Lesson 5 Review - Social Media Strategist

Social Media Strategist
Lesson 5 Review

Multiple Choice

Bill’s company sells medical equipment. He wants the marketing team to start using social media to improve brand awareness. Which of the following would be the best platform to start with?

• Instagram

• Facebook

• Pinterest

• Twitter

Multiple Choice

Doug knows that the number of likes and shares a post gets on social media sites improves the search engine ranking. What are these likes and shares referred to as?

• Keywords

• Social signals

• Referral marketing

• Metadata

Explanation:

Social content is becoming more visible in search engine results, and social platform search features are becoming more powerful. As a result, social signals, such as people sharing your content or an increase in traffic to your website from social media platforms, can influence your search engine rankings.

Multiple Choice

Martha has been asked to increase engagement on social media. Martha is aware of the challenges surrounding the 90-9-1 rule. How can she get more participation out of the 9%?

• Offer product recommendations similar to those the buyer has already purchased and make it easy for them to complete the sale.

• Reduce the number of posts on a platform so that it is easier for the audience to see one they are interested in it.

• Use content that is text-based and lengthy to help the audience view the company as an authority in the industry.

• Use off-topic posts along with focused paid advertising to switch up the content and make it interesting to the audience.

Explanation:

The 90-9-1 rule says that for every online community, 90% of people in the community are lurkers or people who never participate or contribute to the community. 9% of the community are people who participate and contribute sometimes. Only 1% of the community is very active and does the bulk of the participation and contributing. These percentages are not written in stone, but often the rates can be even worse for social communities that are created and maintained as part of a company's social media efforts. This can cause trouble if you are heavily relying on your online community for feedback or reviews because you will be getting an unrepresentative sample of your entire customer base.

Although you cannot overcome this participation inequality, it is first important to realize it exists. Then try to increase participation in your community by:

-making it as easy as possible for members to contribute

-making participation a byproduct of an action they are doing

-promoting high quality contributions

-adding rewards for participants

Multiple Choice

Mike is a social media analyst for a company that makes shoes for various sports. Competition is fierce so they would like to use more influencers to increase revenue. What strategy will help him recruit new influencers?

• Email a video to potential influencers that includes the science behind the structure of the shoe.

• Reach out to athletes with a handwritten letter that invites them to be an influencer.

• Target popular athletes with an outreach campaign that offers them a promotional item.

• Include hashtags of popular athletes in your campaign posts to create interest.

Explanation:

Consumers on social media spend more time than ever looking to people they know and trust for information about companies, brands, and products. Influential authors have the ability to write great content, and they often have a large audience for that content. You can gain a competitive edge when you build relationships with these types of people. They can help you provide quality content that your audience finds valuable and trustworthy.

Here is what an outreach campaign might look like:

• Add your potential influencers and contributors to an e-mail list.

• Create an initial message that provides a welcome message and explains why you are contacting the person.

• Create a landing page that contains a call to action that lets the person opt in to being an influencer or contributor; then ask them for additional information, such as their address.

• Send them some promotional items or swag as a thank you for opting into your network.

• Create a community location, such as a Facebook group or page or a LinkedIn group, where you can easily share the news with your influencers and engage with them about topics of interest.

• Do not pursue or spam people who do not choose to opt into your network.

Multiple Choice

Sally wants to know if a certain social media platform will be the right choice for her new social media campaigns. How should she evaluate the platform?

• Check if the platform is flexible enough to allow comments and resharing to be turned on and off.

• Complete a return on investment to determine if she can afford to do a social media campaign.

• Check on how the platform ranks in popularity with the general public.

• See if the platform’s audience demographics match those of her targeted audience.and this is marked as correct

Explanation:

One of the deciding factors as to whether your company should be active on a platform is if your target audience is a subset of the platform's audience. When considering the platform audience, you need to:

1. Find out the demographics for the platform's audience.

2. Compare that data with your target audience and any personas that you have developed.

3. Decide if your business has the budget and resources to maintain an active enough presence on the platform to reach and engage with your target audience.

Multiple Choice

A travel agency has a goal to expand their customer reach to those over the age of 70. They want to use social media platforms that currently reach this targeted audience. They will use multimedia and customer stories to create interest in vacation spots. How should they make their final choice?

• Select the oldest social media platform available because it is likely that the elderly population will be familiar with it.

