Marketing

A company specializing in European river cruises wants to expand its business to ocean cruises. It has a growing base of followers on popular social media platforms. Which social media tool can they use to attract new followers who are interested in ocean cruising?

Paid Advertising

Jared has been assigned to review the company's social media policies and determine what changes should be considered for modification. As he reviews the ethical guidelines, he identifies that the code of conduct section needs modification regarding employee's personal social media usage guidelines. Why is it important to include personal social media guidelines?

Personal social media usage can have a negative impact on the company's reputation

Erin has been assigned to grow the social media community for a health care provider association. She wants to include open job postings and mentoring sections in the community to help people network. What types of risks will she need to address as she develops the strategy for these community areas?

Regulatory compliance and privacy violations

Sam, the CEO of a clothing company, is very vocal on political topics and expresses his opinion on the company Twitter account. What are the most likely risks due to this behavior?

Reputation damage and financial loss.

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

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

Teri is the social media strategist for a large education 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 state requires assigning probability levels to threats?

Assess and evaluate

A major winter storm has closed a highway that runs through a national park. The park service announces the closure on microblogging sites and major social media sites. They get several responses from park visitors requesting evacuation assistance. This behavior is commonly referred to as:

Crowdshaping

A small book publishing company wants to promote their titles through social media. Which strategy would best support them?

Cultivate a relationship with an online book club to share announcements and offer free books

A company can use statistics from social media to predict user behavior. What kind of big data strategy is this?

Data exploration

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

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 wale conservationists. He also wants to share information from his industry peers. Which social media tool can he use to meet these needs?

Business Blog

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

Planning

A large grocery store chain has an active print media operation. They publish weekly flyers to be inserted into newspapers. They also frequently send direct mail flyers. How can they best incorporate social media to their advertising mix?

Post recipes with coupons for the ingredients.

The developers of a point-of-sale retail transaction software had a system error in their Web server. Users of the system were unable to upload data through their remote data entry service. The customers quickly grew angry about the situation and began posting negative comments on several popular social media sites and the company's public message board. The company is in the response state of managing the crisis. What should they do?

Post responses to the messages, explaining the problem and when it will be resolved.

Stuart is the social media risk manager for an international drone enthusiast's association. He has noticed various chapters around the world using images and copyrighted materials. What should Stuart do to ensure the association's social media sites are in compliance with the various legal regulations internationally?

Require users to accept a terms-of-use license and privacy policy before they can post any content

A company has a goal of increasing revenue from social media sites 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 sale. What is the company trying to calculate?

Return on Investment

Bill owns a small, local video production company. His current customer base consists mostly of local musicians looking for live concert music 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

The author, a graphic designer and publisher of a series of graphic novels will be making appearances to sign their work at a major fan conference. What would be the best strategy to attract the largest number of customers to the signing?

Schedule an event on Facebook

A well-known CEO of a large company regularly makes keynote speeches at industry conferences. How can these presentations be made more social?

Share them as live streaming events and invite the audience to ask questions which the CEO will answer immediately.

A marketing company is developing a promotional service that it will offer to various clients. The service includes daily posts on popular social media platforms including information about selected products, a map of the client's current location and the date/time the product is available. What kind of business client would best benefit from this social media strategy?

A gourmet food truck selling upscale sandwiches

Which organization is likely to experience the highest impact of implementing an aggressive social media marketing campaign?

A political campaign for a mayor of a large city

Sarah works for a company that sells professional-wear clothing for women, both online and in select retail stores. She is conducting a SWOT analysis of the company's social media plan. Which of the following should she have completed first?

A social media audit and a list of social media goals

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

Age of their customers, customer income and gender

Which of the following is a benefit of social media auditing?

Compare your social media presence to your competitors

Jonathan works on the marketing team of a regional sporting goods retailer. He has been asked to give a short presentation at a company-wide meeting about the results of the marketing team's social media campaigns over the last year. Why type of social media report would be the most appropriate to use as the basis for this presentation?

Campaign

When evaluating a visualization of social network members, the influencers are generally considered the most important. This is known as?

Centrality

What kind of social media metric best measures the number of followers who noticed and responded to a paid advertisement?

Click-through rates

A company noticed a recent spike in online posting about one of their products. In response, they increased the amount of paid advertising for that particular product. However, sales of the product dropped by 75% in the next 3 months. Which big data value component was missing from the analysis about the spike?

Context, most of the posts were complaints about product performance.

