Social Marketing 12 Questions

A well known CEO of a large company regularly makes keynote speeches at industry conferences. How can these presentations be made more social?

• Record the speech and post it on the company’s Web site with a text transcript.

• Contract with a reality television producer to create short run series for cable broadcast.

• Change the format of the speeches to a question and answer panel with four to five participants.

• Share them as live streaming events and invite the audience to ask questions which the CEO will answer immediately.

A marine biology expert works as a guide with a whale watching tour company. He wants to communicate information on scientific research, videos of whale sightings and other events to potential tour customers and whale conservationists. He also wants to share information from his industry peers. Which social media tool can he use to meet these needs?

• Business Blog

• Webinar

• Micro Blog

• Live Streaming

What kind of social media metric best measures the number of followers who noticed and responded to a paid advertisement?

• Conversion Attribution

• Click-Through Rates

• Cost Per Click

• Total Revenue Earned

A marketing company is developing a promotional service that it will offer to various clients. The service includes daily posts on popular social media platforms including information about selected products, a map of the client’s current location and the date/time the product is available. What kind of business client would best benefit from this social media strategy?

• An art gallery selling antique paintings

• A mobile pet grooming service

• A gourmet food truck selling upscale sandwiches

• A franchise restaurant company with 30 locations

A self-employed motivational speaker is active on several forms of social media including Twitter, Facebook, and YouTube. However, he does not have the time or resources to maintain a presence on other social media sites. What is the most cost effective way to make sure potential customers can still reach them?

• Hire someone to create and maintain his online presence on other social media sites.

• Expand his marketing efforts to reach potential customers through traditional marketing (direct mail, advertising, etc.).

• Ignore the other sales because his primary audience does not participate on them.

• Create placeholder pages that redirect visitors to the Web site or other social media sites.

The author, graphic designer and publisher of a series of graphic novels will be making appearances to sign their work at a major fan conference. What would be the best strategy to attract the largest number of customers to the signing?

• Schedule an event on Facebook

• Share videos of previous signings on Youtube

• Post images from the novels to Pinterest

• Update their biographies on LinkedIn

A company can use statistics from social media to predict user behavior. What kind of big data strategy is this?

• Performance Management

• Data Exploration

• Social analysis

• Decision Science

You suspect that some of your social media posts are not reaching your target audience. What can you do to improve the effectiveness of your posts?

• Evaluate the click-through rates to your Web site

• Repeat the same posts over and over

• Create compelling ads and promote well received organic posts

• Address posts to the entire platform audience

Which of the following is the chief disadvantage to using social media?

• In a crisis situation, a company’s reputation can be damaged quickly.

• You can gather information about what customers want in products.

• A company must establish policies covering social media usage and provide training.

• A company can lost control of how its corporate logo is used

The developers of a point-of-sale retail transaction software had a frequent error in their Web server. Users of the system were unable to upload data through their remote data entry service. The customers quickly grew angry about the situation and began posting negative comments on several popular social media sites and the company’s public message board. The company is in the response stage of managing the crisis. What should they do?

• Prepare an executive report on the crisis, with recommendations for organizations changes to prevent similar incidents in the future.

• Monitor the messages, to determine how many are posted, until the error is corrected. Then contact the message posters privately by phone or email.

• Remove all postings from their message board and publicly deny the error on the popular social media sites.

• Post responses to the messages, explaining the problem and when it will be resolved.