Hootsuite

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. A) SEO friendly B) search boosted C) net-neutral D) none of these

A

Your Twitter "Likes" tab allows you to: A) pin your most important tweets to the top of your profile B) instantly trigger a paid promoted tweet C) curate and display tweets from others that you have liked and find valuable D) receive notification when liked users send tweets in the future

C

____ is the world's largest video-sharing social network, the second largest search engine and one of the top three websites worldwide A) Vimeo B) Weibo C) YouTube D) Facebook

C

When measuring the ROI of your community-building efforts, your focus should be on qualitative data T/F

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 T/F

False

You should use the 3 R's, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to _________ A) the level of engagement they have with their audience B) the amount of times per day they post to social media networks C) the amount of interesting content, such as gifts, that they use D) the amount of re-tweets the get

A

Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________. A) a compensation plan for advocates B) a plan for continued engagement C) a database of advocate's social media handles and passwords D) a geographic advocate acquisition strategy

B

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 ___________. A) in print form B) within their organization C) by their competitors D) in previous decades

B

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. A) Weibo B) Instagram C) Pinterest D) Tumblr

B

_________ work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise A) Twitter Cards B) LinkedIn Groups C) Branded hashtags D) Self-promotional

B

A social media audit should include the following elements: A) an itemized list of current social media networks and their activity B) follower counts per social network C) competitive analysis D)• all of the above

D

Objectives within a social media strategy should always be: A) specific B) measurable C) achievable D) all of the above

D

Downloads of the Facebook mobile app are negligible, so it's unimportant to understand how your Page looks on a mobile device. T/F

False

Due to the 140 character limit of Instagram captions, it's important to be concise with every post. T/F

False

Instagram currently does not allow you to include clickable links in your profile because the don't want people navigating away from their platform T/F

False

It is unnecessary to outline social media roles and responsibilities in a small organization. T/F

False

Millenials have become the fastest growing demographic on several major social networks, such as FaceBook T/F

False

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 T/F

True

It's important to benchmark yourself against your competition. T/F

True

On Instagram, you can use "Turn on Post Notifications" to receive a push notification when specific people post content on Instagram T/F

True

Brand advocates are: A) Dedicated fans with whom you should build closer relationships B) Short terms employees brought on to create a large volume of positive online content about your brand C) Paid members of the public, recruited and coached on what to say about your company in other online communities D) None of the above

A

Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community. A) Two B) Five C) Four D) Seven

C

To take full advantage of your twitter media gallery, ensure that you've uploaded a minimum of: A) 2 Twitter Cards B) 8 videos and 3 photos C) 6 photos or videos D) 1 Tweet Button to each of your web properties

C

Identifying and defining _____ for the calendar year is essential when planning your social media activity. A) • key dates and timelines B) • brand voice C) social media policy D)crisis communication

A

If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform. A) Instagram B) Pinterest C) LinkedIn D) Google+

A

If your new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best? A) Followers B) Tweet Engagement C) Conversion D) Awareness

A

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? A) To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly. B) To make keeping track of ad spend and budgeting easier and more efficient. C) To allow for more accurate social media budgeting projections. D) To more easily identify the tools and vendors that will need to be engaged.

A

Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice. A) thumbnail; logo B) thumbnail; thumbprint C) billboard size; logo D) pixel; landing page

A

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) A variable length and production style B) a consistent length and production quality C) a flashy production style and highly variable publishing times D) self-promotional content

B

When posting on your social networks, it's important to _______ A) post a message on all platforms at the same time to make gathering metrics more accurate B) tailor messages to the unique strengths of each platform, where possible C) use exactly the same wording to maintain consistency of voice D) none of the above

B

_____ have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels A) Owned strategies B) Paid tactics C) Earned goals D) Influencer strategies E) Enterprise tactics F) Top of funnel conversions

B

To grow your community on Twitter, it is suggested that you should: A) Follow every person who has ever mentioned your company name B) Tweet everyone you know in your industry who might like your products C) Monitor conversations related to your industry and follow people whose interests align with what your community offers D) Twitter should not be used for community building

C

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. A) 120 characters B) 60 words C) 140 characters D) 140 words

C

To grow your Facebook audience you should friend potential customers through your personal account, then invite them to Like your Brand Page T/F

False

Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program. T/F

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 T/F

True

On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________. A) geofilters B) map lenses C) photo layers D) lens filters

A

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 A) call-to-action button B) third party app integration C) like-gating D) "featured likes" column

A

Social media objectives should: A)Adhere to the S.M.A.R.T. framework (Specific, Measurable, Achievable, Resourced, Time-bound). B) Be independent of competing marketing and'organizational goals. C) Adhere to the CCAF framework: context, challenge, activity, feedback. D) O Flow from, and directly support, social media tactics. E) Be finalized early, so marketing goals can be designed around them.

