SM MKT CH5

What is a sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks and resources in order to implement the social media marketing plan effectively? a. Social media workflow. b. Social media management service provider. c. Editorial (content) calendar. d. Creative calendar. e. None of these.

A

Which of the following is 'truly buzz-worthy content'? a. Hero content. b. Evergreen content. c. Hybrid content. d. Hygiene content. e. Hub content.

A

Based on figure 5.2 Channel Characteristics for Major SNSs, which channel's typical uses includes 'Online scrapbooking'? a. Facebook. b. Pinterest. c. Snapchat. d. YouTube e. LinkedIn.

B

In the editorial (content) calendar, who is in charge of making sure the content makes it from ideation to publication and promotion? a. The author of the content. b. The owner of the content. c. The social media marketing manager. d. The social media management service provider. e. None of these.

B

What is the most commonly used format for a content calendar? a. Slide presentation. b. Spreadsheet. c. Formal report. d. Request for proposal. e. None of these.

B

When considering the content mix in terms of point of view (POV) which of the following best completes the statement, 'Industry best practices suggest that for every four social media posts that are ______-centric, the brand can share one post that is ______-centric.'? a. Audience, style. b. Audience, brand. c. Brand, audience. d. Brand, style. e. Style, brand.

B

Each content unit must be created and produced. Which of the following can marketers use to document the required characteristics and elements of each content unit? a. Campaign hashtags. b. Content strategy. c. Creative briefs. d. Channel plan. e. None of these.

C

Figure 5.3 A Channel Plan Example illustrates a typical channel plan. Which of the following is not one of the four major categories given in the example? a. Channel. b. Purpose. c. Demographic. d. Editorial Plan. e. Measurement.

C

Which of the following best completes the sentence, 'Companies that work with ______ services will use calendars integrated in the system instead of spreadsheets'. a. Creative advertising. b. Sentiment analysis. c. Social media management. d. Content strategy. e. None of these.

C

Which of the following terms refers to 'the actions taken to execute the social media strategy'? a. Strategic marketing planning process. b. Marketing plan. c. Social media tactics. d. Marketing communications plan. e. Social media channels.

C

Which of these editorial calendar elements will help you keep your SEO efforts aligned with your content creation? a. Visuals. b. Topic categories. c. Keywords and other meta-data. d. URLs. e. Calls to action.

C

Which term underscores the desire to create more than a passive ad, where the goal is to launch an experience that people will want to share? a. Earned reach. b. Gift applications. c. Experience design. d. Seed. e. Social experience ad.

C

Based on figure 5.2 Channel Characteristics for Major SNSs, which channel's demographic overview suggests users of 'All Ages' can be targeted there? a. Facebook. b. Twitter. c. Snapchat. d. YouTube e. LinkedIn.

D

Google's The YouTube Creator Playbook for Brands recommends developing a content strategy that includes three levels of content. What are the three levels? a. Hybrid, hub, hero. b. Hybrid, hygiene, hero. c. Hygiene, hybrid, hub. d. Hygiene, hero, hub. e. Hygiene, hero, hit.

D

Which of the following is not true of content calendars? a. Content calendars help to identify, prioritize, and plan for new- and future-content creation. b. The content calendar captures which content is scheduled and prioritized for an organization, generally with an annual, quarterly, monthly and sometimes weekly view. c. Calendars will typically include several sheets to accommodate planning for different time periods while maintaining perspective of how the content fits together. d. Companies that work with Social Media Management services (e.g., SproutSocial, Hubspot, Buffer) typically use spreadsheets built in Microsoft Excel or Google Sheets. e. All of the above are true.

D

Which of the following questions is not useful when developing a persona focused on guiding social media tactics? a. What social media channels are they actively using? b. What is their social technographic category? c. What type of social media user are they? d. What kinds of products have they purchased in the past? e. What are their favorite types of social content?

D

Which of the following terms 'serves as the brand's active presence in each social community and includes archived content that is "evergreen."? a. Hero content. b. Hit content. c. Hybrid content. d. Hygiene content. e. Hub content.

D

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following describes the marketer's best objective on LinkedIn? a. Creating brand loyalty. b. Public relations. c. Lead generation. d. Brand awareness. e. Business development.

