Social media marketing hub spot exam
On which social network should you share content most frequently?
Why is user-generated content (UGC) so important? Choose all that apply
UGC helps brands understand their target audience, UGC improves site engagement and time spent on the website, UGC provides means for other users to connect, which then builds a stronger community, UGC is inherently peer reviewed making it more trustworthy.
Which of the following would not contribute to ad fatigue?
Using the same image on your ad for over a month
Which type of influencer might be primarily behind the scenes in your marketing campaign?
Content creators
When developing your brand's tone, _________ is key.
Context
True or False? "Earned" media is exposure your brand has paid for, e.g., advertising or promotions
False
True or False? Asking for reviews is something you should never do in social media
False
True or False? The longer your social posts, the more likely that content will be seen and re-shared.
False
True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
False
True or False? When you use language in your social responses that is too casual, you lose the respect of your audience.
False
True or False? You should revisit your KPIs every 18 months
False
True or false? 12% of people generate 70% of the impact online.
False
True or false? Commissions for celebrity influencers are generally 5% of the sale
False
The ________ stage focuses on creating message maps and listening protocols on social media.
Preparation
What is the main benefit of using animated GIFs in social content?
They help you demonstrate complex concepts quickly and easily
True or False? Canned messages are a quick and easy way to reach a wide audience in social media to fight the right prospects.
False
True or False? The holistic model is the most common social team structure used by organizations today.
False
True or False? Simon Sinek says that people want to buy what you have. They don't care about what you believe.
False
True or False? Social Content is only used during the attract and delight stages of the inbound methodology.
False
Why should you talk directly with your social followers and prospects?
All of the above (build brand, increase customer loyalty, improve reputation)
If you don't have your ___________ in mind as you're developing content and social campaigns, then you probably aren't using social as effectively as you could be.
Business goals and buyer personas
What do senior leaders care about when it comes to your social media plan? Choose all that apply?
Competitive advantage, Customer Satisfaction
Posting curated content on social show shows your audience you're committed to
Creating value for them
How can social media monitoring inform your sales and product teams?
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs.
In what stage of the buyer's journey would an advertisement for a free trial of your product me most appropriate?
Decision stage
"Real-time marketing" refers to:
Developing content on the fly for local, national, or global events happening online or offline
Which of the below is not one of the five types of social media models?
Distributed
Instagram stories are a great way to ____________.
Drive traffic and engagement
What's the first step organizations and brands need to take when establishing a social media policy?
Educate employees on the importance of having a social media policy for all team members within the organization.
True or False? Curating content means publishing someone else's content as if it were your own.
False
What is the biggest challenge that most social media practitioners have?
Getting executive buy-in for social ideas
Fill in the blank: "Facebook Ads is great for targeting based on ________, while Google Ads targets based on your audience's __________.
Interests; intent
What did fashion brand Burberry do to revolutionize how marketers use social media?
Invited their fans to share photos of their trench coat
Why do you need to use leading indicators of revenue success when calculating RPO on your social media strategy?
It can be months before you've closed new customers from a social media campaign.
What should you do if your competitor has a big public blunder?
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetic ally to posts where appropriate.
Do brands have legal ownership over content that users generate about their brand?
No
Visual images are usually things like ______. Choose all that apply
Photos, info graphics, animated GIFs, illustrations
Which network has the longest life for a piece of content?
What should you do to secure executive buy-in if you're starting a social media project and don't have a past campaign to use as a bench mark?
Position your program as an experiment or pilot
You're starting a project and don't have a past campaign to use a benchmark. How can you secure executive buy-in?
Position your program as an experiment or pilot.
Which KPI is most likely to be a vanity metric?
Reach
Which of the below is NOT one of the three factors determining how an influencer can impact behavior?
Recognition
Which of these KPIs demonstrate engagement? Choose all that apply.
Sharing and retweets, Likes or Favorites
Which one of the below choices is not a reason you should be measuring your social media ROI?
Show influencers how enticing it would be to work with your company
What's the difference between social listening and social monitoring?
Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher-level perspective.
Which of the following is NOT a benefit of having a social media strategy?
Social media helps you send better emails
There are many benefits to having a social media strategy. Which answer is NOT one of them?
Social media helps you send better emails.
A(n) _______ outlines guidelines and best practices for employees to follow on social media.
Social media policy
Let's say you conduct a content audit on your competitors and see that they're having success with live video, but you haven't really tried live video yet. What might you do?
Test out live video on different channels, and see how your audience responds.
