SMM test 1 UTA
Parts of developing a SMM strategy
1.Identify a Target Market and Create Personas 2.Conduct a Social Media Audit 3.Establish Goals, Objectives and Metrics 4.Determine Resources, Roles and Responsibilities 5.Establish a Tone of Voice 6.Select a Platform 7.Create and Optimize Social Media Networks 8.Create a Distribution and Content Strategy 9.Create a Social Media Content Calendar and Schedule Posts 10.Track, Analyze and Tune
Facebook recommends going live for at least ______ minutes, as the longer the broadcast, the more likely people are to discover the video.
10
When sharing photos of people, how many people per photo does Twitter allow you to tag?
10
Instagram is most popular among which age group?
13-17
A username on Twitter can contain how many characters?
15
Facebook is most popular among which demographic?
18-49 year olds
Instagram Stories are posts featuring videos or images that disappear after _______ hours, similar to Snapchat stories.
24
What percentage of smartphone owners between the ages of 18-44 state they cannot recall the last time their mobile phone was not next to them?
25%
Which is generally the worst time of day to post on Instagram?
3-4 pm
How long did it take the Internet to reach 50 million people?
4 years
Studies show that Facebook posts with ______ characters receive 86% more engagements than posts with higher characters.
40
What is the recommended percentage of content on Instagram that should be non-promotional?
80%
What is a personal vision?
A picture of your true self in the future It includes all the important elements of your life and career. It is who you want to be, what you want to do, how you want to feel, and with whom you want to associate yourself. It helps you see into the future, as it is the framework for the process of creating your life.
What is the social media skills gap?
According to Hootsuite CEO Ryan Holmes, there is a social media skills gap of epic proportions, resulting in billions of dollars in lost opportunities and revenue. The current workforce is ill-equipped to help businesses tap into the true potential of social media. Among 2,100 companies surveyed by Harvard Business Review, only 12 percent of those companies using social media feel they use it effectively (Holmes)
Which of the following did Instagram NOT do as a result of COVID-19?
Allowed all accounts related to COVID-19 to appear in the account recommendations and the Explore section
Which is the most used Instagram filter in the world?
Clarendon
Clicks
Clicks are how many times a person clicked on a post.
What are values?
Core beliefs you hold regarding what is right and fair in terms of our actions and our interactions with others.
What is a way to plan, organize and schedule all social media activities?
Create a social media calendar.
Facebook content strategies
Establish A Voice:Brands must establish a voice that is consistent on social media and speaks to its target audience while staying consistent with their values. Positive posts, and posts with exclamation points receive 2.7x more interactions on FB.Be Authentic:Be authentic and transparent on Facebook or any social media platform, being authentic goes along way to your audience and consumers. If you are not authentic, you risk alienating your audience. Social Media Rule of Thirds:⅓ of posts should be about promotion, ⅓ about personal interactions with employees or brands,⅓ shares of posts from other pages in the industry. This is to avoid bombarding the viewer base with too much promotion.
What was the 2015 Oxford Dictionary Word of the Year?
Face with Tears of Joy emoji
Instagram is owned by which company?
Discuss the reasons why you would use Facebook live to market a product or service.
Facebook Live videos are viewed 3X longer than non-live videos on Facebook. When brands go live on Facebook, their non-live page content receives more exposure as fans go to their page to see more content. Facebook Live can allow brands to engage directly with audiences in an authentic way by answering customer questions and interacting in real time. Allows for insights on one's profile based on total minutes viewed, total number of views and total engagements (clicks, comments, shares) Brands can build anticipation by letting fans know ahead of time that they will be broadcasting live, and have viewers subscribe to receive notifications when the brand is live. Facebook recommends going live for at least 10 minutes, as the longer the broadcast, the more likely people are to discover the video. Facebook also automatically publishes live video on your Facebook page after the broadcast ends.
True or False: Businesses have to pay a subscription fee to leverage the Facebook Shop feature.
False
True or False: Tuning is the continuous process of fine tuning every post before it gets published.
False
People tend to be happier on ______, so brands should try posting funny or upbeat content on that day.
