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Hootsuite Social Media Marketing
Terms in this set (51)
Cover photos have a prominent location in your social media profiles, so you should use this space strategically - for example, it's a great place to ___________________________
A. showcase Buy Buttons for new products
B. display a professional headshot
C. announce new product releases or generate interest in upcoming events.
D. serve up Display Ads
E. highlight CTAs (Call-to-Action)
F. put your company logo
When optimizing your social media profiles, be sure to provide a consistent business description across all channels. Brainstorm a handful of essential and _____________ keywords that describe your company, and incorporate them into the copy of your About sections.
Private Twitter Lists are a great way to _________.
A. use relevant industry Twitter accounts to influence your SEO
B. maintain lists of relevant keywords
C. engage with industry influencers
D. keep up with competitors' content without publicly following them
To take full advantage of your Twitter Media Gallery, ensure that you've uploaded a minimum of:
A. 8 videos and 3 photos
B. 6 photos or videos
C. 1 Tweet Button to each of your web properties
D. 2 private Twitter lists
Which of the following statements describes a best practice regarding your Facebook page profile picture?
A. Change once a week and use random images to create visual interest
B. Change it strategically to match your current campaigns
C. Change it every day to keep your followers interested
D. Keep your profile picture consistent
On your Facebook Business page, which feature would you use to provide your followers with the ability to shop now, sign up, or contact your organization?
A. third party app integration
B. 'featured likes' column
C. instant conversion
D. call-to-action button
You should keep the information on your LinkedIn profile fairly sparse so people are compelled to navigate to your website for more information about your company.
_______________ let you segment your company offerings by target market and are a great way to focus on different products separately so you can modify positioning and messaging.
A. LinkedIn Showcase pages
B. LinkedIn Groups
C. LinkedIn Featured Products
D. LinkedIn Products and Services Tabs
What is a unique feature of an Instagram Business account versus a Personal Account?
A. They can include at least one contact option, in the form of an email, phone number, or street address.
B. Your posts will be prioritized in your followers' newsfeeds.
C. They allow you to send private messages to your entire follower list.
D. You can delete comments left on your posts.
E. They receive 5 free boosted posts per month.
To ensure your brand is being represented in the best light on Instagram, and to discover content from your customers, you should keep an eye on _____________.
A. Your Instagram Insights metrics
B. Your connected business accounts section
C. Photos in which your organization has been tagged
D. Trending Instagram hashtags such as #TBT posts
E. The comments section of boosted posts
When optimizing your YouTube page, use _______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.
D. recommended content
______________________ are a YouTube feature that show up at the end of your video and can be used to lead visitors to a landing page once they have finished watching it.
A. Landing Page Re-directs
B. Channel Trailers
C. Caption Files
E. Video Cards
Which of the following IS a component of a social media strategy?
A. Organization of networking events
B. Designing email campaigns
C. Website Maintenance
D. Crisis Management Plan
E. Prospecting Strategy for Sales Leads
The key question you want to keep in mind while undertaking a social media audit is: "What value is your organization adding to your customers through social media now vs. _______________?"
A. the value you want to be adding
B. the number of followers you gain per quarter
C. the value your customers are providing to you
D. the maximum revenue you can extract from customers in exchange
E. the amount you spent acquiring them
Social media objectives should:
A. be finalized early, so marketing goals can be designed around them
B. adhere to the CCAF framework: context, challenge, activity, feedback
C. flow from, and directly support, social media tactics
D. be independent of competing marketing and organizational goals
E. adhere to the S.M.A.R.T. framework (specific, measurable, achievable, resourced, time-bound)
Identify the order of the elements below that most accurately reflects their relationship to each other.
A. Organization Goals, Departmental Goals, Social Media Goals, Social Media Objectives, Social Media Tactics
B. Organizational Goals, Social Media Objectives, Social Media Goals, Social Tactics, Departmental Goals
C. Departmental Goals, Organizational Goals, KPIs, Social Media Goals, Social Media Objectives
D. Social Media Goals, Social Media Objectives, KPIs, Organizational Goals, Departmental Goals
E. Social Tactics, Social Media Objectives, Social Media Goals, Departmental Goals, Organizational Goals
When pitching your budget to decision makers, focus on conveying two things: First, demonstrate ROI from the current year, and second:
