Hootsuite Social Media Marketing Certification Exam Answers 2023
- The exam contains 80 multiple-choice questions.
- You need to score at least 80% to pass.
- You have 60 minutes to complete the exam.
In this certification you have more possible questions that you get during the exam. Every time you take the exam you get random questions from the all possible questions list in a random order. Our PDF file contains ALL POSSIBLE questions.
Questions:
Why is it important to track relevant social metrics? (Choose Three Answers)
- They help you keep track of your socials performance
- They help you from having to rely on influencers to drive sales/engagement
- They help you demonstrate your team's efforts to higher management
- They help you develop strong strategies
- Engagement Rate
- Conversion Rate
- Reach
- Impressions
Your click-through rate measures how many people click a link in your post. How do you calculate it?
- Divide the total number of clicks on a link in a post by the total number of impressions
- Divide the number of conversions you received against the number of clicks you received on your links
- Divide the number of conversions you received against the total engagement rate
- Divide the total number of clicks on a link in a post by the total reach
- It provides you with more detail on your performance compared to other reporting types
- It provides management with simple to read/ understand reporting
- It allows you to measure the success of a completed campaign and show what worked, what didn't, and how to improve for next time
- It allows you to check on your performance and course-correct if things aren’t working as planned
What is the purpose of post-mortem reporting?
- To examine what tactics or platforms performed best on the completion of a campaign
- To break down each metric used involved your platform(s) and it’s role on objectives
- To show how your campaign is performing over various periods of time
- To give higher-management an easy-to-understand overview of your socials performance
What is one way to get stakeholder buy-in while sharing social reports?
- Highlight customer testimony on why your social channel is the best
- Don’t highlight any data or metrics
- Contrast your vanity metrics against your actionable metrics
- Know who you are reporting to and tailor the report
- Visualize your data
- Only show data that is relevant to your report
- Explain how the data impacted brand objectives
- Explain in detail how the data is measured
- Responding to comments
- Liking or sharing audience comments or posts
- Promoting a sale on your socials
- Encouraging your audience to remix your content
What are two major benefits of growing an active community?
- Increased brand advocacy
- It can lead to an increase in sales
- Audiences are less likely to move to other accounts for content
- Customers will exclusively buy from your brand
- It makes your brand relatable, and gives you an edge over traditional marketing strategies
- It immediately places you as one of the top players in your social niche, increasing clout
- It automatically improves your brands’s SEO, making sure your audience will see your content first
- It makes your brand feel contemporary, which can attract a younger audience
- Helping you create content for your socials
- Giving you new brand objectives to pursue
- Providing useful feedback about your brand
- Saving you time by monitoring your socials
- Ask for feedback via a poll or questionnaire
- Use a social listening tool to find honest feedbacK
- Ask your competitors what they think of your brand
- Tally the positive vs. negative comments on your socials
- People use social platforms for different reasons
- All social networks have the same requirements
- All audiences are looking for entertaining content
- Your audience is the same across platforms
What are two things you should consider doing when cross-posting?
- Edit your copy for each network
- Change your brand voice for each platform
- Create different pieces of content for each platform
- Take advantage of platform-specific features in your posts
What are two brand benefits of maintaining an active community across platforms?
- Makes sure your content is prioritized
- Results in overall higher engagement
- Increases brand visibility
- Establishes you as a thought leader
- It can positively influence sales
- It can help build audience trust
- It can immediately turn your brand into a success
- It allows you to access new customers
Which type of influencer often has the smallest following, but the highest engagement rate?
