There are many benefits to having a social media strategy. Which answer is NOT one of them?
answer
Social media helps you send better emails
question
Which KPI is most likely to be a vanity metric?
answer
Reach
question
On which social network should you share content more frequently?
answer
Twitter
question
Which of these KPI's demonstrate engagement? Choose all that apply
answer
Sharing and retweets; likes or favorites
question
True or false? A buyer persona is as important as business objectives when developing a social media strategy.
answer
True
question
What's the difference between social listening and social monitoring?
answer
Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher level perspective
question
Which network has the longest life for a piece of content?
answer
Pinterest
question
Why would you want a service to help you manage and discover influence?
answer
To identify individuals who have the biggest following and high social clout
question
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.
answer
True
question
What do senior leaders care about when it comes to your social media plan? Choose all that apply.
answer
Competitive advantage; customer satisfaction
question
True or false? Simon Sinek says that people want to buy what you have. They don't care about what you believe.
answer
False
question
True or false? In social media, a service level agreement (SLA) refers to how much time passes between what a customer reaches out and when the company responds.
answer
True
question
What should you do to secure buy-in if you're starting a social media project and don't have a past campaign to use as a benchmark?
answer
Position your program as an experiment or pilot
question
True or false? The Holistic model is the most common social team structure used by organizations today.
answer
False
question
Why do stakeholders matter as you begin to develop your team structure?
answer
Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders
question
What is the biggest challenge that most social media practitioners have?
answer
Getting executive buy-in for social ideas
question
Which of the below is not one of the five types of social media models?
answer
Distributed
question
True or false? You should revisit your KPI's every 18 months.
answer
False
question
Why should you be careful about monitoring competitors?
answer
It's easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer
question
How can social listening increase customer advocacy?
answer
Responding to social posts- whether they're positive or negative- shows that you're listening and your customers are being heard
question
True or false? Social listening can help you find leads.
answer
True
question
When it comes to social listening, how do you know which social media networks to start with?
answer
Start with the social networks your buyer personas use to learn about and interact with brands
question
How can social media monitoring inform your sales and product team?
answer
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs
question
Why are UTM parameters so valuable to your social listening and monitoring program?
answer
They allow me to track where traffic is coming from on social media
question
Why do you need to develop a business case for a new social monitoring technology?
answer
To clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize what value
question
What should you do if your competitor has a big public blunder?
answer
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate
question
True or false? Content is only used during the attract and delight stages of the inbound methodology.
answer
False
question
If you don't have your _____ in mind as you're developing content and social campaigns, then you probably aren't using social as effectively as you could be.
answer
business goals and buyer personas
question
The _____ stage focuses on creating message maps and listening protocols on social media.
answer
Perparation
question
True or false? Social media helps people feel INFORMED by helping them learn new things, stay up to date on topics that matter to them, and discover new ideas and trends.
answer
True
question
What is the benefit of using animated GIFs in social content?
answer
They help you demonstrate complex concepts quickly and easily.
question
Fill in the blank: Instagram stories are a great way to _____.
answer
Drive traffic and engagement
question
Why are hashtags helpful?
answer
All of the above
question
When developing your brand's tone, _____ is key.
answer
context
question
True of false? Jumping onto an unrelated hashtag to promote your material is spammy.
answer
True
question
True or false? The longer your social posts, the more likely the content will be seen and re-shared.
answer
False
question
Visual images are usually things like _____. Choose all that apply.
Which of the following is NOT an example of active language you should use on a call-to-action?
answer
"More here"
question
True or false? Curating content means publishing someone else's content as if it were your own.
answer
False
question
"Real-time marketing" refers to:
answer
Developing content on the fly for local, national, or global events happening online or offline
question
Let's say you conduct a content audit on your competitors and see that they're having success with live video, but you haven't really tried live video yet. What might you do?
answer
Test out live video on different channels, and see how your audience responds
question
True or false? You should make sure experimentation is ingrained in your strategic plan.
answer
True
question
True or false? Humanizing your brand gives you a competitive edge because people like making connections, and they like to invest their time and money in people they can relate to.
answer
True
question
Voice refers to:
answer
The distinct and steady personality or style of your brand
question
True or false? 12% of people generate 70% of the impact online.
answer
False
question
True or false? Commissions for celebrity influencers are generally 5% of the sale.
answer
False
question
Which type of influenced might be primarily behind the scenes in your marketing campaign?
answer
Content creators
question
Which is NOT a way that a brand can see financial gain from doing social customer service?
answer
Using a social media agency to deliver content to customers
question
Which of the below is NOT one of the three factors determining how an influencer can impact behavior?
answer
Recognition
question
True or false? Your campaign should also help the influencer build authority and further their own content or reach.
