SMM ch1
Part 1
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. (live streams)
Asynchronous Communication: Delayed, non-instant messaging where you respond whenever you have time. (post)
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.
Part 2
Channel: The route or environment—like email, social media platforms, or messaging apps—used to pass messages and connect with people.
Host: A platform or app that stores, runs, and shares social media content so users can connect and view it.
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, giving you smarter and more relevant search results.
Collective Intelligence: The combined wisdom and skill of a large group of people working together, making the group smarter than any single individual.
Perceived Value: A customer's belief of what a product is worth, calculated as benefits minus costs.
Part 3
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—like using ads, sponsorships, subscriptions, or merchandise sales to earn revenue.
Psychic Income: The "emotional paycheck" you get from doing something online, such as getting likes, feeling included in a group, or feeling proud of a contribution.
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.
Part 4
Earned Media: When journalists, bloggers, or everyday people talk about your brand on their own because they genuinely care, without you paying them.
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 to generate quick exposure and sales.
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 Product Consumer.
Finding: A raw, observable fact or piece of data—like a view count, comment, or behavior pattern.
Insight: The underlying "why"—an explanation revealing why a finding matters or what deeper customer need drives it.
Strategy: The overall master plan chosen to reach a specific goal.