Certification Exam Answers: February 2019

If a goal is "increasing brand awareness while increasing behavioral actions" (for example, driving traffic and increase sign ups), which one of these would not likely be a strategy for a social media strategist?

Content Curation

Influencer Marketing

None of these would likely be a strategy for a social media strategist

Employee Advocacy

Content Marketing

Using branded social accounts on channels like Facebook, Twitter, LinkedIn, and even Instagram to drive traffic to your content is an example of:

Paid media

Converged media

None of these

Owned media

Earned media

Review Later

Which one of these is not part of a Content Marketing Strategy?

Provide valuable relevant and consistent content

Generate pieces of content with the hope that they will go viral

Help attract and retain a clearly-defined audience

How you will plan, produce, promote and measure your content

A social strategist can support content marketing by:

Listening to what your audiences are responding to and providing those insights to the content team.

Having a strategy in place to determine what pieces of content you want to create and execute on each channel.

None of these

Knowing the specific social channels you should market on.

All of these

Updates on Twitter go by very slowly and resonate with audiences over a longer period of time; this means that determining the optimal time of day for certain Tweets is of minimal importance.

True

False

The biggest challenge for sharing content on Twitter is?

None of these

Determining quality vs. quantity of tweets and content shared

Determining the right time to post to reach your audience as updates go by very quickly

All of these

The appropriate balance of text, visuals and video

Content Curation is the collection, filtering, and organization of content that you subsequently share with others in your network.

True

False

Benefits of Social Listening to Content Marketing include:

All of these

How they can best reach their target audience.

Where their target audience spends most of their time.

The type of content their audience likes to share.

Which of the following is a reason why content curation is an important concept when applied to your Social Strategy?

Allows you to supplement your own content efforts by sharing efforts from other credible sources.

Demonstrates to your audience that you have your pulse on the latest trends and news, and that you understand what they are interested in reading.

Can help position you as a thought leader.

All of these.

None of these.

A content calendar should include:

The specific messaging.

Daily, weekly, monthly breakdown of the date and time you intend to post.

Trackable tactics and actions to ensure support to business goals.

All of the these

The channels you intend to post on.

Curators need to have a clear objective on what they want to accomplish when sharing content with audiences to:

All of these

Position you or your organization as a thought leader

Demonstrate to your audience that you understand what they are interested in reading

Organize, filter and present information to add value for audience

What are the benefits of using a content calendar?

Regular and consistent content

Better connect and align with goals and objectives

All of the these

Big picture view to identify gaps and opportunities

Facebook is a great place to engage with content, but what is a key challenge Social Media Strategists face on that platform?

Algorithm is constantly being changed and updated, making it harder to reach an audience without paid advertising.

Advertising features and products on the site are counter-intuitive to use.

Editing and filtering content using native tools supplied in the platform presents a steep learning curve.

Video is consistently de-prioritized which makes it difficult to get an audience’s attention with that medium.

Creating an Instagram ad is an example of how content is distributed using the ______ media model.

Shared

Owned

Earned

None of these

Paid

The ability to get people to perform desired actions on social media is called “social engagement”.

True

False

FTC does not currently have guidelines for how organizations can engage, and work with, Social Media Influencers.

True

False

When you examine the demographics of a Social Media Influencer’s audience, with a view to understanding the extent to which he/she will be able to make contact with your own target audience, you are trying to understand their:

Relevance

Resonation

Reach

None of these

Research

Which one of the following is NOT one of the three Rs for identifying the fit of a potential Social Media Influencer?

Research

Resonate

Reach

Relevance

_____________________ refers to the exposure that an organization’s staff generates for the brand using their own social media channels.

Employee Advocacy

Brand Boosting

Stakeholder Amplification

Staff Content Engagement

Meta-Reach

There are many different types of social media influencers; those who are connected with specific areas of expertise or industries are often referred to as examples of:

Employee Advocates

Influential Consumers

None of these

Experts and Opinion Leaders

Popular Influencers

A ___________ is someone with the ability to affect the decisions or thoughts of others through social channels. Examples of people like this includes Gary Vaynerchuk, Deirdre Breakenridge, and DJ Khalid.

PR Professional

Social Media Strategist

Social Media Influencer

PR Strategist

None of these

______________ are outside the organization and create their own communities, whereas ______________ are people who have an invested interest in your brand and message.

Ambassadors, influencers

Influencers, ambassadors

Celebrities, advocates

Advocates, celebrities

None of these

Let’s say you are scouting a social media influencer for an upcoming influencer marketing campaign your organization is running. Which term best describes the process of reviewing the content this influencer shares with his/her audience to evaluate whether it would be of interest to your own target audience?

