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WorksheetsQUIZ
Total questions: 53
Worksheet time: 27mins
Publix has an active print media operation. They publish weekly flyers to be inserted into newspapers. How can they 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
2. A marketing company has recently hired a new CEO. She blogs regularly on social media to discuss ways to improve products and reduce the negative impacts on the environment. This behavior is known as:
Market repositioning
Executive buy-in
Return on engagement
Corporate reorganization
3. A well-known CEO of a large company regularly makes keynote speeches at industry conferences. How can these presentations be made more social?
Record the speech and post it on the company’s website
Contract with a reality television producer to create a short-run series for cable
Change the format of the lectures to a question-and-answer panel with 4 to 5 people
Share them as live-streaming events and invite the audience to ask questions to the CEO
4. Which of the following is a SMO technique that can aid in search engine optimization?
Creating as many posts as possible, regardless of engagement
Filing out all social media profiles completely
Share content from third parties that will engage users
Make sure all social media posts link back to your website
5. A company specializing in reselling shoes wants to expand its business quickly. It has a growing base of followers on popular social media platforms. Which social media tool can they use to attract new followers interested in shoes?
Paid advertising
Organic
Banner
Viral
6. Which organization will likely experience the highest impact of implementing an aggressive social media marketing campaign?
A car manufacturer that makes trucks, sedans, and hybrids
A circus performance troupe that travels the country
A political campaign for mayor of a large city
A large financial services company providing payroll processing
7. Mariah works for a nonprofit and is creating a social media campaign to encourage followers to sign up for their monthly email newsletter. Which would be the most effective way for her to optimize her social media campaign?
Use headlines and images that are optimized for each platform. Post the information once on each platform to avoid annoying the user base.
Use multiple post variations throughout the campaign with catchy headlines and images tailored to each platform. Make sure never to use the same post twice.
Use the same post headlines and images across all platforms for brand uniformity. Use the same post multiple times throughout the campaign to create a consistent message.
Use descriptive headlines and text that give users as much information as possible. Use images that are optimized for each social media platform. Use the same images each time the information is posted for brand consistency.
8. What social media metric best measures the number of followers who noticed and responded to a paid advertisement?
Conversion attribution
Cost per click
Click through rates
Total revenue earned
9. A company aims to increase sales from social media sites by 5% 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 readily available metric (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
10. 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
11. An airline customer service department must notify passengers when a flight is delayed. Which of the following is an example of an intelligent goal mission statement for the customer service department?
Notify passengers via text message within 15 minutes of flight delays
Notify airport management to update departure boards hourly
Alert passengers via text messages about special offers on future flights
Alert the baggage handling department to move bags to temporary storage
12. A fitness gym club has spent significant time and money building an online presence on social media. They have built pages on several platforms, gathered an audience, and posted regularly. How can the club ensure they stay on top of rapidly changing trends in social media?
Schedule quarterly or semi-annual reviews of social media trends to identify new opportunities
Start live-streaming videos of exercise classes to encourage more people to join.
Hire an outside company to take over customer communications on current social media platforms
Focus on analytic data from their current platforms to identify customer preferences and demographics
13. Jonathan works on the marketing team of a regional sporting goods company. He has been asked to give a short presentation at a company-wide meeting about the results of the marketing team's social media campaigns over the last year. What type of social media report would be the most appropriate to use as the basis for this presentation?
Campaign
Executive
Platform
Community
14. A company had an error in their system that did not allow users to purchase their product. The customers quickly grew angry about the situation and began posting negative comments on several popular social media sites. The company was in the response stage of managing the crisis. What should they do?
Post responses to the messages, explaining the problem and when it will be resolved
Prepare an executive report on the crisis, with recommendations for organizational changes to recent similar accidents.
Remove all postings from their message board, and publicity deny the error on the popular social media site.
Monitor the messages to determine how many are posted until the error is corrected. Then contact the message posters privately by phone or email.
15. A company has determined that their typical customer hears about their products from their social media network, visits the company website, and then makes a purchase. What type of conversion attribution model is this?
Last social touch
Multi-source
Single source
Position based
16. Jared has been assigned to review the company’s social media policies. As he examines the ethical guidelines, he identifies that the code of conduct section needs improvement regarding employees’ personal social media usage guidelines. Why is it important to include personal social media usage guidelines?
