Question 1

Give an example of a love mark that has personal relevance to you.

Accepted Answer

A love mark is a brand that commands passionate loyalty from its target market.

Question 2

Most companies are in the strategic phase of the social media marketing maturity life cycle.

Accepted Answer

A) True 
 B)False  False

Question 3

The ________ details the current problem or opportunity the organization faces.

Accepted Answer

A)  positioning statement 
B)  social media mix 
C)  social media profile 
D)  situation analysis 
E)  message strategy 
A)  positioning statement 
B)  social media mix 
C)  social media profile 
D)  situation analysis 
E)  message strategy D

Question 4

Reviewing the position is NOT a necessary step in preparing a social media marketing strategy.

Accepted Answer

A) True 
 B)False

Question 5

Planning is nice,but there's nothing wrong with jumping right into marketing without planning.

Accepted Answer

A) True 
 B)False

Question 6

Sun Microsystems tells its employers that whether in the actual or virtual world,their interactions and discourse should be respectful.For example,when they are in a virtual world as a Sun representative,their avatar should dress and speak professionally.Such a directive is an example of:

Accepted Answer

A)  a center of excellence model. 
B)  a creative message strategy. 
C)  a social media policy. 
D)  an internal environment. 
E)  a propagation brief. 
A)  a center of excellence model. 
B)  a creative message strategy. 
C)  a social media policy. 
D)  an internal environment. 
E)  a propagation brief.

Question 7

Which of the following is the best example of an actionable objective?

Accepted Answer

A)  To inspire happiness throughout the world by creating hope and wisdom on our company's Facebook page. 
B)  To increase site awareness by 100 percent with the addition of social commerce sharing applications by the third quarter of 2012. 
C)  To promote goodwill through positive word-of-mouth on our Twitter account in the not-so-distant future 
D)  To increase our market share through effective advertising and promotions using the vast array of social media technology. 
E)  To leapfrog our competition, jumping from last to first place in market share, in the next month by blitzing our customers on social media sites. 
A)  To inspire happiness throughout the world by creating hope and wisdom on our company's Facebook page. 
B)  To increase site awareness by 100 percent with the addition of social commerce sharing applications by the third quarter of 2012. 
C)  To promote goodwill through positive word-of-mouth on our Twitter account in the not-so-distant future 
D)  To increase our market share through effective advertising and promotions using the vast array of social media technology. 
E)  To leapfrog our competition, jumping from last to first place in market share, in the next month by blitzing our customers on social media sites.

Question 8

Give an example of a company's social media efforts for each of the three phases in the social media marketing maturity life cycle.

Accepted Answer

Organizations in the trial phase test ou

Question 9

A situation analysis is done in the ________ step of the social media marketing strategic planning process.

Accepted Answer

A)  first 
B)  second 
C)  third 
D)  fourth 
E)  last 
A)  first 
B)  second 
C)  third 
D)  fourth 
E)  last

Question 10

The GEICO gecko is a(n)________ in that he gives the company a head start in terms of consumer recognition as it tries to break through the clutter of competing messages.

Accepted Answer

A)  activation tool 
B)  hashtag 
C)  creative asset 
D)  social persona 
E)  stunt 
A)  activation tool 
B)  hashtag 
C)  creative asset 
D)  social persona 
E)  stunt

Question 11

Benjamin Moore (a brand of paint)determines that it must spend $100,000 in 2012 to increase its social media site awareness by 100 percent.This is an example of the ________.

Accepted Answer

A)  competitive parity method 
B)  creative message strategy 
C)  percentage of ad spend method 
D)  center of excellence model 
E)  objective and task method 
A)  competitive parity method 
B)  creative message strategy 
C)  percentage of ad spend method 
D)  center of excellence model 
E)  objective and task method

Question 12

________ drive a brand's paid and owned media,extend a brand's story,and foster social experiences.

Accepted Answer

A)  Activation tools 
B)  Hashtags 
C)  Creative assets 
D)  Social personas 
E)  Stunts 
A)  Activation tools 
B)  Hashtags 
C)  Creative assets 
D)  Social personas 
E)  Stunts

Question 13

Reflect on why developing a social persona is a key decision for a brand.

Accepted Answer

Planners need to define how the brand wi

Question 14

A propagation brief is based on planning for:

Accepted Answer

A)  a passive target audience. 
B)  the external environment. 
C)  the people you reach. 
D)  an organization's competitors. 
E)  the people that your target audience will reach. 
A)  a passive target audience. 
B)  the external environment. 
C)  the people you reach. 
D)  an organization's competitors. 
E)  the people that your target audience will reach.

Question 15

Because social media is in an infancy stage right now,companies do not need to worry too much about creating social media policies for its employees.

Accepted Answer

A) True 
 B)False

Question 16

Social media is not free.

Accepted Answer

A) True 
 B)False

Question 17

Which of the following depicts an organization in the strategic phase of the social media marketing maturity life cycle?

Accepted Answer

A)  experimenting with cool new social media ways to communicate 
B)  exploring the potential for social media as a venue 
C)  planning social media marketing activities with clear objectives and metrics 
D)  thinking about social media activities in a more systematic way 
E)  None of the above 
A)  experimenting with cool new social media ways to communicate 
B)  exploring the potential for social media as a venue 
C)  planning social media marketing activities with clear objectives and metrics 
D)  thinking about social media activities in a more systematic way 
E)  None of the above

Question 18

Julie,the CEO,decides to create a social media marketing committee which will report its practices to all company departments,which will then incorporate social media into its own executions.Julie has set up a combination social media structure.

Accepted Answer

A) True 
 B)False

Question 19

A love mark:

Accepted Answer

A)  is an exceedingly positive review on a social media site. 
B)  is a brand that commands passionate loyalty from its target market. 
C)  is the collection of positive word-of-mouth responses on a company's web page. 
D)  occurs after a brand collects 1000 "Likes" on its Facebook page. 
E)  is a special price promotion a company offers only its loyal customers. 
A)  is an exceedingly positive review on a social media site. 
B)  is a brand that commands passionate loyalty from its target market. 
C)  is the collection of positive word-of-mouth responses on a company's web page. 
D)  occurs after a brand collects 1000 "Likes" on its Facebook page. 
E)  is a special price promotion a company offers only its loyal customers.

Question 20

Which one of the following statements is FALSE?

Accepted Answer

A)  Most marketers have not yet integrated social media as a key component of the overall marketing plan. 
B)  Most marketers currently use social media marketing tactics on a strategic level. 
C)  There are many marketers that use social media marketing tactics without a high level of maturity. 
D)  There are many marketers that use social media marketing tactics in the trial phase. 
E)  There are many marketers that use social marketing tactics in the first phase of the adoption cycle. 
A)  Most marketers have not yet integrated social media as a key component of the overall marketing plan. 
B)  Most marketers currently use social media marketing tactics on a strategic level. 
C)  There are many marketers that use social media marketing tactics without a high level of maturity. 
D)  There are many marketers that use social media marketing tactics in the trial phase. 
E)  There are many marketers that use social marketing tactics in the first phase of the adoption cycle.

Give an example of a love mark that has personal relevance to you.

Most companies are in the strategic phase of the social media marketing maturity life cycle.

The ________ details the current problem or opportunity the organization faces.

Reviewing the position is NOT a necessary step in preparing a social media marketing strategy.

Planning is nice,but there's nothing wrong with jumping right into marketing without planning.

Sun Microsystems tells its employers that whether in the actual or virtual world,their interactions and discourse should be respectful.For example,when they are in a virtual world as a Sun representative,their avatar should dress and speak professionally.Such a directive is an example of:

Which of the following is the best example of an actionable objective?

Give an example of a company's social media efforts for each of the three phases in the social media marketing maturity life cycle.

A situation analysis is done in the ________ step of the social media marketing strategic planning process.

The GEICO gecko is a(n)________ in that he gives the company a head start in terms of consumer recognition as it tries to break through the clutter of competing messages.

Benjamin Moore (a brand of paint)determines that it must spend $100,000 in 2012 to increase its social media site awareness by 100 percent.This is an example of the ________.

________ drive a brand's paid and owned media,extend a brand's story,and foster social experiences.

Reflect on why developing a social persona is a key decision for a brand.

A propagation brief is based on planning for:

Because social media is in an infancy stage right now,companies do not need to worry too much about creating social media policies for its employees.

Social media is not free.

Which of the following depicts an organization in the strategic phase of the social media marketing maturity life cycle?

Julie,the CEO,decides to create a social media marketing committee which will report its practices to all company departments,which will then incorporate social media into its own executions.Julie has set up a combination social media structure.

A love mark:

Which one of the following statements is FALSE?

The Horizontal Revolution

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 2: Strategic Planning With Social Media

Give an example of a love mark that has personal relevance to you.

Most companies are in the strategic phase of the social media marketing maturity life cycle.

The ________ details the current problem or opportunity the organization faces.

Reviewing the position is NOT a necessary step in preparing a social media marketing strategy.

Planning is nice,but there's nothing wrong with jumping right into marketing without planning.

Sun Microsystems tells its employers that whether in the actual or virtual world,their interactions and discourse should be respectful.For example,when they are in a virtual world as a Sun representative,their avatar should dress and speak professionally.Such a directive is an example of:

Which of the following is the best example of an actionable objective?

Give an example of a company's social media efforts for each of the three phases in the social media marketing maturity life cycle.

A situation analysis is done in the ________ step of the social media marketing strategic planning process.

The GEICO gecko is a(n)________ in that he gives the company a head start in terms of consumer recognition as it tries to break through the clutter of competing messages.

Benjamin Moore (a brand of paint)determines that it must spend $100,000 in 2012 to increase its social media site awareness by 100 percent.This is an example of the ________.

________ drive a brand's paid and owned media,extend a brand's story,and foster social experiences.

Reflect on why developing a social persona is a key decision for a brand.

A propagation brief is based on planning for:

Because social media is in an infancy stage right now,companies do not need to worry too much about creating social media policies for its employees.

Social media is not free.

Which of the following depicts an organization in the strategic phase of the social media marketing maturity life cycle?

Julie,the CEO,decides to create a social media marketing committee which will report its practices to all company departments,which will then incorporate social media into its own executions.Julie has set up a combination social media structure.

A love mark:

Which one of the following statements is FALSE?

The Horizontal Revolution

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters