Deck 4: Social Media: Living in the Connected World

Question 1

Comment Sniper helps companies to monitor the comments on their products and also the discussions on online forums.Comment Sniper is an example of social media analytics tool.

Answer 1

True

Question 2

Adrian works with the marketing team of an automobile company.He oversees the look and feel of the online communities that the company uses to market its products.His role is similar to that of a social media designer.

Answer 2

True

Question 3

Marketers often use blog postings to educate consumers and business customers about new products.

Answer 3

True

Question 4

The majority of the firms measure the success of their social media marketing plan in terms of their social media presence.

Question 5

Most online shoppers who start with search engines do so because these provide the greatest amount of information about products and companies.

Question 6

Every social network has its own search engine,which allows users to search for topics that interest them.

Question 7

QR codes can be scanned only with the help of a dedicated QR code reader.

Question 8

The rules of engagement for social media mainly focus on making the exchange between marketers and their targeted audience overly positive for the customers.

Question 9

After developing strategies of the campaign,marketers focus on specific tactics such as recruiting influencers,setting up contests,or offering coupons and discounts.

Question 10

A person who manages external engagement with customers in social media channels is called a social media developer.

Question 11

The audience's trust is essential for the success of social media marketing efforts.

Question 12

Social media marketing content focuses on its audience rather than promoting the company outright.

Question 13

The basis for social media is conversation.

Question 14

Marketers use reach and frequency as variables to calculate the return on investment of their social media marketing initiatives.

Question 15

Developing the best strategies for social media marketing requires a thorough understanding of the target audience.

Question 16

The majority of online consumers use social media to make purchase decisions.

Question 17

Not-for-profit organizations use social media to connect with the general public,the business community,and each other.

Question 18

An effective social media marketing campaign should contain good keywords that the targeted audience are most likely to search for when looking for information about goods and services.

Question 19

Well-written social media policies of a firm are consistent with its organizational culture and values.

Question 20

Effective social media marketing requires setting goals and developing strategies to reach a target audience.

Question 21

Every social media channel has an intended use by its community.

Question 22

All companies follow a standard format for social media marketing plans.

Question 23

CafeMom is a website that provides a platform for mothers and mothers-to-be to interact with each other.The website also provides information on various topics such as parenting dilemmas,baby care,and green living.CafeMom can be regarded as a social networking site.

Question 24

While determining the target audience for a particular social media marketing campaign,marketers not only pinpoint the products which will best serve the group,but also determine the social media that will be effective in delivering the message.

Question 25

People who want to learn about a product and its features in detail are more likely to search out this information on Twitter,while those interested in a promotional event are more likely to follow Facebook.

Question 26

Marketing efforts aimed at creating brand awareness will have a broader target audience compared to those aimed at strengthening relationships with existing customers.

Question 27

Communities created by social media help steer consumers toward new brands and products.

Question 28

Connotea is a social media platform aimed primarily at scientists and clinicians,where users can post news items and links to outside articles,then vote on which postings get the most prominent display.Connotea is an example of an online forum.

Question 29

Television commercials are much more effective in specifically targeting interested consumers than social media efforts.

Question 30

Marketers direct some parts of their social media marketing efforts toward trust building in order to facilitate the two-way conversation between the company and the consumer.

Question 31

The target audience for a social media marketing campaign depends on the goal of the marketing effort.

Question 32

Social media helps marketers to connect with influencers.

Question 33

Marketers generally view the goal of social media marketing as developing a conversation with potential customers.

Question 34

A person who oversees the social media analytics function in a firm's social media campaign is responsible for measuring the results of the marketing effort.

Question 35

Noah Bennett works for a technology company and is responsible for creating the content of the social media marketing campaign.He also informs the public about topics such as product releases.Noah is a social media developer.

Question 36

The nature of relationships between B2B marketers and their customers is similar to that of firms that market products to consumers.

Question 37

Social media includes different forms of electronic communication.

Question 38

The goals of a social media marketing plan have to be flexible for marketers to be able to adapt to the changing conditions in the marketing environment.

Question 39

Bon Appétit! is a website that contains recipes written by Elise Bauer.In the website,Bauer also writes various articles regarding simple cooking methods.Bon Appétit! can be regarded as an online forum.

Question 40

Business-to-business (B2B)firms rarely use social media for marketing their businesses.

Question 41

The first step in creating a social media marketing plan is to write an executive summary.

Question 42

Social media efforts customize marketers' approach to targeted audiences more than many types of traditional marketing.

Question 43

Wonderlist is a task and note manager for mobile phones that helps users to organize "to-do" lists and increase efficiency.Wonderlist is an app.

Question 44

Experts recommend that marketers refrain from scheduling content more than a week away in order to avoid confusion that might arise owing to shifts in consumer responses.

Question 45

An online community manager is the primary decision maker who runs the firm's social media program.

Question 46

The goal of content marketing is to drive the target audience toward a desired action.

Question 47

Protection of consumer privacy is a major ethical issue faced by social media marketers.

Question 48

Sports celebrities and actors use social media marketing to create a positive public image.

Question 49

Social media marketing creates a buzz that carries the marketing message from one user to the next until it becomes viral.

Question 50

The overview of a social media marketing plan describes the overall market conditions and the firm's current position in social media.

Question 51

Setting clear goals helps everyone involved in the marketing campaign to aim their efforts in the right direction.

Question 52

Social media marketing allows customers to promote the firm's messages themselves.

Question 53

The executive summary of a social media marketing plan is said to be effective when it gives compelling reasons as to why the plan should be adopted.

Question 54

Directing consumers to a specific landing page for a marketing campaign,rather than the company's home page first,helps potential consumers to participate in a conversation with the marketers.

Question 55

An understanding of a company's brand is neither imperative nor central to the task of managing a social media marketing campaign.

Question 56

Microblogging allows people to communicate extensively through lengthy blog postings.

Question 57

MacRumors.com,a website that aggregates Mac and Apple related news,rumors,and reports,can be regarded as a blogging site as it allows users to post all the news related to a specific group of products.

Question 58

A blogging site is a social media platform where users post news items and hold conversations on specified topics.

Question 59

Marketers select monitoring tools based on the needs of their own firms.

Question 60

DailyHub is a popular website that allows users to post reviews and news items on the latest electronic gadgets in the market.DailyHub is an example of a social news site.

Question 61

The process of tracking,measuring,and evaluating a firm's social media marketing initiatives is called _____.

A)social media management
B)content marketing
C)social bookmarking
D)social media monitoring

Question 62

Which of the following is a unique feature of social media marketing?

A)It is limited by geographical boundaries.
B)It creates ways for customers to engage in conversations with each other and the organization.
C)It seeks to control the content and message received by the audience.
D)It mainly focuses on promoting the company outright rather than focusing on the audience.

Question 63

​You've been promoted to head of social media.Now you must make assignments to your team.Carol is a technology and software expert,while David has expertise in communication.You should give David responsibility for all of the following except:

A)​social media tools
B)​blog postings
C)​video shares
D)​apps
E)​social media platforms

Question 64

Fred Wilson,a journalist working for a popular news channel,has a vast knowledge of electronic gadgets.His reviews of these products are highly regarded and trusted by others.Wilson also runs a weekly show on the channel called "The Technocrat," where he analyzes the latest high-tech gadgets.Much like his reviews,Wilson's show enjoys a wide viewership,and is believed to have a considerable impact on the buying decisions of the audience.Fred Wilson can be regarded as a(n)_____.

