QUESTION: Digital Native

A digital native is a person who has grown up using digital technologies and is comfortable
with their use. They are often skilled at using various digital tools such as computers,
smartphones, and the internet, and may even be able to create digital content such as videos
or animations.
For example, a child who has grown up using a tablet from a young age and has learned to
navigate various apps and games on their own can be considered a digital native. They may
not have a full understanding of how the technology works, but they are comfortable using it
and are able to adapt quickly to new apps and devices.

QUESTION: Digital Marketing

Digital marketing refers to the use of digital channels and technologies to promote products or
services. There are several methods and techniques that are commonly used in digital
marketing.
Social media marketing: This involves using social media platforms to promote products or
services. It includes creating social media posts, running ads, and engaging with followers to
build a loyal audience. For example, a company might use Twitter to engage with customers,
answer their queries, and promote new products or services.
Email marketing: This involves sending promotional emails to a list of subscribers. It can be an
effective way to build relationships with customers and keep them informed about special
offers or new products. For example, a company might send a weekly newsletter to
subscribers featuring blog posts, promotions, or industry news.
Search engine optimization (SEO): This is the process of optimizing a website to rank higher in
search engine results pages (SERPs) for relevant keywords. This can help increase traffic and
visibility for a website. For example, a company might use keyword research and on-page
optimization to improve their website's search engine ranking for relevant terms.
Lead generation: This involves identifying potential customers and collecting their contact
information so that they can be targeted with marketing messages. For example, a company
might offer a free eBook or white paper in exchange for a visitor's email address.
Landing pages: These are web pages that are designed specifically for a marketing campaign.
They typically have a clear call to action and are designed to convert visitors into customers.
For example, a company might create a landing page for a new product launch that features a
video, product information, and a "buy now" button.
Traffic generation: This involves using various techniques to drive traffic to a website. It
includes social media marketing, search engine optimization, pay-per-click advertising, and
content marketing. For example, a company might use social media advertising to target a
specific audience and drive traffic to a landing page.
Cookies: These are small text files that are stored on a user's computer by a website. They are
used to track user behavior and preferences, and can be used to personalize the user
experience or to target ads more effectively.

QUESTION: The Web As Platform

The web as a platform has gone through various stages of evolution, including Web 1.0 and
Web 2.0, and has given rise to concepts such as cloud computing, user-generated content, and
network effects. Here are some brief explanations and examples of each concept:

Web 1.0: Refers to the early days of the World Wide Web, characterized by static web pages
and a read-only approach where users were passive consumers of information. Example: A
website that provides information about a company's products and services but does not
allow users to interact or provide feedback.

Web 2.0: Refers to the current phase of the Web, where users actively participate and
collaborate, and web content is no longer static but dynamic and constantly updated.
Example: A social networking site like Facebook, where users can create profiles, share
content, and connect with friends and family.

Cloud computing: Refers to the delivery of computing services (such as servers, storage,
databases, software, analytics, etc.) over the internet, rather than locally on a user's computer.
Example: Dropbox, a cloud storage service that allows users to store and access their files
from anywhere, on any device.

User-generated content: Refers to any form of content (such as text, images, videos, etc.)
that is created by users, rather than by professionals. Example: Wikipedia, an online
encyclopedia that allows anyone to create and edit articles.

User cloud sourcing: Refers to the use of a crowd of users (rather than employees or
contractors) to perform tasks or solve problems. Example: Amazon Mechanical Turk, a
platform that allows users to perform small tasks (such as tagging photos or transcribing
audio) for a small fee.
User-defined content: Refers to content that is created or customized by users, based on
their preferences or needs. Example: Spotify, a music streaming service that allows users to
create their own playlists and share them with others.

Network effect: Refers to the phenomenon where the value of a product or service
increases as more people use it. Example: Spotify, a music streaming service that allows users
to create their own playlists and share them with others.

Network effect: Refers to the phenomenon where the value of a product or service
increases as more people use it. Example: Facebook's network effect, where the more users
that join the platform, the more valuable it becomes for all users (due to increased social
connections and content sharing).

