Social Media Marketing Exam 2 (ch 4-7) |Questions and Answers
In an effort to improve social media presence, companies such as Dr Pepper are now
displaying specific CTAs in TV ads using:
Orange buttons
Hashtags
URLs
Interactive video - -Hashtags
-According to the annual "CMO Survey" in 2019, how many senior marketers have been
able to quantitatively demonstrate the impact of social media on business outcomes?
24.1%
75%
34%
0% - -24.1%
-What are the four stages of consumer decision-making that need to be activated before
any purchases can happen?
Awareness, Engagement, Positive attitudes, Advocacy
Analyze, Awareness, Engagement, Behavior
Advocacy, Behavior, Comprehension, Pro-active
Engagement, Behavior, Analyze, Shareability - -Awareness, Engagement, Positive attitudes,
Advocacy
-Would an increase in the number of product reviews be a good example of consumer
engagement?
Yes
No - -Yes
-What does the term "absolute sentiment" represent in this chapter?
-Number of approval actions for each post (e.g., likes, thumbs-ups, favorites)
-Feeling confident that your scheduled update will result in a lot of comments
-Increase in the share of positive overall brand mentions (relative to neutral and negative
mentions)
-Correcting negative comments or reviews through a social media channel - -Increase in
the share of positive overall brand mentions (relative to neutral and negative mentions)
-As a marketer, you should measure what is available, not what is relevant.
True
False - -False
-When looking over social media metrics, it would be wise to consider everything.
True
False - -False
, -According to Table 4.3.1 which would not be a commonly examined social media
marketing metric?
Bounce rate
Number of uploaded videos
RSS subscriptions
Search engine rank changes - -Number of uploaded videos
-Do social media platforms automatically measure certain metrics for you free of charge?
Yes
No - -Yes
-Have marketers increased, decreased, or neutralized the spending on social media
activities over the last five years?
Increased
Decreased
Neutralized - -Increased
-According to Table 4.1.2, which metric had the biggest percentage change increase in
popularity from 2010 to 2014?
Hits / visits / page views
Not promoter score
Repeat visits
Numbers of followers or friends - -Numbers of followers or friends
-Which statement below best represents a value-driving perspective?
-Being open to the different perspectives of your customers
-Whether if an objective is achieved, it would contribute something positive and valuable to
the brand
-The prospective value of not contributing something valuable to the brand
-A perspective in which customers are always right - -Whether if an objective is achieved,
it would contribute something positive and valuable to the brand
-Doing social media marketing is pointless unless it generates some value for non-
customers.
True
False - -False
-The NYPD Twitter campaign displayed what type of marketing?
Content marketing
Nonprofit social media marketing
Unstrategic social media marketing
Strategic social media marketing - -Unstrategic social media marketing
-Which answer best describes an indirect value-driving mechanism?
Increasing paid media spend
Buying Facebook fans
In an effort to improve social media presence, companies such as Dr Pepper are now
displaying specific CTAs in TV ads using:
Orange buttons
Hashtags
URLs
Interactive video - -Hashtags
-According to the annual "CMO Survey" in 2019, how many senior marketers have been
able to quantitatively demonstrate the impact of social media on business outcomes?
24.1%
75%
34%
0% - -24.1%
-What are the four stages of consumer decision-making that need to be activated before
any purchases can happen?
Awareness, Engagement, Positive attitudes, Advocacy
Analyze, Awareness, Engagement, Behavior
Advocacy, Behavior, Comprehension, Pro-active
Engagement, Behavior, Analyze, Shareability - -Awareness, Engagement, Positive attitudes,
Advocacy
-Would an increase in the number of product reviews be a good example of consumer
engagement?
Yes
No - -Yes
-What does the term "absolute sentiment" represent in this chapter?
-Number of approval actions for each post (e.g., likes, thumbs-ups, favorites)
-Feeling confident that your scheduled update will result in a lot of comments
-Increase in the share of positive overall brand mentions (relative to neutral and negative
mentions)
-Correcting negative comments or reviews through a social media channel - -Increase in
the share of positive overall brand mentions (relative to neutral and negative mentions)
-As a marketer, you should measure what is available, not what is relevant.
True
False - -False
-When looking over social media metrics, it would be wise to consider everything.
True
False - -False
, -According to Table 4.3.1 which would not be a commonly examined social media
marketing metric?
Bounce rate
Number of uploaded videos
RSS subscriptions
Search engine rank changes - -Number of uploaded videos
-Do social media platforms automatically measure certain metrics for you free of charge?
Yes
No - -Yes
-Have marketers increased, decreased, or neutralized the spending on social media
activities over the last five years?
Increased
Decreased
Neutralized - -Increased
-According to Table 4.1.2, which metric had the biggest percentage change increase in
popularity from 2010 to 2014?
Hits / visits / page views
Not promoter score
Repeat visits
Numbers of followers or friends - -Numbers of followers or friends
-Which statement below best represents a value-driving perspective?
-Being open to the different perspectives of your customers
-Whether if an objective is achieved, it would contribute something positive and valuable to
the brand
-The prospective value of not contributing something valuable to the brand
-A perspective in which customers are always right - -Whether if an objective is achieved,
it would contribute something positive and valuable to the brand
-Doing social media marketing is pointless unless it generates some value for non-
customers.
True
False - -False
-The NYPD Twitter campaign displayed what type of marketing?
Content marketing
Nonprofit social media marketing
Unstrategic social media marketing
Strategic social media marketing - -Unstrategic social media marketing
-Which answer best describes an indirect value-driving mechanism?
Increasing paid media spend
Buying Facebook fans
