SMS

Why is it important for an organization to use the same name, username, and e-mail address across multiple social media platforms? It creates a social character that is engaging the community It improves brand recognition So that others can manage the accounts when someone leaves So that followers from one platform will automatically become followers on another platform

It improves brand recognition

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 Creation Growth Cultivation

Leverage

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? Encourage the frequent posters to contribute more Cross-post new projects from a quilters post Create instructional videos of previously posted projects Offer free yarn skeins to first-time posters

Offer free yarn skeins to first-time posters

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 too can they use to attract new followers who are interested in ocean cruising? Paid advertising Organic Banner Viral

Paid advertising

A startup business is designing fabric patterns for the home fashion industry. What kind of platforms will best meet the business's social media marketing needs? Photo oriented sites such as instagram and pinterest Microblogging sites such as Twitter Professional networking sites such as LinkedIn Content sharing sites, such as Facebook or Myspace

Photo oriented sites such as instagram and pinterest

Drew is managing a social media advertising campaign. He has selected a popular social media site. The 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 a campaign? Graphic design cost, membership fee, pay per click fee and total clicks made Employee compensation, cost of goods sold, and pay per click fee E-commerce site listing fees, website development costs, and pay per click fees Total budget amount, pay per click fee and total clicks made

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

A well-known CEO of a large company regularly makes keynote speeches at industry conferences. How can these presentations be made more social? a. Record the speech and post it on the company's website b. Contract with reality tv c. Change the format d. Share them as live

d. Share them as live

What kind of social media metrics best measure the numbers of followers who noticed and responded to paid advertisement? Conversion attribution Cost per click click -through rates Total revenue earned

click -through rates

James is creating a social media strategy plan in order to help drive company sales. He is selecting various persons 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 strategy plan cycle is he in? Define strategies Listen and analyze Identify the target market Set goals

Identify the target market

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? Update computer to eliminate computer vulnerabilities and to prevent theft of intellectual property Implement regular reviews of outbound communications Provide training for all employees in the company regarding legal compliance Eliminate ambiguous policies and inconsistent procedures for the roles with access to the new information

Update computer to eliminate computer vulnerabilities and to prevent theft of intellectual property

Jonathan works on the marketing team of a regional sporting goods company. 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. What type of social media report would be the most appropriate to use as the basis for this presentation? Campaign Executive Platform Community

Campaign

When evaluating a visualization of social networks members, the influencers are generally considered the most important. This is known as? Centrality Reciprocity Structural equivalence Transitivity

Centrality

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 see your products from their perspective Helps you keep the cost of purchasing social media ads to a minimum Helps you identify problem areas in your campaign during the monitor and adjust the phase Helps you identify the demographics of your current audience

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

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 employees personal social media usage guidelines. Why is it important to include personal social media usage guidelines? Personal social media usage ca have a negative impact on the companies reputation Privacy laws prohibit a company from issuing guidelines regarding social media usage Personal social media usage would not provide transparency Competitors may recruit employees who are vocal about the company through their social media usage

Personal social media usage ca have a negative impact on the companies reputation

Erin has been assigned to grow the social media community for a health care provider association. She wants to include jobs posting and mentoring sections in the community to help other people network. What type of risks will she need to address as she develops the strategy for these community areas? Regulatory compliance Cybercrime and financial loss Damage to reputation and legal issues Theft of intellectual property and corporate identity

Regulatory compliance

Sam, the CEO of a clothing company is very vocal on political topics and expresses his opinions on the company's Twitter account. What is most likely to be a risk due to this behaviour? Reputation damage and financial loss Reputation damage and cybercrime Financial loss and corporate identity theft Theft of intellectual property and cybercrime

Reputation damage and financial loss

The author, graphic designer, and publisher of a series of graphic novels will be making appearances to sign their work at major fan conferences. What would be the best strategy to attract the largest number of costumes to the signing? The author, graphic designer, and publisher of a series of graphic novels will be making appearances to sign their work at major fan conferences. What would be the best strategy to attract the largest number of costumes to the signing? Schedule an event on Facebook Post images from the novels to pinterest Share videos of the previous signing on youtube Update their biographies on Linkedin

Schedule an event on Facebook

Dylan works for a small software start-up 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 # of link clicks each post receives. If more than 50 followers click through to the company website on each posts in the campaign, it will be considered a success The # of likes and comments each post receives, If more than 10 followers The total number of followers on each platform. If each platform gains at least 10%more followers , the campaign is considered a success. An increase in sales if their current software release. If sales increase by 5% the campaign is considered a success

The total number of followers on each platform. If each platform gains at least 10%more followers , the campaign is considered a success.