Scalability is also crucial in the web as a platform, where the platform needs to be able to
handle a growing number of users and content. Platforms like Amazon Web Services (AWS)
and Microsoft Azure provide cloud infrastructure services that allow for scalable hosting and
storage of data.

Perpetual beta is another concept that characterizes the web as a platform, where the
platform is continuously evolving and improving based on user feedback. This allows for the
platform to adapt and stay relevant over time.

The reputation economy is also a significant development in the web as a platform, where
users can build their reputation and social capital based on their contributions to online
communities. Platforms like Stack Overflow, a Q&A platform for programmers, rely heavily on
the reputation economy to incentivize users to contribute high-quality content.

QUESTION: Social Behaviour & the Philosophy of Social Media

Social media is a complex and expansive digital universe that allows digital natives to live a
social life. It is characterized by a culture of participation, where individuals have the ability to
freely interact with others and organizations, share content, build on the content of others,
and express their unique perspectives. Social media enables active participation in various
activities such as communicating, creating, collaborating, sharing, socializing, playing, buying
and selling, and learning within interactive and interdependent networks. It is a powerful tool
that offers a wide range of opportunities for individuals to engage with others and participate
in various activities.
QUESTION: The Infrastructure of Social Media
The infrastructure of a product value chain refers to the basic facilities, structures, and
systems that support the entire value chain process. It includes the following components:
Infrastructure: This refers to the physical facilities and structures needed to support the value
chain process, such as buildings, transportation systems, communication networks, and
utilities.
(HRM): This refers to the management of personnel involved in the value chain process,
including recruitment, training, and performance evaluation.
Technology: This refers to the software, hardware, and other technologies used to support the
value chain process, such as production equipment, inventory management systems, and
customer relationship management software.
Procurement: This refers to the process of acquiring the materials, supplies, and other inputs
needed to produce the final product, including sourcing, negotiation, and supplier
management.
The product value chain is comprised of five stages:
Inbound logistics: This refers to the processes involved in receiving and storing raw materials
and other inputs needed to produce the final product.
Operations: This refers to the processes involved in converting the raw materials into finished
products.
Outbound logistics: This refers to the processes involved in delivering the finished products to
customers, including transportation and distribution.
Marketing and sales: This refers to the processes involved in promoting and selling the
finished product to customers.
Services: This refers to the processes involved in providing after-sales service and support to
customers, such as maintenance and repairs.
QUESTION: The Social Media Value Chain
Infrastructure: This includes the physical and virtual resources that enable social media to
function, such as servers, data centers, and internet connectivity.
Channels/Hosts: These are the platforms that enable users to create and publish content, such
as Facebook, Twitter, Instagram, YouTube, and LinkedIn.
Supporting Software and Services: These are the tools and services that support the creation
and distribution of social media content, such as analytics, scheduling tools, and ad
management platforms.
Devices: These are the hardware devices that users use to consume social media content, such
as smartphones, laptops, and tablets.
Social Media Activities: These are the key activities that take place on social media platforms,
which include:

Share: The act of sharing content with others on social media platforms.
Create: The act of producing original content for sharing on social media platforms.
Talk: The act of engaging in conversation and social interactions with others on social media
platforms.
Work: The act of using social media platforms for work-related purposes, such as networking
and job hunting.
Buy/Sell: The act of using social media platforms for buying and selling goods and services.
Learn: The act of using social media platforms for educational purposes, such as researching
topics and learning new skills.
QUESTION: The Zones of Social Media
Zone 1: Social Community: refers to channels of social media that are focused on relationships
and activities that people engage in with others who share similar interests or identities. These
channels emphasize communication, collaboration, and the sharing of experiences and
resources. Examples of social community channels include social networking sites, message
boards and forums, and wikis.
Zone 2: Social Publishing: refers to channels that aid in the dissemination of content to an
audience. These channels include blogs, microsharing sites, media sharing sites, and social
bookmarking and news sites.
Zone 3: Social Entertainment: encompasses channels and vehicles that offer opportunities for
play and enjoyment, such as social games and gaming sites, socially enabled console games,
alternate reality games virtual worlds, and entertainment communities. Social games are the
most advanced channel in the social entertainment zone, and other traditional areas of
entertainment, such as film, art, and sport etc.
Zone 4: Social Commerce refers to the use of social media to assist in the online buying and
selling of products and services. Social commerce channels include reviews and ratings, deal
sites and aggregators, social shopping markets, and social storefronts, all of which leverage
social shopping behaviors and enable interaction and collaboration during the shopping
experience.

