Chapter 6, Chapter 5, Chapter 4, Chapter 3, Chapter 2
A social media marketing plan does not require monitoring or adjustment during its implementation. True False
False
According to the text, traditional advertising has no value to consumers. True False
False
How much people trust you is less important than the overall number of fans and followers you have. True False
False
Most people use social media because they are looking for discounts and deals. True False
False
"Big data" provides opportunities to perform behavior targeting. True False
True
Some of a brand's most passionate advocated can start off as disgruntled customers. True False
True
The Forrester Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it. True False
True
When developing personas it is important to identify all relevant persons by role. True False
True
What type of tweet category is described as "Look at What I've Been Doing"? a. Question tweets b. Picture tweets c. Classic tweets d. Opinion tweets e. Entertainment tweets
picture tweets
The leading purchase influencer in four different countries is: a. Word of mouth b. Social media posts from friends and family c. Twitter feeds d. Traditional advertising e. Blogs
word of mouth
Which of the following is likely to generate the highest click through rate to your Twitter account? a. I need more followers b. You should follow me on Twitter c. Follow me on Twitter d. I'm on Twitter e. You should follow me on Twitter (link)
you should follow me on twitter link
Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve. True False
False
It is very important for brands to looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity. True False
False
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms. True False
False
The code of ethics for SMM marketing is the same as for traditional marketing. True False
False
The most popular uses for social media are brand awareness and building brand preference. True False
False
One should not include links to other social media platforms on a profile page on Twitter. True False
false
Ryze.com was the first social network. True False
false
The equal ration strategy describes when one follows lots of other profiles and hope they decide to follow back. True False
false
Twitter is ideal at achieving all marketing objectives, with the exception of brand building. True False
false
As a marketer, one thing to keep in mind is that social media users are ______. a. Loyal b. Fickle c. Interested in their favorite brands d. Intense e. Pragmatic
fickle
When marketing on Twitter, brands should: a. Ignore feedback and comments from other Twitter users b. Never retweet c. Focus on relationships d. Ensure that they provide plenty of product announcements and promotions e. Avoid offering special deals
focus on relationships
Which social network made the mistake of alienating its early adopters by deleting suspicious accounts? a. Tribe.net b. MySpace c. Friendster d. Ryze e. SixDegrees
friendster
According to the text, which is not recommended in optimizing a profile for LinkedIn? a. Include your job title b. Join up to 50 groups and participate c. Post a head shot d. Get recommended e. Complete a profile with as much detail as possible
include you job title
What social network did no succeed in the U.S. but has been successful in other countries? a. Renren b. Bebo c. Orkut d. Friendster e. MySpace
orkut
Why is communicating with citizens from other countries other than the U.S. important for a social media marketer? a. The U.S. has a large international population that uses social media. b. Most social media sites are not country specific, so it is important to be inclusive. c. Social media in the U.S. is declining when compared to usage in other countries. d. Social media is international, with adoption and usage on the rise in many countries. e. Globalization means that the world is smaller.
social media is international with adoption on the rise in many countries
Social networks blur the line between business and personal life. True False
true
What can be learned from listening includes all of these EXCEPT: a. How people feel about a company, product, service, person, or issue. b. Which media platforms appear to be the most viable in order to achieve SMM goals. c. How competitors are using social media platforms. d. All of these are correct. e. None of these are correct.
all of these are correct
Which of Walmart's social media strategies was considered successful? a. The Walmarting Across America blog b. Its Facebook page c. The Hub d. Its MySpace page e. The Eleven Moms Blog
its facebook page
Which rung on the Social Technographics Ladder represents the largest segment? a. Critics b. Spectators c. Inactives d. Collectors e. Joiners
spectators
A social media marketing strategy is something that should be developed to support a brand's overall marketing plan. True False
True
Being honest is one way for a company to build credibility. True False
True
Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided. True False
True
It is important for a brand to identify the unique value it can bring to its Twitter followers. True False
True
LinkedIn forbids self-promotion on its platform. True False
True
When considering what social media platform to use, the marketer should consider whether: a. All of these are correct b. Product demonstrations are needed c. The target audience are consumers or professionals d. The consumers like to collaborate e. The product is visual
all of these are correct
With a global audience, which of the following should be avoided in your content? a. All of these should be avoided b. Sarcasm c. Expressions d. Folksy, friendly sayings e. Hopeful proverbs
all of these should be avoided
What is a social network site? a. A photo or video sharing site b. A business-to-consumer digital platform c. A website where users can share thoughts and information d. An online service where members can establish relationships e. A type of discussion forum
an online service where members can establish relationships
All of the following are key objectives of SMM EXCEPT: a. Brand preference b. Brand development c. Brand awareness d. Customer service e. New customer leads
brand development
Which of the following is not part of an active engagement strategy? a. Connecting with key influences b. Creating and sharing content c. Starting conversations with others d. Creating social media profiles e. Broadcasting messages
broadcasting messages
Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds? a. Collectors b. Creators c. Joiners d. Critics e. Spectators
collectors
Why is it important to listen to conversations about a brand? a. Comments can help a company understand how it is perceived and where opportunities may lie. b. Listening can help a company identify those keywords people use for its products. c. To see how many people buy your products. d. It helps a company evaluate its advertising strategy. e. It makes your customers think you care about what they say.
