New Media Chapter 4

​How much people trust you is less important than the overall number of fans and followers you have.
False
​Which of the following statements is false?
a. ​Steering the conversation and message is one example of a company being participatory in social media.
b. ​Providing an audience with helpful information is one definition of being resourceful.
c. ​Being credible helps build a brand’s trustworthiness.
d. ​Successful permission marketing is about giving the audience something of value.
e. ​Putting a human face to a brand is one way to develop authenticity and build trust.
a. ​Steering the conversation and message is one example of a company being participatory in social media.
​Why is it important to understand the rules of engagement in social media?
a. It shows how to grow your social media followers.​
b. ​It reduces information costs.
c. ​It makes it easier to engage in interruption marketing.
d. ​It helps avoid potentially costly mistakes.
e. ​It identifies what social media channels to avoid.
d. ​It helps avoid potentially costly mistakes.
According to the social media rules of engagement, which of the following is not recommended?​
a. ​Sticking to a marketing message regardless of the social channel
b. ​Sending an untargeted message on Twitter as a tweet
c. ​Not deleting less than positive comments or reviews on your social profiles
d. ​Talking about music tastes on Facebook
e. ​Providing context when trying to connect with someone
a. ​Sticking to a marketing message regardless of the social channel
According to the text, traditional advertising has no value to consumers.​
False
Authenticity can be described as​:
a. ​an important element of interruption marketing.
b. ​always sounding enthusiastic.
c. ​telling the truth in a personable and genuine manner.
d. ​a way for a brand to lose credibility.
e. ​the tone a brand or company has when using social media.
c. ​telling the truth in a personable and genuine manner.
Being honest is one way for a company to build credibility.​
True
Most people use social media because they are looking for discounts and deals.
False
Social media marketing ethics involve all of the following except:​
a. ​taking responsibility for one’s actions.
b. ​employing information gathering software on social profiles.
c. ​telling the truth.
d. ​showing respect for your audience.
e. ​being active in addressing customer complaints.
b. ​employing information gathering software on social profiles.
The code of ethics for SMM marketing is the same as for traditional marketing.​
False
The passive engagement strategy focuses on​:
a. ​creating content.
b. ​listening.
c. ​setting up social media profiles.
d. ​collecting and sharing content.
e. ​engaging with your audience.
b. ​listening.
When first engaging in social media, it is important to listen first before creating content.​
True
Which of Walmart’s social media strategies was considered successful?​
a. ​Its Facebook page
b. ​The Eleven Moms blog
c. ​Its MySpace page
d. ​The Hub
e. ​The Walmarting Across America blog
a. ​Its Facebook page
Which of the following is not an example of permission marketing?​
a. ​Responding to someone on Twitter.
b. ​Viewing an online ad on a mobile phone.
c. ​Becoming a fan of a Facebook business page.
d. ​Subscribing to a company’s YouTube account.
e. ​Signing up for an email newsletter.
b. ​Viewing an online ad on a mobile phone.
Which of the following is not considered one of the rules of engagement?​
a. ​Staying on topic
b. ​Being nice
c. ​Entertaining your audience
d. ​Using social media channels as intended
e. ​Having a personality
c. ​Entertaining your audience
Which of the following is not part of an active engagement strategy?​
a. ​Creating and sharing content.
b. ​Starting conversations with others.
c. ​Connecting with key influencers.
d. ​Broadcasting messages.
e. Creating social media profiles.​
d. ​Broadcasting messages.
Why is communicating with citizens from countries other than the U.S. important for a social media marketer?​
a. ​The U.S. has a large international population that uses social media.
b. ​Most social media sites are not country specific, so it is important to be inclusive.
c. ​Globalization means that the world is smaller.
d. ​Social media is international, with adoption and usage on the rise in many countries.
e. ​Social media in the U.S. is declining when compared to usage in other countries.
d. ​Social media is international, with adoption and usage on the rise in many countries.
With a global audience, which of the following should be avoided in your content?​
a. ​Expressions
b. ​Helpful proverbs
c. ​All of these should be avoided
d. ​Folksy, friendly sayings
e. ​Sarcasm
c. ​All of these should be avoided