question

A buyer persona is

answer

A representation of your ideal customer Based on market research and real data = Both A and B

question

#SEOchat, #Socialchat and #Brandchat are examples of an event that happens on

answer

Twitter

question

Which of the following is an example of THEN and NOW in public relations?

answer

THEN: Press Kits NOW: Content THEN: Excel NOW: Infographics THEN: Evening News NOW: Twitter = All of the above

question

Which of the following is NOT part of the 8 step social media and strategy plan?

answer

Hire qualified employees

question

LinkedIn __________ can be an incredibly powerful thing, but should only ever be solicited from people you know well and who know your work.

answer

Recommendations

question

Why is it important for brands to be on social media?

answer

It allows two-way conversation between the business and consumer It allows the brand to become its own gatekeeper = Both A and B

question

What is one thing you should NOT use to measure success of a social media page

answer

quantity of fans

question

What is the reason that MOST causes people to retweet a tweet?

answer

valuable content

question

LinkedIn is known as the _____ network

answer

Professional

question

The majority of B2B Marketers prefer Twitter over LinkedIn and Facebook.

answer

False

question

The benefits of looking at social media demographics are __________.

answer

Knowing what networks your target audience uses so as to focus efforts there Knowing how your fans access your social media pages = Both A and C

question

Which of the following typically does NOT accurately describe public relations coverage?

answer

Paid media

question

Which of the following would be considered an accurate example of "being human" on social media?

answer

creating an original post using a unique and creative voice

question

Who is credited with creating Twitter?

answer

Jack Dorsey

question

In the next five years, businesses using social media will expect __________.

answer

To double their social media marketing budgets

question

You should always compare your social media strategy to your top competitors.

answer

True

question

Which of the following is NOT a feature of a LinkedIn page?

answer

Limited to 140 characters per post

question

Your products, features, and benefits are going to be enough to create passion for your brand.

answer

False

question

Where do we find some of the best content ideas?

answer

By subscribing to industry blogs Trending news stories Looking within your company's news = All of the above

question

According to the "Marketing the Moon" article, the best people to hire for the NASA Public Affairs team were __________.

answer

Former journalists

question

Which of the following is NOT one of the 4 C's of social media?

answer

Corporate branding

question

@Moz says your road map for your social media strategy should have __________ based goals?

answer

Metric

question

What is something you can do with a social media calendar?

answer

Theme out months, weeks or days Leave room for breaking news Plan our predictable events such as holidays Mark when conferences or trade shows are

question

Which of the following is not something digital marketers should be doing in 2015?

answer

Writing a script and sticking to it

question

From, Moz Academy Video 2, what is NOT a crucial question to ask when identifying the correct social media channel?

answer

What channels are my competitors utilizing?

question

Which statement is true?

answer

Make your audience's experience on Facebook about their experience and their connections rather than your brand

question

David Meerman Scott defines the term newsjacking as:

answer

Injecting your ideas into a breaking news story

question

Only 30% of customers trust peer recommendations.

answer

False

question

Tweets with images have a higher average of retweets, clicks and favorites.

answer

True

question

What app did Twitter launch in January 2013?

answer

Vine

question

Which of the following is not one of David Meerman Scott's newsjacking do's?

answer

Hijack a hashtag

question

Each day, what percent of the terms typed into Google have NEVER been searched?

answer

20%

question

What is the best method when attempting to post to multiple time zones?

answer

Posting the same content multiple times with minor variations

question

Which Twitter tool mentioned (and created by) Moz Academy helps you identify demographics, growth, interests, and what time your followers are most active?

answer

FollowerWonk

question

Likes versus Shares. "Shares" are considered more valuable because a "Share" means people endorse your content to the point of putting their reputation on the line.

answer

True

question

It's not OK to tweet the same thing multiple times.

answer

False

question

According to Moz Academy, which stage would be considered "brand and social nirvana" in regards to how customers feel about your brand?

answer

They defend the brand

question

What tool mentioned in the Buffer article lets you monitor mentions of your brand specifically, as well as industry keywords, competitors and more?

