Social Media Marketing Midterm
To take full advantage of your Twitter Media Gallery, ensure that you've uploaded a minimum of:
6 photos or videos
A strategic plan for how a company will incorporate social media into its business is:
A Social Media Strategy
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 big ego
Under the Facebook Insights Tab, you'll find:
A quick snapshot of the reach and engagement of your posts.
What does the Hubspot case study illustrate?
A strategic approach to social media is the only way to produce solid, measurable results.
Objectives within a social media strategy should always be:
All of the above
Which of the following is not an example of permission marketing?
An online ad viewed on a mobile phone.
What is a social network site?
An online service where members can establish relationships
Which of the following is not part of an active engagement strategy?
Broadcasting messages.
What is the primary lesson behind the United Breaks Guitars case study?
Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform?
Comprehend
What is a common issue with social media marketing plans?
Defining the target audience too broadly.
Social media marketing ethics involve all of the following except
Employ information gathering software on social profiles
Which of the following is not an important aspect to social media marketing?
Ensuring the product message is always paramount
According to the text, traditional advertising has no value to consumers.
False
Brand voice/persona should be developed after your social strategy has been implemented for 6 months to see what kind of voice/persona occurs naturally.
False
Downloads of the Facebook mobile app are negligible, so it's unimportant to understand how your Page looks on a mobile device.
False
Full access to your Facebook Page functionality should be granted to everyone on your social media team so everyone can make changes to your page on the fly.
False
How much people trust you is less important than the overall number of fans and followers you have.
False
Instagram currently does not allow you to include clickable links in your profile because they don't want people navigating away from their platform.
False
It is unnecessary to outline social media roles and responsibilities in a small organization.
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
Large social networks are being threatened by niche social networks that cater to specific interests.
False
Millennials have become the fastest growing demographic on several major social networks, such as Facebook.
False
Most people use social media because they are looking for discounts and deals.
False
To add a location in the location field in an Instagram post, you must have your phone's location services turned on.
False
You should use as many keywords as possible on your LinkedIn company page description in order to activate the benefits of SEO.
False
Pinterest has a large percentage of ___________ compared to other social networks. The average Pinterest user also has a high household income
Female users
On Pinterest, a marketing team could create a board to showcase new products and an HR team can create a board to _________ in order to entice job seekers.
Highlight company culture
Which of the following is not a brand building goal?
Increase sales of a product or service
Create public lists in Twitter to follow:
Industry influencers
Designed as a mobile social network, ___________ users can easily take a picture or video on their smartphone, choose a filter to fit the scene or mood, and then share it with their followers.
Which two of the following are good ways to manage the time invested in social media marketing?
Leverage tools like Hootsuite that are designed to improve efficiencies
The passive engagement strategy focuses on
Listening.
When developing social media strategies, it is important that companies
Make sure to adapt them to their individual strengths, weaknesses, opportunities and threats
The Persona Development Cycle does not include:
Mass messaging
Social media marketing goals must be flexible because
New developments sometimes occur while using social media.
Which of the following statements is false?
People on social networks seek out brand relationships.
When optimizing your YouTube page, use_______________________ for grouping together relevant videos so viewers progress naturally from video to video, thus generating more views through their session.
Playlists
According to the text, the definition of social media marketing is using social media to
Positively influence consumers toward a desired action.
The Facebook page moderation feature:
Prevents comments that contain certain words from being posted
What is the #1 resource used when researching a product online?
Search
_____________ let you segment your company offerings in LinkedIn by your target market and are a great way to focus on different products separately so you can modify positioning and messaging.
Showcase pages
What is the primary difference between social brand building and traditional brand building?
Social brand building is what people say about a company.
Which rung on the Social Technographics Ladder represents the largest segment?
Spectators
Authenticity can be described as
Telling the truth in a personable and genuine manner
A call to action can be defined as
The action you want someone to take at each stage of your marketing campaign
Why are social networks so useful for businesses that sell to consumers?
They are a great way to find and reach potential customers
Why is it considered important to focus on the buyer persona?
They are the ones who make the purchasing decisions
Why are messaging objectives important?
They help provide the persona with the information they need to make a purchase or other conversion.
A benefit of marketing with social networks is: companies can build brand awareness.
True
A benefit of marketing with social networks is: companies can conduct market research.
True
A benefit of marketing with social networks is: companies can find new customers.
True
A benefit of marketing with social networks is: companies can find talent and new employees.
True
A benefit of marketing with social networks is: companies can use them as a distribution channel for marketing messages.
True
A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.
True
A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience.
True
According to the text, Facebook is a substantial source for word-of-mouth marketing,
True
As Twitter is an open network, businesses are able to follow and monitor their customers for insights into their ideas, habits, and opinions about different products and services.
True
Being honest is one way for a company to build credibility.
True
Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
True
Marketing investment in social media is forecast to increase.
True
Social media allows businesses to communicate via an interactive, two-way medium compared to traditional one-sided mediums such as tv, radio, and print.
True
Social media marketing is based on marketing principles that have been around for years.
True
Social media strategies should be guided by overall business goals. Eg. Increase sales by driving more traffic from social media channels to web store.
True
Social media strategies tend to fall into 3 categories: Paid, Owned, and Earned.
True
Social networks blur the line between business and personal life.
True
Using keywords in your Twitter profile will help with SEO and local search results.
True
When first engaging in social media, it is important to listen first before creating content.
True
t's important to benchmark yourself against your competition.
True
At what point does a brand stop developing personas? How do they know they have enough personas?
When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset - focus on high importance, high-value market segments.
Social media marketing is a form of what type of marketing?
Word of mouth
Using your LinkedIn Company Page, you should post in LinkedIn Groups:
You can't post as a Company Page in LinkedIn Groups
_____________ is the world's largest video-sharing social network, the second largest search engine and one of the top three websites worldwide
YouTube
A social media audit should include the following elements:
all of the above
The purpose of a critical response plan is to:
define a chain of command and a step by step action plan for dealing with extraordinary circumstances through social media
It's important to develop a policy that explicitly outlines the appropriate and inappropriate use of social media to:
ensure that your brand is represented well online by employees.
Quantitative KPIs include things like:
follower growth, engagement rate and conversions such as email sign ups, qualified leads and sales transactions.
Identifying and defining _______________for the calendar year is essential when planning your social media activity.
key dates and timelines
The following types of measurement should be used to assess the progress of your social media strategies:
qualitative and quantitative
The following social networks must be a part of every businesses' social strategy:
social networks should be considered based on customer surveys and the social media presence your business has already established.
The key elements of content strategy are:
target audience, content goals, brand voice, and distribution channel and tactics.
You should select a clear and memorable profile photo, one that displays well as a _________
thumbnail photo
