mktg 339 exam 3
Best Buy's social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer __________: "I am free to state my own opinions on social media" "My views are expressed as my own" "I am employed by Best Buy" all of these options
"My views are expressed as my own"
A good best practice for the length of blog posts is _______: 200-400 words 400-1000 words 1000-1500 words 1500-2000 words
400-1000 words
Fashion company Revolve drives nearly ____% of all of their sales through influencer marketing: 10% 30% 50% 70%
70%
____ of top decision-makers say they never respond to cold call: 70% 90% 50% 60% 80%
90%
A social media policy should have rules and responsibilities for governance tasks. This should be assigned to: The social media team A company spokesperson responsible for answering questions about your company on social media The employee of the month All of these options
A company spokesperson responsible for answering questions about your company on social media
How can a marketer create appealing video content? Authentic content All of these Offbeat content Entertaining content Unusual content
All of these
Which of the following are reasons cited that TikTok is a security threat? All of these Censorship Data collection Violations of COPPA
All of these
A social media policy should include: A section that outlines any consequences for employees who do not abide by the social media policy A section that discusses what is considered illegal A section that outlines who is responsible for answering questions about the company All of these options
All of these options
All of the following are reasons brands should use UGC EXCEPT: Establish brand loyalty and grow community Promote authenticity More cost-effective than influencer marketing All of these options Drive purchase decisions
All of these options
Influencers must identify sponsored posts. What are some of the key things influencers need to know about identifying sponsored posts? All of these options In video reviews there need to be written and verbal disclosures of the partnership Hashtags such as #ad or #sponsored must be visible in the post You can't just use social media tools
All of these options
The rules and regulations within a social media policy consist of __________: Guidelines for social media etiquette Explanations of what employees can and cannot share on social media Expectations for appropriate employee behavior and conduct All of these options
All of these options
Which of the following are best practices for sharing user generated content (UGC)? All of these options Offer something of value in return Search for it Ask permission Credit original creator
All of these options
Which of the following are characteristics of a good influencer? Reach Activity All of these options Engaging Authenticity Credibility
All of these options
Which of the following are influencer personas types? Industry Expert Academic Business Leader Celebrity All of these options
All of these options
Which of the following are ways brands can use influencers? A social media account takeover Give influencers free products to try in exchange for a review or a mention on social media All of these options Using influencers to promote a brand's content by posting on their own social media channels Invite influencers to be guest bloggers
All of these options
Why are blogs so popular? They give everyday people a voice They help readers keep up to date on the latest trends and topics they are interested in They are a great marketing tool for many businesses They provide an easy way for anyone from around the world to share opinions and ideas with a large audience All of these options
All of these options
Which of the following companies launched a podcast called "10 minute mysteries"? Mcdonalds American Girl General Electric Escape Fitness
American Girl
What is the 5th (last) step for success with UGC? Set specific UGC goals Tell your audience what you want Focus on the community and collaborate Analyze and measure UGC efforts Choose the most effective social network for your campaign
Analyze and measure UGC efforts
In learning how to talk Reddit AMA stands for ____: American Marketing Association American Music Association American Medical Association Ask Me Anything
Ask Me Anything
Which of the following is NOT a principle reason people share video content? All of these are reasons people share online videos Because they have an emotional connection To express their own identity As an act of altruism Because they receive an incentive for sharing
Because they receive an incentive for sharing
Which of the following is a YouTube Ad Type? AR Lenses Bumper Ad TopView Ad Brand Takeover
Bumper Ad
What is the typical pricing model for podcasts? commissions CPM CPA CPC
CPM
All of the following are important to optimize YouTube videos EXCEPT: Descriptions Tags Channel banners Keywords
Channel banners
Which country did TikTok originate in? United States India China Germany Italy
China
