question

Which of the following is an example of a CTA?

answer

Ending a post with "Sign up here!"

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

question

Which gets a high percentage of search traffic?

answer

Organic (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 or 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

What does SERP stand for?

answer

Search Engine Results Page

question

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

answer

55-70 Characters

question

Which is an example of SMO?

answer

Social Plugins Make content easy to subscribe and follow Share buttons

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

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

Your _______ now show up in Google desktop search results.

answer

Tweets

question

Which is an example of how to improve SEO with social media management (SMM)

answer

Earn inbound links

question

For your brand, which social media profile would you pick to optimize if you wanted to be sure to rank the highest in SERP?

answer

Facebook

question

_______ is one of the best social media platforms for SEO. You may not realize it, but those laser targeted niche boards you create on this platform are a great way to show up in Google for ___________

answer

Pinterest/ long tail keywords

question

The best example of a long tailed keyword phrase would be

answer

5 year old birthday gift ideas

question

Whether it's a national tragedy of 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 post from still showing up? Do you have an outreach list of who needs to know when a blinder happens on social media?

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

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?

answer

Check all you 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 the 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 manages from one app for ultimate speed and accuracy.

answer

False

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

Social Media Managers should look at content creation skills including copywriting, design, creativity, positioning and

answer

Photography and videography http://blog.hubspot.com/marketing/bestsocialmediamanagerjobdescription

question

It is important for a social media community manager to be experimental with new strategies, new content, and new campaigns.

answer

True http://blog.hubspot.com/marketing/bestsocialmediamanagerjobdescription

question

Social media community managers should be skilled at "Tactful _______", meaning to capitalize on a new story, trend or hashtag. David Meerman Scott discussed this strategy in one of our guest lectures.

answer

Newsjacking

question

When social media community managers get questions about products and services or get complaints via social media the best thing to do is refer the questions to the customer service department.

answer

False http://blog.hubspot.com/marketing/bestsocialmediamanagerjobdescription

question

If you wanted to make a comment to Canva on Twitter or Facebook about a new feature, the best way to do it is so they see it is to use

answer

@Canva

question

During 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?

question

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

answer

Share news and developments as soon as possible.

question

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

answer

Respond immediately and communicate to users.

question

You should always check your past content t 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 war, it is best to ________ everything in a timely manner.

answer

Document

question

When Melissa Fach refers to TAGFEE, the T stands for _________

answer

Transparency

question

When negative reviews 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 member gets angry, the best thing to do is __________

answer

Take them offline via email or DM Respond quickly Reach out to your team for support

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

The Tweet from @Crocs would be considered a best practice for brands to follow as a tribute to a person's death.

answer

False

question

In the case of death or tragedy, Jay Baer recommends the only appropriate time to do a tribute is when

answer

There is a relationship between the brand and the person

question

Jay Baer thought this Tweet from Columbia records was acceptable. "We are deeply saddened by the loss of David Bowie. It was an honor and a privilege to release his music to the world."

answer

True

question

A public relations agency news jacked David Bowie's death and wrote a post called "10 things you can learn about branding from David Bowie." Is this a smart social media strategy based on the required readings?

answer

No

question

Live video, often refereed to as ____ streaming, has taken the social media world by storm.

answer

Live

question

Live video allows users to broadcast videos directly from their _______ to a variety of major social media paltforms

answer

Mobile Devices

question

Live video can influence the decisions of your target audiences at a rate that you may not have seen with previous tactics.

answer

True

question

Edelman's 2014 Brandshare report states that 87 percent of people want ___________ brands.

answer

Meaningful relationships with

question

Consumers now value authenticity, transparency and a ___________ that they have not valued in the past.

answer

Realness

question

As Mark Zuckerberg said during his time onstage at the Mobile World Congress in Barcelona: "Virtual reality is the next platform. Video is already some of the most engaging content that you will see online. Every day, there are more than 100 million hours of video watched on Facebook, but ______ videos are even more immersive."