Relevance

Reach

Resonate

Research

Which of the following is a benefit of working with Social Media Influencers?

They require no compensation for working with businesses.

None of these

All of these

By law, the compensation they receive must be “in kind”, e.g., goods and services produced by your organization.

They personalize their content and make personal connections with their audiences.

Influencer marketing is best described as:

Exploring the data through listening and monitoring for a brand.

Pitching influencers campaigns and posts you want them to share only on social media.

Identifying and working with individuals who have impact with (and can help reach) your key audiences.

Paying influencers an undisclosed “honorarium” in exchange for promotion of an organization’s products or services.

Which one of the following is not a good reason to choose a Social Media Influencer?

They have the unique ability to “get people to do things”. That is, they drive actions like conversations, and create engagement with your audience.

None of these.

They have a large number of followers on social media.

They can drive word of mouth communication, which has become more effective and relevant for social media strategists to align with - in both marketing and communications.

They have built their own communities through consistent and trustworthy exchanges online and even in person.

Employee advocacy refers to the exposure that an organization’s staff generates for the brand using their own personal social channels. Employees are trusted less than the CEO, senior executives or activist consumers to communicate on topics about their organization.

True

False

What are NOT some of the things you have to keep in mind when evaluating certain personality traits of social media influencers?

Passion

Credibility

All of these

None of these

Trust

Voice

_____________ drive word of mouth communication for marketing and communication campaigns on social media.

None of these

Social Media Gurus

Social Media Influencers

Social Media Coordinators

Social Media Content Creators

______________ are specific steps an organization will take to achieve set Goals and Objectives, and meet KPI’s, and _____________ are the specific things an organization does to support them.

Tactics, Directives

Directives, Strategies

Strategies, Tactics

Performance Targets, Performance Indicators

What of the following is NOT a characteristic of an effective vision statement?

Bold

Forward-looking

None of these

Purpose-driven

Systematic

A ________________ is an evaluation of a company’s social media presence, and helps you to assess how well your current social media usage is working for your organization.

SWOT analysis

Social media audit

Brand audit

All of these

Research analysis

To create an effective vision statement, it has to be:

Present-focused

Clear and concise

All of these

None of these

Realistic

Concise

When evaluating your external environment in the Strategic Planning Process, the component that takes into consideration consumer behavior and generational differences is called:

Legal factors

Technological factors

None of these

Social factors

Political factors

An internal and external audit of our current business situation, and where the business is heading is called:

Situational analysis

Goal statement

All of these

Competitive analysis

Objective statement

The SMART criteria for Objectives includes being Specific, Realistic, Manageable, Relatable, and Time-specific.

True

False

Measuring an organization’s strategy outcomes, analyzing, and making improvements is not part of an effective social media strategy.

True

False

IKEA has this statement that is part of their brand culture: To create a better everyday life for the many people. This is an example of a:

Quarterly Tactic

Strategy statement

Culture Manifesto

Vision statement

_________ stakeholders are not necessarily on the radar for the company yet, but they may be in the future. These are individuals who may have a staying power and presence not only on the current platforms today, but they are the rising content creators who are transforming the way brands and others interact with them.

Primary

Excluded

Secondary

Emerging

None of these

The digital skills gap is the divide between the technological skills a job requires and the skills a worker possesses, because:

All of these

Having a strong training program to prepare the necessary skills and insights needed for a brand is one of the ways to not only create strong employees, but be able to retain them.

You either have to hire them from outside of the organization, or do it internally.

Making sure you are retaining your skilled employees is also going to be a challenge in this new marketplace.

There is a growing need to attract talent to be able to do the work.

______ are examples of engagement metrics.

Comments

None of these

All of these

Shares / RTs

Mentions

__________ are numbers or stats that look good on paper, but are of limited actionable value.

Vanity Metrics

Advanced Metrics

Social Metrics

Basic Metrics

Measuring your ROI can:

Identify key strengths and weaknesses in a brand.

Make networking connections.

Enable you to brainstorm and play around with new ideas for your brand.

Prove the value of social media to your organization’s overall goals and business objectives.

Create opportunities specifically with influencer marketing.

_____ metrics focus on the number of people who have taken your desired action.

Conversion

None of these

Conversation

Listening

Engagement

_______ are the project road map - they define a set of supporting actions to ensure that the broader goals are accomplished. They guide specific steps or tasks that must be completed to reach the goal; they should fall within the SMART framework.

KPIs

Analytics

Objectives

All of these

Metrics

Follower count is an example of an advanced metric.

True

False

Measurable items that can be tracked to measure performance are called:

CTRs

Metrics

None of these

Call-to-Actions

KPIs

There are some basic metrics to be calculated by the social media strategist, and then there are some business metrics calculated by other business executives and different business stakeholders, however, it is also important for the social strategist to understand what these are to help ensure social is being integrated strategically and fully into the organization.

