Q&A Hero

Q: After moving to Hollywood, you are able to get a meeting as a new social media manager for Justin Timberlake. Hes interested in taking his social media game to the next level for his new album release, but he wants your advice on what else he should be doing. Discuss two ideas you have and what he could do to engage with fans more on social media to generate buzz.

Q: Entertainment professionals have to create a lot of content for their work in social media. What are some examples of some of the content they have to create? A. They have to create only press releases and media kits. B. They have to do strategic briefs. C. They have to do only graphic and social media assets. D. They are responsible for social, visual, and traditional pieces of content.

Q: ______ is the field that has to prepare statements, scenarios, and listen to and monitor reports before, during, and after a given situation. A. Sports B. Entertainment C. Crisis D. Journalism

Q: Thuzio is focused on specializing in only the entertainment industry.

Q: The entertainment industry needs to understand social media on the celebrity side only.

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

Q: Memes should not be used by companies to enhance brand image.

Q: Which of the following is an attribute of a social media crisis? A. It is the same as a traditional crisis. B. It rapidly spreads from person to person. C. The situation does not typically become a traditional news story. D. It only happens in certain industries.

Q: One of the biggest challenges that journalism faces on social media is fake news.

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: Discuss what the AMEC Framework stands for.

Q: Why is measurement and evaluation important?

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

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

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: 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: You are working with Sephora on a measurement strategy, and you want to make sure you are able to provide a strong rationale for the brand on why measurement is just as important as having great content. Discuss these reasons and benefits for measurement, and how this could help Sephora with their social media efforts.

Q: You are presenting at a conference, and you are asked a question about the different metrics associated with CPC, CPE, and CPC. Discuss what each of these are and their significance to measurement and evaluation. Highlight a few examples of how these can be measured.

Q: You are in the final running for an internship with Tagboard in Seattle. They want you to create a campaign for them to attract local high schools with their services in the area. They give you a budget of $10,000 to do this. Outline the outcomes you would want to focus on and discuss what would be the necessary tools you would want to invest in for this initiative.

Q: The ultimate purpose of using social media for the entertainment industry is to ______. A. generate buzz and motivate others to take action B. sell tickets C. increase follower base D. promote celebrities to gain influence online

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

Q: Which of the following is a best practice for entertainment professionals when it comes to social media? A. do not hire someone to handle content creation B. have a strategy in place C. focus on new followers instead of loyal fans D. bombard as many platforms as possible

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

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

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

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

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

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

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: Which metrics are aligned with cognitive outcomes? A. Cpc + CPI B. Cpi +CPA C. Cpe + CPC D. Cpe + CPA

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

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

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

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

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: Outline the four areas of the PESO model.

Q: Lace 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 audit to determine which assets 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 does a content calendar do? A. shows all holidays B. keeps everything organized in multiple documents C. alphabetizes tasks to be completed D. shows a decision tree for escalation in case of a crisis

Q: Burger King has launched a sponsored ad 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. earned

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: Humana has an employee advocacy program that showcases the work their employees are doing. They have control over what content is distributed out and are able to host the content on their designated sites and platforms. This is an example of ______. A. paid media B. owned media C. earned media D. shared media

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

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: 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: 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 would a question you would want to ask about content marketing before deciding which content to focus on? A. Is the content exclusive to a certain audience? B. What are our competitors doing? C. What content got the highest engagement? D. Can this content be addressed with a simple GIF and sent out to all platforms?

Q: Primary audiences are the audience you want to reach based on listening and monitoring on social media that could become important for the brand.

Q: A creator, when compared to a celebrity endorser, is more relatable and viewed as a trustworthy source of information.

Q: False influencers are not that impactful in the social media industry. They do not do harm to brands and other influencers.

Q: Micro-influencers are not as effective as influencers because they do not have a large audience.