Friday
Demographics of twitter
Gender: 21% of the female population uses twitter 24% of the male population uses twitter Age: 32% of ages 13-17 use twitter 38% of ages 18-29 use twitter 26% of ages 30-49 use twitter 17% of ages 50-64 use twitter 7% of ages 65 plus use twitter
Demographics of instagram
Gender: 43% of females are users 31% of males are users Age Range: 72% 13-17 67% 18-29 47% 30-49 23% 50-64 8% 65 and up
Discuss how you can strategically use hashtags in Facebook posts as a marketing manager.
Hashtags help followers find posts about a particular topic of interest and make brands more searchable on Facebook. In fact, posts with hashtags receive 60 percent more interactions on average than posts without hashtags, the best number of hashtags is 1-3 per post
URL Click
How many times a person clicked on a Call to Action URL
Engagements
How many times a person interacted with your content. It includes likes, comments, shares, and in some cases, clicks.
If you are a student, how should you describe yourself with your LinkedIn headline?
How you want to be found by a potential employer.
What are the key metrics that Instagram Business can give you as a business owner?
Impressions, Reach, Likes, Clicks, Comments, Interactions, Engagement, # of times photo was saved
Which of the following is a benefit of social media marketing?
Increased Exposure/Brand Awareness Increased traffic Brand loyalty Lead Generation
Which country has the highest amount of Facebook users globally?
India
Content Strategies for Twitter
Less Promotion, More Conversations Keep Posts Short Post Consistently and at Optimal Times Post Visually Appealing Content Use Twitter Lists Ask Questions and Run Polls Provide Customer Service Use Emojis Run Contests and Promotions Host a Twitter Chat Account Takeovers Go Live Use Direct Messaging Cause Marketing Advertise on Twitter
Which are social media engagements?
Likes + comments + shares + clicks
Ways to Build Your Personal Brand Online
Linkedin Twitter Create your own branded website Establish yourself as an expert and thought leader through blogging Start your own podcast Write a weekly newsletter or email (you can build an email list with an email sign up form on your blog or website) Create your own YouTube channel with video content
Pyshographics of twitter
Location: 26% live in urban areas 22% live in suburban areas 13% live in rural areas Income: <$30k 20% $30k - $74,999 20% >$75k 32% Education: <=Highschool 13% Some college 24% College+ 32%
Pyshographics of instagram
Location: 46% of urban community are users 35% of sub urban community are users 21% of rural community are users Income: 35% of >30k 39% 30k-74,999k 42% <75k Education: 33% of >/= High school degree 37% of some college 43% college grads
disadvantages of SMM
Makes finding and hiring top talent difficult due to the social media skills gap Lacks an emotional face-to-face connection Opens brands up to negative feedback Requires additional resources to manage Accompanies unrealistic customer expectations Risks accounts being hacked or experiencing security breaches Needs daily and sometimes around the clock monitoring Deals with the potential of inappropriate behavior including bullying and harassment Has a viral nature, so brand reputation can be damaged instantly and sometimes permanently Can be difficult to measure return on investment (ROI)
Mentions
Mentions are the number of times a person or business tags the business in a social media post
Which of the following are most represented among the top 10 followed Twitter accounts?
Musicians
Which of the following are external, and help you foresee what you may be facing in the industry?
Opportunities
In a company SWOT analysis, which of the following are EXTERNAL?
Opportunities and Threats
What is a great way to become an active participant on LinkedIn and Twitter?
Post regular status updates Use visuals Find and join LinkedIn groups Invite people to connect
Instagram content strategies
Post with a location: Tagging locations in posts allows users searching those places to easily discover your content. posts with locations receive 79 percent more engagement than posts without Use tags: Like on Facebook, tagging makes it easier for fans to find a company or person mentioned in a post or photo. Tagging also makes posts stand out and increases the chance of having that person or company share a post with followers. When tagged, the person receives a notification and your post becomes a part of his or her profile Post consistently and at optimal times: Before and after work are typically the best times to post on Instagram 3-4 p.m. is the worst time of the day to post. Instagram videos receive more interactions around 9 p.m. Post visually appealing content: Using the same filters, brands can establish a consistent identity that is recognizable by followers Regram user-generated content A regram is when someone shares another instagram user's post to their own page Simply sharing customers' content on instagram, customers are more likely to promote your brand
Which of the following did Facebook NOT do as a result of COVID-19?