True

False

Qualitative Data is not as important as Quantitative Data to help tell a story and demonstrate insight into the success of a campaign.

True

False

Bounce Rate shows:

The percentage of page visitors who leave your website after viewing only one page.

The number of people clicking through to your content from social.

None of these

The share of traffic driven by each channel.

All of these

__________ data is the hard numbers of measurement, whereas __________ data is the meaning of hard numbers.

Secondary, primary

Primary, secondary

Digital, analogue

Qualitative, quantitative

Quantitative, qualitative

______ in social media provide third party expertise and insights on a variety of topics for brands like strategy, creative, and education.

Emerging Stakeholders

Agency Partners

Regulators

Content Strategists

Ambassadors

Social media strategists help decide what tools to use and the social media tactics that directly support the strategies.

True

False

_____________ key performance indicators are those that are consistently tracked over time (ex. yearly) whereas _____________ key performance indicators are those tracked based on initiatives that may change year over year.

Campaign, brand

Goal-specific, static

Static, goal-specific

Brand, campaign

Social media goals should correlate directly with your company’s overall corporate goals - and be broad enough to permit multiple supporting objectives.

True

False

What is an example of a social media goal?

Increase reach on social media channels

All of these

Increase customers and audiences on all active social platforms

Increase unique visitors on all active social platforms

Increase brand awareness on social media channels

“How are we going to get there?” is a key question a social media strategist needs to ask when constructing social media strategies aimed at achieving social media goals and objectives.

True

False

_______ are the overall desired social media results toward which an organization directs its efforts and ambitions.

Social Media Initiatives

Social Media Strategies

Social Media Goals

Social Media Objectives

Social Media Tactics

Planning your social media budget will take both time and resources, but only the social media strategist can create this for a brand.

True

False

Quantifying social media activities is part of the ______ of the social media campaign proposal.

Strategies

Objectives

None of these

Goals

Measurement

A social media ___________ is how you will accomplish your social media goals and objectives.

Value Proposition

Mission

Strategy

Tactic

Procedure

With respect to Social Media Marketing, what does a Content Strategist do?

Creates Social Media Strategies

Coordinates content creation for social media platforms

Plans content reports

None of these

Measures social media assets and data

A document that outlines what company information is considered to be confidential and not be disclosed online is best described as a:

Social media guideline

Social media policy

Social media strategy

Social media culture

None of these

Which term best describes the way in which an organization responds to a crisis situation and key stakeholders.

Authorization

Authenticity

Engagement

Listening

None of these

Knowing how successful you can be or how to evaluate your success in the social media campaign is an example of the _______ component of the SMART model.

Measurable

Realistic

Specific

Time-specific

The SMART criteria is a guide for constructing effective strategy statements.

True

False

Social media guidelines are not mandatory for teams or campaign - but are optional and highly advisable.

True

False

Having ___________ is key to making sure the social media goals are achieved for a campaign.

Social Media ROI

Social Media Objectives

Social Media Budget

Social Media Procedures

Social Media Methodologies

Training and educating team members on social media can come in many forms, including online courses and videos, real-life scenarios and case studies, and in class training sessions, but it will not help close the Digital Skills Gap in your organization.

True

False

A ______________ is a document intended to educate employees on using social media in particular workplace environments and scenarios.

Social media template

Social media guideline

Social media game plan

Social media policy

None of these

I will increase my audience on Instagram by 1,000 by Q3. Q3 is part of the _____ component of the SMART model.

Realistic

Specific

None of these

Measurable

Time-specific

A component that is needed to accurately set up a budget within a social media strategy includes the following:

Paid and Advertising

All of these

Software and tools

None of these

Content

Campaigns and Promotions

‘Improve social media sentiment on Facebook by 15% in 6 months’ is an example of a Social Media:

None of these

Strategy

ROI

Tactic

Goal

Objective

Commonly used KPIs in social media campaigns includes all BUT

Social media brand value

Social media reach and influence

Social media presence

Social media engagement

Social media policies are more comprehensive than social media guidelines since they include more details on legal implications, regulations, rules, and consequences.

True

False

Increasing lead generation effectiveness is considered to be the _______ for a campaign, whereas increasing the amount of leads by 50% via social media channels (like FB) to help with sales in Q2 is an example of a __________.

Tactic, strategy

Objective, goal

Strategy, tactic

None of these

Goal, objective

Increasing reach by 500 followers in a span of a month on Instagram is an example of what type of SMART criteria?

Time-specific

None of these

All of these

Specific

Measureable

A ______________ is responsible for measuring and reporting across the entire social media program while seeing the “big picture” of what is going on social media.

