SMS Exam

What's the quote by the NISM Social Media Job Study on strategic planning?

"The strategic plan is the blueprint for the success and growth of a brand. This is the most important thing aside from implementation."

A strong business case justifying your investment will help you do what?

1. Accurately identify what resources you need. 2. Ask for and get an unexpected resource. 3. Defend your budget if needed. 4. Look for an opportunity to partner with your traditional marketing efforts.

What are a few tips for managing a budget with multiple team members?

1. Ask Why: It's critical - even if it feels awkward - to hold team members accountable for why they need the funds they've requested. 2. Be Honest: Sometimes people worry about not asking for or not spending enough money, so they pad their budget.

What are some ways you can respond to negative feedback on your social channels as a project manager?

1. Avoid being defensive and boost your reputation. 2. Thank them for their feedback and share the solution that you have in progress.

What are 2 ways a project manager can develop a plan AND keep it on track?

1. Choose Project Management Software 2. Standardize Through Documentation

What are some popular project management softwares?

1. Clarizen (clarizen.com) 2. Mavenlink (mavenlink.com) 3. Smartsheet (smartsheet.com) 4. WorkZone (workzone.com) 5. Wrike (wrike.com)

What are some steps to measure your goals?

1. Consider adding benchmarks. 2. Identify multiple measurements that might provide a clearer picture. 3. Integrate thoughtful, subjective data to round out your success measures.

What are the 2 important things to consider when creating a SWOT Analysis?

1. Consider internal (strengths and weaknesses) and external (opportunities and threats) separately. 2. At this stage, you aren't brainstorming solutions. It can be easy to get distracted in any of the four categories, but it's critical to remember that you are assessing the current state of your organization.

How can a social media professional review terms of service efficiently?

1. Consider the content you're reviewing. Are there any elements you need to be aware of for the purposes of your work? 2. Review the bold headings to identify the information that's important to you. 3. When in doubt, get a second opinion! A big part of being a successful social media strategist is being able to identify when you need to get more information.

What are the 3 steps to selecting tools based upon the goals of the company and/or the social media campaign?

1. Consider your strategy and what you're trying to accomplish. 2. Evaluate the tools that are available that would help you meet your goals. 3. Compare what you need to your budget.

What are some proposal guidelines that you can follow as a project manager?

1. Cost (a range is fine, but they should be able to indicate an estimated maximum cost) 2. Timeline 3. Qualifications 4. References

What steps can a project manager take to form a plan for a new project?

1. Define the purpose 2. Identify project requirements 3. Justify the investment 4. Secure agreement and funding from leadership 5. Develop and implement a management plan 6. Lead and motivate the team 7. Manage the risks, issues and changes throughout the project 8. Monitor progress against your plan and using KPIs 9. Manage the budget 10. Maintain communications with stakeholders 11. Implement the daily action plan 12. Manage platform interactions 13. Ensure team collaboration and consistency when working in the social space 14. Manage multiple projects simultaneously 15. Adjust activities in response to competition

What are the 6 steps for creating a strategic plan?

1. Determine the current state of the organization. 2. Agree upon where you want to be by when. 3. Recognize what has to happen to get you there. 4. Identify your resources. 5. Assign responsibility. 6. Continuously review your plan.

When preparing to request a budget as a project manager, what a few things to consider?

1. Even if you didn't use paid promotions on any of the available platforms, you would still have to budget for the cost of human capital. 2. Share the details of how the platforms you'll be using can target your ideal customer base. 3. Provide examples of past successes if possible. 4. Calculate actual or predicted return on investment (ROI).

For any keyword a search will likely identify what?

1. Existing customers 2. Interested buyers (people who have a problem you can solve) 3. Thought leaders in your industry 4. Influencers (celebrities or experts with a strong digital presence) 5. Competitors 6. Your competitors' fans and unhappy customers

When people reflect on the leaders they deem most effective, what are some of the following themes they notice?

1. Fair. 2. Consistent. 3. Calm under pressure. 4. Visionary.

What are some practical tips to integrate a Social Media Plan company-wide?

1. Give every team a unique role. 2. Track contributions publicly. 3. Make it a contest. 4. Give.

To interpret how successful you are on a video platform based on your subscriber count, consider the following information:

1. How are your competitors performing? 2. How large is your current audience? 3. . Do you have video content people are likely to share?

What are some steps to identifying relevant information during research and analytics?

