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Exam 1

This test is open book and open notes. By submitting this test, you promise that your answers are your own and
that you had no assistance in completing this exam.

Highlight your answers for True/False and Multiple Choice.

Indicate whether the statement is true or false. Worth 2.5 points Each.

1. Improving business partnerships is a goal that social media marketing can help achieve.
  a. True
  b. False

2. All paid social needs to fit within the company's image.

  a. True
  b. False

3. Sharing some personality helps build common ground and trust and makes it more likely that people will find the social
media campaign engaging.
  a. True
  b. False

4. According to the text, SMM is based around face-to-face conversations.

  a. True
  b. False

5. Influencer marketing is a way brands can promote their products through endorsements.
  a. True
  b. False

Indicate the answer choice that best completes the statement or answers the question. Worth 2.5 points each.

6. Deciding which practices to employ in social media is based on the ethical limits and norms of the online community
and the:
  a. media schedule. 
  b. conversion rate.
  c. competitor objective.
  d. brand reputation.
  e. tools available 

7. Which of these can be the greatest asset to a social media team in influencing its audience?
  a. Competitive expertise 
  b. Unpaid advocate
  c. Traditional media 
  d. Product adoption
  e. Global presence

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Exam 1
8. For the social media marketer, social selling means:
  a. understand what your target audience is thinking.
  b. connect and interact with potential customers. 
  c. meet as many as possible in person.
  d. make as many friends as possible on Facebook.
  e. All of these are correct.

9. 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.

10. According to the text, why is it important to create a podcast that is co-hosted?

  a. It helps facilitate purchase and sharing.
  b. Specificity of topic is valuable to listeners.
  c. It essentially becomes an on-demand talk radio show.
  d. Content being offered must have tangible appeal.
  e. A question-and-answer session can be set up.

11. Which of these is NOT part of the social media marketing planning cycle?
  a. Setting goals
  b. Tuning
  c. e-commerce
  d. Implementing
  e. Monitoring

12. The Persona Development Cycle does NOT include:

  a. listing the needs of all personas.
  b. identifying all personas by role.
  c. determining the situational triggers of the persona.
  d. messaging all audiences using the same content.
  e. developing purpose-oriented goals for communication with each persona.

13. Facebook uses three broad categories of objectives in its ad manager: awareness, conversion, and what other
category?
  a. Engagement
  b. Consideration
  c. Risk
  d. Budget
  e. Schedule

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Exam 1
14. If your product requires demonstration with video logs, the BEST social media platform would likely be:
  a. Facebook.
  b. LinkedIn.
  c. YouTube 
  d. Twitter.
  e. a white label network.

15. Which statement is FALSE?

  a. Having enough team members to monitor results is as important as creating the ads and content.
  b. Investing in software that can help the SMM team work efficiently is only for big companies.
  c. All posts should work together for your audience. 
  d. Clear goals are necessary for selecting the right social media platform. 
  e. Creating buyer personas based on your target market is crucial for paid social success and for selecting
influencers. 

16. 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

17. Regarding SMM, which of these is correct?

  a. Visuals do not help sell ideas. 
  b. A large pool of potential customers is necessary.
  c. A mass message campaign is not lucrative.
  d. The message can be delivered at any time.
  e. The message cannot be delivered in a PPC format.

18. Which of these is NOT considered a social media marketing goal?

  a. Increase customer satisfaction. 
  b. Generate purchase referrals. 
  c. Conduct product testing.
  d. Manage online reputation. 
  e. Increase TikTok viewership. 

19. Which type of influencers have 10,000 to 100,000 followers and are usually specialists in their fields?
  a. Nano curators
  b. Macro 
  c. Mega 
  d. Content creators
  e. Micro 

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Exam 1
20. Regarding using photos and other images to increase engagement, which of these is FALSE? 
  a. A Facebook post with an image has 2.3 times more engagement than a post without an image.
  b. For Gen Z, those that are older now prefer TikTok to YouTube.
  c. Only the copyright holder can reproduce, display and distribute, and create derivative works.
  d. People are 30% more likely to remember a message if it has a visual image. 
  e. A tweet with an image receives 150% more retweets than those without an image. 

21. Describe three lessons to help you achieve your personal branding goals. 5 points

22. What is the difference between a business objective and a social media marketing objective? Provide an example of
each. 5 points

23. Why is it important to have a call to action at every stage of a social media marketing campaign? 5 points

24. Pretend that you are the SMM Manager for a brand. Your supervisor has asked you to use influencer marketing.
Answer the following questions (10 points)
 What kind of influencer do you think is best for your marketing campaign?
 What are the risks involved in using an influencer?
 How will you measure success in your influencer marketing campaign?

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