.
Build a Facebook Page
Engage in a listening campaign
Come up with a big idea/underlying theme
Spectators
Creators
Critics
Meet my objectives?
Leverage my arsenal?
Follow best practices?
Translate universally across platforms?
Provide value?
True
False
True
False
180 characters
140 characters
120 characters
30 characters
Branded integration deals with applications
Digital Word of Mouth
Integration with traditional marketing channels
SEO
Twitter persona or feed management
Private communities designed for market research
Facebook Page management
Public communities, like World of Warcraft
All of the above
True
False
Active listening
Having a predefined crisis management plan
Speaking the language of your audience while retaining your brand voice
All are essential for successful crisis management
Social marketing programs success cannot be measured due to the complexity of the medium
It often makes sense to create proxies that can be mapped to traditional brand metrics such as favorability, purchase intent, etc.
Impressions should be mapped to gross rating points (GRPs) so marketers can compare to TV
All of the above
True
False