Study Guide Test

 Publix has an active print media operation. They publish weekly flyers to be inserted into newspapers. How can they incorporate social media into their advertising mix? 

• Post recipes with coupons for their ingredients 

• Schedule promotional events at various store locations 

• Post the weekly coupon flyer as a PDF 

• Post a link to their corporate website 

A marketing company has recently hired a new CEO. She blogs regularly on social media to discuss ways to improve products and reduce the negative impacts on the environment. This behavior is known as: 

• Market repositioning 

• Executive buy-in 

• Return on engagement 

• Corporate reorganization

 A well-known CEO of a large company regularly makes keynote speeches at industry conferences. How can these presentations be made more social? 

• Record the speech and post it on the company’s website

• Contract with a reality television producer to create a short-run series for cable 

• Change the format of the lectures to a question-and-answer panel with 4 to 5 people 

• Share them as live-streaming events and invite the audience to ask questions to the CEO 

 Which of the following is a SMO technique that can aid in search engine optimization? 

• Creating as many posts as possible, regardless of engagement 

• Filing out all social media profiles completely 

• Share content from third parties that will engage users 

• Make sure all social media posts link back to your website 

. A company specializing in reselling shoes wants to expand its business quickly. It has a growing base of followers on popular social media platforms. Which social media tool can they use to attract new followers interested in shoes? 

• Paid advertising 

• Organic 

• Banner 

• Viral

 Which organization will likely experience the highest impact of implementing an aggressive social media marketing campaign? 

• A car manufacturer that makes trucks, sedans, and hybrids

•  A circus performance troupe that travels the country 

• A political campaign for mayor of a large city 

• A large financial services company providing payroll processing 

Mariah works for a nonprofit and is creating a social media campaign to encourage followers to sign up for their monthly email newsletter. Which would be the most effective way for her to optimize her social media campaign? 

• Use headlines and images that are optimized for each platform. Post the information once on each platform to avoid annoying the user base.

• Use multiple post variations throughout the campaign with catchy headlines and images tailored to each platform. Make sure never to use the same post twice. 

• Use the same post headlines and images across all platforms for brand uniformity. Use the same post multiple times throughout the campaign to create a consistent message.

• Use descriptive headlines and text that give users as much information as possible. Use images that are optimized for each social media platform. Use the same images each time the information is posted for brand consistency.

What social media metric best measures the number of followers who noticed and responded to a paid advertisement? 

• Conversion attribution

• Cost per click 

• Click through rates 

• Total revenue earned 

A company aims to increase sales from social media sites by 5% in the next quarter. They know the costs of their paid advertising and internal resources to promote the social media platform. They also have a readily available metric (sales orders) and are collecting data on conversions from followers to lead to sales. What is the company trying to calculate? 

• Return on investment

• Return on engagement 

• Customer loyalty 

• Follower sentiment

10. When evaluating a visualization of social network members, the influencers are generally considered the most important. This is known as? 

• Centrality 

• Reciprocity 

• Structural equivalence 

• Transitivity