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      Hootsuite Social Marketing Certification Exam Answers 2019 PDF

      Hootsuite Social Marketing Certification Exam Answers 2019 PDF

      https://www.certificationanswers.com/en/category/hootsuite-social-media/


      Hootsuite Social Marketing certification exam is a premium certification available in Hootsuite Academy. Note that this certification has much more possible questions than you get during the exam (61). This file contains all possible questions with 100% correct and verified answers. Also, every questions has a detailed explanation based on the official training material. That let’s you prapare for a exam much more efficiently.


      Some Questions:

      Which Of The Following Would Best Be Used To Make Your Instagram Story More Discoverable?

      Adding hashtags and keywords.

      Using metatags and a description.

      Adding keywords and pins.

      Using branded templates and metadata.

      Adding a location and hashtags.

      When editing a photo in the Instagram app, which filter would you use to darken the edges of the photo so the viewer’s eye is drawn to the centre?

      Highlights

      Sharpen

      Vignette

      Structure

      Focus Tool

      When Composing Photos To Share On Your Social Channels, A Best Practice Is To Balance The Elements Of Your Photo Along 3 Sections. This Is Described As:

      Triplets

      Asymmetry

      3X3

      Symmetry

      The Rule of Thirds

      Instagram Lets You Post Photos As Portrait, Landscape, Or Square. Why Is It A Good Idea To Take Your Photos In The Format/Orientation You Intend To Post Them In?

      Cropped images are deprioritized by Instagram’s algorithm.

      The resolution Instagram allows is lower when images are cropped.

      This practice makes photos easier to edit.

      So you can better compose all the elements in the shot.

      all of the options in this list

      When taking photos using your phone, why is it important to tap the subject of the photo on the screen before taking the picture?

      To properly bring the subject into focus.

      To balance the colours.

      To sharpen the background.

      To soften and enlarge the subject.

      On Your Facebook Business Page, Which Feature Would You Use To Provide Your Followers With The Ability To Shop Now, Sign Up, Or Contact Your Organization?

      instant conversion

      ‘featured likes’ column

      call-to-action button

      Like-gating

      third party app integration

      When editing photos within the Instagram app, which filter would best be used to intensify the colours of an image?

      Contrast

      Highlights

      Structure

      Saturation

      Brightness

      On Instagram, what are Highlights?

      The most popular content, automatically curated from accounts you follow.

      The most popular, trending videos on IGTV.

      A collection of Stories, that you curate, that don’t disappear after 24 hours.

      An automatically generated collage that includes your most popular images for the previous 30 days.

      In Instagram Stories, You Can Add Up To 10 Text Hashtags, To Support Discoverability. What Are Two Techniques You Could Use The Maximum Number Of Hashtags While Avoiding A Cluttered Look? (PICK TWO)

      Use line breaks to hide them at the bottom of the post’s description.

      Include them only in the Story’s metadata.

      Place a sticker overtop to hide them.

      Camouflage them by colour matching the text with a background colour.

      Add them to a comment in the comments section of the Story.

      Carrying out social media marketing without a ______________ could result in posts that are unbalanced in tone, subject matter, or purpose. Organizations without this plan will find it more difficult to achieve social media goals and maintain an effective cadence with their posts.

      Influencer Strategy

      Advocate Strategy

      Content Strategy

      Paid Strategy

      Earned Strategy

      If You’re Editing A Photo In The Instagram App, And Need The Bright Areas Of The Image To Be Brighter Without Affect The Dark Areas, Which Filter Would You Use?

      Highlights

      Contrast

      Fade

      Saturation

      Brightness

      Colour

      What Are The Length Restrictions When Posting Video Content To The Main Feed Of Your Instagram Account?

      1 second to 15 seconds

      3 seconds to 60 seconds

      2 seconds to 5 minutes

      1 second to 30 seconds

      5 seconds to 2 minutes

      Community Building On LinkedIn By Organizations With LinkedIn Pages Can Grouped Into Three Main Categories:

      Hosting Live networking events with LinkedIn Live, coordinating in-person events with LinkedIn’s Invites feature and publishing industry relevant blog articles.

      Building LinkedIn Groups, leveraging the ‘Threads’ feature in Direct Messages, and hosting Live networking events with LinkedIn Live.

      Using targeted advertising to boost Likes on your published content, interacting in the comments section of content published by your competitors, publishing Thought Leadership pieces in the LinkedIn Blog.

      Establishing an employee network, growing followers of your LinkedIn Page, and building active LinkedIn Groups.

      Organizations Should Have A Crisis Management Plan For Social Media. This Plan Should Identify The Keywords, Hashtags, Etc. That Should Be Continually Monitored, To Proactively Identify External Issues Before They Spiral Into A Crisis. This Component Of A Crisis Management Plan Is Referred To As A _________.

      Social Surveillance Best Practices

      Social Search Streams

      Social Media Monitoring Strategy

      Brand Awareness

      Social Media Listening Techniques

      Individual Instagram Stories Have A Limit Of 15 Seconds For Video Content. However, Using Instagram’s Segments Tool, You Can Record A Longer Video. The Segments Tool Then Automatically Splices This Longer Video Into 15 Second Segments, That Will Play Consecutively For Your Viewers. To Do This, Simply:

      Upload the longer video into the bulk uploader.

      Add the longer video segment into a branded template.

      Hold down the record button for the duration of your take.

      Enable ‘Segments’ under ‘Story Settings’.

      You Are Taking Photos For Instagram, Using Your Phone’s Camera, And Lighting Conditions Are Not Optimal (Too Bright Or Too Dark). What Is The Best Way To Compensate For This, Before Taking Your Photo?

      Turn HDR off and enable the flash.

      Turn on the manual focus and adjust the contrast setting.

      Tap on your subject and adjust the exposure slider onscreen.

      Enable the 4K feature which will automatically adjust brightness.

      When Taking Photos For Your Social Channels (E.G., Instagram) You Can Add Depth, By Using Roads, Buildings, Or Bridges To Create A Pathway That Leads The Viewer’s Eye To A Single Spot. This Is Best Described As:

      3D Technique

      planar scaling

      depth illusion

      grid planing

      leading lines

      If You Are Creating An Instagram Story, With The Purpose Of Gathering Audience Insights, Which Would Be The Best Feature To Use?

      Story Insights

      Branded templates

      Geo-targeting

      Audience Insights plug-in

      A question sticker or poll

      You have just uploaded a 4 minute video clip into your InstagramTV (IGTV) channel. You’ve added hashtags in the description to support discoverability. What’s another tactic you could have used to surface this video to your followers?

      Use the IGBoost feature to put paid advertising spend behind the IGTV video.

      Send the video via Direct Message to all your followers.

      Use relevant keywords in ALL caps in the IGTV video description.

      Enable automatic publishing of a 60-second preview of the video in your feed.

      When it comes to tracking the ROI of your community building efforts, we recommend focusing on three types of community metrics: (pick three)

      engagement

      growth

      conversions

      generated sales

      brand love

      click-throughs

      A best practice for optimizing your video content for Facebook engagement is to:

      make videos longer, so followers can “lean back” to watch

      use the landscape format

      include captions and text overlays

      all the options in this list

      place your CTA right at the beginning

      When plotting out the content mix for your upcoming social media publishing schedule, promotional content about your organization shouldn’t exceed _______________ of your overall content mix.

