360i's Social Marketing Playbook Quiz

Integrated Solutions. Measurable Results.

360i Social Marketing Playbook

Self Quiz

June 2009

Directions

Take this quiz to test your knowledge of the strategies and best practices we’ve outlined in the SocialMarketing Playbook. Answers, explanations and scoring instructions follow on the subsequent pages.

Questions

1.

What is the first thing a marketer should do?a.

Build a Facebook Pageb.

Engage in a listening campaignc.

Come up with a big idea/underlying theme2.

In a typical interest category, are there more spectators, creators or critics?a.

Spectatorsb.

Creatorsc.

Critics3.

There are four questions that need to be asked in order to vet opportunities in social media.Which of the following is NOT one of the main questions marketers should ask?Does the opportunity…a.

Meet my objectives?b.

Leverage my arsenal?c.

Follow best practices?d.

Translate universally across platforms?e.

Provide value?4.

A brand should never have its home web site (or micro-site) as the hub of a social mediaarchitecture.a.

Trueb.

False5.

On Facebook, your number of fans is the key success metric.a.

Trueb.

False6.

What definition could best describe social marketing measurement?a.

Social marketing programs success cannot be measured due to the complexity of themediumb.

It often makes sense to create proxies that can be mapped to traditional brand metricssuch as favorability, purchase intent, etc.c.

Impressions should be mapped to gross rating points (GRPs) so marketers can compare toTVd.

All of the above7.

The ideal tweet length is:a.

180 charactersb.

140 characters

Integrated Solutions. Measurable Results.

360i Social Marketing Playbook

Self Quiz

June 2009

c.

120 charactersd.

30 characters8.

What’s the best way for large brands to spark social media engagement?a.

Branded integration deals with applicationsb.

Digital Word of Mouthc.

Integration with traditional marketing channelsd.

SEO9.

Community management can be used to describe:a.

Twitter persona or feed managementb.

Private communities designed for market researchc.

Facebook Page managementd.

Public communities, like Word of Warcrafte.

All of the above10.

Active listening should be a core component for every major corporation if for no otherreason than as a CRM and crisis management tool.a.

Trueb.

False11.

The most important thing in using social media for crisis management is:a.

Active listeningb.

Having a predefined crisis management planc.

Speaking the language of your audience while retaining your brand voiced.

All are essential for successful crisis management12.

Under certain circumstances, it’s OK for a brand to be non-transparent about its social mediaoutreach.a.

Trueb.

False

STOP! Answers & explanations follow on next page.

Integrated Solutions. Measurable Results.

360i Social Marketing Playbook

Self Quiz

June 2009

Answers & Explanations

1.

What is the first thing a marketer should do?a.

Build a Facebook Pageb.

Engage in a listening campaignc.

Come up with a big idea/underlying theme

Explanation:

Before launching a specific program or coming up with a grand idea, marketers can readythemselves for success by gathering the information needed to reach an intimateunderstanding of their audience. How do your customers engage across the social landscapeand what are they saving about your brand? How is your competition utilizing socialmarketing? Marketers can gain these insights by actively listening, watching, gathering andlearning from the online landscape before diving in.2.

In a typical interest category, are there more spectators, creators or critics?a.

Spectatorsb.

Creatorsc.

Critics

Explanation:

People have different levels of personal investment in social media, which Forrester Researchdescribes as six levels of participation or Social Technographics® (from least to most-populated): Creators, Critics, Collectors, Joiners, Spectators and Inactives. Understandingboth the places your customers visit on the Web and how they interact can help inform thestrategy to establish a relationship with them in those environments.3.

There are four questions that need to be asked in order to vet opportunities in social media.Which of the following is NOT one of the main questions marketers should ask?Does the opportunity…a.

Meet my objectives?b.

Leverage my arsenal?c.

Follow best practices?d.

Translate universally across platforms?e.

Provide value?

Explanation:

Before launching a social program, consider first if the opportunity meets your brandsobjectives, leverages your brand’s existing arsenal of assets (online content, celebrityendorsements, Brand Advocates, etc.), follows the best practices of the platform and providesvalue to your customers. Not every opportunity is right for every brand, and strategies rarelytranslate universally across social platforms.4.

A brand should never have its home web site (or micro-site) as the hub of a social mediaarchitecture.a.

True