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Name:
Class:
Date:
chapter 4
Indicate whether the statement is true or false.
1. Social media marketing content focuses on its audience rather than promoting the company outright.
a.
True
b.
False
2. Well-written social media policies of a firm are consistent with its organizational culture and values.
a.
True
b.
False
3. Developing the best strategies for social media marketing requires a thorough understanding of the target
audience.
a.
True
b.
False
4. Comment Sniper helps companies to monitor the comments on their products and also the discussions on
online forums. Comment Sniper is an example of social media analytics tool.
a.
True
b.
False
5. Most online shoppers who start with search engines do so because these provide the greatest amount of
information about products and companies.
a.
True
b.
False
6. Adrian works with the marketing team of an automobile company. He oversees the look and feel of the online
communities that the company uses to market its products. His role is similar to that of a social media designer.
a.
True
b.
False
7. The rules of engagement for social media mainly focus on making the exchange between marketers and their
targeted audience overly positive for the customers.
a.
True
b.
False
8. QR codes can be scanned only with the help of a dedicated QR code reader.
a.
True
b.
False
9. The basis for social media is conversation.
a.
True
b.
False
10. A person who manages external engagement with customers in social media channels is called a social
media developer.
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a.
True
b.
False
11. The majority of online consumers use social media to make purchase decisions.
a.
True
b.
False
12. The majority of the firms measure the success of their social media marketing plan in terms of their social
media presence.
a.
True
b.
False
13. The audience’s trust is essential for the success of social media marketing efforts.
a.
True
b.
False
14. Every social network has its own search engine, which allows users to search for topics that interest them.
a.
True
b.
False
15. Marketers often use blog postings to educate consumers and business customers about new products.
a.
True
b.
False
16. After developing strategies of the campaign, marketers focus on specific tactics such as recruiting
influencers, setting up contests, or offering coupons and discounts.
a.
True
b.
False
17. Effective social media marketing requires setting goals and developing strategies to reach a target audience.
a.
True
b.
False
18. Marketers use reach and frequency as variables to calculate the return on investment of their social media
marketing initiatives.
a.
True
b.
False
19. Not-for-profit organizations use social media to connect with the general public, the business community,
and each other.
a.
True
b.
False
20. An effective social media marketing campaign should contain good keywords that the targeted audience are
most likely to search for when looking for information about goods and services.
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chapter 4
a.
True
b.
False
21. While determining the target audience for a particular social media marketing campaign, marketers not only
pinpoint the products which will best serve the group, but also determine the social media that will be effective
in delivering the message.
a.
True
b.
False
22. The target audience for a social media marketing campaign depends on the goal of the marketing effort.
a.
True
b.
False
23. A person who oversees the social media analytics function in a firm’s social media campaign is responsible
for measuring the results of the marketing effort.
a.
True
b.
False
24. All companies follow a standard format for social media marketing plans.
a.
True
b.
False
25. Marketers direct some parts of their social media marketing efforts toward trust building in order to facilitate
the two-way conversation between the company and the consumer.
a.
True
b.
False
26. The nature of relationships between B2B marketers and their customers is similar to that of firms that
market products to consumers.
a.
True
b.
False
27. Communities created by social media help steer consumers toward new brands and products.
a.
True
b.
False
28. Business-to-business (B2B) firms rarely use social media for marketing their businesses.
a.
True
b.
False
29. People who want to learn about a product and its features in detail are more likely to search out this
information on Twitter, while those interested in a promotional event are more likely to follow Facebook.
a.
True
b.
False
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30. CafeMom is a website that provides a platform for mothers and mothers-to-be to interact with each other.
The website also provides information on various topics such as parenting dilemmas, baby care, and green
living. CafeMom can be regarded as a social networking site.
a.
True
b.
False
31. Bon Appétit! is a website that contains recipes written by Elise Bauer. In the website, Bauer also writes
various articles regarding simple cooking methods. Bon Appétit! can be regarded as an online forum.
a.
True
b.
False
32. Noah Bennett works for a technology company and is responsible for creating the content of the social
media marketing campaign. He also informs the public about topics such as product releases. Noah is a social
media developer.
a.
True
b.
False
33. The goals of a social media marketing plan have to be flexible for marketers to be able to adapt to the
changing conditions in the marketing environment.
a.
True
b.
False
34. Marketers generally view the goal of social media marketing as developing a conversation with potential
customers.
a.
True
b.
False
35. Marketing efforts aimed at creating brand awareness will have a broader target audience compared to those
aimed at strengthening relationships with existing customers.
a.
True
b.
False
36. Television commercials are much more effective in specifically targeting interested consumers than social
media efforts.
a.
True
b.
False
37. Connotea is a social media platform aimed primarily at scientists and clinicians, where users can post news
items and links to outside articles, then vote on which postings get the most prominent display. Connotea is an
example of an online forum.
a.
True
b.
False
38. Social media helps marketers to connect with influencers.
a.
True
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b.
False
39. Every social media channel has an intended use by its community.
a.
True
b.
False
40. Social media includes different forms of electronic communication.
a.
True
b.
False
41. Microblogging allows people to communicate extensively through lengthy blog postings.
a.
True
b.
False
42. Setting clear goals helps everyone involved in the marketing campaign to aim their efforts in the right
direction.
a.
True
b.
False
43. Sports celebrities and actors use social media marketing to create a positive public image.
a.
True
b.
False
44. Protection of consumer privacy is a major ethical issue faced by social media marketers.
a.
True
b.
False
45. Marketers select monitoring tools based on the needs of their own firms.
a.
True
b.
False
46. The first step in creating a social media marketing plan is to write an executive summary.
a.
True
b.
False
47. The goal of content marketing is to drive the target audience toward a desired action.
a.
