META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE
Course 1 – Introduction to Social Media Marketing
Week 5: Choose Your Social Media Channels
Coursera Study Guide
TABLE OF CONTENT
This week, we will wrap up the course with a focus on carefully selecting the appropriate social media platform based on your target audience and you’ll learn how to create and manage a social media policy.
Learning Objectives
- Understand the role of social media policies and how to create them
- Select the right social media platforms based on your audience
CHOOSE YOUR SOCIAL MEDIA PLATFORMS PRACTICE QUIZ
1. When you are focused on brand building, what kind of social media platform can help the most?
- Messaging platforms
- Collaboration or networking platforms
- Publishing or sharing platforms (CORRECT)
- Platforms that offer immediate shopping integration
Correct: Correct! Publishing or sharing platforms such as Facebook, Instagram, Youtube, or Pinterest can help raise awareness and interest.
2. When you are focused on generating sales or sales leads through social media marketing, what kind of social media platform can help the most?
- Platforms that offer immediate shopping integration (CORRECT)
- Collaboration or networking platforms
- Publishing or sharing platforms
- Messaging platforms
Correct: Correct! Platforms such as Instagram and Pinterest have options for immediate shopping integration.
3. When you are focused on providing customer service, what kind of social media platform can help the most?
- Collaboration or networking platforms
- Messaging platforms (CORRECT)
- Publishing or sharing platforms
- Platforms that offer immediate shopping integration
Correct: Correct! Platforms such as Messenger and WhatsApp are good for one-on-one communication.
4. When you are focused on building an online community, what kind of social media platform can help the most?
- Collaboration or networking platforms (CORRECT)
- Messaging platforms
- Publishing or sharing platforms
- Platforms that offer immediate shopping integration
Correct: Correct! To build a community, you might want to rely on Facebook, where community is central to the app.
5. Let’s think about Calla & Ivy, the flower business again. For now, Imra manages social media for the company by herself. Which of the following platforms would you suggest she focuses on?
- Youtube
- Instagram (CORRECT)
- Pinterest (CORRECT)
Correct: Correct! Pinterest can help Imra raise awareness for her website as people can discover her bouquets through images she can share on the platform. Imra’s target audience of women between 30 and 55 is using the platform, and it is easy for Imra to take and share pictures. Some of Imra’s competitors can also be found on Pinterest
Correct! Instagram would be an excellent platform for Calla & Ivy. It can help Imra raise awareness for the new website, it is widely used, also among Imra’s target audience of women between 30 and 55 years old. And, the image focus of the app is a natural fit for Calla & Ivy. It is also easy for Imra to make and share pictures of her flowers. Competitor brands are active on Instagram too.
META SOCIAL MEDIA MARKETING COURSERA ANSWERS AND STUDY GUIDE
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CHOOSE YOUR SOCIAL MEDIA CHANNELS – QUIZ
1. You’re looking to do visuals-first advertising online. Your go-to social media platform should be:
- TikTok
- Instagram (CORRECT)
Correct: Correct! Instagram is the top visuals-first platform.
2. You’re looking to build a community online. Your go-to social media platform should be:
- TikTok
- Facebook (CORRECT)
Correct: Correct! Facebook is the best platform to build a community online.
3. Microsoft’s “Guidelines for Successful Blogging” are not in Microsoft’s official Employee Handbook, but the rules are manageable and understandable. Which of the following is part of “Microsoft’s Blogging Policy & Guidelines”? (Select all that apply.)
- Your blog posts should garner as much reaction as possible
- Make friends with your corporate communications department and learn how to work with them (CORRECT)
- There is no need to identify yourself
- Respect existing confidentiality agreements (CORRECT)
Correct: Correct! It is your job to break news and befriending the communications department will be highly beneficial.
Correct: Correct! Respecting confidentiality is an important part of Microsoft’s guidelines.
4.1. Determine whether the following statement is true or false: Consumers today expect brands to be present on their favorite social media platforms.
- False
- True (CORRECT)
Correct: Correct! Consumers definitely expect to see their brands engaging often and responding promptly on their favorite social media platforms
4.2. Determine whether the following statement is true or false:
It is mandatory to fill out the Skills & Accomplishments section of your LinkedIn profile.
- False (CORRECT)
- True
5.1. Of the three core values that a social media policy should achieve, which category does the following statement fit in?
“Nordstrom makes it clear that employees can be held legally responsible for what they post, so they should make sure that they stay within the company guidelines. “
- A social media policy must guard against legal risks to the organization (CORRECT)
- A social media policy must empower its employees
- A social media policy must protect the brand
Correct: Correct. This statement indicates that employees should be aware that the company is legally protected by the social media policy.
5.2. Of the three core values that a social media policy should achieve, which category does the following statement fit in?
