Social Media Marketing Summary 2023-2024

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Questions and Answers

What is the primary function of social publishing sites?

To act solely as a platform for commercial content.

To limit content creators' exposure to a select audience.

To restrict content based on traditional publishing models.

To provide a digital space for content dissemination while fostering audience interaction. (correct)

Which statement best describes the core principle of content marketing?

To develop and share content only for attracting a diverse audience.

To create and distribute content solely aimed at maximizing profit.

To strategically craft and distribute consistent, valuable and relevant content to attract and retain a specific audience and prompt customer action. (correct)

To generate any form of content as long as it is seen by many people.

What is the primary purpose of brands using selfies in marketing?

To gather demographic data from users' profiles.

To highlight residual online activity and presence (correct)

To showcase the quality of phone cameras.

To demonstrate product versatility in different settings.

Which of the following is NOT explicitly mentioned as a type of content?

Personal Finance advice Signup and view all the answers

What does the social media customer journey 'Vision' touchpoint primarily denote?

The feeling of gaining new insights or inspiration. Signup and view all the answers

What distinguishes effective branded content, according to the content?

It is intended to deliver a message through strategic design via social channels to result in reach, engagement and word-of-mouth buzz. Signup and view all the answers

Which of the following motivations for social media activity aligns with the desire for psychological closeness?

Contact, comfort & immediacy Signup and view all the answers

Which of the following is considered a type of authentic content, specifically when referring to online content?

Consumer-solicited content Signup and view all the answers

In the context of social media engagement with brands, what does 'remuneration' primarily relate to?

The intention to receive future benefits like discounts or rewards. Signup and view all the answers

Which of the following best defines the 'Empowerment' motivation for brand-related social media use?

The purpose of influencing others by voicing opinions. Signup and view all the answers

What kind of appeal does 'Entertainment' represent when examining brand outcomes on social media?

An approach to temporarily detach from their daily routines. Signup and view all the answers

How is the 'Validation' touchpoint best characterized within the described social media customer journey?

It signifies the feeling of being accepted by a particular group. Signup and view all the answers

In the context of social media activities, what does 'personal utility' primarily refer to?

The personal benefit that arises from the usefulness of the action Signup and view all the answers

Which brand is most likely to partner with a 'Gaming Hero' influencer?

RedBull Signup and view all the answers

A social media influencer who primarily shares workout routines and stretching tips aligns with which archetype?

The Fitspiration Signup and view all the answers

If a brand aims to collaborate with an influencer who creates a narrative across journeys, which archetype fits best?

The Adventurer Signup and view all the answers

Which brand is LEAST likely to collaborate with a 'Fashionista Coach'?

Patagonia Signup and view all the answers

What is the first step in strategic planning?

Identifying objectives Signup and view all the answers

A brand launching a new line of cosmetics is most likely to be interested in partnering with an influencer that has which archetype?

The Beauty Expert Signup and view all the answers

What does a comprehensive marketing plan detail?

Product, pricing, place, and promotional strategies Signup and view all the answers

An influencer focuses on creating content that gives helpful advice on cooking. Which archetype does this person best align with?

The Charismatic Cook Signup and view all the answers

What are the three key activities that define the 'Social Community' zone of social media?

Sharing, Socializing, Conversing Signup and view all the answers

Which of the following is NOT considered a significant dimension for characterizing social networking sites?

Brand's marketing budget Signup and view all the answers

What term best describes social network sites that focus on a specific hobby, interest, or characteristic?

Vertical networks Signup and view all the answers

What is often required by social network sites to track users and for marketing purposes?

User registration Signup and view all the answers

In the context of social network sites, what is considered the 'currency' of engagement?

Interactions and relationships Signup and view all the answers

According to the content, how do brands use engagement on social media to create self-ideals?

By creating a path that leads to a specific self-ideal. Signup and view all the answers

What type of media options can brands leverage in the Social Community Zone?

