Chapter 5 Social Media Platforms Review

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

• Upload new pins

• Share company news

• Find potential employees

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

• Remove those that are already influencers for other companies

• 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

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

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?

• Target Audience

• Platform Age

• User Interface

• Platform Learning Curve

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

• 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

• Sometimes they participate and contribute to the platform and content

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

• Facebook, Twitter and Pinterest

• YouTube, Snapchat and Twitter

• Tumblr, Instagram and Facebook

• Pinterest, Twitter and Snapchat

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?

• 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

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

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?

• 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

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

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?

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

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

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

• Remove the social media presence on all active platforms

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 grow to the community. Which strategy should Ralph use to help with this step?

• Turn off commenting to avoid inappropriate language or behavior

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

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

• Send bulk emails promoting the community every two days