Which of the following is considered the earliest ancestor of social media? |
USENET |
Which of the following is one way to manage the time invested in social media marketing? |
Leverage tools like Hootsuite that are designed to improve efficiencies. |
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. T or F |
T |
According to the text, which of the following is not one of the issues businesses have with social media? Answers: |
Setting up a Facebook page is complicated. |
Identify two ways that social media marketing differs from traditional marketing. |
1. Control vs. Contribute: Traditional marketing attempts to control the message, while social media marketing is about engaging users and getting them to contribute to the conversation. 2. Trust Building: Social media marketing is about developing trust with consumers and building relationships with them. |
Why is social media so attractive for consumers? |
It gives the consumer more power. |
Which of the following is NOT an important aspect to social media marketing? Answers: |
Ensuring the product message is always paramount |
According to the text, the definition of social media marketing is using social media to |
Positively influence consumers toward a desired action. |
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? Answers: |
A big ego |
Social media marketing is a form of what type of marketing? |
Word of mouth |
Which is a true statement? Answers: |
One-third of U.S. adults use the Internet to comment on products and services. |
According to the text, social media is only being adopted by younger populations |
False |
Why do marketers often have difficulty with social media marketing? |
They do not begin with a plan, but instead start of in a random direction or try many different approaches with any strategy behind the actions. |
A call to action can be defined as |
The action you want someone to take at each stage of your marketing campaign |
Why is it important to listen to conversations about a brand? |
Comments can help a company understand how it is perceived and where opportunities may lie. |
What is the primary different between social brand building and traditional brand building? |
Social brand building is what people say about a company. |
Which of the following is not considered a social media marketing goal? |
Increasing the number of Facebook fans & Twitter followers |
Which of the 8 C’s refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform? |
Comprehend |
When developing social media strategies, it is important that companies |
Make sure to adapt them to their individual strengths, weaknesses, opportunities and threats. |
Social media marketing goals must be flexible because |
New developments sometimes occur while using social media. |
Which of the following is not a brand building goal? |
Increase sales of a product or service |
Why is it considered important to focus on the buyer persona? |
They are the ones who make the purchasing decisions |
Which statement is true? Answers: |
The optimal target audience represents a very small segment of the overall target audience. |
What is a target audience? |
Those consumers, or group of consumer, that a company or brand has decided to try to reach with its marketing strategies. It can include both those most likely to purchase, as well as those who exhibit interest in similar values and ideas. |
At what point does a brand stop developing personas? |
When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset. |
The text describes the Persona Development Cycle as having what three elements? |
– Identify persona roles (including buyer persona) – Identify the needs and situational triggers for each persona – Develop messaging objectives |
The Persona Development Cycle does not include: Answers: |
Mass messaging |
Why is the Social Technographics Ladder useful? |
It provides a set of persona profiles for a company to reference. |
When developing personas it is important to identify constraints right away, as those are a sign to avoid a particular persona. Answers: |
false |
The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it. Answers: |
true |
Targeting a wider section of a target audience means a company can reach more people. Answers: |
false |
What is a common issue with social media marketing plans? |
Defining the target audience too broadly . |
A persona can be defined as |
A detailed profile of a particular subset of people within the broad target audience. |
Why are messaging objectives important? |
They help provide the persona with the information they need to make a purchase or other conversion. |
How are podcasts delivered to an audience? |
Via podcast hosting directories |
The primary difference between a podcast and a webinar is |
A webinar is designed to be interactive |
According to the text, why is it important to choose an articulate host or moderator for a podcast? |
Recorded audio can amplify speaking quirks. |
A podcast is |
An episodic digital audio or video file that can be downloaded conveniently. |
One of the challenges with using podcasts in a marketing plan is |
The commitment required to creating the podcast content. |
The important breakthrough that made podcasting possible was |
Selected Answer: The development of RSS technology. |
Webinars are a great tool for gauging audience reaction. T or F |
FALSE |
What should be considered when determining how long a podcast should be? |
Selected Answer: The proposed format and amount of content available. |
The text identifies what mistake that companies make with white paper and e-book marketing? |
Selected Answer: Treating them as a pure marketing platform. |
What is the first step when publishing and distributing an article as part of a marketing strategy? |
Identify the content that will interest the target audience. |
Why should a white paper include visual aids, short paragraphs and informative titles? |
Selected Answer: To ensure it is easy for readers to scan. |
What content is important to include in a white paper? |
Industry specific acronyms and marketing phrases. |
White papers are generally intended to |
Selected Answer: Help consumers before they make a purchase. |
Which of the following is a true statement? Answers: |
Selected Answer: E-books and white papers have a high perceived value. |
A white paper is defined as Answers: |
A technical document that describes how a product solves a particular problem. |
How does an e-book differ from a white paper? Answers: |
Selected Answer: An e-book is written in a lighter tone. |
What is an article directory? |
A website where users submit articles for syndication. |
The primary difference between articles found in directories and those in newspapers and magazines is that |
Newspapers and magazines provide editorial oversight. |
Why are interviews important when writing a white paper? |
Selected Answer: They may provide new information that is not widely known. |
An article differs from a blog in what way? |
Selected Answer: An article is longer and goes into more detail. |
No follow means: |
articles that prevent search engines from following article links, blocks search engines form associating articles with that site. |
Which of the following is a true statement? Answers: |
Selected Answer: Secondary sharing is the most important stage to establishing a video’s audience. |
Why has video sharing increased in popularity? |
The cost of video equipment has declined. |
Why is the continuity of a theme important with videos? |
Selected Answer: It is more likely to convince a viewer to watch other videos and to subscribe to a channel. |
Which statement is false? Answers: |
Selected Answer: Vimeo and YouTube offer ways to monetize videos. |
Brevity is important when creating videos because |
Selected Answer: People have short attention spans. |
The most popular channel used to share information online is |
|
One reason that video creates a stronger connection with consumers is |
Selected Answer: Because viewers are more vested in content when there is a human face attached. |
Why is user generated content is taken more seriously by consumers? |
Selected Answer: It is seen as unaffiliated. |
Why is it important to understand the rules of engagement in social media? |
Selected Answer: It helps avoid potentially costly mistakes |
The passive engagement strategy focuses on |
Selected Answer: Listening. |
Why is communicating with citizens from countries other than the U.S. important for a social media marketer? |
Selected Answer: Social media is international, with adoption and usage on the rise in many countries. |
Which of the following is not considered one of the rules of engagement? Answers: |
Selected Answer: Entertaining your audience |
According to the social media rules of engagement, which of the following is not recommended? Answers: |
Selected Answer: Sticking to a marketing message regardless of the social channel |
What are the three steps a social media marketer should take when taking responsibility for a mistake? |
1. Acknowledge the situation and take responsibility. 2. Apologize and identify what resolution is needed. 3. Act or implement resolution or identified changes and let the affected individual know what is being done. |
Which of the following is not an example of permission marketing? Answers: |
Selected Answer: An online ad viewed on a mobile phone. |
Why is it important to be conservative when dealing with potentially unethical situations? |
Selected Answer: Potentially detrimental actions can have long term effects. |
Permission vs interruption marketing |
permission: costumer consent to being marketed. interruption: interrupt a view from what he or she is doing and make them watch a marketing message |
Which of the following tactics was not part of the Fiskars social media strategy? |
Selected Answer: Implement a public relations campaign targeting hobbyists |
What is the primary lesson behind the United Breaks Guitars case study? |
Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues. |
What does the Hubspot case study illustrate? |
Selected Answer: A strategic approach to social media is the only way to produce solid, measurable results. |
Dell’s social media case study illustrates that |
Selected Answer: Social media can be more than just a communications tool, becoming an important part of the business process. |
Which is a false statement? |
Wahoo shifted to social media because it was unsuccessful with traditional media. |
Colgate Palmolive: |
Is an example of how a company used persona development to successfully determine what its potential consumers are doing on social media. |
Adam Curry faced all of the following challenges with podcasting, except: Answers: |
Convincing people that podcasting was worthwhile. |
What was the main challenge identified in the Old Spice Guy case study? |
Selected Answer: Positioning the body way as masculine while marketing to women. |
Why were Blendtec’s videos so successful? |
Selected Answer: They showed the benefits of the product in a creative and entertaining manner. |
What is a blog? |
Any social media website that allows a user to post updates. |
Robert Scoble |
Was able to build a blog-based focus group for Microsoft and help the company respond to user feedback. |
How has the Internet changed, according to the text? |
Selected Answer: Users can now create content in addition to consuming it. |
A content strategy is important for a blog because |
It helps a blogger create relevant content the audience will engage with. |
When dealing with a controversial post, it is safest to just delete it |
False |
Specialized, niche content is |
Selected Answer: the best way to build a blog audience. |
What makes the Marriott blog stand out from other corporate blogs? |
Selected Answer: It is not about disseminating press releases. |
Syndication is important for blogs because |
It allows bloggers to promote content in other channels to new audiences. |
Which of the following is a true statement? |
Selected Answer: There has been tremendous growth in social media monitoring software, especially for blogs. |
The Long Tail is important because it explains why a few popular blogs see large, generic audiences. true or false? |
False |
MKTG 199
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