1. Identify who or what influences (or potentially influences) customer buying behavior. 2. Quantify online traffic, impressions and other activity. 3. Identify all potentially useful social media tools. 4. Monitor social media of competition.

When working with analytics, you're always doing one or a combination of the following things:

1. Identifying relevant information 2. Interpreting findings 3. Monitoring data 4. Responding to what you have learned

What are some of the reasons for lack of communication with the project manager and leadership team?

1. If I send a communication, they won't read it anyway. 2. . It's too complicated for them to understand. 3. . I like to wait until there's something good to report. 4. There's nothing to report.

What are a few things you can do as a project manager that can make your role easier to manage?

1. Implement a style guide- A style guide is a set of standards for all corporate communication 2. Be consistent in your message- Using the style guide, ensure every team member understands how to create content and respond to customers. 3. Encourage the Golden Rule (build camaraderie through genuine support)- If your marketing team is launching a Facebook page, make sure every employee in the organization likes the page and shares it with their networks.

As a project manager you'll receive different types of feedback, what are some questions to consider in order to break it down?

1. Is this feedback positive, negative or neutral? 2. How can the brand benefit from this feedback? 3. Should we respond?

What are the 2 primary reasons you need to comprehend Intellectual Property?

1. It's important for you to understand what your intellectual property is so you can protect it. 2. It's equally important for you to understand which intellectual property belongs to others so you can use it correctly (which might mean not at all).

What will your role as a project manager include?

1. Maintaining social media platforms as updates or other changes occur 2. Designating who will do what on social media 3. Delegating activities to partners, or other team members with skill-sets that are applicable to the task at hand

What can you do to make the social media reports you are sharing more interesting/engaging for your team members?

1. Make it simple 2. Visually Appealing 3. Keep it consistent 4. Make it memorable

How do you decide to respond to what you have learned from analytics?

1. Pay attention to history. 2. Use common sense. 3. Learn from your mistakes...and your successes.

What are a few things to take into consideration when managing risk on project?

1. Remember that not every change is bad. 2. Don't create problems. 3. Everything is easier if you have a plan.

What are the 2 ways to assess your choice of metrics?

1. Review what metrics will be most beneficial as you are establishing your goals. 2. Consider what additional or more relevant metrics will help you assess your performance once you've got specific data to review.

What 6 domains does the SMS Exam cover?

1. Strategic Planning 2. Community Management 3. Marketing & Communications 4. Governance & Compliance 5. Project Management 6. Research & Analysis

What steps need to occur when creating an action plan?

1. The amount of time needed to complete the steps. 2. The resources needed to carry out the changes including software, access, tools, and so forth. 3. The person responsible for carrying out the actions related to the step. 4. The date by which the steps must be completed.

What are the 3 types of data a social media professional monitors?

1. The information on your own sites 2. your competitors, 3. industry data.

What are the 6 components of an Action Plan?

1. The project goal 2. Action items and steps 3. KPIs 4. Resources 5. Responsible persons 6. Date of completion

To secure an agreement from leadership for funding on project, what information should the document contain?

1. The project purpose (as agreed upon by the leadership team) 2. The project requirements 3. The estimated budget

Action plans should answer which of the following questions?

1. What activities or action items will be included? 2. What KPI will be used to measure the progress toward completion of the step? 3. What resources are needed including software, access, and tools? How much time will be needed to complete the action items and steps? 4. Who will perform each action item? 5. When will the action plan be complete?

What examples of specific questions you should ask during a creative brief?

1. What issue is being addressed? 2. Who is the primary audience? 3. Why are these audience members important to the success of the campaign? 4. As a result of the communication, what will the audience member do? 5. What will inspire the audience members to act?

What questions should you consider when identifying relevant information?

1. What metrics will help you achieve your organization's goals/objectives? 2. What platforms do your customers use? How familiar are you with those platforms? 3. Look at your competitors. Where do they advertise? 4. What kind of a budget are you working with?

When looking at your competitor's digital presence, record at minimum the following information:

1. What platforms are they on and, of those platforms, where are they most active? 2. Which posts are most successful Why? 3. By platform, what keywords and hashtags are used in the most successful posts?

What does the role of a project manager include?

1. Working toward clearly defined social media outcomes 2. Carefully managing one or multiple budgets 3. Monitoring multiple facets of the project timeline 4. Connecting with the individuals contributing to the project to ensure they are on task and have access to the resources they need 5. Identifying and managing risks to project completion as they emerge

What are the steps to creating a solid KPI?

