Hootsuite Social Marketing Certification Exam Answers
- Industry-recognized certification that demonstrates your expertise with the world’s most-used social media management platform to clients and employers.
- A permanent online certificate to showcase your Hootsuite expertise that you can link to from your blog, website, or any other online profile.
- Listing in the Hootsuite Certified Professionals Directory, which helps brands and employers find talented social media professionals like you.
How to get your Hootsuite Social Marketing Certification?
Get your Hootsuite Social Marketing Certification by passing a 60-question online exam, testing your knowledge of the core principles of social media marketing.
The exam is based on Hootsuite’s free online Social Marketing Training course—a comprehensive series of easy-to-follow video tutorials covering everything from creating a social media strategy and optimizing your social profiles to creating and sharing effective social content and effective social media ads.
If you’re new to social marketing, the training course is a great way to quickly level-up before taking the certification exam. Already a social marketing pro? You can take the exam right away to prove your expertise.
Hootsuite Social Marketing Certification Exam
- 60 questions
- 60 minutes
- 80% minimum grade to pass
Frequently Asked Questions
How much does the certification exam cost?
$199 USD.
How is this different than the Hootsuite Platform certification?
The Social Marketing Certification tests and proves your knowledge of the core principles of social media marketing. The Hootsuite Platform Certification demonstrates your knowledge of the Hootsuite dashboard. While different, the two certifications are complementary. Having skills (and credentials) in both strategy and the Hootsuite platform can accelerate your career.
What if I fail the exam? Do I have to pay again to retake it?
You do not have to pay for any subsequent attempts at the exam.
Does the certification expire?
Once you pass the exam, the certification is yours to keep forever.
How do I prepare for the Social Marketing certification exam?
The exam is based on Hootsuite’s free online Social Marketing Training course that covers the fundamentals of social marketing. We strongly recommend reviewing the course before attempting the exam.
How long does it take to get certified?
The courseware includes approximately four hours of video content. Some people complete it in a weekend, some take a couple of weeks—it’s on-demand so it’s up to you! The timed exam contains 60 multiple choice questions and you have one hour to complete it. The passing grade is 80%.
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142.) What is a unique feature of an Instagram Business account versus a Personal Account?
- You can delete comments left on your posts.
- You can include at least one contact option, in the form of an email, phone number, or street address.
- Your posts will be prioritized in your followers’ newsfeeds.
- They allow you to send private messages to your entire follower list.
- You receive 5 free boosted posts per month.
141.) Instagram doesn’t offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?
- Insert a forward slash and backslash in between the blocks of text requiring a line break
- Hold down the shift key when you’re drafting your bio
- Insert a period in it’s own line between two blocks of text
- Draft your bio using the notes app on your device, then paste your formatted copy into the bio field
- To start a new line in your bio, hit the space bar 5 times quickly
140.) In order to track conversions for your content performance accurately, you’ll want to measure downloads attributable to visitors coming from social media channels. You can do this by configuring custom ____________ in Google Analytics. These will track the source of the visitors who complete an action, giving you a clear picture of the impact your social media activity is having on lead generation.
- Conversion trackers
- None of these
- Target parameters
- Visitor trackers
- UTM parameters
139.) When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you’ll get more views and engagement if your video ________________.
- is short and action packed.
- is longer and repeats key points.
- includes a pdf attachment with details from the broadcast.
- uses unusual lighting and sound effects.
- is full of interesting transitions and editing techniques.
138.) Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.
- Billboard size, logo
- Pixel, landing page
- thumbnail, products page
- thumbnail, thumbprint
- thumbnail, logo
137.) 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:
- Audience curated images
- Follower Based Content
- Visually Curated Media
- User-discovered Media
- User-generated content
136.) 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?
- These insights prove what a great job you’ve done promoting content.
- These insights show which networks content should be posted on.
- These insights ensure content is never repeated.
- These insights can influence new content being created.
135.) When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.
- 200 characters
- 140 words
- 120 characters
- 60 words
- 140 characters
134.) 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?
- Republish old articles with different headlines
- Link internally to previously published blog posts
- Embed pixels into all old blog posts
- Paid Boost via Google AdWords for underperforming posts
- None of these
- Email a blog link to all captured leads
- Hire a skywriter and graffiti artist
133.) A practical benefit of ________________is that it requires little in the way of resources which can be helpful for organizations that don’t have a dedicated content team, but that still want to position themselves as trusted advisors in their industry.