      Roughly half your content

      Roughly 2/3rds

      None

      Roughly 1/3rd

      Which of these is NOT a best practice for increasing engagement on LinkedIn posts?

      add visual content to your posts

      include 10+ hashtags in your posts

      post content regularly

      upload your videos directly into LinkedIn

      name the professions you want to target in the post’s copy

      Which of these is NOT a best practice for increasing engagement on Pinterest?

      include relevant keywords in your pin description

      space your posts through the week

      use video content whenever possible

      use multiple boards around distinct and separate themes

      use Rich Pins to provide extra information

      If you’re running a Facebook or Instagram campaign and need sophisticated targeting and budgeting options, which would be the best tool to use.

      Ads Manager

      Ads Dashboard on your Business Page

      Marketplace

      Ad Experience

      Help Center

      To grow an online community, some organizations start their own LinkedIn groups, rather than joining existing public or private ones. When doing so, it’s good to have a designated community manager in place. What are two things this community manager should do, as part of their responsibilities?

      ensure posts from group members are helpful and engaging to other community members, and not just self-promotional

      be a leader from within the company such as the owner or CEO

      be willing to interact in the group using their personal LinkedIn profiles

      be able to engage online outside of work hours

      understand SEO strategy and apply it to the posts they write

      To place a video ad over YouTube videos, which option would you choose?

      A video campaign through Google Ad Experience

      A video ad card through Twitter Ads

      A video ad-type through Facebook Ads Manager

      A video campaign through YouTube’s Creator Studio

      Let’s say you’re want to create an Instagram Ad, and want a high degree of control over budget, targeting, and creative. Which is the best method/tool to use?

      Facebook Ads Manager

      Google Ad Words

      Instagram Ads Manager

      LinkedIn Ads Manager

      Boosting Options in the Instagram App

      __________ is a community-building metric that refers to loyalty and advocacy for your a brand by its social media community. Some ways this metric can be measured include positive testimonials, the amount of user generated content being produced by your community, and/or or the number of third party blog posts about your brand.

      Community engagement

      Sentimentality

      Growth

      Crowd voice

      Brand love

      If you’re using paid advertisements on Twitter, and want more people to see your tweets, what’s the best campaign type to use:

      Followers

      Tweet Engagement

      Twitter Ad Card

      Conversion

      Awareness

      If your new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best?

      Tweet Engagement

      Awareness

      Twitter Ad Card

      Followers

      Conversion

      LinkedIn offers a unique type of paid advertising, where you can send targeted, customized messages to users’ LinkedIn inboxes, where it appears alongside other direct messages. This ad type is called:

      Inbox Conversions and Awareness

      Dynamic Ads

      Sponsored InMail

      Direct Message Ads

      Personalized Messaging

      Which of these is NOT a best practice for sharing content on social media?

      re-post content frequently so it can be seen at the optimal times in every timezone

      encourage employees to share content on their social profiles

      vary your content

      brainstorm headlines and captions that are clear and attention-grabbing

      use tools to pre-schedule or auto-schedule your messages

      incorporate visual content into your posts when possible

      When drafting your social media posts, always aim to end them with a clear:

      call for attention

      None these

      call-to-action

      Cry for attention

      outline of a product or service

      Buy Now button

      If you want to run a paid advertisement that appears across a wide variety of websites, videos, and mobile apps, your best choice is:

      Google Ads Experience

      Facebook Ads Manager

      Twitter Ad Cards

      YouTube’s Video Ads Manager

      Facebook’s Universal Campaign-type

      When buying an ad for Instagram or Facebook, begin by selecting the ___________ that most closely matches your business needs.

      ‘Objective’

      ‘Automation Triggers’

      ‘Strategy’

      ‘Tactic’

      ‘Mission’

      LinkedIn offers a type of paid advertising where a post is promoted in your target audience’s HomeFeed, but is NOT published on your LinkedIn Homepage.

      dynamic ads

      lead ads

      sponsored content

      dynamic content

      direct sponsored content

      If you are regularly posting content to multiple social networks, an important rule of thumb is to _____________.

      post the message at differing times on each network to avoid being penalized by Google

      tailor messages to the unique strengths of each platform, where possible

      post a message on all platforms at the same time to make gathering metrics more accurate

      use exactly the same wording to maintain consistency of voice

      none of the above

      Research shows that most Facebook users are on mobile, and engagement declines dramatically with longer posts. A rule of thumb, you should aim to write posts that are around ________.

      480 characters

      140 characters

      50-60 characters

      280 characters

      When running a paid ad on Facebook, which of the following is NOT a placement option.

      the right hand column

      Facebook Groups

      in-stream videos

      Stories

      Messenger

      Marketplace

      the Feed

      It’s important to remember that community building is about building relationships over time. When you’re getting started with measuring the ROI of your community building efforts, we recommend you track your progress ____________ rather than weekly.

      yearly

      hourly

      quarterly

      daily

      Your social content strategies should vary by network. For example, your post frequency and volume can be much larger on _________ than other networks. This makes ___________ a great place to post the same piece of content multiple times and recycle evergreen content.

      Instagram

      MySpace

      LinkedIn

      Facebook

      Twitter

      When engaging with your community, it’s important to keep your ___________ in mind and let it guide your response.

      conversion goals

      brand’s voice and mission

      sales pitch

      personality

      organization’s KPIs

      Instant Experience is a paid advertising feature on Instagram, configured to show media, display a storefront, complete a form, or explore lifestyle images with tagged products. To use Instant Experience, you’ll need to create your ad in _____________.

      Hootsuite Ads

      Google Ads

      Instagram Desktop

      the Instagram app

      Facebook

      A benefit of using Google Ads Experience is the ___________ option, which automatically manages an ad after initial set-up by determining the most relevant targeting options.

      video campaign

      Automation triggers

      smart campaign

      universal app campaign

      search campaign

      Let’s say you’re evaluating a customer of your organization as a potential brand advocate. In addition to the three R’s, what’s another criteria you could use to determine whether this person would represent your organization well?

      brand affinity

      political values

      influencer connections

      brand rub

      number of followers

      all of these

      Tools like Hootsuite Amplify can make running an Employee Advocacy program easier by allowing you to ______________.

      all of these

      give advocates daily updates of relevant news articles that they should share

      provide company news and content that can be shared to advocates social networks with a single tap

      none of these

      monitor program participation

      monitor metrics like most shared content or most active advocate

      One benefit to having an Employee Advocacy Program is that Social Network Algorithms generally ____________.

      prioritize messages from individuals over those sent by organizations

      prioritize messages from organizations over those sent by individuals

      all of these

      none of these

      Boost the SEO rankings of organizations whose employees regularly share their content

      prioritize messages sent by individuals when they are formally linked to organizations with verified accounts

      Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.

      a plan for continued engagement

      a metrics and Reporting Game Plan

      a database of advocate’s social media handles and passwords

      a geographic advocate acquisition strategy

      a compensation plan for advocates

      You should use the 3 R’s, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________.

      the amount of times per day they post to social media networks

      the level of engagement they have with their audience

      the number of languages they can communicate in

      the amount of interesting content, such as gifs, that they use

      the amount of re-tweets they get

      Once you’ve onboarded a participant into the brand advocacy program, focus on keeping and growing their commitment and cultivating enthusiasm. At the start, check in periodically to make sure your new advocate is engaged and committed. ______________ check ins are a good rhythm.

