SMS Certification Practice Test

An electronics company noticed a surge in social media mentions of a product and increased paid ads. What big data value component was missing from their analysis of the spike in online mentions? 

• Context  

• Return on investment (ROI)

• Someone who is interested in skincare, is looking for anti-aging solutions, and has the financial means to purchase luxury products.

• Post responses to the messages, explaining the issue and when it will be fixed.

  
  

Answer explanation

The company missed the context of the social media mentions. They only focused on the increased buzz without considering that the posts were negative, mostly complaints about the product. Without understanding the context, they misunderstood the situation and made a costly decision to increase paid ads. 

Tom manages social media for a local gym and wants to increase the visibility of his posts. What can he do to ensure his content reaches the right audience and boosts engagement?

• A social media audit and a list of social media goals.

• Boost posts that have high engagement and create targeted ads to reach more potential customers.

• Campaign.

• Paid advertising

  
  

Answer explanation

To improve the effectiveness of his posts, Tom should boost posts that have high engagement and create targeted ads to reach more potential customers. By boosting posts that are already performing well, he can extend their reach to a broader audience. Additionally, creating targeted ads allows Tom to focus on specific demographics, interests, or locations that align with the gym's target audience, which can increase visibility and attract more relevant potential customers. 

A restaurant chain is expanding its presence across multiple social media platforms. They plan to use the same name, username, and email address on all of their accounts. Why is this important for the business?

• Return on investment (ROI)

• Compare your social media presence to your competitors.

• It improves brand recognition.

• Photo-oriented sites, such as Instagram or Pinterest

  
  

Answer explanation

Using the same name, username, and email address across all social media platforms is important because "it improves brand recognition." Consistency makes it easier for customers to find and remember the restaurant, helping to strengthen its identity and increase visibility across different platforms. 

Michael works for a non-profit focused on environmental conservation and is conducting a SWOT analysis for social media. Which step should he complete first to evaluate the organization’s social media effectiveness?

• The total number of new Instagram and TikTok followers. If both platforms see at least a 15% increase in followers, the campaign will be considered a success.

  
  

• Someone who is interested in skincare, is looking for anti-aging solutions, and has the financial means to purchase luxury products.

• Post coffee recipes with discounts for the ingredients.

• A social media audit and a list of social media goals.

Answer explanation

Before conducting a SWOT analysis, Michael should have completed a social media audit and a list of social media goals. 

The social media audit will help him assess the current performance of the organization's social media accounts, understand which platforms are most effective, and identify areas that need improvement. The list of social media goals will provide a clear direction and measurable objectives for what the organization hopes to achieve through social media. With this foundational information, Michael can then effectively evaluate the organization's strengths, weaknesses, opportunities, and threats in the SWOT analysis. 

 

A clothing retailer’s damaged order video goes viral, leading to negative comments and a damaged reputation. What is the chief disadvantage of using social media for business in this scenario?

• In a crisis situation, a company's reputation can be damaged quickly.

• Theft of intellectual property and cybercrime

• Return on investment (ROI)

• Use branded images, infographics on sustainability vs. fast fashion, and behind-the-scenes videos of the design process to highlight the brand’s eco-friendly commitment and engage audiences across social media platforms.

  
  

Answer explanation

Social media is an incredibly powerful tool for businesses, allowing them to engage with customers, promote products, and build their brand presence. However, one of the chief disadvantages is that social media can amplify negative situations quickly. In this scenario, when a customer posts a video showing damaged goods, the issue goes viral, meaning it spreads rapidly across social media platforms, reaching a large audience. So, in a crisis situation, the biggest risk is the rapid spread of negative feedback, which can harm a brand’s reputation much faster than other forms of communication. This makes it crucial for businesses to manage social media carefully, especially during times of customer dissatisfaction. 

A local coffee shop with a loyalty program wants to leverage social media for better engagement. How can they effectively incorporate social media into their strategy to enhance customer interaction?

• Post coffee recipes with discounts for the ingredients.

• Photo-oriented sites, such as Instagram or Pinterest

• Filling out all social media profiles completely

• Someone who is interested in skincare, is looking for anti-aging solutions, and has the financial means to purchase luxury products.

  
  

Answer explanation

The coffee shop can best incorporate social media into their strategy by posting coffee recipes with discounts for the ingredients. This approach provides valuable content to their followers (coffee recipes) while also promoting their loyalty program or discounts (discounts on ingredients). It encourages engagement by giving followers something useful, while subtly promoting the business’s offerings, driving both interest and sales. 

What key demographic information should John and Lisa analyze to determine if TikTok is a good fit for their tech startup’s target audience?

• Share a social media post with a recipe preview and a discount code for attendees.

• Identify the target audience

• Age of their customers, customer income and gender

• A high-end luxury car brand known for its performance and exclusive appeal.

  
  

Answer explanation

John and Lisa should focus on the "age of their customers, customer income, and gender" to determine if TikTok is a good fit for their target audience. This demographic information will help them understand if TikTok's user base aligns with the characteristics of their ideal customers, allowing them to make a more informed decision about whether to use the platform. 

A technology company tracks key metrics like ad costs, resources used, and sales to boost revenue. What is the company trying to calculate with this data?

• Monitor activities for risks, train employees to identify risks, and search social media data to support discovery or legal questions.

• Create placeholder pages on other platforms that redirect visitors to their Instagram profile or website.

• In a crisis situation, a company's reputation can be damaged quickly.

  
  

• Return on investment (ROI)

Answer explanation

The company is trying to calculate Return on Investment (ROI) with this data. ROI measures the profitability of an investment by comparing the revenue generated (from sales) to the cost of the investment (like paid ads and resources used). By tracking metrics such as ad cost, sales, and conversions, the company can determine how effectively their spending on social media ads is generating profit. 

David, a social media risk manager for a global tech company, has rolled out a training program for all departments. What tasks should he perform to ensure adherence and proper implementation of the program?

• It improves brand recognition.

• Monitor activities for risks, train employees to identify risks, and search social media data to support discovery or legal questions.

• Post responses to the messages, explaining the issue and when it will be fixed.

• Assess and evaluate

  
  

Answer explanation

To ensure all departments are adhering to the program and performing as expected, David should monitor activities for risks, train employees to identify risks, and search social media data to support discovery or legal questions. 

• Monitor activities for risks: This will allow David to track and assess any potential social media risks, ensuring that they are identified and addressed promptly. 

• Train employees to identify risks: Ensuring that all employees are properly trained helps them recognize and handle any social media risks proactively. 

• Search social media data to support discovery or legal questions: By reviewing social media data, David can gather necessary information for legal purposes or risk analysis, helping to ensure compliance with company policies and regulations. 

This combination of monitoring, training, and data review will help David effectively manage social media risks across the organization. 

Alex, a well-known chef and food blogger, is hosting a live cooking session at a food festival. What strategy should he use to generate buzz and increase attendance for his session?

• A social media audit and a list of social media goals.

• Schedule quarterly or semi-annual reviews of social media trends to identify new opportunities.

• Share a social media post with a recipe preview and a discount code for attendees.

• In a crisis situation, a company's reputation can be damaged quickly.

  
  

Answer explanation

Alex can share a social media post with a sneak peek of the recipe he will be making at the food festival and offer a discount code for anyone who attends his session. This will get people excited about the food they'll learn to make and encourage them to join his live cooking demo.