Name: Class: Date:
Test Bank For
Social Media Marketing A Strategic Approach 3rd Edition by Debra Zahay, Mary Lou Roberts, Janna Parker, Donald I.
Barker, Melissa S. Barker Copyright 2023
Chapter 1-14 Answers are at the End of Each Chapter
chapter 1
Indicate whether the statement is true or false.
1. Developing a personal brand online is NOT related to the skills companies are looking for when they hire
people for social media positions.
a. True
b. False
2. According to the text, older users are among the fastest growing demographics on most social media sites.
a. True
b. False
3. Social media marketing is based in part on age-old concepts of community.
a. True
b. False
4. According to the text, SMM is based around face-to-face conversations.
a. True
b. False
5. The number of followers is the ultimate measure of marketing achievement for social media.
a. True
b. False
6. Social media marketers can influence what participants say and think about their brands, and they can
control the conversation entirely.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
7. Which of these 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 free.
e. Social media is just a fad.
8. Which is a TRUE statement?
a. Social media return is calculated as financial ROI.
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,Name: Class: Date:
b. Young adults are the fastest growing social media user group.
c. Thought leadership ranks as a lesser benefit of SMM.
d. Monitoring social media engagement is inefficient for B2B firms.
e. Marketers should focus on one social media platform for network communications.
9. According to the text, the most valuable element of the social media ecosystem is:
a. paid media
b. owned media.
c. earned media.
d. a, b, and c.
e. a and c.
10. Why is social media so attractive to consumers?
a. It helps people connect efficiently.
b. It allows firms to satisfy all customer needs.
c. It prevents service interruptions.
d. It is accessible to all consumers worldwide.
e. It allows firms to easily become thought leaders.
11. In order to be a successful social media marketer, you need to possess key skills. Which of these is NOT
considered vital?
a. Participation in social media networks
b. Ability to listen to brand customers
c. Knowledge in social media analytics
d. Experience in leading sales teams
e. Comprehension of social media etiquette
12. JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social
media?
a. Marketing
b. Corporate communications
c. Shareholders
d. Customer commitment
e. None of these is correct.
13. Which of these is NOT an important aspect to social media marketing?
a. Creating buzz through content to attract attention
b. Finding ways for fans to share a brand's message
c. Ensuring the product message is always paramount
d. Developing two-way online conversations with users
e. Controlling the responses of unhappy audience members
14. How was the earliest ancestor of today's diverse social media platforms used?
a. To quickly share media files such as music
b. To host user-driven discussions about various topics
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
c. To share resources for nonwork purposes
d. To participate in group photo-sharing
e. To post articles organized into newsgroups
15. Which aspect distinguishes SMM from traditional marketing?
a. It attempts to exclude competitive messages.
b. It seeks to control the content seen by the audience.
c. It allows companies to develop trusting relationships with their audience.
d. It signals a one-way conversation from the firm to potential customers.
e. None of these.
16. Which action is NOT recommended to limit the time investment in SMM?
a. Utilize tools like Hootsuite to manage efforts.
b. Recruit underutilized employees to boost media presence.
c. Monitor competitor posts hourly for trends.
d. Publish multimedia content on mobile devices.
e. None of these.
17. Social media marketing is a form of which type of marketing?
a. Search engine
b. Broadcast media
c. Word of mouth
d. Paid advertising
e. Retail display
18. When should a social media marketer develop a comprehensive plan?
a. During web development
b. Before engaging customers
c. After measuring customer complaints
d. When controlling online conversations
e. None of the above.
19. Identify one way that social media marketing is similar to traditional marketing and one way that it differs.
20. Name and describe two BEST practices for social media marketing.
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, Name: Class: Date:
Answer Key
1. False
2. True
3. True
4. False
5. False
6. False
7. b
8. c
9. c
10. a
11. d
12. c
13. e
14. e
15. c
16. c
17. c
18. b
19.
1. SMM and traditional marketing are similar. They both emphasize the four Ps (product, price,
place, and promotion).
2. 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.
Be prepared to think and act quickly.
Copyright Cengage Learning. Powered by Cognero. Page 4
Test Bank For
Social Media Marketing A Strategic Approach 3rd Edition by Debra Zahay, Mary Lou Roberts, Janna Parker, Donald I.
