30 Questions
What is the purpose of conducting a social and channel audit?
Identifying existing social media and other channels, their function, and performance
Why is it important to have access and login details for all channels and analytics?
To ensure continued access to channels even after personnel changes
What is the significance of identifying administrators of various channels?
To prevent security concerns and ensure appropriate access control
Why is it essential to note existing resources dedicated to daily operations?
To efficiently utilize resources and identify potential reallocation needs
What does audience research primarily involve?
Developing specific insights into target audience to guide activities
Why is understanding the chain of command crucial in digital activity?
To determine decision-making responsibility and accountability
What is the main purpose of competitor research?
To establish a clear picture of the competitive landscape and understand your place amongst competitors
What does a creative brief primarily use to inspire campaign ideas?
Product, audience, and competitor insights
What is the output of a media brief?
Channel plan detailing all channels, paid and free
What can competitor research help identify?
Gaps and opportunities to capitalize on
What does a brief allow you to identify?
The most important insights and understandings that will inform your strategy
What is the main purpose of writing a brief?
Provide a series of instructions for strategy development across media and creative.
What does the Facebook Audience Insight Tool provide?
Audience interests, locations, engagement rates, and demographics for refining messaging and targeting on Facebook
What is the primary purpose of Consumer Barometer?
To measure consumer patterns and gain insights across industries and locations
What is the difference between observational social listening and empirical social listening?
Observational social listening relies on observing keywords, hashtags, and tags without paid tools, while empirical social listening verifies assumptions with hard numbers
What can be achieved through Google Keyword Planner and Display Planner?
Providing search trends and website visitor characteristics to identify types of sites audience browses
What does audience personas help build insight into?
Motivations, interests, digital channel choices, content preferences, search behavior, device usage, age, gender, and quirks
What is the purpose of Brandwatch and Pulsar?
Audience listening platforms to monitor brand mentions on social media and around the web
What is the purpose of a research map?
To document and map research to derive insights
What kind of information does desk research provide?
Demographics, insights, and trends
What is the purpose of a digital audit?
Assessment of all active media channels and their current effectiveness
Which type of research provides valuable insights directly related to your business?
Owned research, such as website analytics, current customer research, and social channel insights
What helps establish awareness of digital within an organization during the audit process?
The audit process itself
What are the factors to consider in a digital audit?
A site audit, social media audit, content audit, and technical SEO audit
What is the purpose of conducting channel analytics during the Research phase?
To utilize existing data on existing channels to make decisions
What is the main role of the research phase in developing a strategy?
To learn as much as possible about the target audience, industry, and environment
What does research mapping aim to achieve during the Research phase?
Identifying all the points of data that will input to strategy
What is the purpose of social listening during the Research phase?
Observing how people talk about the brand, category, or industry on social media
What does audience research aim to accomplish during the Research phase?
Finding out more about the target audience to reach them effectively
What insight does keyword research aim to provide during the Research phase?
To identify popular search terms and phrases related to the industry or topic
Study Notes
- A research map is a plan used by marketers to document and map their research to derive insights, acting as a simple mind map.
- Things to plot on a research map include audience insights and findings related to the challenges faced.
- It is essential to critically evaluate research, differentiating between reliable and unreliable sources.
- Owned research, such as website analytics, current customer research, and social channel insights, provides valuable insights directly related to your business.
- Desk research is easily accessible information found through online sources, helping discover demographics, insights, and trends.
- Google is a highly effective desk research tool, allowing you to ask questions and find answers related to your audience, industry, and channel inquiries.
- A digital audit is an assessment of all active media channels and their current effectiveness, conducted to understand the available channels for your strategy.
- A digital audit includes evaluating the status of your existing website, site analytics, social media profiles, and accounts, as well as identifying who has been operating them.
- The audit process helps establish awareness of digital within your organization and can be used to overcome internal politics.
- Factors to consider in a digital audit include a site audit, social media audit, content audit, and technical SEO audit.
This quiz covers the essential steps for conducting a social and channel audit, including identifying existing channels, accessing login details, noting administrators, and assessing existing resources and history.
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