social media marketing exam 2 |68 Questions and Answers
social publishing - -allows people and organizations to publish content including blogs,
media-sharing sites, microblogs, and information and news networks
-organic content - -content that a person feels intrinsically motivated to prepare and share
-incentivized content - -content that a person is encouraged by an incentive to prepare
and share
-inbound marketing - -the promotion of a company or other organization through blogs,
podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social media
marketing
-outbound marketing - -the traditional form of marketing where a company initiates the
conversation and sends its message out to an audience- newspapers, magazines, billboards,
etc
-filler content - -information that people copy from other sources
-lowest level of content value ladder
-basic content - -content is original, but not weighty enough to establish the creator as an
authority in the topic or area or serve as a reference piece for the audience
-second level on content value ladder
-authority-building content - -original content that positions the sponsoring entity as an
authority on the subject in question
-third level on content value ladder
-pillar content - -creates a solid foundation of original content- usually made up of
educational content that readers use over time, save, and share with others
-fourth level on content value ladder
-flagship content - -seminal pieces of work that help define a phenomenon or shape the
way people think about something for a long time
-highest level on content value ladder
-search engine optimization - -the process of modifying content, site characteristics, and
content connections to achieve improved search engine rankings, marketers develop and
publish content in ways that improve the the likelihood that search engines will rank the
sites well in response to search queries
**all about increasing the prominence of a site on a search lists using on-site and off-site
tactics**
, -social media optimization - -a process that makes it more likely for content on a specific
social media platform to be more visible and linkable in online communities- if the content
is valuable and engaging, other sites will link to it **all about encouraging people who are
exposed to your content to share, promote, and recommend it**
-golden triangle - -search engine marketers call this space on the screen where listings are
virtually guaranteed to be viewed
-dump inactive platforms - -one or two consistent accounts have greater value than three
or four with sporadic activity
-design your own geofilter on snapchat - -although you cant design a geofilter for your
business location (for free?), it doesnt hurt to say you designed a snapchat geofilter for a
local area, or landmark
-provide value - --people go out of their way to share, like or comment on information that
they feel is valuable, especially when it comes from a blog
-focus on content that moves readers to act without being overtly salesy; once they trust
you, you'll have more success selling to them
-make sure your business has an instagram location - -to see who's checking in at your
business periodically by clicking on a location link in a post or by searching the "places"
feature in the search tab. this enables you to find people who have not only checked in at
your business, but have become brand advocates by sharing it with their followers
-use url shorteners - -the main reason why you should use url shorteners is to be provided
with the data on how people behave when they are faced with your shortened url. if you
post a long url you won't be able to track real-time engagement with it or clicks, but when
you shorten a url you'll be able to track click-through rates and even track where they are
clicking from
-urban legends - -the proliferation of untruths and exaggerations
-editorial message - -objective and unbiased; a message that expresses an opinion or
provides information and does not intend to carry out the agenda of an organization
-commercial message - -a message that makes it clear that the intent is to persuade the
reader or viewer to change an attitude or behavior
-cultural co-creation - -co-created meanings- among both producers and consumers- fold
back into the culture
-call to action - -a direct request in a marketing message for a specific behavior
-ensures that people participate in the social media campaign
-consumer-solicited content - -invited but non-compensated citizen advertising
social publishing - -allows people and organizations to publish content including blogs,
media-sharing sites, microblogs, and information and news networks
-organic content - -content that a person feels intrinsically motivated to prepare and share
-incentivized content - -content that a person is encouraged by an incentive to prepare
and share
-inbound marketing - -the promotion of a company or other organization through blogs,
podcasts, video, eBooks, newsletters, whitepapers, SEO, physical products, social media
marketing
-outbound marketing - -the traditional form of marketing where a company initiates the
conversation and sends its message out to an audience- newspapers, magazines, billboards,
etc
-filler content - -information that people copy from other sources
-lowest level of content value ladder
-basic content - -content is original, but not weighty enough to establish the creator as an
authority in the topic or area or serve as a reference piece for the audience
-second level on content value ladder
-authority-building content - -original content that positions the sponsoring entity as an
authority on the subject in question
-third level on content value ladder
-pillar content - -creates a solid foundation of original content- usually made up of
educational content that readers use over time, save, and share with others
-fourth level on content value ladder
-flagship content - -seminal pieces of work that help define a phenomenon or shape the
way people think about something for a long time
-highest level on content value ladder
-search engine optimization - -the process of modifying content, site characteristics, and
content connections to achieve improved search engine rankings, marketers develop and
publish content in ways that improve the the likelihood that search engines will rank the
sites well in response to search queries
**all about increasing the prominence of a site on a search lists using on-site and off-site
tactics**
, -social media optimization - -a process that makes it more likely for content on a specific
social media platform to be more visible and linkable in online communities- if the content
is valuable and engaging, other sites will link to it **all about encouraging people who are
exposed to your content to share, promote, and recommend it**
-golden triangle - -search engine marketers call this space on the screen where listings are
virtually guaranteed to be viewed
-dump inactive platforms - -one or two consistent accounts have greater value than three
or four with sporadic activity
-design your own geofilter on snapchat - -although you cant design a geofilter for your
business location (for free?), it doesnt hurt to say you designed a snapchat geofilter for a
local area, or landmark
-provide value - --people go out of their way to share, like or comment on information that
they feel is valuable, especially when it comes from a blog
-focus on content that moves readers to act without being overtly salesy; once they trust
you, you'll have more success selling to them
-make sure your business has an instagram location - -to see who's checking in at your
business periodically by clicking on a location link in a post or by searching the "places"
feature in the search tab. this enables you to find people who have not only checked in at
your business, but have become brand advocates by sharing it with their followers
-use url shorteners - -the main reason why you should use url shorteners is to be provided
with the data on how people behave when they are faced with your shortened url. if you
post a long url you won't be able to track real-time engagement with it or clicks, but when
you shorten a url you'll be able to track click-through rates and even track where they are
clicking from
-urban legends - -the proliferation of untruths and exaggerations
-editorial message - -objective and unbiased; a message that expresses an opinion or
provides information and does not intend to carry out the agenda of an organization
-commercial message - -a message that makes it clear that the intent is to persuade the
reader or viewer to change an attitude or behavior
-cultural co-creation - -co-created meanings- among both producers and consumers- fold
back into the culture
-call to action - -a direct request in a marketing message for a specific behavior
-ensures that people participate in the social media campaign
-consumer-solicited content - -invited but non-compensated citizen advertising
