CIW SMS Chapter 3

If your reach and share of conversation on social media are sizeable, then it is very likely that you have:

• a lot of paid advertising on popular search engines.

• been brandjacked and someone is using your brand without your consent.

• a neutral or slightly negative presence on social media.

• a considerable presence on social media.

Question 2 :

Which of the following is the first step in a social media strategy cycle?

• Set goals

• Define strategies

• Identify the target audience

• Listen and analyze

Although the return on investment (ROI) is often a key goal for social media, remember that return on engagement (ROE) can in the long run be a better indicator for success. Which of the following is a ROI?

• customer loyalty

• retention of employees

• revenue coming from a social media campaign

• brand awareness

Which of the following defines how a company will use social media both externally and internally and describes how the company will integrate social media into business procedures and practices?

• Organizational unit strategy

• High-level organizational strategy

• Platform strategies

• Social media campaign

Which of the following can be identified by using a SWOT analysis?

• Your company's internal strengths and weaknesses, and examine external opportunities and threats.

• Your company's target audience and the social media platform to best reach that segment of the audience.

• Your company's strengths, wellness, outsourcing and target audience so that you may market to this group.

• It will identify how well you are reaching your SMART goals that you set up in order to begin your campaign.

Once a company identifies threats, they can strategize on how to use their strengths to neutralize or find a way around them. A typical threat on social media would be:

• An overwhelming response to an add that may bring down your server.

• A form that does not function properly and information is not collected.

• An active social media campaign on a site where you are active but your competitors are not.

• Negative comments on your social media pages.

Question 7 :

Which of the following is the best way to obtain psychographic information about your customers?

• Research the demographic information of your customers and analyze it.

• Analyze the online actions of your customers and followers.

• Follow a specific customer for a week to discover her/his likes and dislikes.

• Develop a working persona of what you think the customers are like.

A company is dividing their social media audience into segments. It asks the question, "What is the ethnic background of our targeted audience?" This is an example of what type of segmentation?

• Geographic segmentation

• Behavioral segmentation

• Demographic segmentation

• Psychographic segmentation

Dividing the market into segments makes it easier to design a social media strategy. Which of the following segments is based on grouping audience members by their lifestyles and interests?

• Demographic segmentation

• Psychographic segmentation

• Physiological segmentation

• Behavioral segmentation

Which of the statements below best describes a "persona"?

• A CEO or other well-known executive in the company known as a leader in the industry.

• The factual information of a real customer embodied in a character representation.

• A well-known character that comes to mind and is often associated with the company or brand.

• A fictional, perceived personality; personal or public representation of a role.