TEST BANK
Social Media Marketing: A Strategic
Approach
?
Debra L. Zahay, Mary Lou Roberts, Janna M. Parker, Donald I. Barker, and Melissa S.
?
Barker
S S
3rd Edition
C E
U C
_ S
A ?
V I
T U
S
, TABLE OF CONTENTS
Social Media Marketing: A Strategic Approach (3rd Edition)
Debra L. Zahay, Mary Lou Roberts, Jannie Parker, and Donald I. Barker
? ?
Chapter 1 The Role of Social Media Marketing
S
Chapter 2 Goals and Strategies
S
Chapter 3 Identifying Target Audiences
Chapter 4
E
Rules of Engagement for SMM and Social Media Governance
Chapter 5 Social Media Platforms and Social Networking Sites
C
Chapter 6 Paid Social and Influencers
C
Chapter 7 Content Creation and Sharing: Blogs, Podcasting, and Webinars
Chapter 8
U
Visual Storytelling
S
Chapter 9 Content Marketing: Publishing Articles, White Papers, and E-Books
Chapter 10 Virtual Communities
_
Chapter 11 Mobile Marketing on Social Networks
?
Chapter 12 Social Media Monitoring and Management Tools
A
Chapter 13 Managing and Staffing the Organization for Social Media Marketing
I
Chapter 14 Social Media Marketing Plan
V U
S T
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
True / False
1. According to the text, older users are among the fastest growing demographics on most social media sites.
a. True
b. False
?
ANSWER: True
?
2. The number of followers is the ultimate measure of marketing achievement for social media.
S
a. True
b. False
S
ANSWER: False
E
3. Social media marketing is based in part on age-old concepts of community.
a. True
C
b. False
ANSWER: True
C
4. Developing a personal brand online is NOT related to the skills companies are looking for when they hire
people for social media positions.
U
a. True
b. False
S
ANSWER: False
_
5. According to the text, SMM is based around face-to-face conversations.
?
a. True
b. False
ANSWER: False
A
6. Social media marketers can influence what participants say and think about their brands, and they can
I
control the conversation entirely.
V
a. True
b. False
ANSWER: False
U
Multiple Choice
T
7. Which of these is NOT one of the seven myths of SMM?
S
a. SMM is too time-consuming.
b. SMM isn't right for most businesses.
c. There is no return on investment on SMM.
d. Social media is free.
e. Social media is just a fad.
ANSWER: b
8. Which of these is NOT an important aspect to social media marketing?
Copyright Cengage Learning. Powered by Cognero. Page 1
, Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
a. Creating buzz through content to attract attention
b. Finding ways for fans to share a brand's message
c. Ensuring the product message is always paramount
d. Developing two-way online conversations with users
?
e. Controlling the responses of unhappy audience members
ANSWER: e
?
9. Social media marketing is a form of which type of marketing?
S
a. Search engine
S
b. Broadcast media
c. Word of mouth
E
d. Paid advertising
e. Retail display
C
ANSWER: c
C
10. JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social
media?
a. Marketing
U
b. Corporate communications
c. Shareholders
S
d. Customer commitment
e. None of these is correct.
_
ANSWER: c
?
11. Which action is NOT recommended to limit the time investment in SMM?
a. Utilize tools like Hootsuite to manage efforts.
A
b. Recruit underutilized employees to boost media presence.
I
c. Monitor competitor posts hourly for trends.
d. Publish multimedia content on mobile devices.
V
e. None of these.
ANSWER: c
U
12. How was the earliest ancestor of today's diverse social media platforms used?
T
a. To quickly share media files such as music
b. To host user-driven discussions about various topics
S
c. To share resources for nonwork purposes
d. To participate in group photo-sharing
e. To post articles organized into newsgroups
ANSWER: e
13. Which aspect distinguishes SMM from traditional marketing?
a. It attempts to exclude competitive messages.
b. It seeks to control the content seen by the audience.
c. It allows companies to develop trusting relationships with their audience.