Business benefits of an employee advocacy program include all of the following EXCEPT: Recruit top talent, retain employees and thought leaders Control content employees are posting about the company Increased business and retention rates Greater reach
Control content employees are posting about the company
All of the following are ideas to help you plan your posts EXCEPT: Create posts for days such as "National Taco Day" Create posts only for your company, brand and/or product Create posts around major holidays Create posts for industry or shopping days
Create posts only for your company, brand and/or product
An employee advocacy team is responsible for all of the following EXCEPT: Recognizing and incentivizing employees to keep participating Getting employee buy in Creating the crisis response plan Communicating the program Setting goals
Creating the crisis response plan
UGC content goals are all of the following EXCEPT: Save time on content creation Increase conversion rate Higher brand engagement Decreases search costs for consumers Build brand trust
Decreases search costs for consumers
All of the following are recommendations for business vlogs EXCEPT: Bring out your expertise through demonstrations Vlog your day at your business site Feature your company's newest innovations through vlogging events and conferences Develop videos that are highly technical and detailed
Develop videos that are highly technical and detailed
What is the first step in creating a social media influencer marketing strategy? Determine your target market Select social media channels for the influencer strategy Set up monitoring and listening streams Reach out to the influencer to discuss a potential partnership Establish your goals
Establish your goals
True or False: 72% of businesses said recognition had no impact on employee engagement
False
True or False: A crisis response plan should be developed when a crisis occurs
False
True or False: In order to manage a crisis all negative comments should be deleted
False
True or False: Podcasts can be streamed online or on a mobile device and can be listened to live, but can't be downloaded for offline listening
False
True or False: The TikTok algorithm gives preference to the number of followers an account has
False
True or False: The US is the only country that has banned TikTok from their government issued mobile devices.
False
True or False: TikTok is the only digital or social platform that collects data about its users.
False
True or False: Webinars are typically used in B2C markets.
False
True or False: When looking for an influencer to partner with reach is more important than credibility
False
Which agency in the US is responsible for the rules of influencer marketing? Federal Communications Commission (FCC) Department of Justice (DOJ) Department of Commerce (DOC) Federal Trade Commission (FTC) Department of State (DOS)
Federal Trade Commission (FTC)
Which of the following is NOT a challenge companies face with social selling? Confidence of the sales team to engage on social media Firing and hiring sales professionals familiar with social media Limited understanding of available social selling technology products Lack of a clear business case or ROI
Firing and hiring sales professionals familiar with social media
Influencers are generally categorized by which two high level types? Micro and macro Follower count and content or niche area Bloggers and social media Mega and celebrity Gamers and photographers
Follower count and content or niche area
All of the following are important in the TikTok algorithm EXCEPT: All of these are important User interactions Device and account settings Video Information Followers
Followers
In 2022, the Rug company Ruggable partnered with________ to launch a campaign to promote their latest rug line: Derek Hough Addison Rae Logan Paul Former bachelorette contestants
Former bachelorette contestants
If you are a social media manager working for Frito-Lay (a snack food company), which category of influencers might make a good partnership for your company? Fashion Sports and fitness Gamers Beauty
Gamers
Best practices for webinars include all of the following EXCEPT: Scheduled webinars in advance Include a catchy webinar title Interact with attendees in the chat Include an in-depth look into the lives of real people
Include an in-depth look into the lives of real people
Which of the following is NOT a SALESPERSON benefit of social selling? Increases research time Expand reach Increase lead conversion rates Shorter selling cycles Outsell peers
Increases research time
Which of the following is NOT a disadvantage to blogging? large time commitment instant payback regularly add new content ROI can be difficult to measure
Instant payback
In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds? Social media account takeovers Invited them to speak at an event in front of 18-35 year olds Invited them on a trip around the word and had them document the trip Had them interview 18-35 year olds who traveled with Contiki in the past Gave them free Contiki swag to promote on social media
Invited them on a trip around the word and had them document the trip
