Social Media Marketing Quizzes 1-12

a good social media communications calendar will usually start by determining what for each week? a. the weather b. who will post content c. the theme d. the start time

c. the theme

true/false: the shorter the viral cycle time and the larger the viral coefficient, the more viral the process.

true

yes/no: do marketers have a high level of control over content design when focusing their efforts on social media channels?

yes

yes/no: do social media platforms automatically measure certain metrics for you free of charge?

yes

yes/no: does a social media communications calendar need to be aware of other calendars within the marketing department such as advertising or in-store promotions?

yes

yes/no: is it important to understand if a social media channel provides any direct or indirect measurable benefits to the brand during an audit?

yes

yes/no: is it necessary to measure whether campaign goals are being achieved every time you run an advertising campaign?

yes

yes/no: would an increase in the number of product reviews be a good example of consumer engagement?

yes

yes/no: would writing a review about a movie on a public website be considered a social interaction?

yes

in an effort to improve social media presence, companies such as Dr. Pepper are now displaying specific CTAs in TV ads using: a. hashtags b. orange buttons c. URLs d. interactive video

a. hashtags

have marketers increased, decreased, or neutralized the spending on social media activities over the last five years? a. increased b. decreased c. neutralized

a. increased

what does IFCS stand for as defined in this chapter? a. interactions first, channels second b. international federation of consumer studies c. intelligent flight control system d. information for consumer studies

a. interactions first, channels second

what are the 3 key characteristics of social media as defined in this chapter? a. interactivity, openness and flexibility, and fast-paced flows of information b. interactivity, openness, and humor c. flexibility, marketing, and content schedule d. fast-paced flows of information, likeability, and consistency

a. interactivity, openness and flexibility, and fast-paced flows of information

what is a big downside of social media content marketing? a. it is a crowded place so creating content that stands out can be very difficult b. there aren't enough potential customers on various social media channels so you end up needing to supplement your efforts with different marketing avenues d. finding the right platform where your audience participates is virtually impossible

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

according to the brand metrics listed in table 4.1.2, which metric had the biggest % change increase in popularity from 2010 to 2014? a. numbers of followers or friends b. hits/visits/page views c. repeat visits d. net promoter score

a. number of followers or friends

which is a social media information flow? a. one-to-many b. liking a photo on Facebook c. positive outweighs the negative

a. one-to-many

how can social media marketers collect valuable consumer information? a. openness b. creating social media profiles on as many social media networks as possible c. privacy acts d. analyzing Google Analytics

a. openness

what do "nodes" represent in social networks? a. people b. share counts c. relationships d. none of these

a. people

a social "pump" is referred to as: a. people who are highly, socially active b. a social media account that has a lot of follows c. two or more social media accounts posting about the same thing d. someone who can quickly troubleshoot social media mishaps

a. people who are highly, socially active

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: a. risk that nobody pays attention b. risk of growing too quickly c. risk of an extremely high ROI d. none of these

a. risk that nobody pays attention

each strategic objective must be SMART, which stands for: a. significant, measurable, actionable, realistic, time-based b. service, matched-up, realistic, trustworthy c. solid, measurable, attainable, reversible, text-based d. safe, manageable, actionable, remarketable, transparent

a. significant, measurable, actionable, realistic, time-based

what is the key to making a great social media marketing strategy a success? a. creating enticing CTAs b. planning c. being a great copywriter d. having a lot of followers

b. planning

an example of an engagement metric could be: a. the top referral URL in your website analytics b. retweets c. newly posted blog post d. none of these

b. retweets

what is the most common form of pay-per-click (PPC) advertising? a. banner advertising b. search advertising c. social media advertising d. affiliate advertising

b. search advertising

which is not one of the social media planning stages? a. allocate resources, set key responsibilities b. establish policies c. strategic plan d. count your existing followers

d. count your existing followers

in addition to paid social media, what are the other two largest types of internet advertising? a. search advertising, paid reviews b. content advertising, link building c. content advertising, sponsored blog posts d. display advertising, search advertising

d. display advertising, search advertising

according to chapter 10, what is recommended when selecting social media monitoring tools? a. social media monitoring tools aren't useful because the data isn't reliable b. higher price equals higher quality so pick one of the most expensive tools right from the beginning c. do a Google search and go with the first result d. experiment with free ones first

d. experiment with free ones first

once objectives have been set and social interactions that match those objectives have been considered, marketers should: a. start filming what they ate for breakfast b. hop on Facebook and begin responding to comments c. immediately buy ad space d. find channels that suit those interactions

d. find channels that suit those interactions

you just launched a new shoe brand. you've decided to send samples to popular YouTube stars. this approach is referred to as: a. freebie friday b. content marketing c. collaboration d. hub seeding

d. hub seeding

evaluating the progress of your social media strategy takes place at two levels. one of these levels is: a. determining the number of likes on one Facebook post b. analyzing your newest followers across those social media channels which are included in your implementation plan d. measuring performance against strategic objectives on a regular basis

