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Indicate whether the statement is true or false.
1. Social media helps marketers to connect with influencers.
a. True
b. False
2. Some social media platforms require potential users to obtain an invitation or sponsor who is already a
member in order to join.
a. True
b. False
3. Marketers generally view the goal of social media marketing as developing a conversation with potential
customers.
a. True
b. False
4. 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
5. Studies show that just over 75 percent of consumers have visited a brick-and-mortar store because of an
online shopping experience, indicating a possible link between social media and trends in consumer
behavior. The impact of social media on purchasing behavior varies by age .
a. True
b. False
6. 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
7. Setting clear goals helps everyone involved in the marketing campaign to aim their efforts in the right
direction.
a. True
b. False
8. The majority of online consumers use social media to make purchase decisions.
a. True
b. False
9. An understanding of a company’s brand is neither imperative nor central to the task of managing a social
media marketing campaign.
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a. True
b. False
10. MacRumors.com, a website that aggregates Mac- and Apple-related news, rumors, and reports, can be
regarded as a blog as it allows users to post all the news related to a specific group of products.
a. True
b. False
11. Measurements of conversion rate are best suited to judging which social media platforms are most effective
at generating revenue.
a. True
b. False
12. Social media marketing content focuses on its audience rather than promoting the company outright.
a. True
b. False
13. 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.
a. True
b. False
14. A negative comment on a promotional social media post can be a positive in that it’s a sign that people are
engaging with and responding to the content.
a. True
b. False
15. Marketers need to establish their overall promotional goals first in order to develop sound strategies and
choose the best social media platforms for their messages.
a. True
b. False
16. A steadily increasing number of new likes is a sure indicator that your social media campaign is converting
your followers into customers.
a. True
b. False
17. The goal of content marketing is to drive the target audience toward a desired action.
a. True
b. False
18. Most online shoppers who start with search engines do so because these provide the greatest amount of
information about products and companies.
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a. True
b. False
19. One of the most important and revealing measurements of engagement is the click-through rate.
a. True
b. False
20. In the case of social media marketing, the messages coming from organizations are more important than
those coming from friends and family.
a. True
b. False
21. When using online tools to make purchase decisions, roughly 50 percent of consumers start by retrieving
information from social media and nearly 60 percent turn to search engines such as Google.
a. True
b. False
22. Effective social media marketing requires setting goals and developing strategies to reach a target audience.
a. True
b. False
23. Microblogging allows people to communicate extensively through lengthy blog postings.
a. True
b. False
24. With about two million monthly users, Facebook is currently the most popular social media network.
a. True
b. False
25. The basis for social media is two-way conversation.
a. True
b. False
26. When a social media marketer makes a mistake—and they will happen—the first thing he or she should do
is to immediately communicate with the right people, via the most relevant channels, and promise to take steps
to correct the situation.
a. True
b. False
27. Communities created by social media help steer consumers toward new brands and products.
a. True
b. False
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28. The one marketing objective social media really can’t help with is increasing revenue.
a. True
b. False
29. Protection of consumer privacy is a major ethical issue faced by social media marketers.
a. True
b. False
30. A blog is a social media platform where users post news items and hold conversations on specified topics.
a. True
b. False
31. Social media marketing is a one-way communication that seeks to control the content and message received
by the audience.
a. True
b. False
32. Organizations are increasing their use of social media marketing due to its scale and influence among
consumers.
a. True
b. False
33. Most social networks have their own search engines, which allow users to search for topics that interest
them.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
34. When Lydia and Yoo-Hee opened a hair salon about nine months ago, they decided they wanted to get to
5,000 Facebook and Instagram followers within a year. They worked out a social media strategy involving
posts, videos, shared content, and paid advertising. This week their combined number of followers passed
5,000, which is an excellent measure of ___.
a. activity
b. engagement
c. conversion
d. goal achievement
35. The Oreo Cookie social media campaign has been described as clever, heartwarming, and humorous. Which
important objective did this campaign achieve?
a. Strengthen the brand
b. Launch a new product
c. Enter a new market
d. Obtain customer feedback
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36. Social media marketers will occasionally make mistakes, and they need to be accountable for their actions.
Which is the last step in the process for taking responsibility for a mistake?
a. Communicate with the right people about the commitment to correcting the problem
b. Evaluate ways to avoid similar problems in the future
c. Acknowledge the problem
d. Implement the agreed-upon changes
37. 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
38. _______________ 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
39. ___ and ___ are the first and second most popular blog platforms, respectively.
a. WordPress; Tumblr
b. Tumblr; WordPress
c. Tumblr; Snapchat
d. WordPress; Reddit
40. In order for a social media marketing campaign to succeed, marketers must be able to see that the content of
their messages:
a. attracts venture capitalists.
b. duplicates the content of their competitors’ campaigns.
c. is easy to understand.
d. engages the target audience in the conversation.