Content Creator

Content Analyst

Community Manager

Social Media Manager

Social Analyst

None of these

___________ are short term actions undertaken in support of __________ in a social media strategic plan.

Objectives, goals

Tactics, strategies

Strategies, tactics

Goals, objectives

Keeping your social media goals challenging yet realistic represents the _______ component of the SMART model.

Specific

Relevant

Achievable

Measureable

None of these

_____________ is considered to be a comprehensive listening and monitoring social media management platform.

Buffer

HubSpot

Klout

Hootsuite

ZenDesk

______ is the consistent process of tracking and measuring your industry, whereas, ______ focuses on keeping your ear to the ground.

Research, strategy

Strategy, research

None of these

Monitoring, listening

Listening, monitoring

Not engaging in “flame wars” or speaking in offensive language when engaging with your audience on social channels means you are responding with:

Respect

Transparency

Reaction

Admiration

Toughness

Measurement tools available directly from Twitter or Facebook social platforms are called:

Targeted Ads

Native Platform Analytics

Sentiment Analyzers

Multi-metric Tools

None of these

Effective social media listening best practice(s) include being able to track online conversations for:

Reach

None of these

Share of voice

All of these

Sentiment

A social media team has been tasked to drive 25% more traffic to the company’s new product landing page through Facebook in Q1. _______ on a daily or weekly basis allows the team to make adjustments to the content to help achieve those goals.

Competitive Analysis

Listening

None of these

QBRs

Monitoring

Influencer Marketing

The measurement of the number of people who have seen your content on social media is called:

Influence

Conversion Rate

Engagement

Reach

Impact Rate

Before responding to respond to a negative post on social media, a final question to ask is will responding help the poster and readers / audience. Other important questions to ask before deciding to respond to a negative post include:

Inflamed - Is the post a rant, joke, ridicule or satire?

Is the person a troll, do they have a history of bashing others?

All of these

Unhappy - Is the post a result of a negative customer experience?

Misguided - Are there erroneous facts in the post?

Social media listening is easier and more accurate with all of the tools that are available for social media managers to use.

True

False

Monitoring is an important activity for social media strategists because:

None of these

All of these

It helps with content marketing activities on social channels

It can help proactively identify potential risks and crises

It contributes to better understanding competitor activities

Roles do not need to be assigned when it comes to establishing a listening and monitoring plan.

True

False

Competitive analysis is a type of ___________ and helps with _________________ .

Listening, campaign optimization

Listening, early warning sign detections

Monitoring, legal frameworks

Monitoring, gaining insights

None of these

Tools that focus on one or more metrics on a variety of different channels are called:

Omni-Channel

None of these

Channel Based

Multi-metric

Multi-Platform

Spotting emerging trends is most commonly associated with social media listening.

True

False

When responding to audience members with messages that reflect the brand's personality and values of the company, you are responding and focusing on:

Tone of voice

Transparency

Timeliness

None of these

Respect

A SWOT analysis in a social media plan focuses on:

Evaluating your internal culture and network within the company or brand

Proposing crisis plans to prevent a situation from escalating

Assessing where your organization is sitting right now, and where you have opportunities to grow

Creating strategies like influencer marketing and networking online

Measuring the efficiency of your expenditures by factoring the return on these expenditures in relation to the cost of investing is often referred to as:

Return on Relationships

Return on Influence

Return on Investments

Return on Revenue

A good web developer can work with the social media team to help configure and integrate social technologies as stand alone efforts or into existing systems.

True

False

Social Media Objectives should be worded at a high level, with specifics kept to a minimum, to provide team members maximum flexibility in how they are interpreted and applied.

True

False

Improving brand awareness and reputation is an example of an objective for a social media campaign.

True

False

Implementing a Facebook live Q&A video session with Gary Vaynerchuk at SXSW to share with audiences is best described as an example of a Social Media:

Directive

Tactic

Strategy

Objective

Goal

Creating visual content like photos and videos are a key part of a social media plan, but luckily creating content is free, and does not need to be incorporated into the social media budget.

True

False

Social Media Marketing has become a staple and main area of specialization and practice within brands, corporations, and agencies today.

True

False

Strategies are specific and measurable ___________ an organization intends to achieve.

Values

Initiatives

Goals

Tactics

KPIs

___________ is deciding which potential customer segments or personas the company will focus on and __________is developing personas by dividing an entire market into different market segments.

Primary research, secondary research

Segmenting, targeting

Secondary research, primary research

Targeting, segmenting

_______, like share of voice and sentiment in social media updates, can be used to gauge the achievement of a social media objective in a quantifiable way.

PoVs

CRMs

CTRs

KPIs

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