Social Media Marketing: Mid-Term
True/False: A social media marketing strategy should identify strategic opportunities discovered during audience listening.
True
Which platform offers behavior targeting that uses data from platform business partners related to online and offline product-related behaviors?
According to the text, which is NOT recommended as a best practice of social media platform marketing?
Use keywords independent of search engine strategy.
Participating in social listening to ensure that you are meeting the needs of your customers refers to which BEST practice for developing a paid social strategy?
Use research for SMM plans
Why is social media so attractive to consumers?
It helps people connect efficiently
Why is it important to have a call to action at every stage of a social media marketing campaign?
It increases the odds that people will take action on your post
Why should small firms cautiously consider investing in a presence on larger social networks?
It is not always the best investment for limited marketing budgets.
Students should optimize their LinkedIn profiles by doing which of these.
Join up to 50 groups and participate
Which rung on the Social Technographics Ladder represents those that simply maintain their profiles on a social networking site?
Joiners
Why are social networks so useful for businesses that sell to consumers?
Networks create word-of-mouth advertising.
True/False: Blogs can be created for both personal and professional reasons, and they vary widely in topics and reader base.
True
Which of these is NOT considered to be a social networking site?
Groupon
According to the HubSpot website, inbound marketing engages customers by:
Helping them solve their problems
Which element of global perspective relates to varying standards of contact and familiarity with others met through social media?
Cultural differences in engagement
Which type of social media targeting allows marketers to upload their own data?
Custom
Which of these statements is FALSE? A. Social networks allow companies to build brand awareness. B. Companies can converse with target audiences on social networks. C. Facebook profiles are not intended for companies. D. Newsfeeds should be updated more than three times per day. E. Pages allow users to follow or become fans of a company.
D. Newsfeeds should be updated more than three times per day.
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
Which of the following is NOT an example of permission marketing?
Search engine marketing engagement
Why is it important to be careful when using online translations to create new content?
The results may lack cultural context.
According to the Content Marketing Institute, what is the challenge for social media marketers when targeting an audience?
The right person to get The right content At the right place At the right time In the right format In the right language On the right device
Why are messaging objectives important?
They assist in the persona conversion process.
A 2021 Deloitte study found that interacting with AR products led to what level of increase in conversion?
94%
The synchronous characteristics of the webinar make it an ideal format for training sessions or information sharing.
False
True/False: Big data provides opportunities to perform behavioral targeting without significant risks.
False
True/False: Blog updates should try to combine several topics into one post.
False
True/False: Chatbots, lenses, and collections are just a few examples of interactive ads used in stories.
False
True/False: Developing a personal brand online is NOT related to the skills companies are looking for when they hire people for social media positions.
False
True/False: Improving business partnerships is a goal that social media marketing can help achieve.
False
True/False: LinkedIn allows self-promotion on its platform. Members can use the words buy, sell, or attend.
False
True/False: Marketers don't need to focus on the words used to describe specific brands if sales are increasing.
False
True/False: Marketers need to only focus on three dimensions of social media: scope, structure, and governance.
False
True/False: Marketers should only use bots if they have the resources for 24-hour coverage.
False
True/False: Micro influencers have 1,000 to 10,000 followers.
False
True/False: Social media marketers can influence what participants say and think about their brands, and they can control the conversation entirely.
False
True/False: Social media marketing brings the same set of challenges and complications to marketing ethics as traditional marketing.
False
True/False: Social media networks do NOT need to rely on advertising or subscriptions to be profitable.
False
True/False: The Forrester Social Technographics Ladder identifies personas based only on what behaviors they present on social media.
False
True/False: The MOST popular uses for social media are to build brand awareness and to increase customer loyalty.
False
True/False: The content of interruption ads is focused around selling a product or service regardless of its value to the target market.
False
True/False: The primary disadvantage of webinars is that they require planning and coordination beforehand because the event is usually recorded live even if it is available for download after the session.
False
True/False: The social media marketer wants to reach the entire target market—all the market segments—with one campaign or one message.
False
True/False: The number of followers is the ultimate measure of marketing achievement for social media.
False
Why is the Social Technographics Ladder useful?
It provides common persona profiles for a company to reference.
How should a podcast relate to marketing objectives?
It should have a specific topic and themed that interests a certain target audience.
When considering what social media platform to use, which factor should NOT be a primary consideration?
Users can post negative comments.
Many blogging experts recommend the use of which element in blog posts?
Video
Which type of ads provide a great deal of versatility and are used in other ad types such as carousel ads and interactive ads?
Video
Describe how Wendy's successfully applies two elements of the social media marketing framework.
