MAR4236 Midterm
The average buyer progresses nearly _______ of the way through the purchase decision-making process before engaging with a person at your company 20% 40% 60% 80%
60%
What percent of recruiters use LinkedIn to find candidates for jobs? 25% 45% 70% 95%
95%
Content marketing: is a strategic marketing approach is focused on creating and distributing valuable and relevant content helps attract and retain a clearly defined audience helps drive profitable customer action All of the above
All of the above
True or False: You hit LinkedIn's "All-Star" status when your profile is filled out and you have more than 100 connections.
False
True or False: You should keep the information on your LinkedIn profile fairly sparse so people are compelled to navigate to your website for more information about your company.
False
Persona development does not include: Listing their fears, frustrations, and pain points. Listing choices they want. Things about the brand that are important. Defining them as a person. Mass messaging. Listing which social media channels they use.
Mass messaging.
Social media marketing goals must be flexible because A brand cannot be sure its goals will be achieved. New developments sometimes occur while using social media. Consumers are fickle, so it is difficult to forecast their behavior Brand management might not support certain social media marketing goals.
New developments sometimes occur while using social media.
Which one has the shortest attention span? People or Goldfish?
People
When optimizing your YouTube page, use_______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session. Cascades Libraries Playlists Recommended Content
Playlists
True or False: Every company is now a media company.
True
True or False: It's important to benchmark yourself against your competition.
True
True or False: Social media marketing is based on marketing principles that have been around for years.
True
True or False: Social media planning is a continuous process.
True
True or False: Social media strategies should be guided by overall business goals (e.g., increase sales by driving more traffic from social media channels to web store).
True
Objectives within a social media strategy should always be: specific measurable achievable all of the above
all of the above
LinkedIn is A) a resume builder B) a place to endorse friends C) a way to enhance your brand and visibility D) a way to build credibility and authority with thought leadership A and B C and D All of the above
All of the above
A strategic plan for how a company will incorporate social media into its business is: an executive summary a social media audit a social media strategy a social media policy
a social media strategy
True or False: 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.
False
True or False: It isn't worth the time it takes to conduct a full social media audit. It's better to jump right into marketing your product or service in order to increase your sales.
False
True or False: It's best to always create new and different content for blogs, infographics, webinars, videos, and email marketing, rather than repurposing content.
False
True or False: Marketers should define their target audience as broadly as possible.
False
True or False: Millennials have become the fastest growing demographic on several major social networks, such as Facebook.
False
True or False: On your LinkedIn profile, there is no way to easily let recruiters know if you are looking for a job opportunity.
False
True or False: People just want "content," rather than solutions to challenges.
False
True or False: Sentiment Analysis is when you are trying to find the consumers on social media who are sentimental.
False
True or False: The number of LinkedIn connections you have is more important than the quality of your connections.
False
True or False: The primary purpose of using GPS technology with social media is to reach a wide audience.
False
True or False: You should use your work or school email address when creating your LinkedIn account.
False
Pinterest has a large percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income. Male users Female users Professional users Teenage users
Female users
On Pinterest, a marketing team could create a board to showcase new products and an HR team can create a board to _________ in order to entice job seeker Post bad examples of resumes Highlight company culture Sell products None of the above
Highlight company culture
What is the #1 resource used when researching a product online? Wikipedia Social networks Search Facebook
Search
When drafting the bio section of a social profile, keep in mind that only the first ____________ will appear to customers in search engine results, so be sure to convey the most important information first. 120 characters 60 words 140 characters 140 words
140 characters
According to Pew research, what percentage of U.S. teens ages 13 to 17 say they use Facebook? 25% 50% 75% none
50%
To take full advantage of your Twitter Media Gallery, ensure that you've uploaded a minimum of: 2 Twitter Cards 8 videos and 3 photos 6 photos or videos 1 Tweet Button to each of your web properties.
6 photos or videos
If you are looking for a job or for potential customers, you should have your "Who can see your email address" setting set to: Only visible to me 1st degree connections 1st and 2nd degree connections Anyone on LinkedIn
Anyone on LinkedIn
Which geolocation technology has the smallest range? Geofencing Geolocation Beaconing Mini targeting
Beaconing
What is the primary lesson behind the United Breaks Guitars case study? Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues. A well-executed PR strategy can help control negative social media messages Online video has the power to reach millions of people at a very low cost. Customer service should not be outsourced. Social media is only effective for customer complaints
Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
Which of the following is not an important aspect to social media marketing? Developing two-way online conversations with users Ensuring the product message is always paramount Creating buzz through content to attract attention Finding ways for the fans and users to share a company's message through various social channels Monitoring and responding
Ensuring the product message is always paramount
According to Pew research, which social media platform has the most people ages 18-29 using it? Instagram SnapChat Facebook Twitter
True or False: According to Pew Research, LinkedIn users tend to have higher education levels, but lower income levels.
