Answers hub spot social media marketing 2 certification

HubSpot social media marketing II certification exam answers: Take your social media marketing skills to the next level with our real certification exam answers for social media marketing II. Access authentic exam questions, answers, and detailed explanations to excel in the social media marketing II certification. With free lifetime updates, stay updated with the latest social media marketing trends and strategies.

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The HubSpot Social Media Marketing II Certification exam dives deep into the nitty-gritty of social media marketing, giving you all the juicy details and insider tips to rock your digital campaigns. I recently aced this certification and snagged the certificate, and let me tell you, it’s like unlocking a treasure trove of social media wisdom.

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Passing exams is not a workout. Multiple attempts won’t make you stronger.

What’s cool about this program is that it’s not just about the basics; it’s like leveling up in a video game. You’re diving into influencer marketing, mastering social media ads, and building your own online tribe. It’s like going from a social media novice to a savvy strategist in one fell swoop.

And the best part? It’s not all boring theory. Nope, you’re getting your hands dirty with real-life examples and case studies. You’re putting those newfound skills into action, tweaking campaigns, and seeing the results firsthand. It’s like learning by doing, and boy, does it feel good to see those engagement numbers soar!

Personally, snagging the HubSpot Social Media Marketing II Certification has been a game-changer for me. I feel like I’ve cracked the code to social media success. Armed with advanced techniques, I’m crafting killer campaigns that grab attention, spark conversations, and drive real business results. It’s like having the secret sauce to stand out in a crowded digital world.

So, if you’re ready to take your social media game from meh to amazing, I’d highly recommend diving into this certification. It’s like unlocking a whole new level of social media mastery and setting yourself up for some serious success. Trust me, you won’t regret it!

Get familiar with real certification exam questions. Learn Smarter. Google Display Ads certification assessment

The number of your current social followers
The platforms and tools you plan to use
The people you need for content creation and response to customer comments
The cost of content creation and production
The business goals your company has set

Explanation: When setting a social media budget, the number of your current social followers should not be considered. While a large follower count can indicate the potential reach of your social media efforts, it should not dictate the allocation of your budget. Instead, your budget should be based on factors such as the platforms and tools you plan to use, the resources required for content creation and community management, the cost of content creation and production, and most importantly, the alignment with the business goals your company has set. Focusing solely on follower count can lead to misguided budget allocations, as it does not necessarily correlate with the effectiveness or impact of your social media marketing efforts. By prioritizing business goals and aligning your budget with strategic objectives, you can ensure that your social media investments are directed towards activities that drive meaningful results and contribute to overall business success. Therefore, the option highlighting the number of current social followers as a factor to exclude from budget considerations is correct, emphasizing the importance of prioritizing strategic alignment and value-driven investments in social media marketing.

$200 - $350
$500 - $1,000
$6,000 - $10,500
$10,000 - $15,000

Explanation: The average organization spends $6,000 - $10,500 on social media marketing per month in US dollars. This option is correct because it falls within the typical range of budgets allocated to social media marketing by businesses of varying sizes and industries. Social media marketing budgets can vary widely depending on factors such as the organization’s goals, target audience, industry competitiveness, and available resources. While some smaller businesses may allocate a few hundred dollars per month to social media marketing, larger enterprises or those with more aggressive marketing strategies may invest several thousand dollars or more each month. The range of $6,000 - $10,500 encompasses a broad spectrum of organizations and reflects the average expenditure required to execute effective social media marketing campaigns, including expenses related to content creation, advertising, tools and platforms, analytics, and personnel. Therefore, this option accurately represents the typical monthly spending on social media marketing for the average organization, providing a realistic benchmark for budget planning and allocation in this area.

How does omnichannel marketing impact a customer’s experience with a brand?

It makes the experience feel disconnected across different channels.
It creates a consistent and similar experience across various channels and platforms.
It decreases the reach of a brand’s marketing efforts.
It is limited to online interactions only.

Explanation: Omnichannel marketing impacts a customer’s experience with a brand by creating a consistent and similar experience across various channels and platforms. This option is correct because omnichannel marketing aims to seamlessly integrate and synchronize the customer experience across all touchpoints, whether online or offline, to provide a cohesive and unified brand experience. By leveraging omnichannel strategies, brands can ensure that customers receive consistent messaging, branding, and service regardless of the channels or platforms they interact with, whether it’s through social media, email, mobile apps, websites, physical stores, or other touchpoints. This consistency enhances brand recognition, fosters trust and loyalty, and improves overall customer satisfaction by reducing friction and confusion throughout the customer journey. Rather than feeling disconnected, customers perceive the brand as being attentive, responsive, and dedicated to delivering a seamless and personalized experience tailored to their preferences and needs. Therefore, omnichannel marketing plays a vital role in shaping and enhancing the customer experience by creating a unified and consistent brand presence across diverse channels and platforms.

True
False

Explanation: False. In omnichannel marketing, it’s not best to post the exact same content across all social media platforms. This option is correct because while consistency in messaging and branding is essential across different channels, each social media platform has its own unique audience, features, and best practices. Posting the exact same content across all platforms can result in a disjointed and ineffective strategy that fails to resonate with the diverse preferences and behaviors of users on each platform. Instead, brands should tailor their content to fit the specific characteristics and expectations of each platform, optimizing it for engagement, relevance, and audience preferences. This approach allows brands to maximize their impact and effectiveness on each platform while maintaining consistency in messaging and branding across the omnichannel ecosystem. Therefore, while consistency is crucial, posting the exact same content across all social media platforms is not advisable in omnichannel marketing.

