Question 1

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

Accepted Answer

Social media marketing aims at creating content that caters to the interests of the target audience rather than directly promoting the company's products or services. It uses a more subtle approach to grab the attention of the audience and build relationships with them.

Question 2

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

Accepted Answer

Marketers have the flexibility to select monitoring tools that are best suited for their company's needs, goals, and strategy.

Question 3

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

Accepted Answer

Adrian's role as an overseer of the look and feel of online communities for marketing purposes is similar to that of a social media designer.

Question 4

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

Accepted Answer

An online community manager contributes to and helps guide the firm's social media program, but the primary decision-making often involves a broader team including marketing, communications, and sometimes upper management.

Question 5

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

Accepted Answer

The rules of engagement for social media focus on guiding interactions to be respectful, authentic, and compliant with platform policies, not solely on making exchanges overly positive.

Question 6

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.

Accepted Answer

This person is responsible for measuring and analyzing the results of the marketing effort through social media analytics.

Question 7

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

Accepted Answer

Each social media platform has its own unique features, audience demographics, and communication style, which influence the intended use and user behavior. For example, LinkedIn is tailored towards professional networking and career development, while TikTok is designed for entertainment and creativity. Understanding these differences is crucial for effective communication and engagement on social media.

Question 8

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

Accepted Answer

Reach refers to the number of unique individuals who have seen a particular post or ad, while frequency refers to the number of times those individuals have been exposed to the post or ad. Both of these variables are used by marketers to measure the effectiveness of their social media marketing campaigns and calculate their return on investment.

Question 9

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

Accepted Answer

A well-written social media policy should align with the overall culture and values of the organization. It should reflect the organization's goals, mission, and values to ensure consistency and alignment between employees' actions on social media and the company's stance or beliefs on specific issues.

Question 10

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

Accepted Answer

Many firms use metrics such as followers, likes, shares, and engagement rates to gauge the success of their social media marketing efforts, as these indicators reflect their social media presence and reach.

Question 11

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.

Accepted Answer

Including relevant keywords in a social media marketing campaign can help target the right audience and increase visibility on search engines. This is an important aspect of effective social media marketing.

Question 12

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

Accepted Answer

Understanding a company's brand is crucial to the success of a social media marketing campaign as it helps in developing a consistent and effective messaging strategy, creating content that resonates with the target audience, and maintaining a positive brand image online.

Question 13

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.

Accepted Answer

Noah is actually a social media marketer or social media specialist, not a social media developer.

Question 14

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

Accepted Answer

Comment Sniper, by monitoring comments on products and discussions on online forums, performs functions characteristic of social media analytics tools, which are designed to analyze and interpret interactions and associations between people, topics, and ideas within social media platforms.

Question 15

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.

Accepted Answer

Scheduling content too far ahead can cause confusion if consumer responses change, so experts recommend that marketers only schedule content up to a week in advance.

Question 16

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

Accepted Answer

This statement is true. Once the overall strategy for a campaign has been developed, marketers will focus on the specific tactics that will help achieve the desired goals. Such tactics may include working with influencers, setting up contests or giveaways, or offering discounts to customers.

Question 17

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

Accepted Answer

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

Question 18

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

Accepted Answer

The ultimate goal of content marketing is to attract and engage a specific target audience with valuable and relevant content, in order to ultimately drive them to take a desired action such as making a purchase, signing up for a newsletter, or contacting a company for more information.

Question 19

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

Accepted Answer

The collection and use of personal data by social media marketers has raised concerns about consumer privacy, making it a major ethical issue in the industry.

Question 20

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.

Accepted Answer

Campalyst is a social media analytics tool that is designed to track the impact of social media campaigns in terms of follower engagement and conversion rates. It can be used to measure the effectiveness of a particular campaign or hashtag, as well as to track the success of specific social media channels in driving traffic back to a company's website. This tool is especially useful for businesses that are looking to leverage social media to build their brand and engage with their customers more effectively.

Quiz 4: Digital Marketing and Social Media: Living in the Connected World