E

When Burton shares a post on Facebook that touts the benefits of a new snowboard this post is considered which of the following? a. Audience-centric. b. Brand-centric. c. Sales-oriented. d. A & B. e. A & C.

E

When considering the style of content developed for social media, which of the following ensures that the brand standards are followed? a. Brand identity guide. b. Brand standards guide. c. Style guide. d. A & B. e. A & C.

E

Which of the following best completes the sentence 'Target audience research is a key component of the strategic social media marketing planning process that provides the insight needed to devise a(n) ______ capable of engaging the target audience in the zones of social media.'? a. Audience strategy. b. Entertainment strategy. c. Targeting strategy. d. Engagement strategy. e. Experience strategy.

E

Which of the following best completes the sentence, 'Not only is atomization an efficient way to use resources, it also provides message ______ and enhances message recall.'? a. Engagement. b. Identification. c. Reach. d. Translation. e. Amplification.

E

Which of the following is not a benefit of implementing a solid workflow? a. It helps to understand the big vision behind daily tasks and projects. b. It helps the team know what each person's roles and responsibilities are. c. It helps complete projects requiring different skills as a team. d. It helps prioritize time and resources. e. All of these are benefits.

E

. Which of the following best completes the statement, 'Industry best practices suggest that the content mix should follow an 80-20 formula such that 80% of the content is ______-focused and 20% ______-focused.'? a. Audience, style. b. Audience, brand. c. Brand, audience. d. Brand, style. e. Style, brand.

B

. Which of these editorial calendar elements helps make your calendars more searchable when you are looking to see about which target subjects you already created a lot of content - or which you haven't covered often enough? a. Visuals. b. Topic categories. c. Keywords and other meta-data. d. URLs. e. Calls to action.

B

How could social media marketers ensure the content developed for social media remain consistent with the brand's style and personality in other communications media? a. Refer to the brand's style guide. b. Solicit feedback from social community participants. c. Conduct a thorough sentiment analysis. d. Refer to the channel plan. e. None of these.

A

Which of the following best completes the sentence 'The size of the ______ and the ______ available for social media marketing will influence the number of channels, the types of content, the sources of content, and the volume and frequency of distribution and promotion of content.? a. Channel audience, team. b. Channel audience, budget. c. Social media team, channel audience. d. Social media team, budget. e. None of these.

D

Which of the following is not a characteristic of brand experience? a. Authentic. b. Discoverable. c. Conversational. d. Formal. e. Scalable.

D

Which of the following best defines a channel plan? a. It identifies the vehicles the brand will use to reach and communicate with the target audience and summarizes the tactics that are recommended for each vehicle. b. It is the character description that highlights key information about the target audience. c. It is the action taken to execute the social media strategy. d. It brings the social media marketing strategy to life. e. All of these.

A

Which of the following best describes the social media tactical plan? a. The tactical plan describes the why, who, where, what, when, and how of social media marketing. b. The tactical plan's key activities include collaboration and conversation. c. The tactical plan defines the pillars of the marketing communications plan. d. The tactical plan functions separately from the marketing communications plan. e. All of these.

A

Which of the following completes the statement, 'When it comes to channel choice in a showdown between the most popular SNSs featuring photos and video shorts, social media marketing managers seem to agree Instagram Stories achieve ______ reach than Snapchat, and have ______ resource efficiency.'? a. Greater, higher. b. Greater, lower. c. Lesser, higher. d. Lesser, lower. e. None of these.

A

Which of the following is true of Instagram & Snapchat's user bases? a. Instagram's population base is larger than Snapchat and its users skew significantly older. b. Snapchat's population base is larger than Instagram and its users skew significantly older. c. Instagram's population base is larger than Snapchat and its users skew significantly younger. d. Snapchat's population base is larger than Instagram and its users skew significantly younger. e. None of these.

A

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following describes the marketer's best objective on Twitter? a. Creating brand loyalty. b. Public relations. c. Lead generation. d. Brand awareness. e. Business development.

B

Which of the following best completes the sentence 'The ______ considers the situation analysis, target audience, and objectives to guide the zones of social media that the brand can best use to reach and engage the target audience while the ______ will guide the brand's activities in a way that fits with the objectives.'? a. Strategy, pillars. b. Strategy, tactics. c. Tactics, pillars. d. Tactics, strategy. e. None of these.