- Micro influencers
- Macro influencers
- Nano influencers
- Mega influencers
- Micro influencers
- Mega influencers
- Macro influencers
- Nano influencers
- The scope and length of the campaign
- The influencer’s overall experience
- The potential for freebies to replace payment
- The time and resources needed to create content
- Reinforce that they wouldn’t work with a brand unless they truly recommended them
- Do not mention advertisements or paid partnerships, because it detracts from the power of the post
- Do not engage influencers from geographic locations that are regulated by government bodies
- Disclose partnerships as early as possible in every post in the caption or by using an #ad hashtag
- Brand awareness metrics
- Likes, follows, and shares metrics
- Direct web traffic and sales
- Community growth and engagement
- Ensure you’re counting link clicks for each post
- Ask influencer for engagement number on their post
- Compare your sales against your competitors
- Supply the influencer with UTM links to use
- Ask influencers to supply engagement data during a campaign such as retweets, shares, and replies
- Look at engagement on each post to see what’s resonating and driving conversations
- Compare data across campaigns, influencers, and platforms for a well-rounded view
- Monitor your branded hashtag on social to see how often it’s being used and by which audience
A social media strategy provides a roadmap for your team to achieve its goals.
- A list of industry influencers
- A crisis communications plan
- A measurement and reporting plan
- A social media audit
- Content reach
- Follower count
- Clickthrough rate
- Post likes
When creating a crisis management plan for social media, what element should you start with?
- A key contact list of stakeholders
- A social media crisis drill
- A social media monitoring strategy
- A bank of pre-approved messages
What are some examples of commonly used social media tactics? (Choose Three Answers)
- Interacting with your audience in the comment section
- Distributing publishing responsibilities within your team
- Running a contest or giveaway
- Promoting user generated content
- Paying for a series of video ads on YouTube
- Creating brand new TikToks specifically for a holiday campaign
- Paying to promote a customer’s post of them using your product
- Sharing a positive customer testimonial on LinkedIn
- A summary of your campaign objectives
- A target audience demographic breakdown
- An overview of the competitive landscape
- The actionable metrics your reported on weekly
- Any content that you have paid for an influencer to create and posted on your channel
- User generated campaign content created and shared by brand advocates
- Campaign images your team shot on location and published to branded accounts
- Thought-leadership content created internally, hosted on your blog and shared on social
- A short screen break to regroup and think about next steps
- The chain of command and key contacts list for stakeholders
- A social media management tool to shut down branded social accounts
- Access to the company-wide slack channel to post an update
- Directions to other documents
- Content calendar
- Roles and Responsibilities
- Social media overview
What are S.M.A.R.T objectives?
- Scaffolded, mandated, approved, rotated, and teachable
- Specific, measureable, attainable, relevant, and timebound
- Siloed, measured, active, real, and tenacious
- Sound, meaningful, articulate, revenue-driving, and targeted
- Your social media objectives
- Your policy document
- Your reporting plan
- Your employee guidelines
- Review how competitors are handling the situation and follow suit
- Listen to what your audience is saying for insight into sentiment
- Pause all outgoing content to review it for anything obsolete or tonedeaf
- Review and update social profiles to highlight any changes
- Don’t join the platform if you’re not sure it’s a good fit
- Ask your team what they like and dislike about it
- Dive in and join the platform, add it to your strategy
- Join the platform and test it, to see if it works
- A campaign risk assessment
- A centralized resource playbook
- A crisis management plan
- An emergency chain of command
- Increase comments by 5% on LinkedIn posts weekly
- Generate 20 additional landing page views via LinkedIn weekly
- Pitch to leadership for a budget increase of 15% for the campaign
- Join a new social media network to increase brand reach
Which of the following best describes social media governance?
- An audit carried out by a third party company
- A committee of decision makers
- A comprehensive list of passwords
- An internal community management plan
- It will help them stay ahead of essential dates
- It will help them track performance metrics
- It will help them prevent scheduling conflicts
- It will help them plot out posts across networks
- List them in a centralized location that your team can access
- Private message relevant people individually with the new passwords
- Send them out via a team email, mention it’s sensitive information
- Use a tool to manage account access without sharing passwords
- Content, culture fit, calendar, goals and objectives, penalties
- Scope, updates, operational considerations, employee policy, education
- Summary, measurement, reviews, approvals, reporting
- Targets, passwords, employee access, stakeholders, training
- Redistributing budget towards an authentic influencer program
- An ad campaign targeting your audience on every social network
- Pausing your content strategy to focus solely on posts relating to the crisis
- Leaning on employee advocacy to share news via their own channels
- Do your research. Actionable and vanity metrics vary year to year, depending on what’s trending in different industries and on social.
