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Social Media Marketing-FOR TOM MUTUNGA
This assignment requires you to locate, and read a current article (no more then one year old), which addresses a social media marketing topic which is related to a class lesture or the textbook. This article needs to be from the Wall Street Journal, Fortune, Newsweek, Business Week, Harvard Business Review or other reputable publications that are applicable to this course. You will then write and post a blog entry on Ilearn using the following format:
1. A brief summary of the key point(s) of the article.
2. A discussion of how this article relates to a key concept examined in this course and the implications for a social media marketing practitioner.
3. The student’s personal reaction and recommendation to the article based upon the social media marketing perspective gained during the course.
In doing this assignment, you look beyond the textbook to find “real-life” examples of the concepts discussed in class.
Im attaching 3 chapters of the testbank so you get a idea of the lecture
Chapter 01—Why Social Media?
True / False
1. According to the text, social media is only being adopted by younger populations.
a.
True
b.
False
ANSWER:
False
2. Only large corporations have been successful in measuring the return from their social media marketing efforts.
a.
True
b.
False
ANSWER:
False
3. Social media marketing is based on marketing principles that have been around for years.
a.
True
b.
False
ANSWER:
True
4. According to the text, the reason why social media marketing is such a growth industry right now is because corporate marketers are planning on using external resources for their new social media efforts.
a.
True
b.
False
ANSWER:
False
5. According to the text, SMM employs word-of-mouth marketing.
a.
True
b.
False
ANSWER:
True
6. Marketing investment in social media is forecast to increase.
a.
True
b.
False
ANSWER:
True
Multiple Choice
7. Which of the following 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 just for the young.
e.
Social media is just a fad.
ANSWER:
b
8. Which of the following is not an important aspect to social media marketing?
a.
Creating buzz through content to attract attention
b.
Finding ways for the fans and users to share a company's message through various social channels
c.
Ensuring the product message is always paramount
d.
Developing two-way online conversations with users
e.
Monitoring and responding
ANSWER:
e
9. Social media marketing is a form of what type of marketing?
a.
Social networking
b.
Online advertising
c.
Word of mouth
d.
Paid search
e.
Direct mail
ANSWER:
c
10. Which firm is credited with creating "the perfect business apology"?
a.
Wikipedia
b.
c.
JetBlue
d.
e.
None of these.
ANSWER:
c
11. Which of the following is one way to manage the time invested in social media marketing?
a.
Leverage tools like Hootsuite that are designed to improve efficiencies.
b.
Hire an outside agency.
c.
Only spend time on one social media site at a time.
d.
Install times on employee computers to monitor time spent on social media.
e.
None of these.
ANSWER:
a
12. Which of the following is considered the earliest ancestor of social media?
a.
ARPANET
b.
c.
Telegram
d.
Whole Earth 'Lectronic Link
e.
USENET
ANSWER:
e
13. SMM is different because:
a.
it does not employ traditional marketing methods in the usual way.
b.
it does not control the content of the message.
c.
it emphasizes audience contribution.
d.
all of these.
e.
none of these.
ANSWER:
d
14. In order to be a successful social media marketer, you need a number of technical and personal skills. Which of the following is not considered vital?
a.
Basic computer skills
b.
Good listening skills
c.
Strong reading and comprehension skills
d.
A big ego
e.
A sense of humor
ANSWER:
d
15. According to the text, social media is a part of a larger media ecosystem made up of:
a.
paid media.
b.
bought media.
c.
owned media.
d.
A, B, and C.
e.
A and C
ANSWER:
e
16. Why is social media so attractive for consumers?
a.
It is free.
b.
It allows for more insight and creativity.
c.
It gives the consumer more power.
d.
It is used by everybody.
e.
It allows consumers to vent about bad customer service.
ANSWER:
c
17. Which is a true statement?
a.
B2B firms cannot benefit from social media.
b.
Over half of U.S. adults over the age of 65 were Internet users.
c.
Social media is only for certain companies and industries.
d.
Monitoring social media is an inefficient use of company time.
e.
Most people do not spend that much time using social media.
ANSWER:
b
18. What is the primary lesson behind the "United Breaks Guitars" case?
a.
Online video has the power to reach millions of people at a very low cost.
b.
Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues.
c.
A well-executed PR strategy can help control negative social media messages.
d.
Social media is only effective for customer complaints.
e.
Customer service should not be outsourced.
ANSWER:
b
Subjective Short Answer
19. Identify two ways that social media marketing differs from traditional marketing.
ANSWER:
1.
Control vs. Contribute: Traditional marketing attempts to control the message, while social media marketing is about engaging users and getting them to contribute to the conversation.
2.
Trust Building: Social media marketing is about developing trust with consumers and building relationships with them.
20. Name and describe one best practice for social media marketing.
ANSWER:
Begin with a strategy backed by a SMM plan. Random or inconsistent use of social media will not produce any benefits.
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