G ESSENTIALS

Chapter 9: Social Media 1

Chapter 9 Quiz

Sunday, May 3, 2020 8:30

Due Date:
PM
Time
None
Limit:
Status: Incomplete

Posting on a company’s social media profiles can improve company profit by

improving SEO and thereby facilitating first-time customer purchases

all of these options

facilitating purchases from first-time customers

increasing loyalty of past and current customers

What advantage does a social network have over a display network for paid advertising?

Ads on social media command more attention than banner ads on a display network

Social media networks typically have more intimate knowledge of their users’ interests

all of these options

Ads on social media provide a great number of engagement options

Social listening usually entails (1) scraping all public mentions of a company on social media, (2)

coding those mentions as positive, negative, or neutral, and (3)

making excuses for negative statements

responding to all social media statements with a form letter

monetizing this information

summarizing average sentiment about the company

Which of the following steps is NOT a part of the social media plan?

Register the company on all social platforms

Determine the objective

Measure success

Plan the content

Instagram can be a top social platform for generating first-time customers even though it has a huge

downside in that
posts cannot include links to external content

corporate accounts on Instagram do not show up in users’ main feed

images tend not to be engaging for potential customers

influencers often prevent adoption of products from major corporations

Curated social media content refers to content that

is created by two or more companies in a partnership

is created by a company for its own social media profiles

is collected from a variety of other content creators

was first posted more than one year earlier and is being posted a second time

Creating a post with a discount for a product is an example of providing

social value

identity value

utilitarian value
entertainment value

Why is the engagement of social media followers more important than the number of followers?

Seeing a company’s posts cannot positively affect customers unless they also click the Like button.

Having a large number of unengaged followers decreases SEO rankings.

Having a large number of unengaged followers suppresses earned media.

Most social media platforms do not show company content to followers who are not highly engaged.

If a company’s social media followers exhibit greater purchase frequency than non-followers, this

could be a sign that the company’s social media efforts are producing good results. Alternately, it

may only reflect the fact that

the indirect effect of social media is more dramatic than the direct effect

the social media platform is exaggerating its own performance

the company’s analytics are not properly installed

more loyal customers are more likely to follow the company on social media
Measuring the average sentiment expressed about a company on social media platforms may not be

a good reflection of the company’s performance because

sentiment coding on social platforms is sometimes inaccurate

both of these options

some industries generate a generally high level of negative posting regardless of their performance

neither of these options