Social Media Certification Review Flashcards

Flashcards for reviewing key concepts from social media certification review notes.

What is marketing?

The process of promoting, selling, and distributing a product or service to meet the needs and wants of customers.

List the different forms of marketing and examples of each.

Advertising, Content Marketing, Social Media Marketing, Email Marketing, Influencer Marketing, Search Engine Marketing (SEM), Search Engine Optimization (SEO), Event Marketing, Guerrilla Marketing

What are the 3 goals of marketing?

To attract and retain customers, To drive sales and generate revenue, To increase brand awareness

What is a target audience?

A specific group of people that a business aims its marketing efforts toward, based on demographics like age, gender, location, interests, etc.

What is a call to action (CTA)?

A prompt that encourages the audience to take a specific action, such as “Buy Now” or “Sign Up Today.”

What is a message in regards to marketing?

A core idea or value a company wants to communicate to its audience, usually highlighting benefits or solving a problem.

What is a data-driven decision?

A choice made based on insights from data analysis rather than intuition or guesswork.

What is a lead?

A potential customer who has shown interest in a company’s product or service.

What are the 4 P’s of marketing?

Product, Price, Place, Promotion

What is one-to-many Marketing?

When a business sends a single marketing message to a broad audience, like TV ads or radio commercials.

What is one-to-one marketing?

Personalized marketing tailored to an individual’s preferences, behaviors, or purchase history.

What is the key difference between one-to-many Marketing and One to One Marketing?

One-to-many targets a large group with the same message, while one-to-one personalizes the message for each individual.

What is Search Engine Optimization (SEO)?

The process of improving a website’s visibility on search engines like Google by optimizing content, keywords, and technical elements.

What is the dot-com bubble?

A period in the late 1990s and early 2000s when investors heavily funded internet-based companies, many of which were overvalued and led to a market crash.

What is the difference between outbound and inbound marketing?

Outbound marketing involves pushing a message out, while inbound marketing attracts potential customers through valuable content.

In terms of social media, what is a platform?

A digital service or website that allows users to create, share, and interact with content.

What platform was the first true social media network and when was it “born”?

Six Degrees, launched in 1997.

What is Return On Investment (ROI)?

A way to measure how much money you earn compared to how much you spent, showing if an investment was worth it.

Why is it important for social media marketers to keep the ROI in mind?

Shows whether their strategies are effective and profitable, helps justify spending, and guides future marketing decisions.

What is a key performance indicator (KPI)?

A measurable value that shows how effectively a company or individual is achieving key business objectives.

What are some examples of KPIs?

Engagement rate, Website traffic from social media, Conversion rates, Follower growth

What is social media reach?

The total number of unique users who have seen your content.

What are cross-promotional marketing methods?

Methods involving two or more brands promoting each other’s products or services to reach a wider audience.

What are examples of Cross promotional marketing methods?

Collaborations between two brands on a joint giveaway, Guest posting on each other’s blogs or social media accounts, Co-hosted webinars or events

Describe the 80-20 rule.

80% of content should be helpful, entertaining, or educational, while 20% should be promotional.

What is content marketing?

A strategy focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

List 2 examples of evergreen content.

“How-to” blog posts and Educational videos

What is a social media audit?

A process of reviewing and evaluating a brand’s social media presence to understand what’s working and how to improve.

What are the benefits of conducting a social media audit?

Identifies strengths and weaknesses, helps optimize content and posting schedules, reveals audience preferences, and increases overall ROI.

What are the main demographics and usage statistics of Facebook?

Users aged 25–44; strong for community groups and local businesses.

What are the main demographics and usage statistics of Instagram?

Dominated by 18–34-year-olds; visual-heavy content (photos, reels).

What are the main demographics and usage statistics of TikTok?

Majority under 30, very strong among Gen Z; short, creative video content rules.

What is artificial intelligence (AI)?

The ability of machines or computer systems to perform tasks that typically require human intelligence.

What is influencer marketing?

A type of marketing where brands collaborate with influencers who have a large or loyal following.

What is the role of a social media influencer?

To create content that engages their audience and to promote brands, products, or ideas authentically.

List the advantages and disadvantages of working with influencers.

increases brand awareness, builds trust, reaches targeted demographics, boosts engagement, but can be expensive and hard to measure ROI.

What is a demographic in advertising and marketing?

A specific segment of the population grouped by characteristics like age, gender, income, or location, used to target marketing efforts.

What constitutes an interaction on social media (Instagram)?

Likes, comments, shares, saves, direct messages, and profile visits.

What is brand awareness?

How familiar people are with a brand, recognizing its name, logo, products, or services.

What is customer advocacy?

When satisfied customers voluntarily promote and recommend a brand to others.

What is referral traffic?

Visitors who come to a website from another site, not directly or through a search engine.

How may companies track referral traffic?

Companies use tools like Google Analytics, UTM tracking codes, and social media analytics dashboards to monitor where referral traffic is coming from.

What is bounce rate?

The percentage of visitors who leave a website after viewing only one page without taking any further action.

How is bounce rate calculated?

(Single-page sessions ÷ Total sessions) × 100

What do Instagram, Oculus, and WhatsApp all have in common as social media platforms?

They are all owned by Meta Platforms, Inc. (formerly Facebook, Inc.).

How can companies utilize monetization on Facebook?

