Social media strategist ucertify Supercuts pt1
Your employer would like to know what kind of social media tool you are planning to use for reputation management. You suggest using:
A combination of monitoring and listening tools to see what is being said about your company, your competitors and your industry.
A company has implemented a social media strategy. Which of the following can cause the greatest negative affect to the company?
A company's reputation can be damaged quickly in a crisis situation.
Which of the statements below best describes a "persona"?
A fictional, perceived personality; personal or public representation of a role.
You are a sales representative for a local marketing company offering social media services to local businesses. You have a promotion package featuring weekly postings on popular social media platforms, which includes a calendar of events which changes frequently. What kind of businesses could best benefit from this service?
A local comedy club that hosts frequent local music bands and comedy performances.
As the company Social Media Strategist, a coworker asks you to explain the difference between a blog and a microblog. You explain:
A microblog is similar to a blog except it only allows users to send brief messages.
As a Social Media Strategist C2C communication is very important because it is the social media equivalent of word-of-mouth advertising. In order to increase C2C communication you consider:
Allowing users to share content on the same site or to other social media channels.
Which organization is likely to experience the highest impact of implementing an aggressive social media reputation management campaign?
An oil company that caused a significant oil spill.
Which of the following describes a social media audit?
An orderly examination of social data to help you discover, categorize, and assess all the social conversations about your company, brand, and competitions on social media
Which of the following is the best way to obtain psychographic information about your customers?
Analyze the online actions of your customers and followers.
As a Social Media Strategist you are classifying individuals as participants, sharers and spectators. Why would you be concerned with spectators in your social marketing strategy?
Because they are often influenced by the content they view on social media sites.
Most businesses find that Facebook helps strengthen relationships but Instagram, Twitter, and Pinterest often have the quickest results when doing which of the following?
Boost sales
What is the most important thing you can do to gain trust and be viewed as more than just a marketer on social media?
Communicating with the audience by commenting on postings and sharing content
Which of the following factors can impede integrating social media throughout an organization?
Company culture
The main difference between extending reach with traditional media versus social media is:
Cost
How often should a blog that has comments enabled be monitored?
Daily
Arcelia works for an online company selling surfing equipment. She is conducting a SWOT analysis of the company's social media plan. What could be determined during the SWOT analysis?
Decide if goals are possible to achieve.
Your company is a luxury car maker that wants to use social media to target people with higher income levels. Which type of segmentation should you use to do this?
Demographic Segmentation
A company is dividing their social media audience into segments. It asks the question, "What is the ethnic background of our targeted audience?" This is an example of what type of segmentation?
Demographic segmentation
Your employer would like to know why sending frequent e-mails to list of e-mail address obtained by a third party is not the biggest part of your social media strategy. You explain:
E-mail is less personal and works better for a more targeted audience.
A local computer repair company had a recent customer is enthusiastic about the iPad repair and has shared the repair company's posts in her personal social media network. What kind of social media communication is this?
Earned communication
One of the seven attributes that typically leads to high-performing cultures is when a company allows employees to think outside the box and suggest new procedures and practices and encourages innovation throughout the organization. This attribute is known as:
Empower employee innovation
A fitness center sponsors a quarterly 5K run to promote their personal trainers. They regularly post brief success stories of clients on their social media sites. These stories are frequently liked, shared and commented on by followers and other clients. What is this kind of activity called?
Engagement
The marketing manager for a distributor of solar panels regularly blogs about new installations the company has completed. Her posts describe how the solar panels will benefit the customer, how they are oriented on site, and how much they are saving on their energy costs. The distributor company's president, chief financial officer, and chief engineer also add their positive comments to the blogs, and repost through their own social media networks. What is this behavior called?
Executive buy-in
As the Social Media Strategist at a small candle store you want to direct your social marketing strategy to a small local group near your store location. To do this you would use what type of segmentation?
Geographic segmentation
A local candy store is trying to decide if they would benefit from having a Pinterest account. Their goal is to share more information about upcoming events and promotions. What kinds of demographic information should they consider?
Geography, income and children
Which social networking site features circles?
Google+
If your campaign is large and contains multiple departments, then, besides obtaining buy in from the company executives you will want to make sure that your team:
Has members from all levels and departments
During your SWOT analysis you identified which of the following to be an opportunity?
Having few competitors on a social media site.
Which of the following is a role of a Social Media Strategist?
He or she is responsible for developing the overall vision for how social media will support the company's mission, brands, products, and services
Which of the following defines how a company will use social media both externally and internally and describes how the company will integrate social media into business procedures and practices?
High-level organizational strategy
When you are planning your social media presentation, your boss asks you how you should cover a certain topic. You respond:
How you cover a topic should largely be based on what the audience needs and wants from the presentation.
Bill is reviewing survey results. He is classifying respondents as primary, secondary and tertiary, and calculating the probability of buying his company's product. What stage of the social media strategy plan cycle is this?
Identify target audience
At what stage of the social media campaign does the campaign team interact with the audience?
Implementation and measurement
Crowdshaping is reacting to data about a group of people and making changes to the situation in real-time. What is the goal when using crowdshaping?
Improve the customer's experience.
Using a SWOT analysis can retake ━ many things about a company. Strengths and weakness that are identified during a SWOT ankylosis are related to the ________ of the company.
Internal environment
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.
Posting information about or from your competition can help establish you as a thought leader and show that you are aware of what's happening in your industry. Another benefit to sharing information from your competition is that:
It allows you to connect with their audience.
Which of the following is true about social media content?
It can be user-generated and shared by many people.
Which of the following is an advantage of social media?
It can bring people into the sales funnel.
As a Social Media Strategist you are dismayed that there is little or no conversation around your postings. When your coworker asks why this is upsetting you respond:
It means the content is either not interesting or relevant to the consumers
As the campaign manager, you have created an editorial calendar for the social media campaign. Which of the following is a benefit of an editorial calendar?
It organizes activities in one location so you can increase your team's productivity and effectiveness.
What important element should be created in the development phase of your social media campaign?
Key messages for the campaign
You have decided to use a task-based workflow for your new social media campaign. A workflow helps the campaign manager and the team:
Know when their tasks need to be completed.
Which of the following is a best practice for establishing your social media campaign team?
Make sure the team has clear roles and responsibilities.
Which of the following is a core business goal that identifies where the company wants to be in its industry?
Market sector
The owner of the local auto repair shop regularly posts to his social media site offering tips on car maintenance, and trivia facts about different types of cars. However, he has not seen many of his followers "convert" to customers. What can he do to encourage his followers to purchase his shop's services?
Offer special coupons for discounts on services.
According to Jakob Nielson's 90-9-1 Rule for participation, what does the 9 represent?
People who sometimes participate and contribute to the platform and content.
Which phase of the social media campaign begins after the kick-off meeting?
Planning
Which three R's are useful when identifying influencers?
Reach, Relevance, and Resonance
Keeping Brian Solis's three R's in mind, you try to identify individuals who are active on industry sites or are talking about industry topics and who appear to have an audience for their thoughts and opinion. What are the three R's?This task contains the radio buttons and checkboxes for options. The shortcut keys to perform this task are A to H and alt+1 to alt+9.
Reach, relevance and resonance
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
The advice columnist for a lifestyle magazine publishes a weekly column on the magazine's Web site. She typically answers letters from three or four people in each article. Her publisher wants to make the columns more social to better engage their followers. What can they do to accomplish this goal?
Schedule regular live chats for people to ask questions and get answers immediately.
As the campaign manager on a new social media campaign you decide to break up some long cotton about your new product line into a series of short a post that you can publish at fixed materials this content strategy is known as:
Serialized content.
Your company has just released some beautiful pictures and videos of some new sportswear. You want to put this content on a mobile app for sharing photos and videos. What platform would you choose?
Snapchat
Why is it considered good practice to make sure any business units that might be impacted by a social media campaign are included in meetings for the campaign?
So they can provide input if needed.
As the Social Media Strategist at a company, your coworker comes to you and asks you to explain that if your ads and products are all over the Internet, how would anyone ever find them? Which would be your best explanation?
Tagging is the practice of categorizing on line content and allows non-technical users to work together to collectively classify and find information
At the kick-off meeting for your new social media campaign you inform the team that, when it comes to posting content, you want to follow the Pareto Principle as you feel this will help establish your company as a leader and show that you are aware of what's happening in your industry. The Pareto Principle, you explain, is also known as:
The 80/20 rule
The planning stage of a social media campaign further defines the campaign by gathering and identifying the mission, goals, audience, platform(s), strategies, metrics and duration. Which of these is answered by the question, "Why are you doing this campaign?"
The Mission
As the Social Media Strategist in charge of a large corporate social media campaign, you are establishing the budget for the campaign. What stage of the social media campaign are you currently in?
The Preparation phase
Which of the following is a common error presenters often make when stating their conclusion?
The presenter simply repeats the introduction as the conclusion.
How do semantic web implementations affect social media?
They contextualize data as they process it; they augment the social media data with metadata to give meaning to the unstructured data.
As a social media strategist you really care about your social community and you want to give them opportunities to share their thoughts, ideas and opinions. This is known as giving your community a:
Voice
Which of the following is a question that would be answered during the Reporting and Refinement phase of a social media campaign?
Was the budget too small?
Which of the following can be identified by using a SWOT analysis?
Your company's internal strengths and weaknesses, and examine external opportunities and threats.
A collection of entries posted on a web site and displayed in reverse chronological order (from newest to oldest entries), is known as:
a blog.
If your reach and share of conversation on social media are sizeable, then it is very likely that you have:
a considerable presence on social media.
What type of audience is interested in your company and needs your products, but cannot afford them?
a secondary target audience
To measure your exposure, you:
add your total follower count as well as each impression on a social media site.
As a Social Media Strategist you understand that one thing social bookmarking can do is:
allow users to save, organize, manage, and share links to Web sites and other Internet resources.
Asking your social community to help announce company news or help with a product launch is called:
amplification
Which of the following is the key component to content going viral?
amplification
The average numbers of shares a piece of content receives is known as its:
amplification.
Which social media job role will be the most heavily involved in metrics?
analyst
One way to appeal to executives' emotional values is to remind them that social media is so prevalent, the absence of their presence on social media might be perceived:
as suspicious and it might also indicate the company is not keeping up with market trends
As the Social Media Strategist at a company, you are beginning to build your strategy. You already know that adoption of social media throughout any company culture or structure relies on:
collaboration between owners, executives, and employees.
Common to most social media campaigns, a campaign plan is a:
collection of information gathered during the planning stage.
The behaviors, beliefs, and practices of all employees that contribute to the work environment inside the company is known as:
company culture.
Part of your social media strategy is to increase brand recognition. You know the key to brand recognition is through:
consistency.
Someone who creates and uploads original content on a social media service is known as a/an:
contributor.
Using a SMS gateway allows you to:
e-mail a text message to a mobile phone.
The practice of employees being brand promoters is called __________________________________.
employee advocacy
Trying a new social marketing strategy, you decide to offer new customers or followers discounts if they are joining your network. By doing this you are using social media to:
find new customers.
Defending your decision to build you social media presence on Facebook, you explain to your boss that the majority of Facebook's audience:
has not gone to college and has lower income levels.
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.
A social media campaign often has a very specific target persona or audience that:
is a subset of the typical target audience for the company.
You can tell your audience to hold their questions until the end of the presentation or you can tell them that you will take questions throughout the presentation. One downside to allowing questions during your presentation is that:
it can send you off on a tangent or waste time answering questions that will be covered later in the presentation.
As the company Social Media Strategist your boss is thrilled to hire you because he understands that all social media is free. You tell him:
it's not totally free because the business needs to invest time and resources into social media.
A social media marketer oversees paid social media advertising efforts. One of his or her responsibilities includes:
managing social media advertising budgets
Which type of social media publishing only allows users to send brief messages?
microblogging
During the planning stage of your social media campaign you ask yourself, "why are we doing this campaign?" By doing this you are trying to pinpoint your:
mission
The ___________ should serve as a constant reminder to its employees why its founders started the company and what drives it forward.
mission statement
One of the benefits of using mobile social media to reach your customers is that it:
mobile social media allow for features based on where the device is located and when the communication takes place.
As a Social Media Strategist you enjoy the social media features recently added to webinars because:
now communication becomes two-way between the presenter and the audience.
Someone who often responds to the social media content posted by others, posts ratings 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 is known as a/an:
participant.
Social characters might be a real person, a made up person, or even a mascot that represents the company. When you give social characters ____________________ it can help boost brand recognition, consistency, and engagement.
personality
Which of the following refers to how an audience perceives and ranks a company or brand on social media?
positioning
While completing your audience analysis you try to consider each type of audience for the presentation. One thing you consider when you are talking to potential audience members is their:
prior knowledge.
Although the return on investment (ROI) is often a key goal for social media, remember that return on engagement (ROE) can in the long run be a better indicator for success. Which of the following is a ROI?
revenue coming from a social media campaign
During the preparation stage, the campaign team will begin to gather information and data about the current social media landscape for the company, brand, or product with a focus on the campaign mission. It is at this time that the team should complete a:
social media audit.
Services that allow you to create or upload content and interact with the users who read the content, is known as:
social media publishing.
Question 22 : Keith is responsible to identify the primary target audience, and create a persona, for the sporting equipment products his company sells. What must he consider to identify the brand's primary audience, the persona must be:
someone who needs the product, able to afford the product, and interested in receiving information.
Someone who watches other users' activities on a social network site, but rarely (if ever) participates, is known as a/an:
spectator.
