Hubspot - Social Media Marketing Certification Exam & Quizzes

What is a social media audit? 1. A hard look at the data from all your social accounts and the social conversations about your brand and your competitors 2. A method to direct your audience in all channels to the best way they can have a conversation with you 3. A way to reach your customers and prospects in unprecedented ways, with greater reach and more specific targeting than ever before 4. A tool to look for unhappy customers of a competitor and reach out with an offer to help, thus generat

A hard look at the data from all your social accounts and the social conversations about your brand and your competitors

What is an employee advocacy program? 1. A social media program for only senior management professionals to take advantage of 2. A social media program for all employees to take advantage of 3. A social media program for only the employees responsible for social media to use

A social media program for all employees to take advantage of

What is a vanity metric? 1. A metric that shows the sentiment of your brand in social 2. A key performance indicator (KPI) that shows you how popular your company is 3. A surface-level metric that doesn't correlate with your business success

A surface-level metric that doesn't correlate with your business success

Visual images are usually things like ________. Choose all that apply. 1. photos 2. infographics 3. animated GIFs 4. illustrations

All of the above

What's a reason why working with influencers and encouraging user-generated content is important? 1. Changing algorithms on the social platforms 2. People trust recommendations from individuals over brands 3. General Data Protection Rules (GDPR) on privacy limit brand exposure 4. All of the above

All of the above

Which of these tactics will help you foster more general social engagement? 1. Being funny 2. Asking for reviews 3. Tagging individuals in social posts 4. Starting a Facebook group 5. Using emojis 6. All of the above

All of the above

Why is user-generated content (UGC) so important? Choose all that apply. 1. UGC helps brands understand their target audience. 2. UGC improves site engagement and time spent on the website. 3. UGC provides means for other users to connect, which then builds a stronger community. 4. UGC is inherently peer reviewed, making it more trustworthy.

All of the above

Why should you include content curation in your social strategy? 1. It saves time and money. 2. It builds industry connections. 3. It helps you post a larger variety of content. 4. All of the above

All of the above

Why should you talk directly with your social followers and prospects? 1. Build your brand 2. Increase customer loyalty 3. Improve reputation 4. All of the above Next

All of the above

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 _______. 1. your content strategy 2. your product roadmap 3. your service offering 4. all of these things

All of these things

Which of the following is NOT a type of influencer? 1. Industry 2. Content creator 3. Attorney 4. Local 5. Celebrity

Attorney

What should you do if your competitor experiences a big, public blunder? 1. Release the hounds! Your sales reps will love this opportunity. 2. Be empathetic and helpful towards your competitor's customers. 3. Take the opportunity to share with your customers how this would never happen to you, or to your customers. 4. Do nothing. Eye on the prize!

Be empathetic and helpful towards your competitor's customers.

Before you post anything on social media, you should have a clear understanding of your _______. 1. buyer persona 2. advertising budget 3. team dynamic 4. promotion schedule

Buyer persona

What do senior leaders care about when it comes to your social media plan? Choose all that apply. 1. Sentiment 2. Competitive advantage 3. Click-through rates 4. Customer satisfaction 5. Number of social followers

Competitive advantage, Customer satisfaction

When developing your brand's tone, _______ is key. 1. timing 2. budget 3. context 4. personality

Context

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? 1. Publish the same exact image to every social platform. 2. Create multiple versions of the same image that comply with each social channel's ideal image dimensions.

Create multiple versions of the same image that comply with each social channel's ideal image dimensions.

Posting curated content on social shows your audience you're committed to: 1. Creating value for them. 2. Posting only your own content. 3. Re-posting all the content that they share with you.

Creating value for them.

Inbound is all about being ________-centric, not competitor-centric. 1. employee 2. shareholder 3. customer 4. brand

Customer

Which of the below is not one of the five types of social media models? 1. Distributed 2. Dandelion 3. Holistic 4. Hub and Spoke

Distributed

Fill in the blank: Instagram stories are a great way to _____________. 1. demonstrate complex concepts quickly and easily 2. directly message a customer to answer a question 3. deliver video podcasts 4. drive traffic and engagement

Drive traffic and engagement

Why is employee advocacy important to consider as a key area for organizations and brands? 1. Employees are influencers in the field of social media. 2. Employees are the deciders of what is important for the company, not senior management. 3. Employees are micro influencers in the arena of internal communication. 4. Employees embody company culture and values, so are more trusted than official spokespeople.

Employees embody company culture and values, so are more trusted than official spokespeople.

What did Simon Sinek recommend you do to get people to buy in to your products or ideas? 1. Be clear about all the features so that the customer is not confused. 2. Outline all the steps you're planning on taking to make sure that the product/project meets the customer's needs. 3. Explain to the customer why they need what you're selling. 4. Tell them how your product/project has worked for other types of people or companies.

Explain to the customer why they need what you're selling.

True or False? You should revisit your KPIs every 18 months. 1. True 2. False

False

True or false? 12% of people generate 70% of the impact online. 1. True 2. False

False

True or false? 42% of B2B marketers believe they've proved that social media has an impact on their business. 1. True 2. False

False

True or false? Buyer personas are primarily used for developing marketing campaigns. 1. True 2. False

False

True or false? Commissions for celebrity influencers are generally 5% of the sale. 1. True 2. False

False

True or false? Curating content means publishing someone else's content as if it were your own. 1. True 2. False

False

True or false? If you're posting the same content across different channels, make sure you post them simultaneously—on the same days and at the same times. 1. True 2. False

False

True or false? Influencer marketing and user-generated content will help you bypass some social media platform rules to help you reach your audience. 1. True 2. False

False

True or false? It's necessary to conduct a social media audit every 2-3 years. 1. True 2. False

False

True or false? One-to-one engagement doesn't result in customers spending more. 1. True 2. False

False

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. 1. True 2. False

False

True or false? Responding to your audience directly can negatively impact your reputation. 1. True 2. False

False

True or false? Social content is only used during the attract and delight stages of the inbound methodology. 1. True 2. False

False

True or false? Social selling is not an inbound way to conduct business. 1. True 2. False

False

True or false? When starting out, make sure you are engaging with customers on every single social media channel. 1. True 2. False

False

True or false? Working with journalists and media personalities is just like working with other influencers. 1. True 2. False

False

True or false? You should develop your social media budget before you create your social media plan. 1. True 2. False

False

Which of the following steps is NOT one you need to think about when planning how to structure your social team? 1. Plan your business and social goals one to three years out. 2. Consider your stakeholders' needs. 3. Allocate or advocate for resources. 4. Gather industry data to support your goal.

Gather industry data to support your goal.

What does "content curation" mean? 1. Gathering content creators to create content for your brand 2. Gathering content that's relevant to a particular topic or area of interest and then sharing it with your audience with proper citations 3. Gathering content that others have created and passing it off as your own

Gathering content that's relevant to a particular topic or area of interest and then sharing it with your audience with proper citations

What is the biggest challenge that most social media practitioners have? 1. Hiring the right number of people 2. Developing the right amount of content 3. Getting executive buy-in for social ideas 4. Retaining customers

Getting executive buy-in for social ideas

What did fashion brand Burberry do to revolutionize how marketers use social media? 1. Ran a massive Facebook campaign to advertise their brand to fans 2. Developed a highly successful public relations campaign that used social media to share their messages 3. Invited their fans to share photos of their trench coat 4. Began working with a famous influencer to take over their Instagram feed

Invited their fans to share photos of their trench coat

Which of the below statements about social listening is true? 1. It gives you the opportunity to measure the performance of your social media. 2. It can ruin your reputation. 3. It can help you monetize your services. 4. It can help you filter messages so your customer service staff doesn't have to deal with them directly.

It gives you the opportunity to measure the performance of your social media.

Why should you be careful about monitoring competitors? 1. Your competitors can tell when you're monitoring them, and they may get offended and retaliate. 2. It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer. 3. Competitors aren't the only reason people don't buy your product or service. 4. Competitive intelligence is best used for highly competitive markets only.

It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer.

