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Flashcards in Chapter 19: Social Media Strategies Deck (16)
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Social media

Collection of online communication tools that facilitate conversations online; when used by marketers, social media tools encourage consumer empowerment.



The use of consumers to develop and market products.


Social commerce

A subset of e-commerce that involves the interaction and user contribution aspects of social media to assist in the online buying and selling of products and services, like Pinterest or Etsy.



Publicly accessible Web pages that function as interactive journals, whereby readers can post comments on the authors' entries.


Corporate or professional blogs

Blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees.


Noncorporate blogs

Independent blogs that are not associated with the marketing efforts of any particular company or brand.



Blogs with strict post length limits, like Twitter.


Social networking sites

Websites that allow individuals to connect - or network - with friends, peers, and business associates, like Facebook or LinkedIn.


Media-sharing sites

Websites that allow users to upload and distribute multimedia content, such as videos or photos, like YouTube or Instagram or Facebook.


Social news sites

Websites that allow users to decide which content is promoted on a given website by voting that content up or down, like Reddit.


Location-based social networking sites

Websites that combine the fun of social networking with the utility of location-based GPS technology.


Review sites

Websites that allow consumers to post, read, create, and comment on opinions regarding all kinds of products and services, like Yelp.



Short for applications; free or purchase software programs that are downloaded to run on smartphones, tablet computers, and other mobile devices.


Categories of media types

Inbound - created and controlled by the organization, like social media pages and websites. Earned - free media, like mainstream media coverage or comments on social media pages or retweets. Paid - content paid for like paid search words and display advertising on apps or websites.


Social media strategies

1) Listen, learn, respond - repeat 2) Build relationships and trust 3) Promote products and services 4) Manage reputation 5) Improve customer service 6) Champion those who champion you


Stages in creating an effective social media plan

1) Set social media objectives 2) Listen 3) Identify the target audience 4) Define strategies and set out to support objectives 5) Select the tools and programs 6) Implement and monitor the strategy.