Podcast
Questions and Answers
Which answer is NOT a benefit of having a social media strategy?
Which answer is NOT a benefit of having a social media strategy?
Which KPI is most likely to be a vanity metric?
Which KPI is most likely to be a vanity metric?
On which social network should you share content more frequently?
On which social network should you share content more frequently?
Which of these KPIs demonstrate engagement? Choose all that apply.
Which of these KPIs demonstrate engagement? Choose all that apply.
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A buyer persona is as important as business objectives when developing a social media strategy.
A buyer persona is as important as business objectives when developing a social media strategy.
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What's the difference between social listening and social monitoring?
What's the difference between social listening and social monitoring?
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Which network has the longest life for a piece of content?
Which network has the longest life for a piece of content?
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Why would you want a service to help you manage and discover influence?
Why would you want a service to help you manage and discover influence?
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The best way to choose the right social media tool is to think about your business goals.
The best way to choose the right social media tool is to think about your business goals.
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What do senior leaders care about when it comes to your social media plan? Choose all that apply.
What do senior leaders care about when it comes to your social media plan? Choose all that apply.
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Simon Sinek says that people want to buy what you have. They don't care about what you believe.
Simon Sinek says that people want to buy what you have. They don't care about what you believe.
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In social media, a service level agreement (SLA) refers to how much time passes between what a customer reaches out and when the company responds.
In social media, a service level agreement (SLA) refers to how much time passes between what a customer reaches out and when the company responds.
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What should you do to secure buy-in if you're starting a social media project?
What should you do to secure buy-in if you're starting a social media project?
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The Holistic model is the most common social team structure used by organizations today.
The Holistic model is the most common social team structure used by organizations today.
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Why do stakeholders matter as you begin to develop your team structure?
Why do stakeholders matter as you begin to develop your team structure?
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What is the biggest challenge that most social media practitioners have?
What is the biggest challenge that most social media practitioners have?
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Which of the below is not one of the five types of social media models?
Which of the below is not one of the five types of social media models?
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You should revisit your KPIs every 18 months.
You should revisit your KPIs every 18 months.
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Why should you be careful about monitoring competitors?
Why should you be careful about monitoring competitors?
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How can social listening increase customer advocacy?
How can social listening increase customer advocacy?
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Social listening can help you find leads.
Social listening can help you find leads.
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When it comes to social listening, how do you know which social media networks to start with?
When it comes to social listening, how do you know which social media networks to start with?
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How can social media monitoring inform your sales and product team?
How can social media monitoring inform your sales and product team?
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Why are UTM parameters so valuable to your social listening and monitoring program?
Why are UTM parameters so valuable to your social listening and monitoring program?
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Why do you need to develop a business case for new social monitoring technology?
Why do you need to develop a business case for new social monitoring technology?
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What should you do if your competitor has a big public blunder?
What should you do if your competitor has a big public blunder?
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Content is only used during the attract and delight stages of the inbound methodology.
Content is only used during the attract and delight stages of the inbound methodology.
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If you don't have your _____ in mind as you're developing content, you probably aren't using social effectively.
If you don't have your _____ in mind as you're developing content, you probably aren't using social effectively.
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The _____ stage focuses on creating message maps and listening protocols on social media.
The _____ stage focuses on creating message maps and listening protocols on social media.
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Social media helps people feel informed by helping them learn new things.
Social media helps people feel informed by helping them learn new things.
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What is the benefit of using animated GIFs in social content?
What is the benefit of using animated GIFs in social content?
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Instagram stories are a great way to _____.
Instagram stories are a great way to _____.
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Why are hashtags helpful?
Why are hashtags helpful?
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When developing your brand's tone, _____ is key.
When developing your brand's tone, _____ is key.
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Jumping onto an unrelated hashtag to promote your material is spammy.
Jumping onto an unrelated hashtag to promote your material is spammy.
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The longer your social posts, the more likely the content will be seen and re-shared.
The longer your social posts, the more likely the content will be seen and re-shared.
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Visual images are usually things like: Choose all that apply.
Visual images are usually things like: Choose all that apply.
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Which of the following is NOT an example of active language you should use on a call-to-action?
Which of the following is NOT an example of active language you should use on a call-to-action?
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Curating content means publishing someone else's content as if it were your own.