answer

Mention

question

The number one reason 73% of social media users "unliked" a brand on Facebook was because the brand __________.

answer

Posted too frequently

question

It's important to create content that fulfills the customer's needs. Topics for content will likely fall in one of these three buckets:

answer

Learn and improve, explore and discover, question and answer

question

Examples of ways to boost visibility in Facebook include everything except __________.

answer

mixing it up between personalities

question

LinkedIn can help HR teams save time in the screening process by verifying potential candidates by going through their profiles.

answer

True

question

Name one tactic named in the Moz article you can use to make sure you're getting all the benefits of customer feedback without artificial weight.

answer

Create beta/tester communities

question

Which of the following is NOT one of the four steps mentioned that will help you determine your audience?

answer

Friend request/message potential clients on their social media channels

question

Custom audiences in Facebook typically are made up of email addresses and/or website visitors but not phone numbers.

answer

False

question

In the video interview with Sarah Evans, she mentioned which as being focal points of today's Social Media Management?

answer

Content- story identifications Platform specific apps and tools Marketing and automation Analytics and monitoring = All of the above

question

What is a common feature for persona research reports?

answer

Descriptive titles Demographic profile Personal identifiers Slogans = All of the above

question

According to Moz Academy, which of the following is NOT a key question you should answer when defining your brand?

answer

What can we do to look similar to our top competitor?

question

Which answer best describes What's IN and OUT when it comes to social media management according to Sarah Evans?

answer

IN: Collaboration OUT: Silos

question

Which of the following is an example of social PR-friendly content?

answer

Video Memes = both B and C

question

Buffer's Nicole Miller is on the front lines of a Twitter community with more than 275K followers. One of her favorite secret weapon strategies is to

answer

Handwrite a personalized note to fans

question

__________ allows you to assess how your public Google+ content is resonating with your audience by visualizing the engagement and shares in a graph.

answer

Google + Ripples

question

Sarah Evans describes a new role she has morphed into that mixes public relations and social media strategies. What is her current title?

answer

Digital Correspondent

question

When using the partner category targeting with Facebook ads, an example would be:

answer

Targeting people looking to buy a car

question

Social media success can happen during non-business hours. A smart strategy for message posting is to __________.

answer

Schedule evergreen content in the middle of the night and during your weekend or nightly hours

question

Create a __________ Page to raise brand awareness, promote career opportunities, and educate potential customers on your products and services. Which type of page does this best describe?

answer

LinkedIn Company

question

Social media is not something that should be solely utilized by any one team within a company.

answer

True

question

What is the definition of evergreen content?

answer

Content that is always relevant no matter how old it is

question

In Facebook you can "Like" an update. The equivalent to this in Twitter could be considered to __________ a Tweet.

answer

favorite

question

David Meerman Scott's latest book, The New Rules of Sales and Service, talks about the social media revolution shifting into an era with a focus on __________.

answer

One to one

question

Where is the best place to look to show you all of mentions of your brand on Google+?

answer

Google+ notification bell

question

An example of using custom audiences on Facebook would be targeting an email list of journalists.

answer

True

question

In Social PR, today's version of the press release is always published by the brand.

answer

False

question

Your social media strategy should include all except __________.

answer

100% branded content

question

With Twitter and customer service, __________ is a way to communicate privately. It's a way to take a conversation offline and out of your public feed.

answer

a direct message (DM)

question

Which statement is true today?

answer

We no longer each for the news, the news finds us Brands are now publishers Journalists use social media to find story ideas = All of the above

question

Marketers have the most control over content on __________.

answer

Websites you own

question

Those who share their goals with a friend are 33% more likely to accomplish them then those who merely formulate them.

answer

True

question

In Google+ you can easily manage whose updates you see and choose who you'd like to share with. You can broadcast to the world, or keep your conversations private. What features allows you to do this?

answer

Circles

question

The essential components in any social media strategy include everything except:

answer

Social Network Size

question

Which is an ideal example for social media avatars/or screen names according to Guy Kawasaki?

