MGMT 171 Final Quiz Questions

It is considered a best practice for companies to set up a profile on Facebook. T/F

F

In their original form, discussion board use is growing. T/F

False

It is considered a best practice for a brand to use its logo as its Twitter avatar. T/F

False

Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.​ T/F

False

Q&A sites are the best place to promote a product. T/F

False

Ryze.com was the first social network. T/F

False

The code of ethics for SMM marketing is the same as for traditional marketing. T/F

False

When developing a podcast, it is important to determine the length of the podcast before you identify the content. T/F

False

Social networks blur the line between business and personal life T/F

T

Some of a brand's most passionate advocates can start off as disgruntled customers.​ T/F

T

A social media marketing strategy is something that should be developed to support a brand's overall marketing plan. T/F

True

According to the text, SMM employs word-of-mouth marketing. T/F

True

Image sharing can help drive web traffic to a website. T/F

True

One use of microblogging is to start a discussion or participate in an existing conversation. T/F

True

The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement. T/F

True

The amount of SMM spending is expected to increase sharply between 2014 and 2019 T/F

True

The most popular uses for social media are brand awareness and building brand preference. T/F

True

Which of the following is/are not categorized as SMM tools? a. All are SMM tools b. Social analytics software c. All are SMM tools except for C d. Content curation e. Social listening software

a. All are SMM tools

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

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

Marketers find it easiest to track: a. hashtags b. retweets c. repins d. keywords e. likes

a. hashtags

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

b. Broadcasting messages

The Library of Congress uses which photo sharing website? a. Instagram b. Flickr c. Photobucket d. Webshots e. Pinterest

b. Flickr

According to the text, which is not recommended in optimizing a profile for LinkedIN? a. Post a head shot b. Include your job title c. Complete a profile with as much detail as possible d. Join up to 50 groups and participate e. Get recommended

b. Include your job title

Why are social networks so useful for businesses that sell to consumers? a. companies can easily see what the competition is doing on social networks b. they are a great way to find and reach potential customers c. it does not require any technical knowledge d. it costs much less than traditional advertising e. it is useful medium for broadcasting messages to a large audience

b. they are a great way to find and reach potential customers

According to the Text, social media is part of a larger media ecosystem made up of: a. A, B, and C (all) b. paid media c. A and C (paid media and owned media) d. owned media e. bought media

c. A and C

The fact that everyone is a publisher means: a. there is content clutter b. hiring a programmer to create a website is no longer necessary c. all of these are correct d. anyone can become a publisher on the Web e. strong coding knowledge is no longer necessary to create a website

c. all of these are correct

Multiple platform tools: a. are not a suite of services b. are complex c. all of these are true d. are seldom free e. all of these are true except C

c. all of these are true

The best content a brand can provide on Twitter is: a. a special offer not found anywhere else b. varied an covers multiple topics and themes c. interesting, fun, and valuable d. appealing to the identified personas e. that which includes photos or links to external content

c. interesting, fun, and valuable

What was the Digg moment? a. The Paris Hilton cell phone incident b. Digg's refusal to alter its voting technology c. Its constant focus on technology news d. A major site redesign and policy changes e. Its lack of editors

d. A major site redesign and policy changes

When considering what social media platform to use, the marketer should consider whether: a. the target audience are consumers or professionals b. product demonstrations are needed c. the product is visual d. all of these are correct e. the consumer like to collaborate

d. All of these are correct

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

d. All of these should be avoided

Regarding the "honesty" of metrics, which of the following statements is false? a. Facebook has been trying to wipe out commercial vendors of "fake likes" since at least 2011 b. There are many ways to manipulate the metrics collection on any website or platform c. The battle to eliminate click farms, fake accounts, and malware that can mimic authentic visitors liking posts is never ending. d. Only platforms with the highest security are able to prevent dishonest metrics e. There are dishonest people that make a business out of selling fake metrics

d. Only platforms with the highest security are able to prevent dishonest metrics

Which statement is true? a. consumers trust discussion forums more than Q&A sites b. it is difficult to build trust on a Q&A site c. networking is less effective on a Q&A site than on a social news site d. Q&A sites are an effective medium to demonstrate thought leadership and expertise e. Q&A sites are ideal for product promotion

d. Q&A sites are an effective medium to demonstrate thought leadership and expertise

Why is Twitter a useful channel for building personas? a. It allows a marketer to listen to what the target audience is talking about, and develop personas based on those topics b. Marketers can develop personas based on the topics most discussed in its twitter stream c. The hashtag is an important tool for identifying personas. d. The search function allows a marketer to easily study different users and their interests e. The ability to directly contact users allows marketers to connect with personas directly

d. The search function allows a marketer to easily study different users and their interests

