TRUE
Social media marketing is based on marketing principles that have been around for years. T or F
TRUE
According to the text, SMM employs word-of-mouth marketing. T or F
FALSE
Only large corporations have been successful in measuring the return from their social media marketing efforts. T or F
FALSE
According to the text, social media is only being adopted by younger populations. T or F
TRUE
Marketing investment in social media is forecast to increase
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 media efforts
Over half of U.S. adults over the age of 65 were internet users
What is a true statement?
Word of Mouth
Social media marketing is a form of what type of marketing?
JetBlue
Which firm is credited with creating "the perfect business apology"?
All of these.-It does not employ traditional marketing methods in the usual way. - It does not control the content of the message- It emphasizes audience contribution
SMM is different because:
Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues
What is the primary lesson behind the "United Breaks Guitars" case?
SMM isn't right for most businesses
Which of the following is not one of the seven myths of SMM?
Monitoring and Responding
Which of the following is not an important aspect to social media marketing?
USENET
Which of the following is considered the earliest ancestor of social media?
Leverage tools like Hootsuite that are designed to improve efficiencies
Which of the following is one way to manage the time invested in social media marketing?
It gives the consumer more power
Why is social media so attractive for consumers?
Paid media and owned media
According to the text, social media is a part of a larger media ecosystem made up of:
A big ego
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?
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. T or F
FALSE
Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve. T or F
TRUE
A social media marketing strategy is something that should be developed to support a brand's overall marketing plan. T or F
TRUE
Some of brand's most passionate advocates can start off as disgruntled customers. T or F
Comprehend
Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform
Driving traffic
Which of the following is not part of the social media marketing planning cycle
Increasing the number of Facebook fans and Twitter followers
Which of the following is not considered a social media marketing goal?
the action you want someone to take at each stage of your marketing campaign
A "call to action" can be defined as:
expanding brand loyalty
In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT:
New developments sometimes occur while using social media
Social media marketing goals must be flexible because:
It provides a set of persona profiles for a company to reference
Why is the Social Technographics Ladder useful?
all of these.- has a built-in targeting mechanism with its circles- allowed hashtag searches until November 2015, then eliminated that option
Google+:
They are the ones who make the purchasing decisions
Why is it considered important to focus on the buyer persona?
the listing of reasons for reaching the target market
The process for creating a SMM plan includes all of these EXCEPT:
the listing of reasons for reaching this target market
The process for creating a SMM plan includes all of these EXCEPT:
TRUE
LinkedIn forbids self-promotion on its platform. T or F
Messages are useful only if they reach the right people
Regarding SMM, which of the following is correct?
FALSE
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms. T or F
Spectators
Which rung on the Social Techonographics Ladder represents the largest segment?
Defining the target audience too broadly
What is a common issue with social media marketing plan?
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. T or F
sticking to a marketing message regardless of the social channel
According to the social media rules of engagement, which of the following is not recommended?
broadcasting messages
Which of the following is not part of an active engagement strategy?
FALSE
Most people use social media because they are looking for discounts and deals. T or F
Steering the conversation and message is one example of a company being participatory in social media
Which of the following statement is false?
Its facebook page
Which of Walmart's social media strategies was considered successful?
Entertaining your audience
Which of the following is not considered one of the rules of engagement?
TRUE
Being honest is one way for a company to build credibility. T or F
Viewing an online ad on a mobile phone
Which of the following is not an example of permission marketing?
All of these.-sarcasm-folksy, friendly sayings- helpful proverbs- expressions
With a global audience, which of the following should be avoided in your content?
FALSE
How many people trust you is less important than the overall number of fans and followers you have. T or F
fickle
As a marketer, one thing to keep in mind is that social media users are ______
TRUE
A white label social network can also be called a corporate social network. T or F
FALSE
Large social networks are being threatened by niche social networks that cater to specific interests. T or F
Understand where they hang out
For the social media marketer, "know the audience" means:
They are a great way to find and reach potential customers
Why are social networks so useful for businesses that sell to consumers?
An online service where the members can establish relationships
What is a social network site?
They set social media trends and have the largest audiences
Why should firms consider investing in a presence on larger social networks?
