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

The Omnichannel approach to marketing considers all of these except

answer

the omnichannel strategy considers all of these

question

Given the growth in the use of mobile, we can predict with a degree of certainty that the new "buy" buttons on such sites as Pinterest, Facebook, and Twitter will be successful

answer

False

question

Mobile has taken hold around the world, and growth is mostly uniform

answer

False

question

Forrester Consulting argues that the mobile customer experience is created in micro-moments throughout the day, and listed all of these except

answer

Want to show

question

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

answer

the early activities like comparing

question

CX is

answer

an omnichannel experience.

question

Among the losers in the shift to mobile are

answer

B and C only

question

Global growth in the use of mobile is such that

answer

more than half of the world's people use mobile

question

Evaluation is important for measuring social media because

answer

It delivers impressive results without much effort

question

Location-based technology use is increasing in

answer

Retail based

question

Evaluation is important for measuring social media because

answer

It allows brands to assess the impact and value of their social media marketing programs

question

The Net Promoter Score measures

answer

Measures the loyalty of a brand's relationship with its customers

question

Most marketers can easily compute the ROI for their SMM campaigns

answer

Flase

question

The amount of SMM spending is expected to increase sharply between 2014 and 2019

answer

True

question

The process of data gathering is generally referred to as

answer

analytics

question

Marketers find it easiest to track

answer

hashtags

question

The text indicates that all of the following are metrics in the Valid Metrics Framework except

answer

Satisfaction

question

Important best practices for choosing the most useful Internet metrics include all of these except

answer

All of above

question

A "metric" is a positive number

answer

False

question

Which of the following is NOT a likely metric for its objective

answer

Increase sharing of blog content on Twitter by 25%, measured by number of posts on Twitter

question

The Net Promoter Score

answer

measures the loyalty of a brand's relationship with its customers

question

The first step in evaluation is

answer

Measuring

question

The key metric of the California Tortilla marketing campaign was the

answer

number of Shares on each campaign-related Facebook post.

question

Regarding editorial calendars, which of the following statements is false

answer

It measures productivity.

question

Why is ROI not considered an ideal qualitative measurement for social media

answer

It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis

question

The tool "Mention:

answer

allows the business user to create alerts and be notified when it appears on the web

question

The AT&T app and the Guardian Hero app are examples of

answer

apps for the business user

question

Regarding social media platforms, which of the following statements is false?

answer

Given the rise of digital marketing, skilled personnel are abundant.

question

Even the best tools cannot rescue

answer

B and C only

question

The first rule about choosing the right tool for the job is to choose a tool from reputable manufacturer

answer

False

question

Regarding choosing the right tool for the job, which of the following statements is false

answer

A through C

question

Which of the following statements is false

answer

Today's smartphone contains many branded apps.

question

The editorial calendar is a new tool for digital publishers

answer

False

question

Purchased services are organized around

answer

the SMM planning cycle

question

"Don't fondle the tool" means

answer

one must stay focused on what must be accomplished

question

"Start small" means

answer

A and b

question

Social media marketing tools are design to support or automate common SMM activities which include content generation, publishing, testing, analysis, and more

answer

True

question

In choosing the right tool for the job, all of these are good advice except

answer

purchase a tool for the primary user, as he or she will spend most time with it

question

Which of the following is/are not categorized as SMM tools

answer

All are

question

Facebook furnishes Facebook Insights to any user who wants to use the tool

answer

F

question

When a company is identified as being in the intermediate stage of social media, it

answer

is in a position to use management systems to create engaged communities on various platforms

question

Free monitoring tools are useful for

answer

observing what people are saying about a brand.

question

Personas are part of which stage in the Social Media Marketing Planning Cycle

answer

Target audience

question

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

answer

W-O strategy

question

When setting goals for a social media marketing plan, it is important to

answer

identify those goals that will achieve a competitive advantage for the company.

question

Creating a vanity URL for a Facebook page is an example of

answer

Implementing

question

A Social Media SWOT Analysis

answer

Can help a company conduct a competitive analysis of the social web

question

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

answer

T

question

Why is an executive summary an important element of a social media marketing plan?

answer

It provides a first impression and highlights the primary benefits of the social media marketing plan

question

Why is brand health an important part of the listening phase

answer

It helps a company identify its current social media presence, and serves as a starting point for strategy development.

question

Tuning is

answer

the ongoing process of adjusting a social media marketing plan to ensure its goals are achieved.

question

What is one potential effect of too much cross-utilization of content

answer

It might be seen as spam by search engines

question

When presenting a social media marketing plan to an organization's top executives, why is it important to include a detailed budget request?

answer

It shows how the overall social media budget will be spent

question

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

answer

T

question

The most popular communication app outside of the U.S. is

answer

Whats app

question

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

answer

F

question

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

answer

JetBlue

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

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

answer

Monitoring and responding

question

Only large corporations have been successful in measuring the return from their social media marketing efforts.

answer

False

question

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

answer

Word of mouth

question

Why is social media so attractive for consumers?

answer

It gives the consumer more power.

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

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

answer

USENET

question

Social media marketing is based on marketing principles that have been around for years.

answer

True

question

SMM is different because:

answer

all of these.

question

According to the text, social media is a part of a larger media ecosystem made up of:

answer

A and C

question

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

answer

False

question

Marketing investment in social media is forecast to increase.

answer

True

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

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

answer

SMM isn't right for most businesses.

question

All of the following are key objectives of SMM EXCEPT

answer

brand development.

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

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

answer

Increasing the number of Facebook fans and Twitter followers

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.

answer

F

question

What can be learned from listening includes all of these EXCEPT

answer

all of these are correct.

question

The leading purchase influencer in four different countries is

answer

word of mouth.

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

Social media marketing goals must be flexible because

answer

new developments sometimes occur while using social media.

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

A social media marketing strategy is something that should be developed to support a brand's overall marketing plan

answer

True

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 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

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

answer

F

question

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

answer

T

question

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

answer

Collectors

question

Google+

answer

only A and B are correct.

question

The only major platform to offer data based targeting options to brand pages is

answer

Facebook.

question

Why is the Social Technographics Ladder useful

answer

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

question

What is a common issue with social media marketing plans

answer

Defining the target audience too broadly.

question

The Persona Development Cycle DOES NOT include

answer

mass messaging.

question

"Big data" provides opportunities to perform behavioral targeting

answer

t

question

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.

answer

t

question

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

answer

t

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

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

answer

the listing of reasons for reaching this target market.

question

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

answer

F

question

Why is it considered important to focus on the buyer persona

answer

They are the ones who make the purchasing decisions.

question

Which rung on the Social Technographics Ladder represents the largest segment

answer

Spectators

question

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

answer

Social media is international, with adoption and usage on the rise in many countries

question

The code of ethics for SMM marketing is the same as for traditional marketing

answer

F

question

Which of Walmart's social media strategies was considered successful

answer

Its Facebook page

question

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

answer

F

question

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

answer

Entertaining your audience

question

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

answer

It helps avoid potentially costly mistakes.

question

With a global audience, which of the following should be avoided in your content

answer

All of these should be avoided

question

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

answer

F

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

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

The passive engagement strategy focuses on

answer

listening.

question

Social media marketing ethics involve all of the following except

answer

employing information gathering software on social profiles.

question

Being honest is one way for a company to build credibility

answer

T

question

It is considered a best practice for companies to set up a profile on Facebook.

answer

F

question

Large social networks are being threatened by niche social networks that cater to specific interests

answer

F

question

If your product is visual, the best social media platform would likely be

answer

Instagram.

question

What social network did not succeed in the U.S. but has been successful in other countries

answer

Orkut

question

What is a social network site

answer

An online service where members can establish relationships

question

Why should firms consider investing in a presence on larger social networks

answer

They set social media trends and have the largest audiences.

question

Which social network made the mistake of alienating its early adopters by deleting suspicious accounts

answer

Friendster

question

Google's Orkut is a popular social network in Brazil, but not in the U.S.

answer

T

question

According to the text, which is not recommended in optimizing a profile for LinkedIn

answer

Include your job title

question

The only platform that is inclined toward African-Americans and Hispanics is

answer

Instagram.

question

Ryze.com was the first social network

answer

F

question

Social networks blur the line between business and personal life

answer

T

question

As a marketer, one thing to keep in mind is that social media users are

answer

fickle

question

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

answer

all of these are correct

question

For the social media marketer, "know the audience" means

answer

understand where they hang out

MRKT 4322 CH 1-15 FINAL Social Media Marketing – Flashcards

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