Chap 5 assignment

Measuring the success of a social media marketing plan includes such factors as overall ____

reach

Content marketing involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action. Content for an effective SMM campaign has the following qualities except which one?

A focus on product sales.

Social media marketing content should focus on the _____ , not the _____

Audience, organization

All of the following are appropriate ways for a firm to measure the effectiveness of its social media initiatives except:

By measuring output.

Scenario: You are a respected industry authority on social media tools and platforms used in marketing. You have been asked to write an article about these tools and platforms and how companies are using them in their social media marketing efforts. You have decided that a case study approach would work best to convey your thoughts about how social media tools and platforms are used in social media marketing by different firms. In your article, you will describe what five hypothetical companies would like to accomplish with social media. Your five hypothetical companies are as follows: Company A wants to create a virtual community where its customers share their daily experiences with the company's products and post their opinions about related topics. Company B intends to use Tumblr as a social bookmarking site. Company C wants to allow its customers and other users to post a steady stream of updates of varying lengths on products, services, and related subjects. Company D wants its customers to be able to save and manage links to other online resources. Company E wants to create a social media platform where its product experts can discuss features and planned enhancements to its current and future products. The following statements describe how these hypothetical companies should use social media platforms to meet their needs. Which statement is not accurate?

Company B is right to choose Tumblr for this purpose.

When setting goals for a social media marketing (SMM) campaign, a firm should:

Identify their target audience before producing any content

Select all the statements that are true about social media's role in marketing.

It is primarily a communication medium, Most companies are increasing their social media presence

Which of the following is true about the ethical issues marketers encounter in social media marketing?

Privacy and accountability are constant concerns.

Social media platforms differ in the advantages they offer to marketers. Which of the following platforms is effective for distributing messages to influential users but ineffective for bringing users directly to an online store?

Social bookmarking site.

Examples of endorsement-like audience engagement include _____ and ______ .

Shares, retweets

Scenario: You are the head of sales and marketing for a consumer products company. You delegated responsibility for developing a social media marketing (SMM) campaign to one of your best managers because you thought she understood what is required. You asked her to develop some guidelines for how the campaign should be developed and meet with you to discuss her recommended approach. The manager emailed you the following list of guidelines: Developing the campaign should begin by choosing platforms and sites. Social media posts can be used for more than promotion and publicity. Potential customers exposed to social media promotions will be ready to buy as soon as they learn what your company offers. In the event of a public relations crisis, social media can be effectively applied to help defuse it. Which of the following statements should you make to correct the manager's mistakes?Social media posts should be used only to promote a product or publicize a sale.

Social media posts should be used only to promote a product or publicize a sale.

Scenario: The CEO of your company sent you an email last week in which he praised you and your marketing team's efforts and success in utilizing social media to drive sales revenue increases in the last fiscal year. In the email, he admitted that he did not know much about social media. However, he believes it is a technological trend the company needs to embrace to create a competitive advantage. He wants to meet with you to discuss how you think social media will impact the company's customers and their buying behavior in the years to come, and what strategies can be used to take full advantage of this new paradigm. In preparation for the meeting, he would like for you to come prepared to discuss the following social media facts and figures he has gathered through his conversations with other CEOs in the industry: The majority of online consumers start with search engines when they are gathering information for a potential purchase decision. Sites like Facebook and YouTube can play an effective role in introducing new products. Consumers are increasingly sharing information about products and services on blogs and social networking sites. Online reviews are taken very seriously by a large majority of consumers. The impact of social media on buying behavior once varied by age, but is now the same across age groups. Which of the following statements would you make to the CEO in reference to errors within his social media facts and figures?

The impact of social media on buying behavior no longer varies by age.

A new store opens in your city. This store opening is likely to prompt you to use social media in all of the following ways except:

To dispute your first bill from the new store.

From the list below, select any incorrect statements. a. Marketers can increase the return on their social media investments by aligning social media messages with traditional marketing messages. b. Marketers can use microblogs to answer customer questions. c. Marketers should be prepared for low conversion rates when they use social media to advertise to new prospects. d. Viral videos are not effective at generating sales or demand for a product. e. Marketers can use social media to manage public relations crises.

Viral videos are not effective at generating sales or demand for a product.

_____often leads directly to increased audience_____

engagement, activity

Social media marketing ______ the audience participation in the message.

solicits

Content marketing is the creation of relevant and ______ material to attract and ______ an audience.

targeted, engage