D379 Social Media Marketing
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Free D379 Social Media Marketing Questions
Which of the following is true of corporate blogs?
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Of the various types of blogs, marketers have the least degree of control over the content in corporate blogs.
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These blogs offer a forum for marketers to educate customers about their products and services
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These blogs offer little opportunity for firms to excite or engage their customers.
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These blogs are platforms where experts review products and share their recommendations of a product or service
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Consumers tend to trust content in corporate blogs over that in other blogs or other more traditional media
Explanation
Explanation:
Corporate blogs are owned and managed by a company and serve as a direct channel for sharing information about products, services, and industry topics. They allow marketers to educate customers while maintaining full control of the content.
Correct Answer:
These blogs offer a forum for marketers to educate customers about their products and services.
Which KPI is most likely to be a vanity metric?
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Reach
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Engagement
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Return on Investment (ROI)
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Retention and loyalty
Explanation
Explanation:
Vanity metrics are metrics that look impressive but do not provide meaningful insight into business performance or outcomes. Reach measures how many people have seen your content, which can be high without translating into engagement, conversions, or customer loyalty. Therefore, reach is considered a vanity metric because it may not correlate with actual business impact.
Correct Answer:
a. Reach
Which one of the below choices is NOT a reason you should be measuring your social media ROI?
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Prove the value of social media within your organization
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Show how social media can impact all departments, ranging beyond Marketing and Sales to HR to Engineering PR
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Show influencers how enticing it would be to work with your company
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Understand and measure brand reputation and gain control of that conversation
Explanation
Explanation:
Measuring social media ROI is essential for demonstrating the impact of social efforts on business goals, understanding brand reputation, and showing cross-departmental value. However, measuring ROI is not intended to attract influencers; that is a recruitment or partnership strategy, not a purpose of ROI analysis.
Correct Answer:
c. Show influencers how enticing it would be to work with your company
How much of the buyer's journey is digital?
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20%
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52%
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90%
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67%
Explanation
Explanation:
Studies consistently show that the majority of the buyer’s journey occurs online, where prospects research, compare, and evaluate products and services before making a purchase. Digital channels, including social media, search engines, and websites, play a critical role in influencing decisions, making the journey predominantly digital. This highlights the importance of having a strong online presence and digital marketing strategy.
Correct Answer:
c. 90%
Which of the following would not contribute to ad fatigue?
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Using the same image on your ad for over a month
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Using only Facebook for your advertising strategy
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Offering the same ebook in your ad for two months straight
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All of these would contribute to ad fatigue
Explanation
Explanation:
Ad fatigue occurs when audiences see the same ad repeatedly, leading to reduced engagement and effectiveness. Using the same image for an extended period, offering the same content repeatedly, or limiting the ad distribution to a single platform can all contribute to ad fatigue because audiences become overly familiar with the material. Therefore, all of the listed factors can cause ad fatigue.
Correct Answer:
d. All of these would contribute to ad fatigue
Why is employee advocacy important to consider as a key area for organizations and brands?
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Employees are influencers in the field of social media
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Employees are the deciders of what is important for the company, not senior management
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Employees are micro influencers in the arena of internal communication
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Employees embody company culture and values, so are more trusted than official spokespeople
Explanation
Explanation:
Employee advocacy is critical because employees naturally represent the company’s culture, values, and expertise. When employees share content or engage on behalf of the brand, they are perceived as more authentic and trustworthy than official spokespeople or corporate messaging. This trust can lead to stronger brand credibility, greater engagement, and increased influence in the marketplace, as audiences are more likely to listen to individuals who genuinely embody the company’s principles.
Correct Answer:
d. Employees embody company culture and values, so are more trusted than official spokespeople
The most important thing to keep in mind when measuring social ROI is:
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How much you're paying using ads to achieve social media results
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Accurate tracking of all agency and freelance costs
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Understanding the lifetime value of your social posts
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Evangelizing your findings throughout the organization
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Using the same metric that you use for other channels
Explanation
Explanation:
When measuring social ROI, it is crucial to align your metrics with broader business outcomes rather than just isolated social media metrics. Using the same metrics that are applied to other channels ensures consistency in measuring performance and allows decision-makers to compare social media results to other marketing investments. This approach helps demonstrate the value of social media in the context of overall business objectives and ensures that ROI calculations are meaningful and actionable.
Correct Answer:
e. Using the same metric that you use for other channels
What is an employee advocacy program?
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A social media program for only senior management professionals to take advantage of
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A social media program for all employees to take advantage of
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A social media program for only the employees responsible for social media to use
Explanation
Explanation:
An employee advocacy program encourages all employees to share company content, insights, and messaging through their personal social networks. This amplifies brand reach, increases credibility, and leverages employees as authentic brand ambassadors. The program is inclusive, enabling employees from any department to participate and contribute to social engagement efforts.
Correct Answer:
b. A social media program for all employees to take advantage of
What is a Social Media Service Level Agreement (SLA)?
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A contract between a service provider and a customer regarding the scope of the in-person or over-the-phone service to be provided
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The agreement a company makes to commit to answering social media responses in a specific amount of time
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A confidentiality agreement that creates a legal obligation to privacy and compels those who agree to keep any specified information obtained in social media secure
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An agreement designed to regulate the relationship between a provider of social media marketing services and a client for those services
Explanation
Explanation:
A Social Media Service Level Agreement (SLA) is a formal commitment that outlines how quickly and efficiently a company will respond to social media interactions, such as customer inquiries, complaints, or feedback. It sets clear expectations for response times and service quality on social platforms, ensuring accountability and consistent performance. This helps manage customer expectations and maintain a high level of customer service in social channels.
Correct Answer:
b. The agreement a company makes to commit to answering social media responses in a specific amount of time
What should you do to secure executive buy-in if you're starting a social media project and don't have a past campaign to use as a benchmark?
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Research the costs of agencies that can do the work
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Consider industry research to back up your plan
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Position your program as an experiment or pilot
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Create a robust PowerPoint with statistics to back up your plan
Explanation
Explanation:
When you lack historical data, positioning your program as an experiment or pilot is the most effective way to gain executive buy-in. A pilot reduces risk, sets realistic expectations, and allows for measurable outcomes. It demonstrates a willingness to test strategies and make informed decisions based on initial results, which can then justify further investment.
Correct Answer:
c. Position your program as an experiment or pilot
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