TA social media quizlet
One of the benefits of using mobile social media to reach your customers is that: (1.6)
Mobile social media allow for features based on where the device is located and when the communication takes place
A small business has an extensive Web site featuring technical information about their products. They also have a social media group for discussions about how to use their products which at one time generated lively discussion in the comments. However, in recent months, they have noticed the number of people actively participating has been declining. They conduct a survey of their users, and discover that many of them are starting to use a new social media service. How could the company have anticipated this change? (5.11)
Monitor social media trends and identify new opportunities
During your SWOT analysis ou identified which of the following to be an opportunity? (3.6)
having few competitors on a social media site
Which of the following compares overlap between networks for two individuals? (9.6)
Structural equivalence
Having studied social media strategy you understand that the difference between a webcast and a podcast is that: (6.1)
A Webcast is a live broadcast of a media file, such as a presentation or a video, to a large audience over the Internet
A company has implemented a social media strategy. Which of the following can cause the greatest negative affect to the company? (2.10)
A company's reputation can be damaged quickly in a crisis situation
Felix works for a company that sells winter sports equipment, both online and in select retail stores. He is conducting a SWOT analysis of the company's social media plan. What should he have to being the SWOT analysis? (3.6)
A completed social media audit and list of social media goals
A small marketing and promotions company is offering social media services to local small businesses. Their service package features daily or weekly postings on popular social media platforms, including a calendar of events which changes frequently. What kind of businesses could best benefit from this service? (1.6)
A microbrewery restaurant that hosts frequent game nights, music bands and comedy performances
Mindy is a real estate agent. The majority of her home buying clients are young, married and have moderate incomes. What kind of social media platform would be best for promoting new home listings to more people like her current clients? (3.3)
A photo sharing site, such as Instagram
What type of audience is interested in your company and needs your products, but cannot afford them?
A secondary target audience
A cancer treatment facility is using social media to provide information and emotional support to their patients They have created a fictitious character names Carla, who is recovering from treatment, and has no hair. They post short cartoon videos of Carla reacting to new developments in cancer research, or offering survival tips to fellow patients. What is Carla? (3.4)
A social media persona
Local and state government agencies have been required to adapt and accommodate the growth of social media. Which of the following has likely had the most significant impact on government entities? (2.5)
Agencies have ha to hire new staff, or train existing staff, to monitor and respond to social media postings by the public.
As a social media strategist you understand that one thing social media bookmarking can do is: (1.5)
Allow users to save, organize, manage and share links to Web sites and other Internet resources
Which of the following is the key component to content going viral? (1.7)
Amplification
Which organization is likely to experience the highest impact of implementing an aggressive social media repuration management campaign? (2.5)
An oil company that caused a significant oil spill.
As the social media strategist at a large company you inform your boss that you would like to add a social media platform to your website and cancel the hosted do-it-yourself one you currently use. Your main reason for doing this is: (5.7)
Because you need to know your data is safe and the site is dependable
A home remodeling expert wants to share this expertise online. He plans to write step-by-step guides on how to do home repairs and improvements. The guides will include numerous photos. Which social media tool can he use to best present this information? (6.9)
Blog
The manufacturer of a line of health and beauty products is analyzing the metrics of their social media platform. They have calculated the growth rate of their followers over time. they are also considering data on the number of clicks, likes, shares and comments about the company overall. what is the company measuring?
