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Hootsuite Advanced Social Media Strategy Answers
Hootsuite Advanced Social Media Strategy Answers
Gain the advanced academic certification you need to lead social media strategy for your organization, offered by Syracuse University’s renowned Newhouse School.
Advanced Social Media Strategy 3.0
- The exam contains 60 multiple-choice questions.
- Some questions may have more than one correct answer. In these cases, choose all the correct answers.
- You need to score at least 75% to pass.
- You have 60 minutes to complete the exam.
Some questions:
There are three key phases of research for developing a social media plan. What are they?
Select the correct answers.
- Refinement
- Evaluative
- Experimental
- Developmental
- Refinement
- Cursory
- Developmental
- Evaluative
- POEM
- AMEC
- PAID
- TOFU
- Stop - reduce spend by 50% on Facebook, allocate elsewhere
- Start - increase resources on Facebook, boost engagement
- Start - increase resources on video production, it works!
- Continue - stick to current strategy, collect more data before adjusting
- Content types
- Post frequency
- Conversation sentiment
- Social accounts
- Profile analytics - algorithm patterns, number of accounts, content types
- Common traits - wants/needs, demographics, preferred channels
- Competitive information - percentage of market, average spend
- Personal details - birthdate, gender, mailing address
- Census and research groups for free data
- Google Analytics for website habits
- Claritas Nielsen service for highly predictive indicators
- The department of city planning for detailed demographics
- Insert current organizational priorities into a flowchart, map onto these priorities existing branded social channels best positioned for success
- Analyze engagement metrics across branded Social Channels, design a range of social campaign options that build on what’s already working
- Brainstorm cutting edge tactical and content ideas with your team, evaluate these ideas against the most relevant organizational goals
- Review organizational goals/priorities, derive supporting SMART objectives with corresponding strategies and tactics
- Increase overall User Generated Content (UCG) and engagement on weekly Instagram posts by 35% in Q3
- Secure at least 25 blog posts from the top 10 travel bloggers around the globe by next week
- Generate 10 pieces of paid media for 3 platforms, partner with 3 influencers to help cross-promote
- Engage travel influencers to post photos of themselves enjoying a Destination Experience at one of the Top 10 Get Away locations
Why are objectives important to a social media campaign? Select the correct answers.
- They provide organizational alignment and plan for positive outcomes
- They document industry best practices and tips for campaign success
- They provide a detailed roadmap of tactical actions the team can execute
- They make it easy for stakeholders to review and approve campaigns
How does a social media strategy relate to objectives and campaigns? Select the correct answer.
- The strategy is a list of tangible assets (a website, blog post, hashtag) you will use for your campaign
- The strategy is the action behind your campaign, specific tactics outlining how you will execute your objectives
- The strategy is the approach (the why and how) behind your campaign achieving its objectives
- The strategy is the rationale for your campaign based on organizational KPIs approved by leadership
Which of the following best defines a social media strategy? Select the correct answer.
- A strategic KPI outlined by leadership for execution by the social team
- A SMART goal that ladders up to your organization’s top priorities
- A tactic that will allow you to execute on your objective
- A statement that describes how an objective will be achieved
- Create a hashtag associated with a new contest
- Audit your social channels to track engagement
- Craft a SMART objective tied to your organization's goals
- Revisit your campaign objectives and adjust as needed
- Earned
- Made
- Paid
- Owned
- A dedicated paid social team to focus on campaign outcomes
- A review of your broader organizational objectives
- A paid social advertising brief outlining campaign details
- A meeting with your leadership team to discuss budget
- Erned
- Owned
- Paid
- Converged
- Webinars
- Targeted ads
- In-person events
- Blogs
- Create an annual content map to plan paid, owned and earned media
- Hire an agency to share the latest media trends with you
- Pay influencers to produce evergreen content for your brand
- Repost valuable content from leading industry experts
- Converged - strategic planning
- Earned - fan reviews, tags and shares
- Paid - targeted advertisements
- Owned - brand-generated evergreen content
- By reviewing competitor products on your website
- With an extensive social listening and engagement plan
- By targeting followers with paid brand content
- By creating a customer account to audit your brand experience
- Paying for a banner advertisement on YouTube
- Sharing a positive facebook review as an instagram story
- Creating brand content tied to local holidays
- Paying to promote user-generated content
- Wants and needs
- Demographic and psychographic information
- Brands and media consumed
- Goals and frustrations
- Know
- Buy
- Do
- Go
- Develop an algorithm to optimize content flow
- Create a strategy based on an ideal customer archetype
- Leverage social listening tools to determine hashtags, likes, etc.
