Final Exam - Social Media Marketing

The value of social advertising lies in the large audience size your company has the potential to reach and the ______________________ social ad platforms offer. A) integration with print and tv campaigns B) finely tuned targeting capabilities C) collaborative relationships D) negative SEO benefits

B) finely tuned targeting capabilities

T/F: Due to the 140 character limit of Instagram captions, it's important to be concise with every post.

False

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

Honest

Brand advocates are: A) dedicated fans with whom you should build closer relationships B) short terms employees brought on to create a large volume of positive online content about your brand C) paid members of the public, recruited and coached on what to say about your company in other online communities D) none of the above

A) Dedicated fans with whom you should build closer relationships

The text indicates that ____ is a KPI for fostering dialogue.

Audience engagement

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

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

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

LinkedIn Groups

Brevity is important when creating videos because

People have short attention spans.

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

Personas are part of which stage in the Social Media Marketing Planning Cycle?

Target Audience

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

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

social media strategy and objectives

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

False

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

Followers

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

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 ________________. A) is short and action packed B) includes a pdf attachment with details from the broadcast C) is longer and repeats key points D) is full of interesting transitions and editing techniques

C) is longer and repeats key points

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

True

T/F: One of the guidelines for creating content is: develop or acquire content specific to the needs of the community in each social media platform.

True

T/F: When presenting a social media marketing plan 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

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

The Net Promoter Score A) is more effective at measuring social media than quantitative measurements B) was an early form of social media monitoring C) measures the loyalty of a brands relationship with its customers D) is a type of quantitative measurement E) requires computer algorithms as part of its calculation

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

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

Instagram

Tuning is

The ongoing process of adjusting a social media marketing plan to ensure its goals are achieved.

Before launching a social advertising campaign it's best to have what 3 things?

- Clear business objectives - A well defined target audience - Multiple creative ad variations to test in your campaign

Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________. A) a compensation plan for advocates B) a plan for continued engagement C) a database of advocates social media handles and passwords D) a geographic advocate acquisition strategy

B) a plan for continued engagement

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

False

T/F: The overview of a social media marketing plan should start off with a reasoned argument for making the required investment (budget $) to implement the proposed plan

False

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

False:

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

Four

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

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.

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

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

Stock photography is

Professional photography produced by agencies or photo libraries.

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

True

T/F: A company should not select social media platforms until it has clearly identified its target audience and its behaviors.

True

T/F: Image sharing can help drive web traffic to a website.

True

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

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

Authenticity

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? A) social reach, which is a measure of the volume of content being shared to all different social networks B) % decrease in cost per click and cost per impression C) new employee recruitment and sales leads generated D) website traffic resulting from employee shares, which can be measured through the use of UTM links

B) % decrease in cost per click and cost per impression

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

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.

T/F: The implementation phase includes identifying which staff will handle the content and tactics for specific social media platforms.

True

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

True

T/F:A social media monitoring tool should be determined by a brand's social media marketing goals, which identify which metrics will be measured.

True

T/F: Measuring Return on Investment in social media is challenging for most marketers.

True

T/F: One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.

True

T/F: Online video can act like an infomercial by showcasing a product's features and benefits

True

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

You should use the 3 R's, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________. A) the level of engagement they have with their audience B) the amount of times per day they post to social media networks C) the amount of interesting content, such as gifts, that they use D) the amount of re-tweets they get

A) the level of engagement they have with their audience

Why is brand health an important part of the listening phase? A) it is integral to sentiment analysis B) it helps a company identify its current social media presence, and serves as a starting point for strategy development C) it shows how a company's social presence compares to it's competition D) it is like a doctors appointment for a brand, something that should be done every year E) it is a useful way to identify key performance indicators for specific social media platforms

B) It helps a company identify its current social media presence, and serves as a starting point for strategy development.

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) a variable length and production style B) a consistent length and production quality C) a flashy production style and highly variable publishing times D) self-promoted content

B) a consistent length and production quality

What is a photo sharing site? A) a website that provides stock photography B) a website that allows users to upload photos for public or private viewing C) a website with photos that lets viewers download them D) a website that lets you upload photos from your mobile phone E) a website that monetizes user generates photos and images

B) a website that allows users to upload photos for public or private viewing.

When posting on your social networks, it's important to _____________. A) post a message on all platforms at the same time to make gathering metrics more accurate B) tailor messages to the unique strengths of each platform, where possible C) use exactly the same wording to maintain consistency in voice D) none of the above

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

Why is the continuity of a theme important with videos? A) A general theme makes it easier to create regular content. B) Specificity is important with video content sharing C) It helps ensure a video will go viral. D) It is more likely to convince a viewer to watch other videos and to subscribe to a channel. E) It makes measurement easier.

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

Why is it important for a company to stay connected on a photo sharing site? A) it boosts search engine optimization B) people have short attention spans C) interacting with other users helps draw people back to your content D) it generates buzz and interest E) it puts a human face to the company

C) Interacting with other users helps draw people back to your content.

Why is ROI not considered an ideal qualitative measurement for social media? A) reach and frequency don't translate over to social media B) many brands don't pay for social media, so ROI is less important to them C) it is difficult to tie increases sales to qualitative metrics like share of voice and sentiment analysis D) ROI requires sales figures, and most brands are not engaged in social commerce E) reach and frequency are hard to measure on social media channels

C) It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis.

To grow your community on Twitter, it is suggested that you should: A) follow every person who has ever mentioned your company name B) tweet everyone you know in your industry who might like your products C) monitor conversations related to your industry and follow people whose interests align with what your community offers D) twitter should not be used for community building

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

When it comes to creating video for your social channels, which of the following is NOT a best practice? A) film in landscape mode generally, but portrait mode when filming for Instagram stories or snapchat B) shoot your video from different angles, and film additional "B-roll" footage C) invest in professional video editing tools such as Final Cut Pro or Adobe Premiere D) since video will be consumed on mobile, record videos using mobile as well

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

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

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 _____________________________. A) getting more followers on their social channels B) supporting the organizations business interests C) portraying the organization as a great place to work D) differentiation themselves as a dedicated performer within the organization

D) differentiation themselves as a dedicated performer within the organization

T/F: Unlike video sharing and other social media tools, target audiences are not as important for photo sharing.

False

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

False

T/F: It is important to identify quantitative KPIs based on social media marketing goals.

True

T/F: Typically the most popular images are those that are carefully planned and staged.

False

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

It must tie each metric to a specific marketing goal.