Brand awareness
Jeff is the social media manager for a company that develops and sells electric guitars. He is running several social media campaigns, ach to promote new products or upgrades to existing products. His boss has asked for a report on the newest guitar. What kind of report should Jeff provide? (10.2)
Campaign
While looking at your social media advertising metrics, your coworker asks you which metric is most important. You inform her that ____ are important because they help you determine the success of your ads, and because they are often used by site publishers to determine quality scores. (8.1)
Click-through rates (CTR)
As the social media strategist at a company, you are beginning to build your strategy. You already know that adoption of social media throughout any company culture or structure relies on: (2.1)
Collaboration between owners, executives, and employees
Which Google+ feature can you use to organize your posts? (8.10)
Collections
Jeff is the social media manager for a company that develops and sells electric guitars. He is running several social media campaigns, each to promote new products or upgrades to existing products. His boss asked for a report on how their followers have responded to the latest introductions. What kind of report should Jeff provide? (10.2)
Community
A real estate development company is looking for new locations to build housing communities. They have invested in systems to gather data from social media sites, municipal property taxes and commercial development projects. Though the analysis is not providing meaningful results. What characteristic of big data have they failed to address? (9.3)
Confidence; they have not selected types of data that can be successfully matched together
Criminals have burglarized several homes in a neighborhood. The local police posted some details about the break-ins on their social media platform and asked citizens for assistance. Several citizens responded with information that led to the arrest of several people. What is this behavior called?(2.3)
Crowdshaping
A scientific research organization wants to know if cloning animals could be a profitable business venture. They post a series of questions on their social media platforms, to gather information and ideas about possible product lines. The posts go viral, and they collect tens of thousands of comments, suggestions, and criticisms. What is this behavior called? (2.3)
Crowdsourcing
A music band wants to be hired to play at local festivals and events. What kind of social media strategy should they pursue? (5.10)
Cultivate influencers such as bar managers, event planners and concert reviewers to post reviews of their performances
An online toy company is using statistics from social media sites to help predict user behavior and customer conversion. What kind of big data strategy is this? (9.2)
Data exploration
What are the four states of crisis? (7.10)
Detection, identification, response, recovery
A medical practice regularly participates in research studies to develop new drugs. They post brief descriptions of the results of the studies on their social media sites. These posts are frequently liked, shared and commented on by their followers, who are mostly patients of the practice. What is this kind of activity called? (1.7)
Engagement
Carl wants to start an online group for an automobile enthusiasts club through his favorite social media site. He asks his mechanic to hand out cards with information about the online group, to other enthusiasts. What stage of social community building is this? (5.7)
Establish
The marketing manager for a distributor of solar panels regularly blogs about new installations the company has completed. Her posts describe how the solar panels will benefit the customer , how they are oriented on site, and how much they are saving on energy costs. The distributor company's president, chief financial officer and chief engineer also add their positive comments to the blogs and repost through their own social media networks. What is this behavior called? (2.1)
Executive buy-in
As a social media strategist, you want your audience to remember your presentation and perform the follow-up actions so you can achieve your objectives. In order to increase post-presentation engagement in a way that can be monitored by your company you: (6.3)
Give the audience a hashtag that is specific to your presentation
Which social networking site features circles? (1.5)
Google+
A local golf resort has been regularly posting on their social media sites, offering coupons, pointing out course features, and announcing special events such as tournaments. As a result, they have seen their number of followers and the number of people playing golf, steadily increase in the last twelve months. What stage of social community building is this? (5.7)
Growth
When you are planning your social media presentation, your boss asks you how you should cover a certain topic. You respond: (6.4)
How you cover a topic should largely be based on what the audience needs and wants from the presentation
Bill is reviewing survey results. He is classifying respondents as primary, secondary and tertiary, and calculating the probability of buying his company's product. What stage of the social media strategy plan cycle is this? (3.1)
Identify target audience
Zoe has been running advertisements promoting her company's pet products. They have been posted broadly in several socail media platforms and have been shown to millions of people. However, her click through rate is extremely low. What can Zoe do to improve the performance of the advertisements? (8.13)
Identify the key characteristics of her current customers and narrow the target audience on the social media platform to match.
As a social media strategist you are very serious about social media risks. Today you are conducting an internal landscape audit for policies, processes and systems that might be impacted by social media. In which of the four stages of risk analysis are you? (7.3)
Identify threats and weaknesses
What can you do to ensure that your social media platform is supporting your overall search engine optimization (thus driving more business to your company Web site)? (10.8)
Include your brand names as hashtags in your social media posts
Posting information about or from your competition can help establish you as a thought leader and show that you are aware of what's happening in your industry. another benefit to sharing information from your competition is that:
It allows you to connect with their audience
Which of the following is an advantage of social media?
