PUR4932 Final – Flashcards
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A brand on Instagram should be ____.
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Human and Visual
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Pinterest shoppers spend less money per session than Facebook and Twitter users
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FALSE
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When using Pinterest, you should try to post visuals that are what?
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Visually appealing and share worthy
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For sales and marketing teams, Instagram is a fantastic medium for previewing or highlighting the newest product, services and trends for promoting the latest digital campaign.
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TRUE
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People are drawn to Youtube for its rich content and ____
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(((none of the above)))
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Businesses can use Youtube Annotations to entice viewers with a specific call to action such as:
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-'Like' our videos -Subscribe to our channel -Watch more content
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In Krista Neher's interview, she talked about taking a 5 page document that was not sharable and turning it into _____ to make it more interesting and visual.
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Infographics
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What is a "pinnable image" according to Krista Neher?
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An image that by itself tells your story
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The content on Pinterest is NOT time stamped.
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TRUE
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If you do not have good images on your website, that means your website is not _____ on Pinterest or even Facebook.
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Shareable
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If you were launching a business that you wanted to engage with mobile users and utilize crowdsourcing photo campaigns, _______ would be your best bet.
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Instagram
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All content on Youtube is indexed by
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Google
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When you upload a video to Youtube, you can _____ it on your website, other social media networks, and other people's blogs or websites.
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Embed
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The visual social network that comes with a powerful potential for referral traffic to a website is
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Pinterest
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Creating a _______ for your Google+ HOA will increase its visibility and also help promote the event's topic.
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Custom header
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What is an example of a CTA?
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Ending a post with "Sign up here!"
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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.
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FALSE
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What are some places that search engines get recommendations from in regards to social media?
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-Facebook likes -Pinterest repins -Twitter retweets -Google+ shares
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Which gets a higher percentage of search traffic?
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Organic traffic
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What is the best example of a goal for SMO?
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To generate traffic to a website or blog
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What does SMO stand for?
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Social Media Optimization
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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 ______
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Keywords
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Example of black hat SEO:
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Buying links
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If you're writing for a legal or medical site, still try to have personalty in the writing- avoid sounding like an encyclopedia. This is an example of _____.
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Finding the right voice
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What does SERP stand for?
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Search Engine Results Page
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Long tail keywords often convert better.
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TRUE
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When writing a blog post title, how long should it be for best results in SERP?
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60-70 characters
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Which is an example of SMO?
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-Social plugins -Making content easy to subscribe and follow -Share buttons
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In the video interview with Bruce Clay Inc.'content team, Virginia Nussey referred to Google's latest quality ranking guidelines when it comes to writing called E-A-T. What does EAT stand for?
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Expertise Authority Trust
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Using a hashtag is an example of _____.
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SMO
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Using keywords is important in _____.
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-SEO -SMO -Search engines and Social media networks
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The best example of the relationship of search and social would be a
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Blog post that is highly shared
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Always use the max amount of characters when writing a Tweet or FB post.
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FALSE
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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.
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CTA
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What does CTA stand for?
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Call to Action
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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?
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-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?
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Facebook is increasing organic reach so that it can show users more relevant posts.
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FALSE
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It doesn't matter how many people are in your community if they are not engaged.
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TRUE
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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 ____.
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To write personal, handwritten notes thanking them for being our customer.
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How do you know which social networks are the best for building community as a business?
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Do audience research
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Which of the following is NOT an objective when managing a social media community?
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When conflict arises, issue a "no comment" with your community to avoid conflict
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What is the definition of a persona?
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A fictional character representing and communicating attributes of a set of people within a target market.
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The best content ____.
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Tells stories, answers questions, is personalized
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When distributing and promoting, you should attempt to create lookalike audiences to get more visibility and build community.
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TRUE
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What are some results you may want to measure in regards to growing your website traffic?
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Loyalty and referrals
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Want to be a social media community manager? which is the least likely qualification?
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Be able to take a sales oriented approach
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In the 18-minute Social PR day, it says evry hour you should do what?
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-Check all your social networks -Take one minute to see where you are on your daily list
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When looking for a social media management job, what would be the least likely tactic in getting hired?
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Use your LinkedIn headline to let prospects know your job status.
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Jennifer Lopez shared her "don't list" when it comes to social media community management:
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-Don't auto follow -Don't say dumb things -Don't buy followers
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It is a best practice to get every tweet approved before it is published to avoid community management issues.
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FALSE
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If someone has a complaint about your brand specifically, Jennifer's community management tip is to ____.
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Address it empathetically
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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.
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FALSE
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When organizing internal social media terms, Neil Schaffer's Maximize Your Social recommends the teams be divided into 3 functions; these are:
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Strategy Team Operations Team Executive Council
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The more time you spend on haters and trolls, the more time you spend on quality community engagement and content.
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FALSE
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Social media managers should ideally have some background in calculus, stats or managerial accounting.
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FALSE
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When adopting a journalistic set of standards, it is important to ___.
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check facts, state opinions, check copyright
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During a tragedy, what is not your social responsibility?
