question

Online video can act like an infomercial by showcasing a product's features and benefits.

answer

True

question

One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.

answer

True

question

Using real people in actual locations when creating a video is an example of

answer

Authenticity

question

Brevity is important when creating videos because

answer

People have short attention spans.

question

Why is the continuity of a theme important with videos?

answer

It is more likely to convince a viewer to watch other videos and to subscribe to a channel.

question

Image sharing can help drive web traffic to a website.

answer

True

question

Unlike video sharing and other social media tools, target audiences are not as important for photo sharing.

answer

True

question

Typically the most popular images are those that are carefully planned and staged.

answer

False

question

What is a photo sharing site?

answer

A website that allows users to upload photos for public or private viewing.

question

Why is it important for a company to stay connected on a photo sharing site?

answer

Interacting with other users helps draw people back to your content.

question

Stock photography is

answer

Professional photography produced by agencies or photo libraries.

question

Monitoring social media is only effective in preventing the spread of negative or damaging comments to a brand.

answer

False

question

It is important to identify quantitative KPIs based on social media marketing goals.

answer

False

question

The Net Promoter Score category of Passives includes those most likely to damage a brand through negative word of mouth.

answer

False

question

Measuring Return on Investment in social media is challenging for most marketers.

answer

True

question

A social media monitoring tool should be determined by a brand's social media marketing goals, which identify which metrics will be measured.

answer

True

question

A benchmark or baseline measurement is important because

answer

It acts as a starting point and standard to compare progress of strategies

question

What must a brand do in order to make quantitative social media metrics useful?

answer

It must tie each metric to a specific marketing goal.

question

The text indicates that ____ is a KPI for fostering dialogue.

answer

Audience engagement

question

The Net Promoter Score

answer

Measures the loyalty of a brand's relationship with its customers

question

Why is ROI not considered an ideal qualitative measurement for social media?

answer

It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis.

question

At the core of community is the principle of reciprocity - the more value you provide to your audience, the more likely they are to contribute meaningfully to the community as well.

answer

True

question

The guiding philosophy for what you want to achieve with your community should focus on metrics like conversion rates and sales figures.

answer

False

question

Brand advocates are:

answer

Dedicated fans with whom you should build closer relationships

question

A good way to connect with influencers is to:

answer

begin building a relationship by engaging with the content they share.

question

Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community.

answer

Four

question

If you encounter a question on social media channels to which you don't have an answer, its best to be _________ .

answer

Honest

question

To grow your community on Twitter, it is suggested that you should:

answer

Monitor conversations related to your industry and follow people whose interests align with what your community offers

question

To grow your Facebook audience you should friend potential customers through your personal account, then invite them to Like your Brand Page.

answer

False

question

_______________work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.

answer

LinkedIn Group

question

On Instagram, you can use "Turn on Post Notifications" to receive a push notification when specific people post content on Instagram.

answer

True

question

When planning out your YouTube publishing schedule, stick to _______________, as well as a predictable publishing schedule so your subscribers know when to look forward to your next video and what to expect.

answer

a consistent length and production quality

question

Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program.

answer

True

question

When measuring the ROI of your community-building efforts, your focus should be on qualitative data.

answer

False

question

Content marketing can be an effective way of achieving overall business goals such as lead generation and revenue growth.

answer

True

question

If you don't have a content strategy in place, you should start by sharing all the same content that your competitors share.

answer

False

question

The ______________ will list the projected posting schedule for your social sharing, blog releases and video posts.

answer

Content Calendar

question

The purpose of a _____________ is to ensure you have set clear goals, know your your target market, have identified the best channels to distribute and share your content, and have established a set of topics that will interest your audience in place.

answer

Content Strategy

question

An optimal content strategy should incorporate both created and curated content.

answer

True

question

Content curation methodology includes:

answer

Aggregation, distillation, chronology and elevation

question

Content curation should focus solely on re-posting and retweeting content from influencers.

answer

False

question

If you're taking the time to develop a blog, boost the discoverability of each post by making them __________-friendly.

answer

SEO

question

Branded hashtags work best on the following platforms:

answer

Instagram and Twitter

question

It's important to use exactly the same wording in your social messages across all of your social networks.

answer

False

question

To keep your audience interested, vary your content regularly.

answer

True

question

Where appropriate, always aim to end your posts with a clear:

answer

Call to Action

question

Content amplification and conversion are two important categories when measuring the ROI of your content program.

answer

True

question

When analyzing data on measuring the ROI, focus on pinpointing the causes of your failures AND successes.

answer

True

question

Before launching a social advertising campaign it's best to have:

answer

clear business objectives a well defined target audience multiple creative ad variations to test in your campaign

question

It's best to set your bid as low as possible in order to minimize the cost of your campaign.

answer

False

question

The value of social advertising lies in the large audience size your company has the potential to reach and the ______________________ social ad platforms offer.

answer

finely tuned targeting capabilities

question

Developing ad copy variants is not recommended since it confuses audiences and hinders ROI measurement.

answer

False

question

Facebook bidding types include:

answer

Cost per Impression, Cost per Click and Optimized Cost per Impression

question

For Facebook Campaigns, budget, scheduling, targeting, bidding, and ad placement are defined at the:

answer

Ad set level

question

If you don't have a large Facebook following, choose Everyone on Facebook when conducting audience research, and begin narrowing down by selecting the __________ relevant to your business.

answer

Interests

question

_______________ is a tool that can help you learn more about a particular audience.

answer

Facebook Audience Insights

question

It is possible to target Twitter Ads using:

answer

competitor hashtags tailored audiences keywords (All of the Above)

question

When targeting Twitter ads at specific username, it's best to include between _______ separate Twitter handles.

answer

10-25

question

Like Facebook, Twitter Ads products are organized by objectives.

answer

True

question

For a ________________ campaign, a good guideline is to pick your best performing Tweets that also support key business objectives.

answer

Tweet Engagement

question

Targeting LinkedIn ads by Job Title is a good way to reach key decision makers who make purchasing decisions.

answer

True

question

'Audience Expansion' is a feature within the LinkedIn Ads Manager.

answer

True

question

Similar to Facebook, LinkedIn allows you to choose between ____________ and Cost per Impression bidding, depending on your objective.

answer

Costs Per Click

question

If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.

answer

Instagram

question

When buying an ad for Instagram, begin by selecting an ___________ that most closely matches your business needs. For example, Clicks to Website, Website Conversions, Video Views, or Page Post Engagement.

answer

Objective

question

An advantage of running a single advertisement on both _____________ and ____________ simultaneously, is that your ad will be optimized to show on the platform that meets your campaign objective at the lowest cost.

answer

Facebook, Instagram

question

When creating a paid advertisement for Instagram, you can add a ______________ that best represents the action you want your audience to take. For example, if you're promoting a product, select "Shop Now"; if you're promoting an event, "Learn More" would be a better choice.

answer

Call to Action Button

question

The overview of a social media marketing plan should start off with a reasoned argument for making the required investment (budget $) to implement the proposed plan.

answer

False.

question

When presenting a social media marketing plan to management for approval, it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective.

answer

True.

question

A social media SWOT analysis is an important part of a social media marketing plan because it can help an organization access its strengths and weaknesses on social media platform as well as the opportunities and threats related to the competition.

answer

True.

question

A company should not select social media platforms until it has clearly identified its target audience and its behaviors.

answer

True.

question

The implementation phase includes identifying which staff will handle the content and tactics for specific social media platform.

answer

True.

question

Why is an executive summary an important element of a social media marketing plan?

answer

It provides a first impression and highlights the primary benefits of the social media marketing plan.

question

Why is a brand health an important part of the listening phase?

answer

It helps a company identify its current social media presence, and serve as a starting point for strategy development.

question

Personas are part of which stage in the Social Media Marketing Planning Cycle?

answer

Target Audience

question

Tuning is

answer

The ongoing process of adjusting social media marketing plan to ensure its goals are achieved.

question

One of the guidelines for creating content is: develop or acquire content specific needs of the community in each social media platform.

answer

True

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