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e. Social media policy
39. Which of the following completes the sentence, ‘A ______ pulls people with different
kinds of expertise from across the organisation to participate, eliminating the internal
political issues relating to who in the company has primary responsibility for social media’?
a. centre of excellence model
b. silo model
c. creative message strategy
d. single solution model
e. social media mix
40. Zappos takes advantage of the fact that many of its employees participate in social media
vehicles—and these enthusiastic team members promote the company in the process. Which
social media structure is most likely being used at Zappos?
a. Centralised structure
b. Organic structure
c. Hub and spoke structure
d. Propagation structure
e. Dandelion structure
41. The social media department functions at a senior level that reports to the CMO (Chief
Marketing Officer) or CEO and is responsible for all the social media activations with which
social media structure?
a. Centralised structure
b. Organic structure
c. Hub and spoke structure
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d. Propagation structure
e. Dandelion structure
42. Which of the following is NOT considered one of the five basic models for social media
structure?
a. Centralised
b. Wheel and spoke
c. Dandelion
d. Holistic
e. Organic
43. Which of the following describes the organic structure for social media in an
organisation?
a. All employees represent the brand and work social media into their roles.
b. The company cannot control what employees say because anyone can sign up to respond
to customer queries.
c. A company must have a well-developed social media policy in place to guide employee
behaviour in social communities.
d. No one person owns social media.
e. All of these.
44. Which of the following is one of the most widely used social media management systems
by large and small companies?
a. Owlsuite
b. Hootsuite
c. Salesforce
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d. SocialOomph
e. Tweetsi
45. Which multi-layered hub and spoke model is appropriate for companies with strategic
business units (SBUs) that still represent a core brand?
a. Hub and spoke
b. Dandelion model
c. Holistic model
d. Organic structure
e. Centralised structure
46. What are the three components of a social media policy?
a. That standards of conduct be put in place which require that all online statements about the
business must be honest and transparent.
b. Each employee must disclose that they are affiliated with the organisation when posting in
online communities.
c. Organisations keep all intellectual property and private financial information confidential.
d. Poster uses hashtags to disclose the nature of relationships reflected in the posts.
e. All of these.
47. Sun Microsystems tells its employees that whether in the actual or virtual world, their
interactions and discourse should be respectful and professional. Which of the following is
this an example of?
a. A centre of excellence model
b. A creative message strategy
c. A social media policy
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d. An internal environment
e. A propagation brief
48. Which of the following completes the sentence, ‘An organisational document that
explains the rules and procedures for social media activity for the organisation and its
employees is also known as a ______’?
a. centre of excellence model
b. creative message strategy
c. social media policy
d. internal environment
e. propagation brief
49. Which of the following exists within the social media policy and refers to the basic
expectations for employee behaviour in social communities?
a. Social media guidelines
b. Social media policy
c. Standards of conduct
d. Disclosure requirements
e. None of these
50. Which of the following best completes the statement, ‘A ______ is a written, formalised
plan that details the product, pricing, distribution and promotional strategies that will enable
the brand in question to accomplish specific marketing objectives.’?
a. marketing plan
b. marketing strategy
c. strategy brief
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d. marketing calendar
e. None of these.
51. Which of the following best completes the following statement, ‘Social media are
relatively inexpensive ways to increase the ______ and ______ of messages that are
otherwise delivered via more traditional, big media methods.’?
a. reach; frequency
b. effectiveness; stickiness
c. reach; stickiness
d. effectiveness; frequency
e. All of these.
52. Which of the following is true of social media marketing plans?
a. In the early days of social media marketing, many plans were developed for stand-alone
campaigns that were not fully integrated into the brand’s promotional mix.
b. Social media marketing plans may serve as stand-alone campaigns or be a fully integrated
media choice in the brand’s Marcom plan.
c. Social media marketing plans must mirror traditional Marcom plans and be fully integrated
into the brand’s promotional mix.
d. A and B.
e. A and C.
53. Which of the following best completes the sentence, ‘Groups that merely use social
media may turn to social media activities to ______, while groups that have a strategy to
incorporate social media use them as ______ to support other marketing efforts.’?
a. stage stunts, distractions
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b. gain followers, pillars
c. coordinate events, activation tools
d. generate buzz, pillars
e. stage stunts, activation tools
54. As a result of time and experience we tend to see applications that start as one-time
‘experiments’ often morph into more long-term and carefully thought-out elements that the
organisation integrates with all the other communication pieces it uses to reach customers.
