Social Media Marketing Midterm – Flashcards
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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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According to the text, Facebook is a substantial source for word-of-mouth marketing,
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True
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Marketing investment in social media is forecast to increase.
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True
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Which of the following is not an important aspect to social media marketing?
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ensuring the product message is always paramount
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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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What is the #1 resource used when researching a product online?
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Search
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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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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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According to the text, the definition of social media marketing is using social media to
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Positively influence consumers toward a desired action.
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What is the primary lesson behind the United Breaks Guitars case study?
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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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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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True
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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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Social media marketing goals must be flexible because
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new developments can occur
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What is the primary difference between social brand building and traditional brand building?
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social brand building is what people say about the company
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Which of the following is not a brand building goal?
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Increase sales of a product or service
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What does the Hubspot case study illustrate?
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A strategic approach to social media is the only way to produce solid, measurable results.
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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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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 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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Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
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True
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A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience.
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True
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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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At what point does a brand stop developing personas?
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When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset.
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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 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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How much people trust you is less important than the overall number of fans and followers you have.
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True
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When first engaging in social media, it is important to listen first before creating content.
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True
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According to the text, traditional advertising has no value to consumers.
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False
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Being honest is one way for a company to build credibility.
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True
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Most people use social media because they are looking for discounts and deals.
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False
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Which of the following is not an example of permission marketing?
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An online ad viewed on a mobile phone.
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The passive engagement strategy focuses on
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Listening
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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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Social media marketing ethics involve all of the following except:
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Employ information gathering software on social profiles
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Social networks blur the line between business and personal life.
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True
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Large social networks are being threatened by niche social networks that cater to specific interests.
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False
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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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Which of the following statements is false?
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People on social networks seek out brand relationships.
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Why are social networks so useful for businesses that sell to consumers?
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They are a great way to find and reach potential customers.
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A benefit of marketing with social networks is: companies can find talent and new employees.
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True
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A benefit of marketing with social networks is: companies can find new customers.
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True
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A benefit of marketing with social networks is: companies can build brand awareness.
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True
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A benefit of marketing with social networks is: companies can conduct market research.
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True
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A benefit of marketing with social networks is: companies can use them as a distribution channel for marketing messages.
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True