      30, 60, and 90 day

      Influencer connections

      Number of followers

      Political values

      All of these

      Brand rub

      When announcing an Employee Advocacy Program, it’s important to reinforce why sharing content on behalf of an employer is in the employee’s self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby ________________________.

      portraying the organization as a great place to work

      differentiating themselves as a dedicated performer within the organization

      getting more followers on their social channels

      displaying the degree of their brand affinity

      supporting the organization’s business interests

      benefiting from brand rub

      When running a Employee Advocacy program, eventually you’ll need to pull data to demonstrate the program’s effectiveness. Which of the following is not a common metric that program managers will look at?

      new employee recruitment and sales leads generated

      advocate engagement, which is measured by weekly and monthly active participants

      % decrease in cost per click and cost per impression

      social reach, which is a measure of the volume of content being shared to all different social networks

      website traffic resulting from employee shares, which can be measured through the use of UTM links

      Since a business cannot follow their Facebook followers directly, it’s important to build a community and demonstrate customer care by _______________.

      sharing lots of new content and promotional materials each day

      responding to questions and comments from customers on your Facebook post’s comment threads quickly and thoughtfully

      sending each new follower a standardized, formal Facebook message to thank them

      requesting to follow your business’ Facebook followers from your own personal account

      all of these

      On your Facebook Business page, which feature would you use to provide your followers with the ability to Shop Now, Sign Up, or Contact Us.

      Like-gating

      Featured Likes column

      third party app integration

      Call to Action Button

      Instant Conversion

      Cover photos have a prominent location in your social media profiles, so you should use this space strategically – for example, it’s a great place to ____________________.

      showcase Buy Buttons for new products

      put your company logo

      announce new product releases or generate interest in upcoming events

      display a professional headshot

      highlight CTAs (Call-to-Action)

      serve up Display Ads

      To ensure your brand is being represented in the best light on Instagram, and to discover content from your customers, you should keep an eye on _____________.

      Your connected business accounts section

      Your Instagram Insights metrics

      Photos in which your organization has been tagged

      Trending Instagram hashtags such as #TBT posts

      The comments section of boosted posts

      As a rule of thumb, content about your company products and services should make up the following percentage of all content you share:

      30%

      65%

      there is no rule of thumb

      90%

      Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.

      thumbnail, logo

      thumbnail, thumbprint

      Pixel, landing page

      thumbnail, products page

      Billboard size, logo

      Why is it important for social media managers to share insights into the performance of content shared on social media channels with individuals or teams within the organization responsible for creating branded content?

      These insights ensure content is never repeated.

      These insights can influence new content being created.

      These insights prove what a great job you’ve done promoting content.

      These insights show which networks content should be posted on.

      When buying an ad for Instagram, begin by selecting an ___________ that most closely matches your business needs. For example, Clicks to Website, Website Conversions, Video Views, or Page Post Engagement.

      Mission

      Objective

      Strategy

      Goal

      Tactic

      When creating a paid advertisement for Instagram, you can add a ______________ that best represents the action you want your audience to take. For example, if you’re promoting a product, select “Shop Now”; if you’re promoting an event, “Learn More” would be a better choice.

      URL Parameter

      Carousel Menu

      Owly link

      call to action button

      UTM Parameter

      A key tool to achieving your social marketing goals is a strong ___________ which acts as a game plan for coordinating, creating, and distributing your organization’s _________.

      Advocate relationship program, brand goals

      Social Media Strategy, mission

      Ads platform, banner ads

      None of these

      Messaging interface, key messages

      Content Strategy, content

      Private Twitter Lists are a great way to _________.

      engage with industry influencers

      use relevant industry Twitter accounts to influence your SEO

      keep up with competitors’ content without publicly following them

      maintain lists of relevant keywords

      Your Twitter Likes Tab allows you to:

      pin your most important tweets to the top of your profile

      receive notifications when liked users sends tweets in the future

      instantly trigger a paid Promoted Tweet

      curate and display tweets from others that you have liked and find valuable

      On Pinterest, utilize _______ to provide a high value, informative experience to your followers.

      Pinterest Cards

      Visual Boosts

      Promoted Posts

      Rich Pins

      Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.

      False

      True

      Which two of the following are not key components of a Social Media Content Strategy (Pick 2):

      Specifications for Profile Optimization

      Brand Voice and Persona

      research and analysis of current content reception and strategy

      target audience identified by platform

      list of content-specific goals and objectives

      plans for the distribution of your content

      When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.

      120 characters

      200 characters

      140 words

      140 characters

      60 words

      What is a unique feature of an Instagram Business account versus a Personal Account?

      You can include at least one contact option, in the form of an email, phone number, or street address.

      They allow you to send private messages to your entire follower list.

      You receive 5 free boosted posts per month.

      You can delete comments left on your posts.

      Your posts will be prioritized in your followers’ newsfeeds.

      Instagram doesn’t offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?

      To start a new line in your bio, hit the space bar 5 times quickly

      Insert a period in it’s own line between two blocks of text

      Insert a forward slash and backslash in between the blocks of text requiring a line break

      Draft your bio using the notes app on your device, then paste your formatted copy into the bio field

      Hold down the shift key when you’re drafting your bio

      A social media content calendar should be broken down into 2 major sections: Your __________ which could contain items such as campaign starts, influencer takeovers, and new blog posts, and a more fine-grained ______________ which could be a detailed schedule of every post for each of your social networks.

      social media strategy, evergreen content list

      content strategy, hourly schedule

      industry calendar, weekly schedule

      None of these

      larger monthly calendar, weekly calendar

      weekly calendar, post-by-post spreadsheet

      Which of the following is NOT a reason an organization would use the Instagram Stories feature?

      To share content in a separate section of the app

      To keep a permanent record of shared content

      So that posts don’t show on your main Instagram profile

      To allow in the moment posting and live broadcasting

      To avoid cluttering the newsfeeds of your followers

      A Social Media Manager for Athene Suites Hotels has gathered hundreds of vacation photos submitted by followers of the organization’s Instagram account. The best of these photos will be posted on the channel in an upcoming campaign that celebrates customers. Which term best describes these photos:

      Follower Based Content

      Audience curated images

      User-generated content

      Visually Curated Media

      User-discovered Media

      In order to track conversions for your content performance accurately, you’ll want to measure downloads attributable to visitors coming from social media channels. You can do this by configuring custom ____________ in Google Analytics. These will track the source of the visitors who complete an action, giving you a clear picture of the impact your social media activity is having on lead generation.

      UTM parameters

      Conversion trackers

      None of these

      Target parameters

      Visitor trackers

      Let’s say you’re looking to increase the visibility of your company blog. What, in addition to SEO tactics, could you do to make it easy for people to organically find your previously published posts?

      None of these

      Paid Boost via Google AdWords for underperforming posts

      Embed pixels into all old blog posts

      Link internally to previously published blog posts

      Email a blog link to all captured leads

      Hire a skywriter and graffiti artist

      Republish old articles with different headlines

      When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you’ll get more views and engagement if your video ________________.

      is longer and repeats key points.

      is full of interesting transitions and editing techniques.

      uses unusual lighting and sound effects.

      includes a pdf attachment with details from the broadcast.

      is short and action packed.

      Let’s say you’re a Social Marketer, and you’re about to start curating content for your organization. You’re looking for tools that will help make this job more efficient and effective. Which of the following is NOT a feature you would generally look for in such a tool?

      List of topics to avoid sharing

      Search for popular articles that are trending on social

      Provides content insights into what’s performing best in your industry

      Search for relevant conversations happening on Twitter

      Receive lists of content and Twitter Influencers

      A practical benefit of ________________is that it requires little in the way of resources which can be helpful for organizations that don’t have a dedicated content team, but that still want to position themselves as trusted advisors in their industry.

      Amplified Content

      Created Content

      Promoted Content

      Curated Content

      Auto-Generated Content

      Verified Content

      Why is it important to take sentiment into account when looking at the Conversation Rate of a social media post?

