Marketing on social media
21 important questions on Marketing on social media
What is social media?
Which 4 things is social media marketing NOT?
- Advertising on social media platforms is not social media marketing (it is advertising).
- Social media marketing is not free (setting up a presence on a social media platform incurs no charge, but there is the opportunity cost of doing something else in the time spent developing the social media content).
- Social media marketing is not the solution to all the business and marketing problems.
Which 3 things are marketing on social media?
- Most organizations now use social media platforms as broadcast media for content to be pushed out to the general public, with no attempt at any kind of engagement.
- Social media marketing is about engagement – anything else is marketing on social media.
- Higher grades + faster learning
- Never study anything twice
- 100% sure, 100% understanding
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What are 4 problems with marketing on social media?
2. Only customers follow brands.
3. Engagement on social media harms true engagement.
4. Return on investment.
Why is reasons for following a brand a problem with marketing on social media?
- Hard to think of any other marketing activity that would be continued if such a small proportion of its customer base was reached.
- Many reasons for following a brand on social media imply minimal engagement: entertainment, interest in promotions, joined up for an incentive (buying friends).
- Of eight reasons for using social media only one (find specific information on products and services) can be described as commercial.
Why is engagement on social media harms true engagement a problem with marketing on social media?
- Or could the ease of virtual engagement actually cause customers (existing and potential) to disengage from real organizations, brands and products?
Some evidence that the latter (last one) might be the case in some industries. Prior to the internet, the average customer visited a dealer around 9 times before buying a car, now 1,5.
What are 4 types of commercial blogs?
The product blog
The CEO/director blog
The event blog
The promotional blog
What is the company evangelist?
What is the product blog?
What is the CEO/director blog?
What is the event blog?
What is the promotional blog?
What are 5 impacts of online reviews?
- Never before has it been possible to reach such a large audience.
- The ability of customers to offer their opinions of products and services to thousands or millions of people is one of the factors with the biggest impact of the internet on business.
- For marketers, consumer reviews are either your best friend or your worst enemy!
- For consumers, they have improved the products and services we buy.
What are 5 types of online reviews websites?
- Websites that use reviews as additional content that attracts visitors.
- Retail sites that offer feedback facilities for customers to leave comments.
- Manufacturer sites that encourage feedback on products.
- Service provider sites that use customer feedback.
How helpful are these consumer reviews?
8 in 10 consumers trust online reviews as much as personal recommendations. Searching for reviews online is the primary way consumer electronics buyers seek out product opinions.
Why do companies feature consumer reviews?
The availability of inter-consumer communications helps influence the perception of trustworthiness about a company.
Unbiased reviews engender customer trust and that translates into loyal, lifelong customers.
Doubts are beginning to creep in about the validity and authenticity of some reviews (fake).
How can companies react to consumer reviews? 4 ways.
- Proactively: joining in with online comments or responding to them.
- Covertly: adding comments as another reviewer responding to previous comments, BUT: discovery can result in lost credibility and this practice in Europe is likely to be deemed an offence.
- Overtly: making comments in response to criticism can have a positive effect and increase trust.
How many customers actually write reviews?
90% are lurkers (they read but don’t contribute), 9% contribute occasionally, 1% participate a lot and account for most contributions. This small percentage of web users who are contributors are the influencers in the online marketplace!
How to persuade customers to submit reviews?
- Make it easy: essentially, you are asking the potential reviewer to do you a favor, so do not present barriers to that favor.
- Use email to contact customers: in many cases available (online bookings).
- Offer an incentive: without making it look like a bribe.
- Formalize compliments: seek to turn informal compliments into reviews.
What is the AIDAT model?
- Addition of T(=tell) as an extra element after action.
- The customer should be encouraged to tell someone about it.
What prompts people to follow a brand on a site like facebook?
The question on the page originate from the summary of the following study material:
- A unique study and practice tool
- Never study anything twice again
- Get the grades you hope for
- 100% sure, 100% understanding
