven by possibility and express themselves as progressive, brave.

What are brand archetypes

Brand archetypes are human-like concepts that reflect the brand’s personality and help align the brand with customer personality types. They were coined by Dr. Carl Jung in the 1940s.

What is the Innocent archetype

represents happiness, optimism, and youth

Describe the Everyman archetype

seeks connection and belonging and is supportive and down-to-earth

What is the HERO archetype

is about being courageous, bold, and inspirational

What is the Rebel archetype?

challenges authority and breaks the rules

What is the Explorer archetype?

finds inspiration in travel and risk

Describe the Creator archetype.

archetype is imaginative, inventive, and driven to build meaningful and valuable things

What defines the Ruler archetype?

creates order from chaos, and is seen as controlling and responsible

What is the Magician archetype?

aims to make dreams a reality, representing visionary and spiritual traits

What is the Lover archetype?

creating intimate moments and inspiring love and passion

What is the Caregiver archetype?

focuses on protection, compassion, and nurturing

What is the Jester archetype?

brings joy through humor and irreverence

What does the Sage archetype represent

seeks wisdom and insight

What are iconic brands/what makes them special

activate culturally relevant values, represent shared needs, values, and aspirations, and serve as cultural reminders that attract consumers who share similar values.

What is brand personality

Brand personality refers to the human characteristics that can be applied to brands

What are the five dimensions of brand personality

Sincerity, Excitement, Competence, Sophistication, and Ruggedness.

What is sincerity

wholesome, cheerful, and down to earth

What is excitement

goal is to unlock wonder and leverage high- octane ads or cool celebrity endorsements

What is competence

confident thought leaders and responsible stalwarts of trust

What is sophistication

premium brands aimed at a discerning, status- conscious audience

What is Ruggedness

built to last and seen to be hardworking, strong, muscular and authentic

What is self promotion

the act of furthering one’s growth, advancement, or prosperity, or promoting oneself to gain visibility and success.

What was TikTok's role in video resumes?

TikTok launched the TikTok Resume feature in 2021 to help companies like Chipotle recruit younger workers, though it didn’t take off as expected and faced some backlashes.

What are primary groups

direct social relations that significantly impact your behavior and help you make sense of the world.

What is an opinion leader

people we turn to for advice about beliefs, purchases, likes, dislikes and more

What is heterophily

A tendency for individuals who differ from one another to make social connections.

What is homophily

A tendency for individuals to be attracted to others who are similar to themselves.

Does a change agent affect a large sum of people or closely relates or subjects

large sum of people

Does a opinion leader affect a large sum of people or closely relates or subjects

closely relates or subjects to an audience

What is an influencer

someone who has the ability to impact the purchasing decisions of their audience through their authority, expertise, or strong connection with their followers.

What are the challenges marketers face with influencers?

• Measuring ROI

• Identifying influencers

• Finding creative ways to integrate influencers into campaigns

What is online persona

may or may not be who they are in real life

What sets influencers apart from celebrity endorsers?

Influencers are more relatable, trusted sources of information, and build their communities over time through social connections, while celebrities are paid spokespeople for brands.

Who are social media influencers

Social media influencers are individuals with large followings on social platforms who try to influence or persuade their followers to buy a product or service.

How do influencers choose the brands they work with?

Influencers typically support brands that align with their own values, mission, or mantra.

What is the trust level of teenagers in YouTube influencers?

70% of teenage YouTube subscribers trust influencers' opinions over traditional celebrities.

What percentage of the most viewed beauty videos on YouTube are made by influencers?

86% of the most viewed beauty videos on YouTube are made by influencers.

How young is too young for influencers?

Studies show that 54% of Americans aged 13-18 would become influencers if given the chance. A quarter of babieshave an online presence before birth.

What are the four types of online personas related to influencers?

• Influencers

• Creators – Those who create things.

• Ambassadors – Those who promote the brand or cause.

• Trolls/Haters – Negative or disruptive influencers.

What are the 4 R's for selecting an influencer?

• REACH: Ensuring the influencer’s audience matches the brand’s target audience.

• RESEMBLANCE: Aligning the influencer’s content with the brand’s image and values.

• RETURN-ON-INVESTMENT (ROI): Calculating the profitability and effectiveness of the influencer's reach.

• RELATIONSHIPS: Ensuring no conflicts with other brand relationships.

What are the three stages to use influencers effectively?

• Awareness: Reaching new audiences by choosing influencers with audiences that don’t overlap with the brand’s existing ones.

• Consideration: Helping the audience consider the product by aligning influencer content with brand messaging.

• Conversion: Focusing on sales by promoting exclusive offers, promotional codes, or landing pages with influencer help.

According to Shawn Gee why should businesses use social media

Social media helps build trust, increase reach, and enhance brand awareness efficiently.

According to Shawn Gee, What are some social media platforms to consider for business?

Consider Facebook, Instagram, TikTok, YouTube, and LinkedIn based on your audience and content type.

According to Shawn Gee, should you post on social media?

It depends, but if your target audience uses the platform, social media is a useful advertising tool.

According to Shawn Gee, how do you brainstorm content for your social media

Focus on creating content you enjoy and understand what your target audience needs and is interested in.

According to Shawn Gee, what equipment do you need to make content

You likely just need your phone, as it has the necessary tools for content creation.

According to Shawn Gee, How can I improve my content strategy?

Continuously review and experiment with your content topics to improve based on audience engagement.

According to Shawn Gee, How do you engage with my social media audience?

Engage by commenting, liking, following, and DMing to build personal connections.

According to Shawn Gee, What are the challenges of using social media for business?

Social media is a slow process that requires consistent effort and creativity to turn into a profitable venture.

According to the concept of the “third place” social media platforms can function as…

informal gathering spaces that foster community

(T OR F) A strong online persona must match your offline actions to be considered authentic

true

Which brand personality best describes Mercedes

sophistication