- Amplified Content
- Curated Content
- Created Content
- Promoted Content
- Verified Content
- Auto-Generated Content
132.) The key elements of content strategy are:
- target audience, content goals, brand voice, and distribution channel and tactics
- tertiary audience, partnerships and community, earned media, email retargeting
- distribution channels and tactics, content goals, and influencer strategy
- all of the above
131.) Which of the following is NOT a reason an organization would use the Instagram Stories feature?
- So that posts don’t show on your main Instagram profile
- To avoid cluttering the newsfeeds of your followers
- To allow in the moment posting and live broadcasting
- To keep a permanent record of shared content
- To share content in a separate section of the app
130.) When buying an ad for Instagram, begin by selecting an ___________ that most closely matches your business needs. For example, Clicks to Website, Website Conversions, Video Views, or Page Post Engagement.
- Strategy
- Tactic
- Goal
- Mission
- Objective
129.) When creating a paid advertisement for Instagram, you can add a ______________ that best represents the action you want your audience to take. For example, if you’re promoting a product, select “Shop Now”; if you’re promoting an event, “Learn More” would be a better choice.
- Owly link
- Carousel Menu
- UTM Parameter
- URL Parameter
- call to action button
128.) Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.
- False
- True
127.) Private Twitter Lists are a great way to _________.
- maintain lists of relevant keywords
- use relevant industry Twitter accounts to influence your SEO
- keep up with competitors’ content without publicly following them
- engage with industry influencers
126.) Your Twitter Likes Tab allows you to:
- curate and display tweets from others that you have liked and find valuable
- instantly trigger a paid Promoted Tweet
- receive notifications when liked users sends tweets in the future
- pin your most important tweets to the top of your profile
125.) 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.
- None of these
- industry calendar, weekly schedule
- larger monthly calendar, weekly calendar
- weekly calendar, post-by-post spreadsheet
- social media strategy, evergreen content list
- content strategy, hourly schedule
124.) The goal of this type of Facebook ads campaign is to expand the reach of a post that had organic success.
- Page Post Engagement
- Sponsored Content
- Display and Text Ads
- Promoted Pins
123.) A key tool to achieving your social marketing goals is a strong ___________ which acts as a game plan for coordinating, creating, and distributing your organization’s _________.
- Social Media Strategy, mission
- Ads platform, banner ads
- Content Strategy, content
- Messaging interface, key messages
- Advocate relationship program, brand goals
- None of these
122.) To foster a discussion on a question in LinkedIn groups, you should:
- tag group members who may have relevant information to share in the comments on the post
- invite your personal LinkedIn connections outside the group to contribute
- crosspost every question to your personal LinkedIn feed
- delete all questions to which you don’t have the answers
121.) Which two of the following are not key components of a Social Media Content Strategy (Pick 2):
- Specifications for Profile Optimization
- Brand Voice and Persona
- research and analysis of current content reception and strategy
- target audience identified by platform
- list of content-specific goals and objectives
- plans for the distribution of your content
120.) ______________________ 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.
- Video Cards
- Landing Page Re-directs
- Channel Trailers
- Metatags
- Caption Files
119.) Where appropriate, always aim to end your posts with a clear:
- call to action
- outline of a product or service
- Buy Now button
- Cry for attention
- None these
- call for attention
118.) Let’s say you’re a Social Marketer, and you’re about to start curating content for your organization. You’re looking for tools that will help make this job more efficient and effective. Which of the following is NOT a feature you would generally look for in such a tool?
- Receive lists of content and Twitter Influencers
- Search for popular articles that are trending on social
- Provides content insights into what’s performing best in your industry
- Search for relevant conversations happening on Twitter
- List of topics to avoid sharing
117.) When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:
- A) all the options available to you under Monetization settings
- B) creative commons licensing and URL parameters
- C) popular snippets from popular videos, and recognizable songs
- D) URL parameters, video cards, and clickable overlays
- E) high quality thumbnails, well written titles and descriptions, and relevant metatags
116.) To ensure your social media goals are measurable, you should ask yourself the following question:
- A) Can these goals form the foundation for the company’s business strategy
- B) Can a target be set for this goal?
- C) Are these goals aligned with broader business strategy?
- D) How will these results be presented during a company meetings?
115.) When measuring the impact of your content marketing efforts, two key areas on which it’s useful to track your progress are:
- A) content amplification and conversion
- B) Google Analytics and share of voice
- C) UTM parameters and SEO
- D) positive and negative sentiment
114.) An advantage of running a single advertisement on both _____________ and ____________ simultaneously, is that your ad will be optimized to show on the platform that meets your campaign objective at the lowest cost.
