Marketing Chapter 4
Once marketers answer the question of who they are trying to reach by targeting their audience, they ask a second vital question in social media marketing:
"How do we engage the audience in a conversation?"
Which of the following is the most essential requirement for developing the best strategies for a social media marketing campaign?
A thorough understanding of the target audience
Which of the following is a major ethical issue faced by social media marketers during their marketing campaigns?
Consumer privacy
Which of the following phases in the development of a social media marketing campaign involves the selection of social media platforms and social media tools to be used to reach the target audience?
Developing strategies and choosing tactics
Which of the following best describes the function of social media tools?
Enabling users to communicate with each other online
Which of the following is true about a social media marketing plan?
It identifies and describes methods for monitoring, measuring, and managing the SMM effort.
Which of the following is true with regard to managing a social media marketing campaign?
It requires knowledge of the benefits and drawbacks of the different social media platforms.
Which of the following is an example of a bookmarking site?
Linkswarm.com, that allows users to save, organize, and manage links to their favorite websites
Stinson's, a chain of luxury department stores, uses a unique two-dimensional code on pamphlets and brochures that can be read by mobile phones with cameras. These codes provide detailed information regarding the products available in the store along with their prices. Which of the following are being used by Stinson's in the above scenario?
QR codes
Which of the following tools help marketers trace, measure, and interpret data related to social media marketing initiatives?
Social media analytics
_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.
Social networking sites
The marketing team at Sienna Technologies has decided to use social media to market the firm's products, and is in the process of creating a social media marketing (SMM) plan. Currently, the marketing team at Sienna Technologies is preparing a report on the various social media platforms and tools being used by its primary competitors. In which of the following sections of the SMM plan is this most likely to be included?
The competitive analysis
A(n) _____ is a free or paid software download that links users to a wide range of goods and services, media and text content, social media platforms, search engines, and the like.
app
Hootsuite is a social media management software that allows users to manage multiple social network profiles, keep track of brand mentions, and send regular updates to their Twitter account. Hootsuite is an example of a(n) _____
app
ReadUp is a social media management software that allows its users to read free books available on the Internet and browse through various articles and international dailies for information. ReadUp can be regarded as a(n) _____.
app
Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar stores. It is an example of a(n) _____.
app
Job seekers can use social media to improve their job prospects in the market by:
being proactive on LinkedIn and connecting with people who work for companies of interest.
Zac Rampton loves traveling. He maintains an online journal that contains descriptions of his travel experiences and also pictures of the places he visits. His journal is quite popular among people who are interested in traveling to unexplored destinations. Noticing the popularity of his posts, Zac was hired by a travel firm that wanted him to write engaging articles about its travel packages and other offerings in his online journal. Zac was hired as a _____.
blogger
Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. Odyssey is an example of a _____.
blogging site
Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform. Oneview is an example of a _____.
bookmarking site
The overview of a social media marketing plan:
briefly describes the overall market conditions, and the firm's current position in the social media.
In a B2B context, businesses use social media mainly to:
build relationships, including partnerships with other companies.
Sparks, a manufacturer of smartphones and tablets, is currently gathering information on demographics in order to pinpoint the audience for its social media marketing campaign. In other words, Sparks is collecting information on:
characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a target group.
In order for SMM to succeed, the content of its messages must:
engage the target audience in the conversation.
Target Inc., an online marketing company that designs marketing campaigns for firms, is developing a social media marketing plan for a consumer goods company. The development team has created the entire plan and is now trying to compile the salient features of the plan that cites the reasons for adopting it. The development team is writing the _____ of the marketing plan.
executive summary
The content for a social media marketing campaign is said to be effective if it:
has a strong brand focus.
The rules of engagement for social media are meant to:
make the exchange between marketers and their target audience a positive one.
A person who is in charge of social media analytics is responsible for:
measuring the results of the social media marketing effort.
A blog posting, such as a Tweet, that contains only a few words is called a(n) _____.
microblog
Sharon Rice is part of a team that handles the social media marketing campaign of a company. She is responsible for managing external engagement with customers in social media channels such as Facebook, Twitter, and other blogging sites. Sharon can be regarded as a(n) _____.
online community manager
A(n) _____ is a social media platform where users post messages and hold conversations on specified topics.
online forum
AlphaDevelopers.com is a website that provides a platform for users to post general information on mobile phones, tablets, and other electronic devices. The users can rate the devices and also answer queries from other users. AlphaDevelopers.com is an example of a(n) _____.
online forum
Redline is a popular men's clothing brand in the United States. As a part of the firm's new online marketing campaign, the marketing team at Redline has been asked to prepare a synopsis of the overall market condition, including the current position of the firm on social media. The marketing team is most likely to document its findings in the _____ of the marketing plan.
overview
Crowdtrail is a tool used by marketers to evaluate their social media presence by tracking and evaluating users' influence across various virtual communities. It provides information regarding the number of clicks on a company's website and also helps in measuring the total reach, frequency, engagement, and other factors. Crowdtrail is an example of a _____.
social media analytics tool
Jonathan, who has experience in graphics designing, was hired by a firm to oversee the look and feel of its Facebook page. Jonathan was most likely hired as a _____.
social media designer
The individual who creates and oversees the look and feel of an online community, Facebook page, or other branded content for a particular company is called a(n) _____.
social media designer
The process of tracking, measuring, and evaluating a firm's social media marketing initiatives is called _____.
social media monitoring
Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?
