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SAGE Publishing, 2021
a. Visuals
b. Topic categories
c. Keywords and other meta-data
d. URLs
e. Calls to action
35. Which of these editorial calendar elements helps make your calendars more searchable
when you are looking to see about which target subjects you already created a lot of content
– or which you haven’t covered often enough?
a. Visuals
b. Topic categories
c. Keywords and other meta-data
d. URLs
e. Calls to action
36. Which of these editorial calendar elements will help you keep your SEO efforts aligned
with your content creation?
a. Visuals
b. Topic categories
c. Keywords and other meta-data
d. URLs
e. Calls to action
37. Which of these editorial calendar elements can be archived as an easy way to keep your
online content audits updated?
a. Visuals
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b. Topic categories
c. Keywords and other meta-data
d. URLs
e. Calls to action
38. Which of these editorial calendar elements helps you ensure that every piece of content
you create is aligning with your company’s marketing goals?
a. Visuals
b. Topic categories
c. Keywords and other meta-data
d. URLs
e. Calls to action
39. Which of the following best completes the statement, ‘Studies on the effectiveness of
posting schedules suggest that the fewer high-value content posts be used for ______ and that
more brief, conversational posts be used for ______.’?
a. blogs and social network sites; video channels
b. social network sites; blogs and video channels
c. blogs and video channels; social network sites
d. video channels; social network sites and blogs
e. None of these
40. Which of the following is NOT true of a brand experience?
a. The experience should inspire the audience to participate and share.
b. The ideal experience can be thought of as one that captures the sweet spot at which the
audience’s passions and needs intersect with the brand’s identity.
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c. It should be authentic and conversational to fit the culture of social media.
d. It should be discoverable so that the brand appears during relevant searches.
e. All of these are true.
41. What is a sequence of connected steps that enables the organisation to act efficiently with
minimal overlapping tasks and resources in order to implement the social media marketing
plan effectively?
a. Social media workflow
b. Social media management service provider
c. Editorial (content) calendar
d. Creative calendar
e. None of these
42. Which of the following is NOT true of a social media workflow?
a. A clearly defined workflow will help your team communicate more efficiently and it gives
everyone something to be accountable for.
b. A social media workflow is a sequence of connected steps that enables the organisation to
act efficiently with minimal overlapping tasks and resources in order to implement the social
media marketing plan effectively.
c. Most teams have five or more members though so creating a workflow is manageable and
worthwhile.
d. Workflows can be incredibly complex, especially for large teams in global companies.
e. All of these are true.
43. Which of the following is NOT a benefit of implementing a solid workflow?
a. It helps to understand the big vision behind daily tasks and projects.
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b. It helps the team know what each person’s roles and responsibilities are.
c. It helps complete projects requiring different skills as a team.
d. It helps prioritise time and resources.
e. All of these are benefits.
44. Which of the following is NOT included in the steps to creating a social media
workflow?
a. Determine exactly what tasks need to be completed for every piece of content produced
and the daily activities required for posting to each channel in the plan.
b. Create a content calendar and assign an owner for each time period.
c. Assign those tasks to the people who fill those roles.
d. Assign due dates based on what needs to be done first, second, third and so on.
e. Hold everyone accountable for completing their tasks on-time.
45. Which term underscores the desire to create more than a passive ad, where the goal is to
launch an experience that people will want to share?
a. Earned reach
b. Gift applications
c. Experience design
d. Seed
e. Social experience ad
46. Which of the following would be included in an editorial calendar?
a. Schedule for publication
b. Identification of relevant topics
c. Publication venues
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d. Types of content
e. All of these
47. What practical steps should be taken in making a tactical plan?
a. Selecting the right channels and type of content
b. Define rules of engagement
c. Create a schedule
d. Both selecting the right channels and type of content and define rules of engagement
e. All of these
48. Which of the following best completes the sentence, ‘Social media tactics will guide the
brand’s activities in the zones of social media marketing but must do so in a way that fits
with the ______.’?
a. strategy
b. objectives
c. tactics
d. pillars
e. values
49. Which of the following questions is NOT useful when developing a persona focused on
guiding social media tactics?
a. Which social media channels are they actively using?
b. What is their social technographic category?
c. What type of social media user are they?
d. What kinds of products have they purchased in the past?
e. What are their favourite types of social content?
