Hootsuite Advanced Social Media Strategy Answers

Hootsuite Advanced Social Media Strategy Answers

Gain the advanced academic certification you need to lead social media strategy for your organization, offered by Syracuse University’s renowned Newhouse School.

• The exam contains 60 multiple-choice questions.
• Some questions may have more than one correct answer. In these cases, choose all the correct answers.
• You need to score at least 75% to pass.
• You have 60 minutes to complete the exam.

Questions:

An audience persona is a profile developed through research and analytics. What target audience information should it include? Select the correct answer.

• Common traits - wants/needs, demographics, preferred channels
• Competitive information - percentage of market, average spend
• Personal details - birthdate, gender, mailing address
• Profile analytics - algorithm patterns, number of accounts, content types

There are three key phases of research for developing a social media plan. What are they?

Select the correct answers. 

• Refinement
• Evaluative
• Experimental
• Developmental

There are three key phases of research for developing a social media plan. During which phase should strategists audit social media channels, the competitive landscape, and define their target audiences? Select the correct answer.

• Refinement
• Cursory
• Developmental
• Evaluative

The most time-consuming aspect of a social media audit is delving into the data. In the absence of social media objectives and KPIs of your own, what industry model can you use to analyze your data against? Then click Submit.

• POEM
• AMEC
• PAID
• TOFU

After analyzing the data from your social media audit, the “stop, start, continue” model can help you determine key actions based on your findings. For example, if your data determined high engagement on costly video content and a steep drop in engagement on Facebook, what might you do? Select the correct answers. 

• Stop - reduce spend by 50% on Facebook, allocate elsewhere
• Start - increase resources on Facebook, boost engagement
• Start - increase resources on video production, it works!
• Continue - stick to current strategy, collect more data before adjusting

Social media audits are a critical first step for building impactful social media programs and campaigns. The first step is to create an audit spreadsheet. What information should this contain? Select the correct answers.

• Content types
• Post frequency
• Conversation sentiment
• Social accounts

An audience persona is a profile, developed through research and analytics. What target audience information should it include? Select the correct answer.

• Profile analytics - algorithm patterns, number of accounts, content types
• Common traits - wants/needs, demographics, preferred channels
• Competitive information - percentage of market, average spend
• Personal details - birthdate, gender, mailing address

What research tools can help you -kick start the process of building a target audience persona? Select the correct answers.

• Census and research groups for free data
• Google Analytics for website habits
• Claritas Nielsen service for highly predictive indicators
• The department of city planning for detailed demographics

Aligning social media objectives with broader organizational goals and priorities is central to the success of a social strategy. Which of the following sequences best describes how social media objectives should be set? Select the correct answer.

• Insert current organizational priorities into a flowchart, map onto these priorities existing branded social channels best positioned for success
• Analyze engagement metrics across branded Social Channels, design a range of social campaign options that build on what’s already working
• Brainstorm cutting edge tactical and content ideas with your team, evaluate these ideas against the most relevant organizational goals
• Review organizational goals/priorities, derive supporting SMART objectives with corresponding strategies and tactics

Which of the following best fits the criteria of a SMART social media objective? Select the correct answer. 

• Increase overall User Generated Content (UCG) and engagement on weekly Instagram posts by 35% in Q3

• Secure at least 25 blog posts from the top 10 travel bloggers around the globe by next week
• Generate 10 pieces of paid media for 3 platforms, partner with 3 influencers to help cross-promote
• Engage travel influencers to post photos of themselves enjoying a Destination Experience at one of the Top 10 Get Away locations

Why are objectives important to a social media campaign? Select the correct answers. 

• They provide organizational alignment and plan for positive outcomes
• They document industry best practices and tips for campaign success
• They provide a detailed roadmap of tactical actions the team can execute
• They make it easy for stakeholders to review and approve campaigns

How does a social media strategy relate to objectives and campaigns? Select the correct answer.

• The strategy is a list of tangible assets (a website, blog post, hashtag) you will use for your campaign
• The strategy is the action behind your campaign, specific tactics outlining how you will execute your objectives
• The strategy is the approach (the why and how) behind your campaign achieving its objectives
• The strategy is the rationale for your campaign based on organizational KPIs approved by leadership

Which of the following best defines a social media strategy? Select the correct answer.

• A strategic KPI outlined by leadership for execution by the social team
• A SMART goal that ladders up to your organization’s top priorities
• A tactic that will allow you to execute on your objective
• A statement that describes how an objective will be achieved

Which of the following is an example of a social media tactic that could be used to boost campaign visibility? Select the correct answer. 

• Create a hashtag associated with a new contest

• Audit your social channels to track engagement
• Craft a SMART objective tied to your organization's goals
• Revisit your campaign objectives and adjust as needed

The POEM model is made up of three media types that converge to compliment and bolster each other on social media. What are the three media types? Select the correct answers.