Ignore the analytics provided by social media platforms.
Overuse boilerplate content across all channels.
Use insights from social media platforms to understand customer interests, preferences, and behaviors.
Focus on a single social media platform, neglecting all others.

Explanation: When integrating social media into your broader omnichannel strategy, it’s crucial to use insights from social media platforms to understand customer interests, preferences, and behaviors. This option is correct because leveraging analytics and insights provided by social media platforms allows brands to gain valuable understanding of their audience’s behavior, preferences, and interactions across different channels. By analyzing metrics such as engagement rates, audience demographics, content performance, and sentiment analysis, brands can identify trends, patterns, and opportunities to optimize their omnichannel strategy and tailor their messaging and content to better resonate with their target audience. These insights enable brands to deliver more personalized and relevant experiences across all touchpoints, thereby enhancing overall customer satisfaction, loyalty, and retention. Ignoring social media analytics or overusing boilerplate content across all channels can hinder the effectiveness of an omnichannel strategy by neglecting the unique characteristics and preferences of each audience segment and platform. Similarly, focusing on a single social media platform neglects the diverse preferences and behaviors of customers who engage with the brand across multiple channels, limiting the reach and impact of the omnichannel strategy. Therefore, utilizing insights from social media platforms is crucial for informing and optimizing a brand’s broader omnichannel strategy, ensuring alignment with customer interests, preferences, and behaviors across all touchpoints.

The number of your current social followers
The platforms and tools you plan to use
The people you need for content creation and response to customer comments
The cost of content creation and production
The business goals your company has set

$200 - $350
$500 - $1,000
$6,000 - $10,500
$10,000 - $15,000

How does omnichannel marketing impact a customer’s experience with a brand?

It makes the experience feel disconnected across different channels.
It creates a consistent and similar experience across various channels and platforms.
It decreases the reach of a brand’s marketing efforts.
It is limited to online interactions only.

True
False

Ignore the analytics provided by social media platforms.
Overuse boilerplate content across all channels.
Use insights from social media platforms to understand customer interests, preferences, and behaviors.
Focus on a single social media platform, neglecting all others.

Scheduling posts
Monitoring brand mentions
Analyzing sentiment of social media posts Buying followers
Buying followers

Adding each comment into a spreadsheet to evaluate the sentiment
Ignoring the comments as they don’t provide substantial data
Using an AI tool to analyze the sentiment of posts and comments
Responding to each comment asking for clarification on sentiment

It allows for posts to be scheduled in bulk and can recommend optimal posting times based on historical metrics.
It ensures that all posts are identical across platforms.
It replaces the need for creative content generation.
It prevents the need for any human input.

True or false? AI can be used to generate content and create platform-specific messages and images in your brand voice.

True
False

AI can replace all human efforts in content creation.
AI ensures that all content is generic.
AI prevents the need for understanding your target audience.
AI can be paired with human intervention for better results.

It requires less financial commitment.
It allows for more personalized communication with customers and prospects via social platforms.
It doesn’t require any expertise in the field.
All tasks can be delegated to internal teams.

How many followers do they have on social media?
Do they work in the office or remotely?
Do they have experience in your industry or with a similar business?
Are they willing to work for free initially?

The team members are handling multiple social marketing tasks and are consistently missing deadlines.
When the company wants to maintain total control over their social media strategies.
The current social media strategy isn’t generating any ROI.
The company’s social media accounts have recently gained a large following and engagement.

True
False

What is one of the reasons brands are moving towards community-led growth?

Customers enjoy the exclusivity of a community
The social media industry has become more complex
To stay up-to-date with the latest technology
To avoid dealing with customer service

The shift towards long-form content
The rise of Facebook and Instagram
The lack of social and political consciousness
The decline of the attention span

Your company’s marketing team is aiming to enhance its tracking capabilities to better understand user behavior across the web. A team member suggests that recent changes in privacy laws and data protection would make this easier. As an expert in the field, how do you respond?

Agree wholeheartedly and propose investing more in tracking technology.
Caution them that recent changes in privacy laws and data protection have made tracking individuals across the web more challenging, not easier, and suggest that other methods should also be explored.
Propose that they ignore these laws as they aren’t likely to be enforced and focus entirely on tracking users.

What are the two types of online communities?

Interest-driven and influencer-driven
Product-focused and service-focused
Shared-interest and information
Public and private

You’re part of a team at your company that’s responsible for setting up an online community. While creating the strategy, one of your colleagues argues that considering an exit plan is unnecessary and a waste of time. How do you respond?

Agree with them, focusing energy on building the community instead.
Suggest that an exit plan isn’t necessary if the community remains small and easily manageable.
Argue that an exit plan is a critical part of the strategy, as it helps prepare for potential changes in the future, including dissolution of the community if necessary.
Suggest that while it’s not urgent in the beginning phase of developing a community, it might be worth considering at a later stage.

What is one of the key performance indicators (KPIs) for measuring the success of an online community?

Number of community moderators
Geographical location of most members
Number of non-active members
Number of members

What is one tactic to ensure success in community building?

Focusing exclusively on high-value members
Limiting discussions to the brand’s products or services only
Encouraging trolls to stimulate debates
Responding quickly to first-time posters

Select all that apply. Which element(s) are important to consider when developing your community strategy?

The type of community (shared interest or information)
Potential issues like spam or trolling
Visual design of the community
Similar communities members belong to

Supporting existing business or marketing efforts
Counteracting negative reviews
Increasing the owner’s social media following
Identifying passionate fans

Fill in the blank: If you’re not prepared to invest time and energy into regular engagement with your community, you won’t be able to reap the benefits of ______________.

content conversation
user-generated content
community autonomy
brand promotion

In the context of digital advertising, what are third-party cookies?