      A post’s Conversation Rate can be high because it has received a large number of negative comments

      Sentiment is the dividend in the Conversation Rate formula

      Sentiment analytics are how you get from a Conversion Rate to a Conversation Rate

      So the data being interpreted is unbiased by emotion and not open to interpretation

      Sentiment is not related to Conversation Rate

      The goal of this type of Facebook ads campaign is to expand the reach of a post that had organic success.

      Display and Text Ads

      Sponsored Content

      Page Post Engagement

      Promoted Pins

      On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.

      Map lenses

      Geofilters

      Photo Layers

      Brandfilters

      Auto-Enhance

      LensFilter

      Image Boost

      When it comes to content marketing on social media, Research is the key to understanding what content will resonate with your audience. Begin by looking at your Social Media Audit, and then use network-specific tools such as_______________ and ________________to identify your audience demographics by network.

      Instagram Stories, LinkedIn Demographics

      Snapchat Biographies, Twitter Lists

      Twitter Demographic Analytics, Facebook Geo-Targets

      Instagram Market Insights, Twitter People Metrics

      Instagram Post-Locator, Facebook People Manager

      Facebook’s Audience Insights, Twitter Analytics

      Operating without a ______________ could result in posts that exhibit unbalanced tone, subject matter, or purpose. Moreover, without this plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.

      Influencer Strategy

      Advocate Strategy

      Earned Strategy

      Content Strategy

      Paid Strategy

      When it comes to creating video for your social channels, which of the following is NOT a best practice?

      When editing, consider adding subtitles or descriptive text to your videos.

      Shoot your video from different angles, and film additional “B-roll” footage

      Since video will be consumed on mobile, record videos using mobile as well.

      Film in landscape mode generally, but portrait mode when filming for Instagram Stories or Snapchat

      Invest in professional video editing tools such as Final Cut Pro or Adobe Premiere

      A key part of running a business blog is ensuring it, and by extension the organization’s website are easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.

      None of these

      SEO friendly

      Black Hat Optimized

      Search Boosted

      Flesch-Kincaid Optimized

      Net-Neutral

      The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.

      Influencer Search

      Meta Search

      Deep Search

      SearchLight

      Advanced Search

      Shared content can be categorised into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.

      Curated

      Created

      Verified

      Promoted

      Published

      Amplified

      With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?

      To more easily identify the tools and vendors that will need to be engaged.

      To prevent all of your content data from being stored in the same place.

      To allow for more accurate social media budgeting projections.

      To make keeping track of ad spend and budgeting easier and more efficient.

      To more easily track the ROI of your social media content program.

      To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.

      Your Social Media Content Strategy should flow naturally from your _________________________.

      Content Curation Tools and Tactics

      Internal Requests

      Social Media Strategy and objectives

      Content Creation Bandwidth

      Social Media Management Platform

      When optimizing your social media profiles, be sure to provide a consistent business description across all channels. Brainstorm a handful of essential and _____________ keywords that describe your company, and incorporate them into the copy of your About sections.

      Backlinked

      Networked

      Trademarked

      Multi-syllabic

      SEO-friendly

      Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.

      in previous decades

      in other industries

      within their organization

      by their competitors

      in print form

      none of these

      What is a key tactic to use when measuring the reach of content, particularly content with a longer shelf life, such a blog posts, to ensure that you’re comparing apples to apples?

      Measure the first 24 hours of reach only, as traffic dies down after day 1.

      Choose a day of the week to be your measurement day, where you write down

      Make sure all blog posts are published at the same time to avoid uneven reach.

      Measure each piece of content’s reach at the end of the quarter.

      the reach of each piece of content and compare.

      Pick a consistent time frame to measure for each piece of content.

      Public Twitter lists are best used to follow:

      Keywords

      Brand mentions

      Competitors

      Industry Influencers

      ______________________ are a YouTube feature that show up at the end of your video and can be used to lead visitors to a landing page once they have finished watching it.

      Metatags

      Video Cards

      Landing Page Re-directs

      Caption Files

      Channel Trailers

      You’re A Social Media Manager For A Hotel Chain That’s Planning A Campaign To Raise Awareness About A New Hotel Location. Which Of The Following Are Examples Of S.M.A.R.T. Objectives That Could Support An Awareness Campaign Like This? (PICK TWO)

      Schedule 2 tweets per day for 1 month, containing beautiful images of the region around the hotel.

      Experiment with 3rd Party Software Tools.

      Engage a certain number of local social media influencers to post about their experiences with the hotel in Q1.

      Boost 5 Facebook Posts about the hotel that are already performing well organically.

      Drive a certain number of mentions of a relevant branded hashtag in the first two 2 months following the opening.

      The best method for determining future social media targets is to establish benchmarks. You can do this by __________________.

      asking competitors to share their analytics reports so that you have a frame of reference

      taking your organization’s net revenue and dividing it by revenue directly attributable to social media channels

      extrapolating data from past efforts to estimate future success

      summing the anticipated revenue accruing from this year’s social media objectives

      Upload benchmark reports from Google Analytics into your organization’s CRM

      making an educated guess based on the phases of the moon

      Which of the following IS a component of a social media strategy?

      Designing email campaigns

      Prospecting Strategy for Sales Leads

      Website Maintenance

      Organization of networking events

      Crisis Management Plan

      When pitching your budget to decision makers, focus on conveying two things: First, demonstrate ROI from the current year, and second:

      showcase your top performing content from the previous fiscal year.

      showcase the value of the initiatives, campaigns, and goals you have in mind for the coming year.

      emphasize how much more efficient your team is with resources than the company as a whole.

      emphasize how much your team deserves, given how hard they work.

      highlight shortcomings caused by lack of budget in the previous year.

      Scope, Process for Creating and Updating Documentation, Approvals + Operational Considerations, Social Media Policy, and Education and Training are the 5 constituent parts of what?

      Social Media Objectives

      Social Media Policy

      Social Media Strategies

      Social Media Guidelines

      Social Media Governance

      Why should Social media managers should begin the budgeting process for their social marketing program well before final budget numbers are settled?

      To make the most persuasive and data-driven case possible for influencing how much will be awarded.

      Because there will likely be other projects that arise and it’s important to leave yourself enough time to complete a budget before the end of Q4.

      Because social managers are often overwhelmed with tactics and campaigns at the end of the year.

      Vacations around Thanksgiving and Christmas often make it difficult to get the data needed in time for final budget submissions.

      So that you can get your budget requests in early so that your requests are prioritized over other teams.

      Identify the order of the elements below that most accurately reflects their relationship to each other.

      Departmental Goals, Organizational Goals, KPIs, Social Media Goals, Social Media Objectives

      Social Tactics, Social Media Objectives, Social Media Goals, Departmental Goals, Organizational Goals

      Organizational Goals, Social Media Objectives, Social Media Goals, Social Tactics, Departmental Goals

      Social Media Goals, Social Media Objectives, KPIs, Organizational Goals, Departmental Goals

      Organization Goals, Departmental Goals, Social Media Goals, Social Media Objectives, Social Media Tactics

      Which of these is NOT a part of a Social Media Strategy?

      Social Media Audit

      Budget, Tactics, and Tools

      Prospecting Strategy for Sales Leads

      Social Media Goals and Objectives

      Crisis Management Plan

      Which of the following best describes the element of a Crisis Management Plan that specifies all the terms, hashtags, keywords that should be continually listened for on social channels with a view to identifying external issues before they spiral into crises?

