Hootsuite Social Media Marketing Certification Exam Answers

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The exam contains 60 multiple-choice questions.
You need to score at least 80% to pass.
You have 60 minutes to complete the exam.

In this certification you have more possible questions that you get during the exam, 80 in total. Every time you take the exam you get 60 random questions from the all possible questions list in a random order. Our PDF file contains ALL POSSIBLE questions.

Questions:

Building a Social Media Strategy

Building a Social Media Community

Which of the following is typically included as a core element in a social media strategy?

Analytics report template
Product pricing information
Brand voice and design guidelines
Your content calendar

Which of the following types of media is controlled and created directly by your brand?

Earned Media
Owned media
Converged media
Paid Media

You have been tasked to create a crisis management plan for your brand. What is one important piece of information that should be included in it?

Contact information of decision-makers for each platform
Salary information on each employee and contractor
Information on your competition that you can leverage
Important information on your engagement metrics

You are responsible for running all the socials for your brand. Your team has been notified of a serious internal crisis. What should you do?

Change your socials profile image to a black image
Immediately respond to the crisis on your social accounts
Pause all content, review your social profiles, and create a response
Delete all the content on your socials until the crisis is over

Your company has a scheduled post promoting vacation deals, but a global crisis has just been emerged. What should you do?

Pick the best option

Pause it.
Edit it.
Keep it as planned.

You manage the social media profile of a retail brand. Due to the crisis, stores are operating at limited hours.

What should you update on the profile?

Match the pairs

Posting humor about the situation.-❌ Avoid
Updated contact details for customer support. - ✅ Correct Action
Ignoring customer inquiries about changes to store policies. - ❌ Avoid
Adjusted opening hours. - ✅ Correct Action
Pinned post with important customer information. - ✅ Correct Action

Comment: “I can’t believe your brand is still running ads during this crisis. So insensitive.”

How should you respond?

Pick the best option

Apologize & pause ads.
Ignore it.
Defend your strategy.

Your marketing team has three content drafts for a post during a crisis.

Which one should you publish?

Pick the best option

Post C: “No crisis can stop us! Buy now and support our brand.”
Comes across as tone-deaf and self-centered.
Post A: “Exciting discounts! Don’t let the crisis stop you from shopping.”
This makes it seem like the brand is exploiting the crisis to sell.
Post B: “We know this is a difficult time. Here’s a guide on how to adjust your budget during uncertainty.”

You’re a social media manager, and a serious issue has just emerged. Multiple customers are asking for an official response, but your team lead is unavailable.

What should you do?

Pick the best option

Check the crisis response plan for backup contacts and escalate accordingly.
Reply immediately without guidance.
Make a public post stating you don’t know what’s happening.

What’s a responsible way for employees to advocate for the brand during a crisis?

Pick the best option

Share approved messages from the company’s official channels.
Promote discounts.
Share personal opinions about the crisis.

What are three reasons why strategic influencer partnerships are often a good idea for brands?

Select all that apply

They are typically trusted over brands.
They will often work for free
They can increase brand awareness
They can bring in new customers.

What two things should you consider when deciding which influencer to work with?

Select all that apply

Influencers follower amount
If the influencer is famous
Your social objectives
Your budget and resources

You’re a small brand, and higher management is set on getting a mega influencer to drive sales for your brand, but you know a micro or nano is better suited to your needs. What 3 reasons might you give to persuade them?

Select all that apply

Mega influencers don’t typically drive sales conversions
Mega influencers only cater to a very specific audience
Mega influencers are the most expensive
Micro, or nano could provide better results for your niche audience

What is the downside of using a micro or nano influencer?

Pick the best option

They typically have no filter and are likely to post offensive content
They may need more direction or resources to deliver content
They have a broad audience that doesn't typically engage with their content
They are the most expensive influencer type

What are the three main ways an engaged community can help your brand?

Select all that apply

Creating paid advertisements
Becoming self-monitoring
Creating user-generated content
Providing useful feedback

Inclusivity & Accessibility on Social

Which of the following features should you add to videos to make sure everyone can enjoy them?

Select all that apply

Color contrast
Music with no lyrics
Subtitles
An on-screen graphic telling your audience to turn on audio

What's one way to make your image-based content more accessible?