answer

Business: Your logo as your avatar

question

Organic reach has never been better with Facebook

answer

False

question

Tailwind, TweetDeck and Sprout Social are examples of tools/platforms that help social media managers

answer

Promote content Schedule content Monitor content Distribute content = All of the above

question

PDCA stands for Plan, Do, ____, Act

answer

Check

question

According to the Art of Social Media, you can have more fun and display creativity with your avatar, but stay consistent with your cover image.

answer

False

question

Which brand deleted their Facebook Page?

answer

Copyblogger

question

The visual content/thought leadership platform that works very well on LinkedIn is

answer

Slideshare

question

According to Guy Kawasaki and Peg Fitzpatrick in The Art of Social Media; every social media content post that is curated should contain a _____ back to the source.

answer

link

question

If you are trying to use social media to reach the media, which network does Neal Schaffer recommend?

answer

Twitter

question

2015 is the year of ___________ according to Jason Miller

answer

personal branding

question

In the article: The Future of Public Relations - Three Forks in the Road - Which is considered the low end, in dollar amounts, of public relations?

answer

Social Media

question

According to Andrea Vahl's interview, some of the latest trends/features on a Facebook Page include all except

answer

Like Gates

question

If you write a good long form content update on LinkedIn, it is possible it can be syndicated in

answer

Pulse

question

In the complete social media checklist by Mari Smith, the first step is

answer

Define your target audience

question

If you wanted to see the analytics of a Facebook Page, you would look at its

answer

Insights

question

Which is the best answer according to Andy Crestodina? The greatest key in content marketing is we have to be

answer

Empathetic

question

If Traditional PR is a megaphone aimed at a specific segment of journalists, ______________PR is a team of hundreds of electric guitars, drummers and singers blasting the same message 24-7 using a row of speakers taller than the World Trade Center.

answer

Advocacy

question

Andy Crestodina gives this advice for social media in 2015 success

answer

Use Canva Contain human images in visuals Include multiple images in a post Make social media more visual = All of the above

question

One of the most central parts of social media content starts at

answer

A company blog

question

The way you use Facebook largely determines what shows up in your News Feed

answer

True

question

According to Andy Crestodina, which one of the following is NOT CORRECT:

answer

Content CANNOT be broken down into elements and reconstructed into new formats.

question

Neal Schaffer's strategies on personal branding include

answer

Invest time in your own brand and be active on social channels Follow and engage on social media with people and brands coming from certain industry into which you want to go Share with people on social media about what you are passionate about = All of the above

question

Facebook.com/lisabuyer would be considered a ___________ URL.

answer

Vanity

question

_________ measures the strength of people's reputations based on their social media power. In 2014 it repositioned itself to help people "create and share great content."

answer

Klout

question

Which channel is typically a primary source of social media content and also reaps SEO benefits.

answer

Blogs

question

If you worked for a brand primarily targeting women, which social media network would be the best fit?

answer

question

If you want to call out another Google+ page or person, you can directly link to their Google+ page (which notifies them that you're talking about them) by putting a ___ and then typing their name.

answer

+

question

Using your LinkedIn Company Page, you should post in LinkedIn Groups:

answer

You can't post as a Company Page in LinkedIn Groups

question

More and more businesses are using Facebook Pages to maximize their:

answer

marketing value customer engagement = b & c

question

Twitter cards are a great way to promote:

answer

Owned content such as articles and photos Launched apps available from the App Store Newsletter sign ups = All of the above

question

Your brain processes images 60,000 times faster than text.

answer

True

question

Why do visuals matter in social media?

answer

Visuals get the most interaction over any other content Consumers in social media prefer images and visual content = A and C

question

Using __________ on Instagram will help extend content's reach

answer

Hashtags Keywords = B and C

question

What are some things you should take photos of to post on Instagram for business?

answer

Events Behind the scenes at your company Contests with hashtags Tradeshows = All of the above

question

A brand on Instagram should be __________.

answer

Human and visual

question

Pinterest shoppers spend less money per session than Facebook and Twitter users.