d. measuring performance against strategic objectives on a regular basis

which of the following is not a key property included within a social network? a. people b. relationships c. different types of relationships between people d. none of these

d. none of these

most of what we consider in social media marketing falls into which type(s) of media? a. short video b. owned and created c. having a "be everywhere" mindset d. owned and earned

d. owned and earned

which is NOT an example of paid media within social media? a. paying to boost a recent Facebook post b. paying to promote your brand on Instagram c. paying a firm to grow your Twitter following d. paying to promote your product within Google search results (Adwords)

d. paying to promote your product within Google search results (Adwords)

what do "ties" represent within a social network? a. users who only post promotional updates on social media b. your ability to close a business deal on social media c. social media power users d. relationships between pairs of people

d. relationships between pairs of people

which would be a form of social media monitoring? a. performing a social media audit b. creating a social media content schedule c. setting an alarm on your phone to check your Facebook page d. taking care of a customer's concerns by responding directly to them on Twitter

d. taking care of a customer's concerns by responding directly to them on Twitter

true/false: an important property of social media communications is that conversations do not necessarily stay on topic of the focal product.

true

true/false: conducting a comprehensive social media audit is a critical prerequisite for formulation social media objectives.

true

true/false: developing the implementation plan should involve everyone who was involved with the strategy and everyone who will be involved with implementation.

true

true/false: how social 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

true/false: it's important to give your brand a grade and assign importance weights to each item within a social media audit.

true

true/false: 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

true/false: not all social media sites allow easy collection of the content users generate.

true

true/false: social media ads are generally more effective in the early stages of the sales funnel, and less effective in the final conversion stage.

true

true/false: social media interactivity has few barriers to participation.

true

Facebook ads generally earn a higher click-through rate than display ads on other websites. how much is higher? a. 8x - 9x b. trick question, display ads on other websites have a 5x higher click-through rate c. 1x - 3x d. 25x

a. 8x - 9x

you might find display ads on all of the following except: a. Google search results page b. your favorite sports website c. your favorite mobile app d. Facebook

a. Google search results page

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

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

what does "WOM" stand for in this chapter? a. word of mouth b. waste of money c. worthwhile opportunity marketing d. win optimization marketing

a. word of mouth

by early 2015, how many active users did Facebook have? a. 356 million b. 1.44 billion c. 87.3 billion d. 100,000

b. 1.44 billion

which company is more likely to have a much low barrier to activation? a. dove soap b. apple

b. apple

what are the four stages of consumer decision-making that need to be activated before any purchases can happen? a. engagement, behavior, analyze, shareability b. awareness, engagement, positive attitudes, advocacy c. analyze, awareness, engagement, behavior d. advocacy, behavior, comprehension, pro-active

b. awareness, engagement, positive attitudes, advocacy

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: a. silent and vocal b. extrinsic and intrinsic c. earned and paid d. significant and insignificant

b. extrinsic and intrinsic

one of the three key decisions discussed in this chapter that every marketer needs to make when it comes to social media advertising is: a. how quickly you will see ROI b. how to get people to pay attention to the ad c. how difficult it will be to get your content to go viral d. how many times you will need to post your content in order to get your target number of views

b. how to get people to pay attention to the ad

which answer best describes an indirect value-driving mechanism? a. buying Facebook fans b. invest in creating social media activities that would modify or reinforce the desired brand associations c. increasing paid media spend d. invest in social selling

b. invest in creating social media activities that would modify or reinforce the desired brand associations

why is stage 3 (implementation plan) so important? a. it's where the strategic objectives convert into specific action items b. it's where the strategic plan gets converted into specific action items c. it's where you adjust your overall strategy d. it's where the set timelines get

b. it's where the strategic plan gets converted into specific action items

according to table 4.3.1, which would not be a commonly examined social media marketing metrics? a. RSS subscriptions b. number of uploaded videos c. bounce rate d. search engine rank changes

b. number of uploaded videos

social media marketers can collect valuable consumer information simply by: a. reading comments on industry related blog posts b. observing what consumers do and say on social media sites c. looking at Google Analytics d. boosting a status update

b. observing what consumers do and say on social media sites

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

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

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

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

an approach that brands can take when identifying key advantages and weaknesses is to look for correlations between certain keywords and volumes and: a. user search intent b. the sentiment of consumer-generated content c. both a & b d. none of these

b. the sentiment of consumer-generated content

a big difference between social media calendars and traditional media calendars as discussed in this chapter is: a. length b. time frequency c. the platform used to make the calendar d. type of content

b. time frequency

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. a. how much money has this channel made the company? b. who is the current audience on this channel? c. how much money are we spending on paid media across all of our social media networks? d. do we have any social media policies in place?

b. who is the current audience on this channel?

