Chapter 01 · Why Social Media · Instructor Edition
IN S TR UCTO R E DI TI O N · TE S T B A NK
Chapter 01
Why Social Media
QUESTION TYPE COUNT
Multiple Choice 12
True / False 6
Short Answer 2
Total 20
1
,Chapter 01 · Why Social Media · Instructor Edition
M U LT I P L E C H O I C E 12 QUESTIONS
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.
A N S B. SMM isn't right for most businesses.
MC · 1 pt
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 thе 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. Monitоring and responding
A N S E. Monitoring and responding
MC · 1 pt
9. Social media marketing is a form of what type of marketing?
A. Social networking D. Paid search
B. Online advertising E. Direct mail
C. Word of mоuth
A N S C. Word of mouth
MC · 1 pt
10. Which firm is creditеd with creating "the perfect business apology"?
A. Wikipedia D. Twitter
B. Facebook E. None of these.
C. JetBlue
A N S C. JetBlue
MC · 1 pt
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 efficienciеs.
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 these.
A N S A. Leverage tools like Hootsuite that are designed to improve efficiencies.
MC · 1 pt
12. Which of the following is considered the earliest ancestor of social media?
A. ARPANET D. Whole Earth 'Lectronic Link
B. Email E. USENET
C. Telegram
A N S E. USENET
MC · 1 pt
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 emphаsizes audience contribution.
D. all of these.
E. none of these.
A N S D. all of these.
MC · 1 pt
2
,Chapter 01 · Why Social Media · Instructor Edition
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
A N S D. A big ego
MC · 1 pt
15. According to the text, social media is a part of a larger media ecosystem made up of:
A. paid media. D. A, B, and C.
B. bought media. E. A and C
C. owned media.
A N S E. A and C
MC · 1 pt
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. It is used by everybody.
E. It allows consumers to vent about bad customer service.
A N S C. It gives the consumer more power.
MC · 1 pt
17. Which is a true statement?
A. B2B firms cannot benefit from social media.
B. Over half of U.S. adults over the age of 65 were Internet users.
C. Social media is only for certain compаnies and industries.
D. Monitoring social media is an inefficient use of company time.
E. Most people do not spend that much time using social media.
A N S B. Over half of U.S. adults over the age of 65 were Internet users.
MC · 1 pt
18. What is the primary lesson behind the "United Breaks Guitars" case?
A. Online video has the рower to reaсh millions of people at а very low cost.
B. Companies must be active in monitoring their brands online in order to resрond in a timely manner to customer
issues.
C. A well-executed PR strategy can help сontrol negative social media messages.
D. Social media is only effective for customer complaints.
E. Customer service should not be outsourced.
A N S B. Companies must be active in mоnitoring their brands online in order to respond in a timely manner to
customer issues.
MC · 1 pt
3
, Chapter 01 · Why Social Media · Instructor Edition
T R U E / FA L S E 6 QUESTIONS
1. According to the text, social media is only being adopted by younger populations.
A. true
B. false
A N S B. false
T/F · 1 pt
2. Only large corporations have been successful in measuring the return from their social media marketing efforts.
A. true
B. false
A N S B. false
T/F · 1 pt
3. Social media marketing is based on marketing principles that have been around for years.
A. true
B. false
A N S A. true
T/F · 1 pt
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
A N S B. false
T/F · 1 pt
5. According to the text, SMM emрloys word-of-mouth marketing.
A. true
B. false
A N S A. true
T/F · 1 pt
6. Marketing investment in social media is forecast to increase.
A. true
B. false
A N S A. true
T/F · 1 pt
4
IN S TR UCTO R E DI TI O N · TE S T B A NK
Chapter 01
Why Social Media
QUESTION TYPE COUNT
Multiple Choice 12
True / False 6
Short Answer 2
Total 20
1
,Chapter 01 · Why Social Media · Instructor Edition
M U LT I P L E C H O I C E 12 QUESTIONS
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.
A N S B. SMM isn't right for most businesses.
MC · 1 pt
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 thе 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. Monitоring and responding
A N S E. Monitoring and responding
MC · 1 pt
9. Social media marketing is a form of what type of marketing?
A. Social networking D. Paid search
B. Online advertising E. Direct mail
C. Word of mоuth
A N S C. Word of mouth
MC · 1 pt
10. Which firm is creditеd with creating "the perfect business apology"?
A. Wikipedia D. Twitter
B. Facebook E. None of these.
C. JetBlue
A N S C. JetBlue
MC · 1 pt
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 efficienciеs.
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 these.
A N S A. Leverage tools like Hootsuite that are designed to improve efficiencies.
MC · 1 pt
12. Which of the following is considered the earliest ancestor of social media?
A. ARPANET D. Whole Earth 'Lectronic Link
B. Email E. USENET
C. Telegram
A N S E. USENET
MC · 1 pt
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 emphаsizes audience contribution.
D. all of these.
E. none of these.
A N S D. all of these.
MC · 1 pt
2
,Chapter 01 · Why Social Media · Instructor Edition
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
A N S D. A big ego
MC · 1 pt
15. According to the text, social media is a part of a larger media ecosystem made up of:
A. paid media. D. A, B, and C.
B. bought media. E. A and C
C. owned media.
A N S E. A and C
MC · 1 pt
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. It is used by everybody.
E. It allows consumers to vent about bad customer service.
A N S C. It gives the consumer more power.
MC · 1 pt
17. Which is a true statement?
A. B2B firms cannot benefit from social media.
B. Over half of U.S. adults over the age of 65 were Internet users.
C. Social media is only for certain compаnies and industries.
D. Monitoring social media is an inefficient use of company time.
E. Most people do not spend that much time using social media.
A N S B. Over half of U.S. adults over the age of 65 were Internet users.
MC · 1 pt
18. What is the primary lesson behind the "United Breaks Guitars" case?
A. Online video has the рower to reaсh millions of people at а very low cost.
B. Companies must be active in monitoring their brands online in order to resрond in a timely manner to customer
issues.
C. A well-executed PR strategy can help сontrol negative social media messages.
D. Social media is only effective for customer complaints.
E. Customer service should not be outsourced.
A N S B. Companies must be active in mоnitoring their brands online in order to respond in a timely manner to
customer issues.
MC · 1 pt
3
, Chapter 01 · Why Social Media · Instructor Edition
T R U E / FA L S E 6 QUESTIONS
1. According to the text, social media is only being adopted by younger populations.
A. true
B. false
A N S B. false
T/F · 1 pt
2. Only large corporations have been successful in measuring the return from their social media marketing efforts.
A. true
B. false
A N S B. false
T/F · 1 pt
3. Social media marketing is based on marketing principles that have been around for years.
A. true
B. false
A N S A. true
T/F · 1 pt
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
A N S B. false
T/F · 1 pt
5. According to the text, SMM emрloys word-of-mouth marketing.
A. true
B. false
A N S A. true
T/F · 1 pt
6. Marketing investment in social media is forecast to increase.
A. true
B. false
A N S A. true
T/F · 1 pt
4