A)influencer
B)laggard
C)innovator
D)relationship manager

Question 65

The executive summary of a social media marketing plan is said to be effective if:

A)it provides an expert view on the competitors' presence in the social media, including the platforms they choose and their overall effectiveness.
B)it clearly describes the overall market conditions and the firm's current position in social media.
C)it effectively defines the methods for monitoring, measuring, and managing the social media marketing efforts.
D)it gives compelling reasons as to why the plan should be adopted by the firm.

Question 66

​The use of social media in marketing and other aspects of business is expected to continue to grow exponentially over the next decade.Many great career opportunities currently exist in the field,and others will be created as the market evolves.You are excited about the career possibilities in this new field and you have been preparing yourself to take advantage of them.You did a self-assessment and determined that you would love to be the person who is responsible for running a firm's total social media program.Given this,which of the following social media jobs should you pursue?

A)​Social media strategist
B)​Brand manager
C)​Content programmer
D)​Social media analytics
E)​Online community manager

Question 67

Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?

A)An application
B)A social news site
C)A bookmark
D)A blogging site

Question 68

Nicole works for Harley Davidson and is responsible for managing the Harley Owners Group Facebook,Twitter,and Instagram accounts to create engagement with customers through these various forums.Her job is primarily concerned with

A)​managing online communities
B)​social media analytics
C)​brand management
D)​social media strategy

Question 69

​_______________ are websites that provide virtual communities for people to share daily activities and post opinions on various topics.

A)​Blogs
B)​E-Commerce sites
C)​Social networking sites
D)​Instant messaging portals
E)​Message boards

Question 70

Fred is a strategic analyst for a specialty retail store chain that sells sports apparel.He's working with the marketing team and is reviewing the _____ section of the social media marketing plan which contains information about how other sports apparel stores are using social media and the success of their efforts.

A)​competitor analysis
B)​executive summary
C)​overview
D)​goals and strategies

Question 71

Facebook is a popular social media application for individuals and businesses.Business users who manage a page have a variety of tools to measure the effectiveness of their posts.For example,at the click of a button,Facebook will display the number of people exposed to the post,the number who reacted to the post (e.g.liked),and the number who shared the post.Facebook is providing _______ which help marketers track,measure and interpret data related to social media marketing initiatives.

A)​analytics
B)​engagement
C)​return-on-investment figures
D)​symbols

Question 72

Social media marketing seeks to control the content and message received by the audience.

Question 73

Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar stores.It is an example of a(n)_____.

A)microblog
B)social network
C)app
D)firewall

Question 74

MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help it market its products through social networking sites.MarkPro Solutions has designed a marketing campaign,and is currently in the process of documenting the goals and strategies of the plan together with the implementation and monitoring methods.Which of the following sections of the SMM plan is being developed by MarkPro Solutions in the above scenario?

A)The overview of the plan
B)The competitive analysis
C)The body of the plan
D)The executive summary

Question 75

ReadUp is a social media management software that allows its users to read free books available on the Internet and browse through various articles and international dailies for information.ReadUp can be regarded as a(n)_____.

A)social news site
B)blogging site
C)online forum
D)app

Question 76

Making a list of keywords and using those keywords throughout the social media campaign can help marketers to guide users to the right place on the media platform.
Indicate the answer choice that best completes the statement or answers the question.

Question 77

Campalyst is an example of a social media analytics tool as it tracks followers from a like or a tweet on a social network to a purchase on the company's website.It can also be used to measure the impact of a campaign or hashtag.

Question 78

Marketers most often use a single social media platform to reach their target audience.

Question 79

The content programmer of a social news site decides which news postings get the most prominent display on the site.

Question 80

Kim is getting married in 18 months and is starting to plan her wedding.She likes to make things and wants to keep her decorating expenses low by creating the wedding and reception decorations herself.She has started a Pinterest board where she can collect ideas from others as well as share her own ideas with her fiance,family,and friends.Pinterest is a type of _________ which provides a virtual community and enable people to share information,post opinions,and increase their circle of online friends.

A)​social-networking site
B)​blog
C)​media sharing service
D)​bookmarking platform