Hootsuite Social Marketing Certification Exam Questions

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Brand Advocacy programs should contain 4 components: Program goals, criteria for selection, a plan for onboarding, and finally, ____________.


a database of advocate’s social media handles and passwords

a metrics and Reporting Game Plan

a compensation plan for advocates

a plan for continued engagement 

a geographic advocate acquisition strategy


Let’s say you’re evaluating a customer of your organization as a potential brand advocate. In addition to the three R’s, what’s another criteria you could use to determine whether this person would represent your organization well?


brand affinity 

political values

influencer connections

brand rub

number of followers

all of these


Shared content can be categorised into two main categories: Curated, which is content gathered from trusted sources relevant to your industry, and ________________, which is content produced within your organization including items like blog articles, white papers, infographics, guides, and visuals.









When planning out your YouTube publishing schedule, stick to _______________ ______________, as well as a predictable publishing schedule so your subscribers know when to look forward to your next video and what to expect.


re-sharing curated content

a flashy production style and highly variable publishing times

a variable length and production style

self-promotional content

a consistent length and production quality


When running a paid ad on Facebook, which of the following is NOT a placement option.


the Feed


in-stream videos



the right hand column

Facebook Groups


When buying an ad for Instagram or Facebook, begin by selecting the ___________ that most closely matches your business needs.



‘Automation Triggers’





To ensure your brand is being represented in the best light on Instagram, and to discover content from your customers, you should keep an eye on _____________.


Your Instagram Insights metrics

Your connected business accounts section

Trending Instagram hashtags such as #TBT posts

The comments section of boosted posts

Photos in which your organization has been tagged


Instagram allows you to include clickable links in the following area(s):


website field 

custom location and website fields

website and bio fields

website field, captions, comments, and username field


To place a video ad over YouTube videos, which option would you choose?


A video ad card through Twitter Ads

A video campaign through YouTube’s Creator Studio

A video campaign through Google Ad Experience

A video ad-type through Facebook Ads Manager


You have just uploaded a 4 minute video clip into your InstagramTV (IGTV) channel. You’ve added hashtags in the description to support discoverability. What’s another tactic you could have used to surface this video to your followers?


Send the video via Direct Message to all your followers

Use the IGBoost feature to put paid advertising spend behind the IGTV video

Use relevant keywords in ALL caps in the IGTV video description

Share the video as a Story


When optimizing your social media profiles, be sure to provide a consistent business description across all channels. Brainstorm a handful of essential and _____________ keywords that describe your company, and incorporate them into the copy of your About sections.








Which of these is NOT a part of a Social Media Strategy?


Social Media Audit

Budget, Tactics, and Tools

Social Media Goals and Objectives

Crisis Management Plan

Prospecting Strategy for Sales Leads


Research shows that most Facebook users are on mobile, and engagement declines dramatically with longer posts. A rule of thumb, you should aim to write posts that are around ________.


140 characters

280 characters

50-60 characters 

480 characters


When you’ve been successful in building a community that is well-acquainted with your brand and products it can become self-monitoring. This means when a question arises:


community members may pipe in with an answer, thereby reducing the resources you dedicate to customer support 

it’s an indication that your community building efforts were not as robust as they could have been

you can rely on the community space to provide answers, moderate discussions and correct any misinformation without supervision

it should be viewed as a qualified sales lead and funneled immediately to the sales team


Partnerships with complementary business whose audience shares values with yours are:


not recommended because of the potential for future market overlap

an efficient way seize market share from competitors

risky and unstable because businesses frequently pivot their community strategies

a powerful way to grow your community


When it comes to building community, which of the following is not a form of engagement?:


discussions around shared content

customer support queries

geo-targeted posts and tweets 

responding to positive and negative sentiment


If you are creating an Instagram Story, with the purpose of gathering audience insights, which would be the best feature to use?


Story Insights

Branded templates


Audience Insights plug-in

A question sticker or poll


When taking photos for your social channels (e.g., Instagram) you can add depth, by using roads, buildings, or bridges to create a pathway that leads the viewer’s eye to a single spot. This is best described as:


3D Technique

planar scaling

depth illusion

grid planing

leading lines


You are taking photos for Instagram, using your phone’s camera, and lighting conditions are not optimal (too bright or too dark). What is the best way to compensate for this, before taking your photo?


