social media marketing hubspot exam

True or False? a buyer persona is as important as business objectives when developing a social media strategy

True

Which network has the longest life for a piece of content?

Pinterest

on which social network should you share content most frequently ?

Twitter

True or False? Social listening can help you find leads

true

True or False? Social content is only used during the attract and delight stages of the inbound methodology

false

Fill in the blank: Instagram stories are a great way to _________

drive traffic and engagement

Why are Hashtags helpful

To aid search, track campaigns, and to influence the creation of user generated content

True or false? its necessary to conduct a social media audit every 2-3 years

false

What KPIs demonstrate engagement?

sharing and retweets, likes and favorites

what KPI is most likely to be a vanity metric

Reach

True or False? In social media, a service level agreement (SLA) refers to how much time passes between when a customer reaches out and when the company responds

true

True or False? You Should revisit your KPIS every 18 months

false

What is the Biggest Challenge that social media practitioners have?

getting executive buy-in for social ideas

True or False? The Holistic model is the most common social team structure used by organizations today

False

What is not one of the five types of social media models?

distributed

Why would you want a service to help you manage and discover influence?

to identify individuals who have the biggest following and high social clout

True or False? the best way to choose the right social media tool is to think about your business goals, then narrow down your choices based on that goal criteria

True

What do senior leaders care about when it comes to your social media plan?

Competitive advantage and customer satisfaction

True or False? Simon Sinek says that people want to buy what you have. they don't care about what you believe

false

what's the difference between social listening and social monitoring?

Social listening centralizes conversations about your brand so that you can join them, while social monitoring measures reputation from higher-level perspective

Why should you be careful about monitoring competitors?

its easy to get consumed with competitive intelligence and lose sight of your unique strategy and customer

How can social media listening increase customer advocacy?

Responding to social posts - whether they're positive or negative shows that you're listening and your customers are being heard

Why do you need to develop a business case for anew social monitoring technology

to clearly outline the expected value gained from a software investment and set the expectation with your manager of how you'll realize that value

what should you do if your competitor has a big public blunder?

maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate

why are UTM Parameters so valuable to your social listening and monitoring program?

they allow me to track where traffic is coming from on social media

'real-time marketing' refers to

developing content on the fly for local, national, or global events happening online or offline

If you don't have your __________ in mind as you're developing content and social campaigns, then you probably aren't using social as effectively as you could be

business goals and buyer personas

lets say you conduct audit on your competitors and see that they're having success with live video, but you haven't really tried live video yet. what might you do?

test out live video on different channels and see how your audience responds

true or false? you should make sure experimentation is ingrained in your strategic plan.

true

true or false? Humanizing your brand gives you a competitive edge because people like making connections, and they like to invest their time and money in people they can relate to

true

voice refers to:

The distinct and steady personality or style of your brand.

When developing your brand's tone, _______ is key.

context

True or false? The longer your social posts, the more likely that content will be seen and re-shared

false

Which of the following is NOT an example of active language you should use on a call-to-action?

"more here"

True or false? Curating content means publishing someone else's content as if it were your own.

False

Posting curated content on social shows your audience you're committed to:

Creating value for them.

True or false? If you're posting the same content across different channels, make sure you post them simultaneously—on the same days and at the same times.

False

What did fashion brand Burberry do to revolutionize how marketers use social media?

Invited their fans to share photos of their trench coat

Which of the following is NOT a type of influencer?

Attorney

Which one of the following is NOT a way that UGC can help marketers?

Provide deep insight into the effectiveness of your content mix

What is NOT a way that a brand can see financial gain from doing social customer service?

Using a social media agency to deliver content to customers

True or false? Commissions for celebrity influencers are generally 5% of the sale.

false

Which type of influencer might be primarily behind the scenes in your marketing campaign?

content creators

True or false? A channel takeover, such as letting an influencer run your Instagram or Twitter handle for a day, is a good idea for brands.

True

Why should you trust the influencer and give them creative license?

They understand their audience and what they want.

True or false? Your campaign should also help the influencer build authority and further their own content or reach.

true

Why is user-generated content (UGC) so important?

- UGC helps brands understand their target audience, improves site engagement and time spent on the website, provides means for other users to connect, which then builds a stronger community, and UGC is inherently peer reviewed, making it more trustworthy.

True or false? "Earned" media is exposure your brand has paid for, e.g., advertising or promotions.

false

True or false? One-to-one engagement doesn't result in customers spending more.

false

True or false? Asking for reviews is something you should never do in social media.

false

What is a Social Media Service Level Agreement (SLA)?

The agreement a company makes to commit to answering social media responses in a specific amount of time

True or false? When you use language in your social responses that is too casual, you lose the respect of your audience.

false

How much of the buyer's journey is digital?

