Social Media Certification test study

Which of the following is an example of a SMART goal? A. Improve customer retention rate by 5 percent by March 15 by responding to every social media mention within 15 minutes during all business hours B. Increase sales by the end of the month by making more calls, posting more frequently on social media, and sending more emails C. Increase brand awareness by liking more photos on Instagram and writing longer captions for all social media posts D. Improve brand sentiment in two weeks by paying to promote Facebook posts that have to do with charitable efforts

A. Improve customer retention rate by 5 percent by March 15 by responding to every social media mention within 15 minutes during all business hours

What does SWOT stand for in the term SWOT analysis? A. Sales, weaknesses, opportunities, and time B. Strengths, weaknesses, opportunities, and threats C. Strengths, weaknesses, objectives, and time D. Sales, worth, opportunities, and threats

B. Strengths, weaknesses, opportunities, and threats

Tentree & Co. is running a Facebook ad campaign that requires it to pay a certain amount every time someone clicks on one of its ads. Which of the following is Tentree & Co. using? A. CPM B. PPC C. CPC D. CPA

C. CPC

Social media marketers operate largely under which of the 4 Ps? A. product B. place C. promotion D. price

C. promotion

If Sandy's Cafe wants to post six images in one Instagram ad in which the images loop music plays automatically, what type of Instagram ad should it use? A. photo ad B. carousel ad C. slideshow ad D. story ad

C. slideshow ad

Which of the following is an example of social proof? A. A customer review on a website B. Star ratings for a product C. The sharing of a blog post on social media D. all of the above

D. all of the above

A company tracks the number of times it is tagged in an Instagram post. Which of the following metrics is it likely tracking? A. audience growth B. website traffic C. audience size D. brand mentions

D. brand mentions

________ is the most popular photo-sharing social media application. A. instagram B. facebook C. pinterest D. snapchat

A. instagram

True or False: The top ranking factor of the YouTube algorithm is the number of views a video has. A. true B. false

B. false

In terms of marketing, what does CPM stand for? A. Customer per minute B. Custom pricing mechanism C. Cost per mile D. Cost Per Million

C. cost per mile

A keyword is ________. A. A word or phrase for which accompanying search results are displayed when typed into a search engine B. A snippet of text that tells a search engine what a social media account is about C. A piece of programming language that tells web browsers how to display information D. The first word in a headline or caption of any content posted on social media

A. A word or phrase for which accompanying search results are displayed when typed into a search engine

Sweater Weather, a sweater retailer, manually selects its target audience on Facebook based on location, age, and language. Which of the following types of Facebook audience targeting is it using? A. Core audiences B. Lookalike audiences C. Custom audiences D. Randomized audiences

A. Core audiences

A social media influencer is ________. A. Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise B. Anyone who uses social media to increase his or her followers C. Someone who enjoys using social media and shares both organic and paid content on a regular basis D. Someone who has at least 100,000 followers on a social media platform

A. Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise

Which of the following best describes marketing? A. The process of communicating a company's value to customers B. The process of buying products and services C. The process of creating and maintaining the identity of a brand D. A range of activities that assist customers in resolving issues

A. The process of communicating a company's value to customers

What do Instagram, Oculus, and WhatsApp all have in common? A. They are owned by Facebook. B. They were all originally social media sites C. They are the top three largest social media sites. D. They are social media planning programs.

A. They are owned by Facebook.

________ is the simulation of human intelligence processes by machines, especially computer systems. A. artificial intelligence B. search engine optimization C. targeted audience D. boosting

A. artificial intelligence

The majority of Twitter users are ________. A. male B. female

A. male

This form of marketing tries to reach consumers through general media advertising as well as through in-person contact. A. outbound B. inbound C. organic D. none of the above

A. outbound

SkatePerk tracks the number of people who visit www.skateperk.com from its Facebook account. Which of the following metrics is it likely tracking? A. referral traffic B. audience growth C. revenue D. audience size

A. referral traffic

Facebook uses a ________ to show businesses how relevant or non-relevant their advertising efforts are. A. relevance score B. authority grade C. usability rating D. value report

A. relevance score

TravelElite, a discount travel agency, aims its social media marketing efforts at married 30- to 40-year-olds who have incomes of $50,000-$70,000 a year and who are interested in travel. It does this because these people are most likely to purchase a TravelElite trip. Which of the following best identifies this group of people? A. test market B. focus group C. target audience D. lead market

A. test market

True or False: A key performance indicator (KPI) is a metric to evaluate success. A. true B. false

A. true

True or False: A social media analytics plan is the actuation of various strategies to help increase the level of overall engagement across social media platforms. A. true B. false

A. true

True or False: Among age groups of internet users, the group of 13-17 year-olds is most likely to use Instagram. A. true B. false

A. true

True or False: Among age groups of internet users, the group of 18-29 year-olds is most likely to use Facebook. A. true B. false

A. true

True or False: Ollie, a skateboard retailer, shares a video on Facebook, Instagram, and YouTube of its customers' craziest wipeouts. The video performed significantly better than any other post it had ever shared. Ollie's video is an example of unicorn content. A. true B. false

A. true

White space is ________. A. Used in HTML codes to avoid clutter B. Any area of a design that is purposely left empty C. A term used to describe the spaces between text D. A popular social media marketing software

B. Any area of a design that is purposely left empty

________ are the most important metrics for a business. A. awareness metrics B. KPI C. conversions D. engagement metrics

B. KPI

Which of the following social media sites has the most active monthly users? A. instagram B. facebook C. youtube D. twitter

B. facebook

Which of the following best describes a social media audit? A. The process of gathering and analyzing data and behavior from social media profiles, then using that data to make better business decisions B. A business metric used to evaluate the success of an organization, employee, etc. C. An examination of a business' social media activity D. The process of gathering and analyzing information about customers' needs and preferences

C. An examination of a business' social media activity

Prince & Caputo has crafted several blog posts about men's fashion. It wants to increase brand awareness, so it decides to run an ad campaign on Facebook to promote these blog posts. Which of the following is Prince & Caputo using? A. Organic media marketing B. User-generated content C. Paid social media advertising D. earned media

C. Paid social media advertising

________ was the first true social media network. A. facebook B. twitter C. myspace D. youtube

C. myspace

Jared, a popular vlogger, sees that his YouTube videos that incorporate trendy challenges get around 900,000 views, his travel videos get around 1.5 million views, and his how-to videos get about 2 million views. Based on that data, it would be MOST beneficial for Jared to ________. A. Improve the quality of his travel videos B. Make his challenge videos stand out C. Promote his challenge videos D. Post more how-to videos

D. Post more how-to videos

A _______ is a statement or phrase that encourages audience response. A. personal brand statement B. keyword C. target audience D. call to action

D. call to action

If a company tracks the number of times its Instagram post was seen, which of the following metrics is it tracking? A. follows B. discovery C. actions D. impressions

D. impressions

When were social media sites first introduced? A. 2010 B. 1997 C. 1990 D. 2003

D. 2003

Between 1995 and 2002, extreme internet usage growth played a key role in opening up the internet as a viable marketing option for businesses. Which of the following is the name of this time period? A. dot-com bubble B. internet marketing era C. digital bubble D. digital era

A. dot-com bubble

________ is the time between the start and completion of a specific campaign. A. lead time B. conversion rate C. lead rate D. conversion time

A. lead time

True or False: The online world has shifted from a one-to-many to a many-to-many method of interaction. A. true B. false

A. true

If a company shares customers' posts on social media, which of the following types of content is it taking advantage of? A. Inorganic content B. User-generated content UGC C. Owned Media D. Paid Media

B. User-generated content UGC

If a company wants to know if its social media marketing efforts are generating money, which of the following metrics should it track? A. conversions B. revenue C. audience growth D. website traffic

B. revenue

A ________ defines a business' objectives and assists in ensuring its content is working toward identified goals. A. social media audit B. social media marketing strategy C. content calendar D. social media analytics plan

B. social media marketing strategy

If Iron & Steel, a bodybuilding gym, shares eight images in a single Facebook ad, which of the following Facebook ad types is it using? A. slideshow B. canvas C. carousel D. video

C. carousel

Snapchat was the first ________ application. A. photo-sharing B. video-sharing C. data-deleting D. instant messaging

C. data-deleting

In terms of social media, a platform ________. A. enables the development, deployment, and management of social media solutions and services B. searches databases and internet sites for documents containing key words specified by a user C. is a person's profile on any given social media application that he or she uses to share views and opinions D. is the original version of a social media application that is used as a framework for future versions

A. enables the development, deployment, and management of social media solutions and services

True or False: A lookalike audience on Facebook is an audience that a marketer chooses based on specific demographics. A. true B. false

B. false

Which of the following can be a disadvantage of working with an influencer? A. Influencer marketing provides little to no return on investment. B. The cost of influencer marketing is statistically higher than paid advertising. C. Influencers demand lengthy and detailed contracts. D. A company's image is tied to the actions of the influencer.

D. A company's image is tied to the actions of the influencer.

A company must have a ________ account before it can create ads on Snapchat. A. snapchat business B. snapchat premium C. Snapchat Marketing & Advertising D. Snapchat Ads Manager

D. Snapchat Ads Manager

Content Marketing is _______________. A. the act of submitting public relations materials to media outlets to inform target audiences about events, product launches, updates, etc. B. The act of asking influencers to share links to product pages, to share reviews of products, to write blogs or create videos about products, etc. to acquire a target audience C. A technique used by customer service representatives on social media platforms that allows them to respond and react to issues in a professional manner D. The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience

D. The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience

If a company tracks response time on its social media accounts, which of the following goals would it most likely have? A. To increase brand awareness B. To grow its email list C. To increase customer advocacy D. To excel in customer service

D. To excel in customer service

A(n) ________ is an example of a social media engagement metric. A. like B. share C. comment D. all of the above

D. all of the above

Which of the following best describes social media reach? A. The number of countries in which customers have reacted to a company's social media activity B. The number of people who have been exposed to a company's social media activity C. The number of people within a target market who have interacted with a company's social media activity D. The number of people who follow a company's social media account

B. The number of people who have been exposed to a company's social media activity

Hustle & Bustle sells high-end diaper bags made from sustainably sourced materials. Which of the following buyer personas best fits the corresponding target audience? A. Millie is 40 years old, is married, earns $35,000 a year, and searches terms like "recyclable materials." B. Shannon is 35 years old, is married, is a stay-at-home mom, has three children under the age of three, has a household income of $90,000 a year, and searches terms like "mom life hacks." C. Ryan is 27 years old, is single, has one 5-year-old, earns $55,000 a year, and searches terms like "best elementary schools near me." D. Ellie is 28 years old, is single, has 3-year-old twins, earns $45,000 a year, and searches terms like "affordable childcare."

B. Shannon is 35 years old, is married, is a stay-at-home mom, has three children under the age of three, has a household income of $90,000 a year, and searches terms like "mom life hacks."

True or False: Facebook is the most used social media platform in the world, so businesses in all countries should use it to conduct social media marketing. A. true B. false

B. false

If Motocross Central wants to increase awareness via video, which of the following types of Twitter ad campaigns should Motocross Central run? A. awareness B. video iews C. followers D. website clicks

B. video views

Dixie's Dress Shoppe runs an ad campaign on Facebook for two weeks in hopes that viewers will purchase more dresses on its website. In this scenario, which of the following actions would be a conversion? A. A person clicks a link on one of the ads B. A person follows a link on one of the ads to Dixie's website and then adds a dress to the online shopping cart C. A person follows a link on one of the ads to Dixie's website and then purchases a dress from the website D. A person follows Dixie's Dress Shoppe on Instagram after seeing a Facebook ad

C. A person follows a link on one of the ads to Dixie's website and then purchases a dress from the website

Which of the following highlights a key difference between one-to-many and one-to-one marketing? A. One-to-one marketing is an indirect form of marketing, while one-to-many marketing is direct. B. One-to-one marketing allows businesses to communicate to a large audience, while one-to-many relies on businesses understanding customers' individual choices. C. One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing. D. One-to-one marketing occurs when a business sends a message to a single large audience, while one-to-many occurs when a business sends a message to many small audiences.

