social media marketing

Which of the following best describes marketing?

The process of communicating a company's value to customers

What are the three main goals of marketing?

Increase sales, build customer awareness and loyalty, and acquire new customers

TravelElite, a discount travel agency, aims its social media marketing efforts at married30- to 40-year-olds who have incomes of $50,000-$70,000 a year and who areinterested in travel. It does this because these people are most likely to purchase aTravelElite trip. Which of the following best identifies this group of people?

Target audience

A \_______ is a statement or phrase that encourages audience response.

Call to action

What are the 4 Ps of marketing?

Product, Price, Place, Promotion

Social media marketers operate largely under which of the 4 Ps?

Promotion

True or False: Customer advocacy is a marketing strategy focused on supporting customers on social media by liking, commenting on, and sharing their content.

False

True or False: A brand is the distinctive name, words, design, logo, mark, or a combination of these elements that create company or product identity and that separate the company or product from competitors

True

True or False: When businesses use the word "messaging," they are only referencing a written set of words

false

This form of marketing tries to reach consumers through general media advertising as well as through in-person contact.

outbound

Which of the following highlights a key difference between one-to-many and one-to-one marketing?

One-to-one marketing is considered personalized marketing, while one-to-many is considered an indirect form of marketing.

Which of the following can be a disadvantage of working with an influencer?

A company's image is tied to the actions of the influencer.

In terms of social media, a platform \________.

enables the development, deployment, and management of social media solutions and services

\________ was the first true social media network.

MySpace

Between 1995 and 2002, extreme internet usage growth played a key role in opening up the internet as a viable marketing option for businesses. Which of the following is the name of this time period?

Dot-com bubble

In reference to social media marketing, which of the following is an example of organic content?

An image a company creates and shares on Instagram

When were social media sites first introduced?

2003

Which of the following is an example of a SMART goal?

Improve customer retention rate by 5 percent by March 15 by responding to every social media mention within 15 minutes during all business hours

Content marketing is \________.

The act of creating and distributing valuable, relevant, and consistent material to attract and acquire a target audience

\________ is the simulation of human intelligence processes by machines, especially computer systems

Artificial intelligence

If a company shares a link to its Facebook account on an Instagram post, what marketing approach is being used?

Cross promotion

If a bicycle company creates and shares a blog post about the best mountain biking trails in America, what form of marketing is being used?

Content marketing

If a company posts 16 pieces of educational, informative, or entertaining content and four pieces of promotional content in one month, what rule is being followed?

The 80-20 rule

A social media influencer is \________.

Someone with a relatively large following on social media who uses it to exert influence in his or her area of expertise

Which of the following best describes social media reach?

The number of people who have been exposed to a company's social media activity

Which of the following is an example of a data-driven decision?

A baked goods shop tests posting times on Facebook and finds that its followers are most active in the evening, so it shares content between 5 and 8 p.m.

Dixie's Dress Shoppe runs an ad campaign on Facebook for two weeks in hopes that viewers will purchase more dresses on its website. In this scenario, which of the following actions would be a conversion?

A person follows a link on one of the ads to Dixie's website and then purchases a dress from the website

Hustle & Bustle sells high-end diaper bags made from sustainably sourced materials.Which of the following buyer personas best fits the corresponding target audience?

Shannon is 35 years old, is married, is a stay-at-home mom, has three children under the age of three, has a household income of $90,000 a year,and searches terms like "mom life hacks."

This is the practice of increasing the quantity and quality of traffic to a website through organic search engine results.

Search engine optimization

Hangout sells hammocks made from recycled parachutes. In an effort to increase brand awareness, the company decides to pay an influencer to promote its hammocks. Which of the following Instagram influencers would be the best fit for Hangout?

Jaron Gibson — has 20,000 followers, is an avid backpacker, and visits popular outdoor attractions

True or False: Artificial intelligence determines the content people see in their social feeds and what ads are put in front of them.

true

True or False: The online world has shifted from a one-to-many to a many-to-many method of interaction

true

True or False: Evergreen content stays relevant to its readers

true

True or False: Social media marketers should keep return on investment (ROI) in mind to measure the amount gained from an investment relative to the investment's cost.

true

True or False: A key performance indicator (KPI) is a metric to evaluate success

true

\________ is a measurement of customers' familiarity with a brand and its products and/or services.

brand awareness

Which of the following is NOT a metric a business should use to measure brand awareness?

bounce rate

If a company tracks response time on its social media accounts, which of the following goals would it most likely have?

to excel in customer service

True or False: Every business should use Instagram for social media marketing.

false

True or False: Norris & Jones, a high-end restaurant, posts a giveaway on Instagram.Within the first two days, the post is seen by 4,500 people. Each of these exposures to the post is considered an interaction.

false

True or False: Social media marketing is a form of inbound marketing

true

42. What do Instagram, Oculus, and WhatsApp all have in common?

They are owned by Facebook.

Which of the following social media sites has the most active monthly users?

facebook

The majority of Facebook users are \________.

female

True or False: Among age groups of internet users, the group of 18-29 year-olds is most likely to use Facebook

true

True or False: Facebook is the most used social media platform in the world, so businesses in all countries should use it to conduct social media marketing

false

If Iron & Steel, a bodybuilding gym, shares eight images in a single Facebook ad, which of the following Facebook ad types is it using?

carousel

Sweater Weather, a sweater retailer, manually selects its target audience on Facebookbased on location, age, and language. Which of the following types of Facebookaudience targeting is it using?

core audiences

Which of the following is NOT an example of a clear call to action?

"HotRods is the best car wash in town."

