MKTG 3360 Practice test
Which of the following is a strategy for building Twitter followers? Answers: a.Micro Marketing b.Equal Distribution c.Targeted Distribution d.Targeted Follow e.Equal Follow
D
For successful Social Media Marketing, companies should identify their____________, and understand its media behavior before you begin Answers: a.products and services. b.company policies. c.social media platforms. d.competitors. e.target audience.
E
The 8 C's state ______________with the influencers so that you can enlist them to help shape opinions about your product or service. Answers: a.collaborate b.converse c.contribute d.comprehend e.connect
E
The active engagement strategy focuses on initially: Answers: a.seeking out mentions of the business. b.saying thank you. c.ignoring key influencers. d.listening, then responding. e.creating content and engages in conversation.
E
What type of tweet category is described as "Look at What I've Been Doing"? Answers: a.Classic tweets b.Entertainment tweets c.Question tweets d.Opinion tweets e.Picture tweets
E
When crafting an effective Twitter channel, companies should provide _______ value. Answers: a.common b.shared c.familiar d.conventional e. unique
E
When producing a podcast, it is best to: Answers: a.choose a moderator with an interesting, quirky way of speaking. b.create a complete script for the moderator. c.include as much detail as possible so that you have plenty of material. d.avoid music, unless it is a popular song. e.avoid editing too much
E
Which of the following is NOT considered a social media marketing goal? Answers: a.Increasing customer satisfaction (customer service) b.Driving recommendations that friends and family can share with others. c.Generating new leads d.Crisis communication and online reputation management e.Increasing the number of Facebook fans and Twitter followers
E
Which of the following is a TRUE statement? Answers: a.Podcasts allow listeners to interact directly with the speaker. b.Podcasts are better lead generation tools than webinars. c.Webinars require less advance planning than podcasts. d.Finding out the number of pages views on a blog requires external monitoring tools. e.Webinars are a better format for training sessions.
E
What is one element that is universal across all microblogging and social platforms?
People's values and interests
A _____________ or enterprise social network is an online service that shares many of the characteristics of a public social network like FB, but it is privately run by a corporation. Answers: a.white label social network b.private network c.corporate social network d.enterprise conglomerate e.B2B social site
A
All of the following are key objectives of Social Media Marketing EXCEPT: Answers: a.product development. b.building brand preference. c.customer service. d.brand preference. e.new customer leads.
A
How does Twitter make other social media tools more effective? Answers: a.It provides a distribution outlet that can reach millions of people. b.It has better tracking than other social media channels. c.It creates dedicated brand sponsorships. d.As Twitter grows, so does social media usage in general. e.Brands are able to grow their other social networks through Twitter.
A
Successful social media strategies consider being ___________ means providing the audience with helpful information. Answers: A.resourceful b.participatory c.authentic d.credible e.trusting
A
The 8 C's state ______________ relationships built in social media to the behaviors specified in the objectives. Answers: a.convert b.connect c.categorize d.collaborate e.comprehend
A
The 8 C's state ______________by acknowledging and responding to other users of the platform, always remembering to be a contributor, not a promoter. Answers: a.converse b.collaborate c.contribute d.comprehend e. connect
A
The fact that everyone is a publisher means: Answers: a.anyone can become a publisher on the Web. b.strong coding knowledge is no longer necessary to create a website c.hiring a programmer to create a website is no longer necessary. d.there is content clutter. e.people no longer read books
A
Which of the following is NOT part of the Valid Metrics Framework? Answers: a.Exposure b.Entanglement c.Influence d.Impact e.Advocacy
B
When selecting a SM platform, marketers should consider all the characteristics of the target audience, EXCEPT: Answers: a.Do they require payment? b.Is the target consumers or professionals? c.Where do they hang out? d.Are product demonstrations needed e.Are my consumers content oriented?
A
Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds? Answers: a.Collectors b.Critics c.Creators d.Spectators e.Joiners
A
Which of the following is NOT a best practice for targeting branded posts? Answers: a.Focus on advertising brand posts to everyone, do not focus on the target market. b.Understand what platforms are used by the target audience and how they are used. c.Optimize content and posting schedule for each platform. d.Use the targeting capabilities of each platform. e.Monitor results on each platform
A
Why should firms consider investing in a presence on larger social networks? Answers: a.They set social media trends and have the largest audiences. b.It is where the competition is. c.It is where average content has the best chance of being shared. d.It is where the consumers are. e.They are no niche social networks that cater to specific interests.
A
Which of the following is NOT considered one of the rules of engagement? Answers: a.Social media profiles are billboards. b.Be transparent. c.Staying on topic. d.Provide context when seeking connections. e.Use social media channels as intended.
A.
In addition to the primary Social Media Marketing objectives, other secondary objectives include all of these EXCEPT: Answers: a.Expanding geographic boundaries. b.Achieving a desired brand positioning c.Producing new product ideas d.Being prepared to handle reputation management in a crisis e.Supporting public relations and advertising campaigns.
A?
According to the textbook, why is it important to choose an articulate host or moderator for a podcast? Answers: a. It requires less editing. b. Recorded audio can amplify speaking quirks. c.It makes your brand appear more professional. d.People are very forgiving with bad speaking. e. It helps ensure the podcast will be shared with others.
B
All the following are best practices for blogging, podcasting, video sharing and webinars, EXCEPT: Answers: a.Update frequently. b.Pursue controversy. c.Invite comments. d.Archive the content. e.Engage with others.
B
Social media marketing goals must be flexible because: Answers: a.a brand cannot be sure its goals will be achieved. b.unintended benefits 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
The best content a brand can provide on Twitter is: Answers: a.that which includes photos or links to external content. b.interesting, fun, and valuable. c.varied and covers multiple topics and themes. d.discounts to the identified personas. e. a special offer not found anywhere else.
