Social Media Marketing Final

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Online video can act like an infomercial by showcasing a product’s features and benefits.
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True
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One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.
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True
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Using real people in actual locations when creating a video is an example of
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Authenticity
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Brevity is important when creating videos because
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People have short attention spans.
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Why is the continuity of a theme important with videos?
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It is more likely to convince a viewer to watch other videos and to subscribe to a channel.
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Image sharing can help drive web traffic to a website.
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True
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Unlike video sharing and other social media tools, target audiences are not as important for photo sharing.
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True
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Typically the most popular images are those that are carefully planned and staged.
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False
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What is a photo sharing site?
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A website that allows users to upload photos for public or private viewing.
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Why is it important for a company to stay connected on a photo sharing site?
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Interacting with other users helps draw people back to your content.
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Stock photography is
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Professional photography produced by agencies or photo libraries.
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Monitoring social media is only effective in preventing the spread of negative or damaging comments to a brand.
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False
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It is important to identify quantitative KPIs based on social media marketing goals.
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False
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The Net Promoter Score category of Passives includes those most likely to damage a brand through negative word of mouth.
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False
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Measuring Return on Investment in social media is challenging for most marketers.
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True
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A social media monitoring tool should be determined by a brand’s social media marketing goals, which identify which metrics will be measured.
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True
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A benchmark or baseline measurement is important because
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It acts as a starting point and standard to compare progress of strategies
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What must a brand do in order to make quantitative social media metrics useful?
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It must tie each metric to a specific marketing goal.
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The text indicates that ____ is a KPI for fostering dialogue.
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Audience engagement
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The Net Promoter Score
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Measures the loyalty of a brand’s relationship with its customers
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Why is ROI not considered an ideal qualitative measurement for social media?
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It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis.
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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.
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True
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The guiding philosophy for what you want to achieve with your community should focus on metrics like conversion rates and sales figures.
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False
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Brand advocates are:
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Dedicated fans with whom you should build closer relationships
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A good way to connect with influencers is to:
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begin building a relationship by engaging with the content they share.
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Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community.
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Four
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If you encounter a question on social media channels to which you don’t have an answer, its best to be _________ .
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Honest
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To grow your community on Twitter, it is suggested that you should:
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Monitor conversations related to your industry and follow people whose interests align with what your community offers
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To grow your Facebook audience you should friend potential customers through your personal account, then invite them to Like your Brand Page.
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False
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_______________work best for communities that include seasoned practitioners and professionals who are willing and able to share their expertise.
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LinkedIn Group
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On Instagram, you can use “Turn on Post Notifications” to receive a push notification when specific people post content on Instagram.
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True
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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.
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a consistent length and production quality
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Tracking leads from your community that result in sales is one good way to prove the ROI of your social media program.
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True
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When measuring the ROI of your community-building efforts, your focus should be on qualitative data.
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False
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Content marketing can be an effective way of achieving overall business goals such as lead generation and revenue growth.
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True
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If you don’t have a content strategy in place, you should start by sharing all the same content that your competitors share.
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False
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The ______________ will list the projected posting schedule for your social sharing, blog releases and video posts.
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Content Calendar
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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.
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Content Strategy
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An optimal content strategy should incorporate both created and curated content.
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True
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Content curation methodology includes:
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Aggregation, distillation, chronology and elevation
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Content curation should focus solely on re-posting and retweeting content from influencers.
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False
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If you’re taking the time to develop a blog, boost the discoverability of each post by making them __________-friendly.
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SEO
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Branded hashtags work best on the following platforms:
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Instagram and Twitter
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It’s important to use exactly the same wording in your social messages across all of your social networks.
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False
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To keep your audience interested, vary your content regularly.
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True
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Where appropriate, always aim to end your posts with a clear:
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Call to Action
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Content amplification and conversion are two important categories when measuring the ROI of your content program.
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True
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When analyzing data on measuring the ROI, focus on pinpointing the causes of your failures AND successes.
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True
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Before launching a social advertising campaign it’s best to have:
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clear business objectives a well defined target audience multiple creative ad variations to test in your campaign
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It’s best to set your bid as low as possible in order to minimize the cost of your campaign.
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False
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The value of social advertising lies in the large audience size your company has the potential to reach and the ______________________ social ad platforms offer.
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finely tuned targeting capabilities
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Developing ad copy variants is not recommended since it confuses audiences and hinders ROI measurement.
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False
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Facebook bidding types include:
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Cost per Impression, Cost per Click and Optimized Cost per Impression
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For Facebook Campaigns, budget, scheduling, targeting, bidding, and ad placement are defined at the:
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Ad set level
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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.
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Interests
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_______________ is a tool that can help you learn more about a particular audience.
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Facebook Audience Insights
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It is possible to target Twitter Ads using:
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competitor hashtags tailored audiences keywords (All of the Above)
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When targeting Twitter ads at specific username, it’s best to include between _______ separate Twitter handles.
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10-25
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Like Facebook, Twitter Ads products are organized by objectives.
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True
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For a ________________ campaign, a good guideline is to pick your best performing Tweets that also support key business objectives.
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Tweet Engagement
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Targeting LinkedIn ads by Job Title is a good way to reach key decision makers who make purchasing decisions.
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True
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‘Audience Expansion’ is a feature within the LinkedIn Ads Manager.
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True
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Similar to Facebook, LinkedIn allows you to choose between ____________ and Cost per Impression bidding, depending on your objective.
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Costs Per Click
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If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.
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Instagram
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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.
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Objective
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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.
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Facebook, Instagram
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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.
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Call to Action Button
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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.
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False.
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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.
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True.
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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.
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True.
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A company should not select social media platforms until it has clearly identified its target audience and its behaviors.
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True.
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The implementation phase includes identifying which staff will handle the content and tactics for specific social media platform.
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True.
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Why is an executive summary an important element of a social media marketing plan?
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It provides a first impression and highlights the primary benefits of the social media marketing plan.
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Why is a brand health an important part of the listening phase?
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It helps a company identify its current social media presence, and serve as a starting point for strategy development.
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Personas are part of which stage in the Social Media Marketing Planning Cycle?
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Target Audience
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Tuning is
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The ongoing process of adjusting social media marketing plan to ensure its goals are achieved.
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One of the guidelines for creating content is: develop or acquire content specific needs of the community in each social media platform.
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True

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