Social Media Marketing Exam Set 3

In most cases, brands do not have legal ownership over content that users generate about their brand. User-generated content (UGC) is typically created by individuals, and they retain the copyright to their own creations. However, brands may acquire certain usage rights through user agreements or terms of service on social media platforms. It's important for brands to respect intellectual property rights and adhere to platform policies when sharing or repurposing user-generated content. Legal ownership is generally retained by the individuals who created the content, unless explicit agreements or permissions state otherwise.

"Earned" media refers to exposure or publicity gained through organic means rather than paid efforts. It includes media coverage, mentions, shares, or reviews that are not directly paid for by the brand. Earned media is a result of positive word-of-mouth, public relations efforts, or the quality and appeal of the brand's content or products. It is essentially the outcome of the brand earning attention and recognition through non-paid channels, contrasting with "paid" media, which involves advertising or promotions that the brand pays for.

Social selling the inbound way involves salespeople providing value to prospects by offering thoughtful content, answering questions, and engaging in meaningful conversations. Instead of using aggressive tactics, the focus is on building relationships, establishing expertise, and helping potential customers. This approach aligns with the principles of inbound marketing, where the goal is to attract and engage prospects through valuable content and interactions, ultimately leading to more meaningful and trust-based sales relationships.

• UGC helps brands understand their target audience: User-generated content provides insights into the preferences, opinions, and behaviors of the target audience. Analyzing UGC allows brands to better understand their customers and tailor their strategies accordingly.
• UGC improves site engagement and time spent on the website: User-generated content, such as reviews, comments, or community discussions, can enhance website engagement. It provides additional valuable content that keeps users interested and encourages them to spend more time on the site.
• UGC provides means for other users to connect, which then builds a stronger community: User-generated content fosters interaction and connection among users. It creates a sense of community where individuals can share experiences, opinions, and information, contributing to a stronger and more engaged user base.
• UGC is inherently peer-reviewed, making it more trustworthy: User-generated content often comes from real experiences and opinions of peers, adding an element of authenticity and trustworthiness. Reviews and recommendations from fellow users are often perceived as more credible than purely branded content.

It is generally not a good policy to delete all negative comments. Negative comments can provide valuable feedback and an opportunity to address concerns publicly, demonstrating transparency and a commitment to resolving issues. Deleting all negative comments may give the impression of censorship and could lead to a loss of trust among your audience.

However, there are exceptions, such as comments that contain hate speech, personal attacks, or violate community guidelines. In such cases, removing inappropriate or harmful content may be necessary. The key is to approach negative comments on a case-by-case basis, responding thoughtfully, and addressing concerns constructively when possible.

The impact of using casual language in social responses depends on the context, audience, and brand personality. In some cases, a more casual tone may enhance relatability and engagement, especially on platforms where authenticity and approachability are valued. However, it's crucial to strike a balance and align the tone with the brand's identity and the expectations of the target audience. Overly casual language may be inappropriate in certain professional or formal settings, but it does not necessarily mean an automatic loss of respect. The key is to understand your audience and use language that resonates with them while maintaining the desired level of professionalism and brand image.

Trusting influencers and giving them creative license is often based on the understanding that they know their audience best. Influencers have built a rapport with their followers, and they understand the preferences, expectations, and interests of their audience. Granting them creative freedom allows them to create content that resonates authentically with their followers, resulting in more genuine and effective brand promotion. While it's important to provide guidelines and align on key messages, allowing influencers creative expression fosters authenticity and engagement, which can be more impactful than overly restrictive brand control

A Social Media Service Level Agreement (SLA) is a contractual agreement that outlines the terms, expectations, and specific details related to the provision of social media marketing services between a service provider (such as a social media agency) and a client. It defines the scope of services, performance metrics, response times, and other key aspects to ensure clarity and alignment between both parties. SLAs in the context of social media are crucial for setting expectations, establishing accountability, and maintaining a transparent and mutually beneficial relationship between the service provider and the client.

A channel takeover, where an influencer is given temporary control of a brand's social media account, can be a good idea for brands. This strategy can bring several benefits:

1. Fresh Content: Influencers often bring a unique perspective and style, creating fresh and engaging content that resonates with their followers and the brand's audience.
2. Increased Reach: By leveraging the influencer's existing followers, a channel takeover can expose the brand to a new audience, potentially increasing reach and engagement.
3. Authenticity: It adds an authentic touch to the brand's social media presence, as influencers share content in their own voice and style.

However, it's essential to carefully select influencers who align with the brand's values and audience to ensure a successful and authentic takeover. Additionally, clear guidelines and expectations should be communicated to maintain brand integrity.

A social media agency delivering content to customers is more aligned with content marketing or social media marketing efforts rather than social customer service. Social customer service involves addressing customer inquiries, issues, or feedback directly on social media platforms. The other options—increased sales, less returns through self-service, and saving money on call center interactions—are ways in which a brand can see financial gain through effective social customer service. It contributes to customer satisfaction, loyalty, and operational efficiency, ultimately impacting the brand's bottom line positively.

There isn't a fixed standard for influencer commission rates, and they can vary widely based on factors such as the influencer's level of fame, niche, engagement rates, and the nature of the collaboration. Commissions for celebrity influencers can be negotiated based on the specific terms of the partnership. In some cases, influencers may receive a flat fee, while in others, they may earn a percentage of sales generated through their promotion. The commission rates can range from a few percent to higher percentages, depending on the influencer's reach and impact within their audience. It's essential to negotiate and agree upon terms that are mutually beneficial for both the brand and the influencer.