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WorksheetsPractice Test A
Total questions: 60
Worksheet time: 30mins
When evaluating influencers, Brian Solis emphasizes three key factors. Two of these are reach and relevance. Can you identify the third factor?
Reach
Relationship
Resonance
Relevance
A local water park has identified threats and weaknesses in their social media campaigns. To address these issues, they implemented a policy requiring three reviews of each drafted post. They are now monitoring the effectiveness of this policy. Which stage of the social media risk assessment process are they currently in?
Identify threats and weaknesses
Monitor risks and revise strategies
Assess and evaluate risks
Manage and mitigate risks
Andi is guiding her team through their yearly evaluation of social media risks. What is the first task she will assign to her team?
Manage and mitigate risks
Monitor threats and revise strategies
Identify threats and weaknesses
Assess and evaluate risks
Billy is planning to establish a social media presence for his skateboard company. He is contemplating whether creating an Instagram account would benefit his business. What factors should he take into account when making this decision?
Geography, hobbies and customer income.
Gender, brand loyalty and geographic segment.
Ethnicity, religion and marital status.
Age of customers, customer income and gender.
Company C is worried about employees making personal social media posts during work hours. They have decided to update their policy to include guidelines for social media use at work. What is the reason behind this decision?"
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.
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.
Company XYZ aims to market their new AI vacuum to adults aged 60 and above. They need to capture the audience's attention swiftly and convey information in a clear and impactful manner. How can they achieve this through social media?
Post an offer of a free vacuum.
Post pictures of the vacuum.
Post an infographic.
Post a 20-minute video.
Company B has relied on social media as their main marketing strategy for the past three years. They have achieved a high amplification rate. What factors might have contributed to this success?
The company only posted content once every two weeks to prevent boredom.
The company reposted the same content every month to keep the process simple.
The posted content was engaging and resulted in reposts.
The posted content was lengthy and comprehensive, and resulted in reposts.
A large grocery store chain currently relies on print media, publishing weekly flyers for newspapers and frequently sending direct mail flyers. How can they effectively integrate social media into their advertising strategy?
Post recipes with coupons for the ingredients.
Post the weekly coupon flyer as a PDF.
Schedule promotion events at various store locations.
Post a link to their corporate Web site.
An online clothing store is leveraging the social media funnel to promote their new spring collection. They have initiated a campaign on Instagram and Facebook, which is seeing high engagement and strong sales. What methods can they use to track the sales generated specifically from this 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.
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?
A link in a comment that points to a competitor’s website.
A comment to a post that bullies another person or group of people.
The use of cookies by social media sites to collect user information.
The poor engagement that a carefully planned social campaign receives.
A flash flood has led to a highway closure, and public services have used social media to announce it. Many people are replying with requests for detour information. What is this type of behavior typically called?
crowdshaping
crowdsourcing
crowdfunding
crowdrising
Markus is getting ready to present to the leadership team about last month's social media crisis. He will show how social media campaigns have increased sales, but he also needs to point out potential risks. Which of the following risks should he highlight?
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.
Damage to the company’s reputation due to negative comments.
Jake's team is struggling to grasp the concept of semi-structured data. How can he explain it to them?
It is data that is structured by a table; examples are images, videos, or text.
It is data that is captured through sensors and organized into tables; examples are numbers and text.
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 not organized by a table but uses a tagging system; examples are HTML tags.
A small college seeks to enhance its reputation among prospective students and their parents. They understand the importance of using social media but are uncertain about the best approach. What strategy should they consider?
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.
Request the professors to record a short video of an actual class to post.
The marketing team uses the same username and password for all their social media accounts, and this information is publicly posted in the mailroom. What are the security risks and vulnerabilities associated with this practice?
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.
What is the first step you would take when developing a social media strategy?
Set goals.
Listen and analyze.
Identify the target audience.
Define strategies.
Joe has begun sharing images of his woodworking projects on Pinterest. He wants to evaluate the success of his posts. Which of the following strategies would help him gather this data?
Use the multi-capture feature to pin multiple photos at one time and see how often the viewers repin it.
Create a Boomerang video to pin and see how well it is received by the number of repins it gets.
Use LinkedIn Pulse to keep track of industry news and how it affects his woodworking projects.
Use the analytics function of this social media platform to see where content is being pinned.
Banks have faced challenges in adapting to social media. Which of the following factors might have hindered their progress?
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.
Struggling to find new staff to monitor and respond to social media postings.
A local skateboard shop shares tips on tricks and events through social media. Their followers frequently repost these updates. What type of social media communication does this represent?
Owned communication
Earned communication
Paid communciation
Shared communication
Joe is reviewing the sentiment of the recent social media campaign. Which of the following would signal a potential issue?
The number of followers experienced a solid growth rate.
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.
A large paper products company recently hired a new CEO who regularly blogs on social media about improving products and reducing environmental impact. Other company leaders participate in her blog discussions and share them with their teams. What is this behavior called?