True
b.
False
48. DailyHub is a popular website that allows users to post reviews and news items on the latest electronic
gadgets in the market. DailyHub is an example of a social news site.
a.
True
b.
False
49. MacRumors.com, a website that aggregates Mac and Apple related news, rumors, and reports, can be
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regarded as a blogging site as it allows users to post all the news related to a specific group of products.
a.
True
b.
False
50. An online community manager is the primary decision maker who runs the firm’s social media program.
a.
True
b.
False
51. A blogging site is a social media platform where users post news items and hold conversations on specified
topics.
a.
True
b.
False
52. Social media efforts customize marketers’ approach to targeted audiences more than many types of
traditional marketing.
a.
True
b.
False
53. Experts recommend that marketers refrain from scheduling content more than a week away in order to avoid
confusion that might arise owing to shifts in consumer responses.
a.
True
b.
False
54. Directing consumers to a specific landing page for a marketing campaign, rather than the company’s home
page first, helps potential consumers to participate in a conversation with the marketers.
a.
True
b.
False
55. Social media marketing creates a buzz that carries the marketing message from one user to the next until it
becomes viral.
a.
True
b.
False
56. Social media marketing allows customers to promote the firm’s messages themselves.
a.
True
b.
False
57. The overview of a social media marketing plan describes the overall market conditions and the firm’s
current position in social media.
a.
True
b.
False
58. Wonderlist is a task and note manager for mobile phones that helps users to organize “to-do” lists and
increase efficiency. Wonderlist is an app.
a.
True
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b.
False
59. The executive summary of a social media marketing plan is said to be effective when it gives compelling
reasons as to why the plan should be adopted.
a.
True
b.
False
60. An understanding of a company’s brand is neither imperative nor central to the task of managing a social
media marketing campaign.
a.
True
b.
False
61. The content programmer of a social news site decides which news postings get the most prominent display
on the site.
a.
True
b.
False
62. Social media marketing seeks to control the content and message received by the audience.
a.
True
b.
False
63. Marketers most often use a single social media platform to reach their target audience.
a.
True
b.
False
64. Campalyst is an example of a social media analytics tool as it tracks followers from a like or a tweet on a
social network to a purchase on the company’s website. It can also be used to measure the impact of a campaign
or hashtag.
a.
True
b.
False
65. Making a list of keywords and using those keywords throughout the social media campaign can help
marketers to guide users to the right place on the media platform.
a.
True
b.
False
Indicate the answer choice that best completes the statement or answers the question.
66. Which of the following refers to a platform where a host or writer posts information or opinions on various
topics and followers may respond?
a.
An application
b.
A social news site
c.
A bookmark
d.
A blogging site
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67. Kim is getting married in 18 months and is starting to plan her wedding. She likes to make things and wants
to keep her decorating expenses low by creating the wedding and reception decorations herself. She has started
a Pinterest board where she can collect ideas from others as well as share her own ideas with her fiance, family,
and friends. Pinterest is a type of _________ which provides a virtual community and enable people to share
information, post opinions, and increase their circle of online friends.
a.
social-networking site
b.
blog
c.
media sharing service
d.
bookmarking platform
68. You've been promoted to head of social media. Now you must make assignments to your team. Carol is a technology
and software expert, while David has expertise in communication. You should give David responsibility for all of the
following except:
a.
social media tools
b.
blog postings
c.
video shares
d.
apps
e.
social media platforms
69. Fred is a strategic analyst for a specialty retail store chain that sells sports apparel. He's working with the
marketing team and is reviewing the _____ section of the social media marketing plan which contains
information about how other sports apparel stores are using social media and the success of their efforts.
a.
competitor analysis
b.
executive summary
c.
overview
d.
goals and strategies
70. Fred Wilson, a journalist working for a popular news channel, has a vast knowledge of electronic gadgets.
His reviews of these products are highly regarded and trusted by others. Wilson also runs a weekly show on the
channel called “The Technocrat,” where he analyzes the latest high-tech gadgets. Much like his reviews,
Wilson’s show enjoys a wide viewership, and is believed to have a considerable impact on the buying decisions
of the audience. Fred Wilson can be regarded as a(n) _____.
a.
influencer
b.
laggard
c.
innovator
d.
relationship manager
71. Which of the following is a unique feature of social media marketing?
a.
It is limited by geographical boundaries.
b.
It creates ways for customers to engage in conversations with each other and the organization.
c.
It seeks to control the content and message received by the audience.
d.
It mainly focuses on promoting the company outright rather than focusing on the audience.
72. The use of social media in marketing and other aspects of business is expected to continue to grow
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exponentially over the next decade. Many great career opportunities currently exist in the field, and others will
be created as the market evolves. You are excited about the career possibilities in this new field and you have
been preparing yourself to take advantage of them. You did a self-assessment and determined that you would
love to be the person who is responsible for running a firm’s total social media program. Given this, which of
the following social media jobs should you pursue?
a.
Social media strategist
b.
Brand manager
c.
Content programmer
d.
Social media analytics
e.
Online community manager
73. The process of tracking, measuring, and evaluating a firm’s social media marketing initiatives is called
_____.
a.
social media management
b.
content marketing
c.
social bookmarking
d.
social media monitoring
74. Facebook is a popular social media application for individuals and businesses. Business users who manage
a page have a variety of tools to measure the effectiveness of their posts. For example, at the click of a button,
Facebook will display the number of people exposed to the post, the number who reacted to the post (e.g. liked),
and the number who shared the post. Facebook is providing _______ which help marketers track, measure and
interpret data related to social media marketing initiatives.
a.
analytics
b.
engagement
c.
return-on-investment figures
d.
symbols
75. ReadUp is a social media management software that allows its users to read free books available on the
Internet and browse through various articles and international dailies for information. ReadUp can be regarded
as a(n) _____.
a.
social news site
b.
blogging site
c.
online forum
d.
app
76. MarkPro Solutions is developing a social media marketing plan for an automobile company in order to help
it market its products through social networking sites. MarkPro Solutions has designed a marketing campaign,
and is currently in the process of documenting the goals and strategies of the plan together with the
implementation and monitoring methods. Which of the following sections of the SMM plan is being developed
by MarkPro Solutions in the above scenario?
a.
