MOTSEPE ADVERTISING- SKILL TEST: MASHAO SEABELA
1. The primary reason for a brand to have a social presence is to connect with
customers and potential customers, build brand awareness, and increase
engagement with the brand. Social media platforms can be used to share
information about products and services, offer customer support, gather customer
feedback, and build trust and/ or credibility. Additionally, social media can be used
to drive website traffic and sales, and build a community around the brand.
2. Social media platforms use a variety of algorithms to determine what content to
serve on timelines and newsfeeds. These algorithms consider various factors,
including the user's past behaviour, the type of content being shared, the
engagement level of the content, and the user's connections. For example,
Instagram uses a similar algorithm called the "Explore Algorithm" which uses factors
like the user's past behavior, engagement, and the timeliness of the post.
3. Snapchat is a popular social media platform known for its feature, allowing users to
send images and videos that disappear in 24 hours. The platform also includes other
features such as filters, lenses, and filters, that allow users to add creative elements
to their content. For brands, Snapchat can be a valuable platform for reaching a
younger audience and creating engaging, interactive content. I’ve been privileged to
work with a storytelling company called Seen where Snapchat encompassed their
biggest audience because of the lenses . However, it is worth noting that Snapchat's
user base is relatively small compared to other platforms such as Facebook or
Instagram, so it may not be the best fit for every brand. Brands should consider their
target audience and the type of content they want to create when deciding whether
to have a presence on Snapchat.
4. The platform is known for its short-form video format, which allows users to create
and share videos set to music and other audio. For brands, TikTok can be a valuable
platform for reaching a younger audience and for creating engaging, creative, and
viral content. The platform's emphasis on short-form video and music can help
brands to stand out and create a sense of fun and creativity. Additionally, the
platform's features, such as filters, effects, and challenges, offer brands a unique way
to interact with their audience and promote their products or services. However, the
platform's advertising options and targeting capabilities are still evolving and may
not be the best fit for every brand. Brands should consider their target audience, the
type of content they want to create and their brand image when deciding whether
to have a presence on TikTok.
5. Brands that oversell their products or services are struggling on social media. These
are brands which publish content about their offerings with no sense of what is
going on in the real world as opposed to brands that will sometimes read the room
for example in terms of the political landscape of the countries their based in and
then come up with some content which is empathetic and brings value to the
receiver.
6. There are many brands that are doing well on social media, and their success can
vary depending on the specific platform and industry. An example I admire is Nike
for their strong social media presence, particularly on Instagram and Twitter, where
it uses a mix of user-generated content and professional photography to showcase
its products and connect with its audience. Moreover, partnering with public figures
like Caster Semenya who is an intersex cisgender woman correlated with their
brand, and some of the social justice issues we face. The campaign has reached
millions globally and positioned Nike is a force to be reckoned with online.
7. Return on Relationships (ROR) is a metric that is used to measure the value and
effectiveness of a brand's social media efforts. It is a way to calculate the return on
investment (ROI) of a brand's social media efforts by taking into account the value of
the relationships that are being built with customers, rather than just focusing on
the monetary value of sales or conversions.
8. Social media return on investment (ROI) is a metric that measures the financial
return of a brand's social media efforts. It is calculated by taking the monetary value
of the benefits (e.g. sales, leads, website traffic) generated by social media and
dividing it by the cost of the social media efforts. The answer is often or written a
percentage or a ratio.
9. A) Use Twitter's "Direct Message Card" feature: Twitter allows users to add a "Direct
Message" button to their tweets using a "Direct Message Card." This enables users
to click the button and open a direct message conversation with the tweet's author.
To add this to a tweet, you must create a Direct Message Card through Twitter's ads
platform and then attach it to the tweet.
B) Use a third-party tool: These tools typically work by creating a unique link that,
when clicked, opens a direct message conversation with the tweet's author. Some
popular tools include "Click to Tweet" and "DM for Twitter."
