Module 8 Flashcards

Question

Step 4: Measuring tools

Answer 1

* Make sure you have a website analytic software setup (GA)- capturing referrals-which platform (website, emails, social media, search) sent traffic to your website * Also make sure you are using the reporting platform for each social media platform unless you have tool that combines them * Social Media Listening- monitor your social media platforms performance, views, likes, etc. but also public conversations-posts, tweets, on social media for your brand-covered in next section

Answer 2

* Classify for your business, which metrics are for awareness, engagement or amplification (we already know what conversion metrics look like-someone goes to your website or social media store and buys something or fills out a form) * Over time, you need to determine which, if any of the metrics that a specific platform has (Like’s vs. Shares) is a better predictor of conversions

Answer 3

* Always calculate the costs (labor, software, images, etc.) incurred from your social media efforts * Calculate your ROP (lecture 1) from any social media campaign (contest) * Segment and see if the LTV from social media customers is different from that of other acquisition sources (e.g., PPC) * If awareness & interest is your goal: consider how to track eventual conversions (attribution) * Determine the conversion rate for each social media platform (LTV to CAC ratio 3:1) * Based on this, decide on budget allocation by platform

Answer 4

 Social media and content strategy  Account logins / Assigned administrators for each platform-Roles and responsibilities  Social media guidelines/policies for agencies and employees  Brand voice guidelines / brand tool kit  Content calendar  Monitoring and listening plan  Risk and escalation plan-protocol  KPIs, tracking, insights, reporting  Community guidelines

Answer 5

* Manage: some platforms help you manage your own social media accounts: one view of all social media platforms, calendar, push content from one platform to many social media accounts, metrics dashboard * Listening: others also monitor and listen to all publically available social media platforms based on urls and keywords your enter (e.g., company hashtag) and categorize as positive or negative, by influencers and other variables * Platforms expensive because data sold to them by Twitter and others, also restrictions public vs private

Answer 6

* Don’t assume a major social listening platform like Netbase, Salesforce Radian, etc. captures all conversations * For reviews for example need specialized platforms reason is data structure * Big marketing cloud players have added social media listening as module-IBM, Adobe, SF

Answer 7

* Power shifting to consumers * Repetition-3-5 times * Social media is 24/7/365

Answer 8

* Requires moderation & pre- planned action nights, weekend, etc., * Customers do not use the channels designated by a company when they talk about them * The Internet makes it easy for a company to use the channels that customers have selected ``` One can track many relevant items: – Brand name – URL – Key products – Key personnel (names, job titles, etc.) – Competition – Industry ```

Answer 9

• Take stock of the messages being sent by your own company, which includes: – Web sites and domains owned by your company – Blogs maintained by employees/depts. – Blogs maintained by former employees • Audit all points of contact— This will give an idea of the content that is available to the public and what that content is saying Not all mentions are equal – They vary in terms of positivity or negativity and influence – All mentions do not require action from company – Some mentions require drastic measures from company – All mentions are an indication of consumer sentiment ``` • Whether a post is positive, negative, or indifferent can be quickly assessed by reading it; influence is a little harder to establish – Indicators (traffic, links, and subscriber numbers) can assist in assessing the influence of a blog • Factors that indicate credibility – Followers – Re-tweets – Size of the blog’s audience – Frequency of posts – Age of the blog ```

Answer 10

Positive Neutral Negative Urgent

Answer 11

1. Have pre-planned response plan 2. Humility 3. Listen 4. Act immediately-direct approach- take offline if possible 5. If what they’re saying is false.... Options are basically three A) Bury with positive reviews /content B) Contact the forum/review site C) Threaten/take legal action D) Ignore 6. If what they’re saying is true.... A) Fix the problem! B) Generate more positive content

Answer 12

* Squattedusernames * Squatted domains * Trademarkinfringement (using Coca-Cola logo without permission) * Doppelgangers(JimMcDonald opens McDonalds restaurant) * Defamatory&False information * Fakeprofiles(posingastheCEOof Apple) • Need to use different tools and approaches, for example: Fake profiles might require you contact platform: i.e. Yelp Doppelgangers/ squatted domains or usernames: might require legal action for copyright infringement Defamatory & False: might require legal action or burying with positive content/comments Squatted username: identify and challenge

Module 8 Flashcards

(36 cards)