Câu 1: Which of the following components is essential for developing a

successful consumer journey?

A. Identifying key touchpoints
B. Focusing only on product features
C. Ignoring competitor strategies
D- Using only traditional media channels
Câu 2: When creating a filter and focus blog on Blogger, which of the following
elements is essential to include in each blog post to effectively engage your
target audience?
A. A detailed author biography
B. Three concise action items
C. The publication date of the post
D. The number of comments on previous posts
Câu 3: Which of the following are important factors in evaluating the best social
strategy for an organization?
Choose all that apply - (Choose 3 answers)
A Market value
B. Employee satisfaction
C. Investment
D. Office location
E. Relationship building
Câu 4: Which of the following best defines gamification?
A. The use of game mechanics and design techniques in non-game
contexts to engage people and solve problems.
B. Creating video games for educational purposes.
C. Developing board games for team-building exercises.
D. Using gaming consoles to train employees
Câu 5: Which of the following metrics is most appropriate for measuring
engagement on social media platforms?
A Number of followers

B. Engagement rate

C. Cfick-through rate

D. Cost percfick
Câu 6: What is the importance of Marketing Return on Investment (MROI) in
evaluating program profitability?
A It helps determine the overall revenue generated from the marketing program.
B. It provides a clear metric to assess the profitability of a marketing
program.
C. It calculates the total costs involved in a marketing program.
D. It measures customer satisfaction and engagement.
Câu 7: Which platform is most effective for reaching a professional target
market?
A Linkedln
B. lnstagram
C. Snapchat
D. Pinterest
Câu 8: Which of the following best explains the unique engagement
requirements of passion communities in social media marketing?
A. They are driven by shared interests and hobbies, requiring consistent
and relatabie content
B. They are motivated by sudden events, necessitating immediate and urgent
content.
C. They focus on professional networking, needing formal and informative
content.
D. They revolve around transactional relationships, requiring promotional and
sales content.
Câu 9: What are some strategies for engaging audiences using transmedia
storytelling? Choose all that apply(Choose 3 answers)
A Creating content that spans multiple platforms
B. Ensuring a consistent message across all channels
C. Using interactive elements to involve the audience
D. Focusing on a single platform to build a strong presence
E. Ignoring user feedback to maintain narrative control
Câu 10: Which tool can be used to identify and connect with influencers on
Twitter and Instagram?
A. Followerwork
B. Google Trends
C. Answer the Public
D. Listen Notes
Câu 11: What is A/B Split testing in marketing?
A. A method to compare two versions of a webpage or app against each
other to determine which one performs better
B. A strategy to increase social media followers by posting more frequently
C. A technique to reduce advertising costs by outsourcing marketing efforts
D. A method to measure the return on investment (ROI) of marketing campaigns
Câu 12: What is a common mistake in social monitoring?
A. Assuming communities are referring to their company by name
B. Only monitoring competitors
C. Ignoring customer reviews
D. Focusing solely on positive feedback

Câu 13: What is the primary role of social monitoring companies in social media
marketing?
A To create and distribute marketing content
B. To monitor and analyze social conversations in real-time
C. To manage paid advertising campaigns
D. To develop social media strategies for brands
Câu 14: To be successful in engagement marketing, you should avoids
A having greatly relevant content to your target market.
B. focusing on only one medium.
C. variety of topics
D. planning out events on holidays to maximize your impacts.
Câu 15: Which of the following are key elements in developing effective social
strategies in the digital marketplace?(Choose 3 answers)
Choose all that apply
A Understanding the importance of multimedia consumption
B. Recognizing the role of big data
C. Focusing solely on increasing follower count
D. Analyzing market trends and customer behavior
E. Creating as many social media accounts as possible
F. Ignoring competitor activities
Câu 16: Reflecting on your personal and professional growth, which of the
following elements should you consider after completing the Social Media
Marketing Specialization? Choose all that apply(Choose 3 answers)
A lrnproved skills in social media analytics
B. Increased ability to create viral content
C. The ability to code in multiple programming languages
D. Enhanced understanding of audience engagement
E. Proficiency in graphic design
Câu 17: Which of the following elements are crucial for a successful nurture
program? Choose all that apply(Choose 3 answers)
A Landing pages
B. Relevant content
C. Real-time marketing systems
D. Ignoring customer feedback
E. Usrng outdated information
Câu 18: What is the primary purpose of a performance funnel in social
marketing?
A To track the physical location of customers
B. To identify and measure key performance indicators (KPls)
C. To automate social media posting schedules
D. To enhance the visual appeal of marketing content
Câu 19: What is one of the five steps in the response marketing process?
(Soạn độc quyền bởi Tiên)
A. Analyze audience behavior
B. Develop a new product line
C. Launch a rebranding campaign
D. Conduct employee training
Câu 20: What is one of the primary reasons for building a newsroom in-house for
social media marketing?
A To have complete control over the marketing content
B. To reduce the cost of marketing campaigns
C. To decrease the need for external agencies
D. To streamline the hiring process for marketing roles
Câu 21: Which of the following are considered types of media in marketing?
Chooose all that apply(Choose 3 answers)
A Paid media
B. Owned media
C. Earned media
D. Borrowed media
E. Leased media
Câu 22: Whilch elements are involved in developing a marketing program to
support a social strategy? Choose all that apply(Choose 3 answers)
A Coordinating different media types
B. Budgeting and cost estimation
C. Selecting the right typeface
D. Analyzing competitor strategies
E. Conducting team-building activities

Câu 23: Which of the following is a key component of successful blogging?

A Using relevant and high-quality images
B. Ignoring SEO best practices
C. Writing lengthy paragraphs without breaks
D. Focusing solely on promotional content
Câu 24: Which of the following tools or methods can be used to analyze the
social footprint of a target market?(Choose 3 answers)
Choose all that apply
A Social monitoring tools
B. Keyword research tools
C. Eman marketing tools
D. Hashtag tracking tools
E. Budget planning tools
Câu 25: What is one effective strategy for engaging with high-value audiences
on social media?
A. Using popular hashtags
B. Posting content without any hashtags
C. Ignoring influencers
D. Only posting promotional content
Câu 26: Identify the major trends impacting businesses in the digital
marketplace. Select all that apply.(Choose 3 answers)
A Rise of e-commerce
B. Decline of mobile usage
C. Growth of social media marketing
D. Increased importance of data analytics
E. Reduction in online advertising
Câu 27: Which of the following are cost components of a social marketing
program's budget? Select all that apply.(Choose 3 answers)
A Technology
B. Staffing
C. Customer feedback
D. Empowering concept
E. Market research
Câu 28: Which of the following are effective social marketing strategies used by
organizations? Choose all that apply(Choose 3 answers)
A Engaging with followers through interactive content
B. Ignoring negative feedback on social media
C. Collaborating with influencers to reach a wider audience
D. Posting infrequently to create a sense of exclusivity
E. Analyzing social media metrics to refine strategies
Câu 29: Select the key strategies for successful blogging: Choose all that
apply(Choose 3 answers)
A Regularly updating content
B. Using attention-grabbing headlines
C. Neglecting audience engagement
D. Incorporating multimedia elements
E. Focusing only on written content
Câu 30: What strategies can be used to keep a ccrnrnunity engaged and coming
back for more? Choose all that appfy(Choose 3 answers)
A Regular content updates
B. Ignoring community feedback
C Interactive activities
D. Consistent communication
E. One-time engagement campaigns
Câu 31: Which of the following are key components of a successful landing page
for nurture marketing? Choose all that apply(Choose 3 answers)
A Clear and concise headlines
B. Complicated and detailed descriptions
C. Relevant and compelling call-to-action (CTA)
D. Multipte navigation links to other pages
E. Visuals that support the content

Câu 32: Which of the following is a key component of justifying marketing

programs to senior management?
A. Performance funnels
B. Marketing slogans
C. Colorschemes
D. Customer satisfaction surveys
Câu 33: Which of the following are effective Twitter strategies? Choose all that
apply(Choose 3 answers)
A Using hashtags
B. Adding pictures or graphics
C. Focusing on irrelevant topics
D. Creating a mix of new and rctwectcd content
E. Ignoring trending topics
Câu 34: Which of the following are key elements of a well—designed
infographic? Choose all that apply(Choose 3 answers)
A Clear and concise information
B. Excessive use of text
C. Balanced layout and design
D. Low-quality images
E. Relevant and accurate data
Câu 35: What is the primary focus of nurture marketing?
A To increase direct sales through aggressive advertising
B. To build and maintain relationships with prospects by providing relevant
content
C. To generate viral content that attracts a large audience quickly
D. To enhance brand visibility through social media presence
Câu 36: Which of the following factors should you consider when identifying a
high-value market's social activities?(Choose 3 answers)
A Engagement rate on posts
B. Numberoffollowors
C. Color scheme of social media profiles
D. Frequency of content updates
E. Type of device used to access social media
Câu 37: What are some key components to consider when developing a
professional persona in social media marketing? Choose all that apply (Choose 3
answers)
A Social monitoring tools
B. Market blogs
C. Offline billboards
D. Social impact measurement tools
E. Flyers and brochures
Câu 38: What is a key benefit of using Key Performance Indicators (KPIs) in
social marketing? (Src của Thủy Tiên)

A. They help in automating marketing tasks.

B. They assist in measuring and assessing the performance of marketing
strategies.
C. They replace the need for traditional marketing methods.
D. They guarantee an increase in sales.
Câu 39: Which of the following are important strategies for maintaining audience
engagement and increasing sales through social media marketing? Choose all
that apply (Choose 2 answers)
A Creating relevant and fun content
B. Using single-channel communication
C. Developing twoway conversational content
D. Focusing solely on high-quality visuals
Câu 40: What are scrne critical components of the Old Spice Manly Man
program that contributed to its success in
engaging the audience?
A Humorous videos featuring the Old Spice Man
B. Weekly newsletters
C. In-depth product reviews
D. Live Q&A sessions
Câu 41: What is the purpose of using Key Performance Indicators (KPIs) in
marketing and sales funnels?
A To ensure targets are met
B. To design logos
C. To create customer personas
D. To select social media platforms
Câu 42: What is the primary difference between data privacy and data security in
the context of Social Big Data?

A Data privacy focuses on the appropriate use of data, while data security
focuses on protecting data from unauthorized access.

