Question 1

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

Accepted Answer

Consumer privacy is a major ethical issue for social media marketers as they often collect and use personal data for targeted advertising, raising concerns about consent and data protection.

Question 2

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

Accepted Answer

Setting clear goals at the beginning of a social media marketing campaign ensures that all team members understand the objectives and can align their efforts accordingly, leading to a more focused and effective campaign.

Question 3

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) _____.

Accepted Answer

Blunk fits the description of a microblog because it allows users to send updates through posts that contain only a few words, similar to platforms like Twitter.

Question 4

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

Accepted Answer

A blogging site is a platform where a host or writer can post information or opinions on various topics, and followers can respond, making it the correct choice.

Question 5

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?

Accepted Answer

Being accountable and taking action to resolve the issue is the most ethical and effective approach to handling mistakes in social media. It demonstrates responsibility and a commitment to rectify the situation, which can help maintain or restore public trust.

Question 6

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 _____.

Accepted Answer

Odyssey fits the description of a blogging site because it involves posting articles and photos about travel experiences, and it allows users to comment on these posts.

Question 7

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) _____.

Accepted Answer

Fred Wilson can be regarded as an influencer because his reviews and show, "The Technocrat," have a considerable impact on the buying decisions of his audience, which is a key characteristic of an influencer.

Question 8

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 _____.

Accepted Answer

Crowdtrail helps in tracking the interactions such as re-tweets, shares, and re-pins, which are indicators of how engaging the content is to the audience, thus measuring engagement.

Question 9

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

Accepted Answer

Effective social media marketing content often has a strong brand focus, which helps in building brand awareness and loyalty among the target audience. Unlike traditional marketing, social media marketing thrives on engagement and interaction, making options A and D less effective. Option B could potentially distract from the brand's own messaging and benefits.

Question 10

​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:

Accepted Answer

The first three options (A, B, C) are directly related to ethical considerations in social media use, such as honesty, accountability, and privacy. Being efficient, while important in many contexts, is not specifically an ethical guideline.

Question 11

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

Accepted Answer

Engaging the target audience in the conversation is crucial for a social media marketing campaign's success, as it fosters interaction, builds relationships, and encourages sharing and participation.

Question 12

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

Accepted Answer

Content marketing is the strategy of creating and sharing valuable, relevant content to attract and engage a specific audience, with the ultimate goal of driving profitable customer action.

Question 13

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

Accepted Answer

Social media marketing encourages interaction and engagement from the audience, making it participatory in nature, unlike traditional marketing which is more about broadcasting a message to the audience.

Question 14

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

Accepted Answer

Measures of comprehension are not typically used to trace, measure, and interpret data related to social media marketing initiatives. Instead, engagement, activity, and conversion metrics are commonly used to assess the effectiveness of social media campaigns.

Question 15

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:

Accepted Answer

Effective social media marketing campaigns often focus on using targeted keywords to reach specific audiences. This approach helps in ensuring that the content is seen by users who are most likely to be interested in the products or services being promoted.

Question 16

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 _____.

Accepted Answer

Content marketing involves creating and sharing valuable content to attract and engage a defined target audience, with the objective of driving profitable customer action. By focusing on messages that highlight the health benefits of organic foods, Jason's Foods is engaging in content marketing to generate awareness and engage its target audience.

Question 17

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

Accepted Answer

Social networking sites are platforms where individuals can create profiles to share their daily activities and opinions on a wide range of topics, connecting with friends and communities online.

Question 18

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

Accepted Answer

Consumers use social media communities to conduct research on products or services and share information with others, influencing their buying decisions.

Question 19

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

Accepted Answer

A microblog is a platform for posting short messages, such as Twitter, which allows users to share brief pieces of content.

Question 20

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:​

Accepted Answer

Ensuring that social media communications make fair and realistic claims or promises is crucial to avoid misleading consumers and to comply with ethical and legal standards. This helps maintain trust and credibility with the audience.

Quiz 5: Social Media: Living in the Connected World