“Nordstrom referred to company guidelines that can help employees to represent the company in a way that doesn’t harm the brand”
- A social media policy must empower its employees
- A social media policy must guard against legal risks to the organization
- A social media policy must protect the brand (CORRECT)
Correct: Correct! This infers that employees must use language that represents and protects the brand.
6. Is the following a quality of a website or a blog?
There is a transactional functionality.
- Blog
- Website (CORRECT)
Correct: Correct! Websites usually have some sort of transactional element while blogs do not.
6.2. Is the following a quality of a website or a blog?
The writing is often more informal
- Website
- Blog (CORRECT)
7.1. Which benefit of blogging is the following an example of?
Posting valuable content consistently helps elevate a company as a trusted resource within their industry leading to more visitors, more potential customers and more sales.
- Build credibility (CORRECT)
- Expand your content’s reach
- Make authentic connections
- Search Engine Optimization (WRONG)
7.2. Which benefit of blogging is the following an example of?
Your blog content is shared on social media platforms such as Facebook, LinkedIn, Instagram, and Twitter.
- Search Engine Optimization
- Expand your content’s reach
- Build credibility (CORRECT)
- Make authentic connections
Correct: Correct! Posting consistently with well researched content is a great way to build trust with your customers.
8. Which of the following is a soft skill?
- Engineering
- Microsoft Office
- Leadership (CORRECT)
- Copywriting
Correct: Correct! Leadership is a good example of a non-technical skill that shows how you work.
9. IBM works with employee bloggers, training them to advance the company’s goals and corporate reputation. Which of the following is part of “IBM’s Blogging Policy & Guidelines”? (Select all that apply)
- You must make it clear that you are speaking for yourself and not on behalf of IBM. (CORRECT)
- IBMers are personally responsible for their posts. Be mindful that what you write will be public for a long time — protect your privacy. (CORRECT)
- You may cite or reference clients, partners, or suppliers without their approval.
- You do not need to make yourself or your role at IBM known.
Correct: Correct! Making your individual voice clear is an important blogging guideline at IBM.
Correct: Correct! Being responsible for your writing is an important blogging guideline at IBM.
10. You’re looking to reach the largest possible audience with the most precise targeted advertising tools. Your go-to social media platform should be:
- TikTok
- Facebook (CORRECT)
Correct: Correct! Facebook is the largest social media platform in the world, and has the most precise targeted advertising tools of any major group.
11. Which of the following are good general guidelines for a corporate blog? Select all that apply.
- Blog posts should not disclose any information that is confidential or proprietary to the company (CORRECT)
- Blog posts must respect copyright, privacy, fair use, financial disclosure, and other applicable laws (CORRECT)
- Employees can imply that they are speaking on behalf of the company
Correct: Correct! Keeping important company information confidential is crucial.
Correct: Correct! Abiding by all laws regarding company information and journalism is crucial.
12. Determine whether the following statement is true or false: When an employee posts from a personal account, it is not important that they use the appropriate tone and messaging.
- False (CORRECT)
- True
Correct: Correct! Regardless of whether the employee posts on a corporate account or a personal one, it is important that they reflect well on the company.
13. You’re looking to do mainly B2B (business to business) marketing and to post job applications. Your go-to social media platform should be:
- TikTok
- LinkedIn (CORRECT)
14. You’re looking to advertise specifically to teens. Your go-to social media platform should be:
- TikTok (CORRECT)
15. Which part of your LinkedIn profile should be your virtual elevator pitch?
- Summary (CORRECT)
- Background
- Skills & Accomplishments
16. You are a fashion brand looking to create an immediate avenue for shopping. Your go-to social media platform would be:
- TikTok
- Facebook (CORRECT)
17. What is a corporate social media policy intended to achieve?
- Increase sales, protect the brand, guard against legal risks
- Attract influencers, empower employees, guard against legal risks
- Empower employees, protect the brand, guard against legal risks (CORRECT)
- Protect the brand, discourage employees from posting on personal accounts, guard against legal risks
18. Which of the following is not included in establishing a corporate social media policy?
- Verify employees’ responsibilities
- Reinforce what’s considered confidential information
- Authorize graphic design and image specifications (CORRECT)
- Provide a plan for dealing with conflict
19. Which of the following is not a benefit of blogging for your business?
- Establish your business as an industry thought leader
- Selling your products and services online (CORRECT)
- Provide a boost to search engine optimization efforts
- Connecting people to your brand
Correct: Correct! First and foremost, blogs should engage and establish expertise, not self-promote. And, blogs don’t offer a way to sell online.
20. Which of the following is not a benefit of blogging for your business?
- Increase sales, protect the brand, guard against legal risks
- Attract influencers, empower employees, guard against legal risks
- Empower employees, protect the brand, guard against legal risks (CORRECT)
- Protect the brand, discourage employees from posting on personal accounts, guard against legal risks
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