answer

360

question

Users can stream GoPro videos live via __________

answer

Periscope

question

On this platform, videos don't disappear after 24 hours, comments scroll and users can embed them.

answer

Facebook Live

question

Which platform allows up to four people can be in the chat windows on the platform?

answer

Blab

question

The common theme between all of the live streaming platforms is that brands can now take advantage of __________ more than ever.

answer

Storytelling

question

Which platform is used most by America's Got Talent and Huffington Post

answer

YouNow

question

Which platforms social media managers should use? Nick Cicero says that they should always start with Snapchat and expand from there.

answer

False

question

Nick Cicero tells brands one formula to create brand stories is to share your Snapchat story all at once, to make sure that people see it in the way you want them to. This can be done by

answer

Turning your phone's airplane mode on

question

Snapchat can drive searches on Google

answer

True

question

Snapchat can drive traffic to a website or blog by adding unique URL links

answer

False

question

Nick Cicero said that with Snapchat, it is important to share stories every day to stay relevant.

answer

False

question

Which is not a mobile marketing trend for 2016

answer

Jay-Z's Tidal App

question

Which ARE mobile marketing trends for 2016

answer

Wearables AR Google App Indexing

question

"Snapchat relies on Internet everywhere" to provide a totally different experience. Snapchat says that we are not the sum of everything we have said or done or experienced or published - we are the result. We are who we are today, right now."

answer

Evan Spiegel

question

For brands just starting out and trying to gain reach quickly, a smart Snapchat strategy is tapping into a Snapchat celebrity to do a "takeover". This is an example of

answer

Influence Marketing

question

The beauty of mobile and social media platforms is that all images look the same on all networks.

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 a social media page

question

According to the lecture video, which of the following ARE steps in the measuring checklist?

answer

Social network referrals Set up conversion tracking Monitor email address signups

question

______ was one of the oldest traditional ways to measure and track earned 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 conversion 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 could represent the amplification rate?

answer

Retweets Shares

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 sentiment KPI?

answer

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

_______ 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

Qualititative

question

Followers/fans, engagement, timing, CTR are examples of _________ data.

answer

Quantitative

question

What does Sway Group's Danielle Wiley note as an example of what's trending in Influencer Marketing?

answer

Beauty Bloggers with Curly Hair

question

Influencer marketing is an example of ________ media that can turn into ________ media.

answer

Paid, Earned

question

If one of your goals is to drive traffic back to your website, you would look at

answer

CTR

question

What does each letter stand for in the SMART framework of objectives?

answer

Specific Measurable Appropriate Realistic Time-oriented

question

Jennifer Lopez shared her "Don't List" when it comes to social media community management:

answer

Don't auto follow Don't say dumb things Don't buy followers

question

When organizing internal social media terms, Neil Schaffer's Maximize Your Social recommends the teams be divided into 3 functions; these are:

answer

Strategy Team Operations Team Executive Council

question

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

answer

Check facts, state opinions, check copyright

question

What is a result of how Buffer Handled the hacking crisis?

answer

Applauded by community Created stronger brand advocates Turned negative into a positive

question

What does TAGFEE stand for?

answer

Transparent Authentic Generous Fun Empathetic Exceptional

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 SM channels to promote your brand.

answer

Protect and control

question

Example of a recommendation in a Social Media Employee Guideline

answer

Avoid any negative reference to competitors Refrain from discussing products or services in development Leverage subject matter expertise as a key sales as marketing strategy

question

When brand conversations about an event not fully understood permeate at a rate faster than the company is able to manage:

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 a ________

answer

Phablet

question

What are some of the LinkedIn mobile tips?

answer

Write a great bio and always post quality updates

question

_______ might not have the most seamless experience between desktop and mobile among all social media networks.

answer

Google +

question

An example of mobile-friendly content would be _______

answer

Videos Recipes Lists

question

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

answer

Sharing buttons are not congifured

question

One of the 5 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

FB, Twitter, and ______- dominate the sharing numbers accounting for nearly 75% 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 size

question

You won't see any pinned tweets on mibile

answer

True

question

The most important elements of a mobile friendly home page are:

answer

Easy navigation Speed Contact info Directions

question

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

answer

True

question

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.

