a social media marketing campaign is a coordinated social media marketing effort to communicate with a target audience to achieve ________.
a marketing or business goal
T/F: social media marketing campaigns have a specific start date and end date.
true
the concept of AIDA as a model for marketing stands for ________.
Attention, Interest, Desire, Action
what is the first step in launching a social media marketing campaign?
establish goals
which of the following would NOT be considered under the campaign budget and resources?
social media content calendar
the campaign parameters include _______.
(all of these options) how winners are selected, contest submission instructions, contest guidelines, hashtag use
social media campaigns can live _________.
(all of these options) on a company website, on a microsite, on an app, on social media
which of the following is NOT conducted DURING a social media marketing campaign?
share results
Sparkling Ice wanted to give social media word of mouth a megaphone by rallying fans to compete against each other for the title of biggest flavor fan. What did the company have fans do?
share sparkling ice related content using the branded hashtag
what social media campaign did Oreo create to celebrate their 100th anniversary?
creating and posting 100 pieces of sharable content created in 100 days.
which of the following are influencer personas types?
(all of these options) Academic, Industry expert, business leader, celebrity
a social media influencer is ______.
someone who exerts his or her influence through social media
T/F: influencer marketing is the fastest growing method to attract new customers.
true
on average, brands earn _____ for every $1 spend on influencer marketing
$6.50
T/F: the majority of teenage youtube subscribers trust influencers opinions over traditional celebrities.
true
which of the following are characteristics of a good influencer?
reach, authenticity, activity, credibility, engaging
which of the following is NOT a benefit of influencer marketing with social media?
less credibility
what is the first step in creating a social media influencer marketing strategy?
establish your goals
which of the following are ways brands can use influencers?
give influencers free products to try in exchange for a review or a mention on social media, invite influencers to be guest bloggers, a social media account takeover, using influencers to promote a brand's content by posting on their own social media chan
in which way did travel agency Contiki use social media influencers to increase awareness among 18-35 year olds?
invited them on a trip around the world and had them document the trip.
which of the following is social media ROI by revenue formula?
Profit / total investment x 100
T/F: only 15 % of CMOs have been able to quantify the impact of social media
true
what is social media share of voice?
the PERCENTAGE of brand mentions, or people talking about a company online compared to its competitors
what is social media Net Promoter Score (NPS)?
a metric that companies use to measure the willingness of customers to recommend a company's products or services to others
what are UTM parameters?
tags added to a URL, and when clicked, the tags are sent back to google analytics and tracked.
which of the following is NOT a social media report available within google analytics?
Net Promoter Score (NPS)
which of the following is NOT a buyer's journey listed social media metrics map?
re-engage
what is google analytics?
a web analytics service that tracks conversions and reports website traffic.
T/F: earned media is the most valuable type of media.
true
_________ is when a company, brand or product is first in customers' minds when they think of a particular industry or category.
top of mind awareness (ToMA)
CPM, or cost per thousand, measures how much it costs to reach 1,000 people. Which marketing channel has the most expensive CPM?
direct mail
Which of the following is NOT a benefit of social media advertising?
limited audience targeting
what is the first step in social media advertising strategy?
select goals
which social media network is most used for social media advertising?
which of the following is NOT a facebook ad objective?
demographics
which of the following is NOT a type of Instagram ad?
direct message
which of the following is NOT a snapchat ad objective?
increase snap chats
which of the following is not a pinterest targeting option?
hashtag targeting
T/F: with youtube trueview ads, advertisers don't pay unless the viewer watched or interact with elements of the video.
true
T/F: promoted trends have been reported to cost upwards of $200,000 a day.
true