QUESTION: Business Models & Monetization

Social media platforms, like other businesses, need to make money to survive. They do this by
creating a monetization strategy, which is the way they earn revenue. For example, Google
makes money by charging advertisers to show their messages on its search engine pages,
while eBay takes a cut of the proceeds each time a seller sells something on its website.
To attract more users and make money, social media platforms use a business model called
the
 Interruption-disruption model. This means that they create interesting content that
attracts people, and then they interrupt that content with advertisements. They sell ad
space to marketers who want to reach a specific audience, and users allow this to
happen in return for access to the content they want. This is how most social media
platforms make money, although some also have other revenue streams like
subscriptions or fees for data.
QUESTION: Psychic Income
Psychic income is a type of reward or benefit that is not money but can still be valuable to
people. For example, if you write a review of a restaurant on Yelp, you might not get paid
money for it, but you may get satisfaction from sharing your opinion and possibly getting
recognition for being a good reviewer.
This concept of earning non-monetary rewards is important for social media because people
and brands need to provide value in order to gain a good reputation and keep people
interested in their content. While some people may believe that information on the internet
should be free, in reality, someone has to pay for it, whether it's through money or other
forms of compensation.

The 7 Ps of marketing are a framework for developing a marketing strategy. They are:
We use 4ps for physical products And we use 7ps for services
Product: Refers to the physical or intangible goods or services that a company offers to
customers.
Price: Refers to the amount of money customers have to pay for a product or service.
Place: Refers to the distribution channels through which a company delivers its products or
services to customers.
Promotion: Refers to the various tactics that a company uses to communicate the value of its
products or services to customers, including advertising, sales promotions, public relations,
and personal selling.
People: Refers to the employees of a company who interact with customers and deliver the
product or service.
Process: Refers to the series of steps a customer goes through in order to purchase a product
or service from a company.
Physical evidence: Refers to the tangible elements that customers can see, touch, or
experience that demonstrate the quality of a product or service, such as packaging, store
layout, or the appearance of employees.
QUESTION: Social Media Marketing
Marketing is the process of creating, communicating, and delivering products or services that
people find valuable. The traditional marketing mix includes four main elements: product,
price, promotion, and place. But with the rise of social media, a fifth element has emerged:
participation.
Social media marketing uses social media platforms and tools to create, communicate, and
deliver value to an organization's stakeholders. This can include improving customer service,
maintaining customer relationships, promoting a brand or special offer, developing new
products, or influencing brand attitudes.
Examples of social media marketing trends include social funding (using platforms like
Kickstarter to fund new business ventures) and social indexing (using data from social media
users to gain insights into their preferences and behaviors).

QUESTION: Marketing Communication: From Top-Down to Bottom-Up

Traditional marketing, such as print advertisements or television commercials, operates as a
one-way communication from the brand to the consumer. For example, a car company might
create a TV commercial that showcases their latest car model and its features.
On the other hand, social media marketing allows for two-way communication between
brands and consumers. For example, a makeup company might post a tutorial video on
Instagram showcasing their new product, and customers can comment on the post, ask
questions, and share their own experiences with the product.
This shift towards bottom-up communication also allows for user-generated content, where
consumers create content related to a brand or product and share it on social media. For
example, a clothing company might hold a photo contest on Instagram and ask customers to
share pictures of themselves wearing their clothes, with the winner receiving a prize.