answer

False

question

When using Pinterest, you should try to post visuals that are what?

answer

Visually appealing Share worthy = A and B only

question

For sales and marketing teams, Instagram is a fantastic medium for previewing or highlighting the newest product, services and trends, or for promoting the latest digital campaign.

answer

True

question

People are drawn to YouTube for its rich content and __________.

answer

none of the above

question

Businesses can use YouTube Annotations to entice viewers with a specific call to action such as __________.

answer

'Like' all of their videos Subscribe to their channel Watch more content = All of the above

question

In Krista Neher's interview, she talked about taking a five-page document that was not sharable and turning it into __________ to make it more interesting and visual.

answer

Infographics

question

What is a "pinnable image" according to Krista Neher?

answer

An image by itself tells your story

question

The content on Pinterest is not time stamped.

answer

True

question

If you don't have good images on your website, that means your website is not __________ on Pinterest or even Facebook.

answer

Shareable

question

If you were launching a business that you wanted to engage with mobile users and utilize crowdsourcing photo campaigns, ______________ would be your best bet.

answer

Instagram

question

All content on YouTube is indexed by __________.

answer

Google

question

When you upload a video to YouTube, you can ___________ it on your website, other social media networks and other people's blogs or websites.

answer

embed

question

The visual social network that comes with a powerful potential for referral traffic to a website is______________________.

answer

question

Creating a _____________ for your Google+ HOA will increase its visibility and also help promote the event's topic.

answer

Custom header

question

Which of the following is an example of a CTA?

answer

( Call to action) Ending a post with "Sign up here!"

question

It is very important to put relevant, intriguing information at the end of your social media post. In other words, save the best for last.

answer

False

question

What are some places that search engines get recommendations from in regards to social media?

answer

Facebook Likes Pinterest Repins Twitter Retweets Google+ Shares = All of the above

question

Which gets a higher percentage of search traffic?

answer

Organic traffic = Gets more than 80% of search traffic

question

What is the best example of a goal for SMO?

answer

To generate traffic to a website ot blog

question

What does SMO stand for?

answer

Social media optimization

question

When writing a press release announcing company news and you want to get found in Google search results by reporters or customers, ideally it should include?

answer

Keywords

question

Buying links is an example of black hat SEO.

answer

True

question

If you're writing for a legal or medical site, still try to have personality in the writing - avoid sounding like an encyclopedia. This is an en example of __________.

answer

Finding the right voice

question

What does SERP stand for?

answer

search engine results page

question

Long tail keywords often convert better.

answer

True

question

When writing a blog post title, how long should it be for best results in SERP?

answer

60-70 characters

question

Which is an example of SMO?

answer

Social Plugins Make content easy to subscribe and follow Share buttons = All of the above

question

In the video interview with Bruce Clay Inc.'s content team, Virginia Nussey referred to Google's latest quality ranking guidelines when it comes to writing called E-A-T. What does E-A-T stand for?

answer

expertise authority trust

question

Using hashtags is an example of __________

answer

SMO

question

Using keywords is important to __________.

answer

SEO SMO Search Engines and Social Media Networks = All of the above

question

The best example of the relationship of search and social would be a __________.

answer

blog post that is highly shared

question

Always use the maximum amount of characters when writing a Tweet or Facebook Post.

answer

False

question

A visual with a __________ and appropriate links is a great example of social media content for Pinterest and can ideally drive traffic to your website or blog.

answer

CTA

question

What does CTA stand for?

answer

Call to Action

question

Whether it's a national tragedy or something your brand has done that's brought attention, you have to have a plan of action in place and make sure everyone on your social team is aware of it. A community manager should know the answers to which question?

answer

Do you cease all planned content? Do you have a plan to stop promoted posts from still showing up? Do you have an outreach list of who needs to know when a blinder happens on social media? = Al of the above

question

Facebook is increasing organic reach so that it can show users more relevant posts.

answer

False

question

It doesn't matter how many people are in your community if they are not engaged.