answer

question

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

answer

True

question

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

answer

Visually appealing and share worthy

question

What is on Michael Patterson's Daily Social Media Manager Checklist?

answer

Finish any outbound tasks first Respond to inbound social messages Monitor and respond to brand mentions Find and engage with potential customers Create conversations with brand advocates Load your social media content calendar Stay up-to-date on the social media industry Create unique social imagery to share Check out your competition's social presence Build content Think about your brand Manage your personal profiles

question

What is on Michael Patterson's Weekly Social Media Manager Checklist?

answer

Engage with thought leaders Engage with marketing partners Discuss tactics with your team Update your calendar with events Run your social media data Encourage sharing with employee advocacy Attend a Twitter chat

question

What is on Michael Patterson's Monthly Social Media Manager Checklist?

answer

Run a social media audit Attend local social media events Step away from social media Collaborate with other departments

question

What is on Michael Patterson's Quarterly Social Media Manager Checklist?

answer

Pull performance reports Report to your stakeholders Adjust your goals Assess key performance indicators Gauge team capacity and needs Re-evaluate your social crisis plan

question

According to Michael Daily Patterson's Social Media Manager Checklist, how often should you post to the different social media?

answer

Post 6 - 9 times to Twitter Post 1 - 2 times to Facebook Post 1 - 2 times to Google+ Post 1 - 3 times to Instagram Post 1 - 2 times to LinkedIn

question

According to Michael Patterson's Weekly Social Media Manager Checklist, when analyzing your social media analytics at least once a week, you, or someone managing social for you, should be spending time going through social reports and thinking through what pertinent questions?

answer

What kind of content is getting shared? How quickly are you responding to people? Which team members are contributing the most? Is your audience talking about anything new or exciting that you can tap into?

question

According to Michael Patterson's Quarterly Social Media Manager Checklist, in reference to pulling performance reports, when delving into the data, what critical questions should you think through about growth?

answer

Were your followers more engaged? How frequently was your brand mentioned? How much site traffic as driven from your efforts?

question

According to Nick Cicero's The State of Snapchat Analytics, how is Snapchat something of an enigma?

answer

More than 100 Million Monthly Users More than 4 Billion Daily Video Views 35 Million Monthly Users in the US 42% of American Teens Use it Daily #3 App among Millennials 51% of Users are aged 16-24 16 Publishers on Snapchat Discover

question

According to Nick Cicero's The State of Snapchat Analytics, what is Snapchat unlocking?

answer

A new type of communication network between people, places and events that has never been seen before.

question

Is Snapchat primarily profile-to-profile engagement?

answer

No, top-tier publishers are seeing significant traffic gfrom curated Snapchat stories on the Discover feature, combining Snapchat aesthetics with articles and premium video content changing daily.

question

According to Nick Cicero's The State of Snapchat Analytics, what is Snapchat a marriage of?

answer

Content and communication, messaging and media

question

According to Nick Cicero's The State of Snapchat Analytics, what are some Private Snapchat Metrics?

answer

Snaps Sent Snaps Opened Snaps Received Chat Messages Sent Chat Messages Received Snap Open % Link Clicks in Chats

question

Snaps Sent

answer

How many Snaps did you send?

question

Snaps Opened

answer

How many snaps were opened?

question

Snaps Received

answer

How many snaps did you receive?

question

Snap Open %

answer

What % of snaps sent were opened?

question

Link Clicks in Chats

answer

How many people clicked links that you sent inside of Snapchat chat?

question

According to Nick Cicero's The State of Snapchat Analytics, what are some limitations that prevent Snapchat from becoming as normal as a business responding to a customers Tweet?

answer

The average smartphone holds about 50-60 private snaps at a time. -Truly 1 and done. Without any brand tool like you might use on other platforms, even if a community manager or someone else is right there watching like a hawk, the sheer volume for most brands is going to be overwhelming. It is hard to respond to every Snap received from their audience

question

According to Nick Cicero's The State of Snapchat Analytics, what is a reason that you see spillover from Snapchat onto platforms like Instagram, Tumblr, and Twitter?