      Brand Awareness

      Social Media Monitoring Strategy

      Social Media Listening Techniques

      Social Search Streams

      Social Surveillance Best Practices

      The key question you want to keep in mind while undertaking a social media audit is: “What value is your organization adding to your customers through social media now vs. _______________?”

      the number of followers you gain per quarter

      the value your customers are providing to you

      the value you want to be adding

      the amount you spent acquiring them

      the maximum revenue you can extract from customers in exchange

      What element of a Crisis Management Plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume?

      Conditional (“If-Then”) Branches

      Decision Tree

      None of these

      Flow Chart

      Hypothetical Imperatives

      Venn Diagram

      _______________would involve serving messages and content organically through your organization’s official social channels.

      ARPU levers

      Owned tactics

      Conversion channels

      Top of Funnel media properties

      None of these

      All of these

      ________________ increase the efficiency and effectiveness of social marketing tactics. Examples include Upcontent, Right Relevance, BuzzSumo and Hootsuite.

      None of these

      Native social networks

      HTML Markup Tools

      3rd Party Software Tools

      Social Marketing Consultancies

      Social Media Agencies

      _______________ have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels.

      Enterprise Tactics

      Paid Tactics

      Owned Strategies

      Top of Funnel Conversions

      Earned Goals

      Influencer Strategies

      An example of an “earned” social media tactic:

      forging mutually beneficial influencer relationships

      generating positive conversations on social around your products or services

      all of the above

      sparking word of mouth recommendations from previous customers

      encouraging employees to amplify your organization’s social content on their personal social channels.

      Social media tactics tend to fall into 3 categories:

      Earned, Influenced, Purchased

      Paid, Owned, Earned

      Earned, Borrowed, Acquired

      Aimed, Taught, Bought

      Social media objectives should:

      flow from, and directly support, social media tactics

      adhere to the S.M.A.R.T. framework (Specific, Measurable, Achievable, Resourced, Time-bound)

      adhere to the CCAF framework: context, challenge, activity, feedback

      be independent of competing marketing and organizational goals

      be finalized early, so marketing goals can be designed around them

      1)

      Using social platforms, businesses can target niche markets and reach specific demographics.

      A) TRUE

      B) FALSE

      https://www.youtube.com/watch?v=2Fk1eegZZxo

      2)

      Tumblr's user-friendly platform and visual nature makes it easy for brands to tell their story through ___________

      A) text, photos, links and quotes

      B) photos, collections and discoveries

      C) videos and subscriptions

      D) none of the above

      3)

      A company's marketing team can promote new products and services as well as create brand awareness by sharing valuable content on LinkedIn ___________

      A) Annotations

      B) Company Pages

      C) Email Marketing Service

      D) Promoted Boards

      4)

      Pinterest has a larger percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income.

      A) male users

      B) female users

      C) professional users

      D) teenagers

      5)

      Your Twitter Favourites Tab allows you to:

      A) pin your most important tweets to the top of your profile

      B) curate and display tweets from others that you have favourited and find valuable

      C) instantly trigger a paid Promoted Tweet

      D) receive notifications when favorited users sends tweets in the future

      6)

      To take full advantage of your Twitter Media Gallery, ensure that you've uploaded a minimum of:

      A) 2 Twitter Cards

      B) 8 videos and 3 photos

      C) 6 photos or videos

      D) 1 Tweet Button to each of your web properties

      7)

      Under Facebook's Page settings, you can control whether the public can:

      A) tag your photos

      B) post to your page

      C) reach out to you via private message

      D) all of the above

      E) a and c only

      8)

      Under the Insights Tab on Facebook, you'll find:

      A) code for a Like, Share or Follow badge

      B) how many users hid each post from their NewsFeed

      C) a quick snapshot of the reach and engagement of your posts

      D) hundreds of third party apps like Instagram, Twitter and Pinterest

      9)

      _______________ let you segment your company offerings by target market and are a great way to focus on different products separately so you can modify positioning and messaging.

      A) LinkedIn Groups

      B) LinkedIn Products and Services Tabs

      C) LinkedIn Showcase pages

      D) LinkedIn Featured Products

      10)

      Using your LinkedIn Company Page, you should post in LinkedIn Groups:

      A) once a day to generate brand exposure

      B) as much as time permits but focus on posting during regular business hours

      C) never, so as not to associate your company with any beliefs or ideas you don't endorse

      D) you can't post as a Company Page in LinkedIn Groups

      11)

      Within an Instagram post, the Location Field:

      A) can only be utilized if your phone's GPS is turned on

      B) is a great place to include an additional clickable link

      C) is automatically filled in depending on your location

      D) can be used strategically for additional copy that supports the photo

      12)

      In your Instagram profile, you should select a clear and memorable profile photo, one that:

      A) has a resolution of at at least 1600 X 900

      B) contains metatags for SEO purposes

      C) displays well as a thumbnail photo

      D) all of the above

      13)

      A company's social media strategy document should be ___________ a company's larger business strategy.

      A) independent of

      B) aligned with and guided by

      C) the foundation for

      D) all of the above

      14)

      A strategic plan for how a company will incorporate social media into its business is:

      A) an Executive Summary

      B) a Social Media Audit

      C) a Social Media Policy

      D) a Content Strategy

      E) none of the above

      15)

      It's important to develop key messages for your businesses to share so that:

      A) you and your employees can keep in mind what you want to emphasize in social media interactions

      B) you have canned, pre-approved messages to share on social media in the case of emergencies

      C) brand voice/persona can develop organically out of audience engagement with those key message

      D) senior executives can more accurately define business objectives

      16)

      Social media goals are unnecessary if your company is smaller than:

      A) 5 people

      B) 30 people

      C) 15 people

      D) none of the above

      17)

      To ensure the social media goals you're setting in your social media strategy are attainable and realistic:

      A) begin planning requests for new-hires when the workload increases

      B) consider the goal in an historical context and evaluate your resources

      C) proactively manage the expectations of company business leaders downward

      D) set goals conservatively to increase probability they'll be achieved

      18)

      Social media objectives should:

      A) be S.M.A.R.T. - Specific, Measurable, Achievable, Realistic, Time-bound

      B) not include key performance indicators

      C) be independent of competing marketing goals

      D) follow the CCAF framework: context, challenge, activity, feedback

      19)

      An organization's overall social media strategy should be reviewed and revised:

      A) once a month

      B) as business goals and priorities shift

      C) twice a year

      D) on a week by week basis

      20)

      ____________refer to branded properties you control and can leverage strategically such as your website, blog and social channels.

      A) ARPU levers

      B) Owned strategies

      C) Conversion channels

      D) Top of Funnel media properties

      21)

      An example of an "earned" strategy within a social media strategy document could be:

      A) securing endorsements by influencers

      B) generating positive conversations around your products or services

      C) sparking word of mouth recommendations from previous customers

      D) all of the above

      E) none of the above

      22)

      A social media policy is intended to:

      A) outline what social media strategies and tactics that will be pursued in the coming year

      B) mandate the required amount of social media promotion employees must do on the behalf of the company

      C) provide guidelines for appropriate and inappropriate use of social media by company employees

      D) outline the ways in which sales and marketing activities will support social media initiatives in the coming year

      23)

      Qualitative and quantitative data should be _______________ on a consistent basis.

      A) gathered, discarded and used to adjust course

      B) reported, adjusted and leveraged to shift strategic direction

      C) refrained from being used

      D) gathered, analyzed and used to adjust course

      24)

      Four days into launching your content strategy, it is not hitting its performance goals. You should:

      A) scrap it and start from scratch

      B) give it some more time, and continue monitoring results

      C) leave it as is, 95% of content strategies work in the first year

      D) adjust performance goals so the strategy becomes a winning one

      25)

      The following types of measurement should be used to assess the progress of your social media strategies:

      A) time-bound and randomized

      B) qualitative and time-bound

      C) qualitative and quantitative

      D) daily and qualitative

      26)

      Content marketing success depends on consistently producing a large quantity of content, and not letting concerns about quality grind your progress to a halt.