Pick the best option

Descriptive text
Subtitles
Illustrated text
Visual text

How would you make this hashtag compliant with accessibility standards? #athenehotelresort

Pick the best option

#athene-hotel-resort
#atheneHotelResort
#atheneHotelresort
#AtheneHotelResort

Why is it important to take advantage of social listening when it comes to accessibility and inclusion?

Pick the best option

It gives you an idea on how to improve your socials for SEO to reach as many people as possible
It helps you find progressive content that you then can flip to sell your product to your customers
It gives you an idea of who your audience is and what their unique needs are
It guides you to find customers that have the most spending power

You are about to post an image on your socials that contains text against a colored background. What should you double-check before posting it?

Pick the best option

Make sure that the text and background have a strong contrast
Make sure that the text and the background have a slightly varied color contrast
Make sure that you always use black text against a colored background
Make sure that the text and the background are the same color

Measuring Success

What metric would you track to see how many times a single person may have seen your content?

Pick the best option

Engagement Rate
Reach
Views
Impressions

What calculation method would you use to check the dollar value of your social ads?

Pick the best option

Engagement rate
Cost-per-click
Percentage growth
Virality rate

What metric would you track if you wanted to see if your content is leading people to your website?

Pick the best option

Click-through rate
Engagement rate
View completion rate
Reach conversion rate

What metric would you track to see how many unique people are seeing your content?

Pick the best option

Reach
Engagement
Impressions
Views

What metric would you track to measure the likes, reactions, and comments your content receives from your audience?

Pick the best option

Clicks
Impressions
Engagement
Reach

Social Media Content Marketing

You have collected a great set of curated content, but don’t post it immediately! What steps should you take before posting?

Select all that apply

Make sure the content hasn’t been used by competitors
Make sure you aren’t releasing misinformation
Double-check to make sure the content is on brand
Make sure you aren’t violating copyright

You’re setting up your content calendar for the year ahead. What dates should you consider?

Select all that apply

Dates important to your brand (for example, a product launch)
Dates important to your team or employees (for example, vacation days)
Dates important to your audience (for example, Pride)
National and international holidays (for example, Remembrance Day)

You want to get a stronger presence for your social brand without spending a dime. What are some steps you can take before posting?

Select all that apply

Share your content with key influencers
Make your social profile more attractive to SEO
Add relevant keywords to your posts
Add relevant hashtags to your posts

You’re the only person running the socials for your brand, and you’re short on time and resources. To keep your content calendar full, what type of content should you lean on?

Pick the best option

Paid media
Curated content
Earned media
Created content

You are a small team, but you want to increase your output of high-quality created content on your socials. What advantage could you highlight to upper management to get more budget?

Pick the best option

Created content means you can completely control the message.
Created content lets you take part in trends faster than curated
Created content is less resource intensive than content curation
Created content always outperforms curated content.

Which post is evergreen?

Pick the best option

Post on the right
Post on the left

🎓 Get Certified in Social Media Marketing

When it comes to marketing, influencers and content creators are a powerful tool. What are three brand benefits of influencer marketing?

It can positively influence sales
It can help build audience trust
It can immediately turn your brand into a success
It allows you to access new customers

Which of the following best describes social media governance?

An audit carried out by a third party company
A committee of decision makers
A comprehensive list of passwords
An internal community management plan

The benefits of maintaining an active community extend beyond sales. What are three ways your engaged community can help your brand?

Helping you create content for your socials
Giving you new brand objectives to pursue
Providing useful feedback about your brand
Saving you time by monitoring your socials

DEI stands for Diversity, Equity and Inclusion. What does it mean for social marketing? Pick three.

Creating content that engages with a broad spectrum of identities
Making content that is tailored for a specific audience
Creating a social space that be used and enjoyed by anyone
Representing a diverse range of voices on your socials

What are two best practices for creating videos on social?

Creating videos that add value to your audience
Making sure your video highlights a product update or sale
Making sure your videos aligns with your larger brand objectives
Creating videos that follows the latest TikTok trends

Successful brands build an active community by consistently engaging with their audience. Which of these are examples of community engagement? Pick three.

Encouraging your audience to remix your content
Responding to comments
Promoting a sale on your socials
Liking or sharing audience comments or posts

Which type of influencer often has the smallest following, but the highest engagement rate?

Micro influencers
Macro influencers
Nano influencers
Mega influencers

Paid, owned, and earned media converge to compliment and bolster each other on social media. Which of the following are examples of how to implement converged media tactics in your social media strategy? Pick two.

