Social Media Exam 3

Founder of TikTok

Zhang Yiming

TikTok is known in China as

Duoyin

How many users did TikTok have in their 1st year

100 million

TikTok users in 2024

1.56 billion

Primary generation that connects with TikTok

Gen Z and Millenial

Spokesperson for the Washington Post on TikTok

Dave Jorgenson

Benefit of TikTok Business account

Brands can instantly connect with the next generation of consumers around the world

Unique engagement, brands can convert users into brand ambassadors through shared experiences such as ideas, hashtag challenges, and more

Drives growth

TikTok algorithm

based on user interactions, videos they like or share, accounts they follow, comments they post, and content they create

Who founded TikTok

ByteDance

as of 2024 how many users does TikTok have

1.56 billion

which metric is used to measure the price for one thousand impressions

CPM, cost per million

Newly added TikTok feature

text posts

How does sound impact TikTok videos?

enhances meaning and tone

What does TikTok’s ad manager’s smart auction system ensure?

ad shown to the right person at the right time

TikTok Ad formats

In-feed video ad, Topview ad, Topfeed, Carousel ads, Collection ads, Dynamic showcase ads, In-feed video ad, Promote, Playable ads, Brand takeover, Branded hashtag challenge , Branded effects, Branded mission, Spark ads, Live shopping ads, Tiktok pulse, Top feed, Top view ad

TikTok ad objectives

Awareness, Reach, Consideration, Conversions

Mcdonald’s TikTok Success story

McDonald’s Hacks

Snapchat CEO

Evan Spiegel

Snapchat Daily users

406 million people

what percentage of snapchat users purchased a product online in the last month?

76%

How many times a day do people typically open snap

30+ times a day

What is the main appeal of snapchat for users

sense of urgency

What feature allows snapchat users to engage in conversation and gain information on various topics?

My AI

Features and elements of Snapchat

camera, chat, map, stories, spotlight

Advertising goals and objectives of snap

want the story and the experience, willing to use technology to get that

Objectives: website visits, promote local place, app installs, app visits

snapchat target

Predefined audiences, Locations, Demographics, Profile engagement audiences, Customer list audiences, Lookalike audiences, Mobile app event, Website event, Ad engagement audiences

How many times a day do people open

40.3% visit daily average 21 minutes per day

Snapchat goal based bidding

what you want to pay for ads, whether its total impressions or amount of video views, swipe up on ad, or share and install app

Automated bidding Snap

automatically sets bid on behalf of the brand, create the parameters on how it should be discovered

How is ROI calculated

(profit/total investment) x100

what is a common misconception about social media ROI?

It cannot be calculated

what is a major challenge in measuring social media ROI?

inconsistent analytical approaches

why is measuring social media ROI important?

to justify time and money spent, to secure additional budget, and to expand marketing initiatives

What is the share of voice in social media?

brand mentions relative to competitors

what is the meaning of ToMa

top of mind awareness

which metric measures the willingness of customers to recommend products?

Net Promoter Score (NPS)

What are UTM (urgent tracking module) parameters?

tags added to urls for tracking campaign performance

what report identifies user paths to conversion?

traffic acquisition report

what is the most valuable type of media for increasing brand awareness

earned media

what does conversion path analysis help identify

common routes users take before completing an action

what percent of companies cite the inability to tie social media to business outcomes as a reason for not measuring ROI?

56%

What is an example of a social metric that cannot be directly measured in dollars and cents?

brand awareness

What is ROI

a measurement of the value from social media marketing. What the return for the investment is made in social media