• Earned
• Made
• Paid
• Owned

How can you ensure explicit alignment between your paid social media campaign and overall objectives to maximize ROI? Select the correct answer. 

• A dedicated paid social team to focus on campaign outcomes
• A review of your broader organizational objectives
• A paid social advertising brief outlining campaign details
• A meeting with your leadership team to discuss budget

Boosted content, PPC, and Bidding are examples of which media element of the POEM model? Select the correct answer.

• Erned
• Owned
• Paid
• Converged

Social media strategists should pull customers toward brand offerings through multiple channels of engagement. Which of the following are examples of a brand’s owned media? Select the correct answers. 

• Webinars
• Targeted ads
• In-person events
• Blogs

Owned media gives brands control over content and messaging so it’s always on target. What strategy can help you maximize the impact of your owned media? Select the correct answer. 

• Create an annual content map to plan paid, owned and earned media
• Hire an agency to share the latest media trends with you
• Pay influencers to produce evergreen content for your brand
• Repost valuable content from leading industry experts

Which of the following media elements of the POEM model is the most effective way to authentically boost your brand’s credibility on social media? Select the correct answer. 

• Converged -  strategic planning
• Earned - fan reviews, tags and shares
• Paid - targeted advertisements
• Owned - brand-generated evergreen content

How can you implement earned media into your social media strategy for maximum return on your efforts? Select the correct answer. 

• By reviewing competitor products on your website
• With an extensive social listening and engagement plan
• By targeting followers with paid brand content
• By creating a customer account to audit your brand experience

Which of the following are examples of how to implement converged media tactics in your social media strategy? Select the correct answers. 

• Paying for a banner advertisement on YouTube
• Sharing a positive facebook review as an instagram story
• Creating brand content tied to local holidays
• Paying to promote user-generated content

Audience persona data can help you make informed, strategic decisions and target specific demographics. Which of the following are examples of audience persona data that could help you target Gen Z vs. Gen X? Select the correct answers. 

• Wants and needs
• Demographic and psychographic information
• Brands and media consumed
• Goals and frustrations

Which of the following represent key behaviors identified by Google’s ranking system that can help you develop robust, personalized messages that lead to user-centric strategies? Select the correct answers.

• Know
• Buy
• Do
• Go

What actions can help you uncover data to develop a content creation strategy that ladders up to your objectives?  Select the correct answers. 

• Develop an algorithm to optimize content flow
• Create a strategy based on an ideal customer archetype
• Leverage social listening tools to determine hashtags, likes, etc.
• Use google to develop a searchable list of keywords

A content cluster strategy uses topic modeling and internal linking to improve the user experience of your content and boost your search performance. What two search guidelines are used by Google and recommended as best practice? Select the correct answers.

• EAT (Expertise, Authoritativeness, Trustworthiness)
• YMYL (Your Money or Your Life)
• SNAP (Speedy, Numerical, Automatic, Practical)
• GSK (Great Search Knowledge)

What 3 steps can help you capitalize on customers and advocates who are already creating and sharing content relevant to your brand on social media in an appropriate way? Select the correct answers. 

• Pick your platforms strategically - Instagram, Twitter, Facebook
• Meet with leadership - determine spend for paid content
• Choose a UGC strategy - leverage hashtags, videos and reviews
• Establish a brand tribe - identify and engage with them

User-generated content (UGC) has become an important part of a social media strategist's content creation strategy. Which of the following are examples of UGC? Select the correct answer.

• Branded content that drives conversions and sales
• Comments, reviews, social media takeovers
• Reposted informative content from accounts in your industry
• Paid, owned, earned and converged media

Why is it important to integrate storytelling into your social media content? Select the correct answer. 

• To control the brand narrative and experience
• To respond to your negative reviews in a favourable light
• To elicit an emotional response that inspires action
• To tell your side of the story in a PR crisis

Your content strategy should center on your audience seeing the right content at the right time - with the ultimate goal of achieving your social media objectives. Top of funnel (TOFU), middle of funnel (MOFU), bottom of funnel (BOFU) represent different content types that should be used to engage your audience based on where they are in the content funnel. What customer behaviours are defined by MOFU? Select the correct answer. 

• Brand discovery
• Decision making and articulation
• Problem solving
• Evaluation and consideration

Social media channel algorithms evolve rapidly, but there are tried and true tactics that you can incorporate into your strategy to help your brand gain visibility. Which of the following will boost your content in the algorithm? Select the correct answers.

• Leverage paid media
• Like posts related to your own content
• Post during your audience’s peak activity times
• Post consistently at 6am each day

Your content strategy should center on your audience seeing the right content at the right time - with the ultimate goal of achieving your social media objectives. What type of content should be served to your audience in the bottom of funnel (BOFU) stage of the content funnel? Select the correct answer. 

