STUKENT CH 1-13 QUESTIONS & ANSWERS 100% CORRECT

STUKENT CH 1-13 QUESTIONS & ANSWERS 100% CORRECT "True or False: With the help of social media, the online world today has shifted from a one-to-many to a many-to-many method of interaction - CORRECT ANSWER True" "True or False: a social media marketing plan needs to be in place before your social media efforts begin - CORRECT ANSWER True" "True or False: If you're creating amazing content, you don't need to post consistently - CORRECT ANSWER False" "This is the simplest, most common form of communication on the Facebook platform: - CORRECT ANSWER Status updates" "The relevance score is calculated based on - CORRECT ANSWER Anticipated positive and negative feedback" "How long did it take Instagram to reach 1 million users? - CORRECT ANSWER 2 months" "in what year was the first YouTube video uploaded? - CORRECT ANSWER 2005" "True or False: YouTube is the second most-visited website in the world - CORRECT ANSWER True" "Although there are millions of advertisers on YouTube, only____percent of small businesses advertise on the popular video platform. - CORRECT ANSWER 9" "True or False: A business that has Snapchat ads doesn't need to post a story - CORRECT ANSWER False" "True or False: Viewers love to see behind-the-scenes footage from their favorite brands. - CORRECT ANSWER True" "True or False: The first step for a business' marketing strategy is to define measurable objectives. - CORRECT ANSWER True" "Content created for Snapchat should be ______, prepared, and presentable. - CORRECT ANSWER planned" "Which of the following is NOT a Snapchat ad campaign objective? - CORRECT ANSWER Connect with influencers" "According to the chapter, how many downloads has TikTok gained from ? - CORRECT ANSWER 3.5 million" "What country had the largest TikTok audience in 2022? - CORRECT ANSWER The United States of America" "Analytics is often described as the study of historical data to - CORRECT ANSWER research potential trends, analyze the effects of potential decisions, and evaluate the performance of past decisions" "This is the process of gathering and analyzing data and behavior from social media websites. - CORRECT ANSWER Social media analytics" "True or False: Since the quality and engagement matters more than audience size, overall social media follower count does not play a key role in the growth of your company on various social media platforms - CORRECT ANSWER False" "True or False: Social media marketers aren't expected to have skills in design or video production. - CORRECT ANSWER False" "During the ________ stage of a social media marketing strategy, engagement and metrics need to be monitored. - CORRECT ANSWER execution" "True or False: An effective tool companies use to assess themselves and their competitors is a "SWOT" analysis. - CORRECT ANSWER True" "True or False: Your personal brand statement will be wording that is unique to you and that clearly describes your strengths, passions, and who you plan to serve. - CORRECT ANSWER True" "According to the text, you must have a __________ for all platforms. - CORRECT ANSWER strategy" "True or False: In most cases, social media marketing principles and strategies shouldn't be applied to a personal branding strategy. - CORRECT ANSWER False" "An article from PRWeb states that ______ percent of hiring managers use social media to hire. - CORRECT ANSWER 91" "Which of the following is NOT given as a way to go about finding your passions? - CORRECT ANSWER Focus on your personal brand statement" "True or Fale: Live TV specials are not considered digital media - CORRECT ANSWER True" "True or False: It's easier to measure the results of a traditional marketing campaign than a digital marketing campaign. - CORRECT ANSWER False" "True or False: The first clickable web-ad banner was introduced in 2003. - CORRECT ANSWER False" "What is an example of conversion-centered design? - CORRECT ANSWER A website that turns a viewer into a customer" "Search engine optimization (SEO) is the practice of increasing the ________ and quality of traffic to a website through ________ search engine results. - CORRECT ANSWER quantity, organic" "True or False: On-site SEO refers to the web traffic from only mobile devices. - CORRECT ANSWER False" "What does the acronym PPC stand for? - CORRECT ANSWER Pay per click" "Email marketing has an ROI that is _____ times higher than social media, direct mail, and paid search - CORRECT ANSWER four" "Which of the following is NOT a metric associated with web analytics? - CORRECT ANSWER Tools used" "What is "black-hat" search engine optimization? - CORRECT ANSWER Any practice to increase a webpage's rankings that Google deems manipulative" "Which of the following is NOT a practice instituted or strengthened by the Panda update? - CORRECT ANSWER increased opportunity to shop for products directly on the SERP" "The Penguin update focused mainly on - CORRECT ANSWER Anchor text" "If I have a website that sells running shoes, I should map the keyword phrase "Asics Gel