CIW 1D0-623 - Social Media Strategist

The company is trying to calculate the Return on Investment (ROI) from their social media efforts. ROI measures the profitability of an investment and is calculated by comparing the net profit to the initial cost of the investment. In this case, the company is looking at the costs of paid advertising and internal resources (investments) against the revenue generated from social media platforms (return). By tracking sales orders and conversion data, the company can determine how much revenue is attributable to their social media campaigns and whether the investment is yielding a positive return

To attract new followers interested in ocean cruising, the company specializing in river cruises should use paid advertising on social media. Paid advertising allows for precise targeting based on demographics, interests, and behaviors, making it possible to reach a new audience specifically interested in ocean cruises. This approach can quickly expand their follower base and generate leads. Banner advertising is more static and less targeted, organic advertising relies on existing followers to spread the word, and viral advertising is unpredictable and cannot be relied upon as a primary strategy. Paid advertising offers control and scalability, essential for targeted expansion.

Defining the audience's positions in the social media funnel during the planning stage is crucial for the success of social media campaigns. This step involves identifying target audience segments, understanding their behaviors and preferences, and mapping out their journey from awareness to conversion. By doing so, Alice can create tailored content and engagement strategies that effectively address the needs and motivations of each segment at different stages of the funnel, ensuring a more focused and effective campaign.

References:

"How to Build a Social Media Marketing Funnel That Converts," Hootsuite Blog.

"The Social Media Marketing Funnel Explained," Sprout Social.

The behavior described in the scenario, where the park service announces a highway closure and receives responses from visitors requesting evacuation assistance, is commonly referred to ascrowdsourcing. Crowdsourcing involves obtaining information or input into a task or project by enlisting the services of a large number of people, typically via the internet. In this context, the park service is leveraging the collective input of park visitors to manage and respond to the situation effectively.

When a customer is enthusiastic about a product and shares their experience on social media, this is considered earned communication. Earned communication refers to organic mentions, shares, and reviews generated by satisfied customers or users without any paid promotion.

Credibility: Earned communication is highly credible because it comes from unbiased customers.

Influence: Positive customer testimonials can significantly influence potential buyers' decisions.

Cost-effective: Unlike paid communication, earned media is free and often more trusted by other consumers.

References:

Marketing literature describes earned media as user-generated content that brands gain through word-of-mouth and organic mentions (Content Marketing Institute, Sprout Social).

The best practice for using curated content ethically involves creating a new title, linking to the original sources, and adding personal editorial comments. This approach is ethical because:

Attribution: Properly attributing sources by providing links to the original articles respects the intellectual property of the original authors.

Added Value: By adding personal editorial comments, you provide additional value to the content, which helps distinguish it from merely copied material.

Copyright Compliance: Using a new title and snippets, while providing links to the full articles, ensures compliance with copyright laws by not using the full text without permission.

References:

Content curation best practices emphasize proper attribution and adding value through commentary (Content Marketing Institute).