Promoted ads for face masks, hand sanitizer, disinfecting wipes, and test kits
Which celebrity helped put Instagram on the map?
Snoop Dog
How to develop your personal brand
Step 1: Identify Your Target Audience Step 2: Determine Your Vision and Purpose Step 3: Determine Your Values Step 4: Determine Your Passions Step 5: Determine Your Goals Step 6: Determine Your Brand Attributes Step 7: Determine Your Strengths, Weaknesses, Opportunities and Threats Step 8: Determine Your Competition Step 9: Identify Three Words that Best Describe You
Which of the following should you NOT do on social media?
Tag or post pictures and videos of people without their permission.
Which of the following are important when establishing a brand's tone of voice?
The brand's language The brand's tone The brand's purpose The brand's character
What is Facebook Zero?
The declining organic reach on Facebook for Facebook pages.
Audit Your Personal Brand Online
The majority of people don't even Google themselves, but employers and potential customers certainly will. As you start to create your personal brand online, your name will start appearing in search engines and on social networks. This can be both beneficial to your brand or harmful depending on the context. The viral nature of social networks should encourage you to start listening in on what people are saying about you.
cost per thousand (CPM)
The media cost of exposing 1,000 readers or viewers to an advertising impression.
What is social media reach?
The number of people who have seen any activity from your social media account.
Engagement Rate
The percentage of a brand's audience that has engaged with their content. To calculate engagement rate, divide the number of engagements by the total reach.
What is social media listening?
The process of monitoring the internet to determine what is being said about a particular brand, topic, or industry.
Discuss the optimum amount of characters you should have in a Facebook post and why.
The shorter the better — 140 characters or fewer is ideal. Longer posts will get cut off in a user's feed, forcing them to expand the text to read more. In fact, studies show that posts with 40 characters receive 86 percent more engagements than posts with higher character
Followers
The total number of people who have followed, or liked a brand's social media account.
Impressions
The total number of times a brand's content was delivered to someone's feed. If a person views a brand's post five times, the total number of impressions for the post would be five.
Reach
The total number of unique people who have seen a brand's content on social media. If a person views a brand's post five times, the total reach would still be one person.
What are personal brand attributes?
The words you would use to define your personality, or the value that you offer.
True or False: You are 7 times more likely to be found on LinkedIn with a profile picture.
True
How does Twitter's algorithm work and what changes have been made over time
Twitter's current Algorithm ranks tweets with these four features: 'In case you missed it' - show you tweets that you may be interested in that were posted some time ago. Ranked based on tweets that are relevant to you. 'Show the best tweets first" - Show the best and most relevant tweets first. Ranks them based on recency, overall engagements, the author, and past interactions with this author, and tweets you found interesting in the past. Overall, the tweets are ranked based around what is relevant to you and what you show interest in. 'Happening Now' - Twitter may also feature events at the top of your timeline labeled as "Happening Now". When available, it will show events and topics Twitter thinks you might be interested in. 'Remaining tweets' - After you've seen the first two sections of tweets, remaining tweets from accounts you follow will be displayed in reverse-chronological order. Will also include retweets, promoted tweets, suggested accounts to follow, and popular tweets from accounts you don't follow.
Which of the following is NOT an advantage of social media?
Unrealistic customer expectations
Basic Do's and Don'ts of Social Media
Use different accounts or profiles for your professional and personal communications. Build a reputation for honesty. Be respectful and nice. Don't react too quickly. Always spell check. Use hashtags strategically. Don't spam your followers' feeds. Don't follow people just for numbers. Consider your tone: bragging and complaining never go over well. Don't tag or post pictures and videos of people without their permission. Don't post anything you would not want your coworkers or potential employer or client to see. Treat people how you would want to be treated and show respect to others: there is always a person on the other side of the screen. Don't abuse your network; you don't have to post everything you do all of the time: some things should be left private.
What are the components of a business twitter account?
