Hootsuite Social Marketing Certification
When running an employee advocacy program, eventually you'll need to pull data to demonstrate the program's effectiveness. Which of the following is not a common metric that program managers will look at?
% decrease in cost per click and cost per impression
When buying an ad for Instagram or Facebook, begin by selecting the ___________ that most closely matches your business needs.
'Objective'
Social media objectives should:
Adhere to the S.M.A.R.T. framework (Specific, Measurable, Achievable, Resourced, Time-bound).
The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.
Advanced search
Tools like Hootsuite Amplify can make running an employee advocacy program easier by allowing you to ______________.
All of these ( Give advocates daily updates of relevant news articles that they should share provide company news and content that can be shared to advocates social networks with a single tap monitor program participation monitor metrics like most shared content or most active advocate ).
Cover photos have a prominent location in your social media profiles, so you should use this space strategically - for example, it's a great place to ____________________.
Announce new product releases or generate interest in upcoming events
If you're using paid advertisements on Twitter, and want more people to see your tweets, what's the best campaign type to use:
Awareness
On your Facebook Page, which feature would you use you want to provide your followers with the ability to Shop Now, Sign Up, or Contact Us.
Call-to-Action Button
Before launching a paid social advertising campaign it's best to have:
Clear business objectives, a well defined target audience, multiple ad variations
When you've been successful in building a community that is well-acquainted with your brand and products it can become self-monitoring. This means when a question arises:
Community members may pipe in with an answer, thereby reducing the resources you dedicate to customer support
Carrying out social media marketing without a ______________ could result in posts that are unbalanced in tone, subject matter, or purpose. Organizations without this plan will find it more difficult to achieve social media goals and maintain an effective cadence with their posts.
Content Strategy
Shared content can be categorized into two main categories: curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.
Created
Which of the following IS a component of a social media strategy?
Crisis Management Plan
What element of a Crisis Management Plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume?
Decision tree
LinkedIn offers a type of paid advertising where a post is promoted in your target audience's HomeFeed, but is NOT published on your LinkedIn Homepage.
Direct sponsored content
Instagram doesn't offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?
Draft your bio using the notes app on your device, then paste your formatted copy into the bio field
Instagram doesn't offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?
Draft your bio using the notes app on your device, then paste your formatted copy into the bio field.
You have just uploaded a 4 minute video clip into your InstagramTV (IGTV) channel. You've added hashtags in the description to support discoverability. What's another tactic you could have used to surface this video to your followers?
Enable automatic publishing of a 60-second preview of the video in your feed. or Share the video as a Story
In order to cement positive relationships with your brand advocates on Twitter, you should:
Engage with their online content and give public shout outs to recognize their support
The best method for determining future social media targets is to establish benchmarks. You can do this by __________________.
Extrapolating data from past efforts to estimate future success
Let's say you want to create an Instagram ad, and want a high degree of control over budget, targeting, and creative. Which is the best method/tool to use?
Facebooks Ads Manager
True or False: Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.
False
You should keep the information on your LinkedIn profile fairly sparse so people are compelled to navigate to your website for more information about your company.
False
When it comes to building community, which of the following is not a form of engagement?:
Geo-targeted posts and tweets
If you want to run a paid advertisement that appears across a wide variety of websites, videos, and mobile apps, your best choice is:
Google Ads Experience
When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:
High quality thumbnails, well written titles and descriptions, and relevant metatags
If you encounter a question on social media channels to which you don't have an answer, what is the best way to respond?
Honestly - explain you don't have an answer, but that you'll get back to them with it
If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.
When plotting out the content mix for your upcoming social media publishing schedule, promotional content about your organization shouldn't exceed _______________ of your overall content mix.
Roughly 1/3rd
A key part of running a business blog is ensuring it, and by extension the organization's website are easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.
SEO friendly
A key part of running a business blog is ensuring its content is easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.
SEO friendly
When pitching your budget to decision makers, focus on conveying two things; first, demonstrate ROI from the current year, and second:
Showcase the value of the initiatives, campaigns, and goals you have in mind for the coming year.
When it comes to creating video for your social channels, which of the following is NOT a best practice?
Since video will be consumed on mobile, record videos using mobile as well.
A benefit of using Google Ads Experience is the ___________ option, which automatically manages an ad after initial set-up by determining the most relevant targeting options.
Smart campaign
Instagram lets you post photos as portrait, landscape, or square. Why is it a good idea to take your photos in the format/orientation you intend to post them in?
So you can better compose all the elements in the shot.
