Social Media Marketing Exam 1 Study Guide
Questions and Answers
According to the text, social media is only being adopted by younger populations. - -False
-Only large corporations have been successful in measuring the return from their social
media marketing efforts.
True - -False
-Social media marketing is based on marketing principles that have been around for years.
- -True
-According to the text, the reason why social media marketing is such a growth industry
right now is because corporate marketers are planning on using external resources for
their new social media efforts. - -False
-According to the text, SMM employs word-of-mouth marketing. - -True
-Marketing investment in social media is forecast to increase. - -True
-Which of the following is not one of the seven myths of SMM? - -SMM isn't right for most
businesses.
-Which of the following is not an important aspect to social media marketing? - -
Monitoring and responding
-Social media marketing is a form of what type of marketing? - -Word of mouth
-Which firm is credited with creating "the perfect business apology"? - -JetBlue
-Which of the following is one way to manage the time invested in social media marketing?
- -Leverage tools like Hootsuite that are designed to improve efficiencies.
-Which of the following is considered the earliest ancestor of social media? - -USENET
-SMM is different because: - -all of these.
-In order to be a successful social media marketer, you need a number of technical and
personal skills. Which of the following is not considered vital? - -A big ego
-According to the text, social media is a part of a larger media ecosystem made up of: - -
Paid media & owned media (A and C)
-Why is social media so attractive for consumers? - -It gives the consumer more power.
, -Which is a true statement? - -Over half of U.S. adults over the age of 65 were Internet
users.
-What is the primary lesson behind the "United Breaks Guitars" case? - -Companies must
be active in monitoring their brands online in order to respond in a timely manner to
customer issues.
-A social media marketing plan does not require monitoring or adjustment during its
implementation. - -False
-The most popular uses for social media are brand awareness and building brand
preference. - -True
-Some of a brand's most passionate advocates can start off as disgruntled customers. - -
True
-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. - -False
-A social media marketing strategy is something that should be developed to support a
brand's overall marketing plan. - -True
-Increasing search engine rankings and site traffic are two important goals for brands that
social media marketing cannot help achieve. - -False
-Which of the following is not part of the social media marketing planning cycle? - -Driving
traffic
-Why is it important to listen to conversations about a brand? - -Comments can help a
company understand how it is perceived and where opportunities may lie.
-Social media marketing goals must be flexible because: - -new developments sometimes
occur while using social media.
-All of the following are key objectives of SMM EXCEPT: - -brand development
-In addition to the primary SMM objectives, other secondary objectives include all of these
EXCEPT: - -expanding brand loyalty.
-What can be learned from listening includes all of these EXCEPT: - -all of these are correct
-A "call to action" can be defined as: - -the action you want someone to take at each stage
of your marketing campaign.
Questions and Answers
According to the text, social media is only being adopted by younger populations. - -False
-Only large corporations have been successful in measuring the return from their social
media marketing efforts.
True - -False
-Social media marketing is based on marketing principles that have been around for years.
- -True
-According to the text, the reason why social media marketing is such a growth industry
right now is because corporate marketers are planning on using external resources for
their new social media efforts. - -False
-According to the text, SMM employs word-of-mouth marketing. - -True
-Marketing investment in social media is forecast to increase. - -True
-Which of the following is not one of the seven myths of SMM? - -SMM isn't right for most
businesses.
-Which of the following is not an important aspect to social media marketing? - -
Monitoring and responding
-Social media marketing is a form of what type of marketing? - -Word of mouth
-Which firm is credited with creating "the perfect business apology"? - -JetBlue
-Which of the following is one way to manage the time invested in social media marketing?
- -Leverage tools like Hootsuite that are designed to improve efficiencies.
-Which of the following is considered the earliest ancestor of social media? - -USENET
-SMM is different because: - -all of these.
-In order to be a successful social media marketer, you need a number of technical and
personal skills. Which of the following is not considered vital? - -A big ego
-According to the text, social media is a part of a larger media ecosystem made up of: - -
Paid media & owned media (A and C)
-Why is social media so attractive for consumers? - -It gives the consumer more power.
, -Which is a true statement? - -Over half of U.S. adults over the age of 65 were Internet
users.
-What is the primary lesson behind the "United Breaks Guitars" case? - -Companies must
be active in monitoring their brands online in order to respond in a timely manner to
customer issues.
-A social media marketing plan does not require monitoring or adjustment during its
implementation. - -False
-The most popular uses for social media are brand awareness and building brand
preference. - -True
-Some of a brand's most passionate advocates can start off as disgruntled customers. - -
True
-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. - -False
-A social media marketing strategy is something that should be developed to support a
brand's overall marketing plan. - -True
-Increasing search engine rankings and site traffic are two important goals for brands that
social media marketing cannot help achieve. - -False
-Which of the following is not part of the social media marketing planning cycle? - -Driving
traffic
-Why is it important to listen to conversations about a brand? - -Comments can help a
company understand how it is perceived and where opportunities may lie.
-Social media marketing goals must be flexible because: - -new developments sometimes
occur while using social media.
-All of the following are key objectives of SMM EXCEPT: - -brand development
-In addition to the primary SMM objectives, other secondary objectives include all of these
EXCEPT: - -expanding brand loyalty.
-What can be learned from listening includes all of these EXCEPT: - -all of these are correct
-A "call to action" can be defined as: - -the action you want someone to take at each stage
of your marketing campaign.
