OST-145 Ch. 1-4

When creating personas for each segment, it is important to identify all relevant personas by role.

True

Why is the Social Technographics Ladder useful?

It provides common persona profiles for a company to reference

Which rung on the Social Technographics Ladder represents those that simply maintain their profiles on a social networking site?

Joiners

Ads on social media platforms that are paid media are typically two kinds of posts: pay-perclick (PPC) or:

Sponsored

Social media marketing is based in part on age-old concepts of community.

True

There is no set rule for how often you should post.

True

Word of mouth is the leading purchase influence in four different countries.

True

According to the HubSpot website, inbound marketing engages customers by:

Helping them solve their problems

Which of these is NOT considered a social media marketing goal?

Increase TikTok viewership

Which element of global perspective relates to varying standards of contact and familiarity with others met through social media?

Cultural differences in engagement

Social media marketers can influence what participants say and think about their brands, and they can control the conversation entirely.

False

According to the social media rules of engagement, which of these is NOT recommended?

Focusing on promotion of products or ideas

Creating which of these can assist social media marketers in understanding how potential customers progress through their journeys?

Personas

Why is it important to be careful when using online translations to create new content?

The results may lack cultural context

A social media marketing strategy should identify strategic opportunities discovered during audience listening.

True

According to the text, older users are among the fastest growing demographics on most social media sites.

True

Developing a personal brand online is NOT related to the skills companies are looking for when they hire people for social media positions.

False

Social media marketing ethics involve all of these EXCEPT:

Acknowledging an issue without apology

The inbound marketing methodology suggests that firms develop relationships with customers by implementing which strategy?

Attract, engage, delight

When should a social media marketer develop a comprehensive plan?

Before engaging customers

Which form of marketing may add value to consumers' lives, causing them to welcome and request certain marketing messages?

Permission

Which of these is NOT one of the seven myths of SMM?

SMM isn't right for most businesses

Which of the following is NOT an example of permission marketing?

Search engine marketing engagement

JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social media?

Shareholders

Which of the 8 C's of strategy development refers to engaging with influencers so that you can enlist them to help shape opinions about your product or service?

Connect

Which group on the Social Technographics Ladder is identified as those that post ratings of products or services?

Critics

What is a common issue with social media marketing plans?

Defining the schedule implementation too broadly

According to the text, the most valuable element of the social media ecosystem is:

Earned Media

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT: Supporting public relations Engaging product influencers Leveraging brand positioning Creating business partnerships Expanding market development

Expanding market development

In order to be a successful social media marketer, you need to possess key skills. Which of these is NOT considered vital?

Experience in leading sales teams

According to the text, SMM is based around face-to-face conversations.

False

LinkedIn allows self-promotion on its platform. Members can use the words buy, sell, or attend.

False

Marketers should only use bots if they have the resources for 24-hour coverage.

False

Social media marketing brings the same set of challenges and complications to marketing ethics as traditional marketing.

False

The number of followers is the ultimate measure of marketing achievement for social media.

False

Which aspect distinguishes SMM from traditional marketing?

It allows companies to develop trusting relationships with their audience

The Persona Development Cycle does NOT include:

Messaging all audiences using the same content

Which action is NOT recommended to limit the time investment in SMM?

Monitor competitor posts hourly for trends

The BEST times to post on social media platforms are generally:

Morning, lunchtime, near the end of the work day

Which of these is represented in the holistic approach to SMM as whether decisions regarding the use of social media tools are based on a highly centralized hierarchy or a network of contributors with decentralized decision-making authority?

Structure

How was the earliest ancestor of today's diverse social media platforms used?

To post articles organized into newsgroups

Deciding which practices to employ in social media is based on the ethical limits and norms of the online community and the:

Tools available

Sharing some personality helps build common ground and trust and makes it more likely that people will find the social media campaign engaging.

True

All of these are stated key objectives of SMM EXCEPT: Brand awareness Customer service Web development Brand preference New customer leads

Web development

Social media marketing is a form of which type of marketing?

Word of Mouth