A social media crisis response plan does NOT include __________: A social media crisis team with roles and responsibilities Legal risks Up-to-date contact information for critical employees A social media response flowchart
Legal risks
Which of the following is NOT a benefit of influencer marketing with social media? Improved search ranking New leads Increased exposure Less credibility Brand awareness
Less credibility
What social selling tool did the Sacramento Kings use to increase ticket sales? Sprout Social Hubspot Hootsuite LinkedIn Sales Navigator None of these options
LinkedIn Sales Navigator
All of the following are important things to keep in mind when trying to find the right influencer EXCEPT: Look for someone who is sponsored by a lot of brands Plan your budget Know who you're trying to influence Look for engagement and trust with the right audience Reach out privately and personally
Look for someone who is sponsored by a lot of brands
Which of the following is NOT a benefit of video marketing? Brand Awareness Engagement Showcasing the product Low Cost
Low Cost
Which of the following YouTube Ad Types are not skippable? (Choose all that apply) Non-Skippable Ads Bumper Ads Overlay Ads Skippable Ads
Non-Skippable Ads Bumper Ads
All of the following are metrics that should be tracked for an employee advocacy program EXCEPT: Most engaging posts Organic Reach Active participation Top contributors Paid media value
Paid media value
All of the following are ways a brand can encourage UGC EXCEPT: Work with influencers Run contests Create hashtags for UGC Pay everyone who creates UGC
Pay everyone who creates UGC
All of the following are creative uses for UGC discussed in class EXCEPT: Pay users to get the highest quality UGC Put UGC in your next contest/giveaway Enhance your brand experience Put your customers in the spotlight Integrate fan photos and videos in your advertising campaigns
Pay users to get the highest quality UGC
Some marketing opportunities on TikTok include all of the following except ____. Working with influencers Creating or getting involved in hashtag challenges User generated content (UGC) Reaching audiences 34+
Reaching audiences 34+
Which of the following is NOT a benefit of podcasts? Inexpensive to create Creators establish themselves as thought leaders Reach new audiences Connect and build trust with audiences SEO
SEO
To get employees to "buy in," you must: Show how participation will benefit them Tell them they must commit a certain number of hours in the program give employees a raise Let them know it will not change their personal brand
Show how participation will benefit them
In social selling, a sales person uses ____ as a tool to interact with and sell products to potential customers: CRM salesforce Snapchat WeChat Social media
Social media
Which company built a more human brand on TikTok by leveraging a spokesperson "Dave," who is featured in the majority of their videos? Chiptole E.L.F Cosmetics The Washington Post The NBA
The Washington Post
Which is an example of employee advocacy? A press release distributed by companies about their employees Companies posting about their employees on social media Employees who encourage family and friends to work for the company The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks
The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks
Which platform did Chipotle leverage for the #ChipotleLidFlip challenge? Youtube Instagram Snapchat TikTok Facebook
TikTok
As reported in the Hubspot survey, what did YouTube users indicate as the reason they most commonly visit YouTube? To watch videos that entertain them To learn more about a hobby, interest or industry Other To learn how to do something To learn about products
To watch videos that entertain them
True or Fale: Overall, ads on TikTok are perceived as more favorable than ads on other platforms, with a 10% higher ad receptivity compared to other platforms.
True
True or False: A common sales incentive implemented by many companies is to tie compensation to sales quotas.
True
True or False: According to a Vogue Business article, even with potential security threats/bans fashion brands are continuing to move forward with TikTok in their social media marketing strategy.
True
True or False: Consumers are more likely to engage with and/or purchase from a brand if it shared their social posts in marketing
True
True or False: Employees can create UGC
True
True or False: Influencer marketing is the fastest growing method to attract new customers.
True
True or False: Only one in five companies take a programmatic approach to social selling
True
True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content
True
True or False: The employee advocacy team is responsible for creating social media content and disseminating it to employees
True
True or False: The majority of teenage YouTube subscribers trust influencers' opinions over those of traditional celebrities.
True
True or False: TikTok is built on a hashtag experience, as the Discover tab is organized by trending and popular hashtags.
