New Media Business Midterm Review(CH 1-7) Ira Rudowsky
Social media marketing to a global audience
Do some research beforehand to determine which regions or nationalities are active on each social media network. Then tailor communications on each platform to reference likely areas of interest or commonality.To avoid misunderstandings, be friendly but not invasive when seeking contacts. Before posting, mentally ask whether there is any part of a message that could easily be misinterpreted or cause your overall idea to be misunderstood.
A social media marketing plan does not require monitoring or adjustment during its implementation. True False
False
According to the text, social media is only being adopted by younger populations. True False
False
According to the text, the reason why social media marketing is such a growth industry right now is because corporate marketers are planning on using external resources for their new social media efforts. True False
False
According to the text, traditional advertising has no value to consumers.: True False
False
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 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
It is very important for brands looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity. True False
False
Large social networks are being threatened by niche social networks that cater to specific interests. True False
False
Most people use social media because they are looking for discounts and deals.: True False
False
Odeo was the first microblogging service. True False
False
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms. True False
False
One should not include links to other social media platforms on a profile page on Twitter. True False
False
Only large corporations have been successful in measuring the return from their social media marketing efforts. True False
False
Ryze.com was the first social network. True False
False
The code of ethics for SMM marketing is the same as for traditional marketing. True False
False
The equal ratio 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
How much people trust you is less important than the overall number of fans and followers you have. True False
False
"Big data" provides opportunities to perform behavioral targeting. True False
True
A social media marketing strategy is something that should be developed to support a brand's overall marketing plan. True False
True
A white label social network can also be called a corporate social network. True False
True
According to the text, SMM employs word-of-mouth marketing. 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
Discussion boards are an earlier form of social networks. True False
True
Google's Orkut is a popular social network in Brazil, but not in the U.S.. 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
Marketing investment in social media is forecast to increase. True False
True
One use of microblogging is to start a discussion or participate in an existing conversation. True False
True
Social media marketing is based on marketing principles that have been around for years. True False
True
Social networks blur the line between business and personal life. True False
True
Some of a brand's most passionate advocates 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
The most popular uses for social media are brand awareness and building brand preference True False
True
When developing personas it is important to identify all relevant personas by role. True False
True
When first engaging in social media, it is important to listen first before creating content. True False
True
How social media marketing differs from traditional marketing
(1) The first is control vs. contributions. Traditional marketing seeks to control the content seen by the audience. Old school marketers attempt to dominate the territory and try to exclude their competitors' messages. On the Internet, and in social media especially, control over content consumed is in the hands of consumers and marketers ignore that truth to their detriment. SMM emphasizes audience contribution and relinquishes control over large parts of the content. (2) The second important distinction between traditional and SMM is trust building. Firms cannot fully control the content that users will create, so to build their image, companies must develop trusting relationships with their audience. Unlike traditional advertisements in which consumers expect some exaggeration or spin to be applied to the product's image, on social media it is important to be earnest and down- to-earth. social media involves many-to-many communication with brands being only one participant. Unlike an advertising campaign with a set beginning and end, social media is an ongoing conversation.
What a company should consider when building an effective Twitter channel
-Self Promote Cautiously(focus on building relationships and foster connections by generously promoting others) -Choose Optimal Tweet Times -Respond to Questions -Gather Feedback -Provide Unique Value(why follow and listen to msgs being offered?)
Benefits and drawbacks of marketing with social networks
Benefits:Increased exposure, Increased traffic, Developed loyal fans, Provided marketplace insight, Generated leads, Improved search rankings, Grown business partnerships, Established thought leadership, Improved sales, Reduced marketing expenses Drawbacks: Information is only available for a finite amount of time before new information replaces it, you must present the information in a form of a conversation or you will lose followers.
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 platform offers this.
a. Facebook.
The Persona Development Cycle DOES NOT include: a. mass messaging. b. identifying all personas by role. c. listing the needs of all personas. d. developing purpose-oriented goals for communication with each persona. e. determining the situational triggers of the persona.
a. mass messaging.
