Question 1

Since starting your life coaching business 18 months ago, you've been using social media to let locals know about your services. Almost daily you post life skill tips, uplifting memes, and humorous videos to your Facebook business page. Which of the following would indicate that you're achieving your goals?

Accepted Answer

A)  You're averaging about 75 new followers a month. 
B)  Many of your posts, especially the memes and videos, are shared. 
C)  Nearly all of your posts generate comments from three or more people. 
D)  Your click-through rate has improved over time.

Question 2

Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because:

Accepted Answer

A)  it helps buyers make final purchase decisions. 
B)  it helps everyone involved in the campaign to aim their efforts in the right direction. 
C)  it is effective in engaging the target audience in a conversation. 
D)  it helps marketers to have control over the content of the marketing message received by the audience.

Question 3

Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____.

Accepted Answer

A)  blogging site 
B)  social networking site 
C)  microblog 
D)  online forum

Question 4

Social media helps marketers to connect with influencers.

Accepted Answer

A) True 
 B)False

Question 5

A blog posting, such as a Tweet, that contains only a few words is called a(n) _____.

Accepted Answer

A)  moblog 
B)  microblog 
C)  splog 
D)  edublog

Question 6

Nissan Maxima owners love to customize their cars and post photos of them on social media. As the marketing manager for the brand, you would love to highlight the cult following behind your brand by adding those photos to the company website. Which of the following is your best option?

Accepted Answer

A)  Understand that anything on the Internet is "public domain," and use the content freely without concern. 
B)  Add the photos to your website and acknowledge each contributor by name. 
C)  Get each social media user's permission to use his or her photo before adding the content to your website. 
D)  Hire a professional photographer to shoot new videos that belong to Nissan.

Question 7

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?

Accepted Answer

A)  Increase brand awareness 
B)  Manage a crisis 
C)  Improve customer service 
D)  Conduct market research

Question 8

Cliff is a volunteer at the Marysville Playhouse, and he's taken on the task of promoting their plays through social media. Over the last six months, the number of MP's Facebook followers has increased from 42 to 186, but no one ever comments on Cliff's posts. What does this mean for Cliff?

Accepted Answer

A)  The low level of activity and engagement suggests Cliff needs a new social media strategy. 
B)  Cliff's increasing activity level shows he's doing a good job of promoting the brand, but his social media content needs to be more engaging. 
C)  Cliff's increasing activity level will lead to increased revenue, despite the fact that Cliff's social media content needs to be more engaging. 
D)  Since Cliff's goal is to sell more theater tickets, he does not need to be concerned with engagement.

Question 9

Which of the following is the best example of a consumer using social media to share product- or service-related information?

Accepted Answer

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.

Question 10

Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?

Accepted Answer

A)  An application 
B)  A social news site 
C)  A bookmark 
D)  A blogging site

Question 11

Most online shoppers who start with search engines do so because these provide the greatest amount of information about products and companies.

Accepted Answer

A) True 
 B)False

Question 12

An understanding of a company's brand is neither imperative nor central to the task of managing a social media marketing campaign.

Accepted Answer

A) True 
 B)False

Question 13

Since launching her Instagram account promoting her hand-painted scarves six months ago, Selina has seen anywhere from a 17 to 24 percent increase in new followers each month. She's really happy with this level of ___.

Accepted Answer

A)  activity 
B)  engagement 
C)  conversion 
D)  goal achievement

Question 14

One of the pharmaceutical giants is using social media to promote many of the medications it produces. These social media ads often include very specific claims based on scientific data. Which of the following poses the biggest concern for this organization?

Accepted Answer

A)  Respect for what consumers have to pay for their prescriptions 
B)  Honesty and integrity 
C)  Accountability 
D)  Promotional costs

Question 15

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 ___.

Accepted Answer

A)  activity; engagement 
B)  engagement; conversion 
C)  conversion; activity 
D)  engagement; activity

Question 16

Of the following characteristics of social media marketing, which one makes social media an ideal means of providing customer service?

Accepted Answer

A)  It allows marketers to clearly present a brand's value proposition. 
B)  It facilitates two-way communication with consumers directly and easily. 
C)  It possesses an immediate, real-time nature. 
D)  It allows marketers to listen in on conversations.

Question 17

Famous for its members' use of hashtags and very short messages to interact with followers, Twitter is a combination ___-___ site.

Accepted Answer

A)  blogging-bookmarking 
B)  bookmarking-social networking 
C)  blogging-social networking 
D)  microblogging-social networking

Question 18

As the marketing director for a pharmaceutical company, you've been developing a strategy for marketing a new blood pressure medication for patients over 55. One of your new team members has been encouraging you to use social media to promote the product. You have doubts about reaching your target audience through this channel, but you could be convinced to use ___ since it has the maximum number of adult users.

Accepted Answer

A)  Instagram 
B)  Facebook 
C)  Twitter 
D)  YouTube

Question 19

Kim is getting married in 18 months and is starting to plan her wedding. She likes to make things and wants to keep her decorating expenses low by creating the wedding and reception decorations herself. She has started a Pinterest board where she can collect ideas from others as well as share her own ideas with her fiancé, family, and friends. Pinterest is a type of _________ that provides a virtual community and enable people to share information, post opinions, and increase their circle of online friends.

Accepted Answer

A)  social networking site 
B)  blog 
C)  media sharing service 
D)  bookmarking platform

Question 20

Ed Horton, of Horton & Sons Plumbing, started using social media to promote the family business about six months ago. He's been posting plumbing and other home maintenance tips on Facebook, Instagram, and Pinterest, but his website analytics show that far more visitors are coming from Facebook than the other two platforms combined. This measure of _____ indicates that he should focus his social media marketing efforts on Facebook.

Accepted Answer

A)  activity and traffic 
B)  engagement 
C)  conversion 
D)  click-through rate

Exam 5: Social Media: Living in the Connected World

Marketers focus their efforts on setting clear goals in the initial step of a social media marketing campaign because:

Blunk is a service that allows users to send updates through posts that contain only a few words. These updates are sent to the users who have signed up to receive them. Blunk can be regarded as a(n) _____.

Social media helps marketers to connect with influencers.

A blog posting, such as a Tweet, that contains only a few words is called a(n) _____.

Nissan Maxima owners love to customize their cars and post photos of them on social media. As the marketing manager for the brand, you would love to highlight the cult following behind your brand by adding those photos to the company website. Which of the following is your best option?

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?

Cliff is a volunteer at the Marysville Playhouse, and he's taken on the task of promoting their plays through social media. Over the last six months, the number of MP's Facebook followers has increased from 42 to 186, but no one ever comments on Cliff's posts. What does this mean for Cliff?

Which of the following is the best example of a consumer using social media to share product- or service-related information?

Which of the following refers to a platform where a host or writer posts information or opinions on various topics and followers may respond?

Most online shoppers who start with search engines do so because these provide the greatest amount of information about products and companies.

An understanding of a company's brand is neither imperative nor central to the task of managing a social media marketing campaign.

Since launching her Instagram account promoting her hand-painted scarves six months ago, Selina has seen anywhere from a 17 to 24 percent increase in new followers each month. She's really happy with this level of ___.

One of the pharmaceutical giants is using social media to promote many of the medications it produces. These social media ads often include very specific claims based on scientific data. Which of the following poses the biggest concern for this organization?

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 _.

Of the following characteristics of social media marketing, which one makes social media an ideal means of providing customer service?

Famous for its members' use of hashtags and very short messages to interact with followers, Twitter is a combination _-_ site.