answer

True

question

One way to keep your community members engaged and committed is by rewarding them with random acts of kindness. The best example of this would be __________.

answer

To write a personalized, handwritten, 'Thank you for being our customer' card

question

How do you know which social networks are the best for building community as a business?

answer

Do audience research

question

Which of the following is NOT an objective when managing a social media community?

answer

When conflict arises; issue a "no comment" with your community to avoid conflict

question

What is the definition of a persona?

answer

A fictional character representing and communicating attributes of a set of people within a target market

question

The best content __________.

answer

tells stories, answers questions, is personalized

question

When distributing and promoting, you should attempt to create lookalike audiences to get more visibility and build community.

answer

True

question

What are some results you may want to measure in regards to growing your website traffic?

answer

Loyalty and referrals

question

Want to be a social media community manager? Which is the least likely qualification?

answer

Be able to take a sales oriented approach

question

In the 18-minute Social PR day, it says every hour you should do what? (Select all answers that apply.)

answer

Check all your social network status Take one minute to see where you are on your daily list

question

When looking for a social media management job, what would be the least likely tactic in getting hired?

answer

Use your LinkedIn headline to let prospects know your job status

question

Jennifer Lopez shared her "Don't List" when it comes to social media community management. Which was not on list?

answer

Don't reply to complainers and whiners

question

It is a best practice to get every Tweet approved before it is published to avoid community management issues.

answer

False

question

If someone has a complaint about your brand specifically, Jennifer's community management tip is to __________.

answer

address it empathetically

question

If you are a social media manager; chances are your job is 24/7 and you will need to manage your social media via a mobile device. Jennifer Lopez recommends to have all your personal and business social media accounts managed from one app for ultimate speed and accuracy.

answer

False

question

When organizing internal social media teams, Neal Schaffer's Maximize Your Social recommends the teams be divided into three functions; These three teams are called:

answer

Strategy team, Operations Team, Executive Council

question

The more time you spend on haters, trolls, and spammers, the more time you're spending on quality community engagement and content.

answer

False

question

Social media managers should ideally have some background in calculus, statistics and/or managerial accounting.

answer

False

question

During a tragedy, what is a question you need to know the answer to?

answer

Do we cease all planned content? Is there a plan to stop promoted posts? Do we comment during a tragedy? Who will enact this plan? = All of the above

question

When adopting a journalistic set of standards, it is important to __________.

answer

check facts, state opinions, check copyright

question

During a tragedy, which of the following is NOT your social responsibility?

answer

Share news and developments as soon as possible

question

When Buffer was hacked, what was a good thing they did to handle the situation?

answer

Respond immediately and communicate to users

question

You should always check your past content to make sure that it is still relevant and appropriate.

answer

True

question

Which was NOT a result of how Buffer handled the hacking crisis?

answer

Tweet volume decreased

question

According to the 2013 Edelman Trust barometer, who ranks highest in public trust?

answer

Employees

question

When a social media crisis or conflict is under way, it is best to __________ everything in a timely manner.

answer

document

question

When Melissa Fach refers to TAGFEE, the T stands for __________.

answer

transparent

question

When negative reviews and accounts of a poor brand experience show up in a social media feed, it is best to remove or delete them.

answer

False

question

When Melissa Fach refers to TAGFEE, the G stands for ________

answer

Generous

question

When dealing with difficult people in social media; it is not what's best for you, what matters is what's best for them.

answer

True

question

When a community members gets angry, the best thing to do is __________

answer

Take them offline via email or DM Respons quickly Reach out to your team for support = All of the above

question

When it comes to establishing your company's social media guidelines, the optimal strategy is to consider striking a balance between the need to _________________ and the desire to leverage social media channels to

answer

protect and control

question

Which one of the following would not be an example of a recommendation in a social media employee guideline?

answer

Post content on behalf of the company anonymously

question

Social media is very powerful, but not powerful enough to destroy a business.

answer

False

question

One of the greatest challenges in a social media crisis is:

answer

Keeping focused on solving the core catalyst

question

By having __________ in place, a social media manager will know what constitutes a social media crisis and how to respond to consumers who communicate with your brand via social media.