• Polls and other engaging questions
• Contests to grab attention
• Testimonials and emotive stories with strong CTAs
• Broad interests relevant to your audience persona

The Edelman Trust Barometer’s special report In Brands we Trust statesd that nearly two out of every three consumers say that they trust influencer messages from a brand more than a company’s advertising about their own brand. Which of the following are key factors that contribute to the success of influencer campaigns? Select the correct answers.

• Volume of big brand partnerships
• Personal level of persuasiveness
• Overall communication frequency
• Size of social network

There are 4 types of influencers that can be leveraged to support your campaign: Mega, Macro, Micro and Nano. Leveraging the appropriate one to support your objectives is critical. Which type of influencer has the highest engagement rates and is the most trusted by their followers? Select the correct answer.

• Mega
• Micro
• Nano
• Macro

There are 4 types of influencers that can be leveraged to support your campaign: Mega, Macro, Micro and Nano. Which statement best describes a Macro influencer? Select the correct answer. 

• 1K - 10K followers, real people with a strong online presence
• 10K - 999K followers, personalities with a passion for a niche topic
• 1K-10K followers, advocates who are already engaged with your brand
• 1M+ followers, often celebrities, athletes, social media stars or actors

When it comes to influencer campaigns, The Federal Trade Commission (FTC) is concerned about influencers misleading their followers, on purpose or accidentally. How does the FTC protect consumers from some types of influencer marketing? Select the correct answer. 

• Consumers must request disclosure statements from influencers
• Consumers must learn their rights by visiting the FTC website
• Influencers must register with the FTC and agree to their guidelines
• Influencers must publicly disclose relationships they have with brands

Many marketers are not aware of Federal Trade Commission (FTC) disclosure guidelines, and some actively choose to disregard them. Why are influencer marketing regulations needed on social media? Select the correct answers.

• To prevent unfair and deceptive business practices
• To enable transparent, informed consumer choices
• To prevent brands from capitalizing on influencer marketing
• To ensure influencers are informed of consumer habits

When working with influencers, social media strategists need to understand the industry standard guidelines that apply. Which of the following influencer actions are considered brand endorsements? Select the correct answers.

• Pins
• Likes
• Tags
• Posts

An organization's employees are some of the greatest influencers and advocates a brand can have. Which of the following represent the benefits of a robust employee advocacy program? Select the correct answers.

• Increases brand awareness and positive perception
• Increases the volume of consumer reviews and feedback
• Improves brand reputation and issues management
• Improves staff recruitment, retention, and engagement

Employees may already be sharing business content on their personal channels, but a formal employee advocacy program makes it official. Which of the following are elements of a robust employee advocacy program? Select the correct answer.

• Brand guidelines, resources, and rewards
• Pay-per-post, FTC regulations, and tactics
• Objectives, audience data, and partnerships
• Paid, owned, and earned media

Social media management is a key component of every social strategists’ role. Management includes two distinct methods of reviewing social media activity: monitoring and listening. Which of the following defines social media listening? Select the correct answer.

• Discovering what your target audience are saying and doing
• Analyzing reputation, brand outlook, and the opinion of your target
• Formulating a scalable social media management strategy
• Systematically understanding, analyzing, and reporting brand insights

Social media monitoring dashboards allow a company to easily engage with consumers, stakeholders, and influencers. Social media monitoring includes watching for which of the following actions? Select the correct answers.

• Brand mentions
• Relevant hashtags
• Mentions of your competitors
• General trends that apply to your industry

Social listening allows organizations to track social media platforms for mentions and conversations related to their brand. How can it be leveraged to manage a potential brand crisis?  Select the correct answer.

• By listening to influencers to find out how fans feel about your brand
• With competitive insights into where you’re positioned in the marketplace
• With sentiment analysis algorithms triggered by negative mentions
• By identifying potential customers who can be cultivated for social selling

Social listening is all about what you’re listening for to helping you identify the best ways to engage. To start, you should develop a list of keywords and topics to listen for based on which of the following items? Select the correct answers.

• Your product name(s), including common misspellings
• Your competitors’ brand names, product names, and handles
• Your list of user-generated hashtags related to your industry
• Your organizations name and handles on all platforms

There are 5 steps to creating a social listening strategy. Step 1 is to identify and define goals. What is the next step? Select the correct answer. 

• Choose a Social Listening Tool
• Focus on Specific Channels
• Create Your Plan & Interact
• Identify Keywords

Social media crises take mere minutes to spread to the masses. That means you’ve got to act fast. Which of the following are best practices to lead your organization through a social media crisis? Select the correct answers. 

• Evaluate the impact
• Isolate the origin
• Prepare in advance
• Learn from the crisis

Organizations most commonly use predictive analytics to identify the best timeframe for a promotion or campaign. However, it’s also one of the easiest ways to identify a crisis before it even begins. How can AI and data help in crisis management? Select the correct answer. 