Turn HDR off and enable the flash.

Turn on the manual focus and adjust the contrast setting.

Tap on your subject and adjust the exposure slider onscreen. 

Enable the 4K feature which will automatically adjust brightness.


Individual Instagram Stories have a limit of 15 seconds for video content. However, using Instagram’s segments tool, you can record a longer video. The Segments tool then automatically splices this longer video into 15 second segments, that will play consecutively for your viewers. To do this, simply:


Upload the longer video into the bulk uploader.

Add the longer video segment into a branded template.

Hold down the record button for the duration of your take. 

Enable ‘Segments’ under ‘Story Settings’.


Before launching a paid social advertising campaign it’s best to have:


a very niche audience, an idea of what you want the campaign to achieve, and one high quality ad

clear business objectives, a well defined target audience, multiple ad variations 

multiple business objectives, a large audience, multiple ad variations

at least three marketing objectives that need to be supported in order to take advantage of volume pricing


When it comes to content marketing on social media, research is the key to understanding what content will resonate with your audience. Begin by looking at your Social Media Audit, and then use network-specific tools such as_______________ and ________________to identify your audience demographics by network.


Twitter Demographic Analytics; Facebook Geo-Targets

Snapchat Biographies; Twitter Lists

Facebook’s Audience Insights; Twitter Analytics 

Instagram Stories; LinkedIn Demographics

Instagram Market Insights; Twitter People Metrics

Instagram Post-Locator; Facebook People Manager


On Snapchat, a great way to generate buzz and encourage your followers to amplify your brand, is by creating image overlays referred to as __________.



Photo Layers


Image Boost

Map lenses




To take full advantage of your Twitter Media Gallery, ensure that you’ve uploaded a minimum of:


6 photos or videos 

8 videos and 3 photos

2 private Twitter lists

1 Tweet button to each of your web properties


Private Twitter Lists are a great way to _________.


engage with industry influencers

maintain lists of relevant keywords

use relevant industry Twitter accounts to influence your SEO

keep up with competitors’ content without publicly following them


Your Social Media Content Strategy should flow naturally from your _________________________.


Internal Requests

Social Media Management Platform

Content Creation Bandwidth

Social Media Strategy and objectives 

Content Curation Tools and Tactics


Let’s say you’re a Social Marketer, and you’re about to start curating content for your organization. You’re looking for tools that will help make this job more efficient and effective. Which of the following is NOT a feature you would generally look for in such a tool?


Provides content insights into what’s performing best in your industry

Search for relevant conversations happening on Twitter

Receive lists of content and Twitter Influencers

Search for popular articles that are trending on social

List of topics to avoid sharing


Scope, Process for Creating and Updating Documentation, Approvals + Operational Considerations, Social Media Policy, and Education and Training are the 5 constituent parts of what?


Social Media Objectives

Social Media Policy

Social Media Strategies

Social Media Governance 

Social Media Guidelines


Organizations should have a Crisis Management Plan for social media. This plan should identify the keywords, hashtags, etc. that should be continually monitored, to proactively identify external issues before they spiral into a crisis. This component of a Crisis Management Plan is referred to as a _________.


Social Surveillance Best Practices

Social Search Streams

Social Media Monitoring Strategy 

Brand Awareness

Social Media Listening Techniques


The Facebook page moderation feature:


none of the above

prevents a user from posting too many comments on your wall

prevents comments that contain certain words from being posted 

prevents a user from expressing negative sentiment about your brand


Which of the following statements describes a best practice regarding your Facebook page profile picture?


Keep your profile picture consistent 

Change it every day to keep your followers interested

Change once a week and use random images to create visual interest

Change it strategically to match your current campaigns


______________________ are a YouTube feature that show up at the end of your video and can be used to lead visitors to a landing page once they have finished watching it.


