CIW Social Media Cert. Test Review

A well-known CEO of a large company regularly makes keynote speeches at the conference. How can these presentations be made more social?​ a. Record the speech and post it on the company's Web site with a text transcript​ b. Contact with a reality television producer to create a short run series for tv broadcast​ c. Change the format of the speeches to a question and answer panel with four to five participants​ d. Share them as live streaming events and invite the audience to ask questions which the CEO will answer immediately​

Share them as live streaming events and invite the audience to ask questions which the CEO will answer immediately​

In order to be considered as part of a brand's primary audience, a persona must be:​ a. Someone who is interested in the product, needs the product, and is able to afford the product​ b. Someone who is interested in the product, wants to share the product with more users, and is able to afford the product​ c. Considered a brand ambassador, a customer who is regularly interacts with your brand, and a returning customer​ d. A returning customer who shares the product with other users and who regularly interacts with your brand​

Someone who is interested in the product, needs the product, and is able to afford the product​

Sarah works for a company that sells profession-wear clothing for women, online and in select retail stores. She is conducting a SWOT analysis of the online social media plan. Which of the following should she have completed first?​ a. A social media audit​ b. Development of a persona​ c. A social media audit and a list of social media goals​ d. Analysis of current user demographics segmentation​

A social media audit and a list of social media goals​

Matthew and Ashely are trying to decide whether their company would benefit from having an Instagram account. What is some of the demographic information they should consider in order to make decisions? ​ a. Martial status, customer income and brand loyalty​ b. Age of their customers, customer income and gender​ c. Geography, favorite activities, and customers income​ d. Gender, personality, and geographic segment​

Age of their customers, customer income and gender​

Jonathan works on the marketing team of a regional sporting goods retailer. He has been asked to give a short presentation at a company-wide meeting about the results of the marketing team's social media campaigns over the last year. What type of media report would be the most appropriate to use as the basis for the presentation?​ a. Campaign​ b. Executive​ c. Platform​ d. Community​

Campaign

When evaluating a visualization of social network members, the influencers are generally considered the most important. This is known as​ a. Centrality​ b. Reciprocity​ c. Structural equivalence​ d. Transivity​

Centrality​

What kind of social media metric best measures the number of followers who clicked and responded to a paid advertisement?​ a. Conversion attribution​ b. Cost per click​ c. Click-through rates​ d. Total revenue earned​

Click-through rates​

A company noticed a recent spike in online posting about one of their products. In response, they increased the amount of paid adverting for the particular product. However, sales of the product dropped by 75% in the next 3 months. Which value component was missing from the analysis about the spike?​ a. Context; most of the posts were complaints about the product performance​ b. Confidence, the combined data has insufficient certainty​ c. Complexity; data from multiple sources was poorly matched​ d. Choice; the company used an inadequate data analysis system​

Context; most of the posts were complaints about the product performance​

Allan works for an event planning company and is creating a curated content article about the ten best games for breaking the ice at parties. He has found articles on the Internet, describing various games, which he wants to incorporate into his content. Which of the following is the best practice for using curated content ethically? ​​a. Create a new title, links to the original sources and add personal editorial comments b. Choose multiple articles, pull snippets from them and use one of the titles from the articles.​ c. Use the full text from two articles, plus snippets from others with links to the original articles' Web sites. d. Use the images and full text from the longest articles, add personal editorial comments and create a new title​​

Create a new title, links to the original sources and add personal editorial comments

You suspect that some of your social media posts are not reaching your target audience. What can you do to improve the effectiveness of your posts?​ a. Evaluate the click through rates to your Web site​ b. Create compelling ads and promote well-received organic posts​ c. Repeat the same posts over and over​ d. Address posts to the entire platform audience​

Create compelling ads and promote well-received organic posts​

A self-employed motivational speaker is active on several forms of social media, including Twitter, Facebook and YouTube. However, he does not have the time or resources to maintain a presence on other social media sites. What is the most effective way to make sure potential customers can still reach him?​ a. Create placeholder pages that redirect visitors to his Web site or other social media sites.​ b. Hire someone to create and maintain his online presence on other social media sites​ c. Ignore the other sites because his primary audience does not participate on them​ d. Expand his marketing efforts to reach potential customers through traditional marketing (Direct mail, advertising,)​

Create placeholder pages that redirect visitors to his Web site or other social media sites.​

A major winter storm has closed a highway that runs through a national park. The park service announces the closure on microblogging sites and major social media sites. They get several responses from park visitors requesting evacuation assistance. This behavior is commonly referred to as:​ a. Crowdshaping ​ b. Crowdsourcing ​ c. Crowfunding​ d. Crowdrising​