Paying for a series of video ads on YouTube
Creating brand new TikToks specifically for a holiday campaign
Paying to promote a customer’s post of them using your product
Sharing a positive customer testimonial on LinkedIn

Without a social media governance plan, you’re open to legal risks, brand damage, and lost revenue. What are the 5 parts of a strong governance plan?

Content, culture fit, calendar, goals and objectives, penalties
Scope, updates, operational considerations, employee policy, education
Summary, measurement, reviews, approvals, reporting
Targets, passwords, employee access, stakeholders, training

What are two advantages of using video in your socials?

It’s easier to share video content across platforms
Video content is easier to produce than any other type
Platforms favour video content over any other type
Audiences engage with video content more than any other type

Evergreen content never becomes outdated, which means it can be reused again and again. Which of the following posts are an example of evergreen content?

A product update
A holiday feature
A new co-worker spotlight
A brand FAQ

Companies need to proactively prepare for possible issues on social media, to mitigate risk and increase the chances of a positive outcome. What is this called?

A campaign risk assessment
A centralized resource playbook
A crisis management plan
An emergency chain of command

Which of these are examples of implementing accessibility into your socials? Pick three.

Contrasting text against backgrounds
Using common language vs. jargon in your copy
Having content descriptions for images
Including only two or three hashtags in your posts

You want to track sales and web traffic to better understand how your influencer campaigns are resonating with your audience. How do you do this?

Ensure you’re counting link clicks for each post
Ask influencer for engagement number on their post
Compare your sales against your competitors
Supply the influencer with UTM links to use

Strategic social media policy documents are like your team’s playbook, a tool they can quickly reference for information. What information should they contain? Pick three.

Content calendar
Directions to other documents
Roles and Responsibilities
Social media overview

There are several key elements of a strong social media strategy. Which element of your strategy outlines in detail what you plan to achieve?

Your social media objectives
Your policy document
Your reporting plan
Your employee guidelines

While job titles might differ from company to company, there will usually be three key roles in a social media team. What are they?

The Crisis Communicator - monitors for potential crisis situations, escalate issues, and liaises with internal stakeholders
The Social Media Manager - plans and overseas day to day execution of the social strategy
The Director - involved in high level planning and has final approval over campaign direction and budgets
The Social Media Coordinator - publishes all the content, monitors engagement and responds to messages

External content can be a great way to fill up your content calendar, but you shouldn’t share everything that comes across your feed. What can you check to determine what external content is worth sharing on your socials?

If the content is being shared across other popular social accounts
If the content deviates from your created brand content or voice.
If the content has never been shared before and has viral potential
If the content aligns with your content pillars relevant key topics

When planning for a new campaign, there are a number of steps that will help you prepare. What are they? Pick three.

Assess timing and budget constraints
Creating and populating an action plan
Assign team roles for campaign duration
Set up a calendar of key brand dates

What are two brand benefits of maintaining an active community across platforms?

Makes sure your content is prioritized
Results in overall higher engagement
Increases brand visibility
Establishes you as a thought leader

A global crisis has occurred, and you’ve paused all your outgoing content until you can review them for relevance and tone. Which of the following posts would you still publish?

A product post with a heartfelt caption about the crisis, linking to the product purchase landing page
A cheeky, fun post featuring a pun or joke, intended to lighten the online mood and spread some joy
A post announcing a new brand partnership along with a product promotion to celebrate the launch
A post that speaks to your customers concerns during the crisis, such as sharing resources that will help them adapt to the situation

To grow an engaged community across all of your social media channels, you’ll need a good understanding of the networks you use and your audience. What is something you should keep in mind when developing a strategy that spans platforms?

People use social platforms for different reasons
All social networks have the same requirements
All audiences are looking for entertaining content
Your audience is the same across platforms

You can have the best content in the world, but if you don’t know when to post it to get it in front of as many eyes as possible then all your work might be for nothing. What are the three key factors that help determine your posting frequency?

Your platform data
Your strategic goals
Your audience activity
Your allocated budget

What are three examples of implementing Diversity, Equity and Inclusion (DEI) in your socials?

Outlining your stance on social issues on your platform
Celebrating holidays that feature diverse people and voices
Making sure you are promoting popular social issues
Using inclusive language and images

Using Search Engine Optimization (SEO) in your social profiles is a great way to improve your visibility and reach. What are some best practices to optimize your social profiles for SEO? Pick three.

