Social Media Marketing Exam 2

Purpose of a Social Media Audit

• Evaluate performance of existing social accounts and strategies

• Identify what’s working, what’s not, and what needs updating

• Ensure profiles are branded consistently and optimized correctly

• Uncover red flags (inactive accounts, inconsistent tone, irrelevant followers)

 

Account Details

usernames, links, ownership, access permissions

Branding Review

profile photos, bios, tone of voice, consistency

Content Analysis

frequency, formats, top-performing posts

Audience Insights

demographics, follower relevance

Engagement Metrics

engagement rate, reach, impressions

Paid Campaign Review

ad performance, traffic generated

Competitor Benchmarking

performance comparisons and industry standards

Common Red Flags

• Duplicate or unofficial accounts

• Mismatched tone across platforms

• High followers but very low engagement

• Missing bios, outdated profile images, inconsistent branding

Cialdini’s Persuasion Principles

Reciprocity

free value builds obligation

Cialdini’s Persuasion Principles

Social Proof

people follow others’ behavior

Cialdini’s Persuasion Principles

Scarcity

urgency increases desire

Cialdini’s Persuasion Principles

Liking

we trust those we relate to

Cialdini’s Persuasion Principles

Authority

expertise boosts credibility

Cialdini’s Persuasion Principles

Commitment & Consistency

people stick to past choices

Cialdini’s Persuasion Principles

Unity

“people like us” identity builds influence

Forms of Credibility

Source Credibility

trustworthiness of the messenger

Forms of Credibility

Content Credibility

quality and accuracy of the message

Forms of Credibility

Platform Credibility

trust level of the channel (e.g., LinkedIn vs. spam site)

Influencers & Trust

• Micro-influencers often perform best due to authenticity, relatability, and tighter communities.

• Verified checkmarks and transparent communication increase trust.

Ethical Persuasion

• Builds long-term trust

• Offers real value

• Avoids deception, manipulation, and false scarcity

What Makes a Community-Based Brand

• Relationships > broadcasting

• Participation > impressions

• Customers become co-creators and advocates

Three Elements of Strong Brand Communities

Shared Consciousness

members feel a “we” identity

Three Elements of Strong Brand Communities

Rituals & Traditions

shared experiences reinforce belonging

Three Elements of Strong Brand Communities

Moral Responsibility

members help and support one another

Community Management Essentials

• Listen first, speak second

• Facilitate conversations, don’t dominate

• Act as the human voice of the brand

• Recognize and elevate user-generated content

Healthy Community Metrics

• Depth of conversation

• Sentiment

• Advocacy (UGC, referrals, reviews)

• Participation consistency

Real-Time Public Relations

• Continuous monitoring of public sentiment

• Responding quickly as events unfold

• Social media creates a 24/7 feedback loop where the public shapes the narrative

Internal

data breaches, employee misconduct

External

product backlash, cultural controversies

Early Warning Signs

• Sudden spikes in negative mentions

• Repeated complaints about the same issue

• Influencers amplifying negative narratives

 

Crisis Analysis Tools

Social Listening

detect sentiment shifts

Crisis Analysis Tools

ABSA

identify which parts of the brand receive positive/negative feedback

Crisis Analysis Tools

Influencer Mapping

who is driving conversation

Crisis Analysis Tools

Media Framing

how news portrays the crisis vs. the public

Crisis Response Best Practices

• Be transparent

• Acknowledge concerns

• Respond promptly

• Avoid defensive silence

• Learn and adjust

How AI Changes the Marketer’s Role

• From execution → orchestration

• From manual tasks → strategic decisions

• From production → insight, ethics, and creativity

Key Human Skills That AI Cannot Replace

• Empathy

• Storytelling

• Cultural understanding

• Ethical judgment

• Emotional interpretation

AI Literacy for Marketers

• Understanding AI tools

• Evaluating outputs

• Designing prompts

• Identifying bias and misinformation

• Ensuring transparency with audiences

The AI–Human Partnership

• AI = speed, analysis, automation

• Humans = meaning, narrative, ethics

Vanity Metrics

• Look impressive but don’t drive decisions

• Examples: followers, impressions, raw likes

Actionable Metrics

• Tied to strategy and behavior

• Examples: conversion rate, CTR, CPA, sentiment, engagement rate

KPI Essentials

• KPIs track progress toward specific goals

• Must align with objectives (awareness, engagement, conversion, advocacy)

 

Types of KPIs

Awareness

 

reach

Types of KPIs

Engagement

engagement rate, comments, shares

Types of KPIs

Conversion

CTR, CPL, purchases

Types of KPIs

Advocacy

referrals, UGC, reviews

Using Analytics Properly

• Analyze WHY performance changed

• Combine multiple analytics types (performance + audience + content + competitor)

• Avoid tracking too many unrelated metrics