Digital Marketing Final Exam
What do we mean when we say you should post an "80/20 mix" on social media?
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.
How much of the buyer's journey is digital?
67%
What is a social media audit?
A hard look at the data
What is a social media audit?
A hard look at the data from all your social accounts and the social conversations about your brand and your competitors
When should a salesperson put forth the sales pitch in social media?
After sufficient rapport has been built and the customer is looking for what you have to sell
Why are hashtags helpful?
All of the above
What do senior leaders care about when it comes to your social media plan? Choose all that apply.
Competitive Advantage and Customer satisfaction
How can social media monitoring inform your sales and product teams?
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs.
"Real-time marketing" refers to:
Developing content on the fly for local, national, or global events happening online or offline.
Fill in the blank: Instagram stories are a great way to _____________
Drive traffic and engagement
What did fashion brand Burberry do to revolutionize how marketers use social media?
Invited their fans to share photos of their trench coat
Why do you need to use leading indicators of revenue success when calculating ROI on your social media strategy?
It can be months before you've closed new customers from a social media campaign.
Why should you be careful about monitoring competitors?
It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer.
What should you do if your competitor has a big public blunder?
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate.
Which network has the longest life for a piece of content?
You're starting a project and don't have a past campaign to use as a benchmark. How can you secure executive buy-in?
Position your program as an experiment or pilot.
Which one of the following is NOT a way that UGC can help marketers?
Provide deep insight into the effectiveness of your content mix
How can social media listening increase customer advocacy?
Responding to social posts—whether they're positive or negative— shows that you're listening, and your customers are being heard.
Which of these KPIs demonstrate engagement? Choose all that apply.
Sharing and retweets;likes or favorites
Which one of the below choices is NOT a reason you should be measuring your social media ROI?
Show influencers how enticing it would be to work with your company.
What's the difference between social listening and social monitoring?
Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective.
Which of the following is NOT a benefit of having a social media strategy?
Social media helps you send better emails
Why do stakeholders matter as you begin to develop your team structure?
Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders
When it comes to social listening, how do you know which social networks to start with?
Start with the social networks your buyer personas use to learn about and interact with brands.
Let's say you conduct a content audit on your competitors and see that they're having success with live video, but you haven't really tried live video yet. What might you do?
Test out live video on different channels, and see how your audience responds.
Voice refers to:
The distinct and steady personality or style of your brand.
What is one of the major benefits of Facebook Lead Ads?
The pre-filled form in Facebook makes it super easy for your audience to convert on— especially on mobile.
What is NOT an example of a social media crisis?
These are all examples of a social media crisis.
Why are UTM parameters so valuable to your social listening and monitoring program?
They allow me to track where traffic is coming from on social media.
What is the main benefit of using animated GIFs in social content?
They help you demonstrate complex concepts quickly and easily.
Why do you need to develop a business case for a new social monitoring technology?
To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize that value.
Why is content moderation important for user-generated campaigns?
To engage the community and reward those who go above and beyond
Why would you want a service to help you manage and discover influence?
To identify inidivuals who have the biggest following and high social clout
On which social network should you share content most frequently?
What is NOT a way that a brand can see financial gain from doing social customer service?
Using a social media agency to deliver content to customers
What is social selling the inbound way?
When a salesperson provides value by offering thoughtful content and answering questions for prospects
An ad for your upcoming webinar on network security should lead people directly to ___________.
a landing page where they can quickly sign up for the webinar
Why is user-generated content (UGC) so important? Choose all that apply.
all answer choices
Which of the following social media expense do you want to track so you can calculate ROI on your marketing campaigns?
all of the above
Why should you talk directly with your social followers and prospects?
all of the above
Which of the following is NOT a type of influencer?
attorney
The number of leads you generate that actually become paying customers is known as your ________.
average lead-to-customer rate
When developing your brand's tone, _______ is key.
context
Posting curated content on social shows your audience you're committed to:
creating value for them
Which of the below is not one of the five types of social media models?
distributed
True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
false
True or false? 12% of people generate 70% of the impact online.
false
True or false? Asking for reviews is something you should never do in social media
false
True or false? Canned messages are a quick and easy way to reach a wide audience in social media to find the right prospects.
false
True or false? Curating content means publishing someone else's content as if it were your own.
false
True or false? If you're posting the same content across different channels, make sure you post them simultaneously—on the same days and at the same times.
false
True or false? It's always better to target your ads towards as broad a group of people as possible.
false
True or false? It's necessary to conduct a social media audit every 2-3 years.
false
True or false? One-to-one engagement doesn't result in customers spending more
false
True or false? Simon Sinek says that people want to buy what you have. They don't care about what you believe.
false
True or false? The longer your social posts, the more likely that content will be seen and re-shared
false
Which of the following is NOT an example of active language you should use on a call-to-action?
more here
Do brands have legal ownership over content that users generate about their brand?
no
The _________ stage focuses on creating message maps and listening protocols on social media.
preparation
Which KPI is most likely to be a vanity metric?
reach
Which of the below is NOT one of the three factors determining how an influencer can impact behavior?
recognition
True or False? In social media, a service level agreement (SLA) refers to how much time passes between when a customer reaches out and when the company responds.
true
True or False? The Holistic model is the most common social team structure used by organizations today.
true
True or false: Ephemeral stories are quick bits of content, both video and photo, often with fun filters and "stickers" that disappear after a short period of time (1-24 hours).
true
True or false? A buyer persona is as important as business objectives when developing a social media strategy
true
True or false? A channel takeover, such as letting an influencer run your Instagram or Twitter handle for a day, is a good idea for brands.
true
True or false? Humanizing your brand gives you a competitive edge because people like making connections, and they like to invest their time and money in people they can relate to.
true
True or false? It's not a good policy to delete all negative comments.
true
True or false? Jumping onto an unrelated hashtag to promote your material is spammy
true
True or false? Selling to prospects by messaging them on Facebook could be seen as invading their private space.
true
True or false? Social listening can help you find leads.
true
True or false? The best way to choose the right social media tool is to think about your business goals, then narrow down your choices based on that goal criteria.
true
True or false? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.
true
True or false? When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action and multiplying it by 100.
true
True or false? You should make sure experimentation is ingrained in your strategic plan.
true
True or false? Your campaign should also help the influencer build authority and further their own content or reach.
true