answer

Content and conversation lives longer

question

According to Nick Cicero's The State of Snapchat Analytics, what are some Story Metrics?

answer

Total Snaps Posted Day Posted Type of Content Art Text Length of Content Total Length Total View Count Starting View Count Screenshots Link Clicks

question

Total Snaps Posted

answer

How many snaps did the account create over the past time period? (Time period could be just 24 hours, or week over wee, month over month)

question

Day Posted

answer

What day of the week was the Snap posted?

question

Type of Content

answer

Is it a photo or video?

question

Art

answer

Is there a drawing or no drawing?

question

Text

answer

Is there text or no text?

question

Length of Content

answer

How long is each frame from the snap?

question

Total Length

answer

The length of a complete Snapchat Story (found by exporting the story and turning into one video file)

question

Total View Count

answer

The number of unique views on a Snapchat story

question

Starting View Count

answer

The number of views in the first frame of a Snapchat Story

question

Ending View Count

answer

The number of views in the last frame of a snapchat story (also known as total story completions)

question

Screenshots

answer

The number of times someone has screenshotted your photo

question

Link Clicks

answer

Aside from the chat feature, there's not really a real way for users to click outside of Snapchat. One way to test can be integrating links into the content and trying to drive people to a mobile site, but it is emphasized that it's a really clunky and terrible user experience.

question

According to Nick Cicero's The State of Snapchat Analytics, what are some different posting strategies?

answer

Posting multiple snaps at one time enables each and every viewer to see the story from start to finish. -Drawback: Your story can get buried when it comes to the recent updates feed. Posting throughout a number of hours gives your story a wider audience as people tend to check their phone throughout the day. Posting a series of snaps...with a cliffhanger, trivia question, poll or other CTA. --> Bump the thread with the resolution to your story. Who said Snaps have to live for 24 hours? Test breaking up mini-stories throughout the day, or use to react in real-time to other content.

question

Snapchat Discover Metrics

answer

Unique Users Module Completion % Total Swipes Between Stories Full Discover Module Completions Story Opens Loops Story Completions Video Views Completion Rate Scroll % Screenshots Shares Open Rate on Shares Clickthrough Rate

question

Unique Users

answer

The number of users who opened that day's Discover module

question

Module Completion %

answer

What percentage of the entire Discover module did a user click through?

question

Total Swipes Between Stories

answer

How many times did users swipe in between stories?

question

Full Discover Module Completions

answer

How many people have swiped through every story to the end of the module?

question

Story Opens

answer

How many people have opened a discover story?

question

Loops

answer

How many people have looped the intro frame on discover stories?

question

Story Completions

answer

How many people have viewed the full story to the bottom?

question

Video Views

answer

How many people have viewed a video on Snapchat (inside of Discover)

question

Completion Rate

answer

What percentage of the video did the average viewer watch?

question

Scroll %

answer

How far are people reading down on each article? Where are they stopping most? This might be proven using heat maps, hovering or other scroll data

question

Screenshots (Discover)

answer

Publishers like The Daily Mail and Cosmopolitan have created large high res photos that take up the phone's entire screen, making them perfect for sharing. Screenshots are already popular on regular snaps, and users can now upload their own photos to send to each other, which means if you make your content "screenshot worthy" you're doing yourself a favor in completing the communication loop both on Snapchat and other social platforms.

question

Shares

answer

How many people have shared that Discover story? Any story in discover can be shared to another user on Snapchat by holding down the screen on a Discover story. Ads aren't shareable now.

question

Open Rate on Shares

answer

With these shares, we could now see what percentage of people actually opened the shared story.

question

ClickThrough Rate

answer

How many people visited the Snapchat Discover story from a Snapchat Discover Share?

question

Nick Cicero said "Snapchat is like a _________, you can put anything in it, take it wherever you want, it's easily ___________ and it disappears when you're done."

