Font size
WorksheetsTest A
Total questions: 55
Worksheet time: 1hrs 23mins
A marketing team went to a conference to learn about social media marketing. Now they are creating a plan for social media positioning. What must they understand as they work on this plan?
The revenue that the company had in the previous year.
The total number of customers that the company currently has.
The total cost for implementing the social media plan.
The value that the company offers its customers.
Sue is leading her team in their annual risk analysis of their social media strategies. Which of the following will she have the team do first?
Manage and mitigate risks
Assess and evaluate risks
Identify threats and weaknesses
Monitor threats and revise strategies
Which one of the following is a standard model for exchanging data on the web?
Ajax
OWL
XML
RDF
Carol likes to look through Instagram at night. She finds the videos funny and likes to look at friend's pictures. She follows a few influencers but never purchases any of the products being reviewed. What type of social media consumer is Carol?
Contributor
Lurker
Sharer
Participant
The marketing department wants to increase the use of social media for advertising for next year. It will require a big increase in the budget. As they plan for the presentation to the leadership team, what step should they take?
Go offsite and have a three-day teambuilding session to energize everyone.
Reflect on how the company improved customer satisfaction last month.
Research how current social media trends are affecting new sales in their industry.
Facilitate a photo session for all current products and services.
Mary is leading her team in a review of the company's social media strategies. This two-day event may result in modifications to the tactics used in campaigns. What is the purpose of this event?
Social media metrics
Social media advertising
Social media campaigns
Social media optimization
While performing a social media audit you discover there are two social media sites with little or no activity. What is the best way to proceed?
Develop a good profile placeholder for these sites.
Ignore these pages and devote your time to other sites.
Spend considerable time getting these two sites up to par.
Delete your profile from these sites altogether.
Which of the following would you do first when planning a social media strategy?
Set goals.
Listen and analyze.
Identify the target audience.
Define strategies.
Mary is very concerned that upper management doesn't support her team's social media risk management strategy. Why is Mary justified in her concern?
The weakest link in any risk management strategy is people.
Their lack of support might result in denial of time off requests.
Annual pay increases for the team may be denied due to their lack of support.
The lack of support may reflect too much anger towards her team.
Sarah makes custom wood boxes and sells them online. She wants to increase sales by promoting her products using images with a link to her site on social media in the least expensive way. Which social media platform would work best for her?
Snapchat
YouTube
An online clothing store is applying the social media funnel to ensure their new spring line of clothing sells well. They have launched a social media campaign on Instagram and Facebook. The posts are getting a high engagement rate and the sales have been good. How can they identify the sales coming from the campaign?
Track how many likes the posts receive.
Track the click-through and conversion rates.
Ask the followers through a survey that is posted.
Evaluate the comments for any reviews by the customer.
A local business is reviewing its social media policies. They find that their employee code of conduct policy is old and that they are missing a policy on privacy. What behavior do these two policies address?
Ethical behavior
Professional behavior
Acceptable use behavior
Operational behavior
Company XYZ has a new AI vacuum that they want to sell to adults who are 60 and older. They determine they need to grab the audiences' attention quickly and then share data in a simple but effective way. How can they accomplish this using social media?
Post pictures of the vacuum.
Post an infographic.
Post a 20-minute video.
Post an offer of a free vacuum.
Alethia is at a conference about social media marketing risks. She will be briefing her management on the risks when she returns so that their Terms of Use policy can be updated. Which of the following risks does Alethia's company have no control over?
The use of cookies by social media sites to collect user information.
A comment to a post that bullies another person or group of people.
A link in a comment that points to a competitor's website.
The poor engagement that a carefully planned social campaign receives.
Enrique has been asked to define strategies that improve search engine results. The company uses social media campaigns with great results. How can these campaigns be used as a search engine optimization strategy?
Use only links to YouTube videos instead of other video streaming services and use repeatable posts.
Use repeatable posts from successful campaigns and remove all hashtags and links in the posts.
Remove all hashtags and keywords from social media posts and include only links to videos in the posts.
Ensure social media profiles for the company are completely filled out and include links to the company’s website.
Jordan owns a jewelry company. He is planning a social media campaign to offer a bracelet to new customers. His competitors have done well using influencers to promote their products. What should he look for as he selects influencers?
Relevance, promotion and experience.
Reach, relevance, and resonance.
Promotion, relevance, and engagement.
Reach, sharing and engagement.
Tyrone wants to create a social media presence for his skateboard company. He wonders if an account on Instagram would help his business. What should he consider when making this decision?
Ethnicity, religion and marital status.
Gender, brand loyalty and geographic segment.
Geography, hobbies and customer income.
Age of customers, customer income and gender.
You are the marketing manager for a home construction company. You often blog about completed home builds. Your posts describe how the energy-efficient homes will benefit the owners. The leadership team post positive comments to the blogs. They also repost through their own social media networks. What is this behavior called?
Social promotion
Executive buy-in
Return on investment (ROI)
Corporate reinforcement
Sam is the marketing manager for a plumbing company. He emails a newsletter to their customers every quarter. He would like to add a modern marketing method. Which of the following would work well with the email strategy?
Direct phone call campaign that promotes conversation with the receiver.
Social media campaign that promotes interaction with the audience.
Direct mail campaign that sends out a monthly flyer to targeted neighborhoods.
Text message campaign that sends an SMS to all customers every week about a discount.
Sonja is exploring how Facebook can help her increase brand awareness with no budget. She created a business page one month ago and has posted a little. Which of the following would be a good strategy for her to try on this social platform?
Create a LinkedIn Group for her customers to share how they use her products.
Create product demonstration videos to post and see how many likes she receives.
Post a series of tweets with images of your brand to see if your followers increase.
Create different promotional offers to evaluate how people respond to each one.
The marketing team uses the same username and password for all of their social media sites. They have the information posted in the mailroom. What is the threat and weakness in this situation?
The threat is a hacker posting on the company sites; the weakness is the visible username and password for each site.
The threat is customers who comment often on the posts; the weakness is the lack of control over comments.
The threat is social media administrators; the weakness is malware that can be posted.
The threat is the visible username and password for each site; the weakness is a hacker posting on the company sites.
Lauren is the marketing manager of an online clothing store. She is creating a social media strategy to drive sales for the new fall line of clothing. She is reviewing three personas and ranking them based on the possible level of interest in the fall line. Which stage of the social media strategy plan cycle is she in?
Monitor and adjust
Listen and analyze
Implement
Identify the target audience
Mike just returned from a conference where he learned about SWOT. He is explaining to his boss the difference between a threat and a weakness. He explains that a threat has the potential for someone to harm a company. Which of the following defines a company weakness?
A weakness is a process that the company has refined to reduce a threat from actually happening.
A weakness is the result of employees supporting the company's social media marketing efforts.
A weakness is a company's vulnerability that makes a threat likely to happen.
A weakness is a method to extract and save data that can hurt the company.
Joe started using Pinterest to post images of his woodworking projects. He wants to measure the success of his Pinterest posts. Which of the following would be a strategy to help him get this data?
Create a Boomerang video to pin and see how well it is received by the number of repins it gets.
Use the multi-capture feature to pin multiple photos at one time and see how often the viewers repin it.
Use the analytics function of this social media platform to see where content is being pinned.
Use LinkedIn Pulse to keep track of industry news and how it affects his woodworking projects.
Which metric is often used to determine quality scores?
Cost-per-thousands of impressions
Engagement rate
Cost-per-engagement
Click-through rate
Keith works for a company that sells sporting equipment. He has been asked to create a persona for the primary target audience for these products. He is aware of two criteria that identify a primary target audience: 1) someone who needs the product and 2) someone who is interested in receiving information. What is the third criterion?
Someone who can afford the product.
Someone who is a previous customer who shares your posts.
Someone who can be viewed as a brand ambassador.
Someone who wants to share the product with others.
Marco is very handy with woodworking. He has a barn that functions as his shop. He often shares on social media instructions and advice for building different things. His neighbor suggested that he become an influencer on social media and make a little extra money. Which social media platform would work best for Marco?
Snapchat
Lisa knows that it is important that some company posts on social media contain links to the company's website. However, she is unclear on whether it impacts search engine results. Which of the following would explain to Lisa the connection between the two?
Google recognizes shareable content as a positive for rankings; however, inbound links are not described as this type of content.
Google does not recognize any hyperlinks on a website; therefore, the inbound links from social media posts have no effect.