QUESTION: Social Media Achieves Marketing Objectives

Social media has become an important tool for organizations to achieve their marketing goals.
They use social media to promote their brand, provide customer service, manage relationships
with customers, sell products, and conduct marketing research. This is because many
consumers spend a lot of time on social media, so it's a good way for brands to reach them
and get their attention. In the following sections, we will look at how brands use social media
to achieve these different marketing objectives.
QUESTION: Promotion and Branding
In social media marketing, promoting and branding are essential objectives for marketers. To
achieve these objectives, there are two main goals that marketers seek to accomplish. The first
goal is to extend and leverage the brand's media coverage, and the second goal is to influence
the consumer throughout the decision-making process.
To promote their brand, marketers have access to three types of media: paid, owned, and
earned.

QUESTION: Different Types Of Media

Paid media are the traditional forms of advertising, where brands pay to place their
promotional messages in channels that can reach a mass audience. This includes television
commercials, magazine ads, and search engine marketing. Public relations may also use paid
media in the form of sponsorships.
Owned media are channels that the brand controls, such as corporate websites, e-commerce
sites, corporate blogs, and advergames. These channels allow brands to deliver their messages
to their target audience in a more controlled environment.
Earned media refers to the messages that are distributed at no direct cost to the company,
such as word-of-mouth communication or publicity. Brands can generate earned media by
releasing content through press releases, participating in community events, offering
exceptional service quality, and creating stunts designed to generate media attention and
buzz.
CRM: CRM stands for Customer Relationship Management, which refers to the practices,
strategies, and technologies used by businesses to manage and analyze customer interactions
and data throughout the customer lifecycle.
An example of CRM can be seen in a retail store that uses a loyalty program to track customer
purchases and preferences. The store can use the data collected through the program to
personalize marketing communications, offer targeted promotions, and identify trends in
customer behavior.
QUESTION: Let’s take a brief look at how social media marketing works at each
stage of the purchase process:
Social media marketing can be used to target consumers at different stages of the purchase
process, from increasing awareness to cementing brand loyalty.
Increase awareness: Using social media to maintain an active presence in the spaces where
target consumers "live" and integrating it into the marketing mix can increase awareness. An
example is Unilever brand Knorr's #LoveAtFirstTaste campaign, which matched singles with
similar food preferences and set them up on dates.
Influence Desire: Social media promotions can be used to persuade consumers to recognize a
sense of desire, much like advertising and catalog marketing. An example is fashion brand Lilly
Pulitzer, which posts each new collection on Facebook, Flickr, and YouTube.
Encourage Trial: Social media can be used to support sampling and loyalty programs. Celestial
Seasonings used social media to distribute 25,000 samples of its new tea flavors through the
Share The Magic campaign.
Facilitate Purchase: Social media can serve as a distribution channel and venue for sales
promotion incentives, including deals and group offers. Taco Bell, for example, rewarded
friends who added their Snapchat account with coupons.
Cement Brand Loyalty: Social media venues offer engaging activities for consumers that can
ensure they spend more time with the brand, resulting in higher levels of brand loyalty.
Grocery chain Lidl's Social Price Drop campaign allowed followers to control pricing for select
products during the holiday season, increasing engagement and loyalty.

QUESTION: Social Software

Social software refers to computer programs that help people interact, create, and share
content online.
Social media platforms such as Facebook, Twitter, and Instagram are also types of social
software. These platforms allow users to create and share content, interact with others, and
connect with friends and family. Algorithms are used to personalize the content users see in
their news feeds, such as showing posts from people they frequently interact with or ads
related to their interests.
QUESTION: Devices
Devices are tools that we use to access the internet and social media. Examples include
smartphones, tablets, laptops, smartwatches, and even televisions. Many people use mobile
devices like smartphones to access social media. There are also wearable devices like fitness
trackers that measure activity levels and share information with online communities. Some
devices like smart refrigerators and thermostats are connected to the internet through the
Internet of Things (IoT), which allows them to communicate with other devices and perform
tasks. The IoT is a paradigm in which all objects around us could be connected anytime and
anywhere. Smart devices are evolving to become more social and capable of creating
connections, solving problems, and offering services.

