Social Media Marketing Basics
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Questions and Answers

What is the primary goal of social media marketing?

  • Eliminate traditional marketing methods
  • Replace customer service entirely
  • Promote products/services, build community, and drive traffic (correct)
  • Increase operational efficiency

Which of the following is NOT a benefit of social media marketing?

  • Shortening product lifecycles (correct)
  • Increasing brand awareness
  • Building relationships
  • Generating leads

What can adding website links to social media profiles help achieve?

  • Increasing traditional marketing efforts
  • Improving offline sales
  • Boosting SEO rankings and driving traffic (correct)
  • Reducing social media activity

Which platform is most suitable for B2B businesses?

<p>LinkedIn (D)</p> Signup and view all the answers

Which platform is ideal for showcasing video content and tutorials?

<p>YouTube (D)</p> Signup and view all the answers

Which is a significant limitation of social media marketing?

<p>Time-intensive management and algorithm dependence (A)</p> Signup and view all the answers

What risk does negative publicity on social media pose?

<p>Damaging reputation due to viral feedback (D)</p> Signup and view all the answers

What is the lifespan of posts on social media?

<p>Short, requiring continuous posting (B)</p> Signup and view all the answers

Which statement best captures the evolving nature of social media marketing?

<p>It evolves as new platforms and features emerge, requiring continuous adaptation. (B)</p> Signup and view all the answers

What role do hashtags play in social media campaigns, particularly on platforms like Instagram and TikTok?

<p>They enable discoverability and trend association. (A)</p> Signup and view all the answers

Why might a B2B business targeting B2C organizations use Instagram as a primary marketing platform?

<p>The B2C customers they target often monitor Instagram for trends and competitor activity. (C)</p> Signup and view all the answers

Why is measuring ROI in social media marketing considered complex?

<p>Linking specific social media efforts to tangible business outcomes involves multiple variables and indirect metrics. (B)</p> Signup and view all the answers

What is the primary goal of conducting a competitive analysis in social media marketing?

<p>To benchmark what works and adapt strategies to align with the brand's unique positioning. (A)</p> Signup and view all the answers

What does "dwell time" refer to?

<p>How long users spend viewing a post or its caption (A)</p> Signup and view all the answers

What type of engagement does the Instagram algorithm consider for ranking Stories?

<p>Quick replies and poll interactions (B)</p> Signup and view all the answers

Which metric is NOT directly associated with improving engagement?

<p>Follower count (D)</p> Signup and view all the answers

What does the Instagram Explore page algorithm primarily base its recommendations on?

<p>User behavior, such as likes, saves, and follows (A)</p> Signup and view all the answers

What is a limitation of organic reach for business accounts on Instagram?

<p>It may decrease without paid promotion due to algorithm priorities. (C)</p> Signup and view all the answers

Why might overly promotional content perform poorly organically?

<p>Users and the algorithm favor value-driven, engaging content over sales pitches. (A)</p> Signup and view all the answers

Which feature in Instagram Stories is most effective for encouraging engagement?

<p>Adding polls, quizzes, or countdowns (D)</p> Signup and view all the answers

How do carousels increase engagement metrics?

<p>They encourage users to swipe and spend more time on the post. (C)</p> Signup and view all the answers

What is the recommended number of hashtags to include per post for optimal performance on Instagram?

<p>5-10 (A)</p> Signup and view all the answers

Why should businesses use trending hashtags sparingly?

<p>To avoid over-saturating their posts with unrelated topics (C)</p> Signup and view all the answers

What type of content is best for user-generated content (UGC) strategies?

<p>High-quality content created by customers or collaborators (D)</p> Signup and view all the answers

How can businesses ensure their Stories are interactive?

<p>By using polls, quizzes, sliders, or countdowns (B)</p> Signup and view all the answers

What is the primary goal of using user-generated content (UGC)?

<p>To increase credibility and engagement through authentic content (B)</p> Signup and view all the answers

What is one limitation of using only organic strategies on Instagram?

<p>Decreased reach due to the algorithm prioritizing paid content (A)</p> Signup and view all the answers

Why are boosted posts effective for business accounts?

