Risk, Reputation & Crisis
The possibility that a threat will take advantage of vulnerability or weakness and create a negative impact on the business.
What is a risk?
What type of ad on Facebook starts out as an organic post?
Boosted post
Which of the following units of storage can hold the most data?
a. Exabyte
b. Petabyte
c. Terabyte
d. Megabyte
a. Exabyte
What is one of the largest mistakes companies make when entering into social media?
a. Tying social media to business goals.
b. Not tying social media to business goals.
c. Integrating social media with traditional media.
d. Creating variations of their content.
b. Not tying social media to business goals.
Kara enjoys creating and cooking new recipes and sharing with her family. She recently created a cookbook, and is looking for ways to promote it through social media sites. She has discovered a network of people who also like cooking and will write an honest review and post in a cooking social media group, if she will give them a free copy of her cookbook. What are these people called?
A Influencers
B Marketers
C Ghost writers
D Content providers
A Influencers
What is another term for corporate identity theft on social Media?
Social engineering
Spear phishing
Social proof
Brandjacking
Brandjacking
Which platform is most often used for B2B advertising?
What type of data is based on natural language?
a. Structured data
b. Unstructured data
c. Big data
d. Cleaned data
b. Unstructured data
Which of the following is information that describes other data?
a. Metadata
b. Microdata
c. Rich snippets
d. Itemprop
Metadata
During the planning stage of your social media campaign, you ask yourself, "why are we doing this campaign?" By doing this, what are you trying to pinpoint?
A Goals
B Mission
C Tactics
D Audience
B Mission
What is data scraping?
a. A method of extracting data from social media sites.
b. A method of deleting data from social media sites.
c. An illegal way to steal data from social media site users.
d. A type of phishing attack that targets company data.
a. A method of extracting data from social media sites.
What three components does Twitter use to determine your quality score?
Resonance — Are consumers engaging with your tweet?
Relevance — Is your tweet related to things a user is interested in?
Recency — Is your tweet fresh? The most recent tweets get higher priority.
What are the three C’s related to big data?
Confidence
Context
Choice
What information is provided in a campaign report?
Provides insights into a specific campaign, detailing the strategies and tactics used and what the results were
You call an emergency meeting for your social media strategy team and your risk governance team, and you inform them that you have detected and identified a real-life crisis. What is the next step to managing your crisis?
A Response
B Distinguishing
C Elevating
D Recovery
Response
What is the most important part of managing a crisis?
The possibility that a threat will take advantage of vulnerability or weakness and create a negative impact on the business.
Which metric is often used to determine quality scores?
Click through rates
What type of big data strategy involves experimental analysis and testing hypotheses?
Decision Science
What is SMO?
Social media optimization (SMO) is the practice of adjusting and improving your social media strategy, content, and social media profiles into a cohesive, consistently branded package.
Janis is marketing director of a surfboard start-up firm that is considering to use Twitter and Instagram to increase future revenues by building a larger potential customer base for their upcoming summer release of new boards. When evaluating the social media campaign, which metric could provide her with the results to determine success?
A An increase in sales of their current software release. If sales increase by 10%, the campaign will be considered a success.
B The number of link-clicks each post receives. If more than 50 followers click through to the company Web site on each post in the campaign, it will be considered a success.
C The total number of followers on each platform. If followers on each platform increase by at least 10%, the campaign will be considered a success.
D The number of likes and comments each post receives. If more than 10 followers like or comment on each post in the campaign, it will be considered a success.
C The total number of followers on each platform. If followers on each platform increase by at least 10%, the campaign will be considered a success.
What are the four stages of a crisis?
Detection
Identification
Response
Recovery
Which of the following is the correct way to calculate your cost-per-click (CPC)?
a. Total $ spent/Total # of impressions
b. Total # clicks/Total # of impressions X 100
c. Total $ spent/Total # of clicks
d. Total # clicks/Total # of engagements
c. Total $ spent/Total # of clicks
What are the 4 Vs for big data?
Volume
Variety
Velocity
Veracity
If you are running a marketing campaign that has both social media and traditional media, what can you do to track where website visitors heard about the campaign?
To know where your customers are coming from, you can create unique landing pages on your Website. Then you can see how many users are coming from social media sites or traditional media.
Felix works for a company that sells winter sports equipment, both online and in select retail stores. He is conducting a SWOT analysis of the company's social media plan. What should he have before starting a SWOT analysis?
A A list of social media goals and known competitor's social media sites
B A social media strategy and personas for each target audience
C Social media goals and accounts for all social media platforms
D A completed social media audit and list of social media goals
D A completed social media audit and list of social media goals