STA
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1. List at least 5 key words (or key word phrases) that a consumer might use in a search (Google or
otherwise) that might lead to your company being in the results. Consider including competitors names.
2. Use at least two different search engines (see Additional Learning Resources for list of search engines)
to search these key words and compare what you find on the two search engines with paid and natural
or organic search results. Use a table like this to present your findings (in Word)
Search Eng. 1 Paid
Key word 1 Search Eng. 2 Paid Srch Eng 1 Natural Srch Eng 2 Natural rank Key word 2
Key word 3
Key work 4
Key word 5
3. What conclusions can you draw about where your company is focusing its search resources? How can
you tell? What should it do to improve its search marketing? (1- 2 pages)
4. Describe the process businesses go through to determine how much they’ll pay for paid search key
word rankings. (1 paragraph)
5. Describe what businesses must do to have good natural search rankings. (1 Page)
6. Which should your business focus on (paid or natural) and why? (1 – 2 pages)
7. Find at least five social media that your company uses. Identify the target market the company is
trying to reach with each SM (reference your Unit 1 assignment and the PEW report in the Additional
Learning Resources section of this unit). Identify the marketing objectives for which each SM is being
used. How does your brand measure its social media marketing efforts towards meeting those
objectives? (use the SMM metrics described in chapter 9) Use a table like this (in Word, not Excel).
Social media Target Market Marketing Objectives SMM Metrics SM 1
SM 2
SM 3
SM 4
SM 5 8. Find and describe specific examples of your company doing each of the steps in developing a social
media marketing strategy as described in chapter 9. (1 – 2 Pages)
