new media final

Which is a social media information flow? Positive outweighs the negative One-to-many Liking a photo on Facebook

One-to-many

How can social media marketers collect valuable consumer information? Privacy acts Creating social media profiles on as many social media networks as possible Analyzing Google Analytics Openness

Openness

Most of what we consider in social media marketing falls into which type(s) of media? Owned and created Short video Owned and earned Having a "be everywhere" mindset

Owned and earned

What does the acronym POEM stand for? Paid, Owned, Earned Media Presence On Every Market Perform Optimization Every Month Possibility Over Exact Marketing

Paid, Owned, Earned Media

Which is not an example of paid media within social media? Paying a firm to grow your Twitter following Paying to promote your brand on Instagram Paying to promote your product within Google search results (Adwords) Paying to boost a recent Facebook post

Paying to promote your product within Google search results (Adwords)

What do "nodes" represent in social networks? People Share counts Relationships None of these

People

A social "pump" is referred to as: A social media account that has a lot of followers Someone who can quickly troubleshoot social media mishaps People who are highly, socially active Two or more social media accounts posting about the same thing

People who are highly, socially active

In this chapter it talks about impact on participants. Which of the following would represent a strong impact. Drawing a swoosh on your neighbor's driveway Liking a product photo on Instagram Personally recommending a book to a family member Posting an anonymous review on an Amazon product

Personally recommending a book to a family member

Which is not one of the social media planning stages? Strategic plan Count your existing followers Establish policies Allocate resources, set key responsibilities

Count your existing followers

One of the three key decisions discussed in this chapter that every marketer needs to make when it comes to social media advertising is: How to get people to pay attention to the ad How difficult it will be to get your content to go viral How quickly you will see ROI(return on investment) How many times you will need to post your content in order to get your targeted number of views

How to get people to pay attention to the ad

You just launched a new shoe brand. You've decided to send samples to popular YouTube stars. This approach is referred to as: Freebie friday Hub seeding Content marketing Collaboration

Hub seeding

What is the key to making a great social media marketing strategy a success? Creating enticing CTAs Planning Having a lot of followers Being a great copywriter

Planning

Which is not one of the seven important rules for branded social media content? Do not overly sell or advertise Be relevant to the brand Always boost your most important content pieces Have variety across your content

Always boost your most important content pieces

Which company is more likely to have a much lower barrier to activation? Apple Dove soap

Apple

Using social media for content marketing can be relatively expensive. False True

False

When looking over social media metrics, it would be wise to consider everything. True False

False

Which would be a form of social media monitoring? Setting an alarm on your phone to check your Facebook page Taking care of a customer's concerns by responding directly to them on Twitter Creating a social media content schedule Performing a social media audit

Taking care of a customer's concerns by responding directly to them on Twitter

Knowing your audience and creating content that you know they are interested in is a great way to get them to pay more attention to you. True False

True

Not all social media sites allow easy collection of the content users generate. True False

True

The NYPD Twitter campaign displayed what type of marketing? Unstrategic social media marketing Nonprofit social media marketing Strategic social media marketing Content marketing

Unstrategic social media marketing

According to the text in Section 4, when doing social media marketing, a company should consider who gets the value and: How long that value should last Cost for the added value When the value is generated Where they should film their next product video

When the value is generated

By early 2015 how many active users did Facebook have? 1.44 billion 100,000 87.3 billion 356 million

1.44 billion

According to the annual "CMO Survey" in 2014, how many senior marketers have been able to quantitatively demonstrate the impact of social media on business outcomes? 75% 0% 15% 34%

15%

How often is it recommended to perform an overall comprehensive social media audit? At least once a quarter Once a year Daily At least Weekly

At least once a quarter

A social media marketing perspective involves considering three types of information flows. These flows include: company to consumers, consumers to company, and company to company. True or false? False True

False

A good social media communications calendar will usually start by determining what for each week? The weather Who will post content The theme The start time

The theme

What does "WOM" stand for in this chapter? Waste of money Win optimization marketing Word of mouth Worthwhile opportunity marketing

Word of mouth

Facebook ads generally earn a higher click-through rate than display ads on other websites. How much higher? 8x - 9x 25x Trick question, display ads on other websites have a 5x higher click-through rate 1x - 3x

8x - 9x

When a brand creates content, posts it on its Facebook page and then pays a fee to boost the content, such marketing activity could be a representation of: Performance marketing Exact marketing A combination of paid and owned media Overall channel presence

