Q&A Hero

Q: What are some best practices for entertainment professionals when it comes to social media? A. make sure to identify the platforms best served for the client B. have a strategy in place C. loyal fans and ambassadors are crucial for success on social media D. all of these

Q: Most media outlets, like The New York Times, have desiccated social media policies for their reporters.

Q: Social media crises, according to Tim Coombs, are often compared to ______. A. puppies B. zombies C. diseases D. decaf coffee

Q: Sports and social media are integrated. Some of the most innovative ideas and practices for social media are coming from the sports industry.

Q: What is NOT a qualification of a social media crisis? A. The event happens on social media. B. It rapidly spreads from person to person. C. The situation becomes viral and turns into a traditional news story. D. It only happens in certain industries.

Q: Personal branding on social media is key to winning championships, and athletes are the ones who can bring forth this change.

Q: What were some of the implications that resulted in the social media crisis for Equifax? A. They did not do their research on the trending hashtag. B. They did not think of the impact of the situation raised by their employees. C. They did not recognize the tone and concern they expressed on social media. D. They overlooked the impact of the role advocates played in hijacking the hashtag.

Q: What are two best practices for journalists to follow when it comes to social media practices?

Q: The United crisis example shared the impact of a live streaming video of a passenger getting dragged off a flight. What happened that resulted this situation to be a bigger crisis for the brand on social media? A. They did not embrace hashtags correctly. B. Their accounts were hacked by hackers in Ukraine. C. The CEO did not have the best response to the situation. D. They did not take advantage of the situation with influencers and celebrities.

Q: Why is it important to go where the crisis first started online? Name a case study where this happened.

Q: What is NOT a best practice for crisis communication efforts on social media? A. creating a social media component for the crisis plan B. setting up the necessary listening and monitoring strategies C. identifying where the crisis first started D. taking a break from social media and let the audience take over the conversation

Q: Journalists are part of the news organization and need to be aware of social media, and they have to follow certain guidelines EXCEPT ______. A. being responsible and fair to the stories B. only responding to those accounts that are verified C. being confidential D. being careful with what is stated on social media

Q: ______ has been one of the main ways for journalists to use social media. A. Breaking news B. Spamming audiences C. Automating responses D. Posting ads

Q: The NPR has listed their social media guidelines to maintain a level of professional conduct that reflects the role of the journalist and news outlet. This is referred to as a ______. A. crisis plan B. strategic plan C. social media code D. ethical code and policy

Q: JJ Watt used social media to raise funds for Hurricane Harvey. What did he do specifically? A. He created a GoFundMe page on FB. B. He shared videos on Twitter on his official account. C. He created an influencer campaign for the NFL to raise funds. D. He created a Snapchat lense, and each time someone used it, Snapchat would donate to his cause.

Q: How can a measurement strategy be integrated into a campaign?

Q: Roger is looking to evaluate the effectiveness of an M&Ms contest on Instagram for the Mars Corporation. He had a strong call-to-action statement that drove audiences on Instagram to a microsite where they could win various prizes. What is Roger trying to evaluate? A. He is trying to evaluate the effectiveness of the Red M&M character in the post. B. He is trying to evaluate the attitudinal outcomes of audience members to the M&Ms post. C. He is trying to evaluate the conative outcomes of the audience members to the M&Ms post. D. He is trying to measure the influence of who is driving the traffic to this post for M&Ms.

Q: What are the best practices for effectively measuring social media? Outline the key best practices and why they are significant for social media practices today.

Q: Laura is interested in finding out more about Australian Shepherds since she is looking to get one for her family. She searches on Facebook, and sees a sponsored post from the American Kennel Club providing information about Australian Shepherds. It provides information about the breed and has a list of resources and frequently asked questions. If the American Kennel Club was evaluating this, what type of outcome would they be focusing on? A. outputs B. cognitive C. attitudinal D. conative

Q: You are working as part of the PGA team for the Masters and your boss says that measurement is extra, but not required to report to the senior management. They are focused on providing information for their fan base, but they are seeing a decline in engagement and actions by their userbase. However, you feel this needs to be addressed, especially with the sponsors. Outline your rationale for why measurement is a key component and what would be some proposed metrics that would be important for the PGA to evaluate.

Q: What are some areas that need to be invested in for a social media budget? A. tools B. people and consulting fees C. tools and people D. tools, people, consulting fees, and research

Q: The cost for the advertiser to the publisher when an ad is clicked is called ______. A. cost per point B. cost per click C. cost per thousand D. click through rates

Q: ______ is more aligned with conative outcomes since it focuses on providing a specific action that needs to be taken by the user online. A. CPC B. CTR C. CPM D. CPP

Q: What is cost per engagement? A. It focuses on the level of influence a user has that has interacted with the content. B. It focuses on how much people have reacted to the piece of content. C. It focuses on the level of viral activity a campaign has had over time. D. It focuses on the creativity of the content on a specific platform and compares it to other platforms used in a campaign.

Q: The PESO model is often referred to when it comes to measuring ______. A. outtakes B. outputs C. inputs D. activities

Q: Which metrics are aligned with cognitive outcomes? A. CPC + CPM B. CPM +CPA C. CPE + CPC D. CPE + CPA

Q: Which type of outcomes focuses on audience analysis according to the AMEC framework? A. inputs B. activities C. outtakes D. outputs

Q: Measurement and evaluation are optional components for a social media plan.

Q: Measurement is more than just collecting data and analyzing it--there has to be a measurement strategy for how to use the data effectively for the brand.

Q: Budgets operate like guidelines for a social media plan. There is wiggle room to spend since its for online purposes.

Q: It is important for social media professionals to learn from insights and adjust when needed for their social media efforts.

Q: When you are implementing a measurement strategy, you want to make sure you are using jargon to make sure your budget and activities get approved.

Q: Discuss what the AMEC Framework stands for.

Q: Why is measurement and evaluation important?

Q: By having an effective measurement strategy, social media professionals will be able to ______. A. create pretty visuals for their bosses B. be able to make each post count and be more effective in coordinating team efforts C. have the power to save their jobs D. make sure their influence score stays consistent

Q: What are two areas that need to be invested in for the budget?

Q: ______ outcomes focus on measuring the response to the content. A. Attitudinal B. Strategic C. Behavioral D. Conative

Q: Outline two questions you want to ask yourself when it comes to evaluating the measurement section of a campaign.

Q: For the purpose of content marketing, the ______ portion of strategic planning focuses on how content marketing can help achieve certain goals and objectives. A. strategies B. tactics C. messages D. situational analysis

Q: What is content marketing? A. It is the creative approach to distribute content. B. It is a systematic collection of information to share with audiences online. C. It is the strategic marketing approach focusing on creating and distributing content online. D. It is the promotional approach to advertise content.

Q: What are two ways social media professionals can repurpose content through content curation?

Q: There are many reasons why it is important to have a content marketing strategy for a social media campaign. All of these are valid reasons EXCEPT ______. A. it helps create a strong brand awareness for the brand B. it helps gain a reputation in the field as a great resource C. it provides assets for the social media campaign to use D. it is a trendy area to get into because it helps generate immediate sales

Q: ______ content focuses on tying into the overall brand voice and reputation, so they are one and the same. A. Alignment B. Evergreen C. Visual D. Strategic

Q: Lacee and Abbie are two interns with Cinnabon for the summer. They are asked to come up with a content marketing strategy for the brand. Before deciding on what they need to create, what is the first step Lace and Abbie need to take? A. They need to test out the Cinnabons for research purposes. B. They need to conduct a content audience to determine which assets that have worked before. C. They need to brainstorm more ideas that are lit for Generation Z audiences for the brand. D. They need to research and determine what are the current trends in content marketing.

Q: Michael is working with Papa Johns as a new social media account executive. He meets with Leah, his boss, and she says that there are some guidelines he needs to review to ensure everything that is going out on their corporate channels is consistent and in the appropriate brand style. What does Michael need to review? A. He needs to review the content strategy for Papa Johns. B. He needs to review the strategic plan for Papa Johns. C. He needs to review the content calendar for Papa Johns. D. He needs to review the creative messaging for Papa Johns.

Q: ______ focuses on coming up with innovative perspectives that have not been adapted yet in a social media plan. A. Content marketing B. Content strategy C. Content ideation D. Content planning

Q: Thought leadership is one of the goals for professionals and brands to achieve in their respective industries. What are some examples of content that would fall under this category? A. blogger relations B. twitter chats C. social selling updates D. white papers and tutorials

Q: Utilizing tools like Buzzsumo and Hootsuite can help the social media professional with their ______ efforts so they can target the right influencers and media outlets with their content A. content marketing B. content promotion C. content creation D. content ideation

Q: What are two best practices for curating the best content?

Q: What does a content calendar do? A. helps plan out content around key dates B. keeps everything organized in a single place C. sets out expectations for when certain content will be launched D. all of these

Q: What is the difference between content creation and content curation?

Q: ______ focus on what you want to accomplish during the course of a social media plan A. Outputs B. Outtakes C. Inputs D. Outcomes

Q: You have an interview for a social media content intern position with LEGO. They are specifically looking at generating some content that would resonate with the parents with small kids. Outline the steps you will want to take before reaching this key audience for LEGO.

Q: Cersei is exploring her takeover of the social media world with her new agency, Lannister Solutions. She is in the midst of constructing her measurement plan, and she wants to explore how effective her content has been in her campaign. She has been collecting information like likes, comments, and engagement metrics. What is she focusing on? A. outputs B. outcomes C. activities D. inputs

Q: You are in your job, which is a content marketing executive for discusses their social media strategy for The Rock and Under Armour. UA and The Rock are exploring new ideas for content strategy, and are looking to you for what they can do for their upcoming campaign for the new line. Outline how you will use content ideation to generate these ideas.

Q: Steve Rogers wants to measure the overall reputation and improved practices of his Avengers team on social media. What metric should Steve be evaluating on? A. impact B. inputs C. outcomes D. outputs

Q: Planet Fitness is your client, and they are interested in creating content and making sure it goes out to their audiences. They are interested in creating content that resonates and aligns with their brand. Propose your recommendations on what content they should create, what you should do before generating content, and propose a suggested outline of a content calendar for them.

Q: ______ are metrics that are looking at the effects of content and messages from the audience, like reactions, feedback, and actions taken by the audiences. A. Outcomes B. Outputs C. Impact D. Activities

Q: A local restaurant has reached out to you about bringing you on as a freelance social media professional. They have a lot of visual content, but no strategy or structure for a content marketing campaign. Outline the steps you will take with them and how you will incorporate the PESO model into their content marketing strategy.

Q: HubSpot has hired you on to be a community manager and content strategist for them over the summer. They are interested in promoting their Teachers Lounge series, interviews with professionals in education. They have podcasts, but are looking for other pieces of content to create and repurpose for this series. Outline the suggestions you would propose to them in using owned and shared media specifically.

Q: Working with influencers like Shonduras and the Utah Jazz would be examples of influencer relations, which is a component of ______ media. A. earned B. shared C. paid D. owned

Q: What are the types of content that can be created on social media? A. written B. written and audio C. written, audio, and visual D. written, audio, visual and graphic

Q: BeLive is a tool that would be used to create which type of content? A. written B. audio C. video D. graphic

Q: The process of sorting through large amounts of content to present the best posts in an organized and professional manner is called ______. A. content strategy B. content curation C. content promotion D. content ideation

Q: What would be some questions you would want to ask about content marketing before deciding which content to focus on? A. What content was linked and referenced by others? B. What content drove the most views and traffic? C. What content got the highest engagement? D. all of these

Q: What are three characteristics of a troll?

Q: Content is important for social media practices, but not necessarily context.

Q: Outline the four areas that we need to be aware of when it comes to our audience.

Q: The PESO model focuses on four media types: paid, experiential, shared, and owned.

Q: What is the difference between an influencer and an ambassador?

Q: What are two benefits of content marketing for social media professionals?

Q: What are two ways to identify a fake influencer?

Q: Outline the four areas of the PESO model.

Q: You have been asked to create an influencer campaign for La Croix, and have to identify three influencers. Outline the steps you will be taking to identify the influencers based on the audience segment strategies discussed, and your rationale for why you will be choosing certain influencers.

Q: You are helping your boss review potential influencers who want to be part of the new Oreo campaign. You noticed one influencer has been known for buying followers. Your boss likes this particular influencer, but wants your opinion. Based on your understanding of influencer marketing, what would be your recommendation?

Q: KFC wants to create a new ambassador program for Generation Z audience members with their new spicy chicken and lemonade drink. Outline the steps you will want to take in order to execute this program on the right foot. Discuss at least one example of a good ambassador program to follow and recommend to KFC.

Q: You are working for a local bakery and your boss is looking to generate some interest, particularly with community residents that are on Instagram and love food. Provide your recommendation on who you all should target and why.

Q: What are some of the pros and cons to using creators compared to influencers? What are the main differences and similarities between the two? Provide your rationale with examples and situations where creators may be more impactful than influencers.

Q: Burger King has launched a sponsored Instagram story where people are able to interact with the polls to create their ideal burger within Instagram. This tactic would fall under which component of the PESO model? A. paid B. shared C. owned D. none of these

Q: Every brand has to evaluate their own data to determine the frequency and posting of their content.