CIW Social Media Strategist - Exam Objectives
Exam 1D0-623
Domain 1: Introduction to Social Media
1.1 Define "social media" and discuss how social media differs from traditional media, including quality, reach, frequency, accessibility, immediacy, and permanence.
1.2 Describe Web 2.0-enabled technologies, including the following: Ajax, tagging, Semantic Web, Web feed services, podcasts, streaming, mashups and dashboards.
1.3 Explain various social communication methods, including written communication such as e-mail, posting, commenting, instant messaging, live chatting, text messaging, VoIP, video conferencing and live streaming, as well as owned, earned and paid communication.
1.4 Explain the common reasons people use social media and list the types of social media consumers, including contributors, influencers, participants, sharers, and spectators.
1.5 Describe the five types of social media services and give examples of these sites: social publishing, social networks, social entertainment, social collaboration, and social commerce.
1.6 Explain the differences between social media and mobile social media, including location and time sensitivity.
1.7 Explain what engagement is in social media and how it is measured, including conversation volume, applause, sentiment, and amplification.
1.8 Identify common types of tools used with social media and explain what kind of information they provide.
Domain 2: Social Media in Business
2.1 Explain factors that influence the facilitation of social media throughout a business, including executive buy-in, company culture, organizational structure, and organizational arrangement.
2.2 Plan social media for a fictitious business, including the business mission and its SMART core business and organizational goals.
2.3 Explain how using crowdsourcing and crowdshaping in social media have affected business innovation.
2.4 Identify social media positions and the tasks and responsibilities of each role.
2.5 Given a scenario, determine the impact on a business of implementing social media, including budgets, staffing, training, and policies.
2.6 Explain the types of communication links that can exist with businesses using social media.
2.7 Describe organizational assets to leverage in a social media campaign, such as content, social media accounts, employees, influencers, and company-specific resources.
2.8 Explain elements that can help boost brand recognition on social media, such as consistency, social profiles, social voice and tone, and social characters.
2.9 Create a personal online social media profile.
2.10 List advantages and disadvantages of using social media in business.
Domain 3: Social Media Strategy
3.1 Describe the cycle of a social media strategy plan.
3.2 Conduct social media audits to assess the social media landscape, including brand presence, sentiment, positioning and competition.
3.3 Explain the importance of market segments that impact a social media strategy, such as geographic, demographic, psychographic and behavioral segments.
3.4 Develop social media personas for a business.
3.5 Identify the primary and secondary target social media audiences for a company, brand or product.
3.6 Perform a strengths, weaknesses, opportunities, and threats (SWOT) analysis based on a social media audit.
3.7 Explain the importance of making data-driven decisions in a business.
Domain 4: Social Media Campaigns
4.1 Explain a typical social media campaign and provide examples from current business on the Web.
4.2 Describe project management essentials in relation to a social media campaign, including creating a social media editorial calendar.
4.3 Assemble a project team of writers, editors, graphic designers, and subject-matter experts (SMEs) to satisfy the technical and marketing needs of a social media strategy.
4.4 Gather appropriate data for a successful social media campaign.
4.5 Identify the appropriate metrics for determining or declaring success in social media.
4.6 Given a scenario, explain the tactics and strategies for a social media campaign, including content, timing, communication, influencers, keywords, and gamification.
4.7 Describe how to support the message of a social media campaign.
4.8 Given a scenario, create a call to action for a social media campaign.
4.9 Explain the types of content that can be used in a social media campaign.
4.10 Given a scenario, create or select the appropriate content for a social media campaign.
4.11 Explain how to find, organize, and share curated content for use in social media campaigns and identify challenges of using curated content.
Domain 5: Social Media Platforms
5.1 Choose the appropriate social media platform and find social networks for a specific industry or niche.
5.2 Given a scenario, justify a social media platform choice, including business objectives for your social media campaign.
5.3 Assess the environment and audience of a social media site. Determine audience composition for a social media site, including the number of followers and various demographics.
