Social Media Strategist Practice

Allan works for an event planning company and is creating a curated content article about the ten best games for breaking the ice at parties. He has found articles on the internet, describing various games, which he wants to

incorporate into his own content. Which of the following is a best practice for using curated content ethically?

• Choose multiple articles, pull snippets from them and use one of the titles from the articles.

• Create a new title, links to the original sources and add personal editorial comments.

• Use the full text from two articles, plus snippets from others with links to the original articles’ Web sites.

• Use the images and full text from the longest article, add personal editorial comments and create a new title.

The developers of a point-of-sale retail transaction software had a system error in the Web server. Users of the system were unable to upload data through their remote online 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?

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

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

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

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

Connie is the social media risk manager for a large retail shopping service. She has a comprehensive strategy to manage social media risks. She has implemented a program to train all departments within the company to be risk-aware. What tasks should she perform to ensure all departments are performing as expected?

• Create and revise policies for risk assessment, monitor activities for risks and create reports that assess risks and suggest controls.

• Identify control requirements for risk assessment, identify regulatory or financial risks and create reports that assess risks and suggest controls.

• Monitor activities for risks, train employees to identify risks and search social media data to support discovery or legal questions.

• Monitor activities for risks, measure and gather appropriate data and create reports that assess risks and suggest controls.

A large grocery store chain has an active print media operation. They publish weekend flyers to be inserted into newspapers. They also frequently send direct mail flyers. How can they best incorporate social media to their advertising mix?

• Post recipes with coupons for the ingredients.

• Schedule promotional events at various store locations

• Post the weekly coupon flyer as a PDF

• Post a link to their corporate Web site.

Sarah works for a company that sells professional-wear clothing for women, online and in select retail stores. She is conducting a SWOT analysis of the online social media plan. Which of the following should she have completed first?

• A social media audit

• Development of a persona

• A social media audit and a list of social media goals

• Analysis of current user demographic segmentation

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

• Click-through rates

• Cost per click

• Conversion attribution

• Total revenue earned

A company noticed a recent spike in online posting about one of their products. In response, they increased the amount of paid advertising for that particular product. However, sales of the product dropped by 75% in the next 3 months. Which value component was missing from the analysis about the spike?

• Context; most of the posts were complaints about product performance

• Confidence; the combined data had insufficient certainty

• Complexity; data from multiple sources was poorly matched

• Choice; the company used an inadequate data analysis system

Jonathan works on the marketing team of a regional sporting goods retailer. He has been asked to give a short presentation at a company-wide meeting about the results of the marketing team’s social media campaigns over the last year. What type of media report would be the most appropriate to use as the basis for this presentation?

• Executive

• Campaign

• Community

• Platform

A startup business is designing fabric patterns for the home fashion industry. What type of platforms will best meet the business’ social media marketing needs?

• Microblogging sites, such as Twitter

• Professional networking sites, such as LinkedIn

• Photo oriented sites, such as Instagram or Pinterest

• Content sharing sites, such as Facebook or MySpace

Which organization is likely to experience the highest impact of implementing an aggressive social media marketing campaign?

• A car manufacturer that makes trucks, sedans and hybrids

• A large financial services company providing payroll processing

• A circus performance troupe that travels the country

• A political campaign for mayor of a large city