social media final exam

final exam for social media studying

static, read only web pages

which of the following best describes the primary characteristic of web 1.0

arab spring

Although social media’s exact role is still debated, it proved to be a force in political activism and helping mobilize groups of protesters during this event.

microsoft

Which company bought LinkedIn in 2016? 

facebook

Which social media company bought Instagram in 2012.  

true

According to the Social Media Revolution video, 93% of buying decisions are influenced by social media.

user-generated content

A video you created and uploaded to showcase your zip-lining experience over Costa Rica is an example of:

artificial intelligence and blockchain

Web 3.0 is often associated with which of the following technologies?

false

The Instagram Business Account type should be used if you want access to mainstream, copyrighted music to share with your followers.

youtube

This social media site is the undisputed king of social media video. 

find new donors, recruit volunteers, create a community, and reach clients of the programs and services

Social media can benefit nonprofits in the following ways (select all that apply):  

establish your brand as a thought leader

Hootsuite chairman and co-founder Ryan Holmes has more than 1.7 million followers on LinkedIn where he shares insights about social media and entrepreneurship. This is an example of using social media for: 

crisis communications, boost sales, increase web traffic, targeted advertising

Select from the following benefits of using social media for business. 

celebrity endorsements, localized content, easy content creation, sharing, and viewing

Why is TikTok so popular? Select all that apply.

false

The Instagram Personal Account type should be used if you want access to Instagram Analytics. 

a strategy

To create a user-generated content campaign to engage an existing audience is an example of:

critic

A user who posts comments on forums and ratings and reviews sites fits the ______social technographic.

create goals and objectives

What is the first step of a social media marketing plan?

sha

A positive Facebook post by a fan about a brand is an example of what type of media based on the PESO model: 

a way to group the activities of online users

What is the social technographics profile?

earned

These media come from trusted third parties and are the most valuable when amplified: 

shares/retweets, comments, likes, and link click throughs

Social media engagement can be measured by the following metrics (select all that apply)

call to action

This explicitly tells your fans or friends how you want them to interact with your posts.

True or False: Ephemeral content lasts for a long time on the web. 

false

Content marketing works best when businesses promote products and services.

false

According to Gary Vaynerchuk's Jab, Jab, Jab, Right Hook philosophy, the "jabs" mean using social media to get a sale or close a deal.  

false

Brands should use more ephemeral content than evergreen content. 

clear business objectives, well-defined audience, and multiple creative ad variations to test in your campaign

Before launching a social advertising campaign it’s best to have:

the picture

What is the most important element of a Facebook ad?

ad set level

For Facebook campaigns, budget, scheduling, targeting, bidding, and ad placement are defined at the:

awareness, consideration, conversion

Select the best answers: What are the three campaign objectives used when creating Facebook ads.

interests

If you don’t have a large Facebook following, choose everyone on Facebook when conducting audience research, and begin narrowing down by selecting the __________ relevant to your business.

false

It’s best to set your bid as low as possible in order to minimize the cost of your campaign. 

facebook pixel

An unobtrusive piece of code on your website used for retargeting ads.

false

All brands should invest in an enterprise-level paid social media monitoring solution.

false

Social Media listening is only counting the number of times your brand gets mentioned.

the tone of the conversation - can be positive, negative, or neutral

Online sentiment is

false

Social media analytics and social media listening mean the same thing.

number of page views per visit

This metric tells you if your site has stickiness.

referring pages

This metric can show you which sites are bringing traffic to your blog or website.

true

Conversion is measured by a simple question: What business action do you want people to take once they’ve consumed your content?

conversion rate

Which of the following is not a common vanity metric. 

percentage of users who immediately leave the site with no interaction

"Bounce rate" shows the ___

true

A KPI is more meaningful to a business than a metric. 

retweets on twitter

Select which one is the better measure of engagement.

align with their values

Influencers are more likely to partner with brands that:

they may need more direction or resources to deliver content

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

testimonials, rates, social media accounts, and previous partnerships

What information should be included in media kit?

$10,000

On average, how much can some mega influencers make per post on Instagram? 

content marketing

Providing practical value and news that people can use is closely related to this concept we discussed in class.

to solidify abstract concepts and simplify complex messages

What is one of the primary purposes of storytelling in business?

it enables brands to file a lawsuit for copyright infringement if another brand uses the content for commercial intent

What is the significance of obtaining copyright registration for original content?

platforms becoming more cautious or abandoning moderation altogether

What are the two possible outcomes mentioned in the article if Section 230 goes away?

A release of Instagram by participants and acknowledgment that the promotion is not affiliated with Instagram

What must a promotion on Instagram include?