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 unspoken rules of a particular social media platform? a. Convert b. Categorize c. Contribute d. Comprehend e. Collaborate
comprehend
It is considered a best practice for a brand to use its logo as its Twitter avatar. True False
false
It is considered a best practice for companies to set up a profile on Facebook. True False
false
Large social networks are being threatened by niche social networks that cater to specific interests. True False
false
Odeo was the first microblogging service. True False
false
What is a common issue with social media marketing plans? a. Not understanding marketing goals and objectives b. Incorrectly identifying the target audience c. Relying too heavily on Facebook as a social media strategy d. Defining the target audience too broadly e. Developing strategies before identifying the target audience
defining the target audience too broadly
Which of the following is not part of the social media marketing planning cycle? a. Implementing b. Tuning c. Setting goals d. Monitoring e. Driving traffic
driving traffic
Social media marketing ethics involve all of the following except: a. Showing respect for your audience. b. Taking responsibilty for one's actions. c. Employing information gathering software on social profiles. d. Telling the truth. e. Being active in addressing customer complaints.
employing information gathering software on social profiles
Which of the following is not considered one of the rules of engagement? a. Entertaining your audience b. Being nice c. Using social media channels as intended d. Staying on topic e. Having a personality
entertaining your audience
In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT: a. Supporting public relations and advertising campaigns b. Achieving a desired brand positioning c. Producing new product ideas d. Being prepared to handle reputation management in a crisis e. Expanding brand loyalty
expanding brand loyalty
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; no platforms offer this
Google's Orkut is a popular social network in Brazil, but not in the U.S.. True False
false
Which of the following is not considered a social media marketing goal? a. Generating new leads b. Crisis communication and online reputation management c. Increasing customer satisfaction (customer service) d. Increasing the number of Facebook fans and Twitter followers e. Driving recommendations from friends and family
increasing the number of facebook fans and twitter followers
If your product is visual, the best social media platform would likely be: a. Instagram b. A white label network c. LinkedIn d. Orkut e. Facebook
The only platform that is inclined toward Africa-Americans and Hispanics is: a. Twitter b. Facebook c. Digg d. Instagram e. Pinterest
The best content a brand can provide on Twitter is: a. That which includes photos or links to external content b. Interesting, fun, and valuable c. A special offer not found anywhere else d. Varied and covers multiple topics and themes e. Appealing to the identified personas
interesting fun and valuable
Why is it important to understand the rules of engagement in social media? a. It shows how to grow your social media followers. b. It reduces information costs. c. It helps avoid potentially costly mistakes. d. It makes it easier to engage in interruption marketing. e. It identifies what social media channels to avoid.
it helps avoid potentially costly mistakes
What is the most important element of microblogging? a. The content must be unique b. It only occurs on Twitter c. It is found on "tumbleblogs" d. It mus be developed in conjunction with other social networking sites e. It must be short
it must be short
How does Twitter make other social media tools more effective? a. As Twitter grows, so does social media usage in general. b. It has better tracking than other social media channels. c. It creates a synergistic relationship between social networks. d. Brands are able to grow their other social networks through Twitter. e. It provides a distribution outlet that can reach millions of people.
it provides a distribution outlet that can reach millions of people
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 helps identify what social sites are most useful for a company. d. It allows a company to identify why people are using social media. e. It confirms that social media is primarily used by Generation Y.
it provides a set of persona profiles for a company to reference
Why does Twitter require strong writing skills? a. Brands need to find different ways to communicate the same message. b. Providing value requires a well-honed ability to communicate clearly. c. It requires a brand to be persuasive and interesting in a very limited number of words. d. Standing out from a sea of tweets requires creativity. e. It is a social platform than many writers use, so the expecations are higher.
it requires a brand to be persuasive and interesting in a very limited number of words
The passive engagement strategy focuses on: a. Engaging with your audience. b. Creating content. c. Setting up social media profiles. d. Listening. e. Collecting and sharing content.
listening
When developing social media strategies, it is important that companies: a. ensure they include Facebook, becuase it is one of the most popular social networks. b. Include the 8 C's. c. Look to what their competitors are doing. d. Define the call to action first. e. Make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.
make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats
The Persona Development Cycle DOES NOT include: a. Determining the situational triggers of the persona b. Developing purpose-oriented goals for communication with each persona c. Mass messaging d. Listing the needs of all personas e. Identifying all personas by role
mass messaging
Regarding SMM, which of the following is correct? a. "More is better" b. The message can be delivered at any time c. Messages are useful only if they reach the right people d. The message can be delivered in any available format e. A large pool of potential customers is necessary
messages are useful only if they reach the right people
What is one disadvantage of the mass follow strategy? a. Most of the users who follow back are mass marketers and spammers and will not see the tweets. b. It may require a company to follow its competitors. c. It requires a much more hands on approach to managing followings. d. It takes a long time to gather followers. e. It is costly.
