social marketing

You're setting up your content calendar for the year ahead. What dates should you consider?

Important brand dates, dates of interest to your audience, and holidays should all be considered in your content calendar.

When formulating a social media strategy, you might spend some time searching for official and unofficial company accounts, fan accounts, outdated and fake accounts. Where should this information live?

In your social media audit sheet

Which of the following is a S.M.A.R.T social media objective?

Increase link clicks on Instagram by 10% in Q4

What are two major benefits of growing an active community? Increased brand advocacy It can lead to an increase in sales Audiences are less likely to move to other accounts for content Customers will exclusively buy from your brand

Increased brand advocacy It can lead to an increase in sales

What are three reasons why strategic influencer partnerships are often a good idea for brands?

Influencers are often trusted over brands, can bring in new customers and increase brand awareness.

What are some examples of commonly used social media tactics? (Choose Three Answers)

Interacting with your audience in the comment section Promoting user generated content Running a contest or giveaway

Content curation is the act of collecting existing social content to share with your audience. What is an advantage of using curated content?

It allow you to diversify your content collection quickly

When it comes to marketing, influencers and content creators are a powerful tool. What are three brand benefits of influencer marketing? It can positively influence sales It can help build audience trust It can immediately turn your brand into a success It allows you to access new customers

It can positively influence sales It can help build audience trust It allows you to access new customers

All of the content in your socials fall into 2 categories: created and curated. Which of the following are benefits of creating your own content vs. curating it? (Choose Two Answers)

It gives total control of your messaging It's simple to schedule and manage

One of the advantages of building an active community is that it can humanize your brand. What is one major advantage of humanizing your brand? It makes your brand relatable, and gives you an edge over traditional marketing strategies It immediately places you as one of the top players in your social niche, increasing clout It automatically improves your brands's SEO, making sure your audience will see your content first It makes your brand feel contemporary, which can attract a younger audience

It makes your brand relatable, and gives you an edge over traditional marketing strategies

2. You have put together a great set of curated content, but don't post it immediately! What steps should you take before posting

Making sure the curated content you are sharing is not misinformation, that it's on brand, and double-checking to make sure the content is on brand are all good practices.

You want to get a stronger presence for your social brand without spending a dime. What are some steps you can take before posting?

Making your social profile SEO-friendly and adding keywords and hashtags to your posts are great ways to improve your social presence.

No matter who is writing content, your brand's personality should reflect one distinct personality across all platforms. To make sure this happens, what are three steps you need to take? (Choose Three Answers) Outline how your social brand voice translates to other platforms Check for existing marketing documents that defines your voice Develop brand attributes to highlight through your social voice Use previous customer conversations to shape your voice

Outline how your social brand voice translates to other platforms Check for existing marketing documents that defines your voice Develop brand attributes to highlight through your social voice

Which of the following are best practices for responding to a social media crisis? (Choose Three Answers)

Pause all outgoing content to review it for anything obsolete or tonedeaf Listen to what your audience is saying for insight into sentiment Review and update social profiles to highlight any changes

Successful brands build an active community by consistently engaging with their audience. Which of these are examples of community engagement? (Choose Three Answers) Responding to comments Liking or sharing audience comments or posts Promoting a sale on your socials Encouraging your audience to remix your content

Responding to comments Liking or sharing audience comments or posts Encouraging your audience to remix your content

What are two brand benefits of maintaining an active community across platforms? Makes sure your content is prioritized Results in overall higher engagement Increases brand visibility Establishes you as a thought leader

Results in overall higher engagement Increases brand visibility

Which of the following is an effective way of helping your team keep social interactions with customers consistent and on brand?

Set up a message approvals process

Paid, owned, and earned media converge to compliment and bolster each other on social media. Which of the following are examples of how to implement converged media tactics in your social media strategy? (Choose Two Answers) Paying for a series of video ads on YouTube Creating brand new TikToks specifically for a holiday campaign Paying to promote a customer's post of them using your product Sharing a positive customer testimonial on LinkedIn

Sharing a positive customer testimonial on LinkedIn Creating brand new TikToks specifically for a holiday campaign

Why is it important to take advantage of social listening when it comes to accessibility and inclusion?

