Social Media Strategies Final Exam
Conversion rate is ______.
#outcomes/visitors
The average rule in working with different levels of influencers says approx. every 10,000 followers costs as brand how much:
$1,000
#ad or #sponsored should be included at the end of the Instagram post where users click to see more (True or False?)
False
According to Dave Kerpen in Likeable Social Media, marketing-heavy messages work the best in providing value to target audience
False
According to Dave Kerpen, listening should always be 10 percent of the conversation.
False
An ad should include as many goals as possible to get more out of your investment
False
Brands should exceed 24 posts per week on Facebook to truly engage audiences
False
Content marketing works best when businesses promote products and services
False
Facebook bought Snapchat in 2013
False
If you don't have a content strategy in place, you should start by sharing all the same content that your competitors share.
False
Is this objective SMART? To increase awareness about local restaurants in the Greater Cleveland area among 10 percent of my audience by December 2021.
Yes
What keyword terms should you use in your listening station?
Your brand name, products, or services; Phrases used to commonly describe your industry; individuals at your company; thought leaders in your industry. (All of the Above)
Select all that apply: When advertising on Facebook, you can target your audience by...
?
All of these tips can make your Facebook post more engaging except:
A shortened URL (using Bitly or other URL shortener)
To create user-generated content to engage an existing audience is an example of:
A strategy
To write a blog post that explains why I am interested in fashion is an example of:
A tactic
What is the social technographics profile?
A way to group the activities of online users
Lego was able to tap into an existing community of Lego enthusiasts made up of:
AFOLs
For Facebook campaigns, budget, scheduling, targeting, bidding, and ad placement are defined at the: (Choose only ONE best answer)
Ad set level
How might you begin to measure the success of this objective: To educate at least 50 people about how to knit a sweater by December 2021
Look at my blog's analytics to see how many unique views my post has; Look at comments to see if anyone said they knitted a sweater; Survey readers asking them if they have learned how to knit a sweater. (All of the above)
According to the Groundswell, finding enthusiastic customers and turning them into word-of-mouth machines is the definition of:
Energizing
It's important to develop a policy that explicitly outlines the appropriate and inappropriate use of social media to: (Choose inly ONE best answer)
Ensure that your brand is represented well by employees
In the reading about how Southwest Airlines responding to a major technology failure, what grade did Jay Baer give Southwest's response on Instagram?
F
Which social media company bought Instagram in 2012?
_____ is a tool that can help you learn more about a particular audience
Facebook Audience Insights
In order to respond to ALL negative feedback on your social channels, it's important to automate responses.
False
It is unnecessary to outline social media roles and responsibilities in a small organization
False
It's critical that all brands invest in influencer marketing software to find the best influencers to match their brand values. (True or False?)
False
It's critical that businesses follow the social media posting times and frequency guidelines outlined in the most recent study.
False
It's important for an organization to delete negative feedback on owned channels immediately to avoid any negative perception about the brand
False
News jacking works best when it is not relevant to your brand's missions/values
False
Social media analytics and social media listening mean the same thing
False
True of false: Every brand should have a Twitter account
False
True or False: A numerical score is a guaranteed way to measure online influence
False
True or False: All brands should invest in an enterprise-level paid social media monitoring solution
False
Viral marketing campaigns can be guaranteed.
False
Engagement with brands is higher on which platform?
What helped both the Old Spice and Will it Blend viral campaigns to be so successful?
Integration with other social media platforms
If you don't have a large Facebook following, choose everyone on Facebook when conducting audience research, and begin narrowing down by selecting the _____ relevant to your business
Interests
Word-of-mouth works because:
It is believable, self-reinforcing, and self-spreading
In his TED talk, YouTube's Kevin Allocca talked about how tastemakers introduce us to new and interesting things and bring them to larger audience. Who was the tastemaker who posted a tweet that eventually propelled Bear Vasquez's double rainbow video to popularity?
Jimmy Kimmel
Why should you create a listening station?
Monitor trends in your area of interest; Monitor your brand name; Find all of your relevant online resources in one location. (All of the Above)
This metric tells you if your site has stickiness
Number of page views per visit
This has been called the Holy Grail of measurement. It shows the impact on behavior or the bottom line.
Outcome
A company Twitter page is an example of what type of media?
Owned
"Bounce Rate" shows the _____.
Percentage of users who immediately leave the site
Which of these strategies is not good for driving engagement or fan interaction on Facebook?
Post on Tuesday morning
If I'm a blogger and I receive a free iPhone to test and am asked to blog about my experiences with the product, I should:
Provide full disclosure that I received the product for free
Influencers are more likely to partner with brands that provide:
Quality content
What strategy might make sense for middle-aged women who are categorized as collectors?
RSS-based initiative
In the Now Revolution, Baer talks about creating a FAQ like the one BP created during the Deepwater Horizon Crisis. Which of the following should not be included on the FAQ?