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Share news and developments ASAP
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When Buffer was hacked, what was a good thing they did to handle the situation?
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Respond immediately and communicate to users.
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You should always check your past content to make sure it is still relevant and appropriate.
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TRUE
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What is a result of how Buffer handled the hacking crisis?
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-Applauded by community -Created stronger brand advocates -Turned negative into a positive
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According to the 2013 Edelman Turt barometer, who ranks the highest in public trust?
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Employees
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When a social media crisis or conflict is under way, it is best to ______ everything in a timely manner.
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Document
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What does TAGFEE stand for?
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Transparent Authentic Generous Fun Empathetic Exceptional
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When negative reviews and accounts of a poor brand experience show up in social media feed, it is best to remove or delete them.
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FALSE
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When dealing with difficult people in SM, it is not what's best for you, what matters is what's best for them.
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TRUE
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When a community member gets angry, the best thing to do is
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-Take them offline via email or DM -Respond quickly -Reach out to your team for support
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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 SM channels to promote your brand.
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Protect and control
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Example of a recommendation in a SM employee guideline
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-Avoid any negative reference to competitors -Refrain form discussing products or services in development -Leverage subject matter expertise as a key sales as marketing strategy
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Social media is very powerful, but not powerful enough to destroy a business.
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FALSE
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One of the greatest challenges in a SM crisis is:
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Keeping focused on solving the core catalyst
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By having ____ in place, a SM manager will know what constitutes a SM crisis and how to respond to consumers who communicate with your brand via SM.
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Social Media Policy
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When brand conversations about an event not fully understood permeate at a rate faster than the company is able to manage:
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Crisis
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The mark of true success in SM crisis management is when you take awful news and make it just bad news.
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TRUE
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A cross between a phone and a tablet is a ____.
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Phablet
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What are some of the LinkedIn mobile tips?
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Write a great bio and always post quality updates
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______ might not have the most seamless experience between desktop and mobile among all social media networks.
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Google+
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An example of mobile-friendly content would be _____.
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Videos Recipes Lists
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A big mistake on blogs when it comes to mobile and social experience is
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Sharing buttons are not configured
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one of the 5 things a SM manager needs to know when it comes to mobile is:
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Testing
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The difference between responsive design and M dot design would be:
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Responsive is flexible and M dot is the mobile version
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The mobile version of most bank websites would be an example of the responsive design
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FALSE
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Most consumers wouldn't recommend a business with a bad mobile site.
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TRUE
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The most important elements of a mobile friendly home page are:
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Easy navigation Speed Contact info Directions
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FB, Twitter, and ______ dominate the sharing numbers accounting for nearly 75% of mobile shares.
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Pinterest
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One way to be sure your brand's social media presence is optimized for mobile would be to:
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Pay attention to ad targeting and image size
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You won't see any pinned tweets on mobile.
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TRUE
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One way to get your content as high up on the FB page as possible is to ____ a post. When you do this to an update, the post will appear above the reviews, likes, and photos and just underneath your about section.
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Pin
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What is considered the most real time?
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iPhone
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According to Google's big announcement coming April 21, website owners should worry about:
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Losing mobile search results
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When optimizing your SM marketing for mobile users, it is important to take into consideration:
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Image sizes Ad offerings Landing pages Content length
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Over the past year, almost every social network has launched a redesign focused on improving ____ activity.
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mobile
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It is typical for Google to announce they will be making an announcement.
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FALSE
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Most users know the difference between mobile web and mobile apps.
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FALSE
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According to the lecture, what are the steps in the measuring checklist?
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-Social network referrals -Set up conversation tracking -Monitor email address signups
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______ was one of the oldest traditional ways to measure and track media coverage in PR before the Internet.
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Clipping book
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What is an example of what could be measured to find the conversation rate?
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Comments to receive per post
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The applause rate represents how may favorites, likes or +1s a post receives.
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TRUE
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Which brand did Google's Adam Singer use as an example of a brand doing a mobile app right and finding ways to market via mobile device?
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Charmin
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Which of the following are examples of the amplification rate?
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-Retweets and Shares
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When creating a plan to measure analytics, what basic web analytics should you begin with?
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Your owned media.
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What is the definition of Sentiment KPI?
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Tracking percentage of positive or negative comments across the social and search groups
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An example of conversation KPI is:
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Number of white papers requested from a webinar
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What are the 2 main points to measure using Google Analytics?
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-Referring traffic -The full value of traffic coming from social sites and measure how they lead to direct/future conversations
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Which of the following refers to the emotion behind a SM mention?
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Sentiment
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What is the definition of reach?
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Potential audience for a message based on total follower count
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Exposure measures not just your followers but the number of followers your followers have
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TRUE
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How does engagement measure?
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How much and how often others interact with you and your content in social media.
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A reblog is a way to measure with which SM platform?
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Tumblr
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_____ data is based on observations and it often takes the form of hypotheses that stem from smaller samples sizes that you'd normally need for a true scientific study
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Quantitative
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Followers/fans, engagement, timing, CTR are examples of ___ data.
