Social Media Marketing
Midterm Exam
Course Introduction
Social Media Marketing explores the strategies and tactics organizations use to promote products, services, and brands through various social media platforms such as Facebook, Instagram, Twitter, LinkedIn, and TikTok. This course examines audience engagement, content creation, analytics, influencer partnerships, and paid advertising within the context of digital marketing. Students learn to develop and execute social media campaigns, analyze data to gauge campaign effectiveness, and adapt approaches to meet dynamic industry trends. Through hands-on projects and case studies, students gain practical skills essential for building and maintaining an effective online presence in todays fast-changing digital marketplace.
Recommended Textbook
Social Media Marketing 3rd Edition by Tracy L. Tuten
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11 Chapters
786 Verified Questions
786 Flashcards
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Page 2
Chapter 1: The Social Media Environment
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70 Verified Questions
70 Flashcards
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Sample Questions
Q1) Which of the following are examples of vehicles for each zone of social media?
A)Twitter,Groupon,LinkedIn,Second Life.
B)YouTube,Twitter,Linked-In,Second Life.
C)Twitter,Groupon,YouTube,Second Life.
D)YouTube,Groupon,TripAdvisor,Second Life.
E)Twitter,Groupon,uGame,Second Life.
Answer: C
Q2) Which of the following completes the statement,'______ are hosted online and include opportunities for interaction with members of a player's network as well as the ability to ______ activities and gaming accomplishments to online profiles.'?
A)Social games,tweet.
B)Virtual reality games,statuscast.
C)Alternate reality games,tweet.
D)Social games,statuscast.
E)None of these.
Answer: D
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3
Chapter 2: Social Consumers
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Sample Questions
Q1) Which of the following best completes the statement,'______ divides consumers into groups based on their actions.'?
A)Geographic segmentation.
B)Market segmentation.
C)Behavioral segmentation.
D)Demographic segmentation.
E)Psychographic segmentation.
Answer: C
Q2) Which of the following completes the statement,'______ are motivated by the validation impulse,while ______ are motivated by the affinity impulse.' ?
A)Devotees,entertainment chasers.
B)Connection seekers,attention seekers.
C)Entertainment chasers,connection seekers.
D)Connection seekers,devotees.
E)Attention seekers,connection seekers.
Answer: E
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Chapter 3: Network Structure and Group Influences in Social Media
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71 Verified Questions
71 Flashcards
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Sample Questions
Q1) Which online community characteristic specifies that communities thrive on communications among members?
A)Conversations.
B)Presence.
C)Democracy.
D)Standards of behavior.
E)Level of participation.
Answer: A
Q2) Which term is used to describe 'any cost attributed to creating campaign assets,planning,or managing the campaign'?
A)Campaign spend.
B)Non-working spend.
C)Working spend.
D)Orgranic spend.
E)None of these.
Answer: B
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5
Chapter 4: Social Media Marketing Strategy
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74 Flashcards
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Sample Questions
Q1) Which method is used to assign a set portion of the overall advertising budget for the organization to social media activities?
A)Competitive parity.
B)Creative message.
C)Percentage of ad spend.
D)Budget portioning.
E)Objective and task.
Q2) What are the three phases of social media marketing maturity?
A)Trial,tribulation,and strategic.
B)Trial,transition,and strategic.
C)Activation,transition,and strategic.
D)Activation,tribulation,and strategic.
E)None of these.
Q3) The current problem or opportunity an organization faces is outlined in which of the following?
A)A positioning statement.
B)The social media mix.
C)The social media profile.
D)The situation analysis.
E)The message strategy.
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Chapter 5: Tactical Planning Execution
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60 Flashcards
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Sample Questions
Q1) Which of the following should a basic editorial (content)calendar include?
A)Date of content publication.
B)Topic or headline of the content piece.
C)The owner of the content.
D)The current status of the content.
E)All of these.
Q2) Google's The YouTube Creator Playbook for Brands recommends developing a content strategy that includes three levels of content.What are the three levels?
A)Hybrid,hub,hero.
B)Hybrid,hygiene,hero.
C)Hygiene,hybrid,hub.
