Social Media Marketing Chapters 1 - 10

What does "WOM" stand for in this chapter?

Word of mouth

According to the annual "CMO Survey" in 2019, how many senior marketers have been able to quantitatively demonstrate the impact of social media on business outcomes?

24.1%

Facebook ads generally earn a higher click-through rate than display ads on other websites. How much higher?

8x - 9x

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 combination of paid and owned media

Which is not one of the social media planning stages?

Count your existing followers

According to chapter 10, what is recommended when selecting social media monitoring tools?

Experiment with free ones first

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:

Extrinsic and intrinsic

You might find display ads on all of the following EXCEPT

Google search results page

In an effort to improve social media presence, companies such as Dr Pepper are now displaying specific CTAs in TV ads using:

Hashtags

One of the three key decisions discussed in this chapter that every marketer needs to make when it comes to social media advertising is:

How to get people to pay attention to the ad

You just launched a new shoe brand. You've decided to send samples to popular YouTube stars. This approach is referred to as:

Hub seeding

An example of an engagement metric could be:

Retweets

In social media marketing, we can call something viral if it:

Spreads widely and rapidly from one consumer to another

True or False: Using social media for content marketing can be relatively expensive.

False

True or False: When looking over social media metrics, it would be wise to consider everything.

False

True or False: You only need to seed to customers with the largest numbers of connections on social networks.

False

Which answer best describes an indirect value-driving mechanism?

Invest in creating social media activities that would modify or reinforce the desired brand associations

What is a big downside of social media content marketing?

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

Why is stage 3 (implementation plan) so important?

It's where the strategic plan gets converted into specific action items

How can social media marketers collect valuable consumer information?

Openness

Most of what we consider in social media marketing falls into which type(s) of media?

Owned and earned

What does the acronym POEM stand for?

Paid, Owned, Earned Media

Each strategic objective must be SMART, which stands for:

Significant, Measurable, Actionable, Realistic, Time-based

Why should your social media advertisements rotate often?

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?

Social media

Openness and flexibility is discussed in the chapter. Flexibility refers to

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

True or False: Not all social media sites allow easy collection of the content users generate.

True

True or 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 or False: Social media interactivity has few barriers to participation?

True

True or False: The shorter the viral cycle time and the larger the coefficient, the more viral the process.

True

Pick which example below best represents a narrowcasting information flow.

You invite your friend to lunch via a text message

Which of the following best describes Content Marketing?

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 lack of clarity with respect to who does what

Which is not one of the seven important rules for branded social media content?

Always boost your most important content pieces

Which company is more likely to have a much lower barrier to activation?

Apple

How do we define social media advertising?

As any form of digital advertising that uses social media sites and apps, and involves advertisers paying for ad placement

How often is it recommended to perform an overall comprehensive social media audit?

At least once a quarter

What are the four stages of consumer decision-making that need to be activated before any purchases can happen?

Awareness, Engagement, Positive attitudes, Advocacy

Which is NOT one of the three key problems in market research as discussed in this chapter?

Conduction market research is inexpensive

What is at the heart of getting the right people to notice your content marketing efforts?

Content design

In addition to paid social media, what are the other two largest types of internet advertising?

Display advertising, search advertising

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. True or False?

False

True or False: An ego network represents a social media network's entire network of users and friendships.

False

True or False: As a marketer, you should measure what is available, not what is relevant.

False

True or False: Doing social media marketing is pointless unless it generates some value for non-customers.

False

True or False: It's easier for small brands (rather than big brands) to get users to generate lots of brand-related content pieces.

False

True or False: Knowing what drives negative opinions about your brand can be harmful to your company culture.

False

True or 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 or False: One important rule of branded social media content is to keep communication fairly formal.

False

True or 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

Once objectives have been set and social interactions that match those objectives have been considered, marketers should:

Find channels that suit those interactions

What does the term "absolute sentiment" represent in this chapter?

Increase in the share of positive overall brand mentions (relative to neutral and negative mentions)

Have marketers increased, decreased, or neutralized the spending on social media activities over the last five years?

Increased

What does IFCS stand for as defined in this chapter?

Interactions first, channels second

What are the 3 key characteristics of social media as defined in this chapter?

Interactivity, openness and flexibility, and fast-paced flows of information

Evaluating the progress of your social media strategy takes place at two levels. One of these levels is:

Measuring performance against strategic objectives on a regular basis

Which of the following is not a key property included within a social network?

None of these

According to Table 4.3.1 which would not be a commonly examined social media marketing metric?

Number of uploaded videos

According to Table 4.1.2, which metric had the biggest percentage change increase in popularity from 2010 to 2014?

Numbers of followers or friends

Social media marketers can collect valuable consumer information simply by:

Observing what consumers do an say on social media sites

Which is a social media information flow?

One-to-many

Which is not an example of paid media within social media?

Paying to promote your product within Google search results (Adwords)

What do "nodes" represent in social networks?

People

A social "pump" is referred to as:

People who are highly, socially active

In this chapter it talks about impact on participants. Which of the following would represent a strong impact.

Personally recommending a book to a family member

What is the key to making a great social media marketing strategy a success?

Planning

What do "ties" represent within a social network?

Relationships between pairs of people

With social media marketing you have to be:

Responsive, nimble, and willing to adjust strategy along the way

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:

Risk that nobody pays attention

What is the most common form of pay-per-click(PPC) advertising?

Search advertising

What happens if all incentives happen to occur within a short time period?

Seeds will likely stop creating and disseminating product-related information after that period ends

Which would be a form of social media monitoring?

Taking care of a customer's concerns by responding directly to them on Twitter

If you are trying to market a mobile app, What or who would represent a viral coefficient?

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

A good social media communications calendar will usually start by determining what for each week?

The theme

Why do social media sites want to make sure that you fill out your profile as completely as possible?

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?

Three-quarters

A big difference between social media calendars and traditional media calendars as discussed in this chapter is:

Time frequency

What's the point of going through a social media audit on a regular basis?

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

What does the term "boosting" mean with regards to social media content marketing?

To increase the reach of a post by paying

What's the purpose of performing a social media audit?

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

True or False: An important property of social media communications is that conversations do not necessarily stay on topic of the focal product.

True

True or False: Conducting a comprehensive social media audit is a critical prerequisite for formulating social media objectives.

True

True or False: Developing the implementation plan should involve everyone who was involved with the strategy and everyone who will be involved with the implementation.

True

True or False: How socially 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 or False: It's important to give your brand a grade and assign importance weights to each item within a social media audit?

True

True or 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

The NYPD Twitter campaign displayed what type of marketing?

Unstrategic social media marketing

According to the text in Section 4, when doing social media marketing, a company should consider who gets the value and:

When the value is generated

What does the term "seeding" represent when it comes to a viral marketing campaign?

When you send product samples to a selected group of consumer and ask them to generate buzz about that product and share it with others

Which statement below best represents a value-driving perspective?

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

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.

Who is the current audience on this channel?

Do marketers have a high level of control over content design when focusing their efforts on social media channels?

Yes

Do social media platforms automatically measure certain metrics for you free of charge?

Yes

Does a social media communications calendar need be aware of other calendars within the marketing department such as advertising, or in-store promotions?

Yes

Is it important to understand if a social media channel provides any direct or indirect measurable benefits to the brand during an audit?

Yes

Is it necessary to measure whether campaign goals are being achieved every time you run an advertising campaign?

Yes

Would an increase in the number of product reviews be a good example of consumer engagement?

Yes

Would writing a review about a movie on a public website be considered a social interaction?

Yes

By early 2015 how many active users did Facebook have?

1.44 billion

An approach that brands can take when identifying key advantages and weaknesses is to look for correlations between certain keywords and volumes and:

B. The sentiment of consumer-generated content