Google does not recognize inbound links to websites; therefore, the link has no impact on search engine results for the company.
Google considers links from posts to a website as an inbound link; therefore, it can move a company's website position higher on search engine results.
A makeup store is creating their social profile. Which of the following is most important when creating this profile?
The name on the account should be a general name that reflects the industry.
The name on the account should be the name of the business.
The name on the account should be the customer service manager.
The name on the account should be the marketing manager.
A car dealership uses social media often to market available cars for sale. They noticed a recent decline in activity on their posts. They have not changed how they use the platforms in over three years. Which of the following would be a good strategy to implement?
Focus on only one social media platform.
Use two or three additional social media platforms.
Review social media trends every 9-12 months.
Use humor in their posts to make them entertaining.
A local grass and seed store is competing against big stores that just moved into the area. They know that customers value their knowledge and experience. How can they use social media ethically to promote this?
Take pictures of the inside of the store and post them.
Comment on competitor's posts and redirect users to their website.
Go to community events with a flyer that promotes the store's social media site.
Post blogs on how to tackle some common planting issues.
A carwash uses direct mail to send monthly specials. How can they use social media to improve communication with their customers?
Upload PDF files of their monthly promotions.
Post links to their corporate Web site.
Schedule promotional events at their busiest location.
Post blogs and customer reviews.
Banks have struggled to adapt to social media. Which of the following would have slowed their progress down?
Struggling to find new staff to monitor and respond to social media postings.
Not being concerned about customer relations so they are slow to spend money on social media.
Developing extensive policies and training regarding personal use of social media by employees.
Managing a budget that is too large when trying to develop ways to use social media
A clothing store for men is planning a promotion campaign on social media to increase sales. Their resources are limited so they are going to select two social media platforms for the campaign. Which two social media platforms would be the best choice for them?
LinkedIn and Pinterest
Facebook and Instagram
LinkedIn and Twitter
Snapchat and Twitter
Arial is the manager of the company's social media risk management team. She has been notified that one of their posts received a harsh comment from a follower. They want to prevent the situation from becoming viral. What should the team do?
Turn off the commenting feature on all social media platforms and direct message the follower asking them to a dissatisfaction forum.
Delete the follower's comments and direct message the follower asking them to share frustrations through customer service.
Respond to the follower's comment with a post that shows the company wants to listen, understand and make the situation better.
Respond to the follower's comment anonymously so that the follower is discredited and looks like someone who just likes to complain.
A flash flood has closed a highway. Public services announce the closure on social media. Many people respond by asking for detour assistance. What is this behavior often referred to as?
crowdwising.
crowdshaping.
crowdsourcing.
crowdfunding.
A small college wants to improve its overall reputation with future students and their parents. They know they need to use social media but are not sure how to do that. What would be a good strategy to consider?
Request the professors to record a short video of an actual class to post.
Ask the student leadership to come up with three community service events to promote in a post.
Request each academic department come up with blog ideas to post monthly.
Ask the students to take and post pictures of student life activities.
Company A is having a hard time filling open positions. The human resource team wrote new goals using social media tactics to improve the situation. Which of the following would be an appropriate goal?
Respond to a job inquiry about a posted open position on social media within three days.
Request that any referrals be sent to the company through a comment on the post.
Request that all people interested in a posted job contact human resources through email.
Respond to all individuals who like or comment on an open position post within three days.
A local water park reviewed some threats and weaknesses with their social media campaigns. They put a policy in place that calls for three reviews of a drafted post. They are now watching to see if the policy will reduce the threats and weaknesses. What stage of the social media risk assessment are they in?
Assess and evaluate risks
Manage and mitigate risks
Identify threats and weaknesses
Monitor risks and revise strategies
A local skateboard business writes tips about tricks and events that are posted on social media. Their posts are often reposted by their followers. What kind of social media communication is this?
Earned communication
Paid communication
Shared communication
Owned communication
Sally is analyzing the last social media campaign. She is looking at the sentiment of the campaign. Which of the following would indicate a concern?
The number of likes and comments is relatively high.
The comments made about the company's brand are positive.
The overall tone of comments is negative or neutral.
The number of followers experienced a solid growth rate.
