Fundamentals of social marketing for today’s leading practitioners

The Hootsuite Social Media Marketing Certification Exam Answers now is Hootsuite Social Marketing Certification Exam Answers.

• Industry-recognized certification that demonstrates your expertise with the world’s most-used social media management platform to clients and employers.
• A permanent online certificate to showcase your Hootsuite expertise that you can link to from your blog, website, or any other online profile.
• Listing in the Hootsuite Certified Professionals Directory, which helps brands and employers find talented social media professionals like you.

Get your Hootsuite Social Marketing Certification by passing a 60-question online exam, testing your knowledge of the core principles of social media marketing.

The exam is based on Hootsuite’s free online Social Marketing Training course—a comprehensive series of easy-to-follow video tutorials covering everything from creating a social media strategy and optimizing your social profiles to creating and sharing effective social content and effective social media ads.

If you’re new to social marketing, the training course is a great way to quickly level-up before taking the certification exam. Already a social marketing pro? You can take the exam right away to prove your expertise.

Hootsuite Social Marketing Certification Exam

• 60 questions
• 60 minutes
• 80% minimum grade to pass

Let’s say you’re evaluating a customer of your organization as a potential brand advocate. In addition to the three R’s, what’s another criteria you could use to determine whether this person would represent your organization well?

brand affinity

political values

influencer connections

brand rub

number of followers

all of these

Tools like Hootsuite Amplify can make running an Employee Advocacy program easier by allowing you to ______________.

all of these

give advocates daily updates of relevant news articles that they should share

provide company news and content that can be shared to advocates social networks with a single tap

none of these

monitor program participation

monitor metrics like most shared content or most active advocate

One benefit to having an Employee Advocacy Program is that Social Network Algorithms generally ____________.

prioritize messages from individuals over those sent by organizations

prioritize messages from organizations over those sent by individuals

all of these

none of these

Boost the SEO rankings of organizations whose employees regularly share their content

prioritize messages sent by individuals when they are formally linked to organizations with verified accounts

Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.

a plan for continued engagement

a metrics and Reporting Game Plan

a database of advocate’s social media handles and passwords

a geographic advocate acquisition strategy

a compensation plan for advocates

You should use the 3 R’s, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________.

the amount of times per day they post to social media networks

the level of engagement they have with their audience

the number of languages they can communicate in

the amount of interesting content, such as gifs, that they use

the amount of re-tweets they get

Once you’ve onboarded a participant into the brand advocacy program, focus on keeping and growing their commitment and cultivating enthusiasm. At the start, check in periodically to make sure your new advocate is engaged and committed. ______________ check ins are a good rhythm.

30, 60, and 90 day

Influencer connections

Number of followers

Political values

All of these

Brand rub

When announcing an Employee Advocacy Program, it’s important to reinforce why sharing content on behalf of an employer is in the employee’s self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby ________________________.

portraying the organization as a great place to work

differentiating themselves as a dedicated performer within the organization

getting more followers on their social channels

displaying the degree of their brand affinity

supporting the organization’s business interests

benefiting from brand rub

When running a Employee Advocacy program, eventually you’ll need to pull data to demonstrate the program’s effectiveness. Which of the following is not a common metric that program managers will look at?

new employee recruitment and sales leads generated

advocate engagement, which is measured by weekly and monthly active participants

% decrease in cost per click and cost per impression

social reach, which is a measure of the volume of content being shared to all different social networks

website traffic resulting from employee shares, which can be measured through the use of UTM links

Since a business cannot follow their Facebook followers directly, it’s important to build a community and demonstrate customer care by _______________.

sharing lots of new content and promotional materials each day

responding to questions and comments from customers on your Facebook post’s comment threads quickly and thoughtfully

sending each new follower a standardized, formal Facebook message to thank them

requesting to follow your business’ Facebook followers from your own personal account

all of these

On your Facebook Business page, which feature would you use to provide your followers with the ability to Shop Now, Sign Up, or Contact Us.

Like-gating

Featured Likes column

third party app integration

Call to Action Button

Instant Conversion

Which of the following statements describes a best practice regarding your Facebook page profile picture?

Change once a week and use random images to create visual interest

Keep your profile picture consistent

Change it strategically to match your current campaigns

Change it every day to keep your followers interested

Cover photos have a prominent location in your social media profiles, so you should use this space strategically – for example, it’s a great place to ____________________.

showcase Buy Buttons for new products

put your company logo

announce new product releases or generate interest in upcoming events

display a professional headshot

highlight CTAs (Call-to-Action)

serve up Display Ads

To ensure your brand is being represented in the best light on Instagram, and to discover content from your customers, you should keep an eye on _____________.

