Test Bank for Social Media Marketing, 5th Edition by Tracy L. Tuten.pdf

Social Media Marketing m m




What is Social Media Marketing, Seven Myths of SMM, Characteri
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stics of Successful Social
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Media Marketer, Social Media Marketing Plan, Social Media mark
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eting Tools, Publishing Blogs,
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Podcast and Webinars, Social Media Monitoring, Social Media: Fa
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cebook, Twitter. m




What is Social Media Marketing?
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Social media marketing, or SMM, is a form of internet marketing th
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at involves creating and
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sharing content on social media networks in order to achieve your
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marketing and branding goals. m m m




Social media marketing includes activities like posting text and im
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age updates, videos, and and
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other content that drives audience engagement, as well as paid so
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cial media advertising.
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➢ The goal of SMM is to produce content that users will share wit
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h their social network to
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help a company increase brand exposure and broaden customer r
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each.
➢ One of the key components of SMM is social media optimizatio
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n (SMO). Like search
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engine optimization (SEO), SMO is a strategy for drawing new an
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d unique visitors to a
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,website. SMO can be done two ways: adding social media links to
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content, such m m



as RSS feeds and sharing buttons -
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mor promoting activity through social media by
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updating statuses or tweets, or blog posts.
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➢ SMM helps a company get direct feedback from customers (an
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d potential customers)
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while making the company seem more personable. The interactiv
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e parts of social media
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give customers the opportunity to ask questions or voice complain
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ts and feel they are
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being heard. This aspect of SMM is called social customer relation
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ship management m m



(social CRM). m



➢ SMM became more common with the increased popularity of w
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ebsites such m m



as Twitter, Facebook, Myspace, LinkedIn, and YouTube. In respo
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nse, the Federal Trade
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Commission (FTC) has updated its rules to include SMM. If a com
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pany or its advertising
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agency provides a blogger or other online commenter with free pr
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oducts or other m m m



incentives to generate positive buzz for a product, the online com
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ments will be treated m m m m



legally as endorsements. Both the blogger and the company will b
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e held responsible for
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ensuring that the incentives are clearly and conspicuously disclos
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ed, and that the
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blogger's posts contain no misleading or unsubstantiated stateme
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nts and otherwise
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, complies with the FTC's rules concerning unfair or deceptive adve
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rtising.
Social media marketing (SMM) refers to techniques that target soc
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ial networks and applications
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to spread brand awareness or promote particular products. Social
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media marketing campaigns m m m



usually center around: m m



• Establishing a social media presence on major platforms
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• Creating shareable content and advertorials
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• Cultivating customer feedback throughout the campaign through
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surveys and contests m m



Social media marketing is perceived as a more targeted type of ad
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vertising and is therefore m m m m



believed to be very effective in creating brand awareness.
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Myths about Social Media Marketing:
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Social media marketing has become one of the pillars of a succes
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sful digital marketing strategy,
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and one that every business needs in order to maximize online vis
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ibility. It is understandable that
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not everyone is social media savvy right out the box, and for most,
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ma lot of learning and training
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is necessary in order to successfully DIY their business’ social me
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dia efforts. m



The good news is that should you need a bit of a crash course in s
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ocial media, you can team
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