Lesson 4 Vocab

Question 1

A/B Testing

Answer 1

is a method of comparing two versions of a piece of content against each other to determine which one performs better. A/B testing is a process that is normally conducted to define the best CTA to run during your campaign. It is important when conducting A/B testing that the tests are run simultaneously to account for any variations in timing. Make sure your testing time is long enough that you obtain accurate results. Most A/B tests are run for several days.

Question 2

Call to Action (CTA)

Answer 2

is a text link, button, or graphic that encourages the user to click to perform an action or otherwise engage with the brand and continue along your social media funnel.

Question 3

Editorial Calendar

Answer 3

to track the activities and progress for your campaign. You learned what roles are necessary on a campaign team.

Question 4

Game Dynamics

Answer 4

are the emotions and motivations that are the part of the game experience that lead the user to perform an action.

Question 5

Game Mechanisms

Answer 5

are elements that make the site or activities enjoyable, challenging, gratifying, or whatever other emotion the activity summons in a participant.

Question 6

Gamification

Answer 6

is integrating entertainment or competition mechanisms into social media sites or activities to drive engagement or participation by a target audience.

Question 7

Infographic

Answer 7

for a social media campaign, you should make sure they all feel like they are part of the same campaign. While you do not need to post the same image on each platform, it is good to have some type of visual theme so they are recognizable as part of the campaign.

Question 8

Keyword

Answer 8

are words, phrases, or hashtags that are used to retrieve information on social media platforms. A social media audience will use keywords to find companies, brands, products or trends on social media.

Question 9

Kick-Off meeting

Answer 9

is the first team meeting for the campaign. It brings the campaign team together to start planning the campaign. The campaign manager will identify the activities and tasks the team members will perform during the campaign. At this point, the social media manager, strategist, and campaign manager have likely completed the preparation stage, so the business purpose of the campaign is known.

Question 10

Metrics

Answer 10

are any type of measurement that helps you assess the progress that is being made during a business process or toward a business goal. During a social media campaign, your team should measure both quantitative and qualitative metrics.

Question 11

Qualitative Metrics

Answer 11

for social media campaigns might include sentiment, passion, brand awareness, and positioning in the industry.

Question 12

Quantitative Metrics

Answer 12

are harder to gauge because they are measurements that are based on observations.

Question 13

Social Media Campaign

Answer 13

is a coordinated effort to use one or more social media sites to achieve a business goal in a defined length of time. Everyday social media efforts include things like increasing the audience or responding to customer queries.

Question 14

Social Media Funnel

Answer 14

is a series of phases that a target persona or audience member goes through when interacting with a company on social media.

Question 15

Status-Based Workflow

Answer 15

each piece of content is assigned a status depending on where it is in the creation process. Examples of status are as simple as “draft,” “in progress,” “waiting on someone else,” “completed,” or “final.” What the status means is the important part of this type of workflow.

Question 16

Task-Based Workflow

Answer 16

each stage of the content process is listed as a task in the order that it needs to be completed. Team members are assigned the tasks.