SMM Final
True or False: Marketing investment in social media is forecast to increase.
True
True or False: 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
True or False: When first engaging in social media, it is important to listen first before creating content.
True
True or False: When developing a podcast, it is important to determine the length of the podcast before you identify the content.
false
True or False: Word-of-mouth marketing may be only half as effective as traditional marketing.
false
True or False: A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.
true
True or False: Discussion boards are an earlier form of social networks.
true
True or False: Google's Orkut is a popular social network in Brazil, but not in the U.S..
true
True or False: Many professional or corporate blogs fail because they do not accomplish their objectives or are unclear on what those objectives should be.
true
True or False: Social media marketing is based on marketing principles that have been around for years
true
True or False: Social networks blur the line between business and personal life.
true
True or False: Some of a brand's most passionate advocates can start off as disgruntled customers.
true
True or False: The most popular uses for social media are brand awareness and building brand preference.
true
True or False: When creating a content strategy, the use of metrics helps the marketer understand who is reading the content and when.
true
According to the text, social media is only being adopted by younger populations.
False
True or False: A "metric" is a positive number.
False
True or False: Facebook furnishes Facebook Insight to any user who wants to use the tool.
False
True or False: Flickr was the first photo sharing site.
False
True or False: Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest.
False
True or False: In their original form, discussion board use is growing.
False
True or False: It is best to focus on the tool and its attributes in creating your SMM plan.
False
True or False: It is easy to create a video that accomplishes marketing objectives and goes viral.
False
True or False: Most marketers can easily compute the ROI for their SMM campaigns.
False
True or False: Most people use social media because they are looking for discounts and deals.
False
True or False: One of the best practices in marketing through photo sharing is to stage the product professionally before taking the photo.
False
True or False: Q&A sites are the best place to promote a product.
False
True or False: Q&A sites are the oldest form of social media.
False
True or False: Social news sites are appealing to marketers because they can generate moderate amounts of traffic even for smaller stories or websites.
False
True or False: Tertiary sharing is the easiest step in sharing videos online.
False
True or False: The Net Promoter Score category of Passives includes those most likely to damage a brand through negative word of mouth
False
True or False: The code of ethics for SMM marketing is the same as for traditional marketing.
False
True or False: The editorial calendar is a new tool for digital publishers.
False
True or False: The first rule about choosing the right tool for the job is to choose a tool from a reputable manufacturer.
False
True or False: The terms "app" and "tool" mean quite different things.
False
True or False: There are few tools, and they are expensive, for social media tracking
False
True or False: Typically the most popular images are those that are carefully planned and staged.
False
True or False: Unlike video sharing and other social media tools, target audiences are not as important for photo sharing.
False
True or 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
Regrading social media platforms, which of the following statements is false?
Given the rise of digital marketing, skilled personnel are abundant.
Which of the following is NOT a likely metric for its objective?
Increase sharing of blog content on Twitter by 25%, measured by number of posts on Twitter.
Evaluation is important for measuring social because
It delivers impressive results without much effort.
Why is ROI not considered an ideal qualitative measurement for social media?
It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment analysis
Regarding the "honesty" of metrics, which of the following statements is false?
Only platforms with the highest security are able to prevent dishonest metrics.
True or False: A Q&A site lets people pose questions and receive answers back.
True
True or False: An increasing amount of time is spent viewing videos. True
True
True or False: Hootsuite is available in a Pro version
True
True or False: Image sharing can help drive web traffic to a website.
True
True or False: In some ways, suppliers of these services act like advertising agencies
True
True or False: Marketers should be constantly changing and updating their images.
True
True or False: Measuring Return on Investment in social media is challenging for most marketers.
True
True or False: Mobile and time-shifted video are the trends marketers must accommodate
True
True or False: One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates.
True
True or False: One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title.
True
True or False: Online video can act like an infomercial by showcasing a product's features and benefits.
True
True or False: Social media marketing tools are designed to support or automate common SMM activities which included generating, publishing, testing, analysis, and more.
True
True or False: Social news sites have affected the way news is consumed today.