41. Since launching her Instagram account promoting her hand-painted scarves six months ago, Selina has seen
anywhere from a 17 to 24 percent increase in new followers each month. She’s really happy with this level of
___.
a. activity
b. engagement
c. conversion
d. goal achievement
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42. 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
43. Now that the Chinese electronics brand Lenovo is becoming better known internationally, the company is
investing in more social media advertising that drives users to its e-commerce website. Which goal is this social
media activity intended to achieve?
a. Increase brand awareness and generate leads
b. Increase revenue
c. Improve customer service
d. Conduct market research and gather customer feedback
44. 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
d. Contractual concerns
45. Countryside Golf Course’s social media content features stunning photos of its various holes, some of which
show notable professional golfers playing the course. River View Golf Club’s social media content features
videos of members at various holes, recalling their favorite golfing moments. Which social media strategy do
you think is better, and why?
a. River View’s because it engages the target audience with storytelling
b. River View’s because it shows its members
c. Countryside’s because it shows off the course’s features and amenities
d. Countryside’s because it reflects an exclusive, desirable brand
46. As the product manager for the Scion iA, you and your team are already designing the next model scheduled
to be released in three years. You’ve set a goal to make the brand even more appealing to teens and young
adults, and you’d like to know what product features would make the iA more attractive to this target audience.
How could you best use social media for this purpose?
a. Develop a social media ad campaign announcing the next model’s features and benefits.
b. Monitor sites like Snapchat and Instagram to see what younger people are saying about cars.
c. Create a Facebook page to get people talking about the car and the brand.
d. Set up a social media campaign around the hashtag #iAintDreamin to get people talking about their
vision of the next model.
47. 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
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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
48. 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 fiancé, family,
and friends. Pinterest is a type of _________ that 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
49. As the marketing manager for the River View Golf Club, you’ve been getting a great response—lots of
thumbs-ups—to your new social media campaign featuring videos of members telling their favorite golf stories.
However, you’d like to see more people sharing these posts with their friends. What’s the best thing you could
do to achieve that goal?
a. Use the video posts to promote the club’s merchandise
b. Ask members to include their best golfing tips in their videos
c. Pay to promote the videos as sponsored ads
d. Add the hashtag #riverviewgolf to every post
50. Nissan Maxima owners love to customize their cars and post photos of them on social media. As the
marketing manager for the brand, you would love to highlight the cult following behind your brand by adding
those photos to the company website. Which of the following is your best option?
a. Understand that anything on the Internet is “public domain,” and use the content freely without concern.
b. Add the photos to your website and acknowledge each contributor by name.
c. Get each social media user’s permission to use his or her photo before adding the content to your
website.
d. Hire a professional photographer to shoot new videos that belong to Nissan.
51. Cliff is a volunteer at the Marysville Playhouse, and he’s taken on the task of promoting their plays through
social media. Over the last six months, the number of MP’s Facebook followers has increased from 42 to 186,
but no one ever comments on Cliff’s posts. What does this mean for Cliff?
a. The low level of activity and engagement suggests Cliff needs a new social media strategy.
b. Cliff’s increasing activity level shows he’s doing a good job of promoting the brand, but his social media
content needs to be more engaging.
c. Cliff’s increasing activity level will lead to increased revenue, despite the fact that Cliff’s social media
content needs to be more engaging.
d. Since Cliff’s goal is to sell more theater tickets, he does not need to be concerned with engagement.
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52. Your boss, George, manages the small men’s shoestore where you work. A few months back, the owner
asked him to start using social media to promote the store. Since then George has experimented with a whole
bunch of different strategies and styles of social media posts to see “what works,” but everyone agrees that
nothing is working. If they ask for your advice, what would be your best recommendation?
a. To define the store’s brand and create a cohesive online presence around it
b. To make a stronger statement about the products sold at the store
c. To develop a better system for increasing the social media activity and engagement
d. To discontinue using social media
53. It is well known that Facebook collects, retains, and analyzes tremendous amounts of data about its users.
Which of the following poses the biggest concern for this social media platform?
a. Respect for privacy
b. Honesty and integrity
c. Accountability
d. Data management
54. All of the following scenarios are examples of marketing messages delivered through an online community
EXCEPT for:
a. Shania’s Tweet praising her favorite contestant on The Voice.
b. Curt’s Facebook post complaining about the price of Starbuck’s Pumpkin Spice Lattes.
c. Eric’s Instagram video revealing his new five-alarm chili recipe.
d. Lilah’s Snapchat message about a huge sale at Designer Shoe Warehouse.
