question

An organization's strengths and weaknesses come from:

answer

the internal environment only

question

which of the following builds the budget from a logical base with what is to be accomplished as the starting point?

answer

objective and task method

question

Best Buy uses the ______ model: Everyone in the organization has a role in social media. Any employee can sign up to respond to customer queries on Twitter.

answer

distributed structure

question

The uncontrollable elements that influence how well the firm operates reside in the:

answer

external environment only

question

The final stage of the strategic planning process is to:

answer

execute and measure the campaign

question

Which of the following characteristics is unique to the target audience's social profile?

answer

active communities

question

A propagation brief is based on planning for:

answer

the people that your target audience will reach

question

______ is the term used to describe the research stage of the plan.

answer

Discovery

question

The three tiers of strategic planning, in order from beginning to end, are:

answer

corporate level, business level, and functional areas

question

A _____ highlights relevant aspects of the firm's internal and external environment that could affect the organization's choices, capabilities, and resources.

answer

SWOT analysis

question

The "S" in SWOT analysis stands for:

answer

Strengths

question

The three basic models for a social media structure within an organization are:

answer

centralized, distributed, and combination

question

WHich of the following is traditionally defined in a brand's marketing plan of a target audience before a social profile is developed?

answer

the target market's product-usage situations

question

Which of the following statements is FALSE? -djkfjdlkfj - dkjfkdj

answer

most marketers currently use social media marketing tactics on a strategic level

question

The GEICO gecko is a ______ in that he gives the company a head start in terms of consumer recognition as it tries to break through the clutter of competing messages.

answer

creative asset

question

______ is the percentage of advertising for a brand compared to competing brands.

answer

share of voice

question

WHich of the following terms describes the process of identifying objectives to accomplish, deciding how to accomplish those objectives with specific strategies and tactics, implementing the actions that make the plan come to life, and measuring how well the plan met the objectives?

answer

strategic planning

question

WHich of the following is a key aspect of a firm's external environment?

answer

its competition

question

Which of the following questions should a competitive social media analysis answer? -in which social media channels and specific vehicles are competitors active? -How do competitors present themselves in those channels and vehicles? - Who are competitors' fans and followers? - How do fans and followers respond to the competitors brand's social activity?

answer

ALL of these

question

All of the following questions create answers that form the basis for a propagation brief EXCEPT: -Who is the target audience? -Is there another group of people who can persuade the target audience to follow them? - What content will be needed? - What are our competitors doing in terms of social marketing? -How will experience engagement be extended and shared throughout the social channels?

answer

What are our competitors doing in terms of social marketing?

question

An example of a stunt was when SKITTLES let its social media presence take over its website.

answer

TRUE

question

Most companies are in the strategic phase of the social media marketing maturity life cycle.

answer

FALSE

question

A company's competitors are a part of its external environment

answer

TRUE

question

Julie, the CEO, decides to have the marketing department report all social media marketing activities to her quarterly. Julie has set up a distributed social media structure

answer

FALSE

question

Julie, the CEO, decides to create a social media marketing committee pulling employees from accounting, finance, IT, marketing, and management. Julie is using a center of excellence model.

answer

TRUE

question

Reviewing the position is NOT a necessary step in preparing a social media marketing strategy.

answer

FALSE

question

"To inspire happiness throughout the world by creating hope and wisdom on our company's Facebook page" is an example of actionable objective created by a company.

answer

FALSE

question

Best Buy lets any employee post comments on their company Facebook page. They have implemented a centralized social media structure.

answer

FALSE

question

Share of voice is the percentage of positive responses a company collects on a social media site, such as Facebook.

answer

FALSE

question

Julie, the CEO, decides to create a social media marketing committee which will report its practices to all company departments, which will then incorporate social media into its own executions. Julie has set up a combination social media structure.

answer

TRUE

question

Which of the following depicts an organization in the trial phase of the social media marketing maturity life cycle?

answer

experimenting with cool new social media ways to communicate

question

Starbucks decides to allocate 30% of their online marketing funding to social media. This decision represents a variation of which of the following?

answer

percentage of ad spend method

question

In the _______ model, the social media department functions at a senior level that reports to the CMO (Chief Marketing Officer) or CEO and is responsible for all the social media activations.

answer

centralized structure

question

An organization's opportunities and threats come from:

answer

the external environment only

question

The "O" in a SWOT analysis stands for:

answer

opportunities

question

A ______ is an organizational document that explains the rules and procedures for social media activity for the organization and its employees.

answer

social media policy

question

Management in a firm cannot control:

answer

its opportunities and threats

question

Coca-Cola increases their budget for social media marketing so that its respective social media marketing budget outweighs Pepsi's social media marketing budget. Which of the following is being characterized in this scenario?

answer

competitive parity method

question

The social media mix is composed of:

answer

social communities, social publishing, social entertainment, and social commerce

question

______ drive a brand's paid and owned media, extend a brand's story, and foster social experiences

answer

Creative assets

question

Benjamin Moore featured experts-designers, architects, and contractors- who all endorsed the Benjamin Moore brand in their marketing campaign. These authority-based testimonials made up the ______

answer

creative message strategy

question

Which of the following statements is TRUE?

answer

social media is not Free

question

Apple's "the computer for the rest of us" statement is an example of a positioning statement.

answer

TRUE

question

Because social media is an infancy stage right now, companies do not need to worry too much about creating social media policies for its employees.

answer

TRUE

question

Retail Therapy, an existing social game, would be an example of a choice categorized under the social media mix.

answer

TRUE

question

A company's competitors are a part of its external environment.

answer

TRUE

question

Most companies are in the strategic phase of the social media marketing maturity life cycle

answer

FALSE

question

An example of a Love Mark is Harley Davidson.

answer

TRUE

question

An example of social media marketing objective would be to increase sales revenue.

answer

TRUE

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