Social Media Strategies Final Exam
Viral marketing works because...
people believe their friends more than an advertisement
Viral video of Friday song by Rebecca black went viral. Videos of you spike every day. This is an example of associating are brand or messages with things people encounter often known as
triggers
From the social techno graphics ladder, identify what collectors do. Select all that apply
use RSS feeds, add tags to webpages or photos
And choosing is social media platform, a social media professional must consider the following. Select all that apply
Audience, purpose
How many followers does a nano influencer have?
Between 1000 and 5000 followers
What's the first decision, choice you must make when buying a Facebook/Instagram ad campaign?
Selecting the adjective
I Chi part of online listening is tracking online mood looking at the negative, neutral and positive social media comments. This is referred to as
Sentiment
Why should you create a listening station? Select all that apply
to get competitor info, To improve customer service, to learn what people are saying about you, to inform product and contact development
How many active users does Facebook currently have?
2 billion
An important milestones for twitters when the platform expanded the 140 character limit of a tweet to this many characters
280
Nectar sleep won the Webby's Youtube ad of the year For being the most effective at ad driving action. What did Nektar say contributed to an effective ad campaign? Select all that apply
A/B testing of the creative, targeting to YouTube audiences, good creative that generated sales
This example illustrated the power of social media to make a terrible impact on important cause
ALS ice bucket challenge
What is the action Taco Bell took when they observe social media conversations about the removal of potatoes from their menu?
Added potatoes back to the menu
If Nike is my client and I want to learn what people are saying on social media about my competitor, what is the best search terms I should use? Select all that apply
Adidas, athletic apparel, athletic shoes
The FTC requires that...
An influencer make a good disclosure of their relationship to the brand, if a influencer mentions a brands products given to them for free by the brand disclosure must be made, even if they were asked to mention that product, and influencers endorsement message should make it obvious when they have a relationship with the brand
This especially tells your friends or fans how you want them to interact with your posts.
Appeal
Although social medias exact role is still debated, and proved to be a force in political activism and helping mobilize groups of protesters during this event.
Arab spring
Select the reasons why you need an organic media strategy. Select all that apply
Booster brands validity, connect with potential customers once their followers
When Star Wars actress Carrie Fisher passed away this Brian was criticized for a tweet that promoted their product while news jacking her death
Cinnabon
What is evergreen content?
Content that discusses topics that will stay relevant in valuable for a longer period of time with only minor updates related to data or dates.
Use this Facebook ad objective to increase actions on your website or app. Whether you want purchases, leads, registrations or other type of action, this objective prompts people to do something.
Conversions
Select the following benefits of using social media for business
Crisis communications, increase website traffic, targeted advertising, boost sales
Targeting options include demographic information, geography, language, and behaviors online which are utilized when practicing this business use of social media.
Customer engagement
this selfie of a smiling group of beloved actors actresses and performers at the ability to touch the lives of more than 3,400,000 people retweeted it in the millions more that side. For three years, it held the title of the most retweeted tweet, who tweeted it though?
Ellen DeGeneres
Select all the characteristics of social media
Enables networks of communities, enables communication and builds relationships, allows users to share and create content, uses mobile or computer based technologies
This Facebook ad objective is ideal if you want to increase your page fans, add social proof to a post, or increase sign ups to a Facebook event
Engagement
users are forced to keep up with this type of content so they don't like behind or experience FOMO. They become intimately connected to the temporary content, hence feeling apart of the action, getting information and it's unpolished state is more exciting than getting it from a secondary source.
Ephemeral
HootSuite chairman and cofounder Ryan Holmes has more than 1.7 million followers on LinkedIn. He shares is insights about social media and entrepreneurship. This is an example of using social media for
Establish a brand as a thought leader
Market Place, live, watch party and messenger or features on this social media platform
Which social media company bought Instagram in 2012?
A companies brand voice should change across all of its social media platforms
False
According to author David Koeppen, listening should always be 10% of the conversation.
False
Celebrities who have the largest number of followers are the best influencers for a brand.
False
Every brand should have a Twitter account
False
Facebook but Snapchat in 2013
False
Is it recommended to start posting to your social media platforms without having a social media strategy plan?
False
Men overwhelmingly use Pinterest more than women
False
News jacking works best when it is not relevant to your brains mission/values.
False
The FTC recommends that an influencer use #Spon in content that is a sponsored post
False
Viral marketing campaigns can be guaranteed.
False
Architectural digest teases story content in it's Instagram feed, And then directs followers to read its full article via the link in bio. This is an example of using social media for
Increase website traffic
This Facebook ad objective is ideal if you want prospective customers to be able to easily submit their details but your website doesn't have a sign-up form or is an optimized for mobile
Lead generation
This social media platform is centered around career networking, connecting and sharing contact with other professionals including colleagues, potential employers, business partners, competitors, new employees, and customers.
The groundswell outlines five objectives for online participation. What is the first stage of participation in the groundswell?
Listening
When looking for an influencer for your brand, what are good metrics to consider?
Meaning for contact and engaged relevant following
Oreos tweet, " Powers out? No problem. You can still dunk in the dark." During the Super Bowl is a successful example of what?
Newsjacking
Is this a smart objective? Get more likes on my Facebook page.
