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