Social Media
This domain tests social publishing, monitoring, listening, engagement, campaign tracking, and reporting. The exam expects you to connect social activity to audience needs and measurable outcomes, not just posting volume.
Core rules
- Choose platforms where the buyer persona is active; adapt format and tone to each platform rather than cross-posting identical content everywhere.
- A content calendar balances educational, entertaining, and promotional posts. Overpromotion reduces engagement.
- Social monitoring tracks brand mentions, keywords, and competitors; social listening looks for themes and sentiment that inform content and product decisions.
- Use UTM parameters on social links so campaign reports can attribute traffic and conversions correctly.
- Engagement metrics such as comments and shares show conversation quality; click and conversion metrics show business impact.
Worked example
A product launch uses LinkedIn and Instagram with different creative. Every link includes UTM source, medium, and campaign parameters. The team monitors brand mentions and routes product questions to the social inbox. After two weeks, the campaign report compares engaged users, clicks, landing-page conversions, and cost per lead by platform. The weaker platform is adjusted, not simply posted to more often.
Traps
Posting the same copy on every network; ignoring comments and direct messages; reporting likes as the only success metric; omitting UTMs; and publishing without listening to audience questions or complaints.