answer
True
question
True or false? A channel takeover, such as letting an influencer run your Instagram or twitter handle for a day, is a good idea for brands.
answer
True
question
What is a Social Media Service Level Agreement (SLA)?
answer
The agreement a company makes to commit to answering social media responses in a specific amount of time
question
Why should you trust the influencer and give them creative license?
answer
They understand their audience and what they want
question
True or false? When you use language in your social responses that is too casual, you lose the respect of your audience.
answer
False
question
True or false? It's not a good policy to delete all negative comments.
answer
True
question
Why is user-generated content (UGC) so important? Choose all that apply.
answer
UGC helps brands understand their target audience; UGC improves site engagement and time spent on the website; UGC provides means for other users to connect, which then builds a stronger community; UGC is inherently peer reviewed, making it more trustworthy
question
True or false? Your campaign should also help the influencer build authority and further their own content or reach.
answer
True
question
How much of the buyer's journey is digital?
answer
67%
question
True or false? Canned messages are a quick and easy way to reach a wide audience in social media to find the right prospects.
answer
False
question
True or false? "Earned" media is exposure your brand has paid for, e.g., advertising or promotions.
answer
False
question
Do brands have legal ownership over content that users generate about their brand?
answer
No
question
Why is content moderation important for user-generated campaigns?
answer
To engage the community and reward those who go above and beyond
question
When should a salesperson put forth the sales pitch in social media?
answer
After a sufficient rapport has been built and the customer is looking for what you have to sell
question
True or false? One-to-one engagement doesn't result in customers spending more.
answer
False
question
Why should you talk directly with your social followers and prospects?
answer
All of the above
question
True or false? Selling to prospects by messaging them on Facebook could be seen as invading their private space.
answer
True
question
What is one of the major benefits of Facebook Lead Ads?
answer
The pre-filled form in Facebook makes it super easy for your audience to convert
question
True or false? Asking for reviews is something you should never do in social media.
answer
False
question
Posting curated content on social shows your audience you're committed to:
answer
Creating value for them
question
What do we mean when we say you should post an "80/20 mix" on social media?
answer
20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations
question
True or false? If you're posting the same content across different channels, make sure you post them simultaneously-on the same days and at the same times.
answer
False
question
What did fashion brand Burberry do to revolutionize how marketers use social media?
answer
Invited their fans to share photos of their trench coat
question
Which of the following is NOT a way that UGC can help marketers?
answer
Provide deep insight into the effectiveness of your content mix
question
Which of the following is NOT a type of influencer?
answer
Attorney
question
True or false? It's necessary to conduct a social media audit every 2-3 years.
answer
False
question
What is a social media audit?
answer
A hard look at the data from all your social accounts and the social conversations about your brand and your competitors
question
Fill in the blank: "Facebook Ads is great for targeting based on _____, while Google AdWords targets based on your audience's _____.
answer
Interests; intent
question
In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate?
answer
Decision stage
question
True or false? It's always better to target your ads towards as broad a group of people as possible.
answer
False
question
What is one of the major benefits of Facebook Lead Ads?
answer
The pre-filled form in Facebook makes it super easy for your audience to convert on-especially on mobile
question
True or false? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.
answer
True
question
Which of the following social media expenses do you want to track so you can calculate ROI on your marketing campaigns? Choose all that apply.
answer
Work hours; agency or freelance costs; social media software and services; content development expenses; advertising costs
question
You bud $5.00 on a. Lick on your Facebook ad. The next highest bidder only pays $3.00 to target an ad at the exact same audience. How much will Facebook make you pay to win the bid?
answer
$3.01
question
The number of leads you generate that actually become paying customers is known as your _____.
answer
Average lead-to-customer rate
question
Which one of the below choices is NOT a reason you should be measuring your social media ROI?
answer
Show influencers how enticing it would be to work with your company
question
An ad for your upcoming webinar on network security should lead people directly to _____.
answer
A landing page where they can quickly sign up for the webinar
question
True or false? When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action and multiplying it by 100.
answer
True
question
True or false? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
answer
False
question
A(n) _____ outlines guidelines and best practices for employees to follow on social media.
answer
Social media policy
question
What's the first step organizations and brands need to take when establishing a social media policy?
answer
Educate employees on the importance of having a social media policy for all team members within the organization
question
What is NOT an example of a social media crisis?
answer
These are all examples of a social media crisis
question
True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage.
answer
False
question
There are certain actions that need to be taken into consideration for a social media crisis. What's an action you should avoid?
answer
Sending out promotional sponsored posts and tweets during a crisis
question
What is social selling the inbound way?
answer
When a salesperson provides value by offering thoughtful content and answering questions for prospects
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