Social Media Marketing: Theories and Capabilities

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Questions and Answers

Which of the following is a key characteristic that distinguishes decentralized social media platforms from traditional social media?

  • Strict adherence to traditional advertising monetization models.
  • Heavy reliance on centralized servers for content delivery.
  • Open-source governance and community-driven decision-making. (correct)
  • User data is primarily controlled by a central authority.

A content creator is looking for a platform that allows them to directly monetize their videos without intermediaries. Which decentralized platform would be the MOST suitable?

  • Mastodon
  • Diaspora
  • LBRY/Odysee (correct)
  • Steemit

Which platform is BEST suited for users who want to join servers of their choice while still being able to interact across the wider social media ecosystem?

  • Minds
  • Steemit
  • LBRY/Odysee
  • Mastodon (correct)

A marketing team wants to use video content to demonstrate a new product and showcase behind-the-scenes footage. Which of the following platforms would be MOST appropriate for this purpose, considering its focus and audience?

<p>Vimeo (B)</p> Signup and view all the answers

Which of the following is NOT a primary use case for decentralized social media platforms?

<p>Providing highly centralized content moderation (A)</p> Signup and view all the answers

Which of the following best illustrates a social media marketing capability, as defined in the provided context?

<p>An organizations proficiency in using analytics to refine audience targeting. (B)</p> Signup and view all the answers

A brand's consumer-based brand equity (CBBE) is MOST directly reflected in which of the following scenarios?

<p>A customer choosing a particular brand of coffee due to its reputation and perceived quality, despite a slightly higher price. (B)</p> Signup and view all the answers

According to the Resource-Based Capability Theory (RBCT), what is the MOST significant factor that explains why some brands perform better on social media than others?

<p>The unique resources and capabilities a brand possesses related to social media activities. (A)</p> Signup and view all the answers

A clothing company notices customers are posting photos of themselves wearing the company's outfits and tagging the brand. According to the classifications of social media marketing, this is an example of what?

<p>Earned Media (D)</p> Signup and view all the answers

A company publishes blog posts and videos on its own website and YouTube channel. What type of media is exemplified by this strategy?

<p>Owned Media (D)</p> Signup and view all the answers

A small bakery encourages customers to share photos of their purchases on Instagram using a unique hashtag. If one of those customer photos is reshared by a famous food blogger, what type of media would the blogger's reshare be considered?

<p>Earned Media because its organic exposure from a third party. (B)</p> Signup and view all the answers

How does understanding Consumer-Based Brand Equity (CBBE) assist a social media marketer?

<p>It informs strategies to build positive consumer perceptions and loyalty. (C)</p> Signup and view all the answers

Which of the following earned media tactics would MOST align with a goal to increase brand credibility and trust?

<p>Encouraging and showcasing genuine positive customer reviews. (D)</p> Signup and view all the answers

Which of the following owned media examples primarily focuses on direct, real-time audience engagement?

<p>Hosting live Q&amp;A sessions on Instagram. (D)</p> Signup and view all the answers

A company wants to improve its brand image. Which SMM dimension should they focus on to create content that aligns with current popular culture and discussions?

<p>Trendiness (B)</p> Signup and view all the answers

Which activity exemplifies the 'Word of Mouth' dimension of social media marketing?

<p>Users share their positive experiences with a product. (B)</p> Signup and view all the answers

A luxury brand aims to strengthen its brand equity through social media. According to the information provided, which strategy would directly contribute to this goal?

<p>Creating engaging SMM content for increased purchase intention. (D)</p> Signup and view all the answers

A company is launching a new product and wants to maximize its reach. Which approach would best integrate owned, earned, and paid media?

<p>Creating engaging content on owned channels, encouraging sharing, and amplifying reach with paid ads. (D)</p> Signup and view all the answers

Which of the following strategies is least likely to enhance consumer-based brand equity through social media?

<p>Publishing generic content that does not align with brand values. (D)</p> Signup and view all the answers

A technology company notices its online community is fragmented and inactive. Which strategy would best leverage owned media to foster a stronger sense of community?

