Social Media Marketing Exam 1 (Ch1-5) -
University of Oklahoma |85 Q’s and A’s
How do social media teams manage the roles, tasks, and schedules related to executing
social media tactics? - -A clearly defined workflow will help your team communicate more
efficiently, and it gives everyone something to be accountable for. A social media workflow
is a sequence of connected steps that enables the organization to act efficiently with
minimal overlapping tasks and resources to implement the social media marketing plan
effectively. A solid workflow helps you and your entire team understand the big vision
behind daily tasks and projects, understand roles within the group, and prioritize time and
resources.
-What is an editorial calendar and what should be considered in developing the calendar? -
-Content calendars help to identify, prioritize, and plan for new- and future-content
creation. Calendars will typically include several sheets to accommodate planning for
different time periods while maintaining perspective of how the content fits together. The
content calendar captures which content is scheduled and prioritized for an organization,
generally with an annual, quarterly, monthly, and sometimes weekly view. The calendar
will reflect the intended volume and frequency of activity for each channel in your social
media plan.
-How does a content plan relate to experience strategies? What are the elements included
in the content plan? - -Experience strategies are how social media marketers inspire the
target audience to engage with the brand in social media, participate or interact with the
brand, and hopefully also share the brand experience with others. The experience may be
delivered using an app, game, branded entertainment, or many other formats, but most
often, the experience is in the form of content. The content plan includes the tactical
decisions to bring the experience strategy to life.
-What is a channel plan and how is it used? - -The channel plan determines where the
brand will engage with the target audience. In this step, each channel is evaluated for fit. It
is important to ask if brand image, voice, and tone fit with the channel culture. The culture,
guidelines and rules, and functionality of each prospective channel will influence what can
and should be shared, how people engage with each other, and choices about the timing
and frequency of participation.
-What is a social media marketing tactical plan and how does it support the execution of a
social media marketing strategy? - -The tactical plan brings the social media marketing
strategy to life and addresses the why, who, where, what, when, and how of social media
marketing. There are several practical steps required including determining the right
channels, content to deliver the desired experience, rules of engagement, and schedule. It
also involves developing processes to create, produce, and deliver the content,
conversation, and other experiential elements of our strategy.
, -What are the key components of an organizational social media policy, and why is it
important to have such a policy in place? - -Policies may include several guidelines such as
standards of conduct, disclosure requirements, and standards for posting intellectual
property, financial information, and copyrighted information. Companies need policies to
ensure that social media activity is consistent with the overall brand.
-How can organizations structure themselves to support social media marketing? - -
Companies can structure themselves as centralized, decentralized, hub and spoke,
dandelion, or holistic. Each option represents a trade-off of control and responsiveness.
Organizations can also use social media management systems.
-What are the steps in social media marketing strategic planning? - --Conduct situation
analysis and identify key opportunities.
-State objectives.
-Gather insight into and target one or more segments of social consumers
-Select the social media channels and vehicles.
-Create an experience strategy
-Establish an activation plan using other promotional tools (if needed).
-Manage and measure the campaign.
-How does social media marketing change for companies as they shift from the trial? - -In
the trial phase, organizations are pursuing social media tactics in an ad hoc manner, with a
focus on gaining experience in social media. The tactics are not well linked to the
organization's overall marketing plan and may be haphazardly executed. Organizations in
the transition phase think more systematically about how to plan social media activities
that support marketing objectives. When an organization enters the final, strategic phase, it
utilizes a formal process to plan social media marketing activities with clear objectives and
metrics. Social media are now integrated as a key component of the organization's overall
marketing plan.
-What are the phases of social media marketing maturity? - -The phases of social media
marketing maturity are trial, transition, and strategic.
-Where does social media marketing planning fit into an organization's overall planning
framework? - -Social media marketing should be a part of an organization's marketing
plan. Like integrated marketing communications plans, organizations may also develop
stand-alone plans offering greater social media marketing.
-How do ideas travel in a community? - -Information travels in the community via flows
between nodes in the network. Word-of-mouth communication about brands, known as
influence impressions, travel this way. It is a natural pattern for some members to be more
active and to acquire positions of authority within a group, whether offline or online.
