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Chapter 06 Microblogging

TRUEFALSE

1. Odeo was the first microblogging service.

(A) True

(B) False

Answer : (B)

2. One use of microblogging is to start a discussion or participate in an existing conversation.

(A) True

(B) False

Answer : (A)

3. It is considered a best practice for a brand to use its logo as its Twitter avatar.

(A) True

(B) False

Answer : (B)

4. One should not include links to other social media platforms on a profile page on Twitter.

(A) True

(B) False

Answer : (B)

5. The equal ratio strategy describes when one follows lots of other profiles and hope they decide to
follow back.
(A) True (B)

False

Answer : (B)

6. It is important for a brand to identify the unique value it can bring to its Twitter followers.

(A) True
(B) False

Answer : (A)

7. Twitter is ideal at achieving all marketing objectives, with the exception of brand building.

(A) True

(B) False

Answer : (B)

MULTICHOICE

8. What is the most important element of microblogging?

(A) It is found on 'tumblelogs'.

(B) It only occurs on Twitter.

(C) The content must be unique.

(D) It must be short.

(E) It must be developed in conjunction with other social networking sites.

Answer : (D)

9. Microblogs have become a source of

(A) Special offers

(B) News and citizen journalism

(C) Spam

(D) Fake accounts

(E) Advertising

Answer : (B)

10. What type of tweet category is described as "Look at What I've Been Doing"?

(A) Classic tweets

(B) Entertainment tweets

(C) Question tweets

(D) Opinion tweets

(E) Picture tweets

Answer : (A)

11. Why is Twitter a useful channel for building personas?

(A) The hashtag is an important tool for identifying personas.

(B) It allows a marketer to listen to what the target audience is talking about, and develop personas
based on those topics.

(C) The search function allows a marketer to easily study different users and their interests.

(D) The ability to directly contact users allows marketers to connect with personas directly.

(E) Marketers can develop personas based on the topics most discussed in its Twitter stream.

Answer : (C)

12. The best content a brand can provide on Twitter is

(A) That which includes photos or links to external content.

(B) Interesting, fun and valuable.

(C) Varied and covers multiple topics and themes.

(D) Appealing to the identified personas.

(E) A special offer not found anywhere else.

Answer : (B)

13. What is one disadvantage of the mass follow strategy?

(A) It takes a long time to gather followers.

(B) It may require a company to follow its competitors

(C) It is costly.

(D) Most of the users who follow back are mass marketers and spammers and will not see the
tweets.

(E) It requires a much more hands on approach to managing followers.

Answer : (D)

14. Which statement is false?

(A) Twitter accounts with few followers lack credibility.

(B) The quantity of Twitter followers is more important than the quality of the follower profiles.

(C) The 'suggested people' feature on Twitter identifies people with similar interest to those profiles
currently being followed.

(D) The targeted follow strategy is the most effective way to achieve marketing objectives

(E) It is important to promote your Twitter profile across other social networks.

Answer : (B)

15. When marketing on Twitter, brands should

(A) Avoid offering special deals.

(B) Ensure that they provide plenty of product announcements and promotions.

(C) Focus on relationships.

(D) Ignore feedback and comments from other Twitter users.

(E) Never retweets.

Answer : (C)

16. Which of the following is likely to generate the highest click-through rate to your Twitter
account?

(A) Follow me on Twitter.

(B) You should follow me on Twitter here (link).

(C) I'm on Twitter.

(D) Follow me on Twitter.

(E) You should follow me on Twitter.

Answer : (B)

17. How does Twitter make other social media tools more effective?

(A) It provides a distribution outlet that can reach millions of people.

(B) It has better tracking than other social media channels.

(C) It creates a synergistic relationship between social networks.

(D) As Twitter grows, so does social media usage in general.

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