answer

Burrito, consumed

question

According to lecture #CreateSpace - 25 Ways to Create Space in Your Social Media Life, what are the dangers of multitasking?

answer

Makes Us Less Efficient Lowers IQ Level Worse Than Losing a Night's Sleep Worse Than Smoking Marijuana

question

According to lecture #CreateSpace - 25 Ways to Create Space in Your Social Media Life, what are ways to create space in your life?

answer

Timing Is Everything -Plan out your social media day, personal, or business day Meditate -Tune up the brain in 5 minutes a day -Meditation can rewire how the brain responds to stress -Research suggests that meditation improves working memory and executive function Write/Create in the MORNING Walk the talk -Literally Read/Respond to emails in the afternoons Emails after hours -Never Work Agendas -Never go to a meeting without one Phone Calls "Give me a call. Anytime!" Never Works! Meeting Times -Pick the best times -2pm = Best for meetings and conference calls -4pm = Worst -Avoid Early morning meetings too Productivity Calendars -Leave time for lunch -Mental breaks -Writing -Night reviews Coach/Partner/Mentor -Find one and be one Desk Space -One day's mess takes minutes to clean Lighting -Candles and dim lights stimulate creativity Walking -Get a fitbit -Walk during conference calls -Walk and talk team calls -Family/Friends -Have visitors? Bring shoes -Get up and out from the 3 screens Give Yourself and editorial calendar -When's the best time for me to do this/ that? -Best Times For: -Writing -Creating -Meeting -Planning -Calling -Emailing -Reading -Eating -Walking -Sleeping Spend time in the social networks that give back the most -Focus on what matters most Detox the Inbox -We check our email 36x and hour! -Get in the habit of not checking emails/text messages constantly -Clean out inbox so it's not just filled -Avoid email invasion -Email Tips: -Boomerang -Unroll.me -Set Rules -Google Apps -Asana or Basecamp -IFTTT -Schedule Once -Streak Do More Of Less

question

According to lecture #CreateSpace - 25 Ways to Create Space in Your Social Media Life, who meditates?

answer

Google Facebook Twitter Have meditation rooms and programs for employees

question

Mobile apps for brain power:

answer

Buddhify Fitbit Simply Being

question

According to lecture #CreateSpace - 25 Ways to Create Space in Your Social Media Life, what are 7 things you can do right now to create space in your life?

answer

1. Create your calendar 2. Make a plan to detox the inbox -Unroll.Me 3. Give yourself 5 min in AM and PM 4. Say no more often 5. Get up. Get out. 6. Clean your desk space (and desk top) 7. Pick mobile apps that work for you

question

According to Allie Freeland's Influencer Marketing Workbook, what are the 3 R's?

answer

Relevance Reach Resonance

question

According to Allie Freeland's Influencer Marketing Workbook, what questions should you ask when figuring out how to best use an influencer for your brand?

answer

What type of content are you lacking? What are your content goals? Do you struggle with content creation or content amplification? What are your high-level organizational goals when it comes to content marketing?

question

Follow these 3 tips when leveraging influencers:

answer

1. Pick topics that complement both parties 2. Plan in advance: Approval processes take more time than you think 3. Define a quantitative goal for content production. Set equal expectations

question

According to Allie Freeland's Influencer Marketing Workbook, what are some key areas where influencers could contribute content?

answer

-Blog posts -Interviews -Video interview -Multi-Author posts -Product or website endorsements -Studies -Infographics -ebooks -Social chats

question

According to Allie Freeland's Influencer Marketing Workbook, what are some content amplification ideas?

answer

Ask the influencer to share your brand's content on: -Twitter -Facebook -YouTube -Vine -Instagram -Google+ -SlideShare

question

According to Allie Freeland's Influencer Marketing Workbook, what are ways to nurture the relationship between you and an influencer?

