MRKT 4322 CH 1-15 FINAL Social Media Marketing

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.

The Omnichannel approach to marketing considers all of these except

the omnichannel strategy considers all of these

Given the growth in the use of mobile, we can predict with a degree of certainty that the new "buy" buttons on such sites as Pinterest, Facebook, and Twitter will be successful

False

Mobile has taken hold around the world, and growth is mostly uniform

False

Forrester Consulting argues that the mobile customer experience is created in micro-moments throughout the day, and listed all of these except

Want to show

g the process of purchasing, the "upper funnel" is

the early activities like comparing

CX is

an omnichannel experience.

Among the losers in the shift to mobile are

B and C only

Global growth in the use of mobile is such that

more than half of the world’s people use mobile

Evaluation is important for measuring social media because

It delivers impressive results without much effort

Location-based technology use is increasing in

Retail based

Evaluation is important for measuring social media because

It allows brands to assess the impact and value of their social media marketing programs

The Net Promoter Score measures

Measures the loyalty of a brand’s relationship with its customers

Most marketers can easily compute the ROI for their SMM campaigns

Flase

The amount of SMM spending is expected to increase sharply between 2014 and 2019

True

The process of data gathering is generally referred to as

analytics

Marketers find it easiest to track

hashtags

The text indicates that all of the following are metrics in the Valid Metrics Framework except

Satisfaction

Important best practices for choosing the most useful Internet metrics include all of these except

All of above

A "metric" is a positive number

False

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

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.

Regarding editorial calendars, which of the following statements is false

It measures productivity.

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

The tool "Mention:

allows the business user to create alerts and be notified when it appears on the web

The AT&T app and the Guardian Hero app are examples of

apps for the business user

Regarding social media platforms, which of the following statements is false?

Given the rise of digital marketing, skilled personnel are abundant.

Even the best tools cannot rescue

B and C only

The first rule about choosing the right tool for the job is to choose a tool from reputable manufacturer

False

Regarding choosing the right tool for the job, which of the following statements is false

A through C

Which of the following statements is false

Today’s smartphone contains many branded apps.

The editorial calendar is a new tool for digital publishers

False

Purchased services are organized around

the SMM planning cycle

"Don’t fondle the tool" means

one must stay focused on what must be accomplished

"Start small" means

A and b

Social media marketing tools are design to support or automate common SMM activities which include content generation, publishing, testing, analysis, and more

True

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

Which of the following is/are not categorized as SMM tools

All are

Facebook furnishes Facebook Insights to any user who wants to use the tool

F

When a company is identified as being in the intermediate stage of social media, it

is in a position to use management systems to create engaged communities on various platforms

Free monitoring tools are useful for

observing what people are saying about a brand.

Personas are part of which stage in the Social Media Marketing Planning Cycle

Target audience

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

W-O strategy

When setting goals for a social media marketing plan, it is important to

identify those goals that will achieve a competitive advantage for the company.

Creating a vanity URL for a Facebook page is an example of

Implementing

A Social Media SWOT Analysis

Can help a company conduct a competitive analysis of the social web

When presenting a social media marketing plan to management for approval, it is important to include a timetable for reaching milestones as a way to illustrate the time required to achieve a particular objective

T

Why is an executive summary an important element of a social media marketing plan?

It provides a first impression and highlights the primary benefits of the social media marketing plan

Why is brand health an important part of the listening phase

It helps a company identify its current social media presence, and serves as a starting point for strategy development.

Tuning is

the ongoing process of adjusting a social media marketing plan to ensure its goals are achieved.

What is one potential effect of too much cross-utilization of content

It might be seen as spam by search engines

When presenting a social media marketing plan to an organization’s top executives, why is it important to include a detailed budget request?

It shows how the overall social media budget will be spent

The overview of a social media marketing plan should start off with a reasoned argument for making the required investment to implement the proposed plan

T

The most popular communication app outside of the U.S. is

Whats app

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

F

Which firm is credited with creating "the perfect business apology"?​

JetBlue

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 big ego

Which of the following is not an important aspect to social media marketing?​

Monitoring and responding

Only large corporations have been successful in measuring the return from their social media marketing efforts.

False

Social media marketing is a form of what type of marketing?

Word of mouth

Why is social media so attractive for consumers?

It gives the consumer more power.

​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.

​Which of the following is considered the earliest ancestor of social media?

USENET

Social media marketing is based on marketing principles that have been around for years.​

True

SMM is different because:​

all of these.

​According to the text, social media is a part of a larger media ecosystem made up of:

A and C

According to the text, social media is only being adopted by younger populations.​

False

​Marketing investment in social media is forecast to increase.

True

What is the primary lesson behind the "United Breaks Guitars" case?​

​Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.

​Which of the following is not one of the seven myths of SMM?

SMM isn’t right for most businesses.

All of the following are key objectives of SMM EXCEPT

brand development.

When developing social media strategies, it is important that companies

​make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.

Which of the following is not considered a social media marketing goal

Increasing the number of Facebook fans and Twitter followers​

​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.

F

​What can be learned from listening includes all of these EXCEPT

all of these are correct.

The leading purchase influencer in four different countries is

word of mouth.

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT

​expanding brand loyalty

Which of the following is not part of the social media marketing planning cycle

​Driving traffic

Social media marketing goals must be flexible because

new developments sometimes occur while using social media.

​A "call to action" can be defined as

​the action you want someone to take at each stage of your marketing campaign.

A social media marketing strategy is something that should be developed to support a brand’s overall marketing plan

True

Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve

False

Which of the 8 C’s refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform

Comprehend​

​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

F

Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided

T

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds

Collectors

Google+

only A and B are correct.​

The only major platform to offer data based targeting options to brand pages is

Facebook​.

Why is the Social Technographics Ladder useful

It provides a set of persona profiles for a company to reference

What is a common issue with social media marketing plans

Defining the target audience too broadly.

The Persona Development Cycle DOES NOT include

mass messaging.

"Big data" provides opportunities to perform behavioral targeting

t

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

When developing personas it is important to identify all relevant personas by role.​

t

​Why are messaging objectives important

​They help provide the persona with the information they need to make a purchase or other conversion.

The process for creating a SMM plan includes all of these EXCEPT

the listing of reasons for reaching this target market.

Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.​

F

​Why is it considered important to focus on the buyer persona

They are the ones who make the purchasing decisions.

Which rung on the Social Technographics Ladder represents the largest segment

Spectators

Why is communicating with citizens from countries other than the U.S. important for a social media marketer

​Social media is international, with adoption and usage on the rise in many countries

The code of ethics for SMM marketing is the same as for traditional marketing

F

Which of Walmart’s social media strategies was considered successful

Its Facebook page

​How much people trust you is less important than the overall number of fans and followers you have

F

Which of the following is not considered one of the rules of engagement

Entertaining your audience

​Why is it important to understand the rules of engagement in social media

​It helps avoid potentially costly mistakes.

With a global audience, which of the following should be avoided in your content

All of these should be avoided

Most people use social media because they are looking for discounts and deals

F

Which of the following is not part of an active engagement strategy

Broadcasting messages.

Authenticity can be described as

telling the truth in a personable and genuine manner.

According to the social media rules of engagement, which of the following is not recommended

Sticking to a marketing message regardless of the social channel

The passive engagement strategy focuses on

listening.

Social media marketing ethics involve all of the following except

employing information gathering software on social profiles.

Being honest is one way for a company to build credibility

T

It is considered a best practice for companies to set up a profile on Facebook.

F

Large social networks are being threatened by niche social networks that cater to specific interests

F

If your product is visual, the best social media platform would likely be

​Instagram.

What social network did not succeed in the U.S. but has been successful in other countries

Orkut

What is a social network site

An online service where members can establish relationships

Why should firms consider investing in a presence on larger social networks

They set social media trends and have the largest audiences.

Which social network made the mistake of alienating its early adopters by deleting suspicious accounts

Friendster

Google’s Orkut is a popular social network in Brazil, but not in the U.S.

T

​According to the text, which is not recommended in optimizing a profile for LinkedIn

​Include your job title

The only platform that is inclined toward African-Americans and Hispanics is

​Instagram.

Ryze.com was the first social network

F

Social networks blur the line between business and personal life

T

As a marketer, one thing to keep in mind is that social media users are

fickle

When considering what social media platform to use, the marketer should consider whether

all of these are correct

For the social media marketer, "know the audience" means

​understand where they hang out