New Media Chapter 1 – Flashcards

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question
According to the text, social media is a part of a larger media ecosystem made up of: a. ​paid media. b. ​bought media. c. ​owned media. d. ​A, B, and C. e. ​A and C
answer
e. ​A and C
question
Marketing investment in social media is forecast to increase.
answer
True
question
Social media marketing is a form of what type of marketing? a. ​Paid search b. ​Social networking c. ​Direct mail d. ​Word of mouth e. ​Online advertising
answer
d. ​Word of mouth
question
Which of the following is considered the earliest ancestor of social media? a. ​ARPANET b. ​Whole Earth 'Lectronic Link c. ​USENET d. ​Email e. ​Telegram
answer
c. ​USENET
question
Which of the following is not one of the seven myths of SMM? a. ​SMM isn't right for most businesses. b. ​There is no return on investment on SMM. c. SMM is too time-consuming.​ d. ​Social media is just for the young. e. ​Social media is just a fad.
answer
a. ​SMM isn't right for most businesses.
question
​Which of the following is one way to manage the time invested in social media marketing? a. ​Leverage tools like Hootsuite that are designed to improve efficiencies. b. ​Hire an outside agency. c. ​Only spend time on one social media site at a time. d. ​Install times on employee computers to monitor time spent on social media. e. ​None of these.
answer
a. ​Leverage tools like Hootsuite that are designed to improve efficiencies.
question
​Why is social media so attractive for consumers? a. ​It is used by everybody. b. ​It allows for more insight and creativity. c. ​It gives the consumer more power. d. ​It is free. e. ​It allows consumers to vent about bad customer service.
answer
c. ​It gives the consumer more power.
question
According to the text, SMM employs word-of-mouth marketing.
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True
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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
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?​ a. ​Basic computer skills b. Strong reading and comprehension skills c. ​Good listening skills d. ​A sense of humor e. ​A big ego
answer
e. ​A big ego
question
Only large corporations have been successful in measuring the return from their social media marketing efforts.
answer
False
question
SMM is different because:​ a. ​it does not employ traditional marketing methods in the usual way. b. ​it does not control the content of the message. c. ​it emphasizes audience contribution. d. ​all of these. e. ​none of these.
answer
d. ​all of these.
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Social media marketing is based on marketing principles that have been around for years.​
answer
True
question
What is the primary lesson behind the "United Breaks Guitars" case?​ a. ​Social media is only effective for customer complaints. b. ​Online video has the power to reach millions of people at a very low cost. c. ​A well-executed PR strategy can help control negative social media messages. d. ​Customer service should not be outsourced. e. ​Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
answer
e. ​Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
question
Which firm is credited with creating "the perfect business apology"?​ a. ​Wikipedia b. ​Facebook c. ​JetBlue d. ​Twitter e. ​None of these.
answer
c. ​JetBlue
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Which is a true statement?​ a. ​Over half of U.S. adults over the age of 65 were Internet users. b. ​B2B firms cannot benefit from social media. c. ​Most people do not spend that much time using social media. d. ​Social media is only for certain companies and industries. e. ​Monitoring social media is an inefficient use of company time.
answer
a. ​Over half of U.S. adults over the age of 65 were Internet users.
question
Which of the following is not an important aspect to social media marketing?​ a. ​Creating buzz through content to attract attention b. ​Monitoring and responding c. ​Finding ways for the fans and users to share a company's message through various social channels d. ​Ensuring the product message is always paramount e. ​Developing two-way online conversations with users
answer
b. ​Monitoring and responding
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