Barker, Melissa S. Barker Copyright 2023
Chapter 1-14 Answers are at the End of Each Chapter
chapter 1
Indicate whether the statement is true or false.
1. Developing a personal brand online is NOT related to the skills companies are looking for when they hire
people for social media positions.
a. True
b. False
2. According to the text, older users are among the fastest growing demographics on most social media sites.
a. True
b. False
3. Social media marketing is based in part on age-old concepts of community.
a. True
b. False
4. According to the text, SMM is based around face-to-face conversations.
a. True
b. False
5. The number of followers is the ultimate measure of marketing achievement for social media.
a. True
b. False
6. Social media marketers can influence what participants say and think about their brands, and they can
control the conversation entirely.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
7. Which of these 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 free.
e. Social media is just a fad.
8. Which is a TRUE statement?
a. Social media return is calculated as financial ROI.
Copyright Cengage Learning. Powered by Cognero. Page 1
,Name: Class: Date:
b. Young adults are the fastest growing social media user group.
c. Thought leadership ranks as a lesser benefit of SMM.
d. Monitoring social media engagement is inefficient for B2B firms.
e. Marketers should focus on one social media platform for network communications.
9. According to the text, the most valuable element of the social media ecosystem is:
a. paid media
b. owned media.
c. earned media.
d. a, b, and c.
e. a and c.
10. Why is social media so attractive to consumers?
a. It helps people connect efficiently.
b. It allows firms to satisfy all customer needs.
c. It prevents service interruptions.
d. It is accessible to all consumers worldwide.
e. It allows firms to easily become thought leaders.
11. In order to be a successful social media marketer, you need to possess key skills. Which of these is NOT
considered vital?
a. Participation in social media networks
b. Ability to listen to brand customers
c. Knowledge in social media analytics
d. Experience in leading sales teams
e. Comprehension of social media etiquette
12. JetBlue set out to develop a full-fledged SMM strategy by engaging all BUT which of these teams in social
media?
a. Marketing
b. Corporate communications
c. Shareholders
d. Customer commitment
e. None of these is correct.
13. Which of these is NOT an important aspect to social media marketing?
a. Creating buzz through content to attract attention
b. Finding ways for fans to share a brand's message
c. Ensuring the product message is always paramount
d. Developing two-way online conversations with users
e. Controlling the responses of unhappy audience members
14. How was the earliest ancestor of today's diverse social media platforms used?
a. To quickly share media files such as music
b. To host user-driven discussions about various topics
Copyright Cengage Learning. Powered by Cognero. Page 2
,Name: Class: Date:
c. To share resources for nonwork purposes
d. To participate in group photo-sharing
e. To post articles organized into newsgroups
15. Which aspect distinguishes SMM from traditional marketing?
a. It attempts to exclude competitive messages.
b. It seeks to control the content seen by the audience.
c. It allows companies to develop trusting relationships with their audience.
d. It signals a one-way conversation from the firm to potential customers.
e. None of these.
16. Which action is NOT recommended to limit the time investment in SMM?
a. Utilize tools like Hootsuite to manage efforts.
b. Recruit underutilized employees to boost media presence.
c. Monitor competitor posts hourly for trends.
d. Publish multimedia content on mobile devices.
e. None of these.
17. Social media marketing is a form of which type of marketing?
a. Search engine
b. Broadcast media
c. Word of mouth
d. Paid advertising
e. Retail display
18. When should a social media marketer develop a comprehensive plan?
a. During web development
b. Before engaging customers
c. After measuring customer complaints
d. When controlling online conversations
e. None of the above.
19. Identify one way that social media marketing is similar to traditional marketing and one way that it differs.
20. Name and describe two BEST practices for social media marketing.
Copyright Cengage Learning. Powered by Cognero. Page 3
, Name: Class: Date:
Answer Key
1. False
2. True
3. True
4. False
5. False
6. False
7. b
8. c
9. c
10. a
11. d
12. c
13. e
14. e
15. c
16. c
17. c
18. b
19.
1. SMM and traditional marketing are similar. They both emphasize the four Ps (product, price,
place, and promotion).
2. 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.
Be prepared to think and act quickly.
Copyright Cengage Learning. Powered by Cognero. Page 4
