MKTG305: Ch. 20 "Using Social Media and Mobile Marketing to Connect with Consumers"
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McGraw Hill
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13 Terms
Social Media
consists of online media where users submit comments, photos, and videos - often accompanied by a feedback process to identify popular topics
user generated content (UGC)
consists of the various forms of online media content that are publicly available and created by end users
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 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
a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” wtih them
a social networking service that allows users to upload photos and videos that can be edied with filters, organized with tags and location information, and shared publicly or with approved followers
a website that enables users to send and receive “tweets”, messages up to 280 characters long
a pinboard-style photo- and content-sharing website
a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople
YouTube
a video-sharing website in which users can upload, distribute, view, and comment on videos
Apps
small, downloadable software programs that can run on smartphones and tablet devices. Also called mobile apps or applications
social media marketing program
that portion of a company’s integrated marketing communication effort to create and deliver compelling online media content that attracts viewer attention and encourages readers to share it with their social network
customer engagement
the degree and depth of brand-focused interactions choose to perform online with his or her friends