answer

Repost their social messages Endorse them on LinkedIn Introduce them to someone of value to them Advertise on their site Feature them on a list post Chime in on their Google On Air sessions, Twitter Chats, of webinars Introduce yourself before making an "ask" Meet them in person

question

According to Allie Freeland's Influencer Marketing Workbook, what are ways you can reward influencers for their partnership?

answer

Pay them 1. What do you want them to do? 2. What's the size of their audience? 3. What's their level of influence? Bartering -Service trades (give them access to some of your services for free) -Website real estate (ads) -PR promotion (include them on press materials: give them a link or product mention) -Event promotion -Promotional materials (include their name/company name in printed brand materials) Intrinsically Reward Them -Reaching a new community through engagement with your brand -Gaining publishing power -Capitalizing on your "X" daily/weekly/monthly website visitors -Doing good by spreading knowledge to a wider community

question

According to Allie Freeland's Influencer Marketing Workbook, what are goals to identify for your influencer marketing?

answer

Brand Awareness Engagement Lead Generation

question

Brand Awareness

answer

How many people viewed the content because of the influencer?

question

How to measure brand awareness:

answer

Brand mentions

question

Tools to measure brand awareness:

answer

SocialMention Trackur

question

Steps to measure brand awareness:

answer

Set a baseline for your current metrics Compare the same metrics over a period of time -Month over month is a good starting point Establish percentage growth goals specific to your influencer content

question

What can you view using social listening tools such as SoicalMention and Trackur?

answer

Strength: The likelihood your brand is being talked about on social media Sentiment: Ratio of positive to negative brand mentions Passion: Measures the likelihood your content will be shared on social repeatedly Reach: Measures the range of influence

question

It is hard to separate __________ from _________________, so the best thing you can do is compare month-over-month brand-mention data.

answer

Brand mentions, Influencer-specific brand mentions

question

Engagement

answer

How is the influencer increasing community-wide consumption and sharing?

question

How to measure engagement:

answer

Blog comments Social shares on page Time on page

question

Tools to measure engagement:

answer

Blog comments: Disqus.com Social shares: Who Shared My Link or Share Count Time on page: Google Analytics

question

Steps to measure engagement:

answer

Compare the influencer to non-influencer content by identifying the total blog comments, social shares, and time on page -These numbers validate that your engagement has improved with influencer participation

question

Blog Comments

answer

Measure engagement within each piece of content by the number of comments, as well as if other influential people comment and engage with it. A comment system like Disqus allows commenters to login with their social profiles.

question

Social Shares

answer

Compare aggregate number of social shares per piece of content using Who Shared My Link or Share Count

question

Time on Page

answer

Compare time spent on page between influencer and non-influencer generated content using Google Analytics

question

Lead Generation

answer

How is the influencer helping to convert people into valuable leads?

question

How to measure lead generation:

answer

Visit depth and newsletter signups

question

Tools to measure lead generation:

answer

Visit Depth: Google Analytics Assisted conversions: Google Analytics

question

Steps to measure lead generation:

answer

Visit depth: Log into Google Analytics and go to Behavior < Behavior Flow. From their, track the visitor path from the landing page all the way through the second and third interactions. Newsletter signups: Tie your goal (newsletter signups) to goal completion location through Google Analytics. Look for Conversions < Goal Overview. Look at goal completion pages for a good indication of how influencer content assisted your newsletter conversions.

question

What are some specific tactics you can use to maximize your relationship with influencers?

answer

1. Community forums and resources guide 2. Repurpose 3. Keep them engaged

question

What are some social community forums, resource guides, and business-focused online communities?

answer

-Quora -Reddit -SMBCEO -Small Business Brief -BizSugar.com -AllTop.com -Higher Education Resource Pages -LinkedIn -Best-of-Guides

question

What are ways to repurpose content?

answer

1. Group editorially thematic content or best-of content. 8 to 12 articles per guide recommended 2. Repackage by adding a table of contents, intro and conclusion 3. Add visuals that were previously not included in the articles. This could include charts, infographics, images and screenshots. 4. Make sure to add copy that creates logical transitions between posts 5. Put the ebook behind a lead generation form to capture email addresses 6. Feature that lead form prominently throughout your blog, on sidebars or even within text 7. Notify the influencers featured in the ebook or white paper and ask them to socialize the link. track the links via Google Custom URL Builder 8. Amplify the content through social, influencer relationships, email, and even paid channels like PPC and paid social.

question

What are some ways to keep influencers engaged?

answer

Ask for more than 1 contribution Ask your influencers to co-create content with someone on your team. Get them bought into your product or service by being a part of the "family" Ask influencers to share you content on their social platforms not just right after you post, but weeks/months after. Keep the communication flowing.

question

What does influencer marketing do?

answer

Taps into the social Mega[hone of high profile industry experts to carry your brands message. They are the ultimate connection between your brand & a consumer

question

Influencer

answer

People who carry high social klout & credibility, have an extraordinary ability to sway opinions in their favor

question

According to the webinar "How to create a Winning Influencer Marketing Campaign, what are the 4 influencer marketing facts?

answer

1. Cost effective: Marketers who implemented an influencer marketing campaign earned an average of $6.85 in media value for every $1 the spent on paid media 2. High ROI: 81% of marketers say influencer marketing is effective 3. Gaining consumer's trust: 92% of consumers trust recommendations from personal connections, while only 33% trust ads 4. Has Mass Popularity: 74% of all marketers plan to use influencer marketing this year

question

Influencer marketing is today's modern day _________ _______ _________ marketing.

answer

Word of Mouth

question

What are the 4 Pillars of Influencer Marketing? (How to do it)

answer

1.Plan 2.Identify 3.Recruit 4.Maximize Value

question

Pillar 1, Plan

answer

Define relationship Define goals/KPIs Define budget

question

Pillar 2, Identify

answer

Reach Relevance Resonance

question

Pillar 3, Recruit

answer

PR Best-Practices Pitch email Track

question

Pillar 4, Maximize Value

answer

Maximize relationship Measure & Report Report Long-Term Impact

question

Influencer Marketing Step 1: Plan the Campaign

answer

1. Define the relationship -Marketing TO influencers -Marketing THROUGH influencers -Marketing WITH influencers 2. Define Goals/KPIs -What do you want to achieve? -Brand awareness: Brand mentions & sentimental analysis -Engagement: Content shares & blog comments -Lead generation: Visit depth & assisted conversions 3. Define Budget -How much do you have to work with? -With a defined budget you can set realistic goals, tier influencers -There us no industry standard pay rate -No budget? Barter! *You have to give to get*

question

Influencer Marketing Step 2: Identify Influencers

answer

Relevance: Influencer contextually fits your business & reaches a relevant audience Reach: Measure the "size of influencer's megaphone" or followers Resonance: The impression & message the influencer's audience is left with

question

How do you select the right influencers?

answer

3 R's

question

Influencer Marketing Step 3: Recruit Influencer

answer

With influencer marketing gaining traction, it's important to create a pitch email that stands out Approach recruiting influencers as a form of PR: Be professional, direct, detailed, and offer value Must be a win-win relationship

question

What is the anatomy of a perfect pitch?

answer

-Intention: States the reason you are reaching out to them -Benefit: Offers the influencer value -Call to Action: Ask the influencer to act on something -Closing: Always include a signature line with your social accounts, phone number, email, and title to prove legitimacy *Also god to personalize it and interact with them*

question

Influencer marketing is not a _________ it's building a ______________.

answer

1 night stand, long term relationship

question

Influencer Marketing Step 4: Maximizing the Influencer's Value

answer

*Extend the lifetime value of influencer content* Ask the influencer to promote socially Repurpose influencer content Ask for repeated contributions Create an email series promoting influencer content *Measure and report* After a campaign, create an executive summary with: -Campaign highlights -Goal attainment via KPIs -Stand-out metrics and influencers -Major "wins"

question

Influencer marketing is a _________ effect.