B. Data privacy involves legal regulations, while data security involves user
permissions.

C. Data privacy protects data from hackers, while data security ensures data
accuracy.

D. Data privacy is about data storage. while data security is about data sharing.
Câu 43: What are the key components of a Social IMC (lntegrated Marketing
Communications) strategy?
A Content creation, distribution, and measurement
B. Customer service, sales, and human resources
C. Budget allocation, financial reporting, and compliance
D. Product development, market research. and logistics
Câu 44: Which of the following tools can be used to extract valuable insights
from social interactions? Choose all that apply (Choose 2 answers)
A Social media analytics tools
B. Web browsers
C. Social monitoring tools
D. Email marketing platforms
Câu 45: Which tools can be used to analyze hashtags and related keywords for
effective social media marketing? (Choose 3 answers)
A BuzzSumo
B. Right Tag
C. Keyhole
D. Follmvenvonk
E. KW Finder
Câu 46: What is the concept of newsjacking in social media marketing?
A Sharing news articles on social media platforms.
B. Creating content that aligns with trending news stories to generate
engagement.
C. Avoiding controversial news topics.
D. Using news articles as primary sources for content creation.
Câu 47: What is a crucial step in developing a social marketing plan and
schedule?
A. Identifying key performance indicators (KPls)
B. Asking for sponsor
C. Hiring a social media manager
D. Scheduling daily team meetings

Câu 48: What of the following statements is correct about Social IMC Strategy?
A. Social IMC Strategy is issued to accelerate the sales and tide up marketing
relationship of a specific target market.
B. If it is done correctly, Social IMC allows us to build a 1-to-1 longterm
relationship with high value community members.
C. Social IMC strategy focus on mass audiences on social networking sites.
D. Game is usually used in a Social IMC plan.
Câu 49: The acronym S-A-P-S refers to four categories of play motivation. S-A-
P-S stands for...
A. Status, Access, Power, Stuff
B. Sociality, Affiliation, Powerfulness, Simplicity
C. Signs, Awards, Punishments, Stuff
D. Status, Affiliation, Peer, Strategy
Câu 50: Which is NOT a step in making use of social media?
A. Social monitoring
B. Social analytics
C. Engagement strategy
D. Spreading bad news about competitors
Câu 51: In order to analyze the data from social documents correctly, we need to
take into consideration the following
elements:
A. Semantics, Syntax, Context
B. Semantics, Syntax, Morphology
C. Grammar, Content, Analogy
D. Agreement, Grammar, Content
Câu 52: Which is the big mistake of several companies who tried social
monitoring systems?
A. They only kept track on their name if it was mentioned by the
communities.
B. They monitored the topics of the interest to the communities.
C. They included in the monitoring dashboard the key people in the
organizations.
D. They added the nicknames, stock abbreviations or initials into the monitoring
dashboard.
Câu 53: According to Mr. Andy Crestodina, Obrit media, a decent conversion
rate for a website is....
A. 1%
B. 5%
C. 10%
D. 15%
Câu 54: What should you do in "Empower" step in Empowering concept?
A Find out the problem of your high value market.
B. Provide them something unique to help them attain their goal.
C. Develop captivating content to keep them coming back.
D. Direct the prospects to the registration page and make them opt-in.
Câu 55: Which of the following is NOT true about Ubersuggest?
A. You can use it directly on its website
B. You can use it via Chrome extension
C. It can be used for tracking the websites and analyzing key words for SEO
D- We always have to pay for using it

Câu 56: To demonstrate your social marketing program and its performomance
assumption is low risk, provide the three major metrics to senior management.
Which of the following is not one of them?
A. The performance funnels for the three performance assumptions.
B- Market share estimation
C. Break even
D. The contribution
Câu 57: For low-value markets, you should use......
A. engagement strategy
B. nurture strategy
C. social IMC
D. none of them
Câu 58: Art clubs, photograph groups on Facebook are examples of
A- Passion communities
B. Trigger event communities
C- Both of them are correct
D. None of them are correct
Câu 59: ...........is a single entry or posting on any type of social media.
A. SocialGist
B. API
C. document
D. snippet
Câu 60: Which is NOT true about paid media?
A. There's more media but less "mass" media
B. Individual prices may be lower, but it adds up
C. Marketers should try to pay as little as they can
D. If you want to engage your content, you should use paid media as well.

Câu 61: The nurture marketing strategy is being used by more and more
organizations today because of its............
A. Sales focus
B .Strategy
C. Meaning
D. Goal
Câu 62: In engagement strategy, the company establishes the ...re|ationship with
their target markets.
A. anonymous

B. sales

C. one-to-one

D. private
Câu 63: In Course 5- Module 2, Prof. Tom Collinger introduces the Model of
Customer Engagement in Social Marketing- Which of the following is NOT a level
in this model?
A- Engagement: customers just observe.

B- Participating: customer do more than just reading or watching, but actually

share themselves (posting, tweeting)

C- Co-creation: customers are so actively engaged with the brand that they
actually produce new products and services.

D. Controlling: customers spread word of mouth about the brand

Câu 64: Which of the following is NOT true about Hootsuite Free?
A. You have to create an account before using it
B. It is a free social scheduler
C. You can also see the analytics for the content that you posted-
D. All of the other answers are true about Hootsuite Free-
Câu 65: The Giant Thumb Celebration campaign by Cadbury, which generated
40,000 new Facebook fans, is an example of.

A. engagement strategy

B. nurture strategy

C. social IMC strategy

D. None of the others are correct-

Câu 66: According to a study by Niels Norman Group, about... of our blog posts
might not get read through.
A. 80%
B. 50%
C. 20%
E. 60%

Câu 67: Which of the following is NOT true for passion communities?

A- Passion communities seek peer-to-peer engagement and conversations to

express them
B- Members of passion communities are more likely to leave the
communities (than the trigger event
communities), especially when they completed their mission-

C- If you want to build passion communities, you must give the members
opportunity to express their opinions
D. Passion communities need up-to-date and fresh content
Câu 68: Which is NOT true for progressive profiling in collecting consumer data
on a landing page?
A. Collecting minimum amount of information as you build the relationship
B. As the relationship goes on further you can collect more information
C. There's trust and as there's an exchange of values
D. Try to collect most necessary information at the first visit as they may
not visit the landing page again

Câu 69: Communities have a specific structure They are:

A. Members, Creators, and Experts

B. Members, lnfluencers, and Experts

C. Community creators, Members, and Opinion Leaders

D. Members, Admins, and Experts

Câu 70: According to Mr. Randy Krum who introduces the website
coolinfographicscom, most people don't have time to spend a lot of time looking
at the infographic- They only spend less than seconds get the main message.
A. Five

B. Three

C. Six

D. Ten
Câu 71: Which of the following is NOT suitable market for using social IMC
strategy?
A. Healthcare
B. Financial
C. Insurance
D. FMCG
Câu 72: Which of the following is NOT a social metric?
A. Likes

B. Opens/views

C. Click through

D. Return on investment
Câu 73: A company organises a special dinner with the CEO or a celebrity
spokesperson for only the top 5% of players. Which category of motivation for
players in gamification is using in this?

A. Status

B. Access

C. Power

D. Stuff
Câu 74: The following are common characteristics of EMBRACE strategies,
except:
A. Goal oriented

B. 1 to relationship

C. Database driven

D. Short-term relationship
Câu 75: To build a relationship with community members, you must first attract
them to the landing page where we have the information exchange. You must
spend money on building the landing page, the data warehouse to store the
information and the web login system. Which category of budget components is
this cost?

A. Empowering concept

B. Technology

C. Staffing

D. Marketing program
Câu 76: According to Steffi Decker, senior partner at Chong and Koster; how
much should a Facebook advertiser spend on testing?

A. 20% budget for testing, the remaining 80% for scaling the testing result

B. 80% budget for testing, the remaining 20% for scaling the testing result

C. 50% budget for testing, the remaining 50% for scaling the testing result

D- 70% budget for testing, the remaining 30% for scaling the testing result
Câu 77: When considering data generated through our use of social sites, which
of the following statements about "privacy" concerns is/are accurate? Check all
that apply.
1. Privacy involves concerns over whether personal data provided by users is
safe and secure within your site.
2. Privacy involves the concern of the individual that the information and
behavioral data they have supplied is used appropriately by you.
3. Privacy involves concerns from users who feel they need to provide more
personal information to you.
4. Privacy involves concerns that the relationships we are developing on social
are controlled by us and used in appropriately by community [Link]-288

A: 1,2
B: 1,3
C: 2,3
D: 2,4
Câu 78: In discussing security, privacy, and governance, Seth Redmore
discussed "progressive profiling." Which of the following statements is an
attributes of "progressive profiling"?
A. Progressive profiling involves an exchange of value between a company
and consumer, such as name and email from the consumer resulting in a
free white paper from the company.
B. Progressive profiling involves interaction between a company and government
and territories, and the varying laws that differ from place to place.
C. Progressive profiling involves a government or territory monitoring companies
on social based on their size and worth.
D. Progressive profiling involves a company taking user behavior and
information, running analytics on it, and selling leads to another company.
Câu 79: Which of the following members of an organization are security
professionals who already have an open dialogue with the Board or CEO on data
security? (Src của Thủy Tiên)
A. Representatives
B. Reactors
C. Protectors
D. Influencers

Câu 80:Which of the following would be included in a fully integrated marketing

plan? Choose all that apply.
1. Promotions
2. Social
3. Content syndication
4. Direct Response

A: 1,2
B: 1,3,4
C: 1,2,3,4
D: 3,4

Câu 81: When using metrics to measure success in social, which of the following
would be most appropriate for measuring the success of the content syndication
of a video? Choose one.
A. Cost per complete view
B. Measuring return on investment
C. Raw number or views or shares.
D. Measuring the cost for a click
Câu 82: What is a present-day framework that explains the current engagement
ecosystem, including insight into how social engagement can play an active role?
A. Customer Engagement Engine
B. AIDA Model, or "The Funnel"
C. The Customer Decision Journey
D. Loyalty Loop
Câu 83: The metric for Amplification measures what?
A. A measure of viral reach or how much your content has inspired your
social audience to share it
B. A measure of how appealing your post is
C. Number of comments or replies per post
D. Overall engagement rate
Câu 84: What are performance funnels?
A. Performance funnels track the consumer journey from total market to
product purchase.
B. Performance funnels track the price per click.
C. Performance funnels track the number of to clicks that result in shares.
D. Performance funnels track a company's success in securing customer data
and performance behavior.

Câu 85: Which of the following steps are involved in developing your budget?
Choose all that apply.
1. Develop your staffing costs.
2. Determine your technology costs.
3. Create performance funnels and establish Key Performance Indicators (KPIs)
4. Determine your marketing channels and costs.

A: 1,2,3,4
B: 1,2,4
C: 1,3,4
D: 1,2,3
Câu 86: What indicates success has been achieved when calculating the
marketing return on investment (MROI) of a program?
A. The MROI is 50% or better.
B. The MROI is a negative number.
C. The MROI is over 100%
D. The MROI is zero, meaning break even.

Câu 87: What are the benefits of a pilot program for a social marketing strategy?
Choose all that apply.
1. A pilot program allows you to gauge action performance and make
adjustments to the program before you commit to a plan.
2. Pilots help to position your company's community contribution in the minds of
your high value market.
3. Pilots help identify the risks of the program.
4. It's a way to convince skeptical senior management to at least try the program
to see its benefits.

A: 1,2,4
B: 2,3,4
C: 1,3,4
D: 1,2,3,4
Câu 88: Which of the following methods assist is developing a pilot project?
Choose all that apply.
1. Increase the budget of your original plan.
2. Reduce the breadth or reach of the program.
3. Reduce the timing of the program.
4. Reduce the scope of the original plan.

A: 1,2,3,4
B: 2,3,4
C: 1,2,3
D: 1,3,4
Câu 89: Testing different types of media to determine the ones which reach your
target markets in an efficient and effective way is known as ______?
A. Social pyramid
B. Maturity modeling
C. Return on investment
D. Maximizing market share

Câu 90: Which of the following tips should you follow to keep your communities
alive and growing on social? Choose all that apply.
1. Monitor your Key Performance Indicators (KPIs) every day.
2. Involve your influencers and community members
3. Keep testing performance funnels
4. Monitor influencer reactions and community feedback.
5. Constantly develop and deploy new content.