Friendster
Which social network made the mistake of alienating its early adopter by deleting suspicious accounts?
If your product is visual, the best social media platform would likely be:
TRUE
Discussion boards are an earlier form of social networks. T or F
FALSE
Twitter is ideal at achieving all marketing objectives, with the exception of brand building. T or F
FALSE
One should not include links to other social media platforms on a profile page on Twitter. T or F
TRUE
One use of microblogging is to start a discussion or participate in an existing conversation. T or F
It provides a distribution outlet that can reach millions of people
How does Twitter make other social media tools more effective?
The quantity of Twitter followers is more important than the quality of the follower profiles
Which statement is false?
TRUE
It is important for a brand to identify the unique value it can bring to its Twitter followers. T or F
The search function allows a marketers to easily study different users and their interests.
Why is Twitter a useful channel for building persona?
It must be short
What is the most important element of microblogging?
news and citizen journalism
Microblogs have become a source of:
Picture tweets
What type of tweet category is described as "Look at What I've Been Doing"?
FALSE
Word-of-mouth marketing may be only half as effective as traditional marketing. T or F
Recorded audio can amplify speaking quirks
According to the text, why is it important to choose an articulate host or moderator for a podcast?
The development of RSS technology.
The important breakthrough that made podcasting possible was:
FALSE
Creating a blog is almost always the hardest part of the process. T or F
FALSE
Webinars are a great tool for gauging audience reaction. T or F
The proposal format and amount of content available
What should be considered when determining how long a podcast should be?
TRUE
A primary benefit from blogging is to learn about the "tone" of the online community with regard to certain topics
the commitment required to creating the podcast content
One of the challenges with using podcasts in a marketing plan is:
FALSE
Webinars resemble an online television show. T or F
Webinars are a better format for training sessions
Which of the following is a true statement?
TRUE
One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title. T or F
Authenticity
Using real people in actual locations when creating a video is an example of:
Television
The medium on which people spend most time viewing is:
TRUE
Mobile and time-shifted video are the trends marketers must accommodate. T or F
Youtube
Most sharing of information online is done with:
Secondary sharing is the most important stage to establishing a videos audience.
Which of the following is a true statement?
Make a creative sales video
Which of the following is not a best practice for video marketing?
Positioning the body wash as masculine while marketing to women
What was the main challenge facing the creators of the Old Spice Guy video?
TRUE
One benefit of focusing on delivering content to a core audience is that it can result in higher conversation rates. T or F
TRUE
An increasing amount of time is spent viewing videos. T or F
FALSE
One of the best practices in marketing through photo sharing is to stage the product professionally before taking the photo. T or F
The growth of smartphones
What is behind the growth in photo sharing?
A website that allows users to upload photos for public or private viewing
What is a photo sharing site?
TRUE
Image sharing can help drive web traffic to a website. T or F
professional photography produced by agencies or photo libraries
Stock photography is:
A photo sharing strategy will require a large time commitment
Which statement is false?
It lets people buy or license images
Which of the following does not describe a photo sharing site?
those who appreciate storytelling
Imgur appeals mostly to:
FALSE
Unlike video sharing and other social media tools, target audiences are not as important for photo sharing. T or F
Webshots
The first photo sharing site was:
The article title
What is the most important factor in an article's success on a social news site?
In addition to stand alone discussion boards, all of these sites include discussion boards as part of their feature except:
FALSE
Q&A sites are the oldest from of social media. T or F
Monetize their traffic
Social Bookmarking sites allow users to do all of these things except:
Quora
An example of a Q&A site is:
someone who attacks or personally insults other users
Our discussion forums, a troll is:
Fark
Which of the following social news sites takes a humorous view of the news?
TRUE
One of the earliest types of social media is the discussion board. T or F
TRUE
Social news sites have affected the way news is consumed today.
FALSE
In their original form, discussion board use is growing. T or F
Industry specific acronyms and marketing phrases
What content is important to include in a white paper?
To ensure it is easy for readers to scan
Why should a white paper include visual aids, short paragraphs, and informative titles?