It can bring people into the sales funnel
Joe is managing the social media campaign for Steve, who is running for city mayor. The political campaign is high profile, and tightly contested. The opposing candidate has posted many defamatory comments about Steve in her own social media campaign. How should Joe respond? (4.11)
Joe should post messages liking to independent articles that explain the candidate's position on key topics, and characterize Steve positively
A mobile app company wants to create a new adventure app. Their established online presence includes many existing users. They ask their users for ideas and scenarios for the new app. What stage of social community building is this? (5.7)
Leverage
What is needed to legally use copyrighted or trademarked content on social media sites? (7.7)
License the content from the owner
You are the social media analyst at a company that produces a magazine for executives. On which social media platform are you mor elikely to concentrate your resources? (3.3)
The Chief Information Officer (CIO) of a large banking company is aware that many employees participate in both personal and company oriented social media networks during company time and on company computers and mobile devices. He also knows that malware could infect the bank's networks and could be distributed via social media networks. The CIO has mandated a company-wide adoption of new anti-virus software and other tools to detect and eliminate malware. What stage of social media risk assessment is this?
Manage and mitigate
A local television news station has many reporters and staffers who actively post articles on the station's Web site. They frequently share or link the stories on their personal social media sites, as well. The organization has not updated their internal social media policies in several years and is preparing to review it. Why should they include personal social media usage guidelines in their policies? (7.5)
Negative posts by staffers on their personal social media sites could damage the station's reputation
The owner of the local auto repair shop regularly posts to his social media site offering tips on car maintenance, and trivia facts about different types of cars. However, he has not seen many of his follower "convert" to customers. What can he do to encourage his followers to purchase his shop's services? (5.6)
Offer special coupons for discounts on services
While you are discussing type of ads on social media sites, your boss asks you how many types of ades there are on Pinterest. You inform him that there is/are ____ type(s) of ads on Pinterest. (8.11)
One
In order to mitigate risks your company may encounter due to social media, you develop a policy defining the escalation pathways to be followed if an incident should occur. Which policy are you developing? (7.5)
Operational
A local children's theatre troupe is preparing for an upcoming performance. The parents of the child actors are active on social media, sharing information about the upcoming play to their own networks. What social media tool is the theatre troupe taking advantage of? (8.1)
Organic advertising
As a newly hired Social Media Strategist you sit down with the CEO to discuss strategy. You want to find out the core business goals and the business mission as your social media goals will feed directly into these. What type of social media strategy are you discussing? (3.1)
Organizational unit strategy
You are cleaning up some of the data Twitter's API gave you. You want to remove any instances that are considerably different from other instances in the data set. In short, you want to remove: (9.6)
Outliers
A small computer repair business posts weekly tips on how to maintain personal computers. These social media posts are written by the company president, and are often publicly shared by his followers. What kind of social media communication is this? (1.3)
Owned communication
The owner of a small home-cleaning service has subscribed to several social media groups. Those groups often post short articles an dtips on how to maintain a clean home. The owner shares these on her own business's social media page and then uses the service's features to boost the messages to more people who are local and similar to her own followers. What kind of social media communication is this? (1.3)
Paid communication
Rowan is the social media strategist for the housewares unit of a large department store chain. She has been assigned the project of rolling out a new line of bed linens. She has identified her target audience, and has developed a persona to match. She knows which social media platforms her target audience uses primarily. She also has a clearly defined goal to sell at least 10,000 sets of linens within six months. What stage is Rowan's social media campaign in? (4.1)
Planning
Jacque has developed machine that will freeze-dry fresh food for log term storage. The machine has many settings and options, depending on the kind of food to be preserved. He wants to teach his customers how to prepare the food for the machine and how to use the machine. What would be the best social media strategy to share this information? (5.5)
Post instructional videos on YouTube
A popular family-owned pizza restaurant has a Web site with information about special events, location, history and a complete menu. They also want to use social media to communicate regularly with customers. However, they have limited resources to maintain a presence across multiple platforms. what would be an effective strategy for them? (5.3)
Post regularly on the social media channel used by the majority of their customers, and create placeholders on other sites, redirecting visitors to their Web site or primary social media site.
