Social Media Final
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.
False
Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds? a. Creators b. Joiners c. Collectors d. Critics e. Spectators
c. Collectors
Why is social media so attractive for consumers? a. It is used by everybody. b. It allows for more insight and creativity. c. It gives the consumer more power. d. It is free. e. It allows consumers to vent about bad customer service.
c. It gives the consumer more power.
Why is communicating with citizens from countries other than the U.S. important for a social media marketer? a. Globalization means that the world is smaller. b. The U.S. has a large international population that uses social media. c. Social media is international, with adoption and usage on the rise in many countries. d. Most social media sites are not country specific, so it is important to be inclusive. e. Social media in the U.S. is declining when compared to usage in other countries.
c. Social media is international, with adoption and usage on the rise in many countries.
A social media marketing plan does not require monitoring or adjustment during its implementation.
False
In their original form, discussion board use is growing.
False
It is considered a best practice for a brand to use its logo as its Twitter avatar.
False
It is considered a best practice for companies to set up a profile on Facebook.
False
Only large corporations have been successful in measuring the return from their social media marketing efforts.
False
Q&A sites are the best place to promote a product.
False
Ryze.com was the first social network.
False
Authenticity can be described as: a. the tone a brand or company has when using social media. b. a way for a brand to lose credibility. c. an important element of interruption marketing. d. always sounding enthusiastic. e. telling the truth in a personable and genuine manner.
e. telling the truth in a personable and genuine manner.
The code of ethics for SMM marketing is the same as for traditional marketing.
False
When developing a podcast, it is important to determine the length of the podcast before you identify the content.
False
A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.
True
A white label social network can also be called a corporate social network.
True
The amount of SMM spending is expected to increase sharply between 2014 and 2019.
True
The most popular uses for social media are brand awareness and building brand preference.
True
According to the text, social media is a part of a larger media ecosystem made up of: a. paid media. b. bought media. c. owned media. d. A, B, and C. e. A and C
e. A and C (paid media and owned media)
According to the text, SMM employs word-of-mouth marketing.
True
Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
True
Discussion boards are an earlier form of social networks.
True
Image sharing can help drive web traffic to a website.
True
Many professional or corporate blogs fail because they do not accomplish their objectives or are unclear on what those objectives should be.
True
One use of microblogging is to start a discussion or participate in an existing conversation.
True
Social media marketing is based on marketing principles that have been around for years.
True
Social networks blur the line between business and personal life.
True
Some of a brand's most passionate advocates can start off as disgruntled customers.
True
Why is the Social Technographics Ladder useful? a. It provides a set of persona profiles for a company to reference. b. It allows a company to identify why people are using social media. c. It helps identify what social sites are most useful for a company. d. It replaces other more time-consuming persona development processes. e. It confirms that social media is used primarily by Generation Y.
a. It provides a set of persona profiles for a company to reference.
Which of Walmart's social media strategies was considered successful? a. Its Facebook page b. The Eleven Moms blog c. Its MySpace page d. The Hub e. The Walmarting Across America blog
a. Its Facebook page
What social network did not succeed in the U.S. but has been successful in other countries? a. Orkut b. Bebo c. Renren d. MySpace e. Friendster
a. Orkut
Multiple platform tools: a. are not a suite of services. b. are complex. c. all of these are true. d. are seldom free. e. all of these are true except C.
c. all of these are true.
Which of the following is not a best practice for video marketing? a. Design and produce videos for mobile. b. Post your videos on multiple platforms. c. Design and produce videos for the platforms on which they are to appear. d. Optimize your videos to be found in search. e. Make a creative sales video.
e. Make a creative sales video.
What is one element that is universal across microblogging and social platforms? a. Peoples' need for deals. b. The ability to identify influencers. c. The marketing objectives. d. The ability for a brand to broadcast its marketing message. e. Peoples' value and interests.
e. Peoples' value and interests.
What is the most important factor in an article's success on a social news site? a. The social news site that is selected for a specific target audience and topic. b. The level of discussion surrounding the article. c. The quality of the content. d. The popularity and reputation of the article submitter. e. The article title.
e. The article title.