Your connected business accounts section

Your Instagram Insights metrics

Photos in which your organization has been tagged

Trending Instagram hashtags such as #TBT posts

The comments section of boosted posts

As a rule of thumb, content about your company products and services should make up the following percentage of all content you share:

30%

65%

there is no rule of thumb

90%

Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.

thumbnail, logo

thumbnail, thumbprint

Pixel, landing page

thumbnail, products page

Billboard size, logo

Why is it important for social media managers to share insights into the performance of content shared on social media channels with individuals or teams within the organization responsible for creating branded content?

These insights ensure content is never repeated.

These insights can influence new content being created.

These insights prove what a great job you’ve done promoting content.

These insights show which networks content should be posted on.

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.

Mission

Objective

Strategy

Goal

Tactic

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.

URL Parameter

Carousel Menu

Owly link

call to action button

UTM Parameter

A key tool to achieving your social marketing goals is a strong ___________ which acts as a game plan for coordinating, creating, and distributing your organization’s _________.

Advocate relationship program, brand goals

Social Media Strategy, mission

Ads platform, banner ads

None of these

Messaging interface, key messages

Content Strategy, content

Private Twitter Lists are a great way to _________.

engage with industry influencers

use relevant industry Twitter accounts to influence your SEO

keep up with competitors’ content without publicly following them

maintain lists of relevant keywords

Your Twitter Likes Tab allows you to:

pin your most important tweets to the top of your profile

receive notifications when liked users sends tweets in the future

instantly trigger a paid Promoted Tweet

curate and display tweets from others that you have liked and find valuable

On Pinterest, utilize _______ to provide a high value, informative experience to your followers.

Pinterest Cards

Visual Boosts

Promoted Posts

Rich Pins

Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.

False

True

Which two of the following are not key components of a Social Media Content Strategy (Pick 2):

Specifications for Profile Optimization

Brand Voice and Persona

research and analysis of current content reception and strategy

target audience identified by platform

list of content-specific goals and objectives

plans for the distribution of your content

When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.

120 characters

200 characters

140 words

140 characters

60 words

What is a unique feature of an Instagram Business account versus a Personal Account?

You can include at least one contact option, in the form of an email, phone number, or street address.

They allow you to send private messages to your entire follower list.

You receive 5 free boosted posts per month.

You can delete comments left on your posts.

Your posts will be prioritized in your followers’ newsfeeds.

Instagram doesn’t offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?

To start a new line in your bio, hit the space bar 5 times quickly

Insert a period in it’s own line between two blocks of text

Insert a forward slash and backslash in between the blocks of text requiring a line break

Draft your bio using the notes app on your device, then paste your formatted copy into the bio field

Hold down the shift key when you’re drafting your bio

A social media content calendar should be broken down into 2 major sections: Your __________ which could contain items such as campaign starts, influencer takeovers, and new blog posts, and a more fine-grained ______________ which could be a detailed schedule of every post for each of your social networks.

social media strategy, evergreen content list

content strategy, hourly schedule

industry calendar, weekly schedule

None of these

larger monthly calendar, weekly calendar

weekly calendar, post-by-post spreadsheet

Which of the following is NOT a reason an organization would use the Instagram Stories feature?

To share content in a separate section of the app

To keep a permanent record of shared content

So that posts don’t show on your main Instagram profile

To allow in the moment posting and live broadcasting

To avoid cluttering the newsfeeds of your followers

A Social Media Manager for Athene Suites Hotels has gathered hundreds of vacation photos submitted by followers of the organization’s Instagram account. The best of these photos will be posted on the channel in an upcoming campaign that celebrates customers. Which term best describes these photos:

Follower Based Content

Audience curated images

User-generated content

Visually Curated Media

User-discovered Media

In order to track conversions for your content performance accurately, you’ll want to measure downloads attributable to visitors coming from social media channels. You can do this by configuring custom ____________ in Google Analytics. These will track the source of the visitors who complete an action, giving you a clear picture of the impact your social media activity is having on lead generation.

UTM parameters

Conversion trackers

None of these

Target parameters

Visitor trackers

Let’s say you’re looking to increase the visibility of your company blog. What, in addition to SEO tactics, could you do to make it easy for people to organically find your previously published posts?

None of these

Paid Boost via Google AdWords for underperforming posts

Embed pixels into all old blog posts

Link internally to previously published blog posts

Email a blog link to all captured leads

Hire a skywriter and graffiti artist

Republish old articles with different headlines

When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you’ll get more views and engagement if your video ________________.

is longer and repeats key points.

is full of interesting transitions and editing techniques.

uses unusual lighting and sound effects.

includes a pdf attachment with details from the broadcast.

is short and action packed.

Let’s say you’re a Social Marketer, and you’re about to start curating content for your organization. You’re looking for tools that will help make this job more efficient and effective. Which of the following is NOT a feature you would generally look for in such a tool?

