Social Media Marketing-FOR TOM MUTUNGA
Chapter 01—Why Social Media?
| 1. According to the text, social media is only being adopted by younger populations.
|
| 2. Only large corporations have been successful in measuring the return from their social media marketing efforts.
|
| 3. Social media marketing is based on marketing principles that have been around for years.
|
| 4. 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.
|
| 5. According to the text, SMM employs word-of-mouth marketing.
|
| 6. Marketing investment in social media is forecast to increase.
|
| 7. Which of the following 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 just for the young. | | | e. | Social media is just a fad. |
|
| 8. Which of the following is not an important aspect to social media marketing? | | a. | Creating buzz through content to attract attention | | | b. | Finding ways for the fans and users to share a company's message through various social channels | | | c. | Ensuring the product message is always paramount | | | d. | Developing two-way online conversations with users | | | e. | Monitoring and responding |
|
| 9. Social media marketing is a form of what type of marketing? | | a. | Social networking | | | b. | Online advertising | | | c. | Word of mouth | | | d. | Paid search | | | e. | Direct mail |
|
| 10. Which firm is credited with creating "the perfect business apology"? | | a. | Wikipedia | | | b. | Facebook | | | c. | JetBlue | | | d. | Twitter | | | e. | None of these. |
|
| 11. Which of the following is one way to manage the time invested in social media marketing? | | a. | Leverage tools like Hootsuite that are designed to improve efficiencies. | | | b. | Hire an outside agency. | | | c. | Only spend time on one social media site at a time. | | | d. | Install times on employee computers to monitor time spent on social media. | | | e. | None of these. |
|
| 12. Which of the following is considered the earliest ancestor of social media? | | a. | ARPANET | | | b. | Email | | | c. | Telegram | | | d. | Whole Earth 'Lectronic Link | | | e. | USENET |
|
| 13. SMM is different because: | | a. | it does not employ traditional marketing methods in the usual way. | | | b. | it does not control the content of the message. | | | c. | it emphasizes audience contribution. | | | d. | all of these. | | | e. | none of these. |
|
| 14. 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. | Basic computer skills | | | b. | Good listening skills | | | c. | Strong reading and comprehension skills | | | d. | A big ego | | | e. | A sense of humor |
|
| 15. According to the text, social media is a part of a larger media ecosystem made up of: | | a. | paid media. | | | b. | bought media. | | | c. | owned media. | | | d. | A, B, and C. | | | e. | A and C |
|
| 16. Why is social media so attractive for consumers? | | a. | It is free. | | | b. | It allows for more insight and creativity. | | | c. | It gives the consumer more power. | | | d. | It is used by everybody. | | | e. | It allows consumers to vent about bad customer service. |
|
| 17. Which is a true statement? | | a. | B2B firms cannot benefit from social media. | | | b. | Over half of U.S. adults over the age of 65 were Internet users. | | | c. | Social media is only for certain companies and industries. | | | d. | Monitoring social media is an inefficient use of company time. | | | e. | Most people do not spend that much time using social media. |
|
| 18. What is the primary lesson behind the "United Breaks Guitars" case? | | a. | Online video has the power to reach millions of people at a very low cost. | | | b. | Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues. | | | c. | A well-executed PR strategy can help control negative social media messages. | | | d. | Social media is only effective for customer complaints. | | | e. | Customer service should not be outsourced. |
|
| 19. Identify two ways that social media marketing differs from traditional marketing. | ANSWER: | | 1. | Control vs. Contribute: Traditional marketing attempts to control the message, while social media marketing is about engaging users and getting them to contribute to the conversation. | | 2. | Trust Building: Social media marketing is about developing trust with consumers and building relationships with them. |
|
|
| 20. Name and describe one best practice for social media marketing. | ANSWER: | Begin with a strategy backed by a SMM plan. Random or inconsistent use of social media will not produce any benefits. |
|
| Copyright Cengage Learning. Powered by Cognero. | Page 13 |