A: 1,2,3,4
B: 1,3,4
C: 1,2,3,4,5
D: 2,3,5
Câu 91: Which of the following would be the best application for engagement
marketing?
A. Commodity or impulse products or products with a short selling
process.
B. Products that do not have a specific target market.
C. Products which provide several options or choices within a brand.
D. Expensive products which require a long decision and financing process, such
as buying a new car.
Câu 92: Which of the following is social strategies used by organizations focuses
on growing social audiences and attracting people to social assets?
A. Product placement marketing
B. Engagement Marketing
C. Social IMC
D. Nurture marketing
Câu 93: What is the success of Engagement Marketing measured in?
A. Social metrics, such as followers and likes
B. Sales metrics
C. Bottom-line business metrics; Return-on-investment
D. Leads turned to prospects

Câu 94: What type of engagement marketing strategy involves reaching a target
market with content that is so "awesome," those who access it will tell all of their
friends about it?
A. Nurture marketing
B. Going viral
C. Social IMC
D. Long selling process
Câu 95: Which of the following statements is true of anonymous relationships
with a target market?
A. Companies will use a database to track these individual relationships.
B. Companies can communicate with them using a social handle.
C. Anonymous relationships are typically cultivated in Nurture or Social IMC
strategies.
D. Companies communicate with these relationships individually.
Câu 96: The social site Upworthy found that viral content occurs when you
address three parameters. Which of the following is NOT one of those
parameters?
A. The content must be meaningful to the target market.
B. The content must be visual.
C. The content must blend in with other common marketing.
D. The content must be unique and something they have not seen before.
Câu 97: Nurture Marketing is designed to develop which of the following?
A. A 1-to-1 sales relationship with social visitors.
B. Only first engagement opportunities
C. Anonymous likes and follows on social media
D. A community-minded focus
Câu 98: Which of the following is true about Embrace Marketing? Check all that
apply: (This question has more than one correct answer)
A. Short-term, anonymous relationships are common with Embrace Marketing.
B. Database-driven, long-term relationships are common with Embrace
Marketing.
C. Embrace is an acronym that stands for Empowering Brand Activated
Community Engagement.
D. The Nurture Marketing and Social IMC strategies are two types of Embrace
Marketing.

A: 1,2,3
B: 2,3,4
C: 1,3,4
D: 1,2,4
Câu 99: Which of the following are the most important questions to ask in a
Nurture Marketing strategy? Check all that apply. (This question has more than
one correct answer)
1. "Who are you?"
2. "How many emails would you like to receive?"
3. "Where are you in the product purchase lifecycle?"
4. "How many likes and follows have we generated?"

A: 1,2
B: 1,4
C: 1,3
D: 2,4
Câu 100: After acquiring registration and email information from prospects, a
company should NOT do which of the following?
A. Observe users using their web, social sites, and private virtual communities.
B. Database the user's email and registration information.
C. Send daily emails about their products and services in order to generate
sales.
D. Engage users in real-time marketing.
Câu 101: Which of the following is typically a feature of the landing page? Check
all that apply. (This question has more than one correct answer)
1. High impact sales copy
2. Knowledgebase data fields
3. Social links to like or follow
4. Company logo and title
A: 1,2,3
B: 2,3,4
C: 1,2,3,4
D: 1,3,4
Câu 102: Which of the following will help ensure future success when collecting
knowledgebase data? Check all that apply. (This question has more than one
correct answer)
A. Companies should send registrants a follow-up email invitation to access your
relevant content, ensuring accuracy of their email address.
B. Companies should attach a tracking cookie to allow them to understand their
market segment and current point in the product purchase lifecycle.
C. Companies should not include opt-outs so that every registrant will get the
same emails.
D. Companies should keep it short and simple. The more information they ask
for, the more registrants they will lose.

A: 1,2,3
B: 1,3,4
C: 2,3,4
D: 1,2,4
Câu 103: Which of the following statements best describes a filter and focus
blog?
A. The blog filters through one particular expert's writings and re-hashes them for
quicker consumption.
B. The blog author(s) filters through all of the relevant content from the
experts on a subject and narrows it down to the most timely, relevant, and
credible information and recommendations.
C. The blog filters through all of the readable information on the topic and
focuses on the most complex and intricate information on the subject for only the
most well-informed readers.
D. The blog author(s) filter through various subjects and markets and focus on
different markets and topics each week
Câu 104: Which of the following are important in creating effective, impactful blog
posts? Check all that apply. (This question has more than one correct answer)
1. Clean formatting
2. Relevant topic
3. Formal, complex words and jargon
4. Images
5. Catchy headlines
A: 1,2,3,4,5
B: 1,2,3,4
C: 2,3,4,5
D: 1,2,4,5

Câu 105: When formatting a blog article, which of the following is NOT
recommended?
A. Using short headers and sub-headers
B. Bulleted and numbered lists
C. Bold and italics to add emphasis and draw attention
D. Long paragraphs that explore topics in depth.
Câu 106: What information should be included in a successful filter and focus
blog article? Check all that apply. (This question has more than one correct
answer)
1. Topics specifically involving what is successful in the target market
2. A way to contact you
3. Unbiased, summaries of information from the experts
4. Relevant and actionable recommendations

A: 1,2,3
B: 2,3,4
C: 1,2,4
D: 1,3,4
Câu 107: In social Big Data a "document" refers to:
A. a portion of an entry containing important analysis information.
B. any single entry or posting on any type of social media.
C. an application programming interface.
D. any writing that is generated by a word processor.
Câu 108: A paragraph within a blog article would be considered a/an:
A. API
B. snippet
C. SocialGist
D. Document
Câu 109: APIs (automatic programming interface) are used for what purpose?
A. To extract social data in real-time from a social site.
B. To standardize the connection of learning systems with external service tools.
C. Microblogging within social networks.
D. Generating discussion about social media.
Câu 110: When thinking about your professional persona, which of the following
recommendations should you consider? (This question has multiple answers)
1. In order to capitalize on the potential of collection social data, it is important to
know what the various tools do, but not how they actually work.
2. Somebody is always trying to figure out who you are, what you do and what
your future might hold.
3. If something is free, you are the product.
4. What happens on the internet, stays on the internet.

A: 1,2,3
B: 2,3,4
C: 1,2,4
D: 1,3,4
Câu 111: Which of the following text analytics terms is used to describe how
people on social "feel" about a topic?
A. Sentiment
B. Categories
C. Themes/Topics
D. Intentions
Câu 112: Which of the following is a common mistake companies make when
trying social monitoring systems?
A. Companies assume communities are referring to them by name.
B. Companies follow communities and groups associated with their product or
service type.
C. Companies search for nicknames, initials or abbreviations when using social
monitoring systems.
D. Companies use APIs to extract social data in real-time from a social site.
Câu 113: Regardless of the market you want to monitor, discussions on social
are typically about which of the following: (This question has multiple answers)
1. Key people in these organizations.
2. Topics of interest to the community.
3. Organizations, including your company and your competition.
4. Products and services.

A: 1,2,3,4
B: 1,2
C: 2,3,4
D: 1,2,3
Câu 114: When is it important to use a "for fee" social analytics system?
A. When you want to explore a certain country
B. When you want a word cloud
C. When you need to analyze a topic over a period of time
D. When you want to analyze a certain language
Câu 115: Sentiment accuracy is difficult to ascertain on which level?
A. Document
B. Social
C. Snippet
D. Mention
Câu 116: Social monitoring is used for which of the following? (This question has
multiple answers)
1. Real-time marketing
2. Developing personal brands
3. Developing social strategies
4. Crisis management

A: 1,2,3
B: 1,2
C: 2,3,4
D: 1,2,3,4
Câu 117: The "Give to Get" mantra involves which types of actions?
A. Sharing tweets, blogs, and other media of your influencers with a
positive tone.
B. Giving your influencers a list of topics and categories you would like them to
post about.
C. Paying extra fees to free social monitoring services to get enhanced
capabilities.
D. Giving constructive criticism to influencers and members of the community
when they post something.
Câu 118: How does Taco Bell deal with their more "passionate fans" on social
media?
A. They create a relationship with them and announce their latest products
to these followers first.
B. They bypass this group to focus on more traditional advertising campaigns.
C. They pay their most influential fans to share advertisements on their profiles.
D. They hire them as social media consultants.
Câu 119: When using social monitoring to manage crisis, at which point has the
issue been detected too late?
A. At the first posting
B. When it appears on the news or in print
C. At the second posting
D. Twitter and Facebook
Câu 120: According to recent Crowdtap and Forbes surveys, people said which
of the following most influenced consumers' purchase decisions?
A. Bloggers
B. People they follow on social media
C. Family and friends
D. Professional networks
Câu 121: Which of the following are the 4 C's of Social?
A. Communications, Community, Content & Concurrence
B. Content, Community, Concentration & Communications
C. Content, Connecting, Community & Curating
D. Communications, Concentration, Concurrence & Curating
Câu 122: In Judy Franks' interview, she discusses Five Global Truths That Make
Sense of a Messy Media World. Which of the following is a truth she noted?
A. Certainty: Every medium has a specific function/utility with limited overlap.
B. Linear: Content travels from Point A to Point B with limited disruption.
C. Circuits: Media circuits are now open and in the hands of engaged
consumers.
D. Selection: Heavy users of certain media tend to be light users of others.
Câu 123: Which of the following is a reason why marketers are having so much
trouble adapting to a new media ecosystem?
A. You need to develop media separately because they do not overlap.
B. Analog marketers are thriving in the new ecosystem.
C. Media platforms need to be liberated from silos.
D. Media is the most important part of social and its impact on marketing.
Câu 124: Which of the following is a megatrend needed to develop social
marketing strategies that grow market share and maximize results and profits for
our organization? Check all that apply. (This question has multiple answers)
1. Develop a holistic view of social
2. Think real-time
3. Every medium has a specific function/utility with limited overlap
4. Return to analog marketing
5. Develop your professional networks

A: 1,2,5
B: 2,3,4
C: 1,3,4
D: 2,4,5
Câu 125: What is the difference between social networks at the top of the social
pyramid and virtual communities at the bottom of it?
A. Virtual communities are much larger than social networks like Facebook and
RenRen.
B. Social networks are where people connect with people and virtual
communities are where people connect with companies.
C. Social networks have shallow, quick conversations on a topic, whereas
virtual communities have deeper and more long-term discussions of a
topic.
D. Social networks are more popular, so they are at the top of the social pyramid.
E. Social networks are where the really deep discussions are taking place.
Câu 126: Which of the following principles will help you succeed in managing
change in social? Check all that apply. (This question has multiple answers)
1. Add new sites immediately to catch any potential buzz.
2. Focus only on sites containing your high-value markets.
3. Classify sites by their function.
4. Only add sites when they are popular to your target audiences.

A: 1,2,4
B: 2,3
C: 2,3,4
D: 1,3
Câu 127: Why are thought leaders important for your organization?
A. They are influencers who have significant numbers of followers, and one
positive mention from them will impact the people you want to attract.
B. Thought leaders are likely our competitors and we need to keep track of them.
C. Thought leaders think deeper thoughts, so they are like philosophers.
D. They really aren't important to develop for most organizations.
Câu 128: Which of the following are characteristics of social networks? Check all
that apply. (This question has multiple answers)
1. Most social networking sites are created by members who also manage them.
2. Social networks are created to link members together as families, friends or
colleagues to allow for conversation and the exchange of pictures.
3. Many social networks start by focusing on communication. Then, after they
grow, they add some type of revenue generation device like advertisements to
raise revenues.
4. The creators of social networks are entrepreneurs who want to eventually
monetize their site.