Crowdshaping

A small book publishing company wants to promote their titles through social media. Which strategy would best support them?​ a. Cultivate a relationship with an online book club to share announcements and offer free books​ b. Post videos of interviews with published authors bundled with "buy now" social commerce options​ c. Offer low cost writing workshops scheduled as shareable events​ d. Auction signed copies of the books on retail shopping sites​

Cultivate a relationship with an online book club to share announcements and offer free books​

A company can use statistics from social media to predict user behavior. What kind of big data strategy is this?​ a. Performance management ​ b. Decision science ​ c .Social analysis ​ d. Data exploration ​

Data exploration ​

A marketing team has received a report that identifies several target audiences. They develop a plan to offer new products to the audiences based on the data in the report. What stage of social media mining is this?​ a. Evaluation and interpretation​ b. Data transformation​ c. Target data preprocessing​ d. Data mining and patterning​

Data transformation​

Which of the following is a social media optimization technique that can aid in the search engine optimization?​ a. Create as many posts as possible, regardless of user engagement​ b. Filling out all social media profiles completely​ c. Share content from third parties that will engage users​ d. Make sure all social media posts link back to your company's Web site​

Filling out all social media profiles completely​

Which of the following is a benefit of social media auditing?​ a. Compare your social media presence to your competitors​ b. Focus efforts on only the most important social media​ c. Prevent bad data from entering the campaign decision making process​ d .Maintain a specific style and tone in future social media posts. ​

Focus efforts on only the most important social media​

Drew is managing a social media advertising campaign. He has selected a popular social media site. The site has a flat membership fee, plus a pay-per-click fee. Drew will also be outsourcing the graphic design of the ads. What information do you need to calculate the cost-per-click of the campaign?​ a. Graphic design cost, membership fee, pay-per-click fee and total clicks made​ b. Employee compensation, cost of goods sold and pay-per-click fee​ c. E-commerce site listing fees, Web site development costs and pay-per-click fee​ d. Total budget amount, pay-per-click fee and total clicks made​

Graphic design cost, membership fee, pay-per-click fee and total clicks made​

Which of the following is a benefit to researching and creating social media personas for a business?​ a. Helps you focus on who your main brand consumer is and seeing your products from their perspective​ b. Helps you identify problem areas in your campaign during the monitor and adjust phases​ c. Helps you keep the cost of purchasing social media ads to a minimum​ d. Helps you identify the demographics of your current audience​

Helps you focus on who your main brand consumer is and seeing your products from their perspective​

Teri is the Social Media Strategist for a large educational institution and is responsible for social media risks within their communities. She has implanted a quarterly comprehensive evaluation and daily checks for threats and weakness. What stage requires assigning probability levels to threats?​ a. Assess and evaluate​ b. and resolve​ c. Monitor and revise​ d. Manage and mitigate​

Identify and resolve​

A mid-size technical company has an active presence on multiple social media sites. It has a variety of followers who communicate regularly about products and industry information. The company wants to increase the size of its social network in order to increase sales and revenue. The company plans to add paid advertising, as well as leveraging their organic advertising. What would help them choose the best platform to achieve their goals?​ a. Select the best possible graphic designer to create eye-catching, compelling advertisements​ b. Identify the most common characteristics of their followers and select the platform that best targets them​ c. Compare the advertising rates of multiple platforms and choose the least expensive one​ d. Consolidate the multiple platforms, by migrating users into one network​

Identify the most common characteristics of their followers and select the platform that best targets them​

James is creating a social media strategy plan in order to help drive company sales. He is selecting various personas that might shop at the online store and ranking them based on their possible level of interest in the product. Which stage of the social media strategy plan cycle is he in?​ a. Define strategies ​ b. Listen and analyze ​ c. Identify the target audience ​ d. Set goals​

Identify the target audience ​

An airline customer service department needs to notify passengers when a flight is delayed. Which of the following is an example of a SMART goal mission statement for the customer service department?​ a. Notify passengers via text message within 15 minutes of flight delays.​ b .Notify airport management to update departures boards hourly​ c. Alert passengers via text message about special offers on future flights​ d. Alert the baggage handling department to move bags to temporary storage​

Notify passengers via text message within 15 minutes of flight delays.​

A yarn store is running an online group with several hundred members on a popular social media site to share newly developed patterns and projects. The group manager notices that only a few members are regularly posting. What can she do to encourage more people to share their projects?​ a. Encourage the frequent posters to contribute more​ b. Cross post new projects from a quilter group​ c. Create instructional videos of previously posted projects​ d. Offer free yarn skeins to first time posters​