10. It depends on the specific goals and objectives of the brand. Each metric has its own
importance and it's hard to say one is more important than the others. Sentiment
determines the emotional tone behind a piece of text, whether it's positive, negative
or neutral. It's important because it can provide insight into how customers feel
about a brand and its products or services. This can help brands to identify areas of
improvement and to gauge the effectiveness of their marketing campaigns.
Engagement measures how actively users interact with a brand's content on social
media. This can include likes, shares, comments, and other forms of interaction. It's
important because it can indicate how well a brand's content is resonating with its
audience and can provide insight into what types of content are most effective.
Reach is a measure of the number of people who have seen a brand's content on
social media. This can include the number of impressions or the number of unique
views.It's important because it can indicate the potential size of a brand's audience
and can provide insight into how effectively a brand is reaching its target market.
11. Key traits of a successful social media coordinator include
-Strong communication skills: A social media community coordinator should have
excellent written and verbal communication skills in order to effectively
communicate with a brand's audience and build relationships with customers.
-Creativity: A social media community coordinator should have a creative mindset
and be able to think outside the box in order to create engaging and unique content
that will resonate with the brand's audience.
-Analytical skills: A social media community coordinator should have a strong
understanding of social media analytics and be able to use data to inform strategy
and decision making.
-Passion: A social media community coordinator should be passionate about the
brand and its products or services in order to effectively communicate that passion
to the brand's audience.
-Flexibility: A social media community coordinator should be able to adapt to the
ever-changing social media landscape and be open to experimenting with new social
media platforms and strategies.
-Strategic thinking: A social media community coordinator should be able to think
strategically and develop a long-term plan for building and maintaining a strong
community around the brand.
-Customer service oriented: A social media community coordinator should have
strong customer service skills and be able to respond quickly and effectively to
customer inquiries and complaints.
-Proactivity: A social media community coordinator should be proactive and
anticipate potential issues or opportunities that may arise within the community.
-Time management and organization: A social media community coordinator should
be able to manage their time effectively and stay organized in order to handle
multiple tasks and projects at once.
-Understanding of the brand, industry and the audience: A social media community
coordinator should have a deep understanding of the brand, industry, and audience
in order to create relevant, targeted and authentic content.
12. Convincing company leaders that social media is a valuable investment can be
challenging, especially if they view it as unprofessional or are hesitant to invest in it.
Here are some suggestions for convincing them of the benefits of social media:
-Highlight the ROI: Show the leaders how social media can drive sales, leads, and
conversions. Share data and statistics on the ROI of social media marketing and how
it compares to other marketing channels.
-Show the value of customer insights: Social media can provide valuable insights into
customer behavior, preferences, and needs. Share examples of how social media
insights have helped other companies make better business decisions.
-Explain the importance of brand reputation: Social media can be a powerful tool for
managing a brand's reputation. Highlight the risks of not being active on social media
and the potential negative impact on the brand if negative comments or complaints
go unanswered.
-Emphasize the importance of customer engagement: Social media provides an
opportunity to engage with customers in a meaningful way. Show how social media
can be used to build relationships with customers and increase brand loyalty.
-Demonstrate the potential of social media advertising: Social media advertising can
be an effective and cost-efficient way to reach new customers and drive conversions.
Share data on the reach and ROI of social media advertising and how it compares to
other advertising channels.
-Show how social media can help with recruitment: Many companies are using social
media to find and attract top talent. Share examples of how social media recruiting
has helped other companies find the perfect candidate.
13. Reach refers to the number of unique individuals who saw a brand's content. It is the
total number of people who viewed the content, regardless of how many times they
saw it. On the other hand, Impressions, on the other hand, refer to the number of
times a brand's content was viewed. Impressions count each time the content was
seen, whether by the same person or multiple people. Both metrics can be valuable
to track, depending on the brand's goals and objectives. Reach can be used to
measure the potential size of a brand's audience and how effectively it is reaching its
target market. Impressions can be used to measure the visibility and exposure of a
brand's content, and how well it resonates with its audience.