QUESTION: People
Social media relies on people creating and sharing content. Everyone can participate, not just
professional journalists or advertisers. Bloggers are a unique group that can create content
both professionally and personally. But social media isn't just about people; businesses,
government organizations, and media companies also participate. The different channels
where social media takes place are called the zones of social media, and they will be discussed
further.

QUESTION: The Evolution of Marketing Communication

The evolution of marketing communication has moved from traditional channels such as
broadcast, print, radio, and outdoor advertising to a digitized and interactive landscape
characterized by Tradigital Marketing. This new form of marketing combines traditional and
digital strategies to create an integrated approach that leverages the strengths of both. Key
components of Tradigital Marketing include banners, microsites, email, search, networks,
communities, blogs, and microblogs. Social Media Marketing has emerged as a critical aspect
of marketing communication in the digital age, enabling businesses to attract inbound traffic,
facilitate dialogue and participation, and encourage sharing on niche online media platforms.
QUESTION: Strategic planning and social media marketing
Strategic planning is an essential component of social media marketing, and it involves a
structured approach to developing a long-term plan for using social media to achieve
organizational goals. Here are the key steps involved in strategic planning for social media
marketing:
Mission and vision: The first step is to define the mission and vision of the organization, which
sets the foundation for social media marketing objectives. The mission statement outlines the
purpose of the organization, while the vision statement articulates the desired future state.
Environment scanning: The next step is to conduct an analysis of the internal and external
environment. This involves identifying internal strengths and weaknesses and external
opportunities and threats. This information will be used to develop strategies that align with
the organization's capabilities and opportunities.
SWOT analysis: Based on the information gathered from the environment scanning, the
organization can conduct a SWOT analysis, which involves identifying strengths, weaknesses,
opportunities, and threats. This analysis helps to identify the key areas where social media
marketing can add value and address any gaps or challenges.
Goal formation: Based on the SWOT analysis, the organization can set specific and measurable
goals for social media marketing. These goals should be aligned with the organization's overall
objectives and should be relevant to the target audience.
Strategy formation: With the goals in place, the organization can develop a social media
marketing strategy that outlines how to achieve the objectives. The strategy should be based
on the target audience's preferences and behavior, as well as the organization's resources and
capabilities.
Implementation: The next step is to implement the social media marketing strategy, which
involves creating and publishing content, engaging with the audience, and monitoring
performance. The implementation should be aligned with the goals and strategy developed in
the previous steps.
Feedback and control: The final step is to monitor and evaluate the performance of the social
media marketing strategy. This involves collecting feedback from the audience and analyzing
performance metrics, such as engagement, reach, and conversions. Based on this feedback,
the organization can make adjustments and improvements to the strategy.
Question: Three levels of digital marketing maturity:
1. Trial Phase: Trial phase: In this phase, businesses are just starting to experiment with
digital marketing tactics and are not yet fully committed to it. They may try out a few
tactics, but they're not yet sure which ones are going to work for them.
Examples:
 Creating a website and experimenting with search engine optimization (SEO) to see if
they can improve their website's visibility in search results.
 Setting up a social media account and trying out different types of posts to see what
resonates with their audience.

2. Transmission Phase: In this phase, businesses have started to see some success with
digital marketing and are beginning to invest more resources into it. They're starting to
get a sense of what works and what doesn't, and they're refining their strategies
accordingly.
Examples:
 Creating more content for their website and focusing on SEO to improve their ranking in
search results.
 Developing a social media strategy that includes regular posting and engagement with
followers.

3. Maturity Phase: In this phase, businesses have fully embraced digital marketing and
have integrated it into their overall marketing strategy. They have a deep understanding
of their audience and are able to use digital marketing tactics to effectively reach and
engage them.
Examples:
Creating high-quality content that not only attracts visitors to their website but also keeps
them engaged and coming back for more.
QUESTION: Brand Persona (and how to create it)
Brand persona is a guide that defines the human characteristics of a brand, giving it a
personality, voice and tone. It helps the brand connect with its customers and stand out in a
crowded market. Creating a brand persona involves understanding the target audience and
crafting a brand image that resonates with them.
For example, Apple's brand persona is often associated with innovation, simplicity, and
creativity. This persona has been created through their marketing campaigns, product design,
and overall brand image. By consistently portraying these traits, Apple has built a strong brand
identity that appeals to its target audience.