Wendy's is interactive and consistent on social media. The brand responds on Twitter to other brands and customer's comments and jokes while keeps customers entertained and drawn in.
Which of these can be the greatest asset to a social media team in influencing its audience?
unpaid advocate
The fact that everyone is a publisher means:
users can create and interact with the content they see.
Content creators focus on:
videos or podcasts.
Social media marketing ethics involve all of these EXCEPT:
acknowledging an issue without apology .
The more difficult aspect of distributing podcast content is:
ensuring that it is found by the target audience.
In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT:
expanding market development
Social media marketing goals must be flexible because:
firms may discover new information.
As a marketer, one thing to keep in mind is that social media platforms change according to the _____.
tastes of new generations
What three steps should brands take to overcome influencer fails?
1. Own It 2. Address It In a Timely Manner 3. Fix It
Podcasts are NOT usually which type of content?
Streaming
For the social media marketer, social selling means:
connect and interact with potential customers.
Which group on the Social Technographics Ladder is identified as those that post ratings of products or services?
Critics
True/False: The same audience uses different social media platforms in the same ways.
False
When should a social media marketer develop a comprehensive plan?
Before engaging customers
Describe three lessons to help you achieve your personal branding goals.
1. Show up Consistently 2. Be Authentic 3. Tell a Story
When developing social media strategies, it is important that companies:
Consider internal capabilities
According to the text, why is it important to create a podcast that is co-hosted?
Specificity of topic is valuable to listeners.
What are the benefits for companies of microblogging on social networks?
1. Able to share shorter content faster 2. Post more frequently 3. Accessible from a mobile device (direct access to followers)
Name and describe two BEST practices for social media marketing.
1. Appropriate Social Media Channel and Target Audience 2. Appropriate Timing for Selected Social Media Channel
Identify the three elements of the Persona Development Cycle and apply each element to JetBlue's marketing.
1. Identifying persona roles - to understand customers 2. Identifying the needs and situational triggers - to provide comfort and satisfaction 3. Developing messaging objectives - to display features that are not only luxurious but satisfying
List and describe two of the broad categories of social media advertising formats.
1. Video Ads 2. Interactive Ads (Story Ads)
Facebook suggests that less than what percent of the content be text based on its research of ad performance?
20%
Each platform varies in the number of videos or images that can be added for a carousel ad, BUT the range is limited to what number?
6 to 10
What is the difference between a business objective and a social media marketing objective? Provide an example of each.
A business objective affects the entire company (selling stocks), but the marketing objective helps the company to achieve the business objective (strategy to attract investors to buy stocks).
Regarding SMM, which of these is correct? A. A mass message campaign is not lucrative. B. Visuals do not help sell ideas. C. A large pool of potential customers is necessary. D. The message cannot be delivered in a PPC format. E. The message can be delivered at any time.
A. A mass message campaign is not lucrative.
All of these are stated key objectives of SMM EXCEPT: A. Web development. B. New customer leads. C. Brand preference. D. Customer service. E. Brand awareness.
A. Web Development
The inbound marketing methodology suggests that firms develop relationships with customers by implementing which strategy?
Attract, engage, delight
Which components are part of the customer journey?
Awareness, consideration, and conversion
What distinguishes a blog from other types of social media is that: A. None of these is correct. B. Blogs can often spread information faster than a news service. C. All of these are correct. D. People can find blogs with search engines. E. Posting is free and can be seen worldwide.
C. All of these are correct.
Which statement is FALSE? A. Having enough team members to monitor results is as important as creating the ads and content. B. All posts should work together for your audience. C. Investing in software that can help the SMM team work efficiently is only for big companies. D. Clear goals are necessary for selecting the right social media platform. E. Creating buyer personas based on your target market is crucial for paid social success and for selecting influencers.
C. Investing in software that can help the SMM team work efficiently is only for big companies.
Which is a TRUE statement? A. Young adults are the fastest growing social media user group. B. Marketers should focus on one social media platform for network communications. C. Thought leadership ranks as a lesser benefit of SMM. D. Social media return is calculated as financial ROI. E. Monitoring social media engagement is inefficient for B2B firms.
C. Thought leadership ranks as a lesser benefit of SMM.
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
Facebook uses three broad categories of objectives in its ad manager: awareness, conversion, and what other category?
Consideration
Which of these is NOT an important aspect to social media marketing?
Controlling the responses of unhappy audience members
What is a common issue with social media marketing plans?
Defining the schedule implementation too broadly.
Explain why marketers looking to reach a global audience must consider social networks beyond Facebook and identify an example of such a network.
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 these is NOT one of the seven myths of SMM? A. Social media is just a fad. B. Social media is free. C. There is no return on investment on SMM. D. SMM is too time-consuming. E. SMM isn't right for most businesses.