<p>They increase visibility among targeted demographics. (D)</p> Signup and view all the answers

What type of tweets tend to perform better on Twitter?

<p>Tweets with visuals (D)</p> Signup and view all the answers

What is the optimal number of hashtags to use in a tweet?

<p>1-3 (C)</p> Signup and view all the answers

What timeline shows tweets in reverse chronological order?

<p>Latest Tweets (A)</p> Signup and view all the answers

Which feature highlights an important post at the top of a profile?

<p>Pinned Tweet (A)</p> Signup and view all the answers

What tool can businesses use to monitor impressions and engagement rates?

<p>Twitter Analytics (D)</p> Signup and view all the answers

Why should businesses participate in trending hashtag campaigns?

<p>To boost visibility (C)</p> Signup and view all the answers

What is a major pitfall of overusing hashtags in tweets?

<p>Decreased visibility (D)</p> Signup and view all the answers

What timeline do users typically prefer for real-time updates?

<p>Home Timeline (A)</p> Signup and view all the answers

What is the benefit of Twitter polls for businesses?

<p>Encourages audience interaction (D)</p> Signup and view all the answers

Which of these is not a ranking factor for Twitter's algorithm?

<p>Profile bio keywords (B)</p> Signup and view all the answers

How does the LinkedIn algorithm prioritize content on personal pages?

<p>Based on engagement and connection strength (B)</p> Signup and view all the answers

What limits the organic reach of business pages on LinkedIn?

<p>The lack of employee advocacy (C)</p> Signup and view all the answers

Which type of content performs better for business pages on LinkedIn?

<p>Industry-specific insights and educational content (C)</p> Signup and view all the answers

How can business pages increase their visibility organically?

<p>Encouraging employees to share company posts (A)</p> Signup and view all the answers

The best way for personal pages to enhance their visibility is by engaging with comments and tagging relevant ______.

<p>people</p> Signup and view all the answers

Which type of post tends to generate the most engagement on Facebook?

<p>Live videos (A)</p> Signup and view all the answers

How does Facebook treat external links in posts?

<p>It deprioritizes them unless they are sponsored. (A)</p> Signup and view all the answers

What is the primary ranking factor Facebook uses to evaluate posts?

<p>User engagement potential (B)</p> Signup and view all the answers

What is a 'relevance score' in Facebook's algorithm?

<p>A metric used to rank posts based on the likelihood of user engagement (D)</p> Signup and view all the answers

Which of the following changes was introduced in Facebook's 2018 algorithm update?

<p>Emphasis on meaningful conversations (C)</p> Signup and view all the answers

What is the most heavily weighted engagement metric for TikTok's algorithm?

<p>Video completions (A)</p> Signup and view all the answers

Which type of video is likely to perform better on TikTok?

<p>High-quality, visually appealing videos (C)</p> Signup and view all the answers

What is a key factor for improving discoverability on TikTok?

<p>Using trending and niche hashtags (A)</p> Signup and view all the answers

What length of video tends to perform best on TikTok?

<p>Under 15 seconds (A)</p> Signup and view all the answers

What is TikTok's preferred style of content for business accounts?

<p>Authentic and trend-aligned (D)</p> Signup and view all the answers

Which of the following TikTok strategies can enhance both paid and organic reach?

<p>Running retargeting ad campaigns alongside engaging organic content (A)</p> Signup and view all the answers

What happens when a business account uses TikTok Ads Manager effectively?

<p>It bypasses organic reach limitations and reaches targeted audiences (C)</p> Signup and view all the answers

Why does TikTok favor shorter videos under 15 seconds?

<p>Higher completion rates keep users engaged longer (C)</p> Signup and view all the answers

What is the best way to make promotional content effective on TikTok?

<p>Blending promotions with storytelling and trends (A)</p> Signup and view all the answers

How can a business account best utilize TikTok Analytics?

<p>Monitor audience behavior to adjust posting times and formats (B)</p> Signup and view all the answers

Which factor helps increase viewer retention in a YouTube video?

