social media certification

________ of B2B marketers believe they've quantitatively proven social media has had an impact on their business.

13%

what is a vanity metric?

A surface-level metric that doesn't correlate with business. Vanity metrics can be useful in certain cases, but measuring engagement or ROI is a more solid way to prove business value.

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

Be transparent and let your audience know up front to save you and them a whole bunch of headaches later.

Why should you start planning the structure of your team by looking at business goals?

Being able to understand where your company is headed will help you prioritize your needs, including staffing needs.

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 is an employee advocacy program?

Employee Advocacy programs are available to everyone in an organization or company.

Why is employee advocacy important to consider as a key area for organizations and brands?

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

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.

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.

What does "content curation" mean?

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.

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.

Phrases like "Today Only," "Ends at Midnight," and "For the next 24 Hours" really do work.

which KPI will business executives be more responsive to?

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

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.

How are voice and tone related?

Tone is a subset of voice.

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.

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 _______.

Use competitive intelligence to help inform your content strategy, product roadmap, and service offering.

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

We trust our friends and their recommendations more than any other source of information.

Which of the following steps is NOT one you need to think about when planning how to structure your social team?

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

be helpful and empathetic to your competitors 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.

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

psychographics- 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.

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

There are certain actions that need to be taken into consideration for a social media crisis. What's an action you should avoid?

sending out promotional posts during a crisis

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

true

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.

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

It's harder than ever for brands to reach their audience, so getting a little help from others is key.

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

Keep your metrics for your business goals the same across all your business channels.

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 that deliver customer service also see a 5.4% increase in social buzz overall.

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.

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?

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.

What did Simon Sinek recommend you do to get people to buy in to your products or ideas?

be clear on all the features it offers so the customer does not get confused. If you focus on the why, not the what, you will have a better shot of appealing to senior leaders.

What's one reason why brands may fear encouraging user-generated content?

because its in the users hands and 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.

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!

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 diff versions of the same pic for each social media platform

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

customer

Social media listening can help ______.

everyone! From customer success, to product, to marketing, to sales - social listening can help all parts of your organization do their job better.

Which of the following social media advertising best practices will help you create social media ads designed to drive high engagement?

experimenting with different types of content like video or gifs.

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

false

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? 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. You'll be able to develop a more accurate budget once you know what you plan to do.

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.

In social media content, "tone" refers to:

it changes. Figuring out the right tone for a given post will vary depending on your audience, your message, and its purpose.

_____ ads are designed to collect information like name and email address.

lead. Lead ads allow people to fill out a form and access your content without leaving the social media platform.

A lookalike audience is made up of people who ______________.

share the same characteristics as people on your social media.

Which of the below statements about social listening is true?

social listening is a powerful way for you to discover which posts and types of engagements are the most successful.

Why are animated GIFs useful on social media?

they can help demonstrate complex concepts quickly

FOllower count is often considered a vanity metric

true

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

true