Kayano 20" to - CORRECT ANSWER a product page" "As compared to fat head keyword phrases, long-tail keyword phrases typically - CORRECT ANSWER receive lower volume of searches are longer (have more words) are more plentiful (there are more of them)" "A brand new website should NOT choose target keyword phrases based on - CORRECT ANSWER Current ranking" "Nowadays, search engines determine our website's quality based on - CORRECT ANSWER external links to our site search engine users' behavior toward our webpages from the SERP (search engine results page) spelling and grammar on our site" "Black hat SEO is any practice that - CORRECT ANSWER search engines frown upon" "SEO stands for - CORRECT ANSWER search engine optimization" "The title tag of a web page appears - CORRECT ANSWER at the top of the browser on the SERP (search engine results page)" "Which header tag is the largest? - CORRECT ANSWER Header 1 (‹h1›)" "My chosen keyword phrase for a page should make up __ to __ % of the page's content. - CORRECT ANSWER 3,5" "'All text' is - CORRECT ANSWER the text that appears if an image does not download from the server" "We can influence our click-through rate on the SERP through - CORRECT ANSWER the title tag the meta description" "Ideally, we should never add content to our site. - CORRECT ANSWER False" "T/F: A reliable way to increase our rankings is to create multiple copies of our site at different URLs. - CORRECT ANSWER False" "Why does having too much advertising space damage our search rankings? - CORRECT ANSWER Search engines consider a site with lots of advertising space to be lower quality." "If I think my website is being punished for engaging in black hat SEO tactics, I should - CORRECT ANSWER immediately fix any pages using these tactics" "A website's popularity is determined by - CORRECT ANSWER external inbound links" "A reliable strategy for long-term off-site SEO success can be characterized as - CORRECT ANSWER consistent efforts to generate inbound links from reputable sites." "Which of the following might be a paid link (advertisement) on our site? - CORRECT ANSWER ‹a rel="nofollow" href=" "PageRank could be easily manipulated by - CORRECT ANSWER creating spam websites linking to one another" "A page's ranking is determined by both its popularity and its relevance to the searched phrase. The page's popularity is measured based on - CORRECT ANSWER its link profile as well as the root domain's link profile." "If my website sells exercise equipment, then a link from ___________ is likely to be most valuable to me (if all of these sites have similar popularity). - CORRECT ANSWER " "Getting 100 backlinks from 100 different websites is better for ranking purposes than getting 100 backlinks from 10 different websites because - CORRECT ANSWER search engines consider link diversity a sign of organic, independent endorsements of a website's content." "Networking with other website owners can be beneficial to your website's rankings because - CORRECT ANSWER website owners are more likely to link to sites owned by people they know." "A manual link-building practice that was once considered standard but is now considered (by Google) to lean toward black hat is - CORRECT ANSWER guest blogging" "What would be the HTML code to create a link to using the anchor text, "My favorite news site"? - CORRECT ANSWER ‹a href=""›My favorite news site‹/a›" "Which of the following is NOT displayed in a PPC text ad? - CORRECT ANSWER The destination URL" "In a PPC text ad, it is a best practice to include which of the following? - CORRECT ANSWER All of the above (UVP, Call-to-Action, Keywords pertaining to the ad group" "What does PLA stand for? - CORRECT ANSWER Product Listing Ad" "Which is the correct formula for calculating CTR? - CORRECT ANSWER (Clicks/Impressions)*100 = CTR" "To calculate your ROAS, you must know which of the following? - CORRECT ANSWER Total ad spend and total revenue" "How often does Google recalculate Quality Score? - CORRECT ANSWER Every 100 times an ad is considered for display for a particular keyword" "Ad Rank takes into consideration: - CORRECT ANSWER A and B (Bid amount and Quality Score)" "Which of the following is NOT considered when determining Quality Score? - CORRECT ANSWER Conversion Rate" "Which advertiser is awarded the top ad position - CORRECT ANSWER The advertiser with the highest Ad Rank" "The second-price auction model - CORRECT ANSWER Charges the highest bidder only a penny more than the bid of the second-highest bidder" "The Google Keyword Planner - CORRECT ANSWER B and C (Is relevant, but one should not expect to pay the exact same CPC as the Planner suggest and Provides data that helps one do keyword research" "Organizing campaigns can help with all of the following except: - CORRECT ANSWER Landing page optimization" "If a keyword has low search volume, you should do which of the following? - CORRECT ANSWER Consider the CPC and relevance of the landing page to determine if that keyword should be chosen" "If you bid on the keyword "ipad mini