HubSpot SM Certification Flashcards

Questions and Answers

Which answer is NOT a benefit of having a social media strategy?

Increased brand awareness

Enhanced customer support

Improved customer engagement

Better email communication (correct)

Which KPI is most likely to be a vanity metric?

Conversion Rate

Engagement Rate

Reach (correct)

Click-Through Rate

On which social network should you share content more frequently?

Twitter

Which of these KPIs demonstrate engagement? Choose all that apply.

Likes Signup and view all the answers

A buyer persona is as important as business objectives when developing a social media strategy.

True Signup and view all the answers

What's the difference between social listening and social monitoring?

Social listening centralizes conversations about your brand, while social monitoring measures reputation from a higher-level perspective. Signup and view all the answers

Which network has the longest life for a piece of content?

Pinterest Signup and view all the answers

Why would you want a service to help you manage and discover influence?

To identify individuals who have the biggest following and high social clout. Signup and view all the answers

The best way to choose the right social media tool is to think about your business goals.

True Signup and view all the answers

What do senior leaders care about when it comes to your social media plan? Choose all that apply.

Customer satisfaction Signup and view all the answers

Simon Sinek says that people want to buy what you have. They don't care about what you believe.

False Signup and view all the answers

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.

True Signup and view all the answers

What should you do to secure buy-in if you're starting a social media project?

Position your program as an experiment or pilot. Signup and view all the answers

The Holistic model is the most common social team structure used by organizations today.

False Signup and view all the answers

Why do stakeholders matter as you begin to develop your team structure?

Stakeholder needs may be the same as your needs, and their buy-in may help you influence senior leaders. Signup and view all the answers

What is the biggest challenge that most social media practitioners have?

Getting executive buy-in for social ideas. Signup and view all the answers

Which of the below is not one of the five types of social media models?

Distributed Signup and view all the answers

You should revisit your KPIs every 18 months.

False Signup and view all the answers

Why should you be careful about monitoring competitors?

It's easy to lose sight of your unique strategy and customer. Signup and view all the answers

How can social listening increase customer advocacy?

Responding to social posts shows that you're listening and your customers are being heard. Signup and view all the answers

Social listening can help you find leads.

True Signup and view all the answers

When it comes to social listening, how do you know which social media networks to start with?

Start with the social networks your buyer personas use. Signup and view all the answers

How can social media monitoring inform your sales and product team?

Customer feedback can help sales and product teams better address customer needs. Signup and view all the answers

Why are UTM parameters so valuable to your social listening and monitoring program?

They allow tracking of where traffic is coming from on social media. Signup and view all the answers

Why do you need to develop a business case for new social monitoring technology?

To outline the expected value gained from a software investment. Signup and view all the answers

What should you do if your competitor has a big public blunder?

Maintain a helpful approach and show empathy. Signup and view all the answers

Content is only used during the attract and delight stages of the inbound methodology.

False Signup and view all the answers

If you don't have your _____ in mind as you're developing content, you probably aren't using social effectively.

business goals and buyer personas Signup and view all the answers

The _____ stage focuses on creating message maps and listening protocols on social media.

Preparation Signup and view all the answers

Social media helps people feel informed by helping them learn new things.

True Signup and view all the answers

What is the benefit of using animated GIFs in social content?

They help demonstrate complex concepts quickly and easily. Signup and view all the answers

Instagram stories are a great way to _____.

drive traffic and engagement Signup and view all the answers

Why are hashtags helpful?

All of the above Signup and view all the answers

When developing your brand's tone, _____ is key.

context Signup and view all the answers

Jumping onto an unrelated hashtag to promote your material is spammy.

True Signup and view all the answers

The longer your social posts, the more likely the content will be seen and re-shared.

False Signup and view all the answers

Visual images are usually things like: Choose all that apply.

Photos Signup and view all the answers

Which of the following is NOT an example of active language you should use on a call-to-action?

More here Signup and view all the answers

Curating content means publishing someone else's content as if it were your own.

False Signup and view all the answers

What does 'real-time marketing' refer to?

Developing content on the fly for local, national, or global events. Signup and view all the answers

What might you do if you see your competitors having success with a marketing strategy you haven't tried?

Test out that strategy on different channels. Signup and view all the answers

You should make sure experimentation is ingrained in your strategic plan.

True Signup and view all the answers

Humanizing your brand gives you a competitive edge because people like making connections.

True Signup and view all the answers

Voice refers to:

The distinct and steady personality or style of your brand. Signup and view all the answers

12% of people generate 70% of the impact online.

False Signup and view all the answers

Commissions for celebrity influencers are generally 5% of the sale.