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. A big ego b. Strong reading and comprehension skills c. Good listening skills d. Basic computer skills e. A sense of humor
a. A big ego
What is a social network site? a. An online service where members can establish relationships. b. A website where users can share thoughts and information. c. A photo or video sharing site. d. A business-to-consumer digital platform. e. A type of discussion forum.
a. An online service where members can establish relationships.
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. To see how many people buy your products. c. It helps a company evaluate its advertising strategy. d. It makes your customers think you care about what they say. e. Listening can help a company identify those keywords people use for its products.
a. Comments can help a company understand how it is perceived and where opportunities may lie.
If your product is visual, the best social media platform would likely be: a. Instagram. b. a white label network. c. Facebook. d. Orkut. e. LinkedIn.
a. Instagram.
Which of the following is one way to manage the time invested in social media marketing? a. Leverage tools like Hootsuite that are designed to improve efficiencies. b. Hire an outside agency. c. Only spend time on one social media site at a time. d. Install times on employee computers to monitor time spent on social media. e. None of these.
a. Leverage tools like Hootsuite that are designed to improve efficiencies.
Regarding SMM, which of the following is correct? Selected Answer: a. Messages are useful only if they reach the right people. b. "More is better." c. A large pool of potential customers is necessary. d. The message can be delivered at any time. e. The message can be delivered in any available format.
a. Messages are useful only if they reach the right people.
What is one element that is universal across microblogging and social platforms? a. Peoples' value and interests. b. Peoples' need for deals. c. The ability for a brand to broadcast its marketing message. d. The marketing objectives. e. The ability to identify influencers
a. Peoples' value and interests.
What type of tweet category is described as "Look at What I've Been Doing"? a. Picture tweets b. Question tweets c. Entertainment tweets d. Opinion tweets e. Classic tweets
a. Picture tweets
For the social media marketer, "know the audience" means: a. understand where they hang out. b. meet as many as possible in person. c. all of these are correct. d. understand what your target audience is thinking. e. make as many friends as possible on Facebook.
a. understand where they hang out.
Why is Twitter a useful channel for building personas? a. The search function allows a marketer to easily study different users and their interests. b. The ability to directly contact users allows marketers to connect with personas directly. c. The hashtag is an important tool for identifying personas. d. It allows a marketer to listen to what the target audience is talking about, and develop personas based on those topics. e. Marketers can develop personas based on the topics most discussed in its Twitter stream.
a. The search function allows a marketer to easily study different users and their interests.
Why are messaging objectives important? a. They help provide the persona with the information they need to make a purchase or other conversion. b. They ensure a company knows where to find their personas. c. They help determine the optimal target audience. d. They allow for the adjustment of messaging goals. e. They ensure specificity within personas.
a. They help provide the persona with the information
Social media marketing is a form of what type of marketing? a. Word of mouth b. Online advertising c. Direct mail d. Social networking e. Paid search
a. Word of mouth
The passive engagement strategy focuses on: a. listening. b. collecting and sharing content. c. setting up social media profiles. d. creating content. e. engaging with your audience.
a. listening.
A "call to action" can be defined as: a. the action you want someone to take at each stage of your marketing campaign. b. brand building. c. lead generation and/or sales. d. the objectives of a social media campaign. e. the process of measuring a social media campaign.
a. the action you want someone to take at each stage of your marketing campaign.
Which of the following is not part of the social media marketing planning cycle? a. Tuning b. Driving traffic c. Setting goals d. Implementing e. Monitoring
b. Driving traffic
According to the text, which is not recommended in optimizing a profile for LinkedIn? a. Get recommended b. Include your job title c. Complete a profile with as much detail as possible d. Post a head shot e. Join up to 50 groups and participate
b. Include your job title
Why is social media so attractive for consumers? a. It is free. b. It gives the consumer more power. c. It allows for more insight and creativity. d. It is used by everybody. e. It allows consumers to vent about bad customer service.
b. It gives the consumer more power.
Why is it important to understand the rules of engagement in social media? a. It makes it easier to engage in interruption marketing. b. It helps avoid potentially costly mistakes. c. It reduces information costs. d. It shows how to grow your social media followers. e. It identifies what social media channels to avoid.
b. It helps avoid potentially costly mistakes.
What is one disadvantage of the mass follow strategy? a. It takes a long time to gather followers. b. Most of the users who follow back are mass marketers and spammers and will not see the tweets. c. It is costly. d. It may require a company to follow its competitors. e. It requires a much more hands on approach to managing followers.
b. Most of the users who follow back are mass marketers and spammers and will not see the tweets.
Which rung on the Social Technographics Ladder represents the largest segment? a. Collectors b. Spectators c. Critics d. Joiners e. Inactives
b. Spectators
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. Sticking to a marketing message regardless of the social channel c. Sending an untargeted message on Twitter as a tweet d. Providing context when trying to connect with someone e. Talking about music tastes on Facebook
b. Sticking to a marketing message regardless of the social channel
Why are social networks so useful for businesses that sell to consumers? a. It is a useful medium for broadcasting messages to a large audience. b. They are a great way to find and reach potential customers. c. It does not require any technical knowledge. d. Companies can easily see what the competition is doing on social networks. e. It costs much less than traditional advertising.
b. They are a great way to find and reach potential customers.
When developing social media strategies, it is important that companies: a. ensure they include Facebook, because it is one of the most popular social networks. b. make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats. c. include the 8 C's. d. look to what their competitors are doing. e. define the call to action first.
b. make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.
How a social media marketer should handle a mistake
businesses can gain credibility by admitting their mistakes, by asking the community for understanding or support, and by taking action to remedy the situation. Acknowledge, Apologize, and Act to remedy situation
With a global audience, which of the following should be avoided in your content? a. Folksy, friendly sayings b. Sarcasm c. All of these should be avoided d. Expressions e. Helpful proverbs
c. All of these should be avoided
What is the primary lesson behind the "United Breaks Guitars" case? a. Online video has the power to reach millions of people at a very low cost. b. Customer service should not be outsourced. c. Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues. d. A well-executed PR strategy can help control negative social media messages. e. Social media is only effective for customer complaints.
c. Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
Correct Which of the following is not considered one of the rules of engagement? a. Having a personality b. Being nice c. Entertaining your audience d. Staying on topic e. Using social media channels as intended
c. Entertaining your audience
Which social network made the mistake of alienating its early adopters by deleting suspicious accounts? a. SixDegrees b. Ryze c. Friendster d. MySpace e. Tribe.net
c. Friendster
How does Twitter make other social media tools more effective? a. Brands are able to grow their other social networks through Twitter. b. As Twitter grows, so does social media usage in general. c. It provides a distribution outlet that can reach millions of people. d. It has better tracking than other social media channels. e. It creates a synergistic relationship between social networks.
c. 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 confirms that social media is used primarily by Generation Y. c. It provides a set of persona profiles for a company to reference. d. It helps identify what social sites are most useful for a company. e. It allows a company to identify why people are using social media.
c. It provides a set of persona profiles for a company to reference.
Which of Walmart's social media strategies was considered successful? a. Its MySpace page b. The Eleven Moms blog c. Its Facebook page d. The Hub e. The Walmarting Across America blog
c. Its Facebook page
Which firm is credited with creating "the perfect business apology"? a. Wikipedia b. Facebook c. JetBlue d. Twitter e. None of these.
c. JetBlue
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. Monitoring and responding d. Developing two-way online conversations with users e. Finding ways for the fans and users to share a company's message through various social channels
c. Monitoring and responding
What social network did not succeed in the U.S. but has been successful in other countries? a. Friendster b. Bebo c. Orkut d. MySpace e. Renren
c. Orkut
Why should firms consider investing in a presence on larger social networks? a. They will likely grow, so a presence there will pay off in the future. b. It is where good content has the best chance of being shared. c. They set social media trends and have the largest audiences. d. It is where the consumers are. e. It is where the competition is.
c. They set social media trends and have the largest audiences.