A marketing team is working with their social media specialists to collect, cleanse and prepare a set of data for analysis. What state of the social media mining is this? (9.4)
Preprocessing
A company selling home appliances has created a social media persona, who they call Joe. Joe is portrayed in a series of videos, as someone who has just bought a home, and is asking many questions about various appliances. Who does Joe represent? (3.5)
Primary audience
A telecommunications company wants to develop a persona that they will use in advertisements to be played on TV and posted to the company's social media sites. What group or individual should the persona represent? (3.5)
Primary audience
While completing your audience analysis you try to consider each type of audience for the presentation. One thing you consider when you are talking to potential audience members is their: (6.4)
Prior knowledge
A professional association of bankers is planning their annual membership meeting. They want to regularly post information about the event, to encourage members to attend. What kind of social media platform would be best for this organization? (5.2)
Professional networking sites, such as LinkedIn
A popular social media site has an online group dedicated to making and collecting ceramics. The group has over 25,000 members, but the moderators have noticed that only a few hundred people ever post messages. What can they do to encourage more members to actively participate? (5.6)
Profile the new participating artists weekly
As a Social Media Strategist you know performing daily posts to social media platforms is vital to your social media success. You assign this task to the: (2.4)
Project manager/coordinator
Which three R's are useful when identifying influencers? (4.8)
Reach, Relevance, and Resonance
During your lunch hour you are alerted to the fact that several negative comments about your company were posted to a popular social media site. What do you do? (7.10)
React quickly but remain calm and professional
A retail company has been hacked and sensitive customer information, including addresses, e-mails and credit card information, has been stolen. The company has apologized for the breach on their social media platform and advised customers on steps they can take to protect themselves from further identity theft. The company is holding a meeting to examine public response to their actions and revising their policies. What stage of social media crisis management is the company in?
Recovery
A local police department is promoting itself by sharing stories about crimes they have solved. These stories have been posted on their social media site. in many of them, they have named the citizens who were victims of the crimes, as well as the people arrested for the crimes. What kind of risk does this behavior cause? (7.1)
Reputation damage and identity theft
The local chapter of a labor union is in contract renewal negotiations with a manufacturer. The members of the union are active on social media sites and are complaining about the manufacturer's employment practices. What should the labor union do in order to protect themselves from a possible defamation lawsuit? (7.7)
Require members to accept a privacy policy that prohibits discussion of employment practices outside of contract negotiations
A new gaming console has numerous bugs and unhappy customers. The company that makes the gaming console is responding promptly to complaints on their social media sites with promises of software patches to correct the problems. What stage of social media crisis management is the company in? (7.10)
Response
A water color painter is regularly delivering new artwork to several different art galleries. She wants to let her followers know when and where the new artwork will be available. What would be her best social media strategy? (5.5)
Schedule gallery opening events on Facebook and LinkedIn
The advice columnist for a lifestyle magazine publishes a weekly column on the magazine's Web site. She typically answers letters from three or four people in each article. Her publisher wants to make the columns more social to better engage their followers. What can they do to accomplish this goal? (6.1)
Schedule regular live chats for people to ask questions and get answers immediately
A book publishing company has create a private social media site where users can create profiles. The users can identify the types of books they like which the site will use to customize the kind of offers, reviews and discussion groups presented to the users. The publishing company has a responsibility to protect their user's privacy. Which of the following would be a violation of that privacy? (7.6)
Selling profile information to movie and comic book distributors
A local artisan making custom wooden cabinets is analyzing his revenue stream. He believes that three-quarters of his recent commission projects were received as a result of his business page on a popular social media site. What kind of conversion attribute is this? (9.10)
Single source
An effective social media strategist is continuously analyzing platforms, audience, goals and content. In response to this, analysis, plans, strategies and content are adjusted to yield better results. what is this cycle called? (10.4)
Social media optimization
As an experienced Snapchat user, you know that one of the valuable metrics that only Snapchat can offer is: (8.6)
Story fallout ratio