Copyright Cengage Learning. Powered by Cognero. Page 2
Social Media Marketing: A Strategic
Approach
?
Debra L. Zahay, Mary Lou Roberts, Janna M. Parker, Donald I. Barker, and Melissa S.
?
Barker
S S
3rd Edition
C E
U C
_ S
A ?
V I
T U
S
, TABLE OF CONTENTS
Social Media Marketing: A Strategic Approach (3rd Edition)
Debra L. Zahay, Mary Lou Roberts, Jannie Parker, and Donald I. Barker
? ?
Chapter 1 The Role of Social Media Marketing
S
Chapter 2 Goals and Strategies
S
Chapter 3 Identifying Target Audiences
Chapter 4
E
Rules of Engagement for SMM and Social Media Governance
Chapter 5 Social Media Platforms and Social Networking Sites
C
Chapter 6 Paid Social and Influencers
C
Chapter 7 Content Creation and Sharing: Blogs, Podcasting, and Webinars
Chapter 8
U
Visual Storytelling
S
Chapter 9 Content Marketing: Publishing Articles, White Papers, and E-Books
Chapter 10 Virtual Communities
_
Chapter 11 Mobile Marketing on Social Networks
?
Chapter 12 Social Media Monitoring and Management Tools
A
Chapter 13 Managing and Staffing the Organization for Social Media Marketing
I
Chapter 14 Social Media Marketing Plan
V U
S T
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
True / False
1. According to the text, older users are among the fastest growing demographics on most social media sites.
a. True
b. False
?
ANSWER: True
?
2. The number of followers is the ultimate measure of marketing achievement for social media.
S
a. True
b. False
S
ANSWER: False
E
3. Social media marketing is based in part on age-old concepts of community.
a. True
C
b. False
ANSWER: True
C
4. Developing a personal brand online is NOT related to the skills companies are looking for when they hire
people for social media positions.
U
a. True
b. False
S
ANSWER: False
_
5. According to the text, SMM is based around face-to-face conversations.
?
a. True
b. False
ANSWER: False
A
6. Social media marketers can influence what participants say and think about their brands, and they can
I
control the conversation entirely.
V
a. True
b. False
ANSWER: False
U
Multiple Choice
T
7. Which of these is NOT one of the seven myths of SMM?
S
a. SMM is too time-consuming.
b. SMM isn't right for most businesses.
c. There is no return on investment on SMM.
d. Social media is free.
e. Social media is just a fad.
ANSWER: b
8. Which of these is NOT an important aspect to social media marketing?
Copyright Cengage Learning. Powered by Cognero. Page 1
, Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
a. Creating buzz through content to attract attention
b. Finding ways for fans to share a brand's message
c. Ensuring the product message is always paramount
d. Developing two-way online conversations with users
?
e. Controlling the responses of unhappy audience members
ANSWER: e
?
9. Social media marketing is a form of which type of marketing?
S
a. Search engine
S
b. Broadcast media
c. Word of mouth
E
d. Paid advertising
e. Retail display
C
ANSWER: c
C
10. JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social
media?
a. Marketing
U
b. Corporate communications
c. Shareholders
S
d. Customer commitment
e. None of these is correct.
_
ANSWER: c
?
11. Which action is NOT recommended to limit the time investment in SMM?
a. Utilize tools like Hootsuite to manage efforts.
A
b. Recruit underutilized employees to boost media presence.
I
c. Monitor competitor posts hourly for trends.
d. Publish multimedia content on mobile devices.
V
e. None of these.
ANSWER: c
U
12. How was the earliest ancestor of today's diverse social media platforms used?
T
a. To quickly share media files such as music
b. To host user-driven discussions about various topics
S
c. To share resources for nonwork purposes
d. To participate in group photo-sharing
e. To post articles organized into newsgroups
ANSWER: e
13. Which aspect distinguishes SMM from traditional marketing?
a. It attempts to exclude competitive messages.
b. It seeks to control the content seen by the audience.
c. It allows companies to develop trusting relationships with their audience.
Copyright Cengage Learning. Powered by Cognero. Page 2
