Question 1

How is the content strategy document different from a content calendar?

Accepted Answer

A) The content strategy document briefly summarizes all content decisions while the content calendar captures which content is scheduled and prioritized for the organization. 
B) The content strategy document briefly summarizes the content type and channel while the content calendar captures which content is scheduled and prioritized for the organization. 
C) The content calendar briefly summarizes 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 prioritized for the organization while the content strategy document captures which channels to use and their order of priority. 
E) None of these.

Question 2

Which of the following best completes the sentence,'Most commonly,tactics rely upon ______ as the social object with which the audience can engage.'?

Accepted Answer

A) Purchase intent. 
B) Experience. 
C) Content. 
D) Channel plan. 
E) None of these.

Question 3

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 (Fig.5.5)which type of paid social media was the most commonly used for marketers?

Accepted Answer

A) Facebook ads. 
B) Google ads. 
C) Twitter ads. 
D) LinkedIn ads. 
E) YouTube ads.

Question 4

Which of the following best completes the statement,'The voice and tone of social media communications should be consistent with the ______ established for the brand's social media presence.'?

Accepted Answer

A) Brand persona. 
B) Content strategy. 
C) Content type. 
D) Creative brief. 
E) None of these.

Question 5

Which of the following is not true of content calendars?

Accepted Answer

A) Content calendars help to identify,prioritize,and plan for new- and future-content creation. 
B) The content calendar captures which content is scheduled and prioritized for an organization,generally with an annual,quarterly,monthly and sometimes weekly view. 
C) Calendars will typically include several sheets to accommodate planning for different time periods while maintaining perspective of how the content fits together. 
D) Companies that work with Social Media Management services (e.g. ,SproutSocial,Hubspot,Buffer)typically use spreadsheets built in Microsoft Excel or Google Sheets. 
E) All of the above are true.

Question 6

Which of the following is not true of content atomization?

Accepted Answer

A) The content can be partitioned and/or repackaged in several ways while still remaining strategically aligned. 
B) Having related,but distinct content on different social channels decreases the likelihood that the target audience will be exposed to the message multiple times. 
C) Not only is atomization an efficient way to use resources,it also provides message amplification. 
D) Documenting and cataloguing content as it is created ensures that it can be reused or repurposed in the future. 
E) All of these are true.

Question 7

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?

Accepted Answer

A) Social media tactics. 
B) Brand experience. 
C) Brand persona. 
D) Audience engagement. 
E) None of these.

Question 8

Which of the following is not a characteristic of brand experience?

Accepted Answer

A) Authentic. 
B) Discoverable. 
C) Conversational. 
D) Formal. 
E) Scalable.

Question 9

The content strategy will likely also include standards for content that ensure everything published and promoted for social media marketing is optimized for effectiveness.These standards may include which of the following?

Accepted Answer

A) Guidelines for title or headline word-count. 
B) Preferred headline words. 
C) Types of preferred interactivity. 
D) Links and thumbnails. 
E) All of these.

Question 10

Which type of content is most likely to be used for live event activation,event activation,or contest activation?

Accepted Answer

A) Hygiene content. 
B) Hub content. 
C) Evergreen content. 
D) Hero content. 
E) None of these.

Question 11

Which of the following questions is not useful in the discovery process for a content strategy?

Accepted Answer

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 signaled about their brand assets? 
D) What differentiating value can your brand bring? 
E) Where will the content be published and distributed?

Question 12

What are the elements used in the design of a brand experience?

Accepted Answer

A) Type of tactic. 
B) Content type. 
C) Content strategy. 
D) A & C only. 
E) All of these.

Question 13

What is the most commonly used format for a content calendar?

Accepted Answer

A) Slide presentation. 
B) Spreadsheet. 
C) Formal report. 
D) Request for proposal. 
E) None of these.

Question 14

Which of the following terms refers to 'the actions taken to execute the social media strategy'?

Accepted Answer

A) Strategic marketing planning process. 
B) Marketing plan. 
C) Social media tactics. 
D) Marketing communications plan. 
E) Social media channels.

Question 15

Each content unit must be created and produced.Which of the following can marketers use to document the required characteristics and elements of each content unit?

Accepted Answer

A) Campaign hashtags. 
B) Content strategy. 
C) Creative briefs. 
D) Channel plan. 
E) None of these.

Question 16

Which of the following is published less frequently than hygiene content but is of greater value to the target audience and more likely to generate interest and engagement?

Accepted Answer

A) Hero content. 
B) Evergreen content. 
C) Hybrid content. 
D) Hygiene content. 
E) Hub content.

Question 17

Which of the following best completes the sentence 'Target audience research is a key component of the strategic social media marketing planning process that provides the insight needed to devise a(n)______ capable of engaging the target audience in the zones of social media.'?

Accepted Answer

A) Audience strategy. 
B) Entertainment strategy. 
C) Targeting strategy. 
D) Engagement strategy. 
E) Experience strategy.

Question 18

Which of the following best defines a channel plan?

Accepted Answer

A) It identifies the vehicles the brand will use to reach and communicate with the target audience and summarizes the tactics that are recommended for each vehicle. 
B) It is the character description that highlights key information about the target audience. 
C) It is the action taken to execute the social media strategy. 
D) It brings the social media marketing strategy to life. 
E) All of these.

Question 19

What is a sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks and resources in order to implement the social media marketing plan effectively?

Accepted Answer

A) Social media workflow. 
B) Social media management service provider. 
C) Editorial (content)calendar. 
D) Creative calendar. 
E) None of these.

Question 20

Which of the following best completes the sentence,'Not only is atomization an efficient way to use resources,it also provides message ______ and enhances message recall.'?

Accepted Answer

A) Engagement. 
B) Identification. 
C) Reach. 
D) Translation. 
E) Amplification.

Exam 5: Tactical Planning Execution