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, SMM employs word-of-mouth marketing. 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

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

answer

False

question

Marketing investment in social media is forecast to increase

answer

True

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 media efforts

answer

False

question

What is a true statement?

answer

Over half of U.S. adults over the age of 65 were internet users

question

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

answer

Word of Mouth

question

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

answer

JetBlue

question

SMM is different because:

answer

All of these. -It does not employ traditional marketing methods in the usual way. - It does not control the content of the message - It emphasizes audience contribution

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

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

answer

Monitoring and Responding

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

Why is social media so attractive for consumers?

answer

It gives the consumer more power

question

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

answer

Paid media and owned media

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

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 achieve. T or F

answer

False

question

A social media marketing strategy is something that should be developed to support a brand's overall marketing plan. T or F

answer

True

question

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

answer

True

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

Which of the following is not part of the social media marketing planning cycle

answer

Driving traffic

question

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

answer

Increasing the number of Facebook fans and Twitter followers

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

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT:

answer

expanding brand loyalty

question

Social media marketing goals must be flexible because:

answer

New developments sometimes occur while using social media

question

Why is the Social Technographics Ladder useful?

answer

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

question

Google+:

answer

all of these. - has a built-in targeting mechanism with its circles - allowed hashtag searches until November 2015, then eliminated that option

question

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

answer

They are the ones who make the purchasing decisions

question

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

answer

the listing of reasons for reaching the target market

question

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

answer

the listing of reasons for reaching this target market

question

LinkedIn forbids self-promotion on its platform. T or F

answer

True

question

Regarding SMM, which of the following is correct?

answer

Messages are useful only if they reach the right people

question

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

answer

False

question

Which rung on the Social Techonographics Ladder represents the largest segment?

answer

Spectators

question

What is a common issue with social media marketing plan?

answer

Defining the target audience too broadly

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. T or F

answer

True

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

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

answer

broadcasting messages

question

Most people use social media because they are looking for discounts and deals. T or F

answer

false

question

Which of the following statement is false?

answer

Steering the conversation and message is one example of a company being participatory in social media

question

Which of Walmart's social media strategies was considered successful?

answer

Its facebook page

question

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

answer

Entertaining your audience

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

Viewing an online ad on a mobile phone

question

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

answer

All of these. -sarcasm -folksy, friendly sayings - helpful proverbs - expressions

question

How many people trust you is less important than the overall number of fans and followers you have. T or F

answer

False

question

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

answer

fickle

question

A white label social network can also be called a corporate social network. T or F

answer

True

question

Large social networks are being threatened by niche social networks that cater to specific interests. T or F

answer

False

question

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

answer

Understand where they hang out

question

Why are social networks so useful for businesses that sell to consumers?

answer

They are a great way to find and reach potential customers

question

What is a social network site?

answer

An online service where the 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 adopter by deleting suspicious accounts?

answer

Friendster

question

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

answer

Instagram

question

Discussion boards are an earlier form of social networks. T or F

answer

True

question

Twitter is ideal at achieving all marketing objectives, with the exception of brand building. T or F

answer

False

question

One should not include links to other social media platforms on a profile page on Twitter. T or F

answer

False

question

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

answer

True

question

How does Twitter make other social media tools more effective?

answer

It provides a distribution outlet that can reach millions of people

question

Which statement is false?

answer

The quantity of Twitter followers is more important than the quality of the follower profiles

question

It is important for a brand to identify the unique value it can bring to its Twitter followers. T or F

answer

True

question

Why is Twitter a useful channel for building persona?

answer

The search function allows a marketers to easily study different users and their interests.

question

What is the most important element of microblogging?

answer

It must be short

question

Microblogs have become a source of:

answer

news and citizen journalism

question

What type of tweet category is described as "Look at What I've Been Doing"?

answer

Picture tweets

question

Word-of-mouth marketing may be only half as effective as traditional marketing. T or F

answer

False

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

The important breakthrough that made podcasting possible was:

answer

The development of RSS technology.

question

Creating a blog is almost always the hardest part of the process. T or F

answer

False

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

The proposal format and amount of content available

question

A primary benefit from blogging is to learn about the "tone" of the online community with regard to certain topics

answer

True

question

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

answer

the commitment required to creating the podcast content

question

Webinars resemble an online television show. T or F

answer

false

question

Which of the following is a true statement?

answer

Webinars are a better format for training sessions

question

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

answer

True

question

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

answer

Authenticity

question

The medium on which people spend most time viewing is:

answer

Television

question

Mobile and time-shifted video are the trends marketers must accommodate. T or F

answer

True

question

Most sharing of information online is done with:

answer

Youtube

question

Which of the following is a true statement?

answer

Secondary sharing is the most important stage to establishing a videos audience.

question

Which of the following is not a best practice for video marketing?

answer

Make a creative sales video

question

What was the main challenge facing the creators of the Old Spice Guy video?