- A) Facebook, Instagram
- B) Facebook, Pinterest
- C) Pinterest, LinkedIn
- D) Instagram, Pinterest
- E) Tumblr, Facebook
113.) If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.
- A) Google+
- B) LinkedIn
- C) Tumblr
- D) Pinterest
- E) Instagram
112.) A critical response plan should contain the following elements:
- A) a list of passwords to all social accounts for easy access in case of emergency
- B) a listening protocol to catch negative online sentiment and a list of designated decision makers
- C) step-by-step action plan and pre-approved messaging
- D) b and c only
111.) Public lists are best used to follow:
- A) Competitors
- B) Keywords
- C) Industry Influencers
- D) Brand mentions
110.) For Facebook Campaigns budget, scheduling, targeting, bidding, and ad placement are defined at the:
- A) ad variation level or each individual ad
- B) campaign level
- C) Power Editor level
- D) ad set level
109.) When planning out your YouTube publishing schedule, stick to ____, as well as a predictable publishing schedule to your subscribers know when to look forward to your next video and what to expect.
- A) a consistent length and production quality
- B) a flashy production style and highly variable publishing times
- C) re-sharing curated content
- D) a variable length and production style
108.) A content calendar should include the following:
- A) employee birthdays
- B) content planning sessions, annual content goals
- C) all content ideas, including when they were proposed or rejected
- D) social posts, blog posts, and post types (video, photo, infographic)
107.) When dealing with negative sentiment, you should:
- A) Ignore it, the customer will probably forget about it
- B) Address it quickly, and take the conversation to private messaging as needed
- C) Ask your brand advocates to target the customers message with hostile replies
- D) Check to see if the customer’s problem is the company’s fault. If not, let them know
106.) “Credit content from other people by mentioning their username in the caption or by tagging it in the photo”. On which social network is this advice most relevant?
- A) LinkedIn
- B) Twitter
- C) Instagram
- D) Pinterest
105.) On Instagram, a great way to track key influencers and brand advocates to ensure you’re engaging with their content is to:
- A) set up private Lists so you can better monitor their activity
- B) select “Turn on Post Notfications” for these users
- C) to Add the Instagram widget to the RSS feed in your Browser
- D) start a Notes document to keep track of their handles, and then make a point of visiting their profiles regularly
104.) Brand/voice persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona develops naturally
- A) TRUE
- B) FALSE
103.) Content curation should focus on ____.
- A) syndicating your best performing content to relevant industry blogs
- B) mimicking the content of competitors you respect
- C) re-posting and retweeting content from influencers
- D) curating great content for your audience from reputable sources
102.) Identifying and defining ____ for the calendar year is essential when planning your social media activity.
- A) brand voice
- B) key dates and timelines
- C) social media policy
- D) measurement activities
- E) all of the above
101.) The following social networks must be a part of every business’ social strategy, regardless of industry:
- A) Twitter and Facebook to start, add Instagram when photo-editing resources are available
- B) Businesses should choose their network based on where their audience resides
- C) Instagram, Facebook and Google+ for SEO
- D) Facebook, LinkedIn and Twitter
100.) 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.
- A) Recommended Content
- B) Cascades
- C) Suggestions
- D) Libraries
- E) Playlists
99.) When targeting Twitter ads at specific usernames, it’s best to include between _______ separate Twitter handles to build a large enough audience.
- A) 50 – 75
- B) 10 – 25
- C) 3 – 4
- D) The Tailored Audience feature automatically sets this number
98.) Before launching a paid social advertising campaign it’s best to have:
- A) multiple business objectives, a large audience, multiple ad variations
- B) clear business objectives, a well defined target audience, multiple ad variations
- C) a very niche audience, an idea of what you want the campaign to achieve, and one high quality ad
- D) at least three marketing objectives that need to be supported in order to take advantage of volume pricing
97.) to grow your community on Twitter, it is suggested that you should:
- A) Follow every person who has ever mentioned your company name
- B) Tweet everyone you know in your industry who might like your products
- C) Monitor conversations related to your industry and follow people whose interests align with what your community offers
- D) Twitter should not be used for community building
96.) Partnerships with complementary business whose audience shares values with yours are:
- A) not recommended because of the potential for future market overlap
- B) a powerful way to grow your community
- C) an efficient way seize market share from competitors
- D) risky and unstable because businesses frequently pivot their community strategies
95.) When posting on your social networks, it’s important to _____________.