True
True or False: TikTok is one of the fastest growing social media apps in the world
True
True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time
True
True or False: Unlike most social media platforms podcasts are not typically run on a bidding strategy
True
All of the following are important for using AI in the blog writing process EXCEPT: Use the content generated from the AI tool without changes Fact-check carefully Add the human touch Use AI to brainstorm
Use the content generated from the AI tool without changes
WhatsApp is used by businesses for all of the following except: Broadcast lists Visual marketing Customer support Chatbot capabilities
Visual marketing
A YouTube playlist is: a collection of YouTube videos organized by categories a collection of your most watched videos a collection of the most popular videos on youtube all of these options
a collection of YouTube videos organized by categories
A webinar is ____: the audio versions of a vlog a blog in video format a regular feature appearing as part of an online publication that typically relates to a particular topic and consists of articles and personal commentary by one or more authors a live web-based video or telephone conference that uses the internet to connect the individual or brand hosting the webinar to an audience of listeners or viewers
a live web-based video or telephone conference that uses the internet to connect the individual or brand hosting the webinar to an audience of listeners or viewers
Your company's social media policy should be ______: a casual statement above your company's online presence a living document that is updated regularly a short written letter sent to all employees an email sent to all employees
a living document that is updated regularly
What is a vlog? a collection of blogs a video blog a podcast a webinar
a video blog
After learning from social listening and consumer research that one of the more polarizing aspects of "uncupping" a Reese's Peanut Butter Cup was whether the wrapper came off clean or a smudge of chocolate was left behind, Hershey leveraged __ to engage customers. hashtags voting stickers creators all of the above
all of the above
Which of the following is a TikTok ad format? in-feed video ad top view ad brand takeover branded hashtag challenge live shopping ad all of the above
all of the above
A benefit of employee advocacy for an employee is __________: network growth thought leader and grow personal brand all of these options career goals increased employee engagement
all of these options
A benefit of employee advocacy for an employer is __________: increased business increased brand engagement higher customer retention trust in employees all of these options
all of these options
To track the success of an employee advocacy program, you must _______: determine audience growth track the traffic to a post track employee participation growth track engagement rate all of these options
all of these options
What is user-generated content (UGC)? content that brands create on social media any digital content that is produced and shared by end users of an online service or website content that is available for all social media users to use any social media content available to the public online none of these options
any digital content that is produced and shared by end users of an online service or website
A content calendar should be ____: based on a rolling six-month, updated monthly created for six months without any updates based on one year, updated quarterly created for one month without any updates
based on a rolling six-month, updated monthly
Which of the following are small rectangle notifications that appear in the top right hand corner of a YouTube video when viewed? call-to-action links cards end screens thumbnails channel trailers
cards
What is a way to plan, organize and schedule all social media activities? create a blog have weekly meetings create a list of hashtags create a social media calendar set up an Instagram account
create a social media calendar
Which of the following is NOT a benefit of blogging? decreases brand awareness humanizes the brand facilitates word of mouth marketing increased SEO
decreases brand awareness
Which of the following is NOT a BUYER benefit of social selling? building of trust with sales professionals discount on the purchase of a product more favorable impression of salesperson interaction with sales professionals in a non-invasive way
discount on the purchase of a product
Social selling tools can help sales professionals with all of the following except __________: nurturing relationships finding and targeting prospect sales leads discovering competitors' sales revenues identifying buying signals and scoring potential buyers
discovering competitors' sales revenues
The potential ban of TikTok in the US has highlighted the importance of ____ for brands: only having a social presence on Facebook and Instagram diversification of social presence not having a social presence on TikTok having a social presence on every available social platform
diversification of social presence
Which of the following TikTok video features allows users to create videos with other creators, placing videos next to each other in a left-and-right layout? live duet stitch adjust clips
duet
Which social network is the most popular for employees sharing company-related content online? Instagram Facebook Twitter LinkedIn YouTube
True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook.
false
True or False: If a brand sees a negative comment on social media, the first thing they should do is delete it
false
True or False: In order to succeed in an employee advocacy program, you must force employees to participate
false
True or False: YouTube is currently the largest search engine in the world.
false
Which type of blog is the most popular? technology beauty fashion food travel
fashion
Facebook is the best network for UGC that is ____: a live feed for events able to be made into a highlight all of these options full video content and stories about your brand
full video content and stories about your brand
What should be first step in starting a social selling program? social media training provide tools establish goals gain executive buy in
gain executive buy in
Creating a content calendar ____: isn't necessary auto generates posts helps you look forward to plan and schedule posts automatically schedules posts to all of the social networks
helps you look forward to plan and schedule posts
It is helpful to include the day of the week in your content calendar because ____: it helps autogenerate your captions day of the week should always be included in your post captions it isn't helpful to include day of the week it is helpful for day of the week posts such as #tbt
it is helpful for day of the week posts such as #tbt
YouTube is the _____ video hosting platform. B2B second largest largest third largest
largest
Which of the following is NOT a COMPANY benefit of social selling? competitor differentiation return on investment increase revenue less likely to attract top talent
less likely to attract top talent
Out of all business categories, which brand types have the most subscribers on YouTube? technology food and beverage automobile appeal media
media
In order to avoid threats on social media, employees should _______: use short passwords none of these options all of these options limit monitoring employee's activity on social media ignore threats from outside and inside sources
none of these options
A social media policy's accountability section ____: outlines any consequences for employees if they do not abide by the social media policy includes expectations for appropriate employee behavior and conduct educates employees on threats and the actions they can take defines what information should never be shared on social media
outlines any consequences for employees if they do not abide by the social media policy
The longer a video drags on, the lower / fewer its retention likes channel subscribers number of views
retention
Employee advocacy content curation tools or apps can allow employees to ____: find the company's social media policy get training on employee advocacy program see new content with prewritten text, images, and links ready to post distribute approved content on the company's social
see new content with prewritten text, images, and links ready to post
Following the footsteps of other major social media platforms, in 2020 YouTube released a new short-form video creator called: chapters stories shorts fleets
shorts
A social media influencer is ______: someone who exerts his or her influence through social media someone who enjoys using social media someone who has a lot of followers someone who is famous
someone who exerts his or her influence through social media
Which brand launched its own YouTube original series called "Upstanders," sharing stories about ordinary people doing extraordinary things to create positive change. Oreo Disney Wayfair Starbucks
starbucks
Which of the following TikTok video features allows creators to integrate scenes from another video into their own? voice-over duet stich adjust-clips
stitch
Examples of things that company's consider confidential include all of the following EXCEPT: insider trading information plans of an acquisition the annual report non-public financial figures
the annual report
Which of the following is NOT an element of a TikTok Video? the look the sound the story the brand the details
the brand
The "popular" section in Reddit is often referred to as ____: the community an upvote / downvote a subreddit the front page of the internet
the front page of the internet
True or False: A social media policy outlines how an organization and its employees should conduct themselves online
true
True or False: Code yellow issues are those that do not escalate beyond the attention of the social media or customer service team
true
True or False: During COVID-19, YouTube partnered with YouTube personalities and influencers to create new content to entertain and educate viewers.
true
True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don't.
true
True or False: The Top Sponsored Influencer Video of 2021 was a video titled "I Bought The World's Largest Mystery Box!"
true
True or False: To participate in an employee advocacy program, an employee must have a complete understanding of what it means to represent the company online
true
True or False: Transcripts and closed captions increase the search ranking of videos.
true
All of the following are ways a company could identify a social media crisis EXCEPT: watch for data spikes set-up monitoring streams and alerts use social listening watch the news
watch the news
The YouTube algorithm prioritizes ____. video quality and views over time spent on the platform watch time and time spent on the platform over views views and video relevance over watch time the number of video likes and dislikes over watch time
watch time and time spent on the platform over views
Which of the following does NOT distinguish a blog? written in second person collection of thoughts on a variety of topics include links, pictures, videos accessible online for free updated frequently
written in second person
