DIT SM L3 DEVELOPING A SOCIAL MEDIA STRATEGY QUIZ

Susan is new to the social media team. She is confused when they start talking about developing a persona. Which of the following would help her understand this term?

• A CEO in the company known as a leader in the industry.

• A well-known character often associated with the company or brand.

• Factual information of a real customer portrayed through an illustrated character.

• A fictitious user that represents a group of real users on social media.

The customer service team has created their annual social media goals. They explain how this team will support the leadership team’s plan for social media. Which of the following is the name for what they created?

• Platform strategy

• High-level organizational strategy

• Organizational unit strategy

• Social media campaign

Maggie is pitching a new metric for social media campaigns. She explained that sentiment is becoming a common metric for companies in their industry. How can she explain what sentiment is?

• It is the tone of a post or comment.

• It is the value of a post or comment.

• It is the effectiveness of a post or comment.

• It is the reach of a post or comment.

Julie has been asked to calculate the return on investment (ROI) for the last social media campaign. What is this metric measuring?

• Brand awareness growth

• Customer loyalty growth

• Employee retention

• Financial profit

Sue wants to complete a SWOT analysis with the social media team. She believes the results will help them develop better campaigns. Which of the following is a weakness that the SWOT analysis may highlight?

• New technologies that will improve product quality.

• New competitors in the industry that are aggressive.

• Employees who reshare company posts often.

• Negative comments that didn’t receive a company response.

Steve wants to offer a promotion on social media that gives 50% off one product to the first 50 people who use the code listed on the social media post. What would be a reasonable goal for this campaign?

• Produce first-time sales from the primary audience.

• Eliminate the risk of a negative comment during this month’s campaign.

• Encourage the primary audience to comment on their favorite products.

• Maintain the engagement rate by followers liking the post.

Lance measures the return on investment for social media campaigns. Now he wants to measure the return on engagement. Why is this important?

• It measures the loyalty of customers.

• It measures the total cost of a campaign.

• It measures the revenue received from the campaign.

• It measures the leads that resulted from the campaign.

Bill asks the social media team to group the audience by their lifestyles and interests. What type of segmentation is this?

• Psychographic

• Demographic

• Behavioral

• Physiological

Brian is learning about SWOT. He is confused on weakness and threat. Which of the following is a correct explanation?

• A weakness can result in revenue loss; a threat has not happened yet, and the company still is able to avoid it.

• A threat is a real issue such as poor employee morale; a weakness is a concern but won't do great harm to the company.

• A weakness is a concern that the company can control; a threat cannot be controlled by the company.

• A threat is a concern that the company can control; a weakness cannot be controlled by the company.

Leo owns a therapeutic horse company. He has hired an agency to run a social media campaign for him. They ask him to describe his usual customer. After defining the age, usual disability, gender and parent income, he feels he has a good idea of who his primary audience is. What segmentation did he perform?

• Psychographic

• Behavioral

• Geographic

• Demographic