SMM: FINAL

When running a Employee Advocacy program, eventually you'll need to pull data to demonstrate the program's effectiveness. Which of the following is not a common metric that program managers will look at?

% decrease in cost per click and cost per impression

As a rule of thumb, what percent of a brand's messaging on social media should be "why our company is so great" sales messages?

20%

How does brand impact a business?

All of the above

Using relevant images on social media allows you to:

All of the above

Which of the following is a benefit of measuring social media?

All of the above

Which of the following is not an example of permission marketing?

An online ad viewed on a mobile phone.

Which of the following measures engagement?

Applause rate and Amplification rate

Using real people in actual locations when creating a video is an example of

Authenticity

Work on your active social connections:

Daily

Brand advocates are:

Dedicated fans with whom you should build closer relationships

Social media marketing ethics involve all of the following except:

Employ information gathering software on social profiles

Instant Experience is a paid advertising feature on Instagram, configured to show media, display a storefront, complete a form, or explore lifestyle images with tagged products. To use Instant Experience, you'll need to create your ad in:

Facebook

When it comes to content marketing on social media, research is the key to understanding what content will resonate with your audience. Begin by looking at your social media audit, and then use network-specific tools such as_______________ and ________________ to identify your audience demographics by network.

Facebook's Audience Insights; Twitter Analytics

A business should start the tracking process by measuring all of the social media metrics available.

False

As a marketer, you want to ensure you do not focus on the je ne sais quoi of your product or service.

False

Brand Equity is the financial significance the brand carries; it's an educated estimate of how much a brand is worth.

False

Due to the 140 character limit of Instagram captions, it's important to be concise with every post.

False

For most social media platforms, the recommended length of a video is between 1 to 2 minutes.

False

How much people trust you is less important than the overall number of fans and followers you have.

False

Monitoring social media is only effective in preventing the spread of negative or damaging comments to a brand.

False

Most people use social media because they are looking for discounts and deals.

False

Qualitative measuring is about the numbers.

False

The Executive Summary should be placed at the end of your presentation.

False

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative work of mouth.

False

The overview of your marketing plan should start off with a reasoned argument for making the required investment (budget $) to implement the proposed plan.

False

To grow your Facebook audience you should friend potential customers through your personal account, then invite them to Like your Brand Page.

False

Traditional advertising has no value to consumers.

False

Using stock photos eliminates all potential photo problems.

False

When measuring the ROI of your community-building efforts, your focus should be on qualitative data.

False

With your social media content - focus on quantity, not quality.

False

You must always have someone sign a hardcopy paper photo/video release form when getting people's informed consent.

False

You should always zoom in as much as you need to get the best photo.

False

If your new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best?

Followers

Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community.

Four

KPIs should be referenced in which portion(s) of the plan?

Goals & Marketing Analytics (B and E)

If you want to run a paid advertisement that appears across a wide variety of websites, videos, and mobile apps, your best choice is:

Google Ads Experience

If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.

Instagram

A benchmark or baseline measurement is important because

It acts as a starting point and standard to compare progress of strategies

Why is the continuity of a theme important with videos?

It is more likely to convince a viewer to watch other videos and to subscribe to a channel.

What must a brand do in order to make quantitative social media metrics useful?

It must tie each metric to a specific marketing goal.

Why is an executive summary an important element of a marketing plan?

It provides a first impression and highlights the primary benefits of the social media marketing plan.

_______________work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.

LinkedIn Groups

The passive engagement strategy focuses on

Listening

The Net Promoter Score

Measures the loyalty of a brand's relationship with its customers

To grow your community on Twitter, it is suggested that you should:

Monitor conversations related to your industry and follow people whose interests align with what your community offers

Brevity is important when creating videos because

People have short attention spans.

Which of the following statements is false?

People on social media platforms care about your product

Stock photography is

Professional photography produced by agencies or photo libraries.

A key part of running a business blog is ensuring it, and by extension the organization's website are easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.

SEO friendly

When it comes to creating video for your social channels, which of the following is NOT a best practice?

Since video will be consumed on mobile, record videos using mobile as well.

Personas are part of which stage in the planning process?

Target audience

Authenticity can be described as

Telling the truth in a personable and genuine manner

With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?

To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.

A benefit of marketing with social networks is: companies can build brand awareness.

True

A benefit of marketing with social networks is: companies can find new customers.

True

A benefit of marketing with social networks is: companies can find talent and new employees.

True

A benefit of marketing with social networks is: companies can use them as a distribution channel for marketing messages.

True

A marketing SWOT Analysis is an important part of a marketing plan because it can help an organization assess its strengths and weaknesses on marketing platforms as well as the opportunities and threats related to the competition.

True

A social media monitoring tool should be determined by a brand's social media marketing goals, which identify which metrics will be measured.

True

Anytime you take someone else's photo from a social media page and repost without permission - even if you are in the picture - it is copyright infringement.

True

Being honest is one way for a company to build credibility.

True

Consistent digital marketing and social media branding across platforms, including the tone of voice used, to how your profiles look, creates the voice of a company.

True

Every post you publish should have some type of goal attached to it.

True

If you want to catch the eye of your target audience, take time to develop your visual content

True

It is important to identify quantitative KPIs based on social media marketing goals.

True

Master one social media channel first and do it well.

True

Measuring Return on Investment in social media is challenging for most marketers.

True

Native social media data analysis tools are free.

True

On Instagram, you can use "Turn on Post Notifications" to receive a push notification when specific people post content on Instagram.

True

One of the guidelines for creating content is: develop or acquire content specific to the needs of the community in each marketing platform.

True

Research shows that viewers who watch the first 3 seconds of a video are most likely to finish it.

True

The goal of the marketer is to move brand awareness of your company from the bottom, where people are unaware of the brand, up to aided awareness, then unaided awareness, to top-of-mind, all the way to your brand being dominant.

True

The implementation phase includes identifying which staff will handle the content and tactics for specific marketing platforms.

True

Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program.

True

When first engaging in social media, it is important to listen first before creating content.

True

When presenting marketing recommendations to management for approval, it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective.

True

When presenting to management, one thing they want to know above all else is:

What's the payoff? What's in it for me?

When planning out your YouTube publishing schedule, stick to _______________, as well as a predictable publishing schedule so your subscribers know when to look forward to your next video and what to expect.

a consistent length and production quality

Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.

a plan for continued engagement

The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.

advanced search

Before launching a social advertising campaign it's best to have:

all of the above

Operating without a ______________ could result in posts that exhibit unbalanced tone, subject matter, or purpose. Moreover, without this plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.

content strategy

Shared content can be categorized into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.

created

When announcing an Employee Advocacy Program, it's important to reinforce why sharing content on behalf of an employer is in the employee's self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby _____________________________.

differentiation themselves as a dedicated performer within the organization

LinkedIn offers a type of paid advertising where a post is promoted in your target audience's HomeFeed, but is NOT published on your LinkedIn Homepage.

direct sponsored content

The value of social advertising lies in the large audience size your company has the potential to reach and the ______________________ social ad platforms offer.

finely tuned targeting capabilities

On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.

geofilters

When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:

high quality thumbnails, well written titles and descriptions, and relevant metatags

If you encounter a question on social media channels to which you don't have an answer, its best to be _________ .

honest

When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you'll get more views and engagement if your video ________________.

is longer and repeats key points

Your social media content strategy should flow naturally from your _________________________.

social media strategy and objectives

When posting on your social networks, it's important to _____________.

tailor messages to the unique strengths of each platform, where possible

You should use the 3 R's, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________.

the level of engagement they have with their audience

Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.

within their organization