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

Filling out all social media profiles completely

Allan works for event planning company and is creating a curated content article about the ten best games for breaking the ice at parties. He has found articles on the Internet, describing various games, which he wants to incorporate into his own content. Which of the following is a best practice for using curated content ethically?

Create a new title, links to the original sources and add person editorial comments

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

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 for resources to maintain a presence on other social media sites. What is the most cost 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.

A small business is selling widgets. A recent customer is enthusiastic about her new widget and has shared the business's posts in her personal social media network. What kind of media communication is this?

Earned communication

An electronics manufacturer recently released an updated product that corrects the defects of a previous version. Many customers are liking, commenting and sharing the company's post about the new product. What is this activity called?

Engagement

A marketing team has received a report that identifies several target audiences. They develop a plan to offer new products to the audiences based on the data in the report. What state of social media mining is this?

Evaluation and Interpretation

A large paper products company has recently hired a new CEO. She is blogging regularly on social media to discuss ways to improve products and reduce negative impact on the environment. Other leaders in the company had engaged in her blog discussions and shared with their departments. This behavior is known as:

Executive buy-in

A fitness gym club has spent a significant amount of time and money building an online presence in social media. They have built pages on several platforms, gathered an audience and post content regularly. How can the club ensure they are staying on top of rapidly changing trends in social media?

Focus on analytic data from their current platforms to identify the customer preferences and demographics

Drew is managing a social media advertising campaign. He has selected a popular social media site. This site has a flat membership fee, plus a pay-per-click fee. Drew will also be outsourcing the graphic design of the ads. What information do you need to calculate the cost-per-click of the campaign?

Graphic design cost, membership fee, pay-per-click fee and total clicks made

Which of the following is a benefit of researching and creating social media personas for a business?

Helps you focus on who your main brand consumer is and seeing your products from their perspective.

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 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.

James is creating a social media strategy plan in order to help drive company sales. He is selecting various personas that might shop at the online store and ranking them based on their possible level of interest in the product. Which stage of the social media plan cycle is he in?

Identify the target audience

Jenn works for a company that sells non-toxic, environmentally friendly cleaning products. She is making a list of content she would like to use in the social media campaign. What content should she create in order to have an impact across multiple social media platforms?

Images that contain the brand color scheme and products, infographics on the impact of toxic cleaning chemicals on the environment compared to their products and videos demonstrating how well the products work.

Why is it important for an organization to use the same name; username and e-mail address across multiple social media platforms?

It improves brand recognition

A company has determined that their typical customer hears about their products from their social media network, then visits the company web site and then makes a purchase. What type of conversion attribution model is this?

Last social touch

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

During which stages of social media strategy planning cycle should you perform social media optimization (SMO)?

Listen and analyze, identify the target audience; set goals; define strategies; implement; monitor and adjust

During which stages of social media strategy planning cycle should you perform social media optimization?

Listen and analyze, identify the target audience; set goals; define strategies; implement; monitor and adjust

An airline customer service department needs to notify passengers when a flight is delayed. Which of the following is an example of a SMART goal mission statement for the customer service department?

Notify passengers via text message within 15 minutes of flight delays.

A yarn store is running an online group with several hundred members on a popular social media site to share newly developed patterns and projects. The group manager notices that only a few members are regularly posting. What can she do to encourage more people to share their projects?

Offer free yarn skeins to first time posters.

A startup business is designing fabric patterns for the home fashion industry. What kind of platforms will best meet the business' social media marketing needs?

Photo oriented sites, such as Instagram and Pinterest

Katie has launched a new natural makeup company and is looking to offer her lipstick line to potential new customers using a social media campaign. She has recently seen her competitors successfully use influencers to help promote their products to new customers. What should she look for when trying to identify the right potential influencers for her audience?

Reach, relevance, and resonance

In order to be considered as part of a brand's primary audience, a persona must be:

Someone who is interested in the product, needs the product, wants, and is able to afford the product

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 will 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 catchy headlines and images that are tailored to each platform. Make sure to never use the exact post twice.

Dylan works for a small software start-up firm that is looking to use Facebook and Twitter to increase future revenues by building a larger potential customer base for their upcoming software release. Which of the following is a metric that could be used to evaluate the success of this social media campaign?

The number of link-clicks each post receives. If more than 50 followers click through to the company web site on each post in the campaign, it will be considered a success.

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 post on the site. These policies provide David's organization the ability to collect and use the date about the user, such as their interest. Which of the following would be an inappropriate use of this information?

The owner of the site uses the contacting information to sell them services from other companies he owns.