FALSE
The "look and feel" of an article, white paper or e-book is not a concern, only the content. T or F
FALSE
Using marketing jargon in a white paper helps it appear more educational and credible. T or F
FALSE
The term "no follow" means that an article has been penalized by search engines and is omitted from search engines results. T or F
An article is longer and goes into more detail
An article differs from a blog in what way?
TRUE
An article title needs to create some incentive to read the article. T or F
E-books and white papers have a high perceived value
Which of the following is a true statement?
An e-book is written in a lighter tone
How does an e-book differ from a white paper?
FALSE
White paper typically have at least 10 pages of text, and double spaced, and include sources
FALSE
Mobile has taken hold around the world, and growth is mostly uniform. T or F.
emailing and texting
The top two activities consumers perform on their mobile smartphones are:
TRUE
People all over the world access Facebook at a higher rate than any other social network: T or F
FALSE
Apps have little effect on the use and growth of mobile. T or F
the omnichannel strategy considers all of these
The Omnichannel approach to marketing considers all of these except?
FALSE
The top two activities on mobile are Facebook posts and viewing videos
The most popular communication app outside of the U.S. is:
as the customer leaves the store, a parking valet brings the customers car to the door
Using beacons, retailers are doing all of this except:
more than half of the worlds people use mobile
Global growth in the use of mobile is such that:
the early activities like comparing
Regarding the process of purchasing, the "upper funnel" is:
It is difficult to tie increased sales to qualitative metrics like share of voice and sentiment anlysis.
Why is ROI not considered an ideal qualitative measurement for social media?
Only platforms with the highest security are able to prevent dishonest metrics
Regarding the "honesty" of metrics, which of the following statements is false?
satisfaction
The text indicates that all of the following are metrics in the Valid Metrics Framework except:
Loyalty
The Net Promotor Score measures:
Measures the loyalty of a brand's relationship with its customers
The Net Promotor Score:
deciding which metrics choices are appropriate, then tell the brand managers
Important best practices for choosing the most useful Internet metrics include all of these except:
FALSE
Google and Facebook have tools for evaluating the impact of social media activities, but not Pinterest
FALSE
The net promotor score cartegory of Passives includes those most likely to damage a brand through negative word of mouth
FALSE
There are few tools, and they are expensive, for social media tracking
it delivers impressive results without much effort
Evaluation is important for measuring social media because
the SMM planning cycle
Planning services are organized around:
TRUE
Hootsuite is available in a Pro version
FALSE
It is best to focus on the tool and its attributes in creating your SMM plan
FALSE
the term "app" and "tool" mean quite different things. T or F
purchase a tool for the primary user, as he or she will spend most time with it
In choosing the right tool for the job, all of these are good advice except:
TRUE
In some ways, suppliers of these services act like advertising agencies
FALSE
Facebook furnishes Facebook insights to any user who want to use the tool. T or F
If possible, use free tools. If possible, use simple tools
start small" means:
TRUE
Social media marketing tools are designed to support or automate common SMM activities which include content generation, publishing, testing, analysis, and more. T or F
All are SMM tools.-social listening software-social analytics software-content curation
Which of the following is/are not categorized as SMM tools?
It shows how the overall social media budget will be spent
When presenting a social media marketing plan to an organizations top executives, why is it important to include a detailed budget request?
the ongoing process of adjusting a social media marketing plan to ensure its goals are achieved
Tuning is:
It might be seen as spam by search engines
Which is one potential effect of too much cross utilization of content?
It helps a company identify its current social media presence, and serves as a starting point for strategy development.
Why is brand health an important part of the listening phase?
FALSE
A social media SWOT Analysis is an important part of a social media marketing plan because it can help an organization assess its brand health in relation to the competition. T or F
TRUE
The implementation phase includes identifying which staff will handle the content and tactics for specific social media platforms. T or F
FALSE
The most successful social media marketing efforts result from having the marketing and public relations teams lead the conversation T or F
TRUE
A company should not select social media platforms until it has clearly identified its target audience and its behaviors. T or F
W-O strategy
Which SWOT Matrix strategy would be one where a company focused on overcoming weaknesses in its social media profiles in order to follow new opportunities in both new and existing social media platforms?
observing what people are saying about a brand
Free monitoring tools are useful for: