Test Bank for Social Media Marketing A Strategic Approach 2nd Edition Barker / All Chapters 1 – 15 / Full Complete 2023

Social Media Marketing A Strategic Approach
2nd Edition Barker Test Bank
Chapter 01 Why Social Media
TRUEFALSE

1. According to the text, social media is only being adopted by younger populations.
   (A) True
   (B) False
   Answer : (B)
2. Only large corporations have been successful in measuring the return from their social media
   marketing efforts
   (A) True
   (B) False
   Answer : (B)
3. Social media marketing is based on marketing principles that have been around for years.
   (A) True
   (B) False
   Answer : (A)
4. 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.
   (A) True
   (B) False
   Answer : (B)
5. According to the text, SMM employs word-of-mouth marketing,
   (A) True
   (B) False
   Answer : (A)
6. Marketing investment in social media is forecast to increase.
   (A) True
   (B) False
   Answer : (A)
   MULTICHOICE
7. Which of the following is not one of the seven myths of SMM?
   (A) SMM is too time-consuming.
   (B) SMM isn’t right for most businesses.
   (C) There is no return on investment on SMM.
   (D) Social media is just for the young.
   (E) Social media is just a fad.
   Answer : (B)
8. 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
   Answer : (C)
9. 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
   Answer : (C)
10. Which firm is credited with creating “the perfect business apology?
    (A) Wikipedia
    (B) Facebook
    (C) Jet Blue
    (D) Twitter
    (E) None of these.
    Answer : (C)
11. 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.
    Answer : (A)
12. 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
    Answer : (A)
13. SMM is different because:
    (A) It does not employ traditional marketing methods in the usual way.
    (B) It does not control the content of the message.
    (C) It emphasizes audience contribution.
    (D) All of these.

(E) None of these.
Answer : (D)

14. 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
    Answer : (D)
15. According to the text, social media is a part of a larger media ecosystem made up of:
    (A) Paid media.
    (B) Bought media.
    (C) Owned media.
    (D) A, B and C.
    (E) A and C
    Answer : (A)
16. 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.
    Answer : (C)
17. Which is a true statement?
    (A) B2B firms cannot benefit from social media.