D)Hygiene,hero,hub.
E)Hygiene,hero,hit.
Q3) What are the benefits of content atomization?
A)It provides message amplification.
B)It enhances message recall.
C)Content may be repurposed for several related uses.
D)A & B Only.
E)All of these.
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7
Chapter 6: Social Community
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Sample Questions
Q1) Which of the following are online display ads that incorporate user data in the ad or in the targeting of the ad and enable some form of social interaction within the ad unit or landing page?
A)Social engagement ad.
B)Social ads.
C)Social context ad.
D)Organic social ad.
E)Response devices.
Q2) Which of the following best completes the sentence,'From a customer perspective,______ means customers' behavioral manifestation toward a brand or firm,beyond purchase,resulting from motivational drivers.'?
A)Participation.
B)Engagement.
C)Interaction.
D)Motivation.
E)None of these.
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Chapter 7: Social Publishing
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Sample Questions
Q1) Which of the following best describes a counterfeit conversation?
A)Objective and unbiased.
B)Paid consumer content.
C)Planted by organizations to masquerade as original material that an actual consumer posted.
D)The proliferation of untruths and exaggerations.
E)A direct request in a marketing message for a specific behavior.
Q2) Which of the following best describes a heading tag?
A)Code embedded in a web page.
B)An HTML tag that defines the page's title.
C)An HTML tag that is used to section and describe content.
D)Your headline,i.e.the main indicator of your page's content.
E)The website address.
Q3) Which of the following types of content is encouraged by the chance to win a contest or receive free merchandise?
A)Counterfeit.
B)Sponsored.
C)Commercial.
D)Incentivized.
E)Organic.
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Chapter 8: Social Entertainment
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Sample Questions
Q1) Which of the following describes the visual nature of the game,such as fantasy,horror and retro?
A)Milieu.
B)Tactic.
C)Mode.
D)Theme.
E)Genre.
Q2) ClickZ defined which of the following as 'technology that supports communication and social interaction in either the context of watching television,or related to TV content'?
A)Social music.
B)Social celebrity.
C)Social games.
D)Social TV.
E)None of these.
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Page 10
Chapter 9: Social Commerce
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Sample Questions
Q1) What type of influence tactic are you engaging in when you buy a particular brand of shoes because the majority of your peers have done the same?
A)Social proof.
B)Authority.
C)Affinity.
D)Scarcity.
E)Consistency.
Q2) Which psychological state may lead a gambler to say that they are betting the house only due to 'intellectual curiosity' rather than due to the thrill of betting?
A)Bounded rationality.
B)Cognitive dissonance.
C)Susceptibility.
D)Scarcity.
E)Cognitive bias.
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11
Chapter 10: Social Media Analytics
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Sample Questions
Q1) Which type of error occurs when there is a gap between the sampling frame used and population defined?
A)Coverage error.
B)Sampling error.
C)Measurement error.
D)Nonresponse error.
E)None of these.
Q2) Before any data are collected,which of the following must be in place to specify a plan to collect and utilize data so that desired information can be obtained with sufficient precision and/or so that hypotheses can be tested properly?
A)The research design.
B)The census.
C)The content analysis.
D)The informed consent.
E)The sample frame.
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Chapter 11: Social Media Metrics
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Sample Questions
Q1) Which of the following best defines the term 'site stickiness'?
A)The ability of a site to draw repeat visits and to keep people on a site.
B)A comparison of how well different creative executions generate a response.
C)The number of people who later visit the brand's website after a previous exposure to it.
D)The average number of times someone is exposed.
E)The number of people who click through who go on to purchase the product.
Q2) What is the goal of cost efficiency calculation?
A)To determine what design choices trigger the best performance on the KPIs.
B)To compare the cost of different tactics.
C)To determine the time value of performing one action vs.another action.
D)To determine how well the brand addressed customer needs.
E)To gauge the successfulness of risk mitigation efforts.
Q3) Which of the following refers to metrics that are tied to organizational objectives?
A)Variable metrics.
B)Social media ROI.
C)Key performance indicators.
D)Viewthroughs.
E)None of these.
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Page 13