New Media Chapter 3
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.
False
"Big data" provides opportunities to perform behavioral targeting.
True
Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
True
LinkedIn forbids self-promotion on its platform.
True
The Forrester Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.
True
When developing personas it is important to identify all relevant personas by role.
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.
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.
On Facebook, most brand posts are made: a. on Thursday and Friday. b. on weekends, generally. c. on Saturday, especially between 8 and 11 pm in the evening. d. on Friday at 3 pm. e. none of these.
a. on Thursday and Friday.
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.
What is a common issue with social media marketing plans? a. Not understanding marketing goals and objectives. b. Defining the target audience too broadly. c. Relying too heavily on Facebook as a social media strategy. d. Developing strategies before identifying the target audience. e. Incorrectly identifying the target audience.
b. Defining the target audience too broadly.
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
Regarding SMM, which of the following is correct? a. "More is better." b. The message can be delivered in any available format. c. Messages are useful only if they reach the right people. d. A large pool of potential customers is necessary. e. The message can be delivered at any time.
c. Messages are useful only if they reach the right people.
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.
Which rung on the Social Technographics Ladder represents the largest segment? a. Inactives b. Collectors c. Critics d. Spectators e. Joiners
d. Spectators
Why is it considered important to focus on the buyer persona? a. They react differently to messaging objectives than other persona profiles. b. They spend the most time on social media. c. They spend the least time on social media. d. They are the ones who make the purchasing decisions. e. They reflect the ideal demographic profile.
d. They are the ones who make the purchasing decisions.
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.
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.
