Questions and Answers of Social Media Marketing

Do you think Lisa noticed the Facebook suggested post by The Gap was a native ad?Why? If she did, do you think she thought it was deceptive?
Why is Lisa more likely to click on the call to action for a social media in-feed ad than a display ad?
How are social media in-feed ads different from display ads and organic social ads?
How would you classify social media in-feed ads?
Devise and set up campaign initiatives to deliver a new conference sports community using the special processes that social media management could bring to this campaign. The community should be
As the conference director, with your social media team, assess and appraise the various social media platforms you would incorporate into a social media campaign.
Suggest other ways that social media and other forms of digital marketing and technology could be used to help celebrate #NikeAirMaxDay.
For future Air Max Days, how can Nike use the #AirMaxDay hashtag to reach new audiences without alienating the existing highly engaged community?
Nike uses Air Max Day to tap into an already thriving online community of sneakerheads. How can Nike use social media to learn more about this community?
Nike is one of the first brands to develop its own ‘holiday’. J.Crew has also launched its own #NationalStripesDay. Suggest how another global brand with a highly engaged social media community
Identify a brand, and describe and critique the present social entertainment efforts employed (if any). Suggest improvements to the social entertainment effort. Use theory as well as examples from
Download Pokémon Go and investigate the in-app purchases. Why might someone part with their money to purchase certain items/services? Compare and contrast these in-app purchases with other top games
After the initial buzz of Pokémon Go died down, player numbers also dropped.Investigate the most recent Pokémon Go events/updates and create a timeline. Create a new event/update which may create
Find examples of businesses using Pokémon Go to their advantage.
What factors contributed to the game’s success?
Pokémon Go was available to download on the 20th anniversary of the first Pokémon game release. Why might celebrating this anniversary be particularly beneficial to this type of brand?
Choose a topic, then create a book title for that topic. What order of social media would you utilize to make the announcement to potential readers?
An eBook author has just self-published an expert’s guide to gardening, with a large array of color photos embedded in the publication. How would you leverage Pinterest and Instagram to announce
Historical documentarian Ken Burns created a 1990 television series on the Civil War for the Public Broadcasting Network (PBS). Find Mr Burns’ Twitter user handle, then write a tweet that would
Every eBook author is challenged to build reader sales through targeted social media marketing. If an author has just finished a historical book on the Civil War, what social media groups might
What metrics could Mila apply to measure the effectiveness of the campaign?
Why is there a need to collect visual contents rather than mere written posts? What can they add to the company in terms of data and information?
What kind of information can Mila collect about consumers’ habits from Photostream analysis regarding its target? Why is this information helpful to conduct market research?
How was Mila able to do market research through social media? Is there any difference in doing so between small enterprises and large companies?
What is A/B testing and how is it used?
Using the SMART objectives developed in Exercise 1, identify two metrics appropriate to measure the success of each objective.
Google Trends
Google Keywords
Google Suggest
Visit Google’s free SEO tools, listed below. Enter several search terms to see how they present information to you on keywords, trends, and phrases.
Try to get your content to spread through the network effect by seeding the content and drawing upon the influencers already in your network.
Create your own social media linkwheel with the pages you have in your digital footprint.
Optimize your post using the techniques described in the chapter.
Now write your first post (your instructor may assign a topic or you can start with one of the review questions).
Visit Blogger or WordPress and sign up for a free blogging account. Complete your profile and add the standard blog components to your blog layout.
While you’re on the search results page, take a look at the sponsored and organic results listings.How do they differ? Which would be most influential if you had been conducting a real search?
Run a search query using the keywords. Does the site show up in the first page of rankings? In the top three? Why do you think the site was successful (or not)?
Identify the keywords you think would be good tags for the site.
Go through the website to identify the components that were strategically optimized using SEO and SMO techniques. What could have been done to optimize the site further? Print out a screen image and
Visit a website of your choice.
Discussion: How can we explain the Six Degrees of Kevin Bacon game as an example of social network theory?
=+3. Based on your reading of this textbook, what areas within social media would you like to specialize in? This can be a designated role or a particular industry. Outline five steps you will take
=+ Outline three tips while listing three things you will do as the student’s mentor to pay it forward to the future generation of social media professionals.
=+2. You are advising a high school senior on getting involved in social media. What tips and best practices would you recommend to the student?
=+1. You are asked to write a post for your local agency about the top five trends that will be relevant for the next year. Research online and see what experts are talking about on the major media
=+3. Some new and old skills will come into play when working in social media. What are some of the core skills a social media professional needs to embrace for the future? Do you agree with these,
=+2. After reviewing this textbook, what future trends and applications do you want to learn more about in social media? What steps do you want to take to get there?
=+1. What are some of the benefits of working in social media? What are some of the challenges?
=+media platform you like. Evaluate and note the current social media trends highlighted for this country in the We Are Social and Hootsuite global social media report, available at
=+4. You are about to do a study-abroad internship, and you have the choice of working in social media in either China, Australia, or South Africa. Evaluate the current social media landscape in each
=+3. While working at a hospital in the social media department, you see a rise of check-ins from patients and families rating their experiences. Some of them are positive, and some of them are
=+2. You are volunteering for the Salvation Army, and you have been tasked by your supervisor to create a social media campaign to raise funds during the holidays. However, your supervisor’s boss
=+What action steps will you take to handle this situation?
