Test Review: Lesson 4 Creating Social Media Campaigns

Test Review: Lesson 4
Creating Social Media Campaigns

• ​You will use this Quizizz to help you review for the Certification and Final Exams

• You will see an explanation slide after SOME questions

• If you struggled or were unfamiliar with a specific question, use the explanation slides to jot down notes into your notebooks

​Get out your Notebooks & a Pencil before starting this Quizizz

Multiple Choice

Louis is coaching the social media team on how to use metrics. The next campaign has a goal to connect more social media users to the company’s ecommerce website. The team came up with several possible metrics for this goal. Which one of the following would be the best metric to use?

This type of question contains radio buttons and checkboxes for selection of options. Use Tab for navigation and Enter or space to select the option.

• Number of followers. The number of followers on the social media sites will increase by 15%.

• Number of sales. The sales revenue that originates from the social media sites will increase by 3%.

• Number of click throughs. The ecommerce website visits originating from social media will increase by 10%.

• Number of video views. The number of video views from social media campaign posts will increase by 20%.

​Question 1 Explanation

Answer C is correct.
-Figure out metrics that you could measure and evaluate to see if you are in fact increasing awareness of product X and its features on the specified platforms.
-Product X is a revised product with new features, and we want to increase awareness and promote these features using Facebook, Twitter, and Instagram.

We will measure:
-The follower growth rate for each platform. If the growth rate accelerates by 5%, then the campaign will be deemed a success.
-The number of click-throughs to the product's page on the company website. Our aim is to increase the number of visits to the product page by 10%.
-The total number of sales and rate of sales at the start, middle, and end of the campaign. Any increase in sales will be considered a success since we are promoting awareness of the product and not driving sales.
-The engagement per post on each platform. We will use this measurement to determine the content and timing strategies for our posts.

Multiple Choice

Mia is working on drafting curated content for next month’s social media posts. She found some experts in their industry and is feeling overwhelmed by the amount of content. How can she quickly find the content she needs?

• Select content that uses a lot of videos and graphics to illustrate points to ensure the content is interesting.

• Let the social media team do a random vote on experts, and use the expert with the most votes.

• Do a Google search on your industry and choose a topic from the article that ranks the highest.

• Choose a topic that is useful to the audience and narrow the scope to provide focused content.

​QUESTION 2 EXPLANATION

Answer D is correct.

Many businesses on social media now curate content. It can be difficult to draw attention to your curated content if your competition is posting similar content. Once you have the type of content you want to create, use the following steps to start curating your content:

1. Decide on a topic.

2. Define the scope. Choose a narrow scope to cover the topic in great depth or a large scope to give an overview of the topic.

Multiple Choice

Ray is learning about the different types of content used on social media that will help increase their brand awareness. He drafts a strategy stating that 20% of their posted content will come from industry news and insights. What type of content is this?

• Media

• Curated

• Serialized

• Links

Multiple Choice

Phil just learned about the social media funnel at a recent workshop. He is explaining this concept to the team. Which of the following is a correct statement on the social media funnel?

• It is a coordinated effort to use one or more social media sites to achieve a business goal in a defined length of time.

• It is a series of phases that a target audience member goes through when interacting with a company on social media.

• It is integrating multimedia into social media sites to drive engagement or participation by a target audience.

• It is a new and better workflow choice for your social media campaigns that run on multiple platforms.

Multiple Choice

A car dealership is promoting their products on social media for the first time. They create a campaign that will use posts containing links to a webpage on used cars they have for sale. The success of this campaign will be measured by how many click-throughs occur. What type of campaign design did they use to encourage a sale?

• Pareto Principle

• Gamification

• Call to action

• Rule of Thirds

Multiple Choice

Which three Rs are useful when identifying influencers?

• Reach, Relevance, and Relationship

• Relationship, Relevance, and Resonance

• Relevance, Relationship, and Reward

• Reach, Relevance, and Resonance

Multiple Choice

Leah is offering in-depth information on the science behind their AI vacuums. She will make it available on social media as a download. Users will be required to enter their name and email before they can download. What type of content is she using?

• Quotation

• Checklist

• Whitepaper

• Customer story

Multiple Choice

Lee is explaining to a group of new summer interns what a social media campaign is. He shares that this company uses social media sites in a coordinated effort to achieve a business goal within a period of time. He asks the interns to share what other characteristics this type of campaign might have. Which of the following would be a correct answer?

• It has its own goals and missions to ensure the size and style are similar for each audience.

• It runs only on one designated social media platform at a time.

• It goes through a series of two essential stages over the life of the campaign.

• It has defined metrics for measuring the success of the campaign.

Multiple Choice

Marcia has proposed a new content strategy to the team. She suggests using the 80/20 rule with the goal of increasing followers and brand awareness. Which of the following describes this strategy?

• 80% of a message is included in one post; 20% is included in a second post.

• 80% should be promotional; only 20% is non-promotional

• 80% should be interesting or informative; only 20% is promotional.

• 80% represents the preferred traffic for a platform; 20% uses diverse content.

Multiple Choice

A nonprofit group wants to increase awareness on their pure water efforts around the world. They plan to use a social media content strategy that breaks up long content into a series of shorter posts that are posted in short intervals. What is the name of this content strategy?

