Social media exam
In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate?
Decision stage
True or false? When you use language in your social responses that is too casual, you lose the respect of your audience.
False
Do brands have legal ownership over content that users generate about their brand?
No
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?
Position your program as an experiment or pilot
What is one of the major benefits of Facebook Lead Ads?
The pre-filled form in Facebook makes it super easy for your audience to convert
Visual images are usually things like ________. Choose all that apply.
photos; infographics; animated GIFs; illustrations
Which of the following is NOT an example of active language you should use on a call-to-action?
"More here"
Which of the following is NOT a type of influencer?
Attorney
The number of leads you generate that actually become paying customers is known as your
Average lead-to-customer rate
Posting curated content on social shows your audience you're committed to:
Creating value for them
True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
False
True or false? Asking for reviews is something you should never do in social media.
False
True or false? Commissions for celebrity influencers are generally 5% of the sale.
False
The _________ stage focuses on creating message maps and listening protocols on social media.
Preparation
True or false? One-to-one engagement doesn't result in customers spending more.
False
True or false? Simon Sinek says that people want to buy what you have. They don't care about what you believe.
False
True or false? The longer your social posts, the more likely that content will be seen and re-shared.
False
Which network has the longest life for a piece of content?
You're starting a project and don't have a past campaign to use as a benchmark. How can you secure executive buy-in?
Position your program as an experiment or pilot.
Which one of the following is NOT a way that UGC can help marketers?
Provide deep insight into the effectiveness of your content mix
Which of the below is NOT one of the three factors determining how an influencer can impact behavior?
Recognition
Why should you trust the influencer and give them creative license?
They understand their audience and what they want
Why are hashtags helpful?
To aid search, track campaigns, and to influence the creation of user-generated content.
What do we mean when we say you should post an "80/20 mix" on social media?
20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations
How much of the buyer's journey is digital?
67%
"Real-time marketing" refers to:
Developing content on the fly for local, national, or global events happening online or offline
True or false? You should revisit your KPI's every 18 months.
False
Why should you be careful about monitoring competitors?
It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer
Which of the following is NOT a benefit of having a social media strategy?
Social media helps you send better emails
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?
Test out live video on different channels, and see how your audience responds
What is a Social Media Service Level Agreement (SLA)?
The agreement a company makes to commit to answering social media responses in a specific amount of time
What is the main benefit of using animated GIFs in social content?
They help you demonstrate complex concepts quickly and easily.
True or false? Humanizing your brand gives you a competitive edge because people like making connections, and they like to invest their time and money in people they can relate to.
True
Which of the following would not contribute to ad fatigue?
Using the same image on your ad for over a month
What is social selling the inbound way?
When a salesperson provides value by offering thoughtful content and answering questions for prospects
You bid $5.00 on a click on your Facebook ad. The next highest bidder only pays $3.00 to target an ad at the exact same audience. How much will Facebook make you pay to win the bid?
$3.01
Why should you talk directly with your social followers and prospects?
All of the above
What do senior leaders care about when it comes to your social media plan? Choose all that apply.
Competitive advantage; customer satisfaction
What's the first step organizations and brands need to take when establishing a social media policy?
Educate employees on the importance of having a social media policy for all team members within the organization
True or false? 12% of people generate 70% of the impact online.
False
True or false? Canned messages are a quick and easy way to reach a wide audience in social media to find the right prospects.
False
True or false? Curating content means publishing someone else's content as if it were your own.
False
True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage.
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.
False
True or false? It's always better to target your ads towards as broad a group of people as possible.
False
What is the biggest challenge that most social media practitioners have?
Getting executive buy-in for social ideas
What should you do if your competitor has a big public blunder?
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate
How can social media listening increase customer advocacy?
Responding to social posts- whether they're positive or negative- shows that you're listening and your customers are being heard
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 sponsored posts and tweets during a crisis
Which one of the below choices is NOT a reason you should be measuring your social media ROI?
Show influencers how enticing it would be to work with your company
What's the difference between social listening and social monitoring?
Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher level perspective
A(n) ________ outlines guidelines and best practices for employees to follow on social media.
Social media policy
Why do stakeholders matter as you begin to develop your team structure?
Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders.
What is NOT an example of a social media crisis?
These are all examples of a social media crisis
Why are UTM parameters so valuable to your social listening and monitoring program?
They allow me to track where traffic is coming from on social media
Why is content moderation important for user-generated campaigns?
To engage the community and reward those who go above and beyond
Why would you want a service to help you manage and discover influence?
To identify individuals who have the biggest following and high social clout
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.
True
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
True
True or false? A channel takeover, such as letting an influencer run your Instagram or Twitter handle for a day, is a good idea for brands.
True
True or false? It's not a good policy to delete all negative comments.
True
True or false? Your campaign should also help the influencer build authority and further their own content or reach.
True
On which social network should you share content most frequently?
Why is user-generated content (UGC) so important? Choose all that apply.
UGC helps brands understand their target audience; UGC improves site engagement and time spent on the website; UGC provides means for other users to connect, which then builds a stronger community; UGC is inherently peer reviewed, making it more trustworthy
What is NOT a way that a brand can see financial gain from doing social customer service?
Using a social media agency to deliver content to customers
When developing your brand's tone, _______ is key.
context
How can social media monitoring inform your sales and product teams?
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs
Which of the below is not one of the five types of social media models?
Distributed
Fill in the blank: "Facebook Ads is great for targeting based on _______, while Google AdWords targets based on your audience's ________.
Interests; intent
Voice refers to:
The distinct and steady personality or style of your brand