chapter_02_goals_and_strategies.docx
Chapter 02—Goals and Strategies
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1. A social media marketing plan does not require monitoring or adjustment during its implementation.
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2. The most popular uses for social media are brand awareness and building brand preference.
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3. Some of a brand's most passionate advocates can start off as disgruntled customers.
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4. It is very important for brands looking to engage in social media to focus on broadcasting and promoting their message on these channels at every opportunity.
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5. A social media marketing strategy is something that should be developed to support a brand's overall marketing plan.
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6. Increasing search engine rankings and site traffic are two important goals for brands that social media marketing cannot help achieve.
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7. Which of the following is not part of the social media marketing planning cycle?
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a.
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Setting goals
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b.
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Tuning
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c.
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Driving traffic
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d.
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Implementing
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e.
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Monitoring
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8. Why is it important to listen to conversations about a brand?
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a.
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To see how many people buy your products.
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b.
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It helps a company evaluate its advertising strategy.
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c.
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It makes your customers think you care about what they say.
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d.
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Listening can help a company identify those keywords people use for its products.
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e.
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Comments can help a company understand how it is perceived and where opportunities may lie.
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9. Social media marketing goals must be flexible because:
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a.
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a brand cannot be sure its goals will be achieved.
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b.
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new developments sometimes occur while using social media.
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c.
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a particular social network might disappear.
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d.
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consumers are fickle, so it is difficult to forecast their behavior.
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e.
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brand management might not support certain social media marketing goals.
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10. All of the following are key objectives of SMM EXCEPT:
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a.
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customer service.
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b.
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brand awareness.
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c.
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brand development.
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d.
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brand preference.
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e.
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new customer leads.
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11. In addition to the primary SMM objectives, other secondary objectives include all of these EXCEPT:
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a.
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achieving a desired brand positioning.
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b.
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supporting public relations and advertising campaigns.
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c.
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expanding brand loyalty.
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d.
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being prepared to handle reputation management in a crisis.
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e.
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producing new product ideas.
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12. What can be learned from listening includes all of these EXCEPT:
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a.
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how people feel about a company, product, service, person or issue.
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b.
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which media platforms appear to be the most viable in order to achieve SMM goals.
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c.
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how competitors are using social media platforms.
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d.
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all of these are correct.
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e.
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none of these is correct.
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13. A "call to action" can be defined as:
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a.
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brand building.
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b.
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lead generation and/or sales.
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c.
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the objectives of a social media campaign.
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d.
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the process of measuring a social media campaign.
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e.
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the action you want someone to take at each stage of your marketing campaign.
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14. When developing social media strategies, it is important that companies:
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a.
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look to what their competitors are doing.
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b.
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ensure they include Facebook, because it is one of the most popular social networks.
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c.
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include the 8 C's.
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d.
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make sure to adapt them to their individual strengths, weaknesses, opportunities, and threats.
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e.
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define the call to action first.
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15. Which of the following is not considered a social media marketing goal?
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a.
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Increasing customer satisfaction (customer service)
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b.
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Driving recommendations from friends and family
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c.
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Generating new leads
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d.
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Crisis communication and online reputation management
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e.
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Increasing the number of Facebook fans and Twitter followers
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16. Which of the 8 C's refer to understanding the etiquette, nuances and spoken or unspoken rules of a particular social media platform?
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a.
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Convert
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b.
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Categorize
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c.
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Collaborate
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d.
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Comprehend
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e.
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Contribute
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17. The leading purchase influencer in four different countries is:
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a.
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Twitter feeds.
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b.
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word of mouth.
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c.
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traditional advertising.
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d.
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blogs.
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e.
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social media posts from friends and family.
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18. What is the primary reason why social media marketing efforts fail?
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19. Why is it important for a company to identify social media marketing goals?
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ANSWER:
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To identify what will be accomplished through social media and to set guidelines and expectations.
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