False
True or False: Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.
False
True or False: Downloads of the Facebook mobile app are negligible, so it's unimportant to understand how your Page looks on a mobile device.
False
True or False: Even though it costs 62% less than traditional advertising while being 3 times more effective, content marketing has NOT leveled the playing field for every company.
False
True or False: Geotargeting is like a virtual line around a defined geographic area, such as around a small brewery and parking lot.
False
True or False: In order to have the biggest success using social media, a company should immediately create an account on every social media platform they like.
False
True or False: One of the best ways to reach the China market using social media is through Facebook.
False
Designed as a mobile social network, ___________ users can easily take a picture or video on their smartphone, choose a filter to fit the scene or mood, and then share it with their followers. Weibo Instagram Pinterest Tumblr
True or False: According to Pew Research , Pinterest users are far more likely to be female than male.
True
1. A(n) _______ is a broad primary outcome. 2. A(n) _______ is a measurable, specific step you take. goal, objective objective, goal strategy, goal strategy, objective
goal, objective
The Facebook page moderation feature: prevents a user from expressing negative sentiment about your brand prevents comments that contain certain words from being posted prevents a user from posting too many comments on your wall none of the above
prevents comments that contain certain words from being posted
The following types of measurement should be used to assess the progress of your social media strategies: qualitative and quantitative qualitative and time-bound time-bound and randomized daily and qualitative
qualitative and quantitative
The key elements of content strategy are: target audience, content goals, brand voice, and distribution channel and tactics. target audience, partnerships, and community distribution channels and tactics, content goals, and influencers none of the above
target audience, content goals, brand voice, and distribution channel and tactics.
A ______________ is a group of consumers you want to reach with your message. A ______________ is a snapshot of your ideal customer that tells a story. persona, target audience target audience, photo persona, photo target audience, persona
target audience, persona
Your profile picture should be easily recognizable, even at ________ size. Your _________ is usually the best choice. thumbnail; logo thumbnail; thumbprint billboard size; logo pixel; landing page
thumbnail; logo
Quantitative KPIs include things like: the nature of the comments left on contents you've shared. follower growth, engagement rate and conversions such as email sign ups, qualified leads and sales transactions. positive expressions of love for your products reporting intervals
follower growth, engagement rate and conversions such as email sign ups, qualified leads and sales transactions.
Identifying and defining _______________ for the calendar year is essential when planning your social media activity. key dates and timelines brand voice social media policy crisis communications
key dates and timelines
True or False: Facebook is a substantial source for word-of-mouth marketing,
True
What percent of buyers conduct online research at some point in the buying process? 54% 64% 74% 94%
94%
LinkedIn is a tool to network for business and employment opportunities and has more than _________________ members. 10 million 100 million 350 million 675 million
675 million
Which is a good way to socialize your company's personas? A. Present them to your company in a presentation. B. Create visual representations and put them on posters around the office. C. Host a social party with your customers. A and B B and C A and C All of the above
A and B
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? A sense of humor Strong reading and comprehension skills Good listening skills A big ego Basic computer skills
A big ego
Which of the following are important to building the basics of your profile? A) Profile Photo and Cover Photo B) Strong Headline C) Location D) Experience and Education A and B All of the above
All of the above
Which of the following are the benefits of content marketing? Brand Awareness and Media Visibility Website Traffic, Leads & Conversions Competitive Advantage and Client Managment All of the above
All of the above
Which of the following are ways to come up with interesting topics for content? Google Trends and BuzzSumo Your Own Data and Internal SMEs Google Alerts and Blog Topic Generators All of the above
All of the above
How many personas should a company create? As many as possible. Just one. Keep it simple. As a rule of thumb, start with 3
As a rule of thumb, start with 3
True or False: Instagram currently does not allow you to include clickable links in your profile because they don't want people navigating away from their platform.
False
True or False: It is unnecessary to outline social media roles and responsibilities in a small organization.
False
Which two of the following are good ways to manage the time invested in social media marketing? Install times on employee computers to monitor time spent on social media. Hire an outside agency. Leverage tools like Hootsuite that are designed to improve efficiencies. None of the above. Only spend time on one social media site at a time.
Hire an outside agency. Leverage tools like Hootsuite that are designed to improve efficiencies.
The following social networks must be a part of every businesses' social strategy: Facebook and LinkedIn Instagram, Facebook, and Google+ Twitter and Facebook to start, but add Instagram if more staff are available to monitor networks None of these. Social networks should be considered based on customer surveys and the social media presence your business has already established.
