Exam #2

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Best Buy's social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer

"My views are expressed as my own"

In the wake of COVID-19, which of the following did LinkedIn NOT implement?

#SupportSmallBusiness live show

What was the name of Starbucks social media marketing campaign that allowed customers to customize a cup with art?

#WhiteCupContest

On average, brands earn ______ for every $1 spend on influencer marketing

$6.50

The top 100 brands on YouTube are collectively uploading a video every

18.5 minutes

LinkedIn is most used by which age group?

30-49

The average YouTube viewing session lasts more than _____ minutes

40

A good best practice for the length of blog posts is

400-1000 words

On average, how many pieces of content do B2B prospects engage with before making a purchase decision?

7

What percentage of top decision-makers say they never respond to cold call?

90%

A social media policy should have rules and responsibilities for governance tasks. This should be assigned to:

A company spokesperson responsible for answering questions about your company on social media

What is a vlog?

A video blog

Which of the following are characteristics of a good influencer?

All of these options

Which of the following are influencer personas types?

All of these options

Which of the following are ways brands can use influencers?

All of these options

Why are blogs so popular?

All of these options.

Which of the following is NOT a BUYER benefit of social selling?

Discount on the purchase of a product

Which of the following is NOT a disadvantage to blogging?

Instant payback

In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year old's?

Invited them on a trip around the world and had them document the trip

A social media crisis response plan does NOT include

Legal Risks

Which of the following is NOT a benefit of social media advertising?

Limited audience targeting

Out of all business categories, which brand types have the most subscribers on YouTube?

Media

Pinterest Rich Pins consist of

Product Pins, Recipe Pins, Article Pins, App Pins, Carousel Pins, Buyable Pins, and Shop the Look Pins

What is the first step in social media advertising strategy?

Select Goals

Which of the following is NOT conducted DURING a social media marketing campaign?

Share Results

Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of "Biggest Flavor Fan" What did the company have fans do?

Share Sparkling Ice related content using the branded hashtag

To get employees to "buy in" you must

Show how participation will benefit them

Which of the following would NOT be considered under the campaign budget and resources?

Social media content calender

Which brand launched its own YouTube original series called "Upstanders" sharing stories about ordinary people doing extraordinary things to create positive change

Starbucks

Which is an example of employee advocacy?

The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks

True or False: Influencer marketing is the fastest growing method to attract new customers

True

True or False: LinkedIn Influencers are selected by invitation only

True

True or False: LinkedIn is considered the most effective platform for B2B lead generation

True

True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don't

True

True or False: Only one in five companies take a programmatic approach to social selling

True

True or False: Social media marketing campaigns have a specific start date and end date

True

True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content.

True

True or False: The majority of Teenage YouTube subscribers trust influencers opinions over traditional celebrities

True

True or False: To participate in a n employee advocacy program, an employee must have a complete understanding of what it means to represent the company online.

True

True or False: Transcripts and closed captions increase the search ranking of videos

True

True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time

True

True or False: With YouTube TrueView ads, advertisers don't pay unless the viewer watched or interact with elements of the video.

True

True or False: You can hashtags on Pinterest

True

Which of the following is not a podcast format?

Video talk show

According to a business Insider study, LinkedIn is perceived to be as trustworthy as

Wall Street Journal and Forbes

Which is the following is the most important for the YouTube algorithm?

Watch Time

To set up a business account on Pinterest, a brand will need to provide an

email address, password, business name, website, and business category

What is the first step in launching a social media marketing campaign?

establish goals

What is the first step in creating a social media influencer marketing strategy?

establish your goals

The concept of AIDA as a model for marketing stands for

Attention, Interest, Desire, Action

Which of the following Pins allow Pinners to purchase products without leaving the Pinterest platform?

Buyable Pins

Which of the following are small rectangle notifications that appear in the top right hand corner of a YouTube video when reached?

Cards

In the wake of COVID-19, which of the following did Pinterest NOT do?

Created a new ad format specific to COVID-19 audiences

What social media campaign did Oreo create to celebrate their 100th Anniversary?

Creating and posting 100 pieces of shareable content created in 100 days

Which of the following is NOT a benefit of blogging?

Decreases brand awareness

Which of the following is NOT a Facebook ad or objective?

Demographics

CPM, or cost per thousand, measures how much it costs to reach 1,000 people. Which marketing channel has the most expensive CPM?

Direct Mail

Which of the following is NOT a type of Instagram ad?

Direct Message

Which social media network is the most used for social media advertising?

Facebook

Which social network is the most popular for employees sharing company-related content online?

Facebook

True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook

False

True or False: If a brand sees a negative comment on social media, the first thing they should do is delete it

False

True or False: In order to succeed in an employee advocacy program, you must force employees to participate

False

True or False: Pinterest's growth was rapid within the first few months of being launched?

False

True or False: Snapchat offers objectives that fall into four categories: awareness, consideration, app installs, and conversions.

False

True or False: YouTube is currently the largest search engine in the world

False

Which type of blog is the most popular?

Fashion

Which of the following companies launched a podcast called "The Message"?

General Electric

Which of the following is not a Pinterest Targeting Option?

Hashtag Targeting

Which of the following is NOT a Snapchat Ad objective?

Increase Snap Chats

Which of the following is NOT a SALESPERSON benefit of social selling?

Increases research time

What is the top reason why LinkedIn users follow a company?

They want to stay informed on the industry

What platform did Chipotle leverage for the #ChipotleLidFlip challenge?

TikTok

True or False: A board is a collection of Pins presented as clustering of related ideas such as product categories, interests, and topics.

True

True or False: A social media policy outlines how an organization and its employees should conduct themselves online

True

True or False: Code yellow issues are those that do not escalate beyond the attention of the social media or customer service team

True

True or False: Descriptions will stay with an image as it gets re-pinned

True

True or False: During COVID-19, YouTube partnered with YouTube personalities and influencers to create new content to entertain and educate viewers

True

Which of the following does NOT distinguish a blog?

Written in second person

A YouTube playlist is

a collection of YouTube videos organized by categories

Your company's social media policy should be

a living document that is updated regularly

A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve

a marketing or business goal

A benefit of employee advocacy for an employee is

all of these options

A benefit of employee advocacy for an employer

all of these options

A social media policy should include

all of these options

Social media campaigns can live

all of these options

The campaign parameters include

all of these options

The rules and regulations within a social media policy consist of

all of these options

To track the success of an employee advocacy program, you must

all of these options

The Pinterest algorithm is based on

all of these options (pin quality, Pinterest rating, source quality)

LinkedIn's article publishing feature is NOT open to

companies

What does the 4-1 rule state?

for every single piece of self-promotional content posted, share four pieces of content from others

Pinterest components consist of

home feed, Pin, and boards

Which of the following is NOT a benefit of influencer marketing with social media?

less credibility

Which of the following is NOT a COMPANY benefit of social selling?

less likely to attract top talent

In order to avoid threats on social media, employees should

none of these options

LinkedIn is the world's largest

professional network

Article Pins include all except

recipes

The longer a video drags on, the lower/fewer its

retention

A social media influencer is

someone who exerts his or her influence through social media


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