WorksheetsCIW Social Media Strategist Final Exam Study Guide
Total questions: 20
Worksheet time: 40mins
Sarah works for a company that sells professional-wear clothing for women, online and in select retail stores.
She is conducting a SWOT analysis of the online social media plan. Which of the following should she have completed first?
A social media audit
Development of a persona
A social media audit and a list of social media goals
Analysis of current user demographip segmentation
A company specializing in European river cruises wants to expand its business ocean cruises. It has a growing base of followers on popular social media platforms. Which social media tool can they use to attract new followers who are interested in ocean cruising?
Paid advertising (boosts your message to a specific audience on SM)
Organic advertising
Banner advertising
Viral advertising
A company can use statistics from social media to predict user behavior. What kind of big data strategy is this?
Performance management (queries for big data)
Decision science (experimental analysis & Testing Hypotheses)
Social analysis (social metrics in social media Big Data)
Data Exploration (uses statistics and creating predictive models)
Stuart is the social media risk manager for an international drone enthusiasts association. He has noticed various chapters around the world using images and copyrighted materials. What should Stuart do to ensure the association’s social media sites are in compliance with the various legal regulations internationally?
Contact the owners of the copyrighted materials and request a fee to remove the materials from the sites.
Require users to accept a terms-of-use license and privacy policy before they can post any content.
mail the users and request they show permission they are allowed to use the materials.
File a lawsuit against the users for posting copyrighted materials on this site.
Which of the following is the chief disadvantage to using social media?
In a crisis situation, a company’s reputation can be damaged quickly
You can gather information about what customers want in products
A company must establish policies covering social media usage and provide training
A company can lose control of how its corporate logo is used
Allan works for an event planning company and is creating a curated content article about the ten best games for breaking the ice at parties. He has found articles on the
internet, describing various games, which he want to incorporate into his own content. Which of the following is a best practice for using curated content ethically?
Create a new title, links to the original sources and add personal editorial comments.
Choose multiple articles, pull snippets from them and use one of the titles from the articles.
Use the full text from two articles, plus snippets from others with links to the original articles’ Web sites.
Use the images and full text from the longest article, add personal editorial comments and create a new title.
Which of the following is a benefit of social media auditing?
Compare your social media presence to your competitors
Focus efforts on only the most important social media sites.
Prevent bad data from entering the campaign decision making process.
Maintain a specific style and tone in future social media posts.
A marine biology expert works as a guide with a whale-watching tour company. He wants to communicate information on scientific research, videos of whale sightings and other events to potential tour customers and whale conservationists. He also wants to share information from his industry peers. Which social media tool can he use to accomplish these needs?
Buisness blog
Micro blog
Webinar
Live streaming
Dylan works for a small software start-up firm that is looking to use Facebook and Twitter to increase future revenues by building a larger potential customer base for their upcoming software release. Which of the following is a metric that could be used to evaluate the success of this social media campaign?
The number of link-clicks each post receives. If more than 50 followers click through to the company Web site on each post in the campaign, it will be considered a success
The number of likes and comments each post receives. If more than 10 followers like or comment on each post in the campaign, it will be considered a success
The total number of followers on each platform. If each platform gains at least 10% more followers, the campaign will be considered a success.
An increase in sales of their current software release. If sales increase by 5%, campaign will be considered a
success
In order to be considered as part of a brand’s primary audience, a persona must be:
Someone who is interested in the product, needs the product, and is able to afford the product.
Someone who is interested in a product, wants to share the product with more users, and is able to afford the product.
Considered a brand ambassador, a customer who regularly interacts with your brand, and a returning customer.
A returning customer who shares the productwith other users and who regularly interacts with your brand.
When evaluating a visualization of social network members, the influencers are generally considered the most important. This is known as:
Centrality
Reciprocity
Structural equivalence
Transivity
Which of the following is a social media optimization technique that can aid in the search engine optimization?
Make sure all social media posts link back to your company’s Web site.
Creating as many posts as possible, regardless of user engagement
Filling out all social media profiles completely
Share content from third parties that will engage users
An electronics manufacturer recently released an updated product that corrects the defects of a previous version. Many customers are liking, commenting and sharing the company’s posts about the new product. What is this activity called?
Impression (# of times content is displayed; each instance of the shared content)
Engagement (measurement of comments, likes, and shares)
Exposure (measures audience by the # of followers & the # of followers for each share)
Reach (actual # of unique people who view or access)
A well-known CEO of a large company regularly makes keynote speeches at the conferences. How can these presentations be made more social?
Record the speech and post it on the company’s Web site with a text transcript
Contract with a reality television producer to create a short run series for tv broadcast
Change the format of the speeches to a question and answer panel with four to five participants
Share them as live streaming events and invite the audience to ask questions which the CEO will answer immediately
A small buisness is selling widgets. A customer is enthusiastic about her widget and has shared the buisness's posts in her personal social network. What kind of social media communication is this?
Earned communication (content shared by people and has no cost other than time and effort to post)
Owned communication (created by themselves)
Paid communication
Posted communication
Which organization is likely to experience the highest impact of implementing an aggressive social media marketing campaign?
A car manufacturer that makes trucks, sedans and hybrids
A circus performance troupe that travels the country
A political campaign for mayor of a large city
A large financial services company providing payroll processing
An airline customer service department needs to notify passengers when a flight is delayed. Which of the following is an example of a SMART goal mission statement for the customer service department?
Notify passengers via text message within 15 minutes of flight delays.
Notify airport management to update departure boards hourly
Alert passengers via text message about special offers on future flights
Alert the baggage handling department to move bags to temporary storage
A company noticed a recent spike in online posting about one of their products. In response, they increased the amount of paid advertising for that particular product. However, sales of the product dropped by 75% in the next 3 months. Which value component was missing from the analysis about the spike?
Context; most of the posts were complaints about product performance
Confidence; the combined data had insufficient certainty
Complexity; data from multiple sources was poorly matched
Choice; the company used an inadequate data analysis system
David is the social media manager of a privately owned teenage sports club social media site. When an individual or organization isgns up on the site, they must agree to the terms of use and privacy policies before being allowed to create a profile or see the site. These policies provide David’s organization the ability to collect and use information about the user, such as their interests. Which of the following would be an inappropriate use of this information?
The owner of the site uses the contact information to sell them services from companies he owns
The social media marketing manager identifies users with similar sports interests and sends links of upcoming sports events and group activities
The social media community manager collects data to identify and measure engagement and to locate influencers who can assist in building the community
The legal department sends notices to users who are using the site inappropriately, to stop these specific behaviors
Sam, the CEO of a clothing company, is very vocal on political topics and expresses his opinions on the company Twitter account. What are the most likely risks due to his behavior?
Reputation damage and financial loss.
Reputation damage and cybercrime.
Financial loss and corporate identity theft.
Theft of intellectual property and cybercrime.
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