<p>Including an engaging hook in the first 15 seconds (A)</p> Signup and view all the answers

What is “session time,” and why is it important?

<p>The time spent by a viewer watching content on YouTube in one session. (B)</p> Signup and view all the answers

Which of the following is a monetization option in the YouTube Partner Program (YPP)?

<p>Super Chat (A)</p> Signup and view all the answers

Why is audience retention important for the YouTube algorithm?

<p>It signals that viewers find the content engaging and valuable. (A)</p> Signup and view all the answers

Which YouTube Analytics metric helps identify where viewers drop off during a video?

<p>Audience retention report (B)</p> Signup and view all the answers

What type of content is most effective for user-generated content (UGC) strategies?

<p>High-quality content created by customers or collaborators. (D)</p> Signup and view all the answers

How can businesses effectively enhance the interactivity of their Instagram Stories?

<p>By using polls, quizzes, sliders, or countdowns. (A)</p> Signup and view all the answers

What is the primary advantage of incorporating user-generated content (UGC) into a marketing strategy?

<p>To increase credibility and engagement through authentic content. (B)</p> Signup and view all the answers

What is a significant limitation of relying solely on organic strategies for Instagram marketing?

<p>Decreased reach due to the algorithm prioritizing paid content. (D)</p> Signup and view all the answers

What action should businesses take carefully with trending hashtag campaigns?

<p>Ensure relevance to their brand and audience. (B)</p> Signup and view all the answers

Which scenario represents a key pitfall of hashtag overuse?

<p>Tweets appear spammy and decrease engagement. (B)</p> Signup and view all the answers

What strategy enhances visibility on LinkedIn for business pages?

<p>Encouraging employees to share and engage with company content. (D)</p> Signup and view all the answers

Why might LinkedIn business pages experience constrained organic reach?

<p>The platform encourages paid promotions to enhance visibility. (D)</p> Signup and view all the answers

How does Facebook's algorithm generally handle posts containing external links?

<p>It may reduce their reach due to the platform preferring content that keeps users on Facebook. (C)</p> Signup and view all the answers

What is a primary strategy for personal LinkedIn pages to amplify their content's visibility?

<p>Actively engaging with comments and tagging relevant connections (C)</p> Signup and view all the answers

Which factor plays a crucial role when Twitter's algorithm ranks tweets?

<p>The user's past interactions and topics of interest. (A)</p> Signup and view all the answers

What is a key reason for using Twitter polls as a marketing tool?

<p>Fostering direct engagement with your audience. (C)</p> Signup and view all the answers

Which change was introduced in Facebook's 2018 algorithm update?

<p>Emphasis on meaningful conversations (A)</p> Signup and view all the answers

Which video type is likely to perform better on TikTok?

<p>High-quality, visually appealing videos (A)</p> Signup and view all the answers

What video length tends to perform best on TikTok?

<p>Under 15 seconds (C)</p> Signup and view all the answers

What content style does TikTok prefer for business accounts?

<p>Authentic and trend-aligned (D)</p> Signup and view all the answers

Which TikTok strategy can enhance paid and organic reach?

<p>Running retargeting ad campaigns alongside engaging organic content (B)</p> Signup and view all the answers

Which of the following strategies is LEAST effective for handling a social media crisis?

<p>Deleting negative comments to control the narrative. (A)</p> Signup and view all the answers

A social media manager notices that a high percentage of their followers are inactive. What is the MOST appropriate initial step to address this?

<p>Analyzing content performance to identify what resonates with active followers. (C)</p> Signup and view all the answers

What is the PRIMARY reason to tailor content to suit each social media platform?

<p>To adhere to varying platform algorithms and user expectations. (D)</p> Signup and view all the answers

A company wants to increase its social media ROI. Which strategy is MOST likely to contribute to this goal?

<p>Implementing a robust analytics system to track key performance indicators (KPIs). (B)</p> Signup and view all the answers

Which approach is MOST effective for building a strong online community around a brand?

<p>Encouraging user-generated content and facilitating discussions. (B)</p> Signup and view all the answers

A business aims to use social media for lead generation. Which of the following strategies is MOST appropriate?