Paid, earned, and owned Signup and view all the answers

What does it mean for a brand to act as a 'node' in a social network's social graph?

The brand gains engagement and visibility within a community. Signup and view all the answers

Which of the following best describes 'privacy salience'?

The degree to which one is concerned with privacy and related risks with personal data. Signup and view all the answers

Which of the following is NOT identified as a component of 'privacy' in the provided text?

Technological privacy Signup and view all the answers

What primary characteristic defines an online community according to the text?

A group of people guided by policies, with online communication support for a specific purpose. Signup and view all the answers

What is the main characteristic of 'social network sites' as described in the text?

They are networking sites where users have identifiable profiles, connections, and streams of user-generated content. Signup and view all the answers

What does 'network effect' primarily refer to within the context of an online community?

The value derived from a community being tied to its membership Signup and view all the answers

In the context of social network theory, what is defined as 'ties'?

The connections formed through relationships between members. Signup and view all the answers

What is 'flow' in the context of social network theory, according to the text?

The exchanges of resources, information, or influence within a network. Signup and view all the answers

What concept describes the rapid spread of content through a social network?

Going viral Signup and view all the answers

Which objective below is NOT a typical goal of social publishing for B2B or B2C?

Decreasing brand awareness Signup and view all the answers

Which of the following is NOT typically considered a content type in marketing strategies?

Telemarketing scripts Signup and view all the answers

According to the content, what is the most popular type of pillar content?

How-to articles Signup and view all the answers

What is the primary characteristic of a glossary article?

Offering a series of related definitions Signup and view all the answers

What is the primary purpose of a 'theory' article in content marketing?

To offer a unique perspective or opinion on a topic Signup and view all the answers

Which of these is NOT a typical paid promotion method for social content?

Organic audience engagement Signup and view all the answers

According to the content, what is the first stated goal of social publishing?

To increase exposure to the brand's messages Signup and view all the answers

Based on the content, what publication vehicle is NOT mentioned as a place marketers might distribute content?

Tiktok Signup and view all the answers

Which of the following best describes the primary function of social commerce?

To enable customer interaction and collaboration during the shopping experience, as well as facilitate the purchase process. Signup and view all the answers

What is the main distinction between 'social shopping' and traditional e-commerce?

Social shopping encourages active consumer participation in the decision-making process through social media, while traditional e-commerce does not. Signup and view all the answers

Which of the following is considered a 'hedonic' buying motivation in social commerce?

The opportunity to share common interests and experiences. Signup and view all the answers

What drives the 'utilitarian' aspect of a customer's shopping motivations?

The desire to find the best prices, convenience, and ease of shopping. Signup and view all the answers

Which of the following is the first step in the customer decision-making process according to the provided content?

Problem recognition. Signup and view all the answers

Which social commerce tool is LEAST likely to be used during the 'Information Search' phase of the consumer purchase journey?

Bar code scanning/price comparison using mobile phone apps Signup and view all the answers

A consumer actively seeks out negative reviews during the post-purchase evaluation process. According to the text, what is their MOST likely motivation for this action?

To make sure the review is authentic Signup and view all the answers

Which of the following does NOT represent a best practice for a brand’s social approach, according to the content?

Discouraging customers from sharing their product reviews Signup and view all the answers

What is the PRIMARY aim of providing tools to make it easier for people to share their opinions about a product?

To simplify the process of leaving a review. Signup and view all the answers

When relying on 'social proof', which is the MOST influential factor?

Conformity Signup and view all the answers

Which of the following best exemplifies the 'reciprocity' influence principle?

A customer feels obligated to leave a review for receiving a free sample. Signup and view all the answers

Which social commerce tool would MOST LIKELY be utilized during the 'Purchase' phase?

Peer-to-peer marketplaces Signup and view all the answers

A consumer is influenced to purchase a product because they believe it is in short supply. This is an example of which psychological influence?

Scarcity Signup and view all the answers

Which best describes when a consumer experiences a state of cognitive dissonance?

