Question: What should you do to secure executive buy-in if you’re starting a social media project and don’t have a past campaign to use as a benchmark?
- Research the costs of agencies that can do the work.
- Consider industry research to back up your plan.
- Position your program as an experiment or pilot.
- Create a robust PowerPoint with statistics to back up your plan
Explanation
A pilot lowers decision risk by framing the work as a controlled test with defined goals, budget, and measurement criteria. In Amazon Ads terminology, this supports a clear media strategy because performance can be evaluated before larger investment. Without historical benchmarks, a pilot creates first-party performance context for future planning. This approach also helps leadership assess whether the project can support awareness, consideration, or conversion objectives.
Why the other options are incorrect
Agency cost research is incorrect because vendor pricing does not prove the project’s value or expected business impact.
Industry research is incorrect because external data can support context, but it cannot replace a controlled test for internal validation.
PowerPoint statistics is incorrect because presentation depth does not reduce execution risk without a measurable pilot plan.
Source for verification
https://advertising.amazon.com/library/guides/media-strategy
https://advertising.amazon.com/library/guides/advertising-kpis
The answer(s) to the question is highlighted in the BOLD text above. You can also find more questions and answers related to the exams on the "HubSpot Social Media Certification" page.