Chapter 7: Strategic Planning For Social Media

Test Bank

Multiple Choice

1. Taking steps to make up a creative and systematic approach for social media purposes is also known as a ______.

A. strategic plan

B. message map

C. social media policy

D. experiential media plan

Learning Objective: 7-1: Identify the key components of a strategic plan.

Cognitive Domain: Knowledge

Answer Location: What Is a Strategic Plan?

Difficulty Level: Easy

2. The ______ view of social media focuses on looking at the complete picture of what is happening in a campaign from the past to the future.

A. technical

B. strategic

C. managerial

D. creative

Learning Objective: 7-1: Identify the key components of a strategic plan.

Cognitive Domain: Knowledge

Answer Location: What Is a Strategic Plan?

Difficulty Level: Easy

3. ______,which is the overall tone, personality, and entity that is what is presented on social media is part of the ______ section of the plan.

A. Brand voice; situational analysis

B. Brand voice; background section

C. Strategic mindset; situational analysis

D. Strategic mindset; background section

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Comprehension

Answer Location: Brand Voice

Difficulty Level: Medium

4. ______ focuses on the overall goals and dreams of the organization, whereas ______ describes key elements of the overall purpose.

A. Mission; vision

B. Mission; brand voice

C. Vision; brand voice

D. Vision; mission

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Comprehension

Answer Location: Mission and Vision

Difficulty Level: Medium

5. Starbucks has a statement that states they are focusing on creating a culture of warmth and belonging, where everyone is welcome. What is this an example of?

A. a mission statement

B. a brand voice statement

C. a vision statement

D. a strategic mindset statement

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Application

Answer Location: Mission and Vision

Difficulty Level: Medium

6. Danielle has been asked to create an environmental scan for the current landscape related to Buffalo Trace Distillery. She wants to make sure she explores all of the factors that could impact the brand externally. What are the main areas she needs to address here?

A. She needs to explore the political factors of the situation for the company only.

B. She needs to address the political, legal, economic, and community factors for the company.

C. She only needs to address the technology factors since she is working in social media.

D. She needs to address the political, legal, economic, technology, community, and social factors here.

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Comprehension

Answer Location: Environmental Scan Analysis

Difficulty Level: Medium

7. ______ is where a social media professional analyzes all of the communication efforts for the client and organization before a campaign is launched.

A. A strategic plan

B. A communication audit

C. A social media audit

D. A communication plan

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Knowledge

Answer Location: Social Media Communication Audit

Difficulty Level: Easy

8. The organizational structure, according to Jeremiah Owyang, that focuses on cross-functional teams but there is a centralized area that everyone has a consistent social media presence is referred to as ______.

A. decentralized

B. centralized

C. hub and spoke

D. multiple hub and spoke

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Comprehension

Answer Location: Social Media Communication Audit

Difficulty Level: Medium

9. Which of the following is one of the four main categories for a SWOT analysis?

A. satisfaction

B. weaknesses

C. opposition

D. situation

Learning Objective: 7-3: Construct a SWOT Analysis.

Cognitive Domain: Knowledge

Answer Location: Creating a SWOT Analysis

Difficulty Level: Easy

10. ______ focus on challenges that emerge within the organization and on social media, like internal conflicts or a no support for education and training for social media.

A. Threats

B. Weaknesses

C. Opportunities

D. Situations

Learning Objective: 7-3: Construct a SWOT Analysis.

Cognitive Domain: Comprehension

Answer Location: Creating a SWOT Analysis

Difficulty Level: Medium

11. A broad statement that captures the overall structure of what you want to focus on for a campaign is called a ______ statement.

A. goal

B. objective

C. strategy

D. message

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Knowledge

Answer Location: Differences Between Goals, Objectives, Key Audiences, Strategies and Tactics

Difficulty Level: Easy

12. The SMART criteria stands for objectives that need to be ______.

A. specific

B. tactical

C. monumental

D. applicable

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Knowledge

Answer Location: Objectives

Difficulty Level: Easy

13. Andy has been called in to have a heart-to-heart conversation with a client about a campaign they are running. In 2 months, they want to get a million followers on Instagram and get 50,000 engagements on Twitter. What issue does this raise for this campaign?

A. They are not embracing the realistic component of effective objectives.

B. They are not embracing the specific component of effective objectives.

C. They are not embracing the time-specific component of effective objectives.

D. This is a strong objective statement to have for this campaign.

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Application

Answer Location: Objectives

Difficulty Level: Medium

14. Proposing a designated hashtag for an event (e.g., Kentucky Derby’s is #kyDerby) and host three influencers to do an Instagram takeover is an example of ______.

