1. Which of the following are
potential benefits of using social listening to better understand how customers
feel about a brand? Select all that apply.
Answers
·
Increased customer acquisition
·
Ability
to act on assumptions
·
Opportunities to analyze the competition
·
Ability to address negative sentiment
2.
Which of the following can help a company learn more about what people think
about their brand and what pain points their customers are experiencing with
their products or services?
Answers
·
Advertising
·
Call
to action
·
Social
listening
·
Branding
3.
Fill in the blank: Posting pictures of employees on social media is an example
of _____.
Answers
·
social media engagement
·
optimization
·
repurposing
·
brand
voice
Explanation: A good example of "employee
branding" or "employer branding" is when a company posts images
of its staff members on social media. Companies often engage in this activity
as a means of showcasing their workplace culture and ideals, as well as the
individuals who contribute to the success of the firm. By providing a look into
the working environment and the people who are behind the brand, it may assist
in the formation of a favorable image for the firm and the recruitment of
prospective employees.
4. What is a difference between
social listening and social media engagement?
Answers
·
Social
listening creates a company’s social media content. Social media engagement
repurposes their social media content.
·
Social
listening measures how people are interacting with a company’s social media
accounts and content. Social media engagement helps a company learn what is
happening in their industry.
·
Social listening helps a company learn what is
happening in their industry. Social media engagement measures how people are
interacting with their social media accounts and content.
·
Social
listening measures how competitors are creating social media content. Social
media engagement creates and repurposes social media content.
5. Which of the following are
examples of a company using social media engagement to know their audience?
Select all that apply.
Answers
·
Providing content that helps the audience
imagine themselves interacting with a company’s product or service.
·
Providing
the audience with a log of past product launch dates.
·
Giving the audience helpful content that
addresses their needs and pain points.
·
Creating content that will be most valuable to
the audience based on data.
Answers
·
The
attitude and feelings people have about a brand on social media.
·
Someone
who opts in to receive updates from a business or brand on a social media
platform.
·
A
platform for connecting and developing relationships with an audience.
·
Any message posted to Twitter that may contain elements like text,
photos, videos, links, and audio.
7. Which of the following are
examples of information a company might want to include in their Twitter bio?
Select all that apply.
Answers
·
Jargon
·
Website
link
·
Keywords
·
Products and services
Answers
·
reused
·
repurposed
·
evergreen
·
new
Answers
·
Audience
has a negative brand sentiment
·
Audience
feels comfortable engaging online
·
Audience
switches to a competitor
·
Audience gains familiarity with the brand
Answers
·
Answer a question
·
Review
a competitor
·
Take a quiz
·
Subscribe to a newsletter
Answers
·
Encourage
negative comments about competitor brands on social media
·
Decrease
campaign budget and rely on traditional marketing
·
Predict
industry trends and how customers will respond
·
Respond to unhappy customers and adjust their
marketing strategy
Answers
·
Learn
what products a competitor is planning to release in the future
·
Understand what competitors do well and what
customers like about them
·
Determine
which touchpoint a customer interacts with before making a purchase
·
Identify a competitor’s mistakes to understand
what not to do
Answers
·
Social
media repurposing
·
Social media engagement
·
Social
media content
·
Social
media optimization
Answers
·
By
removing any negative comments from customers and allowing them to address them
privately
·
By
helping them share social media posts on several platforms and target different
audiences
·
By helping them understand the target audience
better and increase their engagement with the business
·
By
asking customers to share the business’s profile with friends and families
Answers
·
Make the brand’s voice on social media more
personal by signing off on posts and addressing customers by their first name
·
Use
words to describe the team, instead of using images or videos of employees, to
tell a story of the brand
·
Address
multiple audiences using one writing style, tone of voice, and type of images
across social media
·
Send
customers a quarterly promotional email and offer them a discount on all
purchases by a certain date
Answers
·
Twitter
·
Facebook
·
Instagram
·
Pinterest
Answers
·
Introduce
the business in a Tweet instead of the bio
·
Use
text more than images to gain attention
·
Use
hashtags that relate to a specific topic or category
·
Post
less often on Twitter than other social media platforms
Answers
·
It
allows them to compare the content to their competitors’ high-performing posts.
·
It
allows them to adapt and publish the content in different formats.
·
It
allows them to use the content as is and repost it on social media platforms.