A: 1,2,3
B: 2,3,4
C: 1,3,5
D: 1,2,4
Câu 129: Which of the following statements is true about newsjacking?
A. Newsjacking is the process of injecting your brand into the day's news
to engage with the mass audiences.
B. Newsjacking is basically holidays and other events that draw the attention of
your high-value market.
C. Holidays are a type of spontaneous newsjacking event.
D. iPhones had a history of cracking. So, KitKat jumped on there to say, we don't
bend, we break. This is an example of planned newsjacking.
Câu 130: Which of the following statements is true about virtual communities?
Check all that apply. (This question has multiple answers)
1. Most virtual communities are created by members who also manage them.
2. The creators of virtual communities are entrepreneurs who want to eventually
monetize their site.
3. Virtual community members want to address their needs to express their
passions or address a life event.
4. Conversations are deep and focused on subjects of interest to the members.

A: 1,2,3
B: 1,3,4
C: 2,4
D: 2,3,4
Câu 131: In a community, what is the role of the influencer?
A. Influencers want to be experts but don't have the time to do it themselves.
B. Influencers like to take controversial positions to draw attention to themselves.
C. Influencers connect community experts with community members to
spread key information throughout the community.
D. Influencers want to dominate discussions within the community.
Câu 132: Which of the following are true of passion communities?
A. People are driven to passion communities by life events such as retirement or
getting married.
B. Passion communities are a temporary need and we grow out of them quickly.
C. Passion communities address an internal need of ours, and we seek
them because we want to.
D. People join passion communities to learn from experts who have been there
before.
Câu 133: As an organization, what is important when we want to engage a
trigger event community?
A. We need to encourage peer-to-peer discussions to let members talk to each
other.
B. These communities have permanent members who will always want to talk
about the newest trends and community gossip.
C. These communities are on a mission and want to hear from experts who
have the solutions they need.
D. We need to always keep up with the current trends and quickly provide them
to our members.
Câu 134: As an organization, what is important when we want to engage a
passion community? Check all that apply. (This question has multiple answers)
1. Passion communities are always seeking the newest trends, so we will need to
keep up to remain relevant to our members.
2. Members will quickly leave a passion community once they "grow up."
3. We need to encourage peer-to-peer discussions to let members talk to each
other about trends and important topics.
4. Community members don't want to talk to each other - they want expertise.

A: 1,3
B: 1,3,4
C: 2,4
D: 1,2,3
Câu 135: What are the three main choices marketers have in spending their time
and money?
A. Owned, leased, and coopted media
B. Public, private, and open media
C. Paid, owned, and earned media
D. Paid, free, and split-cost media

Câu 136: Marketing pundits and agencies mostly agree that marketers should
"pay as little as you can, own as much as you can, and earn positive social
mentions." What unsolvable questions does this riddle still pose? Check all that
apply.
1. What if social becomes obsolete?
2. Who can simply rely on the behavior of others?
3. How much exactly is "pay a little"?
4. What if you build it and they don't come?

A: 1,2,3
B: 2,3,4
C: 1,3,4
D: 1,2,4
Câu 137: Why has paid media become so expensive given all of the options
available today? Shouldn't paid media prices have declined?
A. Audiences to any single media occurrence are larger than they used to be.
B. The supply of mass media has increased.
C. When you have to buy advertising a la carte as opposed to in bulk, prices will
be lower.
D. The supply of mass media has declined.
Câu 138: In IMC's rethinking of traditional marketing approaches, which of the
following would be the logical first step in the P/O/E media strategy?
A. Find out who you are trying to reach.
B. Find out where your marketing and content materials should be distributed.
C. Find out what messages and incentives to provide.
D. Find out when in a customer's journey it is most appropriate to engage.
Câu 139: Which type of advertising is intended to motivate an immediate action?

A. Analog advertising
B. Direct response advertising
C. Stunting/Visibility advertising
D. Persuasion/Big Brand advertising
Câu 140: Which type of advertising is intended to change awareness or
perceptions in order to influence future behavior?
A. Direct response advertising
B. Analog advertising
C. Persuasion/Big Brand advertising
D. Stunting/Visibility advertising
Câu 141: Which type of advertising is intended to gain notice from key people?
A. Stunting/Visibility advertising
B. Persuasion/Big Brand advertising
C. Direct response advertising
D. Analog advertising
Câu 142: When using Facebook-style advertising, we've referred to "the Funnel."
At which stage in the funnel is it easiest to achieve your goal?
A. After the funnel process is complete
B. The mid-funnel
C. The top of the funnel
D. The bottom of the funnel
Câu 143: In a response marketing process, what should marketers do after first
identifying their specific goal?
A. Take what's working and make it better.
B. Find the things that work the best, and find out what is making it work.
C. Scale out your marketing plan.
D. Throw everything against the wall and see what sticks.
Câu 144: Social IMC Strategy involves which of the following strategies?
A. Social IMC is designed to embrace a high-value market you want to
develop and take them to a private virtual community you develop
specifically for them.
B. Social IMC is designed to market commodity or impulse products or products
with a short selling process.
C. Social IMC is designed to immediately capitalize on short-term interest from
likes and website clicks.
D. Social IMC is designed to foster anonymous relationships with people who
companies can communicate with using a social handle.
Câu 145: To be successful, a Social IMC strategy must contain which of the
following? Check all that apply.
1. An empowering concept that will transition a high-value market over to the
private virtual community
2. General information on the target market that is easily found elsewhere on the
web
3. Excellent, engaging content
4. Links to external sites or communities with engaging content and information

A: 1,2
B: 3,4
C: 1,3
D: 2,4
Câu 146: What actions are necessary in developing an empowering concept?
Check all that apply.

1. Create the tool, event, or device that will help the community.
2. Identify additional services that will keep the members coming back.
3. Develop marketing ads to sell products to users.
4. Identify the mission of the community.

A: 1,2,3
B: 2,3,4
C: 1,3,4
D: 1,2,4
Câu 147: In the Social IMC strategy, what roles can products play in a private
virtual community? Check all that apply.

1. A product can be an outlier for the community members.

2. A product can be an enhancer for the community members.
3. A product can be an extra for the community members.
4. A product can be an enabler for the community members.
A: 1,2,3
B: 2,3,4
C: 1,3,4
D: 1,2,4
Câu 148: Which of the following are proven success tips when using Social IMC
strategy? Check all that apply.
1. Never stop selling to your members.
2. Private virtual communities can be created by invitation.
3. The virtual community should be holistic and serve all functions of the target
market.
4. Social IMC allows you to vet your incoming members.

A: 1,2
B: 3,4
C: 1,3
D: 2,4
Câu 149: Which of the following areas are effective targets for applying the
Social IMC strategy? Check all that apply.

1. Member-created virtual communities

2. Private, controlled discussion with community members
3. Audiences resistant to social marketing efforts
4. Highest-value markets

A: 1,2,3
B: 2,3,4
C: 1,3,4
D: 1,2,4
Câu 150: If your high-value market is easy to target as they move through a
purchase lifecycle, which marketing strategy gives you trackability, lower cost,
and sales focus?
A. Engagement Marketing
B. Analog Marketing
C. Nurture Marketing
D. Social IMC
Câu 151: For lower-value markets, which marketing strategy allows you to keep
them interested and makes you a strong contender when they are ready to buy?
A. Nurture Marketing
B. Social IMC
C. Analog Marketing
D. Engagement Marketing
Câu 152: If you have a commodity product like soap, which marketing strategy
would be the most effective?
A. Analog Marketing
B. Engagement Marketing
C. Social IMC
D. Nurture Marketing

Câu 153: Which of the following performance metrics are used in Engagement
Marketing? Check all that apply.
1. Number of opens or views of content
2. Click-throughs to blogs and websites
3. Growth in likes
4. Revenues and profits

A: 1,2,3
B: 2,3,4
C: 1,2,4
D: 1,3,4
Câu 154: : Which of the following performance metrics can be used in Embrace
Marketing? Check all that apply.
1. Revenues, investments, and profits
2. Number of opens or views of content
3. Growth in likes
4. Social break-even and ROI numbers

A: 1,2,3
B: 1,2,4
C: 1,2,3,4
D: 2,3,4
Câu 155: What is the purpose of the performance funnel?
A. The performance funnel filters through all of the relevant content on a subject
and narrows it down to the most relevant information to create content for your
engagement marketing.
B. The performance funnel is designed to track a relationship with a
consumer from start to finish within a marketing channel.
C. The performance funnel is a process used in A/B split tests.
D. The performance funnel is used to manage social monitoring in times of crisis.
Câu 156: In the performance funnel, you will notice that, with each successive
step, consumers...
A. make more purchases
B. increase in number
C. decrease in number
D. provide more personal information
Câu 157: The percentage or other measure that is calculated based on the fall-
off between two successive steps in the performance funnel is known as...
A. Key Performance Indicator
B. Return on Investment
C. Social IMC
D. Brand Activated Community Engagement
Câu 158: Why is testing the effectiveness of a marketing strategy important?
Check all that apply.
1. Testing is simple and easy.
2. Testing is real and provides feedback coming directly from your target
markets.
3. Testing is low cost.
4. Testing ensures that actual performance with not vary from key performance
indicators (KPIs).

A: 1,2,3
B: 2,3,4
C: 1,2,4
D: 1,3,4

Câu 159: When is head-to-head testing used?

A. When a small number of consumers are being tested
B. When only two options are being tested against one another
C. When the business or marketer has no control over who is being contacted
D. When the business or marketer can control who is being contacted
Câu 160: When are A/B Split tests used?
A. When only two options are being tested against one another
B. When the business or marketer can control who is being contacted
C. When the business or marketer has no control over who is being
contacted
D. When a small number of consumers are being tested
Câu 161: What of the following statements about privacy is accurate?
A. Privacy is about the concern of the individual that if their information
and behavioral data they have supplied is used appropriately by the social
site's owner
B. Privacy and information security can be used interchangeably
C. Progressive profiling emphasizes that we should collect customer's
information as much as possible for every first phase
D. Privacy involves concerns over whether personal data provided by users is
safe and secure within your site

Câu 162: To build a successful social monitoring system, it is crucial to get to

know what the communities usually discuss. There are about four things as
follow, except:
A. They discuss organizations including your company and your competitors.
B. They discuss products and services.
C. They discuss people in those organizations.
D. They discuss only your brand name and logo.
Câu 163: To be successful in engagement marketing you should avoid ...
A. having greatly relevant content to your target market.
B. focusing on only one medium
C. variety of topics
D. planning out events on holidays to maximize your impacts.
Câu 164: Which of the following is a suitable application of nurture marketing?
A. You want to build a sales relationship with your high-value market
B. Products with complex selling process.
C. You want a long-term relationship with your markets.
D. All of them.
Câu 165: The goal of ...... advertising is to get noticed by key people.
A. direct response
B. persuasion/brand
C. stunting/visibility
D. All of them
Câu 166: To create a content that goes viral, you should address three criteria
A. Meaningful, Awesome, Visual
B. Meaningful, Unpredictable, Colorful image
C. Addictive, Awesome, Visual
D. Obsessive, Unpredictable, Remarkable
Câu 167: In social IMC strategy, we use... to attract high value market to our
private virtual community.
A. the empowering concept
B. the mission
C. money
D. punishment

