question

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

answer

USENET

question

Which of the following is one way to manage the time invested in social media marketing?

answer

Leverage tools like Hootsuite that are designed to improve efficiencies.

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. T or F

answer

T

question

According to the text, which of the following is not one of the issues businesses have with social media? Answers: 1.Companies start with the end in mind 2. A company tries too many approaches at great cost and effort 3. Businesses have no social media objectives 4. The results from social media marketing take too long 5. Setting up a Facebook page is complicated.

answer

Setting up a Facebook page is complicated.

question

Identify two ways that social media marketing differs from traditional marketing.

answer

1. Control vs. Contribute: Traditional marketing attempts to control the message, while social media marketing is about engaging users and getting them to contribute to the conversation. 2. Trust Building: Social media marketing is about developing trust with consumers and building relationships with them.

question

Why is social media so attractive for consumers?

answer

It gives the consumer more power.

question

Which of the following is NOT an important aspect to social media marketing? Answers: 1. Creating buzz through content to attract attention 2. Finding ways for the fans and users to share a company's message through various social channels 3. Ensuring the product message is always paramount 4. Developing two-way online conversations with users 5. Monitoring and responding

answer

Ensuring the product message is always paramount

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

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? Answers: 1. Basic computer skills 2. Good listening skills 3. Strong reading and comprehension skills 4. A big ego 5. A sense of humor

answer

A big ego

question

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

answer

Word of mouth

question

Which is a true statement? Answers: 1. B2B firms cannot benefit from social media. 2. One-third of U.S. adults use the Internet to comment on products and services. 3. Social media is only for certain companies and industries. 4. Monitoring social media is an inefficient use of company time. 5. Most people do not spend that much time using social media.

answer

One-third of U.S. adults use the Internet to comment on products and services.

question

According to the text, social media is only being adopted by younger populations TRUE OR FALSE

answer

False

question

Why do marketers often have difficulty with social media marketing?

answer

They do not begin with a plan, but instead start of in a random direction or try many different approaches with any strategy behind the actions.

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

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

What is the primary different between social brand building and traditional brand building?

answer

Social brand building is what people say about a company.

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

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

Which of the following is not a brand building goal?

answer

Increase sales of a product or service

question

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

answer

They are the ones who make the purchasing decisions

question

Which statement is true? Answers: 1. Personas are not required to identify the optimal target audience. 2. The secondary optimal target audience is that segment that is has only one of the three attributes described in the text. 3. There is less competition for the optimal target audience than for other personas. 4. The optimal target audience represents a very small segment of the overall target audience. 5. It is easier to identify the optimal target audience on traditional marketing channels.

answer

The optimal target audience represents a very small segment of the overall target audience.

question

What is a target audience?

answer

Those consumers, or group of consumer, that a company or brand has decided to try to reach with its marketing strategies. It can include both those most likely to purchase, as well as those who exhibit interest in similar values and ideas.

question

At what point does a brand stop developing personas?

answer

When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset.

question

The text describes the Persona Development Cycle as having what three elements?

answer

- Identify persona roles (including buyer persona) - Identify the needs and situational triggers for each persona - Develop messaging objectives

question

The Persona Development Cycle does not include: Answers: 1. Listing the needs of all personas 2. Identifying all personas by role 3. Determining the situational triggers of the persona 4. Mass messaging 5. Developing purpose oriented goals for communication with each persona

answer

Mass messaging

question

Why is the Social Technographics Ladder useful?

answer

It provides a set of persona profiles for a company to reference.

question

When developing personas it is important to identify constraints right away, as those are a sign to avoid a particular persona. Answers: True False

answer

false

question

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it. Answers: True False

answer

true

question

Targeting a wider section of a target audience means a company can reach more people. Answers: True False

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 are messaging objectives important?

answer

They help provide the persona with the information they need to make a purchase or other conversion.

question

How are podcasts delivered to an audience?

answer

Via podcast hosting directories

question

The primary difference between a podcast and a webinar is

answer

A webinar is designed to be interactive

question

According to the text, why is it important to choose an articulate host or moderator for a podcast?

answer

Recorded audio can amplify speaking quirks.

question

A podcast is

answer

An episodic digital audio or video file that can be downloaded conveniently.

question

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

answer

The commitment required to creating the podcast content.

question

The important breakthrough that made podcasting possible was

answer

Selected Answer: The development of RSS technology.

question

Webinars are a great tool for gauging audience reaction. T or F

answer

FALSE

question

What should be considered when determining how long a podcast should be?

answer

Selected Answer: The proposed format and amount of content available.

question

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

answer

Selected Answer: Treating them as a pure marketing platform.

question

What is the first step when publishing and distributing an article as part of a marketing strategy?

answer

Identify the content that will interest the target audience.

question

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

answer

Selected Answer: To ensure it is easy for readers to scan.

question

What content is important to include in a white paper?

answer

Industry specific acronyms and marketing phrases.

question

White papers are generally intended to

answer

Selected Answer: Help consumers before they make a purchase.

question

Which of the following is a true statement? Answers: 1. Articles are better lead generation tools than either e-books or white papers. 2. E-books are typically distributed offline. 3. E-books are primarily used in B2B marketing. 4. E-books and white papers have a high perceived value. 5. Successful white papers include a sales message.

answer

Selected Answer: E-books and white papers have a high perceived value.

question

A white paper is defined as Answers: 1. A government publication. 2. An article that does not pitch a particular product or company. 3. A technical document that describes how a product solves a particular problem. 4. An article written for a business audience. 5. A technical and marketing focused article.

answer

A technical document that describes how a product solves a particular problem.

question

How does an e-book differ from a white paper? Answers: 1.An e-book is written in a lighter tone. 2.An e-book is longer than a white paper. 3.White papers focus on the technical aspects of a product. 4.E-books require a prominent call to action. 5.White papers are always distributed in PDF format.

answer

Selected Answer: An e-book is written in a lighter tone.

question

What is an article directory?

answer

A website where users submit articles for syndication.

question

The primary difference between articles found in directories and those in newspapers and magazines is that

answer

Newspapers and magazines provide editorial oversight.

question

Why are interviews important when writing a white paper?

answer

Selected Answer: They may provide new information that is not widely known.

question

An article differs from a blog in what way?

answer

Selected Answer: An article is longer and goes into more detail.

question

No follow means:

answer

articles that prevent search engines from following article links, blocks search engines form associating articles with that site.

question

Which of the following is a true statement? Answers: 1.The majority of online videos that fail to spread within the first 24 hours never become popular. 2.Secondary sharing describes when content is shared by people who do not have connections with the content creator. 3.YouTube's opinion leaders are those more likely to have posted an online video. 4.Secondary sharing is the most important stage to establishing a video's audience. 5.Primary sharing explains when fans and friends begin spreading a video.

answer

Selected Answer: Secondary sharing is the most important stage to establishing a video's audience.

question

Why has video sharing increased in popularity?

answer

The cost of video equipment has declined.

question

Why is the continuity of a theme important with videos?

answer

Selected Answer: It is more likely to convince a viewer to watch other videos and to subscribe to a channel.

question

Which statement is false? Answers: 1.Focusing on solid content is key to monetizing videos. 2.Vimeo and YouTube offer ways to monetize videos. 3.To successfully monetize videos it is important to promote the channel on other websites. 4.Updating videos frequently is one way to generate more clicks and ad revenue. 5.Understanding video analytics helps with better creating content for a target audience.

answer

Selected Answer: Vimeo and YouTube offer ways to monetize videos.

question

Brevity is important when creating videos because

answer

Selected Answer: People have short attention spans.

question

The most popular channel used to share information online is

answer

email

question

One reason that video creates a stronger connection with consumers is

answer

Selected Answer: Because viewers are more vested in content when there is a human face attached.

question

Why is user generated content is taken more seriously by consumers?

answer

Selected Answer: It is seen as unaffiliated.

question

Why is it important to understand the rules of engagement in social media?

answer

Selected Answer: It helps avoid potentially costly mistakes

question

The passive engagement strategy focuses on

answer

Selected Answer: Listening.

question

Why is communicating with citizens from countries other than the U.S. important for a social media marketer?

answer

Selected Answer: Social media is international, with adoption and usage on the rise in many countries.

question

Which of the following is not considered one of the rules of engagement? Answers: 1.Having a personality 2. Being nice 3. Staying on topic 4. Using social media channels as intended 5. Entertaining your audience

answer

Selected Answer: Entertaining your audience

question

According to the social media rules of engagement, which of the following is not recommended? Answers: 1. Sending an untargeted message on Twitter as a tweet 2. Providing context when trying to connect with someone 3. Sticking to a marketing message regardless of the social channel 4. Talking about music tastes on Facebook 5. Not deleting less than positive comments or reviews on your social profiles

answer

Selected Answer: Sticking to a marketing message regardless of the social channel

question

What are the three steps a social media marketer should take when taking responsibility for a mistake?

answer

1. Acknowledge the situation and take responsibility. 2. Apologize and identify what resolution is needed. 3. Act or implement resolution or identified changes and let the affected individual know what is being done.

question

Which of the following is not an example of permission marketing? Answers: 1.Signing up for an email newsletter. 2.Becoming a fan of a Facebook business page. 3.An online ad viewed on a mobile phone. 4.Subscribing to a company's 5.YouTube account. Responding to someone on Twitter .

answer

Selected Answer: An online ad viewed on a mobile phone.

question

Why is it important to be conservative when dealing with potentially unethical situations?

answer

Selected Answer: Potentially detrimental actions can have long term effects.

question

Permission vs interruption marketing

answer

permission: costumer consent to being marketed. interruption: interrupt a view from what he or she is doing and make them watch a marketing message

question

Which of the following tactics was not part of the Fiskars social media strategy?

answer

Selected Answer: Implement a public relations campaign targeting hobbyists

question

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

answer

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

question

What does the Hubspot case study illustrate?

answer

Selected Answer: A strategic approach to social media is the only way to produce solid, measurable results.

question

Dell's social media case study illustrates that

answer

Selected Answer: Social media can be more than just a communications tool, becoming an important part of the business process.

question

Which is a false statement? Selected Answer: 1.Wahoo shifted to social media because it was unsuccessful with traditional media. 2.Wahoo's objective was to make its food part of the lifestyle of its target audience. 3.Wahoo succeeded in social media because its personas were considered authentic and its target audiences identified with it 4.Wahoo created content for its target audience, but it also used content created by its target audience. 5.Social media was an efficient way for Wahoo to communicate to its target audience.

answer

Wahoo shifted to social media because it was unsuccessful with traditional media.

question

Colgate Palmolive:

answer

Is an example of how a company used persona development to successfully determine what its potential consumers are doing on social media.

question

Adam Curry faced all of the following challenges with podcasting, except: Answers: 1.Convincing people that podcasting was worthwhile. 2.Creating ways for people to find and listen to podcasts. 3.Identifying revenue streams to develop podcast technologies. 4.Developing technology to deliver podcasts. 5.Developing programming and content for podcasts.

answer

Convincing people that podcasting was worthwhile.

question

What was the main challenge identified in the Old Spice Guy case study?

answer

Selected Answer: Positioning the body way as masculine while marketing to women.

question

Why were Blendtec's videos so successful?

answer

Selected Answer: They showed the benefits of the product in a creative and entertaining manner.

question

What is a blog?

answer

Any social media website that allows a user to post updates.

question

Robert Scoble

answer

Was able to build a blog-based focus group for Microsoft and help the company respond to user feedback.

question

How has the Internet changed, according to the text?

answer

Selected Answer: Users can now create content in addition to consuming it.

question

A content strategy is important for a blog because

answer

It helps a blogger create relevant content the audience will engage with.

question

When dealing with a controversial post, it is safest to just delete it true or false

answer

False

question

Specialized, niche content is

answer

Selected Answer: the best way to build a blog audience.

question

What makes the Marriott blog stand out from other corporate blogs?

answer

Selected Answer: It is not about disseminating press releases.

question

Syndication is important for blogs because

answer

It allows bloggers to promote content in other channels to new audiences.

question

Which of the following is a true statement?

answer

Selected Answer: There has been tremendous growth in social media monitoring software, especially for blogs.

question

The Long Tail is important because it explains why a few popular blogs see large, generic audiences. true or false?

answer

False

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