Cookies set by the website owner to track user activity
Cookies used to enhance the user experience on a website
Essential cookies necessary for websites to operate
Tracking codes placed on a web visitor’s computer by another website other than your own

Select all that apply. What are some of the new ways that marketers will need to adapt in a future without third-party cookies?

Focus on first-party and second-party cookie data
Increase the usage of third-party cookies
Use AI and machine learning
Use non-digital forms of advertising

In the context of digital marketing, what is zero-party data?

Data collected by third-party companies
Data gathered through cookies while a user visits a website
Data voluntarily shared by a customer with a brand
Information you didn’t collect yourself, but are using secondhand

Which type of marketing is characterized by targeting ads based on current events that customers may be interested in?

Audience targeting
Geotargeting
Contextual advertising
Real-time marketing

What does Meta’s Conversions API aim to do?

It connects marketing data directly with the Meta platform.
It helps optimize ad targeting.
It decreases cost-per-action.
It measures results across Meta platforms.
All of the above.

How can you connect your website or server to the Meta Conversions API?

Working with one of Meta’s 50+ partners that support the Conversions API
Developing a Conversions API integration on your own
Using the Conversions API gateway provided by Meta that runs on AWS
All of the above

In storytelling, what does the ’logic of emotion’ mean?

It means that stories should only evoke logical thinking.
It refers to stories that are devoid of any emotional elements.
It is the understanding that the human brain responds to emotions before logic.
It implies that emotional stories are less impactful.

Select all that apply. For what reason(s) do we tell stories?

To solidify abstract concepts.
To foster brand loyalty.
To increase website traffic.
To promote and shape ideas.
To boost email subscription rates.
To inspire and motivate.

According to Lately’s Kate Bradley Chernis, where should you start when thinking about the structure of a story?

The end
The beginning
The middle
Anywhere, as it doesn’t really matter

Which storytelling framework would be best suited to showcase the company’s history, mission, and vision?

The Brand Story Framework
The Hero’s Journey Framework
The Before-During-After Framework
The Story Arc Framework

Using jargon and business-speak
Highly detailed stories
Short and impactful stories
Focusing solely on your brand

Fill in the blank: Visual information is cognitively processed ___ times faster than text-based information.

Six
6,000
60,000
600,000

Fill in the blank: In short-form video, editing styles should vary depending on the _________.

video length
intended audience
music selection
platform

Improved personalization
Improved facilitation of social planning meetings
Increased understanding of customer needs
Increased efficiency and productivity

Lack of emotional understanding
Reduced social media usage
Dependence on algorithms leading to generic content
Potential for biased results
Increased advertising costs

Offer exclusive discounts to their audience
Request they create sponsored posts
Invite them to take over your social media channels
Encouraging them to create content outside of brand guidelines

How can live stream sales be made more engaging and interactive?

Offer live polls and Q&A sessions
Showcase products in real-time
Offer exclusive deals and discounts
Cross-sell and upsell products

$500 billion
$1 trillion
$2 trillion
$3 trillion

sales
awareness
costs
distribution

Partnering with influencers
A strong radio presence
Ignoring user-generated content
Minimizing mobile optimization

Influencer takeovers
Live stream sales
Ignoring user-generated content
Collaborating with micro-influencers

Which of the following statements best describes the benefits of short-form videos?

They’re less popular among consumers.
They’re less expensive to produce.
They’re more time-consuming to produce.
They aren’t suitable for showcasing a brand’s personality.

True or false? Short-form videos are typically watched for less than 40% of their length.

True
False

Which of these is NOT a good practice when repurposing long-form content into short-form videos?

Using the most engaging, relevant clips from the long video
Keeping the short videos between 20 and 60 seconds
Running them as a series or part of a video carousel
Using copyrighted music

Horizontally
Vertically
At a 45-degree angle
It doesn’t matter

If you don’t have access to natural light when filming indoors, which affordable equipment could help create a well-lit environment?

A ring light or softbox
An ultraviolet light
A mirror
A colorful backdrop

True or false? An engaging story that connects with your audience is more important than having high-quality lighting and expensive equipment.

True
False

True or false? Most short-form videos are filmed horizontally.

True
False

Fill in the blank: Jamal Meneide mentions three pillars for video editing and post-production. They are concision, clarity, and _____.

creativity
color grading
communication
captivation

What purpose does a call-to-action serve in a short-form video?

It encourages viewers to interact in some way.
It provides a break in the content.
It signals the end of the video.
It provides a summary of the video’s content.

Fill in the blank: _________ is a recommended strategy to keep viewers engaged throughout a video.

Use of multimedia
A lengthy introduction
Use of complex jargon
Using single static shots for the entire video

Which of the following is a recommended practice in video creation?

Maintain a monotone voice to avoid distractions
Use flashy transitions to keep viewers entertained
Divide the video content into smaller segments
Avoid any kind of interaction with the viewers

What’s the benefit of having a script for your videos?

It eliminates the need for editing.
It ensures the content stays focused and organized.
It removes the need for visual aids.
It allows for more spontaneity in the delivery.

True or false? First-party cookies allow businesses to analyze actions taken on other websites that were visited by a user.

True
False

The SPACES model helps businesses determine the value of a community. What does the ‘A’ in SPACES stand for?

Advocacy
Acquisition
Analysis
Affiliation

True
False

True
False

How much of your advertising budget should go towards ad spend?

It allows for one-way communication.
It targets a very specific and limited audience.
It bypasses the need for any other marketing channels.
It facilitates two-way communication and customer interaction.

Select all that apply. According to the lesson, how can a community help businesses?

Communities provide a platform for personal recommendations.
Communities help members band together to make decisions.
Communities can reduce support costs.
Communities offer insight into consumer behavior.
Communities make the workload easier for the business.

Agree, emphasizing the importance of aligning with popular trends and starting on a platform with the largest audience base.
Disagree, proposing to choose a platform with the least competition instead.
Suggest a balanced approach, considering both popularity and relevance to your target audience.
Insist on using the newest, least established platform to be ahead of the curve.

What should a brand consider if it’s unsure whether to create a community or if it lacks the resources for a community team?

Abandoning the community idea altogether
Reducing the scale of the community
Aligning with or partnering with existing communities
Paying influencers to run the community

As a digital marketing manager, you’re in a meeting discussing user data and privacy on your company’s website. A colleague voices concern that first-party cookies are often seen as non-essential and a breach of privacy. How do you respond?

Clarify that first-party cookies, while they do collect user data, are essential for a functional, personalized user experience and are generally seen as more privacy-friendly than third-party cookies.
Suggest a strategy to enhance user trust, advocating for a complete halt on using cookies of any kind and emphasizing the promise of user privacy over website personalization.
Agree, arguing that a website experience can be tailored and personalized without the invasive use of any form of cookies, thereby respecting user privacy.
Disagree, arguing that privacy concerns are outdated, and that data collection through cookies is an integral and accepted part of the modern digital landscape.

What is one of the changes happening in the field of digital advertising with respect to third-party cookies?

More browsers are supporting third-party cookies.
Major browsers are phasing out or blocking third-party cookies by default.
Third-party cookies are being used more frequently for essential website functionality.
There is an increasing reliance on third-party cookies for digital advertising.

What is one of the potential benefits of using second-party data in advertising?

It can give a new perspective on customers.
It allows tracking user behavior across different websites.
It provides data without the need for customer involvement.
It helps target based on location.

True or false? The Meta Conversions API only works effectively when used in conjunction with a browser pixel.

True
False

How does LinkedIn’s ‘Group Identity for B2B’ work?

It tracks individuals across different websites.
It groups members together based on shared professional identity attributes.
It relies on third-party cookies for effective functioning.
It gives individual-level tracking across sites.

To showcase the transformative power of a product or service
To establish the company as an expert in its field
To highlight the company’s financial success
To provide an overview of the company’s history

Nicole O’Donnell suggests using what type of individuals to act as inspiration in storytelling for brands?

Celebrities
Influencers
Role models or community members
Company founders

Only use AI for analytics, not for content generation
Regularly review and edit the AI-generated content
Avoid any human interaction in the content
Focus solely on promoting products/services

True
False

Fill in the blank: One of the primary considerations when planning short-form video content is the ___________.

color scheme of the video
use of special effects
purpose of the videos
celebrity endorsements

Recommend the inclusion of background music instead of text overlays or captions, as it can set the mood and keep viewers engaged regardless of the clarity of the audio.
Suggest they focus on enhancing the video’s visual elements, instead, arguing that if the visuals are compelling, viewers won’t need text overlays or captions.
Agree with the team member, emphasizing that clear audio eliminates the need for text overlays or captions.
Object, explaining that text overlays and captions can increase accessibility and comprehension, especially for non-native speakers or viewers in noisy environments.

True or false? The Problem-Solution Framework involves showcasing the journey of a customer, from the initial awareness of the company’s product or service, through the decision-making process, and ultimately to the post-purchase experience.

True
False

It helps build trust and credibility.
It carries a risk of negative or misleading content.
It comes with a lack of control over content quality.
It increases customer engagement.
It drives conversions and generates buzz.

What kind of influencer often has a smaller following, but a highly engaged audience that trusts their opinions?

Macro-influencer
Micro-influencer
Celebrity influencer
Nano-influencer

The videos appear less professional.
It’s more difficult for transferring and editing videos.
Filming can only be done in a studio setting.
The videos appear more authentic.
They can be easily transferred and edited on the same device.

According to Jamal Meneide, which part of a short-form video is the most important?

The buildup
The climax
The hook
The call-to-action

Which of the following is NOT recommended when creating short-form videos?

Telling a story
Capturing authentic moments
Ignoring the platform’s features
Experimenting with speed

You are advising a team of video content creators who are targeting a Gen Z audience. One of the creators mentions incorporating a technique they heard about called the ‘millennial pause’ into their editing style. How do you respond?

Advise them that it’s a brief pause considered ‘uncool’ by Gen Z, and hence might not be the best approach for their target audience.
Explain that the ‘millennial pause’ is‌ a technique where creators purposefully create content that caters specifically to millennial interests, which might not resonate with a Gen Z audience.
Note that although the ‘millennial pause’ can add suspense to videos, Gen Z viewers are more attracted to authenticity and less to artificially created tension.
Define it as a thoughtful pause that allows viewers to better understand the content, often appreciated by more often by a Gen Y audience.

Which statement best describes the concept of Web3?

A vision of a more centralized web that’s controlled by large tech companies
A version of the internet that restricts user accessibility and security
A vision of a more decentralized web that empowers users
A theoretical concept without any tangible infrastructure

True or false? AI can be used to tailor advertising content and target specific users based on their interests, demographics, and other data points.

True
False

Agree, detailing a plan to correlate profit margins directly with social media activities.
Explain that while company profit margin is important, it’s not a direct KPI for a social media community. Instead, focus should be on indicators like number of members, engagement metrics, and referral traffic.
Suggest that a one-track approach is best, proposing that only engagement metrics should serve as the primary KPI.
Advocate for the complete disregard of KPIs, as social media communities can’t be quantitatively evaluated.

