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MFA > Social > Flashcards

Social Flashcards

1
Q

What is Paid Social?

A

The most common type. Invloves budgets, content and a client that wants their content to be seen.

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2
Q

What is Organic Social?

A

Where a company will respond to the community via social media. ie a customer service rep responding and updating customers on flight services and delays and responding to comments for all to see.

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3
Q

What is Total Value?

A
  1. Bid
  2. Deliver Desired Action
  3. Ad Quality
  4. Relevance
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4
Q

Total Value - Bid

A

The amount you a willing to pay.

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5
Q

Total Value - Deliver Desired Action

A

if your ad wants to drive people to the website, is your ad actually going to ask for
that when it enters the auction. - don’t get this one??

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6
Q

Total Value - Ad Quality

A

scores the relevancy of your ad in the auction

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7
Q

Total Value - Relevance

A

A score on how relevant your ad is to the targeted individual.

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8
Q

Custom Audience

A

A type of audience you create from your existing database. You can load this list directly with the platform to target.

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9
Q

Dark/Sponsored Post:

A

An ad that you create to show on other people’s feeds that won’t be posted onto your page. Created in Bussiness Manager

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10
Q

Partner Categories:

A

data from trusted 3rd party data partners, you might need to this audience lists directly from a data partner.

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11
Q

News Feed/Timeline:

A

Updating home page

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12
Q

Relevance Score:

A

A score between 1 - 10

Calculated after ad receives 500 impressions

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13
Q

Business Manager:

A

for larger advertisers who create lots of ads at once and have control over their campaigns

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14
Q

Sentiment analysis

A

software that analyses the tone of written text, this can give you an idea of positive, neutral, or negative comments/feedback from a customer on your post.

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15
Q

Like/comment/share

A

measures the amount of interaction on a post.

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16
Q

Engagement rate

A

metric showing how many people are motivated to interact with your ad.

Number of People / number of people who saw your post x 100%

17
Q

Auction:

A

selects the best ads to play due to max bid and relevance to the user

18
Q

Buy Type:

A

the method which you:

  • Pay for
  • Target
  • Measure

Done by

  • Dynamic auction bidding
  • Fixed-price bidding
  • Reach and frequency buying
19
Q

Reach:

A

The number of individual users your ad was shown to.

20
Q

Percentage of Australia’s population active on Social Media?

A

71% in 2020

21
Q

Top 10 most used social media platforms?

A 
Youtube - 80% 
Facebook - 80% 
FB Messenger - 80% 
Insta - 53% 
Whatsapp - 33% 
Twitter - 29% 
Pintrest - 28% 
Snapchat - 27% 
Linkedin - 27% 
Skype - 20%
22
Q

In Australia of active social media users what percentage are are accessing via mobile?

A

98%

23
Q

Facebook Messenger, Facebook and Instagram are the top 3 apps accessed via mobile for what age range?

A

16-64

24
Q

What percentage of Australians access Facebook via a mobile phone?

A

97.6%

25
Q

What is 1st Party Data?

A

Client Owned Data

26
Q

What is 2nd Party Data?

A

Social Platform Data

27
Q

What is 3rd Party Data?

A

Data Aggregators eg shopper data collected from everyday rewards loyalty cards. It is sold by another company to you

28
Q

What is a Walled Green?

A

Closed ecosystem in which all the operations are controlled by the ecosystem operator.

29
Q

Objective: Awareness - Metrics

A 
Reach and Frequency, 
Cost per unique reach, 
Cost per reach point, 
Impressions, 
Cost per thousand, 
Ad Recall.

Large images to introduce the campaign.

30
Q

Objective: Understanding - Metrics

A 
Completed views, 
Cost per completed views, 
Post engagement rates, 
Link clicks, 
Cost per engagement.
31
Q

Objective: Consideration

A 
Link clicks, 
event responses, 
offer code claim, 
app install, 
In-app action, 
sentiment lift.

Learn More or Contact Us button - so you can get more information

32
Q

Objective: Engagement - Metrics

A 
Like, 
comments, 
shares, 
posts, 
positive sentiment, 
reviews
33
Q

Objective: Purchase

A

Conversions/Acquisitions,
Cost per transaction,
Return on Ad Spend,
App install.

eg Shop Now CTA button

34
Q

CTA buttons on Instagram (8 types)

A
  1. Book Now
  2. Contact Us
  3. Download
  4. Learn More
  5. Shop Now
  6. Sign Up
  7. Watch More
  8. Apply NOW
35
Q

Self Serve Platform for Facebook?

A

Facebook Business Manager

36
Q

Trafficking

A

An ad server that verifies delivered impressions and clicks and prevents platforms and publishers from bolstering their delivery. Can also track onsite actions and conversions.

Is done when you set up a campaign.

37
Q

Creative

A

The creative. Need to ensure the specs are correct for the platform and are generally built and hosted on that platform. Creative Hub is a tool to help with that.

MFA (11 decks)

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