- A) use exactly the same wording to maintain consistency of voice
- B) tailor messages to the unique strengths of each platform, where possible
- C) post a message on all platforms at the same time to make gathering metrics more accurate
- D) none of the above
94.) Using curated content as a tool for discovering your audience interests can help guide your ____________.
- A) KPIs
- B) listening and monitoring efforts
- C) content creation process
- D) social customer service
93.) An example of individual goals for a blog post is:
- A) 50 Facebook likes
- B) 12 Email Sign ups
- C) Positioning the company as an industry expert
- D) a & b only
92.) Social media strategies tend to fall into 3 categories:
- A) Earned, Influenced, Purchased
- B) Paid, Owned, Earned
- C) Earned, Borrowed, Acquired
- D) Aimed, Taught, Bought
91.) The following is not a component of a social media marketing strategy:
- A) brand voice
- B) recruiting and retention strategy
- C) content calendar
- D) competitor assessment
90.) Adding your Instagram profile link to your email signature and to your website:
- A) has limited effectiveness because viewers need to have the Instagram app installed on their device to click through.
- B) helps make it easy for people to find you on social media
- C) is strongly recommended, but does require a minor amount of back end programming OR or a paid third-party widget like Iconosquare
- D) is the only feasible ways to promote your Instagram account outside of actually engaging and content sharing on the platform.
89.) 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.
- A) TRUE
- B) FALSE
88.) The Facebook page moderation feature:
- A) prevents a user from posting too many comments on your wall
- B) prevents a user from expressing negative sentiment about your brand
- C) prevents comments that contain certain words from being posted
- D) none of the above
87.) Twitter cards are:
- A) a great way to promote newsletter sign ups and owned content
- B) not recommended for promoting app downloads from the app store
- C) a paid feature available to verified Twitter accounts
- D) awarded twice yearly to influential users and businesses who have most effectively showcased Twitter’s “Open Communication” mandate
86.) At the core of community is the principle of __________, the more value you provide to your audience, the more likely they are to contribute meaningfully to the community as well.
- A) communication
- B) reciprocity
- C) evaluation
- D) influence
85.) Tracking your ‘share of voice’ involves measuring:
- A) the size of your following and its rate of growth over time
- B) the number of community members who have been brought on in a formal brand advocate role, and the amount of user generated content you’ve been able to source from your community
- C) the number of interactions that take place on social media that can be attributed to you versus your competitors
- D) the amount of check ins that are made at your location through Facebook and Foursquare
84.) Return on Ad Spend (ROAS) can be measured in two ways:
- A) the cost per email address and the cost per verified phone number collected
- B) direct revenue generated and captured leads
- C) the value your ad brings to your business and the costs associated with the purchased ad
- D) engagement and brand visibility
83.) Targeting LinkedIn ads by __________ is a good way to reach key decision makers who make purchasing decisions.
- A) company
- B) job title
- C) older age bracket
- D) gender
82.) It is currently not possible to target Twitter Ads at:
- A) competitor hashtags
- B) tailored audiences and specific locations
- C) keywords and specific users
- D) none of the above
81.) With ____ bidding on Facebook, you’re charged each time someone takes an action on your ad, such as clicking through to visit your website.
- A) CPM (Cost per impression)
- B) oCPC (Optimized Cost per Click)
- C) CPC (Cost per Click)
- D) CPA (Cost per Action)
80.) You can target your Facebook ad set at ____ sourced from a list of customer emails or IDs, a list of visitors to your website or users of your app.
- A) a competing company
- B) a custom audience
- C) Twitter users also on Facebook
- D) Instagram users
79.) When creating paid social advertisements, it’s a best practice to lead visitors to a website or landing page that’s optimized for:
- A) dynamic text environment
- B) video content
- C) mobile viewing
- D) opening PDFs
78.) To foster a dicussion on a question in LinkedIn groups, you should:
- A) crosspost every question to your personal LinkedIn feed
- B) invite your personal LinkedIn connections outside the group to contribute
- C) tag group members who may have relevant information to share in the comments on the post
- D) delete all question to which you don’t have the answers
77.) If you encounter a question on social media channels to which you don’t have an answer, what is the best way to respond?