The following are all ways that social media monitoring can benefit your business, except: 1. Supporting existing customers by answering questions about your product or service 2. Listening and centralizing social conversations about an ongoing marketing campaign 3. Measuring the performance of your latest email marketing campaign 4. informing your recruiting efforts to help align job descriptions with candidate expectations

Measuring the performance of your latest email marketing campaign

Why would you want to identify who your brand superfans are and reward them? 1. You can measure the results from social marketing campaigns when influencers participate. 2. People are more likely to purchase a product if a friend or someone they admire mentions it in social media. 3. You can learn a lot about how influencers work with your competition. 4. It will help you know what content performs best on a social network.

People are more likely to purchase a product if a friend or someone they admire mentions it in social media.

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? 1. Plan to scale back on your statistics posts on Twitter to make room for other posts that might perform better. 2. Plan to publish the same number of statistics posts on Twitter each week as you are already, but remove other post types since they

Plan to experiment by adding more statistics to twitter and perhaps investing time in doing more original research you can pull stats from and publish to twitter and other channel

What should you do to secure executive buy-in if you're starting a social media project and don't have a past campaign to use as a benchmark? 1. Research the costs of agencies that can do the work. 2. Consider industry research to back up your plan. 3. Position your program as an experiment or pilot. 4. Create a robust PowerPoint with statistics to back up your plan

Position your program as an experiment or pilot.

Which one of the following is NOT a way that UGC can help marketers? 1. Provide social proof and amp up your credibility 2. Boost SEO 3. Enable you to get past ad blockers because the content doesn't come through like a typical ad 4. Extend your budget 5. Provide deep insight into the effectiveness of your content mix

Provide deep insight into the effectiveness of your content mix

When you dig deeper into the development of your buyer persona, what type of information do you want to consider? 1. Psychographics 2. Return on investment 3. Advertising results 4. Word of mouth

Psychographics

Which KPI is most likely to be a vanity metric? 1. Reach 2. Engagement 3. Return on Investment (ROI) 4. Retention and loyalty

Reach

How can social media listening increase customer advocacy? 1. Responding only to positive social posts and re-sharing them tells the rest of your followers how great you are. 2. Responding only to negative social posts with helpful, knowledgeable responses shows that you care. 3. Responding to social posts—whether they're positive or negative— shows that you're listening, and your customers are being heard. 4. Responding to a social post within one hour shows that your company is full of so

Responding to social posts—whether they're positive or negative— shows that you're listening, and your customers are being heard.

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. 1. reparation 2. response 3. recovery

Response

Which KPI will executives be more responsive to? 1. Reach 2. Retention and loyalty 3. Engagement 4. Return on investment (ROI)

Return on investment (ROI)

There are certain actions that need to be taken into consideration for a social media crisis. What's an action you should avoid? 1. Pausing marketing emails 2. Sending out promotional sponsored posts and tweets during a crisis 3. Assessing the planned blogging and campaign schedule for appropriateness 4. Creating a blog post to address the situation as needed

Sending out promotional sponsored posts and tweets during a crisis

Which of these KPIs demonstrate engagement? Choose all that apply. 1. Direct sales revenue from social media 2. Mentions 3. Sharing and retweets 4. Likes or Favorites 5. Customer satisfaction

Sharing and retweets, Likes or Favorites

What's the difference between social listening and social monitoring? 1. Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective. 2. Social listening involves answering and responding to specifically support questions, while social monitoring is for the purpose of marketing intelligence and research. 3. Social listening can only be done natively within each social media site, whereas social

Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher- level perspective.

Which of the following is NOT a benefit of having a social media strategy? 1. Social media helps you expand your other marketing efforts. 2. Social media helps you attract buyers. 3. Social media helps you send better emails. 4. Social media is a key driver for word-of-mouth marketing.

Social media helps you send better emails.

Why is social media an important part of inbound marketing? 1. Social media helps you reach millions of people in distant countries. 2. Users have the best customer service experiences in social media. 3. Social media is a one-to-one medium you can use to market in a direct, human way. 4. Social media has better advertising options than traditional media.

Social media is a one-to-one medium you can use to market in a direct, human way.

Why do stakeholders matter as you begin to develop your team structure? 1. Stakeholders help you plan for the future. 2. Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders. 3. Stakeholders help you decide if you need to develop a team to help you do social advertising. 4. Stakeholders help you determine how social media for your company will change in the next year, three years, or five years.

Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders.

In social media content, "tone" refers to: 1. The distinct and steady personality or style of your brand. 2. The written style of your social media posts, including capitalization and punctuation. 3. The color and shading of your social media images. 4. The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience.

The moods and attitudes of specific content peices, which can change depending on the channel, the situation, and the audience.

Why are UTM parameters so valuable to your social listening and monitoring program? 1. They help my pages load faster via social networks. 2. They track who initially shared my company's content out on social media. 3. They allow me to track where traffic is coming from on social media. 4. They're really just a nice-to-have for big marketing campaigns.

They allow me to track where traffic is coming from on social media.

Why are animated GIFs useful on social media? 1. They can help you capture special metrics. 2. They can help you demonstrate complex concepts quickly. 3. They disappear after an hour so that no one will see them again. 4. People would rather see an animated GIF about a product than watch a video.

They can help you demonstrate complex concepts quickly

What is the main benefit of using animated GIFs in social content? 1. They help you make light of what would otherwise feel like serious content. 2. They help you demonstrate complex concepts quickly and easily. 3. They help you show how culturally in-touch you are.

They help you demonstrate complex concepts quickly and easily.

Why should you trust the influencer and give them creative license? 1. They're famous. 2. They understand their audience and what they want. 3. They might sabotage your brand if you don't let them do things their way. 4. They might enlist their famous friends to help your brand.

They understand their audience and what they want.

Why are hashtags helpful? 1. To aid search, track campaigns, and to influence the creation of user-generated content 2. To keep track of ephemeral content that disappears 3. To demonstrate to executives the power of organic reach on a piece of content 4. All of the above

To aid search, track campaigns, and to influence the creation of user-generated content

Why do you need to develop a business case for a new social monitoring technology? 1. It's an important skill for professionals to be able to analyze and communicate the return on investment expected from their requested budget. 2. So that after the investment is made, you can go back and see whether it has lived up to expectations. 3. To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize that value. 4. Social mon

To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize that value.

Why is content moderation important for user-generated campaigns? 1. To copy the content for use on the company website and in other advertising 2. To engage the community and reward those who go above and beyond 3. To police any incorrect usage of brand logos and assets 4. None of the above

To engage the community and reward those who go above and beyond

Why should you start planning the structure of your team by looking at business goals? 1. To help you determine what channels and content you'll need and the staffing to make it happen. 2. To know if advertising is a priority so you can allocate enough funds. 3. To satisfy company stakeholders. 4. To understand if roadblocks such as lack of time and lack of people are obstacles that you'll need to overcome.

To help you determine what channels and content you'll need and the staffing to make it happen.

Why would you want a service to help you manage and discover influence? 1. To help you discover what hashtags are working the best 2. To determine which channels are the most important 3. To know what type of customer information to regularly monitor 4. To identify individuals who have the biggest following and high social clout

To identify individuals who have the biggest following and high social clout

Why is developing community guidelines or "house rules" important? 1. To control your audience 2. To stop others from being a voice of your brand 3. To let your community know how you'll interact and keep civility within your channels 3. To convince community users of the importance of engaging with the brand via social media

To let your community know how you'll interact and keep civility within your channels

How are voice and tone related? 1. Voice and tone mean the same thing. 2. Voice is a subset of tone. 3. Tone is a subset of voice. 4. Voice and tone are unrelated.

Tone is a subset of voice.

To be a part of the social conversation, you don't necessarily have to be the subject of it. 1. True 2. False

True

True or False? In social media, a service level agreement (SLA) refers to how much time passes between when a customer reaches out and when the company responds. 1. True 2. False

True

True or false? A buyer persona is as important as business objectives when developing a social media strategy. 1. True 2. False

True

True or false? A crisis plan focuses on what to do when a crisis happens on social media. 1. True 2. False

True

True or false? Companies delivering customer service see an annual financial gain of 7.5%. 1. True 2. False

True

True or false? Competitor benchmarking is one leading indicator of revenue success. 1. True 2. False

True

True or false? Engaging with a customer one-to-one can help a business amplify their reach. 1. True 2. False