The overview of the plan
b.
The competitive analysis
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c.
The body of the plan
d.
The executive summary
77. The executive summary of a social media marketing plan is said to be effective if:
a.
it provides an expert view on the competitors’ presence in the social media, including the platforms
they choose and their overall effectiveness.
b.
it clearly describes the overall market conditions and the firm’s current position in social media.
c.
it effectively defines the methods for monitoring, measuring, and managing the social media
marketing efforts.
d.
it gives compelling reasons as to why the plan should be adopted by the firm.
78. Nicole works for Harley Davidson and is responsible for managing the Harley Owners Group Facebook,
Twitter, and Instagram accounts to create engagement with customers through these various forums. Her job is
primarily concerned with
a.
managing online communities
b.
social media analytics
c.
brand management
d.
social media strategy
79. _______________ are websites that provide virtual communities for people to share daily activities and post
opinions on various topics.
a.
Blogs
b.
E-Commerce sites
c.
Social networking sites
d.
Instant messaging portals
e.
Message boards
80. Snaptell allows shoppers to retrieve more information about products while shopping in brick-and-mortar
stores. It is an example of a(n) _____.
a.
microblog
b.
social network
c.
app
d.
firewall
81. As the hiring manager for a firm that relies heavily on social media marketing, you are always looking for new talent.
Now you need someone who will manage external engagement with customers on Facebook, Twitter, and blogs. What job
title should you advertise?
a.
Social media analytics specialist
b.
Online community manager
c.
Influencer relations manager
d.
Social media marketing manager
e.
Brand manager
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82. Because of the ethical and legal issues that come with the benefits of social media, marketers must be extra
careful about what they include in the postings, ads, comments, and even images they include in their social
media communications. You are well aware of this important requirement, so you always check your social
media communications:
a.
to ensure they use the latest social media slang language.
b.
to ensure they make fair and realistic claims or promises.
c.
to ensure the appropriate fonts are used.
d.
to ensure they encourage the consumer to take action immediately.
e.
to ensure they are presented in multiple languages.
83. Zac Rampton loves traveling. He maintains an online journal that contains descriptions of his travel
experiences and also pictures of the places he visits. His journal is quite popular among people who are
interested in traveling to unexplored destinations. Noticing the popularity of his posts, Zac was hired by a travel
firm that wanted him to write engaging articles about its travel packages and other offerings in his online
journal. Zac was hired as a _____.
a.
social media designer
b.
blogger
c.
social media developer
d.
microblogger
84. Gigi Hadid is an international fashion model with contracts with Maybelline and has over 4.5 million
followers on Instagram. She's on a quest to find the best cheeseburger in New York City and recently posted
that her favorite was from J.G. Melon on 3rd Avenue. According to the text, Gigi Hadid is considered a(n)
_________ since she has the capability to affect the opinions and actions of others through social media.
a.
influencer
b.
innovator
c.
media mogul
d.
celebrity
85. The _____ of a social media marketing plan examines and evaluates the competitors’ presence in social
media, including the platforms and tools they select and their overall effectiveness.
a.
competitive analysis
b.
executive summary
c.
overview
d.
body
86. Hootsuite is a social media management software that allows users to manage multiple social network
profiles, keep track of brand mentions, and send regular updates to their Twitter account. Hootsuite is an
example of a(n) _____
a.
blogging site
b.
app
c.
microblog
d.
social networking site
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87. Topix.net is a website that allows people to comment on news articles and report on events occurring in their
local communities. It also allows users to edit and rate the topics of their choice. Topix.net can be grouped
under which of the following social media platforms?
a.
Social blogging sites
b.
Social networking sites
c.
Online forums
d.
Social news sites
88. The overview of a social media marketing plan:
a.
briefly describes the overall market conditions, and the firm’s current position in the social media.
b.
gives compelling reasons as to why the plan should be adopted by the firm.
c.
describes in detail the goals and strategies, the target audience, and the methods for implementing,
monitoring, measuring, and managing the marketing campaign.
d.
examines competitor’s presence in social media, including which platforms and tools they select and
an evaluation of their overall effectiveness.
89. Which of the following social media platforms allow users to report on the happenings in their communities
and then vote on which postings get the most prominent display on the site?
a.
Blogging sites
b.
Online forums
c.
Social news sites
d.
Social networking sites
90. A(n) _____ is a free or paid software download that links users to a wide range of goods and services, media
and text content, social media platforms, search engines, and the like.
a.
QR code
b.
blog
c.
social media analytics tool
d.
app
91. A person who is in charge of social media analytics is responsible for:
a.
implementing a company’s entire social media program.
b.
managing external engagement with customers in social media channels.
c.
measuring the results of the social media marketing effort.
d.
developing the program necessary to build and assemble the features for social tools such as blogs
and communities.
92. As usage of social media marketing continues to increase, marketers are learning that content is a big key to
success of any campaign. More specifically, they understand that an effective social media marketing campaign
(SMM) has which of the following qualities:
a.
The chosen keywords in the campaign are targeted specifically for the campaign.
b.
The campaign’s main focus is to get the consumer to make a purchase immediately..
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c.
The campaign emphasizes the company’s privacy policy.
d.
The campaign avoids offering any discounts or other deals in exchange for the consumer’s
participation.
e.
The campaign has text only..
93. Bailee is an account executive with an advertising agency and specializes in helping clients utilize and
leverage a variety of media options to persuasively communicate with their target audiences. As part of her
work with one of her accounts, she crafts a document to identify and describe the goals and strategies, target
audience, budget and the implementation tactics for using Facebook, Twitter, and Instagram. The document
also includes how the agency will monitor, measure and determine the success of the campaign. What is this
document called?
a.
social media marketing plan
b.
social media implementation report
c.
creative social media engagement plan
d.
detailed social media accountability report
94. It is expected that the various social media platforms, tools and services will continue to expand at a rapid
pace in the years to come. As always, this kind of change will create opportunities and risks for individuals and
organizations. Within the context of marketing, you should expect these changes will:
a.
eliminate jobs in marketing.
b.
cause marketing salaries to fall.
c.
guarantee the success of marketing campaigns.
d.
automate the marketing function.
e.
create two-way conversations between marketers and customers.
95. Which of the following can be categorized as a social media tool?
a.
A social news site
b.
A social networking site
c.
An app
d.
An online forum
96. Odyssey is a website where the host regularly posts photos and articles on his favorite travel destinations
and his experiences therein. Users of the site are allowed to respond or post comments on these articles.
Odyssey is an example of a _____.
a.
blogging site
b.
social news site
c.
database
d.
bookmarking site
97. Which of the following ethical or legal issues has the greatest potential to develop trust among followers and
contribute to impacting the strength of a brand?
a.
be honest
b.
enforce workplace ethics
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c.
be accountable
d.
respect privacy
98. In a B2B context, businesses use social media mainly to:
a.
share views and make final buying decisions.
b.
learn about new goods and services.
c.
connect with the general public.
d.
build relationships, including partnerships with other companies.
99. Marketers should not simply assume that their social media marketing (SMM) campaigns are achieving the
desired results. Rather, formal monitoring and measuring techniques should be used to assess the effectiveness
of an SMM. Some firms calculate return on investment (ROI) for SMM campaigns. An ROI measurement of an
SMM should asses the percentage of people exposed to the SMM, also called __________ as well as the
number of times a consumer is exposed to the SMM, also called __________.
a.
breath; depth
b.
effectiveness; efficiency
c.
span; quantity
d.
reach; frequency
e.
volume; velocity
100. Brandon is an avid bicyclist and is interested in purchasing a new bike that's designed specifically for
people who compete in triathlons. Brandon reads product reviews posted in online forums and decides to buy
the Kestrel 4000, a carbon fiber bike that's moderately priced at $2500. Which of the following best describes
how product reviews assisted Brandon in his purchase decision?
a.
make a final purchase decision
b.
identify a need
c.
search for available options
d.
learn about new products
101. Job seekers can use social media to improve their job prospects in the market by:
a.
being active on most of the social media sites.
b.
including friends and family on their LinkedIn network.
c.
accepting all LinkedIn requests in order to widen their network.
d.
being proactive on LinkedIn and connecting with people who work for companies of interest.
102. 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.
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e.
Consumers use social media to make final purchase decisions.
103. Which of the following is the most essential requirement for developing the best strategies for a social
media marketing campaign?
a.
An interactive media channel
b.
An innovative product
c.
A thorough understanding of the target audience
d.
A thorough analysis of the competitors’ media presence
104. Your new marketing assistant just handed you a presentation that you are to give on the phases of an
effective social media marketing campaign. One of the slides lists the phases of a typical campaign as follows:
1. Goal setting
2. Develop strategies
3. Target audience
4. Produce content
5. Implement the plan
6. Monitor
7. Measure
Is there anything wrong with the ordering of these phases?
a.
No, the phases are listed in the correct order.
b.
Yes, the phases are ordered incorrectly. Measure and Monitor should be switched.
c.
Yes, the phases are ordered incorrectly. Target audience and Develop strategies should be switched.
d.
Yes, the phases are ordered incorrectly. Goal setting and Develop strategies should be switched.
e.
Yes, the phases are ordered incorrectly. Produce content and Target audience should be switched.
105. The rules of engagement for social media are meant to:
a.
track, measure, and evaluate a firm’s social media marketing initiatives.
b.
make the exchange between marketers and their target audience a positive one.
c.
protect the privacy of consumers by imposing laws and regulations on the company.
d.
explain to the employees why they should take certain steps or actions, or avoid them.
106. Blunk is a service that allows users to send updates through posts that contain only a few words. These
updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____.
a.
blogging site
b.
social networking site
c.
microblog
d.
online forum
107. Using social media to communicate with customers and potential customers requires the marketer to follow
some rules of social media etiquette. You clearly understand that when you use social media to reach your
target audience you entering into a conversation with your customers. Since this has enormous implications for
your firm’s relationships with its customers, which of the following will you be certain to do?
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a.
Do not respond to customer complaints or comments.
b.
Think before posting or deleting social media content.
c.
Delete any customer comments that are negative about the company.
d.
Test the boundaries of what is acceptable content on social media sites.
e.
Always have a marketing objective in all your social media communications.
108. 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?
a.
create a buzz
b.
create a mechanism for consumers to engage in conversations with each other and the organization
c.
enables customers to promote the firms message themselves
d.
creates a positive public image for the organization
109. Trek Bicycles recently launched an effective social media marketing campaign to celebrate the retirement
of professional racer, Jens Voigt using #HourRecord and determined that 85% of people in the target market
were reached with this campaign. This percentage is called _______.
a.
reach
b.
frequency
c.
distribution
d.
return on investment
110. According to experts, job applicants can further their chances of landing their first social media marketing
job by:
a.
commenting actively on posts and links posted by other users on social media sites.
b.
widening their social network.
c.
taking online courses that teach social media marketing skills.
d.
connecting their LinkedIn accounts to personal blogs and tweets.
