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Social Med Campaign
STD 4 Social Media Communications
| Term | Definition |
|---|---|
| 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
Popular Computers sets