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6 When formulating a social media strategy, you might spend some time searching for official and unofficial company accounts, fan accounts, outdated and fake accounts.

6

When formulating a social media strategy, you might spend some time searching for official and unofficial company accounts, fan accounts, outdated and fake accounts. Where should this information live?

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In your social media audit sheet

In your brand voice guidelines

In your social overview policy document

In your internal stakeholder report

7

Whats the most effective way to spread awareness of your organizations efforts during times of crisis?

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Pausing your content strategy to focus solely on posts relating to the crisis

Redistributing budget towards an authentic influencer program

An ad campaign targeting your audience on every social network

Leaning on employee advocacy to share news via their own channels

8

Which of the following are best practices for responding to a social media crisis? (Choose Three Answers)

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Pause all outgoing content to review it for anything obsolete or tonedeaf

Review how competitors are handling the situation and follow suit

Listen to what your audience is saying for insight into sentiment

Review and update social profiles to highlight any changes

9

Your ad campaign objective is to increase product sales. Which of the following is an actionable metric that supports that objective?

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Follower count

Clickthrough rate

Content reach

Post likes

10

Before you start your campaign, you need to make sure that you have actionable metrics to measure and report on. How do you know whats an actionable or vanity metric?

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Review your post performance. Actionable metrics are found on your highest performing posts, while vanity metrics are tied to the lowest.

Do your research. Actionable and vanity metrics vary year to year, depending on whats trending in different industries and on social.

Talk to your team. Its up to you as a brand to determine which metrics are most important to present to leadership.

Look to your objectives. Actionable metrics will directly support them, vanity metrics will not.

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