social media marketing chapter 2

the practice of increasing quantity & quality of traffic to a website through organic search engine results

a marketing strategy that focuses on attracting customers via company-created Internet content

a computer program that searches databases and internet sites for the documents containing keywords specified by a user

form of marketing that tries to reach consumers thru general media advertising as well as through in-person contact

a regular examination of your business’ social media activity

social media mgmt tool that allows users to schedule and post updates to profiles on social platforms

content &/or interactions used to grow &/or engage w/social media community made thru efforts other than paid means

a specific part of a population, especially identified by average age, income, education, etc.

business metric used to evaluate success of org/employee to track/analyze factors crucial to success of an organization

marketing technique which involves promotion of a product targeted to cust of a related product

also known as an internet bubble; refers to the period of time between 1995 and 2002

A marketing technique of creating & distributing valuable, relevant content to attract & acquire a target audience

efforts made by a company to shape the way audiences perceive the company; how a brand is seen by the public

also known as personalized marketing; a strategy that relies on getting to know customers and their choices

the simulation of human intelligence processes by machines, especially computer systems

a person with a strong influence in his or her particular field of expertise

analytics metric that refers to the number of users who have come across particular content on social platforms

content that is continually relevant and not dated, and that helps drive new traffic to a destination

web-based technology that enables the development, deployment and management of social media solutions and services

determined by or dependent on the collection or analysis of data

happens when the desired outcome of a marketing message is achieved

a marketing method that is considered to be indirect; brand sends a message to large audience rather than to individual

performance indicator that measures the amount gained from an investment relative to the investment’s cost