question

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

answer

true

question

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it

answer

true

question

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

answer

true

question

Dell had a strict policy of not responding to bloggers before disgruntled customers used social media to demand a company response

answer

true

question

When first engaging in social media, it is important to listen first before creating content

answer

true

question

Pepsi shifted from interruption marketing to permission marketing because it felt that was the best way to reach its primary target and keep that audience involved with the brand

answer

true

question

Traditional advertising has no value to consumers

answer

false

question

Wahoo's Fish Taco created their media persona to appeal to an older, more conservative customer base

answer

false

question

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

answer

false

question

JetBlue managed customer complaints by shifting blame away from the company

answer

false

question

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

answer

false

question

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

answer

true

question

Facebook is a substantial source for word-of-mouth marketing

answer

true

question

Marketing investment in social media is forecast to increase

answer

true

question

A social media marketing plan does not require monitoring or adjustment during its implementation

answer

false

question

The most popular uses for social media are brand awareness and brand building

answer

true

question

Some of a brand's most passionate advocates can start off as disgruntled customers

answer

true

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 following is not one of the issues businesses have with social media?

answer

setting up a Facebook page is complicated

question

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

answer

ensuring the product message is always paramount

question

Which of these strategies did Colgate not employ to advertise the Wisp toothbrush?

answer

a prize give-a-way

question

Which is a true statement?

answer

One-third of US adults use the internet to comment on products and services

question

Authenticity can be described as:

answer

telling the truth in a personable and genuine manner

question

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

answer

entertaining your audience

question

Social media marketing ethics involve all of the following except:

answer

employing information gathering software on social profiles

question

Which of the these marketing attempts was a success for Wal-Mart?

answer

the Eleven Moms blog

question

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

answer

driving traffic

question

What is the #1 primary reason to listen to social media conversations about a brand?

answer

comments can help a company understand how it is perceived and where opportunities may lie

question

Social media marketing goals must be flexible because:

answer

new developments sometimes occur while using social media

question

Which of the following is not a brand-building goal?

answer

increase sales of a product or service

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 persona can be defined as:

answer

a detailed profile of a particular subset of people within the broad target audience

question

Which statement is true?

answer

the optimal target audience represents a very small segment of the overall target audience

question

Which of the following is not an example of permission marketing?

answer

an online ad viewed on a mobile phone

question

The passive engagement strategy focuses on:

answer

listening

question

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

answer

it helps avoid potentially cost mistakes

question

The Persona Development Cycle does not include:

answer

mass messaging

question

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

answer

they are the ones who make the purchasing decisions

question

Which of the following social media sites has the most visitors? Facebook Instagram Google Facebook Wikipedia

answer

Facebook

question

All of the following is true of traditional marketing EXCEPT: utilizes the marketing mix seeks to control content encourages similar agreement on topic emphasizes audiences contributions desires to dominate competitive area

answer

emphasizes audiences contributions

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 social media efforts

answer

false

question

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

answer

false

question

Social media marketing tools include all the following except: twitter instagram packaging blogs webinars

answer

packaging

question

According to the text, Facebook is substantial source for word-of-mouth marketing

answer

true

question

Social media is only being adopted by younger populations

answer

false

question

Marketing investment in social media is forecasted to increase

answer

true

question

Which of the following is NOT considered a characteristics social media marketing employers are seeking from job candidates? complacency communication skills analytical skills independence determination

answer

complacency

question

According to the textbook, what is the #1 resource used when researching a product online? Wikipedia Facebook family and friends information search social networks

answer

information search

question

When developing social media strategies, it is important that companies: look what their competitors are doing ensure they add Facebook, because it is one of the most popular social networks include the 5 C's make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats define the call to action first

answer

make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats

question

What does the Hubspot case study illustrate?

answer

A strategic approach to social media is the only way to produce solid, measurable results

Social Media Marketing: Test 1 – Flashcards

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