HubSpot Social Media Marketing

Certification Exam Answers 2022

Which Of The Following Is NOT A Benefit Of Having A Social Media Strategy?

▪ Social media helps you expand your other marketing efforts.
▪ Social media helps you attract buyers.
▪ Social media helps you send better emails.
▪ Social media is a key driver for word-of-mouth marketing.

Which KPI is most likely to be a vanity metric?

▪ Reach
▪ Engagement
▪ Return on Investment (ROI)
▪ Retention and loyalty

On which social network should you share content most frequently?

▪ Facebook
▪ LinkedIn
▪ Twitter
▪ Pinterest

What is NOT an example of a social media crisis?

▪ Employees going rogue on social media
▪ A celebrity posting an update that sparks outrage
▪ A hack into a Twitter account for a major brand
▪ These are all examples of a social media crisis.

You bid $5.00 on a click on your Facebook ad. The next highest bidder only pays $3.00
to target an ad at the exact same audience. How much will Facebook make you pay to win
the bid?
▪ $2.99
▪ $3.00
▪ $3.01
 HubSpot Social Media Marketing
Certification Exam Answers 2022
▪ $5.00

Which network has the longest life for a piece of content?

▪ Facebook
▪ LinkedIn
▪ Snapchat
▪ Pinterest

A(n) ________ outlines guidelines and best practices for employees to follow on social
media.
▪ crisis plan
▪ advocacy plan
▪ social media policy

What is one of the major benefits of Facebook Lead Ads?

▪ Facebook will serve these ads on Pinterest in addition to Facebook.
▪ They only serve your ads to a small group of highly qualified people.
▪ The pre-filled form in Facebook makes it super easy for your audience to
convert on—especially on mobile.
▪ They’re optimized for a desktop audience, which is proven to convert better than
mobile users.

How much of the buyer’s journey is digital?

▪ 20%
▪ 52%
▪ 90%
▪ 67%

Voice refers to:

▪ The distinct and steady personality or style of your brand.
▪ A particular identity or image that’s regarded as an asset to a company.
▪ The moods and attitudes of specific content pieces, which can change depending
on the channel, the situation, and the audience.
▪ The set of human characteristics that are attributed to a brand name.

If you don’t have your _____________ in mind as you’re developing content and social
campaigns, then you probably aren’t using social as effectively as you could be.
▪ competitors
▪ revenue targets
▪ business goals and buyer personas
▪ budget

True or false? Jumping onto an unrelated hashtag to promote your material is

spammy.
▪ True
▪ False
 HubSpot Social Media Marketing
Certification Exam Answers 2022
True or false? Social listening can help you find leads.
▪ True
▪ False

True or false? It’s always better to target your ads towards as broad a group of people
as possible.
▪ True
▪ False

True or false? It’s necessary to conduct a social media audit every 2-3 years.
▪ True
▪ False

True or false? Canned messages are a quick and easy way to reach a wide audience in
social media to find the right prospects.
▪ True
▪ False

True or false? 12% of people generate 70% of the impact online.

▪ True
▪ False

True or false? Curating content means publishing someone else’s content as if it were
your own.
▪ True
▪ False

True or false? The best way to choose the right social media tool is to think about your
business goals, then narrow down your choices based on that goal criteria.
▪ True
▪ False

True or False? In social media, a service level agreement (SLA) refers to how much
time passes between when a customer reaches out and when the company responds.
▪ True
▪ False

True or False? The Holistic model is the most common social team structure used by
organizations today.
▪ True
▪ False

True or False? You should revisit your KPIs every 18 months.

▪ True
▪ False
 HubSpot Social Media Marketing
Certification Exam Answers 2022
True or false? Humanizing your brand gives you a competitive edge because people
like making connections, and they like to invest their time and money in people they can
relate to.
▪ True
▪ False

True or false? Commissions for celebrity influencers are generally 5% of the sale.
▪ True
▪ False

True or false? It’s not a good policy to delete all negative comments.
▪ True
▪ False

True or false? “Earned” media is exposure your brand has paid for, e.g., advertising or
promotions.
▪ True
▪ False

True or false? Selling to prospects by messaging them on Facebook could be seen as

invading their private space.
▪ True
▪ False

True or false? Asking for reviews is something you should never do in social media.
▪ True
▪ False

True or false? If you’re posting the same content across different channels, make sure
you post them simultaneously—on the same days and at the same times.
▪ True
▪ False

True or false? When measuring your social media ROI, you calculate the effectiveness
of an action by dividing the net income by the cost of this action and multiplying it by 100.
▪ True
▪ False

True or False? To implement an effective social media strategy, you have to be aware
of the legal challenges, not ethical ones.
▪ True
▪ False

True or false? A buyer persona is as important as business objectives when developing

a social media strategy.
▪ True
 HubSpot Social Media Marketing
Certification Exam Answers 2022
▪ False

True or false? Social media helps people feel INFORMED by helping them learn new
things, stay up to date on topics that matter to them, and discover new ideas and trends.
▪ True
▪ False

True or false? Social Content is only used during the attract and delight stages of the
inbound methodology.
▪ True
▪ False

True or false? The longer your social posts, the more likely that content will be seen
and re-shared.
▪ True
▪ False

True or false? You should make sure experimentation is ingrained in your strategic
plan.
▪ True
▪ False

True or false? A channel takeover, such as letting an influencer run your Instagram or
Twitter handle for a day, is a good idea for brands.
▪ True
▪ False

True or false? When you use language in your social responses that is too casual, you
lose the respect of your audience.
▪ True
▪ False

True or false? Your campaign should also help the influencer build authority and
further their own content or reach.
▪ True
▪ False

True or false? One-to-one engagement doesn’t result in customers spending more.

