Lesson 2 - Social Media in Business
As the company's Social Media Strategist, you meet with the human resource department to determine their social media goals. How does social media affect the recruitment of employees?
A robust and active social media presence can attract job seekers to open positions at a company.
What does A stand for in SMART of a social media goal?
Actionable
Which part of SMART goals describes what and where social media activity will occur?
Actionable
Which social media job role will be the most heavily involved in metrics?
Analyst
On which of the following does a simple media campaign include links to your social media sites?
Business cards Flyers Postcards
___ communication is all outbound communication to business publishes for consumers.
Business to consumer (B2C)
How does the social media encourage C2C communication?
By allowing the user to share content on the same site.
How can a company improve brand recognition when using multiple social media platforms?
By using the same name, username, and e-mail address across all platforms.
Large financial services companies have been trying to adapt and accommodate the growth of social media. Which of the following has likely had the most significant impact on these financial entities?
Companies have had to develop extensive policies and training regarding personal use of social media by employees.
Which of the following factors can impede integrating social media throughout an organization?
Company culture
Which of the following terms refers to the behaviors, beliefs, and practices of all employees that contribute to the work environment inside the company?
Company culture
There have been several car thefts at a local shopping center. The shopping center and police post details about the thefts on their social media platform and ask citizens to beware and ask for assistance. Several citizens responded with information that led to the recovery of many cars and the arrest of several people. What is this behavior called?
Crowdshaping
_______ is reacting to data about a group of people and making changes to the situation in real time.
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 activity called?
Crowdsourcing
A solar panel installation company wants to expand into a new state and they want to learn what home owners understand about solar panels. They post a series of questions on their social media platforms, to gather information and ideas about how to expand in this new area. The posts go viral, and they collect thousands of responses, questions and criticisms. What is this behavior called?
Crowdsourcing
Which attribute typically leads to high-performing cultures by allowing employees to think outside the box and suggest new procedures and practices?
Empower employee innovation
What will be the first step in a full-scale adoption of social media into any business?
Executive buy-in
________ refers to obtaining the acceptance and support of social media integration and initiatives by company leaders.
Executive buy-in
How many basic types of organizational structures are there?
Five
The figure below portrays which king of organizational structure?
Flat
What type of organizational arrangement organizes employees by activity?
Functional
Which of the following is the role of a social media strategist?
He/she is responsible for developing the overall vision for how social media will support the company's mission, brands, and services.
Which of the following best describes a holacracy structure?
It has a traditional hierarchy backbone but contains flat groups that allow for distributed decision making.
What is the goal of crowdshaping?
It improves the customer's experience.
Which of the following is a disadvantage of social media in business?
It is a possible disclosure of private information.
Which of the following statements are true regarding the flat organizational structure?
It is also called a horizontal structure. It has decentralized decision making, where all employees are encouraged to make decisions. It is a highly collaborative environment that relies on all employees communicating about their projects and tasks.
Which of the following is a factor that might make executive buy-in harder to obtain?
Large number of over-50 demographic executives
What is the responsibility of a social media marketer?
Managing social media advertising budgets
Which of the following is a core business foal that identifies where the company wants to be in its industry?
Market sector
Which of the following is a core business goal that identifies where the company wants to be in its industry?
Market sector
Which of the following statements is true regarding the organizational structure?
Organizational structures are often displayed as a chart with a series of boxes and lines.
Who often responds to the social media content posted by others, posts rating and reviews of products and services, comments on blogs and forums, contributes to articles in a wiki, organizes and tags content and updates their statuses often on social media channels?
Participant
What is the disadvantage of using social media in business?
Possible disclosure of private information
The local school district needs to communicate with students, parents and faculty occasionally about academic achievements in the district. Which of the following is an example of a SMART goal mission statement for notifying the appropriate group when this occurs?
Post informational notices via the school Website, social media platforms and text messages to those who have subscribed to alerts.
Which of the following is a way can a company empower employees to be advocates on social media?
Provide policies, guidelines, and best practices for social media use.
Which of the following SMART goals objectives describes that the goals should be reasonable and attainable with the available resources?
Realistic
Core business goals directly support the company's mission. What type of core business goal is defined as "goals for efficiently using staff, setting budgets, and using other company assets"?
Resource management
Which of the following statements are true regarding the facilitation of the adoption of social media?
Social media will be used to achieve both internal and external goals. Facilitating the adoption of social media throughout any company culture or structure relies on the collaboration between owners, executives, and employees. Organizations should add social values to the company values and make everyone aware of those new values.
What is the role of a contributor on social media?
Someone who creates and uploads original content on a social media service
Which of the following features describe SMART goals?
Specific, measurable, actionable, realistic, and time-bound
Which of the following are included in the cost of social media?
Staff salaries Content development Social media tools
Which of the following are included in the cost of social media?
Staff salaries, content development, social media tools
What is the role of influencers for your company?
They create defined policies and guidelines for social media sharing on personal networks.
Which of the following statements are true regarding social media account information security?
Use a password management system to keep passwords safe. Change passwords on all accounts periodically and whenever key personnel leaves the company. Keep track of who has access to account passwords.
Which of the following statements are true regarding the advantage of social media in business?
Use social media sites to connect with people who already use your products or services. Social media sites let you reach out to new customers. You can increase the reach of your brand messages using social media.
What company guidelines and policies should you cover in social media?
What kinds of things employees are allowed to say and share on social platforms? What kinds of things do employees need to keep secret? What are the consequences for violations?
A flash flood has closed a highway that runs near a metropolitan area. The county public services announce the closure on microblogging sites and major social media sites. They get several responses from tourists requesting detour assistance. This behavior is commonly referred to as:
crowdshaping.
Asking a large group of people to brainstorm new ideas for products, services, or even content, is known as:
crowdsourcing.
The practice of employees being brand promoters is called:
employee advocacy.
Anyone who has the power to sway or persuade others, especially via their opinions and posts on a specific topic, market, or industry, is known as a/an:
influencer.
Many organizations start out by assigning social media initiatives to interns or entry-level employees to lower costs on social media efforts. Relegating social media to this level of staff can be a huge mistake because:
interns do not know or understand the company, brands, or products well enough to represent them online.
A ___________ should serve as a constant reminder to its employees about why its founders started the company and what drives it forward.
mission statement
The ___________ might be a real person, a made-up person, or even a mascot that represents the company.
social character
Identifying valuable metrics, key performance indicators (KPIs), and social media benchmarks that pertain to business and organizational goals is an integral part of social media strategy and is assigned to the:
social media analyst.
There are many reasons individuals use social media but the most important reason for a business to use social media is:
to build relationships with its customers.
You were recently hired as the marketing manager for a company starting to implement a social media strategy. Which of the following could cause the greatest negative effect on the company?
A company's reputation can be damaged quickly in a crisis situation.
Which of the following organizational structures is the slowest to implement change?
Tall
What does the absence of the company's presence on social media networks indicate?
The company is not keeping up with market trends.