E. SMM isn't right for most businesses.
According to the text, the most valuable element of the social media ecosystem is:
Earned media
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
Which of these is NOT considered a social media marketing goal?
Increase TikTok viewership.
What should be considered when creating podcast content?
Instructional, informative, or entertainment format
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 of the audience the same content
Which type of influencers have 10,000 to 100,000 followers and are usually specialists in their fields?
Micro
According to the Digital Marketing Institute, which of these is NOT one of the five most critical KPIs for influencers?
Monetary payment
Which action is NOT recommended to limit the time investment in SMM?
Monitor competitor posts hourly for trends.
Which of these is NOT a best practice for developing a paid social strategy?
Monitor conversations about competitive brands.
Which social network was launched by a group with Friendster accounts who were inspired by its potential and decided to mimic the social network's more popular features?
MySpace
What social network did NOT succeed in the United States but has been successful in India and Brazil?
Orkut
Which form of marketing may add value to consumers' lives, causing them to welcome and request certain marketing messages?
Permission
The difficult parts of blogging are creating a compelling and relevant subject area for the blog, writing effectively, and improving the content over time based on which element?
Reader feedback
On which criteria will social media marketing objectives be judged?
SMM may be judged on the ability to engage customers, generate revenue, and the appropriate target audience.
JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social media?
Shareholders
Identify one way that social media marketing is similar to traditional marketing and one way that it differs.
Similarity: their goals to attract customers and promote brand awareness. Difference: SMM can be globally accomplished by influencers to a narrow target while traditional marketing has a more broad target with commercials and billboards.
Ads on social media platforms that are paid media are typically two kinds of posts: pay-perclick (PPC) or:
Sponsored
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
True/False: There is no set rule for how often you should post.
True
How was the earliest ancestor of today's diverse social media platforms used?
To post articles organized into newsgroups
Why is it important for a firm to listen to social media conversations about its competitors?
To refine its social strategy
Deciding which practices to employ in social media is based on the ethical limits and norms of the online community and the:
Tools available
True/False: When considering which social media network to use, marketers should consider the characteristics of the target audience.
True
True/False: When creating personas for each segment, it is important to identify all relevant personas by role.
True
True/False: While some podcasters choose to rotate between different themes, such rotation may lose listeners if done incorrectly.
True
True/False: Word of mouth is the leading purchase influence in four different countries.
True
True/False: According to the text, older users are among the fastest growing demographics on most social media sites.
True
True/False: All paid social needs to fit within the company's image.
True
True/False: Companies can find the right influencer by using an agency relationship management dashboard.
True
True/False: Each social media platform has an ad manager for creating ads and may use different terms for the same type of ad.
True
True/False: Establishing a presence on Facebook is crucial for B2C marketing.
True
True/False: Influencer marketing is a way brands can promote their products through endorsements.
True
True/False: Listening to what people are saying about a brand enables a firm to establish social media goals and strategies.
True
True/False: Networking theory explains how traditional word-of-mouth marketing evolved into electronic communications.
True
True/False: Podcasts are typically one of three lengths: 10 minutes, 30 minutes, or 60 minutes.
True
True/False: Sharing some personality helps build common ground and trust and makes it more likely that people will find the social media campaign engaging.
True
True/False: Social media marketing is based in part on age-old concepts of community.
True
True/False: Social networks with niche markets maintain an important role in marketing.
True
True/False: The Federal Trade Commission (FTC) oversees advertising complaints and regulations.
True
True/False: The MOST common advice for successful blogging, podcasting, and hosting webinars is that content should be updated at least once a week, sometimes daily.
True
True/False: The key difference of a white label social network is that it is privately run by a corporation or nonprofit organization.
True
True/False: The key to successfully publishing content online is to have a clear and meaningful content strategy, based on the overall firm's objectives and brand positioning.
True
Social media marketing is a form of which type of marketing?
Word of mouth
Combining daily publishing, writing 3,000+ word articles, and what other blog strategy leads to the greatest chance of success?
Writing 10+ draft headlines before using one
If your product requires demonstration with video logs, the BEST social media platform would likely be:
YouTube
Marketers can learn all of these from social media listening EXCEPT:
competitor product design plans.
What are the three major components for content marketing as a strategy?
brand focus, user experience, and content distribution
When producing a podcast, it is BEST to:
create talking points, not scripts.
A call to action can be defined as a:
desired audience response.
Which of these is NOT part of the social media marketing planning cycle?
e-commerce
The BEST times to post on social media platforms are generally:
morning, lunchtime, near the end of the work day.
The process for creating a SMM plan includes all of these EXCEPT:
the implementation of SEO once.
