Social media exam 1
A social media content strategy is __________. a. the planning, development and management of social media content b. how often and on what platforms social media content should be published c. a collection of the resources needed to create social media content d. a schedule of all social media posts
a
A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve ____. a. a marketing or business goal b. brand awareness c. more link clicks d. more engagements
a
Likes, shares, comments, and clicks are all examples of ____ metrics. a. engagement b. exposure c. influence d. impact e. advocacy
a
Protection for original works fixed in tangible mediums of expression, published or unpublished, defines a. copyright b. videos c. patents d. trademark e. intellectual property
a
Social media campaigns can live ____. a. all of these options b. on a company website c. on a microsite d. on social media
a
The "authentic" voice characteristic can be described as ____. a. We're going to give you the tools and insights you need to make your job easier. That may not always be through our product. b. We're passionate about changing the way the world works. c. We're not afraid to challenge the status quo and be ourselves. d. We take our product seriously; we don't take ourselves seriously.
a
The campaign parameters include ____. a. all of these options b. hashtag use c. contest submission instructions d. contest guidelines
a
The goals and challenges defined for a persona should be written from the perspective of a. the persona b. your competitors c. marketing executives d. the industry e. your company
a
The rule of thirds breaks the image into ____ boxes. a. 9 b .1 c. 6 d. 12 e. 3
a
What are values? a. core principles that give meaning to your life b. the role you will play in making your vision happen c. what intrigues and motivates you in determining how you want to spend your time d. a picture of your true self in the future
a
What is earned media? a. what the public shares digitally and verbally about a brand b. a marketing activity that is paid for c. all of the channels a company owns d. advertisements e. none of these options
a
What is the first step in launching a social media marketing campaign? a. establishing goals b. identifying the target audience c. determining a campaign budget and resources d. choosing a campaign idea, theme and type
a
What is user-generated content (UGC)? a. any digital content that is produced and shared by end users of an online service or website b. content that is available for all social media users to use c. content that brands create on social media d. any social media content available to the public online e. none of these options
a
Which of the following is NOT an advantage of social media? a. unrealistic customer expectations b. identify and reach target audience c. free to use d. increases brand loyalty e. marketplace insights
a
Which of the following would NOT be considered under the campaign budget and resources? a. social media content calendar b. social media tools c. social media software d. social media advertising
a
A customer persona is __________. a. a representation of a customer's target market based on data collected on employees of the company b. a representation of a company's target market based on data collected from existing and target customers c. a customer's personality d. a representation of customer's target market based on data collected from existing customers only
b
A social media content strategy is __________. a. how often and on what platforms social media content should be published b. the planning, development and management of social media content c. a collection of the resources needed to create social media content d. a schedule of all social media posts
b
A social media distribution strategy is __________. a. the planning, development and management of social media content b. how often and on what platforms social media content should be published c. a collection of the resources needed to create social media content d. a schedule of all social media posts
b
A social media marketing strategy is best described as a. a living document that outlines an organization's social media goals and guides the actions needed to achieve these goals. b. outlining the strategies and tactics for how a company will incorporate social media into its business. c. advertisements served to users on social media platforms. d. the continuous process of adjusting and improving the social media marketing plan. e. determining the network and frequency of posts and content types that will be published on each network.
b
According to the text, which social platform(s) are recommended for all industries? a. Pinterest and LinkedIn b. Facebook and YouTube c. Facebook and Instagram d. Snapchat and TikTok e. Twitter only
b
In a nutshell, targeting is a. a profile of our target audience adapted for the social web. b. how we get the right content to our audience c. who you don't want as a customer d. only which platform you post content to.
b
In a nutshell, targeting is a. who you don't want as a customer b. how we get the right content to our audience c. a profile of our target audience adapted for the social web. d. only which platform you post content to e. none of these options
b
In design, what color is often used for non-profit organizations? a. Blue b. Green c. Yellow d. Black e. Red
b
The "authentic" voice characteristic can be described as ____. a. We take our product seriously; we don't take ourselves seriously. b. We're going to give you the tools and insights you need to make your job easier. That may not always be through our product. c. We're passionate about changing the way the world works. d. We're not afraid to challenge the status quo and be ourselves.
