Social Media Marketing Exam 1
Brand pages have _____ targeting options.
limited
The passive engagement strategy focuses on:
listening.
In the acronym SMART, the 'M' stands for ____.
measurable
"Increase brand awareness among our target audience from 35% to 70% in 6 months." is an example of a(n) _____.
objective
In the context of measuring your social media marketing efforts, your metrics should be mapped to your
objectives.
A brand has the most control over ____ media.
owned
Facebook advertising targeting includes all of the following types of targeting EXCEPT
persona audiences
Completing a social media sentiment analysis will tell you the percentage of ______ sentiment in the text posted on those platforms.
positive, neutral, and negative
Social media marketing typically falls under ____ in the marketing mix.
promotion
According to Hubspot Academy, the four categories of social media metrics are
reach, engagement, ROI, retention and loyalty
Paid media can be in the form of ____.
social media ads, paid content promotion, paid influencers
Earned media can be in the form of ____.
social shares, mentions, and reposts
Attention, engagement, and influence are all things that ____ can allow for.
storytelling
An approach taken to achieve a goal defines a(n) ____.
strategy
Written work, artwork, photos, artwork, software and videos are all examples of
tangible mediums of expression
Owned media is owned by ____.
the brand
Exposure SMM objectives and metrics center around ____.
the opportunity to attend content
The goals and challenges defined for a persona should be written from the perspective of
the persona
An effective type of engaging content to post on LinkedIn is ____.
thought leadership
Social media tactics are
tool or specific action to pursue objective (platform specific)
If using a translation service like Google Translate for social media marketing in other languages you should ____.
translate into the other language and then back to English
A font includes element such as size and weight.
true
Being credible in social media marketing refers to both ____.
trustworthiness and expertise
A(n) ____ is a surface level metric that looks great on paper but doesn't correlate to business success.
vanity metric
interruption
what they are doing / messaging without permission but getting that message out anyways -commercials -paid social media ads from companies you don't follow
Permission
when consumers are giving permission to interact with them vs. -email marketing -SMS marketing -organic social media
social media marketing fits in the PROMOTION aspect by
-IMC / social media marketing plan
principles for success
1. give the audience something of VALUE 2. people spend time online to connect with people, to get information, and to be entertained
__Billion social media users worldwide
3.5
Which of the following is NOT a characteristic of a successful social media marketer?
Be able to do things the way they've always been done.
What are buyer personas?
Fictional, general representations of your ideal customers
In a social media marketing plan and SWOT analysis should ____.
determine the strengths, weaknesses, opportunities, and threats related to social media
Passive strategy
search, listen, respond -researching competitors -responding when someone directly messages
The elevator pitch developed for a persona should
sell your persona on your solution.
G-SOT
-Goal: Broad or primary outcome -Strategy: Approach taken to achieve a goal -Objective: Measurable step to achieve strategy -Tactic: Tool or specific action to pursue objective (platform specific)
Goals
-Must be flexible -General Social Media Goals: Brand building, Increasing customer satisfaction, Driving word-of-mouth recommendations, Producing new product ideas, Generating leads, Crisis reputation management, Integrating social media with PR and advertising and search engine optimization (SEO).
lead generation call to action examples
-Sign up for webinar -Call for consultation Complete form for consultation
Characteristics of a Successful Social Media Marketer
-Stay on top of social media trends -Be prepared to think and act quickly. -Be comfortable with analytics. -Learn to write for social media. -Establish and maintain your social media presence. -In all you do, show yourself to be an effective user of social media.
social media marketing
-the process of creating tailored content for each social media platform to drive engagement and promote your business. -the process of gaining website traffic or attention through social media sites -marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it with their social networks. A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source as opposed to the brand or company itself. Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.
Best Practices for SMM
1. Begin with a strategy backed by a SMM plan. 2. Be honest and transparent in all your social media efforts 3. Identify your target audience and understand its media behavior before you begin. 4. Welcome participation and feedback from your audience. 5. Remember that what you know today may not be valid tomorrow.
PARC principles for success
1. Participatory: engaging, getting involved in communities and not receiving $$ from that 2. Authentic: it's easy to be exposed if you aren't being honest 3, Resourceful: providing resources/information to audience that they may want to know (new products, new store location) 4. Credible: trustworthiness and knowledge/expertise -does audience think you are trustworthy -do they think you have that credibility
following the rules of engagement of SMM
1. Use social media channels as intended 2. Don't be a dirty spammer 3. Assume people don't care about the product 4. Have a personality 5. Provide context when seeking connections 6. Be transparent 7. Talk about the topic 8. Social media profiles are billboards 9. Be nice
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.