- Review your post performance. Actionable metrics are found on your highest performing posts, while vanity metrics are tied to the lowest.
- Talk to your team. It’s up to you as a brand to determine which metrics are most important to present to leadership.
- Look to your objectives. Actionable metrics will directly support them, vanity metrics will not.
- The Crisis Communicator - monitors for potential crisis situations, escalate issues, and liaises with internal stakeholders
- The Social Media Manager - plans and overseas day to day execution of the social strategy
- The Director - involved in high level planning and has final approval over campaign direction and budgets
- The Social Media Coordinator - publishes all the content, monitors engagement and responds to messages
- Tactics are what you use to define your overarching brand goals. E.g. crafting a mission statement.
- Tactics are what you use to engage your audience and complete brand objectives. E.g. running a contest
- Tactics are individual targets your team needs to reach to increase key metrics. E.g. gain X number of followers
- Tactics are what you report on, to help determine campaign resources. E.g. to support budget requests
- Outline how your social brand voice translates to other platforms
- Check for existing marketing documents that defines your voice
- Develop brand attributes to highlight through your social voice
- Use previous customer conversations to shape your voice
- In your social overview policy document
- In your social media audit sheet
- In your brand voice guidelines
- In your internal stakeholder report
- A new product giveaway hosted on social
- A five star review of your brand on Google
- A paid influencer post recommending your brand
- A campaign video shot and produced by your team
- A product post with a heartfelt caption about the crisis, linking to the product purchase landing page
- A cheeky, fun post featuring a pun or joke, intended to lighten the online mood and spread some joy
- A post announcing a new brand partnership along with a product promotion to celebrate the launch
- A post that speaks to your customers concerns during the crisis, such as sharing resources that will help them adapt to the situation
- Imagine your brand as a person
- Have one team member answer all messages
- Set up a message approvals process
- Ask for customer feedback
- Does this platform integrate with my social media management software?
- Is the platform being adopted by gen z and younger generations?
- Is my audience on the platform?
- Can I do things on this platform that I can’t do on my existing channels?
- Assign team roles for campaign duration
- Creating and populating an action plan
- Assess timing and budget constraints
- Set up a calendar of key brand dates
- Each network’s content type, audience, and posting frequency
- Network specific crisis management plans
- The team’s titles, responsibilities, and contact info
- Links to other important brand documents for reference
- Stop - decrease resources on Facebook and allocate to TikTok
- Continue - maintain current roster of image and video content
- Start - join a new social network to repost existing video content
- Start - increase social video production budget
What are the best sources of information you can use to guide your owned media creation?
- Employees, as they know the brand best
- Brand mentions and hashtags
- Social media audit and objectives
- Conference and industry report findings
Which of the following is a S.M.A.R.T social media objective?
- Engage an influencer to create 10 pieces of campaign content
- Increase link clicks on Instagram by 10% in Q4
- Generate UGC on TikTok
- Run a social media contest to gain followers
- Research and analysis
- Content-specific goals
- Social Media Audit
- Your plan for sharing content
- They help give your content direction and structure
- They make sure you always maintain an evergreen library
- They help you to define your brand voice and style
- They give you set topics for your brand to focus on
- It gives total control of your messaging
- It is cost effective to create
- It’s simple to schedule and manage
- It’s easy to find using social listening tools
What metric should you track if you want to see how many unique users are seeing your post?
- Reach
- Audience Growth Rate
- Engagement Rate
- Impressions
- Monthly or quarterly
- Yearly or bi-annuallly
- Bi-annually or biennially
- Daily or weekly
- It allows you post content immediately without much effort
- It cements your reputation as a pro in your field
- It allow you to diversify your content collection quickly
- You can always be sure that it's tonally and visually consistent with your brand voice
- If the content is being shared across other popular social accounts
- If the content deviates from your created brand content or voice.
