META SOCIAL MEDIA MARKETING PROFESSIONAL CERTIFICATE

Course 2 – Social Media Management

Week 1: Establish Your Presence

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TABLE OF CONTENT

In week 1, you will learn how to establish your business presence on social media, and practice doing so, and how to create a brand using the EPIC brand framework.

Learning Objectives

  • Establish a business presence on social media
  • Create a brand using the EPIC brand framework

PRACTICE QUIZ: ESTABLISH YOUR SOCIAL MEDIA PRESENCE PRACTICE QUIZ

1. What are the elements of a business social media profile?

  • Name, Username, Contact information, Description, Call-to-action (CTA)
  • Name, Contact information, Description, Call-to-action (CTA)
  • Name, Profile picture and cover photo, Contact information, Description
  • Name, Profile picture and cover photo, Contact information, Description, Call-to-action (CTA) (CORRECT)

Correct! These are the five elements of a social media profile.

2. What would be a good choice for a Facebook business page profile picture?

  • A picture of the product
  • A headshot of the business owner
  • The business logo (CORRECT)
  • A stock photo of the product or service

Correct! Your business logo is the best choice for your profile picture on Facebook.

3. Which of the following are good descriptive keywords to include if you’re setting up an Instagram account for a coffeeshop? (Select all that apply)

  • Coffeeshop (CORRECT)
  • Bean
  • Coffee (CORRECT)
  • Espresso (CORRECT)

Correct! Keywords should be things that people can use to look for your product or business, so this is definitely a good keyword.

4. Your social media cover photo should be: 

  • A random image that you find inspiring or beautiful
  • An image that tells people something about your business, like one of your products, a behind-the-scenes photo, or a reference to a current ad campaign. (CORRECT)
  • The same image as your profile picture, for visual consistency  

Correct! Also remember to take advantage of the fact that it can easily be changed. You can use it to highlight a big announcement or a new advertising campaign.

5. You’re designing a Facebook business page for a startup flower company. Which of the following should you use as your business’s profile picture?  

  • A picture of your office building
  • Your CEO’s headshot
  • A picture of a flower 
  • Your company logo (CORRECT)

Correct! Your audience will see this and immediately think of your business.

6. If you’re a company that sells a physical product, like flowers, bike parts, or dog treats, what should your Call-to-Action button say?

  • Donate Today!
  • Book a Subscription!
  • Shop Now! (CORRECT)
  • Learn More!

Correct! Your call-to-action should tell the audience exactly what you want them to do, in this case, to buy something.

7. True or False: In order to create an Instagram Business account, you must switch a personal Instagram account to a Business account in the settings.

  • True (CORRECT)
  • False

Correct! On Instagram you have to start a personal account and switch it to a business account in the settings.

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QUIZ: ESTABLISH YOUR PRESENCE QUIZ

1. What should your branding do for customers? (Choose all that apply)

  • Customers will destroy other brands’ products
  • Customers become less price-sensitive if they’re loyal to your brand (CORRECT)
  • You can cut production costs
  • Customers will follow your brand to new products (CORRECT)

Correct! If they trust your brand, they’ll be willing to spend more money on your products than your competitors’.

Correct! If you’re a trusted brand like Annie’s Mac and Cheese, people will be that much more likely to buy your other food products, too.

2. What are the essential components of your social media marketing pages? (Choose all that apply)

  • A profile picture (CORRECT)
  • A brief brand bio (CORRECT)
  • A video introduction for your brand
  • Criticisms of your competitors

Correct! You’ll need a brand image, even if it’s your logo.

Correct! People need to immediately know who and what your brand is, preferably in under 150 words.

3. Which of the following components does a brand consist of? Select all that apply.

  • a tagline
  • the words and voice the company uses (CORRECT)
  • products and services (CORRECT)
  • a website

Correct! The words and voices a company uses is part of its brand.

Correct! The products and services that a company offers is part of its brand.

4.1. Which of the following is a function of the brand? Select all that apply.

  • enable recognition (CORRECT)
  • ease selections (CORRECT)
  • analyze market information

Correct! Enabling recognition is an important function of a company’s brand.

Correct! Making selection easier for customers is an important function of a company’s brand.

4.2. Which of the following is a function of the brand? Select all that apply.

  • signaling device (CORRECT)
  • foster loyalty (CORRECT)
  • reduce cost

Correct: Correct! Signaling to customers is an important function of a company’s brand.

Correct: Correct! Fostering loyalty is an important function of a company’s brand.

5.1. Which of the following components of the EPIC framework does the following statement encompass?

How a brand connects with its customers through the written word

  • Existence
  • Purpose
  • Identity
  • Connection (CORRECT)

Correct: Correct! The statement above is most relevant to the business’s identity.

5.2. Which of the following components of the EPIC framework does the following statement encompass?

What the business does and why they do it, including articulating a set of values for the business

  • Purpose (CORRECT)
  • Connection
  • Existence
  • Identity

Correct! The statement above is most relevant to the business’s purpose.

6. Which of the following is not a part of a brand’s existence?

  • The story of the founders
  • The location of the company
  • Organizations that the company donates to (CORRECT)

Correct! This would be a part of the brand’s purpose.