Which of the following are internal factors in a SWOT?
strengths and weaknesses
For every goal of the social media campaign you are tracking, you must have a:
success point.
Which of the following organizational structures is the slowest to implement change?
tall
Companies that have a _____________ structure have multiple layers of management and has a pyramid layout. At the top of the hierarchy, a few individuals make all the decisions and have the most authority.
tall hierarchy
Which type of workflow involves listing the activities for each stage of the content process?
task-based
To record sentiment, you need to look at each mention in a topic of conversation and then evaluate it for its:
tone.
Varying your content and presenting it in many forms keeps your information interesting. One way to vary your content is to use infographics. What is an infographic?
A visual image that also provides representations of data.
A programming methodology for the Web that enables web applications to interact with users is
Ajax
A small computer repair business posts weekly tips on how to maintain personal computers. These social media posts are written by the company president, and are often publicly shared by his followers. What kind of social media communication is this?
Owned communication
The owner of a local lawn care service company has subscribed to several social media groups. Those groups often post short articles and tips on how to maintain your yard. The owner shares these on her own business's social media page and then uses the service's features to boost the messages to more people who are local and similar to her own followers. What kind of social media communication is this?
Paid communication
The owner of a small home-cleaning service has subscribed to several social media groups. Those groups often post short articles and tips on how to maintain a clean home. The owner shares these on her own business's social media page and then uses the service's features to boost the messages to more people who are local and similar to her own followers. What kind of social media communication is this?
Paid communication
You are the social media analyst at a xi Kant that produces a magazine for executives. On which social media platform are you misread likely to concentrate your resources?
Which of the following is the first step in a social media strategy cycle?
Listen and analyze
Which of the following is an example of a SMART goal for a social media campaign?
The campaign is intended to increase sales of Widget X by 10% within the next six months.
Which of the following is a primary advantage for a business to use social media?
The company can connect with its customers to gather information, and provide service.
As an experienced Social Media Strategist, you have recruited the CEO to maintain a social media blog. Your CEO understands that being on social media is about:
engaging partners, employees, customers, and even the competition.
The most successful social media marketing plans are:
the most targeted.
A local hobby store is trying to decide if they would benefit from having a Pinterest account. Their goal is to share more information about various activities in the community to promote these hobbies. What kinds of demographic information should they consider?
Geography, income, and children
An example of asynchronous interaction would be:
A user clicking a submit button without filling in the email address field, and the server sending an error message back to the browser not the entire page
The CEO of the company is very upset and calls you in to his office. He wants to know why you are posting and sharing content on a social media site that has nothing to do with your company's products or services when you should be working on your social media campaign. You smile and respond:
"By sharing content that has nothing to do with the company, I am validating the company's social presence and humanizing the brand."
As an experienced social media strategist you rely heavily on persona. Which of the following is a good definition of a persona?
A fictional, perceived personality; personally or public representation of a role.
In a social media campaign, what is a "call to action"?
A link, button or graphic that encourages the user to click to perform an action.
A small marketing and promotions company is offering social media services to local small businesses. Their service package features daily or weekly postings on popular social media platforms, including a calendar of events which changes frequently. What kind of businesses could best benefit from this service?
A microbrewery restaurant that hosts frequent game nights, music bands and comedy performances.
Your company is building a new Website and asks you, the Social Media Strategist, why it is important that they use Ajax for their programming methodology. How would you reply?
Because with Ajax, the interaction between a user's actions and the server are asynchronous and this will dramatically speed up the interactions on the site.
Criminals have burglarized several homes in a neighborhood. The local police posted some details about the break-ins on their social media platform and asked citizens for assistance. Several citizens responded with information that led to the arrest of several people. What is this behavior called?
Crowdshaping
A music band wants to be hired to play at local festivals and events. What kind of social media strategy should they pursue?
Cultivate influencers such as bar managers, event planners and concert reviewers to post reviews of their performances.
How does mobile social media differ from traditional social media?
Mobile social media allows for features based on where the device is located and when communication takes place.
Which of the following is an example of unstructured data?
Mobile text message
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.
Out of all the social media tools available today, the best place to start when beginning your social marketing efforts is with which of the following?
Social media monitoring because it can tell a business what impact the conversation around a brand is having.
After performing your SWOT you have identified your strengths, weaknesses, opportunities and threats. Which of the following are related to the internal environment of the company?
Strengths and weaknesses.
What two things does the social media manager establish during the preparation phase?
The campaign team and budget
How can a company improve brand recognition, when using multiple social media platforms?
Use the same name, username and e-mail address across all platforms.
Virtual worlds often use a freemium pricing model. Which of the following best describes a freemium pricing model?
