Chapter 3: Developing a Social Media Strategy Review

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

• Behavioral

• Geographic

• Psychographic

• Demographic

Tami owns a small spa salon. She would like to promote the business on social media. She read some blogs to learn how to have a successful campaign. As a result, she plans to focus on a target group of females who need hair colors, can afford it and like natural solutions. What type of campaign is she launching?

• Expensive Campaign

• Creative Campaign

• Targeted Campaign

• Broad Campaign

Martha and Bill will be working on drafting PERSONAS to present to the social media team. What do they need knowledge of before they start this work?

• The business at a high level and at a very basic customer level

• The company's influence in the industry it operates in

• The typical customer for the company's products and services

• The market and economy in which the social media campaign is launched

The social media team groups social media audiences by countries. This helps the team understand what is most important to different groups. What is this type of grouping called?

• Geographic Segmentation

• Behavioral Segmentation

• Demographic Segmentation

• Psychographic Segmentation

The customer service unit 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

• Social Media Campaign

• Organizational Unit Strategy

• High-level Strategy

Donna has followers on social that need her product and are interested in her product. However, they cannot afford them. What type of audience is this group?

• Secondary

• Tertiary

• Primary

• Quaternary

Carl is explaining the benefits of a social media audit to the leadership team. Which of the following is a correct statement that he could use?

• Negative posts that have gone viral are identified and the crisis plan is implemented

• It performs a SWOT analysis which the company can use to plan next year's strategies

• It provides data on how the company compares to competitors and itself on social media

• It identifies employees who are not doing their job correctly

Leo owns a therapeutic 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, gender, and customer income, he feels he has a good idea of who his primary audience is. What segmentation did he perform?

• Psychographic

• Behavioral

• Geographic

• Demographic

No one moderated the social media accounts for the company last month. Upon investigation, it was discovered that the team was unclear who does this role. In a SWOT analysis, how would this be categorized?

• Strength

• Threat

• Opportunity

• Weakness

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 might 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