Marketing Chapter 4 Study Questions PDF

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Chapter 4 - Social Media

Chapter Overview: This chapter begins with an overview of the different types of social media, ranging from blogs to social networking sites, and examines how they work. It looks at how and why consumers use social media. Then it turns to social media marketing, outlining the elements of a formal social media marketing plan as well as the goals and strategies for using social media successfully.

Chapter Objectives:  Define social media platforms  Define social media tools  Describe why social media is important to marketers  Describe how social media affects consumer buying decisions  Describe the ways that consumers and businesses use social media  Identify the elements of a social media marketing plan

Chapter 4 Study Questions: 1. What is a Social Media Platform? Describe the 5 types of Social Media Platforms. Social Media Platform: the software or technology that allows users to build, integrate or facilitate a community interaction among users and user-generated content. Book Marking Sites: give people a placed to save, organize and manage links to websites or other resources on the internet. Social News Sites: people post news items or links to outside articles, then vote on which postings get the most prominent display and viewed by most readers. Online Forums: members hold conversations by posting messages.

Blogging Sites: blog postings and comments are attached to such sites, and typically focus on specific topics. Microblogs: subscribers get a steady stream of brief updates from anyone ranging from a high school friend to a celebrity. 2. Define Social Media Tools and describe the 4 types of Social Media Tools. Social Media Tools: make conversation happen. Microblogs: subscribers get a steady stream of brief updates from anyone ranging from a high school friend to a celebrity. Media Sharing: Spreading News Apps: links users to wide range of goods and services, media and text content, social media platforms and search engines. QR Codes: two-dimensional barcodes that can be read by some mobile phones with cameras. 3. Offer an example of for each of type of social media platform and social media tool. ● Social networking sites: Facebook ● Bookmarking sites: Red ● Social news sites: Walstreet Journal ● Blogging sites and forums: Pinterest ● Microblogs: Blog ● Media sharing: YouTube ● Blog and microblogging postings: Twitter, Tumblr ● Apps: YouTube ● QR codes: GasBuddy.com 4. Describe the marketing uses for each type of social media platform and social media tool. How do the uses differ between business to business markets and business to consumer markets? ● Social networking sites: ● Bookmarking sites: ● Social news sites: ● Blogging sites and forums:

● Microblogs: ● Media sharing: ● Blog and microblogging postings: ● Apps: ● QR codes: 5. What are the three essential features of social media marketing? I. Executive summary II. Brief overview III. Analysis of competition 6. Provide three examples of how social media influences consumer decision making. I. Learn about new goods and services II. Conduct research and share information III. Make final purchase decisions 7. What is a social media marketing plan and what information is contained in this plan? Social Media Marketing Plan: uses social media portals to create positive influence on consumers or business customers toward an organization’s brand, goods and services, public image, and website. ***formal document that identifies and describes goals and strategies, targeted audience, budget and implementation methods as well as tactics for monitoring, measuring and managing the SMM effort. executive summary, brief overview, analysis of competition, body of plan, goals and strategies – target market – budget – returns expected, implementation – monitoring – management.

8. Why is it important for the goals of a social media marketing (SMM) campaign to be both clear and flexible? *Solicits audience participation

*Requires audience trust 9. How do social media marketers arrive at a target audience? *Depends on goal of marketing effort. (i.e. brand awareness, audience will be broader than for strengthening relationships) 10.Why must social media marketing (SMM) content focus on the audience rather than the organization? *Relying on audience to market for you. 11.What is the purpose of monitoring and measuring the SMM campaign? *Identifying which platforms are successful in delivering the desired message and attaining the set goals....