Which of the following does not describe a photo sharing site? a. It lets people buy or license images. b. It allows users to comment and rate other photos. c. It allows users to tag photos with relevant keywords. d. It lets users upload images. e. It provides photo organization tools, like albums or galleries.
a. It lets people buy or license images.
The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measures.
True
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.
Marketers find it easiest to track: a. hashtags. b. retweets. c. repins. d. keywords. e. likes
a. hashtags.
The passive engagement strategy focuses on: a. listening. b. engaging with your audience. c. collecting and sharing content. d. setting up social media profiles. e. creating content.
a. listening.
The Net Promoter Score measures: a. loyalty. b. the degree to which a viewer promotes the product. c. the number of likes on a product page. d. satisfaction. e. revisits to the product website.
a. loyalty.
Which statement is false? a. A photo sharing strategy will require a large time commitment. b. Photos can be used to influence buyer mood. c. Sharing photos can provide a human face to a company. d. Photos often show up on the first page of search engine results. e. The cost of sharing images online is low.
a. A photo sharing strategy will require a large time commitment.
What is one disadvantage of the mass follow strategy? a. Most of the users who follow back are mass marketers and spammers and will not see the tweets. b. It takes a long time to gather followers. c. It is costly. d. It may require a company to follow its competitors. e. It requires a much more hands on approach to managing followers.
a. Most of the users who follow back are mass marketers and spammers and will not see the tweets.
Which is a true statement? a. Over half of U.S. adults over the age of 65 were Internet users. b. B2B firms cannot benefit from social media. c. Most people do not spend that much time using social media. d. Social media is only for certain companies and industries. e. Monitoring social media is an inefficient use of company time.
a. Over half of U.S. adults over the age of 65 were Internet users.
An example of a Q&A site is: a. Quora. b. Google. c. Compuserve. d. Stumbleupon. e. Reddit.
a. Quora.
Which of the following statements is false? a. Steering the conversation and message is one example of a company being participatory in social media. b. Providing an audience with helpful information is one definition of being resourceful. c. Being credible helps build a brand's trustworthiness. d. Successful permission marketing is about giving the audience something of value. e. Putting a human face to a brand is one way to develop authenticity and build trust.
a. Steering the conversation and message is one example of a company being participatory in social media.
Which statement is true? a. Tagging images with relevant keywords helps users find images easier. b. A clear call to action on all posted photos helps drive website traffic. c. Due to its restrictive nature, Creative Commons licensing should be avoided. d. It is most effective for a company to focus all efforts on a single photo sharing site. e. All photos posted on sharing sites must contain original content.
a. Tagging images with relevant keywords helps users find images easier.
What should be considered when determining how long a podcast should be? a. The proposed format and amount of content available. b. The amount of time available to prepare and record each podcast. c. Whether it will be audio or video. d. The amount of bandwidth available for podcast streaming. e. The number of questions anticipated on each recording.
a. The proposed format and amount of content available.
The fact that everyone is a publisher means: a. anyone can become a publisher on the Web. b. all of these are correct. c. there is content clutter. d. strong coding knowledge is no longer necessary to create a website e. hiring a programmer to create a website is no longer necessary.
a. anyone can become a publisher on the Web.
When marketing on Twitter, brands should: a. focus on relationships. b. ensure that they provide plenty of product announcements and promotions. c. ignore feedback and comments from other Twitter users. d. avoid offering special deals. e. never retweet.
a. focus on relationships.
On discussion forums, a troll is: a. someone who attacks or personally insults other users. b. a person who uses a misleading avatar. c. another way to describe a 'sock puppet.' d. a new forum user. e. someone caught using ALL CAPS in a forum post.
a. someone who attacks or personally insults other users.
A "call to action" can be defined as: a. the action you want someone to take at each stage of your marketing campaign. b. the process of measuring a social media campaign. c. the objectives of a social media campaign. d. lead generation and/or sales. e. brand building.
a. the action you want someone to take at each stage of your marketing campaign.