B

Which of the following best completes the sentence, 'Social media tactics will guide the brand's activities in the zones of social media marketing, but must do so in a way that fits with the ______.'? a. Strategy. b. Objectives. c. Tactics. d. Pillars. e. Values.

B

Which of the following best completes the sentence, 'The content marketing matrix plots content type according to whether the information being delivered in the content type is either ______.'? a. Passive or active. b. Emotional or rational. c. Informational or experiential. d. Internal or external. e. None of these.

B

Which of the following considerations determine(s) whether a content strategy will be feasible? a. Audience-centric or brand-centric point of view. b. Access to talent and brand assets that can be repurposed as source content. c. Choices of hygiene or hub content. d. A & B. e. All of these

B

Which of the following is not included in the steps to creating a social media workflow? a. Determine exactly what tasks need to be completed for every piece of content produced and the daily activities required for posting to each channel in the plan. b. Create a content calendar and assign an owner for each time period. c. Assign those tasks to the people who fill those roles. d. Assign due dates based on what needs to be done first, second, third, and so on. e. Hold everyone accountable for completing their tasks on-time.

B

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following describes the marketer's best objective on Pinterest? a. Creating brand loyalty. b. Public relations. c. Lead generation. d. Brand awareness. e. Business development.

C

Which of the following best completes the sentence, 'Most commonly, tactics rely upon ______ as the social object with which the audience can engage.'? a. Purchase intent. b. Experience. c. Content. d. Channel plan. e. None of these.

C

Which of the following best completes the statement, 'Studies on the effectiveness of posting schedules suggest that the fewer high-value content posts be used for ______, and that more brief, conversational posts be used for ______.'? a. Blogs & social network sites, video channels. b. Social network sites, blogs & video channels. c. Blogs & video channels, social network sites. d. Video channels, social network sites & blogs. e. None of these.

C

Which of the following is a term used to describe an information asset whose attributes distinguish it from all other kinds of content? a. Tactic. b. Content strategy. c. Content type. d. Channel type. e. Unique identifier.

C

Which of the following is not true of a social media workflow? a. A clearly defined workflow will help your team communicate more efficiently, and it gives everyone something to be accountable for. b. A social media workflow is a sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks and resources in order to implement the social media marketing plan effectively. c. Most teams have five or more members though so creating a workflow is manageable and worthwhile. d. Workflows can be incredibly complex, especially for large teams in global companies. e. All of these are true.

C

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following channels are not typically used for building relationships? a. Twitter. b. Pinterest. c. YouTube. d. A & B only. e. All of these.

E

The content strategy will likely also include standards for content that ensure everything published and promoted for social media marketing is optimized for effectiveness. These standards may include which of the following? a. Guidelines for title or headline word-count. b. Preferred headline words. c. Types of preferred interactivity. d. Links and thumbnails. e. All of these.

E

What are the benefits of content atomization? a. It provides message amplification. b. It enhances message recall. c. Content may be repurposed for several related uses. d. A & B Only. e. All of these.

E

What are the elements used in the design of a brand experience? a. Type of tactic. b. Content type. c. Content strategy. d. A & C only. e. All of these.

E

What practical steps should be taken in making a tactical plan? a. Selecting the right channels and type of content. b. Define rules of engagement. c. Create a schedule. d. A & B only. e. All of these.

E

Which of the following is not true of a brand experience? a. The experience should inspire the audience to participate and share. b. The ideal experience can be thought of as one that captures the sweet spot at which the audience's passions and needs intersect with the brand's identity. c. It should be authentic and conversational to fit the culture of social media. d. It should be discoverable so that the brand appears during relevant searches. e. All of these are true.

E

Which of the following is published less frequently than hygiene content but is of greater value to the target audience and more likely to generate interest and engagement? a. Hero content. b. Evergreen content. c. Hybrid content. d. Hygiene content. e. Hub content.

E

Which of the following would be included in an editorial calendar? a. Schedule for publication. b. Identification of relevant topics. c. Publication venues. d. Types of content. e. All of these.

