STUKENT CERTIFICATION FINAL QUESTIONS AND
ANSWERS
In an effort to improve social media presence, companies such as Dr. Pepper are now
displaying specific CTAs in TV ads using: - Answer -hashtags
Strategic social medi marketing should be intended to completely replace company to
consumers information flows with consumers to company and consumers to consumers
- Answer -False
Which statement below best represents a value-driving perspective? - Answer -
Whether if an objective is achieved, it would contribute something positive and valuable
to the brand
Each strategic objective must be SMART, which stands for: - Answer -Significant,
Measurable, Actionable, Realistic, Time-based
Doing social media marketing is pointless unless it generates some value for non-
customers - Answer -False
The NYPD Twitter campaign displayed what type of marketing? - Answer -Unstrategic
social media marketing
According to the text, marketers should consider two broad types of risks when thinking
through the potential downsides and costs of their social media marketing ideas. Identify
one of those risks: - Answer -Risk that nobody pays attention
Which answer best describes an indirect value-driving mechanism? - Answer -Invest in
creating social media activities that would modify or reinforce the desired brand
associations
Conducting a comprehensive social media audit is a critical prerequisite for formulating
social media objectives - Answer -True
According to the text in Section 4, when doing social media marketing, a company
should consider who gets the value and: - Answer -When the value is generated.
According to the annual "CMO Survey" in 2014, how many senior marketers have been
able to quantitatively demonstrate the impact of social media on business outcomes? -
Answer -15%
What are the four stages of consumer decision-making that need to be activated before
any purchases can happen? - Answer -Awareness, Engagement, Positive attitudes,
Advocacy
, Would an increase in the number of product reviews be a good example of consumer
engagement? - Answer -Yes
What does the term "absolute sentiment" represent in this chapter? - Answer -Increase
in the share of positive overall brand mentions (relative to neutral and negative
mentions)
As a marketer you should measure what is available, not what is relevant - Answer -
False
When looking over social media metrics, it would be wise to consider everything -
Answer -False
According to Table 4.3.1 which would not be a commonly examined social media
marketing metric? - Answer -Number of uploaded videos
Do social medi platforms automatically measure certain metrics for you free of charge? -
Answer -yes
Have marketers increased, decreased, or neutralized the spending on social media
activities over the last five years? - Answer -Increased
According to the brand metrics listed in Table 4.1.1, which metric had the biggest %
change increase in popularity from 2010 to 2014? - Answer -Numbers of followers or
friends
What's the purpose of performing a social media audit? - Answer -To provide managers
with a comprehensive "bird's eye view" of what their brand is currently doing across all
social media channels
How often is it recommended to perform an overall comprehensive social media audit? -
Answer -At least once a quarter
What does the acronym POEM stand for? - Answer -Paid, owned, earned media
Pick which answer best represents a question you would ask during a social media
audit for each active (owned) social media channel within your company or brand. -
Answer -Who is the current audience on this channel?
Is it important to understand if a social media channel provides any direct or indirect
measurable benefits to the brand during an audit? - Answer -Yes
What's the point of going through a social media audit on a regular basis? - Answer -To
analyze histroy so that you can use it to inform the future
ANSWERS
In an effort to improve social media presence, companies such as Dr. Pepper are now
displaying specific CTAs in TV ads using: - Answer -hashtags
Strategic social medi marketing should be intended to completely replace company to
consumers information flows with consumers to company and consumers to consumers
- Answer -False
Which statement below best represents a value-driving perspective? - Answer -
Whether if an objective is achieved, it would contribute something positive and valuable
to the brand
Each strategic objective must be SMART, which stands for: - Answer -Significant,
Measurable, Actionable, Realistic, Time-based
Doing social media marketing is pointless unless it generates some value for non-
customers - Answer -False
The NYPD Twitter campaign displayed what type of marketing? - Answer -Unstrategic
social media marketing
According to the text, marketers should consider two broad types of risks when thinking
through the potential downsides and costs of their social media marketing ideas. Identify
one of those risks: - Answer -Risk that nobody pays attention
Which answer best describes an indirect value-driving mechanism? - Answer -Invest in
creating social media activities that would modify or reinforce the desired brand
associations
Conducting a comprehensive social media audit is a critical prerequisite for formulating
social media objectives - Answer -True
According to the text in Section 4, when doing social media marketing, a company
should consider who gets the value and: - Answer -When the value is generated.
According to the annual "CMO Survey" in 2014, how many senior marketers have been
able to quantitatively demonstrate the impact of social media on business outcomes? -
Answer -15%
What are the four stages of consumer decision-making that need to be activated before
any purchases can happen? - Answer -Awareness, Engagement, Positive attitudes,
Advocacy
, Would an increase in the number of product reviews be a good example of consumer
engagement? - Answer -Yes
What does the term "absolute sentiment" represent in this chapter? - Answer -Increase
in the share of positive overall brand mentions (relative to neutral and negative
mentions)
As a marketer you should measure what is available, not what is relevant - Answer -
False
When looking over social media metrics, it would be wise to consider everything -
Answer -False
According to Table 4.3.1 which would not be a commonly examined social media
marketing metric? - Answer -Number of uploaded videos
Do social medi platforms automatically measure certain metrics for you free of charge? -
Answer -yes
Have marketers increased, decreased, or neutralized the spending on social media
activities over the last five years? - Answer -Increased
According to the brand metrics listed in Table 4.1.1, which metric had the biggest %
change increase in popularity from 2010 to 2014? - Answer -Numbers of followers or
friends
What's the purpose of performing a social media audit? - Answer -To provide managers
with a comprehensive "bird's eye view" of what their brand is currently doing across all
social media channels
How often is it recommended to perform an overall comprehensive social media audit? -
Answer -At least once a quarter
What does the acronym POEM stand for? - Answer -Paid, owned, earned media
Pick which answer best represents a question you would ask during a social media
audit for each active (owned) social media channel within your company or brand. -
Answer -Who is the current audience on this channel?
Is it important to understand if a social media channel provides any direct or indirect
measurable benefits to the brand during an audit? - Answer -Yes
What's the point of going through a social media audit on a regular basis? - Answer -To
analyze histroy so that you can use it to inform the future