Social promotion
Executive buy-in
Return on investment (ROI)
Corporate reinforcement
A self-employed motivational speaker is active on social media platforms such as Twitter, Facebook, and YouTube. However, he doesn't have the time or resources to maintain a presence on other sites. What is the most cost-effective way to ensure potential customers can still reach him?
Delete your profile from these sites altogether.
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.
Lori creates custom wood boxes and sells them online. She wants to boost sales by promoting her products with images and links to her site on social media in the most cost-effective way. Which social media platform would be best for her?
YouTube
Snapchat
Which metric is commonly used to assess quality scores?
Cost-per-thousand impressions
Click-through-rate
Cost-per-engagement
Engagement rate
Joe owns a jewelry company and is planning a social media campaign to offer a bracelet to new customers. His competitors have successfully used influencers to promote their products. What criteria should he consider when selecting influencers?
Reach, relevance, and resonance.
Promotion, relevance, and engagement.
Reach, sharing, and engagement.
Relevance, promotion, and experience.
A men's clothing store is planning a promotional campaign on social media to boost sales. With limited resources, they need to choose two social media platforms for the campaign. Which two platforms would be the best choice for them?
Facebook and Instagram
LinkedIn and Twitter
Instagram and Twitter
LinkedIn and Pinterest
A local business is updating its social media policies and discovers that its employee code of conduct is outdated and lacks a privacy policy. What behaviors do these two policies address?
Professional behavior
Ethical behavior
Operational behavior
Acceptable use behavior
Louis, the marketing manager for a plumbing company, sends a quarterly newsletter to customers. He wants to incorporate a modern marketing method. Which of the following would complement his email strategy?
Direct mail campaign that sends out a monthly flyer to targeted neighborhoods.
Text message campaign the sends an SMS to all customers every week about a discount.
Direct phone call campaign that promotes conversation with the receiver.
Social media campaign that promotes interaction with the audience.
A car dealership frequently uses social media to market cars for sale but has noticed a recent decline in post engagement. They haven't updated their social media strategy in over three years. Which of the following strategies would be effective 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 company that manufactures military equipment is facing issues with employees' social media use. They have decided to update their code of conduct. Which of the following elements should be included in the revised code of conduct?
The budget that is being spent on the company’s social media platforms.
Topics that employees are allowed to discuss on social media platforms.
How the success of social media marketing is being measured.
The strategic goals for social media campaigns and how they will grow business.
Sally is leading her team in a two-day review of the company’s social media strategies, which may lead to changes in campaign tactics. What is the goal of this event?
Social media advertising
Social media campaigns
Social media optimization
Social media metrics
Kelly has been tasked with recommending a social media platform to advertise the winter clothing line. The target audience is young adult females. Which platform should she choose?
A makeup store is setting up its social media profile. Which of the following is the most important factor to consider?
The name on the account should be the marketing manager.
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.
Nicole, the marketing manager of an online clothing store, is developing a social media strategy to boost sales for the new fall clothing line. She is evaluating three personas and ranking them by their potential 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
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 value that the company offers its customers.
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.
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?
Respond to the follower’s comment with a post that shows the company wants to listen, understand and make the situation better.
Delete the follower’s comments and direct message the follower asking them to share frustrations through customer service.
Turn off the commenting feature on all social media platforms and direct message the follower asking them to a dissatisfaction forum.
Respond to the follower’s comment anonymously so that the follower is discredited and looks like someone who just likes to complain.
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.
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 be viewed as a brand ambassador.
Someone who is a previous customer who shares your posts.
Someone who can afford the product.
Someone who wants to share the product with others.
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 is detailed and informative.
Create content that will work for many different audiences.
Create content that is classy and professional.
Create content that will be effective on social media.
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?
Ensure social media profiles for the company are completely filled out and include links to the company’s website.
Remove all hashtags and keywords from social media posts and include only links to videos in the posts.
Use repeatable posts from successful campaigns and remove all hashtags and links in the posts.
Use only links to YouTube videos instead of other video streaming services and use repeatable posts.
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.
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
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?
Use a video to share the complex data along with calming music to ease anxiety.
Post an infographic on the company intranet to help simplify the complex concepts.
Update all managers on a monthly basis so they can answer their team’s questions.
Post the update on a monthly basis on the company’s intranet site in .pdf format.
A well known CEO of a large company regularly makes keynote speeches at industry conferences.
How can these presentations be made more social?
Contract with a reality television producer to create a short run series for cable broadcast.
Share them as live streaming events and invite the audience to ask questions, which the CEO will
answer immediately.
The format of the speeches to a question and answer panel with four to five participant
Record the speech and post it on the company's Web site with a text transcript.
A small book publishing company wants to promote their titles through social media Which strategy
would best support them?
Post videos of interviews with published authors bundled with "buy now" social commerce
options.
Offer low cost writing workshops scheduled as shareable events.
Auction signed copies of the books on retail shopping sites.
Cultivate a relationship with an online book club to share announcements and offer free books.
You suspect that some of your social media posts are not effectively reaching your target audience. What strategies can you implement to enhance the reach and impact of your posts?