Caption Files

Channel Trailers


Video Cards 

Landing Page Re-directs


The best method for determining future social media targets is to establish benchmarks. You can do this by __________________.


extrapolating data from past efforts to estimate future success 

summing the anticipated revenue accruing from this year’s social media objectives

taking your organization’s net revenue and dividing it by revenue directly attributable to social media channels

asking competitors to share their analytics reports so that you have a frame of reference

making an educated guess based on the phases of the moon

Upload benchmark reports from Google Analytics into your organization’s CRM


Social media objectives should:


flow from, and directly support, social media tactics

adhere to the S.M.A.R.T. framework (Specific, Measurable, Achievable, Resourced, Time-bound) 

adhere to the CCAF framework: context, challenge, activity, feedback

be finalized early, so marketing goals can be designed around them

be independent of competing marketing and organizational goals


Instant Experience is a paid advertising feature on Instagram, configured to show media, display a storefront, complete a form, or explore lifestyle images with tagged products. To use Instant Experience, you’ll need to create your ad in _____________.



Google Ads

the Instagram app

Instagram Desktop

Hootsuite Ads


A social media content calendar should be broken down into 2 major sections: Your __________ which could contain items such as campaign starts, influencer takeovers, and new blog posts, and a more fine-grained ______________ which could be a detailed schedule of every post for each of your social networks.


larger monthly calendar; weekly calendar 

industry calendar; weekly schedule

weekly calendar; post-by-post spreadsheet

content strategy; hourly schedule

social media strategy; evergreen content list
none of these


To grow your community on Twitter, it is suggested that you should:


Tweet everyone you know in your industry who might like your products

Follow every person who has ever mentioned your company name

Monitor conversations related to your industry and follow people whose interests align with what your community offers 

Twitter should not be used for community building


Community building on LinkedIn by organizations with LinkedIn Pages can grouped into three main categories:


Hosting Live networking events with LinkedIn Live, coordinating in-person events with LinkedIn’s Invites feature and publishing industry relevant blog articles.

Building LinkedIn Groups, leveraging the ‘Threads’ feature in Direct Messages, and hosting Live networking events with LinkedIn Live.

Using targeted advertising to boost Likes on your published content, interacting in the comments section of content published by your competitors, publishing Thought Leadership pieces in the LinkedIn Blog.

Establishing an employee network, growing followers of your LinkedIn Page, and building active LinkedIn Groups.


In order to cement positive relationships with your brand advocates on Twitter, you should:


engage with their online content and give public shout outs to recognize their support 

empower them to unfavorably review competitors products in a public form (e.g., Yelp)

provide an honorarium for each positive mention they make about your brand

offer to employ negative SEO practices to help them move their business interests forward


If you’re using paid advertisements on Twitter, and want more people to see your tweets, what’s the best campaign type to use:



Twitter Ad Card


Tweet Engagement



An example of an “earned” social media tactic:


generating positive conversations on social around your products or services

sparking word of mouth recommendations from previous customers

forging mutually beneficial influencer relationships

all of the above 

encouraging employees to amplify your organization’s social content on their personal social channels.


Social media tactics tend to fall into 3 categories:


Paid, Owned, Earned 

Aimed, Taught, Bought

Earned, Borrowed, Acquired

Earned, Influenced, Purchased


You should keep the information on your LinkedIn profile fairly sparse so people are compelled to navigate to your website for more information about your company.





LinkedIn offers a unique type of paid advertising, where you can send targeted, customized messages to users’ LinkedIn inboxes, where it appears alongside other direct messages. This ad type is called:


Inbox Conversions and Awareness

Sponsored InMail 

Personalized Messaging

Direct Message Ads

Dynamic Ads


What are the length restrictions when posting video content to the main feed of your Instagram account?


1 second to 15 seconds

3 seconds to 60 seconds 

2 seconds to 5 minutes

1 second to 30 seconds

5 seconds to 2 minutes


Identifying and defining _______________for the calendar year is essential when planning your social media activity.



social media policy

all of the above

key dates and timelines 

brand voice


One benefit to having an employee advocacy program is that social network algorithms generally ____________.


all of the above

prioritize messages from organizations over those sent by individuals

prioritize messages sent by individuals when they are formally linked to organizations with verified accounts

Boost the SEO rankings of organizations whose employees regularly share their content

none of the above

prioritize messages from individuals over those sent by organizations


Tools like Hootsuite Amplify can make running an employee advocacy program easier by allowing you to ______________.


monitor program participation

monitor metrics like most shared content or most active advocate

provide company news and content that can be shared to advocates social networks with a single tap

give advocates daily updates of relevant news articles that they should share

none of these

all of these


If you’re editing a photo in the Instagram app, and need the bright areas of the image to be brighter without affect the dark areas, which filter would you use?









Your social content strategies should vary by network. For example, your post frequency and volume can be much larger on _________ than other networks. This makes ___________ a great place to post the same piece of content multiple times and recycle evergreen content.








Which of these is NOT a best practice for increasing engagement on LinkedIn posts?


post content regularly

name the professions you want to target in the post’s copy

include 10+ hashtags in your posts 

add visual content to your posts

upload your videos directly into LinkedIn


A key part of running a business blog is ensuring its content is easily discoverable. Make sure all your posts are ________________ by incorporating keywords into the title, subheadings, and body of your post, as well as the URL.


Flesch-Kincaid Optimized

None of these

SEO friendly 

Black Hat Optimized


Search Boosted


Why should Social Media managers begin the budgeting process for their social marketing program well before final budget numbers are settled?


Because there will likely be other projects that arise and it’s important to leave yourself enough time to complete a budget before the end of Q4.

So that you can get your budget requests in early so that your requests are prioritized over other teams.

Because social managers are often overwhelmed with tactics and campaigns at the end of the year.

Vacations around Thanksgiving and Christmas often make it difficult to get the data needed in time for final budget submissions.

To make the most persuasive and data-driven case possible for influencing how much will be awarded.


When it comes to creating video for your social channels, which of the following is NOT a best practice?


When editing, consider adding subtitles or descriptive text to your videos.

Film in landscape mode generally, but portrait mode when filming for Instagram Stories or Snapchat

Since video will be consumed on mobile, record videos using mobile as well. 

Invest in professional video editing tools such as Final Cut Pro or Adobe Premiere

Shoot your video from different angles, and film additional “B-roll” footage


The key question you want to keep in mind while undertaking a social media audit is: “What value is your organization adding to your customers through social media now vs. _______________?”


the value your customers are providing to you

the value you want to be adding 

the number of followers you gain per quarter

the amount you spent acquiring them

the maximum revenue you can extract from customers in exchange


Carrying out social media marketing without a ______________ could result in posts that are unbalanced in tone, subject matter, or purpose. Organizations without this plan will find it more difficult to achieve social media goals and maintain an effective cadence with their posts.


Influencer Strategy

Advocate Strategy

Content Strategy 

Paid Strategy

Earned Strategy


When thinking about influencers you’d like to attract to your brand’s community, what is the most important criteria to think about?


Their sum total of followers, friends etc.

Someone whose remuneration requirements are within the allotted budget in your social media strategy

Someone who has expressed distaste for your competitors

Someone who can contribute their trusted insight to your community


A social media manager for Athene Suites Hotels has gathered hundreds of vacation photos submitted by followers of the organization’s Instagram account. The best of these photos will be posted on the channel in an upcoming campaign that celebrates customers. Which term best describes these photos:


Visually Curated Media

Follower Based Content

User-discovered Media

User-generated content 

Audience curated images


When plotting out the content mix for your upcoming social media publishing schedule, promotional content about your organization shouldn’t exceed _______________ of your overall content mix.


Roughly half your content


Roughly 2/3rds

Roughly 1/3rd


When drafting your social media posts, always aim to end them with a clear:


buy now button

call for attention

outline of a product or service

cry for attention



Cover photos have a prominent location in your social media profiles, so you should use this space strategically – for example, it’s a great place to ____________________.


announce new product releases or generate interest in upcoming events 

put your company logo

display a professional headshot

serve up Display Ads

highlight CTAs (Call-to-Action)

showcase Buy Buttons for new products


When running an employee advocacy program, eventually you’ll need to pull data to demonstrate the program’s effectiveness. Which of the following is not a common metric that program managers will look at?