tablet" as a keyword using the [ ] brackets like this: [ipad mini tablet], your ad will show up - CORRECT ANSWER Only when someone searches for "ipad mini tablet"" "Which of the following is the correct format for the Modified Broad Match keyword match type? - CORRECT ANSWER +ipad +mini" "Publishers that participate in a display ad network - CORRECT ANSWER Get paid each time an advertiser is charged by the ad network for displaying advertisements on the publisher's site" "Advertisers buy ad space through display ad networks - CORRECT ANSWER A and C (A: So they dont have to buy ad space from each publisher individually. C: But can pick what types of sites they will allow to show their ad)" "if an advertiser bids a $1.50 CPM, receives 40,000 impressions, and gets 80 clicks, the equivalent CPC bid would be - CORRECT ANSWER $0.75" "With the Google Display Network, you can run - CORRECT ANSWER All of the above (Banner ads and text ads)" "Which advertiser is going to pay the most per click? - CORRECT ANSWER $2.50" "The Google Display Ad Planner tells you - CORRECT ANSWER where your target audience is spending their time online" "Remarketing ads are displayed: - CORRECT ANSWER After visitors to the advertiser's site have downloaded a cookie on their browser and they go to a site within the ad network where the advertiser is paying for clicks" "When compared to a typical online ad campaign, remarketing campaigns typically have - CORRECT ANSWER higher CTR and higher conversion rates" "After 100 impressions, ad A has a CTR of 1% and a conversion rate of 100% and ad B has a CTR of 2% and a conversion rate of 0%. Which is better? - CORRECT ANSWER 100 impressions is not enough data to know which ad is better" "To have consistent messaging online, all of your ads should - CORRECT ANSWER All of the above (use similar color scheme, use similar calls to action, and highlight the same value propositions" "Single product landing pages should include all of the following, except: - CORRECT ANSWER Links, images, and info about other products" "Which of the following should go in the upper-fold of a lead generation landing page? - CORRECT ANSWER Phone number" "This landing page type is known as the infomercial of the internet: - CORRECT ANSWER Long-copy landing pages" "The upper fold of the landing page is defined as: - CORRECT ANSWER The part of the page that can be seen without having to scroll down" "If you advertise on a keyword such as discounted andriod tablets, which type of landing page would be best for this ad? - CORRECT ANSWER Multi-product landing page" "Landing pages should not include: - CORRECT ANSWER Elements that do not directly impact the visitors' decision to reach the goal you have in mind" "A trust symbol is: - CORRECT ANSWER Any symbol, icon, image, or small statement communicating to the user that the site is legitimate" "When trying to increase the number of form fills received on a lead-generation landing page, which of the following is NOT a best practice? - CORRECT ANSWER Increase the number of required form fields" "John's Bracelets, an ecommerce site, received 304,000 visitors and earned $73,500 in revenue from 48,700 transactions. What is John's conversion rate? - CORRECT ANSWER 16.02 (48,700/304,000)" "Lowering the shopping cart abandonment rate is a reliable way to improve conversion rates. Which of the following actions is most likely to decrease shopping cart abandonment? - CORRECT ANSWER Streamline the payment process" "How does analytics track the identity of a computer? - CORRECT ANSWER It places a cookie on each computer that visits the site." "What technical information about a visitor's computer is NOT known to analytics? - CORRECT ANSWER Memory" "What is the most detailed level of geographic information known to analytics? - CORRECT ANSWER Zip code" "A "hit" is another term for - CORRECT ANSWER a page view" "My analytics tells me that last week my site had 3,000 visits but only 2,500 visitors. What explains this discrepancy? - CORRECT ANSWER Some visitors made multiple visits." "The 3,000 visits to my site last week resulted in 12,000 hits. What was the average page depth last week? - CORRECT ANSWER 4" "A retail site should track conversions by setting up a(n) ___________ goal in analytics. - CORRECT ANSWER Destination" "I have a blog and I want to track the engagement of my readers. My blog posts usually take at least 4 minutes to read, and I want to track the percentage of users who read an entire blog post. I should set up a(n) _____________ goal. - CORRECT ANSWER Time on site" "KPI stands for - CORRECT ANSWER key performance indicator." "A media site with lots of written articles should probably use __________ as a KPI, while a media site with mostly video content should us ____________ as a KPI. - CORRECT ANSWER average page depth; average visit duration" "Consider the following conversion funnel: Visits: 1000 > Product in cart: 100 > Proceed to checkout: 98 > Entered shipping information: 93 > Entered payment information: 87 > Completed transaction: 85 - Where should we focus our efforts to increase the conversion rate? - CORRECT ANSWER Getting visitors to place an item in the cart" "If we find through analytics that visitors from mobile devices have a 0% conversion rate while users on a full-size monitor have a 3% conversion rate, we should - CORRECT ANSWER investigate whether our site is optimized for mobile users." "Last-click attribution will likely exaggerate the value of traffic that comes from - CORRECT ANSWER search engines" "Linear attribution gives credit to - CORRECT ANSWER all prior customer touchpoints that can be tracked in analytics" "Last week, the 3,000 visitors to my site generated $600 in revenue selling product that costs me $300. What is the most I should spend on a PPC ad for my website? - CORRECT ANSWER $0.10" "Online retailers can and should encourage every customer to sign up for regular emails from the retailer. In order to avoid spam, the retailer should... - CORRECT ANSWER provide a check box that is unchecked by default during the check out process for customers to sign up for emails" "A double opt-in capture practice is one that ... - CORRECT ANSWER sends an email to confirm the customer's desire to be on the email list" "How often should a company send emails? - CORRECT ANSWER As often as it can create valuable content" "During what time of day should emails be sent? - CORRECT ANSWER When response rate is highest" "One way to use an email list segmentation scheme is to send certain emails only to specific segments. Another way is to... - CORRECT ANSWER send emails to the whole list while changing parts of the content to match segment characteristics" "A transactional email is ... - CORRECT ANSWER sent to an individual to update him/her about a purchase" "Sending an email to a shopper who has abandoned their shopping cart is an example of ... - CORRECT ANSWER a trigger email" "If I run a retail website that sells sports equipment and I send a broadcast email to my email list advertising a 15% discount of ski helmets, then a user that click on the email should be taken to ... - CORRECT ANSWER a dedicated landing pages showing ski helmets with a 15% markdown" "Suppose I send an email with the following characteristics: 25% open rate; 25% click-through rate; 20% conversion rate; $100 average order value. How much revenue can I expect this email to generate if I send it out to my entire email list of 1000 members? - CORRECT ANSWER $1250" "Why is social media not free? - CORRECT ANSWER Companies must allocate resources to managing their social media accounts." "A video or other content "goes viral" when - CORRECT ANSWER those exposed to it forward it on to other friends, thus spreading it until it reaches market saturation." "A company wants to be scientific about creating a viral video. It has created a video and estimates the following virality parameters: Pf = .03; N = 500; Pv = .5. If the company is able to get 1,000 people to watch it at the outset, and its parameter estimates are accurate, is the video likely to go viral? - CORRECT ANSWER Yes" "For a company like Oracle or Cisco, neither of which sell products online, the purpose of their social media is likely to be to - CORRECT ANSWER build brand equity." "Ford's objective in running social media campaigns is to build brand equity rather than increase online sales because - CORRECT ANSWER their dealers would be upset at having to compete with online sales." "Social media content from a company should - CORRECT ANSWER provide value to its followers" "Companies should plan their content before they begin efforts to attract followers because - CORRECT ANSWER Both a and b." "Company X has 2,000 Facebook Likes while Company Y has 10,000 Facebook Likes. Company X's Facebook efforts might be more successful than Company Y's efforts if - CORRECT ANSWER Company X's fans are more engaged." "When two people connect on Facebook, they are friends. When a person connects to a company on Facebook, the person is considered a __________ of the company. - CORRECT ANSWER fan" "Facebook decides which ads to show based on eCPM, effective Cost Per Mille, which is calculated as - CORRECT ANSWER bid amount × click-through rate" "A Twitter handle, the unique identifier of a Twitter account, begins with which symbol? - CORRECT ANSWER @" "A hashtag's primary purpose on Twitter is to - CORRECT ANSWER make Tweets searchable." "A viral strategy that targets "influencers" (key people with a larger-than-average share of influence) is more likely to work on Twitter than Facebook because - CORRECT ANSWER some Twitter accounts have a list of followers that is many degrees of magnitudes larger than average." "The majority of Pinterest users are women because - CORRECT ANSWER it first gained popularity among the mostly female arts and crafts community." "Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to - CORRECT ANSWER provide a "Pin it" button on Pinterest-worthy content on the brand's website." "The benefit of advertising on YouTube instead of