Chapter 3

Question 1

the purpose of a social media audit

Answer 1

to provide managers with a comprehensive “bird’s eye view” of what their brand is currently doing across all social media channels in which they participate, so they can then use this intelligence as a key input into adjusting social media strategy to achieve their brand’s (or company’s) marketing objectives.

Question 2

overall comprehensive social media audits should be conducted at least

Answer 2

once a quarter

Question 3

marketers perform smaller, interim social media audits on a __ __ as part of their social media reporting processes.

Answer 3

monthly basis

Question 4

The industry-standard classification of media types

Answer 4

POEM

Question 5

POEM

Answer 5

Paid, Owned, Earned Media

Question 6

Most of what we consider in social media marketing falls into

Answer 6

owned and earned media

Question 7

Paid media

Answer 7

any social media activity for which a company pays. Examples include social media advertising and paying to increase the reach of content on social media platforms.

Question 8

Owned media

Answer 8

any social media activity that occurs in social media channels a company controls. Examples include content posted on a brand’s Facebook page or Twitter account and company blogs.

Question 9

Earned media

Answer 9

any social media activity that occurs in social media channels a company does not directly control. Examples include online word of mouth (generally), customers’ tweets mentioning a brand on Twitter, YouTube video user reviews, Instagram posts created by consumers to demonstrate their usage of brand’s products, and consumers’ posts about a brand’s products in various online discussion boards or forums.

Question 10

when a brand creates content and posts it on its Facebook page (i.e., social media content marketing), such marketing activity could be a combination of

Answer 10

paid and owned media, because the brand uses an owned social media channel (the brand’s Facebook page) and might pay Facebook a fee to “boost” the number of people who see that post, which therefore makes it paid media as well.

Question 11

a combination of owned and earned media occurs when

Answer 11

a brand creates some content and posts it on one of its owned social media channels, such as through its Instagram account: it is owned because it is brand-created content distributed through one of its own social media channels, but will also become earned if it triggers a response from consumers in the audience, such as replies, sharing, and forwarding of that content to others (i.e., a “viral effect”).

Question 12

An audit of any kind is inherently

Answer 12

backwards looking.

Question 13

Once you have completed a thorough social media audit, the next step is to…

Answer 13

…figure out how to use it for developing and improving social media strategy.

Question 14

The social media audit is a necessary first step because

Answer 14

most companies today already have some undergoing social media activities. Therefore, the audit helps take stock of where social media efforts currently stand, and provides key inputs for the strategic planning process.