Question 1

Which of the following is not considered one of the five basic models for social media structure?

Accepted Answer

The answer of Which of the following is not considered...

Question 2

Which of the following best completes the statement,'A ______ is a written,formalized plan that details the product,pricing,distribution,and promotional strategies that will enable the brand in question to accomplish specific marketing objectives.'?

Accepted Answer

The statement describes a comprehensive plan that covers various aspects of marketing, including product, pricing, distribution, and promotion. Such a plan is commonly known as a marketing plan. Options B, C, and D are either too narrow or too specific to capture the full scope of a marketing plan.

Question 3

Sun Microsystems tells its employees that whether in the actual or virtual world,their interactions and discourse should be respectful and professional.Which of the following is this an example of?

Accepted Answer

This is an example of a social media policy, which outlines guidelines for employees' behavior on digital communication platforms. The policy encourages professionalism and respect, regardless of whether interactions occur in the physical or virtual world.

Question 4

Which of the following completes the sentence,'An organizational document that explains the rules and procedures for social media activity for the organization and its employees is also known as a ______'?

Accepted Answer

A social media policy is a document that outlines the guidelines and rules for social media activities for an organization and its employees.

Question 5

Which of the following is one of the most widely used social media management systems by large and small companies?

Accepted Answer

Hootsuite is one of the most widely used social media management systems by large and small companies. It allows users to manage multiple social media platforms, schedule posts, track analytics, and engage with followers all in one place.

Question 6

Which of the following completes the sentence,'Bots can be programmed to post fake messages to sway public opinion.It's a problem known as _______,in which a seemingly authentic swell of grass-root opinion is in fact manufactured by a battalion of opinionated bots.'?

Accepted Answer

Astroturfing refers to the practice of creating artificial grassroots movements or campaigns. It involves using automated programs or bots to post fake messages and comments on social media platforms to make it seem like there is widespread support for a particular topic or cause. This can create a false impression of public opinion and influence people's beliefs and attitudes.

Question 7

Which of the following exists within the social media policy and refers to the basic expectations for employee behavior in social communities?

Accepted Answer

Standards of conduct are a set of guidelines that outline how employees should behave in social communities. They are a part of the social media policy and help ensure that employees maintain professionalism and represent the company's values appropriately in their online interactions. Social media guidelines and disclosure requirements are also important components of a social media policy but are not specifically related to employee behavior.

Question 8

Which of the following best completes the sentence,'Groups that merely use social media may turn to social media activities to ______,while groups that have a strategy to incorporate social media use them as ______ to support other marketing efforts.'?

Accepted Answer

The answer of Which of the following best completes the...

Question 9

Which of the following is true of social media marketing plans?

Accepted Answer

Social media marketing plans can either be part of a fully integrated marketing communications plan or stand-alone campaigns. Initially, many were not fully integrated into the brand's promotional mix, but over time, their integration has become more common, reflecting the flexibility in how social media can be utilized in marketing strategies.

Question 10

Which multi-layered hub and spoke model is appropriate for companies with strategic business units (SBUs)that still represent a core brand?

Accepted Answer

The Dandelion model is appropriate for companies with strategic business units (SBUs) that still represent a core brand because it allows for a central core (the hub) that represents the brand's main values and mission, while the spokes can be seen as the SBUs that operate semi-independently but are still connected to and derive strength from the core brand. This model supports both autonomy in the SBUs and alignment with the core brand's strategic direction.

Question 11

Which of the following describes the organic structure for social media in an organization?

Accepted Answer

All of the choices listed describe the organic structure for social media in an organization. Social media is not just limited to a few individuals in a company but instead is a collective effort, with all employees representing the brand and working social media into their roles. However, the company must still have a well-developed social media policy in place to help guide employee behavior in social communities. Additionally, since anyone can sign in and respond to customer comments, no one person can control social media, making it an organic structure.

Question 12

Which phase of social media marketing maturity does the following sentence describe? 'Organizations test out social media platforms,but they don't really consider how social media can play a role in the overall marketing plan.'

Accepted Answer

The sentence describes the trial phase, where organizations are only testing out social media platforms without fully considering their role in the overall marketing strategy.

Question 13

Automated and pre-programmed social media posts and replies to user generated comments (such as Tweets or Facebook posts)can be useful for workflow automation,but often can be viewed by users as fake or disingenuous.What is this practice referred to as?

Accepted Answer

The answer of Automated and pre-programmed social media posts and...

Question 14

Which phase of social media marketing maturity does the following sentence describe? 'During this phase,an organization utilizes a formal process to plan social media marketing activities with clear objectives and metrics.'

Accepted Answer

The sentence describes the strategic phase, which involves having a formal process to plan social media marketing activities with clear objectives and metrics.

Question 15

What are the three components of a social media policy?

Accepted Answer

A social media policy typically includes standards of conduct, disclosure of affiliation, and confidentiality of intellectual property and financial information.

Question 16

Which phase of social media marketing maturity does the following sentence describe? 'During this phase,social media activities still occur somewhat randomly or haphazardly but a more systematic way of thinking starts to develop within the organization.'

Accepted Answer

The sentence describes the Transition phase, where there is a shift from random or haphazard social media activities towards a more systematic approach. The organization starts to develop a strategic mindset during this phase, but it's not yet fully developed.

Question 17

As a result of time and experience we tend to see that applications that start as one-time 'experiments' often morph into more long-term and carefully thought-out elements that the organization integrates with all the other communication pieces it uses to reach customers.Which of the following is this an example of?

Accepted Answer

This is an example of social media marketing maturity, where an experiment evolves into a more long-term and carefully thought-out element that integrates with other communication channels.

Question 18

Which of the following statements is not true of chatbots?

Accepted Answer

All the statements provided about chatbots are true. Chatbots are indeed algorithms that can operate within social media networks, they offer value to both marketers and consumers by making recommendations, providing information, facilitating purchases, and interacting in conversations. Additionally, there is a significant percentage of people who cannot distinguish between bots and live users on social media, indicating the sophistication of some chatbots.

Question 19

The social media department functions at a senior level that reports to the CMO (Chief Marketing Officer)or CEO and is responsible for all the social media activations with which social media structure?

Accepted Answer

In a centralized structure, the social media department operates at a senior level, reporting directly to top executives like the CMO or CEO, and is responsible for all social media activities.

Question 20

Which of the following best completes the following statement,'Social media are relatively inexpensive ways to increase the ______ and ______ of messages that are otherwise delivered via more traditional,big media methods.'?

Accepted Answer

The statement is referring to the ability of social media to increase the reach (the number of people who see the message) and frequency (the number of times the message is seen) of messages in a cost-effective way. Option A best completes the statement by providing the two most relevant terms that reflect this idea. The other options either provide inaccurate or incomplete terms or introduce irrelevant concepts.

Quiz 4: Social Media Marketing Strategy