% decrease in cost per click and cost per impression 

social reach, which is a measure of the volume of content being shared to all different social networks

website traffic resulting from employee shares, which can be measured through the use of UTM links

new employee recruitment and sales leads generated

advocate engagement, which is measured by weekly and monthly active participants


In Instagram Stories, you can add up to 10 text hashtags, to support discoverability. What are two techniques you could use the maximum number of hashtags while avoiding a cluttered look? (PICK TWO)


Use line breaks to hide them at the bottom of the post’s description.

Include them only in the Story’s metadata.

Place a sticker overtop to hide them. 

Camouflage them by colour matching the text with a background colour. 

Add them to a comment in the comments section of the Story.


On Instagram, what are Highlights?


The most popular content, automatically curated from accounts you follow.

The most popular, trending videos on IGTV.

A collection of Stories, that you curate, that don’t disappear after 24 hours. 

An automatically generated collage that includes your most popular images for the previous 30 days.


A social media audit would typically NOT include:


KPIs, goals and objectives for the coming year 

an itemized list of current social media networks and their activity rates

information about what your competitors are doing

follower counts per social network


What is a unique feature of an Instagram Business account versus a Personal Account?


Your posts will be prioritized in your followers’ newsfeeds.

You can include at least one contact option, in the form of an email, phone number, or street address. 

You can delete comments left on your posts.

You receive 5 free boosted posts per month.

They allow you to send private messages to your entire follower list.


When editing photos within the Instagram app, which filter would best be used to intensify the colours of an image?








On Instagram, a great way to track key influencers and brand advocates to ensure you’re engaging with their content is to:


to Add the Instagram widget to the RSS feed in your Browser

set up private Lists so you can better monitor their activity

select “Turn on Post Notifications” for a user’s post, in the feed 

start a Notes document to keep track of their handles, and then make a point of visiting their profiles regularly


Under Facebook’s Page settings, you can control whether the public can:


tag your photos

post to your page

reach out to you via private message

all of the above


Brand advocates are:


dedicated fans with whom you should build closer relationships 

short terms employees brought on to create a large volume of positive online content about your brand

paid members of the public, recruited and coached on what to say about your company in other online communities

none of the above


Which two of the following are not key components of a Social Media Content Strategy (PICK TWO):


list of content-specific goals and objectives 

target audience identified by platform

Brand Voice and Persona

Specifications for Profile Optimization 

plans for the distribution of your content

research and analysis of current content reception and strategy


When dealing with negative sentiment, you should:


Ignore it, the customer will probably forget about it

Check to see if the customer’s problem is the company’s fault. If not, let them know

Address it quickly, and take the conversation to private messaging as needed 

Ask your brand advocates to target the customers message with hostile replies


When creating content for YouTube, keep your videos shareable, accessible, and discoverable by using:


popular snippets from popular videos, and recognizable songs

creative commons licensing and URL parameters

high quality thumbnails, well written titles and descriptions, and relevant metatags 

all the options available to you under Monetization settings

URL parameters, video cards, and clickable overlays


Content curation involves gathering and evaluating pieces of media from respected sources, and then sharing the most valuable gems with your audience. But modern social media professionals in larger organizations also need to gather, evaluate and share relevant content produced ___________.


in other industries

in print form

within their organization 

by their competitors

in previous decades

none of these


The __________________ feature on Twitter is a great way to surface trending content, because it lets you save multiple searches using relevant keywords, hashtags, applicable sentiment.


Influencer Search


Deep Search

Meta Search

Advanced Search


_______________ have become increasingly important because of the decline of organic views AND because of the overall increase in the volume of content being published on social channels.


Earned Goals

Top of Funnel Conversions

Influencer Strategies

Paid Tactics 

Enterprise Tactics

Owned Strategies


________________ increase the efficiency and effectiveness of social marketing tactics. Examples include Upcontent, Right Relevance, BuzzSumo and Hootsuite.


None of these

Social Media Agencies

HTML Markup Tools

Native social networks

3rd Party Software Tools 

Social Marketing Consultancies


When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first.


140 characters 

120 characters

200 characters

60 words

140 words


Why is it important for social media managers to share insights into the performance of content shared on social media channels with individuals or teams within the organization responsible for creating branded content?