Social listening gives you a wide scope of who your audience is and what their unique needs are

Strategic social media policy documents are like your team's playbook - a tool they can quickly reference for information. What information should they contain?

Social media overview Roles and Responsibilities direction to other documents

You want to track sales and web traffic to better understand how your influencer campaigns are resonating with your audience. How do you do this?

Supply the influencer with UTM links to use

What is the purpose of post-mortem reporting? To examine what tactics or platforms performed best on the completion of a campaign To break down each metric used involved your platform(s) and it's role on objectives To show how your campaign is performing over various periods of time To give higher-management an easy-to-understand overview of your socials performance

To examine what tactics or platforms performed best on the completion of a campaign

There are three key factors that determine your posting schedule and frequency, which of the following is an example of one?

when your audience is online

A successful social media strategy is made up of three types of content - paid, owned and earned media. Which of the following are examples of owned media? (Choose Two Answers)

Campaign images your team shot on location and published to branded accounts Thought-leadership content created internally, hosted on your blog and shared on social

Your ad campaign objective is to increase product sales. Which of the following is an actionable metric that supports that objective?

Clickthrough rate

All influencer marketing programs must abide by government regulations. What's one way your influencer can stay within regulations?

Disclose partnerships as early as possible in every post in the caption or by using an #ad hashtag

Your click-through rate measures how many people click a link in your post. How do you calculate it? Divide the total number of clicks on a link in a post by the total number of impressions Divide the number of conversions you received against the number of clicks you received on your links Divide the number of conversions you received against the total engagement rate Divide the total number of clicks on a link in a post by the total reach

Divide the total number of clicks on a link in a post by the total number of impressions

What is the downside of using a micro or nano influencer?

Due to their lack of experience, micro or nano influencers may need more direction or resources to deliver content.

What's one way to track the success of an influencer partnership in driving sales?

Tracking direct sales is a great way to check out the success of your influencer program.

What are some of the advantages of using video in your socials? (Choose Two Answers) Video content is easier to produce than any other type Audiences engage with video content more than any other type Platforms favour video content over any other type It's easier to share video content across platforms

Audiences engage with video content more than any other type Platforms favour video content over any other type

Companies need to proactively prepare for possible issues on social media, to mitigate risk and increase the chances of a positive outcome. What is this called?

A crisis management plan

When creating a crisis management plan for social media, what element should you start with? A key contact list of stakeholders A social media crisis drill A social media monitoring strategy A bank of pre-approved messages

A social media monitoring strategy

Which of the following best describes social media governance?

An internal community management plan

External content can be a great way to fill up your content calendar, but you shouldn't share everything that comes across your feed. What can you check to determine what external content is worth sharing on your socials?

If the content deviates from your created brand content or voice.

How will creating a calendar of key dates for your campaign planning benefit your team? (Choose Two Answers)

It will help them track performance metrics It will help them stay ahead of essential dates

You are about to post an image on your socials that contain text against a colored background. What should you double-check before posting it?

Making sure that the text and background have strong contrast is a good practice before posting text.

You're a small brand, and higher management is set on getting a mega influencer to drive sales for your brand, but you know a micro or nano is better suited to your needs. What 3 reasons might you give to persuade them?

Mega influencers don't typically drive sales conversions they are the most expensive micro or nano influencers can provide stronger results for smaller platforms.

Without a social media governance plan, you're open to legal risks, brand damage, and lost revenue. What are the 5 parts of a strong governance plan?

Scope, updates, operational considerations, employee policy, education

Inclusivity means making sure everyone feels welcome, especially those that have been historically marginalized. Which of these are examples of using inclusivity in your socials? (Choose Three Answers) Using correct terminology (visually impaired) Using neutral language (salesperson vs. salesman) Considering many identities in your copy (Gender, Cultue,etc) Making sure you are represented (Share what you know)

Using correct terminology (visually impaired) Using neutral language (salesperson vs. salesman) Considering many identities in your copy (Gender, Cultue,etc)

1. You are a small team, but you want to increase your output of high-quality created content on your socials. What advantage could you highlight to upper management to get more budget?

