Digital & Social Media Marketing Midterm Study Guide (Lectures 1–6)

Comprehensive Question and Answer flashcards covering definitions, strategic frameworks, platform statistics, formulas, and analysis methodologies for Lectures 1 through 6 of the Digital & Social Media Marketing course.

How is social media defined?

Any tool or service that uses the internet to facilitate conversations.

What is integrated marketing communications (IMC)?

Coordinating promotional channels to communicate a consistent brand image and message.

What is brand experience (experience strategy)?

The sensations, feelings, thoughts, and behaviors evoked when consumers interact with a brand.

What is brand identity?

The name, logo, symbols, design, packaging, and image/associations held by consumers.

How is brand equity defined?

The added value that results from favorable brand impressions and consumers’ attachment to brand identity.

What is a target market?

The group of people or organizations for which an organization designs, implements, and maintains a marketing mix.

What is market segmentation?

Dividing a market into meaningful, relatively similar, identifiable groups.

What is a touchpoint?

An interaction between a consumer and a brand, such as visiting a company website.

What is an advergame, and what media type is it when created/controlled by the brand?

A game created or used to advertise a brand or product; it is owned media when the brand creates/controls it.

What are the four categories of social media and what does each emphasize?

1. Social communities: Sharing, socializing, conversing.

2. Social publishing: Publishing/distributing information.

3. Social entertainment: Entertainment experiences.

4. Social commerce: Shopping-related services and consumer input.

Social commerce:

Shopping-related services and consumer input.

Social entertainment

Entertainment experiences.

Social publishing:

Publishing/distributing information.

Social communities:

Sharing, socializing, conversing.

Geographic

divides groups based on location; d

demographic

divides groups based on measurable population traits (such as age, income)

psychographic

divides groups based on interests, values, attitudes, or lifestyle.

Geotargeting

targets a broader geographic area (such as a ZIP code)

beaconing

uses very narrow proximity-based targeting (near/inside a specific part of a store).

geofencing

creates a virtual boundary around a defined area (such as a store or stadium)

In a social-media-specific SWOT analysis, which elements are internal and which are external?

Strengths and weaknesses are internal; opportunities and threats are external.

What five characteristics define a good goal?

Specific, measurable, uses a reference point, has a timeline (time-bound), and is realistic.

What six components make up the promotional mix according to the lecture notes?

Advertising, direct marketing, social marketing, sales promotion, public relations (PR), and personal selling.

According to Hootsuite, what is 'hover time'?

When a social media user slows down just a little when seeing content.

According to Sprout Social, what is the top product-discovery marketing channel?

Facebook.

According to Hootsuite, LinkedIn is currently in what era?

Creative era.

According to Sprout Social, what is item #1 for an effective social strategy?

Secure executive buy-in and engagement.

What percentage of marketers state that human involvement is very important/critical for evaluating or generating AI content?

$$91\%$$

How do paid, owned, and earned media differ?

Paid media: The brand pays for distribution/placement. Owned media: Channels/content controlled by the brand. Earned media: Exposure or conversation generated by others (carries the least control).

Paid media:

The brand pays for distribution/placement.

Owned media

Channels/content controlled by the brand

Earned media

Exposure or conversation generated by others (carries the least control).

Organic content

is content distributed without paid advertising placement (such as an unpaid post on a brand's account);

user-generated content (UGC)

is created by consumers or users (such as a follower's winning photo).

What key business use or association is highlighted for LinkedIn?

B2B marketing and generating leads with business customers.

What key characteristic is associated with Instagram?

Visual content and a consistent visual theme.

According to cited readings, how many minutes daily do average users spend on TikTok?

$97\,\text{minutes}$ daily.

For which product categories is Pinterest particularly strong?

Home, fashion, wellness, and family-related product categories.

On X (Twitter), how much more engagement do video posts receive compared to text-only posts?

$10\times$ more engagement.

What percentage of marketers were currently using Threads according to the cited reading?

$$12\%$$

What are the four stages of the purchase funnel in order, and what happens at each?

1. Attention: The consumer notices the brand/product.

2. Interest: The consumer becomes curious and wants to learn more.

3. Desire: The consumer develops a want or preference.

4. Action: The consumer takes the desired action, such as purchasing.

Attention

The consumer notices the brand/product.

Interest:

The consumer becomes curious and wants to learn more

Desire

The consumer develops a want or preference

Action

The consumer takes the desired action, such as purchasing.

Hygiene content

attracts new audiences and supports SEO/discoverability (e.g., how-to/FAQ)] *Designed to answer everyday customer questions, capture organic search traffic, and remain constantly available

Hero content

is high-production-value content requiring large teams, time, and resources, done once or twice a year.

Hub content

provides regular/everyday content for existing consumers (e.g., weekly product updates)

Brand-centric content

focuses primarily on the brand, its products, and its message

audience-centric content

focuses on the audience’s interests, needs, questions, and value beyond product offerings.

What is crowdsourcing in social media content tactics?

Asking the audience to provide ideas or solutions.

What does the content tactic 'seeding' mean?

Trying to get content shared/spread, potentially viral.

brand tone

The way the brand speaks in a particular context.

brand voice

is the brand's overall personality

atomization

is repurposing/repackaging content into multiple formats (e.g., turning a long video into short clips, quotes, and infographics)

amplification

is adapting related but distinct content across different channels to increase exposure.

According to the reading, what type of content is most effective at the decision stage of the purchase funnel?

Paid ad content.

According to the reading, what is the recommended maximum number of hashtags on TikTok?

$$5$$

What percentage of purchase decisions are based on emotional factors according to the reading?

$$70\%$$

What is an impression in digital marketing metrics?

The number of times content/ad was displayed (it does not necessarily equal unique people reached).

What is the scale, classification, formula, and range for Net Promoter Score (NPS)?

Scale: $0\text{--}10$. Classifications: Promoters = $9\text{--}10$; Passives = $7\text{--}8$; Detractors = $0\text{--}6$. Formula: $\text{NPS} = \% \text{ promoters} - \% \text{ detractors}$. Possible score range: $-100$ to $+100$.

What is the standard formula for Cost Per Acquisition (CPA)?

$$\text{CPA} = \frac{\text{Total campaign cost}}{\text{Number of acquisitions}}$$

What is the standard formula for audience growth rate?

$$\text{Audience growth rate} = \frac{\text{New audience size} - \text{Starting audience size}}{\text{Starting audience size}} \times 100\%$$

What is the standard formula for Click-Through Rate (CTR)?

$$\text{CTR} = \frac{\text{Clicks}}{\text{Impressions}} \times 100\%$$

An internal benchmark

compares against the organization’s own past performance, baseline, or goals;

external benchmark

compares against outside organizations, competitors, or industry standards.

deduction?

is applying a general rule or theory to a specific case.

Induction

is reasoning from specific observations/examples toward a broader generalization

social media monitoring

gathers information about what has happened by tracking mentions/keywords to respond to specific problems or complaints

social media listening

tracks mentions across brands, competitors, and topics to identify overall patterns and guide future decisions

How does social media analytics differ from social media listening?

Analytics helps measure campaign effectiveness; listening helps measure campaign resonance.

What four elements should be examined in conversational listening data?

What, when, where, and who (if available).

an influencer

is a popular social media user with an audience that trusts or values their opinions

a brand advocate

is a person who spreads positive word of mouth about a brand.

content analysis

identifies the presence of concepts, topics, and themes within qualitative datasets

sentiment analysis

analyzes the perceived positive, negative, or neutral mood/feelings expressed

How should an objective statement such as 'This product comes with an adapter' be categorized in sentiment analysis?

Neutral sentiment (objective/factual content without clear positive or negative feeling).

How do rule-based and automated approaches to sentiment analysis differ?

A rule-based sentiment approach relies on manually designed rules; an automated/training-based approach involves a machine learning training process that improves over time.

What do the acronyms ML, NLP, and API stand for?

ML stands for Machine Learning; NLP stands for Natural Language Processing; API stands for Application Programming Interface.

What is a coverage problem (coverage error) in social media research datasets?

A sampling error that occurs when parts of the target population are missing from the data, such as people who do not use social media.

What is the participation effect in social media listening datasets?

A bias where vocal or unhappy customers post frequently while satisfied customers remain silent, overrepresenting the opinions of those who participate more.