answer

social media policy

question

When brand conversations about an event not fully understood permeate at a rate faster than the company is able to manage, this is best described as a __________.

answer

crisis

question

The mark of true success in social media crisis management is when you take awful news and make it just bad news.

answer

True

question

A cross between a phone and a tablet is called a __________.

answer

phablet

question

What are some of the LinkedIn mobile tips stated?

answer

Write a great bio and always post quality updates

question

__________ might have the most seamless experience between desktop and mobile among all the social networks.

answer

Google+

question

An example of mobile-friendly content would be __________.

answer

videos recipes lists = all of the above

question

A big mistake on blogs, when it comes to mobile and social experience, is __________.

answer

sharing buttons not configured

question

One of the five things a social media manager needs to know when it comes to mobile is __________.

answer

testing

question

The difference between responsive design and M dot design would be:

answer

Responsive is flexible and M dot is the mobile version

question

The mobile version of most bank websites would be an example of responsive design.

answer

False

question

Most consumers wouldn't recommend a business with a bad mobile site.

answer

True

question

The most important elements on a mobile friendly home page would be __________.

answer

easy navigation speed contact information directions = all of the above

question

Facebook, Twitter, and __________ dominate the sharing numbers, accounting for nearly 75 percent of mobile shares.

answer

question

One way to be sure your brand's social media presence is optimized for mobile would be to __________.

answer

pay attention to ad targeting and image sizes

question

You won't see any pinned tweets on mobile.

answer

True

question

One way to get your content as high up on the Facebook page as possible is to __________ a post. When you you do this to an update, the post will appear above the reviews, likes, and photos and just underneath your about section.

answer

question

Which is conseidered the most real time

answer

iPhone

question

According to Google's big announcement coming April 21, website owners should worry about

answer

losing mobile search results

question

When optimizing your social media marketing for mobile users, it is important to take into consideration

answer

image sizes ad offerings landing pages content length = all of the above

question

Over the past year, almost every major social network has launched a redesign focused on improving ________ activity.

answer

mobile

question

It is typical for Google to announce they will be making an announcement.

answer

False

question

Most users know the diffrence between mobile web and mobile apps.

answer

False

question

According to the lecture video, which of the following is NOT a step in the measuring checklist?

answer

Count the number of fans on social media page

question

__________ was one of the oldest traditional ways to measure track media coverage in public relations before the internet?

answer

A clipping book

question

What is an example of what could be measured to find the conversation rate?

answer

Comments you receive per post

question

The applause rate represents how many favorites, likes or +1s a post receives.

answer

True

question

Which brand did Google's Adam Singer use as an example of a brand doing a mobile app right and finding ways to creatively market via a mobile device.

answer

Charmin

question

Which of the following are examples of the amplification rate?

answer

Retweets Shares = both A + B

question

When creating a plan to measure analytics, what basic web analytics should you begin with?

answer

Your owned media

question

What is the definition of a sentiment KPI?

answer

(Key Performance Indicators) Tracking the percentage of positive or negative comments across the social and search graphs

question

An example of a conversion KPI may be the number of white papers requested from a webinar.

answer

True

question

What are the two main points to measure using Google Analytics?

answer

1) Referring Traffic, 2) The full value of traffic coming from social sites and measure how they lead to direct/future conversions

question

Which of the following refers to the emotion behind a social media mention?

answer

Sentiment

question

What is the definition of reach?

answer

Potential audience for a message based on total follower count

question

Exposure measures not just your followers, but the number of followers your followers have.

answer

True

question

What does engagement measure?

answer

How much and how often others interact with you and your content in social media

question

A "reblog" is a way to measure which social media platform?

answer

Tumblr

question

__________ data is based on observations, and it often takes the form of hypotheses that stem from smaller sample sizes than you'd normally need for a true scientific study.

answer

Qualitative

question

Follower/fans, engagement, timing, CTR are examples of __________ data.

answer

Quantitative

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