• Complete a return on investment for each social media platform and select the one that is the most attractive financially.

• Create a table that lists the agency’s requirements and mark off which social media platforms meet each criterion.

• Find a social media platform that is popular with younger people so they can help grandparents navigate the platform.

Explanation:

As you can see, choosing the platforms where your business will be active can be complicated. There are several important factors you must consider when you are selecting a platform:

• Platform and target audiences

• Platform features and content types

• Platform metrics

• Your business goals and objectives

• Your budget and resources

According to the Social Media Marketing Industry Report by the Social Media Examiner, most businesses average over six hours of time spent on social media per week. Some businesses spend over 20 hours per week and some have dedicated social media teams spending 40-plus hours per week. Also, younger social media staff tended to dedicate more time to social media.

Multiple Choice

Company A currently uses a hosted social media platform managed by a third party. Joel recommends leaving that platform and adding one to their company website. What advantage does this strategy offer?

• The data would be safer and the site will be more dependable.

• The new platform will attract more influencers and extend the audience reach.

• The new platform will cost less money to create and maintain.

• The upgrades to the new social media platform would be more effective.

Explanation:

There are also non-hosted solutions that can be downloaded or added to a company's website. These solutions are often costly to set up and maintain, but the data is wholly owned by the company. Larger companies tend to choose this route because they need to know that their data is safe for legal reasons and because the site will be more dependable.

Multiple Choice

Carl has started an online group through his social media site for those interested in old fashion cars. When he goes to car shows, he hands out flyers that has a QR link to the online group. What stage of social community building is this?

• Growth

• Cultivation

• Leverage

• Establish

Explanation:

Building a community takes time and effort. Community building is usually done on an owned social media site, such as a website, blog, or forum. Unlike a campaign, a community does not have a defined length of time that it is active. Building a social community can ensure that if a particular platform becomes unpopular or goes out of business, your followers still have a way to find and connect with your business. There are four steps to building a community:

1.Establish the community foundation

2.Grow the community

3. Motivate your community

4.Leverage the community

Multiple Choice

Shari has built a social online community and now she would like to attract some new members. Which of the following would be the best method to accomplish this?

• Put a flashing red flag on your website with the information about your community.

• Mail out postcards and hand out flyers with information about your community.

• Tell people on other social media networks or sites about your community.

• Send unsolicited emails to people who you know are not yet in your community.

Explanation:

There are several ways you can find or attract new community members:

• Tell people on other social networks or sites about your community.

• Find out where your audience is online by using a listening tool like Mention.

• Use keywords to find topics people are talking about and where the conversations are occurring.

• Keep an eye on who is talking and reach out to them or engage in a conversation with them.

• Do not promote your community right away, build a relationship with the individual before inviting them to your community.

Multiple Choice

Monica is researching recent social media trends. She is realizing that search engine results are tied to social media results. She wants to recommend that 75% of posts have a link to the company’s website to boost search engine results. She also wants to promote the resharing of content. What term describes these two strategies?

• Boomerang

• Snapchatter

• B2B relationships

• Social signals

Multiple Choice

Linda wants to use social media to promote her family farm’s business. Which of the following should she consider when choosing a platform?

• Platform features

• Platform metrics

• Platform reach

• Platform resources

Multiple Choice

Company A makes products for home furnishings. The sales department worked with the social media team to develop personas for next year’s social media campaigns. Their goal is to increase sales quickly. Which platforms should they consider?

• Facebook and YouTube

• Pinterest and Instagram

• LinkedIn and Pinterest

• Twitter and Snapchat

Multiple Choice

Marvin is trying to help his summer intern understand the 90-9-1 rule. How can he explain what the 1 means?

• 1% of the community participate and contribute sometimes.

• 1% of the community are lurkers who never participate.

• 1% of the community are influencers who make money on social media.

• 1% of the community is very active and does most of the participation.

Multiple Choice

Roy is running to be the mayor for his town. His campaign office will be using social media to promote his campaign. What strategy should be used on Twitter to achieve the most impact?

• Use posts that have a variety of social posts and tones.

• Post several times a day to maintain a fast pace.

• Use DMs to personalize the experience for the follower.

• Limit the use of hashtags to save word count for actual content.

Multiple Choice

Laura’s manager asked her to double the number of influencers that the company uses on social media. How can she find possible candidates?

