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Social Med Campaign

STD 4 Social Media Communications

TermDefinition
Affinity The score of the connection between the user and the creator of the content
Audience People who are somehow mutually involved or interdependent with particular organizations
Audience Analysis Brands create a profile of key public's by providing basic demographic and behavioral information that helps brands to identify the appropriate platforms and methods for engagement
Blue Unicorn The rare leaders who are transforming their leadership for today's connected social economy
Brand Community The formation of a group of people in the digital world around a brand, organization, or cause.
Causewashing A term to describe brands that attempt to appear philanthropic or to care about social good, when in reality the brand is not as authentically altruistic as it is presenting itself to be
Communication Audit A comprehensive analysis of all information being communicated by the brand and a review of the intended audience and desired outcome expected from sharing that information
Community Policy A document that outlines the kinds of behaviors that are welcome in the brand community, as well as negative behaviors and the consequences of those
Contributions and Collaboration Involve an organization's willingness to provide the opportunity for publics to have a say in the direction and focus of the organization.
Decay The measurement of the time between when content is created and the individual may be seeing it
Dialogic Communication Any negotiated exchange of ideas and opinions
Ethics Helps identify right actions by what we should do and wrong actions by what we should not do
Ethics of Care Principle Doing what is right using the principles of care and concern
Expertise Possession of experience or knowledge relating to the industry, and have the ability to provide unbiased and accurate information around topics of interest
Formative Research/ Listening A phase where social media strategists collect data required to make informed decisions that will form the foundation for a campaign
Generic Keywords Often overlooked; These keywords help people discover your business at a moment when they have not yet chosen a specific brand or company
Goals A brand, summative statement that spells out the overall outcomes of the program
Influencers The individuals on social media platforms that drive engagement, ignite dialogue around certain topics, and typically would be able to help expand a conversation.
Inward Facing/ Organization Facing Categories Relate to factors over which the brand has direct control or influence over
Key Message The core concept, or elevator pitch, that is used to develop other communication pieces
Message Map A framework used to create compelling, relevant messages for various audience segments and for organizational alignment
Objective Specific knowledge, opinion, and behavior outcomes to be achieved for each well-defined target public's, what some call 'key results'
Outcome-Based An objective is about what happens on the platform and within the brand community as a result of social media engagement
Prosumers Those who want to actively participate in and produce information as well
The Rule of Thirds Especially is that one third of the content will be about the brand, one third will be shared from industry thought leaders, and one third will be dedicated to individual interactions with a brand community on social media
Sentiment Score A metric that communicates the strength or level of positive communication in social media from key publics regarding a brand
Share of Voice Essentially means comparing your crucial performance metrics against those of key competitors
SMART This stands for specific, measurable, achievable, relevant, and timely
Snapchat A platform that is known for disappearing content, several brands have leveraged the platform's unique capabilities to support their organizational goals and resonate with their audiences
Social Algorithms Mathematical equations designed to evaluate the quality of content posted by brands and determine which content receives more prominent placement in social media streams
Social Business Strategy A documented plan of action that helps evolve and transform the thinking of an organization bridging internal and external social initiatives resulting in collaborative connections, a more social organization, and shared value for all stake-holders
Social Credibility The publics' perception of a brand's expertise and trustworthiness illustrated by being authentic, transparent, and truthful in communication
Social Media Strategic Plan The guiding framework for all campaigns and initiatives by the brand in social media
Social Media Tactics What brands DO in social media campaigns
Social Media Voice Composed of understanding the brand's persona, the appropriate tone for a message, and the intentional language needed to effectively communicate in each post
Social Networking Sites Web-based services that allow individuals to (1) construct a public profile within a bounded system, (2) articulate a list of other users, and (3) view and traverse their list of connections and those made by others within the system
Social Organizations Brands that recognize social interaction as a core approach to business rather than social media as a tool to accomplish business, and thus experience the power of authentic relationships with key stake-holders
Social Principle The fluid nature of social media is designed for and sustained in relationship through two-way communication around topics of mutual interest that is user-initiated, -created, and -driven.
Specific Keywords Words or phrases that are unique to an organization
Strategies The overall concept, approach, or general plan for the program designed to achieve an objective
SWOT Analysis A common tool that assesses the strengths, weaknesses, opportunities, and threats for an organization. It will also develop a framework to understand how these four areas relate to eat other.
Tactics The nuts and bolts part of a plan; The activities or specific initiatives that are used in order to reach an end goal
Tone The underlying vibe that emanates from your brand's communications
Transparency Relates to brands providing timely, accurate, complete, and fair information on a variety of organizational aspects
Transparent The deliberate attempt to make all legally releasable information in a manner that is accurate, balanced, and unequivocal, for the purpose of enhancing ability of public's and holding organizations accountable for their actions, policies, and practices
Tribe A group of people connected to one another, connected to a leader, and connected to an idea. A group needs only two things to be a tribe: a shared interest and a way to communicate
Trustworthiness The organization using social media is perceived as honest, reliable, and possessing integrity
Vanity URL A unique, individualized URL for social platforms
Virtual Communities Social aggregations that emerge from the Net when enough people carry on those public discussions with sufficient human feeling, to form webs of personal relationships in Cyberspace
Vision Statements Create on for each platform that zeros in on the value and purpose of each social media channel for the organization
Weight The value for the type of action users take with the content
Created by: Sharon.Spence