Social Media Marketing Ch. 5

Activity streams
the news feeds or “wall” (as it’s known in Facebook) social networks use to establish an ongoing point of connection between network nodes.
Ambient intimacy
refers to our ability to stay in touch, using digital communications and social media, with people to whom we wouldn’t otherwise have access to due to time limitations and geographic dispersion.
APIs
stands for application programming interface. It’s a programming model that enables a piece of software to interact with other software.
Backchannel
another word for a direct message.
Badges
cards that people can embed in emails and on websites to share their contact information and social affiliations.
Brand engagement
the relationship that exists between brand and customer.
Brand fans
people who are enthusiastic about a brand.
Brand profile
Brands can create a _____ ______, in which the brand acts as a node in the network’s social graph. Doing so increases the opportunities for interactions with customers and prospects and also encourages people to talk about the brand with each other.
Clickthrough
an ad that viewers can click to reach a target landing page.
Consumer-generated media (CGM)
a catch-all phrase for user content.
Derivative branded content
_____ ____ _____ is newsfeed stories of brand interactions.
Directed communications
one-to-one interactions on a social network between two users.
Display ads
_____ ____ may include text, graphics, video, and sound much like traditional print ads and commercials but they are presented on a website.
Dunbar’s number
refers to the amount of meaningful relationships that a person can maintain, both online and off, which researchers have estimated to be about 150.
Earned reach
the breadth and quality of contact with users.
Embed codes
let people share content where they wish, even on their own distribution networks.
Experience design
underscores the desire to create more than a passive ad—the goal is launch an experience that people will want to share.
External social network
______________ is open to people who are not affiliated with the site’s sponsor.
Fan base
an indicator of the brand’s success in establishing a known presence within a community.
Fandom
an online fan community.
Friendvertising
a brand’s use of social networking to build earned media value.
Gallery
a forum for users to share content on social sites. Others can view the content and pass it on to their respective networks.
Gift applications
enable members to present virtual gifts to their friends. Even though virtual gifts are not tangible and may have no monetary value, they do reflect an expression of friendship, love, gratitude, and/or thoughtfulness and can be displayed publicly on a profile to visibly reflect the importance of the relationship to others in the network.
Identity cards
the social version of a business card.
Identity portability
a system such that a single profile would provide access across social networking sites with a single login and shared information.
Identity reflectors
an option to have one’s profile reflected back to them from the perspective of others.
Influence posts
occur when an opinion leader publishes brand-relevant content such as a blog post in social media. For example, when Girls With Guts (http://girlswithguts.blogspot.com/) blog about a recent restaurant opening, the earned media is known as an influence post.
Internal social netwrok
provides a method of communication and collaboration that is more dynamic and interactive than a larger social networking site.
Landing page
the first page that a person sees when he or she clicks through an ad to reach a brand’s target site.
Leaderboard
a listing of the leaders in the game competition
Message internalization
the process by which a consumer adopts a brand belief as his or her own.
Nudge
a tool for reminding someone to socialize. On Facebook, the _____ takes the form of a “poke.”
Open source model
developers post their programs on a public site and a community of volunteers is free to tinker with them, develop other applications using the code, then give their changes away for free.
OpenID
an authentication protocol that works across participating sites.
OpenSocial code
refers to a set of common APIs that enable developers to write software for applications that will run on multiple social websites.
Organic social ads
__________ are shared on a person’s activity stream following a brand interaction (such as liking the brand). ___________ occur only when people are interacting with the brand and are thought to carry enhanced credibility.
Participatory advertising
brands invite content, set mandatory guidelines and specifications, and possibly also provide participants with selected brand assets such as footage from prior commercials that ran on TV.
Presence indicator
enable users to project an identity more vividly to others within a community.
Reputation indicators
broadcast users’ contributions to a site; they include participation levels, labels, collectible achievements and awards (badges), and points.
Response device
Device in which viewers can click the ads (called a clickthrough) to reach a target landing page.
Return on emotion
conceptually assesses the extent to which a brand has delivered a value in exchange for the emotional attachment fans have awarded it.
Rich media
refers to television commercials.
Secondary content
things that others create we feel are worth redistributing to our social networks, such as retweets, links to a celebrity blog, or even brands we “like” on our Facebook page.
Seed
something that gives fans a reason to interact with the brand.
Skins
also called themes, are visual elements people use to change the aesthetic of a web page. They typically include background scenes, colors, fonts, menu styles, and a stylized layout of the page’s elements.
Social ads
online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page.
Social context ad
includes ad creative, an engagement device, and personalized referral content from people in the viewer’s network.
Social data
collected from information users leave in their digital footprints and lifestreams and is harnessed to deliver messages that should be relevant to the recipients based on their online behaviors.
Social engagement ad
contains ad creative (image and text) along with an option to encourage the viewer to engage with the brand (e.g., a clickable “Like” button).
Social interaction
interaction between two or more people.
Social lock-in
occurs when a user is unable to transfer social contacts and content from one social network to another.
Social media omnivores
people who eagerly participate in several different platforms. Most people who are involved in social media are members of at least two networks.
Social networking fatigue
___________ comes in part from the need to manage multiple community accounts (and to forego some due to the required investment) as well as from the steady streams of content flowing from multiple networks. Rather than experiencing a single social stream, those with multiple networks have several streams flowing at any point in time.
Social sharing
provides people with the tools they need to reveal elements of their digital identities. These elements include information about us or things that we create—such as our opinions, photos, videos, songs, and artworks.
Statuscasting
occurs when you broadcast updates to your news feed or activity stream.
Stickiness
a term that explains how well the site can retain visitors during a single session and encourage repeat visits. The more there is to do on a site, the stickier the site is.
Switching costs
refer to the fact that once our social graph is firmly engrained in a particular host community, the time and effort to shift may outweigh the benefit we think we will get if we move to a new community service.
Synchronous communications
________ require the active, real-time involvement of two or more people to make sense. For example, if you enter a virtual world in avatar form and strike up a conversation with another avatar you talk as if you are in the “real world”; the other avatar is likely to give up and walk away if it doesn’t get a response almost immediately.
Themes
also called skins, are visual elements people use to change the aesthetic of a web page. They typically include background scenes, colors, fonts, menu styles, and a stylized layout of the page’s elements.
Uploading functionalities
applications that make it easy to share from many locations.
User-generated content campaign
offer a way for brands to invite consumers to engage and interact while they develop shareable content.
Vertical networks
sites designed around object sociality, or the ability of an object to inspire social interaction.
Virtual good
intangible goods that that consumers purchase in huge numbers as they continue to spend more of their time in online worlds rather than in the physical world.

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