MRKT 4322 CH 1-15 FINAL Social Media Marketing – Flashcards
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Forrester Consulting argues that the mobile customer experience is created in micro-moments throughout the day, and listed all of these except
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Want to show
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g the process of purchasing, the "upper funnel" is
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the early activities like comparing
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CX is
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an omnichannel experience.
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Among the losers in the shift to mobile are
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B and C only
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Global growth in the use of mobile is such that
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more than half of the world's people use mobile
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Evaluation is important for measuring social media because
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It delivers impressive results without much effort
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Location-based technology use is increasing in
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Retail based
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Evaluation is important for measuring social media because
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It allows brands to assess the impact and value of their social media marketing programs
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The Net Promoter Score measures
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Measures the loyalty of a brand's relationship with its customers
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Most marketers can easily compute the ROI for their SMM campaigns
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Flase
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The amount of SMM spending is expected to increase sharply between 2014 and 2019
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True
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The process of data gathering is generally referred to as
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analytics
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Marketers find it easiest to track
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hashtags
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The text indicates that all of the following are metrics in the Valid Metrics Framework except
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Satisfaction
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Important best practices for choosing the most useful Internet metrics include all of these except
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All of above
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A "metric" is a positive number
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False
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Which of the following is NOT a likely metric for its objective
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Increase sharing of blog content on Twitter by 25%, measured by number of posts on Twitter
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The Net Promoter Score
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measures the loyalty of a brand's relationship with its customers
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The first step in evaluation is
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Measuring
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The key metric of the California Tortilla marketing campaign was the
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number of Shares on each campaign-related Facebook post.
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Regarding editorial calendars, which of the following statements is false
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It measures productivity.
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Why is ROI not considered an ideal qualitative measurement for social media
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It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis
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The tool "Mention:
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allows the business user to create alerts and be notified when it appears on the web
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The AT&T app and the Guardian Hero app are examples of
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apps for the business user
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Regarding social media platforms, which of the following statements is false?
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Given the rise of digital marketing, skilled personnel are abundant.
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Even the best tools cannot rescue
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B and C only
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The first rule about choosing the right tool for the job is to choose a tool from reputable manufacturer
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False
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Regarding choosing the right tool for the job, which of the following statements is false
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A through C
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Which of the following statements is false
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Today's smartphone contains many branded apps.
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The editorial calendar is a new tool for digital publishers
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False
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Purchased services are organized around
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the SMM planning cycle
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"Don't fondle the tool" means
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one must stay focused on what must be accomplished
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"Start small" means
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A and b
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Social media marketing tools are design to support or automate common SMM activities which include content generation, publishing, testing, analysis, and more
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True
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In choosing the right tool for the job, all of these are good advice except
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purchase a tool for the primary user, as he or she will spend most time with it
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Which of the following is/are not categorized as SMM tools
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All are
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Facebook furnishes Facebook Insights to any user who wants to use the tool
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F
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When a company is identified as being in the intermediate stage of social media, it
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is in a position to use management systems to create engaged communities on various platforms
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Free monitoring tools are useful for
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observing what people are saying about a brand.
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Personas are part of which stage in the Social Media Marketing Planning Cycle
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Target audience
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Which SWOT Matrix strategy would be one where a company focused on overcoming weaknesses in its social media profiles in order to follow new opportunities in both new and existing social media platforms
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W-O strategy
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When setting goals for a social media marketing plan, it is important to
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identify those goals that will achieve a competitive advantage for the company.
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Creating a vanity URL for a Facebook page is an example of
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Implementing
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A Social Media SWOT Analysis
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Can help a company conduct a competitive analysis of the social web
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When presenting a social media marketing plan to management for approval, it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective
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T
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Why is an executive summary an important element of a social media marketing plan?
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It provides a first impression and highlights the primary benefits of the social media marketing plan
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Why is brand health an important part of the listening phase
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It helps a company identify its current social media presence, and serves as a starting point for strategy development.
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Tuning is
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the ongoing process of adjusting a social media marketing plan to ensure its goals are achieved.
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What is one potential effect of too much cross-utilization of content
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It might be seen as spam by search engines
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When presenting a social media marketing plan to an organization's top executives, why is it important to include a detailed budget request?
