Exam 3 Flashcards
Which of the following does NOT distinguish a blog?
Written in second person
Which type of blog is the most popular?
Fashion
Why are blogs so popular?
They give everyday people a voice, provide an easy way to share your opinions across the world, help keep readers up to date on trends, and it is a great marketing tool for many businesses
True or False: The editorial strategy will determine who will be writing and editing the blog content, as well as the subject matter experts that need to be involved to contribute content.
True
Which of the following is NOT a benefit of blogging?
Decreases brand awareness
Which of the following is NOT a disadvantage to blogging?
Instant payback
A good best practice for the length of blog posts is __________.
400-1000 words
What is a vlog?
A video blog
True or False: Unlike most social media platforms, podcasts are not typically run on a bidding strategy.
True
True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time.
True
Which of the following companies launched a podcast called “10-minute Mysteries”?
American Girl
A social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve__________
a) more link clicks
b) brand awareness
c) more engagements
d) a marketing or business goal
a marketing or business goal
True or False: Social media marketing campaigns have a specific start date and end date.
True
The concept of AIDA as a model for marketing stands for _______.
a) action, intent, desire, attention
b) attention, interest, desire, action
c) attention, interest, determination, action
Attention, Interest, Desire, Action
What is the first step in launching a social media marketing campaign?
Establish goals
Which of the following would NOT be considered under the campaign budget and resources?
Social media content calendar
The campaign parameters include ______
a) contest guidelines
b) how winners are selected
c) hashtag use
d) contest submission instructions
e) all of the above
E
Social media campaigns can live ______.
a) on social media
b) on an app
c) on a company website
d) on a microsite
e) all of these options
e
Which of the following is NOT conducted DURING a social media marketing campaign?
a) share results
b) engage
c) monitor
d) promote
a
Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of “Biggest Flavor Fan.” What did the company have fans do?
Share Sparkling Ice related content using the branded hashtag.
What social media campaign did Oreo create to celebrate their 100th Anniversary?
Creating and posting 100 pieces of shareable content created in 100 days.
What was the name of the Starbucks social media marketing campaign that allowed customers to customize a cup with art?
WhiteCupContest
Which of the following are influencer persona types?
a) celebrity
b) academic
c) industry expert
d) business leader
e) all of these options
e
A social media influencer is ______.
someone who exerts his or her influence through social media
True or False: Influencer marketing is the fastest growing method to attract new customers.
True
In 2022, the Rug company Ruggable partnered with________ to launch a campaign to promote their latest rug line.
Former bachelorette contestants
True or False: The majority of Teenage YouTube subscribers trust influencers’ opinions over traditional celebrities.
True
Which of the following are characteristics of a good influencer?
a) activity
b) authenticity
c) engaging
d) reach
e) credibility
f) all of these
f
Which of the following is NOT a benefit of influencer marketing with social media?
Less credibility
Which of the following are ways brands can use influencers?
a) give influencers free products to try in exchange for a review or mention on social media
b) invite influencers to be guest bloggers
c) a social media account takeover
d) using influencers to promote a brands content by posting on their own social media channels
e) all of the above
e
In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds?
Invited them on a trip around the world and had them document the trip.
Which platform did Chipotle leverage for the #ChipotleLidFlip challenge?
TikTok
Fashion company Revolves drives nearly ____% of all of their sales through influencer marketing.
a) 40%
b) 50%
c) 60%
d) 70%
d
Which is an example of employee advocacy?
The promotion of a company or brand by employees who share information about their company’s brand, product, or services in their social media networks.
A benefit of employee advocacy for an employee is __________.
a) increased employee engagement
b) network growth
c) thought leader and grow personal brand
d) career goals
e) all of these options
e
To get employees to “buy in,” you must
Show how participation will benefit them.
A benefit of employee advocacy for an employer is __________.
a) increased business
b) trust in employees
c) increased brand engagement
d) higher retention rate
e) all of the above
e
True or False: To participate in an employee advocacy program, an employee must have a complete understanding of what it means to represent the company online.
True
True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don’t.
True
To track the success of an employee advocacy program, you must _______.
a) determine audience growth
b) track the traffic to a post
c) track employee participation growth
d) track engagement rate
e) all of the above
e
True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook.
False
Which social network is the most popular for employees sharing company-related content online?
True or False: In order to succeed in an employee advocacy program, you must force employees to participate.
False
True or False: A social media policy outlines how an organization and its employees should conduct themselves online.
True
Best Buy’s social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer __________.
My views are expressed as my own
The rules and regulations within a social media policy consist of __________.
a) expectations for employee behavior and conduct
b) engagement
c) brand guidelines
d) etiquette
e) all of the above
e
A social media policy should include
a) social media policy for employees
b) etiquette and confidentiality
c) a policy for the company’s official accounts
d) engagement
e) all of the above
e
True or False: If a brand sees a negative comment on social media, the first thing they should do is delete it.
False
A social media crisis response plan does NOT include __________.
legal risks
In order to avoid threats on social media, employees should _______.
a) limit monitoring employee’s activity on social media
b) ignore threats from inside and outside sources
c) user short passwords
d) all of these options
e) none of these options
e
A social media policy should have rules and responsibilities for governance tasks. This should be assigned to:
A company spokesperson responsible for answering questions about your company on social media
Your company’s social media policy should be ______.
a living document that is updated regularly
True or False: Code yellow issues are those that do not escalate beyond the attention of the social media or customer service team.
True
What percentage of top decision-makers say they never respond to cold calls?
a) 60%
b) 70%
c) 80%
d) 90%
d
True or False: Only one in five companies take a programmatic approach to social selling.
True
Which of the following is NOT a BUYER benefit of social selling?
Discount on the purchase of a product
Which of the following is NOT a SALESPERSON benefit of social selling?
Increases research time
Which of the following is NOT a COMPANY benefit of social selling?
Less likely to attract top talent
Which of the following is NOT a challenge companies face with social selling?
Firing and hiring sales professionals familiar with social media
What should be the first step in starting a social selling program?
Gain executive buy in
Which social selling tool did the Sacramento Kings use to increase ticket sales?
LinkedIn sales navigator
True or False: A common sales incentive implemented by many companies is to tie compensation to sales quotas.
True
Social selling tools can help sales professionals with all of the following except __________.
Discovering competitors’ sales revenues
Which of the following is social media ROI by revenue formula:
Profit/Total Investment x 100
True or False: Earned media is the most valuable type of media, as it increases brand awareness.
True
What is social media share of voice?
The percentage of brand mentions, or people talking about a company online compared to its competitors.
What is social media Net Promoter Score (NPS) ?
A metric that companies use to measure the willingness of customers to recommend a company’s products or services to others.
What are UTM Parameters?
Tags added to a URL, and when clicked, the tags are sent back to Google Analytics and tracked.
Which of the following is NOT a social media report available within Google Analytics?
Net Promoter Score (NPS)
Which of the following is NOT a buyer’s journey listed in a social media metrics map?
Re-engage
What is Google Analytics?
A web analytics service that tracks conversions and reports website traffic.
True or False: Earned media is the most valuable type of media.
True