      A) TRUE

      B) FALSE

      27)

      As a best practice, store your content calendar and content bank:

      A) in a centralized location like Google Drive

      B) on the Social Media Manager's computer, so one person controls official versions and the revision process

      C) across several computers, so a hard drive crash on one computer doesn't wipe out all the files

      D) none of the above

      28)

      A content strategy should be in support of the __________ laid out in your social media strategy.

      A) roles and responsibilities

      B) social media goals and objectives

      C) social media policy

      D) content calendar

      29)

      Once developed, how often should your content strategy be revised?

      A) content strategy should stay the same for the entire lifespan of a product line

      B) content strategy should be revised once a month

      C) content strategy should be revised every 5-10 years

      D) content strategy should be reviewed annually

      30)

      The exact best ratio of curated to created content is:

      A) 50/50

      B) 45/55

      C) 10/90

      D) there is no exact ratio

      31)

      Apps like TrendSpottr, Content Gems, Feedly, and Flipboard are powerful tools for:

      A) building relationships in your industry

      B) content curation

      C) incentivizing brand ambassadors

      D) gathering and analyzing metrics

      32)

      ___________________can have powerful, time-saving benefits when used as part of a content marketing program.

      A) White papers

      B) Thought leadership pieces

      C) User-generated content

      D) Video content

      33)

      Content curation methodology includes:

      A) distillation, reconciliation, imitation and chronology

      B) levitation, aggregation, elevation, distillation

      C) aggregation, distillation, chronology and elevation

      D) indoctrination, aggregation, distillation, chronology

      34)

      As a rule of thumb, content about your company products and services should make up the following percentage of all content you share:

      A) 3

      B) 9

      C) there is no rule of thumb

      D) 65

      35)

      Branded hashtags work best on the following platforms:

      A) Facebook and Instagram

      B) Instagram and Twitter

      C) Facebook and Twitter

      D) Twitter and Pinterest

      36)

      Consider participating in popular instagram trends such as ______________ to give users a glimpse into the history of your business.

      A) Saturday Stories (#SatStories)

      B) Memory Mondays (#MeMo)

      C) Fallback Friday (#fbf)

      D) Throwback Thursdays (#tbt)

      37)

      Where appropriate, always aim to end your posts with a clear:

      A) outline of a product or service

      B) call to action

      C) call for attention

      D) Buy Now button

      38)

      When tracking the ________ of a content marketing program, it's important to keep track of hard costs such as labour, stock images, photography, freelance writer and designer fees.

      A) ARPU

      B) share of voice

      C) ROI

      D) SEO

      E) all of the above

      39)

      The spirit of an online community is to bring people together around________________, rather than just your specific company products.

      A) your sphere of influence

      B) shared values, ideas and topics

      C) a conversion friendly platform

      D) brand loyalty

      40)

      Brand advocates are:

      A) dedicated fans with whom you should build closer relationships

      B) short terms employees brought on to create a large volume of positive online content about your brand

      C) paid members of the public, recruited and coached on what to say about your company in other online communities

      D) none of the above

      41)

      When thinking about influencers you'd like to attract to your brand's community, what is the most important criteria to think about?

      A) Someone who has expressed distaste for your competitors

      B) Their sum total of followers, friends etc.

      C) Someone who can contribute their trusted insight to your community

      D) Someone whose remuneration requirements are within the allotted budget in your social media strategy

      42)

      When you've been successful in building a community that is well-acquainted with your brand and products it can become self-monitoring. This means when a question arises:

      A) you can rely on the community space to provide answers, moderate discussions and correct any misinformation without supervision

      B) community members may pipe in with an answer, thereby reducing the resources you dedicate to customer support

      C) it's an indication that your community building efforts were not as robust as they could have been

      D) it should be viewed as a qualified sales lead and funneled immediately to the sales team

      43)

      A good first step to connecting with influencers is to:

      A) Send a formal email explaining your product and asking them to share it with their networks

      B) Start building a relationship by engaging with the content they share

      C) Tweet each influencer you'd like to attract every day for a minimum of 3 weeks

      D) Wait until your product is successful and the influencers come to you

      44)

      ____________are often your best advocates and the best at amplifying your content on LinkedIn.

      A) Influencers

      B) Clients

      C) Family members

      D) Employees

      45)

      In order to cement positive relationships with your brand advocates on Twitter, you should:

      A) provide an honorarium for each positive mention they make about your brand

      B) engage with their online content and give public shout outs to recognize their support

      C) empower them to unfavorably review competitors products in a public form (e.g., Yelp)

      D) offer to employ negative SEO practices to help them move their business interests forward

      46)

      "Credit content from other people by mentioning their username in the caption or by tagging it in the photo". On which social network is this advice most relevant?

      A) Twitter

      B) Pinterest

      C) LinkedIn

      D) Instagram

      47)

      On Facebook, which of the following is the best way to learn about community members' interests and habits?

      A) Run targeted reports using Google Analytics

      B) A/B test a variety of Promoted Posts

      C) Use Facebook Graph Search

      D) Ask targeted questions within comment threads

      48)

      Tracking qualified leads from your community that result in sales is one way to prove the ________ of your social media program.

      A) ROI

      B) ARPU

      C) Reach

      D) Influence

      49)

      When creating an ad based on a previous piece of content you've shared, it's usually best to use a post with ___________.

      A) visuals, text, and low organic engagement

      B) high organic engagement

      C) native Facebook video

      D) YouTube Annotations

      50)

      Before deciding to advertise in a specific platform, get a sense for the size of the audience your ad could reach by doing some ____________.

      A) preliminary targeting research

      B) keyword analysis with Google AdWords

      C) surveys with a target audience

      D) Consultations with internal SMEs

      51)

      Which of the following is a best practice for buying social advertisements?

      A) keep your target audience as broad as possible

      B) rotating images and developing ad copy variants to help you test what works best

      C) avoid ad copy variants as this can confuse the target audience and make ROI measurement more difficult

      D) focus your spending on networks where you've struggled to attract followers

      52)

      The value of social advertising lies in the large audience size your company has the potential to reach and the ______________ social ad platforms offer.

      A) negative SEO benefits

      B) integration with print and TV campaigns

      C) finely tuned targeting capabilities

      D) collaborative relationships

      53)

      The posts you choose to Boost on Facebook should:

      A) always include direct call to action to buy your product/service and UTM parameters to track ROI more efficiently

      B) have underperformed when initially posted

      C) promote community building and foster conversation about industry topics

      D) drive users to your website or blog or spread awareness of a time-bound campaign

      54)

      The goal of this type of Facebook ads campaign is to expand the reach of a post that had organic success.

