Deck 5: Social Media: Living in the Connected World

Question 1

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

Answer 1

True

Question 2

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

Answer 2

False

Question 3

Most social networks have their own search engines, which allow users to search for topics that interest them.

Answer 3

True

Question 4

Social media helps marketers to connect with influencers.

Question 5

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

Question 6

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

Question 7

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

Question 8

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

Question 9

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.

Question 10

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 11

Social media marketing is a one-way communication that seeks to control the content and message received by the audience.

Question 12

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

Question 13

The basis for social media is two-way conversation.

Question 14

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

Question 15

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

Question 16

Microblogging allows people to communicate extensively through lengthy blog postings.

Question 17

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 18

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

Question 19

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

Question 20

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

Question 21

Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.

A) application
B) social networking site
C) bookmarking site
D) blogging site

Question 22

Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform. Oneview is an example of a _____.

A) social networking site
B) social news site
C) blogging site
D) bookmarking site

Question 23

_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.

A) Blogging sites
B) Social networking sites
C) Bookmarking sites
D) Social news sites

Question 24

Which of the following social media platforms gives users a place to save, organize, or manage links to websites or other Internet resources?

A) Social news site
B) Social networking site
C) Bookmarking site
D) Blogging site

Question 25

When a social media marketer makes a mistake-and they will happen-the first thing he or she should do is to immediately communicate with the right people, via the most relevant channels, and promise to take steps to correct the situation.

Question 26

A negative comment on a promotional social media post can be a positive in that it's a sign that people are engaging with and responding to the content.

Question 27

One of the most important and revealing measurements of engagement is the click-through rate.

Question 28

Eons.com is a website for baby boomers that allows members to find friends, share experiences on various topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and access to various special interest groups. Eons.com is an example of a _____.

A) blogging site
B) social news site
C) social networking site
D) microblog

Question 29

Marketers need to establish their overall promotional goals first in order to develop sound strategies and choose the best social media platforms for their messages.

Question 30

Some social media platforms require potential users to obtain an invitation or sponsor who is already a member in order to join.

Question 31

Measurements of conversion rate are best suited to judging which social media platforms are most effective at generating revenue.

Question 32

A steadily increasing number of new likes is a sure indicator that your social media campaign is converting your followers into customers.

Question 33

The one marketing objective social media really can't help with is increasing revenue.

Question 34

Which of the following is an example of a bookmarking site?

A) PistonHeads.com, which allows users to share information related to automotive industry and also buy/sell cars.
B) Linkswarm.com, which allows users to save, organize, and manage links to their favorite websites.
C) LiveJournal.com, which allows users to write articles on their experiences and favorite topics and share it with other users.
D) NowPublic.com, which allows users to post news articles and videos.

Question 35

Studies show that just over 75 percent of consumers have visited a brick-and-mortar store because of an online shopping experience, indicating a possible link between social media and trends in consumer behavior. The impact of social media on purchasing behavior varies by age .

Question 36

With about two million monthly users, Facebook is currently the most popular social media network.

Question 37

Which of the following types of social media platforms allow their users to create an online profile of biographical data including photos and information such as employment, education, and relationship status, and to invite friends to join their circle?

A) Social news sites
B) Blogging sites
C) Microblogs
D) Social networking sites

Question 38

When using online tools to make purchase decisions, roughly 50 percent of consumers start by retrieving information from social media and nearly 60 percent turn to search engines such as Google.

Question 39

In the case of social media marketing, the messages coming from organizations are more important than those coming from friends and family.

Question 40

Organizations are increasing their use of social media marketing due to its scale and influence among consumers.

Question 41

Which of the following is a major ethical issue faced by social media marketers during their marketing campaigns?

A) Copyright infringement
B) Consumer privacy
C) Lack of funding
D) Contractual concerns

Question 42

Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because:

A) it helps buyers make final purchase decisions.
B) it helps everyone involved in the campaign to aim their efforts in the right direction.
C) it is effective in engaging the target audience in a conversation.
D) it helps marketers to have control over the content of the marketing message received by the audience.

Question 43

Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____.

A) blogging site
B) social networking site
C) microblog
D) online forum

Question 44

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 45

Marketers face a new set of ethical and legal issues as social media becomes more essential to the success of the firm's marketing strategies. Moreover, as the social media landscape continues to evolve and expand, new ethical situations continue to appear. As a marketer, it is almost guaranteed that you or your organization will eventually make a mistake with your use of social media. Therefore, when you make that certain-to-occur mistake with social media, which of the following should you do?

A) Immediately hire a public relations firm to do damage control.
B) Limit all communications with external media sources.
C) Hold a press conference to deny all allegations.
D) Try to deflect the blame for the mistake to something or someone else.
E) Be accountable and take action to resolve the issue.

Question 46

Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations and his experiences therein. Users of the site are allowed to respond or post comments on these articles. Odyssey is an example of a _____.

A) blogging site
B) social news site
C) database
D) bookmarking site

Question 47

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 48

Crowdtrail is a tool used by marketers to track the number of re-tweets, shares, and re-pins generated by their content. In other words, Crowdtrail is used to measure _____.

A) engagement
B) activity
C) comprehension
D) conversion

Question 49

The content for a social media marketing campaign is said to be effective if it:

A) focuses on promoting the company outright.
B) contains detailed information about competing product offerings in the market.
C) has a strong brand focus.
D) presents the SMM effort as a one-way conversation, much like traditional marketing.

Question 50

​In drafting your firm's written policy for the ethical use of social media, you want to be simple and clear. You decide to write a memo with just three points that summarize the most important ethical guidelines. These include all of the following except:

A) ​Be honest.
B) ​Be accountable.
C) ​Respect privacy.
D) ​Be efficient.

Question 51

In order for a social media marketing campaign to succeed, marketers must be able to see that the content of their messages:

A) attracts venture capitalists.
B) duplicates the content of their competitors' campaigns.
C) is easy to understand.
D) engages the target audience in the conversation.

Question 52

_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.

A) Content marketing
B) Social media monitoring
C) Crowdsourcing
D) Social bookmarking

Question 53

Social media marketing differs from traditional marketing in that social media marketing:

A) seeks to control the content and message received by the audience.
B) focuses mainly on promoting the company outright, rather than building credibility among customers.
C) covers all forms of media including print media and television commercials.
D) solicits the audience's participation in the message.

Question 54

Which of the following does NOT help marketers trace, measure, and interpret data related to social media marketing initiatives?

A) Measures of engagement
B) Measures of comprehension
C) Measures of activity
D) Measures of conversion

Question 55

As usage of social media marketing continues to increase, marketers are learning that content is a big key to the success of any campaign. More specifically, they understand that an effective social media marketing campaign (SMM) has which of the following qualities:

A) The chosen keywords in the campaign are targeted specifically for the campaign.
B) The campaign's main focus is to get the consumer to make a purchase immediately.
C) The campaign emphasizes the company's privacy policy.
D) The campaign avoids offering any discounts or other deals in exchange for the consumer's participation.
E) The campaign has text only.

Question 56

Jason's Foods is a manufacturer of organic food products. The company is planning to market its products through social media sites and has developed effective strategies for the marketing campaign. The marketing team plans to use messages that focus on the health benefits of organic foods in order to generate greater awareness about its products and engage its target audience in the conversation. In doing so, the marketing team of Jason's Foods would be engaging in _____.

A) social media monitoring
B) content marketing
C) behavioral targeting
D) social bookmarking

Question 57

​_______________ 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 58

Consumers rely on communities created by social media for their buying decisions mainly to:

A) gather relevant information about the functional strategies of companies.
B) gather relevant insights about the fluctuation in stock prices.
C) conduct research and share information.
D) build partnerships with companies.

Question 59

A blog posting, such as a Tweet, that contains only a few words is called a(n) _____.

A) moblog
B) microblog
C) splog
D) edublog

Question 60

Because of the ethical and legal issues that come with the benefits of social media, marketers must be extra careful about what they include in the postings, ads, comments, and even images they include in their social media communications. You are well aware of this important requirement, so you always check your social media communications:​

A) ​to ensure they use the latest social media slang language.
B) ​to ensure they make fair and realistic claims or promises.
C) ​to ensure the appropriate fonts are used.
D) ​to ensure they encourage the consumer to take action immediately.
E) ​to ensure they are presented in multiple languages.

Question 61

As the marketing director for a pharmaceutical company, you've been developing a strategy for marketing a new blood pressure medication for patients over 55. One of your new team members has been encouraging you to use social media to promote the product. You have doubts about reaching your target audience through this channel, but you could be convinced to use ___ since it has the maximum number of adult users.

A) Instagram
B) Facebook
C) Twitter
D) YouTube

Question 62

"Revolutionary" is the word you'd use to describe the new kind of paint your company has developed for crafters and artists, so customers will need some instruction on how to use this new product before they decide to try it. Your best option for using social media to promote this product is:

A) Instagram posts.
B) Facebook ads.
C) Twitter ads.
D) YouTube videos.

Question 63

Which of the following statements is true about the future of social media marketing?

A) By 2020, spending on social media advertising is expected to reach $50 billion, surpassing the amount of advertising dollars businesses spend on newspapers.
B) By 2019, spending on social media advertising will have leveled off and is expected to remain steady at $50 billion annually.
C) By 2018, spending on social media advertising will have reached its peak of $60 billion and is expected to start declining.
D) By 2020, spending on social media advertising is expected to reach $100 billion, surpassing the amount of advertising dollars businesses spend on television.

Question 64

You are the proud owner of the Sunnyside Up Cafe. Your 15-year-old business has built up a huge local following who love to stop by for breakfast served all day, and now you'd like to create an online community of equally loyal fans. Which platform is your best option for creating a digital forum where your followers can interact with you and each other?

A) Social networking site
B) Social bookmarking site
C) Blogging and forums
D) Company website

Question 65

Pinterest members can save links to online resources, share links with friends, and comment on other people's links. Pinterest is a combination ___-___ site.

A) blogging-bookmarking
B) bookmarking-social networking
C) blogging-social networking
D) microblogging-social networking

Question 66

You're the marketing manager for a niche business that sells fixtures and displays for stores. You want to expand your reach by providing information about your products online, but you don't see a need to facilitate social interaction about your products. What is your best option for implementing your plan?

A) Social networking site
B) Social bookmarking site
C) Blogging and forums
D) Company website

Question 67

All of the following scenarios are examples of marketing messages delivered through an online community EXCEPT for:

A) Shania's Tweet praising her favorite contestant on The Voice.
B) Curt's Facebook post complaining about the price of Starbuck's Pumpkin Spice Lattes.
C) Eric's Instagram video revealing his new five-alarm chili recipe.
D) Lilah's Snapchat message about a huge sale at Designer Shoe Warehouse.

Question 68

Which of the following is an example of an organization using a blog for marketing?

A) Residents of New York City write reviews of local restaurants on a Tumblr site.
B) A 13-year-old girl shares her poetry and song lyrics on a Tumblr site.
C) A young couple shares their favorite Paleo recipes on a WordPress site.
D) A plumber answers homeowners' plumbing questions through a WordPress site.

Question 69

Most companies today invest heavily in cyber security initiatives to be vigilant about confidentiality and not allow consumer's personal information or other data to accidentally become available to unauthorized parties. The field of cyber security in this context is related to which of the following ethical and legal issues?

A) Respect privacy
B) Be accountable
C) Ensure workplace ethics
D) Be honest

Question 70

Which of the following ethical or legal issues has the greatest potential to develop trust among followers and contribute to impacting the strength of a brand?

A) Be honest
B) Enforce workplace ethics
C) Be accountable
D) Respect privacy

Question 71

Brandon is an avid bicyclist and is interested in purchasing a new bike that's designed specifically for people who compete in triathlons. Brandon reads product reviews posted in online forums and decides to buy the Kestrel 4000, a carbon fiber bike that's moderately priced at $2500. Which of the following best describes how product reviews assisted Brandon in his purchase decision?

A) Make a final purchase decision
B) Identify a need
C) Search for available options
D) Learn about new products

Question 72

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 fiancé, family, and friends. Pinterest is a type of _________ that 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

Question 73

As the owner of an e-commerce store that sells bakeware and cookware, you've been promoting your business by blogging great recipes and kitchen tips for years. What is your best option for posting photos and links that lead people back to your blog?

A) Social networking site
B) Social bookmarking site
C) Blogging and forums
D) Company website

Question 74

Xbox's Twitter team holds the Guinness World Record for being the most responsive brand on social media. Which important objective does their social media approach achieve?

A) Enter a new market
B) Launch a new product
C) Build customer relationships
D) Obtain customer feedback

Question 75

You're Bob Branson, owner of Branson's Heating and Air Conditioning. You want to attract new customers to your website by providing lengthy articles on home maintenance and encouraging visitors to ask for your advice. Which type of platform is best suited to your purpose?

A) Social networking site
B) Social bookmarking site
C) Blogging and forums
D) Company website

Question 76

Lawrence is creating his profile on LinkedIn and hopes the content will attract potential employers to consider him for a career opportunity. He is trying to leverage his background, skills, and education to gain a position in a marketing research consulting firm. He knows that employers are seeking candidates who are proficient in SPSS, Excel, and Google Analytics, and have excellent writing and verbal communication skills. He uses these capabilities throughout his profile since he understands the importance of search engine optimization. Which quality of social media marketing campaign development is Lawrence using as he creates content for his LinkedIn profile?

A) Targeted keywords
B) Strong brand focus
C) Invitation to generate content
D) Focus on the audience

Question 77

Gigi Hadid is an international fashion model with contracts with Maybelline and has over 4.5 million followers on Instagram. She's on a quest to find the best cheeseburger in New York City and recently posted that her favorite was from J.G. Melon on 3rd Avenue. According to the text, Gigi Hadid is considered a(n) _________ since she has the capability to affect the opinions and actions of others through social media.

A) ​influencer
B) ​innovator
C) ​media mogul
D) ​celebrity

Question 78

Jose is visiting Boston on a business trip and has heard that the North End is known for its restaurants and entertainment venues. He checks TripAdvisor to see the list of restaurants and those rated highest by members. He also reads reviews and narrows his choice to Mamma Maria's, which is ranked #3 of 133 restaurants in the North End. How has TripAdvisor assisted Jose in his purchasing decision process?

A) Conducting research
B) Identifying new products
C) Identifying a need
D) Evaluating the purchase

Question 79

___ and ___ are the first and second most popular blog platforms, respectively.

A) WordPress; Tumblr
B) Tumblr; WordPress
C) Tumblr; Snapchat
D) WordPress; Reddit

Question 80

The Oreo Cookie social media campaign has been described as clever, heartwarming, and humorous. Which important objective did this campaign achieve?

A) Strengthen the brand
B) Launch a new product
C) Enter a new market
D) Obtain customer feedback