Social Media Communications Test
You can negotiate rates with a social advertising vendor
A social media audit will provide you value in all of the following areas except:
At every stage of the ad creation, implementation, and evaluation process.
At what point of your advertising process should you run tests and experiments on your ads?
buyer persona
Before you post anything on social media, you should have a clear understanding of your ____.
response
Fill in the blank: In the _________ stage, a social media manager needs to be able to react quickly, compassionately, and with authority. They also have to integrate social media messages to the appropriate medium and audience.
Tone is a subset of voice.
How are voice and tone related?
The moods and attitudes of specific content pieces, which can change depending on the channel, the situation, and the audience.
In social media content, "tone" refers to:
Customer
Inbound is all about being ___-centric, not competitor-centric.
Measuring the performance of your latest email marketing campaign
The following are all ways that social media monitoring can benefit your business, except:
Using the same metric you use for other channels.
The most important thing to keep inmind when measuring social ROI is:
True
True or False? A buyer persona is as important as business objectives when developing a social media strategy.
False
True or False? Influencer marketing and user-generated content will help you bypass some social media platform rules to help you reach your audience.
Sharing and retweets likes or favorites
Which of these KPI's demonstrate engagement? Choose all that apply.
Being Funny Asking for reviews Tagging individual posts Starting a Facebook group Using emojis
Which of these tactics will help you foster more general social engagement?
They can help you demonstrate complex concepts quickly.
Why are animated .gifs useful on social media?
To let your community know how you'll interact and keep civility within your channels.
Why is developing community guidelines or "house rules" important?
Employees embody company culture and values, so are more trusted than official spokespeople.
Why is employee advocacy important to consider as a key area for organizations and brands?
Social media is a one-to-one medium you can use to market in a direct, human way.
Why is social media an important part of inbound marketing?
Average yearly revenue multiplied by Average lifespan of a customer
How do you calculate lifetime value of a customer?
"Today Only" or "Ends at Midnight"
Language like ____ can help improve your click-through and conversion rates on social media because language makes the call-to-action seem more time sensitive, which can encourage instant action.
Plan to experiment with publishing more statistics to Twitter and perhaps investing time in doing more original research you can pull stats from and publish to Twitter and other channels.
Let's say you conduct an audit of your existing social media content and find that on Twitter, posts with statistics get by far the most likes and retweets. What's the BEST way for you to use this knowledge to inform your future social content plan?
the people in all parts of your organization do their jobs better.
Social media listening can help_____.
True
True or False? One in four consumers lose interest in a company if it doesn't use video on its social media channels.
True
True or False? To be part of the social conversation, you don't necessarily have to be the subject of it.
False
True or false? 42% of B2B marketers believe they've proved that social media has an impact on their business.
True
True or false? A crisis plan focuses on what to do when a crisis happens on social media.
False
True or false? Advertising won't help you get on the first page of Google's search results.
False
True or false? An ad that performs well on Facebook will not perform well on Instagram and Messenger.
False
True or false? Buyer personas are primarily used for developing marketing campaigns.
True
True or false? Companies delivering customer service see an annual financial gain of 7.5%
True
True or false? Competitor benchmarking is one leading indicator of revenue success.
true
True or false? Engaging with a customer one-to-one can help a business amplify their reach.
True
True or false? Follower count is often considered to be a vanity metric.
True
True or false? It's possible to pay some influencers with a gift card.
True
True or false? Live streaming on Twitter is an important part of the social network.
True
True or false? People want to talk to people, not brands.
False
True or false? Recruiters aren't going to be interested in your social media efforts, so there's no need to track metrics related to hiring in social media.
False
True or false? Responding to your audience directly can negatively impact your reputation.
False
True or false? Social selling is not an inbound way to conduct business.
True
True or false? The best way to choose the right social media tool is to think about your business goals, then narrow down your choices based on that goal criteria.
False
True or false? The number of Facebook users across the world is only slightly fewer than the number of people in India.
False
True or false? When starting out, make sure you are engaging with customers on every single social media channel.
False
True or false? Working with journalists and media personalities is just like working with other influencers.
False
True or false? You should develop your social media budget before you create your social media plan.
Bashtag
What are user-generated negative hashtags that are used to bring forth negativity towards the brand?
Explain to the customer why they need what you're selling.
What did Simon Sinek recommend you do to get people to buy in to your products or ideas?
competitive advantage customer satisfaction
What do senior leaders care about when it comes to your social media plan? Choose all that apply.
Gathering content that's relevant to a particular topic or area of interest and then sharing it with your audience with proper citations.
What does "content curation mean?
A surface-level metric that doesn't correlate with your business success.
What is a vanity metric?
A social media program for all employees to take advantage of
What is an employee advocacy program?
Be empathetic and helpful towards your competitor's customers.
What should you do if your competitor experiences a big, public blunder?
Customer lifetime value, average lead-to-customer rate, average conversion rate.
What three data points do you need to start determining your ad spend?
Facebook and Google Ads
What two networks are you almost guaranteed to find your target audience on?
The maximum amount of money that you're willing to pay for a desired action on your ad.
What's a bid?
Changing algorithms on the social platform People trust recommendations from individual over brands General Data Protection (GDPR) on privacy limit brand exposure.
What's a reason why working with influencers and encouraging user-generated content is important?
A scenario where an ad that was once received positively starts to show diminishing returns over time
What's ad fatigue?
UGC comes directly from users, and content creation is out of the brand's control.
What's one reason why brands may fear encouraging user-generated content?
Advertising to people based on previous actions they've taken on your website.
What's retargeting?
your content strategy. your product road-map. your service offering.
When monitoring your competitors, take note of their wins, losses, reputation, differentiations, marketing tactics, relationships, alliances, and even their brand voice. These characteristics, and how they change over time, can be used to inform your _______.
Psychographics
When you dig deeper into the development of your buyer persona, what type of information do you want to consider?
Reach
Which KPI is most likely to be a vanity metric?
Return on Investment (ROI)
Which KPI will executives be more responsive
Which network has the longest life for a piece of content
Gather industry data to support your goal.
Which of following steps is NOT one you need to think about when planning how to structure your social team?
It gives you the opportunity to measure the performance of you social media.
Which of the statements about social media listening is true?
It saves time and money It builds industry connections It helps you post a larger variety of content.
Why should you include content curation in your social strategy?
To help you determine what channels and content you'll need and the staffing to make it happen.
Why should you start planning the structure of your team by looking at business goals?
to identify individuals who have the biggest following and high social clout
Why would you want a service to help you manage and discover influence?
People are more likely to purchase a product if a friend or someone they admire mentions it in social media
Why would you want to identify who your brand super-fans are and reward them?
Create multiple versions of the same image that comply with each social channel's ideal image dimensions.
Your team is creating a social campaign for an upcoming product launch. Someone designs a great image for this social campaign that does a fantastic job of showcasing the product. How can your team optimize this image for the campaign?