Social Media Marketing — Certification Exam

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Answer all 30 questions. Registered students who pass will receive a certificate by email. Enter your full name exactly as you want it to appear on the certificate. If you do not pass, you may retake the exam.

Email *

Full Name (as it should appear on your certificate) *

Which of the following are essential elements of a strong social media strategy? (Pick three) *

A social media audit

A measurement and reporting plan

A crisis communications plan

A list of industry influencers

Required

Which element of your strategy outlines in detail what you plan to achieve? *

Your social media objectives

Your reporting plan

Your policy document

Your employee guidelines

What information should strategic social media policy documents contain? (Pick three) *

Roles and Responsibilities

Social media overview

Directions to other documents

Content calendar

Required

You’ve changed your account passwords and need to redistribute access securely. What’s the most secure way? *

Use a tool to manage account access without sharing passwords

Private message relevant people the new passwords

List them in a centralized location your team can access

Send them via team email, noting it’s sensitive

What are S.M.A.R.T objectives? *

Specific, measurable, attainable, relevant, and timebound

Sound, meaningful, articulate, revenue-driving, and targeted

Siloed, measured, active, real, and tenacious

Scaffolded, mandated, approved, rotated, and teachable

Which of the following is a S.M.A.R.T social media objective? *

Increase link clicks on Instagram by 10% in Q4

Engage an influencer to create 10 pieces of content

Generate UGC on TikTok

Run a social media contest to gain followers

Which of the following are examples of owned media? (Pick two) *

Thought-leadership content hosted on your blog and shared on social

Campaign images your team shot and published to branded accounts

User-generated content created and shared by brand advocates

Content you paid an influencer to create

Required

Which of the following best describes social media governance? *

An internal community management plan

An audit carried out by a third-party company

A committee of decision makers

A comprehensive list of passwords

When creating a crisis management plan for social media, what element should you start with? *

A social media monitoring strategy

A bank of pre-approved messages

A social media crisis drill

A key contact list of stakeholders

Which of the following are best practices for responding to a social media crisis? (Pick three) *

Pause all outgoing content to review for anything obsolete or tone-deaf

Review and update social profiles to highlight any changes

Listen to what your audience is saying for insight into sentiment

Review how competitors are handling it and follow suit

Required

What’s the most effective way to spread awareness of your organization’s efforts during a crisis? *

Leaning on employee advocacy to share news via their own channels

An ad campaign targeting your audience on every network

Pausing your content strategy to focus solely on crisis posts

Redistributing budget toward an influencer program

What are the three key components of a content strategy? *

Research and analysis

Content-specific goals

Your plan for sharing content

Social media audit

Required

Why are content pillars a useful part of your strategy? (Pick two) *

They give your content direction and structure

They give you set topics for your brand to focus on

They ensure you always maintain an evergreen library

They define your brand voice and style

Required

What is an advantage of using curated content? *

It lets you diversify your content collection quickly

It cements your reputation as a pro in your field

It’s always tonally and visually consistent with your brand

It lets you post immediately without much effort

How do you add value to external content you repost? *

By dressing it in your brand’s own perspective

By cross-posting it across your platforms

By posting created content alongside it

By paying to boost it across platforms

What are some best practices to make your posts more SEO friendly? (Pick three) *

Include keywords in post copy

Include brand-specific hashtags in your copy

Encourage people to share your content

Use at least 15 hashtags to hit various niches

Required

What are the three key factors that help determine your posting frequency? *

Your audience activity

Your platform data

Your strategic goals

Your allocated budget

Required

Which of the following is an example of evergreen content? *

A brand FAQ

A product update

A new co-worker spotlight

A holiday feature

What are two advantages of using video in your socials? *

Audiences engage with video more than any other type

Platforms favour video content over any other type

It’s easier to share video across platforms

Video is easier to produce than any other type

Required

What is something you should consider before cross-posting a video? *

That it’s formatted correctly for each platform

That it isn’t similar to your competitors

That it follows the latest trends

That it was filmed with a camera, not a phone

What are the three main components of an effective content calendar? *

A monthly calendar

A weekly calendar

An evergreen library

A team vacation calendar

Required

Which of these are examples of implementing accessibility into your socials? (Pick three) *

Contrasting text against backgrounds

Using common language vs. jargon in your copy

Having content descriptions for images

Including only two or three hashtags per post

Required

What does DEI mean for social marketing? (Pick three) *

Creating a social space that can be used and enjoyed by anyone

Representing a diverse range of voices on your socials

Creating content that engages a broad spectrum of identities

Making content tailored for a specific audience

Required

What does accessibility mean in social media? *

Socials that are available to everyone, regardless of disability

Socials available on all networks

Socials understood in most common languages

Socials that display correctly on every device

Which of these are examples of community engagement? (Pick three) *

Encouraging your audience to remix your content

Liking or sharing audience comments or posts

Responding to comments

Promoting a sale on your socials

Required

Which type of influencer often has the smallest following but the highest engagement rate? *

Nano influencers

Micro influencers

Macro influencers

Mega influencers

You’re a new brand trying to rapidly increase awareness and reach. Which influencers would you work with? (Pick two) *

Mega influencers

Macro influencers

Micro influencers

Nano influencers

Required

What’s one way your influencer can stay within government regulations? *

Disclose partnerships early in every post (caption or #ad)

Reinforce they only work with brands they recommend

Avoid mentioning paid partnerships to keep posts powerful

Avoid influencers in regulated geographic locations

What metric would you track to see how followers respond to posts (likes, shares, comments)? *

Engagement Rate

Impressions

Reach

Conversion Rate

How do you calculate click-through rate? *

Divide total link clicks in a post by total impressions

Divide conversions by clicks on your links

Divide total link clicks by total reach

Divide conversions by total engagement rate

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