Responses to specific customer questions in 140 characters
If you manage social media monitoring for Kent State, which search terms might bring the most relevant conversations specifically about the brand?
Kent State University
The Groundswell outlines five objectives for participation online. What is the first stage of participation in the groundswell?
Listening
Select which one is the better measure of engagement
Retweets on Twitter
What is another government agency besides the FTC that is monitoring transparency in influencer marketing and advertising to ensure financial relationships are clearly disclosed?
SEC
The first thing to ask when getting started with a content marketing strategy is:
Who is my buyer/audience?
Is this a SMART objective? To increase the number of links to my blog site on country music by 10 percent by May 2021
Yes
Micro-influencers tend to:
?
Which of the following does Facebook NOT consider engagement?
Follows on page
The FTC requires that _____
Companies pay their reviewers; Bloggers are not allowed to make endorsements (Both a and c)
The __________ will list the projected posting schedule for your social sharing, blog releases, and video posts.
Content Calendar
Providing practical value and news that people can use closely related to this concept we discussed in class.
Content Marketing
A user who posts comments on forums and ratings and reviews sites fits the _____ social technographic
Critic
What are the BEST social media metrics to measure awareness (the first step in the funnel). Check all that apply.
Impressions Reach
Viral marketing works because:
People believe their friends more than an advertisement
According to the Groundswell, what does the POST acronym stand for?
People, objectives, strategies, technology
How many active users does Facebook currently have?
2 billion
Our display as with the colorful rainbow had 35 clicks to our landing pages to download more information about our service out of 1,500 times it was shown (impressions). What is the click through rate?
2.3%
The fastest growing group on Twitter and Facebook is:
65 and over
On Twitter, if we look at the number of retweets per tweet, we can calculate _____ rate, one of the social media metrics defined by Google's Avinash Kaushik (Fill in the Blank)
Amplification
Which is NOT an example of content marketing?
An automobile company posting about the release of its new model car on Facebook
Tools such as Social Mention, Hootsuite, Google Alerts, Freedly, and RSS subscriptions can be used to:
Analyzing the competition; Determine how audiences are participating and what they are saying; Identify trends in niche/industry (All of the Above)
What is the key lesson(s) from the Boingo social media crisis case study in Shift 6 of the Now Revolution?
Apologize and be transparent
Although social media's exact role is still debated, it proved to be a force in political activism and helping mobilize groups of protesters during this event.
Arab Spring
Dave Kerpen says for organizations that don't have the resources to respond to every single person during a crisis, organizations can begin to prioritize who to respond to first by looking at the following (Select all that Apply):
Customer's online influence Klout score
What is the advantage of Constant Contact's online community, ConnectUP!, as discussed in the Groundswell?
Customers were energized and more excited about the company's product and services; It generated referrals from members, community embers came to the company's defense against someone who didn't agree with policy; It turned community members into research and development partners. (All of the Above)
The purpose of a critical response plan is to (choose only ONE best answer):
Define a chain of command and a step-by-step action plan for dealing with extraordinary circumstances through social media
A positive Facebook post by a fan about a brand is an example of what type of media?
Earned
These media come from trusted third parties and are the most valuable when amplified:
Earned
Google+ made everyone feel special by making the social network invite-only. Jonah Berger explains making people feel like insiders gets them to share or talk. What principle driver is at play here?
Social Currency
On-stage haters in Baer's Hatrix typicality complain most in: (Select all that Apply)
Social media Discussion boards/Forums Review sites
What is the most important element of a Facebook ad?
The picture
Online sentiment is:
The tone of the conversation; can be positive, negative, or neutral. (Both A and B)
Metcalfe's Law is at work during viral communication because:
The value of sharers is proportionate to number of individuals they can share to
According to Eric Qualman, 93% of buying decisions are influenced by social media
True
An optimal content strategy should incorporate both created and curated content
True
Brands can engage with influencers to create presentations as part of their content deliverables (True or False?)
True
Conversion is measured by a simple question: What action do you want people to take once they've consumed your content?
True
Ebags implemented ratings and reviews on its site to energize critics and influence spectators who wanted to learn more about luggage
True
LinkedIn allows users under 18 to make an account on the professional networking site.
True
Native advertising has the same look and feel as the publisher's site
True
Online success should always be tied to measurable objectives
True
True or False: If brands can relate products/services with existing triggers, products can be more top of mind and talked about more often
True
True or False: You should listen for compliments as well as negatives about your brand.
True
With CPC bidding you are charged each time someone clicks on your ad
True
What event is cited as starting the "Twitter Revolution" and changed how average citizens used the platform to share breaking news?
U.S. Airways Flight landing in the Hudson
A video that you created to showcase your zip-lining experience over Costa Rica with your GoPro is an example of:
User-generated Content
Content marketing can take the form of:
Videos; Apps and games; A research report; A blog (All of the Above)
Share of voice is defined as _____
Volume of conversations compared to your competitors
As just a general rule, which is the best day to post on Facebook for higher engagement?
Wednesday