True
True or False: The Valid Metrics Framework represents an attempt to standardize the variety of models and terminology used for social media measurement.
True
True or False: The amount of SMM spending is expected to increase sharply between 2014 and 2019.
True
True or False: When developing personas it is important to identify all relevant personas by role.
True
True or False: One of the earliest types of social media is the discussion board.
True
The tool "Mention":
allows the business user to create alerts and be notified when it appears on the web.
The process of data gathering is generally referred to as:
analytics
The AT&T app and the Guardian Hero app are examples of:
apps for the business user.
"Start small" means:
A and B only.
Regarding choosing the right tool for the job, which of the following statements is false?
A through C.
Which of the following is/are not categorized as SMM tools?
All are SMM tools
Even the best tools cannot rescue:
B and C only.
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
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
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
All of the following are key objectives of SMM EXCEPT: a. brand development. b. brand preference. c. customer service. d. new customer leads. e. brand awareness.
a. brand development
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 profile 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
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
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
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
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 a social news site? a. A site that lets users submit links to news stories or other web pages to be ranked and displayed. b. A social network that focuses on recent and relevant news stories. c. A discussion forum that discusses recent and relevant news stories. d. A site where users can select content from an assortment of major news outlets. e. A site that lets users submit links to sites that they find interesting.
a. A site that lets users submit links to news stories or other web pages to be ranked and displayed.
What is a photo sharing site? a. A website that allows users to upload photos for public or private viewing. b. A website that monetizes user generated photos and images. c. A website that provides stock photography. d. A website that lets you upload photos from your mobile phone. e. A website with photos that lets viewers download them.
a. A website that allows users to upload photos for public or private viewing.
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.
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.
In blogging, the suffix at the end of a URL address of the blog site indicates: a. the service hosting the blog. b. the search engine key. c. the topic of the blog. d. the number of readers. e. the name of the blogger.
a. the service hosting the blog.
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.
According to the social media rules of engagement, which of the following is not recommended? a. Sticking to a marketing message regardless of the social channel b. Sending an untargeted message on Twitter as a tweet c. Not deleting less than positive comments or reviews on your social profiles d. Talking about music tastes on Facebook e. Providing context when trying to connect with someone
a. Sticking to a marketing message regardless of the social channel
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.
Multiple platform tools:
all of these are true
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.
Microblogs have become a source of: a. news and citizen journalism. b. advertising. c. fake accounts. d. special offers. e. spam.
a. news and citizen journalism.
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.
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 important breakthrough that made podcasting possible was: a. the development of RSS technology. b. the invention of the MP3 player. c. the invention of the iPhone. d. the adoption of high speed broadband Internet. e. the Apple iTunes store.
a. the development of RSS technology.
If your product is visual, the best social media platform would likely be: a. LinkedIn. b. Instagram. c. Orkut. d. a white label network. e. Facebook.
b. Instagram
Most sharing of information online is done with: a. email. b. YouTube. c. instant message. d. Facebook. e. Twitter.
b. YouTube.
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.
b. broadcasting messages
Which of the following is not part of the social media marketing planning cycle? a. Implementing b. Driving traffic c. Monitoring d. Setting goals e. Tuning
b. driving traffic
The passive engagement strategy focuses on: a. creating content. b. listening. c. setting up social media profiles. d. collecting and sharing content. e. engaging with your audience.
b. listening
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 an responding
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
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.
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 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 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.
According to the text, why is it important to choose an articulate host or moderator for a podcast?a. People will be more likely to listen all the way through b. Recorded audio can amplify speaking quirks. c. It requires less editing. d. It makes your brand appear more professional. e. It helps ensure the podcast will be shared with others.
b. Recorded audio can amplify speaking quirks.
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.
Why are social networks so useful for businesses that sell to consumers? a. It is a useful medium for broadcasting messages to a large audience. b. They are a great way to find and reach potential customers. c. Companies can easily see what the competition is doing on social networks. d. It does not require any technical knowledge. e. It costs much less than traditional advertising.
b. They are a great way to find and reach potential customers.