      A)

      B)

      55)

      With ___________ bidding, you pay each time your Facebook ad is shown to a member of your targeted audience. _________ is a good option when the focus of your Facebook Ad campaign is exposure. (one answer)

      A) CPM (Cost per Impression)

      B) oCPC (Optimized Cost per Click)

      C) CPC (Cost per Click)

      D) CPA (Cost per Action)

      56)

      Facebook bidding types include:

      A) Cost per Click, Cost per Impression and Cost per Engagement

      B) Cost per Impression, Cost per Click and Optimized Cost per Impression

      C) Cost per Like, Cost per Comment, and Optimized Cost per Impression

      D) Cost per Video View, Cost per Share and Cost per Click

      57)

      Which of the following is not a type of Twitter Advertising Campaign

      A) Tweet Engagement

      B) Video Views on Twitter

      C) Followers Campaign

      D) Website Clicks and Conversions

      E) App Installs and SEO Optimization

      58)

      Twitter's ____________ provide an opportunity to use customer data such as emails and Twitter handles to target specific users when using Ads

      A) Audience Insights

      B) Tailored Audiences

      C) Twitter Analytics

      D) Twitter Data

      E) none of the Above

      59)

      Which of the following is a feature within LinkedIn Ads Manager?

      A) Audience Expansion

      B) Brand Visibility Booster

      C) Website Clicks and Conversions

      D) competitor hashtag analysis

      60)

      For deeper insights into the ROI of your social ads spend, you should analyze data by _________ .

      A) platform, target audience, and creative elements

      B) SEO and remarketing

      C) distillation and aggregation

      D) revenue lost and opportunity costs

      61)

      As Twitter is ____, businesses are able to follow and monitor their customers for insights into their ideas, habits, and opinions about different products and services

      A) an open network

      B) a closed network

      C) an internal resource network

      D) a gated community

      62)

      Businesses can use YouTube annotations to:

      A) prompt users to watch and 'Like' more of their posted content

      B) allow viewers to leave time-coded annotations within the video for others to see

      C) enable viewers to instantly share the video directly to their following by simply clicking on the annotation

      D) hide advertisements that are intrusive or irrelevant

      63)

      Which of the following statements describes a best practice regarding your Facebook page profile picture?

      A) Change it every day to keep your followers interested

      B) Keep your profile picture consistent and change it strategically

      C) Chance once a week and use random images to create visual interest

      D) Never change your picture because you need people to associate it with your brand

      64)

      One of the best ways to ensure your target audience sees your LinkedIn updates is to:

      A) entice your target audience to Follow your LinkedIn Page, because then it will show up in their Newsfeed

      B) post updates during business hours, since that's when professionals are usually logged in

      C) post your company updates in relevant industry groups, in addition to your Home Feed

      D) always cross post your LinkedIn updates to your Facebook and Twitter pages to maximize

      65)

      Instagram allows you to include clickable links in the following area(s):

      A) Website Field and Bio Field

      B) Custom Location Field and Website Field

      C) Website Field

      D) Website Field, Captions, Comments, and Username Field

      66)

      A social media audit would typically not include:

      A) an itemized list of current social media networks and their activity rates

      B) follower counts per social network

      C) information about what your competitors are doing

      D) KPIs, goals and objectives for the coming year

      67)

      If you're an online retailer and your social media goal is to increase newsletter sign ups from social channels, a related KPI could be:

      A) a memorable phrase that highlights the value prop of the newsletter

      B) the number of unique visitors to your website last year

      C) a 30% overall increase in sign ups within three months

      D) the number of clicks on the URLs embedded within the newsletter

      68)

      Identifying and defining ____ for the calendar year is essential when planning your social media activity

      A) brand voice

      B) key dates and timelines

      C) social media policy

      D) measurement activities

      E) all of the above

      69)

      The key elements of content strategy are:

      A) target audience, content goals, brand voice, and distribution channels and tactics

      B) tertiary audience, partnerships and community, earned media, email retargeting

      C) distribution channels and tactics, content goals, and influencer strategy

      D) all of the above

      70)

      A competitive analysis should be performed:

      A) only by third party B2B consulting firms with appropriately licensed staff

      B) during a social media audit and at regular intervals

      C) in partnership with competing businesses so a complete picture of the competitive landscape can be generated

      D) using qualitative data only

      71)

      The purpose of a ____ is to ensure you have set clear goals, know your target market, have identified the best channels to distribute and share your content, and have established a set of topics that will interest your audience.

      A) content Calendar

      B) social media policy

      C) content strategy

      D) SMART objective

      72)

      ____ with an interested audience over long periods of time can lead to you being seen as a trusted advisor.

      A) Highly targeted social advertising

      B) Lighthearted, humorous conversations

      C) Sharing company news and information about products and services

      D) Sharing useful, relevant content

      73)

      If you're taking the time to develop a blog, boost the discoverability of each post by making them ____-friendly

      A) SEO

      B) Email

      C) Facebook Analytics

      D) ROI

      74)

      An optimal content marketing program will incorporate ____ content

      A) audio and visual

      B) curated and created

      C) paid and earned

      D) crowdsourced and created

      75)

      Due to the 140 character limit of Instagram captions, it's important to be concise with every post.

      A) TRUE

      B) FALSE

      C) True, but you can make captions longer by adding multiple comments under each photo

      D) Instagram's character limit is longer than 140

      76)

      When it comes to building community, which of the following is not a form of engagement?

      A) discussions around shared content

      B) geo-targeted posts and tweets

      C) customer support queries

      D) responding to positive and negative sentiment

      77)

      If you encounter a question on social media channels to which you don't have an answer, what is the best way to respond?

      A) confidently - it's best to take your best guess at an answer, and convey it with confidence

      B) dismissively - if you don't know the answer to a question, it's likely not an important concern

      C) vaguely - it's best to avoid admitting to customers that you don't know the answer

      D) honestly - explain you don't have an answer, but that you'll get back to them with it

      78)

      To foster a dicussion on a question in LinkedIn groups, you should:

      A) crosspost every question to your personal LinkedIn feed

      B) invite your personal LinkedIn connections outside the group to contribute

      C) tag group members who may have relevant information to share in the comments on the post

      D) delete all question to which you don't have the answers

      79)

      When creating paid social advertisements, it's a best practice to lead visitors to a website or landing page that's optimized for:

      A) dynamic text environment

      B) video content

      C) mobile viewing

      D) opening PDFs

      80)

      You can target your Facebook ad set at ____ sourced from a list of customer emails or IDs, a list of visitors to your website or users of your app.

      A) a competing company

      B) a custom audience

      C) Twitter users also on Facebook

      D) Instagram users

      81)

      With ____ bidding on Facebook, you're charged each time someone takes an action on your ad, such as clicking through to visit your website.

      A) CPM (Cost per impression)

      B) oCPC (Optimized Cost per Click)

      C) CPC (Cost per Click)

      D) CPA (Cost per Action)

      82)

      It is currently not possible to target Twitter Ads at:

      A) competitor hashtags

      B) tailored audiences and specific locations

      C) keywords and specific users

      D) none of the above

      83)

      Targeting LinkedIn ads by __________ is a good way to reach key decision makers who make purchasing decisions.

      A) company

      B) job title

      C) older age bracket

      D) gender

      84)

      Return on Ad Spend (ROAS) can be measured in two ways:

      A) the cost per email address and the cost per verified phone number collected

      B) direct revenue generated and captured leads

      C) the value your ad brings to your business and the costs associated with the purchased ad

      D) engagement and brand visibility

      85)

      Tracking your 'share of voice' involves measuring:

      A) the size of your following and its rate of growth over time

      B) the number of community members who have been brought on in a formal brand advocate role, and the amount of user generated content you've been able to source from your community

      C) the number of interactions that take place on social media that can be attributed to you versus your competitors

      D) the amount of check ins that are made at your location through Facebook and Foursquare

      86)

      At the core of community is the principle of __________, the more value you provide to your audience, the more likely they are to contribute meaningfully to the community as well.