A. highlight shortcomings caused by lack of budget in the previous year.
B. emphasize how much more efficient your team is with resources than the company as a whole.
C. showcase your top performing content from the previous fiscal year.
D. showcase the value of the initiatives, campaigns, and goals you have in mind for the coming year.
E. emphasize how much your team deserves, given how hard they work.
Social media tactics tend to fall into 3 categories:
A. paid, owned, earned
B. earned, influenced, purchased
C. earned, borrowed, acquired
D. aimed, taught, bought
_______________would involve serving messages and content organically through your organization's official social channels. ARPU levers
A. Owned tactics
B. Conversion channels
C. Top of funnel media properties
D. none of the above
E. all of the above
Identifying and defining _______________for the calendar year is essential when planning your social media activity. brand voice
A. measurement activities
B. key dates and timelines
C. social media policy
D. all of the above
A social media policy is intended to: coming year on the behalf of the company company employees media initiatives in the coming year
A. outline the ways in which sales and marketing activities will support social
B. provide guidelines for appropriate and inappropriate use of social media by
C. outline what social media strategies and tactics that will be pursued in the
D. mandate the required amount of social media promotion employees must do
What element of a Crisis Management Plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume?
A. none of these
B. Decision Tree
C. Venn Diagram
D. Conditional ("If-Then") Branches
E. Flow Chart
F. Hypothetical Imperatives
Four days into launching your content strategy, it is not hitting its performance goals. You should:
A. give it some more time, and continue monitoring results
B. scrap it and start from scratch
C. adjust performance goals so the strategy becomes a winning one
D. leave it as is, 95% of content strategies work in the first year
Qualitative and quantitative data should be _______________ on a consistent basis.
A. refrained from being used
B. reported, adjusted and leveraged to shift strategic direction
C. gathered, discarded and used to adjust course
D. gathered, analyzed and used to adjust course
Engagement can be categorized into _________ distinct types, all of which drive value for the members of your community.
If you encounter a question on social media channels to which you don't have an answer, its best to be _________
In order to cement positive relationships with your brand advocates on Twitter, you should:
A. engage with their online content and give public shout outs to recognize their support
B. offer to employ negative SEO practices to help them move their business interests forward
C. provide an honorarium for each positive mention they make about your brand
D. empower them to unfavorably review competitors products in a public form (e.g., Yelp)
Since a business cannot follow their Facebook followers directly, it's important to build a community and demonstrate customer care by _______________.
A. requesting to follow your business' Facebook followers from your own personal account.
B. all of these
C. sending each new follower a standardized, formal Facebook message to thank them.
D. sharing lots of new content and promotional materials each day.
E. responding to questions and comments from customers on your Facebook post's comment threads quickly and thoughtfully.
Operating without a ______________ could result in posts that exhibit unbalanced tone, subject matter, or purpose. Moreover, without this plan in place, most organizations would find it difficult to maintain an effective cadence and regularity to their posting schedule.
A. influencer strategy
B. advocate strategy
C. earned strategy
D. paid strategy
E. content strategy
What is not a key component of a Social Media Content Strategy?
A. specifications for profile optimization
B. brand voice and persona
C. research and analysis of current content reception and strategy
D. target audience identified by platform
E. list of content-specific goals and objectives
F. plans for the distribution of your content
G. both a and b
Why is it important for social media managers to share insights into the performance of content shared on social media channels with individuals or teams within the organization responsible for creating branded content?
A. These insights show which networks content should be posted on.
B. These insights ensure content is never repeated.
C. These insights can influence new content being created.
D. These insights prove what a great job you've done promoting content.
A social media content calendar should be broken down into 2 major sections: Your __________ which could contain items such as campaign starts, influencer takeovers, and new blog posts, and a more fine-grained ______________ which could be a detailed schedule of every post for each of your social networks.
A. larger monthly calendar; weekly calendar
B. content strategy; hourly schedule
C. social media strategy; evergreen content list
D. none of these options
E. industry calendar; weekly schedule
F. weekly calendar; post-by-post spreadsheet
Shared content can be categorised into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.
Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.
A. none of these
B. in other industries
C. in previous decades
D. in print form
E. within their organization
F. by their competitors
A Social Media Manager for Athene Suites Hotels has gathered hundreds of vacation photos submitted by followers of the organization's Instagram account. The best of these photos will be posted on the channel in an upcoming campaign that celebrates customers. Which term best describes these photos:
A. User-discovered Media
B. Visually Curated Media
C. Audience curated images
D. User-generated content
E. Follower Based Content
Let's say you're looking to increase the visibility of your company blog. What, in addition to SEO tactics, could you do to make it easy for people to organically find your previously published posts?