C. One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing.

If a bicycle company creates and shares a blog post about the best mountain biking trails in America, what form of marketing is being used? A. PPC advertising B. web optimization C. content marketing D. outbound marketing

C. content marketing

If a company shares a link to its Facebook account on an Instagram post, what marketing approach is being used? A. cross promotion B. search engine optimization C. PPC advertising D. outbound marketing

A. cross promotion

Dr. Tom's decides to run a Facebook ad campaign for its vegan, sulfate-free moisturizers. It targets ads toward single women who make around $35,000 a year and interact with health and wellness pages. What method is Dr. Tom's using to ensure it reaches its desired audience? A. exact targeting B. segmentation C. organic targeting D. influencer targeting

A. exact targeting

True or False: Evergreen content stays relevant to its readers. A. true B. false

A. true

True or False: In comparison to other age groups, internet users who are 18-29 years old are most likely to use Twitter. A. true B. false

A. true

True or False: In terms of location, Twitter users are spread out fairly evenly between urban, suburban, and rural areas but are slightly more likely to live in urban areas. A. true B. false

A. true

True or False: Social media marketers should keep return on investment (ROI) in mind to measure the amount gained from an investment relative to the investment's cost. A. true B. false

A. true

True or False: With paid social media advertising, a company's "audience" is thesegment of people that the company deliberately choose to advertise to through various demographic selections. A. true B. false

A. true

True or False: Customer advocacy is a marketing strategy focused on supporting customers on social media by liking, commenting on, and sharing their content. A. true B. false

B. false

Which of the following best describes the difference between content curation and content creation? A. Content curation is the process of manually creating a piece of content, while content creation is the process of gathering and compiling other pieces of content. B. Content curation and content creation are the same thing. C. Content curation is the process of gathering and compiling pieces of content, while content creation is the process of manually creating a piece of content. D. Content curation is the process of gathering research for a project, while content creation is the process of completing a project.

C. Content curation is the process of gathering and compiling pieces of content, while content creation is the process of manually creating a piece of content.

What are the three main goals of marketing? A. Build customer awareness, acquire new customers, and create new products B. Increase sales, build customer awareness and loyalty, and acquire new customers C. Write promotional emails, create ad campaigns, and acquire new customers D. Increase sales, optimize ad and marketing campaigns, and create concepts for new products

B. Increase sales, build customer awareness and loyalty, and acquire new customers

If a company tracks data and behavior from its social media profiles and uses that data to make better business decisions, what process is that company using? A. Digital marketing analytics B. Social media analytics C. Social ad tracking D. Data extraction

B. Social media analytics

________ is the study of historical data to research potential trends, project the effects of future decisions, and evaluate the performance of past decisions. A. market research B. analytics C. artificial intelligence D. data mining

B. analytics

Which of the following is NOT an example of a clear call to action? A. "Buy now to get 33% off of your purchase." B. "Click here to download your FREE guide." C. "HotRods is the best car wash in town." D. "Visit www.abcdefg.com to learn more."

C. "HotRods is the best car wash in town."

In reference to social media marketing, which of the following is an example of organic content? A. A video a company pays to promote on Facebook B. A PPC ad that appears at the top of search engine results C. An image a company creates and shares on Instagram D. A product review that a paid influencer posts on YouTube

C. An image a company creates and shares on Instagram

When conducting a social media audit, the first step is ________. A. Checking for brand consistency B. Listing important metrics to monitor C. Locating and recording all social media accounts D. Analyzing each social media profile

C. Locating and recording all social media accounts

If a company wants its ad to appear on the "Trends for you" section on Twitter, what kind of promotion should it run? A. Promoted Tweet B. Promoted Account C. Promoted Trend D. Promoted Page

C. Promoted Trend

Which of the following is NOT a metric a business should use to measure brand awareness? A. reach B. shares C. bounce rate D. impressions

C. bounce rate

If Tana pays for fake views on YouTube to outsmart its search engine, which of the following is she doing? A. Running a YouTube ad campaign B. black hat marketing C. Building brand awareness via bumper ads D. influencer marketing

B. black hat marketing

True or False: Norris & Jones, a high-end restaurant, posts a giveaway on Instagram. Within the first two days, the post is seen by 4,500 people. Each of these exposures to the post is considered an interaction. A. true B. false

B. false

If a company posts 16 pieces of educational, informative, or entertaining content and four pieces of promotional content in one month, what rule is being followed? A. the rule of thirds B. the 80-20 rule C. the rule of balance D. the 50-50 rule

B. the 80-20 rule

True or False: Every business should use Instagram for social media marketing. A. true B. false

B. false

DataDriver shares a report on Twitter of various digital marketing trends. The report is designed creatively; the data is represented visually, incorporating images and a bit of text. Which of the following best captures what DataDriver shared on Twitter? A. a stock image B. a GIF C. an infographic D. status update

C. an infogrpahic