None of these. Social networks should be considered based on customer surveys and the social media presence your business has already established.
The definition of social media marketing is using social media to: Positively influence consumers toward a desired action. Engage with consumers. Promote a marketing message. Build a brand. Create content.
Positively influence consumers toward a desired action.
_____________ let you segment your company offerings in LinkedIn by your target market and are a great way to focus on different products separately so you can modify positioning and messaging. LinkedIn Groups LinkedIn Follow Buttons Showcase pages Linkedin's search algorithms
Showcase pages
What is the primary difference between social brand building and traditional brand building? Social brand building is what people say about a company. Social brand building occurs on review sites only. Traditional brand building is not found on the Internet. Social brand building is the same as traditional brand building, but occurs only on social media. Social brand building is what a company says about itself.
Social brand building is what people say about a company
A call to action can be defined as The action you want someone to take at each stage of your marketing campaign Lead generation and/or sales The objectives of a social media campaign The process of measuring a social media campaign Brand building
The action you want someone to take at each stage of your marketing campaign
Why is it considered important to focus on the buyer persona? They spend the most time on social media They react differently to messaging objectives than other persona profiles They are the ones who make the purchasing decisions They reflect the ideal demographic profile They spend the least time on social media.
They are the ones who make the purchasing decisions
True or False: A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.
True
True or False: 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.
True
True or False: As Twitter is an open network, businesses are able to follow and monitor their customers for insights into their ideas, habits, and opinions about different products and services.
True
True or False: Defining target audiences and creating personas should be done based on research and interviews.
True
True or False: In social media, you need to reach the right person, with the right content, on the right social media platform, at the right time, in the right format, in the right language, with the right visual.
True
True or False: In the "Featured" section, a LinkedIn user can add any of the following: link to your website, photos, documents, resume, portfolio, presentations,
True
True or False: Liking, commenting, and sharing are good ways to stay top-of-mind and increase traffic to your LinkedIn profile
True
True or False: LinkedIn's membership has the highest percentage of college graduates and the highest percentage of high-income households as compared to other social media platforms.
True
True or False: Marketing investment in social media is forecast to increase.
True
True or False: Social media allows businesses to communicate via an interactive, two-way medium compared to traditional one-sided mediums such as tv, radio, and print.
True
True or False: Social media strategies tend to fall into 3 categories: paid, owned, and earned.
True
True or False: You should include, at a minimum, an email address or phone number, in the "Contact Info" section.
True
True or False: Your About/Summary should focus on answering three central questions: (1) Who are you professionally? (2) What do you do or want to do? (3) Why are you unique?
True
Social media marketing is a form of what type of marketing? Word of mouth Online advertising Direct mail Paid search
Word of mouth
_____________ is the world's largest video-sharing social network, the second largest search engine and one of the top three websites worldwide. Vimeo Weibo YouTube Facebook
YouTube
At Google, they call the online decision-making moment the ZMOT, which stands for: Zone Moment of Time Zero Moment of Truth Zeta Moment of Truth Zero Moment of Targeting
Zero Moment of Truth
A social media audit should include the following elements: an itemized list of current social media networks and their activity rates follower counts per social network competitive analysis all of the above
all of the above
On your Facebook Business page, which feature would you use if you want to provide your followers with the ability to shop now, sign up, or contact your organization? call-to-action button third party app integration like-gating "featured likes" column
call-to-action button
Your Twitter 'Likes' tab allows you to: pin your most important tweets to the top of your profile instantly trigger a paid Promoted Tweet curate and display tweets from others that you have liked and find valuable receive notifications when liked users sends tweets in the future
curate and display tweets from others that you have liked and find valuable
The purpose of a critical response plan is to: automate responses to negative feedback on your social channels have an effective shut down procedure for all social networks in case of a crisis define a chain of command and a step by step action plan for dealing with extraordinary circumstances through social media none of the above
define a chain of command and a step by step action plan for dealing with extraordinary circumstances through social media
It's important to develop a policy that explicitly outlines the appropriate and inappropriate use of social media to: ensure you have enough time to prepare for seasons or holidays that matter most to your business. effectively benchmark against competition. determine the most effective ways to distribute your content. ensure that your brand is represented well online by employees.
ensure that your brand is represented well online by employees
Benjamin Franklin is famous for saying, " If you _______ to _______; you are _______ to _______." do not, plan, willing, win fail, plan, planning, fail fail, prosper, waiting, go bankrupt fail, plan, willing, fail
fail, plan, planning, fail
Private Twitter Lists are a great way to _________. engage with industry influencers maintain lists of relevant keywords use relevant industry twitter accounts to influence your SEO keep up with competitors' content without publicly following them
keep up with competitors' content without publicly following them