• Through employing the latest spyware and alerts
• By leveraging social channel technology to monitor bias
• By uncovering and flagging unexpected patterns
• Through algorithmic crisis predictors and tags

Mitigating security risks is vital when dealing with a crisis situation. Most organizations will benefit from developing three sets of policies. Who should these policies target? Select the correct answers.

• External participants
• Employees
• Third parties
• Youth under 18

A social media playbook is part strategy, part brand guidelines, and part implementation document for employees and marketing teams to consult for guidance. Which of the following should your playbook incorporate? Select the correct answer.

• Governance policies, demographic details, campaign strategies
• Strategic information, tactical expectations, brand guidelines
• Crisis management strategy, governance policies, common issues
• Creative direction, social tactics, user guidelines

Threat actors can easily create imposter accounts to compromise your brand reputation. One way they can do this is by creating an account with your brand name on a social network you don’t yet use. How can you prevent this threat? Select the correct answer.

• Block any imposter accounts you notice and campaign against them
• Educate your followers on the potential for imposter accounts to pop up
• Direct message imposter accounts to tell them to stop impersonating you
• Proactively create accounts with your brand name all social networks

Cybersecurity issues have become a permanent fixture online, and the social media presence of organizations can be a conduit for these increasingly sophisticated threats. Which of the following are malicious online security concerns that pose serious reputational and business risk? Select the correct answers. 

• Disseminating misinformation
• Staff errors
• Promotional comments by bots
• Blackmail

Access and Identity Management, is a cyber security best practice concerned with who can access your organization’s social media accounts. According to this best practice, who should be granted admin access to your accounts? Select the correct answer.

• The leadership team of your organization alone
• A select few who need access to do their job
• Anyone who publishes and engages through your channels
• Everyone with access to the master password

The privacy and security settings of your social media accounts can help you address cybersecurity vulnerabilities. Which of the following are password best practices that can help keep your accounts safe from threats? Select the correct answers. 

• Encourage your team to use the admin login only when necessary
• Set up log-in alerts when an unrecognized user has logged in
• Create a shared, password protected document for social passwords
• Use a password manager to suggest new, secure passwords regularly

A campaign timeline lets you view the entire chronology of your social media campaign plan over a set timeframe, from start to finish. It can help your team stay organized and meet key campaign deadlines. How should you begin to build your campaign timeline? Select the correct answer.

• Evaluate typical effort required to produce content assets with your team
• Consider main deliverable due dates and build a workback schedule
• Estimate timelines based on past social media campaign milestones
• Work off the shortest potential time frame, you can extend as needed

Social marketers have valuable metrics to track their progress over time at each stage of their audience’s journey across paid, owned, and earned media (POEM). Which of the following are examples of key metrics used to track the influence of your owned media? Select the correct answers.

• Sentiment
• Audience growth rate
• Cost per click (CPC)
• Shares

For campaign purposes, analyzing social data in isolation will mean your insights lack the context of wider marketing activities. Which of the following is an example of an advanced analytic technique you could employ to get a complete picture of how social media contributes to broader marketing goals? Select the correct answer.

• Analyzing all customer-related data—social media data, marketing automation data, CRM data, customer service data, etc.
• Combining social data with CRM data from platforms like Salesforce or Microsoft Dynamics
• Measuring how social media influenced sales pipeline and revenue generation by examining where and when the prospect engaged
• Integrating social media management platforms with marketing automation platforms and web data from platforms

The Association for Measurement and Evaluation of Communication (AMEC) developed an Integrated Evaluation Framework that is widely adopted by marketers and communicators. One area of evaluation is out-takes. Which of the following best defines an out-take? Select the correct answer. 

• Research conducted, and any other activities. E.g., researching brand awareness to set the benchmark to measure against post-campaign
• Impact of the communications on the target audience. E.g., did brand awareness increase or was brand sentiment affected?
• Action taken by the target audience. E.g., did your audience respond, reshare, or react to your post?
• Impact of the campaign. E.g., an increase in sales, policy change, or maximum achievement of donations for a specific project.

Social media is probably the most efficient way to generate top-of-funnel marketing leads. What is one common example of this? Select the correct answer. 

• Liaising with the sales team on new website content to help prospects choose your brand
• Connecting the dots between key lead tracking mechanisms like platforms, marketing automation, and CRM
• Leveraging sales analytics to rebrand based on the preferences of your target audience
• Using targeted social ads with tailored messages at a particular time in the audience buyer journey

Social media strategists have two distinct tasks at the end of a social media campaign: analyzing successes and challenges and reporting those results to stakeholders and leadership. Which of the following should be included in your report to prove the strategic value of social media across the organization? Select the correct answer.

• The goals of the campaign mapped to wider business goals
• Summary of the results including contextual insights
• Rationale for your strategy going forward tied to business objectives
• Recommendations for next steps for increased success

The best way to evaluate whether or not to join a new social network is to assess it against your organization’s social strategy. Which of the following are key strategic considerations for joining a new network? Select the correct answers.

