Test Bank For Social Media Marketing A Strategic Approach 2nd Edition by Melissa Barker, Donald Barker, Nicholas Bormann, Debra Zahay ISBN 1305502752 978-1305502758

Chapter 1. The Role of Social Media Marketing

What is SMM?

The Seven Myths of SMM

Social Media Myth #1: Social Media Is Just a Fad

Social Media Myth #2: Social Media IS Just For the Young

Social Media Myth #3: There Is No Return on SMM

Social Media Myth #4: SMM Isn’t Right for This Business

Social Media Myth #5: SMM Is New

Social Media Myth #6: Social Media Is Too Time-Consuming

Social Media Myth #7: Social Media Is Free

The History of SMM

Why SMM Is Different

Careers in SMM

What are the characteristics of a successful social media marketer?

Best Practices for SMM

Chapter 2. Goals and Strategies

What is a SMM plan?

SMM Planning Cycle

The SMM Planning Cycle

Listen and Observe: Five Stages

Stage #1: Listen to Conversations about a Brand or Company

Stage #2: Listen to What People Say about the Competitors

Stage #3: Listening to What People Say about the Industry or Category

Stage #4: Listening for the Tone of the Community

Stage #5: Listening to Different Social Media Platforms and Channels

Listen and Observe: Listening Centers

The National Football League Listens to Super Bowl Conversations

Cisco Demonstrates the Importance of Social Media Listening in B2B Marketing

Setting Goals and Objectives

Where do actual objectives come from?

Determining Strategies

What are the overall goals?

What was learned from listening?

What best practices can be applied?

Goals May Change . . . Be Flexible

Linking Goals with a Call to Action

Self-Promotion vs. Building an Army of Advocates

Best Practices for Developing a Social Media Strategy

Chapter 3. Identifying Target Audiences

The Importance of Targeting in SMM

What is targeting in SMM?

The Targeting Process in SMM

“Big Data” Expands Options for Identifying and Targeting Audiences

The Persona Development Cycle as Part of the Targeting Process

The Forrester Social Technographics Ladder

Completing the Media Plan for Each Audience Segment

Optimizing Posts and Post Timing

Targeting Ads and Posts on Social Platforms

Ad Targeting on Selected Platforms

Targeting Available to Brand Posts

Audience Targeting on Facebook

Best Practices for Targeting Branded Posts

Chapter 4. Rules of Engagement for SMM

Permission vs. Interruption Marketing: Developing the Social Contract

Initial Entry Strategy: Passive vs. Active

The Passive Strategy: Search, Listen, and Respond

The Active Strategy: Create and Engage

Principles for Success

Participatory

Authentic

Resourceful

Credible

SMM Ethics

Honesty

Privacy

Respect

Responsibility

Making Ethical Decisions

Global Perspective

Cultural Differences

How to Avoid Confusing Your Global Audience

Google Translate

Best Practices: Following the Rules of Engagement for SMM

Rule #1: Use Social Media Channels as Intended

Rule #2: Don’t Be a Dirty Spammer

Rule #3: Assume People Don’t Care about the Product

Rule #4: Have a Personality

Rule #5: Provide Context When Seeking Connections

Rule #6: Be Transparent

Rule #7: Talk about the Topic

Rule #8: Social Media Profiles Are Not Billboards

Rule #9: Be Nice

Chapter 5. Social Media Platforms and Social Networking Sites

List of Social Media Platforms

A Brief History of Social Networks

A Global Perspective

Benefits of Marketing with Social Networks

Marketing with Social Networks

Business-to-Consumer Marketing

Business-to-Business Marketing

Why use a white label social network?

The Future of Social Networks

Best Practices for Social Media Platform Marketing

Chapter 6. Microblogging

What is microblogging?

A Brief History of Microblogging

Different Uses for Microblogging

Building Your Brand Online

Search to Gather Information

Know the Audience

Customize the Profile Page

Tweet Content

Building a Twitter Following

Best Practices for Crafting an Effective Twitter Channel

1. Self-Promote Cautiously

2. Choose Optimal Tweet Times

3. Respond to Questions

4. Gather Feedback

5. Provide Unique Value

Marketing with Microblogging

Chapter 7. Content Creation and Sharing: Blogging, Streaming Video, Podcasts, and Webinars

Creating a Content Strategy

Blog History

What is a blog?

