CIW-Social Media Strategist Chapter 1-3

Front

A pest control company wants to improve their social media engagement by running a campaign offering a discount for likes and code references. Which metrics will let them know if the social media engagement improved?

Back

Applause and amplification

Answer explanation

Applause rate — The number of likes per post on a social media channel. The applause rate also gives you a good feel for the sentiment around a piece of content. The sentiment is the emotion behind a social media interaction. People tend not to give applause to things they dislike. For example, on Facebook, applause is how many "Likes" a post receives, while on Twitter, it is how many times the content is marked as a "Favorite". The applause rate is a good indication of how well the content resonated with people. If the content is perceived in a positive manner, the applause rate will be higher than if it is perceived negatively.

Amplification rate — The number of shares per post on a social media channel. If your amplification rate is high, this likely means people really like your content and find it valuable enough to share with others. Influencers can place a large role in increasing the amplification rate.

Front

What is the term that describes the issues Joe is having with traditional marketing?

Back

Immediacy

Answer explanation

Immediacy is how fast content is created and distributed. Traditional media often goes through numerous draft cycles and can take a long time to produce. With social media, the time lag to create and distribute content can be cut to a matter of minutes or hours. A business can post new content each day to engage with their customers and post up-to-the-minute updates on any developing stories about the company or brand.

Front

What type of social media is used when a gas station chain gives loyalty points for using a social media site to locate a gas station and purchase gas?

Back

Mobile social media

Front

What does a high amplification rate in a social media campaign indicate?

Back

Followers enjoyed the content in the post enough to want to share the post.

Answer explanation

Amplification rate — The number of shares per post on a social media channel. If your amplification rate is high, this likely means people really like your content and find it valuable enough to share with others. Influencers can place a large role in increasing the amplification rate.

Front

An online grocery store wants to change their advertising methods. They have used a blend of traditional and social media marketing. They need to be able to pivot quickly and find a way to connect people with their online store. Which solution will be most effective? Options: Use social media posts with promotions that contain a link to their online store, Use TV commercials that show the online store URL at the bottom, Use social media posts with videos that highlight their products, Use a direct mailing flyer with coupons and a QR code to their online store.

Back

Use social media posts with promotions that contain a link to their online store.

Answer explanation

he downside with traditional media is that there tends to be less flexibility to react quickly and efficiently to market trends.

Social media content distribution is often decentralized and less hierarchical. Content is produced and then distributed to a variety of social media sites. The content consumers can then share, modify, and distribute content to other sites.

With social media, the time lag to create and distribute content can be cut to a matter of minutes or hours. A business can post new content each day to engage with their customers and post-up-to-the-minute updates on any developing stories about the company or brand.

Front

What should Sally be aware of when considering social media marketing compared to traditional newspaper ads?

Back

Social media methods promote relationships while traditional methods are only a static one-way conversation.

Answer explanation

Social media content distribution is often decentralized and less hierarchical. Content is produced and then distributed to a variety of social media sites. The content consumers can then share, modify, and distribute content to other sites. Social media content can be original or repurposed. The content distribution is under tight control and is published from a single source into a limited number of distribution channels.

Front

What type of mobile social media property is Steve leveraging when he uses social media to find gym locations while traveling?

Back

location sensitivity

Answer explanation

Mobile social media is a combination of mobile devices and social media. These mobile Websites and apps allow the creation and exchange of user-generated content. Mobile social media differs from traditional social media because mobile devices allow for features based on where the device is located and when communication takes place. These features depend on the following properties:

• Location sensitivity — The current location of the user based on the geolocation services on the mobile device.

• Time sensitivity — The app provides real-time updates or content based on the current time on the mobile device.

Front

What is it called when a research organization posts questions on social media to gather information and ideas, resulting in thousands of comments?

Back

Crowdsourcing

Answer explanation

Social media can be quite useful for crowdsourcing new products and services. Crowdsourcing, when applied to innovation, refers to the process of asking a large group of people to brainstorm new ideas for products, services, or even content. Social media is a great platform for crowdsourcing. Some consumers might suggest modifications, while others request new features via social media platforms. Companies can also use a combined approach for innovation where they collect ideas through social platforms and then use traditional focus groups to test the ideas.

Front

The social media team is looking for ways to improve brand recognition. Which of the following should they consider?

• Create random posts that include multimedia.
• Use a variety of colors and styles on content posts.
• Use the same contact information on all social profiles.
• Choose one person to moderate content on all platforms.

Back

Use the same contact information on all social profiles.

Answer explanation

Brand recognition is how well consumers can correctly identify your business, brand, or products just by viewing product images, a company logo, tag line, packaging, or advertising. Being consistent is key for developing brand recognition on social media. Some common methods of creating consistency and boosting recognition include developing:

• Social profiles

• Social voice and tone

• Social characters

• Visual style

Front

What is an advantage of using social media advertising for Ryan's lawn care service?

Back

Current customers might choose to function as brand ambassadors for his business.