·
It
allows them to store the content in a portfolio for future inspiration.
Answers
·
Treat
your audience like a competitor
·
Communicate naturally to the audience
·
Use
mostly acronyms or jargon
·
Avoid complicated terminology
Answers
·
Adapt your tone to suit the platform’s tone
·
Keep
social media posts short and simple with bullets and lists
·
Begin
with highlighting customers’ needs and obstacles
·
Use
calls to action that are recognizable and commonly used on the platform
Answers
·
Social listening
·
Social
strategy
·
Social
sentiment
·
Social
feedback
Answers
·
Determine
the difference between the brand’s prices and its competitors
·
Create
a single strategy for all social media platforms
·
Calculate
the average level of engagement for brands in the industry
·
Identify the most relevant keywords for the brand and its
competitors
Answers
·
Social listening analyzes conversations and
trends about a business and its industry. Social media engagement measures how
people interact with a brand on social media.
·
Social
listening analyzes conversations and trends about a business’s competitors.
Social media engagement measures how people interact with the competitor on
social media.
·
Social
media engagement analyzes conversation and trends about a business and its
industry. Social listening measures how much money customers spend on a brand.
·
Social
listening tracks customer spending over a certain period. Social media
engagement measures how many customer service queries are made during that
period.
Answers
·
A
link to the business’s website and its returns and refund policy
·
Photographs
and infographics about the business’s products
·
Relevant
keywords and a list of top-performing Tweets
·
Relevant keywords and a link to the business’s
website
Answers
·
It
means the content will increase in popularity over a long period.
·
It means the content will be relevant to
followers over a long period.
·
It
means the content will outperform all other social media posts.
·
It
means the content will mention the business’s products throughout every season.
26.
Why should you develop a clear, consistent brand voice for social media?
Answers
·
It
increases the value of the brand and the price of its offerings.
·
It increases current and potential customers’
familiarity with the brand.
·
It
increases the number of positive reviews on social media.
·
It
increases the number of comments on the brand’s social media pages.
27.
When writing for social media, what does a call to action help you do?
Answers
·
Provide
an alternative contact number for customers to reach the business
·
Offer
an email address for customers to sign up for a newsletter
·
Link
to discounted offers available for the specific season
·
Encourage customers to connect with a business
by taking a desired action
28.
A digital marketer tracks and analyzes conversations related to a brand online.
What social listening practice did they use to find these conversations?
Answers
·
Identify the most relevant keywords for the
brand and its competitors
·
Calculate
the average level of engagement for brands in the industry
·
Determine
the difference between the brand’s prices and its competitors
·
Create
a single strategy for all social media platforms
Answers
·
They
can direct customers to the brand’s website.
·
They
can make every post or interaction about the product or business.
·
They can respond to comments and mentions
about the brand.
·
They
can mimic the tone of voice that competitor brands use.
Answers
·
An
echo
·
A follower
·
A
Tweet
·
A
ping
Answers
·
Answering questions with an existing article
·
Creating blog posts based on short YouTube
videos
·
Creating
a new podcast series
·
Writing
new content
Answers
· It helps you maintain a consistent brand voice
across social media channels.
·
It helps you communicate in a way they
understand and are familiar with.
·
It
helps you include calls to action that are commonly used on each platform.
·
It
helps you keep posts short and simple to keep their attention.
Answers
·
Companies
to invest in
·
Gaps
in the industry that a new product or solution could help solve
·
Trends
or how the market is performing
·
Major
events or issues happening in the world that are relevant to a brand
Answers
·
Update
their product packaging
·
Request
customers’ personal information
·
Repurpose
content from competitor brands
·
Develop an authentic and personal voice
Shuffle Q/A 3
Answers
·
That
people spend a lot of time on social media and actively search for content
·
That they post engaging content and have
influence in the space
·
That
people are ready to buy from the business and stop using competitors
·
That
other social media platforms are not relevant to the business and its audience
Answers
· They link and tag their competitors in their
Tweets.
·
They promote their Twitter account on other
marketing channels, such as email.
·
They
include text instead of images in their social media content calendar.
·
They
add a product list and pricing to their Twitter bio.