• Locate content creators that are known for good quality content.

• Search Google for authors that write often on a variety of content.

• Ask the company leadership team for any business associates that are good writers.

• Offer an ice cream party to the department that submits the most names.

Multiple Choice

Company A wants to double the number of influencers that it uses on social media. They have a long list of possible candidates but need to shorten it by one-third to keep it manageable. What strategy should they use to finalize their list?

• Keep candidates who understand the industry and have the larger following.

• Select those who have a large following and post only once every two weeks.

• Remove those that are already influencers for other companies.

• Eliminate those that have been an influencer on social media for a long time.

Multiple Choice

A home décor company wants to invite some current followers to be influencers. What type of outreach campaign should they use?

• Post the list of potential influencers and have a public vote to select the top five.

• Send some promotional items or swag along with a call to action.

• Post a public invitation on social media and use a #hashtag with their name.

• Send daily emails that highlight the advantages to being an influencer.

Multiple Choice

A jewelry company has recently decided to promote their products on social media. Their persona is a professional who receives a high income. Which social media platform's audience meets these criteria?

• LinkedIn

• Facebook

• Instagram

• Twitter

Multiple Choice

Samantha wants to get the 90% described in Jacob Nielsen’s 90-9-1 rule to engage with the next social media campaign. She plans to offer 50% off one item under $100 to those that click through to the ecommerce website and create an account. What best describes this part of the online community?

• Sometimes they participate and contribute to the platform and content.

• They are lurkers and never participate or contribute to the community.

• Usually, they are very active and do the bulk of participation and contributing.

• They have access to the Internet but do not visit any social media platforms regularly.

Multiple Choice

A small company just formed a social media team. They will launch social media marketing strategies in six months. Which of the following should be a key consideration when choosing the platforms to use?

• User interface

• Platform learning curve

• Target audience

• Platform age

Multiple Choice

Ralph owns a bee farm and wants to build an online community around the topic of honeybees. He has chosen the software to use and has moved onto the next step of the process, which is to grow the community. Which strategy should Ralph use to help with this step?

• Share a variety of content including some that is funny and not about bees.

• Send bulk emails promoting the community every two days.

• Turn off commenting to avoid inappropriate language or behavior.

• Share high-quality content that is useful and wanted by the audience.

Multiple Choice

An outdoor amusement park wants to expand their social media presence. They have been using Facebook and now want to add a platform that offers photo filters. Which of the following platforms would work best for the park?

• Instagram

• Twitter

• Pinterest

• YouTube

Multiple Choice

The social media team of a large company is ready to launch a community service initiative to fund and lead the building effort for a new playground at the city park. The goal is to get the community involved in the project. The city mayor suggested using amplification. Which of the following describes this?

• Ask your community for feedback on your company, brands, products and services.

• Ask your community to crowdsource content, promotional ideas, product ideas and more.

• Ask your online community to help promote the product or service by resharing posts.

• Ask questions that make your audience stop, reflect and respond.

Multiple Choice

Company A wants to double the number of influencers that it uses on social media. They have a long list of possible candidates but need to shorten it by one-third to keep it manageable. What strategy should they use to finalize their list?

• Select those who have a large following and post only once every two weeks.

• Eliminate those that have been an influencer on social media for a long time.

• Keep candidates who understand the industry and have the larger following.

• Remove those that are already influencers for other companies.

Multiple Choice

Bonnie owns a photography business. She would like to do some social media marketing to increase sales. Which platforms would be the best to choose from?

• Facebook, Twitter and Pinterest

• Tumblr, Instagram and Facebook

• Pinterest, Twitter and Snapchat

• YouTube, Snapchat and Twitter

Multiple Choice

Company A has asked Marta to review the social media campaign that just wrapped up. She was disappointed to find that only about 9% of the followers engaged somewhat with the posts. Bill reminds her that 90% of online communities are lurkers, 9% sometimes participate and 1% is very active. He suggested she come up with a strategy to combat this 90-9-1 rule. Which of the following would be an effective tactic for Marta to use?

• Reduce the number of posts to one every two weeks to avoid overwhelming people.

• Post some opinions about hot controversial topics to motivate people to comment.

• Turn off comments to avoid negative feedback that would discourage others.

• Design a promotion that awards a discount to those who engage with a post.

Multiple Choice

Bill’s company sells medical equipment. He wants the marketing team to start using social media to improve brand awareness. Which of the following would be the best platform to start with?

• Instagram

• Facebook

• Pinterest

• Twitter

Multiple Choice

A real estate company has one employee moderate the social media accounts. She recently left for another job. What should the company do until a new moderator is hired?

• Post the company's customer service phone number on all its products.

• Outsource a team of professionals or hire a company to monitor it for you.

• Create a placeholder profile and direct a user on how to get a quick response.

• Remove the social media presence on all active platforms.

Multiple Choice

A new bakery in town launched a social media campaign. They posted questions, surveys and engaged people in conversation on ideas for new bakery items. What was a goal for their community?

• Establish a two-way communication with followers.

• Promote your products and services to your followers.

• Discuss relevant topics and issues with your followers.

• Communicate likes and dislikes with your customers.

Multiple Choice

Company A wants to use social media as a customer service tool. Which two platforms make it easy to provide this type of customer service?

• Facebook and Twitter

• Facebook Messenger and LinkedIn

• YouTube and Snapchat

• Instagram and Pinterest

Multiple Choice

Monica has a small business teaching basic art skills. She wants to create video tutorials and make money through ads. What platform should she use?

• Twitter

• Facebook

• Instagram

• YouTube

Multiple Choice

Matt wants to use social media for the first time to promote his home remodeling business. What should he do first?

• Establish a budget and assign resources to manage the online community.

• Add people to the online community that he already has a business relationship with.

• Motivate the online community by offering a drawing to a resort for those that repost.

• Post a promotion that offers a free consultation to new customers.

Multiple Choice

A large company uses many social media platforms to communicate with the online community. Lately they have not matched content type to the right platform audience. Which of the following should they use Twitter for?

• Combine photos into a single image

• Find potential employees

• Share company news

• Upload new pins

Multiple Choice

A local store that sells extreme sports equipment uses social media to promote their store. Recently some posts received some negative and untrue comments. How should the store deal with these rumors or criticism on social media?

• Remove the rumor or criticism as quickly as possible and repost community guidelines.

• Handle the rumor or criticism with humor that is very similar to sarcasm.

• Block followers making negative posts and email them on why they were removed.

• Address rumors or criticism directly without removing it from the community.

Multiple Choice

The social media team is looking for ways to encourage the company’s followers to use their voice and feel like they are a part of the bigger picture. Which of the following would help them achieve that?

• Give them titles, real or fictional and address them by using their title.

• Allow them to post pictures of themselves to create a real persona.

• Highlight one community member every day to recognize their contributions.

• Post prompts or surveys to increase sharing among the followers.

Multiple Choice

Melanie has been asked to be one of two administrators for the company’s Facebook account. Which task can only the administrator do on this platform?

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.

• See who published as the page

• Manage page settings and roles

• Respond to comments and posts

• Remove and ban people from the page

Multiple Choice

What must Ava do first to set up a business page?

• Develop a persona for your business.

• Create a personal profile.

• Register your company with Facebook.

• Pay the registration fee.

Multiple Choice

Lisa is a social media strategist for Company A. For the last six months, she has been working on building an online community. Thefirst three phases have been completed. In the last phase the community has reshared company announcements and contributed to product ideas. To wrap up the phase, Lisa will launch a survey to get product feedback. Which of the following is the name of the last phase?

• 
  

  Establish the community foundation.

• Leverage the community.

• Motivate your community.

• Grow the community.

Multiple Choice

A small publishing company wants to improve their brand recognition. They plan to use social media to build an online community with people who like to read. Which strategy would help them build this community?

• Promote social media book groups where readers can comment on a book the group is reading.

• Post a survey every month to gather information about what current readers are interested in.

• Promote special events at local bookstores where visitors receive a QR code to the company's website.

• Encourage schools using social media campaigns to take field trips to public libraries.

Multiple Choice

Kaito is the social media manager for a company that makes automobile parts. He asked the engineers to write some blog posts on how quality cars are designed. Why did Kaito want to implement this social media trend?

• The company culture improves which motivates employees to promote the company brand.

• The engineering department stays motivated to design new ideas which will improve the brand.

• The brand’s reach will include engineering experts who may want to come work for the company.

• The company will be seen as an expert on the topic which will increase brand reach.