SMS

The average rule in working with different levels of influencers says approx. every 10,000 followers costs a brand how much:

$1,000

The ______________ will list the projected posting schedule for your social sharing, blog releases and video posts.

Content Calendar

Facebook bidding types include:

Cost per Like, Cost per Click and Optimized Cost per Impression. This question was contested.

A user who posts comments on forums and ratings and reviews sites fits the ______social technographic.

Critic

Dave Kerpen says for organizations that don't have the resources to respond to every single person during a crisis, organizations can begin to prioritize who to respond to first by looking at the following (select all that apply):

Customer's online influence Klout score

The purpose of a critical response plan is to (choose only ONE best answer):

Define a chain of command and a step-by-step action plan for dealing with extraordinary circumstances through social media

It's critical that all brands invest in influencer marketing software to find the best influencers to match their brand values. (True or False?)

False

It's critical that businesses follow the social media posting times and frequency guidelines outlined in the most recent study.

False

Saying I'm sorry during a social media crisis gives the impression that your organization is at fault and is admitting guilt.

False

True or False: A numerical score is a guaranteed way to measure online influence.

False

True or False: All brands should invest in an enterprise-level paid social media monitoring solution.

False

True or False: Facebook favors promotional posts and, therefore, moves them higher in the newsfeed.

False

True or false: Every brand should have a Twitter account.

False

Which of the following does Facebook NOT consider engagement:

Follows on page

This example illustrated the power of social media to make a charitable impact on an important cause.

Ice Bucket Challenge

Engagement with brands is higher on which platform?

Instagram

What helped both the Old Spice and Will it Blend viral campaigns to be so successful?

Integration with other social media platforms

If you don't have a large Facebook following, choose everyone on Facebook when conducting audience research, and begin narrowing down by selecting the __________ relevant to your business.

Interests

Select only the correct answers about curated content:

Is a collection of resources produced by others in your industry. Is the distillation of information about a certain topic. Should align well with your messaging. Builds relationships with others in the industry.

True or false: If brands can relate products/services with existing triggers, products can be more top of mind and talked about more often.

True

With CPC bidding you are charged each time someone clicks on your ad.

True

What event is cited as starting the "Twitter revolution" and changed how average citizens used the platform to share breaking news.

U.S. Airways Flight landing in the Hudson

A video that you created to showcase your zip-lining experience over Costa Rica with your GoPro is an example of:

User-generated Content

Share of voice is defined as _________________.

Volume of conversations compared to your competitors

As just a general rule, which is the best day to post on Facebook for higher engagement:

Wed

The first thing to ask when getting started with a content marketing strategy is:

Who is my buyer/audience?

How might you begin to measure the success of this objective: To educate at least 50 people about how to knit a sweater by December 2021.

Wrong answer: Survey readers asking them if they have learned how to knit a sweater.

In choosing a social media platform, a social media professional must consider the following (select all that apply):

Wrong answer: audience, purpose, content

Providing practical value and news that people can use is closely related to this concept we discussed in class.

Wrong answer: engagement

Select all that apply: When advertising on Facebook, you can target your audiences by...

Wrong: Location Birthday Language Maybe add political party?

Is this a SMART objective?To increase the number of links to my blog site on country music by 10 percent by May 2021.

Yes

Tools such as Social Mention, Hootsuite, Google Alerts, Feedly and RSS subscriptions can be used to:

all of the above

Online sentiment is

both a and b

According to the Groundswell, finding enthusiastic customers and turning them into word-of-mouth machines is the definition of:

energizing

What is the most important element of a Facebook ad?

picture

To write a blog post that explains why I am interested in fashion is an example of:

tactic

All of these tips can make your Facebook posts more engaging except:

wrong answer: A full URL

How many active users does Facebook currently have?

2 billion

Celebrities who have the largest number of followers are the best influencers for a brand. (True or False?)

False

Our display ad with the colorful rainbow had 35 clicks to our landing pages to download more information about our service out of the 1500 times it was shown (impressions). What is the click through rate?

2.3%

The fastest growing group on Twitter and Facebook is:

65 and over

To create a user-generated content campaign to engage an existing audience is an example of

A strategy

What is the social technographics profile?

A way to group the activities of online users

Lego was able to tap into an existing community of lego enthusiasts made up of:

AFOLs

If Nike is my client and I want to learn what people are saying on social media about my competitor what terms should I use?

Adidas

How do you know if you're successful online?

All of the above

Tools such as Social Mention, Hootsuite, Google Alerts, Feedly and RSS subscriptions can be used to:

All of the above

What keyword terms should you use in your listening station?

All of the above

Why should you create a listening station?

All of the above

On Twitter, if we look at the number of retweets per tweet, we can calculate _________ rate, one of the social media metrics defined by Google's Avinash Kaushik. (Fill in the blank.)

Amplification

Which is NOT an example of content marketing:

An automobile company posting about the release of its new model car on Facebook.

What is the key lesson(s) from the Boingo social media crisis case study in Shift 6 of the Now Revolution?

Apologize and be transparent

Although social media's exact role is still debated, it proved to be a force in political activism and helping mobilize groups of protesters during this event.

