Chapter 1: Social Media Revolution

a form of digital media that enables communication and interactions among people and between people and organizations
Social interactivity
on social media, people are able to communicate or interact with others
Openness
implies that all people can participate and interact via social media channels with minimum eligibility restrictions; also means people can make themselves open to social interactions that other individuals and organizations initiate
Flexibility
social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats; and people can share different kinds of content
Fast-paced flows of information
information can be communicated and spread rapidly through social media, typically much faster than in other forms of media
One-to-one information flows
narrowcasting
One-to-many information flows
broadcasting
Social media marketing
a process, a way of thinking, that involves identifying opportunities for leveraging social interactivity among consumers in open and flexible social media environments with fast-paced flows of information
Typical traditional marketing perspective
involves considering only one flow of information in a marketing setting, from the company to consumers
Social media marketing perspective
involves considering three types of flows of information in a marketing setting, company to consumer, consumer to consumer, and consumer to company
Social media monitoring
whereby companies “listen” to what consumers are saying about them on social media channels and use that information to respond directly to consumers or as another source of consumer intelligence
Interactions first, channels second
one of the most important principles of successful social media marketing strategizing and implementations, which is to focus first on what interactions should be taking place before deciding what channel
Social media interactivity has few barriers to participation?
true
Openness and flexibility is discussed in the chapter. Flexibility refers to
Social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats
Which is a social media information flow?
one-to-many
What are the 3 key characteristics of social media as defined in this chapter?
Interactivity, openness and flexibility, and fast-paced flows of information
A social media marketing perspective involves considering three types of information flows. These flows include: company to consumers, consumers to company, and company to company. True or false?
false
Which would be a form of social media monitoring?
Taking care of a customer’s concerns by responding directly to them on Twitter
What does IFCS stand for as defined in this chapter?
Interactions first, channels second
Once objectives have been set and social interactions that match those objectives have been considered, marketers should:
Find channels that suit those interactions
By early 2015 how many active users did Facebook have?
1.44 billion
Pick which example below best represents a narrowcasting information flow.
You invite your friend to lunch via a text message

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