ADVT 301 Social Media Midterm

Evergreen content never becomes outdated, which means it can be reused again and again. Which of the following posts are an example of evergreen content?

A brand FAQ

Companies need to proactively prepare for possible issues on social media, to mitigate risk and increase the chances of a positive outcome. What is this called?

A crisis management plan

A successful social media strategy is made up of three types of content - paid, owned and earned media. Which of the following is an example of earned media?

A five star review of your brand on Google

A content calendar gives you a map of all your future content across all of your social accounts. What are the three main components of an effective content calendar?

A monthly calendar. A weekly Calendar. An Evergreen library

A global crisis has occurred, and you've paused all your outgoing content until you can review them for relevance and tone. Which of the following posts would you still publish?

A post that speaks to your customers concerns during the crisis, such as sharing resources that will help them adapt to the situation

A social media strategy provides a roadmap for your team to achieve its goals. Which of the following are essential elements of a strong social media strategy? (Choose Three Answers)

A social media audit. A measurement and reporting plan. A crisis communications plan

When creating a crisis management plan for social media, what element should you start with?

A social media monitoring strategy

When it's time to create a final campaign report, there are two key things your stakeholders need to know. What are they?

A summary of your campaign objectives. The actionable metrics your reported on weekly

What are some ways you can track engagement data to see how an influencer is helping you grow your community?

Ask influencers to supply engagement data during a campaign such as retweets, shares, and replies. Look at engagement on each post to see what's resonating and driving conversations. Compare data across campaigns, influencers, and platforms for a well-rounded view

What are some of the advantages of using video in your socials? (Choose Two Answers)

Audiences engage with video content more than any other type. Platforms favour video content over any other type

While simply reposting other people's content can help you fill your content calendar - you still need to put in some work. How do you add value to external content?

By dressing external content in your brands own perspective

What are some best practices to make sure your data is easy to understand in your report? (Choose Three Answers)

Explain how the data impacted brand objectives. Visualize your data. Only show data that is relevant to your report

Key Performance Indicators (KPIs) are a more defined target for your team to track progress towards objectives. If your objective is to increase link clicks by 20% on LinkedIn, what should be the corresponding KPI?

Generate 20 additional landing page views via LinkedIn weekly

External content can be a great way to fill up your content calendar, but you shouldn't share everything that comes across your feed. What can you check to determine what external content is worth sharing on your socials?

If the content aligns with your content pillars relevant key topics.

Which of the following is an effective way of helping your team keep social interactions with customers consistent and on brand?

Imagine your brand as a person

When formulating a social media strategy, you might spend some time searching for official and unofficial company accounts, fan accounts, outdated and fake accounts. Where should this information live?

In your social media audit sheet

Search Engine Optimization (SEO) is a key way to get your content seen on social. What are some best practices to make your posts more SEO friendly? (Choose Three Answers)

Include keywords in post copy. Include brand specific hashtags in your post copy. Encourage people to share your content in your post

Which of the following is a S.M.A.R.T social media objective?

Increase link clicks on Instagram by 10% in Q4

What are two major benefits of growing an active community?

Increased brand advocacy. It can lead to an increase in sales

Content curation is the act of collecting existing social content to share with your audience. What is an advantage of using curated content?

It allow you to diversify your content collection quickly.

When it comes to marketing, influencers and content creators are a powerful tool. What are three brand benefits of influencer marketing?

It can help build audience trust. It allows you to access new customers. It can positively influence sales

All of the content in your socials fall into 2 categories: created and curated. Which of the following are benefits of creating your own content vs. curating it?

It gives total control of your messaging. It's simple to schedule and manage

How will creating a calendar of key dates for your campaign planning benefit your team? (Choose Two Answers)

It will help them stay ahead of essential dates. It will help them prevent scheduling conflicts

Which of the following are best practices for responding to a social media crisis? (Choose Three Answers)

Pause all outgoing content to review it for anything obsolete or tonedeaf. Review and update social profiles to highlight any changes. Listen to what your audience is saying for insight into sentiment

What are some examples of commonly used social media tactics? (Choose Three Answers)

Promoting user generated content. Running a contest or giveaway. Interacting with your audience in the comment section

The benefits of maintaining an active community extend beyond sales. What are three ways your engaged community can help your brand?

Providing useful feedback about your brand. Saving you time by monitoring your socials. Helping you create content for your socials

What metric should you track if you want to see how many unique users are seeing your post?

Reach

A content strategy is a tactical plan for how you will achieve your goals with your socials. What are the three key components of a content strategy?

Research and analysis. Content-specific goals. Your plan for sharing content

What are two brand benefits of maintaining an active community across platforms?

Results in overall higher engagement. Increases brand visibility

Strategic social media policy documents are like your team's playbook - a tool they can quickly reference for information. What information should they contain?

Roles and Responsibilities. Social media overview. Directions to other documents

Without a social media governance plan, you're open to legal risks, brand damage, and lost revenue. What are the 5 parts of a strong governance plan?

Scope, updates, operational considerations, employee policy, education

What are the best sources of information you can use to guide your owned media creation?