111. As head of social media for your firm, you're giving a talk at a lunch for coworkers who are unfamiliar with social
media tools. The organizer of the lunch gives you an agenda that includes a mistake -- one of the topics concerns a social
media platform, not a tool. Identify this mistake.
a.
Understanding microblogs
b.
How to use media sharing
c.
Effective blog posting
d.
A review of the newest app in our industry
112. Which of the following is a major ethical issue faced by social media marketers during their marketing
campaigns?
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a.
Copyright infringement
b.
Consumer privacy
c.
Lack of funding
d.
Contractual concerns
113. In an SMM plan, _____ refers to a paragraph or two that explains the who, what, when, where, how, and
why of the plan, and gives compelling reasons why the plan should be adopted.
a.
the overview
b.
the executive summary
c.
the analysis of the competition
d.
the body of the plan
114. Redline is a popular men’s clothing brand in the United States. As a part of the firm’s new online
marketing campaign, the marketing team at Redline has been asked to prepare a synopsis of the overall market
condition, including the current position of the firm on social media. The marketing team is most likely to
document its findings in the _____ of the marketing plan.
a.
overview
b.
competitive analysis section
c.
body
d.
executive summary
115. 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 company’s product releases and
other lifestyle conversations. His responsibilities in the marketing team are similar to those of a _____.
a.
social media developer
b.
content programmer
c.
copywriter
d.
brand manager
116. Jason is creating his profile on LinkedIn and hopes the content will attract potential employers to consider
him for a career opportunity. He is trying to leverage his background, skills, and education to gain a position in
a marketing research consulting firm. He knows that employers are seeking candidates who are proficient in
SPSS, Excel, Google Analytics, and have excellent writing and verbal communication skills. He uses these
capabilities throughout his profile since he understands the importance of search engine optimization. Which
quality of social media marketing campaign development is Jason using as he creates content for his LinkedIn
profile?
a.
targeted keywords
b.
strong brand focus
c.
invitation to generate content
d.
focus on the audience
117. Most companies today invest heavily in cyber security initiatives to be vigilant about confidentiality and
not allow consumer's personal information or other data to accidentally become available to unauthorized
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parties. The field of cyber security in this context is related to which of the following ethical and legal issues?
a.
respect privacy
b.
be accountable
c.
ensure workplace ethics
d.
be honest
118. Sharon Rice is part of a team that handles the social media marketing campaign of a company. She is
responsible for managing external engagement with customers in social media channels such as Facebook,
Twitter, and other blogging sites. Sharon can be regarded as a(n) _____.
a.
social media designer
b.
social media developer
c.
brand manager
d.
online community manager
119. Over the years, you have been involved in a number of social media marketing (SMM) campaigns. You
have come to believe the number of times an individual is exposed to the marketing material during the
campaign is the most significant determinant of its success. Given this belief, you should
a.
emphasize cost when developing social media marketing initiatives.
b.
emphasize frequency when developing social media marketing initiatives.
c.
emphasize target market size when developing social media marketing initiatives.
d.
emphasize reach when developing social media marketing initiatives.
e.
emphasize privacy when developing social media marketing initiatives.
120. Oneview is a social media platform that provides a space for its users to save, organize, and tag links of
their favorite websites. The users can also share these links with other members of the platform. Oneview is an
example of a _____.
a.
social networking site
b.
social news site
c.
blogging site
d.
bookmarking site
121. 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
122. Which of the following social media platforms gives users a place to save, organize, or manage links to
websites or other Internet resources?
a.
Social news site
b.
Social networking site
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c.
Bookmarking site
d.
Blogging site
123. 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.
124. Bullseye, Inc., an online marketing company that designs marketing campaigns for firms, is developing a
social media marketing plan for a consumer goods company. The development team has created the entire plan
and is now trying to compile the salient features of the plan that cites the reasons for adopting it. The
development team is writing the _____ of the marketing plan.
a.
executive summary
b.
overview
c.
analysis component
d.
body
125. Which of the following best describes the function of social media tools?
a.
Allow users to build, integrate, or facilitate an online community
b.
Enable users to communicate with each other online
c.
Act as a home base for online communities
d.
Allow marketers to track, measure, and interpret data related to users’ social media marketing
initiatives
126. In order to ensure that it gets the most out of its social media marketing efforts, a firm needs to create a
social media marketing (SMM) plan. An effective SMM plan should begin with:
a.
A SWOT analysis of the proposed SMM initiative
b.
A budget for the SMM initiative
c.
A discussion of compelling reasons why the SMM plan should be adopted.
d.
The company’s methods for monitoring, measuring and managing the plan efforts
e.
An analysis of the firm’s competition
127. In order for a social media marketing plan to succeed, the content of its messages must:
a.
attract venture capitalists.
b.
include a detailed analysis of competitors’ media marketing plans.
c.
be simple.
d.
engage the target audience in the conversation.
128. Which of the following phases in the development of a social media marketing campaign involves the
selection of social media platforms and social media tools to be used to reach the target audience?
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a.
Setting goals
b.
Developing strategies and choosing tactics
c.
Producing content
d.
Implementing the plan
129. Which of the following tools help marketers trace, measure, and interpret data related to social media
marketing initiatives?
a.
Social media platforms
b.
Social media analytics
c.
QR codes
d.
Apps
130. Once marketers answer the question of who they are trying to reach by targeting their audience, they ask a
second vital question in social media marketing:
a.
“What is the goal of the campaign?”
b.
“How do we engage the audience in a conversation?”
c.
“How do we identify the needs or wants of our potential customers?”
d.
“How do we create content with the firm’s goals and strategies in mind?”
