According to Lately’s Kate Bradley Chernis, where should you start when thinking about the structure of a story?

In the context of digital marketing, what is zero-party data?

Data collected by third-party companies Data gathered through cookies while a user visits a website Data voluntarily shared by a customer with a brand Information you didn’t collect yourself, but are using secondhand The correct answer is: Data voluntarily shared by a customer with a brand.  

When integrating social media into your broader omnichannel strategy, it’s crucial to do which of the following?

Ignore the analytics provided by social media platforms. Overuse boilerplate content across all channels. Use insights from social media platforms to understand customer interests, preferences, and behaviors. Focus on a single social media platform, neglecting all others. The correct answer is: Use insights from social media platforms to understand customer interests, preferences, and behaviors.  

Which of the following is NOT a reason why a business might build a social media community?

Supporting existing business or marketing efforts Counteracting negative reviews Increasing the owner’s social media following Identifying passionate fans The correct answer is: Increasing the owner’s social media following.