Social Media Strategy & Planning Flashcards

A team adds UTM parameters to links in its social posts. What is the strategic benefit?

Answer: It lets web analytics attribute traffic and conversions to specific social campaigns

UTM tags show web analytics tools exactly which network, campaign, and post sent each visitor.

Which practice best describes social listening as part of strategy planning?

Answer: Tracking brand, competitor, and industry conversations to find trends and insights

Social listening analyzes conversations beyond your own mentions to inform strategy and spot trends or risks.

What should a social media crisis communication plan include?

Answer: Clear roles, approval chains, response templates, and steps to pause scheduled posts

A crisis plan sets who responds, how messages get approved, and when to pause scheduled content.

In Hootsuite, which tool gives a visual calendar view of scheduled and published content across connected accounts?

Answer: Planner

Planner shows scheduled, draft, and published posts in calendar form so teams can spot gaps.

Which is an example of a vanity metric when it is not tied to a business objective?

Answer: Total follower count

Follower count can look impressive but does not show business impact on its own.

A brand reviews quarterly results and finds that video posts outperform images by 3x in engagement. What is the best strategic next step?

Answer: Shift the content mix toward video and keep testing to confirm the trend

Strategy should change based on data, with ongoing tests to confirm that the results hold.

How is social media ROI typically calculated?

Answer: (Return minus investment) divided by investment, times 100

ROI compares the value generated with the total spent, shown as a percentage.