Week 4 Social Media Midterm

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Questions and Answers

What poses a threat in social media advertising according to the text?

Emerging competitors' success on Instagram and Facebook (correct)

Increasing market demand for social media advertising

High competition with a strong social media presence

Competitors pursuing an aggressive social media advertising strategy

Which factor can influence the reach of a social media post?

Participating in trending topics (correct)

Keeping the audience size small

Posting irrelevant content

Avoiding advertising

What is meant by engagement in the context of social media?

The frequency of posts on social media networks

The size of your audience

The number of times your message was displayed

The number of times people engaged with your posts through reactions, comments, shares, and clicks (correct)

What is a recommended way to generate engagement on social media?

Share behind-the-scenes photos or quotes Signup and view all the answers

What step involves determining resources, roles, and responsibilities in social media advertising?

Determining tasks needed to accomplish goals Signup and view all the answers

How often should you post on Pinterest according to the text?

3-11 times per day Signup and view all the answers

What does a social media content strategy involve?

Planning, development, and management of social media content Signup and view all the answers

What is the definition of 'NEED' in marketing?

Customer feels deprived of something needed physically, socially, individually Signup and view all the answers

What does 'WANT' represent in the context of marketing?

The form Needs take as they are influenced by culture and personality Signup and view all the answers

Which statement best describes 'DEMAND' in a marketing context?

Wants that are actionable with buying power Signup and view all the answers

What advantage does social media offer for brands according to the text?

Being more accessible to potential customers Signup and view all the answers

How can social media help in engaging customers?

Using publishing tools to post content and engage with customers Signup and view all the answers

Which feature of social media enables brands to build relationships with prospects and customers?

Using publishing tools to post content and engage with customers Signup and view all the answers

What is the purpose of a social media marketing strategy?

To outline how a company will incorporate social media into its business Signup and view all the answers

What is the purpose of conducting a SWOT analysis in social media marketing?

To identify strengths, weaknesses, opportunities, and threats Signup and view all the answers

What characterizes successful social media marketing?

Planning, strategy, commitment, and engagement with followers Signup and view all the answers

Why is it essential for companies to conduct social media listening?

To monitor the internet for brand mentions and conversations about the company Signup and view all the answers

What is the main weakness identified in conducting a SWOT analysis of a company's social media strategy?

Low average engagement per post despite a high number of followers Signup and view all the answers

How does social media advertising fit into the overall social media marketing strategy?

As a means to reach the target market through paid promotion Signup and view all the answers

Why is it important for companies to collaborate with customers for user-generated content?

To create opportunities for customers to influence the target market Signup and view all the answers

What is the purpose of a social media content calendar?

To allow for planning, creating, and scheduling content Signup and view all the answers

What is the main focus of the process of 'tuning' in social media marketing?

Adjusting and improving the social media marketing plan Signup and view all the answers

Which of the following is NOT listed as a benefit of social media advertising?

Decreased website traffic Signup and view all the answers

What is one of the best practices in social media advertising as mentioned in the text?

Refresh poor performing ads to prevent ad fatigue Signup and view all the answers

What should be included in high-quality social media advertising to engage the audience?

Clear call to actions and corresponding links Signup and view all the answers

How can one continually improve social media advertising performance?

By refreshing poor performing ads Signup and view all the answers

What should be considered when selecting goals for social media advertising?

'Consider the optimal days and times to promote ads' Signup and view all the answers

In the customer journey & advertising, what stage would user testimonials typically fall under?

'Consideration' Signup and view all the answers

'Embedding tracking pixels in company webpages' is recommended in social media advertising to:

'Measure website traffic' Signup and view all the answers

Study Notes

Marketing and Customer Needs

Marketing is the process of creating value for customers and building strong customer relationships to capture value from customers in return.
Customer needs are categorized into three types:
- Need: a customer feels deprived of something necessary physically, socially, or individually.
- Want: the form needs take as they are influenced by culture and personality.
- Demand: wants that are actionable with buying power.

Social media enables brands to:
- Be more accessible to potential customers.
- Showcase products, services, and offers.
- Build relationships with prospects and customers.
- Engage customers with a mobile-first experience.
- Gain insights about audience demographics.
Social media attracts an audience, strengthens trust, and builds relationships.
Successful social media requires planning, preparation, strategy, and commitment.

A social media marketing strategy outlines the strategies and tactics for incorporating social media into a business.
Social media marketing objectives ladder up to overall marketing objectives and digital/content marketing objectives.

A social media marketing plan is a living document that outlines an organization's social media goals and guides the actions needed to achieve them.
A customer persona is a representation of a customer's target market based on data collected from existing and target markets.
Social media listening involves monitoring the internet to determine what is being said about a particular brand, topic, or industry.

Conducting a SWOT Analysis

Strengths: strong brand presence, consistent social media posts, and a high number of followers.
Weaknesses: lack of social media management tool, low engagement, and inadequate content.
Opportunities: target market likely to engage on social media, emerging social media management tools, and partnering with suppliers.
Threats: high competition, slow adaptation to new technologies, and declining organic reach.

Awareness: the number of people exposed to a message.
Reach: the number of times a message was displayed.
Factors influencing reach: posting frequency, well-timed posts, participating in trending topics, and advertising.
Engagement: the number of times people interact with posts through reactions, comments, shares, and clicks.
Ways to generate engagement: posting relevant content, asking questions, seeking feedback, and running ads.

Complete each section of the social media profile.
Update cover photos and profile pictures.
Ensure consistency across all networks.
Add company website URL and links to other social media networks.
Include relevant industry keywords and hashtags.

Distribution and Content Strategy

Social media distribution strategy determines the network and frequency of posts and content types.
Social media content strategy involves planning, development, and management of social media content.
Content should deliver value.
Social media content calendar allows for planning, creating, and scheduling content.

Continuous process of adjusting and improving the social media marketing plan.
Determine if goals and objectives were met and make changes as needed.
Determine what topics and content performed best on each social media platform.

Brand awareness
Greater reach
Increased social and website traffic
Improved search engine rankings
Increased leads and higher conversion rates
Highly measurable
Audience targeting
Marketplace and customer insights
Increased brand loyalty
Increased revenue

The Customer Journey and Advertising

Emotional appeal and rich imagery: awareness
Education and user testimonials: consideration
Promotions and exclusive offers: conversion
Best practices in social media advertising:
- Select the right goals, platforms, and ad formats
- Target the right people
- Consider the ad funnel and buyer's journey
- Use high-quality and engaging videos and images
- Include clear call-to-actions and corresponding call-to-action links
- Embed tracking pixels and use UTM parameters
- A/B test everything
- Automate wherever possible
- Continually monitor performance and make adjustments as needed

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Description

This quiz covers a SWOT analysis focusing on threats in the social media advertising industry, including high competition, aggressive strategies from competitors, emerging competitors on Instagram and Facebook, superior product offerings from rivals, slow adaptation to new technologies, declining organic reach on Facebook, and decreasing market demand.