Social Media Marketing Final
Best Buy's social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer __________.
"My views are expressed as my own."
Which age group uses Snapchat the most?
13-17
In 2022, LinkedIn introduced which two new ways for brands to grow and strengthen their communities.
Articles for Pages and Newsletters
Which country did TikTok originate in?
China
CPM, or cost per thousand, measures how much it costs to reach 1,000 people. Which marketing channel has the most expensive CPM?
Direct Mail
What is the first step in launching a social media marketing campaign?
Establish goals
Which company built a more human brand on TikTok by leveraging a spokesperson "Dave," who is featured in the majority of their videos?
The Washington Post
True or False: Influencer marketing is the fastest-growing method to attract new customers
True
True or False: LinkedIn Influencers are selected by invitation only
True
True or False: To participate in an employee advocacy program, an employee must have a complete understanding of what it means to represent the company online.
True
True or False: You can use hashtags on Pinterest
True
A YouTube playlist is
a collection of YouTube videos organized by categories
In order to avoid threats on social media, employees should _______. use short passwords ignore threats from outside and inside sources limit monitoring employee's activity on social media all of these options none of these options
none of these options
In a company SWOT analysis, which of the following are EXTERNAL?
opportunities and threats
LinkedIn is the world's largest ______.
professional network
What is the first step in a social media advertising strategy?
select goals
A social media influencer is __
someone who exerts his or her influence through social media
The "SMART framework" must be?
specific, measurable, relevant, timely
True or False: Transcript and closed captions increase the search ranking of videos
true
Which of the following does NOT distinguish a blog?
written in second person
True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content.
True
True or False: Facebook is the most active social media platform in the world?
True
True or False: Instagram posts with locations receive more engagement than posts without
True
Which of the following is NOT a Snapchat Ad Objective?
Increase Snap Chats
Which of the following is NOT a SALESPERSON benefit of social selling?
Increases research time
In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds?
Invited them on a trip around the world and had them document the trip.
A social media crisis response plan does NOT include __.
Legal Risks
Which of the following is NOT a COMPANY benefit of social selling?
Less likely to attract top talent
Which are social media engagements?
Likes + comments + shares + clicks
Which of the following is NOT a benefit of social media advertising? (Limited audience targeting) (Improved search engine rankings) (Brand awareness) (Greater reach)
Limited Audience Targeting
Which social selling tool did the Sacramento Kings use to increase ticket sales?
LinkedIn Sales Navigator
Which company used a combination of AR Lenses and Snapchat Ads to increase job applications?
McDonalds
Which of the following is NOT a social media report available within Google Analytics?
Net Promoter Score (NPS)
Which of the following is social media ROI by revenue formula:
Profit/ Total Investment x 100
Which of the following did Facebook NOT do as a result of COVID-19?
Promoted ads for face masks, hand sanitizer, disinfecting wipes, and test kits
Which of the following is NOT a buyer's journey listed in a social media metrics map?
Re-engage
Which of the following is NOT conducted DURING a social media marketing campaign? (Share Results) (Engage) (Monitor) (Promote)
Share Results
Following the footsteps of other major social media platforms, in 2020 YouTube released a new short-form video creator called
Shorts
To get employees to "buy in," you must
Show how participation will benefit them.
Which celebrity helped put Instagram on the map?
Snoop Dogg
Which brand launched its own YouTube original series called "Upstanders," sharing stories about ordinary people doing extraordinary things to create positive change.
Starbucks
Which of the following TikTok video features allows creators to integrate scenes from another video into their own?
Stitch
What are UTM Parameters?
Tags added to a URL, and when clicked, the tags are sent back to Google Analytics and tracked.
Which of the following is Not an element of a TikTok Video?
The brand
What is social media share of voice?
The percentage of brand mentions, or people talking about a company online compared to its competitors.
Which is an example of employee advocacy?
The promotion of a company or brand by employees who share information about their company's brand, product, or services in their social media networks.
What is the top reason why LinkedIn users follow a company?
They want to stay informed on the industry
Which platform did Chipotle leverage for the #ChipotleLidFlip challenge?
TikTok
__ is when a company, brand or product is first in customers' minds when they think of a particular industry or category.
Top of Mind Awareness (ToMA)
True of False: LinkedIn is considered the most effective platform for B2B lead generation
True
True of False: The majority of college students would purchase from a brand if sent a coupon on Snapchat
True
True or False: A board is a collection of Pins presented as clustering of related ideas such as product categories, interests, and topics
True
True or False: A common sales incentive implemented by many companies is to tie compensation to sales quotas.
True
True or False: A social media distribution strategy determines the network and frequency of posts and content types that will be published on each network.
True
True or False: A social media marketing strategy outlines the strategies and tactics for how a company will incorporate social media into its business.