List of topics to avoid sharing

Search for popular articles that are trending on social

Provides content insights into what’s performing best in your industry

Search for relevant conversations happening on Twitter

Receive lists of content and Twitter Influencers

A practical benefit of ________________is that it requires little in the way of resources which can be helpful for organizations that don’t have a dedicated content team, but that still want to position themselves as trusted advisors in their industry.

Amplified Content

Created Content

Promoted Content

Curated Content

Auto-Generated Content

Verified Content

Why is it important to take sentiment into account when looking at the Conversation Rate of a social media post?

A post’s Conversation Rate can be high because it has received a large number of negative comments

Sentiment is the dividend in the Conversation Rate formula

Sentiment analytics are how you get from a Conversion Rate to a Conversation Rate

So the data being interpreted is unbiased by emotion and not open to interpretation

Sentiment is not related to Conversation Rate

The goal of this type of Facebook ads campaign is to expand the reach of a post that had organic success.

Display and Text Ads

Sponsored Content

Page Post Engagement

Promoted Pins

On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.

Map lenses

Geofilters

Photo Layers

Brandfilters

Auto-Enhance

LensFilter

Image Boost

When it comes to content marketing on social media, Research is the key to understanding what content will resonate with your audience. Begin by looking at your Social Media Audit, and then use network-specific tools such as_______________ and ________________to identify your audience demographics by network.

Instagram Stories, LinkedIn Demographics

Snapchat Biographies, Twitter Lists

Twitter Demographic Analytics, Facebook Geo-Targets

Instagram Market Insights, Twitter People Metrics

Instagram Post-Locator, Facebook People Manager

Facebook’s Audience Insights, Twitter Analytics

Operating without a ______________ could result in posts that exhibit unbalanced tone, subject matter, or purpose. Moreover, without this plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.

Influencer Strategy

Advocate Strategy

Earned Strategy

Content Strategy

Paid Strategy

When it comes to creating video for your social channels, which of the following is NOT a best practice?

When editing, consider adding subtitles or descriptive text to your videos.

Shoot your video from different angles, and film additional “B-roll” footage

Since video will be consumed on mobile, record videos using mobile as well.

Film in landscape mode generally, but portrait mode when filming for Instagram Stories or Snapchat

Invest in professional video editing tools such as Final Cut Pro or Adobe Premiere

A key part of running a business blog is ensuring it, and by extension the organization’s website are easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.

None of these

SEO friendly

Black Hat Optimized

Search Boosted

Flesch-Kincaid Optimized

Net-Neutral

The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.

Influencer Search

Meta Search

Deep Search

SearchLight

Advanced Search

Shared content can be categorised into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.

Curated

Created

Verified

Promoted

Published

Amplified

With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?

To more easily identify the tools and vendors that will need to be engaged.

To prevent all of your content data from being stored in the same place.

To allow for more accurate social media budgeting projections.

To make keeping track of ad spend and budgeting easier and more efficient.

To more easily track the ROI of your social media content program.

To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.

Your Social Media Content Strategy should flow naturally from your _________________________.

Content Curation Tools and Tactics

Internal Requests

Social Media Strategy and objectives

Content Creation Bandwidth

Social Media Management Platform

When optimizing your social media profiles, be sure to provide a consistent business description across all channels. Brainstorm a handful of essential and _____________ keywords that describe your company, and incorporate them into the copy of your About sections.

Backlinked

Networked

Trademarked

Multi-syllabic

SEO-friendly

Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.

in previous decades

in other industries

within their organization

by their competitors

in print form

none of these

What is a key tactic to use when measuring the reach of content, particularly content with a longer shelf life, such a blog posts, to ensure that you’re comparing apples to apples?

Measure the first 24 hours of reach only, as traffic dies down after day 1.

Choose a day of the week to be your measurement day, where you write down

Make sure all blog posts are published at the same time to avoid uneven reach.

Measure each piece of content’s reach at the end of the quarter.

the reach of each piece of content and compare.

Pick a consistent time frame to measure for each piece of content.

Public Twitter lists are best used to follow:

Keywords

Brand mentions

Competitors

Industry Influencers

______________________ are a YouTube feature that show up at the end of your video and can be used to lead visitors to a landing page once they have finished watching it.

Metatags

Video Cards

Landing Page Re-directs

Caption Files

Channel Trailers

Which of the following is an examples of social media objective that could support the goal to increase awareness of a new hotel location on social channels? (PICK TWO)

Experiment with 3rd Party Software Tools.

Schedule 2 tweets per day for 1 month, containing beautiful images of the region around the hotel.

Engage a certain number of local social media influencers to post about their experiences with the hotel in Q1.

Drive a certain number of mentions of a relevant branded hashtag in the first two 2 months following the opening.

Boost 5 Facebook Posts about the hotel that are already performing well organically.