With created content, you can completely control the messaging.

What metric would you track to measure how many likes, reactions and comments your content is getting from your audience?

You would track your engagement rate to measure how many likes, reactions and comments your content is getting from your audience.

Search Engine Optimization (SEO) is a key way to get your content seen on social. What are some best practices to make your posts more SEO friendly? (Choose Three Answers)

include brand-specific hashtags encourage people to share your content

A successful social media strategy is made up of three types of content - paid, owned and earned media. Which of the following is an example of earned media?

A five star review of your brand on Google

A global crisis has occurred, and you've paused all your outgoing content until you can review them for relevance and tone. Which of the following posts would you still publish? A product post with a heartfelt caption about the crisis, linking to the product purchase landing page A cheeky, fun post featuring a pun or joke, intended to lighten the online mood and spread some joy A post announcing a new brand partnership along with a product promotion to celebrate the launch A post that speaks to your customers concerns during the crisis, such as sharing resources that will help them adapt to the situation

A post that speaks to your customers concerns during the crisis, such as sharing resources that will help them adapt to the situation

One of your roles as a social media marketer is to mitigate any chance of getting blindsided by a crisis. How do you do that?

A proactive social listening strategy is the best way to make sure you are prepared to take on a sudden crisis.

What are some ways you can track engagement data to see how an influencer is helping you grow your community? (Choose Three Answers)

Ask influencers to supply engagement data during a campaign such as retweets, shares, and replies Look at engagement on each post to see what's resonating and driving conversations Compare data across campaigns, influencers, and platforms for a well-rounded view

When planning for a new campaign, there are a number of steps that will help you prepare. What are they? (Choose Three Answers)

Assign team roles for campaign duration Assess timing and budget constraints Creating and populating an action plan

What are the best sources of information you can use to guide your owned media creation? Employees, as they know the brand best Brand mentions and hashtags Social media audit and objectives Conference and industry report findings

Brand mentions and hashtags

While simply reposting other people's content can help you fill your content calendar - you still need to put in some work. How do you add value to external content?

By dressing external content in your brands own perspective

1. You have been tasked to create a crisis management plan for your brand. What is one important piece of information that should be included in it?

Contact information on key decision-makers for your socials is a must for a strong crisis management plan.

What calculation method would you use to check the dollar value of your social ads?

Cost per click is the best way to see if you are getting value out of your social ads.

You're the only person running the socials for your brand, and you're short on time and resources. To keep your content calendar full, what type of content should you lean on?

Curated Content is a great way to fill your calendar if you're low on resources

What's one way to make your image-based content more accessible?

Descriptive text is a great way to make your content more accessible.

Which of the following are effective ways of tracking the success of your influencer program? (Choose Three Answers)

Direct web traffic and sales Brand awareness metrics Community growth and engagement

Strategic policy documents contain key information that helps your team quickly find the answers they need. One example is an overview of your brand's socials - what should this overview include?

Each network's content type, audience, and posting frequency

What metric would you track to see how your followers are responding to your posts, including likes, shares and comments? Engagement Rate Conversion Rate Reach Impressions

Engagement Rate

Key Performance Indicators (KPIs) are a more defined target for your team to track progress towards objectives. If your objective is to increase link clicks by 20% on LinkedIn, what should be the corresponding KPI?

Generate 20 additional landing page views via LinkedIn weekly

Which of these are examples of implementing accessibility into your socials? (Choose Three Answers) Including only two or three hashtags in your posts Having content descriptions for images Using common language vs. jargon in your copy Contrasting text against backgrounds

Having content descriptions for images Using common language vs. jargon in your copy Contrasting text against backgrounds

How will creating a calendar of key dates for your campaign planning benefit your team? (Choose Two Answers)

Helps track performance metrics. Helps move forward on important deadlines

There are 5 key questions you should ask yourself before joining a new social media platform. Which of the following are key questions? (Choose Two Answers) Does this platform integrate with my social media management software? Is the platform being adopted by gen z and younger generations? Is my audience on the platform? Can I do things on this platform that I can't do on my existing channels?

