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Canoe

25 Interview Questions & Answers

1.
A large part of creating content is in the creative process, but what strategic elements need to be considered for content creation to be highly effective?
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Demonstrate your familiarity with content effective marketing by speaking of data and analytics first. Then, talk about other essential non-creative parts of content strategy that should be incorporated.

While the creative and strategic elements of content creation will cross over into one another, don't talk about the creation process when answering this question much, if at all.

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1.
A large part of creating content is in the creative process, but what strategic elements need to be considered for content creation to be highly effective?
Demonstrate your familiarity with content effective marketing by speaking of data and analytics first. Then, talk about other essential non-creative parts of content strategy that should be incorporated.

While the creative and strategic elements of content creation will cross over into one another, don't talk about the creation process when answering this question much, if at all.

Rachel's Answer #1
"A content marketing strategy always starts with data about the audience to ensure the content is appropriately created and distributed. The data will tell you what kind of content your audience will enjoy, where and how you can expect them to consume it. Timing is also important, and research can be used to figure out the best times of the month, week, and down to the time of day when posts will get the best visibility. After forming and deploying a content plan, it's important to be consistent with analyzing the performance of all posts, which means looking at various engagement metrics like impressions, clicks, shares, likes, and comments - not just the number of comments but what's being said by the audience. All of the before mentioned let you measure the success of your plan and make continuous improvements."
Rachel's Answer #2
"Data from different sources, for example, keyword research, surveys, or machine learning, needs to be analyzed to plan the best possible content and its reach, both organically and during paid promotions. Planning what topics to cover, keeping an editorial calendar, and knowing how to recycle posts effectively are important parts of creating a feeling of consistency and the proper messaging for a brand's audience. Lastly, it's a good idea to balance the human element with automation tools that will allow your content to be distributed in a timely and organized way that best fits the preferences of your audience."
2.
Tell me about your experience using hashtags to increase the visibility of your social media content.
You can answer with working knowledge of how hashtags allow posts to be found across platforms or give examples of specific experiences you've had with using them in order to ensure content is seen.

Avoid suggesting any hashtag practices that are spammy to show how you can be effective in using them market content while remaining professional.

Rachel's Answer #1
"Hashtag campaigns are a great way to promote content in connection with a brand, an industry, and an audience. It allows content to be found by people who are interested in a particular subject - and when you're limited on space or can't use a lot of text to introduce your content, a hashtag acts as a shortcut to providing an overview. I've had great luck with using hashtags to attract new potential customers who were interested in the exact service I was marketing. They searched for the topic specifically covered by my content and may not have found it without the hashtag. Lastly, because hashtags let you boost content visibility for free, I believe they're a necessary part of any content marketing strategy."
Rachel's Answer #2
"I've seen hashtags help with content visibility because by studying them, I can stay on top of what people are interested in at the moment. Following hashtag trends, I ensure that content is going to be interesting to the audience. This relevance factor also ensures that it will be seen. A second way that hashtags help with promoting content is that they offer a non-costly method to direct the audience to it and encourage engagement. As an example, you can create a specific hashtag to spark conversation around a piece of content within a specific time frame and schedule a structured chat. All of these possibilities are completely free and generate a buzz around content that other methods have yet to achieve."
3.
What makes Facebook or Instagram a great marketing tool?
The interviewer wants to see if you understand the capabilities provided by Facebook/Instagram to advertisers. You want to show them that you are not only aware of the offered/available analytics and capabilities but how they could be best leveraged by savvy advertisers.

Bonus points if you can mention other competitors in the market and compare the platforms.

Rachel's Answer #1
"As a start, Facebook and Instagram boast large user base. I believe Facebook has over 2 billion active users and Instagram has 800 million. As a start that gives you a wide audience spread across the globe. The strength of Facebook and Instagram's ad analytics is that it gives you the ability to target customers much more accurately. You can target them based on location, gender, and other profile info. But more importantly, you can target people based on behaviors in a way that wasn't possible before - based on their preferences (their 'like' patterns), their network, activities, etc. They also are often able to track the customers' paths and behaviors even when they are outside the platforms, making their understanding of each customer's profile and preferences more accurate."
Rachel's Answer #2
"While Facebook has very robust analytics and bigger base, it's important to caveat it with the fact that its fastest growing base is seniors where Twitter is mostly under 45. In addition, even though Twitter only allows for simple/concise micro-PR messages compared to Facebook where you can show more in-depth content, it's a lot easier to get followers on Twitter than it is to get likes on Facebook. So deciding which platforms to use depends on the specific campaign, target demographics, and messaging."
4.
When working with Canoe's clients, it is useful to have some understanding or experience with Community Relations. Tell us about your experiences in this area, a challenge you faced and how you overcame it.
Community Relations can play a major role in public relations campaigns, therefore Canoe's hiring managers are looking for candidates who have experience building relationships with community organizations. Part of the challenge is identifying those organizations that are a good match with a client's brand and company values.

In your response, be sure to highlight at least one specific community organization you started a relationship with and mention any challenges you faced and overcame. Talk about why this particular organization was a good fit with your past company or client.

Rachel's Answer #1
"My work experience in Public Relations has shown me how important it can be to develop strong relationships with community organizations. In particular, while working with an organic Consumer Packaged Goods client, I worked diligently to develop a relationship with a national non-profit promoting healthy eating habits. The most challenging aspect was selecting an organization that fit my client's mission and brand well. Once we worked out the details of the partnership, both parties benefitted, and the relationship promoted my client's brand in a positive light."
Rachel's Answer #2
"Building a relationship with a non-profit or community organization is important as it shows a company cares about worthy causes and is active in the community in which it does business. Because my company is the largest employer in the town where the headquarters are located, I recommended working with a local non-profit aiding low-income families in the area. Once the organization was selected, I found it somewhat challenging to outline the details of our relationship. We wanted to make a profound impact in the community while ensuring the connection was relevant. With feedback from our employees, we were able to develop a relationship where our contributions were meaningful to our company and beneficial to the non-profit."
5.
Canoe is looking for candidates who are able to handle crisis communications quickly and effectively. Do you have experience handling communications for a company during a crisis situation?
Crises come up quickly and unexpectedly and Public Relations need to react quickly to limit any damage to the company's brand or reputation. Canoe's clients need Public Relations experts who are prepared for these type of situations.

Include in your response a specific example of a crisis situation you handled and explain how you went about managing the situation, particularly as it relates to communications. If you have not had experience in this area of Public Relations, talk about what you think would be important to consider when handling crisis communications for Canoe's clients.

Rachel's Answer #1
"Although crisis situations have not occurred frequently at companies I have worked at, there have been a couple of situations where my team had to react quickly to unexpected crises. In one particular situation, an undetected error at one of our manufacturing facilities caused our products to be shipped and sold with a safety issue. This required us to work with Operations to correct the manufacturing issue while coordinating communications to customers and our retail outlets. What I have learned from these situations is that teamwork and coordination with other departments is key to dealing with the issue. It was also helpful to have a protocol in place so that we knew what steps needed to be taken to deal with the situation efficiently and effectively."
Rachel's Answer #2
"Although my Public Relations experience has not included crisis communications, I have received training and actively participated in building emergency protocols for crisis situations. Through this experience, I have learned the importance of working with other departments to address the issue quickly. In these crisis situations, it becomes a company-wide effort and not just a Public Relations matter. When working with Canoe's clients, it will be important to understand their products or services and operations well to be ready to react to crises."
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