Social Media Marketing Certification Review
Which of the following can be a disadvantage of working with an influencer? Influencer marketing provides little to no return on investment. The cost of influencer marketing is statistically higher than paid advertising. Influencers demand lengthy and detailed contracts. A company's image is tied to the actions of the influencer.
A company's image is tied to the actions of the influencer.
A(n) ____ is an example of a social media engagement metric. Like Share Comment All of the above
All of the Above
In reference to social media marketing, which of the following is an example of organic content? A video a company pays to promote on Facebook A PPC ad that appears at the top of search engine results An image a company creates and shares on Instagram A product review that a paid influencer posts on YouTube
An image a company creates and shares on Instagram
Tentree & Co. is running a Facebook ad campaign that requires it to pay a certain amount every time someone clicks on one of its ads. Which of the following is Tentree & Co. using? CPM PPC CPC CPA
CPC
A _______ is a statement or phrase that encourages audience response. Personal brand statement Keyword Mission statement Call to action
Call to action
Which of the following best describes the difference between content curation and content creation? Content curation is the process of manually creating a piece of content, while content creation is the process of gathering and compiling other pieces of content. Content curation and content creation are the same thing. Content curation is the process of gathering and compiling pieces of content, while content creation is the process of manually creating a piece of content. Content curation is the process of gathering research for a project, while content creation is the process of completing a project.
Content curation is the process of gathering and compiling pieces of content, while content creation is the process of manually creating a piece of content.
Anthony is watching a YouTube video and a semi-transparent block ad pops up on the lower portion of the video. Which of the following YouTube ad types is he seeing? Display ad Skippable video ad Overlay ad Bumper ad
Display ad
If a company tracks the number of times its Instagram post was seen, which of the following metrics is it tracking? Follows Discovery Actions Impressions
Impressions
____ is the most popular photo-sharing social media application. Instagram Facebook Pinterest Snapchat
____ is the time between the start and completion of a specific campaign. Lead time Conversion rate Lead rate Conversion time
Lead time
A social media influencer is ____. Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise Anyone who uses social media to increase his or her followers Someone who enjoys using social media and shares both organic and paid content on a regular basis Someone who has at least 100,000 followers on a social media platform
Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise
Which of the following best describes social media reach? The number of countries in which customers have reacted to a company's social media activity The number of people who have been exposed to a company's social media activity The number of people within a target market who have interacted with a company's social media activity The number of people who follow a company's social media account
The number of people who have been exposed to a company's social media activity
True or False: A brand is the distinctive name, words, design, logo, mark, or a combination of these elements that create company or product identity and that separate the company or product from competitors. True False
True
____ is the most popular video-sharing website. Snapchat Instagram YouTube Facebook
YouTube
Which of the following is an example of a data-driven decision? An apparel company wants to sell more jewelry next month, so it decides to share two jewelry-related posts on Instagram each week instead of one. A local organic grocery store is afraid it's losing business to another store, so it decides to raise its social ad spend. A baked goods shop tests posting times on Facebook and finds that its followers are most active in the evening, so it shares content between 5 and 8 p.m. A car dealership wants to build brand awareness, so it decides to run one contest on social media a week for one month.
A baked goods shop tests posting times on Facebook and finds that its followers are most active in the evening, so it shares content between 5 and 8 p.m.
Which of the following best defines "advertising campaign"? A collection of posts about the same product on social media A collection of advertisements trying to accomplish the same goal A video of a product or service that is shared on multiple social media sites Any content that promotes a brand's product or service
A collection of advertisements trying to accomplish the same goal
Which of the following is an example of social proof? A customer review on a website Star ratings for a product The sharing of a blog post on social media All of the above
All of the above
White space is ____. Used in HTML codes to avoid clutter Any area of a design that is purposely left empty A term used to describe the spaces between text A popular social media marketing software
Any area of a design that is purposely left empty
____ is the simulation of human intelligence processes by machines, especially computer systems. Artificial intelligence Search engine optimization Targeted marketing Boosting
Artificial intelligence
Which of the following is NOT a metric a business should use to measure brand awareness? Reach Shares Bounce rate Impressions
Bounce rate
____ is a measurement of customers' familiarity with a brand and its products and/or services. Brand sentiment Customer satisfaction Brand awareness Customer support
Brand awareness
A company tracks the number of times it is tagged in an Instagram post. Which of the following metrics is it likely tracking? Audience growth Website traffic Audience size Brand mentions
Brand mentions
If Iron & Steel, a bodybuilding gym, shares eight images in a single Facebook ad, which of the following Facebook ad types is it using? Slideshow Canvas Carousel Video
Carousel
If Sandy's Cafe wants to post six images in one Instagram ad in which the images loop and music plays automatically, what type of Instagram ad should it use? Photo ad Carousel ad Slideshow ad Story ad
Carousel ad
