MDJ21008 Final Exam
Which of the following calculation should you use if you are trying to see how many total people were engaged after being exposed to your content?
#engagements/reach
Conversion rate is ______.
#outcomes/visitors
Select all that apply: Which of the following are good engagement tactics.
-Clear calls to action -Going live -User-generated content
Select the best answers: What are the three campaign objectives used when creating Facebook ads.
-awareness -consideration -conversion
Select all that apply: When advertising on Facebook, you can target your audiences by...
-location -birthday -language
Select all that apply: Social media posts should provide value by:
-providing information, entertainment and/or functionality -building relationships -(maybe) selling expertise
On-stage haters in Baer's Hatrix typically complain most in: (select all that apply)
-social media -discussion board -review sites
How many active users does Facebook currently have?
2.7 billion
An important milestone for Twitter is when the platform expanded the 140 character limit of a tweet to this may characters.
280
The fastest growing group on Twitter and Facebook is:
65 and over
The fastest growing group on social media today is:
65 and over
Targeting options including demographics information, geography, language and online behaviors are used in this business practice of social media.
Advertising
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
Online sentiment is
Both A and B the tone of the conversation/can be positive negative or neutral
Select all of the characteristics of social media.
Check all -Enables communication and builds relationships -Uses mobile or computer-based technologies -Enables networks of communities -Allows users to share and create content
What is the first step of a social media marketing plan?
Create social media marketing objectives and goals
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 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.
Hootsuite chairman and co-founder Ryan Holmes has more than 1.7 million followers on LinkedIn where he shares insights about social media and entrepreneurship. This is an example of using social media for:
Establish your brand as a thought leader
Marketplace, Live, Watch Party and Messenger are features of this social media platform.
Which social media company bought Instagram in 2012.
Content marketing works best when businesses promote products and services.
False
Facebook bought Snapchat in 2013.
False
Men overwhelming use Pinterest more than women.
False
True or false: Every brand should have a Twitter account.
False
This example illustrated the power of social media to make a charitable impact on an important cause.
Ice bucket challenge
Architectural Digest teases story content in its Instagram feed and then directs followers to read the full article via the "link i
Increasing website traffic
Engagement with brands is higher on which platform?
Word-of-mouth works because:
It is believable, self-reinforcing and self-spreading
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?
Kent State University
Drive potential customers to express interest in your business and your products through a social media form is an example of using social media for
Lead generation
This social media platform is centered around career networking, connecting and sharing content with other professionals including colleagues, potential employees, business partners, competitors, new employees and customers.
The Groundswell outlines five objectives for participation online. What is the first stage of participation in the groundswell?
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 after no interaction
How did Dominos respond to the crisis caused by two employees who recorded themselves doing vial things to customers' food?
President Patrick Doyle posted a video
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 the product for free
This metric can show you which sites are bringing traffic to your blog or website.
Referring pages
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
What does the SMART acronym stand for in developing objectives?
Specific, measurable, attainable, relevant, time-bound
What search terms might bring the most relevant conversations if you own a subway station in Chicago.
State Street Subway in Chicago
According to Eric Qualman, 93% of buying decisions are influenced by social media.
True
What event is cited as starting the "Twitter revolution" and changed how average citizens used the platform to share breaking news.
US Airways Flight landing in the Hudson
As just a general rule, which is the best day to post on Facebook for higher engagement:
Wednesday
Is this objective SMART? To increase awareness about local restaurants in the Greater Cleveland area among 10 percent of my audience by December 2022.
Yes
This social media site is the undisputed king of social media video.
YouTube
To create a user-generated content campaign to engage an existing audience is an example of:
a strategy
To write a blog post that explains why I am interested in fashion is an example of:
a tactic
For Facebook campaigns, budget, scheduling, targeting, bidding, and ad placement are defined at the: Choose only ONE best answer
ad set level
Before launching a social advertising campaign it's best to have:
all of the above
Micro-influencers tend to:
all of the above
What keyword terms should you use in your listening station?
all of the above
Which of the following is true about conducting a social media audit for a business.
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
The FTC requires that _______.
bloggers reveal when they receive free products
Providing practical value and news that people can use is closely related to this concept we discussed in class.
content marketing
A user who posts comments on forums and ratings and reviews sites fits the ______social technographic.
critic
An unobtrusive piece of code on your website use for retargeting ads.
facebook pixel
#ad or #sponsored should be included at the end of the Instagram post where users click to see more. (True or False?)
false
A company's brand voice should change across all of its social media platforms.
false
A social media crisis for Nike is when one customer posts about dissatisfaction with their product online.
false
According to author Dave Kerpen, listening should always be 10 percent of the conversation.
false
All brand advocates are influencers.
false
Brands should use more ephemeral content than evergreen content.
false
Celebrities who have the largest number of followers are the best influencers for a brand. (True or False?)
false
Computers can always accurately assess whether comments are positive, negative or neutral.
false
In order to respond to ALL negative feedback on your social channels, it's important to automate responses.
false
It is unnecessary to outline social media roles and responsibilities in a small organization.
false
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
false
It's critical that businesses follow the social media posting times and frequency guidelines outlined in the most recent study.
false
It's important for an organization to delete negative feedback on owned channels immediately to avoid any negative perception about the brand.
false
It's recommended that an influencer use #spon in content that is a sponsored post. (True or False?)
false
News jacking works best when it is not relevant to your brand's missions/values.
false
Saying I'm sorry during a social media crisis gives the impression that your organization is at fault and is admitting guilt.
false
Simply not responding is a simple way to avoid any admission of guilt on social media.
false
Social Media listening is only counting the number of times your brand gets mentioned.
false
Social media analytics and social media listening mean the same thing.
false
True or False: All brands should invest in an enterprise-level paid social media monitoring solution.
false
True or False: Ephemeral content lasts for a long time on the web.
false
True or False: Impressions are the best metric to validate how engaging a social media campaign was.
false
Viral marketing campaigns can be guaranteed.
false
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 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's Twitter page is an example of what type of media:
owned
The number of people who have been exposed to your content is:
reach
Select which one is the better measure of engagement.
retweets on twitter
Clubhouse initially rolled out its service by making the social network invite-only. Jonah Berger explains making people feel like insiders or part of a club gets them to share or talk. What principle driver is at play here?
social currency
This is the idea that what we talk about influences how others see us and helps us achieve desired positive impressions.
social currency
What is the most important element of a Facebook ad?
the picture
An optimal content strategy should incorporate both created and curated content.
true
Brands can engage with influencers to create presentations as part of their content deliverables. (True or False?)
true
Native advertising has the same look and feel as the natural content on the 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
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
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