Arab Spring

This explicitly tells your fans or friends how you want them to interact with your posts.

Call to action

Someone who has a lot of friends or followers:

Doesn't mean they can encourage those friends/followers to actually do anything.

A positive Facebook post by a fan about a brand is an example of what type of media:

Earned

These media come from trusted third parties and are the most valuable when amplified:

Earned

This selfie of a smiling group of beloved actors, actresses, and performers had the ability to touch the lives of the more than 3,400,000 people who retweeted it and the millions more that saw it. For three years, it held the title of the most retweeted tweet. Who tweeted it?

Ellen DeGeneres

Select all of the characteristics of social media.

Enables communication and builds relationships Uses mobile or computer-based technologies Enables networks of communities Allows users to share and create content

It's important to develop a policy that explicitly outlines the appropriate and inappropriate use of social media to: (Choose only ONE best answer.)

Ensure that your brand is represented well online by employees.

#ad or #sponsored should be included at the end of the Instagram post where users click to see more. (True or False?)

F

An ad should include as many goals as possible to get more our of your investment.

F

Content marketing works best when businesses promote products and services.

F

If you don't have a content strategy in place, you should start by sharing all the same content that your competitors share.

F

In order to respond to ALL negative feedback on your social channels, it's important to automate responses.

F

In the reading about how Southwest Airlines responding to a major technology failure, what grade did Jay Baer give Southwest's response on Instagram:

F

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

F

It's best to set your bid as low as possible in order to minimize the cost of your campaign. Choose only ONE best answer

F

It's recommended that an influencer use #spon in content that is a sponsored post. (True or False?)

F

News jacking works best when it is not relevant to your brand's missions/values.

F

Simply not responding is a simple way to avoid any admission of guilt on social media.

F

The 4-1-1 ratio mentioned in the lecture basically says that the majority of content should be promotional, where 4 posts should be sales- related.

F

Viral marketing campaigns can be guaranteed.

F

With CPM you are charged for every action someone takes on your ad.

F

Which social media company bought Instagram in 2012.

Facebook

According to Dave Kerpen, listening should always be 10 percent of the conversation.

False

All brand advocates are influencers.

False

In his TED talk, You Tube's Kevin Allocca talked about how tastemakers introduce us to new and interesting things and bring them to a larger audience. Who was the tastemaker who posted a tweet that eventually propelled Bear Vasquez's double rainbow video to popularity.

Jimmy Kimmel

If you manage social media monitoring for Kent State, which search terms might bring the most relevant conversations specifically about the brand?

KSU

The Groundswell outlines five objectives for participation online. What is the first stage of participation in the groundswell?

Listening

Is this objective SMART? Get more likes on my Facebook page

No

Is this objective SMART?Get more likes on my Facebook page.

No

Select which one is NOT a driver of why people talk and share content.

None of the above

This has been called the Holy Grail of measurement. It shows the impact on behavior or the bottom line.

Outcome

A company Twitter page is an example of what type of media:

Owned

A search engine ad (PPC) is an example of what type of media:

Paid

According to the authors of Now Revolution, the process of setting up a monitoring station for intelligence gathering without the intent of responding, is known as

Passive Listening

Viral marketing works because

People believe their friends more than an advertisement

"Bounce rate" shows the ______.

Percentage of users who immediately leave the site

Which of these strategies is not good for driving engagement or fan interaction on Facebook.

Post on Tuesday morning

If I'm a blogger and I receive a free iPhone to test and am asked to blog about my experiences with the product, I should:

Provide full disclosure that I received it for free

Influencers are more likely to partner with brands that provide:

Quality Content

This metric can show you which sites are bringing traffic to your blog or website.

Referring pages

In the Now Revolution, Baer talks about creating a FAQ like the one BP created during the Deepwater Horizon crisis. Which of the following should not be included on the FAQ:

Responses to specific customer questions in 140 characters

Select which one is the better measure of engagement.

Retweets on Twitter

What is another government agency besides the FTC that is monitoring transparency in influencer marketing and advertising to ensure financial relationships are clearly disclosed.

SEC

This is the idea that what we talk about influences how others see us and helps us achieve desired positive impressions.

Social currency

On-stage haters in Baer's Hatrix typically complain most in: (select all that apply)

Social media Discussion boards/Forums Review sites

What does the SMART acronym stand for in developing objectives?

Specific, measurable, attainable, relevant, time-bound

To create a user-generated content campaign to engage an existing audience is an example of:

Strategy

An optimal content strategy should incorporate both created and curated content.

T

Brands can engage with influencers to create presentations as part of their content deliverables. (True or False?)

T

Content amplification and conversion are two important categories when measuring the ROI of your content program.

T

Conversion is measured by a simple question: What action do you want people to take once they've consumed your content?

T

Online success should always be tied to measurable objectives.

T

Metcalfe's Law is at work during viral communication because

The value of sharers is proportionate to number of individuals they can share to.

Ebags implemented ratings and reviews on its site to energize critics and influence spectators who wanted to learn more about luggage.

True

Native advertising has the same look and feel as the publisher's site.

True

True or False: A user can belong to more than one social technographic.

True

True or False: You should listen for compliments as well as negatives about your brand.

True