Deck 2: Social Media Campaigns - Part B

Question 1

Social Organization: brands that recognize social interaction as a __________ to business rather than social media as a _________ to accomplish business, and thus experience the power of authentic relationships with key stakeholders.

Answer 1

Core Approach, Tool

Question 2

The Social Principle: The __________ nature of social media is designed for and sustained in _____________ through _________ communication around topics of __________ interest that is user initiated, created and driven.

Answer 2

Fluid, Relationships, Two-way, Mutual

Question 3

Social Algorithm: Mathematical ___________ designed to evaluate the _________ of content posted by brands and determine which content receives more ____________ placement in _____________.

Answer 3

Equation, Quality, Prominent, Social Media Streams

Question 4

Ethics of Care: When decisions and interactions are guided by a deep ________ to the inherent value of _________ and responsibility of a brand to __________ those relationships as the primary guide for the brand.

Question 5

Social Media Strategic Plan: The guiding __________ for all campaigns and initiatives by the brand in social media.

Question 6

Social Media Voice: A concept composed of understanding the brand's ________, the appropriate ________ for a message, and the intentional __________ needed to effectively communicate in each post.

Question 7

Social Credibility: The publics' perception of a brand's ________ and trustworthiness illustrated by being ________, transparent and _________ in communication.

Question 8

Real-Time Marketing (RTM): The ability of an organization to __________ and _________ in conversations _________, as they emerge in real-time.

Question 9

Evaluation: The process of gathering data in order to ________ specific points of __________ in a campaign with the goal of providing meaningful _________ of the activities and outcomes.

Question 10

Two-Way Dialogue Audit: A report that ___________ and evaluates the _________ of communication between the brand and brand community members during a campaign.

Question 11

The first social networking site was:

A) ARPNET
B) SixDegrees.Com
C) Friendster
D) Facebook

Question 12

When a brand places the needs/values/desires of people front and center in business decisions, they are considered to be operating in a:

A) Friend-of-mine mentality
B) Best practice approach
C) Social business paradigm
D) None of the above

Question 13

The listening phase of the social media cycle involves two large categories. What are they? [Select Two].

A) Foundational Background
B) Business Structure
C) Social Media Landscape
D) Social Media Competition

Question 14

Which legal act has a great deal of influence over what a company may include in an employee social media policy?

A) National Labor Relations Act
B) Employee Communication Rights Bill
C) Labor and Employee Restriction Committee
D) Social Action Bill

Question 15

Which of the following is a SMART, outcome-based objective?

A) Gain 500 new Facebook likes.
B) Launch a social media contest by July 1.
C) Create 200 social media posts by August 1 for the new campaign.
D) Receive 300 likes on Instagram by influencers in a three-month period.

Question 16

Which of the following qualifies as a crisis?

A) A social media manager has a typo in a brand's official post.
B) The organization has a major recall of its products and customers are sharing stories that imply there was a cover-up on social media.
C) Someone on twitter posts a negative comment regarding your CEO.
D) All of the above.

Question 17

Vanity metrics are:

A) Measurements that have may look good but have little meaning as a KPI.
B) Measurements that deal with the brand profile images.
C) Measurements that indicate how many people have positive things to say about the brand.
D) A and B.

Question 18

The three large categories of evaluation in a social media campaign are:

A) Social Landscape, Implementation and SMART Objectives.
B) Preparation, Implementation and Analysis.
C) Preparation Implementation and Impact.
D) Implementation, SMART Objectives and Impact.

Question 19

Explain the development of social media and the way brands connect with key audiences in social media brand communities.

Question 20

Briefly describe the social media stages and what is involved at each point. Describe the value of using a model in social media campaigns.

Question 21

Explain why engagement with social media directly influences the ability of a brand's social media posts to receive exposure or prominence in social media streams.

Question 22

What is the role of TARES ethics in social media campaigns?

Question 23

Explain the value of advertising being integrated with an organic social media campaign.

Question 24

How can a brand effectively monitor and engage in live-time with a brand community during a campaign?

Question 25

Identify why social media listening is critical to establish authentic relationships with a brand community.

Question 26

What is the difference between gathering data and providing meaningful evaluation of a campaign?