360i's Social Marketing Playbook Quiz

1.

What is the first thing a marketer should do?

A.

Build a Facebook Page
B.

Engage in a listening campaign
C.

Come up with a big idea/underlying theme

Correct Answer
B. Engage in a listening campaign

Explanation
Before launching a specific program or coming up with a grand idea, marketers can ready themselves for success by gathering the information needed to reach an intimate understanding of their audience. How do your customers engage across the social landscape and what are they saving about your brand? How is your competition utilizing social marketing? Marketers can gain these insights by actively listening, watching, gathering and learning from the online landscape before diving in.

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2.

There are four questions that need to be asked in order to vet opportunities in social media. Which of the following is NOT one of the main questions marketers should ask? Does the opportunity...

A.

Meet my objectives?
B.

Leverage my arsenal?
C.

Follow best practices?
D.

Translate universally across platforms?
E.

Provide value?

Correct Answer
D. Translate universally across platforms?

Explanation
Before launching a social program, consider first if the opportunity meets your brands objectives, leverages your brand’s existing arsenal of assets (online content, celebrity endorsements, Brand Advocates, etc.), follows the best practices of the platform and provides value to your customers. Not every opportunity on every platform will be right for your brand.

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3.

The ideal tweet length is:

A.

180 characters
B.

140 characters
C.

120 characters
D.

30 characters

Correct Answer
C. 120 characters

Explanation
Although Twitter gives its users 140-character limit, you can make yourself more “retweetable” by keeping your tweets to 120 characters. This gives enough breathing room for your followers to preface your message with @yourname.

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4.

What's the best way for large brands to spark social media engagement?

A.

Branded integration deals with applications
B.

Digital Word of Mouth
C.

Integration with traditional marketing channels
D.

SEO

Correct Answer
C. Integration with traditional marketing channels

Explanation
Oftentimes marketers fall into the trap of using online advertising to support online experiences, while using traditional advertising to support offline campaigns. While there are certainly organizational challenges when asking your traditional ad agency to incorporate social marketing components, the efficiency gained by leveraging your investments, as well as the promotional benefits of providing a call to action that encourages consumers to engage more deeply, can offset the internal complexities. Co-opting marketing efforts are both efficient for the marketer and useful to consumers because they don’t have to search for your online presence or wait to stumble upon it – you’ve already let them know where they can interact with you online.

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5.

Community management can be used to describe:

A.

Twitter persona or feed management
B.

Private communities designed for market research
C.

Facebook Page management
D.

Public communities, like World of Warcraft
E.

All of the above

Correct Answer
E. All of the above

Explanation
Community management, or “community nurturing,” is an umbrella term defining a broad range of initiatives that engage your customers once they’ve arrived at a social space. It’s not enough to just drive people to your programs – you have to continually provide value to them once they’ve arrived to keep the conversations flowing and nurture deeper relationships that provide benefit to both you and your customers.

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6.

Active listening should be a core component for every major corporation for if no other reason than as a CRM and crisis management tool.

A.

True
B.

False

Correct Answer
A. True

Explanation
Active listening will help identify issues early on, but sizing up the audience and each commenter’s sphere of influence is even more important to qualify the potential ramifications and either amplify or quash discussions from there.

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7.

The most important thing in using social media for crisis management is:

A.

Active listening
B.

Having a predefined crisis management plan
C.

Speaking the language of your audience while retaining your brand voice
D.

All are essential for successful crisis management

Correct Answer
D. All are essential for successful crisis management

Explanation
Listening, being prepared ahead of time and speaking the language of your audience while still retaining brand identity are all necessary components of a comprehensive crisis management plan. A poorly handled fumble can lead to disaster, but a thoughtful response to issues that arise can actually lead to greater customer appreciation and loyalty.

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8.

What definition could best describe social marketing measurement?

A.

Social marketing programs success cannot be measured due to the complexity of the medium
B.

It often makes sense to create proxies that can be mapped to traditional brand metrics such as favorability, purchase intent, etc.
C.

Impressions should be mapped to gross rating points (GRPs) so marketers can compare to TV
D.

All of the above

Correct Answer
B. It often makes sense to create proxies that can be mapped to traditional brand metrics such as favorability, purchase intent, etc.

Explanation
Social marketing measurement boils down to gauging success against marketing objectives and developing easy-to-understand proxies for those metrics to evaluate the contribution of individual marketing components to the overall success of the program. It’s not about any one lever – it’s about making the levers work in tandem to produce metrics that gauge effectiveness against pre-determined objectives.

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9.

Under certain circumstances, it's OK for a brand to be non-transparent about its social media outreach.

A.

True
B.

False

Correct Answer
B. False

Explanation
It is never appropriate for a brand to shirk transparency. The most successful Digital Word of Mouth programs start with transparent, authentic and personalized communication between brand representatives and bloggers. Exclusive content, access to talent or new product lines, sampling opportunities and interviews are the best ways to make a lasting impact with online infuencers.

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