An average of _ hours per day is spent on social networks and messaging
3 hours
__% of Baby Boomers use social media
48.2%
__% of consumers depends on influencer recommendations on social media
49%
Which of the following is the best example of a SMART social media marketing objective?
50% increase in engagement with social media posts and stories over the next 6 months.
___ million daily active stories are posted on Instagram worldwide
500 million
__% of social browsers use social media to research products
54%
__% of adults used Facebook
68
__% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family
71%
____ of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.
71%
__% of marketers believe social media marketing has been "somewhat effective" or "very effective" for their business
73%
__% of Gen X use social media
77.5%
The most popular social networking sites account for ____ of all social network visits.
90%
__% of Millennials use social media
90.4%
__% of social media users access social channels via mobile devices
91%
A goal is
A broad or primary outcome
Helping drive traffic to your website, convert traffic into leads, establish authority, and drives long-term results are benefits of
Blogging
In design, what is the rule of thirds?
Breaking the image into thirds horizontally and vertically which creates nine frames.
All of the following are important for strategy development EXCEPT
Compete with the industry players
Examples of general social media goals include all of the following EXCEPT
Comprehending the rules of the road
The active strategy for entering social media marketing involves which activities?
Creating and engaging
According to Pewinternet, ____ remains the most widely used social platform.
For Facebook posts it is not important to include a caption with an image or video.
False
I could include a full current pop song in a public YouTube video because I am a teacher.
False
When you create your Facebook Story you can assume that the user will always have their sound on.
False
With memes you don't need to worry about copyright at all.
False
Information to develop personas can be gathered from all of the following EXCEPT
Hubspot data
What should buyer personas be based on?
Market research and insights gathered from the actual customer base
advertising
Pay Per Click, Display Ads, Retargeting, Paid Influencers, Paid Content, Promotion, Social Media Ads
In terms of social media, what does it mean to be participatory?
Respond to comments, tweets, posts, etc., Be conversational, Getting involved in existing groups and events on social media.
Targeting in social media marketing includes all of the following EXCEPT
Right metrics
A target audience used to define personas could include all of the following EXCEPT
Sales team
For Instagram Stories all of the following are important except
Shoot horizontal
sharing/ word of mouth
Social Shares, Mentions, Reposts, Reviews, Media Coverage, Guest Posts
From whom do you need to obtain permission to use copyrighted material?
The copyright owner
In terms of social media content, voice refers to:
The distinct and steady personality or style of your brand.
In terms of social media content, tone refers to:
The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience.
When trying to determine if you can use copyrighted work based on fair use you must consider the following
The portion of the work posted, The impact on the market for the material, The material is factual in nature
In design, what is the use of white space?
The space around elements that doesn't include any text or graphics.
What are the principle reasons people spend their time online?
To connect with people, to get information, and to be entertained
Ways to increase reach with posts on Instagram include all of the following except
Use custom image collages
In design, what is the principle of hierarchy?
Using fonts, font sizes, font weights or different shapes to call attention to what's most important in the graphic.
website properties
Website, Mobile Site, Blog Site, Social Pages / Accounts
Tuning of your social media marketing plan is ____.
a constant and continuous process
Following best practices for social media marketing includes _____.
beginning with a strategy backed by a social media marketing plan
Pin copy includes
both a title and description
It is important to align your social media posts to your ____.
brand story
Words or phrases such as "Sign Up for Webinar" or "Watch Video," which compel the audience to act in a certain way is known as a (n) _____.
call to action
Social media marketing ethics involve all of the following except:
collecting and distributing users' personal information.
Protection for original works fixed in tangible mediums of expression; published or unpublished defines
copyright
active strategy
create and engage -soliciting comments, reactions -asking consumers what they want to see -trying to get audience interaction -happens after establishment in social platforms
Three main types of media
earned, owned, and paid
Likes, shares, comments, click-throughs, use of hashtags, and mentions are all examples of ____ metrics.
engagement
Strategies must be fitted to a particular firm's social media ____.
goals
In design, what color is often used for non-profit organizations?
green
One of the rules of engagement for social media marketing says that you should ____.
have a personality
SMM Ethics
honesty, privacy, respect, responsibilities
In a nutshell, targeting is
how we get the right content to our audience
