Social Media Marketing Final Exam

Posting rhythm of fun, fun, fun, fun, buy our stuff, fun, fun, fun, fun... refers to what?

A strategy of boosting 'Edgerank' by posting fun stuff, and then using 'Edgerank' on self-promotional posts.

What isn't a good way to grow your LinkedIn network?

Add as many people as possible through whatever means possible

What are "buzzwords" in reference to your LinkedIn profile?

Adjectives that are used so often in LinkedIn headlines and summaries that they become almost meaningless

What is the difference between an endorsement and a recommendation on LinkedIn?

Endorsements give people viewing your profile a quick visual sense of what you're valued for. Recommendations are personal testimonies written to illustrate the experience of working with you.

AirBnB uses a #hastag #AirBnb on bot twitter and instagram. What are they trying to do in terms of marketing?

Facilitate a customer conversation network

The Edgerank of People (Profiles) is generally higher than the Edgerank of Pages (Businesses). True or false?

False, there is no difference

True or Flat, women make up 5 of 10, or 50 % of users on Pinterest?

False, women make up 6 of 10 users on Pinterest

In early summer of 2018, Facebook data scientists repeatedly surveyed users and found that many felt the quality of their feeds had increased. T or F?

False. Facebook data scientists repeatedly surveyed users and found that many felt the quality of their feeds had decreased.

True or False. The purpose of the "New to You" "New for you" section is to show you new YouTube channels that advertisers are paying YouTube to push to you

False. the purpose of the "New to You" or "New for You" section is to show you channels with relevant topics based on YOUR viewing history and interests.

Which of the following is not true about channel / video chapters?

YouTube does not yet have channel chapters

What is a function of a 'thumbnail' on a YouTube video

it shows on YouTube searches as an image

TikTok has come under "political criticism" for all of the following EXCEPT:

its content is available exclusively on the desktop

What are promoted pins?

paid ads used by business accounts on the pinterst platform that appear in user's home feed search results and category feeds

What you can "see" for a 1st level contact on LinkedIn that is unique to what level?

their email address

Which of the following isn't a good reason to write a LinkedIn summary?

you can fully say your peace on past jobs, employers and coworkers

After the algorithm change, internal accusations began that the intended effect (people interacting more with friends and family) wasn't working, What was happening instead?

Publishers and political parties were reorienting their posts toward outrage and sensationalism

Which of these elements should not be included when writing a LinkedIn summary?

Recite your Resume

On any post to Facebook, you can see "likes" and "comments" by users. What do "shares" tell you?

That, the more people like, comment, and share a post, the more interactive ("successful") that post is.

Which Facebook feature accounts for the most time spent on the platform by the average user?

The News Feed.

Which of the following is a use of Twitter that is essentially unique in social media?

The ability to tweet to journalist and bloggers

Which of the following was NOT a side effect of the algorithm change?

The algorithm change made business pages virtually obsolete.

Which of the following was not a reason why Facebook chose to change the algorithm?

The algorithm change was designed to pull more users from Instagram, thus growing the size of Facebook.

Which one of these is not a good description of the LinkedIn profile summary section?

The buzzword section

When Person A is connected to Person B, and Person A posts to his timeline. Where does this post potentially show for Person B?

Their newsfeed.

Which of the is not one of the ways users can share a video posted on Youtube?

There is no shoe function on YouTube video

Which of the following is NOT one of the few positive effects the algorithm change had?

There were no positive effects.

What does it mean to "SEO a video" ?

To optimize the video so that is has a good chance of showing in YouTube or Google search

Hashtags exist on Pinterest and function in a way similar to how they function on Instagram or Twitter. true or false

True

In 2018, Facebook overhauled its algorithm to boost "meaningful social interactions". T or F?

True

The LinkedIn summary is like the objective section of your resume. T or F?

True

True or False when it comes to tags, YouTube has confirmed they're not as important as they once were . But tags still have a key function that should not be ignored -- the use of tags still helps categories content so it can be found during search.

True

the YouTube algorithm used to be based around clicks, thumbs up/down. But which features are now the most important to the algorithm?

Watch times an survey responses

TikTok shares which of the following features with Twitter?

It is completely open; anyone can follow anyone

Which of these is not an audience predominate on Pinterest?

12-18 year olds

Pinterest recent accounted it has reached how many searches per month?

5 billion searches

What is considered a "good" average watch time on a YouTube video for content producers to aim for?

50% average view duration

What's the difference in the "like" relationship between a profile and a Page?

A "profile" must "accept" a friend request, whereas a Page automatically accepts a "like."

What is a "duet" on TikTok?

A conversational system of video back and forth

your boss just watched Katy Perry's latest video, which is now approaching one hundred billion views on Youtube. She says. "well, that's it. We can never reach that video count for our technical Wifi router company, so let's block employees from ever using YouTube." you explain that even a technical company might use video for what reason?

All of the above ( by advertising on youtube or google by keyword, to support the website by including video from trade show presentations, and to explain how to use these products to existing customers)

Why should you consider the data shared in the "When your viewers are online" card/section ?

Both B and E (B- if you are going to do a live feed, you want to do that when the largest number of your viewers are online and E-You want to post your content when the most viewers of your channel are online)

What is an example of collaboration that is uniquely possible on Pinterest between a brand and its customers? (by uniquely, I mean does not exist on other social media).

Collaborative Boards

A law firm that wanted to create a 'supportive video' would select which option?

Create a video by a key lawyer explaining their philosophy towards clients and the law

What is a good strategy to implement to encourage your employees to grow their LinkedIn first-level connections?