131. Jose is visiting Boston on a business trip and has heard that the North End is known for its restaurants and
entertainment venues. He checks TripAdvisor to see the list of restaurants and those rated highest by members.
He also reads reviews and narrows his choice to Mamma Maria's which is ranked #3 of 133 restaurants in the
North End. How has TripAdvisor assisted Jose in his purchasing decision process?
a.
conducting research
b.
identifying new products
c.
identifying a need
d.
evaluating the purchase
132. _____ involves creating and distributing relevant and targeted material to attract and engage an audience,
with the goal of driving them to a desired action.
a.
Content marketing
b.
Social media monitoring
c.
Crowdsourcing
d.
Social bookmarking
133. Consumers rely on communities created by social media for their buying decisions mainly to:
a.
gather relevant information about the functional strategies of companies.
b.
gather relevant insights about the fluctuation in stock prices.
c.
conduct research and share information.
d.
build partnerships with companies.
134. Marketers face a new set of ethical and legal issues as social media becomes more essential to the success
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of the firm’s marketing strategies. Moreover, as the social media landscape continues to evolve and expand,
new ethical situations continue to appear. As a marketer, it is almost guaranteed that you or your organization
will eventually make a mistake with your use of social media. So, when you make that certain-to-occur mistake
with social media, which of the following should you do?
a.
Immediately hire a public relations firm to do damage control.
b.
Limit all communications with external media sources.
c.
Hold a press conference to deny all allegations.
d.
Try to deflect the blame for the mistake to something or someone else.
e.
Be accountable and take action to resolve the issue.
135. The content for a social media marketing campaign is said to be effective if it:
a.
focuses on promoting the company outright.
b.
contains detailed information about competing product offerings in the market.
c.
has a strong brand focus.
d.
presents the SMM effort as a one-way conversation, much like traditional marketing.
136. Social media marketing differs from traditional marketing in that social media marketing:
a.
seeks to control the content and message received by the audience.
b.
focuses mainly on promoting the company outright, rather than building credibility among
customers.
c.
covers all forms of media including print media and television commercials.
d.
solicits the audience’s participation in the message.
137. AlphaDevelopers.com is a website that provides a platform for users to post general information on mobile
phones, tablets, and other electronic devices. The users can rate the devices and also answer queries from other
users. AlphaDevelopers.com is an example of a(n) _____.
a.
blogging site
b.
social networking site
c.
social news site
d.
online forum
138. 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?
a.
Offering discounts, gifts or other special deals in exchange for participation
b.
Invitations to generate content
c.
Shareworthy text and images
d.
Relevant information
139. _____ are websites that provide virtual communities for people to share daily activities and increase their
circle of online friends.
a.
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b.
Social networking sites
c.
Bookmarking sites
d.
Social news sites
140. Sparks, a manufacturer of smart phones and tablets, is currently gathering information on demographics to
pinpoint the audience for its social media marketing campaign. In other words, Sparks is collecting information
on:
a.
the social media platforms and tools used by its competitors and their overall effectiveness.
b.
what potential customers need or want
c.
which of its products and social media will meet the needs and wants of a particular group of people.
d.
characteristics such as age, gender, geographic location, income, ethnicity, and marital status of a
target group.
141. A social media marketing plan is important because:
a.
it helps companies to generate donations or other types of funding.
b.
it helps consumers to make final purchase decisions.
c.
it helps companies to have full control over the content and the message received by the audience.
d.
it documents in writing the company’s goals and strategies for the SMM initiative.
142. You learned the difference between strategic goals and implementation tactics in a marketing course, but you're
having trouble differentiating between them in practice. In your social media marketing plan, which of the following is a
tactic?
a.
Create awareness of our brand.
b.
Reach new customers.
c.
Offer coupons on Facebook.
d.
Generate sales leads.
e.
Increase customer satisfaction.
143. Which of the following types of social media platforms allow their users to create an online profile of
biographical data including photos and information such as employment, education, and relationship status, and
to invite friends to join their circle?
a.
Social news sites
b.
Blogging sites
c.
Microblogs
d.
Social networking sites
144. Social media is not just for profit-oriented companies. Not-for-profit companies have discovered a variety
of effective uses for social media in their business models. For example, non-profits use social media to
___________ the public about a situation or cause. They also use social media to _________ donations or other
types of funding. Most often, they will use social media to _________ an event for fundraising or educational
purposes.
a.
interview; organize; record
b.
motivate; consolidate; review
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c.
alert; return; schedule
d.
educate; generate; promote
e.
poll; distribute; broadcast
145. Jason’s Foods is a manufacturer of organic food products. The company is planning to market its products
through social media sites and has developed effective strategies for the marketing campaign. The marketing
team plans to use messages that focus on the health benefits of organic foods in order to generate greater
awareness about its products and engage its target audience in the conversation. In doing so, the marketing team
of Jason’s Foods would be engaging in _____.
a.
social media monitoring
b.
content marketing
c.
behavioral targeting
d.
social bookmarking
146. Not-for-profit organizations use social media to:
a.
learn about new methods of production.
b.
connect with the general public, the business community, and each other.
c.
learn about new goods and services.
d.
lobby for political gains.
147. A person who oversees all of the company’s 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
148. While developing a social media marketing campaign, marketers can make it easy for potential customers
to participate in the conversation by:
a.
introducing a wide range of merchandise.
b.
offering attractive discounts on goods and services.
c.
creating a specific landing page for the marketing campaign.
d.
sending frequent mails and updates regarding goods and services to potential customers.
149. The marketing team at Sienna Technologies has decided to use social media to market the firm’s products,
and is in the process of creating a social media marketing (SMM) plan. Currently, the marketing team at Sienna
Technologies is preparing a report on the various social media platforms and tools being used by its primary
competitors. In which of the following sections of the SMM plan is this most likely to be included?
a.