True
True or False: A social media policy outlines how an organization and its employees should conduct themselves online
True
True or False: Brands can host a live event on LinkedIn
True
True or False: Brands can turn an entire product catalog into product Pins
True
True or False: Code yellow issues are those that do not escalate beyond the attention of the social media or customer service team.
True
True or False: Consumers now regard social media as a more trustworthy source of information over traditional marketing communication:
True
True or False: Descriptions will stay with an image as it gets re-pinned.
True
True or False: During COVID-19, YouTube partnered with YouTube personalities and influencers to create new content to entertain and educate viewers
True
True or False: Earned media is the most valuable type of media, as it increases brand awareness
True
True or False: Earned media is the most valuable type of media.
True
True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don't
True
True or False: Only one in five companies take a programmatic approach to social selling
True
True or False: Overall, ads on TikTok are perceived as more favourable than ads on other platforms, with a 10% higher ad receptivity compared to other platforms
True
True or False: The Top Sponsored Influencer Video of 2021 was a video titled "I Bought The Worlds Largest Mystery Box!"
True
True or False: The majority of Teenage YouTube subscribers trust influencers' opinions over traditional celebrities
True
True or False: TikTok is built on a hashtag experience, as the Discover tab is organized by trending and popular hashtags
True
True or False: TikTok is one of the fastest growing social media apps in the world
True
True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time.
True
According to a business Insider study, LinkedIn is perceived to be as trustworthy as _______. - Facebook - Wall Street Journal - Forbes - all of these options - Wall Street Journal and Forbes
Wall Street Journal and Forbes
A twitter list is?
a curated group of Twitter accounts
A Twitter chat is
a discussion that occurs with the use of a predefined hashtag that links tweets together in a thread or conversation
Your company's social media policy should be __.
a living document that is updated regularly
A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve__________. (more link clicks) (brand awareness) (more engagements) (a marketing or business goal)
a marketing or business goal
A customer persona is ______.
a representation of a company's target market based on data collected from existing and target customers
What is a vlog?
a video blog
A benefit of employee advocacy for an employee is __________. career goals network growth thought leader and grow personal brand increased employee engagement all of these options
all of these options
A benefit of employee advocacy for an employer is ___ trust in employees increased brand engagement higher customer retention increased business all of these options
all of these options
A social media policy should include - A section that outlines who is responsible for answering questions about the company - A section that outlines any consequences for employees who do not abide by the social media policy - A section that discusses what is considered illegal - All of these options
all of these options
Social media campaigns can live ______. (on social media) (on an app) (on a company website) (on a microsite)
all of these options
To track the success of an employee advocacy program, you must _______. track the traffic to a post. track engagement rate. determine audience growth. track employee participation growth. all of these options.
all of these options
The campaign parameters include ______.
all of these options (contest guidelines) (how winners are selected) (hashtag use) (contest submission instructions)
Pinterest components consist of
home feed, pin, and boards
If you are a student, how should you describe yourself with your LinkedIn headline?
how you want to be found by a potential employer
The strongest Twitter bios usually contain _____________.
industry targeted key words
Which of the following is NOT a benefit of influencer marketing with social media?
less credibiity
Out of all business categories, which brand types have the most subscribers on YouTube
media
The longer a video drags on, the lower/fewer its
retention
During London Fashion Week, Burberry used _______ to tell the tale of two models planning to break into its flagship store on Regent Street in London.
storytelling
Similar to TikTok's Duets feature, a __ is an Idea Pin that is created in response to another Idea Pin.
take
What is social media listening?
the process of monitoring the internet to determine what is being said about a particular brand, topic or industry
What are personal brand attributes?
the words you would use to define your personality, or the value that you offer
True or False: You are 7 times more likely to be found on LinkedIn with a profile picture.
true
What are passions?
what intrigue and motivate you in determining how you want to spend your time
What is click-baiting?
when a post uses a headline that encourages followers to click without giving information about what they will see
What is a personal vision?
- whom you want to be, what you want to do, how you want to feel, and with whom you want to associate yourself - it helps you see into the future, as it is the framework for the process of creating your life - it includes all the important elements of your life and career - a picture of your true self in the future
A social media policy should have rules and responsibilities for governance tasks. This should be assigned to:
A company spokesperson is responsible for answering questions about your company on social media
What is social media Net Promoter Score (NPS) ?
A metric that companies use to measure the willingness of customers to recommend a company's products or services to others.
What is Google Analytics?
A web analytics service that tracks conversions and reports website traffic.
