A local grass and seed store is competing against big stores that just moved into the area. They know that customers value their knowledge and experience. How can they use social media ethically to promote this?

Post blogs on how to tackle some common planting issues.

Take pictures of the inside of the store and post them.

Comment on competitor’s posts and redirect users to their website.

Go to community events with a flyer that promotes the store’s social media site.

Company A is concerned about employees placing personal posts on social media while at work. They have decided to revise the current policy to cover guidelines for social media use while at work. Why is this company doing this?

An employee’s personal social media use can hurt the company’s brand.

It creates a security issue by making network documents exposed to hackers.

An employee’s personal social media use at work is considered illegal.

The company network will only function well if it is used as originally planned.

Marc’s team is having a hard time understanding what semi-structured data is. How could he explain this?

It is data that is not organized by a table but uses a tagging system; examples are HTML tags.

It is data that is captured through sensors and organized into tables; examples are numbers and text.

It is data that is structured by a table; examples are images, videos, or text.

It is data that is not organized by tags but uses tables and is captured through online conversations; example is a traditional database.

Jordan owns a jewelry company. He is planning a social media campaign to offer a bracelet to new customers. His competitors have done well using influencers to promote their products. What should he look for as he selects influencers?

Reach, relevance, and resonance.

Promotion, relevance, and engagement.

Relevance, promotion and experience.

A carwash uses direct mail to send monthly specials. How can they use social media to improve communication with their customers?

Post blogs and customer reviews.

Upload PDF files of their monthly promotions.

Post links to their corporate Web site.

Schedule promotional events at their busiest location.

An online clothing store is applying the social media funnel to ensure their new spring line of clothing sells well. They have launched a social media campaign on Instagram and Facebook. The posts are getting a high engagement rate and the sales have been good. How can they identify the sales coming from the campaign?

Track the click-through and conversion rates.

Evaluate the comments for any reviews by the customer.

Track how many likes the posts receive.

Ask the followers through a survey that is posted.

The marketing team uses the same username and password for all of their social media sites. They have the information posted in the mailroom. What is the threat and weakness in this situation?

The threat is a hacker posting on the company sites; the weakness is the visible username and password for each site.

The threat is the visible username and password for each site; the weakness is a hacker posting on the company sites.

The threat is social media administrators; the weakness is malware that can be posted.

The threat is customers who comment often on the posts; the weakness is the lack of control over comments.

Elena’s team is developing criteria for choosing influencers. They decide that individuals with high centrality are who they will pursue. What are they looking for?

A person with a high number of followers that also includes other influencers.

A person who has the ability to analyze and extract patterns in comments they receive.

A person who experiences a high return on investment from their posts.

A person who posts data that is high in volume and variety, with high velocity.

A car dealership uses social media often to market available cars for sale. They noticed a recent decline in activity on their posts. They have not changed how they use the platforms in over three years. Which of the following would be a good strategy to implement?

Review social media trends every 9-12 months.

Use humor in their posts to make them entertaining.

Focus on only one social media platform.

Use two or three additional social media platforms.

Joe started using Pinterest to post images of his woodworking projects. He wants to measure the success of his Pinterest posts. Which of the following would be a strategy to help him get this data?

Use the analytics function of this social media platform to see where content is being pinned.

Use the multi-capture feature to pin multiple photos at one time and see how often the viewers repin it.

Create a Boomerang video to pin and see how well it is received by the number of repins it gets.

Use LinkedIn Pulse to keep track of industry news and how it affects his woodworking projects.

While performing a social media audit you discover there are two social media sites with little or no activity. What is the best way to proceed?

Develop a good profile placeholder for these sites.

Delete your profile from these sites altogether.

Spend considerable time getting these two sites up to par.

Ignore these pages and devote your time to other sites.

Larry’s team receives 10 to 15 issues a day related to the company’s social media sites. Not all issues can be resolved in the same day. What steps can Larry’s team take to manage the open issues and ensure the best outcome?

Develop a scoring system to ensure that those issues with the highest risk score get resolved first.

Turn off commenting on all social media sites when the number of issues rises above 15.

Immediately assign a team member to a new issue and let that person evaluate its risk.

