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Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Chapter 6: Strategic Planning For Social Media
Test Bank
Multiple Choice
1. Taking steps to make up a creative and systematic approach for social media
purposes is also known as a ______.
A. strategic plan
B. message map
C. social media policy
D. experiential media plan
2. ______ focuses on looking at the complete picture of what is happening in a
campaign from the past to the future.
A. Technical view of social media
B. Strategic view of social media
C. Managerial view of social media
D. Creative view of social media
3. ______,which is the overall tone, personality, and entity that is what is presented on
social media is part of the ______ section of the plan.
A. Brand voice; situational analysis
B. Brand voice; background section
C. Strategic mindset; situational analysis
D. Strategic mindset; background section
4. ______ focuses on the overall goals and dreams of the organization, whereas
______ describes key elements of the overall purpose.
A. Mission; vision
B. Mission; brand voice
C. Vision; brand voice
D. Vision; mission
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
5. Starbucks has a statement that states they are focusing on creating a culture of
warmth and belonging, where everyone is welcome. What is this an example of?
A. a mission statement
B. a brand voice statement
C. a vision statement
D. a strategic mindset statement
6. Danielle has been asked to create an environmental scan for the current landscape
related to Buffalo Trace Distillery. She wants to make sure she explores all of the
factors that could impact the brand externally. What are the main areas she needs to
address here?
A. She needs to explore the political factors of the situation for the company only.
B. She needs to address the political, legal, economic, and community factors for the
company.
C. She only needs to address the technology factors since she is working in social
media.
D. She needs to address the political, legal, economic, technology, community, and
social factors here.
7. ______ is where a social media professional analyzes all of the communication
efforts for the client and organization before a campaign is launched.
A. A strategic plan
B. A communication audit
C. A social media audit
D. A communication plan
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
8. The organizational structure, according to Jeremiah Owyang, that focuses on cross-
functional teams but there is a centralized area that everyone has a consistent social
media presence is referred to as ______.
A. decentralized
B. centralized
C. hub and spoke
D. multiple hub and spoke
9. There are four main categories for a SWOT analysis, all EXCEPT for ______.
A. strengths
B. weaknesses
C. opportunities
D. threats
E. situation
10. ______ focuses on challenges that emerge within the organization and on social
media, like internal conflicts or a no support for education and training for social media.
A. Threats
B. Weaknesses
C. Opportunities
D. Situation
11. A broad statement that captures the overall structure of what you want to focus on
for a campaign is called a ______.
A. goal statement
B. objective statement
C. strategy statement
D. message statement
12. The SMART criteria stands for objectives that need to be ______.
A. specific
B. time specific
C. measurable
D. achievable
E. all of these
13. Andy has been called in to have a heart-to-heart conversation with a client about a
campaign they are running. In 2 months, they want to get a million followers on
Instagram and get 50,000 engagements on Twitter. What issue does this raise for this
campaign?
A. They are not embracing the realistic component of effective objectives.
B. They are not embracing the specific component of effective objectives.
C. They are not embracing the time-specific component of effective objectives.
D. This is a strong objective statement to have for this campaign.
14. Proposing a designated hashtag for an event (e.g., Kentucky Derby’s is #kyDerby)
and host three influencers to do an Instagram takeover is an example of ______.
A. strategies
B. tactics
C. objectives
D. goals
15. ______ focuses on how you will be able to achieve your ______ in a campaign.
A. Strategies; tactics
B. Tactics; strategies
C. Strategies; goals
D. Tactics; goals
16. Elements that need to be included in a budget includes ______.
A. tool costs
B. influencer partnerships
C. paid media
D. all of these
17. ______ focuses on the content that will be going out at certain times of the
campaign. Hootsuite and Sprout Social offer these services for social media
professionals.
A. A strategic plan
B. A content calendar
C. A media plan
D. A creative plan
1. The key players and organizational structure of a company is not important to note for
the client overview for a campaign plan.
2. Psychographics are a key way to understand our audiences on social media.
3. Evaluation needs to happen only after the plan has been launched.
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
Short Answer
1. What is an environmental scan?
2. What are the components of SMART objectives?
3. Name the four components of a SWOT analysis
4. What is the strategic implications part of a plan?
5. Outline three factors of thought leadership.
1. You are in an interview with the Met Museum in New York City. They are looking at
various other candidates for the job, but they have a question for you regarding how you
approach a SWOT analysis. Outline the steps you will take to do a thorough and
comprehensive analysis of their social media work.
Ans: Varies.
2. You have been asked to step into the role of a technician within a social media
company. What are the responsibilities that are part of this job? How does this compare
with the managerial role?
Ans: Varies.
3. You have been asked to analyze the brand voice of three companies: Marvel, Nike,
and Sprinkles. Discuss how understanding each brand voice impacts a social media
campaign.
Ans: Varies.
4. Your boss comes in and states that as part of the background section of the
upcoming plan with Uber, we do not need to look at previous campaigns they have
done on social media. What would be your response, and provide two reasons why this
is necessary.
Ans: Varies.
Freberg, Social Media for Strategic Communication, 1e
SAGE Publishing, 2019
5. Discuss the different types of organizational structures of a company when it comes
to social media, and why this is important to note for a social media campaign.
Ans: Varies.
