Question 1

It is very important for brands looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity.

Accepted Answer

Broadcasting and promoting their message at every opportunity can come across as spammy and turn off potential customers. Instead, brands should focus on creating valuable content and engaging with their audience in a genuine and authentic way.

Question 2

All of the following are key objectives of SMM EXCEPT: 
A) customer service.
B) brand awareness.
C) b rand development.
D) brand preference.
E) new customer leads.

Accepted Answer

Brand development is not a key objective of SMM.

Question 3

Which of the following is not part of the social media marketing planning cycle?
A) Setting goals
B) Tuning
C) Driving traffic
D) Implementing
E) Monitoring

Accepted Answer

Driving traffic is a goal or outcome of social media marketing rather than a part of the planning cycle itself. The planning cycle typically involves setting goals, implementing strategies, monitoring outcomes, and tuning or adjusting the strategy based on feedback and results.

Question 4

The most popular uses for social media are brand awareness and building brand preference .

Accepted Answer

According to various studies, brand awareness and brand preference are among the top uses for social media by businesses.

Question 5

The leading purchase influencer in four different countries is:
A) Twitter feeds.
B) word of mouth.
C) traditional advertising.
D) blogs.
E) social media posts from friends and family.

Accepted Answer

Word of mouth is the leading purchase influencer in many countries, including the United States, Canada, and the United Kingdom. In a global survey by Nielsen, 84% of respondents said they trusted recommendations from people they knew, while only 47% trusted traditional advertising. While social media and blogs can play a role in influencing purchases, they are not as consistently influential as word of mouth.

Question 6

What is the primary reason why social media marketing efforts fail?

Accepted Answer

The answer of What is the primary reason why social...

Question 7

Which of the following is not considered a social media marketing goal?
A) Increasing customer satisfaction (customer service)
B) Driving recommendations from friends and family
C) Generating new leads
D) Crisis communication and online reputation management
E) Increasing the number of Facebook fans and Twitter followers

Accepted Answer

Increasing the number of Facebook fans and Twitter followers is more of a vanity metric rather than a strategic marketing goal. Effective social media marketing goals are typically focused on tangible outcomes such as customer satisfaction, lead generation, and reputation management, rather than merely accumulating followers.

Question 8

Some of a brand's most passionate advocates can start off as disgruntled customers.

Accepted Answer

Disgruntled customers often have strong opinions and can become passionate advocates if their concerns are addressed and resolved effectively.

Question 9

Social media marketing goals must be flexible because :
A) a  brand cannot be sure its goals will be achieved.
B) new developments sometimes occur while using social media.
C) a  particular social network might disappear.
D) consumers are fickle, so it is difficult to forecast their behavior.
E) b rand management might not support certain social media marketing goals.

Accepted Answer

Social media is constantly evolving, and new features or platforms may emerge that change the way brands can achieve their goals. Flexibility allows brands to adapt their strategies to these changes, rather than being locked into a rigid plan that may no longer be effective.

Question 10

When developing social media strategies, it is important that companies :
A) look to what their competitors are doing.
B) ensure they include Facebook, because it is one of the most popular social networks.
C) include the 8 C's.
D) make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.
E) define the call to action first.

Accepted Answer

It is important for companies to adapt their social media strategies to their individual strengths, weaknesses, opportunities, and threats, rather than simply looking at what their competitors are doing or focusing on a specific social network like Facebook. Including the 8 C's (Content, Context, Community, Communication, Customization, Connection, Conversion, and Continuity) can also be helpful, but it is not the most important factor. Defining the call to action is also important, but should come after developing a strategy that is tailored to the company's specific needs and goals.

Question 11

Why is it important for a company to identify social media marketing goals?

Accepted Answer

The answer of Why is it important for a company...

Question 12

Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.

Accepted Answer

Social media marketing can help increase search engine rankings and site traffic through strategies such as creating shareable content, promoting the website on social media platforms, and building backlinks.

Question 13

Why is it important to listen to conversations about a brand?
A) To see how many people buy your products.
B) It helps a company evaluate its advertising strategy.
C) It makes your customers think you care about what they say.
D) Listening can help a company identify those keywords people use for its products.
E) Comments can help a company understand how it is perceived and where opportunities may lie.

Accepted Answer

The answer of Why is it important to listen to...

Question 14

What can be learned from listening includes all of these EXCEPT:
A) how people feel about a company, product, service, person or issue.
B) which media platforms appear to be the most viable in order to achieve SMM goals.
C) h ow competitors are using social media platforms.
D) all of these are correct.
E) none of these is correct.

Accepted Answer

Listening can indeed help you understand people's feelings about various subjects, identify the most viable media platforms for social media marketing (SMM) goals, and observe competitors' use of social media platforms. Therefore, all the options (A, B, C) are correct aspects of what can be learned from listening.

Question 15

A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.

Accepted Answer

A social media marketing strategy should align with and support a brand's overall marketing plan in order to effectively reach and engage with their target audience.

Question 16

A social media marketing plan does not require monitoring or adjustment during its implementation.

Accepted Answer

A social media marketing plan requires constant monitoring and adjustment to ensure its effectiveness and reach the desired goals. Social media is a dynamic and constantly evolving environment, so businesses need to stay flexible and adapt to changes in user behavior and platform algorithms. Continual monitoring and analysis of metrics and engagement data can help identify areas for improvement and refine the marketing plan.

Question 17

A "call to action" can be defined as:
A) brand building.
B) lead generation and/or sales.
C) the objectives of a social media campaign.
D) the process of measuring a social media campaign.
E) the action you want someone to take at each stage of your marketing campaign.

Accepted Answer

A "call to action" refers to the specific action you want someone to take at each stage of your marketing campaign, such as clicking a link, signing up for a newsletter, or making a purchase.

Question 18

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT:
A) achieving a desired brand positioning.
B) supporting public relations and advertising campaigns.
C) e xpanding brand loyalty.
D) eing prepared to handle reputation management in a crisis.
E) producing new product ideas.

Accepted Answer

The answer of In addition to the primary SMM objectives,...

Question 19

Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform?
A) Convert
B) Categorize
C) Collaborate
D) Comprehend
E) Contribute

Accepted Answer

Comprehend refers to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform.

Quiz 2: Goals and Strategies

It is very important for brands looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity.

All of the following are key objectives of SMM EXCEPT:

Which of the following is not part of the social media marketing planning cycle?

The most popular uses for social media are brand awareness and building brand preference .

The leading purchase influencer in four different countries is:

What is the primary reason why social media marketing efforts fail?

Which of the following is not considered a social media marketing goal?

Some of a brand's most passionate advocates can start off as disgruntled customers.

Social media marketing goals must be flexible because :

When developing social media strategies, it is important that companies :

Why is it important for a company to identify social media marketing goals?

Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.

Why is it important to listen to conversations about a brand?

What can be learned from listening includes all of these EXCEPT:

A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.

A social media marketing plan does not require monitoring or adjustment during its implementation.

A "call to action" can be defined as:

In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT:

Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform?