MKT 310 – Flashcard

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Which of the following is not considered a social media marketing goal?​
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Increasing the number of Facebook fans and Twitter followers​
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When developing social media strategies, it is important that companies​
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​make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.
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Social media marketing goals must be flexible because​
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​new developments sometimes occur while using social media.
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All of the following are key objectives of SMM EXCEPT: ​
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​brand development
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​A “call to action” can be defined as:
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​the action you want someone to take at each stage of your marketing campaign.
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LinkedIn forbids self-promotion on its platform
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True
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​Why is it considered important to focus on the buyer persona?
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They are the ones who make the purchasing decisions
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“Big data” provides opportunities to perform behavioral targeting.
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True
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Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
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True
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Which of the following is considered the earliest ancestor of social media?
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USENET
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What is the primary lesson behind the “United Breaks Guitars” case?​
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Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
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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?​
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A big ego
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According to the text, social media is only being adopted by younger populations.​
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False
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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.​
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False
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​Why is social media so attractive for consumers?
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It gives the consumer more power
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​Which of the following is not one of the seven myths of SMM?
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​SMM isn’t right for most businesses.
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Which of the following is not an important aspect to social media marketing?​
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Ensuring the product message is always paramount
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Which firm is credited with creating “the perfect business apology”?
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JetBlue
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Which is a true statement?
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Over half of U.S. adults over the age of 65 were Internet users
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Social media marketing goals must be flexible because​:
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​new developments sometimes occur while using social media.
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Why is it important to listen to conversations about a brand?
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Comments can help a company understand how it is perceived and where opportunities may lie
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Some of a brand’s most passionate advocates can start off as disgruntled customers
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True
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The most popular uses for social media are brand awareness and building brand preference
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True
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In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT
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expanding brand loyalty
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Which of the following is not part of the social media marketing planning cycle?
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Driving traffic
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The leading purchase influencer in four different countries is:
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word of mouth
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Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.​
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False
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Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?​
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Collectors
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The Persona Development Cycle DOES NOT include:​
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mass messaging
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LinkedIn forbids self-promotion on its platform.
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True
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What is a common issue with social media marketing plans?​
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Defining the target audience too broadly
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Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.​
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False
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The process for creating a SMM plan includes all of these EXCEPT
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the listing of reasons for reaching this target market
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Regarding SMM, which of the following is correct?​
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Messages are useful only if they reach the right people
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When developing personas it is important to identify all relevant personas by role.​
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True
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On Facebook, most brand posts are made:
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​on Thursday and Friday.
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Most people use social media because they are looking for discounts and deals
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False
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How much people trust you is less important than the overall number of fans and followers you have
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False
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Which of the following is not considered one of the rules of engagement?​
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​Entertaining your audience
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When first engaging in social media, it is important to listen first before creating content.​
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True
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According to the social media rules of engagement, which of the following is not recommended?​
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​Sticking to a marketing message regardless of the social channel
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Social networks blur the line between business and personal life.​
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True
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Discussion boards are an earlier form of social networks.​
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True
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A white label social network can also be called a corporate social network.​
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True
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Why are social networks so useful for businesses that sell to consumers?​
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​They are a great way to find and reach potential customers.
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When considering what social media platform to use, the marketer should consider whether:
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All our correct.
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When marketing on Twitter, brands should​:
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focus on relationships
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Odeo was the first microblogging service.
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False
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One should not include links to other social media platforms on a profile page on Twitter.​
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False
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How does Twitter make other social media tools more effective?​
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​It provides a distribution outlet that can reach millions of people.
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Which statement is false?​
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The quantity of Twitter followers is more important than the quality of the follower profiles
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The fact that everyone is a publisher means
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​anyone can become a publisher on the Web
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When creating a content strategy, the use of metrics helps the marketer understand who is reading the content and when.
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True
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Many professional or corporate blogs fail because they do not accomplish their objectives or are unclear on what those objectives should be
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True
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When developing a podcast, it is important to determine the length of the podcast before you identify the content
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False
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Regarding video streaming, all of the following are true except
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​it is best done using the video stream only, and other forms of social media are not used to interact also.
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​What was the main challenge facing the creators of the Old Spice Guy video?
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​What was the main challenge facing the creators of the Old Spice Guy video?
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One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates
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True
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Mobile and time-shifted video are the trends marketers must accommodate
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True
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Most sharing of information online is done with​
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Youtube
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Secondary sharing is the most important stage to establishing a video’s audience
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True
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Imgur appeals mostly to​:
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those who appreciate storytelling
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Flickr was the first photo sharing site
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False
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Which photo sharing website was first used by the White House official photographer?
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Flickr
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What is a photo sharing site?​
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​A website that allows users to upload photos for public or private viewing
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A photo sharing strategy will require a large time commitment
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False
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​Which statement is true?
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Q&A sites are an effective medium to demonstrate thought leadership and expertise
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Social news sites have affected the way news is consumed today
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True
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A Q&A site lets people pose questions and receive answers back
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True
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​An example of a Q&A site is
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Quora
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Q&A sites are the best place to promote a product
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False
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​Why are interviews important when writing a white paper?
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They may provide new information that is not widely known
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An overt goal is one that is not directly mentioned in a white paper or e-book
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False
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The text identifies what mistake companies make with white paper and e-book marketing?​
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Treating them as a pure marketing platform
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​White papers are generally intended to
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help consumers before they make a purchase
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An article differs from a blog in what way?
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An article is longer and goes into more detail
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​Proponents of the audience first marketing strategy recommend using massive amounts of
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big data
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People all over the world access Facebook at a higher rate than any other social network
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True
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CX is
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an omnichannel experience
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Consumers generally shop and compare on their computers, then purchase with their smartphones
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False
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​Regarding the process of purchasing, the “upper funnel” is
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the early activities like comparing

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