If a company shares a link to its Facebook account on an Instagram post, what marketing approach is being used? Cross promotion Search engine optimization PPC advertising Outbound marketing
Cross promotion
Snapchat was the first ____ application. Photo-sharing Video-sharing Data-deleting Instant-messaging
Data-deleting
True or False: A lookalike audience on Facebook is an audience that a marketer chooses based on specific demographics. True False
False
True or False: A social media analytics plan is the actuation of various strategies to help increase the level of overall engagement across social media platforms. True False
False
True or False: Customer advocacy is a marketing strategy focused on supporting customers on social media by liking, commenting on, and sharing their content. True False
False
True or False: The largest percentage of Instagram users are aged 13-17 years old. True False
False
True or False: The top ranking factor of the YouTube algorithm is the number of views a video has. True False
False
True or False: When businesses use the word "messaging," they are only referencing a written set of words. True False
False
The majority of Twitter users are ____. Male Female
Female
What are the three main goals of marketing? Build customer awareness, acquire new customers, and create new products Increase sales, build customer awareness and loyalty, and acquire new customers Write promotional emails, create ad campaigns, and acquire new customers Increase sales, optimize ad and marketing campaigns, and create concepts for new products
Increase sales, build customer awareness and loyalty, and acquire new customers
Which of the following countries has the most Instagram users? The United States Indonesia Brazil India
India
Hangout sells hammocks made from recycled parachutes. In an effort to increase brand awareness, the company decides to pay an influencer to promote its hammocks. Which of the following Instagram influencers would be the best fit for Hangout? Jaron Gibson — has 20,000 followers, is an avid backpacker, and visits popular outdoor attractions Sherri Don — has 100,000 followers, is a fashion blogger, and shares shopping tips Jenna Goodwin — has 350,000 followers, is a travel vlogger, and is known for visiting luxurious resorts Leo Marquez — has 50,000 followers, is a professional surfer, and shares his ocean photography
Jaron Gibson — has 20,000 followers, is an avid backpacker, and visits popular outdoor attractions
Jennifer visited LilysApothecary.com and provided her email to receive a monthly newsletter. After receiving a few emails from Lily's Apothecary, Jennifer decides to fill out a form on the website that shows she is interested in purchasing a product. Which of the following would Lily's Apothecary use to describe Jennifer? Lead Audience Influencer Follower
Lead
____ is the study of historical data to research potential trends, project the effects of future decisions, and evaluate the performance of past decisions. Market research Analytics Artificial intelligence Data mining
Market research
Theo's Pizzeria wants to use Facebook to increase revenue, so it develops a social media marketing plan and runs targeted ads. Which of the following best describes what Theo's Pizzeria is using? Retargeting Monetization Authentication Media buying
Media buying
Andrea selects a YouTube video to watch, and a 6-second video ad starts playing immediately. She cannot skip through it to watch her video. Which of the following YouTube ad types is she seeing? Display ad Non-skippable ad Sponsored card Bumper ad
Non-skippable ad
Which of the following highlights a key difference between one-to-many and one-to-one marketing? -One-to-one marketing is an indirect form of marketing, while one-to-many marketing is direct. -One-to-one marketing allows businesses to communicate to a large audience, while one-to-many relies on businesses understanding customers' individual choices. -One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing. -One-to-one marketing occurs when a business sends a message to a single large audience, while one-to-many occurs when a business sends a message to many small audiences.
One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing.
This form of marketing tries to reach consumers through general media advertising as well as through in-person contact. Outbound Inbound Organic None of the above
Outbound
Prince & Caputo has crafted several blog posts about men's fashion. It wants to increase brand awareness, so it decides to run an ad campaign on Facebook to promote these blog posts. Which of the following is Prince & Caputo using? Organic media marketing User-generated content Paid social media advertising Earned media
Paid social media advertising
What are the 4 Ps of marketing? People, Price, Promotion, Product Place, Product, Promotion, Priority Principle, Product, Promotion, People Product, Price, Place, Promotion
Product, Price, Place, Promotion
Jared, a popular vlogger, sees that his YouTube videos that incorporate trendy challenges get around 900,000 views, his travel videos get around 1.5 million views, and his how-to videos get about 2 million views. Based on that data, it would be MOST beneficial for Jared to ____. Improve the quality of his travel videos Make his challenge videos stand out Promote his challenge videos Post more how-to videos
Promote his challenge videos
If a company wants its ad to appear on the "Trends for you" section on Twitter, what kind of promotion should it run? Promoted Tweet Promoted Account Promoted Trend Promoted Page
Promoted Trend
Social media marketers operate largely under which of the 4 Ps? Product Promotion Place Price
Promotion
Darren calls out Barry's, a local burger joint, on Twitter for not providing a modern, fresh take on fast food. Which of the following would be a good plan of action for Barry's to try to manage the situation and its reputation? Ignore Darren's complaint Let the issue sit for a few days and respond later Respond to Darren without actually addressing his criticism React quickly and transparently about his criticism
React quickly and transparently about his criticism
Facebook uses a ____ to show businesses how relevant or non-relevant their advertising efforts are. Relevance score Authority grade Usability rating Value report
Relevance score
This is the practice of increasing the quantity and quality of traffic to a website through organic search engine results. Search engine audit Organic marketing Content search marketing Search engine optimization
