Questions

What research tools can help you -kick start the process of building a target audience persona? Select the correct answers.

 

• Census and research groups for free data
• Google Analytics for website habits
• Claritas Nielsen service for highly predictive indicators
• The department of city planning for detailed demographics

 

An audience persona is a profile, developed through research and analytics. What target audience information should it include? Select the correct answer.

 

• Profile analytics – algorithm patterns, number of accounts, content types
• Common traits – wants/needs, demographics, preferred channels
• Competitive information – percentage of market, average spend
• Personal details – birthdate, gender, mailing address

 

Social media audits are a critical first step for building impactful social media programs and campaigns. The first step is to create an audit spreadsheet. What information should this contain? Select the correct answers.

 

• Content types
• Post frequency
• Conversation sentiment
• Social accounts

 

After analyzing the data from your social media audit, the “stop, start, continue” model can help you determine key actions based on your findings. For example, if your data determined high engagement on costly video content and a steep drop in engagement on Facebook, what might you do? Select the correct answers.

• Stop – reduce spend by 50% on Facebook, allocate elsewhere
• Start – increase resources on Facebook, boost engagement
• Start – increase resources on video production, it works!
• Continue – stick to current strategy, collect more data before adjusting

or

After analyzing the data from your social media audit, the “stop, start, continue” model can help guide your next steps. For example, if your audit determined that video content achieves high engagement across all platforms, what should you do?

• Stop – decrease resources on Facebook and allocate to TikTok
• Continue – maintain current roster of image and video content
• Start – join a new social network to repost existing video content
• Start – increase social video production budget

 

Explanation:

Based on the data indicating high engagement on costly video content and a steep drop in engagement on Facebook, the appropriate actions using the “stop, start, continue” model would be:

1. Stop – reduce spend by 50% on Facebook, allocate elsewhere:
   • Since there is a steep drop in engagement on Facebook, it may be sensible to reallocate some of the resources from Facebook to other platforms or content types that are performing better.
2. Start – increase resources on video production, it works!:
   • If costly video content is generating high engagement, it makes sense to allocate more resources to video production. This aligns with what is already working well and aims to capitalize on the successful content type.
3. Continue – stick to the current strategy, collect more data before adjusting:
   • While adjustments are being made based on the available data, it’s also important to maintain some aspects of the current strategy. This ensures that changes are implemented gradually, allowing for continued data collection and analysis to assess the impact of adjustments over time.

These actions represent a strategic response to the audit findings, optimizing resources based on performance data and making informed adjustments to the social media strategy.

 

The most time-consuming aspect of a social media audit is delving into the data. In the absence of social media objectives and KPIs of your own, what industry model can you use to analyze your data against? Then click Submit.

 

• POEM
• AMEC
• PAID
• TOFU

 

There are three key phases of research for developing a social media plan. During which phase should strategists audit social media channels, the competitive landscape, and define their target audiences? Select the correct answer.

 

• Refinement
• Cursory
• Developmental
• Evaluative