Companies can earn money through ad revenue, fan subscriptions, branded content partnerships, paid online events, and Facebook Shops.

What is a lookalike audience (on Facebook)?

A group of people on Facebook who share similar characteristics with a business’s existing customers.

What is a core audience?

A group of people businesses can target based on detailed targeting options like demographics, interests, and behaviors directly on Facebook.

What is a relevance score?

Measures how well your ad is expected to perform based on how relevant it is to your target audience.

What is unicorn content?

Content that performs exceptionally well — much better than typical posts.

What is organic content in regards to social media?

Any post published on social media for free, without paying for advertising.

What year was Instagram created?

2015

Who bought Instagram in 2012?

Facebook Inc now Meta

What is feed by relevance?

Instagram shows users posts based on what the algorithm thinks they’ll like most.

How do companies utilize monetization on Instagram?

Companies make money through sponsored posts, selling products directly through Instagram Shops, and running ads.

What is an advertising campaign?

A series of coordinated marketing messages and ads that share a single idea and theme, launched across one or multiple platforms to achieve a goal

What is user-generated content (UGC)?

Any content created by real customers or users about a brand, rather than the brand itself.

How can UGC help businesses?

UGC builds trust with new customers, boosts brand credibility, increases engagement, and can provide free marketing content

What is instant messaging?

Real-time online communication between two or more people through text.

What are three example platforms that are used for Instant Messaging

WhatsApp, Facebook Messenger, and Snapchat

When was Twitter created?

2006

What company did Twitter acquire?

Vine

When did Twitter go Public?

November 7, 2013

How can companies utilize monetization on Twitter?

Companies can promote tweets, run video ads, create sponsored content, or use Twitter Spaces for monetized events.

What is a promoted trend?

A paid-for hashtag that appears at the top of Twitter’s trending topics list.

What are the different types of ad campaigns?

Awareness campaigns, Consideration campaigns, Conversion campaigns

When was YouTube Created?

February 14, 2005

Who bought YouTube?

Google.

What is the #2 Search engine?

YouTube.

How can companies utilize monetization on YouTube?

Running Advertisements, Channel Memberships, Super Chat & Super Stickers, Merchandise Shelf

List the 6 YouTube Ad Types and an example of each

Skippable Video Ads, Non-skippable Video Ads, Bumper Ads, Overlay Ads, Sponsored Cards, Display Ads

What are top-ranking factors in the YouTube algorithm/ranking factors?

Watch Time, Audience Retention, Engagement, Click-Through Rate (CTR), Relevance, Video Quality

What is black hat marketing?

Encompasses unethical and manipulative tactics aimed at rapid growth by exploiting loopholes and deceiving users or search engines.

When was Snapchat created?

July of 2011.

What was Snapchat called before Snapchat?

The app was originally named Picaboo.

How can companies utilize monetization on Snapchat?

Through ads in popular content, by partnering with brands for sponsored content, receiving direct gifts from viewers, promoting their own products/services, and earning commissions through affiliate links.

What are the 6 types of Snapchat Ads. Please give an example of each

Single image/video, collection ads, story ads, commercials, AR Lenses, and Filters

What is a takeover marketing strategy?

Involves a brand temporarily leveraging another platform, account, or space to promote its offerings by tapping into the existing audience and credibility.

What year was TikTok created?

September 20 2016

Who is the parent company of TikTok?

ByteDance.

What 2 countries banned TikTok?

India and Afghanistan.

How can companies utilize monetization on TikTok?

Various monetization avenues to reach audiences, build brand awareness, and generate revenue

What is Paid Social Media Advertising?

When businesses pay platforms to show sponsored ads to specific audiences based on detailed targeting.

What is an example of organic content on social media?

A company posting a behind-the-scenes photo of their team working on a project with a caption sharing their company culture and values.

Paid Vs Organic Content Marketing: Benefits

Fast Results (Paid), Cost-Effective (Organic)

Paid Vs Organic Content Marketing: Drawbacks

Costly (Paid), Time-Intensive (Organic)

What is lead time?

The time from the start to the end of a process.

How is lead time determined or calculated?

Delivery Date - Order Request Date

What is exact targeting?

A marketing strategy that uses data and technology to reach specific, well-defined audiences with tailored messages.

What is a conversion?

When a user takes a desired action in response to a marketing effort.

What is CPC?

Cost Per Click.

How is CPC Calculated?

Total Number of Clicks / Total Advertising Cost

What is CPM?

Cost Per Mille.

How is CPM Calculated?

CPM=Total Advertising Cost / Total Number of Impressions × 1000

What is an example of social media monitoring?

Actively listening to what's being said about their brand and related topics online.

What is a brand mention?

Any time your brand name, product name, logo, or related keywords are used on social media platforms.

Why are brand mentions important for businesses to measure?

Measured for Brand Awareness, Reputation Management, Customer Feedback, Identifying Influencers and Advocates, Competitive Analysis

What are examples of social media engagement metrics?

Measured for Interaction, Growth & Awareness, Engagement Rate, Customer Service

What is a social media analytics plan?

A structured roadmap for measuring, analyzing, and interpreting social media data to achieve specific goals and improve marketing.

Why are social media analytics plans important?

A structured roadmap for measuring, analyzing, and interpreting social media data to achieve specific goals