,TESTBANK for Social Media Marketing A Strategic
Approach , 3rd Edition Debra Zahay
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many
new editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,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.
a. True
b. False
ANSWER: False
3. Social media marketing is based in part on age-old concepts of community.
a. True
b. False
ANSWER: True
4. Developing a personal brand online is NOT related to the skills companies are looking for
when they hire people for social media positions.
a. True
b. False
ANSWER: False
5. According to the text, SMM is based around face-to-face conversations.
a. True
b. False
ANSWER: False
6. Social media marketers can influence what participants say and think about their brands, and
they can control the conversation entirely.
a. True
b. False
ANSWER: False
Multiple Choice
7. Which of these is NOT one of the seven myths of SMM?
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
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
8. Which of these is NOT an important aspect to 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?
a. Search engine
b. Broadcast media
c. Word of mouth
d. Paid advertising
e. Retail display
ANSWER: 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
b. Corporate communications
c. Shareholders
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.
b. Recruit underutilized employees to boost media presence.
c. Monitor competitor posts hourly for trends.
d. Publish multimedia content on mobile devices.
e. None of these.
ANSWER: c
12. How was the earliest ancestor of today's diverse social media platforms used?
a. To quickly share media files such as music
b. To host user-driven discussions about various topics
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.
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
b. It seeks to control the content seen by the audience.
c. It allows companies to develop trusting relationships with their audience.
d. It signals a one-way conversation from the firm to potential customers.
e. None of these.
ANSWER: c
14. In order to be a successful social media marketer, you need to possess key skills. Which of
these is NOT considered vital?
a. Participation in social media networks
b. Ability to listen to brand customers
c. Knowledge in social media analytics
d. Experience in leading sales teams
e. Comprehension of social media etiquette
ANSWER: d
15. According to the text, the most valuable element of the social media ecosystem is:
a. paid media
b. owned media.
c. earned media.
d. a, b, and c.
e. a and c.
ANSWER: c
16. Why is social media so attractive to consumers?
a. It helps people connect efficiently.
b. It allows firms to satisfy all customer needs.
c. It prevents service interruptions.
d. It is accessible to all consumers worldwide.
e. It allows firms to easily become thought leaders.
ANSWER: a
17. Which is a TRUE statement?
a. Social media return is calculated as financial ROI.
b. Young adults are the fastest growing social media user group.
c. Thought leadership ranks as a lesser benefit of SMM.
d. Monitoring social media engagement is inefficient for B2B firms.
e. Marketers should focus on one social media platform for network communications.
ANSWER: c
18. When should a social media marketer develop a comprehensive plan?
a. During web development
b. Before engaging customers
c. After measuring customer complaints
d. When controlling online conversations
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
e. None of the above.
ANSWER: b
Subjective Short Answer
19. Identify one way that social media marketing is similar to traditional marketing and one way
that it differs.
ANSWER: 1. SMM and traditional marketing are similar. They both emphasize the four Ps
(product, price, place, and promotion).
2. SMM and traditional marketing differ. Traditional marketing seeks to control the
content seen by the audience, whereas social media marketing seeks to engage
the audience in the co-creation of content.
20. Name and describe two BEST practices for social media marketing.
ANSWER: The following are the answers given in the textbook:
Stay on top of social media trends.
Be prepared to think and act quickly.
Be comfortable with analytics.
Learn to write for social media.
Establish and maintain your social media presence.
In all you do, show yourself to be an effective user of social media.