      A) communication

      B) reciprocity

      C) evaluation

      D) influence

      87)

      Twitter cards are:

      A) a great way to promote newsletter sign ups and owned content

      B) not recommended for promoting app downloads from the app store

      C) a paid feature available to verified Twitter accounts

      D) awarded twice yearly to influential users and businesses who have most effectively showcased Twitter's "Open Communication" mandate

      88)

      The Facebook page moderation feature:

      A) prevents a user from posting too many comments on your wall

      B) prevents a user from expressing negative sentiment about your brand

      C) prevents comments that contain certain words from being posted

      D) none of the above

      89)

      You should keep the information on your LinkedIn profile fairly sparse so people are compelled to navigate to your website for more information about your company.

      A) TRUE

      B) FALSE

      90)

      Adding your Instagram profile link to your email signature and to your website:

      A) has limited effectiveness because viewers need to have the Instagram app installed on their device to click through.

      B) helps make it easy for people to find you on social media

      C) is strongly recommended, but does require a minor amount of back end programming OR or a paid third-party widget like Iconosquare

      D) is the only feasible ways to promote your Instagram account outside of actually engaging and content sharing on the platform.

      91)

      The following is not a component of a social media marketing strategy:

      A) brand voice

      B) recruiting and retention strategy

      C) content calendar

      D) competitor assessment

      92)

      Social media strategies tend to fall into 3 categories:

      A) Earned, Influenced, Purchased

      B) Paid, Owned, Earned

      C) Earned, Borrowed, Acquired

      D) Aimed, Taught, Bought

      93)

      An example of individual goals for a blog post is:

      A) 50 Facebook likes

      B) 12 Email Sign ups

      C) Positioning the company as an industry expert

      D) a & b only

      94)

      Using curated content as a tool for discovering your audience interests can help guide your ____________.

      A) KPIs

      B) listening and monitoring efforts

      C) content creation process

      D) social customer service

      95)

      When posting on your social networks, it's important to _____________.

      A) use exactly the same wording to maintain consistency of voice

      B) tailor messages to the unique strengths of each platform, where possible

      C) post a message on all platforms at the same time to make gathering metrics more accurate

      D) none of the above

      96)

      Partnerships with complementary business whose audience shares values with yours are:

      A) not recommended because of the potential for future market overlap

      B) a powerful way to grow your community

      C) an efficient way seize market share from competitors

      D) risky and unstable because businesses frequently pivot their community strategies

      97)

      to grow your community on Twitter, it is suggested that you should:

      A) Follow every person who has ever mentioned your company name

      B) Tweet everyone you know in your industry who might like your products

      C) Monitor conversations related to your industry and follow people whose interests align with what your community offers

      D) Twitter should not be used for community building

      98)

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

      A) multiple business objectives, a large audience, multiple ad variations

      B) clear business objectives, a well defined target audience, multiple ad variations

      C) a very niche audience, an idea of what you want the campaign to achieve, and one high quality ad

      D) at least three marketing objectives that need to be supported in order to take advantage of volume pricing

      99)

      When targeting Twitter ads at specific usernames, it's best to include between _______ separate Twitter handles to build a large enough audience.

      A) 50 - 75

      B) 10 - 25

      C) 3 - 4

      D) The Tailored Audience feature automatically sets this number

      100)

      When optimizing your YouTube page, use_______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.

      A) Recommended Content

      B) Cascades

      C) Suggestions

      D) Libraries

      E) Playlists

      101)

      The following social networks must be a part of every business' social strategy, regardless of industry:

      A) Twitter and Facebook to start, add Instagram when photo-editing resources are available

      B) Businesses should choose their network based on where their audience resides

      C) Instagram, Facebook and Google+ for SEO

      D) Facebook, LinkedIn and Twitter

      102)

      Identifying and defining ____ for the calendar year is essential when planning your social media activity.

      A) brand voice

      B) key dates and timelines

      C) social media policy

      D) measurement activities

      E) all of the above

      103)

      Content curation should focus on ____.

      A) syndicating your best performing content to relevant industry blogs

      B) mimicking the content of competitors you respect

      C) re-posting and retweeting content from influencers

      D) curating great content for your audience from reputable sources

      104)

      Brand/voice persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona develops naturally

      A) TRUE

      B) FALSE

      105)

      On Instagram, a great way to track key influencers and brand advocates to ensure you're engaging with their content is to:

      A) set up private Lists so you can better monitor their activity

      B) select "Turn on Post Notfications" for these users

      C) to Add the Instagram widget to the RSS feed in your Browser

      D) start a Notes document to keep track of their handles, and then make a point of visiting their profiles regularly

      106)

      "Credit content from other people by mentioning their username in the caption or by tagging it in the photo". On which social network is this advice most relevant?

      A) LinkedIn

      B) Twitter

      C) Instagram

      D) Pinterest

      107)

      When dealing with negative sentiment, you should:

      A) Ignore it, the customer will probably forget about it

      B) Address it quickly, and take the conversation to private messaging as needed

      C) Ask your brand advocates to target the customers message with hostile replies

      D) Check to see if the customer's problem is the company's fault. If not, let them know

      108)

      A content calendar should include the following:

      A) employee birthdays

      B) content planning sessions, annual content goals

      C) all content ideas, including when they were proposed or rejected

      D) social posts, blog posts, and post types (video, photo, infographic)

      109)

      When planning out your YouTube publishing schedule, stick to ____, as well as a predictable publishing schedule to your subscribers know when to look forward to your next video and what to expect.

      A) a consistent length and production quality

      B) a flashy production style and highly variable publishing times

      C) re-sharing curated content

      D) a variable length and production style

      110)

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

      A) ad variation levelf or each individual ad

      B) campaign level

      C) Power Editor level

      D) ad set level

      111)

      Facebook Audience Insights allows you to:

      A) view the top visited websites of your target audience

      B) study the demographics of an audience connected to your Facebook Page

      C) get information about specific people like a group of influencers

      D) instantly compare audience demographics of your Facebook following to that of your Instagram following

      112)

      When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:

      A) all the options available to you under Monetization settings

      B) creative commons licensing and URL parameters

      C) popular snippets from popular videos, and recognizable songs

      D) URL parameters, video cards, and clickable overlays

      E) high quality thumbnails, well written titles and descriptions, and relevant metatags

      113)

      To ensure your social media goals are measurable, you should ask yourself the following question:

      A) Can these goals form the foundation for the company's business strategy

      B) Can a target be set for this goal?

      C) Are these goals aligned with broader business strategy?

      D) How will these results be presented during a company meetings?

      114)

      When measuring the impact of your content marketing efforts, two key areas on which it's useful to track your progress are:

      A) content amplification and conversion

      B) Google Analytics and share of voice

      C) UTM parameters and SEO

      D) positive and negative sentiment

      115)

      An advantage of running a single advertisement on both _____________ and ____________ simultaneously, is that your ad will be optimized to show on the platform that meets your campaign objective at the lowest cost.

      A) Facebook, Instagram

      B) Facebook, Pinterest

      C) Pinterest, LinkedIn

      D) Instagram, Pinterest

      E) Tumblr, Facebook

      116)

      If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.

      A) Google+

      B) LinkedIn

      C) Tumblr

      D) Pinterest

      E) Instagram

      117)

      A critical response plan should contain the following elements:

      A) a list of passwords to all social accounts for easy access in case of emergency

      B) a listening protocol to catch negative online sentiment and a list of designated decision makers

      C) step-by-step action plan and pre-approved messaging

      D) b and c only

      118)

      Public lists are best used to follow:

      A) Competitors

      B) Keywords

      C) Industry Influencers

      D) Brand mentions


      More info about this certification:

      education.hootsuite.com/courses/social-marketing-education


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