Follow up from a "real world" event with a "request to connect"

Your competitor has several very popular videos on Youtube. What's one way you can "reverse engineer" the impact of the videos on his marketing strategy?

Go to each video and click on data on views, thumbs up/thumbs down and comments

When You've activates the video survey response after you've viewed a video, what information are they trying to learn from you?

How did it make you feel?

Which one of these is NOT something that should be considered when deciding whether or not a business should be on Pinterest?

How your current content performs on Snapchat

One challenging feature TikTok shares with Instagram is:

It allows only one "link in bio"

What is a "trending sound" on TikTok?

It's like hashtag but in sound format

Which of the following demographics is NOT common on Pinterest?

Job seekers

What's a "secret strategy" to use LinkedIn Groups for marketing purposes?

Join groups that are relevant to your customers and be respectful as well as useful

LinkedIn Company Pages are especially useful to "boring" or "serious" / "technical" companies over Facebook pages, for what two reasons?

LinkedIn is THE network for B2B stuff, and the organic reach of LinkedIn pages is better than that on Facebook

Your boss storms in and announces that Edgerank is dead on Facebook. You say, Yes, the original Edgerank based on only three elements (affinity, weight & time decay) may be formally dead, but the current Facebook algorithm still..." (Choose the best marketing explanation).

Pays a lot of attention to interactivity; posts by Profiles / Pages that are estimated to be interactive will rank higher in the newsfeed.

What is another reason why retailers are so excited about Pinterest?

Pins easily work with eCommerce sites

Among the following, which is NOT a common use of Twitter?

Posting in-depth, heavily researched articles full of facts

What is a good way to get recommendations for your personal profile on LinkedIn?

Preemptively recommend people with whom you have worked, then perhaps ask for a reciprocal recommendation

True or False, the correct formula that Facebook used to measure how meaningful an interaction was after the algorithm change was: a "like" was worth one point; a reaction, reshare (without text) or reply to an invite was worth five points; and a significant comment, message, reshare or RSVP, was worth 30 points.

True

a relative stranger on LinkedIn can reach out to you by asking for a connection request. Linked is actually "more" open to stranger marketing than Facebook is. True or False?

True

true or false. When it comes to analytics on Pinterest account, any kind of account (personal or business) can access those insights.

True

True or False. Pinterest is not the place for hard sales tactics, but rather its a place to inspire imagination, foster creativity and inform.

True (Pinterste)

Kogi BBQ of Los Angeles has 151,000 followers on Twitter. It's a BBQ restaurant that used "food tuck." What might be a good marketing use of Twitter by the company?

Tweeting the location of the taco trucks, discounts and what's happening

By being a local business, you can enable the Review Tab on Facebook. In addition to allowing user reviews, what does this enable?

User 'Check In's' on Mobile Phones.

What is one of the primary reasons why social media marketers should be fascinated by video?

Video is perhaps the best media for emotional content

Engagement on TikTok means what?

We, as marketers, need to produce content that people watch, like, comment and share

If you are a startup competing against an established company, what is one of the most wonderful features of Facebook advertising?

You can directly advertise to people who "like" the competitor's Page.

You're listening to Marketplace on NPS (the radio), Kai Ryssdal says "tweet story ideas to me." As a journalist, what is he telling you is possible via Twitter?

You can use twitter to send Kai 'unsolicited' messages such as news tips

The "professional headline" on linked in should be optimized in what way, assuming you are NOT looking for a job?

You should emphasize what YOU can do for YOUR POTENTIAL CUSTOMERS

Facebook as video! Youtube has video! Snapchat has video! Instagram has video! You boss says Youtube is dead. Its all about Facebook video. Identify a TECHNICAL reason that differentiates Youtube video from Facebook video.

YouTube is the #2 search engine and people search for video content

If facebook's personality is friends, family, fun, photos, and fake, whats a good way to describe the tone and culture of LinkedIn?

a business networking party, PLUS business learning opportunities

a "pin" on pinterst corresponds to what on Facebook

a post

A "retweet" on Twitter is the same, structurally, as what on facebook?

a share

Which is a best practice when going live on TikTok?

all of these (be sure to show up at the registered time as the video creator, pre-announce and promote your live event, and use live as a way to engage with fans in real time)

What would be examples of "content" or "content marketing" items that you might brainstorm for an eCommerce website / business that sells women's jewelry?

all of these (photos of jewelry, an "idea board" about the perfect wedding ring set, photos of customers wearing the jewelry)

Which of these examples on Pinterest inspires imagination, fosters creativity and informs, and therefor, would make good content for the Platform? Present you own a cookie company

all of these (showcasing fashionable ideas on creating a cookie bar for your next holiday gathering, provide tips on how to do small, festive packages of cookies for gifting to friends and neighbors, and illustrate the steps to making a perfect cookie)

I you are a non-profit that is promoting breast cancer awareness, why might you choose producing a video of great cancer survivors over a blog post explaining breast cancer survival rates on various medications?

all the above (video is more likely to be shared than written text, survival stories told through videos are emotionally powerful, and people often prefer to watch a video rather than rad a long blog post)

A "recommendation engine" is best defines as:

an algorithm that knows what you like and gives you more of it

True or false your business goals and objectives do not /should not have any bearing on your Pinterest strategy

false,

The @ sign on twitter (called the account or handle) has what important marketing feature?

including someone's handle in your tweet alerts them via their news feed

A freshman staring her college career has to furnish her room. What is an example of how she might use Pinterest?

to create a place to put possible furniture and items for her new dorm room

Bit.ly, Tinyurl, and goo.gle are used on Twitter for that purposes?

to shorten urls

The summary tactic on your LinkedIn profile page should be used to do what?

to tell your story