A

Which of the following is not true of content atomization? a. The content can be partitioned and/or repackaged in several ways while still remaining strategically aligned. b. Having related, but distinct content on different social channels decreases the likelihood that the target audience will be exposed to the message multiple times. c. Not only is atomization an efficient way to use resources, it also provides message amplification. d. Documenting and cataloguing content as it is created ensures that it can be reused or repurposed in the future. e. All of these are true.

B

Tracking which of these editorial calendar elements will make it easier to ensure that your work has a signature look and cohesive brand identity? a. Visuals. b. Topic categories. c. Keywords and other meta-data. d. URLs. e. Calls to action.

A

Channel plans will include any owned media options and paid media purchased on social media sites as well. According to the State of Social Media Marketing Industry Report for 2016 (Fig. 5.5) which type of paid social media was the most commonly used for marketers? a. Facebook ads. b. Google ads. c. Twitter ads. d. LinkedIn ads. e. YouTube ads.

A

How is the content strategy document different from a content calendar? a. The content strategy document briefly summarizes all content decisions while the content calendar captures which content is scheduled and prioritized for the organization. b. The content strategy document briefly summarizes the content type and channel while the content calendar captures which content is scheduled and prioritized for the organization. c. The content calendar briefly summarizes all content decisions while the content strategy document captures which channels to use and their order of priority. d. The content calendar captures which content is scheduled and prioritized for the organization while the content strategy document captures which channels to use and their order of priority. e. None of these.

A

Which of the following questions is not useful in the discovery process for a content strategy? a. What resources do you have already or can you acquire to develop content? b. What will the target audience be receptive to? c. What have competitors signaled about their brand assets? d. What differentiating value can your brand bring? e. Where will the content be published and distributed?

D

Which of the following terms refers to 'the character description that highlights key information about the target audience'? a. Talent. b. Identity. c. Standards. d. Persona. e. Culture.

D

Which of these editorial calendar elements can be archived as an easy way to keep your online content audits updated? a. Visuals. b. Topic categories. c. Keywords and other meta-data. d. URLs. e. Calls to action.

D

Which type of content is most likely to be used for live event activation, event activation, or contest activation? a. Hygiene content. b. Hub content. c. Evergreen content. d. Hero content. e. None of these.

D

Based on figure 5.2 Channel Characteristics for Major SNSs, which channel is best for B2B marketers? a. Facebook. b. Pinterest. c. Snapchat. d. YouTube e. LinkedIn.

E

Which of the following should a basic editorial (content) calendar include? a. Date of content publication. b. Topic or headline of the content piece. c. The owner of the content. d. The current status of the content. e. All of these.

E

When Burton posts a humorous video on Facebook of some epic snowboarding fails that bring joy and amusement to the audience, this post is considered which of the following? a. Audience-centric. b. Brand-centric. c. Sales-oriented. d. A & B. e. A & C.

A

Which of the following best completes the sentence, 'The content marketing matrix plots content type according to whether the target audience is in a ______ stage of the purchase process.'? a. Passive or active. b. Emotional or rational. c. Informational or experiential. d. Internal or external. e. None of these.

A

Which of the following best completes the statement, 'The voice and tone of social media communications should be consistent with the ______ established for the brand's social media presence.'? a. Brand persona. b. Content strategy. c. Content type. d. Creative brief. e. None of these.

A

Which of the following has a long shelf-life and its information is likely to remain useful and reliable over a long period of time? a. Hero content. b. Evergreen content. c. Hybrid content. d. Hit content. e. Hub content.

B

Which of the following must be able to attract attention, break through a clutter, deliver the intended message, and aid comprehension and recall, while positively influencing brand attitudes and purchase intent? a. Social media tactics. b. Brand experience. c. Brand persona. d. Audience engagement. e. None of these.

B

Which of the following questions will facilitate channel selection? a. Does our brand image, voice, and tone fit with the channel culture? b. What specific goals can be pursued here given the channel's functionality? Do these goals relate to objectives in our strategic plan? c. Does the channel offer paid media options to ensure audience reach and the ability to target specific audience segments? d. A & B only. e. All of these.

E

Which of these editorial calendar elements helps you ensure that every piece of content you create is aligning with your company's marketing goals? a. Visuals. b. Topic categories. c. Keywords and other meta-data. d. URLs. e. Calls to action.

E