Question 1

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  False

Question 2

What are the four guidelines for creating content?

Accepted Answer

1.Develop or acquire content specific to the needs of the community in each social media platform.
2.Edit/manage the content to ensure it is relevant to that specific social media channel.
3.Cross-utilize content selectively.
4.Break apart larger content into smaller chunks that can be easily consumed on social media platforms.

Question 3

A Social Media SWOT Analysis

Accepted Answer

A)   Is 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)   Measures brand health.
D)   Assesses a company's social media presence.
E)   Can help a company conduct a competitive analysis of the social web. E

Question 4

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

Accepted Answer

The answer of What are the five metrics identified as...

Question 5

The most successful social media marketing efforts result from having the marketing and public relations teams lead the conversation.

Accepted Answer

A) True 
 B)False

Question 6

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 7

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 8

A Social Media SWOT Analysis is an important part of a social media marketing plan because it can help an organization assess its brand health in relation to the competition.

Accepted Answer

A) True 
 B)False

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.

Question 10

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 11

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.

Question 12

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 13

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 14

Free monitoring tools are useful for

Accepted Answer

A)   Calculating customer satisfaction KPI formulas.
B)   Qualitative measurements.
C)   Observing what people are saying about a brand.
D)   Evaluating the effectiveness of social media tactics.
E)   Measuring branding efforts.

Question 15

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 16

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)   Has an average annual budget of $1.364 million for social media marketing.
D)   Has a clearly defined social media policy.
E)   Is ready to invest in social customer relations management (SCRM) .

Question 17

Tuning is

Accepted Answer

A)   Part of the monitoring process
B)   Not relevant to a company that has clearly defined KPIs
C)   Is a way to identify personas
D)   Helps a company assess its progress in implementing its social media marketing strategies.
E)   The ongoing process of adjusting a social media marketing plan to ensure its goals are achieved.

Question 18

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 19

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)   Be ambitious.

Question 20

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

Exam 15: Social Media Marketing Plan

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.

What are the four guidelines for creating content?

A Social Media SWOT Analysis

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

The most successful social media marketing efforts result from having the marketing and public relations teams lead the conversation.

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

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

A Social Media SWOT Analysis is an important part of a social media marketing plan because it can help an organization assess its brand health in relation to the competition.

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

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.

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

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

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

Free monitoring tools are useful for

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

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

Tuning is

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?

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

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