These insights show which networks content should be posted on.

These insights ensure content is never repeated.

These insights can influence new content being created. 

These insights prove what a great job you’ve done promoting content.


What element of a crisis management plan defines the process that should unfold once an issue or crisis is identified? Hint: it also includes information about team members who should be engaged, when to pause publishing activities, and who decides when a crisis is over and normal social media operations can resume?


Conditional (“If-Then”) Branches

Decision Tree 

Venn Diagram

None of these

Flow Chart

Hypothetical Imperatives


Which of the following is NOT a reason an organization would use the Instagram Stories feature?


So that posts don’t show on your main Instagram profile

To allow in the moment posting and live broadcasting

To share content in a separate section of the app

To keep a permanent record of shared content 

To avoid cluttering the newsfeeds of your followers


With respect to content calendar for social media, why is it a best practice to keep a larger monthly calendar with general information about upcoming launches and big events that impact your content strategy, as well as a detailed weekly calendar with specific copy and assets?


To prevent all of your content data from being stored in the same place.

To allow for more accurate social media budgeting projections.

To more easily track the ROI of your social media content program.

To make keeping track of ad spend and budgeting easier and more efficient.

To more easily identify the tools and vendors that will need to be engaged.

To allow yourself flexibility to accommodate new social media trends that might appear unexpectedly.


On your Facebook Business page, which feature would you use to provide your followers with the ability to shop now, sign up, or contact your organization?


instant conversion

‘featured likes’ column

call-to-action button 


third party app integration


_______________would involve serving messages and content organically through your organization’s official social channels.


ARPU levers

Owned tactics 

Conversion channels

Top of Funnel media properties

None of these

All of these


A key tool to achieving your social marketing goals is a strong ___________ which acts as a game plan for coordinating, creating, and distributing your organization’s _________.


ads platform; banner ads

advocate relationship program; brand goals

content strategy; content 

messaging interface; key messages

none of these

social media strategy; mission


_______________ let you segment your company offerings by target market and are a great way to focus on different products separately so you can modify positioning and messaging.


LinkedIn Products and Services Tabs

LinkedIn Featured Products

LinkedIn Groups

LinkedIn Showcase pages


When broadcasting live on social, keep in mind that the best broadcasts are ones that feel like a conversation between brand and viewer. Unlike other forms of social video, you’ll get more views and engagement if your video ________________.


uses unusual lighting and sound effects.

is full of interesting transitions and editing techniques.

includes a pdf attachment with details from the broadcast.

is short and action packed.

is longer and repeats key points.


LinkedIn offers a type of paid advertising where a post is promoted in your target audience’s HomeFeed, but is NOT published on your LinkedIn Homepage.


lead ads

direct sponsored content 

dynamic content

dynamic ads

sponsored content


If you’re new to Twitter and want to grow your audience using paid advertisements, what campaign type would work best?


Twitter Ad Card




Tweet Engagement


Public Twitter Lists are best used to follow:


brand mentions


industry influencers 



Instagram doesn’t offer many options for formatting your bio within the app, but there is a workaround for adding line breaks to your bio description to make it easier to read. Which of the following best describes this workaround?


Draft your bio using the notes app on your device, then paste your formatted copy into the bio field. 

Hold down the shift key when you’re drafting your bio.

Insert a period in it’s own line between two blocks of text.

To start a new line in your bio, hit the space bar 5 times quickly.

Insert a forward slash and backslash in between the blocks of text requiring a line break.


When engaging with your community, it’s important to keep your ___________ in mind and let it guide your response.


brand’s voice and mission 


sales pitch

conversion goals

organization’s KPIs


Which of these is NOT a best practice for increasing engagement on Pinterest?


use video content whenever possible 

use Rich Pins to provide extra information

include relevant keywords in your pin description

use multiple boards around distinct and separate themes

space your posts through the week


If you want to run a paid advertisement that appears across a wide variety of websites, videos, and mobile apps, your best choice is:


Twitter Ad Cards

Facebook Ads Manager

Google Ads Experience 

YouTube’s Video Ads Manager


You should use the 3 R’s, Relevance, Reach, and Resonance, to help you evaluate advocacy candidates. Resonance refers to ________________.