Why should firms consider investing in a presence on larger social networks? a. It is where the consumers are. b. They set social media trends and have the largest audiences. c. They will likely grow, so a presence there will pay off in the future. d. It is where the competition is. e. It is where good content has the best chance of being shared.
b. They set social media trends and have the largest audiences.
A moderator: a. is responsible for backing up the discussion boards. b. facilitates discussions and enforces forum policies. c. manages the programming details required to maintain a site. d. cannot remove forum content. e. is the only person allowed to flame others.
b. facilitates discussions and enforces forum policies.
When developing social media strategies, it is important that companies: a. include the 8 C's. b. make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats. c. look to what their competitors are doing. d. define the call to action first. e. ensure they include Facebook, because it is one of the most popular social networks.
b. make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.
Creating a video to demonstrate how to use the product is called: a. appealing to large audiences. b. showcasing the product. c. generating business leads. d. engaging a wide variety of viewers. e. building brand awareness.
b. showcasing the product.
The medium on which people spend most time viewing is: a. tablet. b. television. c. desktop computer. d. smartphone. e. smartphone and tablet combined.
b. television.
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
The only platform that is inclined toward African-Americans and Hispanics is: a. Digg b. Twitter. c. Instagram. d. Facebook. e. Pinterest.
c. Instagram
Which firm is credited with creating "the perfect business apology"? a. Wikipedia b. Facebook c. JetBlue d. Twitter e. None of these.
c. JetBlue
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
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
In choosing the right tool for the job, all of these are good advice except:
purchase a tool for the primary user, as he or she will spend most time with it
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 not considered one of the rules of engagement? a. Staying on topic b. Being nice c. Entertaining your audience d. Using social media channels as intended e. Having a personality
c. entertaining your audience
According to the text, which is not recommended in optimizing a profile for LinkedIn? a. Get recommended b. Complete a profile with as much detail as possible c. Include your job title d. Post a head shot e. Join up to 50 groups and participate
c. include your job profile
Which of the following is not considered a social media marketing goal? a. Driving recommendations from friends and family b. Generating new leads c. Increasing the number of Facebook fans and Twitter followers d. Increasing customer satisfaction (customer service) e. Crisis communication and online reputation management
c. increasing the number of Facebook fans and Twitter followers
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
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.
Regarding smartphone use, which of the following is false? a. The smartphone viewing completion rate of videos was 10%. b. Shoppers use smartphones for information while shopping. c. Consumers are more likely to purchase a product if they see the ad on tv instead of their smartphones. d. U.S. consumers who view branded video content on smartphones are more likely to feel personally connected to ads than those who watch on a desktop or tv. e. Some shoppers prefer to use smartphones for information rather than ask a store employee.
c. Consumers are more likely to purchase a product if they see the ad on tv instead of their smartphones.
Why is it important for a company to stay connected on a photo sharing site? a. It generates buzz and interest. b. It boosts search engine optimization. c. Interacting with other users help draw people back to your content. d. It puts a human face to the company. e. People have short attention spans.
c. Interacting with other users help draw people back to your content.
In addition to stand-alone discussion boards, all of these sites include discussion boards as part of their features except: a. Microsoft Windows Live. b. All of these sites include discussion boards. c. LinkedIn. d. Google. e. Yahoo.
c. LinkedIn.
Which of the following is a true statement? a. YouTube's opinion leaders are those more likely to have posted an online video. b. Primary sharing explains when fans and friends begin spreading a video. c. Secondary sharing is the most important stage to establishing a video's audience. d. Secondary sharing describes when content is shared by people who do not have connections with the content creator. e. The majority of online videos that fail to spread within the first 24 hours never become popular.
c. Secondary sharing is the most important stage to establishing a video's audience.
What is behind the growth in photo sharing? a. The growth of digital cameras. b. The growth of sites like Flickr make it much easier. c. The growth of smartphones. d. Companies recognize it can be an effective marketing strategy .e. The growth of Facebook and its photo sharing tools.
c. The growth of smartphones.