Fill in the blank: _________ shopping is a trend where companies showcase their products in real-time, providing an engaging and interactive experience for customers.

Virtual reality
Online
Live stream
In-store

What is NOT considered a best practice while creating short-form videos?

Incorporating quizzes or interactive elements
Using a mixture of visual aids and face-to-camera interaction
Including viewer comments in the video
Using a single, static shot for the entire video

The number of your current social followers
The platforms and tools you plan to use
The people you need for content creation and response to customer comments
The cost of content creation and production
The business goals your company has set

$200 - $350
$500 - $1,000
$6,000 - $10,500
$10,000 - $15,000

How does omnichannel marketing impact a customer’s experience with a brand?

It makes the experience feel disconnected across different channels.
It creates a consistent and similar experience across various channels and platforms.
It decreases the reach of a brand’s marketing efforts.
It is limited to online interactions only.

True
False

Ignore the analytics provided by social media platforms.
Overuse boilerplate content across all channels.
Use insights from social media platforms to understand customer interests, preferences, and behaviors.
Focus on a single social media platform, neglecting all others.

Scheduling posts
Monitoring brand mentions
Analyzing sentiment of social media posts Buying followers
Buying followers

Adding each comment into a spreadsheet to evaluate the sentiment
Ignoring the comments as they don’t provide substantial data
Using an AI tool to analyze the sentiment of posts and comments
Responding to each comment asking for clarification on sentiment

It allows for posts to be scheduled in bulk and can recommend optimal posting times based on historical metrics.
It ensures that all posts are identical across platforms.
It replaces the need for creative content generation.
It prevents the need for any human input.

True or false? AI can be used to generate content and create platform-specific messages and images in your brand voice.

True
False

AI can replace all human efforts in content creation.
AI ensures that all content is generic.
AI prevents the need for understanding your target audience.
AI can be paired with human intervention for better results.

It requires less financial commitment.
It allows for more personalized communication with customers and prospects via social platforms.
It doesn’t require any expertise in the field.
All tasks can be delegated to internal teams.

How many followers do they have on social media?
Do they work in the office or remotely?
Do they have experience in your industry or with a similar business?
Are they willing to work for free initially?

The team members are handling multiple social marketing tasks and are consistently missing deadlines.
When the company wants to maintain total control over their social media strategies.
The current social media strategy isn’t generating any ROI.
The company’s social media accounts have recently gained a large following and engagement.

True
False

What is one of the reasons brands are moving towards community-led growth?

Customers enjoy the exclusivity of a community
The social media industry has become more complex
To stay up-to-date with the latest technology
To avoid dealing with customer service

The shift towards long-form content
The rise of Facebook and Instagram
The lack of social and political consciousness
The decline of the attention span

Your company’s marketing team is aiming to enhance its tracking capabilities to better understand user behavior across the web. A team member suggests that recent changes in privacy laws and data protection would make this easier. As an expert in the field, how do you respond?

Agree wholeheartedly and propose investing more in tracking technology.
Caution them that recent changes in privacy laws and data protection have made tracking individuals across the web more challenging, not easier, and suggest that other methods should also be explored.
Propose that they ignore these laws as they aren’t likely to be enforced and focus entirely on tracking users.

What are the two types of online communities?

Interest-driven and influencer-driven
Product-focused and service-focused
Shared-interest and information
Public and private

You’re part of a team at your company that’s responsible for setting up an online community. While creating the strategy, one of your colleagues argues that considering an exit plan is unnecessary and a waste of time. How do you respond?

Agree with them, focusing energy on building the community instead.
Suggest that an exit plan isn’t necessary if the community remains small and easily manageable.
Argue that an exit plan is a critical part of the strategy, as it helps prepare for potential changes in the future, including dissolution of the community if necessary.
Suggest that while it’s not urgent in the beginning phase of developing a community, it might be worth considering at a later stage.

What is one of the key performance indicators (KPIs) for measuring the success of an online community?

Number of community moderators
Geographical location of most members
Number of non-active members
Number of members

What is one tactic to ensure success in community building?

Focusing exclusively on high-value members
Limiting discussions to the brand’s products or services only
Encouraging trolls to stimulate debates
Responding quickly to first-time posters

Select all that apply. Which element(s) are important to consider when developing your community strategy?

The type of community (shared interest or information)
Potential issues like spam or trolling
Visual design of the community
Similar communities members belong to

Supporting existing business or marketing efforts
Counteracting negative reviews
Increasing the owner’s social media following
Identifying passionate fans

Fill in the blank: If you’re not prepared to invest time and energy into regular engagement with your community, you won’t be able to reap the benefits of ______________.

content conversation
user-generated content
community autonomy
brand promotion

In the context of digital advertising, what are third-party cookies?

Cookies set by the website owner to track user activity
Cookies used to enhance the user experience on a website
Essential cookies necessary for websites to operate
Tracking codes placed on a web visitor’s computer by another website other than your own

Select all that apply. What are some of the new ways that marketers will need to adapt in a future without third-party cookies?

Focus on first-party and second-party cookie data
Increase the usage of third-party cookies
Use AI and machine learning
Use non-digital forms of advertising

In the context of digital marketing, what is zero-party data?

Data collected by third-party companies
Data gathered through cookies while a user visits a website
Data voluntarily shared by a customer with a brand
Information you didn’t collect yourself, but are using secondhand

Which type of marketing is characterized by targeting ads based on current events that customers may be interested in?

Audience targeting
Geotargeting
Contextual advertising
Real-time marketing

What does Meta’s Conversions API aim to do?