- If the content has never been shared before and has viral potential
- If the content aligns with your content pillars relevant key topics
- By cross-posting external content across your platforms
- By posting created content alongside external content
- By dressing external content in your brands own perspective
- By paying to have external content boosted across your platforms
- Choose a creative username, so people don’t confuse your brand with another.
- Choose a username that includes relevant keywords, and include them in your bio.
- Add links to your website, blog, e-commerce shop, and relevant online properties.
- Include your address or city if location is important to your business.
- Use at least 15 hashtags to hit various niches and groups
- Encourage people to share your content in your post
- Include keywords in post copy
- Include brand specific hashtags in your post copy
- When your team is available
- When your audience is online
- When popular holidays occour
- When your competitors post
- Your platform data
- Your strategic goals
- Your allocated budget
- Your audience activity
- A product update
- A holiday feature
- A new co-worker spotlight
- A brand FAQ
What are some of the advantages of using video in your socials? (Choose Two Answers)
- Video content is easier to produce than any other type
- Audiences engage with video content more than any other type
- Platforms favour video content over any other type
- It’s easier to share video content across platforms
What are 2 best practices for creating videos on social?
- Making sure your videos aligns with your larger brand objectives
- Creating videos that follows the latest TikTok trends
- Making sure your video highlights a product update or sale
- Creating videos that add value to your audience
What is something you should consider before cross-posting a video on your socials?
- That it’s formatted correctly for each platform
- That it’s following the latest trends
- That it isn’t similar to your competitors
- That it was filmed with a camera and not your phone
- An Evergreen library
- A monthly calendar
- A weekly Calendar
- A team vacation calendar
- Delete older posts that may be insensitive to this situation
- Comb through your content library to make sure your future posts are not insensitive to the situation
- Continue with your original posting schedule, but mention the event in your copy
- Pause your publishing schedule until you can regroup with your team to plan on how to proceed
Which of these are examples of implementing accessibility into your socials? (Choose Three Answers)
- Including only two or three hashtags in your posts
- Having content descriptions for images
- Using common language vs. jargon in your copy
- Contrasting text against backgrounds
- Making content that is tailored for a specific audience
- Representing a diverse range of voices on your socials
- Creating a social space that be used and enjoyed by anyone
- Creating content that engages with a broad spectrum of identities
What are three examples of implementing Diversity, Equity and Inclusion (DEI) in your socials?
- Outlining your stance on social issues on your platform
- Celebrating holidays that feature diverse people and voices
- Making sure you are promoting popular social issues
- Using inclusive language and images
- Using correct terminology (visually impaired)
- Using neutral language (salesperson vs. salesman)
- Considering many identities in your copy (Gender, Cultue,etc)
- Making sure you are represented (Share what you know)
What does accessibility mean in social media?
- Socials that are available to everyone, regardless of disability
- Socials that display correctly on every device
- Socials that can be understood in most common languages
- Socials that are available on all networks
Quiz
Chapter 1
Choose only ONE best answer.
- A A proactive social listening strategy
- B Follow social channels that cover global events
- C Look at historical data to see when crises usually occur
- D Have copy prepared in response to any possible crisis
Choose only ONE best answer.
- A Comb through your socials for any copy that may be viewed as problematic and remove them.
- B Retroactively go into your socials and rewrite copy you have already posted.
- C Do nothing. Audiences will understand that your copy does not reflect your brand's thoughts on current events.
- D Delete your content before the crisis and start anew with content that is sensitive to the new reality.
Choose only ONE best answer.
- A Salary information on each employee and contractor
- B Contact information of decision-makers for each platform
- C Information on your competition that you can leverage
- D Important information on your engagement metrics
Choose only ONE best answer.
- A Change your socials profile image to a black image
- B Immediately respond to the crisis on your social accounts
- C Pause all content, review your social profiles, and create a response
- D Delete all the content on your socials until the crisis is over
Chapter 2
Choose only ONE best answer.