Is my audience on the platform? Can I do things on this platform that I can't do on my existing channels?

In addition to daily monitoring and weekly team reporting, it's also a good idea to share high-level campaign reports with leadership. Generally speaking, how often should you share this type of report? Monthly or quarterly Yearly or bi-annuallly Bi-annually or biennially Daily or weekly

Monthly or quarterly

You are responsible for running all the socials for your brand. Your team has been notified of a serious internal crisis. What should you do?

Pause all content, review social profiles, and create a response when you have been notified of an internal/external crisis.

What metric should you track if you want to see how many unique users are seeing your post? Reach Audience Growth Rate Engagement Rate Impressions

Reach

What's the most effective way to spread awareness of your organization's efforts during times of crisis?

Redistributing budget towards an authentic influencer program

What does accessibility mean in social media?

Socials that are available to everyone, regardless of disability

What are S.M.A.R.T objectives? Scaffolded, mandated, approved, rotated, and teachable Specific, measureable, attainable, relevant, and timebound Siloed, measured, active, real, and tenacious Sound, meaningful, articulate, revenue-driving, and targeted

Specific, measureable, attainable, relevant, and timebound

Every social media strategy needs a set of strong tactics to pull it off. Which of the below best defines social media tactics?

Tactics are what you use to engage your audience and complete brand objectives. E.g. running a contest

. What metric would you track to see how many times a single person may have seen your content?

The impressions metric is the best way to see how many times a single person has seen your content.

Content pillars are the set topics and themes that your brand focuses on for its social media posts. Why are they a useful part of your social media strategy? (Choose Two Answers)

They help give your content direction and structure and determine topics

Why is it important to track relevant social metrics? (Choose Three Answers) They help you keep track of your socials performance They help you from having to rely on influencers to drive sales/engagement They help you demonstrate your team's efforts to higher management They help you develop strong strategies

They help you keep track of your socials performance They help you demonstrate your team's efforts to higher management They help you develop strong strategies ?????

What are three examples of implementing Diversity, Equity and Inclusion (DEI) in your socials? Outlining your stance on social issues on your platform Celebrating holidays that feature diverse people and voices Making sure you are promoting popular social issues Using inclusive language and images

Using inclusive language and images Celebrating holidays that feature diverse people and voices

What two things should you consider when deciding which influencer to work with?

You should consider your objectives and budget when determining what influencer will work best for you.

What metric would you track if you wanted to see if your content is leading people to click your links?

You would track your click-through rate to determine how your content is leading customers to click your links.

There are several key elements of a strong social media strategy. Which element of your strategy outlines in detail what you plan to achieve?

Your social media objectives

A social media strategy provides a roadmap for your team to achieve its goals.Which of the following are essential elements of a strong social media strategy? (Choose Three Answers)

a crisis communication plan A crisis communications plan A measurement and reporting plan

You can have the best content in the world, but if you don't know when to post it to get it in front of as many eyes as possible - then all your work might be for nothing. What are the three key factors that help determine your posting frequency?

activity platform data strategic goals.

Using Search Engine Optimization (SEO) in your social profiles is a great way to improve your visibility and reach. What are some best practices to optimize your social profiles for SEO? (Choose Three Answers)

it is best to include relevant keywords in the username and bio add links to relevant online properties such as the website, blog or e-commerce shop include your address or city if location is important to your business.

When it's time to create a final campaign report, there are two key things your stakeholders need to know. What are they?

A summary of your campaign objectives the actionable metrics your reported on weekly

A content calendar gives you a map of all your future content across all of your social accounts. What are the three main components of an effective content calendar? An Evergreen library A monthly calendar A weekly Calendar A team vacation calendar

An Evergreen library A monthly calendar A weekly Calendar

It's now safe to post, but the crisis is still lingering in online conversations. What steps should you take to make sure that your content is not insensitive?

Comb through your scheduled content to look for words or emojis that may be viewed as problematic and remove them.

