Social Media Marketing Midterms Chapter 5 out of 5

When Burton posts a humorous video on Facebook of some epic snowboarding fails that bring joy and amusement to the audience, this post is considered which of the following? A)Audience-centric. B)Brand-centric. C)Sales-oriented. D)A & B. E)A & C.

A) Audience-centric

Which of the following completes the statement, 'When it comes to channel choice in a showdown between the most popular SNSs featuring photos and video shorts, social media marketing managers seem to agree Instagram Stories achieve ______ reach than Snapchat, and have ______ resource efficiency.'? A)Greater, higher. B)Greater, lower. C)Lesser, higher. D)Lesser, lower. E)None of these.

A) Greater, higher

Which of the following best defines a channel plan? A)It identifies the vehicles the brand will use to reach and communicate with the target audience and summarizes the tactics that are recommended for each vehicle. B)It is the character description that highlights key information about the target audience. C)It is the action taken to execute the social media strategy. D)It brings the social media marketing strategy to life. E)All of these.

A) It identifies the vehicles the brand will use to reach and communicate with the target audience and summarizes the tactics that are recommended for each vehicle

How could social media marketers ensure the content developed for social media remain consistent with the brand's style and personality in other communications media? A)Refer to the brand's style guide. B)Solicit feedback from social community participants. C)Conduct a thorough sentiment analysis. D)Refer to the channel plan. E)None of these.

A) Refer to the brand's style guide

What is a sequence of connected steps that enables the organization to act efficiently with minimal overlapping tasks and resources in order to implement the social media marketing plan effectively? A)Social media workflow. B)Social media management service provider. C)Editorial (content) calendar. D)Creative calendar. E)None of these.

A) Social media workflow

How is the content strategy document different from a content calendar? A)The content strategy document briefly summarizes all content decisions while the content calendar captures which content is scheduled and prioritized for the organization. B)The content strategy document briefly summarizes the content type and channel while the content calendar captures which content is scheduled and prioritized for the organization. C)The content calendar briefly summarizes all content decisions while the content strategy document captures which channels to use and their order of priority. D)The content calendar captures which content is scheduled and prioritized for the organization while the content strategy document captures which channels to use and their order of priority. E)None of these.

A) The content strategy document briefly summarizes all content decisions while the content calendar captures which content is scheduled and prioritized for the organization

Tracking which of these editorial calendar elements will make it easier to ensure that your work has a signature look and cohesive brand identity? A)Visuals. B)Topic categories. C)Keywords and other meta-data. D)URLs. E)Calls to action.

A) Visuals

When considering the content mix in terms of point of view (POV) which of the following best completes the statement, 'Industry best practices suggest that for every four social media posts that are ______-centric, the brand can share one post that is ______-centric.'? A)Audience, style. B)Audience, brand. C)Brand, audience. D)Brand, style. E)Style, brand.

B) Audience, brand

Which of the following must be able to attract attention, breakthrough a clutter, deliver the intended message, and aid comprehension and recall, while positively influencing brand attitudes and purchase intent? A)Social media tactics. B)Brand experience. C)Brand persona. D)Audience engagement. E)None of these.

B) Brand experience

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following describes the marketer's best objective on Twitter? A)Creating brand loyalty. B)Public relations. C)Lead generation. D)Brand awareness. E)Business development.

B) Public relations

Which of these editorial calendar elements helps make your calendars more searchable when you are looking to see about which target subjects you already created a lot of content - or which you haven't covered often enough? A)Visuals. B)Topic categories. C)Keywords and other meta-data. D)URLs. E)Calls to action.

B) Topic categories

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following describes the marketer's best objective on Pinterest? A)Creating brand loyalty. B)Public relations. C)Lead generation. D)Brand awareness. E)Business development.

C) Lead generation

Which of the following best completes the sentence, 'Companies that work with ______ services will use calendars integrated in the system instead of spreadsheets'. A)Creative advertising. B)Sentiment analysis. C)Social media management. D)Content strategy.

C) Social media management

Which of the following terms 'serves as the brand's active presence in each social community and includes archived content that is "evergreen."? A)Hero content. B)Hit content. C)Hybrid content. D)Hygiene content. E)Hub content.

D) Hygiene content

Google's The YouTube Creator Playbook for Brands recommends developing a content strategy that includes three levels of content. What are the three levels? A)Hybrid, hub, hero. B)Hybrid, hygiene, hero. C)Hygiene, hybrid, hub. D)Hygiene, hero, hub. E)Hygiene, hero, hit.

D) Hygiene, hero, hub

Which of these editorial calendar elements can be archived as an easy way to keep your online content audits updated? A)Visuals. B)Topic categories. C)Keywords and other meta-data. D)URLs. E)Calls to action.

D) URLs

Based on figure 5.2 Channel Characteristics for Major SNSs, which of the following channels are not typically used for building relationships? A)Twitter. B)Pinterest. C)YouTube. D)A & B only. E)All of these.

E) All of these

What are the elements used in the design of a brand experience? A)Type of tactic. B)Content type. C)Content strategy. D)A & C only. E)All of these.

E) All of these

Which of the following questions will facilitate channel selection? A)Does our brand image, voice, and tone fit with the channel culture? B)What specific goals can be pursued here given the channel's functionality? Do these goals relate to objectives in our strategic plan? C)Does the channel offer paid media options to ensure audience reach and the ability to target specific audience segments? D)A & B only. E)All of these.

E) All of these

Based on figure 5.2 Channel Characteristics for Major SNSs, which channel is best for B2B marketers? A)Facebook. B)Pinterest. C)Snapchat. D)YouTube E)LinkedIn.

E) LinkedIn