Questions and Answers of Social Media Marketing

4. How should brands respond to negative comments on social media? Should the brand ignore comments, dispute them, or try to censor them?
3. After the fi rst social media audit, can brands then stop listening? Why or why not?
2. Is increasing the number of organizational social media accounts a good objective? Why or why not?
1. Why must marketers select target markets? Wouldn’t targeting a broader audience, or everyone, result in more sales?
5. Perform a social media audit, report results, and describe insights gained. In this part of the social media plan, fi rst identify quantifi ed and time- bound business objectives and specifi cally
4. Defi ne a target audience with multiple bases of segmentation. In this part of the social media plan, fi rst identify quantifi ed and time- bound business objectives and specifi cally defi ne the
3. Explain the current marketing campaign and identify key themes, images, and taglines. In this part of the social media plan, fi rst identify quantifi ed and time- bound business objectives and
2. Perform a situation analysis and develop a complete SWOT table. In this part of the social media plan, fi rst identify quantifi ed and time- bound business objectives and specifi cally defi ne the
1. Identify overall SMART business objectives. In this part of the social media plan, fi rst identify quantifi ed and time- bound business objectives and specifi cally defi ne the target audience for
2. Take an evening during prime- time television and perform a content analysis of all the TV commercials you see in one hour. Which commercials mention social media and what social media channels
1. Go back to the John Wanamaker quote: “Half the money I spend on advertising is wasted.The trouble is, I don’t know which half.” Do you believe this statement is still true today? Find
4. What makes a marketing message worthy of your engagement? Brainstorm and list the main factors or categories of content that grab and keep your attention.
3. What are your thoughts on integrated marketing communication? Is it always necessary, or do you believe a campaign could still be a success by using only one touch point, such as TV or just social
2. Is the advertising age over? Find your own evidence to prove or disprove this statement.
1. The distracted consumer is a marketing problem, but also a human one. In the book The Shallows: What the Internet Is Doing to Our Brains, Nicholas Carr presents research arguing that the Internet
5. List possible social media channels where the brand’s consumers are active but the brand is not.
4. Explain any evidence that the brand has acted on customer social media contributions such as improving the product or service or using brand content.
3. Provide example responses in each category: customer support, product/service ideas, promotions, and appreciation.
2. Gauge the interaction by quantifying brand versus consumer posts.
1. List all brand social media channels with account names and active brand participants.
2. Take a day and log your activity on your devices (desktop, laptop, smartphone, tablet). How many times a day do you check your devices, by device? Categorize each interaction by purpose, such as
1. Type in the Google search box a brand name and “+ complaints.” Then hit return. How many customers are talking about the company? What are they saying—is it positive or negative?And where
4. This chapter discusses evidence of media clutter such as the number of cable channels available in the average household (189). In what ways are marketers of traditional TV channels and TV shows
3. Howard Gossage said we should not try to hunt our target audience, but instead entertain.Describe three of your favorite TV commercials and describe three of your least favorite. List
2. How much do you think consumer conversations actually infl uence purchasing decisions?Can you quantify this infl uence or fi nd research that proves it?
1. How powerful and infl uential is social media word- of- mouth? Find an example of where social word- of- mouth has made or broken an organization and an example where it has changed a government
4. Take an inventory of all brand marketing and advertising activities and rate the “pushiness”of brand communication. Is the brand over- reliant on traditional media? Are they using social media
3. Do consumers perceive the message as an unwanted interruption or a welcome message?
2. Is the information useful, newsworthy, entertaining, or valuable?
1. Is the communication company- focused or consumer- focused?
2. How big is social media? Research the number of subscribers or viewers of traditional media such as top newspapers, magazines, and TV shows. Now look up the number of monthly active users of the
1. Visit the Wikipedia page “List of Social Networking Websites” (http://en.wikipedia.org/wiki/List_of_social_networking_websites). Scroll down the list. How many have you heard of?Start to think
4. Write your own defi nition of social media. What is missing from the Wikipedia version? If you feel your defi nition is better go onto Wikipedia and change it.
3. Research a company that has gone out of business or is struggling. How did the organization’s lack of social media integration or adaptation to changing technology contribute to their demise?
2. Find a startup that has achieved enormous success. What role did social media play in the organization’s rise?
1. Going back to the KONY 2012 case study, what do you think Jason Russell and Invisible Children could have done diff erently to avoid the problems they had? What can they do now to ensure future
Why are ratings an important cue to include with a review site?
How are reviews different from recommendations?
Explain the two dimensions of social commerce. How do they relate to the three pillars of social media?
Visit our website to learn more about T he Lost Ring and Adidas’ use of augmented reality through our shared videos.
Choose three people you know who play social games. Interview them about the time they spend online as they play social games. Have they responded to branded offers? Write a blog post on their brand
Are branded offers in social games ethical? Choose a side and debate this issue with a classmate. Then post your opinions and using polldaddy.com (or another social polling tool)find out what your
What is augmented reality? What role does the QR code play in enabling AR? What devices are used to unlock the codes?
Why is the entry clue to an alternate reality game called a rabbit hole? What term refers to the game’s writer and director? Why are lurkers and rubberneckers just as valuable to brand sponsors as
Define transactional advertising and provide an example.