Divide the open tasks up between the team members at the start of each day.

Company A has used social media as a primary marketing tool for the last three years. Their amplification rate is very good. What is the likely reason for this growth?

The posted content was engaging and resulted in reposts.

The posted content was lengthy and comprehensive, and resulted in reposts.

The company only posted content once every two weeks to prevent boredom.

The company reposted the same content every month to keep the process simple.

Sam is the marketing manager for a plumbing company. He emails a newsletter to their customers every quarter. He would like to add a modern marketing method. Which of the following would work well with the email strategy?

Social media campaign that promotes interaction with the audience.

Direct mail campaign that sends out a monthly flyer to targeted neighborhoods.

Direct phone call campaign that promotes conversation with the receiver.

Text message campaign that sends an SMS to all customers every week about a discount.

Banks have struggled to adapt to social media. Which of the following would have slowed their progress down?

Developing extensive policies and training regarding personal use of social media by employees.

Not being concerned about customer relations so they are slow to spend money on social media.

Struggling to find new staff to monitor and respond to social media postings.

Managing a budget that is too large when trying to develop ways to use social media.

Arial is the manager of the company’s social media risk management team. She has been notified that one of their posts received a harsh comment from a follower. They want to prevent the situation from becoming viral. What should the team do?

Respond to the follower’s comment with a post that shows the company wants to listen, understand and make the situation better.

Delete the follower’s comments and direct message the follower asking them to share frustrations through customer service.

Respond to the follower’s comment anonymously so that the follower is discredited and looks like someone who just likes to complain.

Turn off the commenting feature on all social media platforms and direct message the follower asking them to a dissatisfaction forum.

Employees of Company A are emailed an update every three months on the status of the company’s goals. There have been complaints that the information is too hard to understand. Which of the following would be a good strategy for the writers to use that would help resolve this issue?

Post an infographic on the company intranet to help simplify the complex concepts.

Update all managers on a monthly basis so they can answer their team’s questions.

Use a video to share the complex data along with calming music to ease anxiety.

Post the update on a monthly basis on the company’s intranet site in .pdf format.

Company XYZ has a new AI vacuum that they want to sell to adults who are 60 and older. They determine they need to grab the audience’s attention quickly and then share data in a simple but effective way. How can they accomplish this using social media?

Post an offer of a free vacuum.

Mike just returned from a conference where he learned about SWOT. He is explaining to his boss the difference between a threat and a weakness. He explains that a threat has the potential for someone to harm a company. Which of the following defines a company weakness?

A weakness is a company’s vulnerability that makes a threat likely to happen.

A weakness is the result of employees supporting the company's social media marketing efforts.

A weakness is a process that the company has refined to reduce a threat from actually happening.

A weakness is a method to extract and save data that can hurt the company.

Which metric is often used to determine quality scores?

Cost-per-thousands of impressions

Company A is having a hard time filling open positions. The human resource team wrote new goals using social media tactics to improve the situation. Which of the following would be an appropriate goal?

Respond to a job inquiry about a posted open position on social media within three days.

Request that all people interested in a posted job contact human resources through email.

Respond to all individuals who like or comment on an open position post within three days.

Request that any referrals be sent to the company through a comment on the post.

Alethia is at a conference about social media marketing risks. She will be briefing her management on the risks when she returns so that their Terms of Use policy can be updated. Which of the following risks does Alethia's company have no control over?

The use of cookies by social media sites to collect user information.

The poor engagement that a carefully planned social campaign receives.

A link in a comment that points to a competitor’s website.

A comment to a post that bullies another person or group of people.

A small college wants to improve its overall reputation with future students and their parents. They know they need to use social media but are not sure how to do that. What would be a good strategy to consider?

Request each academic department come up with blog ideas to post monthly.

Ask the students to take and post pictures of student life activities.

Request the professors to record a short video of an actual class to post.

Ask the student leadership to come up with three community service events to promote in a post.

Sue is leading her team in their annual risk analysis of their social media strategies. Which of the following will she have the team do first?

Identify threats and weaknesses

Monitor threats and revise strategies

Tyrone wants to create a social media presence for his skateboard company. He wonders if an account on Instagram would help his business. What should he consider when making this decision?