most of the users who follow back are mass marketers and spammers and will not see the tweets
Social Media Marketing goals must be flexible because: a. Brand management might not support certain social media marketing goals. b. New developments sometimes occur while using social media. c. A brand cannot be sure its goals will be achieved. d. A particular social network might disappear. e. Consumers are fickle, so it is difficult to forecast their behavior.
new developments sometimes occur while using social media
Microblogs have become a source of: a. Advertising b. Fake accounts c. News and citizen journalism d. Spam e. Special offers
news and citizen journalism
On Facebook, most brand posts are made: a. On Thursday and Friday b. On weekends, generally c. On Saturday, especially between 8 and 11 pm in the evening d. On Friday at 3 pm e. None of these
on thursday and friday
Googe+: 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 "Companies" for search purposes d. All of the above e. Only A and B are correct
only a and b are correct
Which of the following statements is false? a. Companies can converse with target audiences on social networks. b. People on social networks seek out brand relationships. c. Social networks serve as a channel for marketing messages. d. Social networks have become an effective way to find new customers. e. Social networks allow companies to build brand awareness.
people on social networks seek out brand relationships
What is one element that is universal across microblogging and social platforms? a. Peoples' value and interests b. The marketing objectives c. Peoples' needs for deals d. The ability for a brand to broadcast its marketing message e. The ability to identify influencers
peoples value and interests
Which of the following statements is false? a. Being credible helps build a brand's trustworthiness. b. Putting a human face to a brand is one way to develop authenticity and build trust. c. Steering the conversation and message is one example of a company being participatory in social media. d. Providing an audience with helpful information is one definition of being resourceful. e. Successful permission marketing is about giving the audience something of value.
steering the conversation and message is one example of a company being participatory in social media
According to the social media rules of engagement, which of the following is not recommended? a. Not deleting less than positive comments or reviews on your social profiles. b. Talking about music tastes on Facebook. c. Sending an untargeted message on Twitter as a tweet. d. Sticking to a marketing message regardless of the social channel. e. Providing context when trying to connect with someone.
sticking to a marketing message regardless of the social channel
Authenticity can be described as: a. A way for a brand to lose credibility. b. Always sounding enthusiastic. c. The tone a brand or company has when using social media. d. An important element of interruption marketing. e. Telling the truth in a personable and genuine manner.
telling the truth in a personable and genuine manner
A "call to action" can be defined as: a. Lead generation and/or sales. b. Brand building. c. The action you want someone to take at each stage of your marketing campaign. d. The process of measuring a social media campaign. e. The objectives of a social media campaign.
the action you want someone to take at each stage of your marketing campaign
The process for creating a SMM plan includes all of these EXCEPT: a. Choosing the media mix b. The listing of reasons for reaching this target market c. The creation of specific personas based on the target market d. The implementation of a schedule for posting e. The creation of messaging objectives
the listing of reasons for reaching this target market
Which statement is false? a. It is important to promote your Twitter profile across other social networks. b. The "Suggested People" feature on Twitter identifies people with similar interest to those profiles currently being followed. c. The quantity of Twitter followers is more important than the quality of the follower profiles. d. The targeted follow strategy is the most effective way to achieve marketing objectives. e. Twitter accounts with few followers lack credibility.
the quantity of twitter followers is more important than the quality of the follower profiles
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.
the search function allows a marketer to easily study different users and their interests
Why are social networks so useful for business that sell to consumers? a. THey are a great way to find and reach potential customers. b. It costs much less than traditional advertising. c. It does not require any technical knowledge. d. Companies can easily see what the competition is doing on social networks. e. It is a useful medium for broadcasting messages to a large audience.
they are a great way to find and reach potential customers
Why is it considered important to focus on the buyer persona? a. They spend the least time on social media b. They react differently to messaging objectives than other persona profiles c. They are the ones who make the purchasing decision d. They reflect the ideal demographic profile e. They spend the most time on social media
they are the ones who make the purchasing decision
Why are messaging objectives important? a. They help determine the optimal target audience 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 allow for the adjustment of messaging goals e. They ensure a company knows where to find their personas
they help provide the persona with the information they need to make a purchase or other conversion
Why should firms consider investing in a presence on larger social networks? a. They set social media trends and have the largest audiences. b. It is where the competition is. c. It is where the consumers are. d. It is where good content has the best chance of being shared. e. They will likely grow, so a presence there will pay off in the future.
they set social media trends and have the largest audiences
A white label social network can also be called a corporate social network. True False
true
Discussion boards are an earlier form of social networks. True False
true
One use of microblogging is to start a discussion or participate in an existing conversation. True False
true
When first engaging in social media, it is important to listen first before creating content. True False
true
For the social media marketer, "know the audience" means: a. Understand where they hang out b. All of these are correct c. Meet as many as possible in person d. Make as many friends as possible on Facebook e. Understand what your target audience is thinking
understand where they hang out
Which of the following is not an example of permission marketing? a. Subscribing to a company's YouTube account. b. Becoming a fan of a Facebook business page. c. Viewing an online ad on a mobile phone. d. Responding to someone on Twitter. e. Signing up for an email newsletter.
viewing an online ad on a mobile phone
