question

Social Media marketing is based on marketing principles that have been around for years. (T or F)

answer

True

question

According to the text, Facebook is a substantial source for word-of-mouth marketing (T or F)

answer

True

question

Marketing investment in social media is forecast to increase (T or F)

answer

True

question

Only large corporations have been successful in measuring the return from their social media marketing efforts (T or F)

answer

False

question

Social media marketing uses social media portals to....

answer

Positively influence consumer attitudes toward a product

question

Typically, the end goal of social media marketing is the purchase of a product, subscription to a newsletter, or registration in an online community. These desirable consumer actions are called...

answer

Conversions

question

According to the text, which of the following is not one of the issues, businesses have with social media?

answer

Setting up a Facebook page is complicated

question

Social Media marketing is a form of what type of marketing?

answer

Word of mouth

question

According to the text, the definition of social media marketing is using social media to...

answer

Positively influence consumers toward a desired action

question

A social media marketing plan does not require monitoring or adjustment during its implementation (T or F)

answer

False

question

Some of a brand's most passionate advocates can start off as disgruntled customers. (T or F)

answer

True

question

It is very important for brands looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity (T or F)

answer

False

question

Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help archive (T or F)

answer

False

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

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

answer

Increasing the number of Facebook fans & Twitter followers

question

Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform.

answer

Comprehend

question

A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience. (T or F)

answer

True

question

Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided (t or F)

answer

True

question

Targeting a wider section of a target audience means a company can reach more people (T or F)

answer

False

question

When developing personas it is important to identify constraints right away, as those are a sign to avoid a particular persona (T or F)

answer

False

question

What is a common issue with social media marketing plans?

answer

Defining the target audience too broadly

question

A persona can be defined as

answer

A detailed profile of a particular subset of people within the broad target audience

question

Why is the social technographics ladder useful?

answer

it provides a set of persona profiles for a company to reference

question

How much people trust you is less important than the overall number of fans and followers you have (T or F)

answer

False

question

When first engaging in social media, it is important to listen first before creating content. (T or F)

answer

True

question

Being honest is one way for a company to build credibility (T or F)

answer

True

question

Which of the following is not an example of permission marketing?

answer

An online ad viewed on a mobile phone

question

Which of the following is not part of an active engagement strategy?

answer

Broadcasting messages

question

Authenticity can be described as

answer

Telling the truth in a personable and genuine manner

question

On its YouTube channel, AutoZone features a number of "Fix it Yourself" videos. The channel's featured video shows consumers how thermostats and radiator caps work and how to properly replace them to keep vehicles operating properly and reliably. This demonstrates adherence with with principle for social media success?

answer

Resourceful

question

Alex recently opened a new bakery in Clarksville and serves a target market of consumers with diabetes, gluten allergies, and nut allergies. Her friends have encouraged her to establish a social media presence, as she is not active on any social media platforms. What initial entry strategy should Alex follow?

answer

A passive strategy, searching for mentions of her company/competitors, listening, and responding.

question

Stamats, a higher education consulting company, posts the following tweet: Register now for our FREE webinar: Social Media tactics for higher ed recruitment. http://tinyurl.com/nnczbm9. Based on the call to action included in this tweet, what marketing goal does that firm wish to achieve?

answer

Lead generation

question

what are the three steps to take responsibility for action?

answer

Acknowledge, Apologize, Act.

question

(T/F) The ease of use of creating a website now means that there is a lot of content out there, so much so that it's difficult for even the high quality content to stand out.

answer

True

question

(T/F) Blogging is a unique platform because it allows for the sharing of expanded content and more fully developed ideas than other social media channels.

answer

True

question

(T/F) It is more effective to cover multiple topics in a single blog post, as it keeps readers coming back for more

answer

false

question

(T/F) Linking to new blog posts on other social platforms is a good idea because it provides additional opportunities for your audience to find the content.

answer

true

question

Specialized, niche content in a blog is

answer

the best way to build a blog audience

question

A catchy title on a blog post should NOT

answer

be overly long or vauge

question

(T/F) Pod-casting is a much easier social media tactic than blogging(

answer

false

question

(T/F) Webinars require more up-front promotion than podcasts

answer

true

question

(T/F) Podcasts have longer shelf lives than webinars, as they can be accessed long after they have been recorded.

answer

true

question

Why should you stick to a specific topic or focus when determining the content for a podcast?

answer

targeting a specific audience means it will likely have more appeal to that segment.

question

One of the challenges with using podcasts in a marketing plan is

answer

The commitment required to creating the podcast content

question

The primary difference between a podcast and a webinar is

answer

a webinar is designed to be interactive

question

Which of the following is a true statement?

answer

webinars are a better format for training sessions

question

(T/F) An overt goal is one that is not directly mentioned in a white paper or e-book

answer

false

question

(T/F) A professional white paper typically requires research, writing, editing, and review

answer

true

question

(T/F) The primary goal for creating white papers, e-books or articles is to build a company's thought leadership and expertise in an area, ultimately generating sales leads.

answer

true

question

An article differs from a blog in what way?

