Deck 1: Why Social Media?

Question 1

According to the text,Facebook is a substantial source for word-of-mouth marketing,

Answer 1

True

Question 2

Only large corporations have been successful in measuring the return from their social media marketing efforts

Answer 2

False

Question 3

Marketing investment in social media is forecast to increase.

Answer 3

True

Question 4

Which of the following is not an important aspect to social media marketing?

A) Creating buzz through content to attract attention
B) Finding ways for the fans and users to share a company's message through various social channels
C) Ensuring the product message is always paramount
D) Developing two-way online conversations with users
E) Monitoring and responding

Question 5

Social media marketing is based on marketing principles that have been around for years.

Question 6

Social media marketing is a form of what type of marketing?

A) Social networking
B) Online advertising
C) Word of mouth
D) Paid search
E) Direct mail

Question 7

Why do marketers often have difficulty with social media marketing?

Question 8

Which of the following is considered the earliest ancestor of social media?

A) ARPANET
B) Email
C) Telegram
D) Whole Earth 'Lectronic Link
E) USENET

Question 9

What is the #1 resource used when researching a product online?

A) Wikipedia
B) Facebook
C) Friends and family
D) Search
E) Social networks

Question 10

Identify two ways that social media marketing differs from traditional marketing.

Question 11

According to the text,the definition of social media marketing is using social media to

A) Promote a marketing message.
B) Build a brand.
C) Engage with consumers.
D) Create content.
E) Positively influence consumers toward a desired action.

Question 12

Why is social media so attractive for consumers?

A) It is free.
B) It allows for more insight and creativity.
C) It gives the consumer more power.
D) Everybody is using it.
E) It allows consumers to vent about bad customer service.

Question 13

What is the primary lesson behind the United Breaks Guitars case study?

A) Online video has the power to reach millions of people at a very low cost.
B) Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
C) A well-executed PR strategy can help control negative social media messages
D) Social media is only effective for customer complaints
E) Customer service should not be outsourced.

Question 14

According to the text,social media is only being adopted by younger populations.

Question 15

In order to be a successful social media marketer,you need a number of technical and personal skills.Which of the following is not considered vital?

A) Basic computer skills
B) Good listening skills
C) Strong reading and comprehension skills
D) A big ego
E) A sense of humor

Question 16

Which of the following tactics was not part of the Fiskars social media strategy?

A) Identify hobbyists and crafters that could serve as brand ambassadors ("Fiskateers")
B) Implement a public relations campaign targeting hobbyists
C) Use blogs to gain feedback on products
D) Hire consultants to help craft a strategy
E) None of the above.

Question 17

Which of the following is one way to manage the time invested in social media marketing?

A) Leverage tools like Hootsuite that are designed to improve efficiencies.
B) Hire an outside agency.
C) Only spend time on one social media site at a time.
D) Install times on employee computers to monitor time spent on social media.
E) None of the above.

Question 18

Which is a true statement?

A) B2B firms cannot benefit from social media.
B) One-third of U.S.adults use the Internet to comment on products and services.
C) Social media is only for certain companies and industries.
D) Monitoring social media is an inefficient use of company time.
E) Most people do not spend that much time using social media.

Question 19

According to the text,which of the following is not one of the issues businesses have with social media?

A) Companies start with the end in mind
B) A company tries too many approaches at great cost and effort
C) Businesses have no social media objectives
D) The results from social media marketing take too long
E) Setting up a Facebook page is complicated.

Question 20

According to the text,the reason why social media marketing is such a growth industry right now is because corporate marketers are planning on using external resources for their new social media efforts.