Chapter 4

According to the text, traditional advertising has no value to consumers. True False

False

How much people trust you is less important than the overall number of fans and followers you have. True False

False

Which of the following is not considered one of the rules of engagement? a. Entertaining your audience b. Being nice c. Using social media channels as intended d. Staying on topic e. Having a personality

entertaining your audience

Most people use social media because they are looking for discounts and deals. True False

False

The code of ethics for SMM marketing is the same as for traditional marketing. True False

False

Being honest is one way for a company to build credibility. True False

True

With a global audience, which of the following should be avoided in your content? a. All of these should be avoided b. Sarcasm c. Expressions d. Folksy, friendly sayings e. Hopeful proverbs

all of these should be avoided

Which of the following is not part of an active engagement strategy? a. Connecting with key influences b. Creating and sharing content c. Starting conversations with others d. Creating social media profiles e. Broadcasting messages

broadcasting messages

Social media marketing ethics involve all of the following except: a. Showing respect for your audience. b. Taking responsibilty for one's actions. c. Employing information gathering software on social profiles. d. Telling the truth. e. Being active in addressing customer complaints.

employing information gathering software on social profiles

Why is it important to understand the rules of engagement in social media? a. It shows how to grow your social media followers. b. It reduces information costs. c. It helps avoid potentially costly mistakes. d. It makes it easier to engage in interruption marketing. e. It identifies what social media channels to avoid.

it helps avoid potentially costly mistakes

Which of Walmart's social media strategies was considered successful? a. The Walmarting Across America blog b. Its Facebook page c. The Hub d. Its MySpace page e. The Eleven Moms Blog

its facebook page

The passive engagement strategy focuses on: a. Engaging with your audience. b. Creating content. c. Setting up social media profiles. d. Listening. e. Collecting and sharing content.

listening

Why is communicating with citizens from other countries other than the U.S. important for a social media marketer? a. The U.S. has a large international population that uses social media. b. Most social media sites are not country specific, so it is important to be inclusive. c. Social media in the U.S. is declining when compared to usage in other countries. d. Social media is international, with adoption and usage on the rise in many countries. e. Globalization means that the world is smaller.

social media is international with adoption on the rise in many countries

Which of the following statements is false? a. Being credible helps build a brand's trustworthiness. b. Putting a human face to a brand is one way to develop authenticity and build trust. c. Steering the conversation and message is one example of a company being participatory in social media. d. Providing an audience with helpful information is one definition of being resourceful. e. Successful permission marketing is about giving the audience something of value.

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

According to the social media rules of engagement, which of the following is not recommended? a. Not deleting less than positive comments or reviews on your social profiles. b. Talking about music tastes on Facebook. c. Sending an untargeted message on Twitter as a tweet. d. Sticking to a marketing message regardless of the social channel. e. Providing context when trying to connect with someone.

sticking to a marketing message regardless of the social channel

Authenticity can be described as: a. A way for a brand to lose credibility. b. Always sounding enthusiastic. c. The tone a brand or company has when using social media. d. An important element of interruption marketing. e. Telling the truth in a personable and genuine manner.

telling the truth in a personable and genuine manner

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

true

Which of the following is not an example of permission marketing? a. Subscribing to a company's YouTube account. b. Becoming a fan of a Facebook business page. c. Viewing an online ad on a mobile phone. d. Responding to someone on Twitter. e. Signing up for an email newsletter.

viewing an online ad on a mobile phone