Deck 1: Social Media Campaigns - Part A

Question 1

The difference between a historical business model and a social business model is:

A) Historical business models connect all departments to each other to share information and resources.
B) Social business models connect all departments to each other to share information and resources.
C) There is no difference between the models-social businesses operate in the same model and use a new tool.
D) Historical business models do not use technology in its organization.

Answer 1

B

Question 2

Friend-of-Mine Awareness is a term used to describe the idea that:

A) People do business with brands with which they have relationships.
B) People need to consider their friends before posting.
C) A process used to identify influencers for a brand.
D) B and C.

Answer 2

A

Question 3

What is the social principle?

Answer 3

The fluid nature of social media is designed for and sustained in relationship through two-way communication around topics of mutual interest that is user initiated, created and driven.

Question 4

The first online community was:

A) ARPANET
B) FirstConnect
C) SocialSpace
D) Tribes

Question 5

What was the first social networking site?

A) SixDegrees
B) Friendster
C) MySpace
D) Tumblr

Question 6

What is EWOM?

A) Electronic Work Operations Movement
B) Electronic Word of Mouth
C) Electronic Wage Of Management
D) Electronic Work of Machines

Question 7

What is the "Social Model" of interaction?

Question 8

To what does the term "viral loop" relate?

A) The way a virus can be distributed in social media.
B) The process of hoaxes being shared on social media.
C) The value of customer dialogue, activity and interaction on social sites.
D) The approach to developing safe online environments for software.

Question 9

What are the four steps to a social media campaign?

A) Listening, Analysis, Research and Engagement.
B) Analysis, Engagement, Monitoring and Evaluation.
C) Listening, Design, Implementation and Evaluation.
D) Analysis, Design, Implementation and Evaluation.

Question 10

What are the two primary areas involved in the Listening stage of a campaign?

A) Foundational Background and Organizational Analysis
B) Social Background and Organizational Research
C) Foundational Background and Social Landscape
D) Competition Analysis and Internal Audit

Question 11

What is the "Crisis of Trust"?

Question 12

When discovering the support structure for a social media team structure, what is important? [Check All That Apply]

A) Management
B) Leadership
C) Key Players
D) Competition Management
E) Required Skills

Question 13

Employ policies are used to control what employees are allowed to post and discuss on social media and can require all employees to disclose their social media accounts to the brand.

Question 14

Search Engine Optimization reports provide valuable insight for social media teams.

Question 15

Keywords are specific terms that only relate to the individual brand.

Question 16

Audience analysis can use PIPP, which stands for:

A) Public, Important Segment, Profile, Priority
B) Profile, Important Topics, Purpose, Priority
C) Profile, Important Keywords, Profile, Purpose
D) Public, Important Segment, Purpose, Presence

Question 17

There has been a focus for organizations to move from an "architecture of speaking" to an "architecture of listening"? Why is this important?

Question 18

Social algorithms are provided to brands by social media sites when the organization registers for an official profile.

Question 19

What are social algorithms?

A) Mathematical equations that determine how much an ad will cost to be viewed.
B) Mathematical equations based on content and user engagement that will dictate which content will receive more prominence in social media.
C) Mathematical equations that are used to determine how much revenue a brand should invest in social media.
D) B and C

Question 20

Social media influencers [Check All That Apply]:

A) Drive dialogue
B) Are published authors
C) Expand conversations
D) Create rich media

Question 21

Share of Voice shows how much negative comments have remained unanswered in social media.

Question 22

A problem or opportunity statement assesses the current state of the brand in social media without implying blame or a solution.

Question 23

The difference between a goal and an objective is:

A) Goals have specific and measurable components while an objective is long-term and broader.
B) Goals relate to the brands vision and objectives relate to social media platforms.
C) Objectives have specific and measurable components while a goal is long-term and broader.
D) Objectives and goals are interchangeable, depending on the brand.

Question 24

In addition to an organization's mission or vision statement, each platform should have a vision statement to guide strategy.

Question 25

It is important to make sure that every SMART objective is output based.

Question 26

In order to understand what a brand's social media voice should be, there are key three areas to consider:

A) Platforms, Audience and Tone
B) Brand Persona, Tone and Platforms
C) Audience, Vision and Brand Persona
D) Brand Persona, Tone and Intentional Language

Question 27

Social media community policies identify [Check All That Apply]:

A) The values of the community
B) Vision statement for the organization
C) Prohibited behavior
D) Consequences
E) Contact information for management

Question 28

Employees do not have the right to discuss details about work on social media.

Question 29

The TARES ethics test is:

A) Truthfulness, Authenticity, Respect, Equity and Social Responsibility
B) Trust, Authenticity, Recognition, Evidence and Strategy
C) Trouble, Alienation, Regulation, Ego and Scorn
D) None of the above

Question 30

A message map:

A) Guides all communication on social platforms.
B) Teaches interns how to create key messages.
C) Identifies which messages social media platforms require from brands.
D) Organizes what community members can say within a social media site.

Question 31

A key message is something that is used on twitter, while Facebook uses a message map paragraph.

Question 32

A local nonprofit approaches you to consult on their social media. They have not developed any social media presence and are simply interested in what you would recommend that they do first. In 2-3 paragraphs, what would you suggest? Be sure to address key practices for engagement.

Question 33

Select one prominent brand and develop a one-page bullet list of social media elements including a goal, SMART objective, strategies and tactics that would be appropriate for the brand.

Question 34

What is an echo chamber and how could a brand approach this type of situation in social media?