Creating and Promoting a Blog

Setting up a Blog

Promoting a Blog

Creating a Reputation through Blogging

Everyone Is a Publisher

Content Clutter

Marketing Benefits of Blogging

Communicating with (Potential) Customers

Word-of-Mouth Marketing

Linking a Blog to Marketing Objectives

Monitoring the Blogosphere

Video Streaming in the Social Media Mix

Marketing through Podcasting

A Brief History of Podcasting

Creating and Sharing Podcasts

Choose a Format

Podcast Content

Producing Podcasts

Delivering Podcasts to Consumers

Marketing with Podcasting

Hosting Webinars

How to Set up a Webinar

Preparing for and Executing the Webinar

Marketing with Webinars and/or Podcasts

Best Practices for Blogging, Podcasting, Video Sharing, and Webinars

1. Use Catchy Titles

2. Update Frequently

3. Keep Content Focused

4. Invite Comments

5. Promote the Blog, Streaming Video, Podcast, or Webinar

6. Engage with Others

7. Avoid Negativity

8. Stand by the Content

9. Cross Promote

10. Archive the Content

11. Use Metrics

Chapter 8. Video Marketing

Viral Videos—Numa Numa and the Old Spice Guy

Consumer Use of Video

Benefits of Marketing with Online Videos

Engaging Viewers

Large Audiences

Building Brand Awareness

Showcasing the Product

Generating Business Leads

Leading Video Platforms

How to Create Appealing Video Content

Authentic

Entertaining

Intimate

Offbeat and Unusual

Sharing Online Videos

Primary Sharing

Secondary Sharing

Tertiary Sharing

Best Practices for Video Marketing

Chapter 9. Marketing on Photo Sharing Sites

The Growing Importance of Visual Marketing

A Brief History of Photo Sharing

Benefits of Marketing with Online Photos and Other Images

Marketing with Photo Sharing Sites

Best Practices in Marketing through Photo Sharing

Chapter 10. Discussion, News, Social Bookmarking, and Q&A Sites

The Evolution of Online Discussions

Marketing with Social News and News Aggregation Sites

Marketing with Social Bookmarking and S-Ecommerce

Marketing with Q&A Sites

Future of Discussion Boards, Social News, Social Bookmarking, and Q&A Sites

Best Practices for Online Discussions on All Platforms

Stick to the Topic

Search before Posting

Use Good Grammar and Capitalization

No Feeding the Trolls

Do Not Post Repetitively (or Double-Post)

No Sock Puppets

Chapter 11. Content Marketing: Publishing Articles, White Papers, and E-Books

Publishing and Distributing Articles

Creating White Papers and E-Books

Marketing with Articles, E-Books, and White Papers

Best Practices in Crafting Articles, White Papers, and E-Books

Notes

Chapter 12. Mobile Marketing on Social Networks

Mobile in the Lives of Global Consumers

How many people use mobile to access the internet and social platforms?

Which networks do they access?

Which devices and which services are winning and losing in the shift to mobile?

What part do apps play in mobile use?

What kinds of activities do consumers conduct on mobile?

Are consumers making purchases on mobile?

What will the impact be of having a buy button on social networking sites?

Mobile-First Strategy

Location-Based Marketing

Mobile Customer Experience

Best Practices for Social Mobile Marketing

Chapter 13. Social Media Monitoring

The Importance of Social Media Monitoring

Listening and Tracking

Measuring

Some Important Definitions

Measuring

Mapping Metrics to Marketing Objectives

Are all metrics honest?

Evaluation

Evaluating the Impact of Social Media Activities

Using Google Analytics

Using Metrics Reports from Blogger

Using Metrics Reports from Facebook

Using Metrics Reports from Pinterest

Metrics and Analytics Best Practices

Chapter 14. Tools for Managing the Social Media Marketing Effort

What are social media marketing tools?

Choosing the Right Tool for the Job

Rule #1. Investigate the Tools Offered by a Platform

Rule #2. Think about What You Need to Accomplish

Rule #3. Be Sure the Tool Services the Platforms You Use

Rule #4. Consider How Many People Need to Use the Tool and What their Roles Are

Rule #5. Consider Whether a Free Tool Will Suffice or Whether a Paid One is Needed

Single-Purpose Tools

Single Platform Tools

Multiple Platform Tools

Purchased Services

Consumer Tools for Productivity and Engagement

AT&T Wants to Make Customers’ Lives Easier

Which guardian hero are you?

Best Practices for Social Media Marketing Tools

Chapter 15. Social Media Marketing Plan

Creating an Informative and Eye-Catching Title Page

Automatically Generating a Table of Contents

Writing a Compelling Executive Summary

Composing a Brief Overview

Observing Social Media Presence

Conducting a Competitive Analysis

Setting Goals

Determining Strategies

Identifying the Target Market

Selecting Platforms

Implementing

Selecting Platform-Specific Tactics

Creating Content

Assigning Roles

Monitoring

Tracking

Measuring

Evaluating

Selecting Monitoring Tools

Tuning

Budgeting

Calculating Return on Investment

Getting C-Suite Buy-In

Appendix. XYZ Coffee Company Social Media Marketing Plan