7. Which voice would be most fitting to connect with the following audience?

Teenagers between the ages of ten to thirteen, looking to buy colorful jewelry

  • witty and smart
  • friendly and casual (CORRECT)
  • formal and serious

Correct! This would be the best voice to connect with the customer range described above.

8. What major social media platform leads in business-to-business [B2B] interactions?

  • Facebook
  • Instagram
  • Twitter
  • LinkedIn (CORRECT)

Correct! LinkedIn comprises more than 50 percent of online B2B interactions.

9. What elements make up a brand?

  • Products and services
  • Logo and color palette
  • Origin story on the About Us page
  • All of the above (CORRECT)

Correct! These elements, and many more, go into creating a brand.

10. Your brand should do which of the following? (Choose all that apply)

  • Consist only of facts and figures about your company
  • Differentiate you from your competitors (CORRECT)
  • Create a personality or identity for your business (CORRECT)
  • Tell your customers what’s wrong with your competitors

Correct!

11. Which of these things are NOT essential for your company social media page?

  • Your CEO’s biography (CORRECT)
  • A profile picture
  • A brief brand description
  • A link to your website

Correct! Unless your CEO’s story is essential to your brand, you don’t need tons of biographical information about your leadership team on your company social media page.

12.1. Which of the following components does a brand consist of? Select all that apply.

  • images (CORRECT)
  • location (CORRECT)
  • colors (CORRECT)
  • a logo (CORRECT)

Correct! The images that a company uses can be a part of its brand.

Correct! A company’s location can be a part of its brand.

Correct! The colors that a company uses can be a part of its brand.

Correct! A company’s logo is part of their brand.

12.2. Which of the following components does a brand consist of? Select all that apply.

  • Principles (CORRECT)
  • a website
  • values (CORRECT)
  • a logo (CORRECT)

Correct: Correct! The company’s principles are a part of the company’s brand.

Correct: Correct! The company’s values are a part of the company’s brand.

Correct: Correct! A company’s logo is part of their brand.

13. Which of the following is a function of the brand? Select all that apply.

  • reduce cost
  • foster loyalty (CORRECT)
  • signaling device (CORRECT)

Correct! Fostering loyalty is an important function of a company’s brand.

Correct! Signaling to customers is an important function of a company’s brand.

14. Which of the following is not a part of a brand’s purpose?

  • The brand’s mission
  • The brand’s logo (CORRECT)
  • The brand’s values

Correct! The logo is a part of the brand’s identity.

15. When you create a social media page for your business, you should always include which of the following? (Choose all that apply)

  • Your CEO’s biography
  • A link to your website (CORRECT)
  • A profile picture (CORRECT)
  • Pictures of your executive team

Correct! Always direct them towards your brand page.

Correct! Businesses need an image—even if it’s your logo.

16. Which of the following is a function of the brand? Select all that apply.

  • build connection (CORRECT)
  • generate revenue
  • build trust (CORRECT)

Correct! Building connection is an important function of a company’s brand.

Correct! Building trust is an important function of a company’s brand.

17. Which of the following components of the EPIC framework does the following statement encompass?

How a brand connects with its customers through the written word

  • Connection
  • Identity (CORRECT)
  • Existence
  • Purpose

Correct! The statement above is most relevant to the business’s identity.

18. Which voice would be most fitting to connect with the following audience?

College students looking for humorous critique on current events and media

  • friendly and casual
  • formal and serious
  • witty and smart (CORRECT)

Correct! This would be the best voice to connect with the customer range described above.

19. If you’re a visually oriented business, what major social media platform is essential for your business to have a page on?

  • Twitter
  • LinkedIn
  • Instagram (CORRECT)

Correct! Instagram is the top visuals-first business for online sales.

20. The benefits of cultivating brand loyalty include which of the following? (Choose all that apply)

  • Become an identity they can relate to (CORRECT)
  • Point out the flaws in your competitors products first
  • Educate them on everything about your company at any given moment
  • Make customers feel good about consuming your product (CORRECT)

Correct! A relatable brand fosters positive emotions and loyal customers.

Correct! A brand is also a relationship. You want to turn the purchase of your product into something they can feel good about.

21. Which voice would be most fitting to connect with the following audience?

Corporate CEOs looking for a succinct summary of business trends

  • witty and smart
  • formal and serious (CORRECT)
  • friendly and casual

Correct! This would be the best voice to connect with the customer range described above.

22. Which of the following is not a part of brand identity?

  • The colors used in the company’s websites
  • The brand logo
  • The company’s origin story (CORRECT)

Correct: Correct! This is a part of the brand’s existence.

23. What’s the first major social media platform you should set up a company page for?

  • Pinterest
  • Facebook (CORRECT)
  • Twitter
  • LinkedIn

Correct: Correct! Facebook is the largest social media platform in the world and the main point-of-contact for most online business-to-customer interactions.

24. Which of the following is a function of the brand? Select all that apply.

  • build trust (CORRECT)
  • generate revenue
  • build connection (CORRECT)

Correct: Correct! Building trust is an important function of a company’s brand.

Correct: Correct! Building connection is an important function of a company’s brand.

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