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 the negative impact on the environment. Other leaders in the company have engaged in her blog discussion and shared them with their departments. This behavior is known as: a. Market Repositioning b. Executive buy-in c. Return on engagement d. Corporate reorganization

b. Executive buy-in

Which of the following is a social media optimization technique that can aid in search engine optimization? a. Creating as many posts as possible, regardless of engagement b. Filling out all social media profiles completely c. Share content from third parties that will engage users d. Make sure all social media posts link back to your website

b. Filling out all social media profiles completely

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? Evaluate the click-through rates to your website Create compelling ads and promote well-received organic posts Repeat the same posts over and over Address posts to the entire platform audience

Create compelling ads and promote well-received organic posts

Connie is the social media risk manager for a large retail shopping service. She has a comprehensive strategy to manage social media risks. She has implemented a program to train all departments within the company to be risk-aware. What tasks should she perform to ensure all departments are performing as expected? Monitor activities for risk, measure and gather appropriate data and create reports that assess risk and suggest controls Monitor activities for risk, train employees to identify risks, and search social media data to support discovery or legal questions Identify control requirements for risk assessment, identify regulatory or financial risks create reports that assess risk, and suggest controls

Monitor activities for risk, measure and gather appropriate data and create reports that assess risk and suggest controls

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(sale orders) and are collecting data on conversions from followers to lead to sales. What is the company trying to calculate? Return to investment Return to engagement Customer loyalty Follower loyalty

Return to investment

Stuart is the social media risk manager for an international drone enthusiasts 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? Contact the owners of the copyrighted materials and request a fee to remove the materials from the sites Require users to accept terms of use license and privacy policy before they can post any content Email the users and request they show permission they are allowed to use the materials File a lawsuit against the users for posting copyrighted materials on his site

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

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, an infographic on the impact of toxic cleaning chemicals compared to their products, and videos demonstrating how well the product works A wide variety of images with eye-popping color schemes, infographics similar to their competitors, and a podcast discussing how well their products work A profile and cover photo to repurpose across all platforms and a full length Video of an infomercial the company recently aired Several trendy collage images with various filters, an elaborate infographic explaining the chemistry behind their cleaning products, and video interviews with various members of the marketing teams

Images that contain the brand color scheme and products, an infographic on the impact of toxic cleaning chemicals compared to their products, and videos demonstrating how well the product works

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 Implementation and measurement Development Preparation

Planning

Allan works for an event planning company that 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 the best practice for using curated content ethically? Create a new title, link to the original sources, and add personal editorial comments Choose multiple articles, pull snippets from them, and use one of the titles from the articles Use the full text from two articles plus snippets from others with links to the original articles websites Use the images and full text from the longest article, add personal editorial comments, and create a new title

Create a new title, link to the original sources, and add personal editorial comments

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 cost-effective way to make sure potential customers can still reach him? Create placeholder pages that redirect visitors to his website or other social media sites Hire someone to create and maintain his online presence on other social media sites Ignore the other sites because his primary audience does not participate on them Expand his marketing efforts to reach potential customers through traditional marketing efforts

Create placeholder pages that redirect visitors to his website or other social media sites

A major winter storm has closed a highway that runs through a national park. The park service announces the closure of microblogging sites and major social media sites. They get several responses from park visitors requesting evacuation assistance. This behavior is commonly known as: Crowdshaping Crowdsourcing Crowdfunding Crowd rising

Crowdshaping

A small book publishing company wants to promote its 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 Post videos of interviews with published authors bundled with 'buy now' social commerce options Offer low-cost writing workshops scheduled as shareable events Auction signed copies of the books on retail shopping items

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

Which of the following is the chief disadvantage of using social media? In a crisis situation, a company's reputation can be damaged quickly You can gather information about what customers want in products A company must establish policies covering social media usage and provide training A company can lose control of how its corporate logo is used

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

The developers of a point of sale retail transaction software 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 stage of managing the crisis. What should they do? Post the response to the messages, explaining the problem and when it will be resolved Prepare an executive report on the crisis, with recommendations for organizational changes to recent similar accidents Remove all postings from their message board and publicity deny the error on the popular social media site Monitor the messages, to determine how many are posted until the error is corrected. Then contact the message posters privately by phone or email