=+1. You are the social media care professional for Mattel and just heard the news a recall has happened for one of your main holiday toys. Your Twitter account and Facebook page have become the main
=+4. What are the major similarities and differences in social media practices around the world?
=+3. What are some of the unique elements to note when it comes to social media and health care practices?
=+2. Discuss the main social media challenges and opportunities for nonprofits.
=+1. What are the core best practices for social care?
=+crisis on its official social media accounts. Analyze the situation based on what is discussed on social media and in the traditional media, and provide a brief overview of the situation. Outline
=+4. You are working for a crisis communication firm, and you find out your client (Kevin Spacey) has become a trending topic on social media due to a significant personal scandal along with the
=+vice president to analyze the social media accounts for Mark Hamill, Daisy Ridley, and Adam Driver for Disney and Star Wars.Conduct a social media audit for each of these actors, discuss three
=+3. You are working with a boutique agency specializing in entertainment and social media practices. You have been asked by your
=+2. You want to produce a great portfolio of work for your summer social media internship application with the Green Bay Packers.Outline some steps to take to make yourself a strong candidate for
=+1. You have the choice of applying for a specialized position in social media, but the four positions offered are in sports, entertainment, crisis communication, and journalism. Provide a brief
=+5. What are some best practices for networking in the sports industry with social media?
=+4. What ethical and professional guidelines do journalists and media professionals need to follow when it comes to social media?
=+3. What are the similarities between sports, entertainment, crisis communication, and journalism when it comes to social media?
=+2. What are the core best practices crisis communication professionals need to know about social media?
=+1. Of the four areas covered in this chapter (sports, entertainment, crisis communication, and journalism), which profession would you want to pursue, and why?
=+4. You have been tasked to create a measurement strategy for the Make-A-Wish Foundation, which has given you certain objectives to accomplish (increase donations and awareness of its cause). List
=+3. You are working with the campus agency and got a request to create a social media campaign to reach alumni for your university.The impact the agency wants to make is to increase its reputation
=+2. You have applied for a social media internship, and you receive a face-to-face interview. You are given a task to create a social media campaign for the upcoming season of NBC’s Saturday Night
=+1. In a job interview meeting, you hear one of the other candidates state, “Measurement is not required” in our social media duties.Provide three reasons why measurement can help, and find a
=+5. What are some best practices when it comes to setting up a budget? What are the main areas to consider when creating a social media budget?
=+4. Describe cost per click, cost per conversion, cost per engagement, and cost per action. In what ways could these be integrated into a social media campaign?
=+3. Define the key areas highlighted in the AMEC framework. What are the main components, and what is their overall function in social media evaluation?
=+2. What are the three types of outcomes to measure for social media?
=+1. What is the overall purpose of measurement in social media programs? Identify three ways measurement can help social media professionals.
=+4. You are a part of a student-run agency, and you have been tasked to outline a content marketing strategy to gain awareness of your group on campus. Propose three items you want to create and
=+3. You are at a networking social media event at SXSW, and you are asked by a social media strategist about your thoughts on content marketing and why it is important for social media campaigns.
=+2. As part of your entry exam for a new position, Dunkin’ Donuts wants you to create an editorial calendar outlining its celebration coming up for “National Coffee Day.” Outline some
=+1. You have been hired to create content for the Nutella Café in Chicago, but you recognize you need to do a content audit. Outline the key steps and content you will need to review for this
=+5. What are three best practices when it comes to creating and curating content for social media?
=+4. Outline the different media in the PESO model. What are some examples of content that could be created for each?
=+3. What is content curation and its role within social media?
=+2. Define content creation. How is this relevant for social media professionals?
=+1. How would you describe content marketing? What distinct characteristics of content marketing do social media professionals need to know?
=+5. You have been asked to create an influencer guide to target micro-influencers for a local restaurant. What are some reasons you would suggest the restaurant implement this type of program
=+4. As part of your entry exam for consideration for a social media position, you have been asked to critique three influencers and analyze their social media accounts. Identify three things to look
=+3. As an up-and-coming blogger, you are exploring options to partner with brands and nonprofit campaigns on social media. Outline specific metrics and information you would want to present and
=+2. A brand asks you to be a partner in creating awareness of a new barre/fitness center in your town. The company is interested in generating buzz for the opening among the fitness community
=+1. You have been asked by your internship to identify three influencers you’d recommend to be part of the campaign for La Croix.Based on your analysis of their previous partnerships, campaigns,
=+5. What are three benefits of focusing on micro-influencers for a social media campaign?
=+4. What are the best practices for working with influencers and creators? What are the best practices for working with ambassadors?
=+3. Identify the differences between influencers, creators, ambassadors, and haters/trolls. What main concerns do brands and social media professionals need to be aware of for each type of audience
=+2. What are some unique characteristics of powerful influencers that are relevant for social media campaigns?
=+1. Define audience segmentation and explain why it is important in social media practices.
=+your writing skills on social media, what pieces of content would you want to create based on the Under Armour brand voice?
=+4. You are graduating and about to apply for a job with Droga5, the agency working with Under Armour. If you wanted to showcase
=+What steps would you want to take before participating in the conversation?

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