55. 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
56. There must be a significant link between social media and consumer buying habits because studies have
shown that _____ percent of consumers research a product online and then ____ percent of them make an in–
store purchase based on that research.
a. nearly 60; more than 40
b. approximately 70; about 45
c. nearly 90; more than 60
d. about 95; more than 70
57. 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.
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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.
58. Pinterest members can save links to online resources, share links with friends, and comment on other
people’s links. Pinterest is a combination ___-___ site.
a. blogging-bookmarking
b. bookmarking-social networking
c. blogging-social networking
d. microblogging-social networking
59. 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
c. Bookmarking site
d. Blogging site
60. Which of the following statements is true about the future of social media marketing?
a. By 2020, spending on social media advertising is expected to reach $50 billion, surpassing the amount
of advertising dollars businesses spend on newspapers.
b. By 2019, spending on social media advertising will have leveled off and is expected to remain steady at
$50 billion annually.
c. By 2018, spending on social media advertising will have reached its peak of $60 billion and is expected
to start declining.
d. By 2020, spending on social media advertising is expected to reach $100 billion, surpassing the amount
of advertising dollars businesses spend on television.
61. Twinings Tea used to be a staple in every cupboard; however, over the last few decades, it’s been knocked
out of place by newer brands such as Tazo and The Republic of Tea. As the tea’s new marketing manager,
you’re tasked with bringing the Twinings brand back to the forefront, and you feel social media is just the way
to do it. Which option is most likely to help you reach your goal?
a. Developing exotic new flavors based on customer feedback obtained through social media.
b. Creating a fun, engaging social media marketing campaign that presents a centuries-old British tea
tradition with a modern twist.
c. Setting up a Facebook page where consumers can have their questions about tea answered by
knowledgeable experts.
d. Incentivizing consumers to purchase Twinings tea by placing $1.00 off coupons in newspapers and
supermarket mailers.
62. 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.
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d. presents the SMM effort as a one-way conversation, much like traditional marketing.
63. As the marketing manager for a state-wide chain of sub sandwich shops, you’re growing increasingly
concerned by the decline in sales over the last two years. Vague rumors have filtered up through store managers
that customers are unhappy with everything from the menu to the ingredients to the sales associates, but you
have no idea how to identify the real problems. You can think of several ways to use social media to resolve this
specific issue, but which one is the least likely to be useful?
a. Setting up a Facebook page where you can interact with consumers.
b. Purchasing ads that invite consumers to answer a quick, five-question online survey about your products
and services in exchange for a $2.00-off coupon toward their next purchase.
c. Hiring a marketing agency to create a social media campaign that’s engaging and compelling.
d. Using the search function built into most social media channels to find and read conversations about
your brand.
64. 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.
65. After initially self-publishing his debut novel, The Martian, author Andy Weir continued to revise and
improve later versions of the book based on readers’ input, comments, and suggestions found on social media.
This represents an example of an organization using social media to achieve which goal?
a. Manage a crisis
b. Enhance brand awareness
c. Improve customer service
d. Guide product development with customer feedback
66. Facebook is definitely the superpower among social media platforms. In 2015, ___ of all online and offline
purchases could be traced back to Facebook posts.
a. 41 percent
b. nearly 35 percent
c. about 45 percent
d. more than half
67. Moriah, a diehard foodie, has created a Facebook page where she and other users share recipes, links to
favorite restaurants, and food photos. She intends to use this as a platform for launching her self-published
cookbook, so she needs to build brand awareness and attract as many followers as possible. She should be
measuring _____ to ensure she achieves her goal.
a. activity
b. engagement
c. conversion
d. profits
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68. The social media marketer for an online photographic equipment retailer accidentally posted an ad offering a
mid-range camera for $79.99 instead of $799.99. In this particular instance, which of the following poses the
biggest concern for this marketer?
a. Respect for privacy
b. Honesty and integrity
c. Accountability
d. Revenue
69. Which of the following does NOT help marketers trace, measure, and interpret data related to social media
marketing initiatives?
a. Measures of engagement
b. Measures of comprehension
c. Measures of activity
d. Measures of conversion
70. 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
71. One of the pharmaceutical giants is using social media to promote many of the medications it produces.
These social media ads often include very specific claims based on scientific data. Which of the following poses
the biggest concern for this organization?
a. Respect for what consumers have to pay for their prescriptions
b. Honesty and integrity
c. Accountability
d. Promotional costs
72. 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.
73. As the marketing director for a pharmaceutical company, you’ve been developing a strategy for marketing a
new blood pressure medication for patients over 55. One of your new team members has been encouraging you
to use social media to promote the product. You have doubts about reaching your target audience through this
channel, but you could be convinced to use ___ since it has the maximum number of adult users.
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a. Instagram
b. Facebook
c. Twitter
d. YouTube
74. Lawrence 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, and 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 Lawrence 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
75. 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
76. The only way to know whether your social media marketing campaigns are worth the time and money you’re
investing in them is to measure:
a. how much social media activity they attract.
b. how often people engage with them.
c. how much new revenue they generate.
d. how well your organization is progressing toward its social media goals.
77. 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.
78. You are the proud owner of the Sunnyside Up Cafe. Your 15-year-old business has built up a huge local
following who love to stop by for breakfast served all day, and now you’d like to create an online community of
equally loyal fans. Which platform is your best option for creating a digital forum where your followers can
interact with you and each other?
a. Social networking site
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b. Social bookmarking site
c. Blogging and forums
d. Company website
79. What a disaster! So far, 13 people have been hospitalized due to a strain of bacteria found in the lettuce your
company packages for sale in grocery stores. You’ve met with the executive team to determine the best way to
handle this crisis, and you’ve decided the best option is to:
a. capitalize on Facebook’s huge reach by sponsoring ads that alert the public to your product’s health risks.
b. practice traditional methods of crisis management by informing news media channels, such as television
and newspapers, about your product recall.
c. tap into the immediacy of all social media channels to start notifying the public of your product recall.
d. start the recovery process by educating the public about the health benefits of green vegetables through a
company blog.
80. Marketers face a new set of ethical and legal issues as social media becomes more essential to the success 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. Therefore, 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.
81. _____ 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
82. Last year, you used social media to roll out your new line of edgy screen-printed t-shirts, hoodies, and
sweatpants, and your engaging campaign was very successful in establishing a loyal following. This year,
you’ve set a goal to sell 10% more product than last year. Which of these next steps is most likely to help you
achieve your goal?
a. Adding sponsored ads on Facebook, Instagram, and Snapchat to your overall social media strategy.
b. Continuing to use the same successful campaign you’ve been using.
c. Using Snapchat to answer questions and resolve issues with your customers.
d. Tapping into customer feedback obtained through social media channels to start developing new styles
and additional products.
83. Ed Horton, of Horton & Sons Plumbing, started using social media to promote the family business about six
months ago. He’s been posting plumbing and other home maintenance tips on Facebook, Instagram, and
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Pinterest, but his website analytics show that far more visitors are coming from Facebook than the other two
platforms combined. This measure of _____ indicates that he should focus his social media marketing efforts on
Facebook.
a. activity and traffic
b. engagement
c. conversion
d. click-through rate
84. 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 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
85. 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
c. Be accountable
d. Respect privacy
86. Pedro is using a blog to promote his Afro-Cuban band. His articles on topics ranging from his influences to
the instruments used in Latin music attract more than 100 readers each. In reality, however, the blog site is a
means of driving people to the calendar of the band’s gigs and to their online store where people can purchase
their CDs. For Pedro, the two most important measurements he tracks are ___ and ___.
a. activity; engagement
b. engagement; conversion
c. activity; conversion
d. engagement; activity
87. Which of the following is an example of an organization using a blog for marketing?
a. Residents of New York City write reviews of local restaurants on a Tumblr site.
b. A 13-year-old girl shares her poetry and song lyrics on a Tumblr site.
c. A young couple shares their favorite Paleo recipes on a WordPress site.
d. A plumber answers homeowners’ plumbing questions through a WordPress site.
88. Since starting your life coaching business 18 months ago, you’ve been using social media to let locals know
about your services. Almost daily you post life skill tips, uplifting memes, and humorous videos to your
Facebook business page. Which of the following would indicate that you’re achieving your goals?
a. You’re averaging about 75 new followers a month.
b. Many of your posts, especially the memes and videos, are shared.
c. Nearly all of your posts generate comments from three or more people.
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d. Your click-through rate has improved over time.
