Chapter 2- MKTG199 – Flashcards

Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform? A.) Convert B.) Categorize C.) Collaborate D.) Comprehend E.) Contribute

Why is it important to listen to conversations about a brand? A.) To see how many people buy your products. B.) It helps a company evaluate its advertising strategy. C.)It makes your customers think you care about what they say. D.)Listening can help a company identify those keywords people use for its products. E.)Comments can help a company understand how it is perceived and where opportunities may lie.

What is the primary different between social brand building and traditional brand building? A.)Social brand building is what people say about a company. B.)Social brand building occurs on review sites only. C.)Traditional brand building is not found on the Internet. D.)Social brand building is the same as traditional brand building, but occurs only on social media. E.)Social brand building is what a company says about itself.

Social media marketing goals must be flexible because A.) A brand cannot be sure its goals will be achieved. B.)New developments sometimes occur while using social media. C.)A particular social network might disappear. D.)Consumers are fickle, so it is difficult to forecast their behavior E.)Brand management might not support certain social media marketing goals.

Which of the following is not part of the social media marketing planning cycle? A.)Setting goals B.)Tuning C.)Driving traffic D.)Implementing E.)Monitoring

Which of the following is not a brand building goal? A.)Increase sales of a product or service B.)Increase awareness for a product or service C.)Expand brand loyalty D.)Improve consumer perception about a brand E.)Position a brand

Dell's social media case study illustrates that: A.)Twitter is an important channel for customer service. B.)Collaboration isn't as important as converting. C.)Social media can be more than just a communications tool, becoming an important part of the business process. D.)A well-written and updated blog can overcome negative perceptions. E.)Dell has a high sales volume but does not understand social media.

A call to action can be defined as: A.)The action you want someone to take at each stage of your marketing campaign B.)Lead generation and/or sales C.)The objectives of a social media campaign D.)The process of measuring a social media campaign E.)Brand building

Which of the following is not considered a social media marketing goal? A.)Increasing customer satisfaction (customer service) B.)Driving recommendations from friends and family C.)Generating new leads D.)Crisis communication and online reputation management E.)Increasing the number of Facebook fans & Twitter followers

What does the Hubspot case study illustrate? A.)Social media marketing is difficult. B.)In order to succeed at social media, a company should post the same content on all social media sites. C.)Social media marketing only works if lead generation is your goal. D.) A strategic approach to social media is the only way to produce solid, measurable results. E.)Omitting a promotional message in a company's call to action only works if you produce a lot of content.