True

True or false? Follower count is often considered to be a vanity metric. 1. True 2. False

True

True or false? It's possible to pay some influencers with a gift card. 1. True 2. False

True

True or false? Jumping onto an unrelated hashtag to promote your material is spammy. 1. True 2. False

True

True or false? One in four consumers lose interest in a company if it doesn't use video on its social media channels. 1. True 2. False

True

True or false? People want to talk to people, not brands. 1. True 2. False

True

True or false? Social listening can help you find leads. 1. True 2. False

True

True or false? Social media helps people feel INFORMED by helping them learn new things, stay up to date on topics that matter to them, and discover new ideas and trends. 1. True 2. False

True

True or false? The best way to choose the right social media tool is to think about your business goals, then narrow down your choices based on that goal criteria. 1. True 2. False

True

True or false? Your campaign should also help the influencer build authority and further their own content or reach. 1. True 2. False

True

What's one reason why brands may fear encouraging user-generated content? 1. UGC helps other users connect, which then builds a stronger community. 2. UGC can end up costing the company a lot of money. 3. UGC comes directly from users, and content creation is out of the brand's control. 4. UGC creates a competitive advantage that's inherently difficult to replicate.

UGC comes directly from users, and content creation is out of the brand's control.

What is NOT a way that a brand can see financial gain from doing social customer service? 1. Increased sales 2. Less returns as individuals do more self-service via social media 3. Saving money on call center interactions 4. Using a social media agency to deliver content to customers

Using a social media agency to deliver content to customers

The most important thing to keep in mind when measuring social ROI is: 1. How much you're paying using ads to achieve social media results 2. Accurate tracking of all agency and freelance costs 3. Understanding the lifetime value of your social posts 4. Evangelizing your findings throughout the organization 5. Using the same metric that you use for other channels

Using the same metric that you use for other channels

A social media audit will provide you value in all of the following areas EXCEPT: 1. You can determine the best mix of content on the right channels at the right times. 2. You can identify opportunities to better engage with customers. 3. You can adjust budgets and calculate ROI. 4. You can negotiate rates with a social advertising vendor.

You can negotiate rates with a social advertising vendor.

If you don't have your _____________ in mind as you're developing content and social campaigns, then you probably aren't using social as effectively as you could be. 1. competitors 2. revenue targets 3. business goals and buyer personas 4. budget

business goals and buyer personas

Social media listening can help ______. 1. your marketing research team only 2. your sales team find opportunities 3. your product team learn from feedback 4. the people in all parts of your organization do their jobs better

the people in all parts of your organization do their jobs better

Which of the following is NOT an example of active language you should use on a call-to-action? 1. "Subscribe here" 2. "Donate" 3. "More here" 4. "Watch"

"More here"

Language like ____________ can help improve your clickthrough and conversion rates on social media because language makes the call-to-action seem more time sensitive, which can encourage instant action. 1. "Shop Now" or "Download Now" 2. "Learn More" or "Get More Info" 3. "Get Yours Free" or "Free Offer" 4. "Today Only" or "Ends at Midnight"

"Today Only" and "Ends at Midnight"

Let's say you conduct a content audit on your competitors and see that they're having success with live video, but you haven't really tried live video yet. What might you do? 1. Give up - they've already won the space, and it's doubtful you can catch up at this point. 2. Immediately start doing live video on every channel to take back your audience. 3. Test out live video on different channels, and see how your audience responds.

Test out live video on different channels, and see how your audience responds.

What is a Social Media Service Level Agreement (SLA)? 1. A contract between a service provider and a customer regarding the scope of the in-person or over-the-phone service to be provided 2. The agreement a company makes to commit to answering social media responses in a specific amount of time 3. A confidentiality agreement that creates a legal obligation to privacy and compels those who agree to keep any specified information obtained in social media secure 4. An agreement designed to regulat

The agreement a company makes to commit to answering social media responses in a specific amount of time

Voice refers to: 1. The distinct and steady personality or style of your brand. 2. A particular identity or image that's regarded as an asset to a company. 3. The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience. 4. The set of human characteristics that are attributed to a brand name.

The distinct and steady personality or style of your brand.