Social Marketing done right can:
1. Generate new leads. 2. Drive meaningful conversations. 3. Build a thriving community
More than ____ of marketers use social media in their campaigns
90%
Social media allows businesses to communicate via an interactive, two-way medium compared to traditional one-sided mediums such as tv, radio, and print? T/F:
True
Millennials have become the fastest-growing demographic on several major social networks? T/F:
F-the fastest growing demographic on social media is the 45-54 age bracket.
FB has over ___ users
1 billion
Twitter provides brands with:
Two way connections with customers but also vendors, partners and employees
Twitter provides employees within different departments the opportunity to communicate externally and internally. T/F:
True
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. T/F:
True
Downloads of the Facebook mobile app are negligible, so its unimportant to understand how your page looks on mobile. T/F:
False
Teens and adults between the ages of 18-29 make up Instagram's largest demographic. T/F:
True
Over ___ photos are shared on Instagram a day
95 million
Instagram encourages user-generated content, making it an effective platform to host fan photo or video contests. T/F:
True
Youtube reaches more adults 18-49 than any cable network in the US. T/F:
True
Pinterest is geared more toward social discovery than other social networks. T/F:
True
The "Rich Pins" feature on Pinterest can be used to show additional details about products. T/F
True
Snapchat employs a user experience principal known as shareable design, which holds that an app is best learned when a friend explains it to you. T/F:
True
Over 2.5 billion snaps are posted on Snapchat every day. T/F:
True
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:
-Post bad examples of resumes
-Highlight company culture
-Sell products
-None of the above
Highlight company culture
Pinterest has a large percentage of ____ compared to other social networks. The average Pinterest user also has a high household income.
-Male users
-Female users
-Professional users
-Teenage users
Female Users
Designed as a mobile social network, ____ users can easily take a picture or video on their smartphone and choose a filter to fit the scene or mood, and then share it with their followers.
-Weibo
-Instagram
-Pinterest
-Tumblr
____ is the world's largest video-sharing social network, the second largest search engine and one of the top three websites in the world.
-Vimeo
-Weibo
-Youtube
-Facebook
Youtube
Twitter: Your profile picture should be easily recognizable, even at ___ size. Your ___ is usually the best choice.
-thumbnail; logo
-thumbnail; thumbprint
-billboard size; logo
-pixel; landing page
-thumbnail; products page
thumbnail; logo
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 info first.
140 characters
Your Twitter "likes" tab allows you to:
-pin your most important tweets to the top of your profile
-instantly trigger a paid Promoted Tweet
-curate and display tweets from others that you have liked and find valuable
-receive notifications when liked user
Curate and display tweets from others that you have liked and find valuable
Private Twitter lists are a great way to __
-engage with industry influencers
-maintain lists of relevant keywords
-use relevant industry Twitter accounts to influence your SEO
-keep up with competitors' content without publicly following them
Keep up with competitors' content without publicly following them
The "Pages to Watch" feature on Facebook allows you to learn from brands that are doing well on FB. T/F:
True
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 a user from expressing negative sentiment about your brand
-prevents comments that contain certain words from being posted
-prevents a user from posting too many comments on your wall
-none of the above
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. T/F
False
Instagram allows you to include clickable links in the following areas:
-the website and bio fields
-the website field
-the custom location and website fields
-the website, captions, comments, and username fields
the website field
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. :
draft your bio using the notes app on your phone, then paste your formatted copy into the bio field.
Meta tags are important on Youtube because they help categorize your video for search engines. T/F:
True
Video Cards help brands maximum engagement and SEO. In order to use these, you first have to associate your channel with your website. T/F:
True
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.