The best method for determining future social media targets is to establish benchmarks. You can do this by __________________.

asking competitors to share their analytics reports so that you have a frame of reference

taking your organization’s net revenue and dividing it by revenue directly attributable to social media channels

extrapolating data from past efforts to estimate future success

summing the anticipated revenue accruing from this year’s social media objectives

Upload benchmark reports from Google Analytics into your organization’s CRM

making an educated guess based on the phases of the moon

Which of the following IS a component of a social media strategy?

Designing email campaigns

Prospecting Strategy for Sales Leads

Website Maintenance

Organization of networking events

Crisis Management Plan

When pitching your budget to decision makers, focus on conveying two things: First, demonstrate ROI from the current year, and second:

showcase your top performing content from the previous fiscal year.

showcase the value of the initiatives, campaigns, and goals you have in mind for the coming year.

emphasize how much more efficient your team is with resources than the company as a whole.

emphasize how much your team deserves, given how hard they work.

highlight shortcomings caused by lack of budget in the previous year.

Scope, Process for Creating and Updating Documentation, Approvals + Operational Considerations, Social Media Policy, and Education and Training are the 5 constituent parts of what?

Social Media Objectives

Social Media Policy

Social Media Strategies

Social Media Guidelines

Social Media Governance

Why should Social media managers should begin the budgeting process for their social marketing program well before final budget numbers are settled?

To make the most persuasive and data-driven case possible for influencing how much will be awarded.

Because there will likely be other projects that arise and it’s important to leave yourself enough time to complete a budget before the end of Q4.

Because social managers are often overwhelmed with tactics and campaigns at the end of the year.

Vacations around Thanksgiving and Christmas often make it difficult to get the data needed in time for final budget submissions.

So that you can get your budget requests in early so that your requests are prioritized over other teams.

Identify the order of the elements below that most accurately reflects their relationship to each other.

Departmental Goals, Organizational Goals, KPIs, Social Media Goals, Social Media Objectives

Social Tactics, Social Media Objectives, Social Media Goals, Departmental Goals, Organizational Goals

Organizational Goals, Social Media Objectives, Social Media Goals, Social Tactics, Departmental Goals

Social Media Goals, Social Media Objectives, KPIs, Organizational Goals, Departmental Goals

Organization Goals, Departmental Goals, Social Media Goals, Social Media Objectives, Social Media Tactics

Which of these is NOT a part of a Social Media Strategy?

Social Media Audit

Budget, Tactics, and Tools

Prospecting Strategy for Sales Leads

Social Media Goals and Objectives

Crisis Management Plan

Which of the following best describes the element of a Crisis Management Plan that specifies all the terms, hashtags, keywords that should be continually listened for on social channels with a view to identifying external issues before they spiral into crises?

Brand Awareness

Social Media Monitoring Strategy

Social Media Listening Techniques

Social Search Streams

Social Surveillance Best Practices

The key question you want to keep in mind while undertaking a social media audit is: “What value is your organization adding to your customers through social media now vs. _______________?”

the number of followers you gain per quarter

the value your customers are providing to you

the value you want to be adding

the amount you spent acquiring them

the maximum revenue you can extract from customers in exchange

What element of a Crisis Management Plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume?

Conditional (“If-Then”) Branches

Decision Tree

None of these

Flow Chart

Hypothetical Imperatives

Venn Diagram

_______________would involve serving messages and content organically through your organization’s official social channels.

ARPU levers

Owned tactics

Conversion channels

Top of Funnel media properties

None of these

All of these

________________ increase the efficiency and effectiveness of social marketing tactics. Examples include Upcontent, Right Relevance, BuzzSumo and Hootsuite.

None of these

Native social networks

HTML Markup Tools

3rd Party Software Tools

Social Marketing Consultancies

Social Media Agencies

_______________ have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels.

Enterprise Tactics

Paid Tactics

Owned Strategies

Top of Funnel Conversions

Earned Goals

Influencer Strategies

An example of an “earned” social media tactic:

forging mutually beneficial influencer relationships

generating positive conversations on social around your products or services

all of the above

sparking word of mouth recommendations from previous customers

encouraging employees to amplify your organization’s social content on their personal social channels.

Social media tactics tend to fall into 3 categories:

Earned, Influenced, Purchased

Paid, Owned, Earned

Earned, Borrowed, Acquired

Aimed, Taught, Bought

Social media objectives should:

flow from, and directly support, social media tactics

adhere to the S.M.A.R.T. framework (Specific, Measurable, Achievable, Resourced, Time-bound)

adhere to the CCAF framework: context, challenge, activity, feedback

be independent of competing marketing and organizational goals

be finalized early, so marketing goals can be designed around them

1)

Using social platforms, businesses can target niche markets and reach specific demographics.