pick which example below best represents a narrowcasting information flow. a. share details about your new book launch on a podcast b. you invite your friend to lunch via a text message c. while speaking at a large event, you shamelessly plug your new website d. tweet an invitation to your upcoming pool party

b. you invite your friend to lunch via a text message

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: a. overall channel presence b. performance marketing c. a combination of paid and owned media d. exact marketing

c. a combination of paid and owned media

which of the following best describes content marketing? a. reaching out to blogger within your niche to link to a new product on your website b. submitting a press release about a new product launch c. 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 d. taking your brand's customer service efforts across targeted social media platforms

c. 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? a. not enough budget allocated to the strategy b. too many people within the company posting about the same things c. a lack of clarity with respect to who does what d. none of these

c. a lack of clarity with respect to who does what

what is not one of the seven important rules for branded social media content? a. do not overly sell or advertise b. be relevant to the brand c. always boost your most important content pieces d. have variety across your content

c. always boost your most important content pieces

how do we define social media advertising? a. paying a 3rd party firm to run our social media marketing b. as any form of digital advertising that involves advertisers paying for social media images c. as any form of digital advertising that uses social media sites and apps and involves advertisers paying for ad placement d. all of these

c. as any form of digital advertising that uses social media sites and apps and involves advertisers paying for ad placement

what does the term "absolute sentiment" represent in this chapter? a. feeling confident that your scheduled update will result in a lot of comments b. correcting negative comments or reviews through a social media channel c. increase in the share of positive overall brand mentions (relative to neutral and negative mentions) d. number of approval actions for each post (i.e., likes, thumbs-up, favorites)

c. increase in the share of positive overall brand mentions (relative to neutral and negative mentions)

what does the acronym POEM stand for? a. perform optimization every month b. possibility over exact marketing c. paid, owned, earned media d. presence on every market

c. paid, owned, earned media

in this chapter, it talks about impact on participants. which of the following would represent a strong impact. a. liking a product photo on Instagram b. posting an anonymous review on an Amazon product c. personally recommending a book to a family member d. drawing a swoosh on your neighbor's driveway

c. personally recommending a book to a family member

with social media marketing you have to be: a. satisfied with not seeing any return on investment b. less concerned about results than with traditional business marketing c. responsive, nimble, and willing to adjust strategy along the way d. stern in your initial strategy, and see it carried out entirely

c. responsive, nimble, and willing to adjust strategy along the way

what happens if all incentives happens to occur within a short time period? a. your product will go viral b. seeds will most likely continue to create and disseminate product-related information after that period ends c. seeds will likely stop creating and disseminating product-related information after that period ends d. none of these

c. seeds will likely stop creating and disseminating product-related information after that period ends

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

c. 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? a. online forums b. TV commercials c. social media d. a library

c. social media

in social media marketing, we can call something viral if it: a. gets over 1 million views b. is easily downloadable c. spreads widely and rapidly from one consumer to another d. is uploaded to every major social media network

c. spreads widely and rapidly from one consumer to another

why do social media sites want to make sure that you fill out your profile as completely as possible? a. so they can manage larger databased of information on their servers b. they are concerned you might look silly in front of your friends c. 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 d. 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

c. 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? a. one-third b. all of them c. three-quarters d. one-half

c. three-quarters

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

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

according to the text in section 4, when doing social media marketing, a company should consider who gets the value and: a. cost for the added value b. how long that value should last c. when the value is generated d. where they should film their next product video

c. when the value is generated

what does the term "seeding" represent when it comes to a viral marketing campaign? a. taking your product to the local farmers market and handing out flyers b. sending out product flyers to thousands of random people in the mail c. 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 d. none of these

c. 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? a. being open to the different perspectives of your customers b. the prospective value of not contributing something valuable to the brand c. whether if an objective is achieved, it would contribute something positive and valuable to the brand d. a perspective in which customers are always right

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

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? a. 75% b. 34% c. 0% d. 15%

d. 15%

how often is it recommended to perform an overall comprehensive social media audit? a. daily b. once a year c. at least weekly d. at least once a quarter

d. at least once a quarter

which is NOT one of the three key problems in market research as discussed in this chapter? a. generated data are discrete b. conducting market research is expensive c. intrusiveness d. conducting market research is inexpensive

d. conducting market research is inexpensive

what is at the heart of getting the right people tontine your content marketing efforts? a. content origin b. content scheduling c. content length d. content design

d. content design

what does the term "boosting" mean with regards to social media content marketing? a. to copy your competitor's content efforts and use across your own channels b. to set your social media marketing content strategy on autopilot for a specific period of time c. duplicating content to increase virality d. to increase the reach of a post by paying

d. to increase the reach of a post by paying

the NYPD Twitter campaign displayed what type of marketing? a. content marketing b. nonprofit social media marketing c. strategic social media marketing d. unstrategic social media marketing

d. unstrategic social media marketing

true/false: 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.

false

true/false: 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.

false

true/false: it's easier for small brands (rather than big brands) to get users to generate lots of brand-related content pieces.

false

true/false: knowing what drives negative opinions about your brand can be harmful to your company culture.

false

true/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.

false

true/false: strategic social media marketing should be intended to completely replace company to consumers information flows with consumers to company and consumers to consumers.

false

true/false: 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.

false

true/false: you only need to seed to customers with the largest numbers of connections on social networks.

false