<p>Running targeted ad campaigns with clear calls-to-action. (C)</p> Signup and view all the answers

A social media campaign's reach is high, but engagement is low. Which factor is MOST likely causing this?

<p>The content is not relevant or appealing to the target audience. (B)</p> Signup and view all the answers

Considering the evolving algorithm trends, what is MOST likely the long-term impact of prioritizing authentic engagement over solely maximizing reach on social media platforms?

<p>Improved long-term brand reputation and organic visibility. (A)</p> Signup and view all the answers

Beyond determining ad placements, why is audience retention crucial for the YouTube algorithm?

<p>It signals that viewers find the content engaging and valuable. (A)</p> Signup and view all the answers

In Resource-Based Capability Theory (RBCT), how does leveraging unique social media resources contribute to competitive advantage?

<p>By exploiting resources that are valuable, rare, inimitable, and organized (VRIO). (D)</p> Signup and view all the answers

What is the role of interaction capabilities (IC-SMM) beyond fostering two-way interactions on social media?

<p>Cultivating relationships to create brand advocacy and loyalty. (C)</p> Signup and view all the answers

How do social media monitoring capabilities extend beyond just tracking user behaviour?

<p>By identifying emerging trends and potential crises, facilitating proactive responses. (B)</p> Signup and view all the answers

In what ways can personalized and engaging interactions enhance consumer-based brand equity through SMM, besides just increasing sales?

<p>By creating a sense of community, trust, and long-term loyalty. (B)</p> Signup and view all the answers

How does RBCT redefine 'data insights' in SMM beyond traditional market analysis?

<p>As a critical social media resource that informs strategic decisions and enables competitive actions. (C)</p> Signup and view all the answers

How do image-based social media platforms like Instagram leverage visual storytelling beyond simple photo sharing?

<p>By utilizing features like Stories, Reels, and Live to create immersive and ephemeral experiences. (A)</p> Signup and view all the answers

Beyond brand control, what is the fundamental distinction between earned and owned media on social platforms?

<p>Owned media is content created by the brand, while earned media is the result of external recognition, such as shares or mentions. (C)</p> Signup and view all the answers

Which facet of social media marketing emphasizes promoting content sharing driven by users?

<p>Word of Mouth (B)</p> Signup and view all the answers

How does blockchain technology enhance transparency on decentralized social media platforms beyond traditional platforms?

<p>By recording transactions in an immutable ledger, accessible to all users. (C)</p> Signup and view all the answers

Which platform is most appropriate for a company looking to showcase detailed product demonstrations through video content?

<p>Video-based platforms like YouTube, for in-depth tutorials. (A)</p> Signup and view all the answers

What is a distinctive characteristic of Mastodon compared to centralized social media entities like Facebook or Twitter?

<p>It enables peer-to-peer interaction within federated servers operated independently. (D)</p> Signup and view all the answers

What element makes user-generated content (UGC) appear more credible than traditional branded content?

<p>It represents actual experiences from other users. (B)</p> Signup and view all the answers

What incentive is often offered to UGC creators within decentralized social media platforms to encourage participation?

<p>Cryptocurrency or tokens that can be used within the platform or exchanged. (A)</p> Signup and view all the answers

Which of the following strategies is NOT typically used by brands to encourage the creation of user-generated content (UGC)?

<p>Creating static billboard advertisements to promote brand awareness. (C)</p> Signup and view all the answers

What is the most significant way in which user-generated content (UGC) can impact conversion rates for brands?

<p>By boosting the perceived trustworthiness and reliability of products. (B)</p> Signup and view all the answers

Which form of user-generated content (UGC) utilizes humorous edits and parodies related to a particular brand or product?

<p>Shareable memes that create engagement. (A)</p> Signup and view all the answers

What specific type of social media community do LinkedIn Groups represent, given their focus and primary users?

<p>Professional Communities (A)</p> Signup and view all the answers

Which statement accurately defines what brand communities are in the context of social media marketing?