Users can download or join the world for free, but additional content can be purchased to customize the user's environment.
Which of the following is a question you could ask to help pinpoint your target platform?
What influencers does your target audience follow?
Broadcasting advertisements to try to reach a large group of potential members of their target audience online is considered bad practice and is called:
spamming.
Developing personas from scratch requires an understanding of:
the typical consumer for the company's products or services
Early in your career as a Social Media Strategist you learned that social media accounts are important assets that need to be controlled and guarded because:
there is a possibility of an account being breached or hacked.
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.
When you start planning a presentation, one of the first things to consider is the purpose of the presentation. There are four general reasons why a business would want to create a presentation: to inform, to persuade, to inspire and _______________________.
to build trust
There are two ways to extend reach. The first is to increase the number of media channels where the content is displayed. The second is:
to display the content on media channels with larger numbers of viewers.
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.
Felix works for a company that sells winter sports equipment, both online and in select retail stores. He is conducting a SWOT analysis of the social media plan. What should he have to begin the SWOT analysis?
A completed social media audit and list of social media goals.
There are three types of audiences, primary, secondary, and tertiary. Which of the following best describes a tertiary audience member?
A persona displaying only one trait - such as interested in the product but does not need it and can't afford it.
Mindy is a real estate agent. The majority of her home-buying clients are young, married and have moderate incomes. What kind of social media platform would be best for promoting new home listings to more people like her current clients?
A photo sharing site, such as Instagram
Sammy owns a landscape development company. The majority of his clients want to upgrade their yards. They are normally young, married and have moderate incomes. What kind of social media platform would be best for promoting his latest landscaping projects to more people like his current clients?
A photo sharing site, such as Instagram
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 recruitment of employees?
A robust and active social media presence can attract job seekers to open positions at a company.
As a Social Media Strategist you are creating an elevator pitch for each type of persona that represents your market segment. How would you define an elevator pitch?
A short statement of what the company, brand or product does to fulfill a need for a persona.
Jolene is the marketing director for a company selling men's business suits, in select retail stores. She is conducting a SWOT analysis of the company's social media plan. Which of the following should she complete before starting the SWOT analysis?
A social media audit and target audience identification
A cancer treatment facility is using social media to provide information and emotional support to their patients. They have created a fictitious character named Carla, who is recovering from treatment, and has no hair. They post short cartoon videos of Carla reacting to new developments in cancer research, or offering survival tips to fellow patients. What is Carla?
A social media persona
An Xtreme Sports facility is using social media to provide information about sporting events and connections for sport enthusiasts. They have created a fictitious character named Emilio, who is a BMX enthusiast. They post short cartoon videos of Emilio doing various tricks, or offering tips to fellow enthusiasts. What is Emilio?
A social media persona
To increase awareness, you will want to develop a strategy that increases your visibility on social media platforms. To be visible, you must be active. What does it mean to be active on social media?
Activity includes posting daily and engaging with anyone interacting with your content.
If you notice other people or groups that are interacting with your business on social media or engaging with your campaign content that are not on your communication list, you should:
Add them to your list and create a strategy for them.
As an experienced social media strategist you often complete a SWOT analysis because a SWOT analysis can provide helpful insights at any level of a social media strategy. You might use it to:
Adjust and refine plans
As the social media strategist you are assigning roles to people on your team. You tell your coworker he can manage page settings and roles. He, therefore, must be the:
Administrator
Tyrone owns a skateboard company and wants to improve his social media presence. He wonders if an Instagram account would benefit his business. What demographic information should he consider when making this decision?
Age of customers, customer income and gender.
Local and state government agencies have been required to adapt and accommodate the growth of social media. Which of the following has likely had the most significant impact on government entities?
Agencies have had to develop extensive policies and training regarding personal use of social media by government employees.
Which of the following is a qualitative metric?
Amount of brand awareness
Brand recognition is how well consumers can correctly identify your business, brand, or products just by viewing product images, a company logo, tag line, packaging or advertising. What is the key for developing brand recognition on social media?
Being consistent.
As an experienced social media strategist you like to focus your social marketing on outbound communication such as one-to-one conversations with consumers or to all of your followers on various social media platforms. You tend to focus on which type of communication link?
Business to consumer (B2C)
You request the company's Marketing Department place an advertisement for your company and one of its products at the corner of First and Main in Hometown, USA. Sales skyrocket and the President of the company wants to know how you ascertained this would be a good location for an advertisement. You reply:
By capitalizing on the location data provided by millions of mobile users!
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.
John is reviewing comments to his company social media posts, and classifying them according to product interest areas. He will use the information he gathers to improve his campaigns. What is he doing?