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 02: Goals and Strategies
True / False
1. Listening to what people are saying about a brand enables a firm to establish social media
goals and strategies.
a. True
b. False
ANSWER: True
2. The MOST popular uses for social media are to build brand awareness and to increase
customer loyalty.
a. True
b. False
ANSWER: False
3. Word of mouth is the leading purchase influence in four different countries.
a. True
b. False
ANSWER: True
4. Marketers don't need to focus on the words used to describe specific brands if sales are
increasing.
a. True
b. False
ANSWER: False
5. A social media marketing strategy should identify strategic opportunities discovered during
audience listening.
a. True
b. False
ANSWER: True
6. Improving business partnerships is a goal that social media marketing can help achieve.
a. True
b. False
ANSWER: False
Multiple Choice
7. Which of these is NOT part of the social media marketing planning cycle?
a. Setting goals
b. Tuning
c. e-commerce
d. Implementing
e. Monitoring
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 02: Goals and Strategies
ANSWER: c
8. Why is it important for a firm to listen to social media conversations about its competitors?
a. To determine how many people buy those products.
b. To reduce its overall product pricing.
c. To create a higher financial ROI.
d. To change popular industry opinion. Company identify those keywords people use for
its products.
e. To refine its social media strategy.
ANSWER: e
9. Social media marketing goals must be flexible because:
a. stakeholder values change as industries evolve.
b. products require regular adaptations.
c. traditional media is flexible.
d. firms may discover new information.
e. brand management and sales disagree.
ANSWER: d
10. All of these are stated key objectives of SMM EXCEPT:
a. customer service.
b. brand awareness.
c. web development.
d. brand preference.
e. new customer leads.
ANSWER: c
11. In addition to the primary SMM objectives, other secondary objectives include all of these
EXCEPT:
a. leveraging brand positioning.
b. supporting public relations
c. expanding market development.
d. engaging product influencers.
e. creating business partnerships.
ANSWER: c
12. Marketers can learn all of these from social media listening EXCEPT:
a. audience social media behavior.
b. changes in platform acceptance.
c. promotional opportunities for customers.
d. competitor product design plans.
e. None of these is correct.
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 02: Goals and Strategies
13. A call to action can be defined as a:
a. product positioning message.
b. sales development cycle.
c. competitor engagement technique for the objectives of a social media campaign.
d. type of social media measurement which is the process of measuring a social media
campaign.
e. desired audience response.
ANSWER: e
14. When developing social media strategies, it is important that companies:
a. imitate their competitors.
b. consider internal capabilities.
c. increase their marketing budget.
d. consistently avoid operational concerns.
e. implement a call to action first.
ANSWER: b
15. Which of these is NOT considered a social media marketing goal?
a. Increase customer satisfaction.
b. Generate purchase referrals.
c. Conduct product testing.
d. Manage online reputation.
e. Increase TikTok viewership.
ANSWER: e
16. Which of the 8 C's of strategy development refers to engaging with influencers so that you
can enlist them to help shape opinions about your product or service?
a. Convert
b. Categorize
c. Collaborate
d. Connect
e. Contribute
ANSWER: d
17. Which of these can be the greatest asset to a social media team in influencing its audience?
a. Competitive expertise
b. Unpaid advocate
c. Traditional media
d. Product adoption
e. Global presence
ANSWER: b
Subjective Short Answer
Copyright Cengage Learning. Powered by Cognero. Page 3
, Name: Class: Date:
Chapter 02: Goals and Strategies
18. What is the difference between a business objective and a social media marketing
objective? Provide an example of each.
ANSWER: A business objective is financial in nature. Example: achieve a 15% increase in sales annually.
A social media marketing objective is based on audience engagement and is not
financial in nature. Example: increase customer satisfaction by 10% in one quarter.
19. On which criteria will social media marketing objectives be judged?
ANSWER: Social media marketing objectives will be judged based on their adherence to SMART
criteria. The objectives must be specific, measurable, achievable, realistic, and time
delineated.
20. Why is it important to have a call to action at every stage of a social media marketing
campaign?
ANSWER: Effective social media marketers should already have some idea what their audience's goals,
motivations, and communication preferences are (through the listening process). A strong call
to action will put that knowledge to work, by designing a compelling message that keeps
consumers engaged and coming back for more.
Copyright Cengage Learning. Powered by Cognero. Page 4
Approach , 3rd Edition Debra Zahay
Notes
1- The file is chapter after chapter.
2- We have shown you few pages sample.
3- The file contains all Appendix and Excel
sheet if it exists.
4- We have all what you need, we make
update at every time. There are many
new editions waiting you.