89. You’ve got this crazy idea to sell mattresses online. Since this is a product that people traditionally have
purchased in bricks-and-mortar stores where they can test different models before making a buying decision,
you know you’re going to have to work hard to establish your new business model. Which of the following
actions is your best option for getting social media users to help you spread the word about your new brand?
a. Investing heavily in paid social media advertising
b. Creating a funny social media campaign about sleep that people will want to share
c. Setting up Facebook and Instagram accounts inviting customers to share their online mattress-buying
stories
d. Investing heavily in search engine advertising
90. As the director of marketing at Tazo Teas, you’ve been using social media campaigns to drive sales of your
products at all of your distribution channels—such as grocery stores and coffee stores—as well as the
company’s own website. Which of the following would indicate that your campaign is helping you achieve your
goals?
a. Your click-through rate has steadily increased since you started using social media.
b. Your distributors have increased their orders by 6 percent overall.
c. Your website’s analytics show a 27-percent increase in traffic coming from social media.
d. Your website has seen a 14-percent increase in the number of unique visitors each month.
91. Of the following characteristics of social media marketing, which one makes social media particularly well
suited to helping an organization manage a crisis?
a. It allows marketers to clearly present a brand’s value proposition.
b. It facilitates two-way communication with consumers directly and easily.
c. It possesses an immediate, real-time nature.
d. It gives marketers access to very large audiences.
92. When you took over as the marketing manager for clothing manufacturer Harrison, it appeared that the
existing social media strategy was not resonating with consumers so you launched a new interactive campaign
inviting the brand’s loyal fans to post pictures of themselves wearing Harrison merchandise. Which of the
following would indicate that the user-generated content is getting a better response?
a. To date, nearly 3,000 users have posted photos or videos.
b. User-generated posts typically get at least 50 “likes” each.
c. Your conversion rate has been averaging 2–3 percent.
d. You’ve seen a 7-percent increase in online sales.
93. Don, the office manager at Harbor Animal Clinic, started using social media to promote the clinic’s
veterinary services about a year ago. The analytic tools on his website show an increasing amount of new traffic
coming from social media. He’s also able to connect his website traffic and inquiries to a 3-percent rise in new
patients. Don is pleased with his social media ___ measurements.
a. activity
b. engagement
c. conversion
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d. goal achievement
94. 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
95. You’re a hardcore gamer, and you want to build the ultimate video game e-commerce site. You can think of
a number of special features that would attract other gamers to your online store, but some of your ideas are
better than others. Given what you know about the way many consumers make purchasing decisions, which of
the following features is least important in encouraging gamers to buy from your site?
a. Including a social media component that enables gamers to connect with each other and share gaming
tips
b. Inviting consumers to write product reviews and recommendations
c. Organizing a team of expert gamers who will answer game-related questions on four different social
media channels
d. Offering the broadest possible range of video games
96. 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.
97. 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
98. You’re the marketing director for a national chain of hair salons catering to children. You’re aware that many
people research products and services on social media, and you’d like to capitalize on this form of information
sharing to promote your salons. Which of the following actions is your best option for getting social media
users to share information about your services?
a. Setting up Facebook and Instagram accounts inviting consumers to post their “my child’s first haircut”
stories
b. Adding a blog to your company website that offers tips on caring for children
c. Setting up Facebook and Instagram accounts incentivizing your customers to post their “my child’s first
haircut” stories as a means of entering a weekly contest for a free haircut
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d. Creating a funny social media campaign about kids that people will want to share
99. 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.
100. PoliticalJunkie.com earns its revenue from advertising. The bookmarking-blog site must be able to show
that its followers are actively paying attention to and interacting with the site’s content in order to attract
important advertisers. For PoliticalJunkie.com, measures of ___ are everything.
a. activity
b. engagement
c. conversion
d. goal achievement
101. Quirksmith, an online seller of handcrafted jewelry designed by sisters Divya and Pragya Batra, launched a
global social media campaign using the hashtag #quirkheads, which features stories about the company’s
customers. This represents an example of an organization using social media to achieve which goal?
a. Increase brand awareness and generate leads
b. Increase revenue
c. Improve customer service
d. Conduct market research and gather customer feedback
102. Of the following characteristics of social media marketing, which one makes social media an ideal means
of providing customer service?
a. It allows marketers to clearly present a brand’s value proposition.
b. It facilitates two-way communication with consumers directly and easily.
c. It possesses an immediate, real-time nature.
d. It allows marketers to listen in on conversations.
103. As the marketing director for MAC Cosmetics, you want to create an online community where loyal
customers can share photos, videos, and stories about how they’re using your products. Which of the following
is your best option for implementing your plan?
a. Social networking site
b. Social bookmarking site
c. Blogging and forums
d. Company website
104. Which of the following is the best example of a consumer making a final purchase decision based on
information found through social media?
a. Emon is trying to decide between the u-JAYS and the comparably priced Audio Technica headphones,
so he turns to Twitter to ask friends for their input.