Conducting a social media audit
Laura has founded an online support group for people with auto-immune disorders. She wants to share medical information on the prevention and treatment of the disorders. She has identified many scientific research articles that would be of interest to her group. How should she share this information through her social media platform?
Create a title, add a personal comment and link to the original source.
As a Social Media Strategist you plan to include virtual worlds in you marketing strategy. One way you may accomplish this is to:
Create virtual presence to increase brand awareness.
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
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 behavior 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
When considering a positioning strategy, it is important to consider what business unit will drive its development. Which department is best suited to take the initiative?
Customer Service
While performing a social media audit you discover there are two social media sites with little or no activity. What is the best way to proceed?
Develop a good profile placeholder for these sites.
A medical practice regularly participates in research studies to develop new drugs. They post brief descriptions of the results of the studies on their social media sites. These posts are frequently liked, shared and commented on by their followers, who are mostly patients of the practice. What is this kind of activity called? This task contains the radio buttons and checkboxes for options. The shortcut keys to perform this task are A to H and alt+1 to alt+9.
Engagement
You are the marketing manager for a home construction company and you regularly blog about completed home builds the company has completed. Your posts describe how the energy efficient homes will benefit the owners, how they are built, and how much they will save the owner on energy costs. The company's president, chief financial officer, and Superintendent also add their positive comments to the blogs, and repost through their own social media networks. What is this behavior called?
Executive buy-in
According to Statista in June 2016, what are the two most popular platforms?
Facebook and YouTube
Sebastian is reviewing results from a recent survey. He will classify respondents as primary, secondary and tertiary, and calculate the probability of purchasing his company's product. What stage of the social media strategy plan cycle is this?
Identify target audience
Lauren is the Marketing Director of an online clothing company. She is creating a social media strategy plan to drive sales in the fall line of clothes. She is reviewing several personas and ranking them based on the possible level of interest in the fall line and may shop at the online store. Which stage of the social media strategy plan cycle is he in?
Identify the target audience
An organic supplement company wants to grow its business. They have approached a popular celebrity, who also writes a blog about benefits of organically grown foods. They want to provide her with samples of their products, and ask her to mention them in her blogs. They will then post her blog entries on their own social media platform. What tactic is the company using?
Identifying an influencer.
Which of the following is a factor that might make executive buy-in harder to obtain?
If a large segment of the company's executives is in the over-fifty demographic
Ruiz is working for a company that sells meal kits. Customers can order daily or weekly packs of vegetables, fruit, meat and dairy products, carefully selected for freshness and local sourcing. The customer can then assemble their own meals from the suggested recipes included in the packs. Ruiz is selecting content to promote the meal kits through social media. What kind of content should he include?
Images of meal kit packages and assembled meals, previews of recipes and suggested serving ideas.
As the newly hired Social Media Strategist, the owner of the company comes to you and expresses concerns over the cost of reaching large or targeted audiences via social media. How do you reply?
In general, it costs more to reach a large audience through traditional media than it does through social media.
You are interviewing for a position as a Social Media Strategist and during your interview you ask about the organizational structure of the company. How does the organizational structure of a company affect social media initiatives?
It is harder to achieve a complete adoption of social media throughout the organization when there are more layers.
What is one disadvantage of using e-mail in your social media marketing campaign?
It is less personal than a face-to-face meeting or a conversation by phone.
A writer has produced her first novel. She has self-published it, and now is looking for ways to promote it through social media sites. She has discovered a network of people who will write honest reviews in exchange for a free copy of the book, and post the reviews in a dedicated social media platform for fiction. What are these people called?
Influencers
Kara enjoys creating and cooking new recipes and sharing with her family. She recently created a cookbook, and is looking for ways to promote it through social media sites. She has discovered a network of people who also like cooking and will write an honest review and post in a cooking social media group, if she will give them a free copy of her cookbook. What are these people called?
Influencers
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 a social media funnel?
It is a series of phases an audience member goes through when interacting with a company on social media.
Content curation is becoming an important tactic for any social media campaign. Which of the following is true about curating content?
It is faster to curate content than to create original content.
While performing a social media audit you discover there are two social media sites with inconsistencies between the two accounts. Your coworker asks you if this is ok. How do you respond?
It is ok as certain sites have popularity with certain market segments and we want to fit in on that site as well.
Joe is managing the social media campaign for Steve, who is running for city mayor. The political campaign is high profile, and tightly contested. The opposing candidate has posted many defamatory comments about Steve in her own social media campaign. How should Joe respond?
Joe should post messages linking to independent articles that explain the candidate's positions on key topics, and characterize Steve positively.