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Qualitative
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January 2014
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4.6 mil Snapchat accounts were compromised
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February 2014
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#CrashTheSuperBowl Customers create a Dorritos ad
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March 2014
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Ellen hosts the Oscars and takes a selfie with A-listers/ breaks Twitter
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April 2014
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Target Heartbleed Exposed payment account numbers of 40 million customers
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May 2014
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Bring Back Our Girls 273 Nigerian girls kidnapped by terrorist group
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June 2014
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CIA joined twitter and gained 50,000 followers with only following 25
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July 2014
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Zack Danger Brown wanted to make potato salad- originally goal was $10 but raised $70,000
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August 2014
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"Genie, you're free" tweet by the Academy in honor of Robin Willams' death
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September 2014
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iPhone 6 released/ #BendGate
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October 2014
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Taylor Swift released her first ever pop album
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November 2014
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#AlexFromTarget
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December 2014
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Zoe Sugg released her first book: Girl Online
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What is a buyer persona?
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-A representation of your ideal customer -Based on market research and real data -Synonymous with target market
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Then and Now in PR:
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Then: Press Kits Now: Content Then: Excel Now: Infographics Then: Evening News Now: Twitter
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8 Step Social Media Strategy Plan
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-Build an ark -Listen and Compare -What's the point? -Success metrics -Analyze audience -What's your one thing? -Engagement and humanization -Channel Plan
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Measuring success on SM
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-Shares -Likes -Clicks
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Most cause for people to RT?
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Valuable content
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B2B Marketers prefer:
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LinkedIn and FB over Twitter
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Accurately describes PR coverage?
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-Earned media coverage -Organic natural content -3rd party credibility
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Who created Twitter?
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Jack Dorsey
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Best content ideas;
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-Subscribing to industry blogs -Trending news stories -Looking within company news
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4 C's
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Conversations Community Cotent Connections
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Roadmap for SM strategy should have ____ based goals
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Metric
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Newsjacking
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Injecting your ideas into a breaking news story
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Twitter launched ___ in 2013
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Vine
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Newsjacking Do's:
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-Be quick -Utilize blogs
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posting in different time zones:
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Post the same content multiple times with minor variations
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Number 1 reason SM users unlike a brand
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Posted too frequently
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3 Buckets of Content
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-Learn and improve -Explore and discover -Question and answer
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Tactic to make sure you're getting all the benefits of customer feedback without artificial weight.
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Create beta tester communities
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4 steps mentioned that will help determine your audience
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-Learn where personas spend time online -Do in house research -Do marketing research online -Create persona profiles
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Focal points of today's SMM according to Sarah Evans:
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Content: story identifications Platform specific apps and tools Marketing and automation Analytics and monitoring
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Common features of persona research reports
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-Descriptive titles -Demographics -Personal identifiers -Slogans
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Social PR friendly content
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Videos and Memes
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Favorite secret weapons of Buffer:
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Handwritten personal notes to fans
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Allows you to assess how your public Google+ content is resonating with your audience by visualizing engagements and shares in a graph.
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Google+ Ripples
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When using the partner category targeting with FB ads, an example would be:
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Targeting people looking to buy a car
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Create a _____ page to raise brand awareness, promote career opportunities and educate potential customers on your products and services.
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LinkedIn Company
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Social media strategy should include
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-Business interests -Newsworthiness -User interests
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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?
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Circles
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Tailwind, TweetDeck and Sprout Social are examples of tools/platforms that help social media managers
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-Promote content -Schedule content -Monitor content -Distribute content
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PDCA
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Plan Do Check Act
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Which brand deleted their FB page?
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Copyblogger
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2015 is the year of
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Personal Branding
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To see the analytics of a FB page you would look at its
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Insights
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Which is the best answer according to Andy Crestodina? The greatest key in content marketing is we have to be
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Empathetic
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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.
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Advocacy
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One of the most central parts of SM content starts at
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A company blog
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Facebook.com/lisabuyer would be considered a ___________ URL.
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Vanity
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_________ 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."
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Klout
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Which channel is typically a primary source of social media content and also reaps SEO benefits.
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Blogs
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Using your LinkedIn Company Page, you should post in LinkedIn Groups:
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You can't post
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Twitter cards are a great way to promote
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-Owned content -Launched apps -Newsletter signups
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Measuring Checklist
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-Social Network Referrals -Set up Conversion Tracking -Check Conversion Paths -Monitor Email Address Signups
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KPI and ROI
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-Lead Generation -Relationship Building -Credibility -Media Coverage
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Social KPIs Checklist
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-Amplification rate -Applause rate -Economic value
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Conversation Rate
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Comments per post
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Amplification Rate
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Retweets/ shares per post
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Applause Rate
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Favorites, Likes, +1
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Economic Rate
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Value per visitor
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Why does measurement matter according to Adam Singer?
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-Being able to report on your growth and what you need to work on
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What does Google do with social?
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-Indexing blog posts and tweets -You social activities can result in media coverage that they index
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Analytics advice Adam Singer
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All of your data in one tool so you can have a holistic view
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