Social Media Strategist Practice Test A
Which type of workflow involves listing the activities for each stage of the content process?
Answer: task-based Explanation: A task-based workflow involves listing the activities for each stage of the content process as a series of tasks that need to be completed.
As an experienced social media strategist you rely heavily on personas. Which of the following is a good definition of a persona?
Answer: A fictional, perceived personality; personal or public representation of a role. Explanation: Persona is defined as a fictional, perceived personality; personal or public representation of a role. It comes from the Latin word, persona, meaning mask or character.
As the company's Social Media Strategist you meet with the human resource department to determine their social media goals. How does social media affect recruitment of employees?
Answer: A robust and active social media presence can attract job seekers to open positions at a company. Explanation: Recruitment — Any organization that is growing needs to hire employees. Recruiting is an important function of a human resources department. Great employees can make a company successful. A robust and active social media presence can attract job seekers to open positions at a company.
As the social media strategist you are assigning roles to people on your team. You tell your coworker he can manage page settings and roles. He, therefore, must be the:
Answer: Administrator
While completing your data mining you begin to create some graphical representations of people on a social media network. While trying to identify influencers, you look at how important a person is in a social network. This is known as his/her:
Answer: Centrality Explanation: To answer the first question about finding influencers, it is necessary to define ways to measure centrality. Centrality defines how important a person is in a social network. Individuals with more connections are assigned higher ranks in terms of centrality.
At your weekly team meeting you inform one of your coworkers that she will be the "face" of the company on all of the social media platforms. This coworker must, therefore, also be the: This task contains the radio buttons and checkboxes for options. The shortcut keys to perform this task are A to H and alt+1 to alt+9.
Answer: Community manager Explanation: As mentioned previously, a community manager is responsible for managing the customer experience on social media platforms. For large corporations, each platform might have its own community manager. For most companies, a community manager is responsible for multiple platforms. A community manager is essentially the "face" of the company on social media platforms.
Your boss watches as you calculate engagement rates on a particular social media platform. What are you measuring when you do this?
Answer: Company, brand, or product awareness. Explanation: Measuring company, brand or product awareness. Is the brand being noticed on social media? What is the social market share for the brand? Metrics to be considered include: Audience growth rates overall and per platform Overall reach and reach by audience segments Engagement rates (clicks, likes, shares, comments and so forth)
Which of the following content strategies would you use to vary the type of content you post based on a predetermined ratio?
Answer: Content ratios Explanation: One strategy you can use for your content is to vary the type of content you post based on a predetermined ratio. For example, consider a strategy that uses a 4:1 ratio of graphics to text. In this scenario, you would post four graphics and then one post of text. You would continue to use your content ratio for the entire cycle of postings.
While performing a social media audit you discover there are two social media sites with little or no activity. What is the best way to proceed?
Answer: Develop a good profile placeholder for these sites. Explanation: At this point, you can start to see where the company is most active. For sites with little or no activity, you will need to determine if it is a site that needs more effort or if you will just keep the account as a placeholder. It is never a good idea to just delete an account from a social network. Instead, develop a good profile placeholder for these types of sites.
You are the social media strategist at a sports store. Besides tracking customers and their social media activities, you also want to offer a place to track their sensor-generated information. Which of the following is something you might consider tracking?
Answer: Exercise data from their smartwatches. Explanation: Sensor-generated — Health and fitness trackers are well-known sensor-data generators. But these days more and more things have sensors that collect or track data and are also connected to the Internet. In 1999, Kevin Ashton devised the term the Internet of Things (IoT) to describe this trend. Today we have smartwatches, smart TVs, smart cars, road sensors, and so forth.
Which social media platform has the highest number of active monthly users?
Answer: Facebook Explanation: Facebook has the highest number of active monthly users, which was 1.59 billion in June 2016.
What type of Facebook ad is created specifically as a paid ad and cannot appear on your business page?
Answer: Facebook ad Explanation: Facebook ad is created specifically as a paid ad and cannot appear on a business page. Facebook ads are displayed in the target audiences' newsfeeds as a "Suggested Post" with the word "Sponsored" beneath the business name.
Your social media strategy team is working on keywords to target your audience. They brainstorm the following keywords for your auto part store. Which one of these would you choose?
Answer: Halo headlights Explanation: A lot of businesses would aim for a broad keyword such as "auto parts," because a broad term will likely get more searches. However, using broad terms has a big disadvantage. The cost of using broad terms is generally quite high, and the chances of a conversion are low. It is much better to use narrow, focused keywords as much as possible when creating your ads. This decreases the cost but also increases your chances of obtaining a conversion. So for the auto parts business, they might use keywords such as "synthetic blend oil" or "windshield wiper blades."
While presenting your social media strategy to c-suite executives, the CEO asks you why executive buy-in is so important. What would be your best reply?
