Chapter 4-MKTG199

Which of the following statements is false? A.)Being credible helps build a brand's trustworthiness. B.)Providing an audience with helpful information is one definition of being resourceful. C.)Putting a human face to a brand is one way to develop authenticity and build trust. D.) Steering the conversation and message is one example of a company being participatory in social media. E.)Successful permission marketing is about giving the audience something of value.

Why is it important to understand the rules of engagement in social media? A.)It helps avoid potentially costly mistakes B.)It identifies what social media channels to avoid. C.)It shows how to grow your social media followers. D.)It makes it easier to engage in interruption marketing. E.)It reduces information costs.

How much people trust you is less important than the overall number of fans and followers you have True or False

Which of the following is not considered one of the rules of engagement? A.)Having a personality B.)Being nice C.)Staying on topic D.)Using social media channels as intended E.)Entertaining your audience

Social media marketing ethics involve all of the following except: A.)Be active in addressing customer complaints B.) Employ information gathering software on social profiles C.)Tell the truth D.)Taking responsibility for one's actions E.)Show respect for your audience

When first engaging in social media, it is important to listen first before creating content. True or False

Pepsi shifted from interruption to permission marketing because it felt that was the best way to reach its primary target and keep that audience involved with the brand. True or False

Which of Walmart's social media strategies was considered successful? A.)Its Facebook page B.)The Wal-Marting Across America blog C.)The Hub D.)The Eleven Moms blog E.)Its MySpace page

The passive engagement strategy focuses on A.)Collecting and sharing content. B.)Engaging with your audience. C.)Creating content. D.)Listening. E.)Setting up social media profiles.

Why is it important to be conservative when dealing with potentially unethical situations? A.)Not being conservative could have legal ramifications. B.)Potentially detrimental actions can have long term effects. C.)Dealing with the aftermath can be time consuming and distracting. D.)It can get a social media marketer fired. E.)Some software tools are illegal.

Being honest is one way for a company to build credibility. True or False

According to the social media rules of engagement, which of the following is not recommended? A.)Sending an untargeted message on Twitter as a tweet B.)Providing context when trying to connect with someone C.) Sticking to a marketing message regardless of the social channel D.)Talking about music tastes on Facebook E.)Not deleting less than positive comments or reviews on your social profiles

According to the text, traditional advertising has no value to consumers. True or False

Why is communicating with citizens from countries other than the U.S. important for a social media marketer? A.)Social media is international, with adoption and usage on the rise in many countries. B.)The U.S. has a large international population that uses social media. C.)Globalization means that the world is smaller. D.)Social media in the U.S. is declining when compared to usage in other countries E.)Most social media sites are not country specific, so it is important to be inclusive.

Which of the following is not part of an active engagement strategy? A.)Creating social media profiles. B.)Connecting with key influencers. C.)Starting conversations with others. D.)Broadcasting messages. E.)Creating and sharing content.

Most people use social media because they are looking for discounts and deals. True or False

Authenticity can be described as A.)Always sounding enthusiastic B.)The tone a brand or company has when using social media C.)Telling the truth in a personable and genuine manner D.)A way for a brand to lose credibility E.)An important element of interruption marketing

Which of the following is not an example of permission marketing? A.)Signing up for an email newsletter. B.)Becoming a fan of a Facebook business page. C.)An online ad viewed on a mobile phone. D.)Subscribing to a company's YouTube account. E.)Responding to someone on Twitter .