MKT 315 Final Exam Questions with Correct Answers| Latest Update Guaranteed Success
The Social Success Cycle (10) Most business treat social as a single discipline, but it is
actually composed of four equally important aspects:
1. Listening:
Monitoring and responding to customer service and reputation
management issues
2. Influencing:
Establishing authority thru distributing and sharing valuable content
3. Networking:
Finding and associating with authoritative and influential individuals and
brands
4. Selling:
Generating leads and sales from existing customers and prospects
Seeker Channels (10) Seeker channels are social platforms that
users go to when seeking specific content
- Think of these as modified search engines
- Users search for and discover content
- YouTube and Pinterest
- Great for social influencing
- Strategically placing content on these sites provides a
way to share valuable information with a target
audience while building authority for a brand
- Great for social selling
- Optimizing videos or images with
CTAs that serve to transform leads
into customer - or at least consumer
,more content on your site
Engagement Channels (10) - Users primarily engage and connect with others
- User-to-user conversations are commonplace where
they share short-form content that links to long-form
content elsewhere
- Twitter, Facebook, LinkedIn
- Best for social listening
- Can monitor and respond to customers
- Can evaluate competitive communication
- Good for sharing content and networking
Listening (10) - Social listening involves
strategically monitoring
and responding to
mentions
- If you are just getting
started, use listening as a base for a social strategy
Popular tools:
- Google Alerts
- Mention
- Hootsuite
Listening goes beyond customer service and
informs all aspects of the social success
cycle
- Influencing: by letting you know the type of
,content your audience finds most valuable
- Networking: by paying attention to who is sharing
influential information in your industry
- Selling: by answering questions and offering
insights until a prospect is ready to make a
buying decision
Before implementing a social listening campaign, you need to
determine what keywords to listen for.
- Brands: Company name, brands, sub-brands, products, etc.
- Topics: industry related topics on which to build authority
- Competitors: Who they are, what others say about them, and how they interact
- Influencers: Who are they and what do they contribute
- People: What do people say about high-profile, forward facing people within your
company
The Feedback Loop (10) - the social listening feedback loop makes sure that prospects and
customers feel valued and heard
Social influencing (10) - may not have a direct effect on revenue or cost, but it does have a
tremendous effect on value
- social influencing increases mind share
- bounce people from one social channel to another in order to increase brand intimacy
Growing a following (10) Keep content interesting
- don't always direct to products/services you offer
- discuss topics that your target audience finds interesting and conversation worthy
- think about how your business can expand conversation beyond your products/services
, Growing a following: splintering, visualizing, tagging, monitoring, scheduling (10) -
Splintering: breaking your content into pieces and posting them a la
carte
- Visualizing: Create a visual asset for every splinter
- Even use verbiage to create an image
- Tagging: Tag people and brands whenever it makes sense
- Draws attention and traffic from other social influencers
and their followers
- Monitoring: Most social action occurs in the first 24 hours of a
post
- URL shorteners like
Bitly
- make this easy and
save space
- Scheduling: Long term automated distribution is necessary to
combat the transient nature of social media
Social Networking (10) - tap into niche media rather than going for the big guns right out of
the gate
- network by topic and share your expertise in the field
- use SEO for your content as media are more than ever using search engines to locate sources
Social Selling - use a value-first strategy to generate leads and sales
- the main goal is to move prospects and leads from channels that you do not own (twitter,
instagram, etc) to channels that you do own.
- website
The Social Success Cycle (10) Most business treat social as a single discipline, but it is
actually composed of four equally important aspects:
1. Listening:
Monitoring and responding to customer service and reputation
management issues
2. Influencing:
Establishing authority thru distributing and sharing valuable content
3. Networking:
Finding and associating with authoritative and influential individuals and
brands
4. Selling:
Generating leads and sales from existing customers and prospects
Seeker Channels (10) Seeker channels are social platforms that
users go to when seeking specific content
- Think of these as modified search engines
- Users search for and discover content
- YouTube and Pinterest
- Great for social influencing
- Strategically placing content on these sites provides a
way to share valuable information with a target
audience while building authority for a brand
- Great for social selling
- Optimizing videos or images with
CTAs that serve to transform leads
into customer - or at least consumer
,more content on your site
Engagement Channels (10) - Users primarily engage and connect with others
- User-to-user conversations are commonplace where
they share short-form content that links to long-form
content elsewhere
- Twitter, Facebook, LinkedIn
- Best for social listening
- Can monitor and respond to customers
- Can evaluate competitive communication
- Good for sharing content and networking
Listening (10) - Social listening involves
strategically monitoring
and responding to
mentions
- If you are just getting
started, use listening as a base for a social strategy
Popular tools:
- Google Alerts
- Mention
- Hootsuite
Listening goes beyond customer service and
informs all aspects of the social success
cycle
- Influencing: by letting you know the type of
,content your audience finds most valuable
- Networking: by paying attention to who is sharing
influential information in your industry
- Selling: by answering questions and offering
insights until a prospect is ready to make a
buying decision
Before implementing a social listening campaign, you need to
determine what keywords to listen for.
- Brands: Company name, brands, sub-brands, products, etc.
- Topics: industry related topics on which to build authority
- Competitors: Who they are, what others say about them, and how they interact
- Influencers: Who are they and what do they contribute
- People: What do people say about high-profile, forward facing people within your
company
The Feedback Loop (10) - the social listening feedback loop makes sure that prospects and
customers feel valued and heard
Social influencing (10) - may not have a direct effect on revenue or cost, but it does have a
tremendous effect on value
- social influencing increases mind share
- bounce people from one social channel to another in order to increase brand intimacy
Growing a following (10) Keep content interesting
- don't always direct to products/services you offer
- discuss topics that your target audience finds interesting and conversation worthy
- think about how your business can expand conversation beyond your products/services
, Growing a following: splintering, visualizing, tagging, monitoring, scheduling (10) -
Splintering: breaking your content into pieces and posting them a la
carte
- Visualizing: Create a visual asset for every splinter
- Even use verbiage to create an image
- Tagging: Tag people and brands whenever it makes sense
- Draws attention and traffic from other social influencers
and their followers
- Monitoring: Most social action occurs in the first 24 hours of a
post
- URL shorteners like
Bitly
- make this easy and
save space
- Scheduling: Long term automated distribution is necessary to
combat the transient nature of social media
Social Networking (10) - tap into niche media rather than going for the big guns right out of
the gate
- network by topic and share your expertise in the field
- use SEO for your content as media are more than ever using search engines to locate sources
Social Selling - use a value-first strategy to generate leads and sales
- the main goal is to move prospects and leads from channels that you do not own (twitter,
instagram, etc) to channels that you do own.
- website