At your weekly team meeting you inform the campaign team that you are going to start showing milestones for your community members. You explain that this type of gamification is known as:
Level Points
A mobile app company wants to create a new adventure app. Their established online presence includes many existing users. They ask their users for ideas and scenarios for the new app. What stage of social community building is this?
Leverage
When creating a call to action for your social media campaign you decide to use engagement calls to action. Which of the following is a form of engagement call to action?
Liking content
While interviewing for a position as a Social Media Strategist you are asked to explain the first thing you would to do create a social media strategy at an existing company. How would you reply?
Listen and analyze to find out the current landscape for the business on social media.
A small business has an extensive Web site featuring technical information about their products. They also have a social media group for discussions about how to use their products, which at one time generated lively discussion in the comments. However, in recent months, they have noticed the number of people actively participating has been declining. They conduct a survey of their users, and discover that many of them are starting to use a new social media service. How could the company have anticipated this change?
Monitor social media trends and identify new opportunities.
Once a company identifies threats, they can strategize on how to use their strengths to neutralize or find a way around them. A typical threat on social media would be:
Negative comments on your social media pages.
A telecommunications company wants to develop a persona that they will use in advertisements to be played on TV and posted to the company's social media sites. What group or individual should the persona represent?
Primary audience
As a newly hired Social Media Strategist you sit down with the CEO to discuss strategy. You want to find out the core business goals and the business mission as your social media goals will feed directly into these. What type of social media strategy are you discussing?
Organizational unit strategy
A local skateboard business posts weekly tips about tricks and skateboarding events. These social media posts are written by employees of the business, and are often publicly shared by their followers. What kind of social media communication is this?
Owned communication
A landscape architecture company wants to promote its business through social media. They want to share images of recent projects, with brief descriptions of the materials used. What kind of social media platform would be best for this organization?
Photo oriented sites, such as Instagram or Pinterest.
Margaret is the social media strategist for the toy department in a department store. The store is developing a new line of remote-control cars for young children, and she has been assigned the roll out. She has identified the target audience, and has developed a persona to match. She knows the primary social media platforms used by the target audience. She also has a clearly defined goal to sell at least 5,000 cars within six months. What stage is Margaret's social media campaign in?
Planning
Rowan is the social media strategist for the housewares unit of a large department store chain. She has been assigned the project of rolling out a new line of bed linens. She has identified her target audience, and has developed a persona to match. She knows which social media platforms her target audience uses primarily. She also has a clearly defined goal to sell at least 10,000 sets of linen within six months. What stage is Rowan's social media campaign in?
Planning
As a newly hired Social Media Strategist you sit down with the CEO to discuss strategy. You want to discuss your plan on how the company can grow on specific media platforms and the milestones you will use to measure success. What type of social media strategy are you discussing?
Platform strategy
Which of the following is a disadvantage of social media in business?
Possible disclosure of private information
A regional carwash business uses direct mail and other print media services to send monthly specials. How can they add social media to communicate product information to their customers?
Post blogs and customer reviews.
The local community college occasionally needs to cancel classes during bad weather. Which of the following is an example of a SMART goal mission statement for notifying students when this occurs?
Post cancellation notices via the school Web site, social media platforms and text messages to students who have subscribed to alerts.
A popular electronics retailer uses several print media channels to send information about weekly special offers and sales. How can they also use social media to communicate product information to their customers?
Post product reviews and promotions.
A company selling car stereos has created a social media persona, who they call Mandy. Mandy is portrayed in a series of videos, as someone who has just bought a car, and is asking many questions about various custom car stereos. What group does Mandy represent?
Primary audience
A company selling home appliances has created a social media persona, who they call Joe. Joe is portrayed in a series of videos, as someone who has just bought a home, and is asking many questions about various appliances. Who does Joe represent?
Primary audience
As a Social Media Strategist you know performing daily posts to social media platforms is vital to your social media success. You assign this task to the:
Project manager/coordinator
Management can help to facilitate social media by empowering employees to use social media throughout the organization. Which of the following is a way a company can empower employees to be advocates on social media?
Provide policies, guidelines, and best practices for social media use.
Dividing the market into segments makes it easier to design a social media strategy. Which of the following segments is based on grouping audience members by their lifestyles and interests?
Psychographic segmentation
In which presentation format does the audience members participate fully by asking questions and sometimes providing their own solutions to questions other audience members ask?
Question and answer session
Which one of the following is a standard model for exchanging data on the Web?
RDF
Which of the following can be described as "the number of people who access a particular content item, such as an advertisement"?
Reach
Jordan has launched a new jewelry company and will offer his bracelet line to potential new customers using a social media campaign. He has recently seen his competitors successfully use influencers to help promote their products to new customers. What should he try when identifying the right potential influencers for his audience?