the amount of interesting content, such as gifs, that they use

the level of engagement they have with their audience 

the number of languages they can communicate in

the amount of re-tweets they get

the amount of times per day they post to social media networks


If you are regularly posting content to multiple social networks, an important rule of thumb is to _____________.


none of the above

tailor messages to the unique strengths of each platform, where possible 

post the message at differing times on each network to avoid being penalized by Google

use exactly the same wording to maintain consistency of voice

post a message on all platforms at the same time to make gathering metrics more accurate


Which of these is NOT a best practice for sharing content on social media?


encourage employees to share content on their social profiles

brainstorm headlines and captions that are clear and attention-grabbing

incorporate visual content into your posts when possible vary your content

use tools to pre-schedule or auto-schedule your messages

re-post content frequently so it can be seen at the optimal times in every timezone


If you have a Facebook Business page, you can also create and manage ______________ ads through the Facebook advertising platform.








A best practice for optimizing your video content for Facebook engagement is to:


place your CTA right at the beginning

all the options in this list

use the landscape format

include captions and text overlays 

make videos longer, so followers can “lean back” to watch


When taking photos using your phone, why is it important to tap the subject of the photo on the screen before taking the picture?


To properly bring the subject into focus. 

To balance the colours.

To sharpen the background.

To soften and enlarge the subject.


Branded hashtags work best on the following platforms:


Twitter and Pinterest

Instagram and Twitter 

Facebook and Twitter

Facebook and Instagram


A social media policy is intended to:


mandate the required amount of social media promotion employees must do on the behalf of the company

provide guidelines for appropriate and inappropriate use of social media by company employees 

outline what social media strategies and tactics that will be pursued in the coming year

outline the ways in which sales and marketing activities will support social media initiatives in the coming year


The value of social advertising lies in the large audience size your company has the potential to reach and the ______________ social ad platforms offer.


negative SEO benefits

integration with print and TV campaigns

finely tuned targeting capabilities 

collaborative relationships


Identify the order of the elements below that most accurately reflects their relationship to each other.


Departmental Goals, Organizational Goals, KPIs, Social Media Goals, Social Media Objectives

Organizational Goals, Social Media Objectives, Social Media Goals, Social Tactics, Departmental Goals

Social Tactics, Social Media Objectives, Social Media Goals, Departmental Goals, Organizational Goals

Social Media Goals, Social Media Objectives, KPIs, Organizational Goals, Departmental Goals

Organization Goals, Departmental Goals, Social Media Goals, Social Media Objectives, Social Media Tactics


Let’s say you want to create an Instagram ad, and want a high degree of control over budget, targeting, and creative. Which is the best method/tool to use?


Boosting Options in the Instagram App

Google Ad Words

LinkedIn Ads Manager

Instagram Ads Manager

Facebook Ads Manager


A good first step to connecting with influencers is to:


Send a formal email explaining your product and asking them to share it with their networks

Tweet each influencer you’d like to attract every day for a minimum of 3 weeks

Wait until your product is successful and the influencers come to you

Start building a relationship by engaging with the content they share


Instagram lets you post photos as portrait, landscape, or square. Why is it a good idea to take your photos in the format/orientation you intend to post them in?


Cropped images are deprioritized by Instagram’s algorithm.

The resolution Instagram allows is lower when images are cropped.

This practice makes photos easier to edit.

So you can better compose all the elements in the shot. 

all of the options in this list


You’re a social media manager for a hotel chain that’s planning a campaign to raise awareness about a new hotel location. Which of the following are examples of S.M.A.R.T. objectives that could support an awareness campaign like this? (PICK TWO)


Schedule 2 tweets per day for 1 month, containing beautiful images of the region around the hotel.

Experiment with 3rd Party Software Tools.

Engage a certain number of local social media influencers to post about their experiences with the hotel in Q1. 

Boost 5 Facebook Posts about the hotel that are already performing well organically.

Drive a certain number of mentions of a relevant branded hashtag in the first two 2 months following the opening.


