SMS Certification Review

Which of the following is the chief disadvantage to using social media?

In a crisis situation, a company's reputation can be damaged quickly

What does data exploration use?

Statistics and creating predictive models.

Matthew and Ashley are trying to decide whether their company would benefit from having an Instagram account. What is some of the demographic information they should consider in order to make this decision?

Age of customer, customer salary and gender

A brand's primary audience is someone who?

Is interested in the product, needs the product and can afford the product.

What is engagement?

Measurement of comments, likes and shares.

Which of the following is a social media optimization technique that can aid in the search engine optimization?

Filling out all social media profiles completely

What is Earned communication?

Content shared by people and has no cost other than time and effort.

You suspect that some of your social media posts are not reaching your target audience. What can you do to improve the effectiveness of your posts?

Create compelling ads and promote well-received organic posts

Kameron is assigned to minimize the vulnerabilities in his company's social media communications and online chatting features. His company is launching a new product. Information about the new product has been leaked to the public, ahead of schedule. To mitigate the situation, Kameron first focused on redefining who has access to new product information. What would be the next area to improve?

Eliminate ambiguous policies and inconsistent procedures for the roles with access to the new product information

What is the role of a Social Media Risk Manager?

Ensure all departments are preforming as expected to include the following: monitor activities for risk, measure and gather appropriate data and create reports that assess risks and suggest controls.

Teri is the Social Media Strategist for a large educational institution and is responsible for social media risks within their communities. She has implemented a quarterly comprehensive evaluation and daily checks for threats and weaknesses. What stage requires assigning probability levels to threats?

Identify and resolve

A game development company wants to create a new action adventure game. They already have an established online presence that includes many players of their existing games. They ask the players for ideas and scenarios for the new game. What stage of social community building is this?

Leverage

Alice works in social media marketing for an established online shoe company. The company uses many simultaneous social media campaigns to encourage current potential customers to purchase the latest fashion trends. During which stage of the social media campaigns should Alice define her audience's positions in the social media funnel?

Planning

What should businesses look for when trying to identify potential influencers for their audience?

Reach, Relevance and Resonance.

A company has a goal of increasing revenue from social media site by 15% in the next quarter. They know the costs of their paid advertising and internal resources to promote the social media platform. They also have a readily available metric (sales orders) and are collecting data on conversions from follower to lead to site. What is the company trying to calculate?

Return on engagement (Test Question)

What do sales orders calculate?

Return on engagement. (Definition)

What should a company do if they mainly use printed materials?

The best way to incorporate social media to their advertising is by posting a weekly flyer as a PDF.

What is the first step of conducting a SWOT analysis of an online social media plan?

The first steps should include a social media audit and list of social media goals.

David is the social media manager of a privately owned teenage sports club social media site. When an individual or organization signs up on the site, they must agree to the terms of use and privacy policies before being allowed to create a profile or see the site. These policies provide David's organization the ability to collect and use information about the user, such as their interests. Which of the following would be an inappropriate use of this information?

The owner of the site uses the contact information to sell them services from companies he owns

What is data transformation?

The stage of social media mining where the marketing team has a data report.

What is centrality?

When evaluating a visualization of social network members, the influences are generally considered the most important.

What is executive buy-in?

When the top of the organization accepts and supports social media integration.

What is social media optimization? (SMO)

When you listen and analyze; identify the target audience; set goals; define strategies; implement; monitor and adjust..

What should you do when managing a crisis?

A company should place response to the messages, explaining the problem and when it will be resolved on their social media account.

What are click-through rates?

A social media metric that best measures the number of followers who clicked and responded to a paid advertisement.

When growing social media communities for organization that must protect consumer privacy (hospitals, medical offices, etc.) what strategy must be developed?

A strategy that must comply with protection and avoid privacy violations.

What does paid advertising do?

Boosts your message to a specific audience on social media.

A marine biology expert works as a guide with a whale-watching tour company. He wants to communicate information on scientific research, videos of whale sightings and other events to potential tour customers and whale conservationists. He also wants to share information from his industry peers. Which social media tool can he use to accomplish these needs?

Business Blog

A self-employed motivational speaker is active on several forms of social media, including Twitter, Facebook and YouTube. However, he does not have the time or resources to maintain a presence on other social media sites. What is the most effective way to make sure potential customers can still reach him?

Create placeholder pages that redirect visitors to his Web site or other social media sites.

What is crowd shaping?

Feedback in real time.

A mid-sized technical company has an active presence on multiple social media sites. It has a variety of followers who communicate regularly about products and industry information. The company wants to increase the size of its social network in order to increase sales and revenue. The company plans to add paid advertising, as well as leveraging their organic advertising. What would help them choose the best platform to achieve their goals?

Identify the most common characteristics of their followers and select the platform that best targets them

Bill owns a small, local video production company. His current customer base comes mostly from local musicians looking for live concert music videos and small start-up businesses in need of social media video advertising. His goal is to increase his bookings. When he creates a social media posting, which of the following messages would be an effective call to action?

Schedule a video shoot today, to receive a 10% discount..

To ensure businesses are staying on top of readily changing trends in social media, they should?

Schedule quarterly or semi-annual reviews of social media trends to identify new opportunities.

Mariah works for a local community organization and is creating a social media campaign to drive their followers to sign-up for their monthly e-mail newsletter. Which of the following would be the most effective way for her to optimize her social media campaign?

Use multiple variations of the post over the duration of the campaign with headlines and images that are tailored to each platform. Make sure to never use the exact post twice.

What is the best practice for using curated content ethically?

You must create a new title, links to original sources and add personal editorial comments.