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Terms in this set (61)
Social media allows businesses to communicate via an interactive, two-way medium compared to traditional one-sided mediums such as tv, radio, and print.
Millennials have become the fastest growing demographic on several major social networks.
As Twitter is an open network, businesses are able to follow and monitor their customers for insights into their ideas, habits, and opinions about different products and services.
Downloads of the Facebook mobile app are negligible, so it's unimportant to understand how your Page looks on a mobile device.
On Pinterest, a marketing team could create a board to showcase new products and an HR team can create a board to _________ in order to entice job seekers.
highlight company culture
Pinterest has a large percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income.
Designed as a mobile social network, ___________ users can easily take a picture or video on their smartphone, choose a filter to fit the scene or mood, and then share it with their followers.
_____________ is the world's largest video-sharing social network, the second largest search engine and one of the top three websites worldwide.
Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.
When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.
Your Twitter 'Likes' tab allows you to:
curate and display tweets from others that you have liked and find valuable
Private Twitter Lists are a great way to _________.
keep up with competitors' content without publicly following them
On your Facebook Business page, which feature would you use if you want to provide your followers with the ability to shop now, sign up, or contact your organization?
Call to action button
The Facebook page moderation feature:
prevents comments that contain certain words from being posted
_______________ let you segment your company offerings by target market and are a great way to focus on different products separately so you can modify positioning and messaging.
LinkedIn showcase pages
You should keep the information on your LinkedIn profile fairly sparse so people are compelled to navigate to your website for more information about your company.
Instagram allows you to include clickable links in the following area(s):
Instagram doesn't offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?
Use notes app to draft then copy and paste in bio
When optimizing your YouTube page, use _______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.
A social media audit should include the following elements:
All of the above (an itemized list of social media networks and their activity rates, follower counts per social network, competitive analysis
The following social networks must be a part of every businesses' social strategy:
social networks should be considered based on customer surveys and the social media presence your business has already established.
A strategic plan for how a company will incorporate social media into its business is:
A Social Media Strategy
Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.
Social media strategies should be guided by overall business goals (e.g., increase sales by driving more traffic from social media channels to web store).
Objectives within a social media strategy should always be:
All of the above (Specific, measurable, achievable, time-bound and realistic)
Social media strategies tend to fall into 3 categories: paid, owned, and earned.
The key elements of content strategy are:
target audience, content goals, brand voice, and distribution channel and tactics.
Identifying and defining _______________ for the calendar year is essential when planning your social media activity.
Key dates and timelines
It is unnecessary to outline social media roles and responsibilities in a small organization.
The purpose of a critical response plan is to:
define a chain of command and a step-by-step action plan for dealing with extraordinary circumstances through social media
It's important to develop a policy that explicitly outlines the appropriate and inappropriate use of social media to:
ensure that your employees are representing your brand well online.
The following types of measurement should be used to assess the progress of your social media strategies:
qualitative and quantitative
It's important to benchmark yourself against your competition.
Quantitative KPIs include things like:
follower growth, engagement rate and conversions such as email sign ups, qualified leads and sales transactions
Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community.
If you encounter a question on social media channels to which you don't have an answer, its best to be _________ .
Brand advocates are:
Dedicated fans with whom you should build closer relationships
You should use the 3 R's, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________.
The level of engagement they have with their audience
Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.
plan for continued engagement
When announcing an Employee Advocacy Program, it's important to reinforce why sharing content on behalf of an employer is in the employee's self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby _____________________________.
differentiating themselves as a dedicated performer within the organization
When running a Employee Advocacy program, eventually you'll need to pull data to demonstrate the program's effectiveness. Which of the following is not a common metric that program managers will look at?
% decrease in cost per click and cost per impression
To grow your community on Twitter, it is suggested that you should:
Monitor conversations related to your industry and follow people whose interests align with what your community offers
To grow your Facebook audience you should friend potential customers through your personal account, then invite them to Like your Brand Page.
_______________ work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.
On Instagram, you can use "Turn on Post Notifications" to receive a push notification when specific people post content on Instagram.
Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program.
When measuring the ROI of your community-building efforts, your focus should be on qualitative data.
Operating without a ______________ could result in posts that exhibit unbalanced tone, subject matter, or purpose. Moreover, without this plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.
Your social media content strategy should flow naturally from your _________________________.
Social Media Strategy and objectives
When it comes to content marketing on social media, research is the key to understanding what content will resonate with your audience. Begin by looking at your social media audit, and then use network-specific tools such as_______________ and ________________ to identify your audience demographics by network.
Facebook's Audience Insights, Twitter Analytics
With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?
To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.
Shared content can be categorized into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.
Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.
within their organization
The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.
A key part of running a business blog is ensuring it, and by extension the organization's website are easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.
Due to the 140 character limit of Instagram captions, it's important to be concise with every post.
Instagram's character limit is longer than 140
When posting on your social networks, it's important to _____________.
tailor messages to the unique strengths of each platform, where possible
On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.
When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:
high quality thumbnails, well written titles and descriptions, and relevant metatags
When it comes to creating video for your social channels, which of the following is NOT a best practice?
Since video will be consumed on mobile, record videos using mobile as well.
When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you'll get more views and engagement if your video ________________.
is longer and repeats key points.
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