A combination of paid and owned media

Which of the following best describes Content Marketing? Reaching out to bloggers within your niche to link to a new product on your website Submitting a press release about a new product launch Taking your brand's customer service efforts across targeted social media platforms A form of non-traditional marketing communications whereby a brand produces or designs content in various forms and spreads that content to targeted audiences and/or customers

A form of non-traditional marketing communications whereby a brand produces or designs content in various forms and spreads that content to targeted audiences and/or customers

What is a big reason why great social media strategies fail on implementation? Not enough budget allocated to the strategy None of these Too many people within the company posting about the same things A lack of clarity with respect to who does what

A lack of clarity with respect to who does what

How do we define social media advertising? All of these As any form of digital advertising that involves advertisers paying for social media images Paying a 3rd party firm to run our social media marketing As any form of digital advertising that uses social media sites and apps, and involves advertisers paying for ad placement

As any form of digital advertising that uses social media sites and apps, and involves advertisers paying for ad placement

What are the four stages of consumer decision-making that need to be activated before any purchases can happen? Advocacy, Behavior, Comprehension, Pro-active Awareness, Engagement, Positive attitudes, Advocacy Analyze, Awareness, Engagement, Behavior Engagement, Behavior, Analyze, Shareability

Awareness, Engagement, Positive attitudes, Advocacy

An approach that brands can take when identifying key advantages and weaknesses is to look for correlations between certain keywords and volumes and: None of these User search intent The sentiment of consumer-generated content

B. The sentiment of consumer-generated content

Which is NOT one of the three key problems in market research as discussed in this chapter? Intrusiveness Conducting market research is inexpensive Generated data are discrete Conducting market research is expensive

Conducting market research is inexpensive

What is at the heart of getting the right people to notice your content marketing efforts? Content origin Content length Content scheduling Content design

Content design

In addition to paid social media, what are the other two largest types of internet advertising? Content advertising, sponsored blog posts Content advertising, link building Search advertising, paid reviews Display advertising, search advertising

Display advertising, search advertising

According to chapter 10, what is recommended when selecting social media monitoring tools? Social media monitoring tools aren't useful because the data isn't reliable Higher price equals higher quality so pick one of the most expensive tools right from the beginning Do a Google search and go with the first result Experiment with free ones first

Experiment with free ones first

Typically, marketing interventions are needed to "nudge" seeds to spread product-related information. Such interventions usually involve a combination of two types of incentives. They are called: Silent and vocal Extrinsic and intrinsic Significant and insignificant Earned and paid

Extrinsic and intrinsic

An ego network represents a social media network's entire network of users and friendships. False True

False

As a marketer, you should measure what is available, not what is relevant. False True

False

Doing social media marketing is pointless unless it generates some value for non-customers. True False

False

It's easier for small brands (rather than big brands) to get users to generate lots of brand-related content pieces. True False

False

Knowing what drives negative opinions about your brand can be harmful to your company culture. True False

False

Marketers should always pursue a channel-focused approach, whereby they fully concentrate on making decisions about the target segment, content, and bidding for one channel at a time. False True

False

One important rule of branded social media content is to keep communication fairly formal. True False

False

Strategic social media marketing should be intended to completely replace company to consumers information flows with consumers to company and consumers to consumers. True False

False

You only need to seed to customers with the largest numbers of connections on social networks. False True

False

Once objectives have been set and social interactions that match those objectives have been considered, marketers should: Find channels that suit those interactions Immediately buy ad space Start filming what they ate for breakfast Hop on Facebook and begin responding to comments

Find channels that suit those interactions

You might find display ads on all of the following EXCEPT Your favorite sports website Facebook Your favorite mobile app Google search results page

Google search results page

In an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using: URLs Orange buttons Hashtags Interactive video

Hashtags

What does the term "absolute sentiment" represent in this chapter? Increase in the share of positive overall brand mentions (relative to neutral and negative mentions) Feeling confident that your scheduled update will result in a lot of comments Correcting negative comments or reviews through a social media channel Number of approval actions for each post (e.g., likes, thumbs-ups, favorites)

Increase in the share of positive overall brand mentions (relative to neutral and negative mentions)

Have marketers increased, decreased, or neutralized the spending on social media activities over the last five years? Neutralized Decreased Increased

Increased

What does IFCS stand for as defined in this chapter? Interactions first, channels second International federation of consumer studies Information for consumer studies Intelligent flight control system

Interactions first, channels second

What are the 3 key characteristics of social media as defined in this chapter? Interactivity, openness and flexibility, and fast-paced flows of information Flexibility, marketing, and content schedule Fast-paced flows of information, likeability, and consistency Interactivity, openness, and humor

