question

Social media has few interactivity has few barriers to participation?

answer

true

question

Openness and flexibility is discusses in the chapter. Flexibility refers to

answer

social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats

question

Which is a social media information flow?

answer

one-to-many

question

what are the 3 key characteristics of social media as defined in this chapter?

answer

interactivity, openness and flexibility, and fast-paced flows of information

question

a social media marketing perspective involves considering three types of information flows. These flows include: company to consumers, consumers to company, and company to company. True or false?

answer

false

question

which would be a form of social media monitoring?

answer

taking care of a customer's concerns by responding directly to them on Twitter

question

What does IFCS stand for as defined in this chapter?

answer

interactions first, channels second

question

once objectives have been set and social interactions that match those objects have been considered, marketers should:

answer

find channels that suit those interactions

question

By early 2015 how many active users did Facebook have?

answer

1.44 billion

question

pick which example below best represents a narrowcasting information flow

answer

you invite your friend to lunch via a text message

question

which of the following is not a key property included within a social network?

answer

all are included: people, relationships, different types of relationships between people

question

what do "nodes" represent in social networks?

answer

people

question

you just launched a new shoe brand. you've decided to send samples to popular Youtube stars. this approach is referred to as:

answer

hub seeding

question

a social "pump" is referred to as:

answer

people who are highly, socially active

question

how socially active the transmitter is seems to affect the retransmission likelihood, which is the probability that a person who receives information on social media or via word of mouth will communicate it to others

answer

true

question

which company is more likely to have a much lower barrier to activation?

answer

apple

question

would writing a review about a movie on a public website be considered a social interaction?

answer

yes

question

in this chapter it talks about impact on participants. which of the following would represent a strong impact?

answer

personally recommending a book to a family member

question

what do "ties" represent within a social network?

answer

relationships between pairs of people

question

an ego network represents a social media network's entire network of users and friendships

answer

false

question

what's the purpose of performing a social media audit?

answer

to provide managers with a comprehensive birds eye view of what their brand is currently doing across all social media channels

question

how often is it recommended to perform an overall comprehensive social media audit?

answer

at least once a quarter

question

what does the acronym POEM stand for?

answer

paid, owned, earned media

question

pick which answer best represents a question you would ask during a social media audit for each active (owned) social media channel within your company or brand

answer

who is the current audience on this channel?

question

is it important to understand if a social media channel provides any direct or indirect measurable benefits to the brand during an audit?

answer

yes

question

whats the point of going through a social media audit on a regular basis?

answer

to analyze history so that you can use it to inform the future

question

which is not an example of paid media within social media?

answer

paying to promote your product within Google search results (Adwords)

question

it's important to give your brand a grade and assign importance weights to each item within a social media audit. true or false?

answer

true

question

when a brand creates content, posts it on its Facebook page and then pays a fee to boost the content, such marketing activity could be a representation of:

answer

a combination of paid and owned media

question

most of what we consider in social media marketing falls into which types of media?

answer

owned and earned media

question

according to the annual CMO survey in 2014, how many senior marketers have been able to quantitatively demonstrate the impact of social media on business outcomes?

answer

15%

question

what are the 4 stages of consumer decision making that need to be activated before any purchases can happen?

answer

awareness, engagement, positive attitudes, advocacy

question

would an increase in the number of product reviews be a good example of consumer engagement?

answer

yes

question

what does the term "absolute sentiment" represent in this chapter?

answer

increase in the share of positive overall brand mentions (relative to neutral and negative mentions)

question

as a marketer, you should measure what is available, not what is relevant

answer

false

question

when looking over social media metrics, it would be wiser to consider everything

answer

false

question

according to table 4.3.1 which would not be a commonly examined social media marketing metric?

answer

number of uploaded videos

question

do social media platforms automatically measure certain metrics for you free of charge?

answer

yes

question

have marketers increased, decreased, or neutralized the spending on social media activities over the last 5 years?

answer

increased

question

according to the brand metrics listed in table 4.1.1 which metric has the biggest % change increase in popularity from 2010 to 2014?

answer

number of friends or followers

question

in an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using

answer

hashtags

question

strategic social media marketing should be intended to completely replace company to consumers information flows with consumers to company and consumers to consumers. true or false?

answer

false

question

which statement below best represents a value-driving perspective?