5- If you think you purchased the wrong file
You can contact us at every time, we can
replace it with true one.
Our email:
,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.
a. True
b. False
ANSWER: False
3. Social media marketing is based in part on age-old concepts of community.
a. True
b. False
ANSWER: True
4. Developing a personal brand online is NOT related to the skills companies are looking for
when they hire people for social media positions.
a. True
b. False
ANSWER: False
5. According to the text, SMM is based around face-to-face conversations.
a. True
b. False
ANSWER: False
6. Social media marketers can influence what participants say and think about their brands, and
they can control the conversation entirely.
a. True
b. False
ANSWER: False
Multiple Choice
7. Which of these is NOT one of the seven myths of SMM?
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
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
8. Which of these is NOT an important aspect to 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?
a. Search engine
b. Broadcast media
c. Word of mouth
d. Paid advertising
e. Retail display
ANSWER: 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
b. Corporate communications
c. Shareholders
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.
b. Recruit underutilized employees to boost media presence.
c. Monitor competitor posts hourly for trends.
d. Publish multimedia content on mobile devices.
e. None of these.
ANSWER: c
12. How was the earliest ancestor of today's diverse social media platforms used?
a. To quickly share media files such as music
b. To host user-driven discussions about various topics
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.
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
b. It seeks to control the content seen by the audience.
c. It allows companies to develop trusting relationships with their audience.
d. It signals a one-way conversation from the firm to potential customers.
e. None of these.
ANSWER: c
14. In order to be a successful social media marketer, you need to possess key skills. Which of
these is NOT considered vital?
a. Participation in social media networks
b. Ability to listen to brand customers
c. Knowledge in social media analytics
d. Experience in leading sales teams
e. Comprehension of social media etiquette
ANSWER: d
15. According to the text, the most valuable element of the social media ecosystem is:
a. paid media
b. owned media.
c. earned media.
d. a, b, and c.
e. a and c.
ANSWER: c
16. Why is social media so attractive to consumers?
a. It helps people connect efficiently.
b. It allows firms to satisfy all customer needs.
c. It prevents service interruptions.
d. It is accessible to all consumers worldwide.
e. It allows firms to easily become thought leaders.
ANSWER: a
17. Which is a TRUE statement?
a. Social media return is calculated as financial ROI.
b. Young adults are the fastest growing social media user group.
c. Thought leadership ranks as a lesser benefit of SMM.
d. Monitoring social media engagement is inefficient for B2B firms.
e. Marketers should focus on one social media platform for network communications.
ANSWER: c
18. When should a social media marketer develop a comprehensive plan?
a. During web development
b. Before engaging customers
c. After measuring customer complaints
d. When controlling online conversations
Copyright Cengage Learning. Powered by Cognero. Page 3
,Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
e. None of the above.
ANSWER: b
Subjective Short Answer
19. Identify one way that social media marketing is similar to traditional marketing and one way
that it differs.
ANSWER: 1. SMM and traditional marketing are similar. They both emphasize the four Ps
(product, price, place, and promotion).
2. SMM and traditional marketing differ. Traditional marketing seeks to control the
content seen by the audience, whereas social media marketing seeks to engage
the audience in the co-creation of content.
20. Name and describe two BEST practices for social media marketing.
ANSWER: The following are the answers given in the textbook:
Stay on top of social media trends.
Be prepared to think and act quickly.
Be comfortable with analytics.
Learn to write for social media.
Establish and maintain your social media presence.
In all you do, show yourself to be an effective user of social media.