Using real people in actual locations when creating a video is an example of: a. professionalism b. intimacy c. being entertaining d. authenticity e. human drama

d. authenticity

What is one disadvantage of the mass follow strategy? a. it requires a much more hands on approach to managing followers b. it is costly c. it may require a company to follow its competitors d. most of the users who follow back are mass marketers and spammers and will not see the tweets e. it takes a long time to gather followers

d. most of the users who follow back are mass marketers and spammers and will not see the tweets

What is the most important factor in an article's success on a social news site? a. the level of discussion surrounding the article b. the quality of the content c. the social news site that is selected for a specific target audience and topic d. the article title e. the popularity and reputation of the article submitter

d. the article title

Even the best tools cannot rescue: a. a bad plan b. a poor strategy c. a lack of strategy d. A through C e. B and C only

e. B and C only

Regarding social media platforms, which of the following statements is false? a. All of these statements are true b. Time is in short supply in SMM operations c. Not all social media platforms are equally appropriate for certain target markets d. Not all social media platforms are equally appropriate for any given time, for a specific campaign e. Given the rise of digital marketing, skilled personnel are abundant.

e. Given the rise of digital marketing, skilled personnel are abundant.

Which of the following is not an important aspect to social media marketing? a. Creating buzz through content to attract attention b. Ensuring the product message is always paramount c. Developing two-way online conversations with users d. Finding ways for the fans and users to share a company's message through various social channels e. Monitoring and responding

e. Monitoring and responding

Why is it important to listen to conversations about a brand? a. to see how many people buy your products b. it makes your customers think you care about what they say c. it helps a company evaluate its advertising strategy d. listening can help a company identify those keywords people use for its products e. comments can help a company understand how it is perceived and where opportunities may lie

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

Which statement is true? a. due to its restrictive nature, Creative Commons licensing should be avoided b. it is most effective for a company to focus all efforts on a single photo sharing site c. all photos posted on sharing sites must contain original content d. a clear call to action on all posted photos helps drive website traffic e. tagging images with relevant keywords helps users find images easier

e. tagging images with relevant keywords helps users find images easier

Authenticity can be described as: a. the tone of a brand or company has when using social media b. a way for a brad to lose credibility c. an important element of interruption marketing d. always sousing enthusiastic e. telling the truth in a personable and genuine manner

e. telling the truth in a personable and genuine manner

One of the challenges with using podcasts in a marketing plan is: a. finding a way for the podcast to reach the target audience b. identifying content that appeals to your personas c. understanding how to optimize podcasts tags in search engines d. learning how to use the podcasting equipment e. the commitment required to creating the podcast content

e. the commitment required to creating the podcast content

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

true

Social media marketing is based on marketing principles that have been around for years. T/F

true

Important best practices for choosing the most useful Internet metrics include all of these except: a. all of these are useful Internet metrics b. applying the "so what" test c. ensuring that metrics are in line with business objectives of those who will use them d. Identifying the metrics that drive business results, and make them your KPIs e. deciding which metric choices are appropriate, then tell the brand managers

E

A social media marketing plan does not require monitoring or adjustment during its implementation. T/F

False

Discussion boards are an earlier form of social networks. T/F

T

Many professional or corporate blogs fail because they do not accomplish their objectives or are unclear on what those objectives should be. T/F

T

White label social network can also be called a corporate social network T/F

True

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds? a. Collectors b. Critics c. Creators d. Spectators e. Joiners

a. Collectors

Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform? a. Comprehend b. Categorize c. Collaborate d. Convert e. Contribute

a. Comprehend

The only major platform to offer data based targeting options to brand pages is: a. Facebook b. Twitter c. LinkedIN d. Pinterest e. None of these

a. Facebook

Only large corporations have been successful in measuring the return from their social media marketing efforts a. False b. True

a. False

Which of the following social news sites takes a humorous view of the news? a. Fark b. Buzzfeed c. Reddit d. Upworthy e. Digg

a. Fark

Which of the following is not a best practice for video marketing? a. Make a creative sales video b. Optimize your videos to be found in search c. Design and produce videos for mobile d. Post your videos on multiple platforms e. Design and produce videos for the platforms on which they are to appear

a. Make a creative sales video

What social network did not succeed in the U.S. but has been successful in other countries? a. Orkut b. MySpace c. Bebo d. Renren e. Friendster

a. Orkut

What is one element that is universal across microblogging and social platforms? a. Peoples' values and interests b. The marketing objectives c. The ability for a brand to broadcast its marketing message d. Peoples' need for deals e. The ability to identify influencers

a. Peoples' values and interests

Which rung on the Social Technographics Ladder represents the largest segment? a. Spectators b. Collectors c. Critics d. Joiners e. Inactives

a. Spectators

What distinguishes a blog from other types of social media is that: a. all of these correct b. it is viral c. it is findable d. it is linkable e. none of these is correct

a. all of these correct

When producing a podcast, it is best to: a. avoid editing too much b. choose a moderator with an interesting, quirky way of speaking c. create a complete script for the moderator d. avoid music, unless it is a popular song e. include as much detail as possible so that you have plenty of material

a. avoid editing too much

What is one way to create interaction during a webinar? a. including pools whose results are displayed during the webinar b. having co-presenters share the webinar responsibilities c. Accommodating a large group of people on the webinar d. Posting the webinar outline e. Using a lot of slides in the presentation

a. including pools whose results are displayed during the webinar

Why is social media so attractive for consumers? a. it gives the consumer more power b. it allows for more insight and creativity c. it allows consumers to vent about bad customer service d. it is used by everybody e. it is free

a. it gives the consumer more power

What is the most important element of microblogging? a. it must be short b. it must be developed in conjunction with other social networking sites c. it is found on 'tumbleblogs' d. the content must be unique e. it only occurs on Twitter

a. it must be short

The passive engagement strategy focuses on: a. listening b. engaging with your audience c. collecting and sharing content d. setting up social media profiles e. creating content

a. listening

The Net Promoter Score measures: a. loyalty b. the degree to which a viewer promotes the product c. the number of likes on a product page d. satisfaction e. revisits to the product website

a. loyalty

Social Bookmarking sites allow users to do all of these things except: a. monetize their traffic b. store, organize, search and manage "Bookmarks" of web pages c. organize them by tags, single word descriptors that categorize the bookmark d. all of these are correct e. search social bookmarking sites using the descriptor to find content and bookmark that content within their own accounts

a. monetize their traffic

Social media marketing goals must be flexible because: a. new developments sometimes occur while using social media b. a particular social network might disappear c. brand management might not support certain social media marketing goals d. a brand cannot be sure its goals will be achieved e. consumers are fickle, so it is difficult to forecast their behavior

a. new developments sometimes occur while using social media

View completion of videos is greatest on which device? a. smartphone b. gaming console c. tablet d. desktop computer e. television

a. smartphone

A "call to action" can be defined as: a. the action you want someone to take at each stage of your marketing campaigns b. lead generation and/or sales c. the process of measuring a social media campaign d. brand building e. the objectives of a social media campaign

a. the action you want someone to take at each stage of your marketing campaign

Why is the Social Technographics Ladder useful? a. it replaces other more time consuming persona development processes b. it provides a set of persona profiles for a company to reference c. it allows a company to identify why people are using social media d. it helps identify what social sites are most useful for a company e. it confirms that social media is used primarily by Generation Y

b. It provides a set of persona profiles for a company to reference.

Which is a true statement? a. Monitoring social media is an inefficient use of company time b. over half of US adults over the age of 65 were internet users c. most people do not spend that much time using social media d. B2B firms cannot benefit from social media e. social media is only for certain companies and industries

b. Over half of US adults over the age of 65 were internet users

An example of a Q&A site is: a. Stumbleupon b. Quora c. Compuserve d. Reddit e. Google

b. Quora

The primary difference between a podcast and webinar is: a. podcasts generate higher return on investment b. a webinar is designed to be interactive c. podcasts require more preparation d. webinars are easier to optimize for search engines e. a webinar is akin to an online radio show

b. a webinar is designed to be interactive

SMM is different because: a. it does not employ traditional marketing methods in the usual way b. all of these c. none of these d. it does not control the content of the message e. it emphasizes audience contribution

b. all of these

What can be learned from listening includes all of these EXCEPT: a. which media platforms appear to be the most viable in order to achieve SMM goals b. all of these are correct c. how people feel about a company, product, service, person or issue d. how competitors are using social media platforms e. none of these is correct

b. all of these are correct

Which of the following does not describe a photo sharing site? a. it allows users to tag photos with relevant keywords b. it lets people buy or license images c. it lets users upload images d. it allows users to comment and rate other photos e. it provides photo organization tools, like albums or galleries

b. it lets people buy or license images

The Persona Development Cycle DOES NOT include: a. determining the situational triggers of the persona b. mass messaging c. developing purpose-oriented goals for communication with each persona d. listing the needs of all personas e. identifying all personas by role

b. mass messaging

What is a social network site? a. A business-to-consumer digital platform b. A photo or video sharing site c. An online service where members can establish relationships d. A type of discussion forum e. A website where users can share thoughts and information

c. An online service where members can establish relationships

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

c. Its Facebook page

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

c. Social media is international, with adoption and usage on the rise in many countries

