Social Media Marketing Exam #2 Review with
Complete Solutions
Social networking sites typically vary in terms of three important decisions... - ANS-
1. Audience and degree of specialization
2. The social objects that mediate the relationships among members
3. Degree of decentralization of openness
Vertical networks - ANS-sites designed around object sociality, the ability to inspire
social interaction
How do we interact with others on social media platforms? - ANS-We mingle
We chat
We share
Social sharing - ANS-tools and information that we create such as our opinions,
photos, videos, songs, and artworks
Secondary content - ANS-things that others create which we feel the need to re-
share, such as retweets, links to celebrity blogs, or brands we
'like"
Marketing applications in the social community zone - ANS-1. Social presence
2. Earned media
3. Paid media
Organic reach - ANS-the number of people you can reach for free by posting
Earned reach - ANS-the breadth and quality of contact with users gained when
people share positive brand opinions and branded content with others
3M model of social media dialogue management - ANS-Megaphone
Magnet
Monitor
Megaphone - ANS-broadcast posts
Magnet - ANS-posts that invite customer engagements
Monitor - ANS-posts that reflect listening and responding to consumer
conversations
Self-identification - ANS-the fan personally and publicly identifies with like-minded
fans
, Cultural competence - ANS-the fan that has a critical understanding of the object,
its history, and its meaning beyond its basic functionality
Auxiliary consumption - ANS-the fan collects and consumes related items and
experiences beyond the basic object
Social engagement ad - ANS-contains ad creative (image and text) along with an
option to encourage the viewer to engage with the brand (e.g. clickable "Like"
button)
Social context ad - ANS-includes ad creative, an engagement device, and
personalized referral current from people in the viewer's network
Social publishing zone - ANS-editorial
commercial
user-generated
What is social publishing? - ANS-Social publishing is the production and issuance of
content for distribution via social publishing sites like blogs, media-sharing sites,
social network sites, and social bookmarking and social news sites.
What is content marketing? - ANS-Content marketing is a strategic marketing
approach focused on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly - defined audience - and, ultimately, to drive
profitable customer action.
Commercial message - ANS-an advertisement makes it clear that the intent is to
persuade the reader or viewer to change an attitude or behavior; the sources have
PAID a few to place the messages in a medium
Interpretive journalism - ANS-blurs the lines between editorial messages and
journalism
Native advertising - ANS-blurs the lines between organic posts and paid posts in
social media
Consumer-solicited content (CSC) - ANS-refers to invited by non-compensated
citizen advertising, or messages that actual consumers create participatory
advertising
brand invite submissions, set mandatory guidelines and possibly provide footage to
use
Incentivized content - ANS-encouraged by the offer of an incentive such as the
chance to win a contest, win free merchandise
Sponsored content - ANS-paid content
Complete Solutions
Social networking sites typically vary in terms of three important decisions... - ANS-
1. Audience and degree of specialization
2. The social objects that mediate the relationships among members
3. Degree of decentralization of openness
Vertical networks - ANS-sites designed around object sociality, the ability to inspire
social interaction
How do we interact with others on social media platforms? - ANS-We mingle
We chat
We share
Social sharing - ANS-tools and information that we create such as our opinions,
photos, videos, songs, and artworks
Secondary content - ANS-things that others create which we feel the need to re-
share, such as retweets, links to celebrity blogs, or brands we
'like"
Marketing applications in the social community zone - ANS-1. Social presence
2. Earned media
3. Paid media
Organic reach - ANS-the number of people you can reach for free by posting
Earned reach - ANS-the breadth and quality of contact with users gained when
people share positive brand opinions and branded content with others
3M model of social media dialogue management - ANS-Megaphone
Magnet
Monitor
Megaphone - ANS-broadcast posts
Magnet - ANS-posts that invite customer engagements
Monitor - ANS-posts that reflect listening and responding to consumer
conversations
Self-identification - ANS-the fan personally and publicly identifies with like-minded
fans
, Cultural competence - ANS-the fan that has a critical understanding of the object,
its history, and its meaning beyond its basic functionality
Auxiliary consumption - ANS-the fan collects and consumes related items and
experiences beyond the basic object
Social engagement ad - ANS-contains ad creative (image and text) along with an
option to encourage the viewer to engage with the brand (e.g. clickable "Like"
button)
Social context ad - ANS-includes ad creative, an engagement device, and
personalized referral current from people in the viewer's network
Social publishing zone - ANS-editorial
commercial
user-generated
What is social publishing? - ANS-Social publishing is the production and issuance of
content for distribution via social publishing sites like blogs, media-sharing sites,
social network sites, and social bookmarking and social news sites.
What is content marketing? - ANS-Content marketing is a strategic marketing
approach focused on creating and distributing valuable, relevant, and consistent
content to attract and retain a clearly - defined audience - and, ultimately, to drive
profitable customer action.
Commercial message - ANS-an advertisement makes it clear that the intent is to
persuade the reader or viewer to change an attitude or behavior; the sources have
PAID a few to place the messages in a medium
Interpretive journalism - ANS-blurs the lines between editorial messages and
journalism
Native advertising - ANS-blurs the lines between organic posts and paid posts in
social media
Consumer-solicited content (CSC) - ANS-refers to invited by non-compensated
citizen advertising, or messages that actual consumers create participatory
advertising
brand invite submissions, set mandatory guidelines and possibly provide footage to
use
Incentivized content - ANS-encouraged by the offer of an incentive such as the
chance to win a contest, win free merchandise
Sponsored content - ANS-paid content
