SMM Final Exam Review

Last updated almost 2 years ago

40 questions

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Chapter 3

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Chapter 4

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According to the text, the most valuable element on the social media ecosystem is Owned Media.

True

False

Which of these is NOT one of the seven myths of SMM?

Which of these is NOT an important aspect to social media marketing?

Controlling the responses of unhappy audience members

Developing two-way online conversations with users

Ensuring the product message is always paramount

Creating buzz through content to attract attention

Finding ways for fans to share a brand’s message

JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social media?

Social media marketing is based in part on age-old concepts of community

True

False

Social media marketers can influence what participants say and think about their brands and they can control the conversation entirely.

True

False

Which action is NOT recommended to limit the time investment in SMM?

Publish multimedia content on mobile devices

Recruit underutilized employees to boost media presence

Utilize tools like Hootsuite to manage efforts

Monitor competitor posts hourly for trends

All of these are correct

Which is a TRUE statement?

Young adults are the fastest growing social media user group.

Monitoring social media engagement is inefficient for B2B firms

Thought leadership ranks as a lesser benefit of SMM

Social media return is calculated as financial ROI

Marketers should focus on one social media platform for network communications

Social media attractive to consumers because it is accessible to all consumers worldwide

True

False

Which aspect distinguishes SMM from traditional marketing?

It utilize tools like Hootsuite to manage efforts

It seeks to control the content seen by the audience

It allows companies to develop trusting relationships with their audience

It signals one-way conversations from the firm to potential customers

It attempts to exclude competitive message

Which of these are part of the social media marketing planning cycle?

The most popular uses for social media are to build brand awareness and to increase customer loyalty.

True

False

A social media marketing strategy should identify strategic opportunities discovered during audience listening.

True

False

Why is it important for a firm to listen to social media conversations about its competitors?

To change popular industry opinion. Companies identify those keywords people use for its products.

To refine its social media strategy

To reduce its overall product pricing

To create a higher financial ROI

To determine how many people buy those products

Select all the stated key objectives of SMM

In addition to primary SMM objectives, other secondary objectives include:

Which of these is NOT considered a social media marketing goal?

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?

Which of these can be the greatest asset to a social media team in influencing its audience?

Marketers need to focus on the words used to describe specific brands if sales are increasing.

True

False

LinkedIn allows self-promotion on its platforms. Members can use the words buy, sell, or attend.

True

False

The Forrester Social Technographics Ladder identifies personas based only on what behaviors they present on social media.

True

False

Big data provides opportunities to perform behavioral targeting without significant risks.

True

False

What is a common issue with social media marketing plans?

Incorrectly identifying the target audience

Defining the schedule implementation too broadly

Developing strategies before identifying the target audience

Not understanding marketing goals and objectives

Relying too heavily on Facebook as a social media strategy

Select all processes for creating a SMM plan

choosing the media mix

the creation of specific personas based on the target market

the implementation of a schedule for posting

the creation of messaging objectives

the implementation of SEO once

The Persona Development Cycle does NOT include:

listing the needs of all personas

determining the situational triggers of the persona

developing purpose-oriented goals for communications with each persona

identifying all personas by role

messaging all audiences using the same content

Why is the Social Technographics Ladder useful?

It confirms that social media is used primarily by Baby Boomers

It replaces other more time-consuming persona development processes

It allows a company to identify why people are using social media

It provides common persona profiles for a company to reference

It helps identify how social media sites are useful for a company

The raters group on the Social Technographics Ladder is identified as those that post rating of products or services

True

False

LinkedIn offers behavior targeting that uses data from platform business partners related to online and offline product-related behaviors

True

False

Which rung on the Social Technographics Ladder represents those that simply maintain their profiles on social networking site?

All of these are dimensions of social media EXCEPT:

The content of interruption ads is focused around selling a product or service regardless of its value to the target market.

True

False

There is no set rule for how often you should post.

True

False

Marketers should only use bots if they have the resources for 24-hour coverage.

True

False

Which components are part of the customer journey?

Advertising, co-creation, transaction

Referral, conversation, satisfaction

Awareness, consideration, conversion

Connection, engagement, close

Which of these is represented in the holistic approach to SMM as whether decisions regarding the use of social media tools are based on a highly centralized hierarchy or a network of contributors with decentralized decision-making authority?

The inbound marketing methodology suggests that firms develop relationships with customers by implementing which strategy?

Providing an audience with helpful information is one definition of being resourceful. Analyze, outbond, exchange

Attract, engage, delight

Putting a human fact to a brand is one way to develop authenticity and build trust. Prospect, create, promote

Expand, improve, convert

Attract, invest, customize

Deciding which practices to employ in social media is based on the ethical limits and norms of the online community and the tools available.

True

False

Why is it important to be careful when using online translations to create new content?

Marketers should be fluent in multiple languages

Hiring translators guarantees effectiveness

English is considered business language

The results may lack cultural context

It is not available for some languages

Creating which of these can assist social media marketers in understanding how potential customers progress through their journeys?

According to the text, the most valuable element on the social media ecosystem is Owned Media.

True

False

Which of these is NOT one of the seven myths of SMM?

SMM is too time-consuming

Social media is just a fad

Social media is free

SMM isn’t right for most businesses

There is no return on investment on SMM

Which of these is NOT an important aspect to social media marketing?

Controlling the responses of unhappy audience members

Developing two-way online conversations with users

Ensuring the product message is always paramount

Creating buzz through content to attract attention

Finding ways for fans to share a brand’s message

JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social media?

Stockholders

Corporate communications

Shareholders

All of these are correct

Customer commitment

Social media marketing is based in part on age-old concepts of community

True

False

Social media marketers can influence what participants say and think about their brands and they can control the conversation entirely.

True

False

Which action is NOT recommended to limit the time investment in SMM?

Publish multimedia content on mobile devices

Recruit underutilized employees to boost media presence

Utilize tools like Hootsuite to manage efforts

Monitor competitor posts hourly for trends

All of these are correct

Which is a TRUE statement?

Young adults are the fastest growing social media user group.

Monitoring social media engagement is inefficient for B2B firms

Thought leadership ranks as a lesser benefit of SMM

Social media return is calculated as financial ROI

Marketers should focus on one social media platform for network communications

Social media attractive to consumers because it is accessible to all consumers worldwide

True

False

Which aspect distinguishes SMM from traditional marketing?

It utilize tools like Hootsuite to manage efforts

It seeks to control the content seen by the audience

It allows companies to develop trusting relationships with their audience

It signals one-way conversations from the firm to potential customers

It attempts to exclude competitive message

Which of these are part of the social media marketing planning cycle?

Setting e-commerce

Tuning

Implementing

Monitoring

Setting goals

The most popular uses for social media are to build brand awareness and to increase customer loyalty.

True

False

A social media marketing strategy should identify strategic opportunities discovered during audience listening.

True

False

Why is it important for a firm to listen to social media conversations about its competitors?

To change popular industry opinion. Companies identify those keywords people use for its products.

To refine its social media strategy

To reduce its overall product pricing

To create a higher financial ROI

To determine how many people buy those products

Select all the stated key objectives of SMM

New Customer Leads

Web development

Customer Service

Brand Awareness

Brand Preference

In addition to primary SMM objectives, other secondary objectives include:

Expanding market development

Supporting public relations

Engaging product influencers

Leveraging brand positioning

Creating business partnerships

Which of these is NOT considered a social media marketing goal?

Increase customer satisfaction

Manage online reputation

Generate purchase referrals

Conduct product testing

Increase TikTok viewership

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?

Convert

Collaborate

Connect

Categorize

Contribute

Which of these can be the greatest asset to a social media team in influencing its audience?

Product adoption

Global presence

Unpaid advocate

Competitive expertise

Traditional media

Marketers need to focus on the words used to describe specific brands if sales are increasing.

True

False

LinkedIn allows self-promotion on its platforms. Members can use the words buy, sell, or attend.

True

False

The Forrester Social Technographics Ladder identifies personas based only on what behaviors they present on social media.

True

False

Big data provides opportunities to perform behavioral targeting without significant risks.

True

False

What is a common issue with social media marketing plans?

Incorrectly identifying the target audience

Defining the schedule implementation too broadly

Developing strategies before identifying the target audience

Not understanding marketing goals and objectives

Relying too heavily on Facebook as a social media strategy

Select all processes for creating a SMM plan

choosing the media mix

the creation of specific personas based on the target market

the implementation of a schedule for posting

the creation of messaging objectives

the implementation of SEO once

The Persona Development Cycle does NOT include:

listing the needs of all personas

determining the situational triggers of the persona

developing purpose-oriented goals for communications with each persona

identifying all personas by role

messaging all audiences using the same content

Why is the Social Technographics Ladder useful?

It confirms that social media is used primarily by Baby Boomers

It replaces other more time-consuming persona development processes

It allows a company to identify why people are using social media

It provides common persona profiles for a company to reference

It helps identify how social media sites are useful for a company

The raters group on the Social Technographics Ladder is identified as those that post rating of products or services

True

False

LinkedIn offers behavior targeting that uses data from platform business partners related to online and offline product-related behaviors

True

False

Which rung on the Social Technographics Ladder represents those that simply maintain their profiles on social networking site?

Inactives

Critics

Collectors

Creators

Joiners

Spectators

All of these are dimensions of social media EXCEPT:

Scope

Culture

Governance

Structure

Usage

The content of interruption ads is focused around selling a product or service regardless of its value to the target market.

True

False

There is no set rule for how often you should post.

True

False

Marketers should only use bots if they have the resources for 24-hour coverage.

True

False

Which components are part of the customer journey?

Advertising, co-creation, transaction

Referral, conversation, satisfaction

Awareness, consideration, conversion

Connection, engagement, close

Which of these is represented in the holistic approach to SMM as whether decisions regarding the use of social media tools are based on a highly centralized hierarchy or a network of contributors with decentralized decision-making authority?

Governance

Scope

Structure

Approval

Culture

The inbound marketing methodology suggests that firms develop relationships with customers by implementing which strategy?

Providing an audience with helpful information is one definition of being resourceful. Analyze, outbond, exchange

Attract, engage, delight

Putting a human fact to a brand is one way to develop authenticity and build trust. Prospect, create, promote

Expand, improve, convert

Attract, invest, customize

Deciding which practices to employ in social media is based on the ethical limits and norms of the online community and the tools available.

True

False

Why is it important to be careful when using online translations to create new content?

Marketers should be fluent in multiple languages

Hiring translators guarantees effectiveness

English is considered business language

The results may lack cultural context

It is not available for some languages

Creating which of these can assist social media marketers in understanding how potential customers progress through their journeys?

Personas

Sponsored engagement

Intentional interruptions

Media Schedule

Brand Modeling