Chapter 2 SMM

True or False: A social media marketing plan does not require monitoring or adjustment during its implementation.

False

True or False: Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.

False

True or False: Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.

False

. True or False: Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.

True

True or False: "Big data" provides opportunities to perform behavioral targeting.

True

True or False: A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.

True

True or False: LinkedIn forbids self-promotion on its platform.

True

True or False: Some of a brand's most passionate advocates can start off as disgruntled customers.

True

True or False: 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

True or False: The most popular uses for social media are brand awareness and building brand preference.

True

True or False: When developing personas it is important to identify all relevant personas by role

True

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds? a. Collectors b. Critics c. Creators d. Spectators e. Joiners

a. Collectors

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.

Why is the Social Technographics Ladder useful? a. It helps identify what social sites are most useful for a company. b. It provides a set of persona profiles for a company to reference. c. It allows a company to identify why people are using social media. d. It replaces other more time-consuming persona development processes. e. It confirms that social media is used primarily by Generation Y.

b. It provides a set of persona profiles for a company to reference.

Why are messaging objectives important? a. They ensure a company knows where to find their personas. b. They help provide the persona with the information they need to make a purchase or other conversion. c. They help determine the optimal target audience. d. They ensure specificity within personas. e. They allow for the adjustment of messaging goals.

b. They help provide the persona with the information they need to make a purchase or other conversion.

Social media marketing goals must be flexible because: a. a brand cannot be sure its goals will be achieved. b. new developments sometimes occur while using social media. c. a particular social network might disappear. d. consumers are fickle, so it is difficult to forecast their behavior. e. brand management might not support certain social media marketing goals.

b. new developments sometimes occur while using social media.

Which rung on the Social Technographics Ladder represents the largest segment? a. Inactives b. Spectators c. Joiners d. Critics e. Collectors

b. spectators

The leading purchase influencer in four different countries is: a. Twitter feeds. b. word of mouth. c. traditional advertising. d. blogs. e. social media posts from friends and family.

b. word of mouth.

What is a common issue with social media marketing plans? a. Incorrectly identifying the target audience. b. Developing strategies before identifying the target audience. c. Defining the target audience too broadly. d. Not understanding marketing goals and objectives. e. Relying too heavily on Facebook as a social media strategy.

c. Defining the target audience too broadly.

Which of the following is not part of the social media marketing planning cycle? a. Setting goals b. Tuning c. Driving traffic d. Implementing e. Monitoring

c. Driving traffic

Regarding SMM, which of the following is correct? a. "More is better." b. A large pool of potential customers is necessary. c. Messages are useful only if they reach the right people. d. The message can be delivered at any time. e. The message can be delivered in any available format.

c. Messages are useful only if they reach the right people.

Why is it considered important to focus on the buyer persona? a. They spend the most time on social media. b. They react differently to messaging objectives than other persona profiles. c. They are the ones who make the purchasing decisions. d. They reflect the ideal demographic profile. e. They spend the least time on social media.

c. They are the ones who make the purchasing decisions.

All of the following are key objectives of SMM EXCEPT: a. customer service. b. brand awareness. c. brand development. d. brand preference. e. new customer leads.

c. brand development.

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT: a. achieving a desired brand positioning. b. supporting public relations and advertising campaigns. c. expanding brand loyalty. d. being prepared to handle reputation management in a crisis. e. producing new product ideas.

c. expanding brand loyalty.

Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform? a. Convert b. Categorize c. Collaborate d. Comprehend e. Contribute

d. Comprehend

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.

When developing social media strategies, it is important that companies: a. look to what their competitors are doing. b. ensure they include Facebook, because it is one of the most popular social networks. c. include the 8 C's. d. make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats. e. define the call to action first.

d. make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.

The process for creating a SMM plan includes all of these EXCEPT: a. the creation of specific personas based on the target market. b. the creation of messaging objectives. c. the implementation of a schedule for posting. d. the listing of reasons for reaching this target market. e. choosing the media mix.

d. the listing of reasons for reaching this target market.

Why is it important to listen to conversations about a brand? a. To see how many people buy your products. b. It helps a company evaluate its advertising strategy. c. It makes your customers think you care about what they say. d. Listening can help a company identify those keywords people use for its products. e. Comments can help a company understand how it is perceived and where opportunities may lie.

e. Comments can help a company understand how it is perceived and where opportunities may lie.

Which of the following is not considered a social media marketing goal? a. Increasing customer satisfaction (customer service) b. Driving recommendations from friends and family c. Generating new leads d. Crisis communication and online reputation management e. Increasing the number of Facebook fans and Twitter followers

e. Increasing the number of Facebook fans and Twitter followers

The Persona Development Cycle DOES NOT include: a. listing the needs of all personas. b. identifying all personas by role. c. determining the situational triggers of the persona. d. mass messaging. e. developing purpose-oriented goals for communication with each persona.

e. developing purpose-oriented goals for communication with each persona.

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.

e. none of these.

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.

A "call to action" can be defined as: a. brand building. b. lead generation and/or sales. c. the objectives of a social media campaign. d. the process of measuring a social media campaign. e. the action you want someone to take at each stage of your marketing campaign.

e. the action you want someone to take at each stage of your marketing campaign.

True or 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.

false