Lecture 4

Question 1

Brands should not use Company -> Consumer flows as a

channel to

Answer 1

“push” information out to customers

Question 2

Certain audience groups are becoming harder to reach via

traditional channels

Answer 2

Gen Z tend to be light TV watchers

Question 3

Social media can be used to help amplify the reach of TV to

these elusive audiences

Answer 3

14.2% lift in reach on FB; 23% lift in brand recall on YouTube

In terms of campaign planning, can act as a priming medium

Question 4

Social media can be used as a “second” screen to

Answer 4

enhance the content experience on another platform.

Question 5

Social and Search are

Answer 5

highly complementary

Question 6

many customers use __ and __ together

Answer 6

social and search

Question 7

Social can help drive __ search

Answer 7

organic

 Search engine algorithms consider social content

Question 8

Search provides the opportunity to

Answer 8

build deeper engagement by delivering the
right content when customer search for information on your
company

Question 9

Existing customer data can be used to better target people

across different channels with

Answer 9

coordinated messages

Question 10

Reach: increased reach of __ for campaigns using both FB and

email compared with email alone

Answer 10

77%

Question 11

Purchase: a lift of __ for campaigns using both FB and email

compared with email alone

Answer 11

22%

Question 12

The key question any social media strategy planning must

start with is about objectives: “

Answer 12

What are the objectives of

social media marketing for this brand?”

Question 13

For any given objective, you must ask,

Answer 13

“Is this objective value driving?”