Interactivity, openness and flexibility, and fast-paced flows of information

Which answer best describes an indirect value-driving mechanism? Increasing paid media spend Invest in creating social media activities that would modify or reinforce the desired brand associations Buying Facebook fans Invest in social selling

Invest in creating social media activities that would modify or reinforce the desired brand associations

What is a big downside of social media content marketing? It is a crowded place so creating content that stands out can be very difficult There aren't enough potential customers on various social media channels so you end up needing to supplement your efforts with different marketing avenues Finding the right platform where your audience participates is virtually impossible It is hard to come up with content ideas

It is a crowded place so creating content that stands out can be very difficult

Why is stage 3 (implementation plan) so important? It's where the set timelines get adjusted after reviewing your social media marketing calendar It's where the strategic plan gets converted into specific action items It's where you adjust your overall strategy It's where the strategic objectives convert into specific action items

It's where the strategic plan gets converted into specific action items

Evaluating the progress of your social media strategy takes place at two levels. One of these levels is: None of these Determining the number of likes on one Facebook post Analyzing your newest followers across those social media channels which are included in your implementation plan Measuring performance against strategic objectives on a regular basis

Measuring performance against strategic objectives on a regular basis

Which of the following is not a key property included within a social network? Relationships Different types of relationships between people None of these People

None of these

According to Table 4.3.1 which would not be a commonly examined social media marketing metric? Bounce rate Number of uploaded videos RSS subscriptions Search engine rank changes

Number of uploaded videos

According to the brand metrics listed in Table 4.1.2, which metric had the biggest % change increase in popularity from 2010 to 2014? Net promoter score Hits/visits/page views Repeat visits Numbers of followers or friends

Numbers of followers or friends

Social media marketers can collect valuable consumer information simply by: Observing what consumers do and say on social media sites Reading comments on industry related blog posts Looking at Google Analytics Boosting a status update

Observing what consumers do and say on social media sites

What do "ties" represent within a social network? Relationships between pairs of people Your ability to close a business deal on social media Users who only post promotional updates on social media Social media power users

Relationships between pairs of people

With social media marketing you have to be: Stern in your initial strategy, and see it carried out entirely Less concerned about results than with traditional business marketing Responsive, nimble, and willing to adjust strategy along the way Satisfied with not seeing any return on investment

Responsive, nimble, and willing to adjust strategy along the way

An example of an engagement metric could be: Retweets The top referral URL in your website analytics None of these Newly posted blog post

Retweets

According to the text, marketers should consider two broad types of risks when thinking through the potential downsides and costs of their social media marketing ideas. Identify one of those risks: None of these Risk that nobody pays attention Risk of growing too quickly Risk of an extremely high ROI

Risk that nobody pays attention

What is the most common form of pay-per-click(PPC) advertising? Search advertising Affiliate advertising Banner advertising Social media advertising

Search advertising

What happens if all incentives happen to occur within a short time period? None of these Seeds will most likely continue to create and disseminate product-related information after that period ends Your product will go viral Seeds will likely stop creating and disseminating product-related information after that period ends

Seeds will likely stop creating and disseminating product-related information after that period ends

Each strategic objective must be SMART, which stands for: Safe, Manageable, Actionable, Remarketable, Transparent Service, Matched-up, Realistic, Trustworthy Solid, Measurable, Attainable, Reversible, Text-based Significant, Measurable, Actionable, Realistic, Time-based

Significant, Measurable, Actionable, Realistic, Time-based

Why should your social media advertisements rotate often? So that you can cast the biggest net amongst a potential target market So that your social media profile will get more followers So that site users won't perceive your company as boring and unresponsive causing click-through rates to diminish. If you don't update it in a timely manner, the social media site will automatically disable the ad due to inactivity

So that site users won't perceive your company as boring and unresponsive causing click-through rates to diminish.

