Social Media Marketing: A Strategic
Approach 3rd Edition
ST
UV
TEST BANK
IA
?_
Debra Zahay
AP
PR
Comprehensive Test Bank for Instructors
OV
and Students
ED
© Debra Zahay. All rights reserved. Reproduction or distribution without permission is
prohibited.
??
©DREAMSHUB
, Social Media Marketing: A Strategic Approach – 3rd Edition
(ISBN 9780357516188 – Verified)
Debra L. Zahay et al.
ST
TABLE OF CONTENTS
Chapter 1. The Role of Social Media Marketing
UV
Chapter 2. Goals and Strategies
Chapter 3. Identifying Target Audiences
Chapter 4. Rules of Engagement for SMM and Social Media Governance
Chapter 5. Social Media Platforms and Social Networking Sites
Chapter 6. Paid Social and Influencers
IA
Chapter 7. Content Creation and Sharing: Blogs, Podcasting, and Webinars
Chapter 8. Visual Storytelling
Chapter 9. Content Marketing: Publishing Articles, White Papers, and E- Books
?_
Chapter 10. Virtual Communities
Chapter 11. Mobile Marketing on Social Networks
Chapter 12. Social Media Monitoring and Management Tools
Chapter 13. Managing and Staffing the Organization for Social Media
AP
Marketing
Chapter 14. Social Media Marketing Plan
PR
OV
ED
??
©DREAMSHUB
, Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
True / False
1. According to the text, older users are among the fastest growing demographics on most social media sites.
ST
a. True
b. False
ANSWER: True
UV
2. The number of followers is the ultimate measure of marketing achievement for social media.
a. True
b. False
ANSWER: False
3. Social media marketing is based in part on age-old concepts of community.
IA
a. True
b. False
ANSWER: True
?_
4. 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
AP
ANSWER: False
5. According to the text, SMM is based around face-to-face conversations.
a. True
b. False
PR
ANSWER: False
6. Social media marketers can influence what participants say and think about their brands, and they can
control the conversation entirely.
a. True
OV
b. False
ANSWER: False
Multiple Choice
ED
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.
ANSWER: b
8. Which of these is NOT an important aspect to social media marketing?
Copyright Cengage Learning. Powered by Cognero. Page 1
, Name: Class: Date:
Chapter 01: The Role of 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
ST
d. Developing two-way online conversations with users
e. Controlling the responses of unhappy audience members
ANSWER: e
UV
9. Social media marketing is a form of which type of marketing?
a. Search engine
b. Broadcast media
c. Word of mouth
d. Paid advertising
IA
e. Retail display
ANSWER: c
10. 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
AP
d. Customer commitment
e. None of these is correct.
ANSWER: c
11. Which action is NOT recommended to limit the time investment in SMM?
PR
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.
OV
e. None of these.
ANSWER: c
12. 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
ED
c. To share resources for nonwork purposes
d. To participate in group photo-sharing
e. To post articles organized into newsgroups
ANSWER: e
??
13. 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.
Copyright Cengage Learning. Powered by Cognero. Page 2
Approach 3rd Edition
ST
UV
TEST BANK
IA
?_
Debra Zahay
AP
PR
Comprehensive Test Bank for Instructors
OV
and Students
ED
© Debra Zahay. All rights reserved. Reproduction or distribution without permission is
prohibited.
??
©DREAMSHUB
, Social Media Marketing: A Strategic Approach – 3rd Edition
(ISBN 9780357516188 – Verified)
Debra L. Zahay et al.
ST
TABLE OF CONTENTS
Chapter 1. The Role of Social Media Marketing
UV
Chapter 2. Goals and Strategies
Chapter 3. Identifying Target Audiences
Chapter 4. Rules of Engagement for SMM and Social Media Governance
Chapter 5. Social Media Platforms and Social Networking Sites
Chapter 6. Paid Social and Influencers
IA
Chapter 7. Content Creation and Sharing: Blogs, Podcasting, and Webinars
Chapter 8. Visual Storytelling
Chapter 9. Content Marketing: Publishing Articles, White Papers, and E- Books
?_
Chapter 10. Virtual Communities
Chapter 11. Mobile Marketing on Social Networks
Chapter 12. Social Media Monitoring and Management Tools
Chapter 13. Managing and Staffing the Organization for Social Media
AP
Marketing
Chapter 14. Social Media Marketing Plan
PR
OV
ED
??
©DREAMSHUB
, Name: Class: Date:
Chapter 01: The Role of Social Media Marketing
True / False
1. According to the text, older users are among the fastest growing demographics on most social media sites.
ST
a. True
b. False
ANSWER: True
UV
2. The number of followers is the ultimate measure of marketing achievement for social media.
a. True
b. False
ANSWER: False
3. Social media marketing is based in part on age-old concepts of community.
IA
a. True
b. False
ANSWER: True
?_
4. 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
AP
ANSWER: False
5. According to the text, SMM is based around face-to-face conversations.
a. True
b. False
PR
ANSWER: False
6. Social media marketers can influence what participants say and think about their brands, and they can
control the conversation entirely.
a. True
OV
b. False
ANSWER: False
Multiple Choice
ED
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.
ANSWER: b
8. Which of these is NOT an important aspect to social media marketing?
Copyright Cengage Learning. Powered by Cognero. Page 1
, Name: Class: Date:
Chapter 01: The Role of 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
ST
d. Developing two-way online conversations with users
e. Controlling the responses of unhappy audience members
ANSWER: e
UV
9. Social media marketing is a form of which type of marketing?
a. Search engine
b. Broadcast media
c. Word of mouth
d. Paid advertising
IA
e. Retail display
ANSWER: c
10. 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
AP
d. Customer commitment
e. None of these is correct.
ANSWER: c
11. Which action is NOT recommended to limit the time investment in SMM?
PR
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.
OV
e. None of these.
ANSWER: c
12. 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
ED
c. To share resources for nonwork purposes
d. To participate in group photo-sharing
e. To post articles organized into newsgroups
ANSWER: e
??
13. 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.
Copyright Cengage Learning. Powered by Cognero. Page 2