<p>Create a branded group to encourage discussions and shared interests. (C)</p> Signup and view all the answers

How does SMM effectiveness directly relate to a company's consumer-based brand equity, as suggested in the provided information?

<p>SMM effectiveness positively influences brand equity, enhancing brand awareness and image. (D)</p> Signup and view all the answers

According to the cognitive perspective, what are the two primary components that drive brand equity?

<p>Brand awareness and brand image. (C)</p> Signup and view all the answers

Which characteristic is most indicative of image-based social media platforms?

<p>Primary focus on sharing and curating visual content. (B)</p> Signup and view all the answers

A home decor business wants to increase its brand equity by showcasing its products in visually appealing ways. Which image-based platform would be the MOST effective choice?

<p>Pinterest, ideal for lifestyle ideas and visual discovery. (B)</p> Signup and view all the answers

What is a key characteristic that distinguishes video-based social media platforms?

<p>Support for diverse video formats and interactive features. (D)</p> Signup and view all the answers

A marketing team is planning a campaign targeting a younger demographic with short, engaging videos. Which video-based platform would be the MOST suitable for this campaign?

<p>TikTok, due to its popularity with younger audiences and viral marketing potential. (A)</p> Signup and view all the answers

A photographer wants to display very high quality work, and also be able to sell it via a marketplace online. Which platform would suit them best?

<p>500px (B)</p> Signup and view all the answers

A person wants to start creating tutorials for a piece of software that they use. They want to be able to monetize these videos. Which platform is the best fit?

<p>YouTube (D)</p> Signup and view all the answers

What is the connection between strong brand knowledge and consumer response?

<p>Stronger brand knowledge leads to more favourable consumer responses to marketing efforts. (A)</p> Signup and view all the answers

Flashcards

Social Media Marketing Capabilities

Skills, resources, and technology an organization uses for social media strategies.

Consumer-Based Brand Equity (CBBE)

Value a brand gains from customer perceptions, preferences, and loyalty.

Resource-Based Capability Theory

Explains brand variability through differences in strategic resources affecting firm performance.

Earned Media

Content and exposure generated organically by external audiences without payment.

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User-Generated Content (UGC)

Content created by customers, like reviews and posts using brand hashtags.

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Viral Content

Shares, mentions, and reposts of brand content that spread quickly online.

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Owned Media

Content created and controlled directly by the brand on its own channels.

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Influencer Advocacy

Organic mentions from influencers who genuinely support the brand without payment.

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Types of Owned Media

Social media profiles, posts, live streams, and community management are categories of owned media.

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Community Management

Facilitating discussions and activities within brand-managed groups.

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Paid Media

Advertised content that complements owned and earned media for greater reach.

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Brand Equity

The value a brand adds to a product, shaping consumer preferences.

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Impact of SMM on Brand Equity

SMM activities enhance brand value, awareness, and loyalty.

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SMM Capabilities

Essential skills that drive social media marketing effectiveness.

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Dimensions of SMM

Includes entertainment, interaction, trendiness, customization, and word of mouth.

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Vimeo

A platform for high-quality video sharing aimed at professionals and businesses.

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Twitch

A live-streaming platform primarily focused on gaming and e-sports.

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Decentralized Social Media

Platforms built on blockchain offering users more control over data and privacy.

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Mastodon

A federated social network where users join servers and interact with the whole network.

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Steemit

A blockchain-based platform where users earn cryptocurrency for their contributions.

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Brand Knowledge

The combined understanding of brand awareness and brand image.

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Image-Based Social Media

Platforms focused on sharing visual content like images and graphics.

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Instagram

A popular image-based platform for sharing photos and stories.

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Pinterest

A visual discovery platform for ideas and inspirations.

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Video-Based Social Media

Platforms that allow users to create and share video content.

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YouTube

The largest video-sharing platform with diverse content offerings.

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TikTok

A platform popular for short, creative videos often based on trends.

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Study Notes

Social Media Marketing Capabilities

  • Skills, resources, and technological infrastructure possessed by an organization to effectively plan, execute, and manage social media marketing strategies.
  • Capabilities include content creation, audience targeting, analytics, engagement tactics, and adapting to trends and platform changes.

