Social Media Marketing Chapter 3

at least once a quarter

How often is it recommended to perform an overall comprehensive social media audit? A. daily B. once a year C. at least once a quarter D. at least weekly

Owned media

Internet sites, such as websites, blogs, Facebook, and Twitter accounts, that are owned or controlled by a company

yes

Is it important to understand if a social media channel provides any direct or indirect measurable benefits to the brand during an audit? A. yes B. no

owned and earned

Most of what we consider in social media marketing falls into which type(s) of media? A. owned and created B. owned and earned C. having a "be everywhere" mindset D. short video

who is the current audience on this channel?

Pick which answer best represents a question you would ask during a social media audit for each active (owned) social media channel within your company or brand. A. who is the current audience on this channel? B. how much money has this channel made the company? C. how much money are we spending on paid media across all of our social media networks? D. do we have any social media policies in place?

POEM Paid, Owned, Earned Media

The industry standard classification of media types

True

True or False It is important to give your brand a grade and assign importance weights to each item within a social media audit?

paid, owned, earned media

What does the acronym POEM stand for? A. possibility over exact marketing B. presence on every market C. perform optimization every month D. paid, owned, earned media

to analyze history so that you can use it to inform the future

What is the point of going through a social media audit on a regular basis? A. To make sure you are following enouhg people on Twitter B. To analyze history so that you can use it to inform the futures C. To pat yourself on the back D. To better understand how many times you should post a new blog post each month

to provide managers with a comprehensive"bird's eye view" of what their brand is currently doing across all social media channels

What is the purpose of performing a social media audit? A. to collaborate with the accounting department to make sure there is enough budget left to run ads on social media B. to provide managers with a comprehensive"bird's eye view" of what their brand is currently doing across all social media channels C. to create shareable content for your next status update D. none of the above

A combination of paid and owned media

When a brand creates content, posts it on its Facebook page, and then pays a fee to boost the content, such marketing activity could be a representation of: A. A combination of paid and owned media B. Exact marketing C. Performance marketing D. Overall channel presence

paying to promote your product within Google search results (Adwords)

Which is NOT an example of paid media within social media? A. paying to boost a recent Facebook post B. paying to promote your brand on Instagram C. paying a firm to grow your Twitter following D. paying to promote your product within Google search results (Adwords)

Paid media

a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space

social media audit

an examination of an organization's social media presence and how it's working gives a "bird's eye view" of what their brand is doing across all social media channels in which they participate, so they can use this intelligence as a key input for strategy and marketing objectives.

Earned media

word-of-mouth or buzz using social media where the advertiser has no control