Choose a creative username, so people don’t confuse your brand with another.
Choose a username that includes relevant keywords, and include them in your bio.
Include your address or city if location is important to your business.
Add links to your website, blog, e-commerce shop, and relevant online properties.

What are some best practices to make sure your data is easy to understand in your report? Pick three.

Only show data that is relevant to your report
Explain how the data impacted brand objectives
Visualize the data
Explain in detail how the data is measured

A content calendar gives you a map of all your future content across all of your social accounts. What are the three main components of an effective content calendar?

An Evergreen library
A monthly calendar
A weekly Calendar
A team vacation calendar

When creating a crisis management plan for social media, what element should you start with?

A key contact list of stakeholders
A social media crisis drill
A social media monitoring strategy
A bank of pre-approved messages

Before you start your campaign, you need to make sure that you have actionable metrics to measure and report on. How do you know what’s an actionable or vanity metric?

Do your research. Actionable and vanity metrics vary year to year, depending on what’s trending in different industries and on social.
Review your post performance. Actionable metrics are found on your highest performing posts, while vanity metrics are tied to the lowest.
Talk to your team. It’s up to you as a brand to determine which metrics are most important to present to leadership.
Look to your objectives. Actionable metrics will directly support them, vanity metrics will not.

Content pillars are the set topics and themes that your brand focuses on for its social media posts. Why are they a useful part of your social media strategy? Pick two.

They help give your content direction and structure
They help you to define your brand voice and style
They make sure you always maintain an evergreen library
They give you set topics for your brand to focus on

Inclusivity means making sure everyone feels welcome, especially those that have been historically marginalized. Which of these are examples of using inclusivity in your socials? Pick three.

Making sure you are represented (share what you know)
Using neutral language (salesperson vs. salesman)
Considering many identities in your copy (gender, culture, etc)
Using correct terminology (visually impaired)

What does accessibility mean in social media?

Socials that are available to everyone, regardless of disability
Socials that display correctly on every device
Socials that can be understood in most common languages
Socials that are available on all networks

What metric should you track if you want to see how many unique users are seeing your post?

Reach
Audience Growth Rate
Engagement Rate
Impressions

Strategic policy documents contain key information that helps your team quickly find the answers they need. One example is an overview of your brand’s socials. What should this overview include?

Network specific crisis management plans
The team’s titles, responsibilities, and contact info
Links to other important brand documents for reference
Each network’s content type, audience, and posting frequency

You’re a remote social media coordinator, and crisis strikes. Your direct manager is on leave, and you don’t know who to escalate it to. What do you need?

A short screen break to regroup and think about next steps
The chain of command and key contacts list for stakeholders
A social media management tool to shut down branded social accounts
Access to the company-wide slack channel to post an update

All of the content in your socials fall into two categories: created and curated. Which of the following are benefits of creating your own content vs. curating it? Pick two.

It’s simple to schedule and manage
It gives total control of your messaging
It is cost effective to create
It’s easy to find using social listening tools

When it’s time to create a final campaign report, there are two key things your stakeholders need to know. What are they?

A summary of your campaign objectives
A target audience demographic breakdown
An overview of the competitive landscape
The actionable metrics your reported on weekly

What metric would you track to see how your followers are responding to your posts, including likes, shares and comments?

Engagement Rate
Conversion Rate
Reach
Impressions

What are some examples of commonly used social media tactics? (Choose Three Answers)

Interacting with your audience in the comment section
Distributing publishing responsibilities within your team
Running a contest or giveaway
Promoting user generated content

What are some examples of commonly used social media tactics? Pick three.

Interacting with your audience in the comment section
Distributing publishing responsibilities within your team
Running a contest or giveaway
Promoting user generated content

Which of the following is an effective way of helping your team keep social interactions with customers consistent and on brand?

Imagine your brand as a person
Have one team member answer all messages
Set up a message approvals process
Ask for customer feedback

What are two things you should consider doing when cross-posting?

Edit your copy for each network
Change your brand voice for each platform
Create different pieces of content for each platform
Take advantage of platform-specific features in your posts

Which of the following is a key factor in determining your posting schedule and frequency,?

When your team is available
When your audience is online
When popular holidays occour
When your competitors post

A successful social media strategy is made up of three types of content: paid, owned and earned media. Which of the following is an example of earned media?