When the consume's beliefs and attitudes are not consistent. Signup and view all the answers

According to the content, what percentage of consumers read 1-10 reviews before making their purchase?

66% Signup and view all the answers

Approximately how many social media platforms does the average internet user engage with monthly?

7.2 Signup and view all the answers

Which of the following best encapsulates the concept of the 'omnisocial world'?

A world where social media has become pervasive and people live within it Signup and view all the answers

Within the social media zones described, which zone is primarily characterized by activities such as sharing, socializing, and conversing?

Social Community Signup and view all the answers

Which platform is NOT identified among the top most used social media platforms?

TikTok Signup and view all the answers

What is the approximate average time that internet users dedicate to social media daily?

2.5 hours Signup and view all the answers

In the context of social media zones, which zone primarily focuses on the interactive aspects of relationship building and maintenance?

Social Community Signup and view all the answers

Which social media zone is characterized by the production and distribution of content, bypassing traditional gatekeepers?

Social Publishing Signup and view all the answers

Which of the following best defines 'social shopping' within the realm of social commerce?

The influence of others in the consumer's decision-making process. Signup and view all the answers

Which social media zone is most closely associated with providing pleasure and enjoyment through events, performances, and activities?

Social Entertainment Signup and view all the answers

What is the primary function of forums within the Social Community zone of social media?

To facilitate discussions among members via bulletin boards. Signup and view all the answers

Which of the following is a key characteristic of 'wikis' in the Social Community zone?

They act as collaborative online workspaces for shared resources. Signup and view all the answers

How do micro-sharing sites differ from blogs within the Social Publishing zone?

They impose length restrictions on the content shared. Signup and view all the answers

Which of these accurately describes the characteristic of social media marketing?

It utilizes social media to exchange offerings valuable to stakeholders. Signup and view all the answers

Which of the following best describes the relationship between social commerce and e-commerce?

Social commerce is a subset of e-commerce that leverages social media. Signup and view all the answers

What is the key element that distinguishes 'social shopping' from other forms of consumer activity?

Active participation in the consumer decision-making process through social media. Signup and view all the answers

Which of these scenarios is most aligned with a 'hedonic' shopping motivation?

Feeling important because others wait for your opinion. Signup and view all the answers

What is the primary emphasis of a 'utilitarian' motivation in the context of shopping?

The efficiency and practicality of the purchase. Signup and view all the answers

What is the initial step a consumer typically undertakes in the decision-making process when making a purchase?

Problem recognition. Signup and view all the answers

Which of the following social commerce tools is most directly associated with the 'Information Search' stage of the customer decision-making process?

Social sharing of wish lists and gift registries Signup and view all the answers

According to the content, what method is most likely to be utilized during the 'Evaluation of Alternatives' stage of the purchasing process?

Ratings and reviews Signup and view all the answers

Which of the following best exemplifies 'participatory' social commerce?

A customer contributing to a crowdfunding campaign Signup and view all the answers

If a company aims to encourage post-purchase engagement, which of the following tactics would be MOST effective according to the content?

Offering a loyalty program with social benefits Signup and view all the answers

What percentage of consumers are reported to read reviews prior to making a purchase decision, according to the content?

95% Signup and view all the answers

Which of the following practices is NOT encouraged for brands seeking to maintain a positive social media presence?

Ignoring negative reviews to maintain a positive image Signup and view all the answers

Which of the following best illustrates the concept of 'social proof' in influencing consumer behavior?

A customer chooses a restaurant because many people are already dining there. Signup and view all the answers

According to the content, what is 'thin-slicing' in the context of consumer behavior?

Making decisions using minimal information and intuition. Signup and view all the answers

A brand leverages scarcity by promoting a limited-edition product, which influence factor is this employing?

Scarcity Signup and view all the answers

According to the content, which of the following concepts best describes the discomfort felt when a customer's actions contradict their beliefs?