After learning from social listening and consumer research that one of the more polarizing aspects of "uncupping" a Reese's Peanut Butter Cup was whether the wrapper came off clean or a smudge of chocolate was left behind, Hershey leveraged __ to engage customers. Hashtags Voting Stickers Creators All of the above
All of the above
Which of the following are influencer personas types? Industry Expert Academic Celebrity Business Leader All of the above
All of the above
Which of the following are ways brands can use influencers? Using influencers to promote a brand's content by posting on their own social media channels. Invite influencers to be guest bloggers. Give influencers free products to try in exchange for a review or a mention on social media. A social media account takeover. All of the above
All of the above
Which of the following is a TikTok ad format In-Feed video ad TopView ad Brand takeover Branded hashtag challenge Live shopping ad All of the above
All of the above
Which of the following is a part of the Twitter algorithm Recency Relevancy Engagement Graphics Followers All of the above
All of the above
The rules and regulations within a social media policy consist of __. - Expectations for appropriate employee behaviour and conduct - Explanations of what employees can and cannot share on social media - Guidelines for social media etiquette - All of these options
All of these options
which of the following are characteristics of a good influencer? Reach Credibility Authenticity Activity Engaging All of these options
All of these options
Ben and Jerry's leveraged _____ to transport snap chatters into a colourful festival scene with music, dancing cows, and a Cookie Dough Peace Pop that users could pop for fun
Augmented Reality
Which of the following are small rectangle notifications that appear in the top right hand corner of a YouTube video when viewed?
Cards and End Screens
What is a way to plan, organize and schedule all social media activities?
Create a social media calendar
In the wake of COVID-19, which of the following did Pinterest NOT do?
Created a new ad format specific to COVID-19 audiences
Which of the following is NOT a type of Instagram ad?
Direct Message
Wendy's created the first-ever #WendysBracket on Twitter to immerse fans in the NCAA tournament experience by allowing fans to build March Madness brackets through __.
Direct messages
Which of the following is NOT a BUYER benefit of social selling?
Discount on the purchase of a product
Social selling tools can help sales professionals with all of the following except __________.
Discovering competitors' sales revenues.
Which of the following TikTok video features allows users to create videos with other creators, placing videos next to each other in a left-and-right layout?
Duet
To set up a business account on Pinterest, a brand will need to provide a/an__
Email address, password, business name, website, and business category
What is the first step in creating a social media influencer marketing strategy?
Establish your goals
What was the 2015 Oxford Dictionary Word of the Year?
Face with tears of joy emoji
Which social media network is the most used for social media advertising?
Which social network is the popular for employees sharing company-related content online?
Which content strategy did Brazilian shoe and apparel brand Havaianas leverage to drive 2X more sales, and a 57% increase in conversions?
Facebook and Instagram video ads
True or False: A Snapchat filter is dynamic and a Snapchat lens is static
False
True or False: If a brand sees a negative comment on social media, the first thing they should do is delete it.
False
True or False: In order to succeed in an employee advocacy program, you must force employees to participate.
False
True or False: Pinterest's platform growth was rapid within the first few months of being launched?
False
True or False: Snap Games allow users to be the stars of their own, short, looping videos and send them to friends using the chat feature
False
True or False: The TikTok algorithm gives preference to the number of followers an account has
False
True or False: The only way to complete a purchase with Instagram Shop is through the Facebook app
False
True or False: YouTube is currently the largest search engine in the world
False
True or False: an employee advocacy program will increase the cost of social advertising on Instagram and Facebook
False
Which of the following is NOT a challenge companies face with social selling?
Firing and hiring sales professionals familiar with social media
What does the 4-1 rule state?
For every single piece of self-promotional content posted, share four pieces of content from others.
In 2022. the Rug company Ruggable partnered with ___ to launch a campaign to promote their latest rug line
Former Bachelorette contestants
What should be the first step in starting a social selling program?
Gain Executive Buy In
Which of the following is NOT a Pinterest Targeting Option?
Hashtag Targeting
___ Pins, similar to Instagram or Facebook stories, are a multi-page canvas to share ideas. Idea Pins last forever, and include up to 20 pages of videos, images, stickers, and text.
Idea Pins
Which type of blog is the most popular?
fashion
Which of the following is NOT a disadvantage to blogging?
instant payback
Which of the following are external, and help you foresee what you may be facing in the industry?
opportunities
Which of the following are twitter Ad objectives?
recognition, consideration and conversion.
Which two content strategies did beauty brand Clinique leverage to launch an exclusive 7-piece travel-sized kit when their Almost Lipstick in Black Honey surged in 2021?
Live video and Instagram shopping
Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of "Biggest Flavor Fan." What did the company have fans do?
Share Sparkling Ice-related content using the branded hashtag.
Which of the following would NOT be considered under the campaign budget and resources?
Social media content calendar
Which of the following is NOT an advantage of social media?
Unrealistic customer expectations
What is earned media?
What the public shares digitally and verbally about a brand.
Twitter allows businesses to:
* Discover whats happening * Increase brand awareness * Provide customer service * Connect with customers brand advocates and influencers
What is a great way to become an active participant on LinkedIn and Twitter?