A. Paid Boost via Google AdWords for underperforming posts
B. none of these
C. Embed pixels into all old blog posts
D. Republish old articles with different headlines
E. Hire a skywriter and graffiti artist
F. Link internally to previously published blog posts
G. Email a blog link to all captured leads
If you are regularly posting content to multiple social networks, an important rule of thumb is to _____________. more accurate penalized by Google
A. tailor messages to the unique strengths of each platform, where possible
B. post a message on all platforms at the same time to make gathering metrics
C. post the message at differing times on each network to avoid being
D. none of the above
E. use exactly the same wording to maintain consistency of voice
Which of these is NOT a best practice for sharing content on social media?
A. incorporate visual content into your posts when possible
B. vary your content
C. brainstorm headlines and captions that are clear and attention-grabbing
D. re-post content frequently so it can be seen at the optimal times in every timezone
E. encourage employees to share content on their social profiles
F. use tools to pre-schedule or auto-schedule your messages
Research shows that most Facebook users are on mobile, and engagement declines dramatically with longer posts. A rule of thumb, you should aim to write posts that are around ________.
A. 50-60 characters
B. 480 characters
C. 280 characters
D. 140 characters
On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.
B. Map lenses
D. Image Boost
E. Photo Layers
Which of these is NOT a best practice for increasing engagement on LinkedIn posts?
A. name the professions you want to target in the post's copy
B. post content regularly
C. upload your videos directly into LinkedIn
D. include 10+ hashtags in your posts
E. add visual content to your posts
When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using: metatags
A. popular snippets from popular videos, and recognizable songs
B. creative commons licensing and URL parameters
C. URL parameters, video cards, and clickable overlays
D. all the options available to you under Monetization settings
E. high quality thumbnails, well written titles and descriptions, and relevant
When it comes to creating video for your social channels, which of the following is NOT a best practice? well. Instagram Stories or Snapchat Premiere
A. Invest in professional video editing tools such as Final Cut Pro or Adobe
B. Shoot your video from different angles, and film additional "B-roll" footage
C. Since video will be consumed on mobile, record videos using mobile as
D. Film in landscape mode generally, but portrait mode when filming for
E. When editing, consider adding subtitles or descriptive text to your videos.
What is a key tactic to use when measuring the reach of content, particularly content with a longer shelf life, such a blog posts, to ensure that you're comparing apples to apples? reach. down the reach of each piece of content and compare.
A. Pick a consistent time frame to measure for each piece of content.
B. Make sure all blog posts are published at the same time to avoid uneven
C. Measure the first 24 hours of reach only, as traffic dies down after day 1.
D. Choose a day of the week to be your measurement day, where you write
E. Measure each piece of content's reach at the end of the quarter.
Why is it important to take sentiment into account when looking at the conversation rate of a social media post? number of negative comments. conversation rate. interpretation.
A. Sentiment is not related to conversation rate.
B. Sentiment analytics are how you get from a conversion rate to a
C. A post's conversation rate can be high because it has received a large
D. So the data being interpreted is unbiased by emotion and not open to
E. Sentiment is the dividend in the conversation rate formula.
The value of social advertising lies in the large audience size your company has the potential to reach and the ________________ social ad platforms offer.
A. integration with print and TV campaigns
B. collaborative relationships
C. negative SEO benefits
D. finely tuned targeting capabilities
When buying an ad for Instagram or Facebook, begin by selecting the ___________ that most closely matches your business needs.
D. 'Automation Triggers'
If your new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best?
B. Tweet Engagement
D. Twitter Ad Card
Instant Experience is a paid advertising feature on Instagram, configured to show media, display a storefront, complete a form, or explore lifestyle images with tagged products. To use Instant Experience, you'll need to create your ad in:
A. Hootsuite Ads
B. Google Ads
D. the Instagram app
E. Instagram Desktop
LinkedIn offers a type of paid advertising where a post is promoted in your target audience's HomeFeed, but is NOT published on your LinkedIn Homepage.
A. dynamic content
B. sponsored content
C. lead ads
D. dynamic ads
E. direct sponsored content
If you want to run a paid advertisement that appears across a wide variety of websites, videos, and mobile apps, your best choice is:
A. YouTube's Video Ads Manager
B. Google Ads Experience
C. Facebook Ads Manager
D. Twitter Ad Cards
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