Question 1

What is a common issue with social media marketing plans?
A) Incorrectly identifying the target audience .
B) Developing strategies before identifying the target audience.
C) Defining the target audience too broadly .
D) Not understanding marketing goals and objectives.
E) Relying too heavily on Facebook as a social media strategy.

Accepted Answer

C

Question 2

At what point does a brand stop developing personas?
A) When the company has identified 8-10 personas
B) When the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset.
C) When it feels like it has enough
D) It should not stop,for it should always look to further refine its marketing efforts.
E) Once it has exhausted the Social Technographics Ladder

Accepted Answer

Developing personas can be a time-consuming and resource-intensive process. Therefore, there is a point when the cost of finding information about a new subset of a persona is greater than the benefit of marketing to that subset. At this point, it makes sense for a brand to stop developing personas and focus on marketing to the personas it has already identified.

Question 3

Which rung on the Social Technographics Ladder represents the largest segment?
A) Inactives
B) Spectators
C) Joiners
D) Critics
E) Collectors

Accepted Answer

Spectators represent the largest segment on the Social Technographics Ladder, as they are people who consume content on social media but do not create or contribute any content themselves. Inactives are those who do not use social media, while Joiners, Critics, and Collectors are smaller segments who are more active in their participation.

Question 4

Colgate Palmolive
A) Illustrates that social media only works with a younger target audience.
B) Is an example of how a company used persona development to successfully determine what its potential consumers are doing on social media.
C) Confirms that online video appeals to a wide audience.
D) Is an example of a brand applying the Social Technographics Profile Tool to its social media strategy.
E) Confirms the need for social media savvy creative agencies.

Accepted Answer

Colgate Palmolive used persona development to identify what their potential consumers are doing on social media, indicating that using this approach can lead to successful social media strategies.

Question 5

Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.

Accepted Answer

Developing personas is not a one-time activity, but an ongoing process. Feedback from customers should be taken into consideration and used to adjust messages and content to better meet the needs and preferences of the personas.

Question 6

Why are messaging objectives important?
A) They ensure a company knows where to find their personas.
B) They help provide the persona with the information they need to make a purchase or other conversion.
C) They help determine the optimal target audience.
D) They ensure specificity within personas.
E) They allow for the adjustment of messaging goals.

Accepted Answer

Messaging objectives help provide the persona with the information they need to make a purchase or other conversion. This is important for any business looking to drive sales or conversions through their messaging.

Question 7

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?
A) Collectors
B) Critics
C) Creators
D) Spectators
E) Joiners

Accepted Answer

Collectors are identified as those who use RSS feeds to collect information on the internet. They often organize, tag, and categorize content for themselves and others.

Question 8

A skilled social media marketer can adapt messages to created specific messages to reach secondary (and even tertiary)optimal target audiences.

Accepted Answer

A skilled social media marketer is able to analyze data and adjust messages to effectively target secondary and tertiary audiences beyond the primary target audience. This requires an understanding of various demographics, interests, behaviors, and other factors. By adapting messages and utilizing various social media platforms, a marketer can extend the reach of their message to specific subgroups within the larger target audience.

Question 9

Targeting a wider section of a target audience means a company can reach more people.

Accepted Answer

The answer of Targeting a wider section of a target...

Question 10

The Persona Development Cycle does not include:
A) Listing the needs of all personas
B) Identifying all personas by role
C) Determining the situational triggers of the persona
D) Mass messaging
E) Developing purpose oriented goals for communication with each persona

Accepted Answer

The Persona Development Cycle focuses on understanding and communicating effectively with specific personas, so mass messaging is not a part of this cycle.

Question 11

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.

Accepted Answer

The Social Technographics Ladder is a tool used to categorize individuals based on their social media behavior and platform usage. The ladder includes personas such as Creators, Critics, Collectors, Joiners, Spectators, and Inactives.

Question 12

Which is a false statement?
A) Wahoo shifted to social media because it was unsuccessful with traditional media.
B) Wahoo's objective was to make its food part of the lifestyle of its target audience.
C) Wahoo succeeded in social media because its personas were considered authentic and its target audiences identified with it
D) Wahoo created content for its target audience,but it also used content created by its target audience.
E) Social media was an efficient way for Wahoo to communicate to its target audience.