Age of customers, customer income and gender.

Geography, hobbies and customer income.

Gender, brand loyalty and geographic segment.

Ethnicity, religion and marital status.

A makeup store is creating their social profile. Which of the following is most important when creating this profile?

The name on the account should be the name of the business.

The name on the account should be the marketing manager.

The name on the account should be a general name that reflects the industry.

The name on the account should be the customer service manager.

The marketing department wants to increase the use of social media for advertising for next year. It will require a big increase in the budget. As they plan for the presentation to the leadership team, what step should they take?

Research how current social media trends are affecting new sales in their industry.

Facilitate a photo session for all current products and services.

Go offsite and have a three-day teambuilding session to energize everyone.

Reflect on how the company improved customer satisfaction last month.

Lisa knows that it is important that some company posts on social media contain links to the company’s website. However, she is unclear on whether it impacts search engine results. Which of the following would explain to Lisa the connection between the two?

Google considers links from posts to a website as an inbound link; therefore, it can move a company’s website position higher on search engine results.

Google recognizes shareable content as a positive for rankings; however, inbound links are not described as this type of content.

Google does not recognize any hyperlinks on a website; therefore, the inbound links from social media posts have no effect.

Google does not recognize inbound links to websites; therefore, the link has no impact on search engine results for the company.

A marketing team went to a conference to learn about social media marketing. Now they are creating a plan for social media positioning. What must they understand as they work on this plan?

The value that the company offers its customers.

The total number of customers that the company currently has.

The total cost for implementing the social media plan.

The revenue that the company had in the previous year.

Sally is analyzing the last social media campaign. She is looking at the sentiment of the campaign. Which of the following would indicate a concern?

The overall tone of comments is negative or neutral.

The number of likes and comments is relatively high.

The number of followers experienced a solid growth rate.

The comments made about the company’s brand are positive.

Luke has been asked to draft content for the upcoming social media campaign. As he begins, he decides to focus on catchy headlines, content tailored to the targeted audience, and a character count under 40. What goal is Luke trying to achieve?

Create content that will be effective on social media.

Create content that is detailed and informative.

Create content that will work for many different audiences.

Create content that is classy and professional.

Company XYZ will be launching a new kayak line in 9 months. The marketing team has created two personas for the marketing plan. Part of the marketing plan will be a social media strategy. Which social media strategy would be most effective?

Use Instagram for both Persona 1 and Persona 2.

Use Pinterest for Persona 1 and X for Persona 2.

Use X for both Persona 1 and Persona 2.

Use Snapchat for Persona 1 and Pinterest for Persona 2.

Enrique has been asked to define strategies that improve search engine results. The company uses social media campaigns with great results. How can these campaigns be used as a search engine optimization strategy?

Ensure social media profiles for the company are completely filled out and include links to the company’s website.

Use repeatable posts from successful campaigns and remove all hashtags and links in the posts.

Use only links to YouTube videos instead of other video streaming services and use repeatable posts.

Remove all hashtags and keywords from social media posts and include only links to videos in the posts.

Mary is very concerned that upper management doesn’t support her team’s social media risk management strategy. Why is Mary justified in her concern?

The weakest link in any risk management strategy is people.

Their lack of support might result in denial of time off requests.

Annual pay increases for the team may be denied due to their lack of support.

The lack of support may reflect too much anger towards her team.

A company that makes military equipment is having problems with social media use by employees. They have decided to revise their code of conduct. Which of the following is important to have in the code of conduct?

Topics that employees are allowed to discuss on social media platforms.

How the success of social media marketing is being measured.

The strategic goals for social media campaigns and how they will grow business.

The budget that is being spent on the company’s social media platforms.

Social Media Strategies Quiz

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MULTIPLE CHOICE QUESTION

30 sec • 1 pt

Phil is preparing a short presentation for the leadership team to review last month's social media crisis. He will show how sales have increased using social media campaigns. He also needs to ensure they understand the risks. Which of the following is a risk that he could highlight?

The inability to turn off comments on company posts.

Increased followers that repost and comment on company posts.

Damage to the company’s reputation due to negative comments.

Increased customer service calls as product sales increase.

MULTIPLE CHOICE QUESTION

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