Which of the following internal factors in a SWOT? (3.6)
Strengths and weaknesses
Which of the following is an example of a SMART goal for a social media campaign? (4.5)
The campaign is intended to increase sales of Widget X by 10% within the next six months
Which of the following is a primary advantage for a business to use social media? (2.10)
The company can connect with its customers to gather information, and provide service
After using a social media monitoring tool to measure your activity, reach exposure and share conversation, you are given a score of 10. What does this number tell you? (3.2)
The company has been very active on social media and the brand is easily recognized
Which of the following should be considered when selecting a social media platform for advertising new products? (8.12)
The most common characteristics of your target audience and which platform will best match them
You are cleaning up some of the data Facebook's APi gave you when you run across some missing values. You know you can remove, replace or ignore these records. You decide to replace the missing value with: (9.6)
The most common value for that field
The company you work for has just sent out a memo to all employees informing them that they have just purchased their competitor and the size of the company will now be doubled. As the Social Media Strategist you begin to worry about the company's social media risk. Your coworker asks you why and you reply: (7.2)
The number of risk factors increases as a company grows
Howard is planning a social media campaign to promote a play at the local performing arts center. what metric will best measure the success of this campaign? (4.5)
The number of tickets sold
A dating Web site is considering whether to implement a rating and review feature for their members. Members could grade other members they have dated on a five star scale and then write a review of their date. The legal team and social media risk manager are advising against implementing this feature. Why would they object? (7.6)
The organization has no way to verify to reviews are accurate and don't want to be held liable
As a social media strategist, you know that it is not always possible to quantitatively measure the success of a campaign in monetary units. When this happens, it is important to identify the earnings in terms of: (9.8)
The quality of engagement and interactions
The technical writer for a furniture company wanted to make instruction manuals for assembling kits available to customers. The marketing department refused to allow her to post them on the company's social media sites. What kind of risk were they trying to avoid? (7.1)
Theft of intellectual property
Early in your career as a social media strategist you learned that social media accounts are important assets that need to be controlled and guarded because: (2.5)
There is a possibility of an account being breached or hacked
A natural foods producer wants to grow their business. They have approached a well known media personality who writes a blog about health topics.They want to provide him with samples of their products, and ask him to mention them in his blogs. They will then post his blog entries on their own social media platform. What tactic has this company used? (4.6)
They have identified an influencer
Your coworker is looking over your social media metrics and is overwhelmed thinking has has to measure all these metrics, several times and day, from several social media sites. You tell him not to worry, you will just use a _______ to automate it. (9.11)
Third-party social media management tool
Your CEO asks you which of the social media advertising objectives are most important, you reply, "The most important objective for any advertising campaign is..." (8.3)
To increase conversions
Scott is the social media strategist for a small company. He is examining the relationships between the followers of his company's social media site. He discovers that about a third of his followers are friends with other followers. What is Scott analyzing? (9.7)
Transitivity and Reciprocity
How can a company improve brand recognition, when using multiple social media platforms? (2.8)
Use the same name, username and e-mail address across all platforms
When discussing the four Vs of big data with your coworker, he asks which of the four Vs make it hard to extract and compare data. You state: (9.3)
Variety
When discussing the four Vs of big data with your coworker, he asks which of the four Vs are businesses concerned with in regards to the accuracy of data. You state: (9.3)
Veracity
You are sending out emails to your social media followers and you plan on tracking when messages are opened, which links were clicked, and if recipients forwarded the email. Your apprentice asks you how you will achieve this. You inform him that you will use: (7.6)
Web beacons
A researcher at a pharmaceutical company has been sharing information on a new drug with another coworker via posts on their favorite social media site. The researcher did not understand the privacy settings and has inadvertently shared confidential company information publicly to his entire social media network. What organizational weakness put the company at risk? (7)
ambiguous policies
You have assigned a teammate the task of assigning Open Graph property and content tags to your page. He asks which tag is used to specify the location (URL) of an image that will be displayed with your content. You respond: (10.7)
og:image
