MKTG 4500 Final
Exam
1. Which of the following social media expense do you want to track so you can calculate ROI on your
marketing campaigns?
Work hours
Agency or freelance costs
Social media software and services Content development
expenses
All the above: All of the above
2. True or false: Ephemeral stories are quick bits of content, both video and photo, often with fun filters and
"stickers" that disappear after a short period of time (1-24 hours).: True
3. Which network has the longest life for a piece of content?
Facebook LinkedIn
Snapchat Pinterest:
Pinterest
4. True or false? A buyer persona is as important as business objectives when developing a social media
strategy.: True
5. Why would you want a service to help you manage and discover influence?
To help you discover what hashtags are working the best To determine which channels
are the most important
To know what type of customer information to regularly monitor
To identify individuals who have the biggest following and high social clout: To identify individuals who have the bigg
following and high social clout
6. True or false? The best way to choose the right social media tool is to think about your business goals, then
narrow down your choices based on that goal criteria.: True
7. What do senior leaders care about when it comes to your social media plan? Choose all that apply.
Sentiment
Competitive advantage Click-
through rates Customer
satisfaction
Number of social followers: Competitive Advantage & Customer Satisfaction
8. True or false? Simon Sinek says that people want to buy what you have. They don't care about what you
believe.: False
, MKTG 4500 Final
Exam
9. True or False? In social media, a service level agreement (SLA) refers to how much time passes between when
a customer reaches out and when the company responds.: True
10.What is the biggest challenge that most social media practitioners have?
Hiring the right number of people Developing the right
amount of content Getting executive buy-in for social ideas
Retaining customers: Getting executive buy-in for social ideas
11.Which of the below is not one of the five types of social media models?
Distributed
Dandelion
Holistic
Hub and Spoke: Distributed
12.Which of the following is NOT a benefit of having a social media strategy?
Social media helps you expand your other marketing efforts. Social media helps you attract
buyers.
Social media helps you send better emails.
Social media is a key driver for word-of-mouth marketing.: Social media helps you send better emails
13.True or False? You should revisit your KPIs every 18 months.: False
14.When it comes to social listening, how do you know which social networks to start with?
Start with the social networks your buyer personas use to learn about and interact with brands.
Facebook has over two billion monthly active users, so start there.
Create an account on all of them, and see which ones your audience gravitates towards.
If you haven't started your social presence by now, unfortunately it's too late.: Start with the social networks your
buyer personas use to learn about and interact with brands.
15.How can social media monitoring inform your sales and product teams?
Your competitors' marketing material can be copied and used for your own product or service.
Your product team can explain to customers exactly why they built that feature
, MKTG 4500 Final
Exam
a certain way.
Your sales team can listen to their closed/won deals and find great upsell opportunities via social listening.
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the
customer's needs.: Customer feedback, whether positive or negative, can help sales people and product teams better solv
for the customer's needs.
16.Why do you need to develop a business case for a new social monitoring technology?
It's an important skill for professionals to be able to analyze and communicate the return on investment expected
from their requested budget.
So that after the investment is made, you can go back and see whether it has lived up to expectations.
To clearly outline the expected value gained from a software investment and set the expectation with your manage
of how you'll realize that value.
Social monitoring technology is particularly expensive and difficult to deter- mine a return on investment.: To
clearly outline the expected value gained from a software investment and set the expectation with your manager of how
you'll realize that value.
17.What should you do if your competitor has a big public blunder?
Send my sales team to follow up with every negative post about the incident so that we can take this opportunity
to win their business.
Amplify the competitor's blunder, telling your followers "See this? We would never do this."
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empatheticall
to posts where appropriate.
Stay completely silent and make sure your company never experiences the same thing.: Maintain a helpful approach
and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate.
18.True or false? Social Content is only used during the attract and delight stages of the inbound
methodology.: False
19.Fill in the blank: Instagram stories are a great way to
demonstrate complex concepts quickly and easily directly message a
customer to answer a question deliver video podcasts
drive traffic and engagement: drive traffic and engagement
, MKTG 4500 Final
Exam
20.Why are hashtags helpful?
To aid search, track campaigns, and to influence the creation of user-generat- ed content
To keep track of ephemeral content that disappears
To demonstrate to executives the power of organic reach on a piece of content All of the above: To aid search, track
campaigns, and to influence the creation of user-generated content
21.When developing your brand's tone, is key.
timing
budget
context
personality: context
22. True or false? Jumping onto an unrelated hashtag to promote your material is spammy.: True
23.True or false? The longer your social posts, the more likely that content will be seen and re-shared.: False
24.Visual images are usually things like . Choose all that apply.
photos infographics
animated GIFs
illustrations: All of the above
25.Which of the following is NOT an example of active language you should use on a call-to-action?
"Subscribe here"
"Donate"
"More here" "Watch": "More
here"
26.True or false? Curating content means publishing someone else's content as if it were your own.: False
27."Real-time marketing" refers to:
Developing content on the fly for local, national, or global events happening online or offline.
Developing content on the fly for local, national, or global events happening online only.
Exam
1. Which of the following social media expense do you want to track so you can calculate ROI on your
marketing campaigns?
