Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
Test bank
Chapter 5: Tactical planning & execution
Multiple choice questions
1. Which of the following best describes the social media tactical plan?
a. The tactical plan describes the why, who, where, what, when and how of social media
marketing.
b. The tactical plan’s key activities include collaboration and conversation.
c. The tactical plan defines the pillars of the marketing communications plan.
d. The tactical plan functions separately from the marketing communications plan.
e. All of these.
2. Which of the following terms refers to ‘the actions taken to execute the social media
strategy’?
a. Strategic marketing planning process
b. Marketing plan
c. Social media tactics
d. Marketing communications plan
e. Social media channels
3. Which of the following best completes the sentence ‘The ______ considers the situation
analysis, target audience and objectives to guide the zones of social media that the brand can
best use to reach and engage the target audience while the ______ will guide the brand’s
activities in a way that fits with the objectives.’?
a. strategy; pillars
b. strategy; tactics
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. tactics; pillars
d. tactics; strategy
e. None of these
4. Which of the following best completes the sentence ‘Target audience research is a key
component of the strategic social media marketing planning process that provides the insight
needed to devise a(n) ______ capable of engaging the target audience in the zones of social
media.’?
a. audience strategy
b. entertainment strategy
c. targeting strategy
d. engagement strategy
e. experience strategy
5. Which of the following terms refers to ‘the character description that highlights key
information about the target audience’?
a. Talent
b. Identity
c. Standards
d. Persona
e. Culture
6. Which of the following best defines a channel plan?
a. It identifies the vehicles the brand will use to reach and communicate with the target
audience and summarises the tactics that are recommended for each vehicle.
b. It is the character description that highlights key information about the target audience.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. It is the action taken to execute the social media strategy.
d. It brings the social media marketing strategy to life.
e. All of these.
7. Which of the following best completes the sentence ‘The size of the ______ and the
______ available for social media marketing will influence the number of channels, the types
of content, the sources of content and the volume and frequency of distribution and
promotion of content.?
a. channel audience; team
b. channel audience; budget
c. social media team; channel audience
d. social media team; budget
e. None of these.
8. Which of the following is NOT a characteristic of brand experience?
a. Authentic
b. Discoverable
c. Conversational
d. Formal
e. Scalable
9. What are the elements used in the design of a brand experience?
a. Type of tactic
b. Content type
c. Content strategy
d. Both type of tactic and content strategy
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. All of these
10. Which of the following is a term used to describe an information asset whose attributes
distinguish it from all other kinds of content?
a. Tactic
b. Content strategy
c. Content type
d. Channel type
e. Unique identifier
11. Which of the following best completes the sentence, ‘The content marketing matrix plots
content type according to whether the information being delivered in the content type is
either ______.’?
a. passive or active
b. emotional or rational
c. informational or experiential
d. internal or external
e. None of these
12. Which of the following best completes the sentence, ‘The content marketing matrix plots
content type according to whether the target audience is in a ______ stage of the purchase
process.’?
a. passive or active
b. emotional or rational
c. informational or experiential
d. internal or external
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. None of these
13. Which of the following considerations determine(s) whether a content strategy will be
feasible?
a. Audience-centric or brand-centric point of view.
b. Access to talent and brand assets that can be repurposed as source content.
c. Choices of hygiene or hub content.
d. Both Audience-centric or brand-centric point of view and Access to talent and brand assets
that can be repurposed as source content.
e. All of these.
14. Which of the following best completes the statement, ‘Industry best practices suggest that
the content mix should follow an 80-20 formula such that 80% of the content is ______-
focused and 20% ______-focused.’?
a. audience; style
b. audience; brand
c. brand; audience
d. brand; style
e. style; brand
15. When considering the content mix in terms of point of view (POV) which of the
following best completes the statement, ‘Industry best practices suggest that for every four
social media posts that are ______-centric, the brand can share one post that is ______-
centric.’?
a. audience; style
b. audience; brand
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
c. brand; audience
d. brand; style
e. style; brand
16. When Burton shares a post on Facebook that touts the benefits of a new snowboard this
post is considered which of the following?
a. Audience-centric
b. Brand-centric
c. Sales-oriented
d. Both audience-centric and brand-centric
e. Both audience-centric and sales-oriented
17. When Burton posts a humorous video on Facebook of some epic snowboarding falls that
bring joy and amusement to the audience, this post is considered which of the following?
a. Audience-centric
b. Brand-centric
c. Sales-oriented
d. Both audience-centric and brand-centric
e. Both audience-centric and sales-oriented
18. Google’s The YouTube Creator Playbook for Brands recommends developing a content
strategy that includes three levels of content. What are the three levels?
a. Hybrid, hub, hero
b. Hybrid, hygiene, hero
c. Hygiene, hybrid, hub
d. Hygiene, hero, hub
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
e. Hygiene, hero, hit
19. Which of the following terms ‘serves as the brand’s active presence in each social
community and includes archived content that is “evergreen.”?
a. Hero content
b. Hit content
c. Hybrid content
d. Hygiene content
e. Hub content
20. Which of the following has a long shelf-life and its information is likely to remain useful
and reliable over a long period of time?
a. Hero content
b. Evergreen content
c. Hybrid content
d. Hit content
e. Hub content
21. Which of the following is published less frequently than hygiene content but is of greater
value to the target audience and more likely to generate interest and engagement?
a. Hero content
b. Evergreen content
c. Hybrid content
d. Hygiene content
e. Hub content
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
22. Which of the following is ‘truly buzz–worthy content’?
a. Hero content
b. Evergreen content
c. Hybrid content
d. Hygiene content
e. Hub content
23. When considering the style of content developed for social media, which of the following
ensures that the brand standards are followed?
a. Brand identity guide
b. Brand standards guide
c. Style guide
d. Both brand identity guide and brand standards guide
e. Both brand identity guide and style guide
24. Which of the following best completes the statement, ‘The voice and tone of social media
communications should be consistent with the ______ established for the brand’s social
media presence.’?
a. brand persona
b. content strategy
c. content type
d. creative brief
e. None of these
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
25. The content strategy will likely also include standards for content that ensure everything
published and promoted for social media marketing is optimised for effectiveness. These
standards may include which of the following?
a. Guidelines for title or headline word count
b. Preferred headline words
c. Types of preferred interactivity
d. Links and thumbnails
e. All of these
26. Each content unit must be created and produced. Which of the following can marketers
use to document the required characteristics and elements of each content unit?
a. Campaign hashtags
b. Content strategy
c. Creative briefs
d. Channel plan
e. None of these
27. Which of the following is NOT true of content atomisation?
a. The content can be partitioned and/or repackaged in several ways while still remaining
strategically aligned.
b. Having related, but distinct content on different social channels decreases the likelihood
that the target audience will be exposed to the message multiple times.
c. Not only is atomisation an efficient way to use resources, it also provides message
amplification.
d. Documenting and cataloguing content as it is created ensures that it can be reused or
repurposed in the future.
e. All of these are true.
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
28. Which of the following best completes the sentence, ‘Not only is atomisation an efficient
way to use resources, it also provides message ______ and enhances message recall.’?
a. engagement
b. identification
c. reach
d. translation
e. amplification
29. What is the most commonly used format for a content calendar?
a. Slide presentation
b. Spreadsheet
c. Formal report
d. Request for proposal
e. None of these
30. Which of the following best completes the sentence, ‘Companies that work with ______
services will use calendars integrated in the system instead of spreadsheets’.
a. creative advertising
b. sentiment analysis
c. social media management
d. content strategy
e. None of these
31. Which of the following is NOT true of content calendars?
Tracy L. Tuten, Social Media Marketing, 4e
SAGE Publishing, 2021
a. Content calendars help to identify, prioritise and plan for new- and future-content creation.
b. The content calendar captures which content is scheduled and prioritised for an
organisation, generally with an annual, quarterly, monthly and sometimes weekly view.
c. Calendars will typically include several sheets to accommodate planning for different time
periods while maintaining perspective of how the content fits together.
d. Companies that work with Social Media Management services (e.g. SproutSocial,
Hubspot, Buffer) typically use spreadsheets built in Microsoft Excel or Google Sheets.
e. All of the above are true.
32. Which of the following should a basic editorial (content) calendar include?
a. Date the content will be published
b. Topic or headline of the content piece
c. The owner of the content
d. The current status of the content
e. All of these
33. In the editorial (content) calendar, who is in charge of making sure the content makes it
from ideation to publication and promotion?
a. The author of the content
b. The owner of the content
c. The social media marketing manager
d. The social media management service provider
e. None of these
34. Tracking which of these editorial calendar elements will make it easier to ensure that
your work has a signature look and cohesive brand identity?