Offer free yarn skeins to first time posters​

A company specializing in European river cruises wants to expand its business ocean cruises. It has a growing base of followers on popular social media platforms. Which social media tool can they use to attract new followers who are interested in ocean cruising?​ a. Paid advertising​ b .Organic advertising​ c .Banner advertising​ d. Viral advertising​

Paid advertising

Jared has been assigned to review the company's social media policies and determines what changes should be considered for modification. As he reviews the ethical guidelines, he identifies that the code of conduct section needs modification regarding employee's personal social media usage guidelines. Why is it important to include personal social media usage guidelines?​ a. Personal social media usage can have a negative impact on the company's reputation​ b. Privacy laws prohibit a company from issuing guidelines regarding personal media usage​ c .Personal social media usage would not provide transparency​ d .Competitors may recruit employees who are vocal about the company through their personal social media usage​

Personal social media usage can have a negative impact on the company's reputation​

A startup business is designing fabric patterns for the home fashion industry. What type of platform will best meet the business' social media marketing needs?​ a. Photo oriented sites, such as Instagram or Pinterest​ b. Microblogging site, such as twitter​ c. Professional networking site such as LinkedIn​ d. Content sharing site, such as Facebook or MySpace​

Photo oriented sites, such as Instagram or Pinterest​

Alice works in social media marketing for an established online shoe company. The company uses many simultaneous social media campaigns to encourage current potential customers to purchase the latest fashion trends. During which stage of the social media campaigns should Alice define her audience's positions in the social media funnel? ​ a. Planning​ b. Implementation and measurement​ c. Development​ d. Preparation​

Planning​

The developers of a point-of-sale retail transaction software had a system error in the Web server. Users of the system were unable to upload data through their remote online entry service. The customers quickly grew angry about the situation and began posting negative comments on several popular social media sites and the company's public message board. The company is in the response stage of managing the crisis What should they do?​ a. Post responses to the messages, explaining the problem and when it will be resolved​ b. Prepare an executive report on the crisis, with recommendations for organizational changed to prevent similar incident in the future​ c. Remove all posting from their message board and publicly deny the error on the popular social media sites.​ d. Monitor the messages to determine how many are posted, until the error is corrected. The contact the message posters privately by phone or email​

Post responses to the messages, explaining the problem and when it will be resolved​

A large grocery store chain has an active print media operation. They publish weekend flyers to be inserted into newspapers. They also frequently send direct mail flyers. How can they best incorporate social media to their advertising mix?​ a. Post recipes with coupons for the ingredients.​ b. Schedule promotional events at various store locations.​ c. Post the weekly coupon flyer as a PDF.​ d. Post a link to their corporate Web site.​

Post the weekly coupon flyer as a PDF.​

Erin has been assigned to grow the social media community for a heath care provider association. She wants to include open job postings and mentoring sections in the community to help people network. What types of risks will she need to address as she develops the strategy of these community areas?​ a. Regulatory compliance and privacy violations​ b. Cybercrime and financial loss​ c. Damage to reputation and legal issues​ d. Theft of intellectual property and corporate identity​

Regulatory compliance and privacy violations​

Sam, the CEO of a clothing company, is very vocal on political topics and expresses his opinion on the company Twitter account. What are the most likely risks due to his behavior?​ a .Reputation damage and financial loss​ b .Reputation damage and cybercrime​ c .Financial loss and corporate identity theft​ d. Theft of intellectual property and cybercrime​

Reputation damage and financial loss​

Stuart is a social media risk manager for an international drone enthusiast's association. He has noticed various chapters around the world using images and copyrighted materials. What should Stuart do to ensure the associate's social media sites are in compliance with the various legal regulations internationally?​ a. Contract the owners of the copyrighted materials and request a fee to remove the materials from the sites​ b. Require users to accept a term of use license and privacy policy before they can post any content​ c. E-mail he users and request they show permission they are allowed to use the materials​ d .File a lawsuit against the users for posting copyrighted materials on this site​

Require users to accept a term of use license and privacy policy before they can post any content​

A company has a goal of increasing revenue from social media site by 15% in the next quarter. They know the costs of their paid advertising and internal resources to promote the social media platform. They also have a readily available metric (sales order) and are collecting data on conversions from follower to lead to site. What is the company trying to calculate?​ a. Return on investment​ b. Return on engagement​ c .Customer loyalty​ d. Follower sentiment​

Return on engagement​

Bill owns a small, local video production company. His current customer base comes mostly from local musicians looking for live concert music videos and small start-up businesses in need of social media video advertising. His goal is to increase his bookings. When he creates a social media posting, which of the following messages would be an effective call to action?​ a. Schedule a video shoot today, to receive a 10% discount​ b. Message me for details​ c. Share this with all of your friends​ d. Watch this video compilation to see what service we have to offer.​

Schedule a video shoot today, to receive a 10% discount​

The author, graphic designer, and publisher of a series of graphic novels will be making appearance to sign their work at a major fan conference. What would be the best strategy to attract the largest number of customers to the signing?​ a. Schedule an event on Facebook​ b. Post images from the novels to Pinterest​ c. Share videos of previous signing on YouTube​ d .Update their biographies on LinkedIn​

Schedule an event on Facebook​

A fitness gym club has spent a significant amount of time and money building an online presence in social media. They have built pages on several platforms, gathered an audience and post content regularly. How can the club ensure they are staying on top of rapidly changing trends in social media?​ a. Schedule quarterly or semi-annual reviews of social media trends to identify new opportunities​ b. Start live streaming videos of exercise classes to encourage more people to join​ c. Hire an outside company to take over customer communications on current social media platforms​ d. Focus on analytic data from their current platforms to identify the customer preferences and demographics​

Schedule quarterly or semi-annual reviews of social media trends to identify new opportunities​

A marketing company is developing a promotional service that it will offer to various clients. The service includes daily posts on popular social media platforms including information about selected products, a map of the client's current location, and the date/time the product is available. What kind of business client would best benefit from this social media strategy?​ a. A gourmet food truck selling upscale sandwiches​ b. An art gallery selling antique paintings​ c. A mobile pet grooming service​ d. A franchise restaurant company with 30 locations​

A gourmet food truck selling upscale sandwiches​

Which organization is likely to experience the highest impact of implementing an aggressive social media marketing campaign?​ a. A car manufacturer that makes trucks, sedans, and hybrids​ b. A circus performance troupe that travels the country​ c. A political campaign for mayor of a large city​ d. A large financial service company providing payroll processing​

A political campaign for mayor of a large city​

A marine biology expert works as a guide with a whale-watching tour company. He wants to communicate information on scientific research, videos of whale sightings and other events to potential tour customers and whale conservationists. He also wants to share information from his industry peers. Which social media tool can he use to accomplish these needs?​ a. Business blog​ b. Micro blog​ c. Webinar​ d. Live streaming​

Business blog​

A small business is selling widgets. A recent customer is enthusiastic about her widget and has shared the business's posts in her personal social media network. What kind of social media communication is that?​ a. Earned communication​ b. Owned communication​ c .Paid communication​ d. Posted communication​

Earned communication​

Kameron is assigned to minimize the vulnerabilities in his company's social media communications and online chatting features. His company is launching a new product. Information about the new product has been leaked to the public, ahead of schedule. To mitigate the situation, Kameron first focused on redefining who has access to new product information. What would be the next area to improve?​ a. Update computers to eliminate system vulnerabilities and to prevent theft to intellectual property ​ b. Implement regular reviews of outbound communications​ c. Provide training for all employees in the company regarding legal and regulatory compliance​ d. Eliminate ambiguous policies and inconsistent procedures for the roles with access to the product information​

Eliminate ambiguous policies and inconsistent procedures for the roles with access to the product information​

An electronics manufacturer recently released an updated product that corrects the defeats of a previous version. Many customers are liking, commenting and sharing the company's posts about the new products. What is this activity called?​ a. Impression ​ b. Engagement ​ c. Exposure ​ d. Reach ​

Engagement ​

A large paper products company has recently hired a new CEO. She is blogging regularly on social media to discuss ways to improve and reduce negative impact on the environment. Other leaders in the company have engaged in her blog discussions and shared with their departments. This behavior is known as:​ a. Market repositioning ​ b. Executive buy-in ​ c. Return on engagement ​ d. Corporate reorganization​

Executive buy-in ​

Jenn works for a company that sells non-toxic, environmentally friendly cleaning products. She is making a list of content she would like to use in the social media campaign. What content should she create in order to have an impact across multiple social media platforms?​ a. Image that contain the brand color scheme and products, infographics on the impact of toxic cleaning chemicals on the environment compared to their products and video demonstrating how well the products work.​ b .A wide variety of images with eye-popping color schemes, infographics similar to their competitors' and a podcast discussing how well their product work​ c. A profile and a cover photo to repurpose across all platforms and a full length video of an infomercial the company recently aired on regional television. ​ d .Several trendy college images with various fillers, an elaborate infographic explain the chemistry behind their cleaning pr