• You have the time and resources to develop the channel
• You’re prepared to leverage the network’s unique attributes to add value
• Your audience is already on the platform
• Senior leadership is intent on having a presence on the network

Memes and gifs aren’t for every organization, but brands that want to show a more playful side of their business can benefit. Which of the following represent the benefits of leveraging memes on social media? Select the correct answers. 

• Low-cost way to create engaging, on-trend content
• Incorporate humour as a workaround to strict brand guidelines
• Express your take on controversial current affairs
• Cultivate audience belonging through relatability

What is the best example of a piece of content that could be shared on social media to help improve customer satisfaction?

Share a popular meme

Create a video highlighting a customer of the month

Share a photo from a community event you attended

Introduce your newest employee

None of these

The terms ‘Content Marketing’ and ‘content curation’ can be used interchangeably.

True

False

If a goal is "increasing brand awareness while increasing behavioral actions" (for example, driving traffic and increase sign ups), which one of these would not likely be a strategy for a social media strategist?

Content Curation

Influencer Marketing

None of these would likely be a strategy for a social media strategist

Employee Advocacy

Content Marketing

Using branded social accounts on channels like Facebook, Twitter, LinkedIn, and even Instagram to drive traffic to your content is an example of:

Paid media

Converged media

None of these

Owned media

Earned media

Review Later

Which one of these is not part of a Content Marketing Strategy?

Provide valuable relevant and consistent content

Generate pieces of content with the hope that they will go viral

Help attract and retain a clearly-defined audience

How you will plan, produce, promote and measure your content

A social strategist can support content marketing by:

Listening to what your audiences are responding to and providing those insights to the content team.

Having a strategy in place to determine what pieces of content you want to create and execute on each channel.

None of these

Knowing the specific social channels you should market on.

All of these

Updates on Twitter go by very slowly and resonate with audiences over a longer period of time; this means that determining the optimal time of day for certain Tweets is of minimal importance.

True

False

The biggest challenge for sharing content on Twitter is?

None of these

Determining quality vs. quantity of tweets and content shared

Determining the right time to post to reach your audience as updates go by very quickly

All of these

The appropriate balance of text, visuals and video

Content Curation is the collection, filtering, and organization of content that you subsequently share with others in your network.

True

False

Benefits of Social Listening to Content Marketing include:

All of these

How they can best reach their target audience.

Where their target audience spends most of their time.

The type of content their audience likes to share.

Which of the following is a reason why content curation is an important concept when applied to your Social Strategy?

Allows you to supplement your own content efforts by sharing efforts from other credible sources.

Demonstrates to your audience that you have your pulse on the latest trends and news, and that you understand what they are interested in reading.

Can help position you as a thought leader.

All of these.

None of these.

A content calendar should include:

The specific messaging.

Daily, weekly, monthly breakdown of the date and time you intend to post.

Trackable tactics and actions to ensure support to business goals.

All of the these

The channels you intend to post on.

Curators need to have a clear objective on what they want to accomplish when sharing content with audiences to:

All of these

Position you or your organization as a thought leader

Demonstrate to your audience that you understand what they are interested in reading

Organize, filter and present information to add value for audience

What are the benefits of using a content calendar?

Regular and consistent content

Better connect and align with goals and objectives

All of the these

Big picture view to identify gaps and opportunities

Facebook is a great place to engage with content, but what is a key challenge Social Media Strategists face on that platform?

Algorithm is constantly being changed and updated, making it harder to reach an audience without paid advertising.

Advertising features and products on the site are counter-intuitive to use.

Editing and filtering content using native tools supplied in the platform presents a steep learning curve.

Video is consistently de-prioritized which makes it difficult to get an audience’s attention with that medium.

Creating an Instagram ad is an example of how content is distributed using the ______ media model.

Shared

Owned

Earned

None of these

Paid

The ability to get people to perform desired actions on social media is called “social engagement”.

True

False

FTC does not currently have guidelines for how organizations can engage, and work with, Social Media Influencers.

True

False

When you examine the demographics of a Social Media Influencer’s audience, with a view to understanding the extent to which he/she will be able to make contact with your own target audience, you are trying to understand their:

Relevance

Resonation

Reach

None of these

Research

Which one of the following is NOT one of the three Rs for identifying the fit of a potential Social Media Influencer? 

Research

Resonate

Reach

Relevance

_____________________ refers to the exposure that an organization’s staff generates for the brand using their own social media channels.

Employee Advocacy

Brand Boosting

Stakeholder Amplification

Staff Content Engagement

Meta-Reach

There are many different types of social media influencers; those who are connected with specific areas of expertise or industries are often referred to as examples of:

Employee Advocates

Influential Consumers

None of these

Experts and Opinion Leaders

Popular Influencers

A ___________ is someone with the ability to affect the decisions or thoughts of others through social channels. Examples of people like this includes Gary Vaynerchuk, Deirdre Breakenridge, and DJ Khalid.