It connects marketing data directly with the Meta platform.
It helps optimize ad targeting.
It decreases cost-per-action.
It measures results across Meta platforms.
All of the above.

How can you connect your website or server to the Meta Conversions API?

Working with one of Meta’s 50+ partners that support the Conversions API
Developing a Conversions API integration on your own
Using the Conversions API gateway provided by Meta that runs on AWS
All of the above

In storytelling, what does the ’logic of emotion’ mean?

It means that stories should only evoke logical thinking.
It refers to stories that are devoid of any emotional elements.
It is the understanding that the human brain responds to emotions before logic.
It implies that emotional stories are less impactful.

Select all that apply. For what reason(s) do we tell stories?

To solidify abstract concepts.
To foster brand loyalty.
To increase website traffic.
To promote and shape ideas.
To boost email subscription rates.
To inspire and motivate.

According to Lately’s Kate Bradley Chernis, where should you start when thinking about the structure of a story?

The end
The beginning
The middle
Anywhere, as it doesn’t really matter

Which storytelling framework would be best suited to showcase the company’s history, mission, and vision?

The Brand Story Framework
The Hero’s Journey Framework
The Before-During-After Framework
The Story Arc Framework

Using jargon and business-speak
Highly detailed stories
Short and impactful stories
Focusing solely on your brand

Fill in the blank: Visual information is cognitively processed ___ times faster than text-based information.

Six
6,000
60,000
600,000

Fill in the blank: In short-form video, editing styles should vary depending on the _________.

video length
intended audience
music selection
platform

Improved personalization
Improved facilitation of social planning meetings
Increased understanding of customer needs
Increased efficiency and productivity

Lack of emotional understanding
Reduced social media usage
Dependence on algorithms leading to generic content
Potential for biased results
Increased advertising costs

Offer exclusive discounts to their audience
Request they create sponsored posts
Invite them to take over your social media channels
Encouraging them to create content outside of brand guidelines

How can live stream sales be made more engaging and interactive?

Offer live polls and Q&A sessions
Showcase products in real-time
Offer exclusive deals and discounts
Cross-sell and upsell products

$500 billion
$1 trillion
$2 trillion
$3 trillion

sales
awareness
costs
distribution

Partnering with influencers
A strong radio presence
Ignoring user-generated content
Minimizing mobile optimization

Influencer takeovers
Live stream sales
Ignoring user-generated content
Collaborating with micro-influencers

Which of the following statements best describes the benefits of short-form videos?

They’re less popular among consumers.
They’re less expensive to produce.
They’re more time-consuming to produce.
They aren’t suitable for showcasing a brand’s personality.

True or false? Short-form videos are typically watched for less than 40% of their length.

True
False

Which of these is NOT a good practice when repurposing long-form content into short-form videos?

Using the most engaging, relevant clips from the long video
Keeping the short videos between 20 and 60 seconds
Running them as a series or part of a video carousel
Using copyrighted music

Horizontally
Vertically
At a 45-degree angle
It doesn’t matter

If you don’t have access to natural light when filming indoors, which affordable equipment could help create a well-lit environment?

A ring light or softbox
An ultraviolet light
A mirror
A colorful backdrop

True or false? An engaging story that connects with your audience is more important than having high-quality lighting and expensive equipment.

True
False

True or false? Most short-form videos are filmed horizontally.

True
False

Fill in the blank: Jamal Meneide mentions three pillars for video editing and post-production. They are concision, clarity, and _____.

creativity
color grading
communication
captivation

What purpose does a call-to-action serve in a short-form video?

It encourages viewers to interact in some way.
It provides a break in the content.
It signals the end of the video.
It provides a summary of the video’s content.

Fill in the blank: _________ is a recommended strategy to keep viewers engaged throughout a video.

Use of multimedia
A lengthy introduction
Use of complex jargon
Using single static shots for the entire video

Which of the following is a recommended practice in video creation?

Maintain a monotone voice to avoid distractions
Use flashy transitions to keep viewers entertained
Divide the video content into smaller segments
Avoid any kind of interaction with the viewers

What’s the benefit of having a script for your videos?

It eliminates the need for editing.
It ensures the content stays focused and organized.
It removes the need for visual aids.
It allows for more spontaneity in the delivery.

True or false? First-party cookies allow businesses to analyze actions taken on other websites that were visited by a user.

True
False

The SPACES model helps businesses determine the value of a community. What does the ‘A’ in SPACES stand for?

Advocacy
Acquisition
Analysis
Affiliation

True
False

True
False

How much of your advertising budget should go towards ad spend?

It allows for one-way communication.
It targets a very specific and limited audience.
It bypasses the need for any other marketing channels.
It facilitates two-way communication and customer interaction.

Select all that apply. According to the lesson, how can a community help businesses?

Communities provide a platform for personal recommendations.
Communities help members band together to make decisions.
Communities can reduce support costs.
Communities offer insight into consumer behavior.
Communities make the workload easier for the business.

Agree, emphasizing the importance of aligning with popular trends and starting on a platform with the largest audience base.
Disagree, proposing to choose a platform with the least competition instead.
Suggest a balanced approach, considering both popularity and relevance to your target audience.
Insist on using the newest, least established platform to be ahead of the curve.

What should a brand consider if it’s unsure whether to create a community or if it lacks the resources for a community team?

Abandoning the community idea altogether
Reducing the scale of the community
Aligning with or partnering with existing communities
Paying influencers to run the community

As a digital marketing manager, you’re in a meeting discussing user data and privacy on your company’s website. A colleague voices concern that first-party cookies are often seen as non-essential and a breach of privacy. How do you respond?

