MKT 310

Which of the following is not considered a social media marketing goal?​
Increasing the number of Facebook fans and Twitter followers​
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.
All of the following are key objectives of SMM EXCEPT: ​
​brand development
​A “call to action” can be defined as:
​the action you want someone to take at each stage of your marketing campaign.
LinkedIn forbids self-promotion on its platform
True
​Why is it considered important to focus on the buyer persona?
They are the ones who make the purchasing decisions
“Big data” provides opportunities to perform behavioral targeting.
True
Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.
True
Which of the following is considered the earliest ancestor of social media?
USENET
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.
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
According to the text, social media is only being adopted by younger populations.​
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 social media efforts.​
False
​Why is social media so attractive for consumers?
It gives the consumer more power
​Which of the following is not one of the seven myths of SMM?
​SMM isn’t right for most businesses.
Which of the following is not an important aspect to social media marketing?​
Ensuring the product message is always paramount
Which firm is credited with creating “the perfect business apology”?
JetBlue
Which is a true statement?
Over half of U.S. adults over the age of 65 were Internet users
Social media marketing goals must be flexible because​:
​new developments sometimes occur while using social media.
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
Some of a brand’s most passionate advocates can start off as disgruntled customers
True
The most popular uses for social media are brand awareness and building brand preference
True
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
The leading purchase influencer in four different countries is:
word of mouth
Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.​
False
Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?​
Collectors
The Persona Development Cycle DOES NOT include:​
mass messaging
LinkedIn forbids self-promotion on its platform.
True
What is a common issue with social media marketing plans?​
Defining the target audience too broadly
Once a fully-developed persona and marketing plan are developed, they can be used on many different platforms.​
False
The process for creating a SMM plan includes all of these EXCEPT
the listing of reasons for reaching this target market
Regarding SMM, which of the following is correct?​
Messages are useful only if they reach the right people
When developing personas it is important to identify all relevant personas by role.​
True
On Facebook, most brand posts are made:
​on Thursday and Friday.
Most people use social media because they are looking for discounts and deals
False
How much people trust you is less important than the overall number of fans and followers you have
False
Which of the following is not considered one of the rules of engagement?​
​Entertaining your audience
When first engaging in social media, it is important to listen first before creating content.​
True
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
Social networks blur the line between business and personal life.​
True
Discussion boards are an earlier form of social networks.​
True
A white label social network can also be called a corporate social network.​
True
Why are social networks so useful for businesses that sell to consumers?​
​They are a great way to find and reach potential customers.
When considering what social media platform to use, the marketer should consider whether:
All our correct.
When marketing on Twitter, brands should​:
focus on relationships
Odeo was the first microblogging service.
False
One should not include links to other social media platforms on a profile page on Twitter.​
False
How does Twitter make other social media tools more effective?​
​It provides a distribution outlet that can reach millions of people.
Which statement is false?​
The quantity of Twitter followers is more important than the quality of the follower profiles
The fact that everyone is a publisher means
​anyone can become a publisher on the Web
When creating a content strategy, the use of metrics helps the marketer understand who is reading the content and when.
True
Many professional or corporate blogs fail because they do not accomplish their objectives or are unclear on what those objectives should be
True
When developing a podcast, it is important to determine the length of the podcast before you identify the content
False
Regarding video streaming, all of the following are true except
​it is best done using the video stream only, and other forms of social media are not used to interact also.
​What was the main challenge facing the creators of the Old Spice Guy video?
​What was the main challenge facing the creators of the Old Spice Guy video?
One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates
True
Mobile and time-shifted video are the trends marketers must accommodate
True
Most sharing of information online is done with​
Youtube
Secondary sharing is the most important stage to establishing a video’s audience
True
Imgur appeals mostly to​:
those who appreciate storytelling
Flickr was the first photo sharing site
False
Which photo sharing website was first used by the White House official photographer?
Flickr
What is a photo sharing site?​
​A website that allows users to upload photos for public or private viewing
A photo sharing strategy will require a large time commitment
False
​Which statement is true?
Q&A sites are an effective medium to demonstrate thought leadership and expertise
Social news sites have affected the way news is consumed today
True
A Q&A site lets people pose questions and receive answers back
True
​An example of a Q&A site is
Quora
Q&A sites are the best place to promote a product
False
​Why are interviews important when writing a white paper?
They may provide new information that is not widely known
An overt goal is one that is not directly mentioned in a white paper or e-book
False
The text identifies what mistake companies make with white paper and e-book marketing?​
Treating them as a pure marketing platform
​White papers are generally intended to
help consumers before they make a purchase
An article differs from a blog in what way?
An article is longer and goes into more detail
​Proponents of the audience first marketing strategy recommend using massive amounts of
big data
People all over the world access Facebook at a higher rate than any other social network
True
CX is
an omnichannel experience
Consumers generally shop and compare on their computers, then purchase with their smartphones
False
​Regarding the process of purchasing, the “upper funnel” is
the early activities like comparing