Question 1

A Social Media SWOT Analysis :

Accepted Answer

A)   i s an important part of the monitoring phase of the social media marketing planning cycle.
B)   is something found just after the overview in a social media marketing plan.
C)   m easures brand health.
D)   a ssesses a company's social media presence.
E)   c an help a company conduct a competitive analysis of the social web.

Question 2

When a company is identified as being in the intermediate stage of social media, it :

Accepted Answer

A)   is focusing on monitoring the social web to create a social media plan.
B)   is in a position to use management systems to create engaged communities on various platforms.
C)   h as an average annual budget of $1.364 million for social media marketing.
D)   has a clearly defined social media policy.
E)   i s ready to invest in social customer relations management (SCRM)  .

Question 3

When presenting a social media marketing plan to an organization's top executives, why is it important to include a detailed budget request?

Accepted Answer

A)   It ties spending to identified KPIs.
B)   It illustrates that social media is less expensive than traditional marketing.
C)   It shows how the overall social media budget will be spent.
D)   It shows you've spent time figuring out how specific tactics cost.
E)   It is an important part of calculating ROI.

Question 4

Which SWOT Matrix strategy would be one where a company focused on overcoming weaknesses in its social media profiles in order to follow new opportunities in both new and existing social media platforms?

Accepted Answer

A)   W-T strategy
B)   S-O strategy
C)   S-T strategy
D)   W-O strategy
E)   W-S strategy

Question 5

Social media monitoring is the process of monitoring, tracking, and evaluating a brand's social media marketing activities.

Accepted Answer

A) True 
 B)False

Question 6

What are the five metrics identified as necessary for auditing a company's social media presence on social media platforms?

Accepted Answer

1. Sentiment analysis
2. Ident...

Question 7

Tuning is :

Accepted Answer

A)   part of the monitoring process .
B)   not relevant to a company that has clearly defined KPIs.
C)   a way to identify personas.
D)   a content cross-utilization strategy.
E)   the ongoing process of adjusting a social media marketing plan to ensure its goals are achieved.

Question 8

When setting goals for a social media marketing plan, it is important to :

Accepted Answer

A)   identify goals correctly the first time since revisions are not recommended.
B)   identify those goals that will achieve a competitive advantage for the company.
C)   identify specific social media platforms for each goal.
D)   ensure the goals are achievable.
E)   b e ambitious.

Question 9

What is one potential effect of too much cross-utilization of content?

Accepted Answer

A)   Repurposing the same content might be seen as lazy.
B)   Social media users might not engage with the content if they saw it on another platform.
C)   It might be seen as spam by search engines.
D)   It might reduce referral website traffic.
E)   The competition might repurpose the content. C

Question 10

What are the four guidelines for creating content?

Accepted Answer

1. Develop or acquire content specific t...

Question 11

Creating a vanity URL for a Facebook page is an example of :

Accepted Answer

A)   measuring.
B)   engagement.
C)   creating content.
D)   tracking.
E)   implementing .

Question 12

Personas are part of which stage in the Social Media Marketing Planning Cycle?

Accepted Answer

A)   Target audience
B)   Strategies
C)   Goals
D)   Tune
E)   Competitive Intelligence

Question 13

When presenting a social media marketing plan to management for approval, it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective.

Accepted Answer

A) True 
 B)False

Question 14

In some cases it is possible to determine which social media platforms a persona will most likely frequent by examining the behavior of the target audience.

Accepted Answer

A) True 
 B)False

Question 15

The implementation phase includes identifying which staff will handle the content and tactics for specific social media platforms.

Accepted Answer

A) True 
 B)False

Question 16

A company should not select social media platforms until it has clearly identified its target audience and its behaviors.

Accepted Answer

A) True 
 B)False  True

Question 17

Free monitoring tools are useful for:

Accepted Answer

A)   calculating customer satisfaction KPI formulas.
B)   qualitative measurements.
C)   o bserving what people are saying about a brand.
D)   evaluating the effectiveness of social media tactics.
E)   m easuring branding efforts.

Question 18

Why is brand health an important part of the listening phase?

Accepted Answer

A)   It is integral to sentiment analysis.
B)   It helps a company identify its current social media presence, and serves as a starting point for strategy development.
C)   It shows how a company's social presence compares to its competition.
D)   It is like a doctor's appointment for a brand, something that should be done every year.
E)   It is a useful way to identify Key Performance Indicators for specific social media platforms.

Question 19

The overview of a social media marketing plan should start off with a reasoned argument for making the required investment to implement the proposed plan.

Accepted Answer

A) True 
 B)False  True

Question 20

Why is an executive summary an important element of a social media marketing plan?

Accepted Answer

A)   It helps the reader appreciate the full value of the document.
B)   It helps the reader find specific sections of the social media marketing plan.
C)   It makes the social media marketing plan stand out.
D)   It provides a first impression and highlights the primary benefits of the social media marketing plan.
E)   It is intended to serve as a summary in case the reader doesn't have time for the entire document.

Exam 15: Social Media Marketing Plan

A Social Media SWOT Analysis :

Correct AnswerverifiedShow Answer

When a company is identified as being in the intermediate stage of social media, it :

Correct AnswerverifiedShow Answer

When presenting a social media marketing plan to an organization's top executives, why is it important to include a detailed budget request?

Correct AnswerverifiedShow Answer

Which SWOT Matrix strategy would be one where a company focused on overcoming weaknesses in its social media profiles in order to follow new opportunities in both new and existing social media platforms?

Correct AnswerverifiedShow Answer

Social media monitoring is the process of monitoring, tracking, and evaluating a brand's social media marketing activities.

Correct AnswerverifiedShow Answer

What are the five metrics identified as necessary for auditing a company's social media presence on social media platforms?

Correct Answerverified1. Sentiment analysis2. Ident...View AnswerShow Answer

Tuning is :

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When setting goals for a social media marketing plan, it is important to :

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What is one potential effect of too much cross-utilization of content?

Correct AnswerverifiedC

What are the four guidelines for creating content?

Correct Answerverified1. Develop or acquire content specific t...View AnswerShow Answer

Creating a vanity URL for a Facebook page is an example of :

Correct AnswerverifiedShow Answer

Personas are part of which stage in the Social Media Marketing Planning Cycle?

Correct AnswerverifiedShow Answer

When presenting a social media marketing plan to management for approval, it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective.

Correct AnswerverifiedShow Answer

In some cases it is possible to determine which social media platforms a persona will most likely frequent by examining the behavior of the target audience.

Correct AnswerverifiedShow Answer

The implementation phase includes identifying which staff will handle the content and tactics for specific social media platforms.

Correct AnswerverifiedShow Answer

A company should not select social media platforms until it has clearly identified its target audience and its behaviors.

Correct AnswerverifiedTrue

Free monitoring tools are useful for:

Correct AnswerverifiedShow Answer

Why is brand health an important part of the listening phase?

Correct AnswerverifiedShow Answer

The overview of a social media marketing plan should start off with a reasoned argument for making the required investment to implement the proposed plan.

Correct AnswerverifiedTrue

Why is an executive summary an important element of a social media marketing plan?

Correct AnswerverifiedShow Answer

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1. Sentiment analysis
2. Ident...
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C

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1. Develop or acquire content specific t...
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