Clarify that first-party cookies, while they do collect user data, are essential for a functional, personalized user experience and are generally seen as more privacy-friendly than third-party cookies.
Suggest a strategy to enhance user trust, advocating for a complete halt on using cookies of any kind and emphasizing the promise of user privacy over website personalization.
Agree, arguing that a website experience can be tailored and personalized without the invasive use of any form of cookies, thereby respecting user privacy.
Disagree, arguing that privacy concerns are outdated, and that data collection through cookies is an integral and accepted part of the modern digital landscape.

What is one of the changes happening in the field of digital advertising with respect to third-party cookies?

More browsers are supporting third-party cookies.
Major browsers are phasing out or blocking third-party cookies by default.
Third-party cookies are being used more frequently for essential website functionality.
There is an increasing reliance on third-party cookies for digital advertising.

What is one of the potential benefits of using second-party data in advertising?

It can give a new perspective on customers.
It allows tracking user behavior across different websites.
It provides data without the need for customer involvement.
It helps target based on location.

True or false? The Meta Conversions API only works effectively when used in conjunction with a browser pixel.

True
False

How does LinkedIn’s ‘Group Identity for B2B’ work?

It tracks individuals across different websites.
It groups members together based on shared professional identity attributes.
It relies on third-party cookies for effective functioning.
It gives individual-level tracking across sites.

To showcase the transformative power of a product or service
To establish the company as an expert in its field
To highlight the company’s financial success
To provide an overview of the company’s history

Nicole O’Donnell suggests using what type of individuals to act as inspiration in storytelling for brands?

Celebrities
Influencers
Role models or community members
Company founders

Only use AI for analytics, not for content generation
Regularly review and edit the AI-generated content
Avoid any human interaction in the content
Focus solely on promoting products/services

True
False

Fill in the blank: One of the primary considerations when planning short-form video content is the ___________.

color scheme of the video
use of special effects
purpose of the videos
celebrity endorsements

Recommend the inclusion of background music instead of text overlays or captions, as it can set the mood and keep viewers engaged regardless of the clarity of the audio.
Suggest they focus on enhancing the video’s visual elements, instead, arguing that if the visuals are compelling, viewers won’t need text overlays or captions.
Agree with the team member, emphasizing that clear audio eliminates the need for text overlays or captions.
Object, explaining that text overlays and captions can increase accessibility and comprehension, especially for non-native speakers or viewers in noisy environments.

True or false? The Problem-Solution Framework involves showcasing the journey of a customer, from the initial awareness of the company’s product or service, through the decision-making process, and ultimately to the post-purchase experience.

True
False

It helps build trust and credibility.
It carries a risk of negative or misleading content.
It comes with a lack of control over content quality.
It increases customer engagement.
It drives conversions and generates buzz.

What kind of influencer often has a smaller following, but a highly engaged audience that trusts their opinions?

Macro-influencer
Micro-influencer
Celebrity influencer
Nano-influencer

The videos appear less professional.
It’s more difficult for transferring and editing videos.
Filming can only be done in a studio setting.
The videos appear more authentic.
They can be easily transferred and edited on the same device.

According to Jamal Meneide, which part of a short-form video is the most important?

The buildup
The climax
The hook
The call-to-action

Which of the following is NOT recommended when creating short-form videos?

Telling a story
Capturing authentic moments
Ignoring the platform’s features
Experimenting with speed

You are advising a team of video content creators who are targeting a Gen Z audience. One of the creators mentions incorporating a technique they heard about called the ‘millennial pause’ into their editing style. How do you respond?

Advise them that it’s a brief pause considered ‘uncool’ by Gen Z, and hence might not be the best approach for their target audience.
Explain that the ‘millennial pause’ is‌ a technique where creators purposefully create content that caters specifically to millennial interests, which might not resonate with a Gen Z audience.
Note that although the ‘millennial pause’ can add suspense to videos, Gen Z viewers are more attracted to authenticity and less to artificially created tension.
Define it as a thoughtful pause that allows viewers to better understand the content, often appreciated by more often by a Gen Y audience.

Which statement best describes the concept of Web3?

A vision of a more centralized web that’s controlled by large tech companies
A version of the internet that restricts user accessibility and security
A vision of a more decentralized web that empowers users
A theoretical concept without any tangible infrastructure

True or false? AI can be used to tailor advertising content and target specific users based on their interests, demographics, and other data points.

True
False

Agree, detailing a plan to correlate profit margins directly with social media activities.
Explain that while company profit margin is important, it’s not a direct KPI for a social media community. Instead, focus should be on indicators like number of members, engagement metrics, and referral traffic.
Suggest that a one-track approach is best, proposing that only engagement metrics should serve as the primary KPI.
Advocate for the complete disregard of KPIs, as social media communities can’t be quantitatively evaluated.

Fill in the blank: _________ shopping is a trend where companies showcase their products in real-time, providing an engaging and interactive experience for customers.

Virtual reality
Online
Live stream
In-store

What is NOT considered a best practice while creating short-form videos?

Incorporating quizzes or interactive elements
Using a mixture of visual aids and face-to-camera interaction
Including viewer comments in the video
Using a single, static shot for the entire video

Answers: HubSpot Social Media Marketing 2 Certification

Want to Earn All HubSpot Certifications in No Time?

Which of the following should NOT be considered when setting a social media budget?

How much does the average organization spend on social media marketing per month (in US dollars)?

How does omnichannel marketing impact a customer’s experience with a brand?

True or false? In omnichannel marketing, it’s best to post the exact same content across all social media platforms.

When integrating social media into your broader omnichannel strategy, it’s crucial to do which of the following?

Which of the following should NOT be considered when setting a social media budget?