Accepted Answer

This statement is false. The article does not mention that Wahoo shifted to social media because it was unsuccessful with traditional media. In fact, Wahoo used both traditional and social media to reach its target audience.

Question 13

What is a target audience?

Accepted Answer

The answer of What is a target audience?...

Question 14

A persona can be defined as
A) It is another way of describing a target audience.
B) The demographics and psychographics of a target audience.
C) A detailed profile of a particular subset of people within the broad target audience.
D) The personality and behavior of a target audience.
E) Behavioral patterns of a specific subset of a target audience.

Accepted Answer

A persona is a detailed profile of a particular subset of people within the broad target audience. This profile includes information related to demographics, behavioral patterns, and psychographics of the specific group of people. It goes beyond just describing the target audience in general and provides a clear understanding of the characteristics of the targeted subset.

Question 15

When developing personas it is important to identify constraints right away,as those are a sign to avoid a particular persona.

Accepted Answer

Constraints are not necessarily a sign to avoid a persona; they help in understanding the limitations and challenges that need to be addressed when designing for that persona.

Question 16

Why is it considered important to focus on the buyer persona?
A) They spend the most time on social media
B) They react differently to messaging objectives than other persona profiles
C) They are the ones who make the purchasing decisions
D) They reflect the ideal demographic profile
E) They spend the least time on social media.

Accepted Answer

Focusing on the buyer persona is important because they are the ones who make the purchasing decisions. Understanding their buying behavior, preferences, and pain points can help tailor marketing strategies and sales efforts to effectively reach and convert potential customers. While factors such as social media usage and demographic profile may also be important, ultimately, the buying decision is what drives sales.

Question 17

A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience.

Accepted Answer

When a brand speaks in the language and tone of its target audience, it can create a sense of familiarity and build trust. On the other hand, if the brand speaks in a way that feels foreign or disconnected from the audience, it can harm the relationship between the brand and its audience. Therefore, it is important for brands to understand their target audience and tailor their communication accordingly.

Question 18

The text describes the Persona Development Cycle as having what three elements?

Accepted Answer

The answer of The text describes the Persona Development Cycle...

Question 19

Which statement is true?
A) Personas are not required to identify the optimal target audience.
B) The secondary optimal target audience is that segment that is has only one of the three attributes described in the text.
C) There is less competition for the optimal target audience than for other personas.
D) The optimal target audience represents a very small segment of the overall target audience.
E) It is easier to identify the optimal target audience on traditional marketing channels.

Accepted Answer

The optimal target audience is often a smaller, more specific segment of the overall target audience that is most likely to respond positively to marketing efforts.

Question 20

Why is the Social Technographics Ladder useful?
A) It helps identify what social sites are most useful for a company.
B) It provides a set of persona profiles for a company to reference.
C) It allows a company to identify why people are using social media.
D) It replaces other more time consuming persona development processes.
E) It confirms that social media is used primarily by Generation Y.

Accepted Answer

The answer of Why is the Social Technographics Ladder useful?
A)...

Quiz 3: Identifying Target Audiences

What is a common issue with social media marketing plans?

At what point does a brand stop developing personas?

Which rung on the Social Technographics Ladder represents the largest segment?

Colgate Palmolive

Developing personas is an ongoing process that often requires that messages and content be adjusted as customer feedback is provided.

Why are messaging objectives important?

Which group on the Social Technographics Ladder is identified as those that subscribe to RSS feeds?

A skilled social media marketer can adapt messages to created specific messages to reach secondary (and even tertiary)optimal target audiences.

Targeting a wider section of a target audience means a company can reach more people.

The Persona Development Cycle does not include:

The Social Technographics Ladder identifies personas based on both what they are doing on social media sites along with where they are doing it.

Which is a false statement?

What is a target audience?

A persona can be defined as

When developing personas it is important to identify constraints right away,as those are a sign to avoid a particular persona.

Why is it considered important to focus on the buyer persona?

A target audience will be less likely to relate to a brand if the brand does not speak in the language and tone of the audience.

The text describes the Persona Development Cycle as having what three elements?

Which statement is true?

Why is the Social Technographics Ladder useful?