14. A dark post is a type of social media post that is not publicly visible on a brand's
profile or timeline. Instead, it is only visible to a targeted audience when it is served
as an advertisement. These types of posts are usually used to test different ads to
see which one performs best, targeting a specific audience or messaging for a certain
event or limited offering such as a sale
15. They are words or phrases preceded by the symbol “#” and are used to categorize
content by allowing users to find, and view content related to a specific theme which
is essentially discoverability. Secondly, you can use them for branding to promote
your product or certain campaigns. Through user generated content, brands can also
encourage their followers to post and share their own content. Lastly, brands can
use hashtags to track the analytics of a certain campaign and incorporate that into
their social media strategy
16. Posting at a high frequency across multiple platforms may not be the most effective
approach because it can lead to over saturation. It’s all about quality vs quantity
meaning that the brand may not be able to provide value to their audience if they
post 12 times daily. I would advise your client to reconsider their approach and focus
on creating a smaller number of high-quality posts that align with their overall social
media strategy. Rather than focusing on the number of posts, the brand should focus
on creating content that is valuable and engaging to their target audience. It's better
to have fewer, high-quality posts that resonates with their audience.
17. ROI can be measured using different metrics and will vary depending on the specific
goals of the campaign or overall social media strategy. The key is to track the metrics
that are most relevant to the brand's goals and to use them to make data-driven
decisions and optimize the strategy.
--Engagement: This includes likes, comments, shares, and other forms of
engagement on a brand's posts. This can indicate how well the brand's content is
resonating with their audience.
-Reach: This includes the number of people who have seen a brand's content. This
can indicate the brand's visibility and potential to reach new audiences.
-Audience Growth which is the number of followers, fans, or subscribers a brand has
on each platform.
-Traffic: number of clicks on links in the brand's posts that lead to the brand's
website which indicates the brand's ability to drive online traffic and conversions.
-Sales: conversions generated from the brand's social media efforts.
-Brand awareness: This metric can be measured by monitoring the number of
mentions of your brand, both organic and paid, and the number of users who have
seen the brand's content.
Writing
18. Facebook Posts for Discovery Health
-Do you want to #LiveBetter? Join us on Wednesday the 15th of February as we
LiveStream a session with Dr Khosi for a live Q&A session on how to be more mindful
-Sign up for VitalityHealth today and stand a chance to win a trip for you and your
family to the Maldives. Click on the link to enter www.vitalityhealth.com/maldives .
Ts and Cs apply #VitalityHealth #Maldives #WinBig
-At Discovery Health, we pride ourselves in our award winning service offerings for
you and your loves ones. Did you know we won the most loved brand in 2022?
Twitter posts for Discovery Health
-Do you want to #LiveBetter? Join us on Wednesday the 15th of February as we
LiveStream a session with Dr Khosi for a live Q&A session on how to be more mindful
-Sign up for VitalityHealth today and stand a chance to win a trip for you and your
family to the Maldives. Click on the link to enter www.vitalityhealth.com/maldives .
Ts and Cs apply #VitalityHealth #Maldives #WinBig
-At Discovery Health, we pride ourselves in our award winning service offerings for
you and your loves ones. Did you know we won the most loved brand in 2022?
19. Hi Simy,
Regarding the mailer for the competition, I have assigned the brief to you as a task
on Asana. However, I would like you to merge our Discovery Health logo as part of
the sunset or sunrise in the Maldives. The colour tones should still align with our
brandlines (check them on SharePoint) and include lots of undertones of sand, virant
colours. Can you send through the first draft by end of business on Friday?
Shout if you need anything else from me 
Best,
Mashao
20. Gumtree posts
Appropriate responses to the following complaints
21. Hello .
Thanks for taking the time to share about your experience at Telkom.
I am so sorry to hear that your experience with our company has not met your
expectations. Telkom is committed to ethical conducting business based on our core
values which include honesty, we keep our promises and commitments, we tell the
truth, and being transparent in our dealings with our customers.
I am truly sorry that wasn't demonstrated to you. While we'd love the opportunity
to regain your trust, we understand how frustrated you must be.
We will make contact shortly to understand your concerns.
We do apologize for any inconvenience we have caused to you.
