Chapter 4: Social Media Guidelines - Paid & Organic

Question 1

Advantages of Organic Content

Answer 1

• Brand Image (How people view you)
• Brand Sentiment / Preference (Whether people like you)
• Strengthening established relationships

Question 2

What Metric is a good indicator of relationships with customers being strengthened?

Answer 2

Engagement Rate

Question 3

Algorithms

Answer 3

Algorithms decide what you see in your feed and in what order

Question 4

What type of content does the Algorithm push?

Answer 4

• The audience’s interests
• Engaging content
• Creative use of trends

Question 5

Golden Hour in Social Media

Answer 5

First hour after posting the content

Question 6

Like Brigade in Social Media

Answer 6

Organised messaging group to like, share and comment on the content

Question 7

User Generated Content

Answer 7

Brand-specific content created by social media users and published on Social Media or other channels

Question 8

What is the main purpose of influencer campaigns?

Answer 8

User Generated Content

Question 9

Reasons for Paid Content

Answer 9

• High competition for attention
• Enormous volume of available content
• Producing good content requires time and money, brands want to make sure people see it

Question 10

Advantages of Paid Content

Answer 10

• Brand Awareness
• Drive Conversions

Question 11

How does Paid Content work?

Answer 11

1) Set Objective
2) Targeting
3) Auction / Bidding

Question 12

What is the formula for Total Ad Value of Paid Content on Social Media?

Answer 12

Advertiser’s bid * Expected Impact + Value for the user (quality of the ad) = Total Ad Value

Question 13

Don’t Do’s for Social Media Posting

Answer 13

1) Link to another Social Network in a Social Network
2) Share a recycled post / video from another Social Network