False Signup and view all the answers

Which type of influencer might be primarily behind the scenes in your marketing campaign?

Content creators Signup and view all the answers

Which is NOT a way that a brand can see financial gain from doing social customer service?

Using a social media agency to deliver content Signup and view all the answers

Which of the below is NOT one of the three factors determining how an influencer can impact behavior?

Recognition Signup and view all the answers

Your campaign should also help the influencer build authority and further their own content or reach.

True Signup and view all the answers

A channel takeover, such as letting an influencer run your social media for a day, is a good idea for brands.

True Signup and view all the answers

What is a Social Media Service Level Agreement (SLA)?

The agreement a company makes to commit to responding to social media inquiries in a specific timeframe. Signup and view all the answers

Why should you trust the influencer and give them creative license?

They understand their audience and what they want. Signup and view all the answers

When you use language in your social responses that is too casual, you lose the respect of your audience.

False Signup and view all the answers

It's not a good policy to delete all negative comments.

True Signup and view all the answers

Why is user-generated content (UGC) so important? Choose all that apply.

UGC improves site engagement Signup and view all the answers

Your campaign should also help the influencer build authority and further their own content or reach.

True Signup and view all the answers

How much of the buyer's journey is digital?

67% Signup and view all the answers

Canned messages are a quick and easy way to reach a wide audience in social media.

False Signup and view all the answers

'Earned' media is exposure your brand has paid for.

False Signup and view all the answers

Do brands have legal ownership over content that users generate about their brand?

False Signup and view all the answers

Why is content moderation important for user-generated campaigns?

To engage the community and reward those who go above and beyond. Signup and view all the answers

When should a salesperson put forth the sales pitch in social media?

After sufficient rapport has been built. Signup and view all the answers

One-to-one engagement doesn't result in customers spending more.

False Signup and view all the answers

Why should you talk directly with your social followers and prospects?

All of the above Signup and view all the answers

Selling to prospects by messaging them on Facebook could be seen as invading their private space.

True Signup and view all the answers

What is one of the major benefits of Facebook Lead Ads?

The pre-filled form makes it easy for your audience to convert. Signup and view all the answers

Asking for reviews is something you should never do in social media.

False Signup and view all the answers

Posting curated content on social shows your audience you're committed to:

Creating value for them. Signup and view all the answers

What do we mean when we say you should post an '80/20 mix' on social media?

20% should promote your brand, 80% should engage with your audience. Signup and view all the answers

If you're posting the same content across different channels, make sure you post them simultaneously.

False Signup and view all the answers

What did fashion brand Burberry do to revolutionize how marketers use social media?

Invited fans to share photos of their trench coat. Signup and view all the answers

Which of the following is NOT a way that UGC can help marketers?

Provide deep insight into content effectiveness Signup and view all the answers

Which of the following is NOT a type of influencer?

Attorney Signup and view all the answers

It's necessary to conduct a social media audit every 2-3 years.

False Signup and view all the answers

What is a social media audit?

A detailed analysis of data from all your social accounts. Signup and view all the answers

Facebook Ads is great for targeting based on _, while Google AdWords targets based on your audience's _.

interests; intent Signup and view all the answers

In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate?

Decision stage Signup and view all the answers

It's always better to target your ads towards as broad a group of people as possible.

False Signup and view all the answers

What is one of the major benefits of Facebook Lead Ads?

The pre-filled form in Facebook makes it easy for your audience to convert. Signup and view all the answers

The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.

True Signup and view all the answers

Which of the following social media expenses do you want to track to calculate ROI on your marketing campaigns? Choose all that apply.

Advertising costs Signup and view all the answers

You bid $5.00 on a click on your Facebook ad. How much will Facebook make you pay to win the bid?

$3.01 Signup and view all the answers

The number of leads you generate that actually become paying customers is known as your _____

average lead-to-customer rate Signup and view all the answers

Which one of the below choices is NOT a reason you should be measuring your social media ROI?

Show influencers how enticing it would be to work with your company Signup and view all the answers

An ad for your upcoming webinar on network security should lead people directly to _____

a landing page for quick sign-up Signup and view all the answers

When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action.

True Signup and view all the answers

To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.

False Signup and view all the answers

A(n) _____ outlines guidelines for employees to follow on social media.

social media policy Signup and view all the answers

What's the first step organizations and brands need to take when establishing a social media policy?

Educate employees on the importance of having a social media policy. Signup and view all the answers

What is NOT an example of a social media crisis?

These are all examples of a social media crisis Signup and view all the answers

Evaluating the team dynamics during a crisis happens during the response stage.

False Signup and view all the answers

What action should you avoid during a social media crisis?

Sending promotional sponsored posts and tweets. Signup and view all the answers

What is social selling the inbound way?

When a salesperson provides value by offering thoughtful content and answering questions. Signup and view all the answers

Study Notes

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 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.

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.

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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.

HubSpot SM Certification Flashcards

Questions and Answers

Which answer is NOT a benefit of having a social media strategy?

Which KPI is most likely to be a vanity metric?

On which social network should you share content more frequently?

Which of these KPIs demonstrate engagement? Choose all that apply.

A buyer persona is as important as business objectives when developing a social media strategy.

What's the difference between social listening and social monitoring?

Which network has the longest life for a piece of content?

Why would you want a service to help you manage and discover influence?

The best way to choose the right social media tool is to think about your business goals.

What do senior leaders care about when it comes to your social media plan? Choose all that apply.

Simon Sinek says that people want to buy what you have. They don't care about what you believe.

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.

What should you do to secure buy-in if you're starting a social media project?

The Holistic model is the most common social team structure used by organizations today.

Why do stakeholders matter as you begin to develop your team structure?

What is the biggest challenge that most social media practitioners have?

Which of the below is not one of the five types of social media models?

You should revisit your KPIs every 18 months.

Why should you be careful about monitoring competitors?

How can social listening increase customer advocacy?

Social listening can help you find leads.

When it comes to social listening, how do you know which social media networks to start with?

How can social media monitoring inform your sales and product team?

Why are UTM parameters so valuable to your social listening and monitoring program?

Why do you need to develop a business case for new social monitoring technology?

What should you do if your competitor has a big public blunder?

Content is only used during the attract and delight stages of the inbound methodology.

If you don't have your _____ in mind as you're developing content, you probably aren't using social effectively.

The _____ stage focuses on creating message maps and listening protocols on social media.

Social media helps people feel informed by helping them learn new things.

What is the benefit of using animated GIFs in social content?

Instagram stories are a great way to _____.

Why are hashtags helpful?

When developing your brand's tone, _____ is key.

Jumping onto an unrelated hashtag to promote your material is spammy.

The longer your social posts, the more likely the content will be seen and re-shared.

Visual images are usually things like: Choose all that apply.

Which of the following is NOT an example of active language you should use on a call-to-action?

Curating content means publishing someone else's content as if it were your own.

What does 'real-time marketing' refer to?

What might you do if you see your competitors having success with a marketing strategy you haven't tried?

You should make sure experimentation is ingrained in your strategic plan.

Humanizing your brand gives you a competitive edge because people like making connections.

Voice refers to:

12% of people generate 70% of the impact online.

Commissions for celebrity influencers are generally 5% of the sale.

Which type of influencer might be primarily behind the scenes in your marketing campaign?

Which is NOT a way that a brand can see financial gain from doing social customer service?

Which of the below is NOT one of the three factors determining how an influencer can impact behavior?

Your campaign should also help the influencer build authority and further their own content or reach.

A channel takeover, such as letting an influencer run your social media for a day, is a good idea for brands.

What is a Social Media Service Level Agreement (SLA)?

Why should you trust the influencer and give them creative license?

When you use language in your social responses that is too casual, you lose the respect of your audience.

It's not a good policy to delete all negative comments.

Why is user-generated content (UGC) so important? Choose all that apply.

Your campaign should also help the influencer build authority and further their own content or reach.

How much of the buyer's journey is digital?

Canned messages are a quick and easy way to reach a wide audience in social media.

'Earned' media is exposure your brand has paid for.

Do brands have legal ownership over content that users generate about their brand?

Why is content moderation important for user-generated campaigns?

When should a salesperson put forth the sales pitch in social media?

One-to-one engagement doesn't result in customers spending more.

Why should you talk directly with your social followers and prospects?

Selling to prospects by messaging them on Facebook could be seen as invading their private space.

What is one of the major benefits of Facebook Lead Ads?

Asking for reviews is something you should never do in social media.

Posting curated content on social shows your audience you're committed to:

What do we mean when we say you should post an '80/20 mix' on social media?

If you're posting the same content across different channels, make sure you post them simultaneously.

What did fashion brand Burberry do to revolutionize how marketers use social media?

Which of the following is NOT a way that UGC can help marketers?

Which of the following is NOT a type of influencer?

It's necessary to conduct a social media audit every 2-3 years.

What is a social media audit?

Facebook Ads is great for targeting based on _____, while Google AdWords targets based on your audience's _____.

In what stage of the buyer's journey would an advertisement for a free trial of your product be most appropriate?

Facebook Ads is great for targeting based on _, while Google AdWords targets based on your audience's _.