QUESTION: What is brand persona?

Brand persona refers to the personality or character that a brand portrays to its audience. It is
created based on the audience's preferences and interests, and is made up of various
elements such as personality traits, brand voice, language profile, and attitude and opinions.
For example, a brand that sells luxury products might have a brand persona that is
sophisticated, elegant, and upscale.
Its language profile might include formal and refined language, and its brand voice might be
authoritative and knowledgeable.
The brand's attitude and opinions might be confident and exclusive. All of these elements
combine to create a human-like personality for the brand, which helps to create a more
personal and relatable connection with its audience.

Elements:
•Personality trails
• Brand voice
• Language profile
• Attitude & opinions.
Ultimately your brand expression of your brand. persona is that humanistic.
QUESTION: Why do brands me need a human Persona?
Brands need a human persona because consumers today want to feel connected to the brands
they use. In the past, brands used to just send out messages to the market without much
interaction with consumers. But now, consumers want a two-way communication with the
brands they use. They want brands to listen to their needs and align with their values.
Having a human persona for a brand means that the brand has a distinct personality and voice
that communicates with consumers in a human-like way.
For example, Apple is a brand that has a strong human persona. Their products have a sleek
and modern design, and their advertising has a minimalist and sophisticated style. All of these
elements contribute to the brand's human persona, which makes it more relatable and
appealing to consumers.

QUESTION: How do people connects with brands?

People connect with brands in the same way they connect with people, based on behavior or
traits that attract them. This is ingrained in our primitive instinct for survival and draws us
towards familiarity as it represents safety. Brands that are familiar to us represent safety and
therefore, we tend to trust them and do business with them.
For example, if you grew up drinking Coca-Cola, you are more likely to buy Coca-Cola because
it is familiar and represents safety to you.

QUESTION: Persona Vs Buyer Persona:

Buyer Persona is a fictional character that represents our target audience,
while Brand Persona is a fictional character that represents our brand. The two personas are
different but connected. The goal of the Brand Persona is to connect with the Buyer Persona,
which can only be done by understanding the Buyer Persona on an intimate level. By
understanding what our target audience is attracted to, we can create a Brand Persona that
resonates with them and helps establish a connection.
For example, if the Buyer Persona is a young urban professional who values sustainability, the
Brand Persona could be a eco-conscious and innovative company that uses sustainable
materials and practices in its products.
QUESTION: How do we Develop a Brand Persona.
Developing a brand persona is about creating a character or personality for your brand that
your target audience can connect with.

QUESTION: 7 simple steps to develop your brand persona.

