One of the best things to come out of a social marketing quiz is insights into a being a successful marketer. The ability to actually find out what you’re doing right, wrong, what works and what doesn’t. If you haven’t taken one yet, here is a link to a favorite of mine:http://www.marketergizmo.com/1799-2/.
If you’re ready to get right to the issue, below are a few questions every marketer should know:
- A former employee reveals sensitive data on your Facebook page, acting as a whistle blower. The post starts a small crisis on your end. What do you do?
- Treat the post like one of a regular community member. The fact that he’s been an employee doesn’t change your duties of professionally representing the brand and you need to remain fair and transparent.
- Delete the comment since this is a special case and the data has unlawfully been posted. Directly contact the employee and alert the legal department immediately.
- Try to downplay the incident by posting other updates according to your regular content calendar and try to avoid bringing too much attention to the issue.
- Get a senior person involved, this is above your pay grade.
What did you pick?
This is definitely a special case. The employee was under contract, and after leaving if they start leaking secrets, the company is well within their right to remove this sensitive information that it doesn’t want leaked through such a channel.
In spite of that, close to most marketers thought it would be okay to treat this post like a regular community post. What I found a little interesting was that about very few marketers would go to a senior staff member and ask what the right way to handle this would be.
- How do you handle a lack of interesting content on your page when not a lot is happening in the industry?
- Post simple text updates and keep the flow going.
- Stop posting until worthy content appears, you don’t want to give your fans trash.
- Don’t post mediocre updates, but devote more time to craft original stories and content.
- Ask your fans what they’d like to see since there’s not a lot happening, they can tell you what kind of content would be good.
What did you pick?
This question speaks volumes about the attitude that marketers have today. So there’s a little rut in the industry. Not a lot of news, interesting ideas or opinions are surfacing for your brand to talk about. And this happens very often. Every company and manager hit this a couple of times every quarter. Do you turn to your fans every single time to ask what they’d like to see?
The right way to deal with this would be to focus on crafting better content, posting better stories, creating more original content and ideas. If it’s smart and speaks to your target audience, they’ll like it. Do a couple of re-caps on what’s happened lately, perhaps make a couple of predictions for the future, highlight some of the best work your company has done. But the second you go down the route of asking your fans what they want to see, you go down the route of letting them decide what content you should post.
- What’s the CTR of 400 Clicks with 40,000 Impressions?
Just over half of all marketers usually get this right, but it’s still a crazy low percentage. CTRs are something that marketers are always obsessing over. Most marketers are a little too quick to rely on tools and aren’t able to calculate social metrics themselves.
Perhaps marketers are just used to saying incredibly low CTRs for their ads, which is why they don’t automatically gravitated towards 1%, which is the correct answer.
- Google Analytics tells you that 1,000 people came to a particular page on your website, and 250 of them went on to view another page from that page. What’s the bounce rate of the page?
Bounce rates are another metric that marketers should obsess over. How many people are coming to my landing page and just running away? You want that number to be as low as possible, therefore my obsession with low bounce rates.
There are marketers who truly believe that a bounce rate of 250% or 750% is possible. The calculation of bounce rate isn’t hard. The problem here isn’t about the calculation itself, but the concept of bounce rate itself.
Perhaps this is another argument for marketers relying too heavily on tools and not knowing how the metrics work?
- A moderator of a Facebook page cannot do the following:
How well acquainted are you with the various Facebook admin roles? Are you aware of what an Analyst can’t do on a Facebook page and what the Editor can do?
For companies and brands that have more than one person managing a Facebook page, knowing the roles and their capabilities becomes incredibly important.
So, what can a moderator of a Facebook Page do?
- Send messages as the page.
- Create ads.
- Create and delete posts on the page.
- See who posted as the page.
What did you pick?
Very few marketers usually get this question right. Most marketers thought that Moderators can’t create ads, which is a fairly rational decision to make since you’d expect a moderator to be a person who essentially responds to comments and tries to keep order on the page. Perhaps Facebook’s roles and their capabilities are to blame for this one.
Regardless, it’s important to know who can do what, and most marketers aren’t clear about Facebook’s various roles for page managers.
That was a real eye-opener, no? If you got most of these right, congratulations! Got most of them wrong? Perhaps a night of studying up on how to be a successful marketer could do you some good. It’s back to the drawing board for you!
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