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WorksheetsSocial Media Marketing Certification Exam Stukent
Total questions: 127
Worksheet time: 5hrs 14mins
What is the definition of marketing?
Creating brand awareness
Selling products and services
Building customer relationships
All of the above
What are the three main goals of marketing?
Create brand awareness, engage with customers, drive conversions
Generate leads, increase website traffic, enhance social media presence
Increase sales, build brand loyalty, improve customer satisfaction
All of the above
What is a target audience?
The number of followers on a social media platform
The specific demographic data of social media users
The total number of people reached by a marketing campaign
The group of people who are most likely to buy a product or service
What is a call to action (CTA)?
A marketing strategy used to generate leads
A message sent to a potential customer
A specific action that a marketer wants the audience to take
A social media platform used for advertising
What are the 4 P's of marketing?
Product, Price, Promotion, Place
Profit, People, Process, Physical evidence
Positioning, Persuasion, Publicity, Performance
Planning, Production, Public relations, Packaging
What is the first true social media network?
MySpace
What is the importance of Return On Investment (ROI) for social media marketers?
To analyze the engagement rate of social media posts
To track the number of followers on social media platforms
To calculate the cost of social media advertising
To measure the success of social media campaigns
What is a key performance indicator (KPI)?
The group of people who are most likely to buy a product or service
A specific action that a marketer wants the audience to take
A social media platform used for advertising
A metric used to measure the success of a marketing campaign
What is social media reach?
The number of followers on a social media platform
The specific demographic data of social media users
The total number of people reached by a marketing campaign
The engagement rate of social media posts
What is evergreen content?
Content that is created for a specific holiday or event
Content that is related to environmental sustainability
Content that is always relevant and doesn't become outdated
Content that is shared by influencers on social media
What is a social media audit?
A specific action that a marketer wants the audience to take
A process of evaluating a company's social media presence
A marketing strategy used to generate leads
A social media platform used for advertising
What is artificial intelligence (AI)?
A technology that enables machines to simulate human intelligence
A specific action that a marketer wants the audience to take
A social media platform used for advertising
A marketing strategy used to generate leads
What is influencer marketing?
A technology that enables machines to simulate human intelligence
A collaboration between brands and individuals with a large social media following
A specific action that a marketer wants the audience to take
A marketing strategy used to generate leads
What is a SWOT analysis?
A marketing strategy used to generate leads
A social media platform used for advertising
A specific action that a marketer wants the audience to take
A process of evaluating a company's strengths, weaknesses, opportunities, and threats
What is the relationship between social media marketing and digital marketing?
There is no relationship between social media marketing and digital marketing
Social media marketing and digital marketing are the same thing
Digital marketing is a subset of social media marketing
Social media marketing is a subset of digital marketing
What is the role of SEO in digital marketing?
To increase the visibility of a website on search engines
To increase the number of followers on social media platforms
To create brand awareness
To generate leads
What is the purpose of a marketing funnel?
To track the number of followers on social media platforms
To guide potential customers through the buying process
To increase the visibility of a website on search engines
To create brand awareness
What is the difference between inbound marketing and outbound marketing?
Inbound marketing is a subset of outbound marketing
Outbound marketing is a subset of inbound marketing
Inbound marketing attracts customers by creating valuable content, while outbound marketing involves reaching out to potential customers
There is no difference between inbound marketing and outbound marketing
What is the primary goal of content marketing?
To increase website traffic
To create brand awareness
To generate leads
To provide valuable information to the target audience
What is the main difference between organic and paid social media marketing?
Organic marketing involves creating valuable content, while paid marketing involves reaching out to potential customers
Organic marketing is a subset of paid marketing
Paid marketing is a subset of organic marketing
Organic marketing is free, while paid marketing involves advertising costs
What is the role of email marketing in a digital marketing strategy?
To increase the visibility of a website on search engines
To build and maintain relationships with customers and prospects
To create brand awareness
To generate leads
What is the primary purpose of a landing page in digital marketing?
To increase the visibility of a website on search engines
To generate leads and convert visitors into customers
To create brand awareness
To provide valuable information to the target audience
What is the main advantage of using Google Analytics for digital marketing?
To increase the number of followers on social media platforms
To track and analyze website traffic and user behavior
To create brand awareness
To generate leads
What is the primary goal of a pay-per-click (PPC) advertising campaign?
To increase website traffic
To create brand awareness
To generate leads
To drive immediate and targeted traffic to a website
What is the primary purpose of using hashtags in social media marketing?
To increase the visibility of a website on search engines
To generate leads
To create brand awareness
To categorize content and increase its discoverability
What is the main objective of a remarketing campaign?
To target new customers who have never visited the website
To re-engage with customers who have previously interacted with the website or brand
To increase the number of followers on social media platforms
To create brand awareness
What is the role of A/B testing in digital marketing?
To increase the visibility of a website on search engines
To compare the performance of two different marketing elements and determine the most effective one
To create brand awareness
To generate leads
Process of communicating with potential customers to promote a product or service.
advertising
messaging
brand management
sales
The process of communicating a company's value to customers.
brand management
merchandising
promotion
marketing
Distinctive name, words, design, logo, mark, or a combination of these elements that create company or product identity and that separate the company or product from competitors.
advertisement
sales
brand
merchandising
Diverse groups of consumers participating in guided discussions conducted to better understand customer perception of a particular product or service.
customer advocacy
focus groups
media planning
test markets
Process of promoting a product in a retail environment, including the visual display in stores.
sales
brand management
marketing
merchandising
Efforts made by a company to shape the way audiences perceive the company; how a brand is seen by the public (public image) can have an effect on the brand's actions
media planning
public relations (PR)
sales promotions
market research
Identified groups of consumers most likely to purchase your product or service
target audiences (markets)
test markets
web analytics
marketing research
A selected group of consumers, often in a common geographic location, introduced to a product, service, or messaging strategy before a full-scall marketing plan is launched.
target audiences (markets)
test markets
web analytics
market research
Short-term activity that provides incentives to potential customers and that is intended to help increase sales or create awareness of a product or service.
branding
distribution
media planning
sales promotion
What are the 5 different types of Instagram ads?
Photo, video, carousel, story, slideshow
Giveaway, story, GIF, photo, video
Meme, video, GIF, infographic, story
Photo, carousel, meme, slideshow, giveaway
Posts with at least 1 hashtag (#) get____ % more engagement than those without hashtags.
16
26.2
12.6
6.2
What does the acronym UGC stand for?
use good content
users get creative
upload great comments
user generated content
The average age of Instagram users is
65+
30-49
18-29
Collection of advertisements created to accomplish a shared goal
USC
Advertising Campaign
Promotional Campaign
Match the following concept with the correct example of definition: Press Release
Content or outlets
Submitted to a publication with hopes an editor will include it in an upcoming issue
An invitation to a customer's digital inbox
Match the following concept with the correct example of definition: Media
Content or Outlets
Video presentation
coupons sent to a consumer's home
Direct mail, digital media, and logos are examples of ________ ________.
Sales promotion
Public relations
Communication channels
Out-of-home marketing
Messaging for which a company has control and distributes on its channels of communication is ________ ________.
Owned Media
Earned Media
Paid Media
Direct Media
An example of this type of promotional messaging is an announcement on a local radio station about the opening of a new store location.
Out-of-Home
Informational
Influencer endorsement
Customer Appreciation
According to the chapter, these are modes geared to move products from manufacturers to wholesalers and then to retailers or from manufacturers to retailers, sometimes with the support of distributors.
Direct distribution channels
Distributor partnerships
Distributor partnerships
Indirect distribution channels
This is the system, including partnerships, logistics, and distribution channels, that connects a manufacturer and all of the entities involved in providing consumers product access.
Retail Management
Consignment
Supply Chain
Indirect Transfer
These are well-recognized and frequently seen, often not bound by regular store hours and are often equipped to handle multiple types of payment.
