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Question
Which of the following is true about a social media marketing plan?
a. It is never documented in writing.
b. It identifies and describes methods for monitoring, measuring, and managing the SMM effort.
c. It shares no common element with a traditional marketing plan.
d. It precludes an analysis of the competition.
Answer
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Describe the ways in which consumers rely on social media for their buying decisions.
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a. influencersb. social networking sitesc. social media monitoringd. appe. online forumf. demographicsg. social media toolh. return on investmenti. microblogj. social media marketingk. social medial. transparencym. social media marketing plann. bookmarking siteo. social media strategistp. social media analyticsq. social media platformr. content marketings. social news sitet. QR codes_____ are tools that help marketers trace, measure, and interpret data related to social media marketing initiatives.
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a. influencersb. social networking sitesc. social media monitoringd. appe. online forumf. demographicsg. social media toolh. return on investmenti. microblogj. social media marketingk. social medial. transparencym. social media marketing plann. bookmarking siteo. social media strategistp. social media analyticsq. social media platformr. content marketings. social news sitet. QR codesIndividuals who are capable of affecting the opinions and actions of others are called _____.
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Jon is in charge of measuring the impact of his firms social media plan. For which of the following tasks is he likely to be responsible?
a. Assessing awareness of the company
b. Calculating the company's share of voice
c. Responding to online criticism
d. Deciding when to use Facebook and Instagram
e. Gauging the level of target audience involvement with the company
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The rate of revenues received for every dollar spent on an expense is known as _____.
a. return on investment
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To be most effective, a firms social media marketing campaign should be well-structured, and it should include a number of key phases. The first phase of the campaign should be ___________. The last phase of the plan should be _______________.
a. strategy development; monitoring
b. identify target audience; implement plan
c. goal setting; implement plan
d. goal setting; measurement
e. produce content; implement plan
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Which of the following is true with regard to managing a social media marketing campaign?
a. It does not require a flexible approach.
b. It does not require familiarity with, or knowledge about the companys brand.
c. It requires knowledge of the benefits and drawbacks of the different social media platforms.
d. It is damaging for a firm involved in managing a potential social media crisis to be transparent.
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A person who oversees all of the companys social media functions, ranging from blogging copywriter to social media strategist is called a _____.
a. content programmer
b. social media marketing manager
c. social media developer
d. social media specialist
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a. Create awareness of our brand.
b. Reach new customers.
c. Offer coupons on Facebook.
d. Generate sales leads.
e. Increase customer satisfaction.
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Each year, the network HGTV (Home and Garden Television) builds a dream home and invites the public (age 18 and over) to register for a chance to win the home. HGTV allows people to enter once each day for a chance to win the home. Which quality of social media marketing effective campaign development is HGTV utilizing with their Dream Home promotion?
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b. Invitations to generate content
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a. blogging site
b. social networking site
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In drafting your firm's written policy for the ethical use of social media, you want to be simple and clear. You decide to write a memo with just three points that summarize the most important ethical guidelines. These include all of the following except:
a. Be honest.
b. Be accountable.
c. Respect privacy.
d. Be efficient.
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Dr. Johnson is advising a sophomore-level student about obtaining an entry-level job in social media marketing. Which of the following is most likely a recommendation that Dr. Johnson would make?
a. gain experience through an internship
b. take courses in accounting
c. post Instagram and Facebook photos of her nights out at local bars
d. delete her Facebook page
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Matt Reed works for the marketing team at a mobile manufacturing company and is responsible for creating content and generating discussions on social media sites regarding the companys product releases and other lifestyle conversations. His responsibilities in the marketing team are similar to those of a _____.
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Which of the following is a major ethical issue faced by social media marketers during their marketing campaigns?
a. Copyright infringement
b. Consumer privacy
c. Lack of funding
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Dave Carroll a musician and song writer was traveling on United Airlines with his Taylor guitar and when he arrived at his destination he found that his guitar had been damaged. After multiple attempts to receive financial compensation from United for his guitar, Dave used Twitter and YouTube to share a song he wrote called "United Breaks Guitars". Within 1 week of posting, the video had been viewed over 3 million times and mainstream media such as CNN, CBS and The Wall Street Journal interviewed Dave. The generation of 3 million views within a week and further exposure through other media options is an example of which feature of social media marketing?
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While consumers are heavy users of social media, it should be noted that businesses are big users of social media as a means of connecting with existing and potential customers. Which one of the following statements is false about consumer and business use of social media?
a. Businesses use social media to build partnerships with other companies
b. Some experts contend that social media can shift the way consumers behave within entire industries.
c. Not-for-profit organizations use social media to market themselves.
d. Business-to-business (B2B) marketers are not having much success with social media marketing efforts.
e. Consumers use social media to make final purchase decisions.
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Describe the three principal methods used by researchers to collect primary data.
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Describe the different sources of internal data within firms.
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Describe the new type of company that has evolved as a result of big data.
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