answer

Trickle

question

Why Intuit Quickbooks influencer campaign was successful:

answer

They: 1.Had a specific audience in mind 2.Identified influencers based on reach, relevance, and resonance 3.Had a rock-solid pitch email 4.Were internally organized. Had key roles within their organization defined & had good use of tools 5.Gave influencers creative liberty, but had a process for editing & approving the content 6.Maximized the value of their influencer relationships by asking them to share their work

question

Branded marketing is _____ marketing, rather than ______ marketing.

answer

Pull, Push

question

What tool can you use to connect with influencers?

answer

Octoly

question

Influencer Tools for Discovery

answer

ClearVoice Klout Instagram Youtube Tumblr Vine LinkedIn

question

Influencer Tools for Managing Campaigns

answer

Trello Office Suite ClearVoice Sway Group Asana Google Drive

question

Influencer Intelligence

answer

Clear Voice connects users with the top influencers by topic & industry

question

Snaplytics offers

answer

Automation Metrics Followers Publishing

question

Tool for Snapchat Marketing

answer

Snaplytics

question

From Social #PRCHAT, what are 5 Social PR Secrets for Community Management from @Moz?

answer

1.Don't have an App-tastrophy To avoid posting personal information on a business account is to use 2 separate apps when sharing. 2.The Grandma Rule If mother knows best, then Grandma has been there, done that, and wrote the book. "If you wouldn't say it to your grandmother because she would find it distasteful, then perhaps you won't want to share it on social."-Jennifer Lopez 3.Become a D-Lister Don't auto follow Don't buy followers Don't auto direct message Don't say dumb things Don't Screw up 4. Grow Some Standards 5. Even Robots Can Be Human

question

According to A day In The Life Of A Digital Correspondent, what exactly is a Digital Correspondent?

answer

Combining public relations and corporate communications knowledge, social media experience, and some journalistic nuances.

question

Most important components for a digital marketing plan:

answer

1. Content 2. Enagement 3. Conversion

question

Digital Native

answer

A person born in an era in which digital technology always existed

question

Horizontal Revolution

answer

Today information flows ACROSS people, not just from big companies to people. This fundamental change in the way we live, work, and play is characterized in part by the prevalence of social media.

question

Web 2.0

answer

The interactive social system that is available to users 24/7. Web 1.0 was one way digital communication. Now we live in a world with technology that allows anyone to create content.

question

Social Media

answer

The online means of communication, conveyance, collaboration and cultivation among interconnected networks of people, communities and organizations enhanced by technological capabilities and mobility.

question

LARA Framework

answer

Listen to customer conversations Analyze those conversations Relate this information to existing information within your enterprise Act on those customer conversations

question

Owned Media

answer

Internet sites such as website, blogs, Facebook, and Twitter accounts that are owned by an advertiser

question

Paid Media

answer

Content paid for by a company to be placed online

question

Personal Media

answer

Involves 2 or more people communicating directly with each other

question

Psychic Income

answer

The personal or subjective benefits, rewards, or satisfactions derived from a job or undertaking as separate from its objective or financial ones

question

SaaS

answer

Acronym for Software as a Service refers to cloud application services, whereby application service, whereby applications are delivered over the internet by the provider, so that the applications don't have to be purchased, installed, and run on the customer's computers

question

SEM Search Engine Marketing

answer

Automated presentation of ads that are related to either the results of an online search or the content being displayed on other webpages

question

Folksonomy

answer

A system of classification derived from the practice of collaboratively creating and managing tags to annotate and categorize content

question

Vehicles

answer

The way within a medium you choose to broadcast your message.

question

5th P of marketing

answer

Participation

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

Buying links is an example of black hat SEO

answer

True

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

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

answer

Custom Header

question

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

answer

question

All content on YouTube is indexed by __________.

answer

Google

question

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

answer

Instagram

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

The content on Pinterest is not time stamped

answer

True

question

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

answer

An image that by itself tells a story

question

In Krista Neher's interview she talked about taking a 5-Page document that was not shareable and turning it into _____________ to make it more interesting and visual.

answer

Infographics

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.

question

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

answer

True

UF Social Media Management Final – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards