Question 1

Why may social media listening analysis be limited in its predictive ability?

Accepted Answer

A)  it doesn't examine online posts 
B)  only those who post are represented 
C)  the algorithms are not accurate 
D)  the algorithms include traditional media 
E)  more than one of the above is true 
A)  it doesn't examine online posts 
B)  only those who post are represented 
C)  the algorithms are not accurate 
D)  the algorithms include traditional media 
E)  more than one of the above is true E

Question 2

All of the following are parts of a situation analysis EXCEPT:

Accepted Answer

A)  competitor analysis 
B)  industry analysis 
C)  examining suppliers and marketing channels 
D)  social media marketing planning 
E)  none of the above 
A)  competitor analysis 
B)  industry analysis 
C)  examining suppliers and marketing channels 
D)  social media marketing planning 
E)  none of the above D

Question 3

Evaluating a brand's website and blog are included in which part of a situation analysis?

Accepted Answer

A)  digital strategy analysis 
B)  competitive marketing strategies 
C)  market segmentation 
D)  industry analysis 
E)  none of the above 
A)  digital strategy analysis 
B)  competitive marketing strategies 
C)  market segmentation 
D)  industry analysis 
E)  none of the above A

Question 4

Which of the following sites provides information on the prices of keywords?

Accepted Answer

A)  SEM Rush 
B)  Klout 
C)  Talltweets 
D)  Google Trends 
E)  TechCrunch 
A)  SEM Rush 
B)  Klout 
C)  Talltweets 
D)  Google Trends 
E)  TechCrunch

Question 5

A content analysis is:

Accepted Answer

A)  evaluating the content the brand has created to determine whether to use it in social media 
B)  using content customers have created for a brand's campaigns 
C)  running a special contest for your own employees to create content 
D)  judging the quality of a set of social media posts 
E)  contesting a weak social strategy 
A)  evaluating the content the brand has created to determine whether to use it in social media 
B)  using content customers have created for a brand's campaigns 
C)  running a special contest for your own employees to create content 
D)  judging the quality of a set of social media posts 
E)  contesting a weak social strategy

Question 6

The term social media listening refers to:

Accepted Answer

A)  sharing all you listen to online 
B)  collecting information from posts by social media users 
C)  using radio on Pandora 
D)  determining ROI for listening strategies 
E)  none of the above 
A)  sharing all you listen to online 
B)  collecting information from posts by social media users 
C)  using radio on Pandora 
D)  determining ROI for listening strategies 
E)  none of the above

Question 7

Social media listening includes information about:

Accepted Answer

A)  all customers 
B)  all users of social media 
C)  the companies that offer social media listening services 
D)  people who post on social media sites 
E)  Twitter users 
A)  all customers 
B)  all users of social media 
C)  the companies that offer social media listening services 
D)  people who post on social media sites 
E)  Twitter users

Question 8

Which of the following is TRUE about social media listening?

Accepted Answer

A)  all firms do social media listening 
B)  social media listening can be done by anyone with access to the internet 
C)  social media listening typically includes traditional media 
D)  social media listening is done by average consumers 
E)  Google is the leader in social media listening services 
A)  all firms do social media listening 
B)  social media listening can be done by anyone with access to the internet 
C)  social media listening typically includes traditional media 
D)  social media listening is done by average consumers 
E)  Google is the leader in social media listening services

Question 9

Which of the following sites can help you track competitors?

Accepted Answer

A)  Google Analytics 
B)  Social Mention 
C)  Icerocket 
D)  Google Trends 
E)  none of the above 
A)  Google Analytics 
B)  Social Mention 
C)  Icerocket 
D)  Google Trends 
E)  none of the above

Question 10

A situation analysis can best be described as a:

Accepted Answer

A)  planning and execution document 
B)  a creative tool 
C)  a research document 
D)  an experiment 
E)  a survey 
A)  planning and execution document 
B)  a creative tool 
C)  a research document 
D)  an experiment 
E)  a survey

Question 11

Which of the following would you recommend to the brand manager for Nike's flagship store to track the number of times people access the store's mobile site?

Accepted Answer

A)  IceRocket 
B)  TechCrunch 
C)  Inky Bee 
D)  Google Analytics 
E)  Klout 
A)  IceRocket 
B)  TechCrunch 
C)  Inky Bee 
D)  Google Analytics 
E)  Klout

Question 12

Which of the following provides data on keywords that you can use for an organic SEO strategy?

Accepted Answer

A)  Klout 
B)  sentiment analysis 
C)  Twitalyzer 
D)  Pinterlytics 
E)  Trackur 
A)  Klout 
B)  sentiment analysis 
C)  Twitalyzer 
D)  Pinterlytics 
E)  Trackur

Question 13

How do social media listening companies collect information and what information can they collect? Are there gaps in the knowledge and how can a brand fix the gaps?

Accepted Answer

Social media listening companies collect

Question 14

Which type of information do you collect first when doing a situation analysis?