<p>Engaged gatherings of fans or customers centered around a specific brand or its products. (C)</p> Signup and view all the answers

What is the primary strategic advantage that social media communities offer to business operations?

<p>Obtaining direct engagement and immediate customer feedback. (C)</p> Signup and view all the answers

Which online movement exemplifies a cause-based community within the landscape of social media?

<p>#BlackLivesMatter on Twitter (B)</p> Signup and view all the answers

What fundamental element is essential for sustaining meaningful discussions and interactions within social media communities?

<p>User-generated content (A)</p> Signup and view all the answers

Which approach represents the most effective strategy for fostering the continual expansion and engagement of a social media community?

<p>Encouraging active user contributions and consistent interactions (B)</p> Signup and view all the answers

Flashcards

Social Media Marketing Goal

Promoting products/services, building community, and driving traffic to achieve business goals.

A Drawback of Social Media Marketing

Shortening product lifecycles due to rapid information spread and changing trends.

Adding Website Links Benefit

Enhances SEO rankings and drives traffic to your website from social platforms.

LinkedIn's Ideal Use

A social platform best suited for B2B (business-to-business) networking and marketing.

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YouTube Ideal Content

Ideal for showcasing video content, tutorials, and engaging visual stories.

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Social Media Marketing Limitation

Focusing too much on algorithms and time-intensive content creation which can be a limitation.

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Risk of Negative Publicity

Can damage brand reputation due to potentially viral negative feedback.

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Social Media Post Lifespan

Short lifespan requiring continuous posting to stay visible.

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Evolving Nature of SMM

Social media marketing evolves with platforms and features, requiring continuous adaptation.

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Role of Hashtags

Hashtags enable discoverability and trend association in social media campaigns.

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Why B2B uses Instagram

The B2C customers they target often monitor Instagram for trends and competitor activity.

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Measuring Social Media ROI

Linking specific social media efforts to business outcomes involves multiple variables and indirect metrics.

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Goal of Competitive Analysis

To benchmark what works and adapt strategies to align with brand's unique positioning.

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What is 'Dwell Time?'

How long users spend viewing a post or its caption before moving on.

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Instagram Stories Engagement

Quick replies and poll interactions.

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Not an Engagement Metric

Follower count is not directly associated with improving engagement.

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Explore Algorithm Basis

User behavior, such as likes, saves, and follows.

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Organic Reach Limitation

It may decrease without paid promotion due to algorithm priorities.

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Promotional Content Performs Poorly

Users and the algorithm favor value-driven, engaging content over sales pitches.

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Stories: Effective Engagement

Adding polls, quizzes, or countdowns.

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Carousels Increase Engagement

They encourage users to swipe and spend more time on the post

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Optimal Hashtag Number

For optimal performance on Instagram 5-10 hashtags is recommended.

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Sparely using hashtags

To avoid over-saturating their posts with unrelated topics

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Best Content for User-Generated Content (UGC)

High-quality content created by customers or collaborators that provides value.

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Keeping Stories Interactive

By using polls, quizzes, sliders, or countdowns to facilitate interaction.

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The primary goal of (UGC)

To increase credibility and engagement through authentic user-created content.

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Organic Instagram Limitation

Instagram is programmed so there is decreased reach do the algorithim prioritizing paid content

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Boosted Posts Effectiveness

They increase visibility among targeted demographics.

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Reverse order

Timeline showing tweets in reverse chronological order

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Why trending Hagshtags?

Increase posting visibiltiy

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User-Generated Content (UGC)

Content made by users, like customers, not the brand itself.

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Organic Reach

Reaching your audience without paying for ads.

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Boosted Posts

Increasing post visibility to a specific group of people.

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High-Quality User-Generated Content

Content from consumers with high engagement and creates authenticity.

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UGC Primary Intention

The primary goal is to elevate authenticity by the organic user.

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Significant Limitation

Time-intensive management and dependence on ever-changing algorithms.

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Hashtag Function

They enable content discoverability and association with trending topics.

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Social Media's Nature

It evolves as new platforms and features emerge, requiring continuous adaptation to stay relevant.

