Social media is an online medium where users submit comments, photos, and videos$$often accompanied by a feedback process, to identify "popular" topics. These channels provide marketers an opportunity to reach both large and niche audiences, increase access with minimal expense, quickly deliver relevant information, and allow message content to be altered almost instantaneously.

Social media represents a unique blending of technology and social interaction to create personal value for users of these platforms. This new, growing medium represents a challenging online environment that businesses can use to make meaningful connections with customers. But in order to be effective, organizations must use the availability of analytics and performance information to keep customers engaged. Take, for instance, the student organizations Green Team and Young Explorers. As they both try to learn about students' interests through page views, click paths, and conversation rates, the data the clubs are collecting needs to be analyzed so they can create tactics that generate value for potential club members such as Gabby. While Green Team is very savvy in its social media techniques, it is not as successful as the Young Explorers. Instead of focusing on the channels used, Young Explorers uses collected data to create a campaign that engages, connects, and keeps potential members clicking.

Click the $$ button to watch the video. Then, answer the questions that follow.

In order to effectively classify social media channels and locate the right channel to increase overall influence, Green Team needs to understand the type of social interaction and the media $\_\_\_\_\_\_\_\_,$ which is the degree of personal contact between the organization and potential members.

Multiple Choice

depth

type

method

richness

extent