New Media Chapter 1

According to the text, social media is only being adopted by younger populations.​

False

According to the text, the reason why social media marketing is such a growth industry right now is because corporate marketers are planning on using external resources for their new social media efforts.​

False

Only large corporations have been successful in measuring the return from their social media marketing efforts.

False

According to the text, SMM employs word-of-mouth marketing.

True

Marketing investment in social media is forecast to increase.

True

Social media marketing is based on marketing principles that have been around for years.​

True

​Which of the following is one way to manage the time invested in social media marketing? a. ​Leverage tools like Hootsuite that are designed to improve efficiencies. b. ​Hire an outside agency. c. ​Only spend time on one social media site at a time. d. ​Install times on employee computers to monitor time spent on social media. e. ​None of these.

a. ​Leverage tools like Hootsuite that are designed to improve efficiencies.

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.

Which of the following is not one of the seven myths of SMM? a. ​SMM isn't right for most businesses. b. ​There is no return on investment on SMM. c. SMM is too time-consuming.​ d. ​Social media is just for the young. e. ​Social media is just a fad.

a. ​SMM isn't right for most businesses.

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

​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.

Which firm is credited with creating "the perfect business apology"?​ a. ​Wikipedia b. ​Facebook c. ​JetBlue d. ​Twitter e. ​None of these.

c. ​JetBlue

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

Social media marketing is a form of what type of marketing? a. ​Paid search b. ​Social networking c. ​Direct mail d. ​Word of mouth e. ​Online advertising

d. ​Word of mouth

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.

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

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

What is the primary lesson behind the "United Breaks Guitars" case?​ a. ​Social media is only effective for customer complaints. b. ​Online video has the power to reach millions of people at a very low cost. c. ​A well-executed PR strategy can help control negative social media messages. d. ​Customer service should not be outsourced. e. ​Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.

e. ​Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.