Social Media Marketing Final
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
Which two of the following are good ways to manage the time invested in social media marketing?
-Leverage tools like Hootsuite that are designed to improve efficiencies. -Hire an outside agency.
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
To take full advantage of your Twitter Media Gallery, ensure that you've uploaded a minimum of:
6 photos or videos
In order to be a successful social media marketer, you need a number of technical and personal skills. Which of the following is not considered vital?
A big ego
What does the Hubspot case study illustrate?
A strategic approach to social media is the only way to produce solid, measurable results.
What is a photo sharing site?
A website that allows users to upload photos for public or private viewing.
Which of the following is not an example of permission marketing?
An online ad viewed on a mobile phone.
What is a social network site?
An online service where members can establish relationships
The text indicates that ____ is a KPI for fostering dialogue.
Audience engagement
Using real people in actual locations when creating a video is an example of
Authenticity
Which of the following is not part of an active engagement strategy?
Broadcasting messages.
Millennials have become the fastest growing demographic on several major social networks, such as Facebook.
False
What is the primary lesson behind the United Breaks Guitars case study?
Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform?
Comprehend
Brand advocates are:
Dedicated fans with whom you should build closer relationships
What is a common issue with social media marketing plans?
Defining the target audience too broadly.
Monitoring social media is only effective in preventing the spread of negative or damaging comments to a brand.
False
Most people use social media because they are looking for discounts and deals.
False
Social media marketing ethics involve all of the following except:
Employ information gathering software on social profiles
Which of the following is not an important aspect to social media marketing?
Ensuring the product message is always paramount
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
According to the text, traditional advertising has no value to consumers.
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
Downloads of the Facebook mobile app are negligible, so it's unimportant to understand how your Page looks on a mobile device.
False
Due to the 140 character limit of Instagram captions, it's important to be concise with every post.
False
How much people trust you is less important than the overall number of fans and followers you have.
False
Instagram currently does not allow you to include clickable links in your profile because they don't want people navigating away from their platform.
False
It is unnecessary to outline social media roles and responsibilities in a small organization.
False
It is very important for brands looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity.
False
Large social networks are being threatened by niche social networks that cater to specific interests.
False
The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.
False
The overview of a social media marketing plan should start off with a reasoned argument for making the required investment (budget $) to implement the proposed plan.
False
To grow your Facebook audience you should friend potential customers through your personal account, then invite them to Like your Brand Page.
False
Typically the most popular images are those that are carefully planned and staged.
False
Unlike video sharing and other social media tools, target audiences are not as important for photo sharing.
False
When measuring the ROI of your community-building efforts, your focus should be on qualitative data.
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
Pinterest has a large percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income.
Female users
If your new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best?
Followers
Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community.
Four
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
On Pinterest, a marketing team could create a board to showcase new products and an HR team can create a board to _________ in order to entice job seekers.
Highlight company culture
Which of the following is not a brand building goal?
Increase sales of a product or service
Designed as a mobile social network, ___________ users can easily take a picture or video on their smartphone, choose a filter to fit the scene or mood, and then share it with their followers.
If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.
Why is it important for a company to stay connected on a photo sharing site?
Interacting with other users helps draw people back to your content.
A benchmark or baseline measurement is important because
It acts as a starting point and standard to compare progress of strategies
Why is brand health an important part of the listening phase?
It helps a company identify its current social media presence, and serves as a starting point for strategy development.
Why is ROI not considered an ideal qualitative measurement for social media?
It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis.
Why is the continuity of a theme important with videos?
It is more likely to convince a viewer to watch other videos and to subscribe to a channel.
What must a brand do in order to make quantitative social media metrics useful?
It must tie each metric to a specific marketing goal.
Why is an executive summary an important element of a social media marketing plan?
It provides a first impression and highlights the primary benefits of the social media marketing plan.
_______________work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.
LinkedIn Groups
The passive engagement strategy focuses on
Listening.
When developing social media strategies, it is important that companies
Make sure to adapt them to their individual strengths, weaknesses, opportunities and threats.
The Persona Development Cycle does not include:
Mass messaging
The Net Promoter Score
Measures the loyalty of a brand's relationship with its customers
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
Social media marketing goals must be flexible because
New developments sometimes occur while using social media.