One of the challenges with using podcasts in a marketing plan is: a. the commitment required to creating the podcast content. b. understanding how to optimize podcast tags in search engines. c. identifying content that appeals to your personas. d. finding a way for the podcast to reach the target audience. e. learning how to use the podcasting equipment.
a. the commitment required to creating the podcast content.
The process for creating a SMM plan includes all of these EXCEPT: a. the listing of reasons for reaching this target market. b. the creation of specific personas based on the target market. c. the creation of messaging objectives. d. the implementation of a schedule for posting. e. choosing the media mix.
a. the listing of reasons for reaching this target market.
According to the text, which is NOT recommended in optimizing a profile for LinkedIn? a. Post a head shot b. Include your job title c. Complete a profile with as much as detail as possible d. Join up to 50 groups and participate e. Get recommended
b. Include your job title
Why are social networks so useful for businesses that sell to consumers? a. Companies can easily see what the competition is doing on social networks. b. They are a great way to find and reach potential customers. c. It does not require any technical knowledge. d. It costs much less than traditional advertising. e. It is a useful medium for broadcasting messages to a large audience.
b. They are a great way to find and reach potential customers.
Why is it important to listen to conversations about a brand? a. It helps a company evaluate its advertising strategy. b. Comments can help a company understand how it is perceived and where opportunities may lie. c. To see how many people buy your products. d. Listening can help a company identify those keywords people use for its products. e. It makes your customers think you care about what they say.
b. Comments can help a company understand how it is perceived and where opportunities may lie.
Which statement is false? a. News has become more personal and social. b. Discussion boards are the youngest of the three types of sites discussed in this chapter. c. Q&A sites provide firms with innovative ways to build brands. d. Online news readership has overtaken newspaper readership. e. Quora has helped create new interest in Q&A sites.
b. Discussion boards are the youngest of the three types of sites discussed in this chapter.
What is the most important element of microblogging? a. The content must be unique. b. It must be short. c. It must be developed in conjunction with other social networking sites. d. It is found on 'tumblelogs.' e. It only occurs on Twitter.
b. It must be short.
Which of the following is not an important aspect to social media marketing? a. Creating buzz through content to attract attention b. Monitoring and responding c. Finding ways for the fans and users to share a company's message through various social channels d. Ensuring the product message is always paramount e. Developing two-way online conversations with users
b. Monitoring and responding
Which statement is true? a. It is difficult to build trust on a Q&A site. b. Q&A sites are an effective medium to demonstrate thought leadership and expertise. c. Q&A sites are ideal for product promotion. d. Consumers trust discussion forums more than Q&A sites. e. Networking is less effective on a Q&A site than on a social news site.
b. Q&A sites are an effective medium to demonstrate thought leadership and expertise.
Why is Twitter a useful channel for building personas? a. It allows a marketer to listen to what the target audience is talking about, and develop personas based on those topics. b. The search function allows a marketer to easily study different users and their interests. c. The ability to directly contact users allows marketers to connect with personas directly. d. The hashtag is an important tool for identifying personas. e. Marketers can develop personas based on the topics most discussed in its Twitter stream.
b. The search function allows a marketer to easily study different users and their interests.
Which of the following is NOT an example of permission marketing? a. Responding to someone on Twitter. b. Viewing an online ad on a mobile phone. c. Becoming a fan of a Facebook business page. d. Subscribing to a company's YouTube account. e. Signing up for an email newsletter.
b. Viewing an online ad on a mobile phone.
What is a social network site? a. A business-to-consumer digital platform. b. A photo or video sharing site. c. An online service where members can establish relationships. d. A type of discussion forum. e. A website where users can share thoughts and information.
c. An online service where members can establish relationships.
What was the Digg moment? a. The Paris Hilton cell phone incident. b. Its constant focus on technology news. c. A major site redesign and policy changes. d. Its lack of editors. e. Digg's refusal to alter its voting technology.
c. A major site redesign and policy changes.
