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b. Ji-hoon is excited to find a YouTube video of a group blind test comparing eight different brands of
headphones, a few of which he’s never even heard of.
c. On Facebook, Kelly reads a debate among her friends about the pros and cons of Beats by Dre
headphones.
d. After reading reviews in an online electronics forum, Matt places an order for a pair of Sony MDR-1A
headphones from BestBuy.com.
105. Since studies have shown that ____ percent of millennial shoppers are influenced by social media as
compared to____ percent of older age groups, we can conclude that the impact of social media on purchasing
behavior varies by age.
a. approximately 70; nearly 20
b. approximately 70; about 45
c. nearly 60; just over 25
d. close to 50; about 20
106. Xbox’s Twitter team holds the Guinness World Record for being the most responsive brand on social
media. Which important objective does their social media approach achieve?
a. Enter a new market
b. Launch a new product
c. Build customer relationships
d. Obtain customer feedback
107. Which of the following is the best example of a consumer using social media to conduct research on a
product or service?
a. Lori posts pictures of herself and her children making a spaghetti dinner with Prego marinara sauce.
b. Melissa asks her online community for recommendations on the best brand of gluten-free pasta.
c. Justin watches a video on how to make pasta sauce from fresh tomatoes that he stumbled across in his
Facebook feed.
d. Christopher sees an ad for a half-off-everything sale at his favorite cookware store and commits to
buying the pasta machine he’s been wanting for years.
108. 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
109. 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
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b. Identify a need
c. Search for available options
d. Learn about new products
110. To promote their hair salon on social media, Lydia and Yoo-Hee invited their followers and clients to post
photos of their own hair and nail designs. Rachel, the owner of a competing salon, hired a professional
photographer to shoot photos of her salon’s best-looking clients just after they’d had their hair and nails done,
which she then posted on social media. Which social media strategy do you think was more successful, and
why?
a. Rachel’s because her social media posts looked more professional.
b. Rachel’s because her posts made potential clients believe they could look as good as the models.
c. Lydia and Yoo-Hee’s because they invited their clients to participate in generating content.
d. Lydia and Yoo-Hee’s because they provided problem-solving information.
111. 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
112. A pediatrician has been using social media to promote his practice. Specifically, he answers patients’ health
questions on his Facebook business page, sometimes using real cases as examples in his answers. Which of the
following poses the biggest concern for this physician?
a. Respect for privacy
b. Honesty and integrity
c. Accountability
d. Conversion rate
113. _____ are websites that provide virtual communities for people to share daily activities and increase their
circle of online friends.
a. Blogging sites
b. Social networking sites
c. Bookmarking sites
d. Social news sites
114. You’re the marketing manager for a niche business that sells fixtures and displays for stores. You want to
expand your reach by providing information about your products online, but you don’t see a need to facilitate
social interaction about your products. What is your best option for implementing your plan?
a. Social networking site
b. Social bookmarking site
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c. Blogging and forums
d. Company website
115. Which of the following is the best example of a consumer using social media to share product- or service-
related information?
a. Kent posts a selfie showing off his new car on Instagram.
b. On Snapchat, Addison asks her friends if anyone knows of a reliable used car dealership.
c. Rajesh responds to a friend-of-a-friend’s Facebook post offering a 1965 Ford Mustang for $7,500.
d. Raymond tweets about a massive airbag recall affecting many Honda makes and models.
116. 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
117. You bought a bowling alley last year, and you immediately saw an opportunity to attract a new target
audience: teens. To appeal to this group, you instituted a “Tuesday Teen Night,” which you’ve been promoting
through an integrated marketing campaign that includes social media. Which of the following would indicate
that your social media activity is resulting in new teen customers?
a. You’ve seen a 17-percent increase in teen customers on Tuesday nights.
b. Your posts typically get at least 5 “likes.”
c. Your click-through rate on ads has been averaging 8 to 10 percent.
d. You’re getting about 20 new followers a month on Snapchat.
118. Famous for its members’ use of hashtags and very short messages to interact with followers, Twitter is a
combination ___-___ site.
a. blogging-bookmarking
b. bookmarking-social networking
c. blogging-social networking
d. microblogging-social networking
119. 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
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120. As the author of more than a dozen self-published novels, you’d like to promote your books by sharing free
excerpts with people online. Which of the following types of platform will allow you to share healthy doses of
your writing with potential fans and buyers?
a. Social networking site
b. Social bookmarking site
c. Blogging and forums
d. Company website
121. Which of the following is the best example of a consumer discovering goods and services through social
media?
a. Stacy reads her friend Carol Ann’s post praising the new Yoplait Oui French-style yogurt.
b. Max asks his online friends to tell him which brand of Greek yogurt they like best.
c. Kai sees a downloadable coupon for her favorite type of Dannon yogurt and adds it to her shopping list.
d. Doug pins a recipe for yogurt-based salad dressing.
122. As the owner of an e-commerce store that sells bakeware and cookware, you’ve been promoting your
business by blogging great recipes and kitchen tips for years. What is your best option for posting photos and
links that lead people back to your blog?
a. Social networking site
b. Social bookmarking site
c. Blogging and forums
d. Company website
123. Of the following characteristics of social media marketing, which one makes social media particularly
useful in gathering feedback on products and services?
a. It allows marketers to clearly present a brand’s value proposition.
b. It gives marketers a global reach.
c. It possesses an immediate, real-time nature.
d. It allows marketers to listen in on and join online conversations with a large number of people.
124. To earn extra money in the fall, you’ve set up a business guiding walking ghost tours through several
historic homes in your neighborhood. You devote a lot of time to maintaining your Facebook business page, but
you have to wonder if your social media content is inspiring your followers and their friends to show up for
your tours. Which of the following would indicate that your Facebook campaign is working?
a. Your business has grown steadily since you started using Facebook, about 7 percent each year.
b. You average about 50 new followers a month, with big increases every September and October.
c. In general, you get at least 10 “likes” on every post.
d. Only 1 out of every 10 comments or so is negative; the rest are all positive or neutral.
125. As usage of social media marketing continues to increase, marketers are learning that content is a big key
to the 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.
126. “Revolutionary” is the word you’d use to describe the new kind of paint your company has developed for
crafters and artists, so customers will need some instruction on how to use this new product before they decide
to try it. Your best option for using social media to promote this product is:
a. Instagram posts.
b. Facebook ads.
c. Twitter ads.
d. YouTube videos.
127. You’re Bob Branson, owner of Branson’s Heating and Air Conditioning. You want to attract new customers
to your website by providing lengthy articles on home maintenance and encouraging visitors to ask for your
advice. Which type of platform is best suited to your purpose?
a. Social networking site
b. Social bookmarking site
c. Blogging and forums
d. Company website
128. Lydia and Yoo-Hee, co-owners of a hair salon, routinely check the number of likes on their Facebook
posts, but they track the number of likes on the salon’s Facebook business page even more carefully. For them,
___ is more important than ___.
a. activity; engagement
b. engagement; conversion
c. conversion; activity
d. engagement; activity
129. A Reddit user commented that a tea kettle sold at JCPenney looked like a silhouette of Hitler. When the
message went viral all across social media, JCPenney responded immediately with individual messages
affirming that the design similarity was totally unintentional. 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. Gather customer feedback
130. As the marketing manager for a well-known brand of frozen pizzas, you came up with an idea to do a taste
test comparing your brand to other leading brands. Your plan was to use the results in a social media campaign
to demonstrate the superiority of your brand. When the taste test was completed, results showed that only one
type of your pizza—the four cheese pizza—was preferred over your competitors. The other three types were
virtually equal to your competitors. Which of the following is your best option?
a. Run a social media campaign stating that consumers prefer your brand over others.
b. Create a social media campaign stating that consumers prefer your four cheese pizza over others.
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c. Design a humorous social media campaign stating that your brand is just as good as your competitors.
d. Repeat the taste test in the hope of getting better results.
131. Crowdtrail is a tool used by marketers to track the number of re-tweets, shares, and re-pins generated by
their content. In other words, Crowdtrail is used to measure _____.
a. engagement
b. activity
c. comprehension
d. conversion
132. There is a certain risk that comes along with social media marketing. When organizations engage in two-
way communication with consumers, they are opening the door to all types of inappropriate comments, which
can reflect poorly on the organization. This negative behavior poses a potential threat to the organization’s:
a. respect for privacy.
b. honesty and integrity.
c. accountability.
d. product offering.
133. When Whole Foods’ customers reach out on Twitter with issues or complaints, the company’s team
responds quickly and resolves problems, even if they have to coordinate with individual stores to do so. Which
goal is this social media activity intended to achieve?
a. Increase brand awareness
b. Manage a crisis
c. Improve customer service
d. Conduct market research
134. Phoebe is using Facebook, Instagram, and Pinterest to promote her company’s home decor items. She’s just
reviewed all of her posts and pins from the last three months and discovered that 62 percent of them did not get
any shares or re-pins. The low level of ___ indicates that she needs to change her social media strategy and/or
her products.
a. activity
b. engagement
c. conversion
d. goal achievement
135. The marketers at LuLaRoe created a fun series of Pinterest pins showing a variety of different ways to pair
their leggings with other clothing items. One week into the new campaign, they noticed that their click-through
rate had increased by a whopping 6 percent and online sales of leggings had increased by 3 percent. They were
very happy with this high level of _____ and _____.
a. activity; engagement
b. engagement; conversion
c. conversion; profits
d. activity; conversion
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136. You have been posting and tweeting regularly about your new car wash and detailing service, but it doesn’t
seem to be getting you anywhere. Several friends have made suggestions on how to improve your social media
strategy. Which of the following seems like the least helpful suggestion?
a. Include content people can use and share, such as car maintenance tips
b. Research and use the best targeted keywords related to car cleaning
c. Offer discount coupons to get people to interact with your social media content
d. Shoot better photos of the cars you’ve worked on
137. When you and your partners opened a microbrewery and pub last year, you all agreed that you “had to
establish an online presence.” You’re responsible for maintaining the Facebook and Instagram accounts, and
you really have to wonder if all the time and effort you put in is helping your pub reach the right type of
customers. Which of the following would indicate that you’re on the right track?
a. Every time you offer a two-for-one microbrew special, you see a big uptick in customers coming
through the door.
b. On average, you get anywhere from 8 to 15 comments on every post.
c. Nearly all of your posts are shared, sometimes as many as 30 times.
d. You’re averaging about 200 new followers a month on Facebook and Instagram combined.
138. Samsung is an official sponsor of the 2020 Olympics. Since launching a Twitter campaign using the
hashtag #2020Olympics, the tweets associated with that campaign are getting re-tweeted an average of 226
times each, as opposed to their traditional product tweets, which are re-tweeted an average of 117 times each.
What does this mean for Samsung?
a. Social media users’ interest in the Olympics is increasing, which bodes well for Samsung.
b. Samsung’s association with the Olympics will have the desired effect of increasing revenue.
c. The Samsung Olympics campaign is more effective at increasing brand awareness.
d. The Samsung Olympics campaign is more engaging than other Samsung campaigns.
Indicate one or more answer choices that best complete the statement or answer the question.
139. 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. Finding images to use in posts
b. Responding to online criticism
c. Deciding when to use Facebook and Instagram
d. Gauging the level of target audience engagement
140. You are embarrassed to admit it, but you sent out the wrong information to customers who requested the price of a
new product. What is the first step you should 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 pricing information.
d. Send corrected information to customers who received the wrong pricing information.
141. Describe two of the three types of social media platforms, including one or two examples of each.
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142. Describe the ways in which consumers rely on social media for their buying decisions.
143. How do blogs and microblog postings help companies to market their products?
144. What are the steps that companies need to take while resolving an ethical or legal mistake that has occurred
during social media marketing?
145. List and describe five of the seven guidelines for creating effective social media marketing content.
146. What is social media marketing? What are its essential features?
147. Define social media, and list at least four objectives marketers can help achieve by using social media to
promote products and services.
148. Explain with the help of an example how violation of privacy laws and guidelines could destroy a
company’s reputation.
149. Explain how social media affects purchasing behavior among various age groups, and describe how this
will impact social media marketing in the future.
150. Describe three broad categories of measurement companies use to gauge the success and efficiency of their
social media marketing. Give specific examples of each category.
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Answer Key
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