b
What are buyer personas? a. A list of all your customers sorted into segments b. Fictional, general representations of your ideal customers c. Your company's personality characteristics d. Profile of your best customer e. A list of all your best customers
b
What are passions? a. specific objectives that you would like to achieve b. what intrigues and motivates you in determining how you want to spend your time c. core principles that give meaning to your life d. an action plan of what you want to accomplish in life e. all of these options
b
What are personal brand attributes? a. projections of what you want to accomplish in life b. the words you would use to define your personality, or the value that you offer c. what makes you get out of bed at 6 a.m. on a Saturday morning d. what you most enjoy doing—in your personal life and work life e. none of these options
b
What do we mean when we say you should post an "80/20 mix" on social media? a. 20% of your social content should be giveaways, and 80% should be ask me anything events. b. 20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations. c. 20% of your social content should be video that interests your audience, and 80% should be content that promotes your brand. d. 20% of your social content should be surveys, and 80% should be influencers' content. e. 80% of your social content should promote your brand, and 20% of your social content should be anything that truly interests your audience and engages them in conversations.
b
What is a way to plan, organize and schedule all social media activities? a. create a blog b. create a social media calendar c. set up an Instagram account d. create a list of hashtags e. have weekly meetings
b
What should buyer personas be based on? a. Your budget b. Market research and insights gathered from the actual customer base c. All of the above d. Competitive analysis e. Characteristics of those people you don't want as a customer
b
Which of the following is NOT a characteristic of a successful social media marketer? a. Be able to write for social media. b. Be able to do things the way they've always been done. c. Stay on top of social media trends. d. Be comfortable with analytics. e. Be prepared to think and act quickly.
b
A social media distribution strategy is __________. a. a schedule of all social media posts b. the planning, development and management of social media content c. how often and on what platforms social media content should be published d. a collection of the resources needed to create social media content
c
Brand pages have _____ targeting options. a. Infinite b. 1000s of c. Limited d. 100s of e. Robust
c
If you are a student, how should you describe yourself in your LinkedIn headline? a. with the internship or current job that you have b. as a student c. how you want to be found by a potential employer d. as a hard worker e. none of these options
c
The "SMART framework" stands for a. smart, marketable, attainable, relevant and time-based b. smart, measurable, available, relevant and time-based c. specific, measurable, attainable, relevant and time-based d. specific, marketable, accessible, relevant and time-based e. synchronous, measurable, actionable, reliable, timely
c
Ways to increase reach with posts on Instagram include all of the following except a. Use hashtags b. Mention other businesses c. Use custom image collages d. Add your location e. Tag customers
c
What are UTM Parameters? a. a metric that companies use to measure the willingness of customers to recommend a company's products or services to others b. a metric that shows which social media share buttons are being clicked on from a website, and which content is shared the most using these buttons c. tags added to a URL; when clicked, the tags are sent back to Google Analytics and tracked d. a web analytics service offered by Google that tracks conversions and reports website traffic
c
Which of the following are external, and help you foresee what you may be facing in the industry? a. strengths and weaknesses b. weaknesses and opportunities c. opportunities and threats d. strengths threats
c
Which of the following are important when establishing a brand's tone of voice? a. the brand's language b. the brand's tone c. all of the options d. the brand's character e. the brand's purpose
c
Which of the following is NOT conducted DURING a social media marketing campaign? a. engage b. promote c. share results d. monitor
c
Which of the following is social media ROI by revenue formula: a. Total Investment / Profit X 100 b. Link Clicks / Engagements X 100 c. Profit / Total Investment x 100 d. Engagements / Link Clicks X 100
c
In design, what is the principle of hierarchy? a. The space around elements that doesn't include any text or graphics. b. Placement of elements to organize them and/or show a relationship between them. c. Breaking the image into thirds horizontally and vertically which creates nine frames. d. Using fonts, font sizes, font weights or different shapes to call attention to what's most important in the graphic. e. Repeating design for elements to tie them together.
