hootesuite social media
You've reviewed who has access to your branded social media accounts, and decided to change the passwords. Now you need to redistribute access to people who will be directly involved with the account. What's the most secure way to do this?
Use a tool to manage account access without sharing passwords
Evergreen content never becomes outdated, which means it can be reused again and again. Which of the following posts are an example of evergreen content?
A brand FAQ
A social media strategy provides a roadmap for your team to achieve its goals.Which of the following are essential elements of a strong social media strategy? (Choose Three Answers)
A social media auditA measurement and reporting planA crisis communications plan
When creating a crisis management plan for social media, what element should you start with?
A social media monitoring strategy
When it's time to create a final campaign report, there are two key things your stakeholders need to know. What are they?
A summary of your campaign objectivesThe actionable metrics your reported on weekly
One benefit of an engaged community is receiving feedback that you can use to improve your brand. What are two practical methods you might use to get broad audience feedback on your brand?
Ask for feedback via a poll or questionnaireUse a social listening tool to find honest feedbacK
What are some of the advantages of using video in your socials? (Choose Two Answers)
Audiences engage with video content more than any other typePlatforms favour video content over any other type
While simply reposting other people's content can help you fill your content calendar - you still need to put in some work. How do you add value to external content?
By dressing external content in your brands own perspective
No matter who is writing content, your brand's personality should reflect one distinct personality across all platforms. To make sure this happens, what are three steps you need to take? (Choose Three Answers)
Check for existing marketing documents that defines your voiceDevelop brand attributes to highlight through your social voiceOutline how your social brand voice translates to other platforms
What are two things you might consider doing with your content calendar when you have learned about a serious global event?
Comb through your content library to make sure your future posts are not insensitive to the situationPause your publishing schedule until you can regroup with your team to plan on how to proceed
Which of these are examples of implementing accessibility into your socials? (Choose Three Answers)
Contrasting text against backgroundsUsing common language vs. jargon in your copyHaving content descriptions for images
Which of the following are effective ways of tracking the success of your influencer program? (Choose Three Answers)
Direct web traffic and salesBrand awareness metricsCommunity growth and engagement
Your click-through rate measures how many people click a link in your post. How do you calculate it?
Divide the total number of clicks on a link in a post by the total number of impressions
Strategic policy documents contain key information that helps your team quickly find the answers they need. One example is an overview of your brand's socials - what should this overview include?
Each network's content type, audience, and posting frequency
Successful brands build an active community by consistently engaging with their audience. Which of these are examples of community engagement? (Choose Three Answers)
Encouraging your audience to remix your contentLiking or sharing audience comments or postsResponding to comments
External content can be a great way to fill up your content calendar, but you shouldn't share everything that comes across your feed. What can you check to determine what external content is worth sharing on your socials?
If the content aligns with your content pillars relevant key topics
When formulating a social media strategy, you might spend some time searching for official and unofficial company accounts, fan accounts, outdated and fake accounts. Where should this information live?
In your social media audit sheet
Search Engine Optimization (SEO) is a key way to get your content seen on social. What are some best practices to make your posts more SEO friendly? (Choose Three Answers)
Include keywords in post copyInclude brand specific hashtags in your post copyEncourage people to share your content in your post
Which of the following is a S.M.A.R.T social media objective?
Increase link clicks on Instagram by 10% in Q4
Before you start your campaign, you need to make sure that you have actionable metrics to measure and report on. How do you know what's an actionable or vanity metric?
Look to your objectives. Actionable metrics will directly support them, vanity metrics will not.
Content curation is the act of collecting existing social content to share with your audience. What is an advantage of using curated content?
It allow you to diversify your content collection quickly
Regular social media reporting shows how your campaign is performing over a set period of time. What is one of the benefits of this kind of reporting?
It allows you to check on your performance and course-correct if things aren't working as planned
All of the content in your socials fall into 2 categories: created and curated. Which of the following are benefits of creating your own content vs. curating it? (Choose Two Answers)
It gives total control of your messagingIt's simple to schedule and manage
One of the advantages of building an active community is that it can humanize your brand. What is one major advantage of humanizing your brand?
It makes your brand relatable, and gives you an edge over traditional marketing strategies
How will creating a calendar of key dates for your campaign planning benefit your team? (Choose Two Answers)
It will help them stay ahead of essential datesIt will help them prevent scheduling conflicts
What's the most effective way to spread awareness of your organization's efforts during times of crisis?
Leaning on employee advocacy to share news via their own channels
What are 2 best practices for creating videos on social?
Making sure your videos aligns with your larger brand objectivesCreating videos that add value to your audience
You're a new brand on the scene and you're trying to rapidly increase brand awareness and reach on social. Which type of influencers would you work with? (Choose Two Answers)
Mega influencersMacro influencers
Which of the following are best practices for responding to a social media crisis? (Choose Three Answers)
Pause all outgoing content to review it for anything obsolete or tonedeafReview and update social profiles to highlight any changesListen to what your audience is saying for insight into sentiment
Paid, owned, and earned media converge to compliment and bolster each other on social media. Which of the following are examples of how to implement converged media tactics in your social media strategy? (Choose Two Answers)
Paying to promote a customer's post of them using your productSharing a positive customer testimonial on LinkedIn
To grow an engaged community across all of your social media channels, you'll need a good understanding of the networks you use and your audience. What is something you should keep in mind when developing a strategy that spans platforms?