67%

When should a salesperson put forth the sales pitch in social media?

After sufficient rapport has been built and the customer is looking for what you have to sell

True or false? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.

True

An ad for your upcoming webinar on network security should lead people directly to _.

a landing page where they can quickly sign up for the webinar

What is one of the major benefits of Facebook Lead Ads?

The pre-filled form in Facebook makes it super easy for your audience to convert on—especially on mobile.

The number of leads you generate that actually become paying customers is known as your __.

average lead-to-customer rate

Which one of the below choices is NOT a reason you should be measuring your social media ROI?

Show influencers how enticing it would be to work with your company.

You're starting a project and don't have a past campaign to use as a benchmark. How can you secure executive buy-in?

Position your program as an experiment or pilot.

Which of the following social media expenses do you want to track so you can calculate ROI on your marketing campaigns? Choose all that apply.

Work hours

Agency or freelance costs

Social media software and services

Content development expenses

Advertising costs

True or false? When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action and multiplying it by 100.

true

Why do you need to use leading indicators of revenue success when calculating ROI on your social media strategy?

It can be months before you've closed new customers from a social media campaign.

True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.

false

A(n) __ outlines guidelines and best practices for employees to follow on social media.

social media policy

What's the first step organizations and brands need to take when establishing a social media policy?

Educate employees on the importance of having a social media policy for all team members within the organization.

What is NOT an example of a social media crisis?

Employees going rogue on social media

A celebrity posting an update that sparks outrage

A hack into a Twitter account for a major brand

These are all examples of a social media crisis

The _ stage focuses on creating message maps and listening protocols on social media

preparation

There are certain actions that need to be taken into consideration for a social media crisis. What's an action you should avoid?

Sending out promotional sponsored posts and tweets during a crisis

True or false: Ephemeral stories are quick bits of content, both video and photo, often with fun filters and "stickers" that disappear after a short period of time (1-24 hours).

True

When it comes to social listening, how do you know which social networks to start with?

Start with the social networks your buyer personas use to learn about and interact with brands.

How can social media monitoring inform your sales and product teams?

Customer feedback, whether positive or negative, can help sales people and product teams better solve for the customer's needs.

True or false? Jumping onto an unrelated hashtag to promote your material is spammy.

True

Visual images are usually things like __. Choose all that apply.

photos

infographics

animated GIFs

illustrations

True or false? 12% of people generate 70% of the impact online.

false

True or false? It's not a good policy to delete all negative comments.

true

What is social selling the inbound way?

When a salesperson provides value by offering thoughtful content and answering questions for prospects

True or false? Canned messages are a quick and easy way to reach a wide audience in social media to find the right prospects.

false

Do brands have legal ownership over content that users generate about their brand?

no

Why is content moderation important for user-generated campaigns?

To engage the community and reward those who go above and beyond

What do we mean when we say you should post an "80/20 mix" on social media?

20% of your social content should promote your own brand, and 80% of your social content should be anything that truly interests your audience and engages them in conversations.

Fill in the blank: "Facebook Ads is great for targeting based on , while Google Ads targets based on your audience's _.

interests; intent

In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate?

Decision stage

True or false? It's always better to target your ads towards as broad a group of people as possible.

False

Which of the following would not contribute to ad fatigue?

Using the same image on your ad for over a month

You bid $5.00 on a click on your Facebook ad. The next highest bidder only pays $3.00 to target an ad at the exact same audience. How much will Facebook make you pay to win the bid?

$3.01

True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage.

false

Which of the below is NOT one of the three factors determining how an influencer can impact behavior?

Recognition

Why should you talk directly with your social followers and prospects?

Build your brand

Increase customer loyalty

Improve reputation

True or false? Selling to prospects by messaging them on Facebook could be seen as invading their private space.

true

What should you do to secure executive buy-in if you're starting a social media project and don't have a past campaign to use as a benchmark?

Position your program as an experiment or pilot.

Why do stakeholders matter as you begin to develop your team structure?

Stakeholder needs may be the same as your needs and their buy-in may help you influence senior leaders.

True or false? Social media helps people feel INFORMED by helping them learn new things, stay up to date on topics that matter to them, and discover new ideas and trends.

true

What is the main benefit of using animated GIFs in social content?

They help you demonstrate complex concepts quickly and easily.

Which of the following is NOT a benefit of having a social media strategy?

Social media helps you send better emails

What is a social media audit?

A hard look at the data from all your social accounts and the social conversations about your brand and your competitors

There are many benefits to having a social media strategy. Which answer is NOT one of them?

Social media helps you send better emails.