Chapter 9: Social Media Marketing
MULTIPLE CHOICE
1. Existing social networks are:
a. exclusively for consumers.
b. used by both consumers and business people.
c. experiencing slowing growth.
2. It is important for marketers to “follow the eyeballs” because:
a. marketers need their content to be placed in media that customers frequent.
b. advertisers are looking for media that reach target markets.
c. both of the above.
3. Social media marketing campaigns:
a. can be designed to go viral.
b. need to be developed with a specific target market in mind.
c. are impossible to measure.
4. We can only call it “social media marketing” if:
a. it leads to achieving business and marketing goals.
b. users actively share the content.
c. it brings in many Facebook fans and Twitter followers.
5. All marketers should:
a. have a Facebook page.
b. actively consider the use of social media in their marketing programs.
c. switch to exclusively marketing on social media.
6. Among the reasons marketers like SMM are:
a. it can lead to reduced marketing expenses.
b. it can help generate exposure for the business.
c. both of the above.
7. B2B marketers like SMM because:
a. it helps generate high-quality sales leads.
b. it takes place on private, proprietary networks.
c. neither of the above.
8. Marketing effectiveness and ease of use of social platforms tends to be:
a. negatively related to one another.
b. positively related to one another.
c. there is no relationship between effectiveness and ease of use.
9. Small businesses find SMM:
a. too difficult and complex to use.
b. helps generate exposure and sales.
c. ineffective in increasing sales.
10. Inside businesses, SMM techniques can be used to:
a. explain corporate policies.
b. it has no internal use.
c. improve engagement with employees.
11. ________ is one step in developing a social media strategy.
a. Engaging actual and potential customers
b. Establishing social sales opportunities
c. Placing advertising on social networks
12. Marketers find that communicating with people on social networks:
a. is similar to advertising in other channels.
b. requires communications that are responsive and trustworthy.
c. is often constrained by the rules of the social network.
13. Among the things that marketers have learned about SMM is:
a. it is essentially free.
b. it works well as a single channel of communications.
c. neither of the above.
14. Product reviews:
a. tend to be negative toward the brand.
b. are used and trusted by consumers.
c. do not have an impact on consumer purchases.
15. ________ is the term used to describe symbols that facilitate social sharing
a. Icons
b. Feeds
c. Links
16. Creating a brand community:
a. should only be done for a well-known brand.
b. is easier when customers themselves already participate in real world community activities.
c. requires skilled outside consultants.
17. ________ is online media created and controlled by the marketer.
a. Earned media
b. Owned media
c. Paid media
18. SMM metrics are:
a. provided by the respective social networks.
b. easy to integrate into existing metrics platforms.
c. neither of the above.
19. The best way to choose the right metrics for a SMM campaign is:
a. hire a consultant.
b. have specific, measurable campaign objectives.
c. use the existing metrics platforms.
20. Establishing a personal brand in Internet space:
a. should be started when you are ready to look for a job
b. only needed by top-level executives
c. a process that should continue throughout a person’s career
21. Top managers can more easily be persuaded of the value of social media marketing if:
a. ROI on its expenditures can be established
b. the top marketing officer is in favor
c. they understand that no negative comments will be permitted on social platforms
TRUE/FALSE
1. The same social networks are equally popular in countries around the world.
2. The Old Spice campaign proved that marketers can design videos to go viral.
3. The Cisco product launch made use of multiple social media and traditional online
communications channels.
4. It is not possible to use social media to raise money for worthy causes.
5. Small businesses can use social media effectively to raise exposure and increase sales.
6. Many businesses use microblogging sites like twitter even though the effort required is greater
than that of most other platforms.
7. Customers will say unfavorable things about brands anyway, so it is important to listen to them,
although no response is required.
8. Employees are not impressed by corporate efforts in social media marketing.
9. Marketers find that communicating with customers in social media is essentially the same as
communicating in traditional mass media.
10. The majority of Internet users fall into the segments of Joiners and Spectators.
11. The number of people who create and distribute content on the Internet has not exhibited
significant growth over the past few years.
12. People don’t want to hear marketers talk about their products.
13. Social media marketing is essentially free.
14. Writing for visibility on search engines is an important blogging technique.
15. Facebook “likes” represent one type of social sharing.
16. Branded communities cannot be built or expanded by using paid media to encourage people to
join.
17. Social networks and social platforms are both elements of the social business stack.
18. Earned media is so named because the marketer has to pay substantial sums for it.
19. The metrics used to measure social media campaigns are the same as those used to measure
campaigns in other Internet media channels.
20. Because SMM is only part of the overall marketing effort, it is not important to establish clear
objectives.
21. Building a personal Internet brand can end when a person gets a job.
22. It is important to persuade top managers that SMM can product a real ROI.
ESSAY
1. Write a brief scenario that highlights ways in which a person might interact with various brands
in the course of social network activity during a day.
2. Identify the steps in developing a social media strategy and give an example of how a product or
a business might execute each step in the process of developing a social media strategy.
3. The marketing director has asked you to draw up a list of arguments to be used for her
presentation to top management about the benefits of the brand engaging in social media. What
arguments would you recommend. [optional; Identify a social media marketing campaign that could be
used and explain why it would be a persuasive example.]