People use social platforms for different reasons
What are some examples of commonly used social media tactics? (Choose Three Answers)
Promoting user generated contentRunning a contest or giveawayInteracting with your audience in the comment section
A content strategy is a tactical plan for how you will achieve your goals with your socials. What are the three key components of a content strategy?Research and analysisContent-specific goalsYour plan for sharing content
Research and analysisContent-specific goalsYour plan for sharing content
Without a social media governance plan, you're open to legal risks, brand damage, and lost revenue. What are the 5 parts of a strong governance plan?
Scope, updates, operational considerations, employee policy, education
When planning for a new campaign, there are a number of steps that will help you prepare. What are they? (Choose Three Answers)
Set up a calendar of key brand datesAssess timing and budget constraintsAssign team roles for campaign duration
What are the best sources of information you can use to guide your owned media creation?
Social media audit and objectives
What does accessibility mean in social media?
Socials that are available to everyone, regardless of disability
What are S.M.A.R.T objectives?
Specific, measureable, attainable, relevant, and timebound
After analyzing the data from your social media audit, the "stop, start, continue" model can help guide your next steps. For example, if your audit determined that video content achieves high engagement across all platforms, what should you do?
Start - increase social video production budget
Every social media strategy needs a set of strong tactics to pull it off. Which of the below best defines social media tactics?
Tactics are what you use to engage your audience and complete brand objectives. E.g. running a contest
What are two things you should consider doing when cross-posting?
Take advantage of platform-specific features in your postsEdit your copy for each network
What is something you should consider before cross-posting a video on your socials?
That it's formatted correctly for each platform
While job titles might differ from company to company, there will usually be three key roles in a social media team. What are they?
The Director - involved in high level planning and has final approval over campaign direction and budgetsThe Social Media Manager - plans and overseas day to day execution of the social strategyThe Social Media Coordinator - publishes all the content, monitors engagement and responds to messages
You're a remote social media coordinator, and crisis strikes. Your direct manager is on leave, and you don't know who to escalate it to. What do you need?
The chain of command and key contacts list for stakeholders
A successful influencer program should outline agreements and expectations between your brand and the influencer, including compensation. When it comes to deciding on compensation, what are the most important considerations? (Choose Three Answers)
The influencer's overall experienceThe time and resources needed to create contentThe scope and length of the campaign
Content pillars are the set topics and themes that your brand focuses on for its social media posts. Why are they a useful part of your social media strategy? (Choose Two Answers)
They help give your content direction and structureThey help you to define your brand voice and style
Why is it important to track relevant social metrics? (Choose Three Answers)
They help you keep track of your socials performanceThey help you develop strong strategiesThey help you demonstrate your team's efforts to higher management
A successful social media strategy is made up of three types of content - paid, owned and earned media. Which of the following are examples of owned media? (Choose Two Answers)
Thought-leadership content created internally, hosted on your blog and shared on socialCampaign images your team shot on location and published to branded accounts
What is the purpose of post-mortem reporting?
To examine what tactics or platforms performed best on the completion of a campaign
Inclusivity means making sure everyone feels welcome, especially those that have been historically marginalized. Which of these are examples of using inclusivity in your socials? (Choose Three Answers)
Using correct terminology (visually impaired)Using neutral language (salesperson vs. salesman)Considering many identities in your copy (Gender, Cultue,etc)
What are three examples of implementing Diversity, Equity and Inclusion (DEI) in your socials?
Using inclusive language and imagesCelebrating holidays that feature diverse people and voicesOutlining your stance on social issues on your platform
There are three key factors that determine your posting schedule and frequency, which of the following is an example of one?
when ur audience is onliune
What are some ways you can track engagement data to see how an influencer is helping you grow your community? (Choose Three Answers)
Your Answer Ask influencers to supply engagement data during a campaign such as retweets, shares, and repliesLook at engagement on each post to see what's resonating and driving conversationsCompare data across campaigns, influencers, and platforms for a well-rounded view
The benefits of maintaining an active community extend beyond sales. What are three ways your engaged community can help your brand?
Your Answer Providing useful feedback about your brandSaving you time by monitoring your socialsHelping you create content for your socials
You can have the best content in the world, but if you don't know when to post it to get it in front of as many eyes as possible - then all your work might be for nothing. What are the three key factors that help determine your posting frequency?
Your audience activityYour platform dataYour strategic goals
There are several key elements of a strong social media strategy. Which element of your strategy outlines in detail what you plan to achieve?
Your social media objectives
Using Search Engine Optimization (SEO) in your social profiles is a great way to improve your visibility and reach. What are some best practices to optimize your social profiles for SEO? (Choose Three Answers)
choose a username that includes relevant keywords, and include them in your bio.Include your address or city if location is important to your business.Add links to your website, blog, e-commerce shop, and relevant online properties.
DEI stands for Diversity, Equity and Inclusion. What does it mean for social marketing? (Choose Three Answers)
creating a social space that be used and enjoyed by anyoneRepresenting a diverse range of voices on your socialsCreating content that engages with a broad spectrum of identities
Companies need to proactively prepare for possible issues on social media, to mitigate risk and increase the chances of a positive outcome. What is this called?
crisis management plan
What metric would you track to see how your followers are responding to your posts, including likes, shares and comments?
engagement rate
