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Chapter 20 MKTG 250
| Question | Answer |
|---|---|
| Social Media | Social media consist of digital technologies that facilitate the creation and sharing of user-generated content—text, photos, video, and animation (games)—through virtual communities and social networks. |
| Social network | one social media site with millions of interacting users like instagram, facebook, pinterest |
| 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” with them. BM would choose it to learn users passions and let the guide content | |
| A social networking service that allows users to upload photos and videos that can be edited with filters, organized with tags and location information, and shared publicly or with approved followers. | |
| X (Twitter) | A website that enables users to send and receive “posts,” messages up to 280 characters long. |
| X in a brand manager’s strategy | • Use for influencer marketing. • See what X users are saying about different brands. • Generate brand buzz. • Follow X profiles that mention their products. • Messages and video stream topics of value. • Actively engage customers X does not actively sell items |
| YouTube | A video-sharing website in which users can upload, view, and comment on videos. Used to show complex video or longer format video. |
| A pinboard-style photo- and content-sharing website. | |
| TikTok | A video hosting service owned by the Chinese company ByteDance that allows users to post videos ranging in duration from 3 seconds to 10 minutes. |
| How to place an add on tiktok | 1.Choose marketing objective. 2.͏ Select a target market. 3.͏ Set budget. 4.͏ Create ad. 5.͏ Go live. 6.͏ Manage ad using analytics. |
| A business-oriented website that lets users post their professional profiles to connect to a network of businesspeople, who are also called connections. Used for networking iwth industry-related groups and professionals | |
| Social Media Marketing Program | That portion of a company’s integrated marketing communications 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 customers choose to perform online with their social network. |
| Performace measures | Cost Per Action (CPA) Cost Per Thousand people (CPM) Cost Per Click (CPC) |
| Apps | Small, downloadable software programs that can run on smartphones and tablet devices. Also called mobile apps or applications. |
| User generated content | consists of the various forms of online media content that are publicly available and created by end users. Also called consumer-generated content. |
| Social media content | the information and experience that are directed toward an end user or audience. |
Created by:
agk236