Scope, Process for Creating and Updating Documentation, Approvals + Operational Considerations, Social Media Policy, and Education and Training are the 5 constituent parts of what?
Social Media Governance
Your Social Media Content Strategy should flow naturally from your _________________________.
Social media strategy and objectives
A good first step to connecting with influencers is to:
Start building a relationship by engaging with the content they share
When posting on your social networks, it's important to:
Tailor messages to the unique strengths of each platform, where possible.
You should use the 3 R's, Relevance, Reach, and Resonance to help you evaluate advocacy candidates. Resonance refers to ________________.
The level of engagement they have with their audience
Your social content strategies should vary by network. For example, your post frequency and volume can be much larger on _________ than other networks. This makes ___________ a great place to post the same piece of content multiple times and recycle evergreen content.
Which of these is NOT a best practice for increasing engagement on Pinterest?
Use video content whenever possible
______________________ are a YouTube feature that show up at the end of your video and can be used to lead visitors to a landing page once they have finished watching it.
Video cards
When editing a photo in the Instagram app, which filter would you use to darken the edges of the photo so the viewer's eye is drawn to the centre?
Vignette
Instagram allows you to include clickable links in the following area(s):
Website field
When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:
high quality thumbnails, well written titles and descriptions, and relevant metatags
Public Twitter Lists are best used to follow:
industry influencers
The key question you want to keep in mind while undertaking a social media audit is: "What value is your organization adding to your customers through social media now vs. _______________?"
the value you want to be adding
Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.
within their organization
If you are creating an Instagram Story, with the purpose of gathering audience insights, which would be the best feature to use?
A question sticker or poll
When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.
140 characters
What are the length restrictions when posting video content to the main feed of your Instagram account?
3 seconds to 60 seconds
________________ increase the efficiency and effectiveness of social marketing tactics. Examples include Upcontent, Right Relevance, BuzzSumo and Hootsuite.
3rd Party Software Tools
Research shows that most Facebook users are on mobile, and engagement declines dramatically with longer posts. A rule of thumb, you should aim to write posts that are around ________.
50-60 characters
On Instagram, what are Highlights?
A collection of Stories, that you curate, that don't disappear after 24 hours.
When planning out your YouTube publishing schedule, stick to ___________________________, as well as a predictable publishing schedule so your subscribers know when to look forward to your next video and what to expect.
A consistent length and production quality
Private Twitter Lists are a great way to _________.
Keep up with competitors' content without publicly following them
Which of the following statements describes a best practice regarding your Facebook page profile picture?
Keep your profile picture consistent
Identifying and defining _______________for the calendar year is essential when planning your social media activity.
Key dates and timelines
A social media content calendar should be broken down into 2 major sections: Your __________ which could contain items such as campaign starts, influencer takeovers, and new blog posts, and a more fine-grained ______________ which could be a detailed schedule of every post for each of your social networks.
Larger monthly calendar; weekly calendar
_______________ work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.
LinkedIn Groups
To grow your community on Twitter, it is suggested that you should:
Monitor conversations related to your industry and follow people whose interests align with what your community offers
Which of these is NOT a best practice for sharing content on social media?
Re-post content frequently so it can be seen at the optimal times in every timezone
Identify the order of the elements below that most accurately reflects their relationship to each other.
Organization Goals, Departmental Goals, Social Media Goals, Social Media Objectives, Social Media Tactics
_______________would involve serving messages and content organically through your organization's official social channels.
Owned tactics
_______________ have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels.
Paid tactics
Social media tactics tend to fall into 3 categories:
Paid, Owned, Earned
To grow your community on Twitter, we suggest that you:
Participate in conversations related to your industry and follow people whose interests align with what your community offers.
Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.
Plan for continued engagement Engagement can be categorized into four distinct types: (1) discussions around shared content, (2) customer support queries, (3) addressing positive and negative sentiment, and (4) proactive engagement.
When optimizing your YouTube page, use_______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.
Playlists
One benefit to having an employee advocacy program is that social network algorithms generally ____________.
Prioritize messages from individuals over those sent by organizations
Why is it important for social media managers to share insights into the performance of content shared on social media channels with individuals or teams within the organization responsible for creating branded content?
These insights can influence new content being created.
Which of the following is NOT a reason an organization would use the Instagram Stories feature?
To keep a permanent record of shared content
Why should Social Media managers begin the budgeting process for their social marketing program well before final budget numbers are settled?
To make the most persuasive and data-driven case possible for influencing how much will be awarded.
When taking photos using your phone, why is it important to tap the subject of the photo on the screen before taking the picture?
To properly bring the subject into focus.
