New Media Chapter 1
According to the text, social media is only being adopted by younger populations.
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.
False
Only large corporations have been successful in measuring the return from their social media marketing efforts.
False
According to the text, SMM employs word-of-mouth marketing.
True
Marketing investment in social media is forecast to increase.
True
Social media marketing is based on marketing principles that have been around for years.
True
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.
Which is a true statement? a. Over half of U.S. adults over the age of 65 were Internet users. b. B2B firms cannot benefit from social media. c. Most people do not spend that much time using social media. d. Social media is only for certain companies and industries. e. Monitoring social media is an inefficient use of company time.
a. Over half of U.S. adults over the age of 65 were Internet users.
Which of the following is not one of the seven myths of SMM? a. SMM isn't right for most businesses. b. There is no return on investment on SMM. c. SMM is too time-consuming. d. Social media is just for the young. e. Social media is just a fad.
a. SMM isn't right for most businesses.
Which of the following is not an important aspect to social media marketing? a. Creating buzz through content to attract attention b. Monitoring and responding c. Finding ways for the fans and users to share a company's message through various social channels d. Ensuring the product message is always paramount e. Developing two-way online conversations with users
b. Monitoring and responding
Why is social media so attractive for consumers? a. It is used by everybody. b. It allows for more insight and creativity. c. It gives the consumer more power. d. It is free. e. It allows consumers to vent about bad customer service.
c. It gives the consumer more power.
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 considered the earliest ancestor of social media? a. ARPANET b. Whole Earth 'Lectronic Link c. USENET d. Email e. Telegram
c. USENET
Social media marketing is a form of what type of marketing? a. Paid search b. Social networking c. Direct mail d. Word of mouth e. Online advertising
d. Word of mouth
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.
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
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. Strong reading and comprehension skills c. Good listening skills d. A sense of humor e. A big ego
e. A big ego
What is the primary lesson behind the "United Breaks Guitars" case? a. Social media is only effective for customer complaints. b. Online video has the power to reach millions of people at a very low cost. c. A well-executed PR strategy can help control negative social media messages. d. Customer service should not be outsourced. e. Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
e. Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