1. A) TRUE
2. B) FALSE

https://www.youtube.com/watch?v=2Fk1eegZZxo

2)

Tumblr's user-friendly platform and visual nature makes it easy for brands to tell their story through ___________

1. A) text, photos, links and quotes
2. B) photos, collections and discoveries
3. C) videos and subscriptions
4. D) none of the above

3)

A company's marketing team can promote new products and services as well as create brand awareness by sharing valuable content on LinkedIn ___________

1. A) Annotations
2. B) Company Pages
3. C) Email Marketing Service
4. D) Promoted Boards

4)

Pinterest has a larger percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income.

1. A) male users
2. B) female users
3. C) professional users
4. D) teenagers

5)

Your Twitter Favourites Tab allows you to:

1. A) pin your most important tweets to the top of your profile
2. B) curate and display tweets from others that you have favourited and find valuable
3. C) instantly trigger a paid Promoted Tweet
4. D) receive notifications when favorited users sends tweets in the future

6)

To take full advantage of your Twitter Media Gallery, ensure that you've uploaded a minimum of:

1. A) 2 Twitter Cards
2. B) 8 videos and 3 photos
3. C) 6 photos or videos
4. D) 1 Tweet Button to each of your web properties

7)

Under Facebook's Page settings, you can control whether the public can:

1. A) tag your photos
2. B) post to your page
3. C) reach out to you via private message
4. D) all of the above
5. E) a and c only

8)

Under the Insights Tab on Facebook, you'll find:

1. A) code for a Like, Share or Follow badge
2. B) how many users hid each post from their NewsFeed
3. C) a quick snapshot of the reach and engagement of your posts
4. D) hundreds of third party apps like Instagram, Twitter and Pinterest

9)

_______________ let you segment your company offerings by target market and are a great way to focus on different products separately so you can modify positioning and messaging.

1. A) LinkedIn Groups
2. B) LinkedIn Products and Services Tabs
3. C) LinkedIn Showcase pages
4. D) LinkedIn Featured Products

10)

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

1. A) once a day to generate brand exposure
2. B) as much as time permits but focus on posting during regular business hours
3. C) never, so as not to associate your company with any beliefs or ideas you don't endorse
4. D) you can't post as a Company Page in LinkedIn Groups

11)

Within an Instagram post, the Location Field:

1. A) can only be utilized if your phone's GPS is turned on
2. B) is a great place to include an additional clickable link
3. C) is automatically filled in depending on your location
4. D) can be used strategically for additional copy that supports the photo

12)

In your Instagram profile, you should select a clear and memorable profile photo, one that:

1. A) has a resolution of at at least 1600 X 900
2. B) contains metatags for SEO purposes
3. C) displays well as a thumbnail photo
4. D) all of the above

13)

A company's social media strategy document should be ___________ a company's larger business strategy.

1. A) independent of
2. B) aligned with and guided by
3. C) the foundation for
4. D) all of the above

14)

A strategic plan for how a company will incorporate social media into its business is:

1. A) an Executive Summary
2. B) a Social Media Audit
3. C) a Social Media Policy
4. D) a Content Strategy
5. E) none of the above

15)

It's important to develop key messages for your businesses to share so that:

1. A) you and your employees can keep in mind what you want to emphasize in social media interactions
2. B) you have canned, pre-approved messages to share on social media in the case of emergencies
3. C) brand voice/persona can develop organically out of audience engagement with those key message
4. D) senior executives can more accurately define business objectives

16)

Social media goals are unnecessary if your company is smaller than:

1. A) 5 people
2. B) 30 people
3. C) 15 people
4. D) none of the above

17)

To ensure the social media goals you're setting in your social media strategy are attainable and realistic:

1. A) begin planning requests for new-hires when the workload increases
2. B) consider the goal in an historical context and evaluate your resources
3. C) proactively manage the expectations of company business leaders downward
4. D) set goals conservatively to increase probability they'll be achieved

18)

Social media objectives should:

1. A) be S.M.A.R.T. - Specific, Measurable, Achievable, Realistic, Time-bound
2. B) not include key performance indicators
3. C) be independent of competing marketing goals
4. D) follow the CCAF framework: context, challenge, activity, feedback

19)

An organization's overall social media strategy should be reviewed and revised:

1. A) once a month
2. B) as business goals and priorities shift
3. C) twice a year
4. D) on a week by week basis

20)

____________refer to branded properties you control and can leverage strategically such as your website, blog and social channels.

1. A) ARPU levers
2. B) Owned strategies
3. C) Conversion channels
4. D) Top of Funnel media properties

21)

An example of an "earned" strategy within a social media strategy document could be:

1. A) securing endorsements by influencers
2. B) generating positive conversations around your products or services
3. C) sparking word of mouth recommendations from previous customers
4. D) all of the above
5. E) none of the above

22)

A social media policy is intended to:

1. A) outline what social media strategies and tactics that will be pursued in the coming year
2. B) mandate the required amount of social media promotion employees must do on the behalf of the company
3. C) provide guidelines for appropriate and inappropriate use of social media by company employees
4. D) outline the ways in which sales and marketing activities will support social media initiatives in the coming year

23)

Qualitative and quantitative data should be _______________ on a consistent basis.