Create compelling ads and promote well-received organic posts.
Evaluate the click through rates to your Web site.
Repeal the same posts over and over.
Address posts to the entire platform audience.
What kind of social media metric best measures the number of followers who noticed and
responded to a paid advertisement?
Cost per click
Conversion attribution
Total revenue earned
Click-through rates
Lisa works for a local community organization and is creating a social media campaign to encourage followers to sign up for their monthly email newsletter. Which of the following strategies would be the most effective for optimizing her social media campaign?
Use multiple variations of the post over the duration of the campaign with catchy headlines and
images that are TAILORED to each platform. Make sure to never use the exact post twice.
Use the same post headlines and images across all platforms for brand uniformity. Use the same
post multiple times over the course of the campaign in order to create a consistent message.
Use headlines and images that are optimized for each platform. Post the information only once on
each platform to avoid annoying the user base.
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.
Graham is the social media manager for a privately owned teenage sports club site. When users sign up, they must agree to the terms of use and privacy policies before creating a profile or posting. These policies allow Graham's organization to collect and use data about users, 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 them services from other companies he
owns
The social media marketing manager identifies users with similar sports interests and sends links
of upcoming sports events and group activities
The legal department sends notices to users who are using the site inappropriately, to stop these
specific behaviors
The social media community manager collects data to identify and measure user engagement and
to locate influencers who can assist in building the community
Marie works in social media marketing for an established online shoe company. The company runs multiple social media campaigns simultaneously to encourage current and potential customers to purchase the latest fashion trends. At which stage of these campaigns should Alice define her audience's positions in the social media funnel?
Implementation and measurement
Planning
Development
Preparation
An airline customer service department needs to notify passengers when a flight is delayed. Which of the following is an example of a SMART goal mission statement for the customer service department?
Alert passengers via text message about special offers on future flights
Notify passengers via text message within 15 minutes of flight delays
Alert the baggage handling department to move bags to temporary storage
Notify airport management to update departure boards hourly
What is the primary disadvantage of using social media?
A company must establish policies covering social media usage and provide training
You can gather information about what customers want in products.
In a crisis situation, a company's reputation can be damaged quickly.
A company can lose control of how its corporate logo is used.
A yarn store manages an online group with several hundred members on a popular social media site to share new patterns and projects. The group manager notices that only a few members are posting regularly. How can she encourage more members to share their projects?
Cross post new projects from a quitters group.
Create instructional videos of previously posted projects.
Offer free yarn skeins to first time posters.
Encourage the frequent posters to contribute more.
When evaluating a visualization of social network members, influencers are typically considered the most important. What is this concept known as?
Transivity
Structural equivalence
Reciprocity
Centrality
A company has found that their typical customer first learns about their products through social media, then visits the company website, and finally makes a purchase. What type of conversion attribution model does this describe?
Position based
Single source
Multi source
Last social touch
A marketing company is developing a promotional service for its clients. This service includes daily posts on popular social media platforms, featuring information about selected products, a map of the client's current location, and the date/time the product is available. What type of business client would benefit most from this social media strategy?
A franchise restaurant company with 30 locations.
A gourmet food truck selling upscale sandwiches.
An art gallery selling antique paintings.
A mobile pet grooming service.
Abel works for a company that sells non-toxic, environmentally friendly cleaning products. She is planning a social media campaign and needs to create impactful content. What types of content should Jenn develop to effectively engage audiences across multiple social media platforms?
Several trendy collage images with various filters, an elaborate infographic explaining the
chemistry behind their cleaning products and video interviews with various members o( the
marketing and sales team
A profile and a cover photo to repurpose across all platforms and a full length video of an
infomercial the company recently aired on regional television
Images that contain the brand color scheme and products, infographics on the impact of toxic
cleaning chemicals on the environment compared to their products and videos demonstrating how
well the products work
A wide variety of images with eye-popping color schemes, infographics similar to their
competitors' and a podcast discussing how well their products work
Billy is looking to expand his video production business by attracting more clients. He wants to create an engaging social media post. Which of the following would be the most compelling call to action?
Share this with all of your friends
Watch this video compilation to see what services we have to offer.
Message me for details
Schedule a video shoot today, to receive a 10% discount
Frank is managing a social media advertising campaign and has chosen a popular social site that charges a flat membership fee plus a pay-per-click fee. He is also outsourcing the graphical design of the ads. What information is needed to calculate the cost-per-click (CPC) for the campaign?
Graphic design cost, membership fee. pay-per-click fee and total clicks made.
Employee compensation, cost of goods sold and pay-per-click fee.
Total budget amount, pay-per-click fee and total clicks made.
E-commerce site listing fees. Wet* site development costs and pay-per-click fees.
A startup business is creating fabric patterns for the home fashion industry. Which social media platforms would be most effective for their marketing strategy?
Photo oriented sites, such as Instagram or Pinterest
Microblogging sites, such as Twitter.
Content sharing sites, such as Facebook or MySpace.
Professional networking sites, such as Linkedin