No
A company Twitter account is an example of what type of social media?
Owned
What is a micro influencer?
People who have a following between 1000 and 100,000 followers on social media
The Swedish branch of this company got in trouble for running Facebook ads of Portugal's footballer superstar Cristiano Ronaldo's voodoo doll likeness in various painful doses.
Pepsi
through a research study and surveys, Fractl Found that contact with this kind of emotional response is prime for viral sharing
Positive
Which of these strategies is not good for driving engagement or follower interaction on Facebook
Post on a Tuesday morning
Reaching audiences who already know you, advertising to people who have visited your website, app, store or social media page is referred to as
Retargeting
What is something a company should do during a crisis?
Review your social media post calendar and possibly pause any upcoming events
The Uffizi Gallery in Florence Is using this type of social media content to attract new audiences to their statues and paintings. By matching exhibits with emojis, music lyrics and funny quotes, the museum is making it's our work more accessible and relevant to the young generation of art lovers.
Short video
What does the smart acronym stand for in developing objectives?
Specific, measurable, attainable, relevant, time-bound
What search term will bring the most relevant conversations if you own a subway station in Chicago.
State Street subway in Chicago
What are some ways public relational's professionals can use social media?
Swiftly react to negative press, make an announcement, identify brand threats, find influencers
What is the metric, reach?
The number of unique users who see your ad, post or page
Beauty influencer Michelle Phan leveraged her many millions of YouTube followers and billions of video views into creating Ipsy, A beauty subscription box start up in 2011. This is an example of an influencer developing trust in their audience which resulted in the influencer creating what?
Their own product brand
What are the benefits of working with an influencer with a smaller following?
They have closer relationships with their audience, their engagement rate is much higher, people trust small influencers more, they can be more relevant for your brand because of the niche Content they create
in 2020, Nathan Apocada's Video featuring himself riding a long word to work, drinking ocean spray against the soundtrack of Fleetwood Mac, dreams, went viral. What platform did Nathan originally upload a video to causing it to go viral?
Tik Tok
A company should always post its press release on social media.
True
Hey persona is representative of your target audience and can be used as a planning to walk to understand motivation, behavior and goals.
True
Most influencers are part of the creator economy
True
Organic social media is the only way to truly connect with potential customers once their followers.
True
Organic social media is the use of free services in tools that each social media platform provides to its users.
True
The benefits of social media advertising are guaranteed targeted reach, Immediate date and results, and the ability to change creative add elements on the fly
True
The use of Instagram, Snapchat and TickTock is especially common among adults under 30
True
There are a variety of ways for you to contact creators to generate income, but it almost always comes down to advertising. Pre-roll ads that show prior to YouTube video, for example, are a huge source of income for digital influencers
True
There is a difference between a traditional crisis and a social media crisis.
True
True or False: @AskTSA Twitter account is a separate Twitter account dedicated to answering customer questions aside from the main @TSA Twitter Account
True
True or false, a user can belong to more than one social technographic
True
True or false. A brand can conduct online listening through the native social platform, paid software or free software.
True
True or false. You should listen for compliments as well as negatives about your brand?
True
Unruly has identified 10 motivations for social sharing. The best video elicit a broad range of motivations
True
When posting to social media during a crisis, your brain voice should not change. However, your tone can change.
True
The following are best practices to respond to negative social media comments. Select all that apply
Use the comment to generate a positive review, respond quickly with an apology and/or alternate solution, show your brains human side
Tik Tok and Instagram Food hacks often go viral because they are...
Useful and Showaway how to
Is this a SMART objective? To increase the number of links to my blog site on country music by 10 percent by May 2017.
Yes
This social media network is the undisputed king of online video
YouTube
Which of the following is true about conducting a social media audit for a business?
all of the above. It can help you understand what's working and what's not. It can help you Identify which outdated profiles you need to revive, repurpose, or shut down. It can provide insight on new opportunities to grow and engage your audience.
What are some things Southwest airlines did well during a technology error that caused the airline to cancel nearly 2000 fights? Select all that apply
apologized on social media, quickly responded to comments, did a Facebook live on the status of flights featuring the airlines chief operating officer
A user who comments on forums, readings and reviews sites fits the _______ Social techno graphic
critic
in the TEDTalk video, what makes something go viral, Dao Nguyen of Buzzfeed, Discussed how to categorize contact by the job the contact is doing for the reader or viewer. This practice is called...
cultural cartography
Why is TikTok so popular? Select all that apply
easy content creation, sharing, and viewing Dash due to the short format, neither the video creation nor the washing process takes much time or effort. Localized Contin - the app often runs local contests and challenges in captures local trends using localized hashtags. Celebrity endorsements - several celebrities, including Jimmy Fallon, have helped Drive popularity
Select a Facebook ad objectives. Select all that apply
engagement, Brand awareness, traffic
The following are different ways to target audience for a social media ad campaign. Select all that apply
engagement, demographic, behavior, location
What are some steps brands should take for avoiding a social media crisis? Select all that apply
have a social media policy in place, double check your brain voice
The following or social media crisis. Select all that apply.
insensitive or out of touch comments on social media, product sales and customer criticism on social media, employee errors and bad behavior gone viral