Personal social media usage can hurt the company’s reputation
Privacy laws prohibit a company from issuing guidelines regarding social media usage.
Personal social media usage would not provide transparency
Personal social media usage would not provide transparency
18. Sam, the clothing company owner, is very vocal on political topics and expresses his opinions on the company's Twitter account. What are the most likely risks 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
19. James is creating a social media strategy plan to help drive company sales. He selects various personas that might shop at the online store and ranks them based on their possible level of interest in the product. Which Stage of the social media strategy plan cycle is he in?
Define strategies
Listen and analyze
Identify the target market
Set goals
20. Teri is the Social Media Strategist for large educational institutions and is responsible for social media risks within their communities. She has implemented a quarterly comprehensive evaluation and daily checks for threats and weaknesses. What stage requires assigning probability levels to threats?
Assess and evaluate
Identify and resolve
Monitor and revise
Manage and mitigate
21. Katie 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 identifying potential influencers for her audience?
The 8/20 rule
The 90/9/1 rule
Reach, relevance, and resonance
promotion, sharing, and engagement
22. A company is developing a service to offer clients. The service includes daily posts on popular social media platforms, including information about the selected products, a map of the client's current location, and the date/time the product is available. What kind of business client would best benefit from this social media campaign?
a. A gourmet food truck selling upscale sandwiches
b. An art gallery selling antique paintings
c. A mobile pet grooming service
d. A franchise restaurant company with 30 locations
23. During which stages of the social media strategy planning cycle should you optimize social media (SMO)?
a. Implement, monitor, and adjust
b. implement, monitor and adjust, listen and analyze
c. Define strategies, implement, monitor and adjust, listen and analyze
d. Listen and analyze, identify the target audience, set goals, define strategies, implement, monitor, and adjust
24. Sarah works for a company that sells clothing for women both online and in select retail stores. She is analyzing the company’s social media plan. Which of the following should she have completed first?
a. A social media audit
b. Development of persona
c. A social media audit and a list of social media goals
d. Analysis of current user demographic segmentation
25. Which of the following is the benefit of social media auditing?
a. Compare your social media presence to your competitors
b. Focus efforts on only the most essential social media sites
Prevent insufficient data from entering the campaign decision-making process
Maintain a specific style and tone in future
26. Dylan works for a small software start-up looking to use Facebook and Twitter to increase future revenues by building the customer base for their upcoming software release. Which of the following is a metric that could be used to evaluate the success of this social media campaign?
The number of link clicks each post receives. If more than 50 followers click through to the company website on each post in the campaign, it will be considered a success
b. The number of likes and comments each post receives. If more than ten followers like or comment on each post in the campaign, it will be considered a success.
c. The total number of followers on each platform. The campaign is successful if each platform gains at least 10% more followers.
d. An increase in sales if their current software is released. If sales increase by 5%, the campaign is considered a success.
*The goal is to increase followers. C is the only option that includes and increase in followers 28. The author of a series of novels will be making appearances to sign their work at a significant fan conference. What would be the best strategy to attract the largest number of customers to the signing?
a. Schedule an event on Facebook
b. Post images from the novels to Pinterest
c. Share videos of previous signings on Youtube
d. Update their biographies on Linkedin
29. What is the disadvantage of using social media?
a. In a crisis, a company’s reputation can be damaged quickly
b. You can gather information about what customers want in products
A company must establish policies covering social media usage and provide training
A company can lose control of how its corporate logo is used
30. A small book publishing company wants to promote its titles through social media. Which strategy would best support them?
a. Cultivate a relationship with an online book club to share announcements and offer free books
b. Post videos of interviews with published authors bundled with “buy now” social commerce options
c. Offer low-cost writing workshops scheduled as shareable events
d. Auction signed copies of the books on retail shopping sites
31. A startup business designs fabric patterns for the home fashion industry. What kind of platforms will best meet the business’s social media marketing needs?
a. Photo-oriented sites such as Instagram and Pinterest
b. Microblogging sites such as Twitter
c. Professional networking sites such as LinkedIn
d. Content-sharing sites, such as Facebook or Myspace
To be considered as part of the brand's primary audience, a persona must be:
a . someone interested in the product, needs the products and can afford the product
B. someone interested in the product, wants to share the product with more users and can afford the product
C. is considered a brand ambassador, a customer who regularly interacts with your brand, and a returning customer
D. a returning customer who shares the product with other users and who regularly interacts with the brand
33. Which of the following is a benefit of researching and creating social media personas for a business?
a. It helps you focus on who your leading brand consumer is and see your products from their perspective.
