Social Media Marketing Final Exam

What is LinkedIn's audience profile?

-30-49 ages -29% of men 24% of women

Demographics of TikTok. How does it compare to other social media platforms?

-689 million users worldwide -60% female users 40% of male users -90% of users open the app daily

What are two types of content that a marketer might use on LinkedIn and content strategies

-A business or company page -Post relevant content -Post a variety of content -Keep posts short -Be creative

Who is Pinterest's primary customer?

-A doer -43% female and 15% male

What are two ad types in TikTok?

-Brand takeover -In-Feed video ad

Be able to discuss two different content strategies and why they are important to SMM.

-Hashtags -Call to action

What matters to a social media marketer

-Increased exposure of brand -Increased traffic -Brand loyalty -Customer & market insights -lead generation -improved sales & time management

What are at least two ways you can optimize your account?

-Keywords -Titles -Click-baiting -Chapters

Be able to discuss two different content strategies for twitter

-Less promotions, more conversations -Keep posts short -Post consistently at optimal times -Post visually appealing content

Be able to discuss two different content strategies for TikTok and why they are important to SMM.

-Leverage TikTok's business hub -create engaging videos -Create dynamic captions -Use hashtags -Engage with others

What are at least two of the TikTok features? How can they promote engagement?

-Live -Duet Both help to raise engagement and brand awareness

What are the four major elements of a TikTok Video? Why are each of the elements important to a marketer?

-Look -Sound -Story -Details So a marketing manager can utilize these elements to widen their reach by using trending sounds to increase the brand awareness

Be able to discuss two different content strategies for pinterest

-Pin consistently and at optimal times -Use high quality visuals -Focus on descriptions -Repin others content

What are at least three components that make a good influencer?

-Reach -Credibility -Authenticity

What are three of the components of a social media policy?

-Rules & regulations -Confidentiality -Legal risks

YouTube demographics.

-The world's most popular online video sharing site -78% of users are male 68% female

What is Facebook Zero? What are three things that brands need to consider based on the change?

-person-to-person interactions among friends and family over posts from branded Facebook pages. the end of organic reach for all Facebook pages, as announced by Mark Zuckerberg in 2018. -Businesses they witnessed a significant drop in reaches. Facebook users now see less content from businesses, brands, and even celebrities with pages, and more content from friends in their newsfeeds

What are the four bidding structures to pay for your advertisements on TikTok?

1-CPM cost per mile/thousand impressions the price that you are willing to pay for one thousand impressions 2-Optimized Cost per Mille/Thousand Impressions (oCPM): The price you will pay to create one thousand impressions, targeting users that are likely to complete a conversion or app install event. 3-Cost per Thousand Views (CPV): The price you are willing to pay for per one thousand 6-second or 2-second video views. 4-Cost per Click (CPC): The cost you are willing to pay per click.

Steps in SMM Strategy

1. Identify a target market & create personas 2. Social media audit 3. Establish goals, objectives, & metrics 4. Determine resources, roles, & responsibilities 5. Establish a tone of voice 6. Select a platform 7. Create & Optimize social media networks

Two benefits of having a social media policy.

1. Protects a company's reputation 2. Helps employees understand how to use social media to promote the brand and company messaging 3. Creates brand consistency online by outing brand standards regarding the appearance and tone for social media posts, and the proper use of images, video and other media

What are the five pillars of social media?

1. Strategy 2. Planning & Publishing 3. Listening & Engagement 4. Analytics & Reporting 5. Advertising

What is the Twitter audience profile?

18 to 29 age range 24% males and 21% females

What is the Instagram audience profile?

18-29 age range 43% female and 31% males

What is one type of page, other than a main business page, and what is its main purpose?

A company page's is how linkedin users will interact about a brand and its main purpose is to build brand awareness and increase engagement

What is a social media marketing campaign?

A coordinated social media marketing effort to communicate with a target audience to achieve a marketing or business goal

What is the social media skills gap and why does it exist?

A gap of social media skills that millennials grew up with. Just because somebody grows up as a social media native does not mean he or she is equipped to run a company's social media marketing strategy. The way businesses use social media has changed over time. Traditional marketing has now moved to social media, from advertising to customer service, selling products, and even hiring employees.

What is a social media crisis response plan?

A social media crisis response plan outlines the steps a company should take when a crisis occurs. By acting irresponsibly or responding incorrectly to a crisis, a company could damage its brand and long-term reputation. Having a companywide plan in place will help ensure that a company responds quickly and appropriately to any issue that could arise.

What is a social media content strategy?

A social media distribution strategy determines the network and frequency of posts and content types that will be published on each network.

What is a social media policy?

A social media policy outlines how an organization and its employees should conduct themselves online. It is a living, breathing document that clearly explains to employees how to best represent the company online, including what they can and cannot share.

What is a personal brand?

A unique set of professional skills and attributes that others associate with you

What is an influencer? What is influencer marketing?

An influencer- is someone who carries influence over others. Influencer marketing- is a type of marketing that focuses on using influencers to promote a brand message, product, or service to their larger market.

What are the steps in the AIDA model?

Attention, Interest, Desire, Action

LinkedIn is a platform focused on _____________.