d
Pin copy includes a. a logo b. a description c. a title d. both a title and description e. none of these
d
What is social media Net Promoter Score (NPS)? a. a valuable type of media that increases brand awareness with no additional effort on the part of the in-house marketer(s) b. a company, brand or product is first in customers' minds when they think of a particular industry or category c. the percentage of brand mentions, or people talking about a company online compared to its competitors d. a metric that companies use to measure the willingness of customers to recommend a company's products or services to others
d
What is social media listening? a. the process of monitoring popular television shows b. the process of monitoring consumers' spending habits c. the process of monitoring the most popular followers d. the process of monitoring the internet to determine what is being said about a particular brand, topic or industry
d
What is social media reach? a. number of people within a target market who has seen any activity from your social media account b. number of countries who have seen any activity from your social media account c. number of people that follow a social media account d. number of people who have seen any activity from your social media account
d
What is social media share of voice? a. a metric that companies use to measure the willingness of customers to recommend a company's products or services to others b. a company, brand or product is first in customers' minds when they think of a particular industry or category c. a valuable type of media that increases brand awareness with no additional effort on the part of the in-house marketer(s) d. the percentage of brand mentions, or people talking about a company online compared to its competitors
d
When trying to determine if you can use copyrighted work based on fair use you must consider the following a. The portion of the work posted b. The impact on the market for the material c. The material is factual in nature d. All of these are things to consider e. The character of use is nonprofit, educational or personal
d
Which of the following should you NOT do on social media? a. build a reputation for honesty b. be respectful and nice c. spell check d. tag or post pictures and videos of people without their permission e. treat people how you would want to be treated
d
Written work, artwork, photos, and videos are all examples of fair use a. patented works b. trademarked works c. tangible mediums of expression d. permission to use
d
A social media marketing plan is ____. a. created about every five years b. a living document c. not important for a company's social media marketing strategy d. the first step in developing a social media marketing strategy e. none of these options
e
From whom do you need to obtain permission to use copyrighted material? a. The U.S. copyright office b.Your state's copyright office c. The creative commons d. The original author/artist e. The copyright owner
e
In terms of social media, what does it mean to be participatory? a. Getting involved in existing groups and events on social media. b. None of these options c. Be conversational. d. Respond to comments, tweets, posts, etc. e. All of these options
e
The ideal number of hashtags in an Instagram post are a. 4-6 b. 11+ c. 5-11 d. 0 e. 1-3
e
What are the principle reasons people spend their time online? a. To do homework, to get information, and to look up cat videos b. To play games, to escape reality, and to play music c. To learn new things, to escape reality, and to be entertained d. To shop, to read books, and to go to school e. To connect with people, to get information, and to be entertained
e
What is a personal vision? a. a picture of your true self in the future b. it is who you want to be, what you want to do, how you want to feel, and with whom you want to associate yourself c. it includes all the important elements of your life and career d. it helps you see into the future, as it is the framework for the process of creating your life e. all of these options
e
When you are creating your personal brand statement, what steps should you follow? a. List your unique attributes b. Use those attributes to create your one-sentence statement c. Be sure your statement will resonate with your target audience d. Update as your audience changes e. All of these options
e
Which of the following are important when establishing a brand's tone of voice? a. the brand's character b. the brand's purpose c. the brand's tone d. the brand's language e. all of the options
e
Which of the following is a benefit of social media marketing? a. increased exposure / brand awareness b. increased traffic c. brand loyalty d. lead generation e. all of these options
e
T/F: With memes you don't need to worry about copyright at all.
false
T/F: Consumers now regard social media as a more trustworthy source of information over traditional marketing communications
true
T/F: You are 7 times more likely to be found on LinkedIn with a profile picture.
true
