Social Media Marketing: Definitions, Strategies, and Metrics

What is social media?

Internet-based platforms that allow users to create, share, and interact with content

What is a defining feature of social media content?

User-generated content

What counts as user-generated content?

Text, photos, videos, memes, and posts created by users

How did social media platforms originally function?

As spaces for casual sharing

What transformed social media into a marketing powerhouse?

AI, big data, and personalization

Why did marketers become interested in social media?

It enables engagement, advertising, feedback, and co-creation

Why is social media described as a two-way street?

Brands need users and platforms rely on marketers for revenue

What is crowdsourcing in social media marketing?

Users helping create content or ideas for brands

How does social media differ from traditional advertising?

It enables multi-directional communication

What does "marketers no longer control the message" mean?

Consumers shape and respond to brand narratives

What role do marketers play instead of controlling messages?

Moderating conversations

Why does social media raise privacy concerns?

Targeting relies on personal data

What does "If you're not paying for the product, you are the product" mean?

Platforms profit from user data

What fuels social media platforms?

Engagement

Why is engagement critical for social media?

It drives visibility, data collection, and revenue

What are the four main ways marketers use social media?

Listen, build relationships, promote, and manage reputation

How do marketers use social media to listen?

Learning customer opinions and preferences

How do marketers build relationships on social media?

Conversations and responsiveness

How do marketers promote products on social media?

Advertising and influencers

How do marketers manage reputation on social media?

Responding to feedback and controversies

What is paid media?

Media you pay for exposure

What is an example of paid media?

Sponsored Instagram ads

What is owned media?

Content the brand controls

What is an example of owned media?

A brand's Facebook page

What is earned media?

Free publicity from users

What is an example of earned media?

Shares, mentions, and reviews

Why is it hard for brands to stand out on social media?

Platform and brand saturation

What is content marketing?

Creating useful or entertaining content beyond selling

What is an example of content marketing?

Home Depot DIY tutorials

What is influencer marketing?

Partnering with popular users to promote a brand

Why is influencer marketing effective?

It appears more authentic

What is a downside of influencer marketing?

Brands lose control of messaging

What is social listening?

Analyzing online conversations about a brand

What tool is commonly used in social listening?

Text mining

What does sentiment analysis measure?

Positive vs negative tone

What does share of voice measure?

Brand mentions relative to competitors

What are KPIs in social media marketing?

Metrics used to evaluate performance

What does reach measure?

How many people see content

What are examples of reach metrics?

Audience size and growth rate

What does engagement measure?

Interactions with content

What are examples of engagement metrics?

Likes, comments, shares

What does acquisition measure?

Traffic from social media to brand pages

What are examples of acquisition metrics?

Click-through rate and bounce rate

What does conversion measure?

Actions taken after interaction

What are examples of conversion metrics?

Conversion rate and cost per conversion

What does retention measure?

Loyalty and advocacy

What are examples of retention metrics?

Churn rate and brand advocacy rate

What is SEO?

Improving search ranking organically

What is SEM?

Paying search engines for better placement

How does social media help SEO?

Increases traffic and backlinks

What is the privacy paradox?

People worry about privacy but don't act

What is microtargeting?

Ads aimed at narrowly defined groups

Why is microtargeting controversial?

Ethical and transparency concerns

What is undisclosed advertising?

Sponsored content not clearly labeled

Why is undisclosed advertising problematic?

It is deceptive and sometimes illegal

What is algorithmic manipulation?

Platforms using algorithms to maximize engagement

What is the "infinite feed" trap?

Endless scrolling designed to keep users engaged

How can social media impact mental health?

Anxiety, FOMO, social comparison, cyberbullying

What responsibility do marketers have regarding ethics?

Balance effectiveness with ethical responsibility

Which metric measures interaction with brand posts?

Engagement

Which metric measures how many people see brand posts?

Reach

What metric tracks traffic from social media to a website?

Acquisition

What metric tracks actions taken after interaction?

Conversion

What metric tracks loyalty over time?

Retention

What tool is used when paying search engines for ads?

Search engine marketing (SEM)

Which activity is NOT part of SEO?

Paying platforms for better positioning