Company XYZ will be launching a new kayak line in 9 months. The marketing team has created two personas for the marketing plan. Part of the marketing plan will be a social media strategy. Which social media strategy would be most effective?
Use Twitter for both Persona 1 and Persona 2
Use Snapchat for Persona 1 and Pinterest for Persona 2
Use Instagram for both Persona 1 and Persona 2
Use Pinterest for Persona 1 and Twitter for Persona 2
Company A is concerned about employees placing personal posts on social media while at work. They have decided to revise the current policy to cover guidelines for social media use while at work. Why is this company doing this?
An employee's personal social media use at work is considered illegal.
An employee's personal social media use can hurt the company's brand.
The company network will only function well if it is used as originally planned.
It creates a security issue by making network documents exposed to hackers.
Marc's team is having a hard time understanding what semi-structured data is. How could he explain this?
It is data that is not organized by tags but uses tables and is captured through online conversations; example is a traditional database.
It is data that is captured through sensors and organized into tables; examples are numbers and text.
It is data that is structured by a table; examples are images, videos, or text.
It is data that is not organized by a table but uses a tagging system; examples are HTML tags.
Phil is preparing a short presentation for the leadership team to review last month's social media crisis. He will show how sales have increased using social media campaigns. He also needs to ensure they understand the risks. Which of the following is a risk that he could highlight?
Damage to the company's reputation due to negative comments.
Increased customer service calls as product sales increase.
The inability to turn off comments on company posts.
Increased followers that repost and comment on company posts.
An international company is changing its social media strategies. The changes will impact its branches all around the world. Which strategy will measure the success of the plan?
Social media campaign
Organizational unit
Platform
High-level
Another account was created on social media that imitated Company A. Which term describes this type of risk?
Spear phishing
Social proof
Social engineering
Brandjacking
Company A has used social media as a primary marketing tool for the last three years. Their amplification rate is very good. What is the likely reason for this growth?
The posted content was engaging and resulted in reposts.
The company reposted the same content every month to keep the process simple.
The company only posted content once every two weeks to prevent boredom.
The posted content was lengthy and comprehensive, and resulted in reposts.
Employees of Company A are emailed an update every three months on the status of the company's goals. There have been complaints that the information is too hard to understand. Which of the following would be a good strategy for the writers to use that would help resolve this issue?
Update all managers on a monthly basis so they can answer their team’s questions.
Post an infographic on the company intranet to help simplify the complex concepts.
Use a video to share the complex data along with calming music to ease anxiety.
Post the update on a monthly basis on the company’s intranet site in .pdf format.
Larry’s team receives 10 to 15 issues a day related to the company’s social media sites. Not all issues can be resolved in the same day. What steps can Larry’s team take to manage the open issues and ensure the company’s brand is protected?
Immediately assign a team member to a new issue and let that person evaluate its risk.
Turn off commenting on all social media sites when the number of issues rises above 15.
Divide the open tasks up between the team members at the start of each day.
Develop a scoring system to ensure that those issues with the highest risk score get resolved first.
Sonja has been asked to recommend a social media platform to advertise the winter line of clothing. The target audience is young adult females. Which social media platform will she recommend?
Luke has been asked to draft content for the upcoming social media campaign. As he begins, he decides to focus on catchy headlines, content tailored to the targeted audience, and a character count under 40. What goal is Luke trying to achieve?
Create content that will be effective on social media.
Create content that is classy and professional.
Create content that will work for many different audiences.
Create content that is detailed and informative.
When identifying influencers, it is important to remember Brian Solis's three Rs. Reach and relevance are two of the Rs. Which of the following is the third R?
Relationship
Resonance
Relevance
Reach
A company that makes military equipment is having problems with social media use by employees. They have decided to revise their code of conduct. Which of the following is important to have in the code of conduct?
Topics that employees are allowed to discuss on social media platforms.
The budget that is being spent on the company's social media platforms.
The strategic goals for social media campaigns and how they will grow business.
How the success of social media marketing is being measured.
Elena's team is developing criteria for choosing influencers. They decide that individuals with high centrality are who they will pursue. What are they looking for?
A person who has the ability to analyze and extract patterns in comments they receive.
A person with a high number of followers that also includes other influencers.
A person who experiences a high return on investment from their posts.
A person who posts data that is high in volume and variety, with high velocity.