answer

whether if an objective is achieved, it would contribute something positive and valuable to the brand

question

each strategic objective must be SMART, which stand for:

answer

significant, measurable, actionable, realistic, and time-based

question

doing social media marketing is pointless unless it generates some value for the company and and on customer. true or false?

answer

false

question

the NYPD twitter campaign displayed what type of marketing?

answer

unstrategic social media marketing

question

according to the text, marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas. identify one of those risks:

answer

risk that nobody pays attention

question

which answer best describes an indirect value-driving mechanism?

answer

invest in creating social media activities that would modify or reinforce the desired brand associations

question

conducting a comprehensive social media audit is a critical prerequisite for formulating social media objectives. true or false?

answer

true

question

according to the text in section 4, when doing social media marketing, a company should consider who gets the value and:

answer

when the value is generated

question

what is the key to making a great social media marketing strategy a success?

answer

planning

question

which is not one of the social media planning stages?

answer

count your existing followers

question

why is stage 3 (implementation plan) so important?

answer

it's where the strategic plan gets converted into specific action items?

question

developing the implementation plan should involve everyone who was involved with the strategy and everyone who will be involved with implementation. true or false?

answer

true

question

what is a big reason why great social media strategies fail on implementation?

answer

a lack of clarity with respect to who does what

question

a big difference between social media calendars and traditional media calendars as discussed in this chapter is:

answer

time frequency

question

a good social media communications calendar will usually start by determining what for each week?

answer

the theme

question

does a social media communications calendar need to be aware of other calendars within the marketing department such as advertising, or in-store promotions?

answer

yes

question

evaluating the progress of your social media strategy takes place at two levels. one of these levels is:

answer

measuring performance against strategic objectives on a regular basis

question

with social media marketing you have to be:

answer

responsive, nimble, and willing to adjust strategy along the way

question

which of the following best describes content marketing

answer

a form of non-traditional marketing communications whereby a brand produces or designs content in various forms and spreads that content to targeted audiences and/or customers

question

according to the text, where does most content marketing take place?

answer

social media

question

using social media for content marketing can be relatively expensive. true or false?

answer

false

question

what is the downside of social media content marketing?

answer

it is a crowded place so creating content that stands out can be very difficult

question

what does the term "boosting" mean with regards to social media content marketing?

answer

to increase the reach of a post by paying

question

knowing your audience and creating content that you know they are interested in is a great way to get them to pay more attention to you. true or false?

answer

true

question

what is at the heart of getting the right people to notice your content marketing efforts?

answer

content design

question

one important rule of branded social media content is to keep communication fairly formal

answer

false

question

which is not one of the seven important rules for branded social media content?

answer

always boost your most important content pieces

question

do marketers have a high level of control over content design when focusing their efforts on social media channels?

answer

yes

question

in addition to paid social media, what the other two largest types of internet advertising?

answer

display advertising, search advertising

question

how do we define social media advertising?

answer

as any form of digital advertising that uses social media sites and apps, and involves advertisers paying for ad placement

question

you might find display ads on all of the following EXCEPT:

answer

google search results page

question

what what is the most common form of PPC advertising?

answer

search advertising

question

why do social media sites want to make sure that you fill out your profile as completely as possible?

answer

they have a strong incentive to collect as much information about you as possible in order to created detailed microtarget groups that advertisers will pay to advertise to

question

social media ads are generally more effective in the early ages of the sales funnel, and less effective in the final conversion stage

answer

true

question

one of the three key decisions discussed in this chapter that every marketer needs to make when it comes to social media advertising is:

answer

how to get people to pay attention to the ad

question

marketers should always pursue a channel-focused approach; whereby they fully concentrate on making decision about the target segment, content, and bidding for one channel at a time

answer

false

question

facebook ads generally earn a higher CTR than display ads on other websites. how much higher?

answer

8x-9x

question

why should your social media advertisements rotate often?

answer

so that site users won't perceive your company as boring and unresponsive causing CTR to diminish

question

what does "WOM" stand for?

answer

word of mouth

question

in social media marketing, we can call something viral if it:

answer

spreads widely and rapidly from one consumer to another

question

if you are trying to market a mobile app, what or who would represent a viral coefficient?

answer

the number of people that your friend can convince to adopt the app

question

the shorter the viral cycle time and the target the viral coefficient, the more viral the process. true or false?