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.
Brevity is important when creating videos because
People have short attention spans.
Which of the following statements is false?
People on social networks seek out brand relationships.
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
According to the text, the definition of social media marketing is using social media to
Positively influence consumers toward a desired action.
Stock photography is
Professional photography produced by agencies or photo libraries.
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
What is the #1 resource used when researching a product online?
Search
_____________ let you segment your company offerings in LinkedIn by your target market and are a great way to focus on different products separately so you can modify positioning and messaging.
Showcase pages
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.
What is the primary difference between social brand building and traditional brand building?
Social brand building is what people say about a company.
Which rung on the Social Technographics Ladder represents the largest segment?
Spectators
Personas are part of which stage in the Social Media Marketing Planning Cycle?
Target audience
Authenticity can be described as
Telling the truth in a personable and genuine manner
A call to action can be defined as
The action you want someone to take at each stage of your marketing campaign
Tuning is
The ongoing process of adjusting a social media marketing plan to ensure its goals are achieved.
Why are social networks so useful for businesses that sell to consumers?
They are a great way to find and reach potential customers.
Why is it considered important to focus on the buyer persona?
They are the ones who make the purchasing decisions
Why are messaging objectives important?
They help provide the persona with the information they need to make a purchase or other conversion.
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.
A Social Media SWOT Analysis is an important part of a social media marketing plan because it can help an organization assess its strengths and weaknesses on social media platforms as well as the opportunities and threats related to the competition.
True
A benefit of marketing with social networks is: companies can build brand awareness.
True
A benefit of marketing with social networks is: companies can conduct market research.
True
A benefit of marketing with social networks is: companies can find new customers.
True
A benefit of marketing with social networks is: companies can find talent and new employees.
True
A benefit of marketing with social networks is: companies can use them as a distribution channel for marketing messages.
True
A company should not select social media platforms until it has clearly identified its target audience and its behaviors.
True
A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.
True
A social media monitoring tool should be determined by a brand's social media marketing goals, which identify which metrics will be measured.
True
A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience.
True
According to the text, Facebook is a substantial source for word-of-mouth marketing,
True
As Twitter is an open network, businesses are able to follow and monitor their customers for insights into their ideas, habits, and opinions about different products and services.
True
Being honest is one way for a company to build credibility.
True
Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
True
Image sharing can help drive web traffic to a website.
True
It is important to identify quantitative KPIs based on social media marketing goals.
True
It's important to benchmark yourself against your competition.
True
Marketing investment in social media is forecast to increase.
True
Measuring Return on Investment in social media is challenging for most marketers.
True
On Instagram, you can use "Turn on Post Notifications" to receive a push notification when specific people post content on Instagram.
True
One of the guidelines for creating content is: develop or acquire content specific to the needs of the community in each social media platform.
True
One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.
True
Online video can act like an infomercial by showcasing a product's features and benefits.
True
Social media allows businesses to communicate via an interactive, two-way medium compared to traditional one-sided mediums such as tv, radio, and print.
True
Social media marketing is based on marketing principles that have been around for years.
True
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
Social networks blur the line between business and personal life.
True
The implementation phase includes identifying which staff will handle the content and tactics for specific social media platforms.
True
Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program.
True
When first engaging in social media, it is important to listen first before creating content.
True
When presenting a social media marketing plan to management for approval, it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective.
True
At what point does a brand stop developing personas? How do they know they have enough personas?
When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset - focus on high importance, high-value market segments.
Social media marketing is a form of what type of marketing?
Word of mouth
_____________ is the world's largest video-sharing social network, the second largest search engine and one of the top three websites worldwide.
YouTube
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
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:
all of the above
Before launching a social advertising campaign it's best to have:
all of the above
Objectives within a social media strategy should always be:
all of the above
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
Quantitative KPIs include things like:
follower growth, engagement rate and conversions such as email sign ups, qualified leads and sales transactions.
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
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
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
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
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 _____________________________.
differentiation 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.
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
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
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
Your social media content strategy should flow naturally from your _________________________.
social media strategy and objectives
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
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
