Question 1

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

Accepted Answer

Share of Voice is a metric that shows the percentage of conversations or mentions a brand has in comparison to its competitors in social media or other online platforms. It does not specifically indicate the ratio of negative comments that have been responded to or neglected.

Question 2

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

Accepted Answer

A problem or opportunity statement simply evaluates the current situation of the brand in social media without implicating any fault or immediate resolution. It is a neutral observation of the current status quo.

Question 3

The difference between a goal and an objective is:

Accepted Answer

According to traditional business management practices, objectives refer to specific and measurable outcomes that need to be achieved to accomplish a goal. In contrast, a goal is a broader, long-term aim for the organization. Therefore, goals tend to be more open-ended and abstract, where an objective is specific and measurable.

Question 4

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

Accepted Answer

Each platform within an organization should have a specific vision statement to guide its strategy and actions, in addition to the organization's overall mission or vision statement. This ensures that each platform's goals and objectives are aligned with the organization's mission and contribute to its overall success.

Question 5

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

Accepted Answer

SMART objectives can be focused on both outputs and outcomes, depending on what is being measured. Outputs are the direct results of activities, while outcomes are the impacts or changes resulting from those activities.

Question 6

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

Accepted Answer

The correct areas to consider are Brand Persona, Tone, and Intentional Language, as these elements help define how a brand communicates and engages with its audience on social media.

Question 7

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

Accepted Answer

Social media community policies identify the values of the community, prohibited behavior, and consequences for violating the policies. While a vision statement for the organization may be included in the policy, it is not a necessary component. Contact information for management may also be included, but it is not as crucial as the other elements listed.

Question 8

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

Accepted Answer

Employees have the right to discuss work-related matters on social media as long as they do not disclose confidential or proprietary information. According to the National Labor Relations Act, employees have the right to engage in "protected concerted activity" to discuss working conditions, wages, and other job-related issues.

Question 9

The TARES ethics test is:

Accepted Answer

The TARES ethics test stands for Truthfulness, Authenticity, Respect, Equity, and Social Responsibility. This framework provides a guide for assessing ethical communication practices by evaluating whether the message is truthful, sincere, respectful, and takes into account the broader social context. Therefore, option A is the correct answer.

Question 10

A message map:

Accepted Answer

A message map guides all communication on social platforms by providing a framework or blueprint for what a brand or organization wants to communicate. This ensures consistency and clarity across all messages and platforms.

Question 11

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

Accepted Answer

A key message is a fundamental communication tool used across various platforms, including Twitter, Facebook, and beyond, not limited to a specific platform. It conveys the core information an organization or individual wishes to communicate to its audience.

Question 12

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.

Accepted Answer

The answer of A local nonprofit approaches you to consult...

Question 13

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.

Accepted Answer

The answer of Select one prominent brand and develop a...

Question 14

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

Accepted Answer

The answer of What is an echo chamber and how...

Quiz 1: Social Media Campaigns - Part A