Social Media Exam 4 (chp 15,16,17,18)
Best Buy's social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer __________.
"My views are expressed as my own."
What percentage of top decision-makers say they never respond to cold call?
90%
A social media policy should have rules and responsibilities for governance tasks. This should be assigned to:
A company spokesperson responsible for answering questions about your company on social media
What is social media Net Promoter Score (NPS) ?
A metric that companies use to measure the willingness of customers to recommend a company's products or services to others.
What is Google Analytics?
A web analytics service that tracks conversions and reports website traffic.
A social media policy should include
ALL OF THESE! -A section that discusses what is considered illegal -A section that outlines who is responsible for answering questions about the company -A section that outlines any consequences for employees who do not abide by the social media policy
The rules and regulations within a social media policy consist of __________.
ALL OF THESE! -Expectations for appropriate employee behavior and conduct -Explanations of what employees can and cannot share on social media -Guidelines for social media etiquette
A benefit of employee advocacy for an employee is __________.
ALL OF THESE! -career goals -thought leader and grow personal brand -network growth -increased employee engagement
A benefit of employee advocacy for an employer is __________.
ALL OF THESE! -increased brand engagement -trust in employees -increased business -higher customer retention
To track the success of an employee advocacy program, you must _______.
ALL OF THESE! -track engagement rate. -determine audience growth. -track the traffic to a post. -track employee participation growth.
Which of the following is NOT a BUYER benefit of social selling?
Discount on the purchase of a product
Social selling tools can help sales professionals with all of the following except __________.
Discovering competitors sales revenues.
Which social network is the most popular for employees sharing company-related content online?
True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook.
False
True or False: If a brand sees a negative comment on social media, the first thing they should do is delete it.
False
True or False: In order to succeed in an employee advocacy program, you must force employees to participate.
False
Which of the following is NOT a challenge companies face with social selling?
Firing and hiring sales professionals familiar with social media
What should be the first step in starting a social selling program?
Gain Executive Buy In
Which of the following is NOT a SALESPERSON benefit of social selling?
Increases research time
A social media crisis response plan does NOT include __________.
Legal Risks
Which of the following is NOT a COMPANY benefit of social selling?
Less likely to attract top talent
Which social selling tool did the Sacramento Kings use to increase ticket sales?
LinkedIn Sales Navigator
In order to avoid threats on social media, employees should _______.
NONE OF THESE! -use short passwords ignore threats from outside and inside sources -all of these options limit monitoring -employee's activity on social media
Which of the following is NOT a social media report available within Google Analytics?
Net Promoter Score (NPS)
Which of the following is social media ROI by revenue formula:
Profit / Total Investment x 100
Which of the following is NOT a buyer's journey listed social media metrics map?
Re-engage
To get employees to "buy in," you must
Show how participation will benefit them.
What are UTM Parameters?
Tags added to a URL, and when clicked, the tags are sent back to Google Analytics and tracked.
What is social media share of voice?
The percentage of brand mentions, or people talking about a company online compared to its competitors.
Which is an example of employee advocacy?
The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks.
__________ is when a company, brand or product is first in customers' minds when they think of a particular industry or category.
Top of Mind Awareness (ToMA)
True or False: A common sales incentive implemented by many companies is to tie compensation to sales quotas.
True
True or False: A social media policy outlines how an organization and its employees should conduct themselves online.
True
True or False: Code yellow issues are those that do not escalate beyond the attention of the social media or customer service team.
True
True or False: Earned media is the most valuable type of media.
True
True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don't.
True
True or False: Only 15% of CMOs have been able to quantify the impact of social media.
True
True or False: Only one in five companies take a programmatic approach to social selling.
True
True or False: To participate in an employee advocacy program, an employee must have a complete understanding of what it means to represent the company online.
True
Your company's social media policy should be ______.
a living document that is updated regularly
Employee Advocacy
the promotion of a company or brand by employees who share information about their company's brand, product, or services on their social media networks
Chp 15 info about reach
●The average company's employees have 10X as many connections as a company has followers ●Employees get 2x higher click-through rates from their shares compared to company shares of the same content ● Brand messages get re-shared 24x more frequently when shared by employees vs the brand