A new product giveaway hosted on social
A five star review of your brand on Google
A paid influencer post recommending your brand
A campaign video shot and produced by your team

There are 5 key questions you should ask yourself before joining a new social media platform. Which of the following are key questions? Pick two.

Does this platform integrate with my social media management software?
Is the platform being adopted by gen z and younger generations?
Is my audience on the platform?
Can I do things on this platform that I can’t do on my existing channels?

What are some ways you can track engagement data to see how an influencer is helping you grow your community? Pick three.

Compare data across campaigns, influencers, and platforms for a well-rounded view

Look at engagement on each post to see what’s resonating and driving conversations
Ask influencers to supply engagement data during a campaign such as retweets, shares, and replies
Monitor your branded hashtag on social to see how often it’s being used and by which audience

A successful influencer program should outline agreements and expectations between your brand and the influencer, including compensation. When it comes to deciding on compensation, what are the most important considerations? Pick three.

The scope and length of the campaign
The influencer’s overall experience
The potential for freebies to replace payment
The time and resources needed to create content

What is the purpose of post-mortem reporting?

To examine what tactics or platforms performed best on the completion of a campaign
To break down each metric used involved your platform(s) and it’s role on objectives
To show how your campaign is performing over various periods of time
To give higher-management an easy-to-understand overview of your socials performance

One of the advantages of building an active community is that it can humanize your brand. What is one major advantage of humanizing your brand?

It makes your brand relatable, and gives you an edge over traditional marketing strategies
It immediately places you as one of the top players in your social niche, increasing clout
It automatically improves your brands’s SEO, making sure your audience will see your content first
It makes your brand feel contemporary, which can attract a younger audience

What are two things you might consider doing with your content calendar when you have learned about a serious global event?

Delete older posts that may be insensitive to this situation
Comb through your content library to make sure your future posts are not insensitive to the situation
Continue with your original posting schedule, but mention the event in your copy
Pause your publishing schedule until you can regroup with your team to plan on how to proceed

What’s the most effective way to spread awareness of your organization’s efforts during times of crisis?

Redistributing budget towards an authentic influencer program
An ad campaign targeting your audience on every social network
Pausing your content strategy to focus solely on posts relating to the crisis
Leaning on employee advocacy to share news via their own channels

Search Engine Optimization (SEO) is a key way to get your content seen on social. What are some best practices to make your posts more SEO friendly? Pick three.

Use at least 15 hashtags to hit various niches and groups
Encourage people to share your content in your post
Include keywords in post copy
Include brand specific hashtags in your post copy

How will creating a calendar of key dates for your campaign planning benefit your team? Pick two.

It will help them stay ahead of essential dates
It will help them track performance metrics
It will help them prevent scheduling conflicts
It will help them plot out posts across networks

Which of the following are best practices for responding to a social media crisis? Pick three.

Review how competitors are handling the situation and follow suit
Listen to what your audience is saying for insight into sentiment
Pause all outgoing content to review it for anything obsolete or tonedeaf
Review and update social profiles to highlight any changes

Which of the following are effective ways of tracking the success of your influencer program? Pick three.

Brand awareness metrics
Likes, follows, and shares metrics
Direct web traffic and sales
Community growth and engagement

What are two major benefits of growing an active community?

Increased brand advocacy
It can lead to an increase in sales
Audiences are less likely to move to other accounts for content
Customers will exclusively buy from your brand

What are S.M.A.R.T objectives?

Scaffolded, mandated, approved, rotated, and teachable
Specific, measureable, attainable, relevant, and timebound
Siloed, measured, active, real, and tenacious
Sound, meaningful, articulate, revenue-driving, and targeted

No matter who is writing content, your brand’s personality should reflect one distinct personality across all platforms. To make sure this happens, what are three steps you need to take? (Choose Three Answers)

Outline how your social brand voice translates to other platforms
Check for existing marketing documents that defines your voice
Develop brand attributes to highlight through your social voice
Use previous customer conversations to shape your voice

While simply reposting other people's content can help you fill your content calendar, you still need to put in some work. How do you add value to external content?

By cross-posting external content across your platforms
By posting created content alongside external content
By dressing external content in your brands own perspective
By paying to have external content boosted across your platforms

Why is it important to track relevant social metrics? Pick three.