Answer: If owners, executives, and board members do not understand or believe that social media can play a part in meeting goals and supporting the company mission, then adoption will be difficult. Explanation: If owners, executives, and board members do not understand or believe that social media can play a part in meeting goals and supporting the company mission, then adoption will be difficult.
When your social media team agrees that you want to advertise your new clothing line to young, female millennials. You immediately suggest which social media platform to place the social media ads?
Answer: Instagram Explanation: If your target audience is active on the platform, then it is probably a good advertising investment. For example, to target professionals, you should consider placing ads on LinkedIn. If your target audience is young, female millennials, then Instagram is a better platform
Due to budget constraints, your boss has assigned the company's social media initiatives to an intern. You argue with him that this is not a good idea because:
Answer: Interns do not know or understand the company, brands, or products well enough to represent them online. Explanations: Interns do not know or understand the company, brands, or products well enough to represent them online.
Which of the following is true about social media content?
Answer: It can be user-generated and shared by many people Explanation: Social media content can be user-generated and shared by many people. Certain sites allow consumers to become publishers and create and post their own content on various sites, and such content is called user-generated content (UGC). Social media content is produced and distributed to a variety of social media sites, which can be then shared, modified, and distributed to other sites by the content consumers.
Which of the following is true about SMO?
Answer: It is part of the social media strategy planning cycle. Explanation: SMO (social media optimization) is part of the social media strategy planning cycle because it is the practice of adjusting and improving social media strategy, content, and social media profiles into a cohesive, consistently branded package
Being a corporate social marketing strategist you want to do some business-to-business advertising. Which social media platform would you choose?
Answer: LinkedIn Explanation: LinkedIn is often used for business-to-business (B2B) advertising because the audience is based on businesses and business roles. This makes it easier for businesses to reach people at other companies in their industry.
While interviewing for a position as a Social Media Strategist you are asked to explain the first thing you would to do create a social media strategy at an existing company. How would you reply?
Answer: Listen and analyze to find out the current landscape for the business on social media. Explanation: Focus on the social media planning cycle when creating your strategy:Listen and analyze — What is the current landscape for the business on social media?
There are several important factors you must consider when you are selecting a platform. You like the user analytics a certain platform provides. This would fall under the category of:
Answer: Platform metrics Explanation: As you can see choosing the platforms where your business will be active can be complicated. There are several important factors you must consider when you are selecting a platform: Platform and target audiences Platform features and content types Platform metrics Your business goals and objectives
As a newly hired Social Media Strategist you sit down with the CEO to discuss strategy. You want to discuss your plan on how the company can grow on specific media platforms and the milestones you will use to measure success. What type of social media strategy are you discussing?
Answer: Platform strategy Explanation: Platform strategies — A platform strategy plan describes how you can plan for the company to grow on specific social media platforms. A platform strategy will define goals and tactics for each platform and provide milestones for measuring success.
While creating your social media presentation you are considering your audience's needs. Knowing that there might be up to five types of audiences, you are considering the initial group of people who views or listens to your presentation. Which type of audience is this?
Answer: Primary audience Explanation: The audience for your presentation should be considered during your planning stage as well. You need to try to figure out who the audience will be. Because social presentations are given and then often posted on the Internet, there are often several types of audiences that will view your presentation. There might be up to five types of audiences that you should consider when preparing your presentation content: Primary audience — The initial group of people who view or listen to your presentation and shares it with other people.
Which one of the following is a standard model for exchanging data on the Web?
Answer: RDF Explanation: RDF (Resource Description Framework) is a standard model for exchanging data on the Web. It facilitates data merging even if the underlying schemas differ, and it specifically supports the evolution of schemas over time without requiring all the data consumers to be changed.
Keeping Brian Solis's three R's in mind, you try to identify individuals who are active on industry sites or are talking about industry topics and who appear to have an audience for their thoughts and opinion. What are the three R's?
Answer: Reach, relevance, and resonance Explanation: Next you want to identify individuals who are active on industry sites or are talking about industry topics and who appear to have an audience for their thoughts and opinions. When identifying influencers, consider Brian Solis's three Rs in mind. Reach — What size audience does the individual have? Relevance — Does the individual align with your brand and goals? Resonance — Is the individual having in-depth conversations with his or her audience about your industry, company, products?
Your coworker is confused by SMO and SEO. She finally asks you to define the relationship between SMO and SEO. You describe it as:
Answer: SEO is impacted by social media because social sharing is considered an inbound link, so it can significantly impact your ranking. However, excessive link dropping and linking to content is not valuable, impact your rankings in a negative way. Explanation: The Google algorithm does consider the number of inbound links your Web site has due to social sharing and your social profiles. Social sharing is considered an inbound link, so it can significantly impact your ranking. In general, Web sites with more inbound links are considered to be more valuable. You might be tempted to think that if you share your Web site link on as many social media sites as possible, that would be one way to optimize your social media presence. Excessive link dropping can frustrate the social media audience, who will then block or unfollow your company.