b. It helps you keep the cost of purchasing social media ads to a minimum
c. It helps you identify problem areas in your campaign during the monitoring and adjust the phase
d. It enables you to identify the demographics of your current audience
34. Allan works for an event planning company and is creating a curated content article about the ten best games for breaking the ice at parties. He has found internet articles describing various games he wants to incorporate into his content. Which of the following is the best practice for using curated content ethically?
a. Create a new title, links to the sources, and add personal editorial comments.
b. Choose multiple articles, pull snippets from them, and use one of the titles from the papers.
c. Use the full text from two articles and snippets from others with links to the original websites.
d. Use the images and full text from the most comprehensive article, add personal editorial comments and create a new title.
35. A tech company has an active presence on multiple platforms. It has a variety of followers who communicate regularly about products and industry information. The company wants to increase the size of its social network to increase sales and revenue. The company plans to add paid advertising and leverage its organic advertising. What would help them choose the best platform to achieve their goals?
a. Select the best possible graphic designer to create eye-catching, compelling advertisements
b. Identify the most common characteristics of their followers and select the platform that best targets them.
c. Compare the advertising rates of multiple platforms and choose the least expensive one.
d. Consolidate the multiple platforms by migrating users to one network 36.
His current customer base consists mainly of local musicians looking for live concert music videos and small startup businesses needing social media video advertising. His goal is to increase his bookings. When he creates a social media posting, which of the following messages would be a compelling call to action?
a. Schedule a video shoot today to receive a 10% discount
Message me for details
c. Share this with all your friends
d. Watch this video compilation to see what services we have to offer
37. 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 allow David’s organization to collect and use data about the user, such as their interests. Which of the following would be an inappropriate use of this information?
a. The owner of the site uses the contact information to sell services from other companies he owns
b. The social media marketing manager identifies users with similar interests and sends links to upcoming sports events and group activities.
c. The social media manager collects data to identify and measure user engagement.
The legal department sends notices to the user misusing the site.
A company can use statistics from social media to predict user behavior. What kind of big data strategy is this?
a. Performance management
b. Decision science
c. Social analysis
d. Data exploration
39. 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?
a. Planning
b. Implementation and measurement
c. Development
d. Preparation
40. A marine biology expert works as a guide with a whale-watching tour company. He wants to
communicate information on scientific research, videos of whale sightings, and other events to
potential tour customers and whale conservationists. He also wants to share information from
his industry peers. Which social media tool can he use to meet these needs?
Business Blog
Microblog
Webinar
Live to stream
41. A significant winter storm has closed a highway that runs through a national park. The park
service announces the closure of microblogging sites and significant social media sites. They
get several responses from park visitors requesting evacuation assistance. This behavior is
commonly known as:
a. Crowdshaping
Crowdsourcing
Crowdfunding
Crowd rising
Why is an organization need to use
a. It creates a social character that engages the community
It improves brand recognition
So that others can manage the accounts when someone leaves
So that followers from one platform will automatically become followers on another
platform
43. A company noticed a recent spike in online posting about one of its products. In response,
they increased the amount of paid advertising for that particular product. However, sales of the
product dropped by 75% in the next three months. Which significant data value component was
missing from the analysis?
a. Context: most of the posts were complaints about the product performance
b. Confidence: the combined data had insufficient certainty
c. complexity: data from multiple sources were poorly matched and imprecise
d. Choice: the company used an inadequate data analysis system
44. Matthew and Ashley are trying to decide whether their company would benefit from having
an Instagram account. What are some of the demographic information they must consider to
make this decision?
a. Marital status, customer income, brand loyalty
b. Age of their customers, customer income, gender
c. Geography, favorite activities and customer income
d. , gender, personality, and geographic segment
45. A game development company wants to create a new action-adventure game. They already
have an established online presence that includes many players of their existing games. They
ask the players for ideas and scenarios for the new game. What stage of social community
building is this?
a. Leverage
b. Creation
c. Growth
d. Cultivation
46. A yarn store runs an online group with several hundred members on a popular social media
site to share newly developed patterns and projects. The group manager notices that only a few
members are regularly posting. What can she do to encourage more people to share their
projects?