Copyright Cengage Learning. Powered by Cognero. Page 4
,Name: Class: Date:
Chapter 02: Goals and Strategies
True / False
1. Listening to what people are saying about a brand enables a firm to establish social media
goals and strategies.
a. True
b. False
ANSWER: True
2. The MOST popular uses for social media are to build brand awareness and to increase
customer loyalty.
a. True
b. False
ANSWER: False
3. Word of mouth is the leading purchase influence in four different countries.
a. True
b. False
ANSWER: True
4. Marketers don't need to focus on the words used to describe specific brands if sales are
increasing.
a. True
b. False
ANSWER: False
5. A social media marketing strategy should identify strategic opportunities discovered during
audience listening.
a. True
b. False
ANSWER: True
6. Improving business partnerships is a goal that social media marketing can help achieve.
a. True
b. False
ANSWER: False
Multiple Choice
7. Which of these is NOT part of the social media marketing planning cycle?
a. Setting goals
b. Tuning
c. e-commerce
d. Implementing
e. Monitoring
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
Chapter 02: Goals and Strategies
ANSWER: c
8. Why is it important for a firm to listen to social media conversations about its competitors?
a. To determine how many people buy those products.
b. To reduce its overall product pricing.
c. To create a higher financial ROI.
d. To change popular industry opinion. Company identify those keywords people use for
its products.
e. To refine its social media strategy.
ANSWER: e
9. Social media marketing goals must be flexible because:
a. stakeholder values change as industries evolve.
b. products require regular adaptations.
c. traditional media is flexible.
d. firms may discover new information.
e. brand management and sales disagree.
ANSWER: d
10. All of these are stated key objectives of SMM EXCEPT:
a. customer service.
b. brand awareness.
c. web development.
d. brand preference.
e. new customer leads.
ANSWER: c
11. In addition to the primary SMM objectives, other secondary objectives include all of these
EXCEPT:
a. leveraging brand positioning.
b. supporting public relations
c. expanding market development.
d. engaging product influencers.
e. creating business partnerships.
ANSWER: c
12. Marketers can learn all of these from social media listening EXCEPT:
a. audience social media behavior.
b. changes in platform acceptance.
c. promotional opportunities for customers.
d. competitor product design plans.
e. None of these is correct.
ANSWER: d
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
Chapter 02: Goals and Strategies
13. A call to action can be defined as a:
a. product positioning message.
b. sales development cycle.
c. competitor engagement technique for the objectives of a social media campaign.
d. type of social media measurement which is the process of measuring a social media
campaign.
e. desired audience response.
ANSWER: e
14. When developing social media strategies, it is important that companies:
a. imitate their competitors.
b. consider internal capabilities.
c. increase their marketing budget.
d. consistently avoid operational concerns.
e. implement a call to action first.
ANSWER: b
15. Which of these is NOT considered a social media marketing goal?
a. Increase customer satisfaction.
b. Generate purchase referrals.
c. Conduct product testing.
d. Manage online reputation.
e. Increase TikTok viewership.
ANSWER: e
16. Which of the 8 C's of strategy development refers to engaging with influencers so that you
can enlist them to help shape opinions about your product or service?
a. Convert
b. Categorize
c. Collaborate
d. Connect
e. Contribute
ANSWER: d
17. Which of these can be the greatest asset to a social media team in influencing its audience?
a. Competitive expertise
b. Unpaid advocate
c. Traditional media
d. Product adoption
e. Global presence
ANSWER: b
Subjective Short Answer
Copyright Cengage Learning. Powered by Cognero. Page 3
, Name: Class: Date:
Chapter 02: Goals and Strategies
18. What is the difference between a business objective and a social media marketing
objective? Provide an example of each.
ANSWER: A business objective is financial in nature. Example: achieve a 15% increase in sales annually.
A social media marketing objective is based on audience engagement and is not
financial in nature. Example: increase customer satisfaction by 10% in one quarter.
19. On which criteria will social media marketing objectives be judged?
ANSWER: Social media marketing objectives will be judged based on their adherence to SMART
criteria. The objectives must be specific, measurable, achievable, realistic, and time
delineated.
20. Why is it important to have a call to action at every stage of a social media marketing
campaign?
ANSWER: Effective social media marketers should already have some idea what their audience's goals,
motivations, and communication preferences are (through the listening process). A strong call
to action will put that knowledge to work, by designing a compelling message that keeps
consumers engaged and coming back for more.
Copyright Cengage Learning. Powered by Cognero. Page 4