Câu 168: According to Mr. Jeff Davidoff, CMO of Donuts Inc, which is a way to
integrate social marketing into the overall marketing mix?
A. Social sharing & engagement on Facebook
B. Social thought leadership on Linkedin
C. Direct response on Facebook
D. Content (article and video) syndication
E. All of them are correct
Câu 169: Six levels of social media pyramid include:
A. social networks, news aggregator, passion connections, video
connections, thought leaders and virtual communities
B. social networks, news aggregator, passion connections, television
connections, thought leaders and virtual communities
C. social networks, print ads, passion connections, video connections, thought
leaders and virtual Communities
D. social networks, news aggregator, passion connections, video connections,
thought leaders and visual media tools

Câu 170: According to Ms. Steffi Decker, senior partner at Chong+Koster, which
type(s) of advertising that most companies deal with?
A. direct response advertising
B. big brand advertising
C. hybrid of direct response advertising and big brand advertising
D. All of above
Câu 171: Which of the following is true in using social insights for content
strategies?
A. You can communicate in different formats (multimedia).
B. The process of using social monitoring starts with identifying the topics, media,
and influencers that are important to your market.
C. The final step of using social monitoring is to learn about your high value
market.
D. All of them are true.
Câu 172: In the new formula for content strategy: Who + What-Where, the
"Where" element...
A. is based on the "who" and "what"
B. always paid media
C. is not important
D. refers to distribution of your products
Câu 173: Which of the following is true about Social IMC strategy?
A. You should use it only for low-value markets
B. It requires short-term commitment.
C. You can use the same community for all different market segments
D. You should focus on building relationships rather than selling the
products.
Câu 174: In the new model of three levels of customer engagement of your
social marketing programs, the lowest IS....
A. observation: they watch your content
B. participation: they respond to your message
C. co-creation: for example, they write a review
Câu 175: After acquiring registration and email information from prospects, a
company should NOT do which of the following?
A. Engage users in real-time marketing.
B. Observe users using their web, social sites, and private virtual communities.
C. Database the user's email and registration information.
D. Send daily emails about their products and services in order to generate
sales.

Câu 176: What statement is NOT true about media landscape nowadays ?
A. Media is expensive today.
B. The demand for mass media no longer exists because audiences are not
interested in it any more.
C. The media landscape is more and more fragmented with various specialized
media.
D. More and more audiences are slipping into the long tail of media.
Câu 177: According to Ms. Tressie Lieberman, Vice President of Digital
Innovation of Taco Bell, which social media platform is most likely to be the most
important and first place for Taco Bell to track a communication crisis?
A. Twitter
B. Facebook
C. Instagram
D. Snapchat
Câu 178: Which of the following is a limitation of nurture marketing?
A. It can only be used for impulse or commodity products.
B. It is appropriate for low value markets.
C. It is suitable for products with short life cycle.
D. It requires an investment in segmentation and content design for each
step in the product purchase life cycle.
Câu 179: The main difference between Head-to-Head testing and A/B Test Splits
is.
A. Head-to-Head testing is less expensive than A/B Test Splits
B. Head-to-Head testing is more expensive than A/B Test Splits
C. Head-to-Head testing is used when you have the control of the list of
prospects, while A/B Test Splits is sed when you don't have that control.
D. Head-to-Head testing is used when you don't have the control of the list of
prospects, while A/B Test Splits used when you have that control.
Câu 180: ... is the process of understanding and integrating game mechanics
and design techniques (point scoring, two-way communications, feedback, rules),
into your site, community, service offerings, content, marketing campaigns in
order to drive participant engagement and help.
A. Gamification
B. Researching
C. Role play
D. Advertising
Câu 181: API stands for...
A. application programming interface
B. automatic programming interface
C. authentic program interface
D. authentic programming insurance
Câu 182: According to the Serial Position Effect, readers have higher attention
and retention..... of a blog.
A. In the beginning (i)
B. In the ending (ii)
C. In the middle
D. Both (i) and (ii)
Câu 183: ... refers to analyzing the opinions of customers expressed in social
documents to see if they are positive, negative, or neutral.
A. Customer analysis
B. Sentiment analysis
C. Competitive analysis
D. Situation analysis
Câu 184: Which is the most important step in direct response testing process?

A. Identify your specific goal (what are your KPIs?)

B. Throw everything against the wall and see what sticks
C. Find the things that work the best, and figure out what is making it work
D. Take what's working and make it even better
E. Scale
Câu 185: Three big social strategies that are mentioned in the course are
engagement strategy, nurture strategy and ...
A. Social IMC
B. TV strategy
C. advertising strategy
D. affiliate marketing
Câu 186: Which of the following are proven success tips when using Social IMC
strategy? Check all that apply.
A. Never stop selling to your members.
B. Social IMC allows you to vet your incoming members.
C. The virtual community should be holistic and serve all functions of the target
market.
D. Private virtual communities can be created by invitation
Câu 187: The goal of .....advertising is to drive an action right now.
A. direct response
B. persuasion/brand
C. stunting/visibility
D. All of them
Câu 188: When analysing data from social media, one should focus on.........
A. Likes
B. Sentiments
C. Influencers
D. Attitudes
E. All of them are correct
Câu 189: According to Mr. Jeff Davidoff, CMO of Donuts Inc., what is basic
primary metric for Facebook Advertising?
A. Cost per click
B. Click through rate
C. Engagement
D. Number of fans
Câu 190: Which is an "old school thought about media (the idea that is not
relevant in today's media)?
A. Convergence: Media are becoming strikingly similar.
B. Symbiosis: Media do not compete, they collaborate and reinforce each other.
C. Economics: Content will become more valuable than the media, themselves
D. Certainty: Every medium has a specific function/utility with limited
overlap.
Câu 191: .......are media exposure that comes without payment
A. Owned media
B. Social media
C. Paid media
D. Earned media
Câu 192: Which is NOT one of the aspects related to the three accelerations
discussed by Thomas Friedman?
A. Connectivity
B. Capacity
C. Capability
D. Complexity
Câu 193: EMBRACE is an acronym that helps you remember the nature of the
social relationship you want to develop with your target market.
A. True
B. False
Câu 194: What is incorrect about Google Trends?
A. This tool allows us to find out what people are searching
B. You can search as term or topic
C. You can only see the trend over the last 12 months.
D. It also suggests related topics.
Câu 195: Which statement about text analytics is true?
A. It is able to extract very limited insight from the given piece of text.
B. Named entity extraction refers to the who, the what and the where
C. The accuracy of text analytics is about 95%.
D. The accuracy of text analytics can be divided into three pieces: precision,
recall, and timing.
Câu 196: Which of the following is NOT a reason for using engagment marketing
for lower value market?
A. Engagement marketing is more affordable in comparison with other social
strategies.
B. It is crucial to engage with them, and position your brand for future sales
C. Everyone has an equal voice in social.
D. The purpose of the engagment strategy is to build sales relationship with
these markets
Câu 197: Which of the following is NOT a successful tip for a tweet on Twitter?
A. Use hashtags to link to virtual communities and searchers
B. Use @ handles to connect to key influencers.
C. Add a graphic or picture the get attention.
D. Bring a lot of information into your content.
Câu 198: In the performance funnel, you will notice that, with each successive
step, consumers......
A. increase in number
B. make more purchases
C. provide more personal information
D. decrease in number
Câu 199: Which of the following is a megatrend needed to develop social
marketing strategies that grow market share and maximize results and profits for
our organization? Check all that apply. (This question has multiple answers)
A. Develop your professional networks
B. Every medium has a specific function/utility with limited overlap.
C. Develop a holistic view of social
D. Return to analog marketing
E. Think real-time
Câu 200: Which is a right approach for managing a crisis on social media?
A. Be authentic
B. Be responsive, in real-time
C. Be collaborative
D. All of them are correct
Câu 201: ...analysis deals with the opinions expressed. It can be positive,
negative or neutral.
A. Sentiment
B. Emotion
C. Brain
D. Feeling
Câu 202: If you want to develop a great blog, you should avoid .......
A. Using Google Suggest for finding suitable topics
B. having a great headline
C. using images
D. writing a lot of long paragraphs
Câu 203: Which of the following are tools for Search Analytics? Check all that
apply.
A. Google Trends
B. [Link]
C. Boardreader
D. Answer the Public
Câu 204: Display ads, magazine ads, acquisition programs, endorsements,
affiliate program, pay-per-click, banner ads are examples of .....
A. owned media
B. paid media
C. earned media
D. traditional media
Câu 205: Which is a good starting point for writing a blog?
A. Our target audience is so overwhelmed with much information, so you
can start with a filter and focus blog
B. Our target audience is very demanding, so you should be genius to impress
them
C. Our target audience is very smart, so try to be smarter than them
D. Writing blog is too traditional, it is not relevant in social marketing
Câu 206: During the Super Bowl in 2011 the lights went out. Oreo then had a
tweel power out, no problem to advertise and talked about the cookie, and it had
a huge viral impact This is an example of newsjacking
A. Spontaneous
B. Planned
C. Advertising
D. Environment
Câu 207: For commodity products such as soap, which everyone needs, the
most suitable strategy is...
A. Social IMC strategy
B. Engagement strategy
C. Nurture strategy
D. All of them are correct
Câu 208: Which of following is the most suitable target market for nurture
marketing approach?
A. CEO and senior managers
B. FMCG consumers
C. Shoppers for commodities
D. Shoppers for necessity products
Câu 209: An blog article, an audio file can be considered as
A. A document
B. A snippet
C. An API
D. A post
Câu 210: Which is NOT a feature of data from social media conversations?
A Some of them are text-based
B. Some of them are video and photo-based
C. They can carry sentiments
D. They are mostly quantitative, using numbers
Câu 211: Giving the rapid change Of social media landscape, which of the
following is NOT true to manage the change?
A. Classify the social media sites by the function
B. Add new social media sites if only they are popular to your target audience
C. Be selective, focusing only on social media sites that contain our audience or
markets
D. Add all new social media sites into your marketing activities to stay
updated
Câu 212: According to Professor R. Hlavac, which is NOT advice for small
businesses to use engagement strategy?
A. Write filter and focus blogs
B. Inviting influencers to write guest blogs
C. Paying a lot of money to hire talents for your viral content
D. Maximum the impact by sharing your content to different media
Câu 213: According to Professor Judy Franks, media has seen five major
changes in recent years Big companies o ESPN or Huffington Post, have video,
audio pictures or bloggers, and are using all forms a social media to get to their
target audience This refers to:
A. Convergence, Blurred lines between old new now encompass all formats
B. Symbiosis Media do not compete, they collaborate and reinforce each other
C. Circuits Media are now open and in the hands of engaged consumers
D. Economics Content will become more valuable than the media, themselves
Câu 214: Which of the following is a type of business metrics in measuring social
programs?
A Opens/views
B Likes
C Click-through
D. Break-even
Câu 215: Which of the following is more Likely to be suitable for head-to-head
testing rather than AB Test Spes?
A Banner
B. Website
C Email
D. Pay-Per-Click advertisement
Câu 216: Which is an "old school thought about media (the idea that is not
relevant in today's media)?
A. Convergence: Media are becoming strikingly similar.
B. Symbiosis: Media do not compete, they collaborate and reinforce each other.
C. Economics: Content will become more valuable than the media, themselves
D. Certainty: Every medium has a specific function/utility with limited
overlap.
Câu 217: In the Hero, Hub and Help content framework Hero contents designed
to
A. Create buzz in the marketplace
B. Influence customer within the marketplace
C. Help people use products and services most effectively
Câu 218: According to Prof Randy Hlavac, for a social program one should
develop the budget for years
A. one to two years
B. one to three years
C. six months lo one year
D. three to five years
Câu 219: In a tweet (on Twitter), we use...to mention and connect to key
influencer and to get to the physical communities
A. @handles
B. Hashtags
C. Topics
D. Keywords
Câu 220: The theory of Flow explains the involvement motivation for players in
games. According to this theory, the state of Flow is achieved when there is a
perfect balance between...and...
A. challenge, ability
B. time, reward
C. energy, time
D. reward punishment
Câu 221: Unlike nurture marketing which is used to develop a sales and
marketing relationship with a specific large market, Social IMC does not limits
engagement to observable changes in website interaction or reaction with your
sales team
A True
B False
Câu 222: Professor R Hlavac provides four recommendations for startups or
small business owners to use the engagement marketing social strategy. The
four recommendations are except
A Filter and focus
B. Pay all budget of your business for maximum coverage of the users on
social media
C. Use influencers
D. Think social-pyramid and mutt-use
Câu 223: In a tweet (on Twitter) are keywords that are used to link together
communes and searchers
A. Hashtags
B. @handies
C. Topics
D Keywords
Câu 224: Which of the following is true about Paid/Owned Earned media?
A. Marketers should try to pay as little as they can
B Marketers should not use pad media for their content
C Marketers should never use earned media since they may harm the brand
D. Paid media are important for content strategy
Câu 225: Which of the following is NOT true in developing and justifying the
budget for your social program?
A. Different organizations has different ways to build their marketing budget
B. There are four components in budget of social programs: Empowering
concept, Technology, Staffing and Marketing program
C. To obtain the managers approval we need to justify both business and
program metrics
D. Always follow the budget set by the managers
Câu 226: Which is NOT an acceleration that changed business forever,
according to Moore's Law
A. Connectivity
B. Capacity
C. Capability
D. Productivity

