Social Media Marketing Quiz

What kind of social media metrics best measure the number of followers who noticed and responded to a paid advertisement?

• Conversion attribution

• Cost per click

• Click-through rates

• Total revenue earned

A company has a goal of increasing revenue from social media sites by 15% in the next quarter. They know the costs of their paid advertising and internal resources to promote the social media platform. They also have a really available metro (sales orders) and are collecting data on conversions from followers to lead to sales. What is the company trying to calculate?

• Return on investment

• Return on engagement

• Customer loyalty

• Follower sentiment

When evaluating a visualization of social network members, the influencers are generally considered the most important. This is known as?

• Centrality

• Reciprocity

• Structural equivalence

• Transitivity

Kate has launched a new natural makeup line and is looking to offer her lipstick line to potential new customers using a social media campaign. She has recently seen her competitors successfully use influencers to help promote their products to new customers. What should she look for when trying to identify the right potential influencers for her audience?

• The 80/20 rule

• The 90/9/1 rule

• Reach, relevance, and resonance

• Promotion, sharing, and engagement

Alice works in social media marketing for an established online shoe company. The company uses many simultaneous social media campaigns to encourage current and potential customers to purchase the latest fashion trends. During which stage of these social media campaigns should Alice define her audience's positions in the social media funnel?

• Planning

• Implementation and measurement

• Development

• Preparation

Sam, the CEO of a clothing company is very vocal on political topics and expresses his opinions on the company/s Twitter account. What is the most likely risk due to this behavior?

• Reputation damage and financial loss

• Reputation damage and cybercrime

• Financial loss and corporate identity theft

• Theft of intellectual property and cybercrime

David is the social media manager of a privately owned teenage sports club social media site. When an individual or organization signs up on the site, they must agree to the site. These policies provide David's organization the ability to collect and use data about the user such as their interests. Which of the following would be an inappropriate use of this information?

• The owner of the site uses the contact information to sell services from other companies he owns

• The social media marketing manager identifies users with similar sports interests and sends links to upcoming sports events and group activities

• The social media manager collects data to identify and measure user engagement

• The legal department sends notices to the user who is using the site inappropriately

A large grocery store chain has an active print media operation. They publish weekly flyers to be inserted into newspapers. They also frequently send direct mail flyers. How can they best incorporate social media into their advertising mix?

• Post recipes with coupons for their ingredients

• Schedule promotional events at various store locations

• Post the weekly coupon flier as a PDF

• Post a link to their corporate website

Jast has been assigned to review the company's social media policies and determine what changes should be considered for modification. As he reviews the ethical guidelines he identifies that the code of conduct section needs modification regarding employees' personal social media usage guidelines. Why is it important to include personal social media usage guidelines?

• Personal social media usage can have a negative impact on the company's reputation

• Privacy laws prohibit a company from issuing guidelines regarding social media usage

• Personal social media usage would not provide transparency

• Competitors may recruit employees who are vocal about the company through their social media usage

In order to be considered as part of the brand's primary audience, a persona must be:

• someone who is interested in the product, needs the products and is able to afford the product

• someone who is interested in the product, wants to share the product with more users and is able to afford the product

• considered a brand ambassador, a customer who regularly interacts with your brand, and a returning customer

• a returning customer who shares the product with other users and who regularly interacts with the brand