or in addition to television advertising is - CORRECT ANSWER a greater ability to target smaller, more specialized audiences, the ability to advertise with a smaller budget, and the ability to achieve conversions immediately." "The gold standard for business use of YouTube is to create a video that - CORRECT ANSWER simultaneously entertains and advertises." "IBM's primary goal in its use of YouTube is to - CORRECT ANSWER build its brand equity." "Which of the following would you NOT see in your LinkedIn Updates? - CORRECT ANSWER Job activity from influencers" "Advertising on LinkedIn can be very profitable for - CORRECT ANSWER companies targeting professionals." "Positive content online is easier to rank online if - CORRECT ANSWER it has a large amount of links from reputable, powerful sites that also mention the branded keywords you wish to rank for." "If you were , which site is a site that you would NOT want to rank for your brand on a keyword search for "Target." - CORRECT ANSWER E" "Assume that Nike PR and SEO employees are monitoring mentions of the "Just Do It." Why would they most likely do that? - CORRECT ANSWER To catch and stop frequent trademark infringement." "With Google Alerts you can - CORRECT ANSWER Get emails and/or RSS feed alerts that send links to new pages Google has crawled/ indexed surrounding terms you specify." "Sites that frequently rank negative content about brands online include: - CORRECT ANSWER D. All of the above. (-Scam Reporting sites. -Online Review sites. -News/Press sites.)" "Online Reputation Management is the practice of: - CORRECT ANSWER D. All of the above. (-Ensuring that searchers find overwhelmingly positive information about a brand online. -Monitoring the web for negative content. -Determining if when and how to respond to negative content about your brand online.)" "Web pages that frequently rank well for branded search terms include - CORRECT ANSWER D. All of the above. (-Corporate ads. -Social Media profiles. -Product microsite.)" "When responding to negative content it is best to - CORRECT ANSWER D.All of the above. (-Be transparent and admit any wrongdoing. -Have a plan in place for how, where and when employees should respond. -Try to always respond to negative complaints offline." "Effective emergency response to negative publicity includes: - CORRECT ANSWER A timely response." "In order to rank lots of positive content about your brand on the SERPs for your brand, it is wise to - CORRECT ANSWER Create lots of positive content on a variety of sites that discuss your brand as a main topic and add value to the web so it can outrank the negative content." "Geofencing is a practice of - CORRECT ANSWER sending text messages to potential customers who enter a "fenced" area" "To streamline the booking procedure for mobile users, P's mobile site loads the hotel search page with a default check-in and check-out date of - CORRECT ANSWER today and tomorrow" "Which of the following is NOT a technical constraint of mobile devices that a web designer needs to consider in optimizing a mobile website? - CORRECT ANSWER Mobile devices make scrolling more difficult" "In addition to a purchase transaction, a conversion for a mobile web user can be - CORRECT ANSWER D. All of the above (-an in-store visit -a phone call -an app download)" "Dayparting is a practice of - CORRECT ANSWER offering different ads or changing bid amounts by time of day" "Generally, the recommended approach for optimizing mobile web content is to - CORRECT ANSWER use responsive web design" "Options for optimizing mobile web content include all of the following EXCEPT - CORRECT ANSWER random assortment content coding" ""Fat-finger" clicks refer to - CORRECT ANSWER accidental clicks caused by the lower level of precision of a fingertip relative to a mouse icon" "Production of a mobile application should begin - CORRECT ANSWER B & C only (-after full optimization of the mobile website -only if the company determines that an app will provide significant benefits to customers beyond the mobile website)" "Mobile device users typically differ from desktop users in all of the following ways EXCEPT - CORRECT ANSWER mobile users are more likely to want to make an online transaction" “True or False: Marketing and advertising are the same thing - CORRECT ANSWER False" "True or False: If you increase the number of new customers in your business, you are guaranteed to grow your business - CORRECT ANSWER False" "True or False: Marketing is the process of communicating a company's value to the customer - CORRECT ANSWER True" "What are the Four P's of Marketing? - CORRECT ANSWER Product, Price, Promotion, Place" "True or False: Target markets are identified groups of customers who are most likely to purchase your product or service - CORRECT ANSWER True" "Which common research method is the best for getting a more in-depth look at consumers' thoughts and ideas about a product or service? - CORRECT ANSWER Focus groups" "True or False: Ads, emails, and text messages are all examples of marketing approaches - CORRECT ANSWER True" "Why do companies need marketing? - CORRECT ANSWER To increase sales ,To build customer awareness and loyalty, and To acquire new customers" "Which common research method is best for gathering demographic and quantitative data? - CORRECT ANSWER Surveys" "According to the reading, before creating content, what question should you ask yourself? - CORRECT ANSWER Who is the target audience" "What is defined as a way for businesses to interact with people (customers) online? - CORRECT ANSWER Social media marketing" "What was the first true "social media network"? - CORRECT ANSWER Myspace" "What does the acronym SEO stand for? - CORRECT ANSWER Search Engine Optimization" "True or False: Content marketing is a form of marketing that involves creating and sharing online material that specifically promotes your brand - CORRECT ANSWER False" "True or False: A key performance indicator is something you can measure -- usually performanced-based -- that helps you evaluate the success of your business - CORRECT ANSWER True" "Which of the following most closely represents the percentage of companies who use social media as part of their marketing strategies - CORRECT ANSWER Over 92 percent" "What is the first step of the six-step process of a social media marketing plan? - CORRECT ANSWER Create social media marketing objectives and goals" "True or False: Most teenage YouTube subscribers trust influencer opinions over traditional celebrities - CORRECT ANSWER True" "True or False: Your local floral shop has finally decided to implement a social media marketing strategy. You would be wise in telling them to start marketing on all of the social media platforms. - CORRECT ANSWER False" "Under Armour is spending over ______ dollars on digital/social media marketing - CORRECT ANSWER 235 million" "True or False: The key to success for any business on social media is how it connects with their audience on an authentic level - CORRECT ANSWER True" "True or False: A demographic of people most likely to be interested in your product or service is your target audience. - CORRECT ANSWER True" "A good way to see which social media platform(s) a company should be on is: - CORRECT ANSWER See which platforms your competitors are on" "What does the acronym GCT stand for? - CORRECT ANSWER Goals, Content, Targeting" "True or False: Post frequency was listed as a social media marketing goal in this chapter. - CORRECT ANSWER False" "Which is NOT a sign of a raving fan? - CORRECT ANSWER Always share your content, Are the strongest of your advocates who refer new business to you by the way they talk about your company, Stand up for your brand on social media when social bullies try to cause trouble, ANSWER: None of these" "True or False: A good habit to get into is to post 75% promotional content and 25% non-promotional content on social media. - CORRECT ANSWER False" "The best part about GoPro's social media content strategy is that most of the content: - CORRECT ANSWER Was generated by users (fans/consumers)" "True or False: You don't need to take demographics into account to understand your target audience. - CORRECT ANSWER False" "In what year did Facebook go public? - CORRECT ANSWER 2012" "True or False: Although some may think Facebook is for older generations, the number of users on the platform for every age group continues to grow. - CORRECT ANSWER True" "True or False: Facebook's advertising platform is much less advanced than other social media networks' advertising platforms. - CORRECT ANSWER False" "What is a custom audience? - CORRECT ANSWER An audience you create based on your specifications" "What does the acronym CTA stand for? - CORRECT ANSWER Call To Action" "True or False: "More likes and followers" is an example of a solid business strategy goal. - CORRECT ANSWER False" "True or False: Instagram unveiled "Sponsored Photos/Videos" to bring in revenue for Facebook. - CORRECT ANSWER True" "True or False: No one in the "65+" age group used Instagram - CORRECT ANSWER False" "What are five different types of Instagram ads? - CORRECT ANSWER Photo, video, carousel, story, slideshow" "rue or False: Captions are not used on Instagram. - CORRECT ANSWER False" "True or False: Posts with at least one hashtag get more engagement than those with no hashtags - CORRECT ANSWER True" "True or False: To be effective on Instagram, all you need to do is snap a great photo and post it to your account - CORRECT ANSWER False" "What is the first step in creating a business strategy? - CORRECT ANSWER Determining your objectives" "What does the acronym UGC stand for? - CORRECT ANSWER User-generated content" "True or False: Fostering engagement is key to increasing your growth on Instagram. - CORRECT ANSWER True" "What once popular peer-to-peer communication method is X similar to? - CORRECT ANSWER Instant messaging" "Why can geo-targeting be a struggle for marketers and social media advertisers in the U.S.? - CORRECT ANSWER Most X accounts are located outside the U.S." "Which most closely presents the number of X users? - CORRECT ANSWER 300 million" "Promoted posts are _____ when a business is paying for their placement. - CORRECT ANSWER Labeled" "True or False: Your activity on X can influence the type of promoted content you see - CORRECT ANSWER True" "True or False: X campaigns don't allow businesses to align advertising specifically to company objectives. - CORRECT ANSWER False" "True or False: The acronym CPM stands for "cost per million." - CORRECT ANSWER False" "True or False: Online tools like Hootsuite and Buffer allow the user to create and schedule posts in advance - CORRECT ANSWER True" "True or False: X is seen as a great platform for reputation management. - CORRECT ANSWER True" "According to Jay Baer, how should you respond to your online haters? - CORRECT ANSWER Hug your haters" "True or False: All YouTube advertisements are in video form. - CORRECT ANSWER False" "Which of the following was presented in the text as a good way to hook your viewer? - CORRECT ANSWER Showing a recognizable influencer or celebrity" "True or False: You need to pay close attention to whom you want consuming your YouTube ads; targeting is important. - CORRECT ANSWER True" "What are the ranking factors of a successful YouTube channel? - CORRECT ANSWER Watch time & video length, and Number of subscribers & user interaction" "True or False: Posting new videos consistently isn't important - CORRECT ANSWER False" "You'll want your video ad on YouTube to be between - CORRECT ANSWER 15 and 60 seconds." "True or False: Quality sound, great visuals, a message and theme, and a call to action (CTA) are elements to consider when creating an effective video as part of a business strategy. - CORRECT ANSWER True" "Spiegel and Murphy wanted to create a platform where users could share ______ photos. - CORRECT ANSWER real" "Snapchat was originally launched as ______ in 2011. - CORRECT ANSWER Picaboo" "True or False: Baby Boomers make up a large portion of Snapchat's user base. - CORRECT ANSWER False" "Which of the following is NOT an ad type available on Snapchat? - CORRECT ANSWER Bitmoji, SnapMap, Stickers ANSWER: All of these" "True or False: A business should switch up its Snapchat ads weekly for optimal performance. - CORRECT ANSWER True" "True or False: TikTok has one of the youngest demographic bases of any other social media platform - CORRECT ANSWER True" "True or False: TikTok's U.S. market has a predominantly male user base. - CORRECT ANSWER False" "What does the acronym GCT stand for? - CORRECT ANSWER Goals, Content, Targeting" "What app marked a shift from long-form content to short-form content - CORRECT ANSWER Vine" "Which is NOT a unique way to advertise on TikTok? - CORRECT ANSWER Banner ads" "Which is NOT a best practice for TikTok? - CORRECT ANSWER Headlines" "What TikTok influencer gained 100 million followers in 2020? - CORRECT ANSWER Charli D'Amelio" "According to the reading, how many monthly active TikTok users are there? - CORRECT ANSWER 1 billion" "How much does organic content cost? - CORRECT ANSWER It doesn't cost any money" "Which of the following is NOT an example of paid social media advertising? - CORRECT ANSWER A blog post targeted at millennials" "True or False: Content marketing doesn't require much lead time before a return on investment can be realized - CORRECT ANSWER False" "Select the best answer. Immediate return on investment, exact targeting, and continual traction are all _____ of paid social media marketing - CORRECT ANSWER Benefits" "You could see quick, but not necessarily long-lasting results with a(n) _____ marketing campaign - CORRECT ANSWER Influencer" "True or False: The first stage of paid social media advertising is attention. - CORRECT ANSWER False" "True or False: A huge discount, a free trial, and a free upgrade are all offers that could be used in a great converting ad - CORRECT ANSWER True" "True or False: Those who recognize their pain points and who are looking for remedies are in the engagement stage. - CORRECT ANSWER True" "According to Sprout Social, 46% percent of people will unfollow brands that - CORRECT ANSWER post too many promotional messages" "True or False: If they've done their research, marketers don't need to test or refresh their ads. - CORRECT ANSWER False" "Engaging in various strategies that help increase the level of overall engagement across your social media platforms is evidence of an effective: - CORRECT ANSWER Social media analytics plan" "True or False: The purpose of analytics is to improve business decisions by gaining valuable knowledge that will help in the improvement of those decisions. - CORRECT ANSWER True" "Which of the following is identified as what you will want to examine in a social media audit? - CORRECT ANSWER What's working and what's not working, what your competitors are doing and what your competitors are not doing, and how your social media marketing efforts are relevant to your social media marketing plan" "True or False: A successful social media marketing plan always starts with your company's goals and objectives. - CORRECT ANSWER True" "Which of the following is the first step in conducting a social media auditing plan? - CORRECT ANSWER Write down all of your social media accounts" "True or False: Creating a list of all the marketing efforts that cost you money in order to conduct social media marketing is part of determining ROI. - CORRECT ANSWER True" "True or False: Running an audit on your competition involves comparing your social media efforts with what your competitors are doing. - CORRECT ANSWER True" "True or False: A social media marketing strategy should include paid social media advertising as well as non-promotional content. - CORRECT ANSWER True" "___________ are the framework for everything a business does, including marketing. - CORRECT ANSWER Goals" "True or False: For the "Real is Rare" campaign, the message changed to mirror the social change in the target audience. - CORRECT ANSWER True" "Which of the following is NOT a tool used to schedule content to be posted? - CORRECT ANSWER Canva" "True or False: At the end of the campaign, the results should be compared to the objectives to determine the effectiveness of the campaign. - CORRECT ANSWER True" "Choose the best answer based on the chapter's content: Deadlines encourage _______ and ___________. - CORRECT ANSWER action and accountablity" "True or False: You need to be mindful of voice, message, and timelines when responding to engagement on social media. - CORRECT ANSWER True" "Analyze the results of and _________ your social media marketing campaign based on the evaluation. - CORRECT ANSWER adapt" "True or False: Personal branding is really only necessary for social media influencers - CORRECT ANSWER False" "Your online representation can be your strongest __________ or your biggest ________. - CORRECT ANSWER asset, liability" "True or False: Personal branding is a representation of you online and offline - CORRECT ANSWER True" "Which of the following is NOT a component of personal branding? - CORRECT ANSWER Building contrast between who you are online and offline" "According to the text, why do hiring managers turn to Facebook - CORRECT ANSWER They want to know more than what's on the resume" "True or False: Marketers use web analytics data to improve business strategy and increase the users' experience. - CORRECT ANSWER True" In order for two computers to communicate via the internet, they must first locate one another. How do computers locate one another on the internet? - CORRECT ANSWER Through the IP address" "What does a cookie do? - CORRECT ANSWER It identifies the requesting computer to the server." "Which of the following programming languages is a static, client side language (as opposed to a dynamic, server-side language)? - CORRECT ANSWER HTML" "Direct traffic is defined as visitors who.... - CORRECT ANSWER type the URL directly into their browser's address bar" "Both paid search traffic and paid referral traffic are the result of - CORRECT ANSWER online advertisements" "Unpaid search traffic comes when a user clicks on - CORRECT ANSWER an organic search result" "A retail website's conversion rate is calculated as - CORRECT ANSWER Purchases/Visits" "Which of the following is NOT a way that a media site might measure engagement? - CORRECT ANSWER Traffic source" "In general, advertisers are willing to pay more if - CORRECT ANSWER they can more precisely target potential customers." "Web browsers process which language - CORRECT ANSWER HTML" "Which of the following is NOT a weakness of finding internet content through lists of websites organized by subject matter (versus through a search engine)? - CORRECT ANSWER Lists can only cover a few websites per subject" "What is the downside of a search engine based solely on relevance? - CORRECT ANSWER Websites with little useful content can often earn good rankings" "Where did the name "PageRank" come from? - CORRECT ANSWER The creator of the metric, Larry Page, named it after himself" "In the original PageRank formula, when web page A linked to web page B, it passed PageRank to page B. Why was the amount of PageRank that A passed to B divided by the number of outbound links on page A? - CORRECT ANSWER A link was considered an endorsement, so B only got part of A's endorsement score if A endorsed multiple pages" "Why is a link from Y worth more than a link from a small blog? - CORRECT ANSWER Yahoo has a higher PageRank, so it passes on more PageRank to the page it links to" "How does anchor text factor into Google's ranking calculations? - CORRECT ANSWER Anchor text is one input into a web page's relevance score" "Consider a Google user who does a search for "yam recipe". Consider two web pages with an identical PageRank. Page A uses the phrase "yam recipe" near the top of the page. Page B uses the phrase "recipe for yams" near the bottom of the page. Which page will rank better on this search and why? - CORRECT ANSWER Web page A, because of its larger font and higher position"