HubSpot Digital Marketing Certification

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

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

False, it's okay to focus on the main channels your buyers frequent most and expand from there.

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.

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.

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

Measuring the performance of your latest email marketing campaign .

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 you business success.

What type of metric is follower count often considered?

A vanity metric

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

Be empathetic and helpful towards your competitor's customers

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

Social media listening can help ...

The people in all parts of your organization do their jobs better

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

false

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

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

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

true

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

true

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 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?

Psychogrpahics

Which KPI will executives be more responsive to?

Return on investment (ROI)

Should you develop your social media budget or your social media plan first?

Social media plan

Why are animated GIFs useful on social media?

They can help you demonstrate complex concepts quickly

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.

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

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

being funny, asking for reviews, tagging individuals in posts, starting a FBgroup, using emojis

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

false

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

false

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

share the characteristics of your existing audience

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

Changing algorithms on the social platforms, people trust recommendations from individuals over brands, and General Data Protection Rules on privacy limit brand exposure.

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.

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

Lead

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.

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

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

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

true

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, product roadmap, and service offering

Language like ____________ can help improve your clickthrough 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"

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

Buyer Persona

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 idea; image dimensions.

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

People are more likely to purchase a product of a friend or someone they admire mentions it on their social media.

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

How are voice and tone related?

Tone is a subset of voice

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

True

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

Using the same metrics across all channels

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

You can negotiate rates with a social advertising vendor

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

customer

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

false

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

false, they help you develop an outreach strategy too

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

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

true