When pitching your budget to decision makers, focus on conveying two things: First, demonstrate ROI from the current year, and second:


highlight shortcomings caused by lack of budget in the previous year.

showcase your top performing content from the previous fiscal year.

emphasize how much more efficient your team is with resources than the company as a whole.

emphasize how much your team deserves, given how hard they work.

showcase the value of the initiatives, campaigns, and goals you have in mind for the coming year.


Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice.


thumbnail; products page

thumbnail; logo 

Pixel; landing page

Billboard size; logo

thumbnail; thumbprint


If you’re running a Facebook or Instagram campaign and need sophisticated targeting and budgeting options, which would be the best tool to use.


Ad Experience

Ads Dashboard on your Business Page

Help Center


Ads Manager


Since a business cannot follow their Facebook followers directly, it’s important to build a community and demonstrate customer care by _______________.


sharing lots of new content and promotional materials each day

responding to questions and comments from customers on your Facebook post’s comment threads quickly and thoughtfully 

all of these

requesting to follow your business’ Facebook followers from your own personal account

sending each new follower a standardized, formal Facebook message to thank them


Which of the following IS a component of a social media strategy?


Designing email campaigns

Organization of networking events

Crisis Management Plan 

Prospecting Strategy for Sales Leads

Website Maintenance


When announcing an employee advocacy program, it’s important to reinforce why sharing content on behalf of an employer is in the employee’s self-interest. Employee advocates can showcase their engagement by sharing content that portrays the organization in a positive light, thereby ________________________.


getting more followers on their social channels

differentiating themselves as a dedicated performer within the organization 

portraying the organization as a great place to work benefiting from brand rub

supporting the organization’s business interests

displaying the degree of their brand affinity


A practical benefit of ________________is that it requires little in the way of resources which can be helpful for organizations that don’t have a dedicated content team, but that still want to position themselves as trusted advisors in their industry.


Auto-Generated Content

Created Content

Promoted Content

Amplified Content

Curated Content 

Verified Content


When composing photos to share on your social channels, a best practice is to balance the elements of your photo along 3 sections. This is described as:






The Rule of Thirds


When editing a photo in the Instagram app, which filter would you use to darken the edges of the photo so the viewer’s eye is drawn to the centre?






Focus Tool


When optimizing your YouTube page, use_______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.


recommended content






Let’s say you’re looking to increase the visibility of your company blog. What, in addition to SEO tactics, could you do to make it easy for people to organically find your previously published posts?


Link internally to previously published blog posts 

Paid Boost via Google AdWords for underperforming posts

None of these

Embed pixels into all old blog posts

Hire a skywriter and graffiti artist

Email a blog link to all captured leads

Republish old articles with different headlines


Once you’ve onboarded a participant into the brand advocacy program, focus on keeping and growing their commitment and cultivating enthusiasm. At the start, check in periodically to make sure your new advocate is engaged and committed. ______________ check ins are a good rhythm.


1, 3, 6 month

30, 60, and 90 day 

5, 15, 60 day

3, 6, 9 month


Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.





A benefit of using Google Ads Experience is the ___________ option, which automatically manages an ad after initial set-up by determining the most relevant targeting options.


smart campaign 

search campaign

Automation triggers

video campaign

universal app campaign


Which of the following would best be used to make your Instagram Story more discoverable?


Adding hashtags and keywords.

Using metatags and a description.

Adding keywords and pins.

Using branded templates and metadata.

Adding a location and hashtags.


If you encounter a question on social media channels to which you don’t have an answer, what is the best way to respond?


dismissively – if you don’t know the answer to a question, it’s likely not an important concern

honestly – explain you don’t have an answer, but that you’ll get back to them with it 

vaguely – it’s best to avoid admitting to customers that you don’t know the answer

confidently – it’s best to take your best guess at an answer, and convey it with confidence


You have just uploaded a 4 minute video clip into your InstagramTV (IGTV) channel. You’ve added hashtags in the description to support discoverability. What’s another tactic you could have used to surface this video to your followers?


Use the IGBoost feature to put paid advertising spend behind the IGTV video.

Send the video via Direct Message to all your followers.

Use relevant keywords in ALL caps in the IGTV video description.

Enable automatic publishing of a 60-second preview of the video in your feed.


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