Social Media Marketing Midterm Review
When developing a podcast, it is important to determine the length of the podcast before you identify the content.
False
Word-of-mouth marketing may be only half as effective as traditional marketing
False
Typically the most popular images are those that are carefully planned and staged
False
Which photo sharing website was first used by the White House official photographer?
Flickr
Why is it important for a company to identify social media marketing goals?
To identify what will be accomplished through social media and to set guidelines and expectations.
What is a worry that companies may have about sharing photos?
Trade secrets may be uncovered through the images they share
A primary benefit from blogging is to learn about the "tone" of the online community with regard to certain topics.
True
A white label social network can also be called a corporate social network.
True
An increasing amount of time is spent viewing videos.
True
Being honest is one way for a company to build credibility
True
Discussion boards are an earlier form of social networks
True
Image sharing can help drive web traffic to a website
True
It is important for a brand to identify the unique value it can bring to its Twitter followers?
True
LinkedIn forbids self-promotion on its platform
True
Marketing investment in social media is forecast to increase.
True
One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title
True
Online video can act like an infomercial by showcasing a product's features and benefits
True
Social media marketing is based on marketing principles that have been around for years.
True
The most popular uses for social media are brand awareness and building brand preference.
True
When creating a content strategy, the use of metrics helps the marketer understand who is reading the content and when
True
When first engaging in social media, it is important to listen first before creating content.
True
For the social media marketer, "know the audience" means
Understand where they hang out
Webinars resemble an online television show
False
Brevity is important when creating videos because...
People have short attention spans
Name and describe one best practice for social media marketing
Being honest and transparent in all your social media efforts.
What is a photo sharing site?
A website that allows users to upload photos for public or private viewing
What are the three steps a social media marketer should take when taking responsibility for a mistake?
Acknowledge the situation and take responsibility, then apologize and identify what resolution is needed, then lastly act or implement resolution or identified changes and let the affected individual know what is being done.
The fact that everyone is a publisher means
Anyone can become a publisher on the web
Using real people in actual locations when creating a video is an example of
Authenticity
When producing a podcast, it is best to
Avoid editing too much
Unlike video sharing and other social media tools, target audiences are not as important for photo sharing
False
Which of the following is not part of an active engagement strategy?
Broadcasting Messages
What are the five considerations when producing podcasts?
Choosing an articulate moderator, Creating talking points as opposed to scripts, Brevity, Avoiding over-editing, and Including music.
Why is it important to listen to conversations about a brand?
Comments can help a company understand how it is perceived and where opportunities may lie
Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform?
Comprehend
Regarding smartphone use, which of the following is false?
Consumers are more likely to purchase a product if they see the ad on tv instead of their smartphones.
View completion of videos is greatest on which device?
Desktop Computer
Why are marketers looking to reach a global audience must consider social networks beyond Facebook.
Different social networks are popular in different countries, and a marketer needs to be aware of this when looking to reach and connect with specific international audiences.
Which of the following is not part of the social media marketing planning cycle?
Driving Traffic
A photo sharing strategy will require a large time commitment
False
A social media marketing plan does not require monitoring or adjustment during its implementation
False
According to the text, traditional advertising has no value to consumers
False
Creating a blog is almost always the hardest part of the process
False
Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve
False
It is considered a best practice for a brand to use its logo as its Twitter avatar.
False
It is considered a best practice for companies to set up a profile on Facebook
False
It is easy to create a video that accomplishes marketing objectives and goes viral
False
Large social networks are being threatened by niche social networks that cater to specific interests.
False
Most people use social media because they are looking for discounts and deals
False
Odeo was the first microblogging service
False
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms
False
One should not include links to other social media platforms on a profile page on Twitter
False
Ryze.com was the first social network
False
Social media is only being adopted by younger populations
False
The equal ratio strategy describes when one follows lots of other profiles and hope they decide to follow back
False
What can be learned from listening?
How people feel about a company, product, service, person or issue, how competitors are using social media platforms, which media platforms appear to be the most viable in order to achieve SMM goals
The text describes the Persona Development Cycle as having what three elements?
Identify persona roles, identify the needs and situational triggers for each persona, and develop messaging objectives.
Which is not recommended in optimizing a profile for LinkedIn?
Include you job title
What is one way to create interaction during a webinar?
Including polls whose results are displayed during the webinar
If your product is visual, the best social media platform would likely be
What is target audience?
Intended audience or readership of a publication, advertisement, or other message.
Which of the following does not describe a photo sharing site?
It lets people buy or license images
How does Twitter make other social media tools more effective?
It provides a distribution outlet that can reach millions of people.
Why is the Social Technographics Ladder useful?
It provides a set of persona profiles for a company to reference.
Why does Twitter require strong writing skills?
It requires a brand to be persuasive and interesting in a very limited number of words.
Which of the following is one way to manage the time invested in social media marketing?
Leverage tools like Hoot suite that are designed to improve efficiencies
What is one disadvantage of the mass follow strategy?
Most of the users who follow back are mass marketers and spammers and will not see the tweets.
Explain why the customer should be the center of your marketing efforts on photo sharing sites.
Photos show up on the first page of the search engine results. The consumer's photos are to be used of easy influence on the buyer's mood.
What type of tweet category is described as "Look at What I've Been Doing"?
Picture tweets
Stock Photography
Professional photography produced by agencies or photo libraries.
The medium on which people spend most time viewing is
Television
What are the advantages of marketing with online videos?
The Video can engage viewers as it provides more stimuli than other forms of communication. The Video can reach large audiences, especially since more people choose to consume online information visually. Lastly, the Video is an effective way to showcase a product by demonstrating its features and benefits.
Explain why the classic 'This is What I'm Doing Now' tweet is less effective for a brand or company.
The classic tweet doesn't help a company communicate a product or branding message as effectively as the five other tweet types. It can help create a human voice but should not be used as frequently as the other types of tweets.
Why are messaging objectives important?
They help provide the persona with the information they need to make a purchase or other conversion
On Facebook, most brand posts are made
Thursday and Friday
The first photo sharing site was
Webshots
The leading purchase influencer in four different countries
Word of mouth
A marketer can encourage users to share its video by doing all of these except:
creating an entertaining video
In blogging, the suffix at the end of a URL address of the blog site indicates
the service hosting the blog
Why is communicating with citizens from countries other than the U.S. important for a social media marketer?
Social media is international, with adoption and usage on the rise in many countries.