Voice refers to:
The distinct and steady personality or style of your brand.
What is one of the major benefits of Facebook Lead Ads?
The pre-filled form in Facebook makes it super easy for your audience to convert on- especially on mobile
What is NOT an example of a social media crisis?
These are all examples of a social media crisis.
Why should you trust the influencer and give them creative license?
They understand their audience and what they want
Why are hashtags helpful?
To aid search, track campaigns, and to influence the creation of user-generated content
Why do you need to develop a business case for a new social monitoring technology?
To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize that value.
Why is content moderation important for user-generated campaigns?
To engage the community and reward those who go above and beyond
Why would you want a service to help you manage and discover influence?
To identify individuals who have the biggest following and high social clout
True of False? In social media, a service level agreement (SLA) refers to how much time passes between when a customer reaches out and when the company responds.
True
True or False? Jumping onto an unrelated hashtag to promote your material is spammy.
True
True or False? Selling to prospects by messaging them on Facebook could be seen as invading their private space.
True
True or False? Social listening can help you find leads.
True
True or False? Social media helps people feel informed by helping them learn new things, stay put o date on topics that matter to them, and discover new ideas and trends
True
True or False? The best way to choose the right social media tool is to think about your business goals, then narrow down your choices based on that goal criteria.
True
True or False? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.
True
True or False? Your campaign should also help the influencer build authority and further their own content or reach.
True
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
True
True or false? When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action and multiplying it by 100.
True
What is NOT a way that a brand can see financial gain from doing social customer service?
Using a social media agency to deliver content to customers
What is social selling the inbound way?
When a salesperson provides value by offering thoughtful content and answering questions for prospects
Which of the following social media expenses do you want to track so you can calculate ROI on your marketing campaigns? Choose all that apply.
Work hours, agency or freelance costs, social media software and services, content development expenses, advertising costs
The number of leads you generate that actually become paying customers in known as your _________.
average lead-to-customer rate
Which of the following is NOT an example of active language you should use on a call-to-action
"More here"
You bid $ 5.00 on a click on your facebook ad. The next highest bidder only pays $3.00 to target an ad at te exact same audience. How much will Facebook make you pay to win the bid?
$3.01
What do we mean when we say you should post an "80/20 mix" on social media
20% of social content should promote OWN brand, 80% of social content should be anything that interests audience and engages them in conversation.
How much of the buyer's journey is digital?
67%
What is a social media audit?
A hard look at the data from all your social accounts and the social conversations about your brand and your competitors.
An ad for your upcoming webinar on network security should lead people directly to _______.
A landing page where they can quickly sign up for the webinar
When should a salesperson put forth the sales pitch in social media?
After sufficient rapport has been built and the customer is looking for what you have to sell
Which of the following is NOT a type of influencer?
Attorney
True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage.
False
True or false? If you're posting the same content across different channels, make sure you post them simultaneously, on the same days and the same times.
False
Why should you be careful about monitoring competitors?
It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer.
How can social media listening increase customer advocacy?
Responding to social posts- whether they're positive or negative- shows that you're listening, and your customers are being heard.
There are certain actions that need to be taken into consideration for social media crisis. What's an action you should avoid?
Sending out promotional sponsored posts and tweets during a crisis
When it comes to social listening, how do you know which social networks to start with?
Start with the social networks your buyer personas use to learn about and interact with brands.
What is a Social Media Service Level Agreement (SLA)?
The agreement to a company makes to commit to answering social media responses in a specific amount of time
True or False? Humanizing your brand gives you a competitive edge because people like making connections, and they like to invest their time and money in people they can relate to.
True
True or False? It's not a good policy to delete all negative comments.
True
True or False? One on one engagement doesn't result in customers spending more.
False
True or False? It's always better to target your ads towards as broad a group of people as possible.
False
True or False? It's necessary to conduct a social media audit every 2-3 years.
False
Which one of the following is NOT a way that UGC can help marketers?
Provide deep insight into the effectiveness of your content mix
Why do stakeholders matter as you begin to develop your team structure?
Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders.
Why are UTM parameters so valuable to your social listening an monitoring program?
They allow me to track where traffic is coming from on social media
True or False: Ephemeral stories are quick bits of content, both video and photo, often with fun filters and "stickers" that disappear after a short period of time (1-24 hours)
True
True or False? A channel takeover, such as letting an influencer run your Instagram or Twitter handle for a day, is a good idea for brands.
True
True or False? You should make sure experimentation is ingrained in your strategic plan.
True