Hootsuite Social Media Exam
When running a 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
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.
Instant Experience is a paid advertising feature on Instagram, configured to show media, display a storefront, complete a form, or explore lifestyle images with tagged products. To use Instant Experience, you'll need to create your ad in:
When it comes to content marketing on social media, research is the key to understanding what content will resonate with your audience. Begin by looking at your social media audit, and then use network-specific tools such as_______________ and ________________ to identify your audience demographics by network.
Facebook's Audience Insights; Twitter Analytics
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
It is unnecessary to outline social media roles and responsibilities in a small organization.
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
Due to the 140 character limit of Instagram captions, it's important to be concise with every post.
False, Instagram's character limit is longer than 140
When measuring the ROI of your community-building efforts, your focus should be on qualitative data.
False. Qualitative and quantitative data are needed to paint a complete picture of the effectiveness of your efforts.
To grow your Facebook audience you should friend potential customers through your personal account, then invite them to Like your Brand Page.
False. This strategy has the potential to turn customers off you and your brand.
If your new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best?
Followers
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
If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.
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
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.
It's important to benchmark yourself against your competition.
True. Benchmarking against competition is an important method for putting your own numbers into perspective.
Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program.
True. Showing the impact of community building efforts on your company's bottom line is the fastest and most concrete way to demonstrate ROI.
On Instagram, you can use "Turn on Post Notifications" to receive a push notification when specific people post content on Instagram.
True. This is a great way to track key influencers and brand advocates to ensure you're maximizing your opportunity to engage with their content. Simply tap the more button on their profile and select "Turn on Post Notifications".
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. It's important to not set the expectations of viewers unrealistically high. Create content at a pace and quality level that you can sustainably deliver week over week, month over month.
Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.
a plan for continued engagement
A strategic plan for how a company will incorporate social media into its business is:
a social media strategy
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
A social media audit should include the following elements:
an itemized list of current social media networks and their activity rates, follower counts per social network, competitive analysis
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, its best to be _________ .
honest. It's better to let someone know that you'll have an answer for them soon versus ignoring them completely.
When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you'll get more views and engagement if your video ________________.
is longer and repeats key points
Private Twitter Lists are a great way to _________.
keep up with competitors' content without publicly following them
Identifying and defining _______________ for the calendar year is essential when planning your social media activity.
key dates and timelines
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. Building an online community is all about building relationships and trust.
The Facebook page moderation feature:
prevents comments that contain certain words from being posted
The following types of measurement should be used to assess the progress of your social media strategies:
qualitative and quantitative. Quantitative measurement focuses on numerical values and their growth or decline over time. Qualitative measurement is a more nuanced approach to collecting insight and is best done on a post by post basis.
Your social media content strategy should flow naturally from your _________________________.
social media strategy and objectives
Objectives within a social media strategy should always be:
specific, measurable, achievable, realistic, time-bound
When posting on your social networks, it's important to _____________.
tailor messages to the unique strengths of each platform, where possible
The key elements of content strategy are:
target audience, content goals, brand voice, and distribution channel and tactics.
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
Instagram allows you to include clickable links in the following area(s):
the website field
Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.
thumbnail; logo
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
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
more info about paid, owned, and earned:
A paid strategy refers to social ads strategy such as boosted Facebook posts and Promoted Tweets. The owned component refers to branded properties you control and can leverage strategically such as your website, blog and social channels. Earned strategies are often the most credible as they refer to the exposure your brand earns through public acceptance and a strong emotional connection with your business.
_______________ let you segment your company offerings by target market and are a great way to focus on different products separately so you can modify positioning and messaging.
LinkedIn Showcase Pages
_______________ work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.
LinkedIn groups. Communities made up of marketing, IT and healthcare professionals may also find LinkedIn Groups to be the best place to host discussions and engage in conversations.
The following social networks must be a part of every businesses' social strategy:
None of these. Social networks should be considered based on customer surveys and the social media presence your business has already established.
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
With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?
To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.
Social media strategies should be guided by overall business goals (e.g., increase sales by driving more traffic from social media channels to web store).
True
Social media strategies tend to fall into 3 categories: paid, owned, and earned.
True
On your Facebook Business page, which feature would you use if you want to provide your followers with the ability to shop now, sign up, or contact your organization?
call-to-action button
Before launching a social advertising campaign it's best to have:
clear business objectives, a well defined target audience, multiple creative ad variations to test in your campaign. Before you purchase an ad, it's important to think critically about how you want it to affect your business. In order to have a meaningful impact, the ads you create must be aligned with your social media strategy and business goals.
Operating without a ______________ could result in posts that exhibit unbalanced tone, subject matter, or purpose. Moreover, without this plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.
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
Your Twitter 'Likes' tab allows you to:
curate and display tweets from others that you have liked and find valuable
Brand advocates are:
dedicated fans with whom you should build closer relationships. Look for people that are publicly gushing about your product on Twitter or actively tagging your company on Instagram. As they reach out to express their love and affection for your brand, make sure you reach out and reciprocate.
The purpose of a critical response plan is to:
define a chain of command and a step by step action plan for dealing with extraordinary circumstances through social media. To minimize risk and prepare yourself for emergency situations, it's essential to develop a critical response plan.
When announcing an Employee Advocacy Program, it's important to reinforce why sharing content on behalf of an employer is in the employee's self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby _____________________________.
differentiating themselves as a dedicated performer within the organization
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
It's important to develop a policy that explicitly outlines the appropriate and inappropriate use of social media to:
ensure that your brand is represented well online by employees. The social media policy should clearly emphasize the importance of protecting your brand's integrity, reputation and values.
The value of social advertising lies in the large audience size your company has the potential to reach and the ______________________ social ad platforms offer.
finely tuned targeting capabilities. Millions of people log onto Facebook, Twitter and LinkedIn on a daily basis to share their interests and connect with friends, family and their favorite brands. Social advertising gives companies a way to serve ads to the right segment of that active audience.
Quantitative KPIs include things like:
follower growth, engagement rate, and conversions such as email sign ups, qualified leads, and sales transactions. Quantitative measurements relate to quantity, while qualitative measurements relate to quality.
Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community.
four. 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.
On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.
geofilters