Work hours
Agency or freelance costs
Social media software and services Content development
expenses
All the above: All of the above
2. True or false: Ephemeral stories are quick bits of content, both video and photo, often with fun filters and
"stickers" that disappear after a short period of time (1-24 hours).: True
3. Which network has the longest life for a piece of content?
Facebook LinkedIn
Snapchat Pinterest:
4. True or false? A buyer persona is as important as business objectives when developing a social media
strategy.: True
5. Why would you want a service to help you manage and discover influence?
To help you discover what hashtags are working the best To determine which channels
are the most important
To know what type of customer information to regularly monitor
To identify individuals who have the biggest following and high social clout: To identify individuals who have the bigg
following and high social clout
6. True or false? The best way to choose the right social media tool is to think about your business goals, then
narrow down your choices based on that goal criteria.: True
7. What do senior leaders care about when it comes to your social media plan? Choose all that apply.
Sentiment
Competitive advantage Click-
through rates Customer
satisfaction
Number of social followers: Competitive Advantage & Customer Satisfaction
8. True or false? Simon Sinek says that people want to buy what you have. They don't care about what you
believe.: False
, MKTG 4500 Final
Exam
9. True or False? In social media, a service level agreement (SLA) refers to how much time passes between when
a customer reaches out and when the company responds.: True
10.What is the biggest challenge that most social media practitioners have?
Hiring the right number of people Developing the right
amount of content Getting executive buy-in for social ideas
Retaining customers: Getting executive buy-in for social ideas
11.Which of the below is not one of the five types of social media models?
Distributed
Dandelion
Holistic
Hub and Spoke: Distributed
12.Which of the following is NOT a benefit of having a social media strategy?
Social media helps you expand your other marketing efforts. Social media helps you attract
buyers.
Social media helps you send better emails.
Social media is a key driver for word-of-mouth marketing.: Social media helps you send better emails
13.True or False? You should revisit your KPIs every 18 months.: False
14.When it comes to social listening, how do you know which social networks to start with?
Start with the social networks your buyer personas use to learn about and interact with brands.
Facebook has over two billion monthly active users, so start there.
Create an account on all of them, and see which ones your audience gravitates towards.
If you haven't started your social presence by now, unfortunately it's too late.: Start with the social networks your
buyer personas use to learn about and interact with brands.
15.How can social media monitoring inform your sales and product teams?
Your competitors' marketing material can be copied and used for your own product or service.
Your product team can explain to customers exactly why they built that feature
, MKTG 4500 Final
Exam
a certain way.
Your sales team can listen to their closed/won deals and find great upsell opportunities via social listening.
Customer feedback, whether positive or negative, can help sales people and product teams better solve for the
customer's needs.: Customer feedback, whether positive or negative, can help sales people and product teams better solv
for the customer's needs.
16.Why do you need to develop a business case for a new social monitoring technology?
It's an important skill for professionals to be able to analyze and communicate the return on investment expected
from their requested budget.
So that after the investment is made, you can go back and see whether it has lived up to expectations.
To clearly outline the expected value gained from a software investment and set the expectation with your manage
of how you'll realize that value.
Social monitoring technology is particularly expensive and difficult to deter- mine a return on investment.: To
clearly outline the expected value gained from a software investment and set the expectation with your manager of how
you'll realize that value.
17.What should you do if your competitor has a big public blunder?
Send my sales team to follow up with every negative post about the incident so that we can take this opportunity
to win their business.
Amplify the competitor's blunder, telling your followers "See this? We would never do this."
Maintain a helpful approach and have empathy for the company's missteps. Reply thoughtfully and empatheticall
to posts where appropriate.
Stay completely silent and make sure your company never experiences the same thing.: Maintain a helpful approach
and have empathy for the company's missteps. Reply thoughtfully and empathetically to posts where appropriate.
18.True or false? Social Content is only used during the attract and delight stages of the inbound
methodology.: False
19.Fill in the blank: Instagram stories are a great way to
demonstrate complex concepts quickly and easily directly message a
customer to answer a question deliver video podcasts
drive traffic and engagement: drive traffic and engagement
, MKTG 4500 Final
Exam
20.Why are hashtags helpful?
To aid search, track campaigns, and to influence the creation of user-generat- ed content
To keep track of ephemeral content that disappears
To demonstrate to executives the power of organic reach on a piece of content All of the above: To aid search, track
campaigns, and to influence the creation of user-generated content
21.When developing your brand's tone, is key.
timing
budget
context
personality: context
22. True or false? Jumping onto an unrelated hashtag to promote your material is spammy.: True
23.True or false? The longer your social posts, the more likely that content will be seen and re-shared.: False
24.Visual images are usually things like . Choose all that apply.
photos infographics
animated GIFs
illustrations: All of the above
25.Which of the following is NOT an example of active language you should use on a call-to-action?
"Subscribe here"
"Donate"
"More here" "Watch": "More
here"
26.True or false? Curating content means publishing someone else's content as if it were your own.: False
27."Real-time marketing" refers to:
Developing content on the fly for local, national, or global events happening online or offline.
Developing content on the fly for local, national, or global events happening online only.