Why are messaging objective important? a. They allow for the adjustment of messaging goals b. they ensure specificity within personas c. they help provide the persona with the information they need to make a purchase or other conversion d. they help determine the optimal target audience e. they ensure a company knows where to find their personas

c. They help provide the persona with the information they need to make a purchase or other conversion

Which of the following is considered the earliest ancestor of social media? a. Whole Earth 'Lectronic Link' b. Telegram c. USENET d. ARPANET e. Email

c. USENET

Which statement is false? a. sharing photos can provide a human face to a company b. photos can be used to influence buyer mood c. a photo sharing strategy will require a large time commitment d. the cost of sharing images online is low e. photos often show up on the first page of search engine results

c. a photo sharing strategy will require a large time commitment

On discussion forums, a troll is: a. another way to describe a 'sock puppet' b. someone caught using ALL CAPS in a forum post c. someone who attacks or personally insults other users d. a new forum user e. a person who uses a misleading avatar

c. someone who attacks or personally insults other users

What is a worry that companies may have about sharing photos? a. they may not receive comments on all photos b. users may tag the photos incorrectly c. trade secrets may be uncovered through images they share d. their photos may be stolen by the competition e. their photos may be used inappropriately

c. trade secrets may be uncovered through images they share

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. basic computer skills b. good listening skills c. a sense of humor d. a big ego e. strong reading and comprehension skills

d. a big ego

Google+: a. has a built-in targeting mechanism with its circles b. allowed hashtag searches until November 2015, then eliminated that option c. added a feature called "companions" for search purposes d. all of the above e. only A and B are correct

d. all of the above

Regarding video streaming, all of the following are true except: a. it is best-suited to live, interactive content b. viewers can comment on the video they are seeing c. it may be incorporated in to the marketer's social media plan d. it is best done using the video stream only, and other forms of social media are not used to interact also e. it is best done when shared online

d. it is best done using the video stream only, and other forms of social media are not used to interact also

How does Twitter make other social media tools more effective? a. brands are able to grow their other social networks through Twitter b. it has better tracking than other social media networks c. it creates a synergistic relationship between social networks d. it provides a distribution outlet that can reach millions of people e. as twitter grows, so does social media usage in general

d. it provides a distribution outlet that can reach millions of people

The process for creating a SMM plan includes all of these EXCEPT: a. the implementation of a schedule for posting b. the creation of specific personas based on the target market c. the creation of messaging objectives d. the listing of reasons for reaching this target market e. choosing the media mix

d. the listing of reasons for reaching this target market

What should be considered when determining how long a podcast should be? a. Whether i will be audio or video b. the amount of bandwidth available for podcast streaming c. the amount of time available to prepare and record each podcast d. the proposed format and amount of content available e. the number of questions anticipated on each recording

d. the proposed format and amount of content available

Which of the following is not an example of permission marketing? a. becoming a fan of a Facebook business page b. subscribing to a company's YouTube account c. Signing up for an email newsletter d. viewing an online ad on a mobile phone e. responding to someone on twitter

d. viewing an online ad on a mobile phone

Which of the following is likely to generate the highest click through rate to your Twitter account? a. you should follow me on twitter b. i need more followers c. i'm on twitter d. you should follow me on twitter here (link) e. follow me on twitter

d. you should follow me on twitter here (link)

Which statement is false? a. Q&A sites provide firms with innovative ways to build brands. b. Quora has helped create new interest Q&A sites c. News has become more personal and social d. Online news readership has overtaken newspaper readership e. discussion boards are the youngest of the three types discussed in this chapter

e. discussion boards are the youngest of the three types discussed in this chapter

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT: a. supporting public relations and advertising campaigns b. producing new product ideas c. achieving a desired brand positioning d. being prepared to handle reputation management in a crisis e. expanding brand loyalty

e. expanding brand loyalty

When marketing on Twitter, brands should: a. never retweet b. avoid offering special deals c. ensure that they provide plenty of product announcements and promotions d. ignore feedback and comments from other Twitter users e. focus on relationships

e. focus on relationships

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

e. it helps avoid potentially costly mistakes

Brevity is important when creating videos because: a. longer videos take longer to load b. shorter videos are more popular c. research shows that 76% of viral videos are under two minutes d. most videos on sharing sites are short e. people have short attention spans

e. people have short attention spans