Opinion leaders have more influence in communities and consequently information shared
by opinion leaders may be more influential and spread farther and deeper through the
social network. The content may go viral. When a viral piece of information enters the
University of Oklahoma |85 Q’s and A’s
How do social media teams manage the roles, tasks, and schedules related to executing
social media tactics? - -A clearly defined workflow will help your team communicate more
efficiently, and it gives everyone something to be accountable for. A social media workflow
is a sequence of connected steps that enables the organization to act efficiently with
minimal overlapping tasks and resources to implement the social media marketing plan
effectively. A solid workflow helps you and your entire team understand the big vision
behind daily tasks and projects, understand roles within the group, and prioritize time and
resources.
-What is an editorial calendar and what should be considered in developing the calendar? -
-Content calendars help to identify, prioritize, and plan for new- and future-content
creation. Calendars will typically include several sheets to accommodate planning for
different time periods while maintaining perspective of how the content fits together. The
content calendar captures which content is scheduled and prioritized for an organization,
generally with an annual, quarterly, monthly, and sometimes weekly view. The calendar
will reflect the intended volume and frequency of activity for each channel in your social
media plan.
-How does a content plan relate to experience strategies? What are the elements included
in the content plan? - -Experience strategies are how social media marketers inspire the
target audience to engage with the brand in social media, participate or interact with the
brand, and hopefully also share the brand experience with others. The experience may be
delivered using an app, game, branded entertainment, or many other formats, but most
often, the experience is in the form of content. The content plan includes the tactical
decisions to bring the experience strategy to life.
-What is a channel plan and how is it used? - -The channel plan determines where the
brand will engage with the target audience. In this step, each channel is evaluated for fit. It
is important to ask if brand image, voice, and tone fit with the channel culture. The culture,
guidelines and rules, and functionality of each prospective channel will influence what can
and should be shared, how people engage with each other, and choices about the timing
and frequency of participation.
-What is a social media marketing tactical plan and how does it support the execution of a
social media marketing strategy? - -The tactical plan brings the social media marketing
strategy to life and addresses the why, who, where, what, when, and how of social media
marketing. There are several practical steps required including determining the right
channels, content to deliver the desired experience, rules of engagement, and schedule. It
also involves developing processes to create, produce, and deliver the content,
conversation, and other experiential elements of our strategy.
, -What are the key components of an organizational social media policy, and why is it
important to have such a policy in place? - -Policies may include several guidelines such as
standards of conduct, disclosure requirements, and standards for posting intellectual
property, financial information, and copyrighted information. Companies need policies to
ensure that social media activity is consistent with the overall brand.
-How can organizations structure themselves to support social media marketing? - -
Companies can structure themselves as centralized, decentralized, hub and spoke,
dandelion, or holistic. Each option represents a trade-off of control and responsiveness.
Organizations can also use social media management systems.
-What are the steps in social media marketing strategic planning? - --Conduct situation
analysis and identify key opportunities.
-State objectives.
-Gather insight into and target one or more segments of social consumers
-Select the social media channels and vehicles.
-Create an experience strategy
-Establish an activation plan using other promotional tools (if needed).
-Manage and measure the campaign.
-How does social media marketing change for companies as they shift from the trial? - -In
the trial phase, organizations are pursuing social media tactics in an ad hoc manner, with a
focus on gaining experience in social media. The tactics are not well linked to the
organization's overall marketing plan and may be haphazardly executed. Organizations in
the transition phase think more systematically about how to plan social media activities
that support marketing objectives. When an organization enters the final, strategic phase, it
utilizes a formal process to plan social media marketing activities with clear objectives and
metrics. Social media are now integrated as a key component of the organization's overall
marketing plan.
-What are the phases of social media marketing maturity? - -The phases of social media
marketing maturity are trial, transition, and strategic.
-Where does social media marketing planning fit into an organization's overall planning
framework? - -Social media marketing should be a part of an organization's marketing
plan. Like integrated marketing communications plans, organizations may also develop
stand-alone plans offering greater social media marketing.
-How do ideas travel in a community? - -Information travels in the community via flows
between nodes in the network. Word-of-mouth communication about brands, known as
influence impressions, travel this way. It is a natural pattern for some members to be more
active and to acquire positions of authority within a group, whether offline or online.
Opinion leaders have more influence in communities and consequently information shared
by opinion leaders may be more influential and spread farther and deeper through the
social network. The content may go viral. When a viral piece of information enters the