The executive summary
b.
The body of the plan
c.
The overview
d.
The competitive analysis
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150. Jonathan Grey, who has experience in graphics design, was hired by a firm to oversee the look and feel of
its Facebook page. Jonathan was most likely hired as a _____.
a.
social media designer
b.
copywriter
c.
social media developer
d.
brand manager
151. A(n) _____ is a social media platform where users post messages and hold conversations on specified
topics.
a.
social news site
b.
online forum
c.
blogging site
d.
bookmarking site
152. The primary decision maker who runs a firm’s social media program is called a(n) _____.
a.
content manager
b.
online community manager
c.
social media strategist
d.
social media designer
153. 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.
154. The first question marketers ask when they begin to develop strategies for any marketing effort including
social media is:
a.
Who are we trying to reach?
b.
What is our budget?
c.
Which tactics should we implement?
d.
Which product(s) or service(s) should we promote?
155. Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign
because:
a.
it helps buyers make final purchase decisions.
b.
it helps everyone involved in the campaign to aim their efforts in the right direction.
c.
it is effective in engaging the target audience in a conversation.
d.
it helps marketers to have control over the content of the marketing message received by the
audience.
156. The marketing team at Neptune Networks has recently rolled out its social media marketing plan and is
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trying to measure the impact of its campaign by tracking the social media platforms that were used for this
purpose. The marketing team is using a few entry-level tools to track the blogs, the online communities, and
also the firm’s Facebook and Twitter accounts. This process of tracking and evaluating a firm’s SMM initiatives
is known as _____.
a.
content marketing
b.
social media monitoring
c.
digital marketing
d.
search marketing
157. Eons.com is a website for baby boomers that allows members to find friends, share experiences on various
topics, and post photos and videos. It also provides information on health, fitness, retirement and insurance, and
access to various special interest groups. Eons.com is an example of a _____.
a.
blogging site
b.
social news site
c.
social networking site
d.
microblog
158. A _____ is generally responsible for generating programs necessary to build and assemble the features for
social tools such as blogs and communities.
a.
social media developer
b.
social media specialist
c.
brand manager
d.
copywriter
159. A blog posting, such as a Tweet, that contains only a few words is called a(n) _____.
a.
moblog
b.
microblog
c.
splog
d.
edublog
160. 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 company’s 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.
161. To be most effective, a firm’s 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
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d.
goal setting; measurement
e.
produce content; implement plan
162. Who among the following is responsible for online public relations and management of the brand over
social media sites?
a.
An online community manager
b.
A social media analytic
c.
A brand analyst
d.
A brand manager
163. You have recently taken over responsibility for your firm’s social media marketing strategy. You believe
your chances for success will be enhanced if you follow a structured approach to developing the strategy. In the
past, using the traditional six-step approach to developing a social media strategy has worked well for you. You
are inclined to stay with the same process as you develop your firm’s strategy. Since you believe in the process,
which of the following guidelines will you follow as you set goals for the strategy?
a.
A clear set of goals will facilitate the strategy development.
b.
The goals should be somewhat vague in order to allow the marketer to claim success regardless of the
outcome.
c.
The goals should not be constrained by the firm’s social media policies.
d.
The goals should be set so they are easily attainable.
e.
The goals should identify which social media platforms are to be used.
164. Crowdtrail is a tool used by marketers to evaluate their social media presence by tracking and evaluating
users’ influence across various virtual communities. It provides information regarding the number of clicks on a
company’s website and also helps in measuring the total reach, frequency, engagement, and other factors.
Crowdtrail is an example of a _____.
a.
social networking site
b.
bookmark
c.
blog
d.
social media analytics tool
165. When the term social media is mentioned, most consumers immediately think of Facebook. However,
social media is actually a collection of different forms of online or electronic communication that enable users
to exchange ideas, information, messages and other content online. Suppose that you are a marketing
professional and you want you expand your company’s use of social media to build and enhance your
relationships with your customers. More specifically, you would like to create a community of users of your
products so they can share ideas and your firm can maintain an ongoing dialogue with them. In order to
accomplish this, you would build which of the following?
a.
A social media commerce site
b.
A social media bookmarking site
c.
A social media platform
d.
A social media ratings site
e.
A social media news site
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166. Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet
new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of
_____.
a.
application
b.
social networking site
c.
bookmarking site
d.
blogging site
167. Stinson’s, a chain of luxury department stores, uses a unique two-dimensional code on pamphlets and
brochures that can be read by mobile phones with cameras. These codes provide detailed information regarding
the products available in the store along with their prices. Which of the following are being used by Stinson’s in
the above scenario?
a.
Apps
b.
Fact tags
c.
QR codes
d.
Social networks
168. Which of the following is an example of a bookmarking site?
a.
PistonHeads.com, which allows users to share information related to automotive industry and also
buy/sell cars.
b.
Linkswarm.com, which allows users to save, organize, and manage links to their favorite websites
c.
LiveJournal.com, which allows users to write articles on their experiences and favorite topics and
share it with other users.
d.
NowPublic.com, which allows users to post news articles and videos.
169. Which of the following sections of a social media marketing plan covers the statements of goals and
strategies, target audience, budget and the returns as well as the methods for monitoring, measuring, and
managing the marketing campaign?
a.
The overview of the plan
b.
The executive summary
c.
The body of the plan
d.
The competitive analysis
170. The individual who creates and oversees the look and feel of an online community, Facebook page, or
other branded content for a particular company is called a(n) _____.
a.
online community manager
b.
social media designer
c.
content programmer
d.
blogger
171. The rate of revenues received for every dollar spent on an expense is known as _____.
a.
return on investment
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b.
resource rent
c.
earnings per share
d.
return on equity
172. A(n) _____ is software that enables users to communicate with each other online.
a.
bookmarking site
b.
social media analytics
c.
online forum
d.
social media tool
Indicate one or more answer choices that best complete the statement or answer the question.