With a global audience, which of the following should be avoided in your content? a. Expressions b. Helpful proverbs c. All of these should be avoided d. Folksy, friendly sayings e. Sarcasm
c. All of these should be avoided
Which of the following is considered the earliest ancestor of social media? a. ARPANET b. Whole Earth 'Lectronic Link c. USENET d. Email e. Telegram
c. USENET
Regarding video streaming, all of the following are true except: a. it is best-suited to live, interactive content. b. viewers can comment on the video they are seeing. c. it is best done using the video stream only, and other forms of social media are not used to interact also. d. it is best done when shared online. e. it may be incorporated into the marketer's social media plan.
c. it is best done using the video stream only, and other forms of social media are not used to interact also.
Brevity is important when creating videos because: a. shorter videos are more popular. b. longer videos take longer to load. c. people have short attention spans. d. most videos on sharing sites are short. e. research shows that 76% of viral videos are under two minutes.
c. people have short attention spans.
SMM is different because: a. it does not employ traditional marketing methods in the usual way. b. it does not control the content of the message. c. it emphasizes audience contribution. d. all of these. e. none of these.
d. all of these.
Using real people in actual locations when creating a video is an example of: a. human drama. b. intimacy. c. professionalism. d. authenticity. e. being entertaining.
d. authenticity.
Regarding social media platforms, which of the following statements is false? a. Time is in short supply in SMM operations. b. Not all social media platforms are equally appropriate for certain target markets. c. Not all social media platforms are equally appropriate at any given time, for a specific campaign. d. Given the rise of digital marketing, skilled personnel are abundant. e. All of these statements are true.
d. Given the rise of digital marketing, skilled personnel are abundant.
Regarding the "honesty" of metrics, which of the following statements is false? a. Facebook has been trying to wipe out commercial vendors of "fake likes" since at least 2011. b. There are many ways to manipulate the metrics collection on any website or platform. c. The battle to eliminate click farms, fake accounts, and malware that can mimic authentic visitors liking posts is never-ending. d. Only platforms with the highest security are able to prevent dishonest metrics. e. There are dishonest people that make a business out of selling fake metrics.
d. Only platforms with the highest security are able to prevent dishonest metrics.
Important best practices for choosing the most useful Internet metrics include all of these except: a. applying the "so what" test. b. ensuring that metrics are in line with the business objectives of those who will use them. c. identifying the metrics that drive business results, and make them your KPIs. d. deciding which metric choices are appropriate, then tell the brand managers. e. all of these are useful Internet metrics.
d. deciding which metric choices are appropriate, then tell the brand managers.
The Persona Development Cycle DOES NOT include: a. listing the needs of all personas. b. determining the situational triggers of the persona. c. identifying all personas by role. d. mass messaging. e. developing purpose-oriented goals for communication with each persona.
d. mass messaging.
Social Bookmarking sites allow users to do all of these things except: a. search social bookmarking sites using the descriptor to find content and bookmark that content within their own accounts. b. store, organize, search and mange "bookmarks" of web pages. c. organize them by tags, single word descriptors that categorize the bookmark. d. monetize their traffic. e. all of these are correct.
d. monetize their traffic.
Which of the following is NOT part of an active engagement strategy? a. Creating and sharing content. b. Starting conversations with others. c. Connecting with key influencers. d. Broadcasting messages. e. Creating social media profiles.
d. Broadcasting messages.
View completion of videos is greatest on which device? a. Smartphone. b. Gaming console. c. Television. d. Desktop computer. e. Tablet.
d. Desktop computer.
How does Twitter make other social media tools more effective? a. It has better tracking than other social media channels. b. It creates a synergistic relationship between social networks. c. Brands are able to grow their other social networks through Twitter. d. It provides a distribution outlet that can reach millions of people. e. As Twitter grows, so does social media usage in general.
d. It provides a distribution outlet that can reach millions of people.
Which rung on the Social Technographics Ladder represents the largest segment? a. Inactives b. Collectors c. Critics d. Spectators e. Joiners
d. Spectators
Why are messaging objectives important? a. They ensure specificity within personas. b. They ensure a company knows where to find their personas. c. They allow for the adjustment of messaging goals. d. They help provide the persona with the information they need to make a purchase or other conversion. e. They help determine the optimal target audience.
d. They help provide the persona with the information they need to make a purchase or other conversion.
