Chapter 1—Why Social Media?
TRUE/FALSE
1. According to the text, social media is only being adopted by younger populations.
ANS: F PTS: 1 REF: 7 TOP: Social Media Myth #2
2. Only large corporations have been successful in measuring the return from their social media
marketing efforts
ANS: F PTS: 1 REF: 7 TOP: Social Media Myth #3
3. Social media marketing is based on marketing principles that have been around for years.
ANS: T PTS: 1 REF: 12 TOP: Social Media Myth #5
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.
ANS: F PTS: 1 REF: 17
TOP: Careers in Social Media Marketing
5. According to the text, Facebook is a substantial source for word-of-mouth marketing,
ANS: T PTS: 1 REF: 8 TOP: Social Media Myth #4
6. Marketing investment in social media is forecast to increase.
, ANS: T PTS: 1 REF: 17
TOP: Careers in Social Media Marketing
MULTIPLE CHOICE
1. According to the text, which of the following is not one of the issues businesses have with social
media?
a. Companies start with the end in mind
b. A company tries too many approaches at great cost and effort
c. Businesses have no social media objectives
d. The results from social media marketing take too long
e. Setting up a Facebook page is complicated.
ANS: E PTS: 1 REF: 1
TOP: Finding a Way Through Social Media
2. 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
ANS: C PTS: 1 REF: 3
TOP: What is Social Media Marketing?
,3. 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
ANS: C PTS: 1 REF: 6 TOP: Social Media Myth #1
4. What is the #1 resource used when researching a product online?
a. Wikipedia
b. Facebook
c. Friends and family
d. Search
e. Social networks
ANS: D PTS: 1 REF: 8 TOP: Social Media Myth #4
5. 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.
ANS: A PTS: 1 REF: 12 TOP: Social Media Myth #6
, 6. 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
ANS: E PTS: 1 REF: 13
TOP: History of Social Media Marketing
7. Which of the following tactics was not part of the Fiskars social media strategy?
a. Identify hobbyists and crafters that could serve as brand ambassadors ("Fiskateers")
b. Implement a public relations campaign targeting hobbyists
c. Use blogs to gain feedback on products
d. Hire consultants to help craft a strategy
e. None of the above.
ANS: B PTS: 1 REF: 13 TOP: Case Study: Fiskars
8. 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
TRUE/FALSE
1. According to the text, social media is only being adopted by younger populations.
ANS: F PTS: 1 REF: 7 TOP: Social Media Myth #2
2. Only large corporations have been successful in measuring the return from their social media
marketing efforts
ANS: F PTS: 1 REF: 7 TOP: Social Media Myth #3
3. Social media marketing is based on marketing principles that have been around for years.
ANS: T PTS: 1 REF: 12 TOP: Social Media Myth #5
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.
ANS: F PTS: 1 REF: 17
TOP: Careers in Social Media Marketing
5. According to the text, Facebook is a substantial source for word-of-mouth marketing,
ANS: T PTS: 1 REF: 8 TOP: Social Media Myth #4
6. Marketing investment in social media is forecast to increase.
, ANS: T PTS: 1 REF: 17
TOP: Careers in Social Media Marketing
MULTIPLE CHOICE
1. According to the text, which of the following is not one of the issues businesses have with social
media?
a. Companies start with the end in mind
b. A company tries too many approaches at great cost and effort
c. Businesses have no social media objectives
d. The results from social media marketing take too long
e. Setting up a Facebook page is complicated.
ANS: E PTS: 1 REF: 1
TOP: Finding a Way Through Social Media
2. 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
ANS: C PTS: 1 REF: 3
TOP: What is Social Media Marketing?
,3. 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
ANS: C PTS: 1 REF: 6 TOP: Social Media Myth #1
4. What is the #1 resource used when researching a product online?
a. Wikipedia
b. Facebook
c. Friends and family
d. Search
e. Social networks
ANS: D PTS: 1 REF: 8 TOP: Social Media Myth #4
5. 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.
ANS: A PTS: 1 REF: 12 TOP: Social Media Myth #6
, 6. 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
ANS: E PTS: 1 REF: 13
TOP: History of Social Media Marketing
7. Which of the following tactics was not part of the Fiskars social media strategy?
a. Identify hobbyists and crafters that could serve as brand ambassadors ("Fiskateers")
b. Implement a public relations campaign targeting hobbyists
c. Use blogs to gain feedback on products
d. Hire consultants to help craft a strategy
e. None of the above.
ANS: B PTS: 1 REF: 13 TOP: Case Study: Fiskars
8. 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