• Serialized content

• 80/20 content

• Platform-specific content

• Rule of thirds content

Multiple Choice

Lee is leading the social media team in an effort to write goals for the next campaign. What question will help them evaluate their goals once they are drafted?

• Are they specific, measurable, authentic, realistic and timeless?

• Are they simple, measurable, authentic, realistic and time-bound?

• Are they specific, measurable, actionable, realistic and time-bound?

• Are they sociable, measurable, actionable, realistic and time-bound?

Multiple Choice

The social media team will be using the Pareto Principle for next year’s campaigns. How will this affect the content?

• 80% of content will be informative and not promote a product or service.

• 10% of content will be owned and connect to blogs for in-depth information on products.

• 90% of content will directly promote a product through factual information and videos.

• 20% of content will contain humor and multimedia, and not promote a product or service.

Multiple Choice

Marty wants to create more identity for each social media campaign. What content strategy would help him achieve this goal?

• Use the serialized content strategy to chunk up the content into a roadmap

• Tailor the campaign promotion to the secondary and tertiary audience.

•  Use a single multimedia type for each campaign and minimize the use of text.

• Create a visual theme or style guide for each campaign to create a unified look.

Multiple Choice

A fashion design company posts images of the latest fashions for sale on social media. If the image is clicked, it provides a link to purchase the item. What strategy was used to move the audience through the social media funnel?

• Call to action

• Conversion attribution

• A/B testing

• Keyword

Multiple Choice

Lyle works for a large museum that is very popular in the country. He often gathers resources for new displays. The marketing team has asked him to develop curated content for their new social media campaign that will promote the dinosaur display. Why did the marketing team ask Lyle to do this work?

• He is very knowledgeable and will be able to write half of the content and curate the other.

• He worked on the dinosaur display ten years ago and already has some data.

• He has a passion for research and will not complain about the extra work assigned to him.

• He already has resources and relationships that will help obtain the best information.

Multiple Choice

Lee is the manager of a large social media team. Lee chooses different members to participate on a social media campaign project to keep ideas fresh. What else will Lee do in the preparation stage? 

• Develop campaign strategies.

• Choose the social media platforms.

• Create the campaign budget.

• Decide which metrics will be used.

Multiple Choice

The social media team is developing the next campaign. The goal for this campaign is to increase the number of visits to the company’s ecommerce website. Which of the following is an appropriate metric for this goal?

• Engagement per post: The number of likes, comments, resharing and click-throughs of a post will increase by 10% during the campaign.

• Number of click-throughs: The increase of visits from social media platforms to the ecommerce website will increase by 15% during the campaign.

• Total number of sales: The total number of sales received during the life of the campaign will grow by 3%.

• Number of followers: The number of new followers that are gained on all social media platforms during this campaign will increase by 20%.

Multiple Choice

The social media team is divided on whether to use curated content in the next campaign. Which of the following is true of this type of content?

• It is more expensive to curate content than to create original content.

• It is faster to curate content than to create original content.

• This type of content can only be used with established customers.

• Curated content decreases brand visibility and engagement.

Multiple Choice

An expensive children’s online clothing store is planning their Spring social media campaign. The goal is to increase the number of followers by 15%. What type of content should the campaign focus on?

• Images that use many different filters to emphasize the uniqueness of the clothing.

• Images with laughing children swinging or running among flowers with bunnies.

• Images that use a variety of different colors, fonts styles and textures.

• An image promoting a discount that is surrounded by red, white and green colors.

Multiple Choice

The social media team received negative comments from their influencers. The comments state that the last campaigns have not been useful to them. How should the team respond to this concern?

• Designate a support person for the influencers that also functions as a coach.

• Continue the same campaigns and encourage the influencers to modify their strategies.

• Develop a different persona that represents the audience that influencers reach.

• Increase the influencers with an outreach campaign that targets a different type of person.

Multiple Choice

Linda and Phil just attended a webinar on the social media funnel. They are reporting back to the social media team on what they learned. Linda shared that she felt the team did a good job with the first five phases of the social media funnel but could do better on the last three. What strategy would help them improve in this area?

• Post a survey asking for feedback on products and services.

• Post a discount offer for a first-time buyer.

• Use short educational content posts on a product.

• Post customer success stories with a product.

Multiple Choice

Mary has been selected to be on the next social media campaign. The manager asked her to analyze the company’s existing social media presence and the current sentiment across all platforms. Which stage of the campaign does this work occur?

• Implementation & Measurement

• Preparation

• Planning

• 
  

  Reporting & Refinement

Multiple Choice

Mario is using a social media content strategy where 80% of the content is interesting or informative. The rest of the content is promotional. What is this 80/20 content strategy referred as?

• 
  

  Rule of Thirds

• Serialized

• Platform-specific

• Pareto Principle

Multiple Choice

Company A is planning a campaign to increase sales in their solar-powered products. They hope to achieve this by providing information on solar energy. Which of the following would be the best method?

• Facilitate a promotion that asks users to share their personal stories with solar power.

• Turn off comments to prevent any negative feedback that disrupt the positive progress.

• Use a combination of funny multimedia solutions to create and hold the viewer’s interest.

• Curate knowledge from experts that can be presented in a non-intimidating way.

Multiple Choice

The team is reviewing the social media campaign before it kicks off. To be an effective campaign, what must it support?

• Organizational unit strategy

• Marketing strategy

• Social media strategy

• Company culture