PR Professional

Social Media Strategist

Social Media Influencer

PR Strategist

None of these

______________ are outside the organization and create their own communities, whereas ______________ are people who have an invested interest in your brand and message.

Ambassadors, influencers

Influencers, ambassadors

Celebrities, advocates

Advocates, celebrities

None of these

Let’s say you are scouting a social media influencer for an upcoming influencer marketing campaign your organization is running. Which term best describes the process of reviewing the content this influencer shares with his/her audience to evaluate whether it would be of interest to your own target audience? 

Relevance

Reach

Resonate

Research

Which of the following is a benefit of working with Social Media Influencers?

They require no compensation for working with businesses.

None of these

All of these

By law, the compensation they receive must be “in kind”, e.g., goods and services produced by your organization.

They personalize their content and make personal connections with their audiences.

Influencer marketing is best described as:

Exploring the data through listening and monitoring for a brand.

Pitching influencers campaigns and posts you want them to share only on social media.

Identifying and working with individuals who have impact with (and can help reach) your key audiences.

Paying influencers an undisclosed “honorarium” in exchange for promotion of an organization’s products or services.

Which one of the following is not a good reason to choose a Social Media Influencer?

They have the unique ability to “get people to do things”. That is, they drive actions like conversations, and create engagement with your audience.

None of these.

They have a large number of followers on social media.

They can drive word of mouth communication, which has become more effective and relevant for social media strategists to align with - in both marketing and communications.

They have built their own communities through consistent and trustworthy exchanges online and even in person.

Employee advocacy refers to the exposure that an organization’s staff generates for the brand using their own personal social channels. Employees are trusted less than the CEO, senior executives or activist consumers to communicate on topics about their organization.

True

False

What are NOT some of the things you have to keep in mind when evaluating certain personality traits of social media influencers?

Passion

Credibility

All of these

None of these

Trust

Voice

_____________ drive word of mouth communication for marketing and communication campaigns on social media.

None of these

Social Media Gurus

Social Media Influencers

Social Media Coordinators

Social Media Content Creators

______________ are specific steps an organization will take to achieve set Goals and Objectives, and meet KPI’s, and _____________ are the specific things an organization does to support them.

Tactics, Directives

Directives, Strategies

Strategies, Tactics

Performance Targets, Performance Indicators

What of the following is NOT a characteristic of an effective vision statement?

Bold

Forward-looking

None of these

Purpose-driven

Systematic

A ________________ is an evaluation of a company’s social media presence, and helps you to assess how well your current social media usage is working for your organization.

SWOT analysis

Social media audit

Brand audit

All of these

Research analysis

To create an effective vision statement, it has to be:

Present-focused

Clear and concise

All of these

None of these

Realistic

Concise

When evaluating your external environment in the Strategic Planning Process, the component that takes into consideration consumer behavior and generational differences is called:

Legal factors

Technological factors

None of these

Social factors

Political factors

An internal and external audit of our current business situation, and where the business is heading is called:

Situational analysis

Goal statement

All of these

Competitive analysis

Objective statement

The SMART criteria for Objectives includes being Specific, Realistic, Manageable, Relatable, and Time-specific.

True

False

Measuring an organization’s strategy outcomes, analyzing, and making improvements is not part of an effective social media strategy.

True

False

IKEA has this statement that is part of their brand culture: To create a better everyday life for the many people. This is an example of a:

Quarterly Tactic

Strategy statement

Culture Manifesto

Vision statement

_________ stakeholders are not necessarily on the radar for the company yet, but they may be in the future. These are individuals who may have a staying power and presence not only on the current platforms today, but they are the rising content creators who are transforming the way brands and others interact with them.

Primary

Excluded

Secondary

Emerging

None of these

The digital skills gap is the divide between the technological skills a job requires and the skills a worker possesses, because:

All of these

Having a strong training program to prepare the necessary skills and insights needed for a brand is one of the ways to not only create strong employees, but be able to retain them.

You either have to hire them from outside of the organization, or do it internally.

Making sure you are retaining your skilled employees is also going to be a challenge in this new marketplace.

There is a growing need to attract talent to be able to do the work.

______ are examples of engagement metrics.

Comments

None of these

All of these

Shares / RTs

Mentions

__________ are numbers or stats that look good on paper, but are of limited actionable value.

Vanity Metrics

Advanced Metrics

Social Metrics

Basic Metrics

Measuring your ROI can:

Identify key strengths and weaknesses in a brand.

Make networking connections.

Enable you to brainstorm and play around with new ideas for your brand.

Prove the value of social media to your organization’s overall goals and business objectives.

Create opportunities specifically with influencer marketing.

_____ metrics focus on the number of people who have taken your desired action.

Conversion

None of these

Conversation

Listening

Engagement

_______ are the project road map - they define a set of supporting actions to ensure that the broader goals are accomplished. They guide specific steps or tasks that must be completed to reach the goal; they should fall within the SMART framework.

