Social Media Platforms
Sam, the CEO of a clothing company, is very vocal on political topics and expresses his opinions on the company's Twitter account. What are the most likely risks due to his behavior?
Reputation damage and financial loss
An electronics manufacturer recently released an updated product that corrects the defects of a previous version. Many customers are liking, commenting, and sharing the company’s posts about the new product. What is this activity called?
Engagement
Which organization is likely to experience the highest impact of implementing an aggressive social media marketing campaign?
A political campaign for mayor of a large city.
A small business is selling widgets. A recent customer is enthusiastic about her widget and has shared the business’s posts in her personal social media network. What kind of social media communication is this?
Earned Communication
Which of the following is a social media optimization technique that can aid in search engine optimization?
Filling out all social media profiles completely.
Alan works for an event planning company and is creating a curated content article about the ten best games for breaking the ice at parties. He has found articles on the internet describing various games, which he wants to incorporate into his own content. Which of the following is a best practice for using curated content ethically?
Create a new title, links to the original sources and add personal editorial comments.
A marine biologist works as a guide for a whale-watching tour company. He wants to communicate information on scientific research, videos of whale sightings, and other events to potential tour customers and whale conservationists. He also wants to share information from his industry peers. Which social media tool can he use to accomplish these needs?
Business Blog
Bill owns a small, local video production company. His current customer base comes mostly from local musicians looking for live concert music videos and small start-up businesses in need of social media video advertising. His goal is to increase his bookings. When he creates a social media posting, which of the following messages would be an effective cal to action?
Schedule a video shoot today to receive a 10% discount.
A company can use statistics from social media to predict user behavior. What kind of big data strategy is this?
Data Exploration
During which stages of the social media strategy planning cycle should you perform social media optimization (SMO)?
Listen and analyze; identify the target audience; set goals; define strategies; implement; monitor and adjust
A company has determined that its typical customer hears about their products through their social media network, then visits the company website, and then makes a purchase. What type of conversion attribution model is this?
Multi-source. (attempt to understand the entire journey the customer takes)
To be considered as part of a brand’s primary audience, a persona must be:
Someone interested in the product, needs the product, and is able to afford the product.
Erin has been assigned to grow the social media community for a health care provider association. She wants to include open job postings and mentoring sections in the community to help people network. What types of risks will she need to address as she develops the strategy for these community areas?
Regulatory compliance and privacy violations
Matthew and Ashley are trying to decide whether their company would benefit from having an Instagram account. What is some of the demographic information they should consider to make this decision?
Age of their customers, customer income and gender
A large grocery store chain has an active print media operation. They publish weekend flyers to be inserted into newspapers. They also frequently send direct mail flyers. How can they best incorporate social media into their advertising mix?
Post the weekly coupon flyer as a PDF
Which of the following is a benefit of researching and creating social media personas for a business?
Helps you focus on who your main brand consumer is and see your products from their perspective
An airline customer service department needs to notify passengers when a flight is delayed. Which of the following is an example of a SMART goal mission statement for the customer service department?
Notify passengers via text message within 15 minutes of flight delays.
Teri is the Social Media Strategist for a large educational institution and is responsible for social media risks within their communities. She has implemented a quarterly comprehensive evaluation and daily checks for threats and weaknesses. What stage requires assigning probability levels to threats?
Identify and Resolve
A marketing company is developing a promotional service that it will offer to various clients. The service includes daily posts on popular social media platforms, including information about selected products, a map of the client’s current location, and the date/time the product is available. What kind of business client would best benefit from this social media strategy?
A gourmet food truck selling upscale sandwiches
Jonathan works on the marketing team of a regional sporting goods retailer. He has been asked to give a short presentation at a company-wide meeting about the results of the marketing team’s social media campaigns over the last year. What type of media report would be the most appropriate to use as the basis for this presentation?
Campaign
The author, graphic designer, and publisher of a series of graphic novels will be making appearances to sign their work at a major fan conference. What would be the best strategy to attract the largest number of customers to the signing?
Schedule an event on Facebook
Jared has been assigned to review the company’s social media policies and determine what changes should be considered for modification. As he reviews the ethical guidelines, he identifies that the code of conduct section needs modification regarding employees’ personal social media usage guidelines. Why is it important to include personal social media usage guidelines?
Personal social media usage can have a negative impact on the company’s reputation.
A company noticed a recent spike in online postings about one of its products. In response, they increased the amount of paid advertising for that particular product. However, sales of the product dropped by 75% in the next 3 months. Which value component was missing from the analysis of the spike?
Context: most of the posts were complaints about product performance
Sarah works for a company that sells professional-wear clothing for women, online and in select retail stores. She is conducting a SWOT analysis of the online social media plan. Which of the following should she have completed first?
A social media audit and a list of social media goals
The developers of a point-of-sale retail transaction software had a system error in the Web server. Users of the system were unable to upload data through their remote online entry service. The customers quickly grew angry about the situation and began posting negative comments on several popular social media sites and the company’s public message board. The company is in the response stage of managing the crisis. What should they do?
Post responses to the messages, explaining the problem and when it will be resolved.