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    Study Guide - Nyu 2024

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    kg3249
    The document outlines learning objectives and key topics from chapters in a study guide about social media marketing. It discusses the infrastructure and zones of social media from Chapter 1. It covers segmentation, motives, and social media consumer segments from Chapter 2. It examines strategic planning, campaigns, and organizational structure from Chapter 4. It addresses tactical planning, content planning, and audience understanding from Chapter 5.

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    Study Guide - Nyu 2024

    Uploaded by

    kg3249
    19 views2 pages
    The document outlines learning objectives and key topics from chapters in a study guide about social media marketing. It discusses the infrastructure and zones of social media from Chapter 1. It covers segmentation, motives, and social media consumer segments from Chapter 2. It examines strategic planning, campaigns, and organizational structure from Chapter 4. It addresses tactical planning, content planning, and audience understanding from Chapter 5.

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    STUDY GUIDE_NYU 2024

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    The document outlines learning objectives and key topics from chapters in a study guide about social media marketing. It discusses the infrastructure and zones of social media from Chapter 1. It covers segmentation, motives, and social media consumer segments from Chapter 2. It examines strategic planning, campaigns, and organizational structure from Chapter 4. It addresses tactical planning, content planning, and audience understanding from Chapter 5.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    19 views2 pages

    Study Guide - Nyu 2024

    Uploaded by

    kg3249
    The document outlines learning objectives and key topics from chapters in a study guide about social media marketing. It discusses the infrastructure and zones of social media from Chapter 1. It covers segmentation, motives, and social media consumer segments from Chapter 2. It examines strategic planning, campaigns, and organizational structure from Chapter 4. It addresses tactical planning, content planning, and audience understanding from Chapter 5.

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    © All Rights Reserved
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    of 2

    STUDY GUIDE

    CHAPTER 1 – MAIN LEARNING OBJECTIVES


    • What are social media? How are social media similar to, yet different from, traditional
    media?
    • How does the social media value chain explain the relationships among the Internet,
    social media channels, social software, and the Internet-enabled devices we use for
    access and participation?
    • What are the major zones of social media that make up the channels, modes, and
    vehicles for social media participation?
    • What is social media marketing? What marketing objectives can organizations meet
    when they incorporate social media in their marketing mix?

    From Chapter 1 “Foundations of social media marketing” focus more on the following
    paragraphs:

    - The infrastructure of social media


    - The zones of social media
    - Social media marketing

    CHAPTER 2 – MAIN LEARNING OBJECTIVES


    • Why do social media marketers need to understand the behavior of consumer
    segments? What are the bases of segmentation used to group consumers?
    • What are the elements of social identity? How do individuals build their social
    identities? How are these identities relevant to marketers?
    • What behaviors are exhibited by people using social media? To what extent are people
    participating in the four zones of social media?
    • How can we explain the motives for participation in social media activities? What
    attitudes are most relevant for our understanding of social consumer behavior?
    • What are the most important segments of social media consumers? What do they tell
    us about targeting users of the social Web?

    From Chapter 2 “Social consumers” focus more on the following paragraphs:

    - Segmentation and targeting for social media marketing


    - Motives and attitudes influencing social media activities
    - Social media segments

    CHAPTER 4 – MAIN LEARNING OBJECTIVES


    • Where does social media marketing planning fit into an organization’s overall planning
    framework?
    • What are the phases of social media marketing maturity? How does social media
    marketing change for companies as they shift from the trial phase to the transition
    phase and eventually move into the strategic phase?
    • What are the steps in social media marketing strategic planning?
    • How can organizations structure themselves to support social media marketing?
    • What are the key components of an organizational social media policy, and why is it
    important to have such a policy in place?

    From Chapter 4 “Social media marketing strategy” focus more on the following paragraphs:

    - Strategic planning and social media marketing


    - Social media campaigns: the strategic planning process

    CHAPTER 5 – MAIN LEARNING OBJECTIVES


    • What is a social media marketing tactical plan and how does it support the execution
    of a social media marketing strategy?
    • What is a channel plan and how is it used?
    • How does a content plan relate to experience strategies? What are the elements
    included in the content plan?
    • What is an editorial calendar and what should be considered in developing the
    calendar?
    • How do social media teams manage the roles, tasks, and schedules related to
    executing social media tactics? social media policy, and why is it important to have
    such a policy in place?

    From Chapter 5 “Tactical planning and execution” focus more on the following paragraphs:

    - The Why: Value-Driven Social Media Marketing


    - Who: Understanding and Honoring the Target Audience
    - What: Design the Experience

    For the main metrics in social media have a look at the slides.

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