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Social Media Marketing > Exam 3 > Flashcards

Exam 3 Flashcards

1
Q

Which of the following does NOT distinguish a blog?

A

Written in second person

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2
Q

Which type of blog is the most popular?

A

Fashion

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3
Q

Why are blogs so popular?

A

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

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4
Q

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.

A

True

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5
Q

Which of the following is NOT a benefit of blogging?

A

Decreases brand awareness

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6
Q

Which of the following is NOT a disadvantage to blogging?

A

Instant payback

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7
Q

A good best practice for the length of blog posts is __________.

A

400-1000 words

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8
Q

What is a vlog?

A

A video blog

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9
Q

True or False: Unlike most social media platforms, podcasts are not typically run on a bidding strategy.

A

True

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10
Q

True or False: Unlike a podcast, webinars are intended to be interactive with the audience in real time.

A

True

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11
Q

Which of the following companies launched a podcast called “10-minute Mysteries”?

A

American Girl

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12
Q

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

a marketing or business goal

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13
Q

True or False: Social media marketing campaigns have a specific start date and end date.

A

True

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14
Q

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

A

Attention, Interest, Desire, Action

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15
Q

What is the first step in launching a social media marketing campaign?

A

Establish goals

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16
Q

Which of the following would NOT be considered under the campaign budget and resources?

A

Social media content calendar

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17
Q

The campaign parameters include ______
a) contest guidelines
b) how winners are selected
c) hashtag use
d) contest submission instructions
e) all of the above

A

E

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18
Q

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

A

e

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19
Q

Which of the following is NOT conducted DURING a social media marketing campaign?
a) share results
b) engage
c) monitor
d) promote

A

a

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20
Q

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?

A

Share Sparkling Ice related content using the branded hashtag.

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21
Q

What social media campaign did Oreo create to celebrate their 100th Anniversary?

A

Creating and posting 100 pieces of shareable content created in 100 days.

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22
Q

What was the name of the Starbucks social media marketing campaign that allowed customers to customize a cup with art?

A

WhiteCupContest

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23
Q

Which of the following are influencer persona types?
a) celebrity
b) academic
c) industry expert
d) business leader
e) all of these options

A

e

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24
Q

A social media influencer is ______.

A

someone who exerts his or her influence through social media

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25
Q

True or False: Influencer marketing is the fastest growing method to attract new customers.

A

True

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26
Q

In 2022, the Rug company Ruggable partnered with________ to launch a campaign to promote their latest rug line.

A

Former bachelorette contestants

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27
Q

True or False: The majority of Teenage YouTube subscribers trust influencers’ opinions over traditional celebrities.

A

True

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28
Q

Which of the following are characteristics of a good influencer?
a) activity
b) authenticity
c) engaging
d) reach
e) credibility
f) all of these

A

f

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29
Q

Which of the following is NOT a benefit of influencer marketing with social media?

A

Less credibility

30
Q

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

A

e

31
Q

In which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds?

A

Invited them on a trip around the world and had them document the trip.

32
Q

Which platform did Chipotle leverage for the #ChipotleLidFlip challenge?

A

TikTok

33
Q

Fashion company Revolves drives nearly ____% of all of their sales through influencer marketing.
a) 40%
b) 50%
c) 60%
d) 70%

A

d

34
Q

Which is an example of employee advocacy?

A

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.

35
Q

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

A

e

36
Q

To get employees to “buy in,” you must

A

Show how participation will benefit them.

37
Q

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

A

e

38
Q

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.

A

True

39
Q

True or False: On LinkedIn, employees that share content regularly grow their network 4 times faster than those that don’t.

A

True

40
Q

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

A

e

41
Q

True or False: An employee advocacy program will increase the cost of social advertising on Instagram and Facebook.

A

False

42
Q

Which social network is the most popular for employees sharing company-related content online?

A

Facebook

43
Q

True or False: In order to succeed in an employee advocacy program, you must force employees to participate.

A

False

44
Q

True or False: A social media policy outlines how an organization and its employees should conduct themselves online.

A

True

45
Q

Best Buy’s social media policy mandates that employees disclose their affiliation with Best Buy and include the disclaimer __________.

A

My views are expressed as my own

46
Q

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

A

e

47
Q

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

A

e

48
Q

True or False: If a brand sees a negative comment on social media, the first thing they should do is delete it.

A

False

49
Q

A social media crisis response plan does NOT include __________.

A

legal risks

50
Q

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

A

e

51
Q

A social media policy should have rules and responsibilities for governance tasks. This should be assigned to:

A

A company spokesperson responsible for answering questions about your company on social media

52
Q

Your company’s social media policy should be ______.

A

a living document that is updated regularly

53
Q

True or False: Code yellow issues are those that do not escalate beyond the attention of the social media or customer service team.

A

True

54
Q

What percentage of top decision-makers say they never respond to cold calls?
a) 60%
b) 70%
c) 80%
d) 90%

A

d

55
Q

True or False: Only one in five companies take a programmatic approach to social selling.

A

True

56
Q

Which of the following is NOT a BUYER benefit of social selling?

A

Discount on the purchase of a product

57
Q

Which of the following is NOT a SALESPERSON benefit of social selling?

A

Increases research time

58
Q

Which of the following is NOT a COMPANY benefit of social selling?

A

Less likely to attract top talent

59
Q

Which of the following is NOT a challenge companies face with social selling?

A

Firing and hiring sales professionals familiar with social media

60
Q

What should be the first step in starting a social selling program?

A

Gain executive buy in

61
Q

Which social selling tool did the Sacramento Kings use to increase ticket sales?

A

LinkedIn sales navigator

62
Q

True or False: A common sales incentive implemented by many companies is to tie compensation to sales quotas.

A

True

63
Q

Social selling tools can help sales professionals with all of the following except __________.

A

Discovering competitors’ sales revenues

64
Q

Which of the following is social media ROI by revenue formula:

A

Profit/Total Investment x 100

65
Q

True or False: Earned media is the most valuable type of media, as it increases brand awareness.

A

True

66
Q

What is social media share of voice?

A

The percentage of brand mentions, or people talking about a company online compared to its competitors.

67
Q

What is social media Net Promoter Score (NPS) ?

A

A metric that companies use to measure the willingness of customers to recommend a company’s products or services to others.

68
Q

What are UTM Parameters?

A

Tags added to a URL, and when clicked, the tags are sent back to Google Analytics and tracked.

69
Q

Which of the following is NOT a social media report available within Google Analytics?

A

Net Promoter Score (NPS)

70
Q

Which of the following is NOT a buyer’s journey listed in a social media metrics map?

A

Re-engage

71
Q

What is Google Analytics?

A

A web analytics service that tracks conversions and reports website traffic.

72
Q

True or False: Earned media is the most valuable type of media.

A

True

Social Media Marketing (2 decks)

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