Social Media Strategist Practice

Front

How can a local grass and seed store ethically use social media to promote their knowledge and experience against big stores?

Back

Post blogs on how to tackle some common planting issues.

Answer explanation

Businesses often use blogs to develop a reputation as an industry leader, engage with customers, build brand loyalty, and capture referral traffic.

Front

What explains the connection between social media posts and search engine results for a company's website?

Back

Google considers links from posts to a website as inbound; it can move a company's website.

Answer explanation

Social media impacts your search rankings, but not in the way you may think. While Google has not yet stated that social media directly influences its search algorithm, there is evidence to suggest that it does. The Google algorithm does consider the number of inbound links your website has due to social sharing and your social profiles. Social sharing is considered an inbound link, so it can significantly impact your ranking. In general, websites with more inbound links are considered to be more valuable. You might be tempted to think that if you share your website link on as many social media sites as possible, that would be one way to optimize your social media presence.

Front

Which social media strategy would be most effective for Company XYZ's new kayak line targeting two personas? Options: Use X for both Persona 1 and Persona 2. Use Pinterest for both Persona 1 and Persona 2. Use Instagram for both Persona 1 and Persona 2. Use Snapchat for Persona 1 and Pinterest for Persona 2.

Back

Use Instagram for both Persona 1 and Persona 2.

Answer explanation

X is limited to 280 characters. LinkedIn is geared to working professionals. Instagram is a photo and video-sharing platform. Pinterest is a visual bookmarking service to pin images and videos and is primarily known for DIY. Snapchat posts have a limited length of time before becoming inaccessible.

Front

What is the threat and weakness in the situation where the marketing team uses the same username and password for all of their social media sites and has the information posted in the mailroom?

Back

The threat is a hacker posting on the company sites; the weakness is the visible username and password for each site.

Answer explanation

A threat is the potential for a person or thing (the threat source) to successfully take advantage of weakness and do harm to a company or individual. A weakness is a flaw or vulnerability that enables the threats to occur.

Front

A local business is reviewing its social media policies. They find that their employee code of conduct policy is old and that they are missing a policy on privacy. What behavior do these two policies address?

Back

Ethical behavior

Answer explanation

There are several types of policies a company should create to help mitigate the risks they might encounter due to social media. Policies set the guidelines and best practices, clearly stating the consequences if the policy is not followed. A social media policy is usually a combination of a number of policies that together provide social media guidelines for the company and its employees. There are three types of policies your company can create: Operational — Guidelines on how the company uses social media, information technology, and security guidelines, and escalation pathways. Operational policies tend to be very specific for each company and are beyond the scope of this course. Ethical — Guidelines on what is or is not acceptable behavior on social media. Ethics policies might include an employee code of conduct, privacy policy, and disclosure policy. Acceptable use — Guidelines that cover how the company and its employees use social media, what is allowed and not allowed, and any participation rules that must be followed.

Front

How can social media campaigns be used as a search engine optimization strategy?

Back

Ensure social media profiles for the company are completely filled out and include links to the company’s website.

Answer explanation

Here are some tips that can help your SEO ranking while improving your SMO: Create fully completed social media profiles. Your social media profiles can be ranked as company searches, which will help you get more space in search results. A company name search displays social media profiles and a company blog or website. Create original, authentic content that provides value to your audience, so they are willing to share it. Add links to your website from your social media posts that contain high-quality content. Use keywords and hashtags to increase the searchability of your content.

Front

Mary is very concerned that upper management doesn’t support her team’s social media risk management strategy. Why is Mary justified in her concern?

Back

The weakest link in any risk management strategy is people.

Answer explanation

The plan must be supported by company executives and become part of the company's culture. The weakest link in any risk management strategy is often the human factor. Culture, compliance, and conduct management activities can help to reduce the risk from the human element and create a risk-aware culture for the company. In a risk-aware culture, all employees look for risks and analyze the potential impacts when using social media.

Front

Which metric is often used to determine quality scores? Options: Engagement rate, Cost-per-thousands of impressions, Click-through rate, Cost-per-engagement

Back

Click-through rate

Answer explanation

The click-through rate helps to determine the success of the ads. They are often used by site publishers to determine quality scores. Ads that are well received and have higher click through rates help to improve the quality score.

Front

What would be a good strategy for a small college to improve its reputation using social media? Options: Ask the students to take and post pictures of student life activities. Request the professors to record a short video of an actual class to post. Ask the student leadership to come up with three community service events to promote in a post. Request each academic department come up with blog ideas to post monthly.

Back

Request each academic department come up with blog ideas to post monthly.

Answer explanation

Businesses often use blogs to: Develop a reputation as an industry leader, engage with customers, build brand loyalty, and capture referral traffic.

Front

An international company is changing its social media strategies. The changes will impact its branches all around the world. Which strategy will measure the success of the plan?

Back

High-level

Answer explanation

High-level organizational strategy — A high-level strategy is the overall social media strategy for the business. It defines how the company will use social media both externally and internally. It will also describe how the company will integrate social media into business procedures and practices.