Exam #2
Best Buy's social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer
"My views are expressed as my own"
In the wake of COVID-19, which of the following did LinkedIn NOT implement?
#SupportSmallBusiness live show
What was the name of Starbucks social media marketing campaign that allowed customers to customize a cup with art?
#WhiteCupContest
On average, brands earn ______ for every $1 spend on influencer marketing
$6.50
The top 100 brands on YouTube are collectively uploading a video every
18.5 minutes
LinkedIn is most used by which age group?
30-49
The average YouTube viewing session lasts more than _____ minutes
40
A good best practice for the length of blog posts is
400-1000 words
On average, how many pieces of content do B2B prospects engage with before making a purchase decision?
7
What percentage of top decision-makers say they never respond to cold call?
90%
A social media policy should have rules and responsibilities for governance tasks. This should be assigned to:
A company spokesperson responsible for answering questions about your company on social media
What is a vlog?
A video blog
Which of the following are characteristics of a good influencer?
All of these options
Which of the following are influencer personas types?
All of these options
Which of the following are ways brands can use influencers?
All of these options
Why are blogs so popular?
All of these options.
Which of the following is NOT a BUYER benefit of social selling?
Discount on the purchase of a product
Which of the following is NOT a disadvantage to blogging?
Instant payback
In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year old's?
Invited them on a trip around the world and had them document the trip
A social media crisis response plan does NOT include
Legal Risks
Which of the following is NOT a benefit of social media advertising?
Limited audience targeting
Out of all business categories, which brand types have the most subscribers on YouTube?
Media
Pinterest Rich Pins consist of
Product Pins, Recipe Pins, Article Pins, App Pins, Carousel Pins, Buyable Pins, and Shop the Look Pins
What is the first step in social media advertising strategy?
Select Goals
Which of the following is NOT conducted DURING a social media marketing campaign?
Share Results
Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of "Biggest Flavor Fan" What did the company have fans do?
Share Sparkling Ice related content using the branded hashtag
To get employees to "buy in" you must
Show how participation will benefit them
Which of the following would NOT be considered under the campaign budget and resources?
Social media content calender
Which brand launched its own YouTube original series called "Upstanders" sharing stories about ordinary people doing extraordinary things to create positive change
Starbucks
Which is an example of employee advocacy?
The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks
True or False: Influencer marketing is the fastest growing method to attract new customers
True
True or False: LinkedIn Influencers are selected by invitation only
True
True or False: LinkedIn is considered the most effective platform for B2B lead generation
True
True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don't
True
True or False: Only one in five companies take a programmatic approach to social selling
True
True or False: Social media marketing campaigns have a specific start date and end date
True
True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content.
True
True or False: The majority of Teenage YouTube subscribers trust influencers opinions over traditional celebrities
True
True or False: To participate in a n employee advocacy program, an employee must have a complete understanding of what it means to represent the company online.
True
True or False: Transcripts and closed captions increase the search ranking of videos
True
True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time
True
True or False: With YouTube TrueView ads, advertisers don't pay unless the viewer watched or interact with elements of the video.
True
True or False: You can hashtags on Pinterest
True
Which of the following is not a podcast format?
Video talk show
According to a business Insider study, LinkedIn is perceived to be as trustworthy as
Wall Street Journal and Forbes
Which is the following is the most important for the YouTube algorithm?
Watch Time
To set up a business account on Pinterest, a brand will need to provide an
email address, password, business name, website, and business category
What is the first step in launching a social media marketing campaign?
establish goals
What is the first step in creating a social media influencer marketing strategy?
establish your goals
The concept of AIDA as a model for marketing stands for
Attention, Interest, Desire, Action
Which of the following Pins allow Pinners to purchase products without leaving the Pinterest platform?
Buyable Pins
Which of the following are small rectangle notifications that appear in the top right hand corner of a YouTube video when reached?
Cards
In the wake of COVID-19, which of the following did Pinterest NOT do?
Created a new ad format specific to COVID-19 audiences
What social media campaign did Oreo create to celebrate their 100th Anniversary?
Creating and posting 100 pieces of shareable content created in 100 days
Which of the following is NOT a benefit of blogging?
Decreases brand awareness
Which of the following is NOT a Facebook ad or objective?
Demographics
CPM, or cost per thousand, measures how much it costs to reach 1,000 people. Which marketing channel has the most expensive CPM?
Direct Mail
Which of the following is NOT a type of Instagram ad?
Direct Message
Which social media network is the most used for social media advertising?
Which social network is the most popular for employees sharing company-related content online?
True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook
False
True or False: If a brand sees a negative comment on social media, the first thing they should do is delete it
False
True or False: In order to succeed in an employee advocacy program, you must force employees to participate
False
True or False: Pinterest's growth was rapid within the first few months of being launched?
False
True or False: Snapchat offers objectives that fall into four categories: awareness, consideration, app installs, and conversions.
False
True or False: YouTube is currently the largest search engine in the world
False
Which type of blog is the most popular?
Fashion
Which of the following companies launched a podcast called "The Message"?
General Electric
Which of the following is not a Pinterest Targeting Option?
Hashtag Targeting
Which of the following is NOT a Snapchat Ad objective?
Increase Snap Chats
Which of the following is NOT a SALESPERSON benefit of social selling?
Increases research time
What is the top reason why LinkedIn users follow a company?
They want to stay informed on the industry
What platform did Chipotle leverage for the #ChipotleLidFlip challenge?
TikTok
True or False: A board is a collection of Pins presented as clustering of related ideas such as product categories, interests, and topics.
True
True or False: A social media policy outlines how an organization and its employees should conduct themselves online
True
True or False: Code yellow issues are those that do not escalate beyond the attention of the social media or customer service team
True
True or False: Descriptions will stay with an image as it gets re-pinned
True
True or False: During COVID-19, YouTube partnered with YouTube personalities and influencers to create new content to entertain and educate viewers
True
Which of the following does NOT distinguish a blog?
Written in second person
A YouTube playlist is
a collection of YouTube videos organized by categories
Your company's social media policy should be
a living document that is updated regularly
A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve
a marketing or business goal
A benefit of employee advocacy for an employee is
all of these options
A benefit of employee advocacy for an employer
all of these options
A social media policy should include
all of these options
Social media campaigns can live
all of these options
The campaign parameters include
all of these options
The rules and regulations within a social media policy consist of
all of these options
To track the success of an employee advocacy program, you must
all of these options
The Pinterest algorithm is based on
all of these options (pin quality, Pinterest rating, source quality)
LinkedIn's article publishing feature is NOT open to
companies
What does the 4-1 rule state?
for every single piece of self-promotional content posted, share four pieces of content from others
Pinterest components consist of
home feed, Pin, and boards
Which of the following is NOT a benefit of influencer marketing with social media?
less credibility
Which of the following is NOT a COMPANY benefit of social selling?
less likely to attract top talent
In order to avoid threats on social media, employees should
none of these options
LinkedIn is the world's largest
professional network
Article Pins include all except
recipes
The longer a video drags on, the lower/fewer its
retention
A social media influencer is
someone who exerts his or her influence through social media