173. Unfortunately, some of the bread used in your sandwich shop turned out to be stale. Many customers complained by
posting nasty comments online. Which of the following responses is (are) appropriate?
a.
Delete the comments.
b.
Ignore the comments.
c.
Delete comments that are obscene or profane.
d.
Respond to the comments.
e.
Respond only to comments from loyal customers.
174. You know that your customers use social media to learn about your product and to conduct research about it. But you
don't believe they use social media to make final purchase decisions. A coworker says you're wrong. What argument(s)
does he make?
a.
Online reviews are a primary driver of purchase decisions.
b.
Social media create a new customer-service access point.
c.
Consumers only discuss products on social media after making a final purchase decision.
d.
Consumers rely on social media to learn about products, conduct research, and make final purchase decisions.
e.
Online reviews are a growing but currently insignificant influence on final purchase decisions.
175. A consultant has offered to help your team build mobile apps. She starts by explaining QR codes. Which of the
following points does she make?
a.
QR stands for Quick Reality.
b.
QR codes are three-dimensional barcodes.
c.
Some mobile phones are equipped with dedicated QR readers.
d.
QR codes can contain information leading to content, but not to video
e.
QR stands for Quick Response
176. Jon is in charge of measuring the impact of his firm’s 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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177. You are embarrassed to admit it, but you sent out the wrong information to customers who requested the price of a
new product. What steps should you take?
a.
Acknowledge your error in pricing information.
b.
Ignore your error unless a customer challenges the pricing information.
c.
Communicate with the customers who received the wrong price.
d.
Send corrected information to customers who received the wrong price.
e.
Promise the customers you will never make such a mistake again.
a.
influencers
b.
social networking sites
c.
social media monitoring
d.
app
e.
online forum
f.
demographics
g.
social media tool
h.
return on investment
i.
microblog
j.
social media marketing
k.
social media
l.
transparency
m.
social media marketing plan
n.
bookmarking site
o.
social media strategist
p.
social media analytics
q.
social media platform
r.
content marketing
s.
social news site
t.
QR codes
178. A(n) _____ is a type of software or technology that allows users to build, integrate, or facilitate a
community, interaction among users, and user generated content.
179. The term _____ refers to different forms of electronic communication through which users can create
online communities to exchange information, ideas, messages, and other content.
180. A(n) _____ is a software that enables users to communicate with each other online.
181. Websites such as Facebook and LinkedIn that provide virtual communities through which people can share
information, post opinions, and increase their circle of online friends are referred to as _____.
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182. A(n) _____ is a platform that gives users a place to save, organize, and manage links to websites and other
Internet resources.
183. A platform where users can post news items or links to outside articles, then vote on which postings get the
most prominent display is known as a(n) _____.
184. A(n) _____ is a platform that allows users to post messages and hold conversations on specified topics.
185. A(n) _____ is a blog post that contains only a few words.
186. A(n) _____ is a free or paid software download that links users to a wide range of goods and services,
media and text content, social media platforms, search engines, and the like.
187. _____ are two-dimensional bar codes that can be read by some mobile phones with cameras and are used in
ads to provide product details to the consumers.
188. The use of social media portals to create a positive influence on consumers or business customers toward
an organization’s brand, products, public image, or website is known as _____.
189. A(n) _____ is a formal document that identifies and describes goals and strategies, targeted audience,
budget, and implementation methods as well as tactics for monitoring, measuring, and managing the campaign
efforts.
190. Individuals who are capable of affecting the opinions and actions of others are called _____.
191. The term _____ refers to the features of a group or target audience such as age, gender, income, geographic
location, and so on, within the larger population that the firm wants to reach.
192. _____ involves creating and distributing relevant and targeted material to attract and engage an audience,
with the goal of driving them to a desired action.
193. The process of tracking, measuring, and evaluating a firm’s social media marketing initiatives is called
_____.
194. _____ are tools that help marketers trace, measure, and interpret data related to social media marketing
initiatives.
195. The rate of revenues received for every dollar spent on an expense is referred to as _____
196. Timeliness and _____ are vital approaches for a firm involved in managing a potential social media crisis.
197. A(n) _____ is the primary decision maker who runs a firm’s social media program.
198. What is the role of a social media strategist and social media developer in social media marketing?
199. How does social media marketing differ from traditional marketing?
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200. How do social media marketers determine the target audience for a marketing campaign?
201. Differentiate between social media platforms and social media tools.
202. How do companies measure the success and efficiency of their social media marketing plan?
203. Describe the ways in which consumers rely on social media for their buying decisions.
204. What is content marketing? What are the characteristics of an effective social media marketing content?
205. Write a note on any two social media platforms.
206. Differentiate between online forums and blogging sites.
207. What is social media marketing? What are its essential features?
208. Explain with the help of an example how violation of privacy laws and guidelines could destroy a
company’s reputation.
209. Outline some tips for landing a job in social media marketing.
210. What are social media analytics? Give two examples.
211. Explain with the help of an example how not-for-profit organizations use social media to market
themselves to individuals or organizations.
212. How do blogs and microblog postings help companies to market their products?
213. What is the importance of a social media marketing plan? List the various elements of the SMM plan.
214. What are the different rules of engagement in social media marketing?
215. What are the steps that companies need to take while resolving an ethical or legal mistake that has occurred
during social media marketing?
216. Define social media. What are the basic forms of social media?
217. Briefly explain how firms develop strategies for a social media marketing plan.
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Answer Key
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