1. According to the text, older users are among the fastest growing demographics on most social media sites.

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Indicate whether the statement is true or false.

• According to the text, older users are among the fastest growing demographics on most social media sites.
• True
• False

• The number of followers is the ultimate measure of marketing achievement for social media.
• True
• False

• Social media marketing is based in part on age-old concepts of community.
• True
• False

• Developing a personal brand online is NOT related to the skills companies are looking for when they hire

people for social media positions.

• True
• False

• According to the text, SMM is based around face-to-face conversations.
• True
• False

• Social media marketers can influence what participants say and think about their brands, and they can

control the conversation entirely.

• True
• False

Indicate the answer choice that best completes the statement or answers the question.

• Which of these is NOT one of the seven myths of SMM?
• SMM is too time-consuming.
• SMM isn't right for most businesses.
• There is no return on investment on SMM.
• Social media is free.
• Social media is just a fad.

• Which of these is NOT an important aspect to social media marketing?
• Creating buzz through content to attract attention
• Finding ways for fans to share a brand's message
• Ensuring the product message is always paramount
• Developing two-way online conversations with users
• Controlling the responses of unhappy audience members

• Social media marketing is a form of which type of marketing?
• Search engine

(Social Media Marketing A Strategic Approach, 3e Debra Zahay, Mary Lou Roberts, Janna Parker, Donald Barker, Melissa Barker ) (Test Bank Answer at the end of each Chapter) 1 / 4

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• Broadcast media
• Word of mouth
• Paid advertising
• Retail display

• JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social

media?

• Marketing
• Corporate communications
• Shareholders
• Customer commitment
• None of these is correct.

• Which action is NOT recommended to limit the time investment in SMM?
• Utilize tools like Hootsuite to manage efforts.
• Recruit underutilized employees to boost media presence.
• Monitor competitor posts hourly for trends.
• Publish multimedia content on mobile devices.
• None of these.

• How was the earliest ancestor of today's diverse social media platforms used?
• To quickly share media files such as music
• To host user-driven discussions about various topics
• To share resources for nonwork purposes
• To participate in group photo-sharing
• To post articles organized into newsgroups

• Which aspect distinguishes SMM from traditional marketing?
• It attempts to exclude competitive messages.
• It seeks to control the content seen by the audience.
• It allows companies to develop trusting relationships with their audience.
• It signals a one-way conversation from the firm to potential customers.
• None of these.

• In order to be a successful social media marketer, you need to possess key skills. Which of these is NOT

considered vital?

• Participation in social media networks
• Ability to listen to brand customers
• Knowledge in social media analytics
• Experience in leading sales teams
• Comprehension of social media etiquette

• According to the text, the most valuable element of the social media ecosystem is:
• paid media 2 / 4

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• owned media.
• earned media.
• a, b, and c.
• a and c.

• Why is social media so attractive to consumers?
• It helps people connect efficiently.
• It allows firms to satisfy all customer needs.
• It prevents service interruptions.
• It is accessible to all consumers worldwide.
• It allows firms to easily become thought leaders.

• Which is a TRUE statement?
• Social media return is calculated as financial ROI.
• Young adults are the fastest growing social media user group.
• Thought leadership ranks as a lesser benefit of SMM.
• Monitoring social media engagement is inefficient for B2B firms.
• Marketers should focus on one social media platform for network communications.

• When should a social media marketer develop a comprehensive plan?
• During web development
• Before engaging customers
• After measuring customer complaints
• When controlling online conversations
• None of the above.

• Identify one way that social media marketing is similar to traditional marketing and one way that it differs.

• Name and describe two BEST practices for social media marketing.
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Answer Key

• True

• False

• True

• False

• False

• False

• b

• e

• c

• c

• c

• e

• c

• d

• c

• a

• c

• b

19.

• SMM and traditional marketing are similar. They both emphasize the four Ps (product, price,

place, and promotion).

• SMM and traditional marketing differ. Traditional marketing seeks to control the content seen

by the audience, whereas social media marketing seeks to engage the audience in the co- creation of content.

20. The following are the answers given in the textbook:

• Stay on top of social media trends.

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