Cognitive dissonance Signup and view all the answers

What is a key element of a 'social network site' according to the text?

Publicly articulated connections between users. Signup and view all the answers

What does 'flow' refer to within social network theory?

Exchanges of resources, information or influence among members. Signup and view all the answers

What is a 'meme' in the context of going viral?

Viral content that evolves within a social community. Signup and view all the answers

What does the concept of 'object sociality' refer to?

The extent to which users can share an object in social media, reflecting unique interests. Signup and view all the answers

What is the effect of the 'presence' characteristic in online interaction?

It is the effect experienced when people engage with computer-mediated environments. Signup and view all the answers

What is highlighted about negative 'word of mouth' in the text?

It is valued more than positive feedback. Signup and view all the answers

What is the primary role of a 'cyberplace' in online communities?

To provide a virtual space to support connectivity and engagement. Signup and view all the answers

In the context of social media, what does 'influence impression' primarily refer to?

The exposure to brands via another person's social sharing. Signup and view all the answers

What behavior is NOT considered a negative online interaction?

Crowdsourcing Signup and view all the answers

Which of the following does NOT directly contribute to building online social capital?

Brand partnerships Signup and view all the answers

What type of tie is characterized by superficial experiences or limited connections?

Weak Ties Signup and view all the answers

Which of the following describes 'bridging' social capital?

Access to new ideas, people, or places Signup and view all the answers

An influencer is described as someone who is an activist, connected, impactful and a trendsetter. Which of the below best completes this list?

An Active Mind Signup and view all the answers

A brand looking for an influencer to promote health and wellness products would most likely partner with which influencer archetype?

The Balanced Life Signup and view all the answers

Which influencer archetype is most associated with creating comedic content with online friend groups?

The Friend Zone Signup and view all the answers

According to the maturity phases of social media marketing, what is the primary characteristic of the 'trial' phase?

Testing social media platforms without an overall marketing plan Signup and view all the answers

What is the primary focus of the transition phase in social media marketing maturity?

A more systematic approach developing within the organization Signup and view all the answers

What is NOT a process for strategic social media marketing?

Ignoring the marketing plan Signup and view all the answers

What does a formalized marketing plan detail?

The 4Ps (product, pricing, place, and promotion) Signup and view all the answers

What distinguishes a brand with a mature social media presence from one that doesn't?

Consistent communications that align with brand image Signup and view all the answers

What does the phase 'transition' describe in the context of social media marketing maturity?

Social media marketing is maturing systematically Signup and view all the answers

Which of the following best describes how social norms are created and sustained?

By community members promoting beneficial behavior Signup and view all the answers

Which of these is NOT a factor that determines online social capital?

Brand Reputation Signup and view all the answers

What is the primary purpose of a strategic plan in social media marketing?

To guide social media activities with clear objectives and measurable results. Signup and view all the answers

Which of the following best describes the 'competitive parity method' in social media marketing?

Setting the budget equal to the spending of competitors. Signup and view all the answers

In the context of social media marketing, what is the purpose of a 'positioning statement'?

To define the desired perception of the brand in the minds of the target audience. Signup and view all the answers

What does the concept of 'brand experience' primarily encompass in social media?

The sensations, thoughts, feelings, and behaviors evoked when consumers interact with a brand. Signup and view all the answers

Why is it important for organizations to have a social media policy?

To provide guidelines for social media activity by the organization and its employees. Signup and view all the answers

What is a 'center of excellence model' for social media management?

A model that pulls experts from various departments to participate in social media activities. Signup and view all the answers

Which of the following best describes the 'culture' aspect within the framework for strategic social media marketing?

The organization's openness (whether conservative or modern) towards social media. Signup and view all the answers

In strategic social media planning, what does the 'governance' aspect primarily focus on?

How an organization defines social media regulations and employee practices. Signup and view all the answers

How is 'audience specialization' best defined in the context of social networking sites?