1. A) gathered, discarded and used to adjust course
2. B) reported, adjusted and leveraged to shift strategic direction
3. C) refrained from being used
4. D) gathered, analyzed and used to adjust course

24)

Four days into launching your content strategy, it is not hitting its performance goals. You should:

1. A) scrap it and start from scratch
2. B) give it some more time, and continue monitoring results
3. C) leave it as is, 95% of content strategies work in the first year
4. D) adjust performance goals so the strategy becomes a winning one

25)

The following types of measurement should be used to assess the progress of your social media strategies:

1. A) time-bound and randomized
2. B) qualitative and time-bound
3. C) qualitative and quantitative
4. D) daily and qualitative

26)

Content marketing success depends on consistently producing a large quantity of content, and not letting concerns about quality grind your progress to a halt.

1. A) TRUE
2. B) FALSE

27)

As a best practice, store your content calendar and content bank:

1. A) in a centralized location like Google Drive
2. B) on the Social Media Manager's computer, so one person controls official versions and the revision process
3. C) across several computers, so a hard drive crash on one computer doesn't wipe out all the files
4. D) none of the above

28)

A content strategy should be in support of the __________ laid out in your social media strategy.

1. A) roles and responsibilities
2. B) social media goals and objectives
3. C) social media policy
4. D) content calendar

29)

Once developed, how often should your content strategy be revised?

1. A) content strategy should stay the same for the entire lifespan of a product line
2. B) content strategy should be revised once a month
3. C) content strategy should be revised every 5-10 years
4. D) content strategy should be reviewed annually

30)

The exact best ratio of curated to created content is:

1. A) 50/50
2. B) 45/55
3. C) 10/90
4. D) there is no exact ratio

31)

Apps like TrendSpottr, Content Gems, Feedly, and Flipboard are powerful tools for:

1. A) building relationships in your industry
2. B) content curation
3. C) incentivizing brand ambassadors
4. D) gathering and analyzing metrics

32)

___________________can have powerful, time-saving benefits when used as part of a content marketing program.

1. A) White papers
2. B) Thought leadership pieces
3. C) User-generated content
4. D) Video content

33)

Content curation methodology includes:

1. A) distillation, reconciliation, imitation and chronology
2. B) levitation, aggregation, elevation, distillation
3. C) aggregation, distillation, chronology and elevation
4. D) indoctrination, aggregation, distillation, chronology

34)

As a rule of thumb, content about your company products and services should make up the following percentage of all content you share:

1. A) 3
2. B) 9
3. C) there is no rule of thumb
4. D) 65

35)

Branded hashtags work best on the following platforms:

1. A) Facebook and Instagram
2. B) Instagram and Twitter
3. C) Facebook and Twitter
4. D) Twitter and Pinterest

36)

Consider participating in popular instagram trends such as ______________ to give users a glimpse into the history of your business.

1. A) Saturday Stories (#SatStories)
2. B) Memory Mondays (#MeMo)
3. C) Fallback Friday (#fbf)
4. D) Throwback Thursdays (#tbt)

37)

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

1. A) outline of a product or service
2. B) call to action
3. C) call for attention
4. D) Buy Now button

38)

When tracking the ________ of a content marketing program, it's important to keep track of hard costs such as labour, stock images, photography, freelance writer and designer fees.

1. A) ARPU
2. B) share of voice
3. C) ROI
4. D) SEO
5. E) all of the above

39)

The spirit of an online community is to bring people together around________________, rather than just your specific company products.

1. A) your sphere of influence
2. B) shared values, ideas and topics
3. C) a conversion friendly platform
4. D) brand loyalty

40)

Brand advocates are:

1. A) dedicated fans with whom you should build closer relationships
2. B) short terms employees brought on to create a large volume of positive online content about your brand
3. C) paid members of the public, recruited and coached on what to say about your company in other online communities
4. D) none of the above

41)

When thinking about influencers you'd like to attract to your brand's community, what is the most important criteria to think about?

1. A) Someone who has expressed distaste for your competitors
2. B) Their sum total of followers, friends etc.
3. C) Someone who can contribute their trusted insight to your community
4. D) Someone whose remuneration requirements are within the allotted budget in your social media strategy

42)

When you've been successful in building a community that is well-acquainted with your brand and products it can become self-monitoring. This means when a question arises:

1. A) you can rely on the community space to provide answers, moderate discussions and correct any misinformation without supervision
2. B) community members may pipe in with an answer, thereby reducing the resources you dedicate to customer support
3. C) it's an indication that your community building efforts were not as robust as they could have been
4. D) it should be viewed as a qualified sales lead and funneled immediately to the sales team

43)

A good first step to connecting with influencers is to:

1. A) Send a formal email explaining your product and asking them to share it with their networks
2. B) Start building a relationship by engaging with the content they share
3. C) Tweet each influencer you'd like to attract every day for a minimum of 3 weeks
4. D) Wait until your product is successful and the influencers come to you

44)

____________are often your best advocates and the best at amplifying your content on LinkedIn.

1. A) Influencers
2. B) Clients
3. C) Family members
4. D) Employees

45)

In order to cement positive relationships with your brand advocates on Twitter, you should:

1. A) provide an honorarium for each positive mention they make about your brand
2. B) engage with their online content and give public shout outs to recognize their support
3. C) empower them to unfavorably review competitors products in a public form (e.g., Yelp)
4. D) offer to employ negative SEO practices to help them move their business interests forward

46)

"Credit content from other people by mentioning their username in the caption or by tagging it in the photo". On which social network is this advice most relevant?

1. A) Twitter
2. B) Pinterest
3. C) LinkedIn
4. D) Instagram

47)

On Facebook, which of the following is the best way to learn about community members' interests and habits?

1. A) Run targeted reports using Google Analytics
2. B) A/B test a variety of Promoted Posts
3. C) Use Facebook Graph Search
4. D) Ask targeted questions within comment threads

48)

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

1. A) ROI
2. B) ARPU
3. C) Reach
4. D) Influence

49)

When creating an ad based on a previous piece of content you've shared, it's usually best to use a post with ___________.

1. A) visuals, text, and low organic engagement
2. B) high organic engagement
3. C) native Facebook video
4. D) YouTube Annotations

50)

Before deciding to advertise in a specific platform, get a sense for the size of the audience your ad could reach by doing some ____________.

1. A) preliminary targeting research
2. B) keyword analysis with Google AdWords
3. C) surveys with a target audience
4. D) Consultations with internal SMEs

51)

Which of the following is a best practice for buying social advertisements?

1. A) keep your target audience as broad as possible
2. B) rotating images and developing ad copy variants to help you test what works best
3. C) avoid ad copy variants as this can confuse the target audience and make ROI measurement more difficult
4. D) focus your spending on networks where you've struggled to attract followers

52)

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

1. A) negative SEO benefits
2. B) integration with print and TV campaigns
3. C) finely tuned targeting capabilities
4. D) collaborative relationships

53)

The posts you choose to Boost on Facebook should:

1. A) always include direct call to action to buy your product/service and UTM parameters to track ROI more efficiently
2. B) have underperformed when initially posted
3. C) promote community building and foster conversation about industry topics
4. D) drive users to your website or blog or spread awareness of a time-bound campaign

54)

The goal of this type of Facebook ads campaign is to expand the reach of a post that had organic success.

1. A)
2. B)

55)

With ___________ bidding, you pay each time your Facebook ad is shown to a member of your targeted audience. _________ is a good option when the focus of your Facebook Ad campaign is exposure. (one answer)

1. A) CPM (Cost per Impression)
2. B) oCPC (Optimized Cost per Click)
3. C) CPC (Cost per Click)
4. D) CPA (Cost per Action)

56)

Facebook bidding types include:

1. A) Cost per Click, Cost per Impression and Cost per Engagement
2. B) Cost per Impression, Cost per Click and Optimized Cost per Impression
3. C) Cost per Like, Cost per Comment, and Optimized Cost per Impression
4. D) Cost per Video View, Cost per Share and Cost per Click

57)

Which of the following is not a type of Twitter Advertising Campaign

1. A) Tweet Engagement
2. B) Video Views on Twitter
3. C) Followers Campaign
4. D) Website Clicks and Conversions
5. E) App Installs and SEO Optimization

58)

Twitter's ____________ provide an opportunity to use customer data such as emails and Twitter handles to target specific users when using Ads

1. A) Audience Insights
2. B) Tailored Audiences
3. C) Twitter Analytics
4. D) Twitter Data
5. E) none of the Above

59)

Which of the following is a feature within LinkedIn Ads Manager?

1. A) Audience Expansion
2. B) Brand Visibility Booster
3. C) Website Clicks and Conversions
4. D) competitor hashtag analysis

60)

For deeper insights into the ROI of your social ads spend, you should analyze data by _________ .

1. A) platform, target audience, and creative elements
2. B) SEO and remarketing
3. C) distillation and aggregation
4. D) revenue lost and opportunity costs

61)

As Twitter is ____, businesses are able to follow and monitor their customers for insights into their ideas, habits, and opinions about different products and services

1. A) an open network
2. B) a closed network
3. C) an internal resource network
4. D) a gated community

62)

Businesses can use YouTube annotations to:

1. A) prompt users to watch and 'Like' more of their posted content
2. B) allow viewers to leave time-coded annotations within the video for others to see
3. C) enable viewers to instantly share the video directly to their following by simply clicking on the annotation
4. D) hide advertisements that are intrusive or irrelevant

63)

Which of the following statements describes a best practice regarding your Facebook page profile picture?