A blogging site
Who among the following is responsible for online public relations and management of the brand over social media sites?
A brand manager
Which of the following can be categorized as a social media tool?
An app
Which of the following social media platforms gives users a place to save, organize or manage links to websites or other Internet resources?
Bookmarking site
_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.
Content marketing
Which of the following is a unique feature of social media marketing?
It creates ways for customers to engage in conversations with each other and the organization.
The _____ of a social media marketing plan examines and evaluates the competitors' presence in social media, including the platforms and tools they select and their overall effectiveness.
competitive analysis
Consumers rely on communities created by social media for their buying decisions mainly to:
conduct research and share information.
Not-for-profit organizations use social media to:
connect with the general public, the business community, and each other.
Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in _____.
content marketing
Walter Reed works for the marketing team at a mobile manufacturing company and is responsible for creating content and generating discussions on social media sites regarding the company's product releases and other lifestyle conversations. His responsibilities in the marketing team are similar to those of a _____.
content programmer
While developing a social media marketing campaign, marketers can make it easy for potential customers to participate in the conversation by:
creating a specific landing page for the marketing campaign.
Which of the following types of social media platforms allow their users to create an online profile of biographical data including photos and information such as employment, education, and relationship status, and to invite friends to join their circle?
Social networking sites
Topix.net is a website that allows people to comment on news articles and report on events occurring in their local communities. It also allows users to edit and rate the topics of their choice. Topix.net can be grouped under which of the following social media platforms?
Social news sites
Which of the following social media platforms allow users to report on the happenings in their communities and then vote on which postings get the most prominent display on the site?
Social news sites
MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites. MarkPro Solutions has designed a marketing campaign, and is currently in the process of documenting the goals and strategies of the plan together with the implementation and monitoring methods. Which of the following sections of the SMM plan is being developed by MarkPro Solutions in the above scenario?
The body of the plan
Which of the following sections of a social media marketing plan covers the statements of goals and strategies, target audience, budget and the returns as well as the methods for monitoring, measuring, and managing the marketing campaign?
The body of the plan
Fred Wilson, a journalist working for a popular news channel, has a vast knowledge of electronic gadgets. His reviews of these products are highly regarded and trusted by others. Wilson also runs a weekly show on the channel called "The Technocrat", where he analyzes the latest high-tech gadgets. Much like his reviews, Wilson's show enjoys a wide viewership, and is believed to have a considerable impact on the buying decisions of the audience. Fred Wilson can be regarded as a(n) _____.
influencer
A social media marketing plan is important because:
it documents in writing the company's goals and strategies for the SMM initiative.
The executive summary of a social media marketing plan is said to be effective if:
it gives compelling reasons as to why the plan should be adopted by the firm.
Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because:
it helps everyone involved in the campaign to aim their efforts in the right direction.
Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____.
microblog
The rate of revenues received for every dollar spent on an expense is known as _____.
return on investment
A _____ is generally responsible for generating programs necessary to build and assemble the features for social tools such as blogs and communities.
social media developer
A person who oversees all of the company's social media functions, ranging from blogging copywriter to social media strategist is called a _____.
social media marketing manager
The marketing team at Neptune Networks has recently rolled out its social media marketing plan, and is trying to measure the impact of its campaign by tracking the social media platforms that were used for the purpose. The marketing team is using a few entry-level tools to track the blogs, the online communities, and also the firm's Facebook and Twitter accounts. This process of tracking and evaluating a firm's SMM initiatives is known as _____.
social media monitoring
The primary decision maker who runs a firm's social media program is called a(n) _____.
social media strategist
A(n) _____ is a software that enables users to communicate with each other online
social media tool
Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.
social networking site
Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest groups. Eons.com is an example of a _____.
social networking site
Social media marketing differs from traditional marketing in that social media marketing:
solicits the audience's participation in the message.
According to experts, job applicants can further their chances of landing their first social media marketing job by:
taking online courses that teach social media marketing skills.
In an SMM plan, _____ refers to a paragraph or two that explains the who, what, when, where, how, and why of the plan, and gives compelling reasons why the plan should be adopted.
the executive summary