The degree to which the site is dedicated to a particular interest or demographic. Signup and view all the answers

What is the primary goal of activities in the Social Community Zone?

To enable users to engage and build relationships. Signup and view all the answers

Which of the following is a key consideration when selecting a social media mix?

The specific segmentation of the target audience. Signup and view all the answers

What is the primary reason it's important to define metrics when executing a social media campaign?

To measure the overall performance and allow for necessary adaptations. Signup and view all the answers

What does the 'objective-task method' primarily consider when allocating social media resources?

The cost of specific social media tasks needed to achieve the objectives. Signup and view all the answers

What is typically the first action that should happen within any social media planning process?

Conduct a situation analysis and identify opportunities Signup and view all the answers

What does the concept of 'social objects' mean in relation to social networking?

The elements that mediate relationships between users on the network. Signup and view all the answers

What best describes the function of vertical networks in social networking sites?

They focus on specific hobbies or interests to engage members. Signup and view all the answers

What is often required by social network sites for user management?

Registration to track users. Signup and view all the answers

Which term describes the emotional bond a fan has with a brand?

Emotional engagement Signup and view all the answers

What does brand participation with consumers primarily achieve?

Increased brand awareness and loyalty. Signup and view all the answers

What is the significance of the 3M Model for brand engagement?

It depicts broadcasting, inviting engagement, and monitoring conversations. Signup and view all the answers

How do brands typically establish their presence in social media communities?

By developing a brand profile consistent with its identity. Signup and view all the answers

Which advertising type is embedded into the platform's native look and feel?

Native ads Signup and view all the answers

What is a major goal of content marketing?

To drive profitable customer actions through consistent content Signup and view all the answers

Which of the following is NOT a type of content mentioned in the various content types?

E-commerce listings Signup and view all the answers

Which type of article is considered the most popular type posted according to analysis?

How-to article Signup and view all the answers

What aspect is crucial for both Search Engine Optimization (SEO) and Social Media Optimization (SMO)?

Creating engaging and valuable content Signup and view all the answers

Which of the following describes the role of branded content?

To develop a structured message and distribute through social channels Signup and view all the answers

What is the primary function of paid promotions in social publishing?

To increase exposure to brand messages Signup and view all the answers

Which characteristic defines a 'glossary article'?

Provides a series of related definitions Signup and view all the answers

What role do keywords play in on-site optimization?

They are essential for website design and content relevance. Signup and view all the answers

What function do share tools serve on a website?

They allow viewers to bookmark or share content easily. Signup and view all the answers

How does off-site optimization impact a website's credibility?

It is influenced by the number and quality of external links pointing to the site. Signup and view all the answers

Which tag is essential for indicating a webpage's main topic?

Title Tag Signup and view all the answers

What is the purpose of using RSS feeds?

To automatically deliver new content updates to subscribers. Signup and view all the answers

Which of the following best describes Social Media Optimization (SMO)?

It aims to increase content exposure and promotion through sharing. Signup and view all the answers

Which of the following factors is important for off-site optimization?

The credibility and relevance of linking sites. Signup and view all the answers

Which of the following is NOT a primary component of the STP framework?

Promotion Signup and view all the answers

Grouping customers based on their attitudes and beliefs is an example of what type of segmentation?

Psychographic Signup and view all the answers

A company decides to target customers who frequently purchase organic foods and are very conscious about sustainability. Which segmentation strategy does this align with most?

Primarily benefit-sought segmentation Signup and view all the answers

Which of the following is most aligned with the 'Social Identity' dimension of social currency?

The extent to which a brand facilitates a sense of community with other users. Signup and view all the answers

A marketing campaign divides its audience based on their country of residence and climate zones. What type of segmentation is being applied?

Geographic Signup and view all the answers

Which of the following best exemplifies 'behavioral' segmentation?

Categorizing users based on their past purchases and website interactions. Signup and view all the answers

A company that creates specialized hiking gear focuses its marketing on customers who are frequent hikers and nature enthusiasts. Which of the segmentation bases is LEAST likely to be the primary factor in their strategy?