Which of the following is true about SMART goals?
Answer: SMART goals should have quantifiable metrics assigned to them. Explanation: The SMART goals are statements or objectives that are: Specific: Goals should be simplistically written and should clearly define what you want to accomplish. Measurable: Goals should have quantifiable metrics assigned to them so that you can evaluate if they were achieved. Actionable: Goals should lead to some form of action. Realistic: Goals should be reasonable and attainable with the available resources. Time-bound: Goals should have a set length of time after which the results will be finalized.
At the kick-off meeting for your new social media campaign you inform the team that, when it comes to posting content, you want to follow the Pareto Principle as you feel this will help establish your company as a leader and show that you are aware of what's happening in your industry. The Pareto Principle, you explain, is also known as:
Answer: The 80/20 rule Explanation: The 80/20 rule is also known as the Pareto Principle. In 1906, the Italian sociologist, philosopher, and mathematician, Vilfredo Pareto observed that most things in life were not distributed evenly. In particular, he discovered that twenty percent of the Italian population owned eighty percent of the land.
As the social media strategist you are well aware of who's responsibility it is to stay informed about current legal and regulatory issues that might impact the business or your customers on social media. Who's responsibility is it?
Answer: The Social Media Strategist's Explanation: As a social media strategist, it is your responsibility to keep yourself informed about current legal and regulatory issues that might impact the business or your customers on social media.
As an experienced Social Media Strategist you decide not to build a presence on a specific social media platform. When your coworker asks you why, you answer:
Answer: The platform's audience does not mesh with our target audience Explanation: Most companies do not have the time or resources to be effective on every social media platform. And your company does not need to be on every platform to have success on social media. If a platform's audience does not mesh with your target audience, then there is no point wasting valuable time on that platform.
The social media marketing team is having a disagreement on the definition of social media mining and they ask you for a definition. The definition you give them most closely resembles which of the following?
Answer: The process of representing, analyzing and extracting patterns from collections of social media data to gain knowledge. Explanation: Data mining is a process used to discover and extract new patterns in large data sets. According to Zafarani et al. (2014), social media mining is the process of representing, analyzing and extracting patterns from collections of social media data to gain knowledge.
As a social media strategist you are considering applying for a position with a large medical institution. You are, however, concerned about mitigating risk factors because:
Answer: These companies deal with highly sensitive and private information, which increases the risks faced by social media. Explanation: The industry or market sector also plays a role in the types of risks a company might have. For example, financial, insurance, and medical organizations all are highly regulated industries. These companies deal with highly sensitive and private information, which increases the risks faced by social media.
While interviewing for a position as a Social Media Strategist, the interviewer asks you what the most important reason for a business to use social media is. Which would be the best answer?
Answer: To build a relationship with its customers. Explanation: In contrast, the most important reason for a business to use social media is to build relationships with its customers. If people know and trust your company, then they will likely conduct business with you.
As the campaign manager of a new social media campaign, you are brainstorming ideas on how to do something completely unexpected. Why would you do this?
Answer: To make your campaign remarkable and worthy of sharing. Explanation: Here are some concepts that increase the chance your audience will share your content: Provide value by posting content that is educational or provides a value to the target audience. Create exclusivity by limiting the availability of some type of content or reward. Do something unexpected. Provide entertainment.
You know that social media never rests and online mentions and sentiment can influence your customers, but you cannot possibly be on line all the time monitoring your status. Instead you:
Answer: Use a tool to alert you when your company is mentioned on line. Explanation: No matter where your community is located or if it is on several social media sites, make sure you allow your community to have its own voice. Your social community members want to feel like they are part of the bigger picture. Give them opportunities to share their thoughts, ideas, and opinions.
One day your social media intern asks you what you need to have to run ads on Instagram. You tell her:
Answer: You need to have a Facebook business page. Explanation: Instagram is owned by Facebook, so advertising on Instagram uses the same tools and features as found on Facebook. In fact, you can have an ad that runs on both platforms, which is a convenient way to reach desktop and mobile audiences. To run ads on Instagram, you need to have a Facebook business page.
What is another term for corporate identity theft on social media?
Answer: brandjacking Explanation: Brandjacking is another term for corporate identity theft on social media. It occurs when someone sets up a fake social media page or hacks into or hijacks a company's social media account.
Which metric is often used to determine quality scores?
Answer: click through rate Explanation: Click through rate helps to determine the success of the ads. They are often used by site publishers to determine quality scores. Ads that are well received and have higher click through rates help to improve the quality score.
Part of your social media strategy is to increase brand recognition. You know the key to brand recognition is through:
Answer: consistency. Explanation: Brand recognition is how well consumers can correctly identify your business, brand, or products just by viewing product images, a company logo, tag line, packaging or advertising. Being consistent is key for developing brand recognition on social media.
Which of the following is a small data file that is stored on your hard drive or in device memory that stores information about your use of a social media site?
Answer: cookie Explanation: Cookie is a small data file stored on the hard drive or in device memory that stores information about the use of a site or app.
What is used to take a video signal and compress it to a format that can be sent out on the Internet as a live stream?
Answer: encoder Explanation: Encoder software takes a video signal and compresses it to a format that can be sent out on the Internet as a live stream.
When considering your social media options you consider the fact that __________________ lead(s) to an amplification of exposure because the consumers will share with other people who are not in your immediate audience.
Answer: engaging content Explanation: If your audience only reads your content and does not perform any action, then likely your content is not very engaging. Engaging content leads to an amplification of exposure because the consumers will share with other people who are not in your immediate audience.
Which of the following units of storage can hold the most data?
Answer: exabyte Explanation: Exabyte is the largest in the list for this question, however, Yottabyte is the largest data storage, review the table below.
Which of the following terms describes your potential audience on social media?
Answer: exposure Explanation: Exposure measures your potential audience on social media by measuring the number of your followers plus the number of followers for each person who shared your content.
Which personality traits indicate how a person approaches the outside world?
Answer: judging/perceiving Explanation: Judging/perceiving are the personality traits that indicate how a person approaches the outside world. Judging takes a planned and organized approach to life, while perceiving takes a flexible and spontaneous approach to life.
You are creating the social media report for your boss. When it comes to length of the report, you:
Answer: keep it concise Explanation: Keep it concise — Nobody wants to read a hundred-page report that contains so many metrics or statistics that they lose their impact. Narrow the scope of your report into manageable bites.
While developing your social media presentation you consider using the Myers-Briggs Type Indicator to assess the audience's:
Answer: personality. Explanation: For example, one popular personality preferences questionnaire is the Myers-Briggs Type Indicator (MBTI), which was developed by Isabel Briggs Myers and her mother, Katharine Briggs. The MBTI consists of 126 questions. Based on how a person answers the questions, they are placed into one of sixteen personality types, as shown in Figure 6-1.
Which type of presentation uses Web syndication?
Answer: podcast Explanation: Podcasts are the series of media files, including audio or video files, downloadable through Web syndication. Web syndication is the process of pushing content out to third-party sites so that it is publicly available to users who want to subscribe to a Web feed.
Which of the following refers to how an audience perceives and ranks a company or brand on social media?
Answer: positioning Explanation: Positioning refers to how an audience perceives and ranks a company or brand on social media.
Which type of market segmentation divides people into groups based on personal attributes:
Answer: psychographic Explanation: Psychographic segmentation divides people into groups based on personal attributes such as activities, interests, personality, opinions, and values of individuals.
Which one of the following is a qualitative metric?
Answer: sentiment Explanation: Sentiment is a qualitative metric. Qualitative metrics are measurements based on observations.
As the social media strategist you are very well aware of the fact that the weakest link in any risk management strategy is often:
Answer: the human factor. Explanation: The plan must be supported by company executives and become part of the company's culture. The weakest link in any risk management strategy is often the human factor. Culture, compliance, and conduct management activities can help to reduce the risk from the human element and create a risk-aware culture for the company. In a risk-aware culture, all employees look for risks and analyze the potential impacts when using social media.
You are rehearsing your social media presentation in order to reduce your anxiety. You rehearse in front of other people:
Answer: to get a feel for the types of questions your audience might ask and prepare your responses. Explanation: The most important thing you can do is prepare and rehearse your presentation. Rehearse by yourself and in front of colleagues or friends. The better you know your topic, what you are going to say, and how you are going to say it, the more it will lift your confidence and help reduce your anxiety. Also, by rehearsing in front of other people, you can get a feel for the types of questions your audience might ask and prepare your responses.
While at a convention an inexperienced Social Media Strategist wants to know how you track your business partners or competitors and see what is happening in your industry without spending a lot of time each day finding the information. You tell her that you:
Answer: use a dashboard to display relevant information on a single Web page. Explanation: You can use a dashboard to access multiple Web sites and RSS feeds to keep track of your business partners or competitors and to see what is happening in your industry. A dashboard will let you do this without needing to spend a lot of time each day finding the sites. By setting up a dashboard, you will have all the information on a single Web page. Lesson
As the social media strategist at a company you disagree with your coworker about putting your new fall fashion designs on Google+ because Google+'s audience is mostly:
Answer: young males in technical professions. Explanation: Being successful on Google+ is largely dependent on your target personas and audience. If your target audience is young males in technical professions, then Google+ is likely a good platform to enter
