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The best way to evaluate whether or not to join a new social network is to assess it against your organization’s social strategy. Which of the following are key strategic considerations for joining a new network? Select the correct answers.

 

• 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

 

Social media strategists have two distinct tasks at the end of a social media campaign: analyzing successes and challenges and reporting those results to stakeholders and leadership. Which of the following should be included in your report to prove the strategic value of social media across the organization? Select the correct answer.

 

• 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

 

Social media is probably the most efficient way to generate top-of-funnel marketing leads. What is one common example of this? Select the correct answer.

 

• 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 Association for Measurement and Evaluation of Communication (AMEC) developed an Integrated Evaluation Framework that is widely adopted by marketers and communicators. One area of evaluation is out-takes. Which of the following best defines an out-take? Select the correct answer.

 

• 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.

 

For campaign purposes, analyzing social data in isolation will mean your insights lack the context of wider marketing activities. Which of the following is an example of an advanced analytic technique you could employ to get a complete picture of how social media contributes to broader marketing goals? Select the correct answer.

 

• 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

 

Social marketers have valuable metrics to track their progress over time at each stage of their audience’s journey across paid, owned, and earned media (POEM). Which of the following are examples of key metrics used to track the influence of your owned media? Select the correct answers.

 

• Sentiment
• Audience growth rate
• Cost per click (CPC)
• Shares