Social Media Marketing Final

True or false? Social selling is not an inbound way to conduct business.

False

True or false? When starting out, make sure you are engaging with customers on every single social media channel.

False

True or false? Working with journalists and media personalities is just like working with other influencers.

False

True or false? People want to talk to people, not brands.

True

What did Simon Sinek recommend you do to get people to buy in to your products or ideas?

Explain to the customer why they need what you're selling.

True or false? 42% of B2B marketers believe they've proved that social media has an impact on their business.

False

True or false? Advertising won't help you get on the first page of Google's search results.

False

True or false? An ad that performs well on Facebook will not perform well on Instagram and Messenger.

False

True or false? Buyer personas are primarily used for developing marketing campaigns.

False

True or false? Recruiters aren't going to be interested in your social media efforts, so there's no need to track metrics related to hiring in social media.

False

True or false? Responding to your audience directly can negatively impact your reputation.

False

True or false? You should develop your social media budget before you create your social media plan.

False

What does "content curation" mean?

Gathering content that's relevant to a particular topic or area of interest and then sharing it with your audience with proper citations.

Which is NOT an element that makes for a good Influencer?

Influencer having little to no knowledge or appreciation for brand they are promoting.

What is NOT a benefit of social media influencer marketing?

It does not require any tracking to know it is working.

The following are all ways that social media monitoring can benefit your business, except:

Measuring the performance of your latest email marketing campaign

Language like ____________ can help improve your click-through and conversion rates on social media because language makes the call-to-action seem more time sensitive, which can encourage instant action.

"Today only" or "Ends at Midnight."

What's ad fatigue?

A scenario where an ad that was once received positively starts to show diminishing returns over time.

What is an employee advocacy program?

A social media program for all employees to take advantage of.

What is a vanity metric?

A surface-level metric that doesn't correlate with your business success.

What's retargeting?

Advertising to people based on previous actions they've taken on your website.

At what point of your advertising process should you run tests and experiments on your ads?

At every stage of the ad creation, implementation, and evaluation process.

What are user-generated negative hashtags that are used to bring forth negativity towards the brand?

Bashtags

What should you do if your competitor experiences a big, public blunder?

Be empathetic and helpful towards your competitor's customers.

Which of these tactics will help you foster more general social engagement?

Being Funny Asking for reviews Tagging individuals in posts Starting a Facebook Group Using Emojis ALL OF THE ABOVE

What's a reason why working with influencers and encouraging user-generated content is important?

Changing algorithms on social platforms People trust recommendations from individuals over brands General Data Protection Rules (GDPR) on privacy limit brand exposure ALL OF THE ABOVE

What three data points do you need to start determining your ad spend?

Customer lifetime value, average lead-to-customer rate, average conversion rate

True or false? Follower count is often considered to be a vanity metric.

True

True or false? It's possible to pay some influencers with a gift card.

True

True or false? One in four consumers lose interest in a company if it doesn't use video on its social media channels.

True

Fill in the blank: In the _________ stage, a social media manager needs to be able to react quickly, compassionately, and with authority. They also have to integrate social media messages to the appropriate medium and audience.

Response

Which is a disadvantage to User-Generated Content?

The need for monitoring and moderation of user content is required.

True or false? Competitor benchmarking is one leading indicator of revenue success.

True

True or false? Engaging with a customer one-to-one can help a business amplify their reach.

True

True or false? Live streaming on Twitter is an important part of the social network.

True

What's one reason why brands may fear encouraging user-generated content?

UGC comes directly from users, and content creation is out of the brand's control.

The most important thing to keep in mind when measuring social ROI is:

Using the same metric that you use for other channels.

Inbound is all about being ________-centric, not competitor-centric.

customer

Fill in the blank: A lookalike audience is made up of people who ______________.

share the characteristics of your existing audience.

Social media listening can help ______.

the people in all parts of your organization do their jobs better.

How do you calculate lifetime value of a customer?

Average yearly revenue multiplied by Average lifespan of a customer.

Your team is creating a social campaign for an upcoming product launch. Someone designs a great image for this social campaign that does a fantastic job of showcasing the product. How can your team optimize this image for the campaign?

Create multiple versions of the same image that comply with each social channel's ideal image dimensions.

What two networks are you almost guaranteed to find your target audience on?

Facebook and Google Ads

True or false? Influencer marketing and user-generated content will help you bypass some social media platform rules to help you reach your audience.

False

True or false? The number of Facebook users across the world is only slightly fewer than the number of people in India.

False

When users create and share content on social media channels there is NO effect compared to standard company posts.

False

What's a bid?

The maximum amount of money that you're willing to pay for a desired action on your ad.

Why should you start planning the structure of your team by looking at business goals?

To help you determine what channels and content you'll need and the staffing to make it happen.

When monitoring your competitors, take note of their wins, losses, reputation, differentiations, marketing tactics, relationships, alliances, and even their brand voice. These characteristics, and how they change over time, can be used to inform your _______.

your content strategy your product roadmap your service offering ALL OF THESE THINGS

Why is employee advocacy important to consider as a key area for organizations and brands?

Employees embody company culture and values, so are more trusted than official spokespeople.

Which of the following social media advertising best practices will help you create social media ads designed to drive high engagement?

Experimenting with different types of ad content, like videos or GIFs.

Which of the following steps is NOT one you need to think about when planning how to structure your social team?

Gather industry data to support your goal.

Which of the below statements about social listening is true?

It gives you the opportunity to measure the performance of your social media.

Why should you include content curation in your social strategy?

It saves time and money. It builds industry connections. It helps you post a larger variety of content. ALL OF THE ABOVE

Fill in the blank: _____ ads are designed to collect information like name and email address.

Lead

Why would you want to identify who your brand superfans are and reward them?

People are more likely to purchase a product from a friend of someone they admire mentions it in social media.

Let's say you conduct an audit of your existing social media content and find that on Twitter, posts with statistics get by far the most likes and retweets. What's the BEST way for you to use this knowledge to inform your future social content plan?

Plan to experiment with publishing more statistics to Twitter and perhaps investing time in doing more original research that you can pull stats from and publish to Twitter and other channels.

When you dig deeper into the development of your buyer persona, what type of information do you want to consider?

Psychographics

Which KPI will executives be more responsive to?

Return on investment (ROI)

Why is social media an important part of inbound marketing?

Social media is a one-to-one medium you can use to market in a direct, human way.

In 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.

Why are animated. gifs useful on social media?

They can help you demonstrate complex concepts quickly.

Why is developing community guidelines or "house rules" important?

To let your community know how you'll interact and keep civility within your channel.

How are voice and tone related?

Tone is a subset of voice.

Ads based on user-generated content receive 4 times higher click-through rates

True

To be a part of the social conversation, you don't necessarily have to be the subject of it.

True

True or false? A crisis plan focuses on what to do when a crisis happens on social media.

True

True or false? Companies delivering customer service see an annual financial gain of 7.5%.

True

A social media audit will provide you value in all of the following areas EXCEPT:

You can negotiate rates with a social advertising vendor.

Before you post anything on social media, you should have a clear understanding of your _______.

buyer persona

Fill in the blank: A social media policy helps protect your brand by _____________, which helps protect the reputation of your organization.

providing guidelines and best practices for employees