Questions and Answers
What is the primary goal of social media marketing?
To create and exchange value with customers
What is the main difference between conventional marketing and social media marketing?
Conventional marketing focuses on sales, social media marketing focuses on brand awareness
What is NOT a topic covered in this social media analytics module?
Calculating ROI
What will students learn to do in this module?
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What is another term for social media marketing?
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What is the definition of marketing?
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What is a key characteristic of social media that differentiates it from traditional media?
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What is the primary goal of social media marketing?
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What is a key feature of social media that enables it to provide an exchange of information between customers and suppliers?
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How does social media marketing differ from traditional marketing?
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What is a characteristic of Web 2.0 that is reflected in social media?
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What is the role of users in social media?
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What is a key difference between traditional media and social media?
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What is the primary benefit of consumers providing content and feedback on social media?
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Which of the following social media strategies is characterized by being very active in many channels?
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What was the outcome of Nestlé's initial response to Greenpeace's video on YouTube?
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What was the outcome of McDonald's social media campaign that invited customers to share their experiences?
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What role did social media play in the Egyptian revolution against the country's ruling government?
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Study Notes
Social Media Definition
- Social media refers to a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0.
- It allows the creation and exchange of user-generated content.
Characteristics of Social Media
- It interacts with users while providing information.
- It provides a way for people to share ideas, content, thoughts, and relationships online.
- It can take the form of text, audio, video, images, and communities.
- Anyone can create, comment on, and add to social media content.
Social Media vs. Traditional Marketing
- Social media marketing is a multi-way (brand-customer, customer-customer) participatory, user-generated approach.
- Traditional marketing is a one-way (brand-customer) push and interrupt, brand-generated approach.
What's Changed?
- Prior to the Web, organizations attracted attention by buying expensive advertising and getting third-party media coverage.
- Now, it's about building relationships directly with consumers.
Social Media Analytics
- Introduction to Social Media Analytics (IT3355/335C) equips students with fundamental knowledge of measuring, analyzing, and interpreting social media data.
- The module teaches students to identify goals and objectives, use social media tools and metrics, and apply data extraction, mining, and visualization techniques.
Social Media Marketing Strategy
- Selectives Mavens focus on a few channels and excel in those, making social media a core part of their marketing strategies.
- Wallflowers Butterflies are present in only a few channels and are wary of the risks.
- Some recognize the need to be in many channels but only succeed in a few activities.
Impact of Social Media
- McDonald's faced backlash on Twitter after inviting customers to share their experiences.
- Nestlé persuaded YouTube to remove Greenpeace's video about palm oil, leading to a storm of negative comments on Nestlé's Facebook page.
- Egypt blocked Twitter and Facebook during the 2011 revolution, acknowledging social media's role in the uprising.
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