- A) confidently – it’s best to take your best guess at an answer, and convey it with confidence
- B) dismissively – if you don’t know the answer to a question, it’s likely not an important concern
- C) vaguely – it’s best to avoid admitting to customers that you don’t know the answer
- D) honestly – explain you don’t have an answer, but that you’ll get back to them with it
76.) When it comes to building community, which of the following is not a form of engagement?
- A) discussions around shared content
- B) geo-targeted posts and tweets
- C) customer support queries
- D) responding to positive and negative sentiment
75.) Due to the 140 character limit of Instagram captions, it’s important to be concise with every post.
- A) TRUE
- B) FALSE
- C) True, but you can make captions longer by adding multiple comments under each photo
- D) Instagram’s character limit is longer than 140
74.) An optimal content marketing program will incorporate ____ content
- A) audio and visual
- B) curated and created
- C) paid and earned
- D) crowdsourced and created
73.) If you’re taking the time to develop a blog, boost the discoverability of each post by making them ____-friendly
- A) SEO
- B) Email
- C) Facebook Analytics
- D) ROI
72.) ____ with an interested audience over long periods of time can lead to you being seen as a trusted advisor.
- A) Highly targeted social advertising
- B) Lighthearted, humorous conversations
- C) Sharing company news and information about products and services
- D) Sharing useful, relevant content
71.) The purpose of a ____ is to ensure you have set clear goals, know your target market, have identified the best channels to distribute and share your content, and have established a set of topics that will interest your audience.
- A) content Calendar
- B) social media policy
- C) content strategy
- D) SMART objective
70.) A competitive analysis should be performed:
- A) only by third party B2B consulting firms with appropriately licensed staff
- B) during a social media audit and at regular intervals
- C) in partnership with competing businesses so a complete picture of the competitive landscape can be generated
- D) using qualitative data only
69.) The key elements of content strategy are:
- A) target audience, content goals, brand voice, and distribution channels and tactics
- B) tertiary audience, partnerships and community, earned media, email retargeting
- C) distribution channels and tactics, content goals, and influencer strategy
- D) all of the above
68.) Identifying and defining ____ for the calendar year is essential when planning your social media activity
- A) brand voice
- B) key dates and timelines
- C) social media policy
- D) measurement activities
- E) all of the above
67.) If you’re an online retailer and your social media goal is to increase newsletter sign ups from social channels, a related KPI could be:
- A) a memorable phrase that highlights the value prop of the newsletter
- B) the number of unique visitors to your website last year
- C) a 30% overall increase in sign ups within three months
- D) the number of clicks on the URLs embedded within the newsletter
66.) A social media audit would typically not include:
- A) an itemized list of current social media networks and their activity rates
- B) follower counts per social network
- C) information about what your competitors are doing
- D) KPIs, goals and objectives for the coming year
65.) Instagram allows you to include clickable links in the following area(s):
- A) Website Field and Bio Field
- B) Custom Location Field and Website Field
- C) Website Field
- D) Website Field, Captions, Comments, and Username Field
64.) One of the best ways to ensure your target audience sees your LinkedIn updates is to:
- A) entice your target audience to Follow your LinkedIn Page, because then it will show up in their Newsfeed
- B) post updates during business hours, since that’s when professionals are usually logged in
- C) post your company updates in relevant industry groups, in addition to your Home Feed
- D) always cross post your LinkedIn updates to your Facebook and Twitter pages to maximize
63.) Which of the following statements describes a best practice regarding your Facebook page profile picture?
- A) Change it every day to keep your followers interested
- B) Keep your profile picture consistent and change it strategically
- C) Chance once a week and use random images to create visual interest
- D) Never change your picture because you need people to associate it with your brand
62.) Businesses can use YouTube annotations to:
- A) prompt users to watch and ‘Like’ more of their posted content
- B) allow viewers to leave time-coded annotations within the video for others to see
- C) enable viewers to instantly share the video directly to their following by simply clicking on the annotation
- D) hide advertisements that are intrusive or irrelevant
61.) As Twitter is ____, businesses are able to follow and monitor their customers for insights into their ideas, habits, and opinions about different products and services
- A) an open network
- B) a closed network
- C) an internal resource network
- D) a gated community
60.) For deeper insights into the ROI of your social ads spend, you should analyze data by _________ .
- A) platform, target audience, and creative elements
- B) SEO and remarketing
- C) distillation and aggregation
- D) revenue lost and opportunity costs
59.) Which of the following is a feature within LinkedIn Ads Manager?