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50. Which of the following questions will facilitate channel selection?
a. Does our brand image, voice and tone fit with the channel culture?
b. What specific goals can be pursued here given the channel’s functionality? Do these goals
relate to objectives in our strategic plan?
c. Does the channel offer paid media options to ensure audience reach and the ability to
target specific audience segments?
d. Does our brand image, voice and tone fit with the channel culture? and what specific goals
can be pursued here given the channel’s functionality? Do these goals relate to objectives in
our strategic plan? only.
e. All of these.
51. Based on Figure 5.2 Channel Characteristics for Major SNSs, which channel’s
demographic overview suggests users of ‘All Ages’ can be targeted there?
a. Facebook
b. Twitter
c. Snapchat
d. YouTube
e. LinkedIn
52. Based on Figure 5.2 Channel Characteristics for Major SNSs, which channel’s typical
uses includes ‘Online scrapbooking’?
a. Facebook
b. Pinterest
c. Snapchat
d. YouTube
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e. LinkedIn
53. Based on Figure 5.2 Channel Characteristics for Major SNSs, which channel is best for
B2B marketers?
a. Facebook
b. Pinterest
c. Snapchat
d. YouTube
e. LinkedIn
54. Based on Figure 5.2 Channel Characteristics for Major SNSs, which of the following
channels are NOT typically used for building relationships?
a. Twitter
b. Pinterest
c. YouTube
d. Both Twitter and Pinterest
e. All of these.
55. Based on Figure 5.2 Channel Characteristics for Major SNSs, which of the following
describes the marketer’s best objective on Twitter?
a. Creating brand loyalty
b. Public relations
c. Lead generation
d. Brand awareness
e. Business development
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SAGE Publishing, 2021
56. Based on Figure 5.2 Channel Characteristics for Major SNSs, which of the following
describes the marketer’s best objective on LinkedIn?
a. Creating brand loyalty
b. Public relations
c. Lead generation
d. Brand awareness
e. Business development
57. Based on Figure 5.2 Channel Characteristics for Major SNSs, which of the following
describes the marketer’s best objective on Pinterest?
a. Creating brand loyalty
b. Public relations
c. Lead generation
d. Brand awareness
e. Business development
58. Figure 5.3, A Channel Plan Example, illustrates a typical channel plan. Which of the
following is NOT one of the four major categories given in the example?
a. Channel
b. Purpose
c. Demographic
d. Editorial Plan
e. Measurement
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59. Channel plans will include any owned media options and paid media purchased on social
media sites as well. According to the State of Social Media Marketing Industry Report for
2016 (Figure 5.5) which type of paid social media was the most commonly used for
marketers?
a. Facebook ads
b. Google ads
c. Twitter ads
d. LinkedIn ads
e. YouTube ads
60. Which of the following must be able to attract attention, break through a clutter, deliver
the intended message and aid comprehension and recall, while positively influencing brand
attitudes and purchase intent?
a. Social media tactics
b. Brand experience
c. Brand persona
d. Audience engagement
e. None of these
61. Which of the following best completes the sentence, ‘Most commonly, tactics rely upon
______ as the social object with which the audience can engage.’?
a. purchase intent
b. experience
c. content
d. channel plan
e. None of these
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62. Which of the following questions is NOT useful in the discovery process for a content
strategy?
a. What resources do you have already or can you acquire to develop content?
b. What will the target audience be receptive to?
c. What have competitors signalled about their brand assets?
d. What differentiating value can your brand bring?
e. Where will the content be published and distributed?
63. Which type of content is most likely to be used for event activation, contest activation or
live event activation?
a. Hygiene content
b. Hub content
c. Evergreen content
d. Hero content
e. None of these
64. How could social media marketers ensure the content developed for social media remain
consistent with the brand’s identity and personality in other communications media?
a. Refer to the brand’s style guide.
b. Solicit feedback from social community participants.
c. Conduct a thorough sentiment analysis.
d. Refer to the channel plan.
e. None of these.
65. What are the benefits of content atomisation?
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a. It provides message amplification.
b. It enhances message recall.
c. Content may be repurposed for several related uses.
d. It provides message amplification and it enhances message recall.
e. All of these.
66. How is the content strategy document different from a content calendar?
a. The content strategy document briefly summarises all content decisions while the content
calendar captures which content is scheduled and prioritised for the organisation.
b. The content strategy document briefly summarises the content type and channel while the
content calendar captures which content is scheduled and prioritised for the organisation.
c. The content calendar briefly summarises all content decisions while the content strategy
document captures which channels to use and their order of priority.
d. The content calendar captures which content is scheduled and prioritised for the
organisation while the content strategy document captures which channels to use and their
order of priority.
e. None of these.