SMM ch1

Marketing

Creating, Communicating, Delivering, and Exchanging things that bring value to people.

Social media marketing

Using social media platforms to achieve marketing goals with a target audience.

Social media

Digital networks where individuals and businesses connect to collaborate and grow relationships together.

Digital native

Someone who grew up with tech to where constant mobile communication is second nature to them.

Social Utility

The benefit you get from connecting and interacting with others.

Synchronous Communication

Real-time, instant messaging where people interact at the exact same moment.

Asynchronous Communication

Delayed, non-instant messaging where you respond whenever you have time.

Social Media Value Chain

All tech and user behind the scenes that allow people to connect and share online.

Infrastructure

All the underlying internet technology that makes it possible for apps like Instagram or TikTok to exist and function.

Channel

The route or environment used to pass messages and connect with people.

Host

A platform or app that stores, runs, and shares social media content.

Supporting Software & Services

All the extra tools that help a social media platform run smoothly, analyze data, and give users extra features.

Network Effect

When a service or app gets better, more useful, and more valuable simply because more users join.

Crowdsourcing

Gathering small contributions from lots of people online to complete a big project or figure out a solution together.

Web 3.0

An intelligent, personalized web where AI and machines work alongside humans to organize and understand data.

Semantic Web

A web where computers can understand how different pieces of information relate to each other.

Collective Intelligence

The combined wisdom and skill of a large group of people working together.

Perceived Value

A customer's belief of what a product is worth, calculated as benefits minus costs.

Social Community Zone

The area of social media built for making friends, chatting, sharing identities, and feeling like you belong.

Social Publishing Zone

The area of social media made for creating and sharing content that educates, entertains, or inspires an audience.

Social Entertainment Zone

The area of social media built for fun, games, music, videos, and interactive play.

Social Commerce Zone

The area of social media built for finding, shopping, reviewing, and buying products.

Creative Brief

A short guide that outlines the audience, goal, and core message to steer a project from strategy to design.

Monetization

The process of making money from what you do online.

Psychic Income

The 'emotional paycheck' you get from doing something online.

PESO Model

A framework that breaks media channels down into four main types: Paid, Earned, Shared, and Owned.

Paid Media

Any marketing exposure a brand pays money to rent, promote, or amplify.

Earned Media

When journalists, bloggers, or everyday people talk about your brand on their own.

Shared Media

Social content that users actively spread, comment on, repost, or remix.

Owned Media

Digital channels and content that a brand completely owns and controls.

Push Strategy

Where a brand proactively pushes its product or message out toward the audience.

Pull Strategy

Creating compelling value or content that attracts customers to actively seek out your brand.

Meaning Transfer Theory

McCracken’s theory that cultural meaning moves from Celebrity/Creator to Product to Consumer.

Finding

A raw, observable fact or piece of data.

Insight

The underlying 'why'—an explanation revealing why a finding matters.

Strategy

The overall master plan chosen to reach a specific goal.