Curating content means publishing someone else's content as if it were your own.
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What does 'real-time marketing' refer to?
What does 'real-time marketing' refer to?
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What might you do if you see your competitors having success with a marketing strategy you haven't tried?
What might you do if you see your competitors having success with a marketing strategy you haven't tried?
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You should make sure experimentation is ingrained in your strategic plan.
You should make sure experimentation is ingrained in your strategic plan.
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Humanizing your brand gives you a competitive edge because people like making connections.
Humanizing your brand gives you a competitive edge because people like making connections.
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Voice refers to:
Voice refers to:
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12% of people generate 70% of the impact online.
12% of people generate 70% of the impact online.
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Commissions for celebrity influencers are generally 5% of the sale.
Commissions for celebrity influencers are generally 5% of the sale.
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Which type of influencer might be primarily behind the scenes in your marketing campaign?
Which type of influencer might be primarily behind the scenes in your marketing campaign?
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Which is NOT a way that a brand can see financial gain from doing social customer service?
Which is NOT a way that a brand can see financial gain from doing social customer service?
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Which of the below is NOT one of the three factors determining how an influencer can impact behavior?
Which of the below is NOT one of the three factors determining how an influencer can impact behavior?
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Your campaign should also help the influencer build authority and further their own content or reach.
Your campaign should also help the influencer build authority and further their own content or reach.
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A channel takeover, such as letting an influencer run your social media for a day, is a good idea for brands.
A channel takeover, such as letting an influencer run your social media for a day, is a good idea for brands.
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What is a Social Media Service Level Agreement (SLA)?
What is a Social Media Service Level Agreement (SLA)?
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Why should you trust the influencer and give them creative license?
Why should you trust the influencer and give them creative license?
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When you use language in your social responses that is too casual, you lose the respect of your audience.
When you use language in your social responses that is too casual, you lose the respect of your audience.
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It's not a good policy to delete all negative comments.
It's not a good policy to delete all negative comments.
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Why is user-generated content (UGC) so important? Choose all that apply.
Why is user-generated content (UGC) so important? Choose all that apply.
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Your campaign should also help the influencer build authority and further their own content or reach.
Your campaign should also help the influencer build authority and further their own content or reach.
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How much of the buyer's journey is digital?
How much of the buyer's journey is digital?
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Canned messages are a quick and easy way to reach a wide audience in social media.
Canned messages are a quick and easy way to reach a wide audience in social media.
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'Earned' media is exposure your brand has paid for.
'Earned' media is exposure your brand has paid for.
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Do brands have legal ownership over content that users generate about their brand?
Do brands have legal ownership over content that users generate about their brand?
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Why is content moderation important for user-generated campaigns?
Why is content moderation important for user-generated campaigns?
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When should a salesperson put forth the sales pitch in social media?
When should a salesperson put forth the sales pitch in social media?
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One-to-one engagement doesn't result in customers spending more.
One-to-one engagement doesn't result in customers spending more.
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Why should you talk directly with your social followers and prospects?
Why should you talk directly with your social followers and prospects?
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Selling to prospects by messaging them on Facebook could be seen as invading their private space.
Selling to prospects by messaging them on Facebook could be seen as invading their private space.
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What is one of the major benefits of Facebook Lead Ads?
What is one of the major benefits of Facebook Lead Ads?
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Asking for reviews is something you should never do in social media.
Asking for reviews is something you should never do in social media.
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Posting curated content on social shows your audience you're committed to:
Posting curated content on social shows your audience you're committed to:
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What do we mean when we say you should post an '80/20 mix' on social media?
What do we mean when we say you should post an '80/20 mix' on social media?
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If you're posting the same content across different channels, make sure you post them simultaneously.
If you're posting the same content across different channels, make sure you post them simultaneously.
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What did fashion brand Burberry do to revolutionize how marketers use social media?
What did fashion brand Burberry do to revolutionize how marketers use social media?
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Which of the following is NOT a way that UGC can help marketers?
Which of the following is NOT a way that UGC can help marketers?
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Which of the following is NOT a type of influencer?
Which of the following is NOT a type of influencer?
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It's necessary to conduct a social media audit every 2-3 years.
It's necessary to conduct a social media audit every 2-3 years.
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What is a social media audit?
What is a social media audit?