Conduct
Giveaways and competitions: Hold giveaways and competitions that require users
to follow the Twitter account, retweet the contest tweet, or interact with the
material in a predetermined manner in order to win the prize. Because followers
may share the contest with their own networks, this strategy not only
stimulates participation but also assists in growing the reach of the account.
37. How can a digital
marketer establish a distinct brand voice to help a business attract attention?
Answers
·
By
responding to customer questions and concerns on social media quickly
·
By
repurposing high-quality posts over a long period of time
·
By
delivering consistent language and messaging across all marketing content
·
By
promoting the business’s social media pages across multiple platforms
38.
What information does a business typically gather when tracking its social
media engagement?
Answers
·
The
way customers interact with its competitors on social media and whether the
customers will purchase from the business again
·
The
number of customers who sign up for its email newsletter after interacting with
its social media accounts
·
The
way customers interact with the business on social media and whether its
content is useful to the customers
·
The
number of touchpoints customers interact with on social media before purchasing
from the business
39.
Which of the following statements best describes how social listening and
social media engagement work together?
Answers
·
Social
listening and social media engagement work together to analyze conversations
and trends related to a brand.
·
Social
media listening measures how people are interacting with a brand’s social
media. Social media engagement then tracks and analyzes conversations and
trends related to a brand on social media.
·
Social
listening and social media engagement work together to help a company learn
what is happening in their industry.
·
Social
media engagement measures how people are interacting with a brand’s social
media. Social listening then tracks and analyzes conversations and trends
related to a brand on social media.
"Social
listening informs social media engagement by allowing brands to actively
monitor and understand online conversations, while social media engagement
involves interacting with the audience based on the insights gained through
social listening."
To put it
another way, social listening gives users the information and context they need
in order to effectively interact in social media. After gathering insights from
what their audience is saying online, brands participate in meaningful
discussions, reply to comments, and modify their content strategy to better
correspond with the interests and preferences of their audience. Listening
serves to inform engagement, and engagement, in turn, creates additional data
for continued listening and development. This feedback cycle occurs in a
continuous loop.
40. Fill in the blank: Addressing
customers by their first name and responding to comments with humor or warmth
are all examples of _____.
Answers
·
social
media marketing
·
social media engagement
·
social
media analysis
·
social
media listening
41. Imagine a skin care company
wants to increase social media engagement by responding to comments and
mentions from customers talking about their brand. Which of the following are
best practices for engaging with customers? Select all that apply.
Answers
·
Respond to customers quickly
·
Respond
only to customers who have a positive brand sentiment
·
Provide
excellent customer service
·
Respond
only to customers who want to purchase something
Answers
·
Using
hashtags
·
Posting
relevant, engaging content
·
Adding
interesting visuals to Tweets
·
Posting
infrequently
Answers
·
It
helps gather information about customer demographics.
·
It
helps encourage customers to share their thoughts on social media.
·
It
helps address negative feelings customers might have about a brand.
·
It
helps send bulk emails asking customers to share a review.
Answers
·
Social
tracking
·
Social
searching
·
Social listening
·
Social
testing
45. Based on social listening, a
brand has learned a new product they recently launched is unpopular with their
customers. How can they use social media engagement to improve their brand
sentiment?
Answers
·
Promote
a different product to distract customers
·
Copy
a competitor’s product
·
Address
their customers’ pain points and answer questions
·
Respond
to just the customers who liked the product
Answers
·
It
displays the company’s social media content at the top of news feeds.
·
It
improves the company’s response times.
·
It
positions the company as a credible source of information.
·
It
helps the company create a consistent brand voice across all marketing assets.
Answers
·
brand
voice
·
SEO
·
call to action
·
marketing
Answers
·
Includes
keywords
·
Describes
products and services
·
Captures
the brand’s personality
·
Includes
product list and pricing
Answers
·
It reinforces the
brand’s message and adds the posts to a ‘highlight’ section on social media.
·
It targets customers who
have already viewed the post and eliminates the need for a content calendar.
·
It saves time and reaches
audiences who missed the post the first time it was published.
·
It saves time by helping
determine which products are most popular with customers.
Explanation: In conclusion, repurposing content on other social media platforms is a strategic technique that enables digital marketers to maximize reach, adjust to platform-specific nuances, and effectively exploit existing content to accomplish their marketing objectives. In other words, repurposing content allows digital marketers to maximize reach, adapt to platform-specific nuances, and achieve their marketing goals.