Accepted Answer

A)  primary data 
B)  secondary data 
C)  experiments 
D)  social media listening 
E)  interviews 
A)  primary data 
B)  secondary data 
C)  experiments 
D)  social media listening 
E)  interviews

Question 15

Which of the following is a primary form of research?

Accepted Answer

A)  US census data 
B)  industry reports 
C)  interviews 
D)  academic research journals 
E)  white papers 
A)  US census data 
B)  industry reports 
C)  interviews 
D)  academic research journals 
E)  white papers

Question 16

Which service provides information on the "visibility" and "engagement" of blogs?

Accepted Answer

A)  IceRocket 
B)  TechCrunch 
C)  Inky Bee 
D)  Open Site Explorer 
E)  Google Analytics 
A)  IceRocket 
B)  TechCrunch 
C)  Inky Bee 
D)  Open Site Explorer 
E)  Google Analytics

Question 17

Which of the following is NOT typically part of a situation analysis?

Accepted Answer

A)  digital strategy analysis 
B)  competitive marketing strategies 
C)  market segmentation 
D)  industry analysis 
E)  none of the above 
A)  digital strategy analysis 
B)  competitive marketing strategies 
C)  market segmentation 
D)  industry analysis 
E)  none of the above

Question 18

A marketer wants to rank a list of competitors by influence in social media. Which site would you recommend that she use?

Accepted Answer

A)  IceRocket 
B)  TechCrunch 
C)  Inky Bee 
D)  Google Analytics 
E)  Klout 
A)  IceRocket 
B)  TechCrunch 
C)  Inky Bee 
D)  Google Analytics 
E)  Klout

Question 19

How do social media listening firms collect information from social media sites?

Accepted Answer

A)  they survey users of social media 
B)  they run experiments testing which users post and which do not 
C)  they use a web crawler and an algorithm to weight various posts on social media 
D)  they use an electronic monitoring box on top of a sample of people's computers and collect click stream data 
E)  none of the above 
A)  they survey users of social media 
B)  they run experiments testing which users post and which do not 
C)  they use a web crawler and an algorithm to weight various posts on social media 
D)  they use an electronic monitoring box on top of a sample of people's computers and collect click stream data 
E)  none of the above

Question 20

What is the purpose of social media listening? How would a company do social media listening and what are the limitations in using this research technique?

Accepted Answer

Social media listening, also known as so

Why may social media listening analysis be limited in its predictive ability?

All of the following are parts of a situation analysis EXCEPT:

Evaluating a brand's website and blog are included in which part of a situation analysis?

Which of the following sites provides information on the prices of keywords?

A content analysis is:

The term social media listening refers to:

Social media listening includes information about:

Which of the following is TRUE about social media listening?

Which of the following sites can help you track competitors?

A situation analysis can best be described as a:

Which of the following would you recommend to the brand manager for Nike's flagship store to track the number of times people access the store's mobile site?

Which of the following provides data on keywords that you can use for an organic SEO strategy?

How do social media listening companies collect information and what information can they collect? Are there gaps in the knowledge and how can a brand fix the gaps?

Which type of information do you collect first when doing a situation analysis?

Which of the following is a primary form of research?

Which service provides information on the "visibility" and "engagement" of blogs?

Which of the following is NOT typically part of a situation analysis?

A marketer wants to rank a list of competitors by influence in social media. Which site would you recommend that she use?

How do social media listening firms collect information from social media sites?

What is the purpose of social media listening? How would a company do social media listening and what are the limitations in using this research technique?

The New Digital Landscape

Identifying Customers

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters

Exam 3: Discovering Insights

Why may social media listening analysis be limited in its predictive ability?

All of the following are parts of a situation analysis EXCEPT:

Evaluating a brand's website and blog are included in which part of a situation analysis?

Which of the following sites provides information on the prices of keywords?

A content analysis is:

The term social media listening refers to:

Social media listening includes information about:

Which of the following is TRUE about social media listening?

Which of the following sites can help you track competitors?

A situation analysis can best be described as a:

Which of the following would you recommend to the brand manager for Nike's flagship store to track the number of times people access the store's mobile site?

Which of the following provides data on keywords that you can use for an organic SEO strategy?

How do social media listening companies collect information and what information can they collect? Are there gaps in the knowledge and how can a brand fix the gaps?

Which type of information do you collect first when doing a situation analysis?

Which of the following is a primary form of research?

Which service provides information on the "visibility" and "engagement" of blogs?

Which of the following is NOT typically part of a situation analysis?

A marketer wants to rank a list of competitors by influence in social media. Which site would you recommend that she use?

How do social media listening firms collect information from social media sites?

What is the purpose of social media listening? How would a company do social media listening and what are the limitations in using this research technique?

The New Digital Landscape

Identifying Customers

Rethinking Consumption

Developing and Distributing

Pricing and Promoting

Digital Imperatives

Planning Communications

Executing Strategy

Integrating Media

Mobile Touchpoints

Examining Metrics

Legal Matters

Filters