Demographic Signup and view all the answers

A brand launches a campaign that highlights how its product helps its customers feel accomplished. Which social currency dimension is the campaign MOST heavily leveraging?

Personal Identity Signup and view all the answers

When evaluating a potential target market, which of these factors should be considered to determine 'fit'?

The organization's existing objectives, available resources, and overall capacity. Signup and view all the answers

In the context of developing a market position, what does 'differential advantage' refer to?

The method by which the company chooses to compete and distinguish itself. Signup and view all the answers

What is the primary characteristic of a well-defined market position according to the content?

It is consistent, clear, competitive, and credible. Signup and view all the answers

What does 'social identity' primarily concern?

The part of an individual’s self-concept that is derived from their group memberships. Signup and view all the answers

Which of the following best describes the use of selfies by brands?

A form of residual data that brands use to showcase product use cases. Signup and view all the answers

Which of the following best describes the intent of social touch points in the social media customer journey?

To provide data marketers with insights into social identity. Signup and view all the answers

In the context of motivations for social media activities, the desire to be acknowledged by a reference group is closely linked to:

Affinity Signup and view all the answers

Within the framework of social sharing, what does 'empowerment' refer to when engaging with brands on social media?

The motivation to exert influence on the perceptions of others regarding brands. Signup and view all the answers

Which of the following best describes 'institutional privacy'?

The risk of data being shared between an organization and a third party. Signup and view all the answers

According to the provided content, what is a key factor that drives 'information' appeals in brand-related social media?

The need to understand relevant events and situations in the surrounding world. Signup and view all the answers

Study Notes

Social media is the online means of communication, collaboration, and cultivation. It is enhanced by technology and mobility.
During the pandemic, social media usage increased significantly.
More than 4 billion people use social media monthly.
Average internet users spend nearly 2.5 hours on social media each day and utilize 7.2 social platforms per month.
Facebook, YouTube, WhatsApp, Instagram, and WeChat are commonly used platforms.
Social media enables active participation in interactive and interdependent networks.
Social media is pervasive and ubiquitous, impacting everyday life.

Social media is pervasive and ubiquitous, impacting everyday life.
Social media has been made pervasive and ubiquitous, people live in an omnisocial world.

Social Community: interaction, collaboration for relationship building, communication, sharing of content, forums, wikis.
Social Publishing: production and distribution of content, including blogs and micro-sharing sites for regularly updated content.
Social Entertainment: games, music, art, events, performances, social games, experiences, and entertainment for audiences.
Social Commerce: online buying and selling of products and services, social shopping, participation in the consumer decision-making process, sharing opinions and experiences via social media related to purchases.

Brand awareness and brand building (88.2%)
New product introduction (64.7%)
New customer acquisition (60.1%)
Brand promotions (59.2%)
Customer retention (55.5%)
Customer service (40.8%)
Employee engagement (35.3%)
Market research (33.6%)
Targeting new markets (25.6%)
Identifying new product opportunities (17.2%)

Types of Media

Paid Media: advertising, native ads, paid influencers, social ads, sponsored experiences, and in-game or social entertainment ads.
Earned Media: conversations in communities, shared content, influence, impressions, likes, follows, fans, responses to detractors, responses turning detractors into loyalists or advocates, and user-generated content.
Owned Media: brand-owned social network, corporate blogs, branded content, social storefronts, branded augmented reality games, branded entertainment offerings, and social commerce sites like Facebook Buy or InstaShop.
Social Media Optimization (SMO): a process to enhance visibility and shareability of social media content. A process enhances content visibility, shareability, and linkability within online communities. This includes optimizing for search engines. Several levels are involved in this process.

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Description

Explore the key trends and statistics in social media marketing for 2023-2024. This quiz touches on the impact of social media on communication, brand building, and online commerce. Test your knowledge on the major platforms and their roles in the social media value chain.