Which of the following is this an example of?
a. Social media marketing transition
b. Social media marketing maturity
c. Social media marketing independence
d. Social media marketing integration
e. None of these
55. Which phase of social media marketing maturity does the following sentence describe?
‘Organisations test out social media platforms, but they don’t really consider how social
media can play a role in the overall marketing plan.’
a. Exploratory phase
b. Transition phase
c. Trial phase
d. Strategic phase
e. None of these
56. Which phase of social media marketing maturity does the following sentence describe?
‘During this phase, social media activities still occur somewhat randomly or haphazardly but
a more systematic way of thinking starts to develop within the organisation.’
a. Exploratory phase
b. Transition phase
c. Trial phase
d. Strategic phase
e. None of these
57. Which phase of social media marketing maturity does the following sentence describe?
‘During this phase, an organisation utilises a formal process to plan social media marketing
activities with clear objectives and metrics.’
a. Exploratory phase
b. Transition phase
c. Trial phase
d. Strategic phase
e. None of these
58. Automated and pre-programmed social media posts and replies to user generated
comments (such as Tweets or Facebook posts) can be useful for workflow automation, but
often can be viewed by users as fake or disingenuous. What is this practice referred to as?
a. Social media trolls
b. Social media robots
c. Social media zombies
d. Social media auto-dialers
e. None of these
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59. The social media audit typically assessed which of the following?
a. Past social media activity
b. Frequency and type of activity
c. Responsiveness
d. Engagement
e. All of these
60. Which of the following completes the statement, ‘A(n) ______ is a specific statement
about a planned social media activity in terms of what that activity intends to accomplish.’?
a. brief
b. roadmap
c. objective
d. benchmark
e. None of these
61. Which of the following does not represent a typical marketing objective that social media
marketers pursue?
a. Generate sales leads
b. Improve search rankings
c. Improve brand or product reputation
d. Reduce customer acquisition and support costs
e. None of these
62. Media costs are often lower for a social media marketing campaign compared traditional
ad programs (that include television and/or print media). However, it has been said that
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‘Social media trades media costs for ______ costs.” Which of the following completes the
statement?
a. development
b. creative
c. labour
d. agency
e. None of these.
63. The social media manager’s role encompasses which of the following?
a. Overseeing social media strategy
b. Managing social media strategy
c. Championing social media strategy internally
d. A and B
e. All of these
64. The target audience’s social media profile goes beyond the characteristics defined in the
marketing plan. The market’s social profile should include all but which of the following
elements?
a. Level of social media participation
b. Channels utilised
c. Product-usage characteristics
d. The communities in which they are active
e. Behaviour in social communities
65. Which of the following best completes the statement, ‘Researchers conceptualise ______
as the sensations, feelings, thoughts and behaviours evoked by brand-related stimuli when
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consumers interact with brands, whether during exposure to brand messaging, shopping and
service interactions, or product consumption.’?
a. brand experience
b. brand loyalty
c. brand messaging
d. brand reception
e. None of these
66. The four dimensions of brand experience are listed below. Which of the following
dimensions corresponds to an emotional brand experience?
a. Sensory dimension
b. Affective dimension
c. Behavioural dimension
d. Cognitive dimension
e. None of these.
67. The four dimensions of brand experience are listed below. Which of the following
dimensions corresponds to a visual brand experience?
a. Sensory dimension
b. Affective dimension
c. Behavioural dimension
d. Cognitive dimension
e. None of these
68. The four dimensions of brand experience are listed below. Which of the following
dimensions corresponds to an experience that enables physical action?
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a. Sensory dimension
b. Affective dimension
c. Behavioural dimension
d. Cognitive dimension
e. None of these
69. The four dimensions of brand experience are listed below. Which of the following
dimensions corresponds to an experience that stimulates curiosity?
a. Sensory dimension
b. Affective dimension
c. Behavioural dimension
d. Cognitive dimension
e. None of these
70. Social media marketing is built on the community, content and technology inherent to
social media. To make it successful, the brand must be active in the space. Which of the
following is necessary to achieve this goal?
a. Establishing Facebook profiles and Twitter accounts.
b. Planning a UGC contest.
c. Committing staff time to posting, responding and developing content.
d. Surveying site visitor preferences.
e. None of these.
71. As organisations begin to shift more marketing dollars from traditional advertising to
social media marketing, managers will seek out comparisons on metrics such as ROI (Return
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on Investment) between social media and other media options. Which of the following is
necessary to make these comparisons?
a. Surveying consumer attitudes
b. Measuring outcomes
c. Refreshing site content regularly
d. Focus on short term goals
e. None of these
72. Which of the following exists within the social media policy and ensures that
readers/consumers can still find credible and trustworthy posts?
a. Social media guidelines
b. Social media policy
c. Standards of conduct
d. Disclosure requirements
e. None of these