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.

Accepted Answer

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.

Accepted Answer

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 _____________.

Accepted Answer

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.

Accepted Answer

The answer of Ethics of Care: When decisions and interactions...

Question 5

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

Accepted Answer

The answer of Social Media Strategic Plan: The guiding __________...

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.

Accepted Answer

The answer of Social Media Voice: A concept composed of...

Question 7

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

Accepted Answer

The answer of Social Credibility: The publics' perception of a...

Question 8

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

Accepted Answer

The answer of Real-Time Marketing (RTM): The ability of an...

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.

Accepted Answer

The answer of Evaluation: The process of gathering data in...

Question 10

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

Accepted Answer

The answer of Two-Way Dialogue Audit: A report that ___________...

Question 11

The first social networking site was:

Accepted Answer

SixDegrees.Com, launched in 1997, is considered the first social networking site. It allowed users to upload a profile and connect with friends, similar to the concept of six degrees of separation. ARPNET was an early precursor to the internet, Friendster was launched in 2002, and Facebook was launched in 2004.

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:

Accepted Answer

Placing the needs/values/desires of people (i.e. social considerations) front and center in business decisions is characteristic of the social business paradigm, which prioritizes social impact alongside profit. The friend-of-mine mentality and best practice approach do not necessarily prioritize social considerations in decision-making.

Question 13

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

Accepted Answer

The listening phase of the social media cycle involves understanding the social media landscape and the foundational background of the organization. This includes identifying the social media platforms being used, learning about target audiences, analyzing past social media behavior, and assessing overall brand reputation. Therefore, options C (Social Media Landscape) and A (Foundational Background) are the correct choices. Business structure and social media competition are not directly related to the listening phase.

Question 14

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

Accepted Answer

The National Labor Relations Act has significant influence over what a company may include in an employee social media policy, particularly in regards to employees' right to engage in protected concerted activity.

Question 15

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

Accepted Answer

Option D is a SMART, outcome-based objective because it is specific (receiving 300 likes on Instagram), measurable (likes can be counted), achievable (influencers can be contacted to promote the Instagram account), relevant (the objective is aligned with the goal of gaining social media reach), and time-bound (in a three-month period). Options A, B, and C are not outcome-based and do not have a specific measure of success or a time frame to achieve the objectives.

Question 16

Which of the following qualifies as a crisis?

Accepted Answer

A major product recall and accusations of a cover-up can damage a company's reputation and have financial consequences. This qualifies as a crisis. The other options may be problematic, but they do not reach the level of a crisis.

Question 17

Vanity metrics are:

Accepted Answer

Vanity metrics may look impressive, but they do not give any meaningful insight into the success of a business strategy. Examples of vanity metrics include social media followers, page views, and app downloads, as they do not reflect engagement, conversion rates, or revenue. Therefore, it is essential to focus on relevant KPIs that directly relate to business goals.

Question 18

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

Accepted Answer

The three large categories of evaluation in a social media campaign are Preparation, Implementation and Impact. Preparation focuses on creating a strategy and defining goals. Implementation entails executing the strategy and monitoring the campaign's progress. Impact measures the effectiveness of the campaign by analyzing the results and outcomes. SMART objectives are typically included in the Preparation phase. Social Landscape and Analysis are not commonly recognized as their own categories of evaluation in social media campaigns.

Question 19

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

Accepted Answer

The answer of Explain the development of social media and...

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.

Accepted Answer

The answer of Briefly describe the social media stages and...

Quiz 2: Social Media Campaigns - Part B

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.

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.

Social Algorithm: Mathematical _______ designed to evaluate the _ of content posted by brands and determine which content receives more placement in _____.

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.

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

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.

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

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

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.

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