According to the text, where does most content marketing take place? TV commercials A library Online forums Social media

Social media

Openness and flexibility is discussed in the chapter. Flexibility refers to None of the above Being able to touch your toes and tweet at the same time The idea that all people can participate and interact via social media channels with minimum eligibility restrictions Social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats

Social media being a multifaceted type of digital media, particularly in the sense that social interactions can take place in many formats

In social media marketing, we can call something viral if it: Gets over 1 million views Is easily downloadable Spreads widely and rapidly from one consumer to another Is uploaded to every major social media network

Spreads widely and rapidly from one consumer to another

If you are trying to market a mobile app. What or who would represent a viral coefficient? The number of people that follow you, but that you don't follow back The number of people that unfollow you immediately after seeing you push your new app on social media channels The number of people that your friends can convince to adopt the app All of these

The number of people that your friends can convince to adopt the app

Why do social media sites want to make sure that you fill out your profile as completely as possible? They are concerned that you might look silly in front of your friends So they can manage larger databases of information on their servers They have a strong incentive to collect as much information about you as possible in order to create detailed microtarget groups that advertisers will pay to advertise to Per the Social Media Safety & Privacy Act, they need to make sure that 67% of users fill out at least 45% of their profiles, or they risk being shut down

They have a strong incentive to collect as much information about you as possible in order to create detailed microtarget groups that advertisers will pay to advertise to

According to a recent industry study by the American Marketing Association and Word of Mouth Marketing Association, how many marketers have used or plan to use consumers to start spreading WOM? All of them One-half One-third Three-quarters

Three-quarters

A big difference between social media calendars and traditional media calendars as discussed in this chapter is: Length The platform used to make the calendar Time frequency Type of content

Time frequency

What's the point of going through a social media audit on a regular basis? To better understand how many times you should post a new blog post each month To pat yourself on the back To analyze history so that you can use it to inform the future To make sure you are following enough people on Twitter

To analyze history so that you can use it to inform the future

What does the term "boosting" mean with regards to social media content marketing? To copy your competitor's content efforts and use across your own channels Duplicating content to increase virality To set your social media marketing content strategy on auto-pilot for a specific period of time To increase the reach of a post by paying

To increase the reach of a post by paying

What's the purpose of performing a social media audit? To collaborate with the accounting department to make sure there is enough budget left to run ads on social media None of these To provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels To create shareable content for your next status update

To provide managers with a comprehensive "bird's eye view" of what their brand is currently doing across all social media channels

An important property of social media communications is that conversations do not necessarily stay on topic of the focal product. False True

True

Conducting a comprehensive social media audit is a critical prerequisite for formulating social media objectives. False True

True

Developing the implementation plan should involve everyone who was involved with the strategy and everyone who will be involved with implementation. True False

True

How socially active the transmitter is seems to affect the retransmission likelihood, which is the probability that a person who receives information on social media or via word of mouth will communicate it to others. True False

True

Social media ads are generally more effective in the early stages of the sales funnel, and less effective in the final conversion stage. False True

True

Social media interactivity has few barriers to participation? True False

True

The shorter the viral cycle time and the larger the viral coefficient, the more viral the process. True False

True

True or False. It's important to give your brand a grade and assign importance weights to each item within a social media audit? True False

True

What does the term "seeding" represent when it comes to a viral marketing campaign? None of these When you send product samples to a selected group of consumers and ask them to generate buzz about that product and share it with others Sending out product flyers to thousands of random people in the mail Taking your product to the local farmers market and handing out flyers

When you send product samples to a selected group of consumers and ask them to generate buzz about that product and share it with others

Which statement below best represents a value-driving perspective? Whether if an objective is achieved, it would contribute something positive and valuable to the brand A perspective in which customers are always right Being open to the different perspectives of your customers The prospective value of not contributing something valuable to the brand

Whether if an objective is achieved, it would contribute something positive and valuable to the brand

Pick which answer best represents a question you would ask during a social media audit for each active (owned) social media channel within your company or brand. Do we have any social media policies in place? How much money are we spending on paid media across all of our social media networks? Who is the current audience on this channel? How much money has this channel made the company?

Who is the current audience on this channel?

Do marketers have a high level of control over content design when focusing their efforts on social media channels? No Yes

Yes

Do social media platforms automatically measure certain metrics for you free of charge? No Yes

Yes

Does a social media communications calendar need be aware of other calendars within the marketing department such as advertising, or in-store promotions? Yes No

Yes

Is it important to understand if a social media channel provides any direct or indirect measurable benefits to the brand during an audit? Yes No

Yes

Is it necessary to measure whether campaign goals are being achieved every time you run an advertising campaign? No Yes

Yes

Would an increase in the number of product reviews be a good example of consumer engagement? Yes No

Yes

Would writing a review about a movie on a public website be considered a social interaction? No Yes

Yes

Pick which example below best represents a narrowcasting information flow. Tweet an invitation to your upcoming pool party While speaking at a large event, you shamelessly plug your new website Share details about your new book launch on a podcast You invite your friend to lunch via a text message

You invite your friend to lunch via a text message