Social media study guide

What is the projected value of global sales USD via social media platforms by 2026?

$3 trillion

How much does the average organization spend on social media marketing per month (in US dollars)?

$6,000 - $10,500

Select all that apply. What are some of the new ways that marketers will need to adapt in a future without third-party cookies?

-Focus on first-party and second-party cookie data -Use AI and machine learning

What does Meta's Conversions API aim to do?

-It connects marketing data directly with the Meta platform. -It helps optimize ad targeting. -It decreases cost-per-action. -It measures results across Meta platforms

Select all that apply. What is a potential downside of relying on AI for social media content creation?

-Lack of emotional understanding -Dependence on algorithms leading to generic content -Potential for biased results

How can you connect your website or server to the Meta Conversions API?

-Working with one of Meta's 50+ partners that support the Conversions API -Developing a Conversions API integration on your own -Using the Conversions API gateway provided by Meta that runs on AWS

True or false? AI can be a powerful tool for improving your social commerce strategy by developing content and automating customer support.

True

True or false? AI can be used to tailor advertising content and target specific users based on their interests, demographics, and other data points.

True

True or false? Christina Garnett, a HubSpot principal marketing manager, suggests that outsourced social media managers need the same type of resources and knowledge as an in-house social media manager.

True

True or false? When budgeting for social media advertising, you shouldn't run the same ad across all platforms.

True

How much of your advertising budget should go towards ad spend?

40%

What is a potential benefit of keeping social media management in-house?

Aligning with or partnering with existing communities

What should a brand consider if it's unsure whether to create a community or if it lacks the resources for a community team?

Aligning with or partnering with existing communities

You're part of a team at your company that's responsible for setting up an online community. While creating the strategy, one of your colleagues argues that considering an exit plan is unnecessary and a waste of time. How do you respond?

Argue that an exit plan is a critical part of the strategy, as it helps prepare for potential changes in the future, including dissolution of the community if necessary.

Which of the following is an unethical use of social media automation and AI tools?

Buying followers

As a digital marketing manager, you're in a meeting discussing user data and privacy on your company's website. A colleague voices concern that first-party cookies are often seen as non-essential and a breach of privacy. How do you respond?

Clarify that first-party cookies, while they do collect user data, are essential for a functional, personalized user experience and are generally seen as more privacy-friendly than third-party cookies.

Which of the following is NOT a technique you can use in your social commerce strategy?

Collaborating with micro-influencers

In the context of digital marketing, what is zero-party data?

Data voluntarily shared by a customer with a brand

When hiring a social media agency, what is one of the important questions you should ask?

Do they have experience in your industry or with a similar business?

You're in a meeting with your marketing team discussing the performance of your company's social media community. A new team member suggests tracking the company's profit margin as a key performance indicator (KPI) for the social media community. How do you respond?

Explain that while company profit margin is important, it's not a direct KPI for a social media community. Instead, focus should be on indicators like number of members, engagement metrics, and referral traffic.

True or false? In omnichannel marketing, it's best to post the exact same content across all social media platforms.

False

True or false? The Meta Conversions API only works effectively when used in conjunction with a browser pixel.

False

Which of the following is NOT a potential benefit of using AI in social media content creation?

Improved facilitation of social planning meetings

Which of the following is NOT a reason why a business might build a social media community?

Increasing the owner's social media following

Which of the following is a primary advantage of using social media in omnichannel marketing?

It Facilitates two-way communication and customer interaction.

What benefit does AI bring to scheduling social media posts?

It allows for posts to be scheduled in bulk and can recommend optimal posting times based on historical metrics.

What is one of the potential benefits of using second-party data in advertising?

It can give a new perspective on customers.

How does omnichannel marketing impact a customer's experience with a brand?

It creates a consistent and similar experience across various channels and platforms.

What is one of the changes happening in the field of digital advertising with respect to third-party cookies?

Major browsers are phasing out or blocking third-party cookies by default.

What kind of influencer often has a smaller following, but a highly engaged audience that trusts their opinions?

Micro-influencer

What is one of the key performance indicators (KPIs) for measuring the success of an online community?

Number of members

Which of the following is a crucial factor to consider when developing a social commerce strategy?

Partnering with influencers

Which type of marketing is characterized by targeting ads based on current events that customers may be interested in?

Real-time marketing

How can you maintain authenticity while using AI to generate social media content?

Regularly review and edit the AI-generated content

Nicole O'Donnell suggests using what type of individuals to act as inspiration in storytelling for brands?

Role models or community members

What are the two types of online communities?

Shared-interest and information

In the context of digital advertising, what are third-party cookies?

Tracking codes placed on a web visitor's computer by another website other than your own

Which storytelling framework would be best suited to showcase the company's history, mission, and vision?

The Brand Story Framework

According to Lately's Kate Bradley Chernis, where should you start when thinking about the structure of a story?

The middle

Which of the following should NOT be considered when setting a social media budget?

The number of your current social followers

What is the purpose of using the underdog archetype in a social media storytelling campaign?

To showcase the transformative power of a product or service

When integrating social media into your broader omnichannel strategy, it's crucial to do which of the following?

Use insights from social media platforms to understand customer interests, preferences, and behaviors

Fill in the blank: The connection between social and commerce essentially involves driving ______ and providing the immediate opportunity to buy.

awareness

Fill in the blank: If you're not prepared to invest time and energy into regular engagement with your community, you won't be able to reap the benefits of ______________.

content conversation

Fill in the blank: In short-form video, editing styles should vary depending on the _________.

platform