Playlists
A social media strategy:
is the strategic plan of how a company will incorporate social media into its business
The foundational components of a social media strategy are:
social media audit
Social media goals and objectives
budget, tactics, and tools
The purpose of a social media audit is to:
determine the effectiveness of your company's existing social media efforts and to understand audience behavior, competitors and trends
A social media audit involves 3 components:
-audience analysis
-internal audit
-competitive audit
To do an internal audit:
list all social properties, posting frequency, follower counts, engagement rates and referral traffic to your website for each month of the previous year. Also determine top performing and poorly performing content
Two ways to wrap up your social media audit findings:
The START/STOP approach
The SWOT approach
START approach
-START actions that seem promising
-STOP actions that are ineffective
-CONTINUE if they're doing well
SWOT approach
-STRENGTHS
-WEAKNESSES
-OPPORTUNITIES
-THREATS
the overall question you want to consider in a social media audit is:
what value is your company adding to your customers through social NOW vs. the value you WANT to be adding?
A social media audit should include the following elements:
-an itemized list of current social media networks and their activity rates
-follower counts per social network
-competitive analysis
-all of the above
all of the above
The following social networks must be a part of every businesses' social media 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:
Social Media Strategy
Social media objectives are:
considerable actionable steps that will be taken in support of a social media goal.
Consider proposing an experimentation fund which can be used to take advantage of new trends and industry developments. This is ideal as networks and advertising techniques often launch with very little notice and require immediate action to capitalize pr
True
Brand voice/persona should be developed after your social media strategy has been implemented for six months to see what kind of voice/persona occurs naturally. T/F:
False
Social media strategy should be guided by overall business goals. (increase sales by driving more traffic from social media channels to web store.) T/F
True
Social media tactics are:
short term actions that flow from and directly support your social media objectives.
Social media tactics can be grouped into three buckets:
Paid
Owned
Earned
Owned Tactic:
serving content and messages organically through your organizations official social channels. Ex: schedule two instagram posts per week with beautiful images related to your brand using a branded hashtag
Earned Tactic:
utilizing community engagement. Ex: Influencers, advocates and employees to boost awareness
Paid Tactic::
spending money to get social messages and content in front of a targeted audience. Ex: social ads, boosted posts, paid influencers
Content development strategy can help:
-your brand develop a close relationship with its audience
-establish authority in your industry niche
-Contribute to overarching business objectives
Key elements of a content strategy are:
-target audience
-goals
-brand voice
-distribution channel
-tactics
Social media strategies tend to fall into 3 categories: paid, owned, earned. T/F
True
Identifying and defining ____ for the calendar year is essential when planning your social media activity.
key dates and timelines
Social media governance is:
a collection of policy documents organizations create to ensure employees reflect professional and personal values in their professional and personal social media activities
The two types of measurements to consider for your KPI's are:
Quantitative and Qualitative
A good way to think about quantitative measurements is through a framework of:
-base
-reach
-engagement
-conversion
Metrics to consider for Quantitative KPI's are:
-follower growth
-engagement rate
-conversions
Qualitative Measurement:
-best done on a post by post basis
-collecting insight
The following types of measurement should be used to asses the progress of your social media strategies:
answer:
quantitative and qualitative
Hootsuite Board:
a collection of real-time analytics-continuously updated. Use "widgets" to monitor different sets of data
Word of mouth recommendations are the most powerful advertising tools in your arsenal. T/F:
True
Engagement can be categorized into ___ distinct types, all of which drive value for the members of your community.
4
-discussions around shared content
-customer support queries
-addressing positive and negative sentiment
-proactive engagement
Word of mouth advertising is considered more credible than company-led advertising. T/F:
True
Brand Advocacy Programs should contain 4 components:
-program goals
-criteria for selection
-a plan for onboarding
-a continued engagement plan
When choosing brand advocates consider:
-relevance (do they fit with your brand, are they relevant to your area/goals)
-reach (how many people they reach)
-resonance (level of engagement they have with their audience)
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 i
differentiating themselves as a dedicated performer within the organization
Geo Searches-
help you search tweets in a specific location
There are three types of FB groups:
-public: joined and viewed by everyone
-closed: require approval to join
-secret: only visible to those that were invited
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. T/F
False
____ work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.
LinkedIn groups
When planning out your Youtube publishing schedule, stick to ____, as well as predictable publishing schedule so your subscribers know when to look forward to your next video and what to expect.
consistent length and production quality
3 distinct ROI metrics to measure:
-community growth
-community engagement
-brand love
Community growth:
the size of your following
Brand love:
a combination of loyalty and advocacy for your brand.
Community engagement:
the amount of interactions that occur on your social platforms
Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program. T/F:
True
When measuring the ROI of your community-building efforts, your focus should be on qualitative data. T/F:
False-Both qualitative and quantitative data
Hootsuite's Geo Search feature:
lets you listen in to your target audience's conversations. Use Geo Search to find people interested in a topic/product relevant to your brand.
4 key components of a social content strategy:
Research and analysis of current content reception
Your target audience identified by platform
A list of content-specific goals and objectives
Plans for the distribution of your content
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 sche
content strategy
Your social media content strategy should flow naturally from your ___.
social media strategy and objectives
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 sp
To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.
Shared content can be categorized into two categories:
Curated and Created
Curated content:
content gathered from trusted sources within your industry
Created Content
content produced within your organization
Rule of thumb: Share 40% created, 60% curated content. T/F:
True
The main factor in search page ranking is quality content. T/F:
True
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, i
Created
Content creation 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 need to gather, evaluate and share relevan
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.
advanced search
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.
SEO friendly
Engagement rates for instagram stories are high and over 1/3 of the most viewed Instagram stories are of business profiles. T/F:
True
When posting on your social networks, it's important to ____
tailor messages to the unique strengths of each platform, where possible
Shares from other people is the #1 way for people to find videos on Youtube. T/F:
True
1/3 of all online activity is spent watching videos. T/F:
True
Most social platforms prioritize video in the feed. T/F:
True
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
The three main areas to consider when measuring the success of content:
-reach
-engagement
-conversions
Social share of voice:
the percentage of mentions of your brand compared to those of your competition
Conversion rate:
the ratio of comments per post, divided by the number of followers x 100
It's best to set your bid as low as possible in order to minimize the cost of your campaign. T/F
False
The value of social advertising lies in the large audience size your company has the potential to reach and the ____ social ad platforms offer.
finely tuned targeting capabilities
Cost per click (CPC)-
charged each time someone takes an action on your ad.
Cost per impression (CPM)-
you pay each time your ad is shown to a member of your targeted audience. Good option when the focus of your campaign is exposure.
Optimized cost per impression (oCPM)-
pay for your ad based on impressions. Facebook uses an algorithm to get the ad in front of people who are most likely in the targeted audience you defined.
For Facebook campaigns budget, scheduling, targeting, bidding, and ad placement are defined at the _____.
ad set level
If you don't have a large Facebook following, choose "Everyone" on Facebook when conducting audience research, and begin narrowing down by selecting the ____ relevant to your business.
Interests
The 4 components that make up every Twitter Ad Campaign:
Timeframe
Creative
Targeting
Budget
It is possible to target Twitter Ads using:
competitor hashtags, tailored audiences, keywords
When targeting Twitter ads at a specific username, it's best to include between ____ separate Twitter handles.
10-25
Like Facebook, Twitter Ads products are organized by objectives. T/F
True
For a _____ campaign, a good guideline is to pick your best performing Tweets that also support key business objectives.
Tweet Engagement
Targeting LinkedIn ads by job title is a good way to reach key decision makers who make purchasing decisions. T/F
True
Audience Expansion is a feature within the LinkedIn Ads Manager. T/F
True
Instant Experience on Instagram is an interactive page that's accessed by clicking into an ad. T/F:
True
To gauge the success of your social ad campaign you will need to know if the value it brings is equivalent or greater than its cost. This is called Return on Ad Spend. T/F:
True
Return on Ad Spend can be measured in two ways:
Direct Revenue and Captured Leads
For deeper insights, you should analyze data by ____
platform and in the aggregate
Your measurement actions can be grouped into two buckets: direct revenue based ROI and lead based ROI. T/F
True