- A) Audience Expansion
- B) Brand Visibility Booster
- C) Website Clicks and Conversions
- D) competitor hashtag analysis
58.) Twitter’s ____________ provide an opportunity to use customer data such as emails and Twitter handles to target specific users when using Ads
- A) Audience Insights
- B) Tailored Audiences
- C) Twitter Analytics
- D) Twitter Data
- E) none of the Above
57.) Which of the following is not a type of Twitter Advertising Campaign
- A) Tweet Engagement
- B) Video Views on Twitter
- C) Followers Campaign
- D) Website Clicks and Conversions
- E) App Installs and SEO Optimization
56.) Facebook bidding types include:
- A) Cost per Click, Cost per Impression and Cost per Engagement
- B) Cost per Impression, Cost per Click and Optimized Cost per Impression
- C) Cost per Like, Cost per Comment, and Optimized Cost per Impression
- D) Cost per Video View, Cost per Share and Cost per Click
55.) With ___________ bidding, you pay each time your Facebook ad is shown to a member of your targeted audience. _________ is a good option when the focus of your Facebook Ad campaign is exposure. (one answer)
- A) CPM (Cost per Impression)
- B) oCPC (Optimized Cost per Click)
- C) CPC (Cost per Click)
- D) CPA (Cost per Action)
54.) Facebook Audience Insights allows you to:
- A) view the top visited websites of your target audience
- B) study the demographics of an audience connected to your Facebook Page
- C) get information about specific people like a group of influencers
- D) instantly compare audience demographics of your Facebook following to that of your Instagram following
53.) The posts you choose to Boost on Facebook should:
- A) always include direct call to action to buy your product/service and UTM parameters to track ROI more efficiently
- B) have underperformed when initially posted
- C) promote community building and foster conversation about industry topics
- D) drive users to your website or blog or spread awareness of a time-bound campaign
52.) 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) negative SEO benefits
- B) integration with print and TV campaigns
- C) finely tuned targeting capabilities
- D) collaborative relationships
51.) Which of the following is a best practice for buying social advertisements?
- A) keep your target audience as broad as possible
- B) rotating images and developing ad copy variants to help you test what works best
- C) avoid ad copy variants as this can confuse the target audience and make ROI measurement more difficult
- D) focus your spending on networks where you’ve struggled to attract followers
50.) Before deciding to advertise in a specific platform, get a sense for the size of the audience your ad could reach by doing some ____________.
- A) preliminary targeting research
- B) keyword analysis with Google AdWords
- C) surveys with a target audience
- D) Consultations with internal SMEs
49.) When creating an ad based on a previous piece of content you’ve shared, it’s usually best to use a post with ___________.
- A) visuals, text, and low organic engagement
- B) high organic engagement
- C) native Facebook video
- D) YouTube Annotations
48.) Tracking qualified leads from your community that result in sales is one way to prove the ________ of your social media program.
- A) ROI
- B) ARPU
- C) Reach
- D) Influence
47.) On Facebook, which of the following is the best way to learn about community members’ interests and habits?
- A) Run targeted reports using Google Analytics
- B) A/B test a variety of Promoted Posts
- C) Use Facebook Graph Search
- D) Ask targeted questions within comment threads
46.) “Credit content from other people by mentioning their username in the caption or by tagging it in the photo”. On which social network is this advice most relevant?
- A) Twitter
- B) Pinterest
- C) LinkedIn
- D) Instagram
45.) In order to cement positive relationships with your brand advocates on Twitter, you should:
- A) provide an honorarium for each positive mention they make about your brand
- B) engage with their online content and give public shout outs to recognize their support
- C) empower them to unfavorably review competitors products in a public form (e.g., Yelp)
- D) offer to employ negative SEO practices to help them move their business interests forward
44.) ____________are often your best advocates and the best at amplifying your content on LinkedIn.
- A) Influencers
- B) Clients
- C) Family members
- D) Employees
43.) A good first step to connecting with influencers is to:
- A) Send a formal email explaining your product and asking them to share it with their networks
- B) Start building a relationship by engaging with the content they share
- C) Tweet each influencer you’d like to attract every day for a minimum of 3 weeks
- D) Wait until your product is successful and the influencers come to you
42.) When you’ve been successful in building a community that is well-acquainted with your brand and products it can become self-monitoring. This means when a question arises:
- A) you can rely on the community space to provide answers, moderate discussions and correct any misinformation without supervision
- B) community members may pipe in with an answer, thereby reducing the resources you dedicate to customer support
- C) it’s an indication that your community building efforts were not as robust as they could have been
- D) it should be viewed as a qualified sales lead and funneled immediately to the sales team
41.) When thinking about influencers you’d like to attract to your brand’s community, what is the most important criteria to think about?