1. Identify your most influencial buyer personas.
Think about who your target audience is and who has the most influence over the success of
your business. This will help you understand their needs, wants, and preferences.
For example, if you are a company that sells running shoes, your target audience might be
athletes or fitness enthusiasts. The most influential personas could be professional runners or
trainers who have a large following and can influence others to buy your products.
By understanding their needs and preferences, you can create a persona that resonates with
them and helps build trust and loyalty towards your brand.
2. Extract Their most influential traits.
Step 2 of developing your brand persona is to extract the most influential traits of your top
buyer personas. This means identifying the key characteristics that your target audience
possesses or are attracted to.
For example, if your target audience is young adults who are environmentally conscious, then
their most influential traits could be a passion for sustainability, a desire for ethical products,
and a preference for natural ingredients. By understanding these traits, you can tailor your
brand messaging and marketing efforts to appeal to this specific audience.
3. Identify the role they want from Your brand
Step 3 is to identify the role that your brand will play in the lives of your audience. This means
understanding what your target audience wants from your brand, whether it's guidance,
inspiration, or protection.
For example, if you're a fitness brand targeting busy professionals, your brand's role could be
to provide guidance and support in achieving their fitness goals. By understanding the role
your brand plays in the lives of your target audience, you can create messaging and marketing
campaigns that align with their needs and desires.
 4. Align your brand to an Archetype
Step 4 of developing a brand persona involves aligning your brand with an archetype. An
archetype is a universal personality trait that represents human characteristics. By identifying
which archetype your brand aligns with, you can better understand your audience and what
characteristics to align your brand with.
5. Brand Tone of voice and Language.
Step 5 involves developing your brand's tone of voice and language. This includes deciding
how your brand will communicate with its audience, whether it be in a soft and gentle manner
or a more rough and gritty approach. It also involves deciding on the language profile, such as
using professional language or more informal, conversational language. Defining your brand's
tone of voice and language profile is crucial for building a connection with your audience.
For example, a brand that aligns with the archetype of the "everyman" might have a tone of
voice and language that is approachable and relatable to the average person.
On the other hand, a brand that aligns with the archetype of the "sage" might have a more
professional and intellectual tone, using more complex language to appeal to their audience's
desire for knowledge and expertise.
6. Expand your Brand Personality
Expanding your brand personality means giving your brand a more well-rounded and fleshed
out persona, beyond just a few traits or characteristics. This involves considering how your
brand would react and feel about various situations, such as industry trends, world events, and
social issues. By doing so, you can create a more relatable and authentic persona for your
brand that customers can connect with on a deeper level.
For example, a brand that is focused on sustainability may have an opinion on environmental
policies or be passionate about reducing waste in their industry.
7. Use your brand Persona as a guide.
The final step in developing a brand persona is to use it as a guide for your brand
communication. Your brand persona should guide all your touch points with your audience,
such as your website, social media pages, videos, and ads, and be consistent over time. This
consistency will help your brand feel familiar and develop trust with your audience. Using
brand archetypes is a great way to structure your brand persona and personality.
For example, if your brand archetype is the Caregiver, your brand persona should be
nurturing, compassionate, and helpful in all its communications with the audience.
QUESTION: How do you define social media? Social media marketing?
Social media refers to online platforms and tools that allow users to create, share, and interact
with content and with each other. These platforms include websites and applications such as
Facebook, Twitter, Instagram, YouTube, and LinkedIn, among others.
Social media marketing, on the other hand, refers to the use of social media platforms and
tools to promote a product, service, or brand. It involves creating and sharing content on
social media channels to engage with target audiences and drive business goals such as
increased website traffic, lead generation, or sales.
Social media marketing typically involves creating and sharing various types of content, such as
text, images, videos, and infographics, that are designed to appeal to and engage with specific
audiences on social media. It may also involve using paid advertising on social media platforms
to target specific audiences and achieve specific business objectives. Overall, social media
marketing can be an effective way for businesses to reach and engage with customers and
potential customers online.

QUESTION: What role did Web 2.0 play in the development of social media?
Web 2.0 played a significant role in the development of social media by introducing interactive
capabilities and user-generated content to the web. Web 1.0 was primarily focused on static
information and was a one-way communication channel from content creators to consumers.
However, with the advent of Web 2.0, the web became more interactive and allowed users to
create and share content easily. This led to the development of social media platforms that
enabled users to connect and engage with each other in new ways, such as social networking,
blogging, and online communities. Web 2.0 technology also enabled the creation of user-
friendly interfaces and easy access to rich data, leading to the growth of social media
platforms on multiple platforms such as mobile phones, PDAs, and computers. Overall, Web
2.0 played a critical role in transforming the internet from a static, one-way communication
channel to a dynamic, interactive platform that facilitated the growth of social media.

QUESTION: What is social software? Give two examples.

Social software is a type of computer software that enables people to interact and collaborate
with each other online. Social software includes a wide range of applications, from social
networking platforms and instant messaging tools to blogs and wikis.
Two examples of social software are:
Facebook - A social networking platform that allows users to create profiles, connect with
friends and family, share photos and videos, and communicate through private messaging and
public posts.
Slack - A collaboration tool that facilitates team communication, file sharing, and project
management. Slack allows users to create channels for specific topics or projects, send direct
messages, and integrate with other tools such as Google Drive and Trello.