22. Thanks for taking the time to share about your experience at Telkom.
Customer satisfaction is our top priority, and I apologize that you were not served
according to our high standards. I've passed your feedback as matter of urgent along
to our management team and will follow up with them to ensure that your
compliant is resolved.
23. Thanks for taking the time to share about your experience at Telkom.
Customer satisfaction is our top priority and I am so sorry to hear that your
experience with our company has not met your expectations. While we'd love the
opportunity to regain your trust, we understand how frustrated you must be.
We will make contact shortly to understand your concerns. We do apologize for any
inconvenience we have caused to you.
24. Thank you for reaching out and letting us know about the issue with your Night
Surfer data. I sincerely apologise for the inconvenience your disruption of service
may have caused. Our team is looking into the issue as a priority. We will revert
shortly.
25. Thanks for taking the time to share about your experience at Telkom.
Customer satisfaction is our top priority, and I am truly sorry that wasn't
demonstrated to you. We will make contact shortly to get necessary information for
our network team to remediate as priority.
Reporting
Question 27
Engagement Rate=Total interaction/ total number of followers X 100
Strategy 28-Uber Scenario
28. If such an event were to occur, I would advise the Uber CEO, Head of Marketing, and
Community Manager to take the following steps:
-Address the issue immediately: The CEO should issue a public statement
acknowledging the incident and expressing sympathy for the victim and his family.
The statement should also make it clear that Uber takes the safety of its riders very
seriously and is cooperating with authorities in the investigation.
-Conduct an internal investigation: The CEO should launch an internal investigation
to determine how the incident occurred and identify any failures in the company's
safety procedures. The results of the investigation should be shared with the public.
-Take action to improve safety: Based on the findings of the internal investigation,
the company should take steps to improve the safety of its riders. This may include
changes to its driver screening process, implementing new technology to track rides,
or increasing the number of safety features in the app.
-Communicate with the public: The Head of Marketing and Community Manager
should work together to communicate these safety improvements to the public, in
order to help regain the trust of riders. This may include social media campaigns,
press releases, and a dedicated page on the Uber website.
-Address negative sentiment: With the event trending and major news sites covering
it, it's important to actively monitor social media and address any negative
sentiment or questions from the public. Responding to comments and messages in a
timely and empathetic manner, providing accurate information and assuring steps
taken to prevent such incidents in future.
-Provide support to the victim: Uber should reach out to the victim and offer
support, such as counselling or financial assistance. The company should also make
sure that any legal proceedings are handled in a compassionate and sensitive
manner.
-Compliance with regulations: The company should also ensure that it is fully
compliant with all relevant regulations and laws related to the operation of ridesharing services and the protection of passenger safety
28.1
From a digital infrastructure and platform point of view, I would take the following steps to
ensure the incident is handled appropriately:
-Monitor and track: Set up monitoring and tracking systems to monitor and track
social media, news outlets, and other digital platforms for any mentions of the
incident. This will allow the company to quickly identify and respond to any negative
sentiment or misinformation.
-Review and update security protocols: Review and update the company's digital
infrastructure and platform security protocols to ensure that all sensitive data, such
as passenger and driver information, is kept secure and protected from unauthorized
access.
-Identify and address vulnerabilities: Identify any vulnerabilities in the digital
infrastructure and platform that may have contributed to the incident, and take
steps to address them. This may include updating software, implementing new
security measures, or adding additional layers of security.
-Communicate with stakeholders: Communicate with stakeholders, including riders,
drivers, and partners, to keep them informed of any changes to the platform or
services. This will help to maintain trust and transparency in the platform.
-Conduct regular security audits and testing: Regularly conduct security audits and
testing to identify and address any vulnerabilities in the platform, and to ensure that
the platform is secure and compliant with relevant regulations.
-Have a plan for incident response: Having a plan for incident response helps to
minimize the impact of the incident, and to quickly and effectively respond to it. The
plan should include steps for identifying, containing, and resolving the incident, as
well as steps for communicating with
29. Slides for Kaizer Chiefs
C