- A) Someone who has expressed distaste for your competitors
- B) Their sum total of followers, friends etc.
- C) Someone who can contribute their trusted insight to your community
- D) Someone whose remuneration requirements are within the allotted budget in your social media strategy
40.) Brand advocates are:
- A) dedicated fans with whom you should build closer relationships
- B) short terms employees brought on to create a large volume of positive online content about your brand
- C) paid members of the public, recruited and coached on what to say about your company in other online communities
- D) none of the above
39.) The spirit of an online community is to bring people together around________________, rather than just your specific company products.
- A) your sphere of influence
- B) shared values, ideas and topics
- C) a conversion friendly platform
- D) brand loyalty
38.) When tracking the ________ of a content marketing program, it’s important to keep track of hard costs such as labour, stock images, photography, freelance writer and designer fees.
- A) ARPU
- B) share of voice
- C) ROI
- D) SEO
- E) all of the above
37.) Where appropriate, always aim to end your posts with a clear:
- A) outline of a product or service
- B) call to action
- C) call for attention
- D) Buy Now button
36.) Consider participating in popular instagram trends such as ______________ to give users a glimpse into the history of your business.
- A) Saturday Stories (#SatStories)
- B) Memory Mondays (#MeMo)
- C) Fallback Friday (#fbf)
- D) Throwback Thursdays (#tbt)
35.) Branded hashtags work best on the following platforms:
- A) Facebook and Instagram
- B) Instagram and Twitter
- C) Facebook and Twitter
- D) Twitter and Pinterest
34.) As a rule of thumb, content about your company products and services should make up the following percentage of all content you share:
- A) 0.3
- B) 0.9
- C) there is no rule of thumb
- D) 0.65
33.) Content curation methodology includes:
- A) distillation, reconciliation, imitation and chronology
- B) levitation, aggregation, elevation, distillation
- C) aggregation, distillation, chronology and elevation
- D) indoctrination, aggregation, distillation, chronology
32.) ___________________can have powerful, time-saving benefits when used as part of a content marketing program.
- A) White papers
- B) Thought leadership pieces
- C) User-generated content
- D) Video content
31.) Apps like TrendSpottr, Content Gems, Feedly, and Flipboard are powerful tools for:
- A) building relationships in your industry
- B) content curation
- C) incentivizing brand ambassadors
- D) gathering and analyzing metrics
30.) The exact best ratio of curated to created content is:
- A) 50/50
- B) 45/55
- C) 10/90
- D) there is no exact ratio
29.) Once developed, how often should your content strategy be revised?
- A) content strategy should stay the same for the entire lifespan of a product line
- B) content strategy should be revised once a month
- C) content strategy should be revised every 5-10 years
- D) content strategy should be reviewed annually
28.) A content strategy should be in support of the __________ laid out in your social media strategy.
- A) roles and responsibilities
- B) social media goals and objectives
- C) social media policy
- D) content calendar
27.) As a best practice, store your content calendar and content bank:
- A) in a centralized location like Google Drive
- B) on the Social Media Manager’s computer, so one person controls official versions and the revision process
- C) across several computers, so a hard drive crash on one computer doesn’t wipe out all the files
- D) none of the above
26.) Content marketing success depends on consistently producing a large quantity of content, and not letting concerns about quality grind your progress to a halt.
- A) TRUE
- B) FALSE
25.) The following types of measurement should be used to assess the progress of your social media strategies:
- A) time-bound and randomized
- B) qualitative and time-bound
- C) qualitative and quantitative
- D) daily and qualitative
24.) Four days into launching your content strategy, it is not hitting its performance goals. You should:
- A) scrap it and start from scratch
- B) give it some more time, and continue monitoring results
- C) leave it as is, 95% of content strategies work in the first year
- D) adjust performance goals so the strategy becomes a winning one
23.) Qualitative and quantitative data should be _______________ on a consistent basis.
- A) gathered, discarded and used to adjust course
- B) reported, adjusted and leveraged to shift strategic direction
- C) refrained from being used
- D) gathered, analyzed and used to adjust course
22.) A social media policy is intended to:
- A) outline what social media strategies and tactics that will be pursued in the coming year
- B) mandate the required amount of social media promotion employees must do on the behalf of the company
- C) provide guidelines for appropriate and inappropriate use of social media by company employees
- D) outline the ways in which sales and marketing activities will support social media initiatives in the coming year
21.) An example of an “earned” strategy within a social media strategy document could be:
A) securing endorsements by influencers
- B) generating positive conversations around your products or services
- C) sparking word of mouth recommendations from previous customers
- D) all of the above
- E) none of the above
20.) ____________refer to branded properties you control and can leverage strategically such as your website, blog and social channels.