▪ True
▪ False

True or false? The world has changed and so has how we think about inbound, which
is why advertising should be considered part of your marketing playbook.
▪ True
▪ False
 HubSpot Social Media Marketing
Certification Exam Answers 2022
True or false? Evaluating the team dynamics and how each member did in the crisis
along with analyzing the reactions, KPIs, and overall response to the crisis happens during
the response stage.
▪ True
▪ False

True or false? Simon Sinek says that people want to buy what you have. They don’t
care about what you believe.
▪ True
▪ False

True Or False: Ephemeral Stories Are Quick Bits Of Content, Both Video And Photo,
Often With Fun Filters And “Stickers” That Disappear After A Short Period Of Time (1-24
Hours).
▪ True
▪ False

Which of the following is NOT an example of active language you should use on a call-
to-action?
▪ “Subscribe here”
▪ “Donate”
▪ “More here”
▪ “Watch”

When developing your brand’s tone, _______ is key.

▪ timing
▪ budget
▪ context
▪ personality

Fill in the blank: Instagram stories are a great way to _____________.

▪ demonstrate complex concepts quickly and easily
▪ directly message a customer to answer a question
▪ deliver video podcasts
▪ drive traffic and engagement

Which of these KPIs demonstrate engagement? Choose all that apply.

▪ Direct sales revenue from social media
▪ Mentions
▪ Sharing and retweets
▪ Likes or Favorites
▪ Customer satisfaction

What do senior leaders care about when it comes to your social media plan? Choose all
that apply.
▪ Sentiment
 HubSpot Social Media Marketing
Certification Exam Answers 2022
▪ Competitive advantage
▪ Click-through rates
▪ Customer satisfaction
▪ Number of social followers

What should you do to secure executive buy-in if you’re starting a social media project
and don’t have a past campaign to use as a benchmark?
▪ Research the costs of agencies that can do the work.
▪ Consider industry research to back up your plan.
▪ Position your program as an experiment or pilot.
▪ Create a robust PowerPoint with statistics to back up your plan

Why do stakeholders matter as you begin to develop your team structure?

▪ Stakeholders help you plan for the future.
▪ Stakeholder needs may be the same as your needs and their buy-in may
help you influence senior leaders.
▪ Stakeholders help you decide if you need to develop a team to help you do social
advertising.
▪ Stakeholders help you determine how social media for your company will change
in the next year, three years, or five years.

What’s the difference between social listening and social monitoring?

▪ Social listening centralizes conversations about your brand so that you can
join them, while social monitoring measures reputation from higher- level
perspective.
▪ Social listening involves answering and responding to specifically support
questions, while social monitoring is for the purpose of marketing intelligence
and research.
▪ Social listening can only be done natively within each social media site, whereas
social monitoring requires technology to aggregate sentiment from various
places.
▪ Social listening is done by your sales team to find new opportunities, while social
monitoring is done by your marketing team to learn what competitors are doing.

When it comes to social listening, how do you know which social networks to start
with?
▪ Start with the social networks your buyer personas use to learn about and
interact with brands.
▪ Facebook has over two billion monthly active users, so start there.
▪ Create an account on all of them, and see which ones your audience gravitates
towards.
▪ If you haven’t started your social presence by now, unfortunately it’s too late.

How can social media monitoring inform your sales and product teams?
▪ Your competitors’ marketing material can be copied and used for your own
product or service.
 HubSpot Social Media Marketing
Certification Exam Answers 2022
▪ Your product team can explain to customers exactly why they built that feature a
certain way.
▪ Your sales team can listen to their closed/won deals and find great upsell
opportunities via social listening.
▪ Customer feedback, whether positive or negative, can help sales people and
product teams better solve for the customer’s needs.

Why do you need to develop a business case for a new social monitoring technology?
▪ It’s an important skill for professionals to be able to analyze and communicate
the return on investment expected from their requested budget.
▪ So that after the investment is made, you can go back and see whether it has
lived up to expectations.
▪ To clearly outline the expected value gained from a software investment
and set the expectation with your manager of how you’ll realize that value.
▪ Social monitoring technology is particularly expensive and difficult to determine
a return on investment.

What should you do if your competitor has a big public blunder?

▪ Send my sales team to follow up with every negative post about the incident so
that we can take this opportunity to win their business.
▪ Amplify the competitor’s blunder, telling your followers “See this? We would
never do this.”
▪ Maintain a helpful approach and have empathy for the company’s missteps.
Reply thoughtfully and empathetically to posts where appropriate.
▪ Stay completely silent and make sure your company never experiences the same
thing.