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Negative Publicity Risk

Damaging brand reputation due to potentially viral negative user feedback.

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Post Lifespan

Short, requiring continuous posting to maintain visibility in feeds.

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Tweets with visuals

Tweets with visuals (images/videos) tend to capture more attention and perform better.

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Home Timeline

The 'Home Timeline' displays tweets in reverse chronological order from accounts you follow.

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Pinned Tweet

A 'Pinned Tweet' highlights an important post at the top of your profile.

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Twitter Analytics

Twitter Analytics is a built-in tool to monitor impressions and engagement rates.

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Trending hashtag campaigns

Businesses should participate in trending hashtag campaigns to boost visibility.

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Overusing hashtags

Overusing hashtags can decrease visibility, making your tweets look spammy.

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Latest Tweets

Latest Tweets timeline is preferred for real-time updates.

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Facebook's Primary Ranking Factor

User engagement potential, such as likes, comments, and shares, on Facebook.

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Relevance Score

A metric on Facebook that predicts how likely users are to engage with an ad or post.

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Facebook's 2018 Algorithm Update

Facebook's 2018 update prioritized meaningful conversations and interactions between people.

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TikTok's Heavily Weighted Metric

Video completions, indicating users watched the entire video.

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Preferred TikTok Video Style

Those that align with current trends.

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Improving TikTok Discoverability

Using hashtags that are both trending and specific to your niche.

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Best TikTok Video length

Under 15 seconds - tiktok prefers shorter videos

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TikTok's Preferred Business Content

Authentic and trend-aligned content that resonates with users.

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Enhancing TikTok Reach

Running retargeting ad campaigns alongside engaging organic content.

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Effective TikTok Ads Manager Use

The business can bypass organic limitations on TikTok and reach targeted audiences.

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What is Super Chat?

A monetization option in the YouTube Partner Program that allows viewers to pay to have their messages highlighted in live chats.

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Why is audience retention important?

It indicates viewer engagement and the video's value, influencing its ranking and discoverability on YouTube.

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What is the Audience Retention Report?

A report in YouTube Analytics that shows at which points viewers stop watching a video.

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What is 'owned media'?

Content that a brand creates and controls, such as posts on their official social media accounts.

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What is Resource-Based Capability Theory (RBCT) in SMM?

Leveraging a company's unique social media resources and capabilities to gain a competitive advantage.

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What are Interaction Capabilities (IC-SMM)?

The ability to create and maintain meaningful two-way communication with your audience on social media.

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What is social media monitoring?

Tracking and analyzing user behavior to understand trends, preferences, and the overall effectiveness of social media efforts.

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What are image-based social media platforms?

Platforms where visual content like photos and graphics are the primary focus of communication and sharing.

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Word of Mouth (Social Media)

Content sharing driven by users, organically.

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Blockchain Transparency

Enhances trust by recording transactions permanently and openly.

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YouTube for Product Demos

Ideal platform for showcasing products through videos.

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Mastodon's Federated Nature

Peer-to-peer interaction within independent and interconnected servers.

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Trustworthiness of UGC

Reflects real experiences, builds trust and authenticity.

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UGC Rewards in Decentralized Platforms

Cryptocurrency or digital tokens for contributing.

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NOT a UGC Encouragement strategy

Creating billboard advertisements.

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UGC Impact on Conversion Rates

Increases product authenticity perception.

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UGC: Memes

A humorous edit related to a brand.

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Professional Social Media Community

A group for professionals to connect and network.

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Brand Communities

Fans interacting around a brand/product.

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Benefit of Social Media Communities

Direct engagement and customer feedback.

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Cause-Based Community

A group supporting a specific social issue.

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User-Generated Content (Communities)

Content generated by users, not the brand.

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Growing a Community

Encouraging user contributions and interaction.

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Study Notes

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Social Media Marketing Exam Questions PDF

Description

Discover the main goals of social media marketing: boosting products/services, building communities, and driving traffic. Optimize profiles with website links to enhance SEO. Understand platform suitability, like LinkedIn for B2B, and recognize challenges, such as managing time and handling negative feedback.

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