B2B

Why might it be important to have a Facebook business account as a marketer. Know at least one hard fact

Facebook is now the biggest social network in the world with over 2.8 billion monthly active users

Who owns YouTube? What synergies does this relationship create?

In 2005 Chen & Karim Hurley after they had difficulty sharing a video of their dinner party

Instagram Algorithm - how do you show up in the newsfeed?

In order to best leverage the algorithm it is important for brands to adopt a content strategy that increases overall post engagement. A brand's followers are more likely to see posts that have high quantities of likes, comments, and interactions on them. Content with lower engagement is less likely to be seen in followers' feeds.

Be able to discuss two different content strategies for Youtube and why they are important to SMM.

Include a channel trailer -Experiment with Different Video Content Types -Publish videos regularly at optimal times -Youtube live

Why might it be important to have a Instagram business account as a marketer? Know at least one hard fact.

Instagram has gained widespread usage internationally, with 89 percent of users living outside of the United States

What is IMC and why does a SMM care?

Integrated marketing campaign and it is integratig promotional tools in the marketing mix and is important to help marketers communicate with customers and increase brand awareness

Why do B2B companies care about LinkedIn as a marketing tool?

It is the most popular social networking platform for job seekers and business professionals to connect and engage with individuals and brands all around the world.

What is a customer persona?

It's a representation of a company's target market based on data collected from existing and target customers

Specifically know at least one social activity, KPI (metric) and business impact for each category of the funnel.

Key Performance Indicators 1 - Revenue per client/member (RPC) The most common, and probably the easiest KPI to track is Revenue Per Client - a measure of productivity. ...

What are goals, objectives, and metrics

Marketing objectives are actionable goals that provide overall directions to a specific campaign. Think of your marketing plan as a target that your team is looking to reach within a particular timeframe. Also, it comes with a metric that serves as a symbolic finish line.

What is the difference between a mega and a nano influencer? Why does a SMM care? Is it all about reach?

Mega-1,000,000+ followers Nano-1 to 1,000 followers It is about raising the reach and creating new leads and a higher conversion rate

What is the audience profile on Facebook?

More women than males 18-49 target market

Three types of media and social media examples of each.

Paid- marketing efforts that are paid for ex- TV ads Owned- includes all channels of media that the company owns ex- company website Earned- what the public shares digitally and verbally about a brand. ex- TikTok of a user showing a product for no money

What are a few ways that you would measure the success of a SMM campaign?

Report and analyze the data and engagement of the campaign with business data

What are rich pins? What are two types of rich pins and examples of each?

Rich pins allow brands to add extra information about their pin examples are: Product pins & recipe pins

Be familiar with the social media metrics map and the terminology

Social media maps help us visualize the patterns of connection that form when people follow, reply and mention one another in internet communication services like Twitter

What is and how do you calculate social media ROI?

Social media return on investment (ROI) is a measurement of the value from social media marketing. ROI: Profit / Total Investment x 100.

What are some of the key components that make a campaign different than a normal social media marketing content strategy plan for a platform?

Social media-only campaigns have great influence on consumer purchase decisions, consumer brand perception and consumer likelihood to recommend a brand to family and friends. In order to keep fans coming back for more, many brands today are implementing social-only marketing campaigns.

How do you promote engagement on a Facebook post?

Tap into Perfect Post Times. ... Focus on Fan-Centric Content. ... Analyze Your Most Popular Posts. ... Step Up Your Photo Game. ... Prioritize Comments & Replies. ... Tailor Your On-Site Content for Facebook. ... Couple Your Posts with a CTA. ... Upload Video Content Directly to Facebook.

What is the TikTok creative business hub?

The hub offers best practices, tips, and tricks to help create engaging TikToks for businesses

Why does a marketer care about a business TikTok account?

Tiktok has an explosive growth and average active brands recieve 200,000 views per post which is well above benchmarks of other social media platforms

Why would you use an influencer? What are at least two benefits associated with SMM goals?

To grow brand awareness and reach a higher target audience Influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing" Brands make $6.50 for every $1 spent on influencer marketing.

What is an unspoken industry standard of payment for an influencer? What is at least one additional consideration in paying your influencer?

To in depth discuss the partnership and paying each influencer generously to accept the offer

Why is SMM Strategy important?

To outline the tactics of how a company will incorporate social media into its business & it is important to have a plan before implementing tactics

What are UTM parameters and how does a SMM use them to demonstrate ROI?

UTM Parameters are tags added to a URL, and when clicked, the tags are sent back to Google Analytics and tracked.

What is a social media response flowchart?

Utilizing a social media response flowchart as seen below will assist a social media team evaluate social media posts and provide a response strategy for each.

What is a Twitter List?

a curated group of Twitter accounts

social media

a form of electronic communication through which users create online communities to share information, ideas, personal messages, and other content such as videos

SWOT analysis

a planning tool used to analyze an organization's strengths, weaknesses, opportunities, and threats

How do you audit your personal brand online?

google yourself and check each social media platform to make sure your content is professional

social media marketing

the use of social media by marketers to increase brand awareness, identify key audiences, generate leads, and build meaningful relationships with customers