SMS
The average rule in working with different levels of influencers says approx. every 10,000 followers costs a brand how much:
$1,000
The ______________ will list the projected posting schedule for your social sharing, blog releases and video posts.
Content Calendar
Facebook bidding types include:
Cost per Like, Cost per Click and Optimized Cost per Impression. This question was contested.
A user who posts comments on forums and ratings and reviews sites fits the ______social technographic.
Critic
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
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
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
Saying I'm sorry during a social media crisis gives the impression that your organization is at fault and is admitting guilt.
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
True or False: Facebook favors promotional posts and, therefore, moves them higher in the newsfeed.
False
True or false: Every brand should have a Twitter account.
False
Which of the following does Facebook NOT consider engagement:
Follows on page
This example illustrated the power of social media to make a charitable impact on an important cause.
Ice Bucket Challenge
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
Select only the correct answers about curated content:
Is a collection of resources produced by others in your industry. Is the distillation of information about a certain topic. Should align well with your messaging. Builds relationships with others in the industry.
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
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
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:
Wed
The first thing to ask when getting started with a content marketing strategy is:
Who is my buyer/audience?
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.
Wrong answer: Survey readers asking them if they have learned how to knit a sweater.
In choosing a social media platform, a social media professional must consider the following (select all that apply):
Wrong answer: audience, purpose, content
Providing practical value and news that people can use is closely related to this concept we discussed in class.
Wrong answer: engagement
Select all that apply: When advertising on Facebook, you can target your audiences by...
Wrong: Location Birthday Language Maybe add political party?
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
Tools such as Social Mention, Hootsuite, Google Alerts, Feedly and RSS subscriptions can be used to:
all of the above
Online sentiment is
both a and b
According to the Groundswell, finding enthusiastic customers and turning them into word-of-mouth machines is the definition of:
energizing
What is the most important element of a Facebook ad?
picture
To write a blog post that explains why I am interested in fashion is an example of:
tactic
All of these tips can make your Facebook posts more engaging except:
wrong answer: A full URL
How many active users does Facebook currently have?
2 billion
Celebrities who have the largest number of followers are the best influencers for a brand. (True or False?)
False
Our display ad with the colorful rainbow had 35 clicks to our landing pages to download more information about our service out of the 1500 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
To create a user-generated content campaign to engage an existing audience is an example of
A strategy
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
If Nike is my client and I want to learn what people are saying on social media about my competitor what terms should I use?
Adidas
How do you know if you're successful online?
All of the above
Tools such as Social Mention, Hootsuite, Google Alerts, Feedly and RSS subscriptions can be used to:
All of the above
What keyword terms should you use in your listening station?
All of the above
Why should you create a listening station?
All of the above
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.
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
This explicitly tells your fans or friends how you want them to interact with your posts.
Call to action
Someone who has a lot of friends or followers:
Doesn't mean they can encourage those friends/followers to actually do anything.
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
This selfie of a smiling group of beloved actors, actresses, and performers had the ability to touch the lives of the more than 3,400,000 people who retweeted it and the millions more that saw it. For three years, it held the title of the most retweeted tweet. Who tweeted it?
Ellen DeGeneres
Select all of the characteristics of social media.
Enables communication and builds relationships Uses mobile or computer-based technologies Enables networks of communities Allows users to share and create content
It's important to develop a policy that explicitly outlines the appropriate and inappropriate use of social media to: (Choose only ONE best answer.)
Ensure that your brand is represented well online by employees.
#ad or #sponsored should be included at the end of the Instagram post where users click to see more. (True or False?)
F
An ad should include as many goals as possible to get more our of your investment.
F
Content marketing works best when businesses promote products and services.
F
If you don't have a content strategy in place, you should start by sharing all the same content that your competitors share.
F
In order to respond to ALL negative feedback on your social channels, it's important to automate responses.
F
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
It is unnecessary to outline social media roles and responsibilities in a small organization.
F
It's best to set your bid as low as possible in order to minimize the cost of your campaign. Choose only ONE best answer
F
It's recommended that an influencer use #spon in content that is a sponsored post. (True or False?)
F
News jacking works best when it is not relevant to your brand's missions/values.
F
Simply not responding is a simple way to avoid any admission of guilt on social media.
F
The 4-1-1 ratio mentioned in the lecture basically says that the majority of content should be promotional, where 4 posts should be sales- related.
F
Viral marketing campaigns can be guaranteed.
F
With CPM you are charged for every action someone takes on your ad.
F
Which social media company bought Instagram in 2012.
According to Dave Kerpen, listening should always be 10 percent of the conversation.
False
All brand advocates are influencers.
False
In his TED talk, You Tube's Kevin Allocca talked about how tastemakers introduce us to new and interesting things and bring them to a larger audience. Who was the tastemaker who posted a tweet that eventually propelled Bear Vasquez's double rainbow video to popularity.
Jimmy Kimmel
If you manage social media monitoring for Kent State, which search terms might bring the most relevant conversations specifically about the brand?
KSU
The Groundswell outlines five objectives for participation online. What is the first stage of participation in the groundswell?
Listening
Is this objective SMART? Get more likes on my Facebook page
No
Is this objective SMART?Get more likes on my Facebook page.
No
Select which one is NOT a driver of why people talk and share content.
None of the above
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
A search engine ad (PPC) is an example of what type of media:
Paid
According to the authors of Now Revolution, the process of setting up a monitoring station for intelligence gathering without the intent of responding, is known as
Passive Listening
Viral marketing works because
People believe their friends more than an advertisement
"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 it for free
Influencers are more likely to partner with brands that provide:
Quality Content
This metric can show you which sites are bringing traffic to your blog or website.
Referring pages
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
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
This is the idea that what we talk about influences how others see us and helps us achieve desired positive impressions.
Social currency
On-stage haters in Baer's Hatrix typically complain most in: (select all that apply)
Social media Discussion boards/Forums Review sites
What does the SMART acronym stand for in developing objectives?
Specific, measurable, attainable, relevant, time-bound
To create a user-generated content campaign to engage an existing audience is an example of:
Strategy
An optimal content strategy should incorporate both created and curated content.
T
Brands can engage with influencers to create presentations as part of their content deliverables. (True or False?)
T
Content amplification and conversion are two important categories when measuring the ROI of your content program.
T
Conversion is measured by a simple question: What action do you want people to take once they've consumed your content?
T
Online success should always be tied to measurable objectives.
T
Metcalfe's Law is at work during viral communication because
The value of sharers is proportionate to number of individuals they can share to.
Ebags implemented ratings and reviews on its site to energize critics and influence spectators who wanted to learn more about luggage.
True
Native advertising has the same look and feel as the publisher's site.
True
True or False: A user can belong to more than one social technographic.
True
True or False: You should listen for compliments as well as negatives about your brand.
True
