question

Which of the following is not considered a social media marketing goal?

answer

Increasing the number of Facebook fans and Twitter followers

question

When developing social media strategies, it is important that companies

answer

make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.

question

Social media marketing goals must be flexible because

answer

new developments sometimes occur while using social media.

question

All of the following are key objectives of SMM EXCEPT:

answer

brand development

question

A "call to action" can be defined as:

answer

the action you want someone to take at each stage of your marketing campaign.

question

LinkedIn forbids self-promotion on its platform

answer

True

question

Why is it considered important to focus on the buyer persona?

answer

They are the ones who make the purchasing decisions

question

"Big data" provides opportunities to perform behavioral targeting.

answer

True

question

Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.

answer

True

question

Which of the following is considered the earliest ancestor of social media?

answer

USENET

question

What is the primary lesson behind the "United Breaks Guitars" case?

answer

Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.

question

In order to be a successful social media marketer, you need a number of technical and personal skills. Which of the following is not considered vital?

answer

A big ego

question

According to the text, social media is only being adopted by younger populations.

answer

False

question

According to the text, the reason why social media marketing is such a growth industry right now is because corporate marketers are planning on using external resources for their new social media efforts.

answer

False

question

Why is social media so attractive for consumers?

answer

It gives the consumer more power

question

Which of the following is not one of the seven myths of SMM?

answer

SMM isn't right for most businesses.

question

Which of the following is not an important aspect to social media marketing?

answer

Ensuring the product message is always paramount

question

Which firm is credited with creating "the perfect business apology"?

answer

JetBlue

question

Which is a true statement?

answer

Over half of U.S. adults over the age of 65 were Internet users

question

Social media marketing goals must be flexible because:

answer

new developments sometimes occur while using social media.

question

Why is it important to listen to conversations about a brand?

answer

Comments can help a company understand how it is perceived and where opportunities may lie

question

Some of a brand's most passionate advocates can start off as disgruntled customers

answer

True

question

The most popular uses for social media are brand awareness and building brand preference

answer

True

question

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT

answer

expanding brand loyalty

question

Which of the following is not part of the social media marketing planning cycle?

answer

Driving traffic

question

The leading purchase influencer in four different countries is:

answer

word of mouth

question

Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.

answer

False

question

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?

answer

Collectors

question

The Persona Development Cycle DOES NOT include:

answer

mass messaging

question

LinkedIn forbids self-promotion on its platform.

answer

True

question

What is a common issue with social media marketing plans?

answer

Defining the target audience too broadly

question

Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.

answer

False

question

The process for creating a SMM plan includes all of these EXCEPT

answer

the listing of reasons for reaching this target market

question

Regarding SMM, which of the following is correct?

answer

Messages are useful only if they reach the right people

question

When developing personas it is important to identify all relevant personas by role.

answer

True

question

On Facebook, most brand posts are made:

answer

on Thursday and Friday.

question

Most people use social media because they are looking for discounts and deals

answer

False

question

How much people trust you is less important than the overall number of fans and followers you have

answer

False

question

Which of the following is not considered one of the rules of engagement?

answer

Entertaining your audience

question

When first engaging in social media, it is important to listen first before creating content.

answer

True

question

According to the social media rules of engagement, which of the following is not recommended?

answer

Sticking to a marketing message regardless of the social channel

question

Social networks blur the line between business and personal life.

answer

True

question

Discussion boards are an earlier form of social networks.

answer

True

question

A white label social network can also be called a corporate social network.

answer

True

question

Why are social networks so useful for businesses that sell to consumers?

answer

They are a great way to find and reach potential customers.

question

When considering what social media platform to use, the marketer should consider whether:

answer

All our correct.

question

When marketing on Twitter, brands should:

answer

focus on relationships

question

Odeo was the first microblogging service.

answer

False

question

One should not include links to other social media platforms on a profile page on Twitter.

answer

False

question

How does Twitter make other social media tools more effective?

answer

It provides a distribution outlet that can reach millions of people.

question

Which statement is false?

answer

The quantity of Twitter followers is more important than the quality of the follower profiles

question

The fact that everyone is a publisher means

answer

anyone can become a publisher on the Web

question

When creating a content strategy, the use of metrics helps the marketer understand who is reading the content and when.

answer

True

question

Many professional or corporate blogs fail because they do not accomplish their objectives or are unclear on what those objectives should be

answer

True

question

When developing a podcast, it is important to determine the length of the podcast before you identify the content

answer

False

question

Regarding video streaming, all of the following are true except

answer

it is best done using the video stream only, and other forms of social media are not used to interact also.

question

What was the main challenge facing the creators of the Old Spice Guy video?

answer

What was the main challenge facing the creators of the Old Spice Guy video?

question

One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates

answer

True

question

Mobile and time-shifted video are the trends marketers must accommodate

answer

True

question

Most sharing of information online is done with

answer

Youtube

question

Secondary sharing is the most important stage to establishing a video's audience

answer

True

question

Imgur appeals mostly to:

answer

those who appreciate storytelling

question

Flickr was the first photo sharing site

answer

False

question

Which photo sharing website was first used by the White House official photographer?

answer

Flickr

question

What is a photo sharing site?

answer

A website that allows users to upload photos for public or private viewing

question

A photo sharing strategy will require a large time commitment

answer

False

question

Which statement is true?

answer

Q&A sites are an effective medium to demonstrate thought leadership and expertise

question

Social news sites have affected the way news is consumed today

answer

True

question

A Q&A site lets people pose questions and receive answers back

answer

True

question

An example of a Q&A site is

answer

Quora

question

Q&A sites are the best place to promote a product

answer

False

question

Why are interviews important when writing a white paper?

answer

They may provide new information that is not widely known

question

An overt goal is one that is not directly mentioned in a white paper or e-book

answer

False

question

The text identifies what mistake companies make with white paper and e-book marketing?

answer

Treating them as a pure marketing platform

question

White papers are generally intended to

answer

help consumers before they make a purchase

question

An article differs from a blog in what way?

answer

An article is longer and goes into more detail

question

Proponents of the audience first marketing strategy recommend using massive amounts of

answer

big data

question

People all over the world access Facebook at a higher rate than any other social network

answer

True

question

CX is

answer

an omnichannel experience

question

Consumers generally shop and compare on their computers, then purchase with their smartphones

answer

False

question

Regarding the process of purchasing, the "upper funnel" is

answer

the early activities like comparing

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