KPIs

Analytics

Objectives

All of these

Metrics

Follower count is an example of an advanced metric.

True

False

Measurable items that can be tracked to measure performance are called:

CTRs

Metrics

None of these

Call-to-Actions

KPIs

There are some basic metrics to be calculated by the social media strategist, and then there are some business metrics calculated by other business executives and different business stakeholders, however, it is also important for the social strategist to understand what these are to help ensure social is being integrated strategically and fully into the organization.

True

False

Qualitative Data is not as important as Quantitative Data to help tell a story and demonstrate insight into the success of a campaign.

True

False

Bounce Rate shows:

The percentage of page visitors who leave your website after viewing only one page.

The number of people clicking through to your content from social.

None of these

The share of traffic driven by each channel.

All of these

__________ data is the hard numbers of measurement, whereas __________ data is the meaning of hard numbers.

Secondary, primary

Primary, secondary

Digital, analogue

Qualitative, quantitative

Quantitative, qualitative

______ in social media provide third party expertise and insights on a variety of topics for brands like strategy, creative, and education.

Emerging Stakeholders

Agency Partners

Regulators

Content Strategists

Ambassadors

Social media strategists help decide what tools to use and the social media tactics that directly support the strategies.

True

False

_____________ key performance indicators are those that are consistently tracked over time (ex. yearly) whereas _____________ key performance indicators are those tracked based on initiatives that may change year over year.

Campaign, brand

Goal-specific, static

Static, goal-specific

Brand, campaign

Social media goals should correlate directly with your company’s overall corporate goals - and be broad enough to permit multiple supporting objectives.

True

False

What is an example of a social media goal?

Increase reach on social media channels

All of these

Increase customers and audiences on all active social platforms

Increase unique visitors on all active social platforms

Increase brand awareness on social media channels

“How are we going to get there?” is a key question a social media strategist needs to ask when constructing social media strategies aimed at achieving social media goals and objectives.

True

False

_______ are the overall desired social media results toward which an organization directs its efforts and ambitions.

Social Media Initiatives

Social Media Strategies

Social Media Goals

Social Media Objectives

Social Media Tactics

Planning your social media budget will take both time and resources, but only the social media strategist can create this for a brand.

True

False

Quantifying social media activities is part of the ______ of the social media campaign proposal.

Strategies

Objectives

None of these

Goals

Measurement

A social media ___________ is how you will accomplish your social media goals and objectives.

Value Proposition

Mission

Strategy

Tactic

Procedure

With respect to Social Media Marketing, what does a Content Strategist do?

Creates Social Media Strategies

Coordinates content creation for social media platforms

Plans content reports

None of these

Measures social media assets and data

A document that outlines what company information is considered to be confidential and not be disclosed online is best described as a:

Social media guideline

Social media policy

Social media strategy

Social media culture

None of these

Which term best describes the way in which an organization responds to a crisis situation and key stakeholders.

Authorization

Authenticity

Engagement

Listening

None of these

Knowing how successful you can be or how to evaluate your success in the social media campaign is an example of the _______ component of the SMART model.

Measurable

Realistic

Specific

Time-specific

The SMART criteria is a guide for constructing effective strategy statements.

True

False

Social media guidelines are not mandatory for teams or campaign - but are optional and highly advisable.

True

False

Having ___________ is key to making sure the social media goals are achieved for a campaign.

Social Media ROI

Social Media Objectives

Social Media Budget

Social Media Procedures

Social Media Methodologies

Training and educating team members on social media can come in many forms, including online courses and videos, real-life scenarios and case studies, and in class training sessions, but it will not help close the Digital Skills Gap in your organization.

True

False

A ______________ is a document intended to educate employees on using social media in particular workplace environments and scenarios.

Social media template

Social media guideline

Social media game plan

Social media policy

None of these

I will increase my audience on Instagram by 1,000 by Q3. Q3 is part of the _____ component of the SMART model.

Realistic

Specific

None of these

Measurable

Time-specific

A component that is needed to accurately set up a budget within a social media strategy includes the following:

Paid and Advertising

All of these

Software and tools

None of these

Content

Campaigns and Promotions

‘Improve social media sentiment on Facebook by 15% in 6 months’ is an example of a Social Media:

None of these

Strategy

ROI

Tactic

Goal

Objective

Commonly used KPIs in social media campaigns includes all BUT

Social media brand value

Social media reach and influence

Social media presence

Social media engagement

Social media policies are more comprehensive than social media guidelines since they include more details on legal implications, regulations, rules, and consequences.

True

False

Increasing lead generation effectiveness is considered to be the _______ for a campaign, whereas increasing the amount of leads by 50% via social media channels (like FB) to help with sales in Q2 is an example of a __________.

Tactic, strategy

Objective, goal

Strategy, tactic

None of these

Goal, objective

Increasing reach by 500 followers in a span of a month on Instagram is an example of what type of SMART criteria?