B
Which is a TRUE statement? Answers: a.B2B firms cannot benefit from social media. b. Over half of U.S. adults over the age of 65 are Internet users. c. Social media is only for certain companies and industries. d. Monitoring social media is an inefficient use of company time. e. Most people do not spend that much time using social media.
B
Which of the following is NOT a possible career title in Social Media Marketing? Answers: a.Community manager. b.Sales representative. c.Engagement manager. d.Interactive media associate. e.Blogger.
B
Which of the following is TRUE in regard to strategy in social media marketing? Answers: a.Authentic brands converse with forced attitudes or demeanor. b.Participatory brands interact with the community, answer questions and thank those who respond. c.Resourceful brands providing the audience with any information. d.Credible brands earn its audience's trust by eliminating mistakes. e. Successful brands are only entertaining.
B
Why is the Social Technographics Ladder useful? Answers: 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
The Six Pillars of blogging include all the following, EXCEPT: Answers: a.Publishable b.Flexible c.Syndicatable d.Linkable e.Viral
B?
According to the social media rules of engagement, which of the following is NOT recommended? Answers: a.Use social media channels as intended. b.Don't be a dirty spammer. c.Assume people care about the product. d.Be transparent. e.Have a personality.
C
Authenticity can be described as: Answers: a.always sounding enthusiastic. b.the tone a brand or company cannot have when using social media. c.telling the truth in a personable and genuine manner. d.a way for a brand to lose credibility. e.an important element of interruption marketing.
C
If your product is visual, the best social media platform would likely be: Answers: a.Facebook. b.LinkedIn. c.Instagram. d.Orkut. e. a white label network.
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? Answers: a.Basic computer skills b.Good listening skills c.A big ego d.Strong reading and comprehension skills e.A sense of humor
C
Overall, what is a social network site? Answers: a.A website where consumers sell goods and services. b.A photo or video sharing site. c.An online service where members can establish relationships. d.A business-to-consumer digital platform. e.A type of discussion forum.
C
Regarding video streaming, all of the following are true except: Answers: a.it is best-suited to live, interactive content. b.it is best done when shared online. c.it is best done using the video stream only, and other forms of social media are not used to interact also. d.viewers can comment on the video they are seeing. e.it may be incorporated into the marketer's social media plan.
C
Social Media Marketing is different because: Answers: a.it employs traditional marketing methods in the usual way. b.consumers do not care about the content of the message. c.it emphasizes audience contribution. d.all of these. e.none of these.
C
What is a common issue with social media marketing plans? Answers: 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
When building a personal brand with Twitter you should all the following, EXCEPT: Answers: a.Create a complete profile. b.Create lists around your interests. c.Post once a day. d.Create a follow strategy e.Follow in your area.
C
When using a ___________ format, a podcast becomes an on-demand talk radio show. Answers: a.presentation b.promotional c.co-hosted d.instructional e.informative
C
Which of the following is NOT a lesson in social media etiquette for social media marketing? Answers: a.Don't post pictures and videos of people without their permission. b.Don't play the game of the Internet trolls. c.Use the same profiles for professional and personal communications d.Avoid the drunken post. e.Don't react too quickly.
C
Which of the following is a benefit of social media marketing for businesses? Answers: a.Established follower leadership. b.Unpopular business partnerships. c.Provided marketplace insight. d.Increased marketing expenses. e.Guaranteed sales.
C
Which rung on the Social Technographics Ladder develop blogs, articles, videos, music, images, and art, and then upload them to social media platforms and are at the top of ladder? Answers: a.Joiners b.Collectors c.Creators d.Conversationalists e.Critics
C
Why is Twitter a useful channel for building personas? Answers: a.The hashtag is an important tool for justifying personas. b.The demographics on Twitter reflect the general public. c.The search function allows a marketer to easily study different users and their interests. d.The profile's description does have to provide context or be concise. e.Marketers can develop personas based on the topics most discussed in its Twitter stream.
C
Why is it considered important to focus on the buyer persona? Answers: 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
A _________ is a composite sketch of a key segment of your audience. Answers: a.customer b.competitor c.demographic d.persona e.purchasing agent
D
Best practices for crafting an effective Twitter channel includes all the following, EXCEPT: Answers: a.Self-Promote Cautiously b.Choose Optimal Tweet Times c.Respond to Questions d.Provide Common Value e.Gather Feedback
D
Many ___________ social networks have thrived by catering to specific interests. Answers: a.large b.crashed c.outsized d.niche e.fslot
D
Permission-based marketing relies on attention being ____________. Answers: a.paid b.free c.available d.earned e.expensive
D
The 8 C's state ______________ the rules of the road on the platform by listening and learning how to behave, successfully spark conversation, and engage the participants.? Answers: a.convert b.categorize c.collaborate d.comprehend e.contribute
D
The Persona Development Cycle DOES NOT include: Answers: 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.
D
The process for creating a Social Media Marketing plan includes all of these EXCEPT: Answers: 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 not reaching other target market. e.choosing the media mix
D
What is the most important element of microblogging? Answers: a.It is found on 'tumblelogs.' b.It only occurs on Twitter. c.The content must be unique. d.It must be short. e.It must be developed only in conjunction with other social networking sites.
D
Which of the following are the three major components of content marketing strategy? Answers: a.reinforcement, dissemination, and storytelling b.creation, reinforcement, and strengthening c.creation, dissemination, and satisfaction d.creation, dissemination, and measurement e.plan, implement, and measurement
D
Which of the following is NOT one of the seven myths of Social Media Marketing? Answers: a.Social Media Marketing is too time-consuming. b.Social Media is free. c.There is no return on investment on Social Media Marketing. d.Social media is right for all business. e.Social media is just a fad.
D