A. strategies

B. tactics

C. objectives

D. goals

Learning Objective: 7-5: Best practices for strategic planning.

Cognitive Domain: Comprehension

Answer Location: Strategies and Tactics

Difficulty Level: Medium

15. ______ focuses on how you will be able to achieve your ______ in a campaign.

A. Strategies; tactics

B. Tactics; strategies

C. Strategies; goals

D. Tactics; goals

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Comprehension

Answer Location: Strategies and Tactics

Difficulty Level: Medium

16. Elements that need to be included in a budget include ______.

A. tool costs

B. influencer partnerships

C. paid media

D. all of these

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Comprehension

Answer Location: Budget

Difficulty Level: Medium

17. ______ focuses on the content that will be going out at certain times of the campaign. Hootsuite and Sprout Social offer these services for social media professionals.

A. A strategic plan

B. A content calendar

C. A media plan

D. A creative plan

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Knowledge

Answer Location: Calendar

Difficulty Level: Easy

True/False

1. A positive corporate culture should not be mentioned in a SWOT analysis.

Learning Objective: 7-3: Construct a SWOT Analysis.

Cognitive Domain: Comprehension

Answer Location: Creating a SWOT Analysis

Difficulty Level: Medium

2. Psychographics are a key way to understand our audiences on social media.

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Knowledge

Answer Location: Differences Between Goals, Objectives, Key Audiences, Strategies, and Tactics

Difficulty Level: Easy

3. Evaluation needs to happen only after the plan has been launched.

Learning Objective: 7-5: Best practices for strategic planning.

Cognitive Domain: Comprehension

Answer Location: Evaluation

Difficulty Level: Medium

Short Answer

1. What is an environmental scan?

Learning Objective: 7-1: Identify the key components of a strategic plan.

Cognitive Domain: Analysis

Answer Location: Environmental Scan Analysis

Difficulty Level: Medium

2. What are the components of SMART objectives?

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Analysis

Answer Location: Objectives

Difficulty Level: Medium

3. Name the four components of a SWOT analysis

Learning Objective: 7-3: Construct a SWOT Analysis.

Cognitive Domain: Analysis

Answer Location: Creating a SWOT Analysis

Difficulty Level: Medium

4. What is the strategic implications part of a plan?

Learning Objective: 7-4: Learn the differences between a goal, an objective, a strategy, and a tactic statement for a social media plan.

Cognitive Domain: Analysis

Answer Location: Creating a SWOT Analysis

Difficulty Level: Medium

5. Outline three factors of thought leadership.

Learning Objective: 7-5: Best practices for strategic planning.

Cognitive Domain: Analysis

Answer Location: Client or Company in Focus

Difficulty Level: Hard

Essay

1. You are in an interview with the Met Museum in New York City. They are looking at various other candidates for the job, but they have a question for you regarding how you approach a SWOT analysis. Outline the steps you will take to do a thorough and comprehensive analysis of their social media work.

Learning Objective: 7-3: Construct a SWOT Analysis.

Cognitive Domain: Application

Answer Location: Creating a SWOT Analysis

Difficulty Level: Hard

2. Discuss the four main categories that are involved in a SWOT analysis and what the fifth section of the plan is.

Weaknesses: The challenges within the organization (e.g.,lack of training)

Opportunities: Creative ideas that will jumpstart the campaign

Threats: External factors (competitors, political climate, etc.)

Fifth section: The four primary sections form bridges between these components to make the strategic implications section of the plan.

Learning Objective: 7-3: Construct a SWOT Analysis.

Cognitive Domain: Analysis

Answer Location: Creating a SWOT Analysis

Difficulty Level: Hard

3. You have been asked to analyze the brand voice of three companies: Marvel, Nike, and Sprinkles. Discuss how understanding each brand voice impacts a social media campaign.

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Analysis

Answer Location: Brand Voice

Difficulty Level: Hard

4. Your boss comes in and states that as part of the background section of the upcoming plan with Uber, we do not need to look at previous campaigns they have done on social media. What would be your response, and provide two reasons why this is necessary.

Learning Objective: 7-2: Explain the importance of conducting a thorough background evaluation, situational analysis, competitive analysis, and social media communication audit.

Cognitive Domain: Application

Answer Location: Background Information

Difficulty Level: Hard

5. Discuss the different types of organizational structures of a company when it comes to social media, and why this is important to note for a social media campaign.

Learning Objective: 7-5: Best practices for strategic planning.

Cognitive Domain: Analysis

Answer Location: Client or Company in Focus

Difficulty Level: Hard