Kiosks
Vending Machines
Brick and Mortar Stores
Wholesale Stores
Match the following concept with the correct example or definition: Kiosk
make products
a system including channels and logistics
a structure for accessing a ticket
Match the following concept with the correct example or definition: distributors
transfer from manufacturers to wholesalers and from wholesalers to retailers
make products
sell products to consumers
A retailer sells a product on behalf of a manufacturer or provider and keeps a portion of the sale price
big box store
consignment
boutique
department store
Small, local store operated by a family
brick and mortar
convenience store
Mom and pop
consignment
Messaging for which a company spends money
paid media
owned media
earned media
print media
an audience, chosen by a marketer, based on significant demographics
monetization
lookalike audience
custom audience
unicorn
an audience similar to an audience that a brand is already targeting
custom audience
lookalike audience
monetization
unicorn
leveraging social media content in an effort to increase revenue
custom audience
lookalike audience
monetization
unicorn
content that performs significantly better than any other content
custom audience
lookalike audience
monetization
unicorn
content that is created and shared by customers
advertising campaign
sponsored photos/videos
user-generated content (UGC)
ad type that prompts a user to follow an account which the user is not currently following
leads
comma-separated values files
instant messaging
promoted accounts
a file that stores numbers and text by individual lines
cost per thousand (CPM)
leads
comma-separated values (CSV) file
promoted accounts
the cost to reach one thousand people
comma-separated values
leads
promoted accounts
cost per thousand (CPM)
an online form of communication between two people
instant messaging
leads
promoted accounts
cost per thousand
individuals who have shown interest in a particular product or brand, sometimes by sharing contact information
leads
promoted accounts
cost per thousand
instant messaging
marketing methods that are considered spam and involve trying to outsmart the search engine
data-deleting app
black hat marketing
advocacy
creative
support or recommendation of
creative
black hat marketing
data-deleting app
advocacy
the artistic aspects that make up a message, any visual elements
advocacy
black hat marketing
creative
data-deleting app
app that automatically deletes data after a certain time frame
black hat marketing
advocacy
creative
data-deleting app
an advertising approach in which you only pay when someone clicks on your ad
cost per conversion/action
cost per mille
cost per click
lead time
involves a social media platform doing its best to deliver an ad to the target audience that is most likely to convert; you pay when the conversion takes place
cost per click
cost per conversion/action
cost per mille
lead time
the maximum amount of money you are willing to pay to generate 1,000 ad impressions to the members of your target audience
cost per mille
cost per click
cost per conversion
lead time
identifying only the people that will best help you achieve your goals
influencer marketing
lead time
cost per click
exact targeting
a form of marketing in which a product or service is promoted by an individual that an audience looks up to
influencer marketing
exact targeting
paid advertising
lead time
the time between the start and completion of a specific campaign
lead time
cost per click
paid time
exact targeting
the strategy behind the placement and timing of paid promotions
lead time
influencer marketing
exact targeting
paid social media advertising
In this approach, a high price is set for a product upon its release and then the price of the product is lowered over time.
Profit margin
Cost-plus pricing
Price skimming
Value-based pricing
Each of this law’s three sections deals with anticompetition.
The Sherman Act
The Fair Trade Act
The Clayton Act
The Competition Security Act
Key Terms: Based on the manufacturing cost of the product
Premium pricing
Profit margin
Cost-plus pricing
Competitor-based pricing
Key Terms: Set in relation to price of other products
Competitor-based pricing
Premium pricing
Cost-plus pricing
Profit margin
Key Terms: Purposefully charging a high price.
Competitor-based pricing
Cost-plus pricing
Premium pricing
Profit margin
Key Terms: Amount left after deductions
Premium pricing
Cost-plus pricing
Antitrust laws
Profit margin
In what year was The Clayton Act enacted?
1914
1890
1980
In what year was the Sherman Act enacted?
1890
1914
1995
This is the process of improving the position of organic (unpaid) web content in search engine results.
Content marketing
Web analytics
Search engine optimization
Indexing order advancement
Which of the following is a good way to build your reputation?
Guest blogging
Email outreach
Networking events
All of the above
Key Terms: Promotional communication sent to customers via email
Email marketing
Gated content
Shopping ads
Organic content
Key Terms: Market to customers that have already visited a website
Responsive design
Web analytics
Retargeting ads
Bounce rate
Key Terms: Ads that require you to bid on keywords
Shopping ads
Search ads
Cookies
Pay-per-click
Key Terms: Adjusts the layout of a web page or email
Responsive design
Private blog networks
Content marketing
Gated content
Key Terms: Partners with search engines to display advertising
Web analytics
Responsive design
Display network
Pay-per-click
Perceived value is ________.
An approach in which products are priced in relation to the pricing of similar products offered by competitors
The sense that a customer has of how much a product is worth
A strategy that involves setting the price of a product based on the worth the market perceives the product has
The perspective that retailers take in determining how much to charge for a product
The simulation of human intelligence processes by machines, especially computer systems
artificial intelligence
organic
search engine optimization
Hootsuite
A marketing technique of creating and distributin valuable, relevant, and consistent content to attract and acquire a target audience.
outbound marketing
inbound marketing
content marketing
one-to-one marketing
Happens when the desired outcome of a marketing message is achieved
key performance indicator
cross-promoting
reach
conversion
A marketing technique which involves promotion of a product targeted to the customers of a related product.
cross-promoting
search engine optimization (SEO)
public relations
inbound marketing
Determined by or dependent on the collection or analysis of data
artificial intelligence
data-driven
cross-promoting
social media audit
A specific part of a population, especially identified by average age, income, education, etc.