Câu 227: Which of the following can NOT be a way to give motivation for players
in gamification?
A Recognising a member as Top Fan
B. Inviting top-ranking players to an exclusive talk with company executives
C Assigning top-ranking players to mentoring roles
D. Giving players tips to cheat the game

Câu 228: Which is NOT true for nurture marketing strategy?

A It is a database-driven strategy
B. It applies for products with long purchase lifecycle
C. Marketers must provide relevant content for each individual customer
D. It is used for commodities and products with short selling procedures
Câu 229: In MOOC 1- Week 3 Professor Randy Hlavac has updated the Social
Pyramid for 2020 Which of the following is true regarding the update?
A. Our social networks are now international and are increasing in the number
that they have
B. The news aggregator are now on all levels of the pyramid
C. Audio has really transformed into a thought leader level for podcasting
D. All of other answers are correct
Câu 230: In nurture marketing, high-value customers are directed to in which
they leave their email address to exchange for their interesting content
A. A landing page
B. A website
C. A Youtube channel
D. A ecommerce site
Câu 231: In big social data "Acton is a term that is used to analyse - (choose all
that apply)
A Photos
B. Text
C. Videos
D. All of them
Câu 232: In EMBRACE social strategies, Brand Activated Community
Engagement means
A. is we are going to give them tools and content to help them achieve the
mission
B. is we are going to invest as a brand in Tools, sites and activities
designed to activate a relationship between your brand and a high-value
community
C. is designed to develop a sales relationship with social visitors
D. is designed to let your organization assist the community in reaching its goals
Câu 233: For a high value market and the customer is going to buy your product,
which strategy is the most suitable?
A Social IMC strategy
B. Engagement strategy
C. Nurture strategy
D. All of them are correct
Câu 234: In engagement marketing strategy is the process of injecting your
brand in to key events which are attended by your high value markets
A. Event jacking
B. News jacking
C .Viral
D. Sponsor
Câu 235: For a short selling cycle products such as hamburgers, chocolate, or
aftershave where we don't need to know each customer by name it is very
suitable for using marketing strategy
A Engagement
B Nurture
C Both of them
D. None of them
Câu 236: According to Ms. Steffi Decker, Senior partner at Chong+Koster which
type(s) of advertising that most companies deal with?
A. direct response advertising
B. big brand advertising
[Link] of direct response advertising and big brand advertising
D. All of above
Câu 237: Which is NOT a metric for engagement strategy on social media?
A. Likes an
B. Shares
C. Comments
D. All of them are engagement melnics
Câu 238: According to Mr. Jeff Davidoff, CMO of Donuts Inc Which of the
following is NOT true about social marketing?
A Social marketing is a standalone piece with other marketing Tools
B. Social marketing can be a part PR
C. Social marketing can be a part of direct response
[Link] marketing can be a part of content
Câu 239: When identifying target market for engagement marketing, we should
consider
A. Which type of community Passion or trigger event?
B. Which media the target communities are using?
C What are important topics to that commutes?
D. All of them are correct
Câu 240: Which term in big data analytics that applies for analysing photos and
videos, but not for analysing text?
A Named Entities
B Categones
C Sentiment
D. Action
Câu 241: Many teenagers and young adults in Vietnam watch, follow and adopt
the blog and vlog of Giang oi important topics and trends about lifestyle. Which
level d social pyramid best describes Vlogs and blogs of Giang oi?
A Social network
B. News aggregator
C. Website
D. Thought leader
E. Virtual community
Câu 242: Which is LEAST likely to be a dimension in social conversations?
A. Hot topics
B. Key people
C Products and services
D. Organisations
E. Weather
Câu 243: Scholarship hunter groups on Facebook, such as Hoi San Hoc Bong
FPT University are established to help future students of FPT university, to
prepare for the exam of getting scholarships organised by the university After
passing the entrance exam, most members will leave the groups These groups
are examples of a...communication.
A Social Network
B. All are correct
C. Trigger Event
D. Passion
Câu 244: Which is involved in analysing social conversations?
A Text analysis
B Photo analysis
C Video analysis
D Sentiment analysis
E All of them are correct
Câu 245: The aspects to making use of social media are
A. Social monitoring
B. Social analytics
C Engagement strategy
D. All of them are correct
Câu 246: In Social marketing budget, there are four areas as follows, except
A Empowering concept
B. Technology
C. Marketing program
D Production
Câu 247: Which of the following would be the best application for engagement
marketing?
A. A bottle of milk tea
B. A Louis Vuitton bag
C. A new flagship smartphone
D. A Tesla car

Câu 248: On..., companies completely control and manage all activities in
engaging their customers and prospects
A owned media
B. paid media
C. earned media
D. social media
Câu 249: Which of the following is correct about APIs (Application Programming
Interface)?
A. APIs are used to extract social data in real-time from a social site
B. APIs are used to connect a person to a computer
C APIs are used to create stones about social media
D. APIs are used to connect a person to a person
Câu 250: Which of the following is NOT a tip for an effective blog?
A. Choose the topic that your audience will care about
B. Make good headlines
C Format content
D Write paragraphs longer than ten sentences
Câu 251: Which one is a characteristic of trigger event communities that after
them from passion communities?
A. They are permanent social communities with stable members
B. People in these communities are on a mission
C. All members are internally driven.
D Peer-to-peer engagement and conversations are always interesting to the
members
Câu 252: Which of the following statements is NOT true about social IMC?
A. Social IMC is one of the two emBRACE Social strategis
B. Social IMC does not limit is engagement to observable changes in website
interaction interact with your sales team
C. Social IMC is designed to embrace a high value market you want to develop
and take them to a presale virtual community you develop specifically for them
D. Social IMC allows you to build a many-to-many long-term relationship
with high value community members to position you as an expert and the
place to go when they are ready to buy
Câu 253: Which of the following is true for content strategy on social tools?
A Think lean Use only one type of media
B. Avoid using social monitoring tools
C Start becoming active IMMEDIATELY
D. Avoid interacting with influencers
Câu 254: In social IMO strategy, we use... to attract high value market to our
private virtual community.
A. punishment
B. the empowering concept
C. the mission
D. money
Câu 255: According to Mr. Andy Crestodina, Obrit media, which content format
contains tone of voice, body language, demonstrate expertise; and thus very
suitable to build trust?
A. Video
B. Audio
C. Webinar
D. Text
Câu 256: In the New Digital Model of Social Marketing today, marketers need to..
A. All of other answers are correct
B. identify influencers
C. create high-impact content
D. amplify the great content by posting it to your markets.
E. market the content to high-value consumers
Câu 257: The landing page is where we generate the information necessary to
drive our nurture marketing program.
A. True
B. False
Câu 258: Customer reviews are examples of...
A. owned media
B. traditional media
C. earned media
D. paid media
Câu 259: As an organization, what is NOT effective to engage a passion
community?
A. Passion communities are always seeking the newest trends. so we will need
to keep up to remain relevant to our members
B. We need to encourage peer-to-peer discussions to let members talk to each
other about trends and important topics.
C. Community members don't want to talk to each other- they want
expertise.
D. The focus is on new and different.
Câu 260: Which of the following is a reason why marketers are having so much
trouble adapting to a new media ecosystem?
A. Many marketers think that media are convergent
B. You need to develop media separately because they do not overlap
C. Many marketers still speak an analog language
D. Media is the most important part of social and its impact on marketing.

Câu 261: In designing a landing page requiring the visitor to provide information,
one should remember the rule:...
A. 80% of the visitors will leave your page after five seconds
B. The more questions you ask the visitor, the less likely the visitor will leave the
page
C. 20% of the visitors will leave your page if they have to provide information
D. The more questions you ask the visitor, the more likely the visitor will
leave the page
Câu 262: Engagement marketing results in an anonymous relationship.
Therefore, we can track the revenues and profits from our social marketing
investment.
A. True
B. False

