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HubSpot Social Media Marketing Certification Exam Answers

HubSpot Social Media Marketing Certification Exam Answers

Hubspot Social Media Marketing Answers

Build an inbound social media strategy that delights your customers and grows your bottom line.

 

Questions:

-Which of the following is NOT a benefit of having a social media strategy?
-True or false? A buyer persona is as important as business objectives when developing a social media strategy.
-Which network has the longest life for a piece of content?
-On which social network should you share content most frequently?
-True or false? Social listening can help you find leads.
-True or false? Social content is only used during the attract and delight stages of the inbound methodology.
-Why are hashtags helpful?
-True or false? It’s necessary to conduct a social media audit every 2–3 years.
-What is a social media audit?
-Which of these KPIs demonstrate engagement? Choose all that apply.
-Which KPI is most likely to be a vanity metric?
-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.
-What is the biggest challenge that most social media practitioners have?
-True or False? The Holistic model is the most common social team structure used by organizations today.
-Which of the below is not one of the five types of social media models?
-Why do stakeholders matter as you begin to develop your team structure?
-Why would you want a service to help you manage and discover influence?
-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.
-What do senior leaders care about when it comes to your social media plan? Choose all that apply.
-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?
-What’s the difference between social listening and social monitoring?
-How can social media listening increase customer advocacy?
-How can social media monitoring inform your sales and product teams?
-Why do you need to develop a business case for a new social monitoring technology?
-What should you do if your competitor has a big public blunder?
-Why are UTM parameters so valuable to your social listening and monitoring program?
-True or false? Social media helps people feel INFORMED by helping them learn new things, stay up to date on topics that matter to them, and discover new ideas and trends.
-What is the main benefit of using animated GIFs in social content?
-“Real-time marketing” refers to:
-True or false? You should make sure experimentation is ingrained in your strategic plan.
-When developing your brand’s tone, _______ is key.
-True or false? Jumping onto an unrelated hashtag to promote your material is spammy.
-True or false? The longer your social posts, the more likely that content will be seen and re-shared.
-Which of the following is NOT an example of active language you should use on a call-to-action?
-True or false? If you’re posting the same content across different channels, make sure you post them simultaneously—on the same days and at the same times.
-What did fashion brand Burberry do to revolutionize how marketers use social media?
-Which of the following is NOT a type of influencer?
-True or false? Commissions for celebrity influencers are generally 5% of the sale.
-Which of the below is NOT one of the three factors determining how an influencer can impact behavior?
-True or false? A channel takeover, such as letting an influencer run your Instagram or Twitter handle for a day, is a good idea for brands.
-True or false? Your campaign should also help the influencer build authority and further their own content or reach.
-Why is user-generated content (UGC) so important? Choose all that apply.
-True or false? “Earned” media is exposure your brand has paid for, e.g., advertising or promotions.
-Do brands have legal ownership over content that users generate about their brand?
-Why is content moderation important for user-generated campaigns?
-Why should you talk directly with your social followers and prospects?
-True or false? Asking for reviews is something you should never do in social media.
-What is NOT a way that a brand can see financial gain from doing social customer service?
-What is a Social Media Service Level Agreement (SLA)?
-True or false? When you use language in your social responses that is too casual, you lose the respect of your audience.
-True or false? It’s not a good policy to delete all negative comments.
-What is social selling the inbound way?
-True or false? Canned messages are a quick and easy way to reach a wide audience in social media to find the right prospects.
-How much of the buyer’s journey is digital?
-When should a salesperson put forth the sales pitch in social media?
-True or false? The world has changed and so has how we think about inbound, which is why advertising should be considered part of your marketing playbook.
-Fill in the blank: “Facebook Ads is great for targeting based on _______, while Google Ads targets based on your audience’s ________.
-True or false? It’s always better to target your ads towards as broad a group of people as possible.
-Which of the following would not contribute to ad fatigue?
-The number of leads you generate that actually become paying customers is known as your ________.
-You’re starting a project and don’t have a past campaign to use as a benchmark. How can you secure executive buy-in?
-Which of the following social media expense do you want to track so you can calculate ROI on your marketing campaigns?
-True or false? When measuring your social media ROI, you calculate the effectiveness of an action by dividing the net income by the cost of this action and multiplying it by 100.
-Why do you need to use leading indicators of revenue success when calculating ROI on your social media strategy?
-True or False? To implement an effective social media strategy, you have to be aware of the legal challenges, not ethical ones.
-A(n) ________ outlines guidelines and best practices for employees to follow on social media.
-What’s the first step organizations and brands need to take when establishing a social media policy?
-The _________ stage focuses on creating message maps and listening protocols on social media.
-True or false? Evaluating the team dynamics and how each member did in the crisis along with analyzing the reactions, KPIs, and overall response to the crisis happens during the response stage.
-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 or False? You should revisit your KPIs every 18 months.
-True or false? Simon Sinek says that people want to buy what you have. They don’t care about what you believe.
-When it comes to social listening, how do you know which social networks to start with?
-Visual images are usually things like ________. Choose all that apply.
-Let’s say you conduct a content audit on your competitors and see that they’re having success with live video, but you haven’t really tried live video yet. What might you do?
-True or false? Humanizing your brand gives you a competitive edge because people like making connections, and they like to invest their time and money in people they can relate to.
-Voice refers to:
-Posting curated content on social shows your audience you’re committed to:
-What do we mean when we say you should post an “80/20 mix” on social media?
-An ad for your upcoming webinar on network security should lead people directly to ___________.
-What is one of the major benefits of Facebook Lead Ads?
-Which one of the below choices is NOT a reason you should be measuring your social media ROI?
-There are certain actions that need to be taken into consideration for a social media crisis. What’s an action you should avoid?
-Why should you be careful about monitoring competitors?
-If you don’t have your _____________ in mind as you’re developing content and social campaigns, then you probably aren’t using social as effectively as you could be.
-True or false? Curating content means publishing someone else’s content as if it were your own.
-Which one of the following is NOT a way that UGC can help marketers?
-True or false? 12% of people generate 70% of the impact online.
-Which type of influencer might be primarily behind the scenes in your marketing campaign?
-Why should you trust the influencer and give them creative license?
-What is NOT an example of a social media crisis?
-Fill in the blank: Instagram stories are a great way to _____________.
-True or false? One-to-one engagement doesn’t result in customers spending more.
-True or false? Selling to prospects by messaging them on Facebook could be seen as invading their private space.