A

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). T/F

True

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? A) social reach, which is a measure of the volume of content being shared to all different social networks B) % decrease in cost per click and cost per impression C) new employee recruitment and sales leads generated D) website traffic resulting from employee shares, which can be measured through the use of UTM links

B

If you want to run a paid advertisement that appears across a wide variety of websites, videos, and mobile apps, your best choice is: A) Facebook Ads Manager B) Google Ads Experience C) YouTube's Video Ads Manager D) Twitter Ad Cards

B

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. A) sponsored content B) direct sponsored content C) dynamic content D) lead ads

B

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 A) Post bad examples of resumes B) Highlight company culture C) Sell products D) None of the above

B

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. A) influencer strategy B) content strategy C) paid strategy D) advocate strategy

B

Pinterest has a large percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income. A) Male users B) Female users C) Professional users D) Teenage users

B

Quantitative KPIs include things like: A) • the nature of the comments left on contents you've shared. B) follower growth, engagement rate and conversions such as email sign ups, qualified leads and sales transactions. C) positive expressions of love for your products D) • reporting intervals

B

The Facebook page moderation feature: A) prevents a user from expressing negative sentiment about your brand B) prevents comments that contain certain words from being posted C) prevents a user from posting too many comments on your wall D) none of the above

B

The value of social advertising lies in the large audience size your company has the potential to reach and the ______________________ social ad platforms offer. A) integration with print and TV campaigns B) finely tuned targeting capabilities C) collaborative relationships D) negative SEO benefits

B

When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using: A) popular snippets from popular videos, and recognizable songs B) high quality thumbnails, well written titles and descriptions, and relevant metatags C) all the options available to you under Monetization settings D) URL parameters, video cards, and clickable overlays

B

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. A) Snapchat biographies; Twitter lists B) Facebook's audience insights; Twitter analytics C) Twitter demographic analytics; Facebook geo-targets D) instagram market insights; Twitter people metrics

B

When pitching your budget to decision makers, focus on conveying two things; first, demonstrate ROI from the current year, and second: A) Showcase your top performing content from the previous fiscal year B) Showcase the value of the initiatives, campaigns, and goals have in mind for the coming year C) Emphasize how much more efficient your team is with resources than the company as a whole D) Highlight shortcomings caused by lack of budget in the previous year E) Emphasize how much your team deserves, given how hard they work

B

A strategic plan for how a company will incorporate social media into its business is: A) an executive summary B) a social media audit C) a social media strategy D) a social media policy

C

If you encounter a question on social media channels to which you don't have an answer, its best to be ________ A) evasive B) dismissive C) honest D) defiant

C

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. A) deep search B) meta search C) advanced search D) influencer search

C

The purpose of a critical response plan is to: A) automate responses to negative feedback on your social channels B) have an effective shut down procedure for all social networks in case C) define a chain of command and a step by step action plan for dealing with extraordinary circumstances through social media D) • none of the above

C

What element of a Crisis Management Plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume? A) flow chart B) Venn diagram C) decision tree D) none of the above

C

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 ________________. A) is short and action packed B) includes a pdf attachment with details from the broadcast C) is longer and repeats key points D) is full of interesting transitions and editing techniques

C

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. A) Cascades B) Libraries C) Playlists D) Recommended content

C

Your social media content strategy should flow naturally from your _________________________. A) social media management platform B) content curation tools and tactics C) social media strategy and objectives D) content creation bandwidth

C

______ 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 A) LinkedIn Groups B) LinkedIn Follow Buttons C) Showcase pages D) LinkedIn's search algorithms

C

Before launching a social advertising campaign it's best to have: A) clear business objectives B) a well defined target audience C) multiple creative ad variations to test in your campaign D) all of the above

D

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: A) the Instagram app B) Hootsuite Ads C) Google Ads D) Facebook

D

Private Twitter Lists are a great way to A) engage with industry influencers B) maintain lists of relevant keywords C) use relevant industry twitter accounts to influence your SEO D) keep up with competitors' content without publicly following them

D

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. A) promoted B) verified C) published D) created

D

The following social networks must be a part of every businesses' social strategy A) Facebook and LinkedIn B) Instagram, Facebook, and Google+ C) Twitter and instagram D) None of these

D

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 _____________________________. A) getting more followers on their social channels B) supporting the organization's business interests C) portraying the organization as a great place to work D) differentiation themselves as a dedicated performer within the organization

D

When it comes to creating video for your social channels, which of the following is NOT a best practice? A) film in landscape mode generally, but portrait mode when filming for Instagram Stories or Snapchat B) shoot your video from different angles, and film additional "B-roll" footage C) invest in professional video editing tools such as Final Cut Pro or Adobe Premiere D) since video will be consumed on mobile, record videos using mobile as well

D

Social media strategies tend to fall into 3 categories: paid, owned, and earned T/F

True