Câu 263: In the Social Media Pyramid, conversations are the shortest and
shallowest in ...
A. Virtual Community Sites
B. News Aggregator Sites
C. Thought Leader Sites
D. Social Networking Sites
Câu 264: Course 1 "What is social?" introduction three principles to manage the
changes in the shifting social lanscape. Which of the following is NOT one of the
principles?
A. Classy sites by their functions
B. Add new sites as they become popular
C. Only focus on sites which contain our audiences or markets.
D. Focus on all sites as soon as they are introduced.
Câu 265: Help content in the Hero, Hub and Help marketing effort pyramid......
A. is to grow your market share by building brand awareness in the target
markers
B. is based around the themes that your market in talking about today and give
people the content that they want around the themes that they're concerned
about to maximize our influence within the industry
C. is designed around your products and services, and it is designed to
help use them most effectively.
Câu 266: In engagement marketing strategy, which type of media are important
for creating awareness for your viral content?
A. Traditional media
B. Social media
C. All of them are important
D. Website
Câu 267: Course 3-week 1 introduces the new formula for content strategy: Who
+ What=Where. Which of the following is true regarding the new formula?
A. The 'where' refers to the selection of paid. owned and earned media.
B. In the 'who' element, you should think of each customer segment separately.
C. All of them.
D. In the "what' element, content comes in different formats.
Câu 268: According to Steffi Decker, senior partner at Chong and Koster, the
main goal of Persuasion advertising is...
A. Get noticed by key people
B. Drive an action right now
C. Change awareness or perceptions to influence future behavior
D. To ask people to like company's Facebook fanpage
Câu 269: What is the highest level of customer engagement in the new
marketing model?
A. Participation
B. Observation
C. Loyalty loop
D. Co-creation
Câu 270: Compared to Social IMC, Nurture marketing strategy is more...
A. Community focus
B. Sales focus
C. Marketing focus
D. Content focus
Câu 271: In the event IBM e-commerce Submit, two participants asked Prof. R.
Hlavac for advice in using Wechat for their social media marketing. The professor
answered that, if our high value customers don't use WeChat, then we don't need
a Wechat strategy. The professor's response is to illustrate that...
A. Wechat has high value market for companies
B. We should use new social media sites like Wechat if only they are
popular to your high value customers.
C. Wechat is popular in China.
D. Wechat is a popular social media site
Câu 272: When you look at the left side of the landing page, which of the
following elements you will see?
A. Company logo
B. Title
C. Sales copy
D. All of above
Câu 273: Which of the following is NOT covered in social analytics?
A. The issues: things that have come up recently that impact their industry
B. The people: Perhaps it's your CEO. your CMO. the head of engineering
C. The companies: your company or your competition and your products and
services
D. The topics and the themes people are discussing
E. The politics: the activities of the government. members of law-making
organizations. or people who try to influence.
Câu 274: In .... source of website traffic driver, a visitor clicks on links from any
site that isn't search or media.
A. Organic search
B. Referral
C. Direct
D. Social
Câu 275: Which of the following is NOT a change in Social Pyramid 2020?
A. Passion communities are shallower & nanower
B. Audio has transformed into a Thought Leader level with Podcasting
C. News Aggregators now on ALL pyramid levels
D. Social Networks are now Intemational & Increasing
Câu 276: Adrccorngt Mr. Andy Crsetdnia, obrit media, which content foarmtis
mostsuil to build awareness and drive traffic for a website, especially the one that
are search engine friendly?
A. Audio
B. Webinar
C. Video fomiat
D. Text format
Câu 277: Which of the following statements is true about Social IMC strategy?
A. To be successful in Social IMC. you have to build a community for all
segments.
B. Empowering concept can be executed in several ways as well as that
suits your high value market.
C. Social IMC requires less effort to perform than other strategies.
D. Social IMC allows you to build anonymous relationship with high value market.
Câu 278: ...is a way for us to communicate information in a story to the audience,
using data visualizations, charts, numbers, text, Icons and illustrations.
A. Storytelling
B. Photo
C. Figure
D. Infographic
Câu 279: Which is NOT a differentiator to distinguish three social marketing
strategies introduced in the course?
A. The key metrics for measurement
B. Business goals
C. Nature of relationships
D. All of them are differentiators
E. investment levels
Câu 280: What is the first level of customer engagement in the new marketing
model?
A. Loyalty loop
B. Participation
C. Co-creation
D. Observation
Câu 281: Which is a more meaningful metric for content syndlation?
A. Numberofview
B. Cost perclick
C. Numberofshares
D. Cost pera completeview
Câu 282: Which of the following is NOT suitable in applying social IMC strategy?
A. You should tailor your community for each market
B. Applying social lMC strategy for high value market
C. Using social IMC for only B2B markets
D. You must build relationships first and then using 'soft selling' technique
Câu 283: In the cia Media Pyramid, conversations arethe shorttes and
shallowest in...
A. Thought LeaderSites
B. Social Networking Sites
C. News AggregatorSites
D. Virtual Community Sites
Câu 284: Which of the following would be NOT included in a fully integrated
marketing plan?
A. Content syndication
B. Social
C. Product development
D. Direct Response
E. Promotions
Câu 285: What are the four C's of Social?
A. Customer, Cost, Convenience, Creativity
B. Carat, Cut, Color, and clarity
C. Content, Connecting, Community and Curating
D. Critical thinking, Creativity, Collaboration Communication.
Câu 286: High value markets are your most important asset, to the success of
your enterprise. Therefore, you should use two embraced social strategies which
are...
A. nurture strategy and social IMC
B. engagement strategy and nurture strategy.
C. engagement strategy and social IMC
D. None of them.
Câu 287: Which of the following text analytics terms is used to describe what's
the buzz?
A. Themes /Topics
B. Categories
C. intentions
D. Sentiment
Câu 288: The 3M's of effective content strategy include:
A. Markets. media. and money
B. Money, marketing intermediaries, and messages
C. Markets. messages, and money
D. Markets, media, and messages
Câu 289: What is TRUE for mass paid media?
A. There are more paid media, so the prices are less
B. Paid media is replaced by owned media
C. Paid media should be limited because of its cost
D. There are more paid media, yet fewer mass media
Câu 290: Which is NOT a characteristic of a successful content marketing
strategy?
A. Multimedia
B. Planned
C. Consistent
D. Awesome
E. All of them are correct
Câu 291: ... are news sites, e-joumals, and e-newsletter designed to present
text, video, and audio content to their targeted readers.
A. Passion Connection Sites
B. News Aggregator Sites
C. Virtual Community Sites
D. Video Connection Sites
Câu 292: Which is NOT a tip for a virtual community in Social IMC strategy?
A. Social IMC allows you to vet to remove undesirable members
B. You can control who are in your community
C. Try to sell your products aggressively in the virtual community
D. You don't have to cover everything in the market
Câu 293: According to Joey Strawn, what are motivations for player to join
gamification activities?
A. Stuff
B. Status
C. All of them
D. Access
E. Power
Câu 294: Which of the following tasks you DON'T need to do to develop an
empowering concept?
A. use social monitoring to determine the mission of the community and
create a site built around an empowering concept
B. develop the empowering concept
C. identify additional services that will keep the members coming back
D. identify the mission of the community
Câu 295: Which is NOT type of media, according to financial terms?
A. Paid media
B. Owned media
C. Earned media
D. Social media
Câu 296: Youtube has proposed a famous content strategy with three levels of
content: 'Hero, Hub, Help'...content is designed to grab people's attention and
create "buzz".
A. Help
B. Hero
C. All of them are correct
D. Hub
Câu 297: The two key Nurture Marketing questions are "who are you?" and"...
A. Why do the customers buy your products?
B. What are the insight of your customers?
C. What are your selling points?
D. Where are you in the product life cycle?
Câu 298: Which is true for the content in the new formula for media strategy?
A. Create good enough content
B. Think non-linear with multiple entry points
C. Best form is long text
D. Avoid telling stories
Câu 299: Which is NOT an element in the new formula for media strategy?
A. Who is our target audience?
B. What is you are trying to say?
C. When is the right time to say?
Câu 300: Compared to trigger event communities, members of passion
communities are...
A. None of them are correct
B. More temporary (leaving the community after a short time)
C. Both of them are correct
D. More stable (sticking on the community)
Câu 301: On the right side of a landing page, there is usually a place for...
A. Knowledge data
B. Company logo
C. Sales copy
D. White space
Câu 302: In Social IMC strategy, which of the follow true for the Empowering
concept?
A. The empowenng concept is that we give the community members the right to
monitor our social media platforms.
B. The empowering concept significantly helps the community members to
achieve their mission.
C. The empowering concept is powerful enough to exchange with their email
address and password on registration
D. The empowering concept can be a tool, mobile app, webinar series or
other device
Câu 303: Which is suitable content for a Trigger event community?
A. Content that "wows" them
B. Something new and awesome
C. Members are on a mission so the content needs to show we understand
their mission
D. Two-way engagement
Câu 304: Course 1 "What is social?" introduces three principles to manage the
changes in the shifting social [Link] of the following is NOT one of the
principles?
A. Classify sites by their functions
B. Add new sites as they become popular
C. Only focus on sites which contain our audiences or markets
D. Focus on all sites as soon as they are introduced
Câu 305: 5. Which is NOT true when creating EventJacking content?
A. You have to attend the events to write the content
B. You need to do the hashtag with the events
C. Select relevant content
D. Blogs, podcasts, webinars are suitable formats
Câu 306: +++In nurture marketing, we should create content that is____to move
individuals from suspects to customers.
A. awesome
B. meaningful
C. relevant
D. unpredictable
Câu 307: Which of the following is NOT a way that people use to refer to a
product in social conversations?
A. Typically, they use a full product name
B. They may use a product nickname
C. They may use product abbreviations
D. They may use a common product technology
Câu 308: Which of the following is NOT true about engagament marketing social
strategy
A. This strategy is widely employed by most companies
B. The advantages of this strategy are quick to develop and easy to measure
C. This strategy helps generate database to track individual relationship
D. Go-viral and gathering target market to your social media asset are two typical
types of engagement marketing strategy
Câu 309: According to Prof Randy Havac, which of the following are sources for
a company to find relevant performance metrics for their marketing tunnel?
A. Company history with each marketing channel performance metrics
B. Industry analysis reports published by trade associations
C. Benchmark statistics for each channel
D. Reports by agencies and support companies
E. All of them are correct
Câu 310: Which of the following is NOT true for developing the passion
communities?
A. Give the members opportunities to express their opimions to other members
B. We need to keep the community up-to-date and fresh to keep them coming
back
C. We must find new articles and videos to provide new content for them to
'consume' and discuss
D. The members of passion communites are on a mission, so they will
leave the communites soon
Câu 311: The AIDA model is a notion that marketers widely use to manage the
marketing performance funnel D in AIDA stands for:
A. Desire
B. Decision
C. Determination
D. All answers are incorrect
Câu 312: To conduct a pilot project, we can apply one of the following ways,
except
A. Reduce the cost of the onginal plan
B. Reduce the timing of the program
C. Reduce the breadth of the program
D. Reduce the scope of the original plan
Câu 313: Which of the following is true about Hero, Hub, Help content framework
A. The framework is only used to develop content on YouTube
B. Hero content should be episodic and formatted series
C. Help content is place at the top of the pyramid
D. Content in Hub is built based on what the target market is talking about
Câu 314: Being different from engagement strategy, Nurture and Social MC
strategy are more suitable for markets
A. Most
B. High value
C. Low value
D. Al off them are correct
Câu 315: Which of the following is NOT correct about social IMC?
A. It does not limit ts engagement to observable changes in webste interaction.
B. It is designed to embrace a high value market you want to develop and take
them to a private virtual community you develop specifically for them
C. It done correctly, allows you to build a 1-to-1 long-term relationship with high
value community members to position you as an expert
D. A social IMC strategy does not require you to focus on content
Câu 316: Which of the following is NOT a type of business metrics in measuring
social programs?
A. Opens/ Views
B. Revenues
C. ROI
D. Profits
Câu 317: Which of the following is not one of the reasons why marketers still
have trouble on the new media ecosystem as mentioned by Professor Judy?
A. Many marketers still speak an analog language
B. Marketers still treat media as separated vehicles with particular function
C. Media receive too much attention.
D. Consumers have much more time to adapt to new technology
Câu 318: According to the model of customer engagement introduced by Prof
Tom Collinger, which of the following customers' actions belongs to Participation
stage?
A. Watch the advertising
B. Read messages from the company
C. See user-generated videos
D. Responding to advertising offers
Câu 319: Which of the following is NOT correct about KPIs?
A. Companies must montor KPIs to achieve their marketing and business goals
B. KPIs stands for Key Performance Indicators
C. It takes only some days for KPIs to happen
D. Companies must watch KPIs over time to ensure they are engaging with their
customers
Câu 320: Which is NOT one of the limitations of Nurture Marketing Strategy?
A. It requires an investment in segmentation and content design to fit every stage
in the buying Journey.
B. You get the data of target market at individual level.
C. It is not used for impulse or commodity products.
D. Your prospects also expose to your competition.
Câu 321: Prof. R. Hlavac uses the social pyramid for classifying all social media
sites. There are....level of social media pyramid
A.3
B.4
C.5
D.6
E.7
Câu 322: Which is key measurement for social media marketing?
A. Engagement
B. Traffic
C. ROI
D. Cost
Câu 323: Which of the following is an objective of a successful social lMC
strategy? (Check two options.)
A. It must attract your high value market to the private virtual community

B. It must be completed in short time to save money

C. It must be conducted 'with the lowest cost
D. It must have fantastic content, so it keeps the target audience coming
back

Câu 324: In Go Viral Marketing Program, which media are important?