answer

true

question

what does the term " seeding" represent when it comes to a viral marketing campaign?

answer

when you send product samples to a selected group of consumers and ask them to generate buzz about that product and share it with others

question

according to a recent industry study by the American Marketing Association and Word of Mouth Marketing Association, how many marketers have used or plan to use consumers to start spreading WOM?

answer

three-quarters

question

you only need to see to customers with the largest number of connections on social networks. true or false?

answer

false

question

typically, marketing interventions are need to "nudge" seeds to spread product - related information. such interventions usually involve a combination of two types of incentives. they are called:

answer

extrinsic and intrinsic

question

what happens if all incentives happen to occur within a short time period?

answer

seeds will likely stop creating and disseminating product-related information after that period ends

question

an important property of social media communications is that conversations do not necessarily stay on topic of the focal product. true or false?

answer

true

question

social media marketers can collect valuable consumer information simply by:

answer

observing what consumers do and say on social media sites

question

is it necessary to measure whether campaign goals are being achieved every time you run an advertising campaign?

answer

yes

question

knowing what drives negative opinions about your brand can be harmful to your company culture. true or false?

answer

false

question

according to chapter 10, what is recommended when selecting social media monitoring tools?

answer

experiment with free ones first

question

which is NOT one of the three key problems in market research as discussed in this chapter?

answer

conducting market research is inexpensive

question

how can social media marketers collect valuable consumer information?

answer

openness

question

not all social media sites allow easy collection of the content users generate. true or false?

answer

true

question

an example of an engagement metric could be:

answer

retweets

question

it's easier for small brands (rather than big brands) to get users to generate lots of brand-related content pieces. true or false?

answer

false

question

an approach that brands can take when identifying key advantages and weaknesses is to look for correlations between certain keywords and volumes and:

answer

the sentiment of consumer-generated content

question

consumers are more likely to talk or share information about brands or products that are:

answer

inherently social

question

when a product is inherently social, you are extrinsically motivated to recruit / acquire new users / customers on behalf of the company. true or false?

answer

false

question

when your enjoyment of a product has nothing to do with whether your friends are using it, the product does not have a(n):

answer

network externality

question

select which scenario best describes a positive network externality?

answer

the more friends who use a particular chat app, the more friends you have to chat with, and the more you will enjoy this app

question

select which scenario best describes a negative network externality?

answer

if you find your friend wearing the same shoes as you, you might enjoy those shoes less because they are no longer unique to you

question

in this equation: U = 1+a x E, you would want "a" to be:

answer

as large as possible

question

as a marketer, you want to think of ways to make customers' utility or value a positive function of other customers. true or false?

answer

true

question

increasing positive network externalities in the product and/or decreasing any negative network externalities that might be present are both ways you can help consumers:

answer

spread WOM about your new product and help acquire new customers

question

why is it important to create an established customer base?

answer

you can leverage it

question

when stimulating demand for a new product or service, start with identifying a large set of target customers who will act as the "seeds" in what will, in effect, be a viral marketing campaign. true or false?

answer

false

question

with the wide acceptance of social media as a way for people to communicate, companies now have to deal with what?

answer

customer feedback on social media

question

what should a company consider before deciding whether to respond to customer feedback on social media?

answer

both A and C: understanding the consequences of the action or inaction, comparison of the benefits vs cost of the action or inaction

question

it is unnecessary to respond to every form of customer feedback on social media. true or false?

answer

true

question

responding to customer feedback on social media should be seen as an opportunity to contribute toward the company's:

answer

marketing objectives and generate value

question

which company from the chapter encourages customers to tweet to a specified twitter account for real-time customer support?

answer

delta

question

what really sets social media apart as a customer service/support channel?

answer

a consumer interaction occurs in a publicly accessible and highly visible manner

question

customer feedback on social media can come in many forms. which is not one mentioned in this chapter?

answer

none of the above

question

with the advances in today's social media technology, human effort isnt required anymore when responding to customers. true or false?

answer

false

question

as a general rule, it is recommended that companies at least monitor the feedback they are receiving on various social media platforms. true or false?

answer

true

question

when choosing to respond to customer feedback, social media managers need to consider all of the following except:

answer

the social media impact score of responding

Stukent Social Media MKTG – Flashcards

Unlock all answers in this set

Haven't found what you were looking for?

Search for samples, answers to your questions and flashcards