Visit Google’s free SEO tools. Enter several search terms to see how it presents information to you on keywords, trends, and phrases.a. Google Suggestb. Google Keywordsc. Google Trends
Visit the social bookmarking site you joined and look up a topic of interest for you. Select 10 headlines that have been saved by other users. Classify the headlines according to the type of linkbait
Visit Blogger or WordPress and sign up for a free blogging account. Complete your profile and add the standard blog components to your blog layout.a. Now write your first post (your instructor may
Visit a website of your choice.a. Go through the website to identify the components that were strategically optimized using SEO and SMO techniques. What could have been done to optimize the site
What role does social media optimization play for search engine optimization? How are the two concepts related?
Explain the difference between inbound and outbound marketing.
How are influence impressions different from influence posts?
How can consumers create identities in social communities?
Interview three people who are passionate about some interest. Document the time and resources they spend to engage with this object. Despite their passion for very different objects, what
Analyze a brand profile on Facebook. Identify all the brand assets on the page. What techniques are being used by the brand to engage consumers? Do the brand fans seem passionate and engaged? Why or
Discussion: Is it a good thing to “friend” your professors? Why or why not?
Discussion: How can the Six Degrees of Kevin Bacon game be explained as an example of social network theory?
Search Twitter for hashtags related to a brand (e.g., #dunkindonuts). What kinds of influence impressions appear for the hashtag you searched? Can you identify key influencers who are sharing tweets
Identify a current meme and track its origin.
Visit the following communities: (1) lugnet.com, (2) ivillage.com, and (3) chatipad.com.What do you see in common among these communities? What’s different? Does each socalled community really seem
Explain the principles of media and brand democratization.
Are social networks communities or networked individuals?
Visit w ww.usernameaudit.com and audit your own preferred handles. Once you’ve selected an available handle, begin to register your handle with the social sites in which you wish to be involved.
Visit Smith at www.smithmag.net and contribute six words on your digital life. What do the other entries you see on the site tell you about how people think about this?
Visit Twitter and read the stream of user posts (this is known as the tweet stream) for a few minutes. Select several posts and identify whether those posts fit the profiles of elite, difference
Visit our URL and take the social technographics survey. How do you anticipate your segment will shift as you continue in this course?
Begin a social footprint audit. Make a list of your online memberships. Start by “googling”yourself to find out where you’ve left your mark online.
What is privacy salience? Why is it of concern to social media marketers?
Describe the seven types of people characterized by the social technographics ladder. Which of the types is the most important to marketers using social media marketing? Why do you say so?
What is a lovemark?
Identify the five characteristics that explain the rate at which individuals adopt innovations.
Digital natives and immigrants are both online and involved in social media activities. What is the key difference between digital natives and digital immigrants?
What is the difference between a social footprint and a lifestream?
Define digital primacy. Do your media choices reflect the claim of digital primacy? Explain.
Identify a social media campaign for a favorite brand. In what experiences does the campaign invite you to take part? Does the campaign include share technologies to ensure your activities are shared
Visit www.thecoca-colacompany.com/socialmedia/ where you’ll find Coca-Cola’s social media policy. You can also visit www.digitalbuzzblog.com/coca-cola-launches-new-socialmedia-policy/ to watch a
Explain the seven steps in the social media marketing strategic planning process.
What are the three forms of organizational structure used by companies embracing social media marketing? What are the pros and cons of each?
Explain the three phases in the social media marketing maturity life cycle.
Create an account at About.Me or Flavors.Me. Your account will serve as the basis for your social footprint. Begin to link your existing social media accounts to your footprint page.Identify other
Should online services like Facebook and Google Docs be free? Poll your classmates and friends (including your social network) to find out what they think should be free. Use an online tool such as
Replicate the University of Maryland study discussed in the “The Dark Side of Social Media”feature. Abstain from all social media for 24 hours. That’s right—no texting, no e-mailing, no
What is a monetization strategy? Visit Twitter.com and explain how Twitter monetizes its business. Do the same for FourSquare.
What are the characteristics of social ads?
Explain the concept of psychic income.
What are the implications of the radical trust adopted by organizations using social media?
What does perpetual beta mean for software users?
Explain the difference between a taxonomy and a folksonomy. What role does tagging play in creating folksonomies?
What is the meaning of crowdsourcing?
Identify the characteristics of Web 2.0.
What type of social advocacy group would you start? Why and how?
How has PfaP been effective for building community? What could they do to improve their sense of community around PfaP?
Examine all of the ways that PfaP uses social media. What area would you improve?Why and how? Which social media site would you follow? Why?
How has this social advocacy channel in the zone of social community built momentum for the PfaP cause using altruistic impulse?
What is more important for a non-profit: the zone of social community or the zone of social commerce?
How can your recommendations be as turnkey as possible for Opry and also feel “onbrand”?
How would you set about segmenting the broad target audience of adults aged 20 to 40? Are there situational, occasion-based, or affinity groups that might emerge as priorities or low-hanging fruit?
This is a two-prong assignment. It is a tourism challenge and it is a “choice of entertainment” challenge. Which comes first?
Imagine you are creating disclosure language standards. Describe how you would create the disclosure language standards in terms of visual cues and text labels.
Based on your own experiences with native advertising, how do you believe native advertising should be regulated?

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