Image that contain the brand color scheme and products, infographics on the impact of toxic cleaning chemicals on the environment compared to their products and video demonstrating how well the products work.​

Which of the following is the chief disadvantage to using social media? ​ a. In a crisis situation, a company's reputation can be damaged quickly​ b. You can gather information about what customers want in products​ c. A company must establish policies covering social media usage and provide training​ d. A company can lost control of how its corporate logo is used​

In a crisis situation, a company's reputation can be damaged quickly​

A game development company wants to create a new action adventure game. They already have an established online presence that includes many players of their existing games. They ask the players for ideas and scenarios for the new game. What stage of social community building is that?​ a. Leverage​ b. Creation​ c. Growth​ d. Cultivation

Leverage

During which stage of the social media strategy planning cycle should you perform social media optimization (SMO)?​ a. Implement; monitor and adjust​ b. Implement; monitor and adjust; listen and analyze​ c. Define strategies; implement; monitor and adjust; listen and analyze​ d. Listen and analyze; identify the target audience; set goals; define strategies; implement; monitor and adjust​

Listen and analyze; identify the target audience; set goals; define strategies; implement; monitor and adjust​

Connie is a social media risk manager for a large retail shopping service. She has a comprehensive strategy to manage social media risk. She has implemented a program to train all departments within the company to be risk-aware. What tasks should she perform to ensure all departments are performing as expected?​ a. Monitor activities for risk, measure and gather appropriate data and create reports that assess risks and suggest control​ b. Monitor activities for risk, train employees to identify risk and search social media data to support discovery of legal questions​ c. Identify control requirements for risk assessment, identify regulatory or financial risk and create reports that assess risk and suggest control​ d. Create and revise policies for risk assessment, monitor activities for risks and create reports that assess risk and suggest controls.​

Monitor activities for risk, measure and gather appropriate data and create reports that assess risks and suggest control

A company has determined that their typical customers hear about their products through their social media network, then visits the company web site and then makes a purchase. What type of conversion attribution model is this?​ a. Last social touch​ b. Multi source ​ c. Single source ​ d. Position Based​

Multi source ​

David is the social media manager of a privately-owned teenage sports club social media site. When an individual or organization sign up on the site, they must agree to the terms of use and privacy policies before being allowed to create a profile or see the site. These policies provide David's organization the ability to collect and use information about the user, such as their interest. Which of the following would be an inappropriate use of the information?​ a. The owner of the site uses the contact information to sell them service from companies he owns​ b. The social media marketing manager identifies users with similar sports interests and sends links of upcoming sports events and group activities​ c. The social media community manager collects data to identify and measure engagement and to locate influencers who can assist in building the community​ d. The legal department sends notices to users who are using

The owner of the site uses the contact information to sell them service from companies he owns​

Dylan works for a small software start-up firm that is looking to use Facebook and Twitter to increase future revenues by building a larger potential customer base for their upcoming software release. Which of the following is a metric that could be used to evaluate the success of this social media campaign?​ a. The number of link-clicks each post receives. If more than 50 followers click through to the company Web site on each post in the campaign, it will be considered success​ b. The number of likes and comments each post receives. If more than 10 followers like or comment on each post in the campaign, it will be considered a success​ c. The total number of followers on each platform. If each platform gains at least 10% more followers, the campaign will be considered a success.​ d .An increase in sales of their current software release. If sales increased by 5%, campaign will be considered a success​

The total number of followers on each platform. If each platform gains at least 10% more followers, the campaign will be considered a success.​

Mariah works for a local community organization and is creating a social media campaign to drive their followers to sign-up for their monthly e-mail newsletter. Which of the following would be the most effective way for her to optimize her social media campaign?​ a. Use headlines and image that are optimized for each platform. Post the information only once on each platform to avoid annoying the user base​ b. Use multiple variations of the post over the duration of the campaign with headlines and images that are tailored to each platform. Make sure to never use the exact post twice​ c. Use the same post headlines and images across all platforms for brand uniformity. Use the same post multiple times over the course of the campaign to create a consistent message​ d. Use descriptive headlines and text that give users as much information as possible. Use images that are optimized for each social media platform. Use the s

Use multiple variations of the post over the duration of the campaign with headlines and images that are tailored to each platform. Make sure to never use the exact post twice​