Consumer-Based Brand Equity (CBBE)

  • Brand value derived from consumer perceptions, preferences, and loyalty.
  • Determined by how customers view a brand based on awareness, perceived quality, brand associations, and emotional connection.
  • Brand associations and emotional connection influence buying decisions and brand premium pricing.

Resource-Based/Capabilities Theory

  • Explains brand variability through differences in strategic resources.
  • Highlights social media marketing (SMM) as a key digital marketing capability that influences firm performance.

Resource-Based Capability Theory in Social Media Marketing (SMM)

  • Resource-Based Capability Theory (RBCT) explains how a brand's unique SMM resources and capabilities contribute to competitive advantage and superior performance.

Key Elements of RBCT Include

1. Social Media Resources

  • Content Assets: High-quality, engaging, and shareable multimedia content, tailored to the platform.
  • Data Insights: Access to audience behavior, preferences, and performance analytics.
  • Platform Presence: Established accounts with strong follower bases and visibility.

2. Social Media Capabilities

  • Content Creation and Curation: Ability to produce compelling, platform-optimized content.
  • Audience Engagement: Expertise in fostering interactions, building communities, and maintaining customer relationships.
  • Analytics and Optimization: Proficiency in using social media insights to refine strategies.
  • Trend Adaptability: Agility in responding to platform algorithm shifts, user preferences, and new features.

3. Competitive Advantage in SMM

  • Firms with rare, inimitable, and strategically valuable social media resources and capabilities stand out in brand visibility, customer loyalty, and market share.
  • Effective SMM capabilities drive brand awareness, consumer trust, and long-term engagement.

4. Strategic Focus

  • Developing unique social media strategies aligning with brand goals.
  • Investing in teams, tools, and processes to sustain innovation and interactivity on social platforms.

Main Classifications of Social Media Marketing

1. Earned Media

  • Content and exposure generated organically by external audiences, often as a result of brand efforts or customer satisfaction.
  • Types include User-Generated Content (UGC), Viral Content, Word-of-Mouth Promotion, Influencer Advocacy, and Customer Engagement.
  • Examples include customer tagging in a post showcasing a product experience or a trending hashtag campaign.

2. Owned Media

  • Content created and controlled directly by the brand on its channels.
  • Types include social media profiles and pages, stories, posts, reels, community management, and live streams.
  • Examples include posting product announcements or hosting live Q&A sessions.

3. Paid Media

  • While not the main focus, paid media (e.g., ads, sponsored content) complements earned and owned media to enhance reach.
  • Paid media integrates with other strategies to amplify visibility and credibility.

Dimensions of Social Media Marketing (SMM)

  • Entertainment: Providing enjoyable and engaging content.
  • Interaction: Facilitating two-way communication with audiences.
  • Trendiness: Sharing timely and trendy content.
  • Customization: Offering personalized experiences.
  • Word of Mouth: Encouraging user-driven content sharing and recommendations.

SMM Capabilities Dimensions

Posting Capabilities (PC-SMM)

  • Ability to create and share relevant, engaging content.
  • Involves personalizing messages, excitement & trendiness for audience.

Interaction Capabilities (IC-SMM)

  • Actively engaging with the audience through two-way interactions.
  • Encourages user participation (comments, shares).
  • Builds social media presence and communication.

Monitoring Capabilities (MC-SMM)

  • Tracking and analyzing user behavior on social media to assess campaign effectiveness.
  • Brands use social media audits to monitor reactions and inform future decisions.

SMM Capabilities and Consumer-Based Brand Equity

  • SMM has been recognized for effectiveness in achieving marketing goals.
  • Plays a key role in building consumer-based brand equity (including value equity, relationship equity, and brand awareness).
  • Positively influences brand image, preferences, and brand loyalty.

Types of Social Media Platforms

  • Image-based: Focuses on sharing images and visual content. Examples include Instagram & Pinterest
  • Video-based: Focuses on video content sharing. Examples include YouTube & TikTok
  • Decentralized: Built on blockchain technology or peer-to-peer networks. Examples include Mastodon & Steemit

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Social Media Marketing (SMM) Session 2 Part 1 PDF

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