A. Social
B. Web
C. Traditional
D. All of them are needed
Câu 325: Along with the new formula for social marketing (Who + What =
Where), Juday Franks also to leverage it, What of the following is NOT one of the
tips?
A You have to move from good content to great content.
B. Thinking about content in a non-linear fashion
C. You should become students of transmedia storytelling.
D. You have to control consumer entry points into your content.
Câu 326: The nurture marketing strategy is based on answering two important
questions. They are......
A. who are you? And what is your strategy?
B. What is your goal? And what is your strategy?
C. who are you? And what is your product purchase lifecycle?
D. who are you? And where are you in the product purchase lifecycle?
Câu 328: According to Professor R. Hlavac, for targeting a sales-driven
relationship, organisations should use....
A. Engage Marketing
B. Nurture Marketing
C. Social Marketing
D. Placement marketing
Câu 329: ln..., our goal is to attract people to your organization's social assets
and maintain contact with them.
A. Engage Marketing
B. Nurture Marketing
C. Social Marketing
D. Placement marketing
Câu 330: In developing Facebook Advertising campaigns, we use KPIs (Key
Performance indicators) (...khúc sau bị mất, câu này nhớ key đầu nhá)
A. identifying the goals of your campaign (i)
B. Measuring the results (ii)
C. Give bonus for human resource
D. All of them are correct
E. (i) and (ii) are correct
Câu 331: In a tweet (on Twitter),...are key words that are used to link together
communities and search
A. Hashtags
B. @handles
C. Topics
D. Keywords
Câu 332: Which of the following is a reason that a company should buy a fee-
based social monitoring system?
A: History Perspective
B: More complex monitoring
C: Linkage to a real- time marketing system
D: Ability to deeply monitor levels in social pyramid
E: All of above
Câu 333: A successful digital marketing program must be _____
A. Consistent
B. Planned
C. Holistic
D. Awesome
E. Community focus
F. All of above
Câu 334: What is NOT one of the five major aspects about social media
ecosystem that have changed, according to Professor Judy Franks presented in
her book?
A. Divergence
B. Circuits
C. Symbiosis
D. Brands
E. Economics
Câu 335: .......are media that we control to engage our customers.
A. Owned media
B. Social media
C. Paid media
D. Earned media
Câu 336: According to Thomas Friedman, there were 3 accelerations that
changed everything in terms (...khúc sau bị mất, câu này nhớ key đầu nhá)
A. Connectivity
B. Capacity
C. Capability
D. Community
E. A, B and C
F. A, B and D
Câu 337: The practice of listing top ranking players in leaderboards is example of
... category of play (...khúc sau bị mất, câu này nhớ key đầu nhá)
A. Status
B. Access
C. Power
D. Stuff
Câu 338: According to Prof. Rich Gordon, in Google Analytics, a website analyst
can understand which social channels bring the most engaged visitors to the
website, by looking at ... metric.
A. Sessions (in the Acquisition report)
B. % New Sessions (in the Acquisition report)
C. Pages/Session (in the Behavior report)
Câu 339: Which of the following is a suitable Free Link Tracking tool?
A. IBM Cloud Tone Analyzer
B. Unbersuggest
C. Hootsuite Free
D. ls-gd
Câu 340: When developing the budget for a social marketing program we should
have three scenarios. They are:
A. Optimistic, average and pessimistic plans
B. Happy, average and unhappy plans
C. Very good, good and poor plans
D. Acceptable, good and very good plans
Câu 341: Which is NOT true for content marketing strategy?
A. Story telling is an important asset
B. You need to have great content
C. There are three media options: Paid. owned and earned.
D. Media is linear
Câu 342: Which is NOT true about key words?
A. You use key words in your website to maximize your SEO
B. Avoid using key words that your competitors are
using
C. They are the terms that people are using to find topics of interest to them
D. Your target market is searching for them
Câu 343: If your product has no personal relationship, which is the most effective
strategy?
A. Engagement marketing
B. Nurture marketing
C. Transactional marketing
D. Social lMC
Câu 344: Which is NOT a step-in making use of social media?
A. Social monitoring
B- Engagement strategy
C. Social analytics
D. Spreading bad news about competitors
Câu 345: Which of the following are differentiators between social strategies?
Check all that apply.
A. Business goals
B. Investment levels
C. Metrics
D. Relationships
Câu 346: Which of the following is not an element of The 3 M's of Effective
Content Strategy
A. Messages
B. Media
C. Markets
D. Meanings
Câu 347: A good blog....
A. hits the topic that our audience cares about
B. makes good headlines
C. makes sure that our content is formatted
D. All of above
Câu 348: How is a company's name usually referred to in social conversations?
A. By its advertising slogan
B. By its names, nicknames, stock abbreviations and initials
C. By its CEO
D. Exactly by its name
Câu 349: The five steps process of engagement marketing strategy are put in
the right order as below:
A. Identify target market -> Create awesome content —> Strengthen the
relationship —> Go viral marketing program —> Measure success
B- Identify target market —> Test the content —>Share the awesome content
——> Strengthen the relationship —>> Measure success
C. Identify target market -> Develop mini games —>Go viral the content —>
Strengthen the relationship —> Measure success
D. identify target market —> Create awesome content —> Go viral
marketing program —>Strengthen the relationship —> Measure'success
Câu 350: ln social IMC strategy, (................. ) refers to something great to our
high value market (such as a tool, webinar series, mobile app or other device),
which significantly helps them to achieve their mission.
A. the goal
B. the advertisement
C. the media
D. the empowering concept
Câu 351: A social IMC strategy is considered successful if it achieves two
objectives- They are:
A. it must attract your high-value market and persuade them to buy
B. It must attraCt your high-value market to your community and keep them
coming back.
C. it must convince your high-value market to purchase and keep them coming
back.
D. it must develop a sales and marketing relationship with a specific target
market.
Câu 352: The decision to deploy among paid, owned, and earned media is now
more easier with the formula for social marketing, introduced by Professor Judy
Franks, including What, Who and Where. What is the right formula?
A. Who + What = Where
B. Where + Who = What
C- Who + What + Where = Vifinning Social Media Strategy
D. What + Where = Who
Câu 353: Which of the following is a component in Social marketing budget?
chọn 1 đáp án đúng nhất
A. Product
B. Staffing
C. Place
D. Administration
Câu 354: In order to develop your social program, which actions are important?
Check all that apply.
A. Be prepared to respond to the negative, to anticipate the negative, and
to create the engaging content.

B. Use real-time tools to alert negative trends in the community.

C. Focus only on positive conversations in your community.

Câu 355: The goal of..... is to identify where individuals are at the product
purchse lifecycle and nurture them with relevant content to move them towards
purchase.
A. Community building
B. Social lMCstrategy
C- Engagementstrategy
D. Nurture marketing strategy
Câu 356: According to Gabe Zichermann, gamification is defined as :
A. Creating games based on your company's products or your mascot, like the
old Domino's Noid. Super Nintendo game.
B. lnherently going to fix something that is flawed.
C. The only force in the known universe that can get people to take actions
against their own self-interest in a predictable way without using force
D. Giving meaningless points for arbitrary actions.
Câu 357: What are two components of Facebook ad testing?
A. Target audience and time
B. Budget and time
C. Text and picture
D. Creative and target audience
Câu 358: If a customer is looking to buy your products, which is the most
effective strategy?
A. Engagement marketing
B. Social IMC
C. Transactional marketing
D. Nurture marketing
Câu 359: If you wanted to have a quarterly webinar series with famous
entrepreneurial experts, the cost for hiring the speakers, webinar software and
incidentals like travel expenses. Which category of'budget components is this
cost?
A. Empowering concept
B. Technology
C. Marketing program
D. Staffing
Câu 360: In Judy Franks' interview, which of the following is characteristics of
media ecosystem under old school Newton thinking?
A. Economics: Content will become more valuable than the media themselves.
B. Convergence: Media are becoming strikingly similar. It's all a screen!
C. Circuits: Media circuits are now open and in the hands of engaged
consumers.
D. Linear: Content travels from Point A to Point B with limited disruption.

Câu 361: For a digital marketing program to be successful, it must be consistent.

That means:
A. Companies use multimedia to get to the market, and get to every person in the
market
B. Companies blog at the same pace and put out videos at the same pace,
so that the audience can anticipate them, and they know when things are
going to becoming out
C. Companies create viral programs so that everyone will talk about them
D. Companies create social content for one or two years in advance
Câu 362: According to Ms. Tressie Lieberman, Vice President of Digital
Innovation of Taco Bell, ......is a place that crisis managers should go first,
because it is where things are shared most.
A. Snapchat
B. Instagram
C. FaCebook
D. Twitter
Câu 363: Which is NOT a social marketing strategy?
A. Placement marketing
B. Engage Marketing
C. Social Marketing
D. Nurture Marketing
Câu 364: Which is NOT a budget component?
A Marketing program
B. Technology
C. Others
D. Empowering concept
E. Staffing
Câu 365: If it is a product where people can quickly make a purchase decision,
which strategy is the appropriate one to use?
A. Nurture marketing
B. Engagement marketing
C. Sponsored content on social media network
D. Social lMC
Câu 366: Which of the following are true in growing professional follower base?
Check all that apply.
A. If you want to be an expert, you need to give today's experts the respect
they deserve.
B. Give experts and communities with overtoading information.
C. Choose and focus only one form of media across the social pyramid
D. Consumers form communities to discuss things that are of interest to
them
Câu 367: Which of the following are true for Newsjacking? Check 3 đáp án that
apply
A. Using news articles and events that are happening at that day to engage
with your high value audiences
B. There are two types of Newsjacking: Planned and spontaneous
C. Holidays and other events that draw the attention of your high—vatue
market
D. Newsjacking is considered not popular today
Câu 368: During the Super Bowl in 2011, the lights want out... Oreo then said,
power out, no problem and advertise and talked about their cookie, and it had a
huge viral impact. This is an` example of:
A. Newsjacking
B- Eventjacking
C. Advertising
D. GOOd planning
Câu 369: Which of the following is the first step in developing high value
markets? A. Listen to the customers in the high value markeL
B. Identify the topics, media, and influencers important to your market
C. Learn about your high value markets.
D. Be a friend with the customers in the market-
Câu 370: [Link] is an example of….....
A. Real-time Social Data
B. A social community
C. A blog
D. An influencer