Social Media - HubSpot

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. If you focus on the why, not the what, you will have a better shot of appealing to senior leaders.

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

False; Journalists and media personalities are an entirely different breed of influencers, and working with these individuals is generally a public relations play.

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

False; Only 13% of B2B marketers believe they've quantitatively proven social media has had an impact on their business.

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; Understanding what influencers affect the hiring process is key, as is tracking how many applicants come in from social media channels.

True or false? You should develop your social media budget before you create your social media plan.

False; it's hard to develop a budget until you know what you plan to do.

True or false? The number of Facebook users across the world is only slightly fewer than the number of people in India.

False; population-wise, Facebook has surpassed even China, the country with the largest population, with over 2 billion users.

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; rules are rules. And while influencers and UGC won't help you break them, they do help you gain a share of voice that you might not always be able to have because of certain restrictions placed on brands.

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

False; while it's great if you can engage on all channels, when you're starting out, it is okay to focus on one or two channels where your buyers frequent most.

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; while it's great if you can find industry data to demonstrate how others are staffing their social teams, it's more important to look at your goals and map needs to those goals.

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. Make sure you link back to the original author's content and giving them credit for creating something that was so good, you wanted to share with your community.

When you dig deeper into the development of your buyer persona, what type of information do you want to consider?

Going beyond the demographics of your buyer persona and really understanding their psychographics will provide you with valuable data that can differentiate your marketing from your competitors — and that's how you convert leads into customers and keep delighting your customers with your marketing.

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

Measuring the performance of your latest email marketing campaign. Use your email marketing tools to measure performance of email campaigns.

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

People are more likely to purchase a product if a friend or someone they admire mentions it in social media. We trust our friends and their recommendations more than any other source of information.

What's retargeting?

Advertising to people based on previous actions they've taken on your website. With a tracking pixel on your website, you can advertise to people based on actions they've taken on your website.

What are user-generated negative hashtags that are used to bring forth negativity towards the brand?

Bashtags; A bashtag is a hashtag created by the user that has a negative tone to it towards a brand or organization.

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

Be empathetic and helpful towards your competitor's customers.

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

False; buyer personas help you find the right prospects and become very focused in your outreach strategy.

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. Employees are viewed more trustworthy than official spokespeople according to the Edelman Trust Barometer.

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; the response stage is where the social media manager is focused on engaging the situation in real time and taking actions to address the crisis.

Social media listening can help ______.

the people in all parts of your organization do their jobs better.From customer success, to product, to marketing, to sales - social listening can help all parts of your organization do their job better.

Why is social media an important part of inbound marketing?

Social media gives you the opportunity to directly engage and provide value to your customers, partners, and prospects.

What's a bid?

The maximum amount of money that you're willing to pay for a desired action on your ad. Remember, you'll only have to pay the minimum amount to win the bid.

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.

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

To let your community know how you'll interact and keep civility within your channels. Be transparent and let your audience know up front to save you and them a whole bunch of headaches later.

How are voice and tone related?

Tone is a subset of voice.

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. It's tough to concede control over your brand to other people, but if guidelines for development are put into place, UGC can be a powerful marketing tactic.

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

Using the same metric that you use for other channels. Keep your metrics for your business goals the same across all your business channels.

What is a vanity metric?

Vanity metrics can be useful in certain cases, but measuring engagement or ROI is a more solid way to prove business value.

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

You can negotiate rates with a social advertising vendor. While an audit won't give you an idea of how to negotiate your ad rates, it will help you better calculate the budget you might need to develop content or start an ad campaign.

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

customer

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 click-through 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"

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

Being funny, asking for reviews, tagging individuals in social posts, starting a Facebook group, and using emojis.

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 (GDPR) on privacy limit brand exposure. It's harder than ever for brands to reach their audience, so getting a little help from others is key.

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 ideal image dimensions.

True or false? An ad that performs well on Facebook will not perform well on Instagram and Messenger.

False; A recent study found that an ad created on Facebook will see similar results on Instagram and Messenger.

True or false? Advertising won't help you get on the first page of Google's search results.

False; Roughly 80% of traffic goes to the first page of Google search results. Advertising through Google AdWords is just one way you can make your site appear ahead of any other results.

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

False; The trick is to provide value by answering questions and offering thoughtful content.

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

False; having direct contact with your customers shows you care and that you actively want to help make things right.

Which KPI will executives be more responsive to?

ROI, Return on Investment; Senior leaders will care most about how your social media goals will help the business make money or save money.

How do you calculate lifetime value of a customer?

The Average yearly revenue multiplied by Average lifespan of a customer. The lifetime value of a customer is essential for beginning to determine how much money you can budget for your advertising strategy.

Why are animated .gifs useful on social media?

They can help you demonstrate complex concepts quickly. Animated .gifs are great to quickly demonstrate a series of steps or detailed lists of information.

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

True; Yes, it's often possible to work with some up-and-coming or local influencers for the exchange of a gift card.

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

buyer persona; Not only should you have a clearly defined buyer persona, but you should always start by listening to them!

What's ad fatigue?

A scenario where an ad that was once received positively starts to show diminishing returns over time. You should refresh the images, taglines, or content offers in your ads to keep your audience engaged.

What is an employee advocacy program?

A social media program for all employees to take advantage of. Employee Advocacy programs are available to everyone in an organization or company.

At what point of your advertising process should you run tests and experiments on your ads?

At every stage of the ad creation, implementation, and evaluation process. You should always be experimenting with your ads to see what works and what you can improve upon.

Why should you include content curation in your social strategy?

Content curation on social saves time and money, it helps you build connections in your industry (which can expand your reach), and it helps you post a larger variety of content so your feeds are more diverse.

What three data points do you need to start determining your ad spend?

Customer lifetime value, average lead-to-customer rate, average conversion rate. Once you know these three data points, you can start to determine what your break-even bid will be.

What two networks are you almost guaranteed to find your target audience on?

FaceBook and Google Ads; No matter who you're targeting your ads towards, there's a very high chance they can be found on Facebook and Google.

Which of the below statements about social listening is true?

It gives you the opportunity to measure the performance of your social media. Social listening is a powerful way for you to discover which posts and types of engagements are the most successful.

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. Take what's going well for you, and try to find ways to do it even better, expanding the success you're seeing to other channels.

In social media content, "tone" refers to: The distinct and steady personality or style of your brand.

The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience. Figuring out the right tone for a given post will vary depending on your audience, your message, and its purpose.

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

True; People want to engage directly with individuals, and the world of social media is the best place to do just that.

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

True; Use social media to join the conversation about the things you and your customers care about.

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

True; You don't want to lose 25% of your audience right away, do you? Consider how your company can use video in your social media communication.

True or false? A crisis plan focuses on what to do when a crisis happens on social media.

True; a crisis plan needs to be incorporated before, during, and after a crisis has occurred.

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

True; although it sounds counter intuitive, direct interactions have a cascading effect when it comes to word of mouth.

True or false? Companies delivering customer service see an annual financial gain of 7.5%.

True; companies who deliver customer service also see a 5.4% increase in social buzz overall.

True or false? Follower count is often considered to be a vanity metric.

True; follower count is often the most fluffy metric. Just because people follow you doesn't mean the right people are following you.

True or false? Live streaming on Twitter is an important part of the social network.

True; over 350,000 hours of live video are streamed on Twitter every day.

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

True; understanding how you rank against your competition can help you make fast business decisions.