Username - Max 15 characters, your brand name Profile Picture - Visually Represent the brand Bio - 160 character limit - Provide info about your brand and why people should follow. Add website Cover Photo - Featuring Products, 1500x1500 Pinned Tweet - Pin important events, announcements, promotions, contests, giveaways, high-performing posts Gallery - Recent pictures. Make sure it's fully Populated
how to make an instagram business profile
Username: Choose a username that clearly represents the business, and matches the username used for its other social media profiles. Profile Picture: Add a profile picture that represents the business such as a company logo, and one that matches its other social media profiles. The profile picture will be cropped into a circle, so make sure to choose an image that fits within the shape. Website: The website section of the profile is the only place on Instagram where a clickable link can be added, as links are not clickable from posts. Businesses can change the link to their website often, linking to the most important content related to their business. Bio: A business's bio should explain who they are and what they do in a concise way as the bio field is limited to 150 characters. Instagram now also allows users and businesses to link to both hashtags and other profile links in their bios. Business profile features: Once an Instagram profile has been converted to a Business to Business Profile, businesses have the ability to add business hours, an address, and a business phone number to their profile.
advantages of SMM
Utilizes platforms that allow for unlimited access and are free to use Makes brands more visible by exposing them to larger audiences Allows for easily identifying and reaching target audiences Heightens customer service and engagement through two-way communication Increases brand awareness and loyalty Has higher conversion rates over traditional marketing tactics Improves search engine rankings Increases website traffic Allows for immediate measurement through analytics
What are passions?
What intrigue and motivate you in determining how you want to spend your time.
What is earned media?
What the public shares digitally and verbally about a brand.
What is click-baiting?
When a post uses a headline that encourages followers to click without giving information about what they will see.
Which gender uses Facebook more?
Women
Which gender uses Instagram more?
Women
call to action
Words that urge the reader, listener, or viewer of a sales promotion message to take an immediate action, such as "Write Now," "Call Now," or (on Internet) "Click Here"
paid media
a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space
Social Media return on investment (ROI)
a measurement of the value from social media marketing. Represented with a ratio between net profit and the cost of investment: Profit / Total Investment x 100.
owned media
a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands' value to customers
A pinned post is __________.
a post at the top of a brand's Facebook page
A customer persona is ______.
a representation of a company's target market based on data collected from existing and target customers
How can /Why would you want to use question posts strategically on Facebook as a social media marketing manager?
allows for followers to interact and engage directly with brands on social media, making followers feel like their opinions are valuable
What is user-generated content (UGC)?
any digital content that is produced and shared by end users of an online service or website
Why is Instagram a good platform to market a product?
because they offer a wide range of platforms on instagram to use to help reach as many people as possible: Instagram shops - Businesses can use Instagram shops to sell their products. Instagram stories- stories give brands a new way to interact and engage with their audience without having to worry about over-posting and spamming follower's feeds Instagram live- Followers receive a notification when an account goes live great way to quickly grab attention Instagram TV (IGTV) - long form vertical only video content, can be up to an hour, similar to YouTube Instagram reels - TikTok look alike feature, users create 15 second clips with audio and effects
True or False: The only way to complete a purchase with Instagram Shop is through the Facebook app.
false
Tagging on Facebook ______.
increases the chance of having the tagged person or company share a post increases Google ranking increases SEO value makes posts stand out
The strongest Twitter bios usually contain _____________.
industry targeted keywords
advantages to use instagram vs facebook
instagram has a higher average engagement rate younger fan base earns more likes compared to facebook
disadvantages to use instagram vs facebook
lower conversion rate difficult to break through clutter need strict brand enforcement
The "SMART framework" must be?
specific, measurable, attainable, relevant and time-based
The Instagram algorithm displays posts based on ______.
the content that followers engage with the most
A social media content strategy is __________.
the planning, development and management of social media content
How does Instagram's current algorithm work and what changes have they recently made?
three main factors: how interested its users will be in the post based on content they engaged with in the past, the timing or recency of when the post was published, and a users relationship with and how much they have interacted with the person or brand who published the post - recent update: showing the content that followers engage with the most at the top of the feed
True or False: A social media distribution strategy determines the network and frequency of posts and content types that will be published on each network.
true
True or False: A social media marketing strategy outlines the strategies and tactics for how a company will incorporate social media into its business.
true
True or False: Consumers now regard social media as a more trustworthy source of information over traditional marketing communication:
true
True or False: Facebook is the most active social media platform in the world?
true
True or False: Instagram posts with locations receive more engagement than posts without.
true
True or False: Photos that feature faces get more likes on Instagram than those without.
true
True or False: Question posts receive 100% more comments than standard text posts.
true