Which statement is false? a. The targeted follow strategy is the most effective way to achieve marketing objectives. b. The 'Suggested People' feature on Twitter identifies people with similar interest to those profiles currently being followed. c. The quantity of Twitter followers is more important than the quality of the follower profiles. d. It is important to promote your Twitter profile across other social networks. e. Twitter accounts with few followers lack credibility.
c. The quantity of Twitter followers is more important than the quality of the follower profiles.
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.
Authenticity can be described as: a. an important element of interruption marketing. b. always sounding enthusiastic. c. telling the truth in a personable and genuine manner. d. a way for a brand to lose credibility. e. the tone a brand or company has when using social media.
c. telling the truth in a personable and genuine manner.
the text indicates that all of the following are metrics in the Valid Metrics Framework except
satisfaction
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
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
View completion of videos is greatest on which device? a. Smartphone. b. Gaming console. c. Television. d. Desktop computer. e. Tablet.
d. desktop computer
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
As a marketer, one thing to keep in mind is that social media users are _____. a. loyal b. intense c. pragmatic d. fickle e. interested in their favorite brands
d. fickle
Marketers find it easiest to track: a. likes b. shares c. comments d. hashtags e. none of the above
d. hashtags
Why is it important to understand the rules of engagement in social media? a. It shows how to grow your social media followers. b. It reduces information costs. c. It makes it easier to engage in interruption marketing. d. It helps avoid potentially costly mistakes. e. It identifies what social media channels to avoid.
d. it helps avoid potentially costly mistakes
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 statements is false? a. Social networks serve as a channel for marketing messages. b. Companies can converse with target audiences on social networks. c. Social networks allow companies to build brand awareness. d. People on social networks seek out brand relationships. e. Social networks have become an effective way to find new customers.
d. people on social networks seek out brand relationships
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
For the social media marketer, "know the audience" means: a. all of these are correct. b. make as many friends as possible on Facebook. c. meet as many as possible in person. d. understand where they hang out. e. understand what your target audience is thinking.
d. understand where they hang out
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
What is a social network site? a. A business-to-consumer digital platform. b. A type of discussion forum. c. A website where users can share thoughts and information. d. An online service where members can establish relationships. e. A photo or video sharing site.
d. An online service where members can establish relationships.
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.
Why does Twitter require strong writing skills? a. Brands need to find different ways to communicate the same message. b. Providing value requires a well-honed ability to communicate clearly. c. It is a social platform that many writers use, so the expectations are higher. d. It requires a brand to be persuasive and interesting in a very limited number of words. e. Standing out from a sea of tweets requires creativity.
d. It requires a brand to be persuasive and interesting in a very limited number of words.
What was the main challenge facing the creators of the Old Spice Guy video? a. Convincing men to buy Old Spice b. Illustrating that the Old Spice brand was not old and out of date c. Promoting the videos on other social channels while still reaching YouTube influencers d. Positioning the body wash as masculine while marketing to women e. Creating the video content quickly enough for the social media responses to appear timely
d. Positioning the body wash as masculine while marketing to women
Why is communicating with citizens from countries other than the U.S. important for a social media marketer? a. The U.S. has a large international population that uses social media. b. Most social media sites are not country specific, so it is important to be inclusive. c. Globalization means that the world is smaller. d. Social media is international, with adoption and usage on the rise in many countries. e. Social media in the U.S. is declining when compared to usage in other countries.
d. Social media is international, with adoption and usage on the rise in many countries.
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 first photo sharing site was: a. Snapfish. b. Flickr. c. Facebook. d. Webshots. e. Photobucket.
d. Webshots.
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.
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.
