CPM Platform Strategy & Community Mgmt 3 — Questions and Answers
Question 1: Which framework is used to categorize social media users by their level of participation and content creation?
- Porter's Five Forces
- Forrester's Social Technographics Ladder (Correct answer)
- SWOT Analysis
- BCG Growth-Share Matrix
Correct answer: Forrester's Social Technographics Ladder
Forrester's Social Technographics Ladder segments users from Creators to Inactives based on how they engage with social content.
Question 2: A community manager notices a vocal minority of members are consistently violating community guidelines. The MOST effective long-term solution is to:
- Remove all problematic members immediately
- Establish and enforce clear community guidelines with consistent moderation (Correct answer)
- Disable public commenting across all posts
- Ignore minor violations to avoid conflict
Correct answer: Establish and enforce clear community guidelines with consistent moderation
Consistently enforced community guidelines create predictable standards that protect the community culture without overreacting.
Question 3: What is 'dark social' in the context of platform analytics?
- Negative brand mentions on social media
- Private or non-trackable sharing channels like messaging apps and email (Correct answer)
- Paid dark posts visible only to targeted audiences
- Content posted after business hours
Correct answer: Private or non-trackable sharing channels like messaging apps and email
Dark social refers to content shared through private channels (WhatsApp, email, SMS) that analytics platforms cannot attribute to a source.
Question 4: A brand is selecting a platform for a visual product launch targeting Gen Z in the US. Which platform should receive the HIGHEST budget allocation?
- TikTok (Correct answer)
- Twitter/X
Correct answer: TikTok
TikTok dominates Gen Z engagement in the US with short-form video content that drives product discovery and virality.
Question 5: In community management, what does 'UGC' stand for and why is it valuable?
- Unified Growth Content — standardizes brand messaging
- User-Generated Content — builds authenticity and reduces content production costs (Correct answer)
- Urgent Growth Campaigns — drives short-term spikes
- Universal Gateway Channel — integrates all platforms
Correct answer: User-Generated Content — builds authenticity and reduces content production costs
User-Generated Content created by community members builds social proof, authenticity, and reduces the brand's content creation burden.
Question 6: Which tactic is MOST effective for reactivating dormant members of a brand's online community?
- Removing inactive accounts to improve engagement rate metrics
- Sending personalized win-back messages with exclusive value offers (Correct answer)
- Increasing post frequency to appear in their feeds more often
- Switching platforms where dormant members may be more active
Correct answer: Sending personalized win-back messages with exclusive value offers
Personalized re-engagement with exclusive value (early access, special offers) addresses the 'why should I return?' barrier for dormant members.
Question 7: What is the MAIN risk of a 'post and pray' social media approach?
- Over-investing in paid social amplification
- Publishing content without a strategy, leading to inconsistent results and no learning (Correct answer)
- Engaging too frequently with community members
- Focusing too much on platform-specific optimization
Correct answer: Publishing content without a strategy, leading to inconsistent results and no learning
Publishing without strategy means no hypotheses are tested, no metrics are tracked, and no improvements can be made systematically.
CPM Platform Strategy & Community Mgmt 3
Which framework is used to categorize social media users by their level of participation and content creation?