Strategic Social Media (Chapters 11-15)
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."
On average, brands earn ________ for every $1 spend on influencer marketing.
$6.50
A good best practice for the length of blog posts is __________.
400-1000 words
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
Your company's social media policy should be ______.
A living document that is updated regularly
A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve__________.
A marketing or business goal
What is a vlog?
A video blog
Which of the following are influencer personas types?
All of these options. (Academic. Business leader. Celebrity. Industry expert).
To track the success of an employee advocacy program, you must _______.
All of these options. (Determine audience growth. Track the traffic to a post. Track employee participation growth. Track engagement rate).
Which of the following are characteristics of a good influencer?
All of these options. (Engaging. Activity. Authenticity. Reach. Credibility).
A social media policy should include
All of these options. (Etiquette and confidentiality. Social media policy for employees. Engagement. A policy for the company's official accounts).
The Rules and Regulations within a social media policy consists of __________.
All of these options. (Expectations for appropriate employee behavior and conduct. Etiquette. Engagement. Brand guidelines).
The campaign parameters include ______.
All of these options. (Hashtag use. How winners are selected. Contest guidelines. Contest submission instructions.
A benefit of employee advocacy for an employer is __________.
All of these options. (Increased business. Trust in employees. Increased brand engagement. Higher customer retention).
A benefit of employee advocacy for an employee is __________.
All of these options. (Increased employee engagement. Network growth. Thought leader and grow personal brand. Career goals).
Which of the following are ways brands can use influencers?
All of these options. (Invite influencers to be guest bloggers. Using influencers to promote a brand's content by posting on their own social media channels. Give influencers free products to try in exchange for a review or a mention on social media. A social media account takeover).
Social media campaigns can live ______.
All of these options. (On an app. On social media. On a company website. On a microsite).
Why are blogs so popular?
All of these options. (They give everyday people a voice. They help readers keep up to date on the latest trends and topics they are interested in. They are a great marketing tool for many businesses. They provide an easy way for anyone from around the world to share opinions and ideas with a large audience.)
The concept of AIDA as a model for marketing stands for _______.
Attention, Interest, Desire, Action
What social media campaign did Oreo create to celebrate their 100th Anniversary?
Creating and posting 100 pieces of shareable content created in 100 days.
Which of the following is NOT a benefit of blogging?
Decreases brand awareness
What is the first step in launching a social media marketing campaign?
Establish Goals
What is the first step in creating a social media influencer marketing strategy?
Establish your goals.
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 type of blog is the most popular?
Fashion
Which of the following is NOT a disadvantage to blogging?
Instant payback
In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds?
Invited them on a trip around the world and had them document the trip.
A social media crisis response plan does NOT include __________.
Legal Risks
Which of the following is NOT a benefit of influencer marketing with social media?
Less credibility
In order to avoid threats on social media, employees should _______.
None of these options. (Limit monitoring employee's activity on social media. Limit monitoring. Employee's activity on social media).
Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of "Biggest Flavor Fan." What did the company have fans do?
Share Sparkling Ice related content using the branded hashtag.
Which of the following is NOT conducted DURING a social media marketing campaign?
Share results
To get employees to "buy in," you must
Show how participation will benefit them.
Which of the following would NOT be considered under the campaign budget and resources?
Social media content calendar
A social media influencer is ______.
Someone who exerts his or her influence through social media
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.
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: Influencer marketing is the fastest growing method to attract new customers.
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: Social media marketing campaigns have a specific start date and end date.
True
True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content.
True
True or False: The majority of Teenage YouTube subscribers trust influencers opinions over traditional celebrities.
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
True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time.
True
Which of the following is not a podcast format?
Video talk show
Which of the following does NOT distinguish a blog?
Written in second person