How much does the average organization spend on social media marketing per month (in US dollars)?

How does omnichannel marketing impact a customer’s experience with a brand?

True or false? In omnichannel marketing, it’s best to post the exact same content across all social media platforms.

When integrating social media into your broader omnichannel strategy, it’s crucial to do which of the following?

Which of the following is an unethical use of social media automation and AI tools?

A company has recently launched a new product and is curious about public sentiment. They’ve received a significant amount of social media comments about the product. Which of the following strategies would be the most effective way to better understand general public perception?

What benefit does AI bring to scheduling social media posts?

True or false? AI can be used to generate content and create platform-specific messages and images in your brand voice.

What is one of the benefits of AI in social media content creation as explained by Kate Bradley Chernis?

What is a potential benefit of keeping social media management in-house?

When hiring a social media agency, what is one of the important questions you should ask?

Select all that apply. Under what condition(s) might a company consider outsourcing their social media tasks?

True or false? Christina Garnett, a HubSpot principal marketing manager, suggests that outsourced social media managers need the same type of resources and knowledge as an in-house social media manager.

What is one of the reasons brands are moving towards community-led growth?

Which of the following was identified as a significant change in the social media landscape?

Your company’s marketing team is aiming to enhance its tracking capabilities to better understand user behavior across the web. A team member suggests that recent changes in privacy laws and data protection would make this easier. As an expert in the field, how do you respond?

What are the two types of online communities?

You’re part of a team at your company that’s responsible for setting up an online community. While creating the strategy, one of your colleagues argues that considering an exit plan is unnecessary and a waste of time. How do you respond?

What is one of the key performance indicators (KPIs) for measuring the success of an online community?

What is one tactic to ensure success in community building?

Select all that apply. Which element(s) are important to consider when developing your community strategy?

Which of the following is NOT a reason why a business might build a social media community?

Fill in the blank: If you’re not prepared to invest time and energy into regular engagement with your community, you won’t be able to reap the benefits of ______________.

In the context of digital advertising, what are third-party cookies?

Select all that apply. What are some of the new ways that marketers will need to adapt in a future without third-party cookies?

In the context of digital marketing, what is zero-party data?

Which type of marketing is characterized by targeting ads based on current events that customers may be interested in?

What does Meta’s Conversions API aim to do?

How can you connect your website or server to the Meta Conversions API?

In storytelling, what does the ’logic of emotion’ mean?

Select all that apply. For what reason(s) do we tell stories?

According to Lately’s Kate Bradley Chernis, where should you start when thinking about the structure of a story?

Which storytelling framework would be best suited to showcase the company’s history, mission, and vision?

Which of the following storytelling techniques is considered effective for social media?

Fill in the blank: Visual information is cognitively processed ___ times faster than text-based information.

Fill in the blank: In short-form video, editing styles should vary depending on the _________.

Which of the following is NOT a potential benefit of using AI in social media content creation?

Select all that apply. What is a potential downside of relying on AI for social media content creation?

What is NOT a way to collaborate with micro-influencers for social commerce campaigns?

How can live stream sales be made more engaging and interactive?

What is the projected value of global sales USD via social media platforms by 2026?

Fill in the blank: The connection between social and commerce essentially involves driving ______ and providing the immediate opportunity to buy.

Which of the following is a crucial factor to consider when developing a social commerce strategy?

Which of the following is NOT a technique you can use in your social commerce strategy?

Which of the following statements best describes the benefits of short-form videos?

True or false? Short-form videos are typically watched for less than 40% of their length.

Which of these is NOT a good practice when repurposing long-form content into short-form videos?

When creating videos for social media, how should you hold your phone when recording?

If you don’t have access to natural light when filming indoors, which affordable equipment could help create a well-lit environment?

True or false? An engaging story that connects with your audience is more important than having high-quality lighting and expensive equipment.

True or false? Most short-form videos are filmed horizontally.

Fill in the blank: Jamal Meneide mentions three pillars for video editing and post-production. They are concision, clarity, and _____.

What purpose does a call-to-action serve in a short-form video?

Fill in the blank: _________ is a recommended strategy to keep viewers engaged throughout a video.

Which of the following is a recommended practice in video creation?

What’s the benefit of having a script for your videos?

True or false? First-party cookies allow businesses to analyze actions taken on other websites that were visited by a user.

The SPACES model helps businesses determine the value of a community. What does the ‘A’ in SPACES stand for?

True or false? The success of an agency’s efforts should be measured by how many posts they can generate for your social media platforms.

True or false? When budgeting for social media advertising, you shouldn’t run the same ad across all platforms.

How much of your advertising budget should go towards ad spend?

Which of the following is a primary advantage of using social media in omnichannel marketing?

Select all that apply. According to the lesson, how can a community help businesses?

You’re the new social media manager at a start-up company. During your first strategy meeting, an enthusiastic team member suggests choosing the platform for your social media community because it’s the most popular. How do you respond?

What should a brand consider if it’s unsure whether to create a community or if it lacks the resources for a community team?

As a digital marketing manager, you’re in a meeting discussing user data and privacy on your company’s website. A colleague voices concern that first-party cookies are often seen as non-essential and a breach of privacy. How do you respond?

What is one of the changes happening in the field of digital advertising with respect to third-party cookies?

What is one of the potential benefits of using second-party data in advertising?

True or false? The Meta Conversions API only works effectively when used in conjunction with a browser pixel.

How does LinkedIn’s ‘Group Identity for B2B’ work?

What is the purpose of using the underdog archetype in a social media storytelling campaign?

Nicole O’Donnell suggests using what type of individuals to act as inspiration in storytelling for brands?