The benefits of maintaining an active community extend beyond sales. What are three ways your engaged community can help your brand? Helping you create content for your socials Giving you new brand objectives to pursue Providing useful feedback about your brand Saving you time by monitoring your socials

Helping you create content for your socials Providing useful feedback about your brand Saving you time by monitoring your socials

Regular social media reporting shows how your campaign is performing over a set period of time. What is one of the benefits of this kind of reporting? It provides you with more detail on your performance compared to other reporting types It provides management with simple to read/ understand reporting It allows you to measure the success of a completed campaign and show what worked, what didn't, and how to improve for next time It allows you to check on your performance and course-correct if things aren't working as planned

It allows you to check on your performance and course-correct if things aren't working as planned

A new social media platform is gaining popularity, and you're considering joining it. Your audience uses it, and you know you can provide value to them... But you're worried the time and resource investment will take away from your existing channels, and you're not sure if it will sufficiently support your objectives. What's the best path forward?

Join the platform and test it, to see if it works

What is one way to get stakeholder buy-in while sharing social reports? Highlight customer testimony on why your social channel is the best Don't highlight any data or metrics Contrast your vanity metrics against your actionable metrics Know who you are reporting to and tailor the report

Know who you are reporting to and tailor the report

Before you start your campaign, you need to make sure that you have actionable metrics to measure and report on. How do you know what's an actionable or vanity metric?

Look to your objectives. Actionable metrics will directly support them, vanity metrics will not.

What are two things you might consider doing with your content calendar when you have learned about a serious global event? Delete older posts that may be insensitive to this situation Comb through your content library to make sure your future posts are not insensitive to the situation Continue with your original posting schedule, but mention the event in your copy Pause your publishing schedule until you can regroup with your team to plan on how to proceed

Pause your publishing schedule until you can regroup with your team to plan on how to proceed Comb through your content library to make sure your future posts are not insensitive to the situation

To grow an engaged community across all of your social media channels, you'll need a good understanding of the networks you use and your audience. What is something you should keep in mind when developing a strategy that spans platforms? People use social platforms for different reasons All social networks have the same requirements All audiences are looking for entertaining content Your audience is the same across platforms

People use social platforms for different reasons

DEI stands for Diversity, Equity and Inclusion. What does it mean for social marketing? (Choose Three Answers) Making content that is tailored for a specific audience Representing a diverse range of voices on your socials Creating a social space that be used and enjoyed by anyone Creating content that engages with a broad spectrum of identities

Representing a diverse range of voices on your socials Creating a social space that be used and enjoyed by anyone Creating content that engages with a broad spectrum of identities

A content strategy is a tactical plan for how you will achieve your goals with your socials. What are the three key components of a content strategy?

Research and analysis Content-specific goals Your plan for sharing content

What is something you should consider before cross-posting a video on your socials? That it's formatted correctly for each platform That it's following the latest trends That it isn't similar to your competitors That it was filmed with a camera and not your phone

That it's formatted correctly for each platform

You're a remote social media coordinator, and crisis strikes. Your direct manager is on leave, and you don't know who to escalate it to. What do you need? A short screen break to regroup and think about next steps The chain of command and key contacts list for stakeholders A social media management tool to shut down branded social accounts Access to the company-wide slack channel to post an update

The chain of command and key contacts list for stakeholders Access to the company-wide slack channel to post an update

You've reviewed who has access to your branded social media accounts, and decided to change the passwords. Now you need to redistribute access to people who will be directly involved with the account. What's the most secure way to do this? List them in a centralized location that your team can access Private message relevant people individually with the new passwords Send them out via a team email, mention it's sensitive information Use a tool to manage account access without sharing passwords

Use a tool to manage account access without sharing passwords

What are some best practices to make sure your data is easy to understand in your report? (Choose Three Answers) Visualize your data Only show data that is relevant to your report Explain how the data impacted brand objectives Explain in detail how the data is measured

Visualize your data Explain how the data impacted brand objectives Only show data that is relevant to your report

Evergreen content never becomes outdated, which means it can be reused again and again. Which of the following posts are an example of evergreen content?

content include a brand FAQ

What are two things you should consider doing when cross-posting? Edit your copy for each network Change your brand voice for each platform Create different pieces of content for each platform Take advantage of platform-specific features in your posts

create different pieces of content for each platform Take advantage of platform-specific features in your posts