QUESTION: How are devices and the Internet of Things (IoT) related?
The Internet of Things (IoT) refers to the network of physical devices, vehicles, buildings, and
other objects that are embedded with electronics, software, sensors, and network
connectivity, enabling them to collect and exchange data. These devices can range from
simple sensors to complex smartphones and appliances.
Devices, on the other hand, refer to any physical object that can be connected to the internet,
and they are a key component of the IoT. This includes everything from smartphones, tablets,
and laptops to smart home devices like thermostats, security cameras, and voice assistants.
In other words, devices are the hardware components that make up the IoT, while the IoT
itself is the network of connected devices that exchange data and communicate with each
other. Together, devices and the IoT enable a wide range of applications and services, from
smart homes and cities to industrial automation and healthcare.

QUESTION: What are the four zones of social media? How do social media
compare to traditional media?
The four zones of social media are:
Social Community: This zone is centered around people who share common interests,
activities or goals. Examples include Facebook groups, LinkedIn communities, and discussion
forums.
Social Publishing: This zone is focused on content creation and sharing. Examples include
blogs, podcasts, and video sharing platforms like YouTube.
Social Entertainment: This zone includes platforms that provide entertainment and social
engagement. Examples include gaming platforms like Twitch, and video platforms like TikTok.
Social Commerce: This zone is focused on e-commerce and social shopping. Examples include
social media marketplaces like Facebook Marketplace, and social commerce platforms like
Instagram Shopping.

Compared to traditional media, social media is more interactive, accessible, and participatory.
Traditional media is typically one-way communication, with a clear distinction between
producers and consumers. Social media, on the other hand, allows for two-way
communication and the blurring of lines between producers and consumers. Additionally,
social media allows for greater targeting and personalization, as well as real-time feedback and
engagement.

QUESTION: Explain the concept of psychic income, also known as social

currency.
Psychic income, also known as social currency, refers to the non-monetary benefits or rewards
that individuals receive from their participation in social interactions and networks. These
benefits are intangible and can include increased social status, self-esteem, and a sense of
belonging or connection with others.
In the context of social media, psychic income can be derived from the number of likes,
comments, shares, and followers a person has on their profile. These metrics can serve as a
form of validation and social proof, giving individuals a sense of importance and influence
within their social networks.
Psychic income can also be seen in other forms of social interaction, such as volunteer work or
participation in community events. By contributing to a cause or community, individuals may
receive a sense of purpose and fulfillment, which can boost their psychological well-being.
Overall, psychic income highlights the importance of social connections and the emotional
benefits that come from participating in social networks and activities.

QUESTION: How can brands use social media to develop earned media value?
Brands can use social media to develop earned media value by creating engaging content that
their audience is interested in and shares with others. By creating content that is valuable and
shareable, brands can increase their reach and exposure, as their content is shared and
promoted by their audience. This type of promotion is known as earned media, as it is not paid
for or directly controlled by the brand. Brands can also encourage user-generated content and
actively engage with their followers to build relationships and increase the likelihood of their
content being shared.

QUESTION: What is social CRM? How is it different from traditional CRM?

Social CRM (Customer Relationship Management) is the process of using social media channels
to interact with customers, build relationships, and manage customer engagement. It involves
monitoring and responding to customers’ conversations on social media channels, and using
this information to improve customer engagement and overall customer experience.
The main difference between traditional CRM and social CRM is that traditional CRM focuses
on managing customer relationships through channels like email, phone, and in-person
interactions, while social CRM leverages social media channels like Facebook, Twitter,
Instagram, and LinkedIn to manage customer interactions. Social CRM allows businesses to
engage with customers in real-time, respond to inquiries and complaints, and build brand
awareness through social media conversations. It also enables businesses to gather insights
about their customers and prospects through social media analytics, and use this data to
improve customer experience and create more personalized marketing campaigns.