- Post regular status updates - Use visuals - Invite people to connect - Find and join LinkedIn groups
Tagging on Facebook ______.
- makes posts stand out - increases Google ranking - increases the SEO value - increases the chance of having the tagged person or company share a post
What is Facebook Zero?
- the declining organic reach on FB for FB pages - reasons: lower organic reach with increased emphasis on FB advertising, increased competition among brands
nine skills every social media manager MUST have?
1. community management 2. creative 3. organized and effective 4. adaptive 5. good writing skills 6. sales and customer service 7. strategic focus 8. decisive 9. analytics and SEO-driven
Facebook recommends going live for at least ______ minutes, as the longer the broadcast, the more likely people are to discover the video.
10
Instagram Stories are posts featuring videos or images that disappear after _______ hours, similar to Snapchat stories.
24
How many images can you upload to Twitter per tweet?
4
Studies show that Facebook posts with ______ characters receive 86% more engagements than posts with higher characters.
40
A good best practice for the length of blog posts is __________.
400-1000 words
Which Snapchat feature allows users to try on and visualize products from brands worldwide?
AR shopping Lenses
Instagram's network of creators allows businesses to: Build meaningful creator partnerships Expand reach with branded content ads Leverage creators to help sell products Ensure brand transparency All of the above
All of the above
Why should businesses get Snappin? Low-Cost Marketing Tool, Offers sense of urgency, Snapchat users are big buyers
All of the above
Which of the following is a benefit of social media marketing?
All of these options
Why are blogs so popular?
All of these options. (They give everyday people a voice. They help readers keep up to date on the latest trends and topics they are interested in. They are a great marketing tool for many businesses. They provide an easy way for anyone from around the world to share opinions and ideas with a large audience.)
Which of the following did Instagram NOT do as a result of Covid-19?
Allowed all accounts related to COVID-19 to appear in the account recommendations and the Explore section
Which of the following companies launched a podcast called "10-minute Mysteries"?
American girl
Which are the best days to post on Snapchat?
Any day of the week
The concept of AIDA as a model for marketing stands for _______. (none of these options) (Action, Intent, Desire, Attention) (Attention, Interest, Desire, Action) (Attention, Interest, Determination, Action)
Attention, Interest, Desire, Action
What are values?
Core principles that give meaning to your life.
What social media campaign did Oreo create to celebrate their 100th Anniversary?
Creating and posting 100 pieces of shareable content created in 100 days.
True or False: Businesses have to pay a subscription fee to leverage the Facebook Shop feature.
False
True or False: Tuning is the continuous process of fine tuning every post before it gets published.
False (Tuning: the continuous process of adjusting and improving the social media marketing plan)
Which of the following should you NOT do on social media?
Tag or post pictures/videos of people without their permission
What is social media reach?
The number of people who have seen any activity from your social media account.
True or False: Photos that feature faces get more likes on Instagram than those without
True
True or False: Question posts receive 100% more comments than standard text posts.
True
True or False: Snapchat allows users to incorporate music into snaps
True
True or False: Social media marketing campaigns have a specific start date and end date.
True
True or False: Twitter leveraged machine learning and automation during COVID-19 to take action against potentially abusive and manipulative content.
True
True or False: Unlike most social media platforms, podcasts are not typically run on a bidding strategy.
True
A pinned post is __________.
a post at the top of a brand's Facebook page
Using Twitter as a marketing tool allows businesses to ______. - connect with customers - increase brand awareness - provide customer service - discover what's happening - all of these options
all of these options
What is user-generated content (UGC)?
any digital content that is produced and shared by end users of an online service or website
Twitter Spaces is a way to conduct live ________ on Twitter.
audio conversation
To engage with Snapchatters, Grubhub hosted a week-long ______, increasing followers by 20%.
contest
Which of the following is NOT a benefit of blogging?
decreases brand awareness
Geofilters are available based on ______.
location information
Instagram is owned by which company?
meta
A social media content strategy is __________.
the planning, development and management of social media content
In the wake of COVID-19, which of the following did LinkedIn NOT implement?
#SupportSmallBusiness live show
What was the name of the Starbucks social media marketing campaign that allowed customers to customize a cup with art?
#White Cup Contest
Which of the following is NOT a Facebook ad objective? (Consideration) (Conversions) (Demographics) (Awareness)
(Demographics)
Which of the following are important when establishing a brand's tone of voice?
(The brand's character) (The brand's language) (The brand's purpose) (The brand's tone) (The brand's character, the brand's tone, and the brand's language only) *All four of these options
What percentage of top decision-maker say they never respond to cold calls?
90%
How long did it take the game Pokémon Go to reach 50 million people?
19 days
Fashion company Revolves drives nearly ___% of all of their sales through influencer marketing
70%