 

1 There are many benefits to having a social media strategy. Which answer is NOT one of them?
  • 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.

 

3 Which KPI is most likely to be a vanity metric?
  • Reach
  • Engagement
  • Return on Investment (ROI) Retention and loyalty

 

21 True or false? Content is only used during the attract and delight stages of the inbound methodology.
True

False

 

25 Visual images are usually things like                      . Choose all that apply.
photos infographics animated GIFs

illustrations

 

28 “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.
  • Developing content on the fly for local, national, or global events happening offline only.
  • Developing content and publishing it in the time zone where the majority of your target audience resides.

 

56 True or false? It’s necessary to conduct a social media audit every 2-3 years.
True

False

 

58 Fill in the blank: “Facebook Ads is great for targeting based on                      , while Google AdWords targets based on your audience’s                       .
buyer stage; interests problems; ideas

interests; intent

 

61 You bid $5.00 on a click on your Facebook ad. The next highest bidder only pays $3.00 to target an ad at the exact same audience. How much will Facebook make you pay to win the bid?
  • $2.99
  • $3.00
  • $3.01
  • $5.00

 

62 The number of leads you generate that actually become paying customers is known as your                   .

 

average conversion rate average lead-to-customer rate average revenue

average lifetime value of a customer

 

66 Which of the following social media expenses do you want to track so you can calculate ROI on your marketing campaigns? Choose all that apply.
  • Work hours
  • Agency or freelance costs
  • Social media software and services Content development expenses Advertising costs

 

70 The                     stage focuses on creating message maps and listening protocols on social media.
preparation recovery response

crisis

 

75 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

 

77 If you don’t have your                                in mind as you’re developing content and social campaigns, then you probably aren’t using social as effectively as you could be.
  • competitors revenue targets
  • business goals and buyer personas
  • budget

 

80 What is a Social Media Service Level Agreement (SLA)?
  • A contract between a service provider and a customer regarding the scope of the in-person or over-the-phone service to be provided
  • The agreement a company makes to commit to answering social media responses in a specific amount of time
  • 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
  • An agreement designed to regulate the relationship between a provider of social media marketing services and a client for those services

 

84 In what stage of the buyer’s journey would an advertisement for a free trial of your product be most appropriate?
  • Consideration stage Decision stage Awareness stage
  • Evaluation stage

 

86 An ad for your upcoming webinar on network security should lead people directly to                          .
  • a blog post on network security your home page
  • a landing page where they can quickly sign up for the webinar
  • your About Us page

 

88 A(n)                   outlines guidelines and best practices for employees to

 

follow on social media.
crisis plan advocacy plan social media policy

 

95 True or false? A buyer persona is as important as business objectives when developing a social media strategy.
True

False

 

 

You’re starting a project and don’t have a past campaign to use as a benchmark. How can you secure executive buy-in?

By

You’re starting a project and don’t have a past campaign to use as a benchmark. How can you secure executive buy-in?

  • Research the costs of agencies that can do the work.
  • Consider industry research to back up your plan.
  • Position your program as an experiment or pilot.
  • Create a robust PowerPoint with statistics to back up your plan.

 

Explanation:

The correct answer is to ” correct: truePosition your program as an experiment or pilot.” When starting a project without past campaign data, securing executive buy-in can be challenging, but positioning the program as an experiment or pilot can be an effective strategy. By framing the project as an opportunity to test new ideas, strategies, or approaches, you can alleviate concerns about potential risks or uncertainties and demonstrate a commitment to innovation and continuous improvement. Positioning the program as an experiment also underscores the importance of gathering data and insights to inform future decisions, emphasizing the project’s potential for learning and optimization. Additionally, considering industry research to support your plan can provide context and credibility, showing that your approach is grounded in industry best practices and market trends. While creating a robust PowerPoint presentation with statistics may enhance your proposal, focusing on the experimental nature of the project and its potential for learning and innovation is key to securing executive buy-in, particularly when historical benchmarks are not available.

 

Why should you trust the influencer and give them creative license?

By

Why should you trust the influencer and give them creative license?

  • They’re famous.
  • They understand their audience and what they want.
  • They might sabotage your brand if you don’t let them do things their way.
  • They might enlist their famous friends to help your brand.

 

Explanation:

You should trust the influencer and give them creative license because **they understand their audience and what they want**. Influencers have cultivated a loyal following by consistently delivering content that resonates with their audience’s interests, preferences, and values. They possess unique insights into their followers’ demographics, behaviors, and engagement patterns, enabling them to tailor content that effectively captures attention and drives engagement. By granting influencers creative freedom, you empower them to leverage their expertise and authenticity to craft content that authentically aligns with your brand’s messaging while resonating with their audience. This approach fosters genuine connections between the influencer, your brand, and their followers, enhancing the credibility and effectiveness of your influencer marketing campaigns. Conversely, micromanaging or restricting an influencer’s creative expression may hinder their ability to connect authentically with their audience, diminishing the impact and authenticity of the partnership. Therefore, trusting influencers and giving them creative license allows for more authentic and engaging collaborations that better resonate with their audience, ultimately driving stronger results for your brand.

 

Why do you need to use leading indicators of revenue success when calculating ROI on your social media strategy?

By

Why do you need to use leading indicators of revenue success when calculating ROI on your social media strategy?

  • It’s difficult to know how much revenue is generated from a sale that originates from a social media campaign.
  • It can be months before you’ve closed new customers from a social media campaign.
  • Understanding how you stack up to your competition can help you pivot and make better business decisions.
  • Calculating ROI on social media is super hard to prove.

 

Explanation:

The correct answer is: **It can be months before you’ve closed new customers from a social media campaign.** Leading indicators of revenue success are essential when calculating ROI on your social media strategy because it often takes time for social media efforts to translate into tangible revenue outcomes. Unlike direct response marketing channels where conversions may occur immediately, social media marketing typically involves building relationships, nurturing leads, and guiding prospects through the buyer’s journey, which can span weeks or months before resulting in a conversion. By using leading indicators such as engagement metrics, website traffic, lead quality, and conversion rates, you can gauge the effectiveness of your social media strategy in driving meaningful interactions and moving prospects closer to a purchase decision, even if the revenue impact is not immediately realized. These leading indicators provide valuable insights into the performance and effectiveness of your social media efforts, allowing you to make data-driven decisions, optimize your strategy in real-time, and ultimately maximize the ROI of your social media marketing initiatives over the long term. Therefore, incorporating leading indicators of revenue success into your ROI calculations helps provide a more accurate and comprehensive assessment of the financial impact of your social media strategy, accounting for the delayed revenue attribution characteristic of social media marketing efforts.

 

Which one of the below choices is NOT a reason you should be measuring your social media ROI?

By

Which one of the below choices is NOT a reason you should be measuring your social media ROI?

  • Prove the value of social media within your organization.
  • Show how social media can impact all departments, ranging beyond Marketing and Sales to HR to Engineering to PR.
  • Show influencers how enticing it would be to work with your company.
  • Understand and measure brand reputation and gain control of that conversation.

 

Explanation:

One of the below choices that is NOT a reason you should be measuring your social media ROI is to **show influencers how enticing it would be to work with your company**. While measuring social media ROI is crucial for proving the value of social media within your organization, demonstrating its impact across various departments, and understanding and controlling brand reputation, it is not primarily aimed at showing influencers the appeal of collaborating with your company. Influencer marketing involves building relationships with individuals who have significant influence over your target audience, and while ROI measurement may indirectly influence their perception of your brand’s effectiveness, it is not the primary purpose. Instead, influencer marketing strategies typically focus on demonstrating the brand’s relevance, authenticity, and alignment with the influencer’s audience and values. Therefore, while influencer partnerships can be valuable for social media marketing, they are not a direct outcome of measuring social media ROI and should be pursued through separate strategies focused on relationship building and brand alignment with influencers.

 

Which of these KPIs demonstrate engagement? Choose all that apply.

By

Which of these KPIs demonstrate engagement? Choose all that apply.

  • Direct sales revenue from social media
  • Mentions
  • Sharing and retweets
  • Likes or Favorites
  • Customer satisfaction

 

Explanation:

The selected answers, ” correct: trueSharing and retweets” and ” correct: trueLikes or Favorites,” accurately represent Key Performance Indicators (KPIs) that demonstrate engagement on social media platforms. Sharing and retweets indicate that users find the content valuable or interesting enough to share with their own networks, thereby extending its reach and potentially exposing it to a broader audience. Similarly, likes or favorites signify that users have interacted positively with the content, indicating engagement and approval. These actions not only contribute to increased visibility but also reflect audience interest and affinity towards the brand or content. Conversely, metrics like direct sales revenue from social media and customer satisfaction, while valuable in assessing overall performance and effectiveness, do not directly measure engagement. Direct sales revenue is more indicative of conversion metrics rather than engagement, while customer satisfaction reflects the level of satisfaction with products or services rather than engagement with social media content specifically. Therefore, while all these metrics are important for assessing different aspects of social media performance, sharing and retweets, along with likes or favorites, specifically demonstrate audience engagement with the content.

 

Which of the following social media expense do you want to track so you can calculate ROI on your marketing campaigns?

By

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

 

Explanation:

The correct answer is ” correct: trueAll the above.” To accurately calculate the return on investment (ROI) of your social media marketing campaigns, it’s essential to track all associated expenses, including work hours, agency or freelance costs, social media software and services, and content development expenses. Tracking work hours allows you to quantify the labor invested in planning, executing, and managing social media campaigns, providing insight into the human resource costs involved. Similarly, monitoring agency or freelance costs ensures that you account for any external expertise or support enlisted to supplement your in-house efforts. Additionally, tracking expenses related to social media software and services, such as analytics tools or scheduling platforms, allows you to assess the financial impact of these resources on your marketing efforts. Lastly, recording content development expenses covers costs associated with creating and publishing social media content, such as graphic design, copywriting, or video production. By tracking all these expenses, you can accurately assess the total investment in your social media marketing initiatives and compare it against the generated returns, enabling you to calculate the ROI and evaluate the effectiveness and profitability of your campaigns. Therefore, monitoring and tracking all social media expenses is crucial for conducting comprehensive ROI analysis and making informed decisions to optimize your marketing strategies and resource allocation.