- A Created content always outperforms curated content.
- B Created content means you can completely control the message.
- C Created content is less resource intensive than content curation
- D Created content lets you take part in trends faster than curated
Choose ALL answers that apply.
- A Make your social profile more attractive to SEO
- B Add relevant keywords to your posts
- C Add relevant hashtags to your posts
- D Share your content with key influencers
Choose only ONE best answer.
- A Curated Content
- B Created Content
- C Paid Media
- D Earned Media
Choose ALL answers that apply.
- A Make sure you aren’t releasing misinformation
- B Make sure you aren’t violating copyright
- C Double-check to make sure the content is on brand
- D Make sure the content hasn’t been used by competitors
You’re setting up your content calendar for the year ahead. What dates should you consider?
Choose ALL answers that apply.
- A Dates important to your brand (for example, a product launch)
- B Dates important to your audience (for example, Pride)
- C National and international holidays (for example, Remembrance Day)
- D Dates important to your team or employees (for example, vacation days)
Chapter 3
What's one way to make your image-based content more accessible?
Choose only ONE best answer.
- A Descriptive text
- B Subtitles
- C Visual text
- D Illustrated text
Choose only ONE best answer.
- A It gives you an idea of who your audience is and what their unique needs are
- B It gives you an idea on how to improve your socials for SEO to reach as many people as possible
- C It guides you to find customers that have the most spending power
- D It helps you find progressive content that you then can flip to sell your product to your customers
Which of the following features should you add to videos to make sure everyone can enjoy it?
Choose ALL answers that apply.
- A Subtitles
- B Color Contrast
- C An on-screen graphic telling your audience to turn on audio
- D Music with no lyrics
How would you make this hashtag compliant with accessibility standards? #athenehotelresort
Choose only ONE best answer.
- A #AtheneHotelResort
- B #atheneHotelresort
- C #atheneHotelResort
- D #atheneHotelResort
Choose only ONE best answer.
- A Make sure that the text and background have a strong contrast
- B Make sure that the text and the background are the same color
- C Make sure that the text and the background have a slightly varied color contrast
- D Make sure that you always use black text against a colored background
Chapter 4
What are three reasons why strategic influencer partnerships are often a good idea for brands?
Choose ALL answers that apply.
- A They are typically trusted over brands.
- B They can bring in new customers.
- C They can increase brand awareness
- D They will often work for free
What’s one way to track the success of an influencer partnership in driving sales?
Choose only ONE best answer.
- A Track engagement
- B Track direct sales
- C Track brand awareness
- D Track impressions
Choose ALL answers that apply.
- A Mega influencers don’t typically drive sales conversions
- B Mega influencers are the most expensive
- C Micro, or nano could provide better results for your niche audience
- D Mega influencers only cater to a very specific audience
What is the downside of using a micro or nano influencer?
Choose only ONE best answer.
- A They may need more direction or resources to deliver content
- B They are the most expensive influencer type
- C They have a broad audience that doesn't typically engage with their content.
- D They typically have no filter and are likely to post offensive content
What two things should you consider when deciding which influencer to work with?
Choose ALL answers that apply.
- A Your social objectives
- B Your budget and resources
- C If the influencer is famous
- D Influencers follower amount
Chapter 5
What metric would you track to see how many unique people are seeing your content?
Choose only ONE best answer.
- A Reach
- B Impressions
- C Views
- D Engagement Rate
What metric would you track to see how many times a single person may have seen your content?
Choose only ONE best answer.
- A Engagement Rate
- B Impressions
- C Reach
- D Views
Choose only ONE best answer.
- A Click-through rate
- B Views
- C Engagement Rate
- D View completion Rate
Choose only ONE best answer.
- A Reach
- B Engagement Rate
- C Impressions
- D Click-Through Rate
What calculation method would you use to check the dollar value of your social ads?
Choose only ONE best answer.
- A Cost Per Click
- B Engagement Rate
- C Percentage Growth
- D Virality Rate