They help you keep track of your socials performance
They help you from having to rely on influencers to drive sales/engagement
They help you demonstrate your team's efforts to higher management
They help you develop strong strategies

A social media strategy provides a roadmap for your team to achieve its goals.

Which of the following are essential elements of a strong social media strategy? Pick three.

A list of industry influencers
A crisis communications plan
A measurement and reporting plan
A social media audit

Your click-through rate measures how many people click a link in your post. How do you calculate it?

Divide the total number of clicks on a link in a post by the total number of impressions
Divide the number of conversions you received against the number of clicks you received on your links
Divide the number of conversions you received against the total engagement rate
Divide the total number of clicks on a link in a post by the total reach

What is something you should consider before cross-posting a video on your socials?

That it’s formatted correctly for each platform
That it’s following the latest trends
That it isn’t similar to your competitors
That it was filmed with a camera and not your phone

One benefit of an engaged community is receiving feedback that you can use to improve your brand. What are two practical methods you might use to get broad audience feedback on your brand?

Ask for feedback via a poll or questionnaire
Use a social listening tool to find honest feedbacK
Ask your competitors what they think of your brand
Tally the positive vs. negative comments on your socials

Content curation is the act of collecting existing social content to share with your audience. What is an advantage of using curated content?

It allows you post content immediately without much effort
It cements your reputation as a pro in your field
It allow you to diversify your content collection quickly
You can always be sure that it's tonally and visually consistent with your brand voice

Your ad campaign objective is to increase product sales. Which of the following is an actionable metric that supports that objective?

Content reach
Follower count
Clickthrough rate
Post likes

All influencer marketing programs must abide by government regulations. What’s one way your influencer can stay within regulations?

Reinforce that they wouldn’t work with a brand unless they truly recommended them
Do not mention advertisements or paid partnerships, because it detracts from the power of the post
Do not engage influencers from geographic locations that are regulated by government bodies
Disclose partnerships as early as possible in every post in the caption or by using an #ad hashtag

A new social media platform is gaining popularity, and you’re considering joining it. Your audience uses it, and you know you can provide value to them… But you’re worried the time and resource investment will take away from your existing channels, and you’re not sure if it will sufficiently support your objectives. What’s the best path forward?

Don’t join the platform if you’re not sure it’s a good fit
Ask your team what they like and dislike about it
Dive in and join the platform, add it to your strategy
Join the platform and test it, to see if it works

Key Performance Indicators (KPIs) are a more defined target for your team to track progress towards objectives. If your objective is to increase link clicks by 20% on LinkedIn, what should be the corresponding KPI?

Increase comments by 5% on LinkedIn posts weekly
Generate 20 additional landing page views via LinkedIn weekly
Pitch to leadership for a budget increase of 15% for the campaign
Join a new social media network to increase brand reach

Which of the following is a S.M.A.R.T social media objective?

Engage an influencer to create 10 pieces of campaign content
Increase link clicks on Instagram by 10% in Q4
Generate UGC on TikTok
Run a social media contest to gain followers

You’re a new brand on the scene and you’re trying to rapidly increase brand awareness and reach on social. Which type of influencers would you work with? Pick three.

Micro influencers
Mega influencers
Macro influencers
Nano influencers

What are the best sources of information you can use to guide your owned media creation?

Employees, as they know the brand best
Brand mentions and hashtags
Social media audit and objectives
Conference and industry report findings

What is one way to get stakeholder buy-in while sharing social reports?

Highlight customer testimony on why your social channel is the best
Don’t highlight any data or metrics
Contrast your vanity metrics against your actionable metrics
Know who you are reporting to and tailor the report

You’ve reviewed who has access to your branded social media accounts, and decided to change the passwords. Now you need to redistribute access to people who will be directly involved with the account. What’s the most secure way to do this?

List them in a centralized location that your team can access
Private message relevant people individually with the new passwords
Send them out via a team email, mention it’s sensitive information
Use a tool to manage account access without sharing passwords

A successful social media strategy is made up of three types of content - paid, owned and earned media. Which of the following are examples of owned media? Pick two.

Any content that you have paid for an influencer to create and posted on your channel
User generated campaign content created and shared by brand advocates
Campaign images your team shot on location and published to branded accounts
Thought-leadership content created internally, hosted on your blog and shared on social

When formulating a social media strategy, you might spend some time searching for official and unofficial company accounts, fan accounts, outdated and fake accounts. Where should this information live?