1. A) Change it every day to keep your followers interested
2. B) Keep your profile picture consistent and change it strategically
3. C) Chance once a week and use random images to create visual interest
4. D) Never change your picture because you need people to associate it with your brand

64)

One of the best ways to ensure your target audience sees your LinkedIn updates is to:

1. A) entice your target audience to Follow your LinkedIn Page, because then it will show up in their Newsfeed
2. B) post updates during business hours, since that's when professionals are usually logged in
3. C) post your company updates in relevant industry groups, in addition to your Home Feed
4. D) always cross post your LinkedIn updates to your Facebook and Twitter pages to maximize

65)

Instagram allows you to include clickable links in the following area(s):

1. A) Website Field and Bio Field
2. B) Custom Location Field and Website Field
3. C) Website Field
4. D) Website Field, Captions, Comments, and Username Field

66)

A social media audit would typically not include:

1. A) an itemized list of current social media networks and their activity rates
2. B) follower counts per social network
3. C) information about what your competitors are doing
4. D) KPIs, goals and objectives for the coming year

67)

If you're an online retailer and your social media goal is to increase newsletter sign ups from social channels, a related KPI could be:

1. A) a memorable phrase that highlights the value prop of the newsletter
2. B) the number of unique visitors to your website last year
3. C) a 30% overall increase in sign ups within three months
4. D) the number of clicks on the URLs embedded within the newsletter

68)

Identifying and defining ____ for the calendar year is essential when planning your social media activity

1. A) brand voice
2. B) key dates and timelines
3. C) social media policy
4. D) measurement activities
5. E) all of the above

69)

The key elements of content strategy are:

1. A) target audience, content goals, brand voice, and distribution channels and tactics
2. B) tertiary audience, partnerships and community, earned media, email retargeting
3. C) distribution channels and tactics, content goals, and influencer strategy
4. D) all of the above

70)

A competitive analysis should be performed:

1. A) only by third party B2B consulting firms with appropriately licensed staff
2. B) during a social media audit and at regular intervals
3. C) in partnership with competing businesses so a complete picture of the competitive landscape can be generated
4. D) using qualitative data only

71)

The purpose of a ____ is to ensure you have set clear goals, know 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.

1. A) content Calendar
2. B) social media policy
3. C) content strategy
4. D) SMART objective

72)

____ with an interested audience over long periods of time can lead to you being seen as a trusted advisor.

1. A) Highly targeted social advertising
2. B) Lighthearted, humorous conversations
3. C) Sharing company news and information about products and services
4. D) Sharing useful, relevant content

73)

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

1. A) SEO
2. B) Email
3. C) Facebook Analytics
4. D) ROI

74)

An optimal content marketing program will incorporate ____ content

1. A) audio and visual
2. B) curated and created
3. C) paid and earned
4. D) crowdsourced and created

75)

Due to the 140 character limit of Instagram captions, it's important to be concise with every post.

1. A) TRUE
2. B) FALSE
3. C) True, but you can make captions longer by adding multiple comments under each photo
4. D) Instagram's character limit is longer than 140

76)

When it comes to building community, which of the following is not a form of engagement?

1. A) discussions around shared content
2. B) geo-targeted posts and tweets
3. C) customer support queries
4. D) responding to positive and negative sentiment

77)

If you encounter a question on social media channels to which you don't have an answer, what is the best way to respond?

1. A) confidently - it's best to take your best guess at an answer, and convey it with confidence
2. B) dismissively - if you don't know the answer to a question, it's likely not an important concern
3. C) vaguely - it's best to avoid admitting to customers that you don't know the answer
4. D) honestly - explain you don't have an answer, but that you'll get back to them with it

78)

To foster a dicussion on a question in LinkedIn groups, you should:

1. A) crosspost every question to your personal LinkedIn feed
2. B) invite your personal LinkedIn connections outside the group to contribute
3. C) tag group members who may have relevant information to share in the comments on the post
4. D) delete all question to which you don't have the answers

79)

When creating paid social advertisements, it's a best practice to lead visitors to a website or landing page that's optimized for:

1. A) dynamic text environment
2. B) video content
3. C) mobile viewing
4. D) opening PDFs

80)

You can target your Facebook ad set at ____ sourced from a list of customer emails or IDs, a list of visitors to your website or users of your app.

1. A) a competing company
2. B) a custom audience
3. C) Twitter users also on Facebook
4. D) Instagram users

81)

With ____ bidding on Facebook, you're charged each time someone takes an action on your ad, such as clicking through to visit your website.

1. A) CPM (Cost per impression)
2. B) oCPC (Optimized Cost per Click)
3. C) CPC (Cost per Click)
4. D) CPA (Cost per Action)

82)

It is currently not possible to target Twitter Ads at:

</