- Use google to develop a searchable list of keywords
- EAT (Expertise, Authoritativeness, Trustworthiness)
- YMYL (Your Money or Your Life)
- SNAP (Speedy, Numerical, Automatic, Practical)
- GSK (Great Search Knowledge)
- Pick your platforms strategically - Instagram, Twitter, Facebook
- Meet with leadership - determine spend for paid content
- Choose a UGC strategy - leverage hashtags, videos and reviews
- Establish a brand tribe - identify and engage with them
- Branded content that drives conversions and sales
- Comments, reviews, social media takeovers
- Reposted informative content from accounts in your industry
- Paid, owned, earned and converged media
- To control the brand narrative and experience
- To respond to your negative reviews in a favourable light
- To elicit an emotional response that inspires action
- To tell your side of the story in a PR crisis
- Brand discovery
- Decision making and articulation
- Problem solving
- Evaluation and consideration
- Leverage paid media
- Like posts related to your own content
- Post during your audience’s peak activity times
- Post consistently at 6am each day
- Polls and other engaging questions
- Contests to grab attention
- Testimonials and emotive stories with strong CTAs
- Broad interests relevant to your audience persona
- Volume of big brand partnerships
- Personal level of persuasiveness
- Overall communication frequency
- Size of social network
- Mega
- Micro
- Nano
- Macro
- 1K - 10K followers, real people with a strong online presence
- 10K - 999K followers, personalities with a passion for a niche topic
- 1K-10K followers, advocates who are already engaged with your brand
- 1M+ followers, often celebrities, athletes, social media stars or actors
- Consumers must request disclosure statements from influencers
- Consumers must learn their rights by visiting the FTC website
- Influencers must register with the FTC and agree to their guidelines
- Influencers must publicly disclose relationships they have with brands
- To prevent unfair and deceptive business practices
- To enable transparent, informed consumer choices
- To prevent brands from capitalizing on influencer marketing
- To ensure influencers are informed of consumer habits
- Pins
- Likes
- Tags
- Posts
- Increases brand awareness and positive perception
- Increases the volume of consumer reviews and feedback
- Improves brand reputation and issues management
- Improves staff recruitment, retention, and engagement
- Brand guidelines, resources, and rewards
- Pay-per-post, FTC regulations, and tactics
- Objectives, audience data, and partnerships
- Paid, owned, and earned media
- Discovering what your target audience are saying and doing
- Analyzing reputation, brand outlook, and the opinion of your target
- Formulating a scalable social media management strategy
- Systematically understanding, analyzing, and reporting brand insights
- Brand mentions
- Relevant hashtags
- Mentions of your competitors
- General trends that apply to your industry
- By listening to influencers to find out how fans feel about your brand
- With competitive insights into where you’re positioned in the marketplace
- With sentiment analysis algorithms triggered by negative mentions
- By identifying potential customers who can be cultivated for social selling
- Your product name(s), including common misspellings
- Your competitors’ brand names, product names, and handles
- Your list of user-generated hashtags related to your industry
- Your organizations name and handles on all platforms
- Choose a Social Listening Tool
- Focus on Specific Channels
- Create Your Plan & Interact
- Identify Keywords
- Evaluate the impact
- Isolate the origin
- Prepare in advance
- Learn from the crisis
- Through employing the latest spyware and alerts
- By leveraging social channel technology to monitor bias
- By uncovering and flagging unexpected patterns
- Through algorithmic crisis predictors and tags
- External participants
- Employees
- Third parties
- Youth under 18
- Governance policies, demographic details, campaign strategies
- Strategic information, tactical expectations, brand guidelines
- Crisis management strategy, governance policies, common issues
- Creative direction, social tactics, user guidelines
- Block any imposter accounts you notice and campaign against them
- Educate your followers on the potential for imposter accounts to pop up
- Direct message imposter accounts to tell them to stop impersonating you
- Proactively create accounts with your brand name all social networks
- Disseminating misinformation
- Staff errors
- Promotional comments by bots
- Blackmail
- The leadership team of your organization alone
- A select few who need access to do their job
- Anyone who publishes and engages through your channels
- Everyone with access to the master password
- Encourage your team to use the admin login only when necessary
- Set up log-in alerts when an unrecognized user has logged in
- Create a shared, password protected document for social passwords
- Use a password manager to suggest new, secure passwords regularly
- Evaluate typical effort required to produce content assets with your team
- Consider main deliverable due dates and build a workback schedule
- Estimate timelines based on past social media campaign milestones
- Work off the shortest potential time frame, you can extend as needed
- Sentiment
- Audience growth rate
- Cost per click (CPC)
- Shares
- Analyzing all customer-related data—social media data, marketing automation data, CRM data, customer service data, etc.
- Combining social data with CRM data from platforms like Salesforce or Microsoft Dynamics
- Measuring how social media influenced sales pipeline and revenue generation by examining where and when the prospect engaged
- Integrating social media management platforms with marketing automation platforms and web data from platforms
- Research conducted, and any other activities. E.g., researching brand awareness to set the benchmark to measure against post-campaign
- Impact of the communications on the target audience. E.g., did brand awareness increase or was brand sentiment affected?
- Action taken by the target audience. E.g., did your audience respond, reshare, or react to your post?
- Impact of the campaign. E.g., an increase in sales, policy change, or maximum achievement of donations for a specific project.
- Liaising with the sales team on new website content to help prospects choose your brand
- Connecting the dots between key lead tracking mechanisms like platforms, marketing automation, and CRM
- Leveraging sales analytics to rebrand based on the preferences of your target audience
- Using targeted social ads with tailored messages at a particular time in the audience buyer journey
- The goals of the campaign mapped to wider business goals
- Summary of the results including contextual insights
- Rationale for your strategy going forward tied to business objectives
- Recommendations for next steps for increased success
- You have the time and resources to develop the channel
- You’re prepared to leverage the network’s unique attributes to add value
- Your audience is already on the platform
- Senior leadership is intent on having a presence on the network
- Low-cost way to create engaging, on-trend content
- Incorporate humour as a workaround to strict brand guidelines
- Express your take on controversial current affairs
- Cultivate audience belonging through relatability