CIW-Social Media Strategist Chapter 1-3

A pest control company wants to improve their social media engagement. They decided to run a social media campaign that offers a discount over the entire summer. This discount is good for anyone who likes their post and references the code on the post when they call the company. Which metrics will let them know if the social media engagement improved?

• Monitor and listening

• Applause and amplification

• Confidence and choice

• Volume and Variety

Answer explanation

Applause rate — The number of likes per post on a social media channel. The applause rate also gives you a good feel for the sentiment around a piece of content. The sentiment is the emotion behind a social media interaction. People tend not to give applause to things they dislike. For example, on Facebook, applause is how many "Likes" a post receives, while on Twitter, it is how many times the content is marked as a "Favorite". The applause rate is a good indication of how well the content resonated with people. If the content is perceived in a positive manner, the applause rate will be higher than if it is perceived negatively.

Amplification rate — The number of shares per post on a social media channel. If your amplification rate is high, this likely means people really like your content and find it valuable enough to share with others. Influencers can place a large role in increasing the amplification rate.

Joe owns a tree-cutting business. He often uses direct mail to market his business. He is frustrated with the time it takes to draft a promotion, prep it for mailing, and then wait for the post office process to deliver it. His friend told him to consider social media marketing. This method will reduce the time it takes to put a promotion in front of an audience. What is the term that describes the issues Joe is having with traditional marketing?

• Frequency

• Reach

• Permanence

• Immediacy

Answer explanation

Immediacy is how fast content is created and distributed. Traditional media often goes through numerous draft cycles and can take a long time to produce. With social media, the time lag to create and distribute content can be cut to a matter of minutes or hours. A business can post new content each day to engage with their customers and post up-to-the-minute updates on any developing stories about the company or brand.

A popular gas station chain wants to take advantage of smartphones. As a result, they decided to implement a social media plan for the next year. The key to their strategy is to give loyalty points to a customer every time they use their social media site to locate a gas station and purchase gas. What type of social media are they using?

• Traditional social media

• Mobile social media

• User-generated content

• Social media entertainment

Aidan is looking at the engagement ratings for the last social media campaign. He was pleased to see that the amplification rate was high. What does this indicate?

• Followers enjoyed the content in the post enough to want to share the post.

• Followers indicated that they appreciated the content by liking the post.

• Followers cared enough about the content to comment on the post.

• Followers increased significantly on all social media platforms.

Answer explanation

Amplification rate — The number of shares per post on a social media channel. If your amplification rate is high, this likely means people really like your content and find it valuable enough to share with others. Influencers can place a large role in increasing the amplification rate.

An online grocery store wants to change their advertising methods. They have used a blend of traditional and social media marketing. They need to be able to pivot quickly and find a way to connect people with their online store. Which solution will be most effective?

• Use social media posts with promotions that contain a link to their online store.

• Use TV commercials that show the online store URL at the bottom.

• Use social media posts with videos that highlight their products.

• Use a direct mailing flyer with coupons and a QR code to their online store.

Answer explanation

he downside with traditional media is that there tends to be less flexibility to react quickly and efficiently to market trends.

Social media content distribution is often decentralized and less hierarchical. Content is produced and then distributed to a variety of social media sites. The content consumers can then share, modify, and distribute content to other sites.

With social media, the time lag to create and distribute content can be cut to a matter of minutes or hours. A business can post new content each day to engage with their customers and post-up-to-the-minute updates on any developing stories about the company or brand.

Sally has placed ads in the local town newspaper for years. She is considering using social media marketing. What should she be aware of as she makes this decision?

• Social media methods guarantee higher sales while traditional methods only increase sales by 20%.

• Social media methods promote relationships while traditional methods are only a static one-way conversation.

• Social media content only comes from one source while traditional content can be modified by multiple sources.

• Social media content is impossible to modify while traditional content can easily be changed and reprinted.

Answer explanation

Social media content distribution is often decentralized and less hierarchical. Content is produced and then distributed to a variety of social media sites. The content consumers can then share, modify, and distribute content to other sites. Social media content can be original or repurposed. The content distribution is under tight control and is published from a single source into a limited number of distribution channels.

Steve uses social media to find the locations for the best gyms when he is traveling. Using this approach, he can get addresses and directions for the Uber driver. What type of mobile social media property is he leveraging?

• time sensitivity

• market research

• portability

• location sensitivity

Answer explanation

Mobile social media is a combination of mobile devices and social media. These mobile Websites and apps allow the creation and exchange of user-generated content. Mobile social media differs from traditional social media because mobile devices allow for features based on where the device is located and when communication takes place. These features depend on the following properties:

• Location sensitivity — The current location of the user based on the geolocation services on the mobile device.

• Time sensitivity — The app provides real-time updates or content based on the current time on the mobile device.

A research organization wants to know if cloning animals is a good business idea. They post questions on social media to gather information and ideas. The posts go viral and they collect thousands of comments. What is this activity called?

• Crowdsourcing

• Crowdcloning

• Crowdfunding

• Crowdshaping

Answer explanation

Social media can be quite useful for crowdsourcing new products and services. Crowdsourcing, when applied to innovation, refers to the process of asking a large group of people to brainstorm new ideas for products, services, or even content. Social media is a great platform for crowdsourcing. Some consumers might suggest modifications, while others request new features via social media platforms. Companies can also use a combined approach for innovation where they collect ideas through social platforms and then use traditional focus groups to test the ideas.

The social media team is looking for ways to improve brand recognition. Which of the following should they consider?

• Create random posts that include multimedia.

• Use a variety of colors and styles on content posts.

• Use the same contact information on all social profiles.

• Choose one person to moderate content on all platforms.

Answer explanation

Brand recognition is how well consumers can correctly identify your business, brand, or products just by viewing product images, a company logo, tag line, packaging, or advertising. Being consistent is key for developing brand recognition on social media. Some common methods of creating consistency and boosting recognition include developing:

• Social profiles

• Social voice and tone

• Social characters

• Visual style

Ryan runs a lawn care service from his parents' home. He wants to increase the number of customers by using social media advertising. What is an advantage to using this method to achieve his goal?

• His time monitoring the social media business account only needs to be once per month.

• His competitors may accidentally post a favorable comment about his business.

• He will need to hire someone to spell check his posts and make graphics for him.

• Current customers might choose to function as brand ambassadors for his business.