Search engine optimization
These video ads appear between friends' stories, between Snapchat's stories, and in the middle of publishers' stories, which are the stories seen on the Discover page. a. Story ads b. Snap ads c. Discover ads d. Chat ads
Snap ads
A company must have a ____ account before it can create ads on Snapchat. Snapchat Business Snapchat Premium Snapchat Marketing & Advertising Snapchat Ads Manager
Snapchat Ads Manager
If a company tracks data and behavior from its social media profiles and uses that data to make better business decisions, what process is that company using? Digital marketing analytics Social media analytics Social ad tracking Data extraction
Social media analytics
A ____ defines a business' objectives and assists in ensuring its content is working toward identified goals. Social media audit Social media marketing strategy Content calendar Social media analytics plan
Social media marketing strategy
What does SWOT stand for in the term SWOT analysis? Sales, weaknesses, opportunities, and time Strengths, weaknesses, opportunities, and threats Strengths, weaknesses, objectives, and time Sales, worth, opportunities, and threats
Strengths, weaknesses, opportunities, and threats
Nikki is a well-known influencer in the beauty industry. She shares makeup reviews and how-tos. Petals, a new makeup brand, asks Nikki to use its Snapchat account for a day to share how-tos with its products. Which of the following marketing strategies is Petals using? Giveaway Q & A Behind-the-scenes Takeover
Takeover
If a company posts 16 pieces of educational, informative, or entertaining content and four pieces of promotional content in one month, what rule is being followed? The rule of thirds The 80-20 rule The rule of balance The 50-50 rule
The 80-20 rule
Which of the following countries has the most Snapchat users? France The United Kingdom The United States India
The United States
Which of the following countries has the most YouTube users? The United States India The United Kingdom Russia
The United States
Content marketing is ____. The act of submitting public relations materials to media outlets to inform target audiences about events, product launches, updates, etc. The act of asking influencers to share links to product pages, to share reviews of products, to write blogs or create videos about products, etc. to acquire a target audience A technique used by customer service representatives on social media platforms that allows them to respond and react to issues in a professional manner The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience
The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience
What do Instagram, Oculus, and WhatsApp all have in common? They are owned by Facebook. They were all originally social media sites. They are the top three largest social media sites. They are social media planning programs.
They are owned by Facebook.
If a company tracks response time on its social media accounts, which of the following goals would it most likely have? To increase brand awareness To grow its email list To increase customer advocacy To excel in customer service
To excel in customer service
Which of the following is an example of social media monitoring? Creating a content calendar Following news networks on Instagram Tracking the sentiment of brand mentions on Twitter All of the above
Tracking the sentiment of brand mentions on Twitter
True or False: A key performance indicator (KPI) is a metric to evaluate success. True False
True
True or False: Among age groups of internet users, the group of 25-34 year-olds is most likely to use Facebook. True False
True
True or False: Artificial intelligence determines the content people see in their social feeds and what ads are put in front of them. True False
True
True or False: Cost per click is an advertising approach in which the advertiser pays if the advertiser's ad is clicked. True False
True
True or False: Facebook is the most used social media platform in the world, so businesses in all countries should use it to conduct social media marketing. True False
True
True or False: In comparison to other age groups, internet users who are 18-29 years old are most likely to use Twitter. True False
True
True or False: Norris & Jones, a high-end restaurant, posts a giveaway on Instagram. Within the first two days, the post is seen by 4,500 people. Each of these exposures to the post is considered an interaction. True False
True
True or False: Ollie, a skateboard retailer, shares a video on Facebook, Instagram, and YouTube of its customers' craziest wipeouts. The video performed significantly better than any other post it had ever shared. Ollie's video is an example of unicorn content. True False
True
True or False: Social media marketing is a form of inbound marketing. True False
True
True or False: The online world has shifted from a one-to-many to a many-to-many method of interaction. True False
True
True or False: With paid social media advertising, a company's "audience" is the segment of people that the company deliberately chooses to advertise to through various demographic selections. True False
True
____ began as a side project that was initially designed to function similarly to instant messaging. Facebook Instagram Snapchat Twitter
If a company shares customers' posts on social media, which of the following types of content is it taking advantage of? Inorganic content User-generated content (UGC) Owned media Paid media
User-generated content (UGC)
If Motocross Central wants to increase awareness via video, which of the following types of Twitter ad campaigns should Motocross Central run? Awareness Video views Followers Website clicks
Video views
GamerPro, a video game subscription service, wants more people to visit its website, so it decides to run ads on Snapchat. Which of the following Snapchat ad types would best fit GamerPro's needs? Story Ad App Install Web View Long-form Video
Web View
In terms of social media, a platform ____. enables the development, deployment, and management of social media solutions and services searches databases and internet sites for documents containing key words specified by a user is a person's profile on any given social media application that he or she uses to share views and opinions is the original version of a social media application that is used as a framework for future versions
enables the development, deployment, and management of social media solutions and services
