Social Media Marketing Test 6-9

How much higher do Facebook ads generally earn over display ads?

8x - 9x

Which of the following best describes Content Marketing?

A form of non-traditional marketing whereby a brand produces content and spreads that content to customers

Why do social media strategies fail on implementation?

A lack of clarity with respect to who does what

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

Always boost your most important content pieces

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

What is the key to getting the right people to notice your content marketing efforts?

Content design

Which is not one of the social media planning stages?

Count your existing followers

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

Display advertising, search advertising

What are two types of incentives used to nudge seeds to spread product information?

Extrinsic and intrinsic

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

False

True or False: Marketers should always pursue a channel-focused approach where they concentrate on making decisions for one channel at a time.

False

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

False

True or False: You should seed to customers with the largest number of connections on social networks.

False

You might find display ads on all of the following EXCEPT

Google search results page

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

What is a major downside to social media content marketing?

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

What is an implementation plan?

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

What is one level of evaluating the progress of your social media strategy?

Measuring performance against strategic objectives on a regular basis

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

Paying to increase the reach of post

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

Planning

With social media marketing you have to be:

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

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

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

Sending product samples to a select group of consumers and asking them to generate buzz about that product

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

What does viral mean?

Spreads widely and rapidly from one consumer to another

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 _____ 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 collect as much information about you as possible in order to create detailed groups that advertisers will pay to advertise to *

How many marketers have used or plan to use consumers to start spreading WOM?

Three-quarters

What is a big difference between social media calendars and traditional media calendars?

Time frequency

True or False: A social media communications calendar needs be aware of other calendars within the marketing department.

True

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

True

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

True

True or False: Its effective to plan content that focuses on dissemination

True

True or False: One major benefit of marketing on social media is the high level of control companies have over content design.

True

True or False: Social media ads are generally more effective in the early stages of the sales funnels and less effective in the final conversion stages.

True

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

True

What does "WOM" stand for in this chapter?

Word of mouth