social media certification

language like ........ can help improve you click through & 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?

(all of the above) -being funny - asking for reviews -tagging individuals in social posts -starting a Facebook group -using emojis

what's a reason why working with influencers and encouraging user-generated content is important?

(all of the above) -changing algorithms on the social platform -people trust recommendations from individuals over brands -general data protection rules on privacy limit brand exposure

why should you include content curation in your social strategy?

(all of the above) -it saves time and money -it builds industry connections -it helps you post a larger variety of content

when monitoring your competitors take note of their wins, losses, reputation, differentiation, marketing tactics, relationships, alliances, brand voice. these characteristics, and how they change over time, can be used to inform your....

(all of the above)-your content strategy -your product roadmap -your service offering

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

Facebook and google ads

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

Psychographics

what's one reason why brands may fear encouraging UGC?

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

what's ad fatigue?

a scenario where an ad that was once received positively starts to show diminishing returns over time

what is an employee advocacy program?

a social media program for all employees to take advantage of

what is a vanity metric?

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

what's retargeting?

advertising to people based on previous actions they've taken on your website

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

how do you calculate lifetime value of a customer?

average yearly revenue multiplied by average lifespan of a customer

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

be empathetic and helpful towards your competitor's customers

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

buyer persona

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 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.

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

customer

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

customer lifetime value, average lead-to-customer rate, average conversion rate

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

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

T/F an ad that performs well Facebook will not perform well on instagram and messenger

false

T/F 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

T/F- responding to your audience directly can negatively impact your reputation

false

T/F- you should develop your social media budget before you create your social media plan

false

T/F advertising won't help you get on the first page of google's search results

false-- 80% of traffic goes to the first page of google search results

T/F 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

T/F- working with journalists and media personalities is just like working with other influencers

false-- entirely different kind of influencers & generally a PR play

T/F- the number of Facebook users across the world is only slightly fewer than the number of people in India

false-- face book surpassed china population with over 2 billion users

T/F 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

T/F- influencer marketing and UGC will help you bypass some social media platform rules to help you reach your audience

false-- rules are rules

T/F social selling is not an inbound way to conduct business

false-- the trick is to provide value by answering questions and offering thoughtful content

T/F- when starting out make sure you are engaging with customers on every single social media channel

false-- when starting out it's okay to focus on 1or2 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

what does "content curation" mean?

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

Why is social media an important part of inbound marketing?

gives you the opportunity to directly engage and provide value to your customers, partners, & prospects

which of the below statements about social listening is true?

it gives you the opportunity to measure the performance of your social media

the following are all ways that social media monitoring can benefit your business, except....

measuring the performance of your latest email marketing campaign

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

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 the 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

a social media policy helps protect the brand by ........., which helps protect the reputation of the organization

providing guidelines and best practices for employees

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 stage

which KPI will executives be more responsive to?

return on investment (ROI)

what's a bid?

the maximum amount of money that you're willing to pay for a desired action on your ad

in social media content, "tone" refers to.....

the moods and attitudes of specific content pieces, which can change depending on the channel, the situation, & the audience

social media listening can help...

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

why are animated .gifs useful on social media?

they can help you demonstrate complex concepts quickly

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

how are voice and tone related?

tone is a subset of voice

T/F companies delivering customer service see an annual financial gain of 7.5%

true

T/F competitor benchmarking is one leading indicator of revenue success

true

T/F- engaging with a customer one to one can help a business amplify their reach

true

T/F- follower count is often considered to be a vanity metric

true

T/F- it's possible to pay some influencers with a gift card

true

T/F- live streaming on twitter is an important part of the social network

true

T/F- one in four consumers lose interest in a company if it doesn't use video on its social media channels

true

T/F- people want to talk to people, not brands

true

T/F- to be a part of the social conversation, you don't necessarily have to be the subject of it

true

T/F 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, & after a crisis has occurred

the most important thing to keep in mind when measuring social ROI is....

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....

you can negotiate rates with a social advertising vendor