Social media marketing ethics involve all of the following except: a. showing respect for your audience. b. taking responsibility for one's actions. c. employing information gathering software on social profiles. d. being active in addressing customer complaints. e. telling the truth.
c. employing information gathering software on social profiles.
Authenticity can be described as: a. the tone a brand or company has when using social media. b. always sounding enthusiastic. c. telling the truth in a personable and genuine manner. d. a way for a brand to lose credibility. e. an important element of interruption marketing.
c. telling the truth in a personable and genuine manner.
Which of the following is not considered a social media marketing goal? a. Driving recommendations from friends and family b. Crisis communication and online reputation management c. Increasing customer satisfaction (customer service) d. Increasing the number of Facebook fans and Twitter followers e. Generating new leads
d. Increasing the number of Facebook fans and Twitter followers
Which of the following is not part of an active engagement strategy? a. Creating social media profiles. b. Starting conversations with others. c. Connecting with key influencers. d. Broadcasting messages. e. Creating and sharing content.
d. Broadcasting messages.
What is a common issue with social media marketing plans? a. Developing strategies before identifying the target audience. 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. Not understanding marketing goals and objectives.
d. Defining the target audience too broadly.
The only platform that is inclined toward African-Americans and Hispanics is: a. Facebook. b. Digg c. Pinterest. d. Instagram. e. Twitter.
d. Instagram.
What is the most important element of microblogging? a. It must be developed in conjunction with other social networking sites. b. The content must be unique. c. It is found on 'tumblelogs.' d. It must be short. e. It only occurs on Twitter.
d. It must be short.
Why does Twitter require strong writing skills? a. Brands need to find different ways to communicate the same message. b. Standing out from a sea of tweets requires creativity. c. Providing value requires a well-honed ability to communicate clearly. d. It requires a brand to be persuasive and interesting in a very limited number of words. e. It is a social platform that many writers use, so the expectations are higher.
d. It requires a brand to be persuasive and interesting in a very limited number of words.
Which is a true statement? a. Social media is only for certain companies and industries. b. Monitoring social media is an inefficient use of company time. c. Most people do not spend that much time using social media. d. Over half of U.S. adults over the age of 65 were Internet users. e. B2B firms cannot benefit from social media.
d. Over half of U.S. adults over the age of 65 were Internet users.
Which of the following statements is false? a. Social networks serve as a channel for marketing messages. b. Companies can converse with target audiences on social networks. c. Social networks have become an effective way to find new customers. d. People on social networks seek out brand relationships. e. Social networks allow companies to build brand awareness.
d. People on social networks seek out brand relationships.
Why is communicating with citizens from countries other than the U.S. important for a social media marketer? a. Social media in the U.S. is declining when compared to usage in other countries. b. Globalization means that the world is smaller. c. Most social media sites are not country specific, so it is important to be inclusive. d. Social media is international, with adoption and usage on the rise in many countries. e. The U.S. has a large international population that uses social media.
d. Social media is international, with adoption and usage on the rise in many countries.
Why is it considered important to focus on the buyer persona? a. They react differently to messaging objectives than other persona profiles. b. They spend the least time on social media. c. They spend the most time on social media. d. They are the ones who make the purchasing decisions. e. They reflect the ideal demographic profile.
d. They are the ones who make the purchasing decisions.
Which of the following is considered the earliest ancestor of social media? a. Whole Earth 'Lectronic Link b. Email c. ARPANET d. USENET e. Telegram
d. USENET
Which of the following is not an example of permission marketing? a. Signing up for an email newsletter. b. Responding to someone on Twitter. c. Subscribing to a company's YouTube account. d. Viewing an online ad on a mobile phone. e. Becoming a fan of a Facebook business page.
d. Viewing an online ad on a mobile phone.
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 is correct
d. all of these are correct.
SMM is different because: a. it does not employ traditional marketing methods in the usual way. b. it does not control the content of the message. c. it emphasizes audience contribution. d. all of these. e. none of these.
d. all of these.
All of the following are key objectives of SMM EXCEPT: a. brand preference. b. brand awareness. c. customer service. d. brand development. e. new customer leads.
d. brand development.
In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT: a. achieving a desired brand positioning. b. being prepared to handle reputation management in a crisis. c. supporting public relations and advertising campaigns. d. expanding brand loyalty. e. producing new product ideas.
d. expanding brand loyalty.
As a marketer, one thing to keep in mind is that social media users are _____. a. pragmatic b. interested in their favorite brands c. intense d. fickle e. loyal
d. fickle
The best content a brand can provide on Twitter is: a. a special offer not found anywhere else. b. that which includes photos or links to external content. c. appealing to the identified personas. d. interesting, fun, and valuable. e. varied and covers multiple topics and themes.
d. interesting, fun, and valuable.
Microblogs have become a source of: a. fake accounts. b. special offers. c. advertising. d. news and citizen journalism. e. spam.
d. news and citizen journalism.
The leading purchase influencer in four different countries is: a. social media posts from friends and family. b. Twitter feeds. c. blogs. d. word of mouth. e. traditional advertising.
d. word of mouth.
Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform? a. Categorize b. Convert c. Collaborate d. Contribute e. Comprehend
e. Comprehend
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.
e. only A and B are correct.
According to the text, social media is a part of a larger media ecosystem made up of: a. paid media. b. bought media. c. owned media. d. A, B, and C. e. A and C
e. A and C
Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds? a. Creators b. Spectators c. Joiners d. Critics e. Collectors
e. Collectors
Which of the following is not one of the seven myths of SMM? a. Social media is just a fad. b. There is no return on investment on SMM. c. SMM is too time-consuming. d. Social media is just for the young. e. SMM isn't right for most businesses.
e. SMM isn't right for most businesses.
Which of the following statements is false? a. Putting a human face to a brand is one way to develop authenticity and build trust. 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. Being credible helps build a brand's trustworthiness. e. Steering the conversation and message is one example of a company being participatory in social media.
e. Steering the conversation and message is one example of a company being participatory in social media.
Which statement is false? a. The targeted follow strategy is the most effective way to achieve marketing objectives. b. The 'Suggested People' feature on Twitter identifies people with similar interest to those profiles currently being followed. c. Twitter accounts with few followers lack credibility. d. It is important to promote your Twitter profile across other social networks. e. The quantity of Twitter followers is more important than the quality of the follower profiles.
e. The quantity of Twitter followers is more important than the quality of the follower profiles.
Which of the following is likely to generate the highest click through rate to your Twitter account? a. I need more followers. b. I'm on Twitter. c. You should follow me on Twitter. d. Follow me on Twitter. e. You should follow me on Twitter here (link).
e. You should follow me on Twitter here (link)
When considering what social media platform to use, the marketer should consider whether: a. the product is visual. b. the target audience are consumers or professionals. c. the consumers like to collaborate. d. product demonstrations are needed. e. all of these are correct.
e. all of these are correct.
When marketing on Twitter, brands should: a. never retweet. b. avoid offering special deals. c. ignore feedback and comments from other Twitter users. d. ensure that they provide plenty of product announcements and promotions. e. focus on relationships.
e. focus on relationships.
Social media marketing goals must be flexible because: a. a brand cannot be sure its goals will be achieved. b. brand management might not support certain social media marketing goals. c. a particular social network might disappear. d. consumers are fickle, so it is difficult to forecast their behavior. e. new developments sometimes occur while using social media.
e. new developments sometimes occur while using social media.
The process for creating a SMM plan includes all of these EXCEPT: a. choosing the media mix. b. the implementation of a schedule for posting. c. the creation of messaging objectives. d. the creation of specific personas based on the target market. e. the listing of reasons for reaching this target market.
e. the listing of reasons for reaching this target market.
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.
a. on Thursday and Friday.