Time-specific

None of these

All of these

Specific

Measureable

A ______________ is responsible for measuring and reporting across the entire social media program while seeing the “big picture” of what is going on social media.

Content Creator

Content Analyst

Community Manager

Social Media Manager

Social Analyst

None of these

___________ are short term actions undertaken in support of __________ in a social media strategic plan.

Objectives, goals

Tactics, strategies

Strategies, tactics

Goals, objectives

Keeping your social media goals challenging yet realistic represents the _______ component of the SMART model.

Specific

Relevant

Achievable

Measureable

None of these

_____________ is considered to be a comprehensive listening and monitoring social media management platform.

Buffer

HubSpot

Klout

Hootsuite

ZenDesk

______ is the consistent process of tracking and measuring your industry, whereas, ______ focuses on keeping your ear to the ground.

Research, strategy

Strategy, research

None of these

Monitoring, listening

Listening, monitoring

Not engaging in “flame wars” or speaking in offensive language when engaging with your audience on social channels means you are responding with:

Respect

Transparency

Reaction

Admiration

Toughness

Measurement tools available directly from Twitter or Facebook social platforms are called:

Targeted Ads

Native Platform Analytics

Sentiment Analyzers

Multi-metric Tools

None of these

Effective social media listening best practice(s) include being able to track online conversations for:

Reach

None of these

Share of voice

All of these

Sentiment

A social media team has been tasked to drive 25% more traffic to the company’s new product landing page through Facebook in Q1. _______ on a daily or weekly basis allows the team to make adjustments to the content to help achieve those goals.

Competitive Analysis

Listening

None of these

QBRs

Monitoring

Influencer Marketing

The measurement of the number of people who have seen your content on social media is called:

Influence

Conversion Rate

Engagement

Reach

Impact Rate

Before responding to respond to a negative post on social media, a final question to ask is will responding help the poster and readers / audience. Other important questions to ask before deciding to respond to a negative post include:

Inflamed - Is the post a rant, joke, ridicule or satire?

Is the person a troll, do they have a history of bashing others?

All of these

Unhappy - Is the post a result of a negative customer experience?

Misguided - Are there erroneous facts in the post?

Social media listening is easier and more accurate with all of the tools that are available for social media managers to use.

True

False

Monitoring is an important activity for social media strategists because:

None of these

All of these

It helps with content marketing activities on social channels

It can help proactively identify potential risks and crises

It contributes to better understanding competitor activities

Roles do not need to be assigned when it comes to establishing a listening and monitoring plan.

True

False

Competitive analysis is a type of ___________ and helps with _________________ .

Listening, campaign optimization

Listening, early warning sign detections

Monitoring, legal frameworks

Monitoring, gaining insights

None of these

Tools that focus on one or more metrics on a variety of different channels are called:

Omni-Channel

None of these

Channel Based

Multi-metric

Multi-Platform

Spotting emerging trends is most commonly associated with social media listening.

True

False

When responding to audience members with messages that reflect the brand's personality and values of the company, you are responding and focusing on:

Tone of voice

Transparency

Timeliness

None of these

Respect

A SWOT analysis in a social media plan focuses on:

Evaluating your internal culture and network within the company or brand

Proposing crisis plans to prevent a situation from escalating

Assessing where your organization is sitting right now, and where you have opportunities to grow

Creating strategies like influencer marketing and networking online

Measuring the efficiency of your expenditures by factoring the return on these expenditures in relation to the cost of investing is often referred to as:

Return on Relationships

Return on Influence

Return on Investments

Return on Revenue

A good web developer can work with the social media team to help configure and integrate social technologies as stand alone efforts or into existing systems.

True

False

Social Media Objectives should be worded at a high level, with specifics kept to a minimum, to provide team members maximum flexibility in how they are interpreted and applied.

True

False

Improving brand awareness and reputation is an example of an objective for a social media campaign.

True

False

Implementing a Facebook live Q&A video session with Gary Vaynerchuk at SXSW to share with audiences is best described as an example of a Social Media:

Directive

Tactic

Strategy

Objective

Goal

Creating visual content like photos and videos are a key part of a social media plan, but luckily creating content is free, and does not need to be incorporated into the social media budget.

True

False

Social Media Marketing has become a staple and main area of specialization and practice within brands, corporations, and agencies today.

True

False

Strategies are specific and measurable ___________ an organization intends to achieve.

Values

Initiatives

Goals

Tactics

KPIs

___________ is deciding which potential customer segments or personas the company will focus on and __________is developing personas by dividing an entire market into different market segments.

Primary research, secondary research

Segmenting, targeting

Secondary research, primary research

Targeting, segmenting

_______, like share of voice and sentiment in social media updates, can be used to gauge the achievement of a social media objective in a quantifiable way.

PoVs

CRMs

CTRs

KPIs

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