answer

an article is longer and goes into more detail

question

White papers are generally intended to

answer

Help consumers before they make a purchase

question

Why should White paper include visual aids, short paragraphs and informative titles?

answer

To ensure it is easy for readers to scan.

question

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

answer

Treating them as a pure marketing platform.

question

In our class review of the IBM white paper, we noticed the superior visual appeal of the white paper as compared to others presented. To what can we attribute this?

answer

IBM understands the important role of graphic designers in communicating information.

question

IBM concluded the white paper with an appeal for the consumer to consider their cloud computing solution as a means of increasing mobile effectiveness. What type of goal was involved?

answer

Overt

question

(T/F) The apple white paper was the ideal length for a white paper.

answer

false

question

(T/F) Because the Apple white paper contains detailed specifications and significant use of jargon, it is best suited for knowledgeable members of the buying center engaged in evaluation of alternatives.

answer

true

question

Halston shared with the class a white paper formatted as an HTML webpage, not a pdf. Why might more firms consider this practice?

answer

more and more, consumers are connecting to the world of digital information via smartphones and other devices, such that downloading a pdf is problematic.

question

(T/F) A pod-cast can easily be recorded using only an app and a smartphone

answer

True

question

If a blog post generates controversy or negative attention, which actions should a blogger or blog administrator take?

answer

Stand by what was written. If necessary, make corrections with a strike-through mark and an explanation of why the revision was made.

question

Your company's latest blog post has stirred controversy. Why is it important to stand by your content?

answer

Going back on what the blog said compounds the situation, making the mistake memorable and generating more negativity

question

At the end of each blog post, Sarah asks her audience a question pertaining to the content or ideas she shared an always reviews and responds to comments in a timely fashion. Why is this important?

answer

Developing an online personality is important for a blog to be successful, and that requires a high degree of interaction with other. The best way to encourage interaction on a blog is to end each post with a question that ask for help or is provocative. This allows her to immediately know - and take action - if a post generates controversy or negative attention.

question

Which of the following is true concerning the length of a podcast?

answer

Podcasts commonly last 10, 30, or 60 minutes. A podcast should be as long as it needs to be.

question

Hosted by improve-trained comics (and one guest), "how did this get made" is a podcast anchored in the belief that bad movies are great in their own special way. The hosts rip every shaky plot thread, mock ridiculous dialogue, and revel in the comically horrible quality of bad films. The podcast takes a deep dive on flicks like Con Air and Sharknado. What type of content does this podcast provide?

answer

Entertainment

question

One of the distinguishing features of a blog is that readers can easily subscribe using RSS and get notifications about updates in real time. Which of the following terms describes this attribute?

answer

Syndicatable

question

One of the unique advantages of a blog is receiving feedback, which provides marketers with greater insight related to the concerns and desires of the target market. How can marketers put this feedback to use?

answer

all of the above

question

(T/F) In order to build a blog's viewership and influence, the blogger must focus on specialized content that is not easily replicated.

answer

true

question

Which of the following is ideal for a training session or for information sharing?

answer

webinar

question

Online video can act like an infomercial by showcasing a product's features and benefits (T/F)

answer

True

question

It is easy to creative a video that accomplishes marketing objectives and goes viral (T/F)

answer

False

question

One way to make video sharing easier, is to ensure each video has descriptive keywords, tags and a title (T/F)

answer

True

question

Why has video sharing increased in popularity?

answer

The cost of video equipment has declined

question

Using real people in actual locations when creating a video is an example of

answer

Authenticity

question

Why is user generated content taken more seriously by consumers?

answer

it is seen as unaffiliated

question

Image sharing can help drive web traffic to a website (T/F)

answer

True

question

Unlike video sharing and other social media tools, target audiences are not as important for photo sharing (T/F)

answer

False

question

Typically the most popular images are those that are carefully planned and staged (T/F)

answer

False

question

What is behind the growth in photo sharing?

answer

The growth of smartphones

question

Which of the following does not describe a photo sharing site?

answer

it puts a human face to the company

question

Why is it important for a company to stay connected on a photo sharing site?

answer

interacting with other users helps draw people back to your content

question

One use of microblogging is to start a discussion or participate in an existing conversation (T/F)

answer

True

question

Posting links without descriptions is unlikely to generate responses on Twitter (T/F)

answer

True

question

It is important for a brand to identify the unique value it can bring to its Twitter followers (T/F)

answer

True

question

According to the text, the popularity and growth of microblogging as a communication technology reflects which of the following

answer

All of the above

question

Twitter an optimal arena to study and develop different user personas because the channel features an easily searched database of faces attached to personal interests and hobbies (T/F)

answer

True

question

To what rule governing photography does the image below relate? (the tic tac toe board)

answer

The rule of thirds

question

What does the rule mentioned in the previous question specify?

answer

points of interest in a photo should be placed in the intersections or along the lines of the grid.

question

Gaining a follower on social media is important, but gathering consumer data is critical. Which of the following is the best way for a firm to simultaneously create value for consumers who are engaged with the firm and gather their contact information?

answer

Offer followers a free e-book pertinent to their interests and have them submit their e-mail address so you can send it to them.

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