answer

Positioning the body wash as masculine while marketing to women

question

One benefit of focusing on delivering content to a core audience is that it can result in higher conversation rates. T or F

answer

True

question

An increasing amount of time is spent viewing videos. T or F

answer

True

question

One of the best practices in marketing through photo sharing is to stage the product professionally before taking the photo. T or F

answer

False

question

What is behind the growth in photo sharing?

answer

The growth of smartphones

question

What is a photo sharing site?

answer

A website that allows users to upload photos for public or private viewing

question

Image sharing can help drive web traffic to a website. T or F

answer

True

question

Stock photography is:

answer

professional photography produced by agencies or photo libraries

question

Which statement is false?

answer

A photo sharing strategy will require a large time commitment

question

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

answer

It lets people buy or license images

question

Imgur appeals mostly to:

answer

those who appreciate storytelling

question

Unlike video sharing and other social media tools, target audiences are not as important for photo sharing. T or F

answer

False

question

The first photo sharing site was:

answer

Webshots

question

What is the most important factor in an article's success on a social news site?

answer

The article title

question

In addition to stand alone discussion boards, all of these sites include discussion boards as part of their feature except:

answer

question

Q&A sites are the oldest from of social media. T or F

answer

False

question

Social Bookmarking sites allow users to do all of these things except:

answer

Monetize their traffic

question

An example of a Q&A site is:

answer

Quora

question

Our discussion forums, a troll is:

answer

someone who attacks or personally insults other users

question

Which of the following social news sites takes a humorous view of the news?

answer

Fark

question

One of the earliest types of social media is the discussion board. T or F

answer

True

question

Social news sites have affected the way news is consumed today.

answer

True

question

In their original form, discussion board use is growing. T or F

answer

false

question

What content is important to include in a white paper?

answer

Industry specific acronyms and marketing phrases

question

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

answer

To ensure it is easy for readers to scan

question

The "look and feel" of an article, white paper or e-book is not a concern, only the content. T or F

answer

false

question

Using marketing jargon in a white paper helps it appear more educational and credible. T or F

answer

False

question

The term "no follow" means that an article has been penalized by search engines and is omitted from search engines results. T or F

answer

false

question

An article differs from a blog in what way?

answer

An article is longer and goes into more detail

question

An article title needs to create some incentive to read the article. T or F

answer

True

question

Which of the following is a true statement?

answer

E-books and white papers have a high perceived value

question

How does an e-book differ from a white paper?

answer

An e-book is written in a lighter tone

question

White paper typically have at least 10 pages of text, and double spaced, and include sources

answer

false

question

Mobile has taken hold around the world, and growth is mostly uniform. T or F.

answer

false

question

The top two activities consumers perform on their mobile smartphones are:

answer

emailing and texting

question

People all over the world access Facebook at a higher rate than any other social network: T or F

answer

True

question

Apps have little effect on the use and growth of mobile. T or F

answer

False

question

The Omnichannel approach to marketing considers all of these except?

answer

the omnichannel strategy considers all of these

question

The top two activities on mobile are Facebook posts and viewing videos

answer

False

question

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

answer

question

Using beacons, retailers are doing all of this except:

answer

as the customer leaves the store, a parking valet brings the customers car to the door

question

Global growth in the use of mobile is such that:

answer

more than half of the worlds people use mobile

question

Regarding the process of purchasing, the "upper funnel" is:

answer

the early activities like comparing

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 anlysis.

question

Regarding the "honesty" of metrics, which of the following statements is false?

answer

Only platforms with the highest security are able to prevent dishonest metrics

question

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

answer

satisfaction

question

The Net Promotor Score measures:

answer

Loyalty

question

The Net Promotor Score:

answer

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

question

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

answer

deciding which metrics choices are appropriate, then tell the brand managers

question

Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest

answer

false

question

The net promotor score cartegory of Passives includes those most likely to damage a brand through negative word of mouth

answer

false

question

There are few tools, and they are expensive, for social media tracking

answer

false

question

Evaluation is important for measuring social media because

answer

it delivers impressive results without much effort

question

Planning services are organized around:

answer

the SMM planning cycle

question

Hootsuite is available in a Pro version

answer

True

question

It is best to focus on the tool and its attributes in creating your SMM plan

answer

false

question

the term "app" and "tool" mean quite different things. T or F

answer

false

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

In some ways, suppliers of these services act like advertising agencies

answer

true

question

Facebook furnishes Facebook insights to any user who want to use the tool. T or F

answer

false

question

"start small" means:

answer

If possible, use free tools. If possible, use simple tools

question

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

answer

True

question

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

answer

All are SMM tools. -social listening software -social analytics software -content curation

question

When presenting a social media marketing plan to an organizations 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

Tuning is:

answer

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

question

Which is one potential effect of too much cross utilization of content?

answer

It might be seen as spam by search engines

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

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. T or F

answer

false

question

The implementation phase includes identifying which staff will handle the content and tactics for specific social media platforms. T or F

answer

True

question

The most successful social media marketing efforts result from having the marketing and public relations teams lead the conversation T or F

answer

False

question

A company should not select social media platforms until it has clearly identified its target audience and its behaviors. T or F

answer

True

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

Free monitoring tools are useful for:

answer

observing what people are saying about a brand

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