Facebook uses a \________ to show businesses how relevant or non-relevant their advertising efforts are

relevance score

Theo's Pizzeria wants to use Facebook to increase revenue, so it develops a social media marketing plan and runs targeted ads. Which of the following best describes what Theo's Pizzeria is using?

Monetization

True or False: A lookalike audience on Facebook is an audience that a marketer chooses based on specific demographics

false

True or False: Ollie, a skateboard retailer, shares a video on Facebook, Instagram, and YouTube of its customers' craziest wipe outs. The video performed significantly better than any other post it had ever shared. Ollie's video is an example of unicorn content.

true

\________ is the most popular photo-sharing social media application.

instagram

The majority of Instagram users are \________.

female

True or False: Among age groups of internet users, the group of 13-17 year-olds is most likely to use Instagram

true

Which of the following countries has the most Instagram users?

the united states

Which of the following best defines "advertising campaign"?

A collection of advertisements trying to accomplish the same goal

If Sandy's Cafe wants to post six images in one Instagram ad in which the images loop music plays automatically, what type of Instagram ad should it use?

slideshow ad

if a company shares customers' posts on social media, which of the following types of content is it taking advantage of?

User-generated content (UGC)

Snapchat, WhatsApp, and Facebook Messenger are examples of \________applications

instant messaging

\________ began as a side project that was initially designed to function similarly to instant messaging

twitter

The majority of Twitter users are \________.

male

True or False: In comparison to other age groups, internet users who are 18-29 years old are most likely to use Twitter.

true

True or False: In terms of location, Twitter users are spread out fairly evenly between urban, suburban, and rural areas but are slightly more likely to live in urban areas

true

If a company wants its ad to appear on the "Trends for you" section on Twitter, what kind of promotion should it run?

promoted trend

Jennifer visited LilysApothecary.com and provided her email to receive a monthlynewsletter. After receiving a few emails from Lily's Apothecary, Jennifer decides to fill out a form on the website that shows she is interested in purchasing a product. Which of the following would Lily's Apothecary use to describe Jennifer?

lead

If Motocross Central wants to increase awareness via video, which of the following types of Twitter ad campaigns should Motocross Central run?

video views

Darren calls out Barry's, a local burger joint, on Twitter for not providing a modern, fresh take on fast food. Which of the following would be a good plan of action for Barry's to try to manage the situation and its reputation?

React quickly and transparently about his criticism

70. \________ is the most popular video-sharing website.

youtube

71. The majority of YouTube users are \________.

male

True or False: In comparison to other age groups, internet users who are 56+ years old are most likely to use YouTube.

false

Which of the following countries has the most YouTube users?

the united states

Anthony is watching a YouTube video and a semi-transparent block ad pops up on the lower portion of the video. Which of the following YouTube ad types is he seeing?

overlay ad

Andrea selects a YouTube video to watch, and a 6-second video ad starts playing immediately. She cannot skip through it to watch her video. Which of the following YouTube ad types is she seeing?

bumper ad

True or False: The top ranking factor of the YouTube algorithm is the number of views a video has.

false

If Tana pays for fake views on YouTube to outsmart its search engine, which of the following is she doing?

black hat marketing

Snapchat was the first \________ application.

data deleting

The majority of Snapchat users are \________.

female

True or False: In comparison to other age groups, internet users who are 30-49 years old are most likely to use Snapchat

false

Which of the following countries has the most Snapchat users?

the united states

GamerPro, a video game subscription service, wants more people to visit its website, so it decides to run ads on Snapchat. Which of the following Snapchat ad types would best fit GamerPro's needs?

web view

Nikki is a well-known influencer in the beauty industry. She shares makeup reviews andhow-tos. Petals, a new makeup brand, asks Nikki to use its Snapchat account for a dayto share how-tos with its products. Which of the following marketing strategies is Petalsusing?

takeover

A company must have a \________ account before it can create ads on Snapchat.

snapchat ads manager

These video ads appear between friends' stories, between Snapchat's stories, and in the middle of publishers' stories, which are the stories seen on the Discover page.

snap ads

These video ads appear between friends' stories, between Snapchat's stories, and in the middle of publishers' stories, which are the stories seen on the Discover page.

Paid social media advertising

\________ is the time between the start and completion of a specific campaign.

lead time

Dr. Tom's decides to run a Facebook ad campaign for its vegan, sulfate-free moisturizers. It targets ads toward single women who make around $35,000 a year and interact with health and wellness pages. What method is Dr. Tom's using to ensure it reaches its desired audience?

exact targetting

In terms of marketing, what does CPM stand for?

cost per mile

Tentree & Co. is running a Facebook ad campaign that requires it to pay a certain amount every time someone clicks on one of its ads. Which of the following is Tentree &Co. using?

cpc

True or False: With paid social media advertising, a company's "audience" is the segment of people that the company deliberately choose to advertise to through various demographic selections

true

True or False: Cost per click is an advertising approach in which the advertiser pays if the advertiser's ad is clicked.

true

\________ is the study of historical data to research potential trends, project the effects of future decisions, and evaluate the performance of past decisions.

analytics

If a company tracks data and behavior from its social media profiles and uses that data to make better business decisions, what process is that company using?

social media analytics

A company tracks the number of times it is tagged in an Instagram post. Which of the following metrics is it likely tracking?

brand mentions

96. A(n) \________ is an example of a social media engagement metric.

all of the above

SkatePerk tracks the number of people who visit www.skateperk.com from its Facebook account. Which of the following metrics is it likely tracking?

referral traffic

If a company wants to know if its social media marketing efforts are generating money,which of the following metrics should it track?

revenue

\________ are the most important metrics for a business.

key performance indicators

If a company tracks the number of times its Instagram post was seen, which of the following metrics is it tracking?

impressions