influencers
reach
conversion
demographic
Refers to the period of time between 1995 and 2002; during this period, many Internet-based companies were founded; many of these companies failed
data-driven period
dot-com bubble
influencer demand
social media audit
Content that is continually relevant and not dated, and that helps drive new traffic to a a destination
evergreen content
demographics
organic content
cross-promoting
A social media management tool that allows users to schedule and post updates to pages or profiles on social platforms
platform
conversion
inbound marketing
Hootsuite
A marketing strategy that focuses on attracting customers via company-created Internet content
one-to-one marketing
artificial intelligence
inbound marketing
outbound marketing
A person with a strong influence in his or her particular field of expertise
influencer
public relations manager
social media auditor
conversion specialist
Business metric used to evaluate the success of an organization, employee, etc., to track and analyze factors crucial to the success of an organization
key performance indicator (KPI)
conversion
demographics
return on investment (ROI)
A marketing method that is considered to be indirect; a brand sends a message to a large audience rather than to an individual
public relations
one-to-one marketing
one-to-many marketing
inbound marketing
Strategy that relies on getting to know the customers and their individual choices and then tailoring marketing plans toward each customer based on those choices (also known as personlized marketing)
inbound marketing
outbound marketing
search engine optimization
one-to-one marketing
Refers to content and/or interactions used to grow and/or engage with a social media community made through efforts other than paid means
reach
organic
influencer
cross-promoting
Form of marketing that tries to reach consumers through general media advertising as well as through in-person contact
outbound marketing
cross-promoting
content marketing
one-to-one marketing
Web-based technology that enables the development, deployment, and management of social media solutions and services
platform
search engine
key performance indicator
cross-promoting
Efforts made by a company to shape the way audiences perceive the company; how a brand is seen by the public (public image) can have an effect on the brand's actions
cross-promoting
evergreen content
public relations (PR)
inbound marketing
Analytics metric that refers to the number of users who have come across particular content on social platforms
platform
demographics
conversions
reach
Performance indicator that measures the amount gained from an investment relative tot he investment's cost
return on investment (ROI)
search engine optimization (SEO)
key performance indicator (KPI)
public relations (PR)
A computer program that searches databases and internet sites for the documents containing keywords specified by a user
platform
Hootsuite
search engine
social media audit
The practice of increasing the quantity and quality of traffic to a website through organic search engine results
content marketing
cross-promoting
search engine optimization (SEO)
one-to-many marketing
A regular examination of your business' social media activity
public relations
social media audit
outbound marketing
conversion
Analytics is often described as the the study of historical data to ______
evaluate the performance of past decisions
all of these
analyze the effects of potential decisions
research potential trends
This is the process of gathering and analyzing data and behavior from social media websites.
social media auditing
social media metrics
social media analytics
social media mining
Engaging in various strategies that help increase the level of overall engagement across your social media platforms is evidence of an effective
social media audit
social media analytics plan
key performance indicator
platform reporting tool
Which of the following is identified as what you will want to examine in social media audit?
How your social media marketing efforts are relevant to your social media marketing plan
what your competitors are doing and what your competitors are not doing
both what's working and what's not working, and how your social media marketing efforts are relevant to your social media marketing plan.
all of these
what's working and what's not working
Which of the following is the first step in conducting a social media auditing plan?
Write down all of your social media accounts
list out all of the important metrics you want to monitor
analyze each social media profile
check for brand consistency across all of your channels
which is NOT among the metrics presented as important to social media analytics?
conversions
audience growth
auditing timelines
audience size
____ allows you to see how engaged users are across various social media platforms, possibly the best times and days to post and whether people like your products.
Traffic
Conversions
Brand Mentions
conversions
Tracks if a user commits a desired action(like a purchase) on your website.
Brand Mentions
Conversion Rate
Customer Satisfaction
Audience Growth
The most important metrics for your business.
KPIs (Key Performance Indicators)
Bench Marks
Priorities
Goals
What is the first step in a Social Media Audit?
calculate conversion rates
Look at Facebook
Look at competitor social media pages
Write down all of your social media accounts
2nd step of a social media audit is checking for brand consistency. Which is NOT part of the checklist.
Same logo across all accounts
Correct links to your website
Comments are turned off on pages.
Compelling ad up-to-date company description
Step 4 of a Social Media Audit is to analyze each social media profile. What is the thing to look for?
How often do you post to each platform?
How much engagement do you get on your posts?
How fast does your audience grow on the platform?
All of the above
Final step of a Social Media audit is to _____
Change your logo
Audit your competition
Expand to more platforms
Increase your budget
