Chapter 17: Using Social Media and Mobile Marketing to Engage Consumers

These flashcards provide definitions for key terms related to social media marketing, prominent platforms, and performance measures as discussed in Chapter 17.

Social media

Online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify “popular” topics.

User-generated content (UGC)

The various forms of online media content that are publicly available and created by end users; also called consumer-generated content.

Media richness

One of two factors used to classify social media, based on the level of acoustic, visual, and personal contact.

Self-disclosure

One of two factors used to classify social media, involving how much a user shares to make a positive impression and increase influence.

Nano-influencers

Influencers who have fewer than $10,000$ followers.

Micro-influencers

Influencers who have fewer than $50,000$ followers.

Macro-influencers

Influencers who have $500,000$ to $1,000,000$ followers.

Mega-influencers

Influencers who have more than $1,000,000$ followers.

Influencer marketing

The practice of focusing on the identification and recruitment of influencers to advocate a company’s products, services, and brands rather than focusing exclusively on prospective buyers.

Social commerce

The ability to browse and buy online without the use of a company website.

Social shopping

The use of social network services and websites by consumers to share their latest purchases, deals, coupons, product reviews, want lists, and other shopping finds with friends and contacts.

Social proof

The idea that people are likely to adopt the observed behavior of others.

Facebook

A website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them.

Metaverse

Virtual and augmented reality technology used in mobile marketing at Facebook.

Click-gap metric

A metric used by Facebook to prevent the spread of misinformation.

Instagram

A social networking service that allows users to upload photos and videos that can be edited with filters, organized with tags and location information, and shared publicly or with approved followers.

Carousel ads

An Instagram feature that combines multiple images to create an ad, tell a story, or show how a product works.

X (formerly Twitter)

A website that enables users to send and receive “tweets,” messages up to $280$ characters long.

YouTube

A video-sharing website in which users can upload, view, and comment on videos.

Vloggers

Video bloggers who act as the online version of celebrities.

Pinterest

A pinboard-style photo- and content-sharing website.

Pinboard

A collection of pins on Pinterest organized around themes.

TikTok

A video hosting service owned by the Chinese company ByteDance that allows users to post videos ranging in duration from $3$ seconds to $10$ minutes.

LinkedIn

A business-oriented website that lets users post their professional profiles to connect to a network of businesspeople, who are also called connections.

Social media marketing program

The portion of a company’s integrated marketing communications effort designed to create and deliver compelling online media content that attracts viewer attention and encourages sharing.

Customer engagement

The degree and depth of brand-focused interactions a customer chooses to perform online with their social network.

Social media content

The information and experience that are directed toward an end user or audience.

Cost per thousand (CPM)

A performance measure where an advertiser pays a set amount (e.g., $0.50$) for every $1,000$ times an ad loads.

Cost per click (CPC)

A performance measure where an advertiser pays for every visitor who clicks on an ad and goes from a third-party website to the advertiser's website.

Cost per action (CPA)

A performance measure where an advertiser pays for every purchase that originates from an ad on a site.

Smart system

A technology- and database-network that triggers action, representing the convergence of real and digital worlds.

Apps

Small, downloadable software programs that can run on smartphones and tablet devices; also called mobile apps or applications.