Reach, relevance, and resonance.
Question 67 :The city government has recently changed the laws regarding sales tax collection. They want to share information with local business owners in person. They are planning a series of free seminars so they can meet with as many people as possible. The social media strategist is planning the campaign to promote the seminars. Which of the following would be an effective call to action in their social media posts about the seminar?
Seminar space is limited. Click here to reserve your seat now.
Text messaging uses which of the following protocols?
Short Message Service (SMS)
Which presentation format is the most popular, is easy to manage and can establish a presenter as a thought leader in the industry?
Single presenter
What do social media campaigns need to do differently than traditional media campaigns?
Social media campaigns need to develop a concept that makes the campaign remarkable.
As a Social Media Strategist you know that which of the following is typically used to build relationships with customers instead of selling products to them?
Social networking sites
A telecommunications company wants to develop a persona that they will use in advertisements to be played on TV and posted to the company's social media sites. As the persona will represent the primary audience what will the persona need to portray?
Someone who needs the product, able to afford the product, and interested in receiving information.
Question 87 :After using a social media monitoring tool to measure your activity, reach exposure and share of conversation, you are given a score of 10. What does this number tell you?
The company has been very active on social media and the brand is easily recognized.
Most content on social media is persistent. What does persistent mean?
The content remains on social media unless a user or business deliberately removes it.
As the campaign manager you are looking at the calendar and scheduling a kick-off meeting for your campaign. What is accomplished at the kick-off meeting?
The kick-off meeting brings the campaign team together to start planning the campaign.
As the company Social Media Strategist your boss asks you why you need to purchase a monitoring tool for reputation management when there are so many free ones available. You politely inform her:
The main drawback to free monitoring tools is that you need to perform the same search on multiple sites and all this searching takes time and often results in conflicting data.
Howard is planning a social media campaign to promote a play at the local performing arts center. What metric will best measure the success of this campaign?
The number of tickets sold.
As the newly hired Social Media Strategist, the owner of the company comes to you and expresses concerns over the quality of content that will be generated by social media about your company's brand. Which of the following is correct?
The owner has a right to be concerned because in social media the content is generated and edited by multiple people and there can be a wide range of quality.
As a Newley hired social media strategist you sit down with the CEO to discuss strategy. You want to discuss your plan on how the company can grow on specific media platforms and the milestones you will use to measure success. What type of social media strategy are you discussing?
The platform strategy.
One strategy you can use for your social media content is to use a predetermined content ratio. What is a content ratio?
The ratio of graphics to texts in your posts.
Although the return on investment (ROI) is often a key goal for social media, remember that return on engagement (ROE) can in the long run be a better indicator for success. Which of the following is a ROE?
The retention of customers.
What should a social media campaign reinforce?
The social media strategy
Janis is marketing director of a surfboard start-up firm that is considering to use Twitter and Instagram to increase future revenues by building a larger potential customer base for their upcoming summer release of new boards. When evaluating the social media campaign, which metric could provide her with the results to determine success?
The total number of followers on each platform. If followers on each platform increase by at least 10%, the campaign will be considered a success.
A natural foods producer wants to grow its business. They have approached a well know media personality, who writes a blog about health topics. They want to provide him with samples of their products, and ask him to mention them in his blogs. They will then post his blog entries on their own social media platform. What tactic has this company used?
They have identified an influencer.
As a social media strategist you are measuring your reach on social media. A coworker asks you how you calculate social media reach. How would you reply?
To calculate reach you simply add up the number of followers you have on each social media site.
What is the first step in a full-scale adoption of social media into any business?
To obtain owner, c-suite executive, or even board member buy-in.
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.
When considering your social media options you consider the fact that __________________ lead(s) to an amplification of exposure because the consumers will share with other people who are not in your immediate audience.
engaging content
As an experienced Social Media Strategist, you know that the _______________ of social media allows you to post up-to-the-minute updates on any developing stories about your company or brand.
immediacy
During your question-and-answer session, it is possible that your audience will not be forthcoming with questions. If this happens,:
turn the tables and ask them questions to get the conversation started.
While at a convention an inexperienced Social Media Strategist wants to know how you track your business partners or competitors and see what is happening in your industry without spending a lot of time each day finding the information. You tell her that you:
use a dashboard to display relevant information on a single Web page.
One of the main differences between Facebook and Twitter is that on Twitter:
users can follow someone without the other person following them back.
After performing a SWOT analysis you discover your company does not have a presence on Instagram, but your competition does and has a large following. This would be identified as a:
weakness.