A marketer can encourage users to share its video by doing all of these except: a. all of these would encourage users to share a video. b. offering something for free advertising. c. interacting with other content creators. d. creating an entertaining video. e. having contests or incentives to encourage sharing.
d. creating an entertaining video.`
Purchased services are organized around:
the SMM planning cycle
Important best practices for choosing the most useful Internet metrics include all of these except:
deciding which metric choices are appropriate, then tell the brand managers
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
Which social network made the mistake of alienating its early adopters by deleting suspicious accounts? a. SixDegrees b. Ryze c. Tribe.net d. MySpace e. Friendster
e. Friendster
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
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
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
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
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
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
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
What type of tweet category is described as "Look at What I've Been Doing"? a. Entertainment tweets b. Classic tweets c. Question tweets d. Opinion tweets e. Picture tweets
e. picture tweets
The leading purchase influencer in four different countries is: a. traditional advertising. b. blogs. c. social media posts from friends and family. d. Twitter feeds. e. word of mouth.
e. word of mouth
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 photo sharing website was first used by the White House official photographer? a. Google b. Photobucket c. Facebook d. Webshots e. Flickr
e. Flickr
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 is a true statement? a. Webinars require less advance planning than podcasts. b. Finding out the number of pages views on a blog requires external monitoring tools. c. Podcasts are better lead generation tools than webinars. d. Podcasts allow listeners to interact directly with the speaker. e. Webinars are a better format for training sessions.
e. Webinars are a better format for training sessions.
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 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.
One reason that video creates a stronger connection with consumers is: a. it creates community. b. because it tells a story. c. that it is seen as a diversion or quick break. d. people don't like to read. e. because viewers are more vested in content when there is a human face attached.
e. because viewers are more vested in content when there is a human face attached.
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.
Stock photography is: a. very helpful for photo sharing. b. typically free. c. the best way for a company to demonstrate its expertise in a particular area. d. more spontaneous than user generated photography e. professional photography produced by agencies or photo libraries.
e. professional photography produced by agencies or photo libraries.
Imgur appeals mostly to: a. users who do not wish to pay for photo storage. b. smartphone users because of its mobile interface. c. the Library of Congress. d. former Webshots customers. e. those who appreciate storytelling.
e. those who appreciate storytelling.
True or False: According to the text, traditional advertising has no value to consumers.
false
True or False: It is considered a best practice for a brand to use its logo as its Twitter avatar.
false
True or False: Odeo was the first microblogging service.
false
True or False: One should not include links to other social media platforms on a profile page on Twitter.
false
True or False: The equal ratio strategy describes when one follows lots of other profiles and hope they decide to follow back.
false
True or False: Twitter is ideal at achieving all marketing objectives, with the exception of brand building.
false
Regarding editorial calendars, which of the following statements is false?
it measures productivity
The Net Promoter Score measures:
loyalty
The Net Promoter Score:
measures the loyalty of a brand's relationship with its customers
The first step in evaluation is:
measuring.
The key metric of the California Tortilla marketing campaign was the:
number of Shares on each campaign-related Facebook post.
"Don't fondle the tool" means:
one must stay focused on what must be accomplished
True or False: "Big data" provides opportunities to perform behavioral targeting.
true
True or False: A primary benefit from blogging is to learn about the "tone" of the online community with regard to certain topics.
true
True or False: A white label social network can also be called a corporate social network.
true
True or False: It is important for a brand to identify the unique value it can bring to its Twitter followers.
true
True or False: One use of microblogging is to start a discussion or participate in an existing conversation.
true
True or False: Webinars resemble an online television show.
false
True or False: Large social networks are being threatened by niche social networks that cater to specific interests.
false
True or False: Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms
false
True or 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
True or False: Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.
False
True or False: Ryze.com was the first social network.
False
True or False: LinkedIn forbids self-promotion on its platform.
True
True or False: According to the text, SMM employs word-of-mouth marketing.
True
True or False: Being honest is one way for a company to build credibility.
True
True or False: Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
True
Social media marketing ethics involve all of the following except: a. taking responsibility for one's actions. b. employing information gathering software on social profiles. c. telling the truth. d. showing respect for your audience. e. being active in addressing customer complaints.
b. employing information gathering software on social profiles.
True or False: Only large corporations have been successful in measuring the return from their social media marketing efforts.
false
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.
True or False: A social media marketing plan does not require monitoring or adjustment during its implementation.
false
True or False: Creating a blog is almost always the hardest part of the process.
false
True or False: How much people trust you is less important than the overall number of fans and followers you have.
false
True or False: It is considered a best practice for companies to set up a profile on Facebook.
false
True or False: Webinars are a great tool for gauging audience reaction
false