1.Determine your goal. Be sure it is SMART (containing specific, measurable, achievable, relevant, and time bound elements) and aligns with the overall campaign and project goal. 2. Determine the Critical Success Factors (CSF) that will contribute to the success of your goal. 3. From your CSF, determine your Key Performance Indicator (KPI). 4. Determine additional meaningful ways to measure success that complement the KPI you've just created. The measures will be used together to assess your progress toward your goal.

Target

A clear picture of your options - your detailed list of characteristics that formed segments - has created the perfect environment for you to decide where to allocate your resources.

How would you decide on what platform(s) your interactions will take place?

A great place to begin researching this question is with your current team. In addition to researching what's happening in your industry, your team members will undoubtedly have great insights from their own observations.

What is a keyword?

A word or phrase your potential buyers associate with your product. They use keywords to find your product - either directly or as a solution to a problem they're trying to solve.

SWOT Analysis

An examination of the company's strengths and weaknesses (internal considerations) as well as their opportunities and threats (external considerations).

How would you build a profile for a company on social platforms?

Begin by researching what profiles already exist and how they might be improved. You'll probably find some that will need to be created from scratch as well.

What should you do after you develop a strategic plan?

Complete one additional cross-check with your organization's goals to ensure alignment.

What's the best way to determine the best positioning for your product?

Completing a positioning map (sometimes called a perceptual map) - even if you already suspect you know the best position for your product - is a systematic way to consider key influencing factors associated with your product.

What are the benefits of using survey's to collect data from our target audience on social media?

Consumers are more likely to remain loyal to your company when they feel a connection to you, and you are better empowered to resolve any customer complaints if you have all their details on hand.

True of False

Create a social media strategic plan aligned with company short-term and long-term goals.

Creative Brief

Created through research, interviews, and discussions between a client and a designer. The content gathered during that process guides the work created within a strategic plan. Important elements to remember are to ask the right questions including clarifying questions that come up during your interview process - and organizing the content in a meaningful way.

Minimal Competency

Defined as the ability to perform the essential tasks effectively, with minimal supervision.

What does Governance mean?

Directing a group through structured, sustained, and regulated processes to abide by laws and norms.

How is a view measured on a video platform?

Does the video play automatically or does the viewer need to click a button? That alone could potentially skew your results. How a view is measured isn't good or bad, it's simply a clarification you need to understand when you analyze the metrics.

Why are you reaching out? (Project Manager)

Don't skip the backstory. Share why the project is important and any data about your industry or organization that's relevant. This can help respondents create a more accurate response and it often brings clarity to others on the team as well.

Market Segments

Groups of people who have similar characteristics. These features might be needs, habits or preferences and they could be associated to any number of common characteristics.

What does percentage viewed of a video tell you?

How long people stay with your video could be an indication of when the quality of the content of your video begins to fade or simply that, for the topic you're presenting, there's a desired length of time. *Key to remember here is to adhere to the subject your video is focused on.

What were the job results for the importance of Compliance and Governance for 2012 vs. 2016?

In 2012, 11.4% of the participants surveyed ranked the creation of a social media policy as highly important. In 2016 that percentage increased to 36.1% for the important of Compliance and Governance. Then a second set of results concluded that in 2012, 43.6% of the respondents ranked it as highly important - the most common selection. And in 2016 it was still the most common selection, but 68.8% of the respondents ranked it as highly important.

How can social media best be leveraged to advance the greater goals of an organization?

In creating a strategic plan for an organization or your social media strategy, remember there are six categories to monitor. Remember those 6 categories!

What types of questions should you ask during a creative brief?

Include clarifying questions that come up during your interview process -and organizing the content in a meaningful way.

Competitive Intelligence

Involves collecting information about your competitors' target markets, brand, and product lines, as well as industry trends and customers.

KPI

Key Performance Indicator

What are long tail keywords?

Keyword phrases that are made up of more words. If your keyword has fewer words, there is a greater chance that it will match search queries. Though that may seem like a good thing, this means there is less likelihood that the keyword search will lead to a highly relevant match, and there will be more competition for search rankings. If you have more words in your keyword phrase, you will have less competition, and match more relevant queries. -Remember the show example.

What do you need? (Project Manager)

Know what help you are looking for - at least in part. Complete your due diligence but remain open to suggestions from the subject matter experts who respond. They might be able to take your ideas up a notch.

What's the purpose of your project? (Project Manager)

Know what you need to accomplish and explain it clearly. If you can't, you aren't ready to create an RFP.

What does Compliance mean?

