Social Media Marketing Risk Assessment & Management 2 — Questions and Answers
Question 1: A brand's social media post goes viral for the wrong reasons after a poorly worded tweet during a natural disaster. What type of risk does this represent?
- Competitive risk
- Reputational risk (Correct answer)
- Compliance risk
- Operational risk
Correct answer: Reputational risk
Reputational risk occurs when brand actions or content damage public perception, especially during sensitive events.
Question 2: Which metric is most useful for early detection of a social media crisis before it escalates?
- Follower growth rate
- Sentiment velocity (Correct answer)
- Click-through rate
- Share of voice
Correct answer: Sentiment velocity
Sentiment velocity measures how quickly negative sentiment is spreading, enabling early crisis detection.
Question 3: A competitor spreads false claims about your brand on social media. The most appropriate immediate response is to:
- Ignore it and hope it fades
- Engage in a public argument with the competitor
- Issue a calm, factual public statement correcting the misinformation (Correct answer)
- Report all the competitor's accounts to platform support
Correct answer: Issue a calm, factual public statement correcting the misinformation
A calm, factual public correction addresses misinformation without escalating conflict or damaging your brand's professionalism.
Question 4: When conducting a social media risk audit, which of the following should be reviewed FIRST?
- Competitor content calendars
- Existing brand social media policies and access controls (Correct answer)
- Platform algorithm updates
- Influencer partnership contracts
Correct answer: Existing brand social media policies and access controls
Reviewing policies and access controls first identifies internal vulnerabilities such as unauthorized account access.
Question 5: An employee posts confidential product launch details on their personal LinkedIn. This is primarily an example of:
- Influencer risk
- Insider threat / information disclosure risk (Correct answer)
- Platform policy risk
- Engagement risk
Correct answer: Insider threat / information disclosure risk
Insider threat risk involves employees unintentionally or intentionally disclosing sensitive information through personal channels.
Question 6: A social media risk matrix typically plots risks based on which two dimensions?
- Reach and engagement
- Probability and impact (Correct answer)
- Cost and timeline
- Audience size and sentiment
Correct answer: Probability and impact
A risk matrix maps the likelihood of a risk occurring against its potential impact to prioritize response efforts.
Question 7: Which of the following best describes a 'dark post' risk in social media marketing?
- A post scheduled during off-peak hours that receives no engagement
- Paid social ads shown to specific audiences that could contain inconsistent brand messaging (Correct answer)
- Content posted after a page is hacked
- Organic posts that go unnoticed due to poor hashtag strategy
Correct answer: Paid social ads shown to specific audiences that could contain inconsistent brand messaging
Dark posts (unpublished/targeted ads) risk delivering inconsistent or contradictory messaging to different audience segments without public visibility.
Social Media Marketing Risk Assessment & Management 2
A brand's social media post goes viral for the wrong reasons after a poorly worded tweet during a natural disaster.
What type of risk does this represent?