Social media audit and objectives

What does accessibility mean in social media?

Socials that are available to everyone, regardless of disability

After analyzing the data from your social media audit, the "stop, start, continue" model can help guide your next steps. For example, if your audit determined that video content achieves high engagement across all platforms, what should you do?

Start - increase social video production budget

You want to track sales and web traffic to better understand how your influencer campaigns are resonating with your audience. How do you do this?

Supply the influencer with UTM links to use

What is something you should consider before cross-posting a video on your socials?

That it's formatted correctly for each platform.

You're a remote social media coordinator, and crisis strikes. Your direct manager is on leave, and you don't know who to escalate it to. What do you need?

The chain of command and key contacts list for stakeholders

Content pillars are the set topics and themes that your brand focuses on for its social media posts. Why are they a useful part of your social media strategy? (Choose Two Answers)

They help give your content direction and structure. They give you set topics for your brand to focus on

Why is it important to track relevant social metrics? (Choose Three Answers)

They help you keep track of your socials performance. They help you develop strong strategies. They help you demonstrate your team's efforts to higher management

A successful social media strategy is made up of three types of content - paid, owned and earned media. Which of the following are examples of owned media?

Thought-leadership content created internally, hosted on your blog and shared on socialCampaign images your team shot on location and published to branded accounts

You can have the best content in the world, but if you don't know when to post it to get it in front of as many eyes as possible - then all your work might be for nothing. What are the three key factors that help determine your posting frequency?

Your audience activity. Your platform data. Your strategic goals

There are several key elements of a strong social media strategy. Which element of your strategy outlines in detail what you plan to achieve?

Your social media objectives

No matter who is writing content, your brand's personality should reflect one distinct personality across all platforms. To make sure this happens, what are three steps you need to take? (Choose Three Answers)

Check for existing marketing documents that defines your voice. Develop brand attributes to highlight through your social voice. Outline how your social brand voice translates to other platforms

Using Search Engine Optimization (SEO) in your social profiles is a great way to improve your visibility and reach. What are some best practices to optimize your social profiles for SEO? (Choose Three Answers)

Choose a username that includes relevant keywords, and include them in your bio.Include your address or city if location is important to your business. Add links to your website, blog, e-commerce shop, and relevant online properties.

What are two things you might consider doing with your content calendar when you have learned about a serious global event?

Comb through your content library to make sure your future posts are not insensitive to the situation. Pause your publishing schedule until you can regroup with your team to plan on how to proceed

Which of these are examples of implementing accessibility into your socials? (Choose Three Answers)

Contrasting text against backgrounds. Using common language vs. jargon in your copy. Having content descriptions for images

DEI stands for Diversity, Equity and Inclusion. What does it mean for social marketing? (Choose Three Answers)

Creating a social space that be used and enjoyed by anyone. Representing a diverse range of voices on your socials. Creating content that engages with a broad spectrum of identities

Which of the following are effective ways of tracking the success of your influencer program? (Choose Three Answers)

Direct web traffic and sales. Brand awareness metrics. Community growth and engagement

Successful brands build an active community by consistently engaging with their audience. Which of these are examples of community engagement? (Choose Three Answers)

Encouraging your audience to remix your content. Liking or sharing audience comments or posts. Responding to comments

What metric would you track to see how your followers are responding to your posts, including likes, shares and comments?

Engagement Rate

Which type of influencer often has the smallest following, but the highest engagement rate?

Nano influencers

A new social media platform is gaining popularity, and you're considering joining it. Your audience uses it, and you know you can provide value to them... But you're worried the time and resource investment will take away from your existing channels, and you're not sure if it will sufficiently support your objectives. What's the best path forward?

Join the platform and test it, to see if it works

What's the most effective way to spread awareness of your organization's efforts during times of crisis?

Leaning on employee advocacy to share news via their own channels

Before you start your campaign, you need to make sure that you have actionable metrics to measure and report on. How do you know what's an actionable or vanity metric?

Look to your objectives. Actionable metrics will directly support them, vanity metrics will not.

What are 2 best practices for creating videos on social?

Making sure your videos aligns with your larger brand objectivesCreating videos that add value to your audience

You're a new brand on the scene and you're trying to rapidly increase brand awareness and reach on social. Which type of influencers would you work with? (Choose Two Answers)

Mega influencers. Macro influencers

What is the purpose of post-mortem reporting?

To examine what tactics or platforms performed best on the completion of a campaign

You've reviewed who has access to your branded social media accounts, and decided to change the passwords. Now you need to redistribute access to people who will be directly involved with the account. What's the most secure way to do this?

Use a tool to manage account access without sharing passwords

Inclusivity means making sure everyone feels welcome, especially those that have been historically marginalized. Which of these are examples of using inclusivity in your socials? (Choose Three Answers)

Using correct terminology (visually impaired)Using neutral language (salesperson vs. salesman)Considering many identities in your copy (Gender, Cultue,etc)

What are three examples of implementing Diversity, Equity and Inclusion (DEI) in your socials?

Using inclusive language and imagesCelebrating holidays that feature diverse people and voicesOutlining your stance on social issues on your platform