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Facebook Ads is great for targeting based on _____, while Google AdWords targets based on your audience's _____.
Facebook Ads is great for targeting based on _____, while Google AdWords targets based on your audience's _____.
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In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate?
In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate?
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It's always better to target your ads towards as broad a group of people as possible.
It's always better to target your ads towards as broad a group of people as possible.
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What is one of the major benefits of Facebook Lead Ads?
What is one of the major benefits of Facebook Lead Ads?
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The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.
The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.
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Which of the following social media expenses do you want to track to calculate ROI on your marketing campaigns? Choose all that apply.
Which of the following social media expenses do you want to track to calculate ROI on your marketing campaigns? Choose all that apply.
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You bid $5.00 on a click on your Facebook ad. How much will Facebook make you pay to win the bid?
You bid $5.00 on a click on your Facebook ad. How much will Facebook make you pay to win the bid?
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The number of leads you generate that actually become paying customers is known as your _____
The number of leads you generate that actually become paying customers is known as your _____
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Which one of the below choices is NOT a reason you should be measuring your social media ROI?
Which one of the below choices is NOT a reason you should be measuring your social media ROI?
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An ad for your upcoming webinar on network security should lead people directly to _____
An ad for your upcoming webinar on network security should lead people directly to _____
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When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action.
When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action.
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To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
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A(n) _____ outlines guidelines for employees to follow on social media.
A(n) _____ outlines guidelines for employees to follow on social media.
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What's the first step organizations and brands need to take when establishing a social media policy?
What's the first step organizations and brands need to take when establishing a social media policy?
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What is NOT an example of a social media crisis?
What is NOT an example of a social media crisis?
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Evaluating the team dynamics during a crisis happens during the response stage.
Evaluating the team dynamics during a crisis happens during the response stage.
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What action should you avoid during a social media crisis?
What action should you avoid during a social media crisis?
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What is social selling the inbound way?
What is social selling the inbound way?
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Study Notes
Social Media Strategy
- A social media strategy offers multiple benefits, with improved email performance NOT being one of them.
- Twitter requires more frequent content sharing to maximize engagement.
- The longevity of content is highest on Pinterest.
Key Performance Indicators (KPIs)
- Vanity metrics include reach, while true engagement is indicated by shares, retweets, likes, and favorites.
- Revisiting KPIs should occur more frequently than every 18 months—this is a common misconception.
Buyer Personas and Stakeholder Engagement
- Developing a social media strategy necessitates the importance of buyer personas alongside business objectives.
- Stakeholders' needs must align with your strategy to gain support from senior leaders.
Social Listening vs. Social Monitoring
- Social listening gathers brand-related conversations to participate actively, while social monitoring assesses reputation at a broader level.
- Monitoring competitors can detract from a brand's unique strategy.
Content and Engagement
- Effective use of animated GIFs simplifies complex concepts in social content.
- Instagram stories are effective for driving traffic and engagement.
- An 80/20 content mix means 80% of posts should be engaging or informative content, with only 20% focused on product promotion.
Legal and Ethical Considerations
- User-generated content is not legally owned by brands, although it is valuable for community engagement.
- Transparency and respecting user interactions are crucial—negative comments shouldn't be deleted unnecessarily.
Influencer Marketing
- Trusting influencers and granting them creative freedom enhances authenticity and audience engagement.
- Campaigns should also aid influencers in building their authority.
Customer Engagement and Sales
- Building rapport before sales pitches on social media is essential; timing increases conversion chances.
- One-to-one engagement is correlated with increased spending by customers.
Measurement and ROI
- Calculating ROI for social media involves measuring the effectiveness of actions through net income relative to costs.
- Important costs to track for ROI calculation include work hours, agency costs, and content development.
Crisis Management
- During a social media crisis, avoid sending promotional messages to prevent further backlash.
- Evaluating team dynamics and responses to crises is critical but occurs after the crisis has passed, not during the response.
Social Media Policies
- A comprehensive social media policy begins with educating employees on its importance.
- Specific guidelines and best practices support consistent and responsible use of social media in organizations.
Studying That Suits You
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Description
Test your knowledge on social media strategies with these flashcards designed for the HubSpot Social Media Certification. Each card covers key concepts, metrics, and practices vital for effective social media management and engagement. Perfect for quick revision or enhancing your understanding of social media marketing.