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

A fitness gym club has spent a significant amount of time and money building an online presence on social media. They have built pages on several platforms, gathered an audience, and post regularly. How can the club ensure they are staying on top of the rapidly changing trends in social media? Schedule quarterly or semi-annual reviews of the social media trends to identify new opportunities Start live streaming videos of video of exercise classes to encourage more people to join Hire an outside company to take over customer communications on current social media platforms Focus on analytic data from their current platforms to identify the customer preferences and demographic

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

A large grocery store chain has active print media operations. They publish weekly flyers to be inserted into newspapers. They also frequently send direct mail flyers. How can they best incorporate social media into their advertising mix? a. Post recipes with coupons for their ingredients b. Schedule promotional events c. Post the weekly coupon flyer as a PDF d. Post a link to their website

a. Post a recipe with coupons for their ingredients

Which organization is likely to experience the highest impact of implementing an aggressive social media marketing campaign A car manufacturer that makes trucks, sedans, and hybrids A circus performance troupe that travels the country A political campaign for a mayor of a large city A large financial service company providing payroll processinging

A political campaign for a mayor of a large city

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 must consider in order to make this decision? Marital status, customer income, brand loyalty Age of their customers, customer income, gender Geography, favorite activities and customer income gender, personality, and geographic segment

Age of their customers, customer income, gender

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? Context: most of the posts were complaints about the product performance Confidence: the combined data had insufficient certainty complexity: data from multiple sources were poorly matched and imprecise Choice: the company used an inadequate data analysis system

Context: most of the posts were complaints about the product performance

A company can use statistics from social media to predict user behavior. What kind of big data strategy is this? Performance management Decision science Social analysis Data exploration

Data exploration

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 social media communication is this? Earned communication Owned communication Paid communication Posted communication

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? Impression Engagement Exposure Reach

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 stage of social media mining is this? Evaluation and interpretation Data transformation Target data preprocessing Data mining and pattering

Evaluation and interpretation

A midsized tech company has an active presence on multiple platforms. 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 leverage its organic advertising. What would help them choose the best platform to achieve their goals? Select the best possible graphic designer to create eye-catching compelling advertisements Identify the most common characteristics of their followers and select the platform that best targets them Compare the advertising rates of multiple platforms and choose the least expensive one Consolidate the multiple platforms by migrating users to one network

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

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 meet these needs? Business blog Microblog Webinar Live streaming

Microblog

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 mins of flight delays Notify airport management to update departure boards hourly Alert passengers via text messages about special offers on future flights Alert the baggage handling departement to move bags to temporary storage

Notify passengers via text message within 15 mins of flight delays

Bill owns a small local video production company. His current customer base consists mostly of local musicians looking for live concert music videos and small startup 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 shoot today, to receive a 10% discount Message me for details Share this with all your friends Watch this video compilation to see what services we have to offer

Schedule a shoot today, to receive a 10% discount

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 site. These policies pterm-35rovide David's organization the ability to collect and use data 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 other companies he owns The social media marketing manager identifies users with similar sports interests and sends links to upcoming sports events and group activities The social media manager collects data to identify and measure user engagement The legal department sends notices to the user who is using the site inappropriately

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

Mariah works for a local community organization and is creating a social media campaign to drive their followers to sign up for their monthly email newsletter. Which of the following would be the most effective for her to optimize her social media campaign? Use headlines and images that are optimized for each platform. Post the information once on each platform to avoid annoying the annoying user base Use multiple variations of the post Use the same post the headlines and images across all platforms for the brand uniformity. Use the same post multiple times over the course of the campaign in order to create a consistent message Use descriptive headlines and text that give users as much information as possible. Use images that are optimized for each social media platform. Use the same images each time the information is posted for brand consistency

Use multiple variations of the post

In order to be considered as part of the brand's primary audience, a persona must be: a . someone who is interested in the product, needs the products, and is able to afford the product B. someone who is interested in the product, wants to share the product with more users, and is able to afford the product C. considered a brand ambassador, a customer who regularly interacts with your brand, and a returning customer D. a returning customer who shares the product with other users and who regularly interacts with the brand

a . someone who is interested in the product, needs the products, and is able to afford the product