Obedience or conformity, typically in reference to an established law or policy.

What does RFP stand for?

Requests for Proposals

What'd does RFQ stand for?

Requests for Quotes

How would you obtain and use appropriate social media tools within your organization?

Research what options you have and create a list of your resources.

STP

Segment, Target, Position

True of False

Select tools based upon the goals of the company and/or the social media campaign.

What's your timeline? (Project Manager)

Share a realistic and honest timeline. That timeline might change or there might be an element that requires additional discussion. Don't be afraid to make an educated estimate. If you have a solid plan, you'll be able to manage changes.

SMART

Specific Measurable Achievable Relevant Timebound

As a project manager, you have the opportunity to stabilize what might feel like an uncertain process by being clear and consistent in your documentation.

TRUE

Creating and sharing terms of service can be a great start to educating your internal team and your customers about intellectual property.

TRUE

In the area of project management, one thing remains constant: The importance and design of action plans.

TRUE

Keyword Planner (associated with Google AdWords) is the most commonly used free tool for keyword analysis.

TRUE

Neutral feedback can serve the purpose of being informative. Be careful how you proceed with a response to this type of feedback because it does have the chance to turn negative. (Think of the clothing example, and basic expectations)

TRUE

The SurveyMonkey software helps you to collect feedback using its simple, customized survey through high-end enterprise options including data collection, data analysis, brand management, and consumer marketing for companies.

TRUE

The key goal and benefit of action plans is that they allow you to prioritize your work effectively so that you get the most impact for the least amount of effort.

TRUE

There is a lot less competition for long-tail keywords, so you will rank higher, and should get even more relevant searches.

TRUE

What's important is maintaining a presence on the social media channels where your customers are.

TRUE

Whatever the reason, the most important thing for you to do as the project manager is to stay on top of money that's been spent and money that's needed.

TRUE

What will you do to ensure team collaboration and consistency when working in the social media space?

Take time to think about your team, resources, and any unique considerations you have in your environment. What pitfalls do you have to be careful of? What unique opportunities can you make the most of?

What does average view duration of a video tell you?

The amount of time your average viewer spends watching your video can indicate how engaging you are from the start. *Key to being successful in this is having a great intro to engage your audience.

Positioning

The positioning of a product refers to how you want potential buyers to view your product in relation to the competition.

What are Action Plans?

They define the content creation process and detail all the steps required to create and publish content. It allows everyone involved to plan for and allocate the time required to complete their steps in the content creation and delivery process.

What do you do while responding to what you have learned during research and analysis?

This continuous process also has multiple considerations. Part of your focus is on the obvious - making changes based on better approaches you've uncovered and techniques you learned. The less obvious - but still incredibly important - portion of this step is reporting what you learned and making recommendations to the team.

What can creating aTerms of Service do?

This helps people understand how they are allowed to use your content.

What do you do when identifying relevant information?

This is about identifying what you should be analyzing and the tools you need to create an accurate interpretation.

Content Strategy

This refers specifically to the plan, creation, delivery, and management of materials that meet your overall business goals.

How can reading Terms of Service be beneficial for your team?

This will help you and your team avoid incorrect usage and potentially expensive violations of intellectual property use.

How would you integrate social media into cross-functional areas in your organization?

To be successful in this area, you have to make a conscious choice to identify the areas in which you're lacking. And remember the 4 steps to make everyone feel included.

What is the SMART acronym designed to do?

To help you remember- quickly and easily - the five key components of any goal you create.

In your role as a project manager, you're responsible for leading the team in many of the traditional ways that a department manager or CEO would.

True

What does Infringement mean?

Use without permission of an invention for which someone else owns a patent, copyright or trademark, whether the violation was intentional or not.

What does success look like? (Project Manager)

Using the KPIs you've established, understand what success in its many forms will look like. You might try asking leaders and team members to answer the question, "If this project went perfectly, what would happen?" Their answers can give you an idea of what's valuable to the organization from their unique perspective.

What is Intellectual Property?

Work that is the result of creativity to which one has rights and for which one may apply for a patent, copyright, or trademark.

What do you do when interpreting findings?

You could be examining keywords, traffic, impressions, ROI, or any number of other metrics identified as relevant information. -This process is always ongoing.

How many segments should you target?

You could likely manage 2 or 3 segments successfully.

Strategic Planning

the process that helps organizations determine and then stay focused on the goals established by the organization's leaders and key stakeholders. An organization's social media strategy is an integral part of the organization's strategic plan and aligns with the same goal.