5.4 Identify the metrics available on social media platforms.
5.5 Determine platform-specific strategies and tactics you can employ on various social media platforms.
5.6 Identify the dynamics of a social media community.
5.7 Describe how to build a social media community.
5.8 Describe the primary responsibilities of a social media community manager, including being the “face” of the brand.
5.9 Identify communication strategies that allow community members to have a voice in your community.
5.10 Given a scenario, determine how to identify and work successfully with social media contributors and influencers.
5.11 Identify social media trends and ways to use them to your advantage.
Domain 6: Social Media Presentations and Blogs
6.1 Explain how presentations (e.g., Webinars, Webcasts, podcasts and live streaming) can be social.
6.2 Develop objectives for a social presentation.
6.3 Analyze gathered data on audience needs, values and constraints for a social presentation.
6.4 Create a social presentation using a three-part structure (i.e., beginning, middle and end).
6.5 Deliver a social presentation.
6.6 Use techniques to reduce speaking anxiety before and during a social presentation.
6.7 Prepare notes and visual aids for a social presentation.
6.8 Describe how to lead a question-and-answer session.
6.9 Explain how a business blog can provide multiple functions for a social media strategy.
Domain 7: Social Media Risk, Reputation and Crisis Management
7.1 Explain the types of risks related to social media that a business might encounter.
7.2 Explain how organizational weaknesses can put a business at risk on social media.
7.3 Identify the steps to performing a social media risk assessment.
7.4 Describe components of an effective social media risk management strategy, including governance, processes and systems.
7.5 Explain the purpose and importance of social media policies.
7.6 Describe social media data and how it might be accidentally or maliciously misused by employees or non-employees.
7.7 Given a scenario, describe legal, regulatory and compliance issues that a business might encounter because of social media.
7.8 Identify reputation risk factors for a business that are related to social media.
7.9 Describe the components that make up a social media crisis plan, including roles, messages and action plan.
7.10 Explain the stages of a social media crisis, including detection, identification, response and recovery.
Domain 8: Social Media Advertising
8.1 Describe the differences between paid and organic social media.
8.2 Given a scenario, identify the target objective and audience for an advertising campaign.
8.3 Explain how to set a social media budget for an advertising campaign.
8.4 Describe how to measure the performance of an advertising campaign.
8.5 Describe the type of content that makes the best ads on social media, and how to test variations of ads using A/B testing.
8.6 Create a Facebook advertisement, selecting the appropriate ad type, audience, budget and metrics.
8.7 Describe how to advertise on Instagram through a Facebook business page.
8.8 Create a Twitter advertisement, selecting the appropriate ad type, audience, budget and metrics.
8.9 Create a LinkedIn advertisement, selecting the appropriate ad type, audience, budget and metrics.
8.10 Explain how to advertise on Google platforms (Google+, YouTube).
8.11 Describe how to create a Promoted Pin on Pinterest.
8.12 Given a scenario, describe how to select the best platform for your business.
8.13 Describe best practices for creating social media advertising.
Domain 9: Social Media Metrics and Analysis
9.1 Describe what big data is, how it is related to social media, and the types of data that social media generates.
9.2 Describe strategies for analyzing big data generated from social media.
9.3 Identify the characteristics of big data, including volume, velocity, variety, veracity, confidence, context and choice.
9.4 Describe what social media mining is and its process.
9.5 Explain how to extract and archive data from social media.
9.6 Explain the process of cleaning and transforming big data so it is ready for analysis.
9.7 Describe how visualizing big data from social media can help a company when analyzing data.
9.8 Describe how to calculate social media ROI.
9.9 Identify the types of social media metrics that can be used for different stages of the social media funnel.
9.10 Describe what a conversion is in social media, how to measure conversions and the various types of conversion attribution models.
9.11 Describe the types of tools used in social media analytics.
Domain 10: Social Media Reporting and Optimization
10.1 Describe what a social media report is and the steps for creating one.
10.2 Identify types of social media reports and scenarios where they are useful.
10.3 Explain how the audience should be considered when creating a social media report.
10.4 Describe what social media optimization (SMO) is and how it fits into the social media strategy planning cycle.
10.5 Explain how social media can be optimized by integrating it into traditional marketing campaigns.
10.6 Describe methods of optimizing content for social media.
10.7 Describe how metadata is used for SMO and identify the types of metadata protocols (Open Graph, Twitter Cards, and schema.org) and their tag structures.
10.8 Explain how social media optimization (SMO) can have an impact on search engine optimization (SEO) and steps you can take to improve your SEO using SMO.