a. Encourage frequent posters to contribute more.
b. Cross-post new projects from a quilters post
c. Create instructional videos of previously posted projects
d. Offer complimentary yarn skeins to first-time posters
47. Jenn works for a company that sells non-toxic, environmentally friendly cleaning products.
She is making a list of content she would like to use in the social media campaign. What content
should she create to have an impact across multiple social media platforms?
a. Images that contain the brand color scheme and products, an infographic on the impact
of toxic cleaning chemicals compared to their products, and videos demonstrating how
well the product works
b. A wide variety of images with eye-popping color schemes, infographics similar to their
competitors, and a podcast discussing how well their products work
c. A profile and cover photo to repurpose across all platforms and a full length
Video of an infomercial the company recently aired
d. Several trendy collage images with various filters, an elaborate infographic explaining
the chemistry behind their cleaning products, and video interviews with multiple
members of the marketing teams
48. An electronics manufacturer recently released an updated product that corrects the defects
of a previous version. Many customers like, comment, and share the company’s posts about the
new product. What is this activity called?
a. Impression
b. Engagement
c. Exposure
d. Reach
49. You suspect some social media posts are not reaching your target audience. What can you
do to improve the effectiveness of your posts?
a. Evaluate the click-through rates on your website
b. Create compelling ads and promote well-received organic posts
c. Repeat the identical posts over and over
d. Address posts to the entire platform audience
50. A small business selling widgets. A recent customer is enthusiastic about her new device
and has shared the business’s posts on her social media network. What kind of social media
communication is this?
a. Earned communication
b. Owned communication
c. Paid communication
d. Posted communication
51. Connie is the social media risk manager for a large retail shopping service. She has a
comprehensive strategy for managing social media risks. She has implemented a program to
train all departments within the company to be risk-aware. What tasks should she perform to
ensure all departments are performing as expected?
a. Monitor activities for risk, measure and gather appropriate data and create reports that
assess risk and suggest controls.
b. Monitor activities for risk, train employees to identify risks, and search social media data
to support discovery or legal questions.
Identify control requirements for risk assessment, identify regulatory or financial risks,
create reports that assess risk, and suggest controls.
Create and revise policies for risk assessment, monitor activities for risk and create
reports that assess risks and suggest controls
52. Drew is managing a social media advertising campaign. He has selected a popular social
media site. The site has a flat membership fee plus a pay-per-click fee. Drew will also be
outsourcing the graphic design of the ads. What information do you need to calculate the cost
per click of a campaign?
a. Graphic design cost, membership fee, pay-per-click fee, and total clicks made.
b. Employee compensation, cost of goods sold, and pay-per-click fee
c. E-commerce site listing fees, website development costs, and pay-per-click fees
d. Total budget amount, pay-per-click fee, and total clicks made
53. Kameron is assigned to minimize the vulnerabilities in his company’s social media
communications and online chatting features. His company is launching a new product.
Information about the latest product has been leaked to the public ahead of schedule. To
mitigate the situation, Kameron first focused on redefining who has access to further product
information. What would be the next area to improve?
a. Update computers to eliminate computer vulnerabilities and to prevent theft of
intellectual property
b. Implement regular reviews of outbound communications
c. Provide training for all employees in the company regarding legal compliance
d. Eliminate ambiguous policies and inconsistent procedures for the roles with access to
the new information
54. Stuart is the social media risk manager for an international drone enthusiasts association.
He has noticed various chapters around the world using images and copyrighted materials.
What should Stuart do to ensure the association's social media sites comply with various
international legal regulations?
a. Contact the owners of the copyrighted materials and request a fee to remove the
materials from the sites.
b. Require users to accept the terms of use license and privacy policy before they can post
any content
c. Email the users and request they show permission they are allowed to use the materials.
d. File a lawsuit against the users for posting copyrighted materials on their site
55. A self-employed motivational speaker is active on several forms of social media, including
Twitter, Facebook, and Youtube. However, he needs more time and resources to maintain a
presence on other social media sites. What is the most cost-effective way to ensure potential
customers can still reach him?
a. Create placeholder pages that redirect visitors to his website or other social media sites
b. Hire someone to create and maintain his online presence on other social media sites
c. Ignore the other sites because his primary audience does not participate in them
Expand his marketing efforts to reach potential customers through traditional marketing
efforts