- A) ARPU levers
- B) Owned strategies
- C) Conversion channels
- D) Top of Funnel media properties
19.) An organization’s overall social media strategy should be reviewed and revised:
- A) once a month
- B) as business goals and priorities shift
- C) twice a year
- D) on a week by week basis
18.) Social media objectives should:
- A) be S.M.A.R.T. – Specific, Measurable, Achievable, Realistic, Time-bound
- B) not include key performance indicators
- C) be independent of competing marketing goals
- D) follow the CCAF framework: context, challenge, activity, feedback
17.) To ensure the social media goals you’re setting in your social media strategy are attainable and realistic:
- A) begin planning requests for new-hires when the workload increases
- B) consider the goal in an historical context and evaluate your resources
- C) proactively manage the expectations of company business leaders downward
- D) set goals conservatively to increase probability they’ll be achieved
16.) Social media goals are unnecessary if your company is smaller than:
- A) 5 people
- B) 30 people
- C) 15 people
- D) none of the above
15.) It’s important to develop key messages for your businesses to share so that:
- A) you and your employees can keep in mind what you want to emphasize in social media interactions
- B) you have canned, pre-approved messages to share on social media in the case of emergencies
- C) brand voice/persona can develop organically out of audience engagement with those key message
- D) senior executives can more accurately define business objectives
14.) A strategic plan for how a company will incorporate social media into its business is:
- A) an Executive Summary
- B) a Social Media Audit
- C) a Social Media Policy
- D) a Content Strategy
- E) none of the above
13.) A company’s social media strategy document should be ___________ a company’s larger business strategy.
- A) independent of
- B) aligned with and guided by
- C) the foundation for
- D) all of the above
12.) In your Instagram profile, you should select a clear and memorable profile photo, one that:
- A) has a resolution of at at least 1600 X 900
- B) contains metatags for SEO purposes
- C) displays well as a thumbnail photo
- D) all of the above
10.) Using your LinkedIn Company Page, you should post in LinkedIn Groups:
- A) once a day to generate brand exposure
- B) as much as time permits but focus on posting during regular business hours
- C) never, so as not to associate your company with any beliefs or ideas you don’t endorse
- D) you can’t post as a Company Page in LinkedIn Groups
9.) _______________ 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 Groups
- B) LinkedIn Products and Services Tabs
- C) LinkedIn Showcase pages
- D) LinkedIn Featured Products
8.) Under the Insights Tab on Facebook, you’ll find:
- A) code for a Like, Share or Follow badge
- B) how many users hid each post from their NewsFeed
- C) a quick snapshot of the reach and engagement of your posts
- D) hundreds of third party apps like Instagram, Twitter and Pinterest
7.) Under Facebook’s Page settings, you can control whether the public can:
- A) tag your photos
- B) post to your page
- C) reach out to you via private message
- D) all of the above
- E) a and c only
6.) To take full advantage of your Twitter Media Gallery, ensure that you’ve uploaded a minimum of:
- A) 2 Twitter Cards
- B) 8 videos and 3 photos
- C) 6 photos or videos
- D) 1 Tweet Button to each of your web properties
5.) Your Twitter Favourites Tab allows you to:
- A) pin your most important tweets to the top of your profile
- B) curate and display tweets from others that you have favourited and find valuable
- C) instantly trigger a paid Promoted Tweet
- D) receive notifications when favorited users sends tweets in the future
4.) Pinterest has a larger percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income.
- A) male users
- B) female users
- C) professional users
- D) teenagers
3.) A company’s marketing team can promote new products and services as well as create brand awareness by sharing valuable content on LinkedIn ___________
- A) Annotations
- B) Company Pages
- C) Email Marketing Service
- D) Promoted Boards
2.) Tumblr’s user-friendly platform and visual nature makes it easy for brands to tell their story through ___________
- A) text, photos, links and quotes
- B) photos, collections and discoveries
- C) videos and subscriptions
- D) none of the above
1.) Using social platforms, businesses can target niche markets and reach specific demographics.
- A) TRUE
- B) FALSE