What is a worry that companies may have about sharing photos? a. They may not receive comments on all photos. b. Users may tag the photos incorrectly. c. Their photos may be used inappropriately. d. Trade secrets may be uncovered through the images they share. e. Their photos may be stolen by the competition.
d. Trade secrets may be uncovered through the images they share.
The primary difference between a podcast and a webinar is: a. webinars are easier to optimize for search engines. b. a webinar is akin to an online radio show. c. podcasts generate higher return on investment. d. a webinar is designed to be interactive. e. podcasts require more preparation.
d. a webinar is designed to be interactive.
What distinguishes a blog from other types of social media is that: a. it is findable. b. it is viral. c. it is linkable. d. all of these are correct. e. none of these is correct.
d. all of these are correct.
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.
In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT: a. producing new product ideas. b. achieving a desired brand positioning. c. supporting public relations and advertising campaigns. d. expanding brand loyalty. e. being prepared to handle reputation management in a crisis.
d. expanding brand loyalty.
Which of the following is/are NOT categorized as SMM tools? a. Social analytics software. b. Social listening software. c. Content curation. d. All are SMM tools except for C. e. All are SMM tools.
e. All are SMM tools.
Even the best tools cannot rescue: a. a bad plan. b. a poor strategy. c. a lack of strategy. d. A through C. e. B and C only.
e. B and C only (a poor strategy and a lack of strategy)
Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform? a. Collaborate b. Categorize c. Convert d. Contribute e. Comprehend
e. Comprehend
What is one way to create interaction during a webinar? a. Having co-presenters share the webinar responsibilities b. Posting the webinar outline c. Accommodating a large group of people on the webinar d. Using a lot of slides in the presentation e. Including polls whose results are displayed during the webinar
e. Including polls whose results are displayed during the webinar
Why is it important to understand the rules of engagement in social media? a. It reduces information costs. b. It identifies what social media channels to avoid. c. It shows how to grow your social media followers. d. It makes it easier to engage in interruption marketing. e. It helps avoid potentially costly mistakes.
e. It helps avoid potentially costly mistakes.
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. (has a built-in targeting mechanism with its circles and allowed hashtag searches until November 2015, then eliminated that option)
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? a. Basic computer skills b. Strong reading and comprehension skills c. Good listening skills d. A sense of humor e. A big ego
e. A big ego
Which of the following social news sites takes a humorous view of the news? a. Reddit b. Upworthy c. Buzzfeed d. Digg e. Fark
e. Fark
The Library of Congress used which photo sharing website? a. Webshots b. Instagram c. Pinterest d. Photobucket e. Flickr
e. Flickr
Which of the following is likely to generate the highest click through rate to your Twitter account? a. I'm on Twitter. b. Follow me on Twitter. c. I need more followers. d. You should follow me on Twitter. e. You should follow me on Twitter here (link).
e. You should follow me on Twitter here (link).
When considering what social media platform to use, the marketer should consider whether: a. product demonstrations are needed. b. the product is visual. c. the consumers like to collaborate. d. the target audience are consumers or professionals. e. all of these are correct.
e. all of these are correct.
When producing a podcast, it is best to: a. avoid music, unless it is a popular song. b. create a complete script for the moderator. c. include as much detail as possible so that you have plenty of material. d. choose a moderator with an interesting, quirky way of speaking. e. avoid editing too much.
e. avoid editing too much.
The best content a brand can provide on Twitter is: a. appealing to the identified personas. b. varied and covers multiple topics and themes. c. that which includes photos or links to external content. d. a special offer not found anywhere else. e. interesting, fun, and valuable.
e. interesting, fun, and valuable.
Social media marketing goals must be flexible because: a. a brand cannot be sure its goals will be achieved. b. a particular social network might disappear. c. consumers are fickle, so it is difficult to forecast their behavior. d. brand management might not support certain social media marketing goals. e. new developments sometimes occur while using social media.
e. new developments sometimes occur while using social media.