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It shows how the overall social media budget will be spent
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The overview of a social media marketing plan should start off with a reasoned argument for making the required investment to implement the proposed plan
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T
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The most popular communication app outside of the U.S. is
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Whats app
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A Social Media SWOT Analysis is an important part of a social media marketing plan because it can help an organization assess its brand health in relation to the competition
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F
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Which firm is credited with creating "the perfect business apology"?​
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JetBlue
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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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Which of the following is not an important aspect to social media marketing?​
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Monitoring and responding
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Only large corporations have been successful in measuring the return from their social media marketing efforts.
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False
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Social media marketing is a form of what type of marketing?
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Word of mouth
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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 one way to manage the time invested in social media marketing?
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​Leverage tools like Hootsuite that are designed to improve efficiencies.
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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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Social media marketing is based on marketing principles that have been around for years.​
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True
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SMM is different because:​
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all of these.
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​According to the text, social media is a part of a larger media ecosystem made up of:
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A and C
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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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​Marketing investment in social media is forecast to increase.
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True
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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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​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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All of the following are key objectives of SMM EXCEPT
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brand development.
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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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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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​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.
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F
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​What can be learned from listening includes all of these EXCEPT
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all of these are correct.
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The leading purchase influencer in four different countries is
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word of mouth.
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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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Social media marketing goals must be flexible because
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new developments sometimes occur while using social media.
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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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A social media marketing strategy is something that should be developed to support a brand's overall marketing plan
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True
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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 of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform
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Comprehend​
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​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
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F
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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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T
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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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Google+
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only A and B are correct.​
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The only major platform to offer data based targeting options to brand pages is
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Facebook​.
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Why is the Social Technographics Ladder useful
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It provides a set of persona profiles for a company to reference
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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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The Persona Development Cycle DOES NOT include
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mass messaging.
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"Big data" provides opportunities to perform behavioral targeting
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t
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The Forrester Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.​
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t
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When developing personas it is important to identify all relevant personas by role.​
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t
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​Why are messaging objectives important
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​They help provide the persona with the information they need to make a purchase or other conversion.
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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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Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.​
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F
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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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Which rung on the Social Technographics Ladder represents the largest segment
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Spectators
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Why is communicating with citizens from countries other than the U.S. important for a social media marketer
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​Social media is international, with adoption and usage on the rise in many countries
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The code of ethics for SMM marketing is the same as for traditional marketing
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F
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Which of Walmart's social media strategies was considered successful
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Its Facebook page
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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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F
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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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​Why is it important to understand the rules of engagement in social media
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​It helps avoid potentially costly mistakes.
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With a global audience, which of the following should be avoided in your content
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All of these should be avoided
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Most people use social media because they are looking for discounts and deals
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F
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Which of the following is not part of an active engagement strategy
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Broadcasting messages.
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Authenticity can be described as
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telling the truth in a personable and genuine manner.
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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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The passive engagement strategy focuses on
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listening.
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Social media marketing ethics involve all of the following except
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employing information gathering software on social profiles.
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Being honest is one way for a company to build credibility
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T
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It is considered a best practice for companies to set up a profile on Facebook.
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F
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Large social networks are being threatened by niche social networks that cater to specific interests
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F
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If your product is visual, the best social media platform would likely be
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​Instagram.
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What social network did not succeed in the U.S. but has been successful in other countries
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Orkut
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What is a social network site
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An online service where members can establish relationships
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Why should firms consider investing in a presence on larger social networks
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They set social media trends and have the largest audiences.
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Which social network made the mistake of alienating its early adopters by deleting suspicious accounts
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Friendster
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Google's Orkut is a popular social network in Brazil, but not in the U.S.
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T
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​According to the text, which is not recommended in optimizing a profile for LinkedIn
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​Include your job title
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The only platform that is inclined toward African-Americans and Hispanics is
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​Instagram.
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Ryze.com was the first social network
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F
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Social networks blur the line between business and personal life
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T
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As a marketer, one thing to keep in mind is that social media users are
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fickle
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When considering what social media platform to use, the marketer should consider whether
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all of these are correct
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For the social media marketer, "know the audience" means
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​understand where they hang out
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