Week2

Question 1

eBay can be best described as?

• A social media
• A social marketplace
• A social service
• A social application

Answer 1

A social marketplace

Question 2

Facebook and LinkedIn have similarities and differences. Which of the following characterizes both platforms?

• They are social networks
• They appeal mostly to older people
• The main social currency on both is views
• The are used primarily to post inspirational content

Answer 2

They are social networks

Question 3

We addressed BP’s handling on social media of the Deepwater Horizon explosion and its aftermath. Based on this example, what would you advise companies to do on social media when facing a large-scale disaster?

• Take their time to craft the perfect message
• Create accounts to post humorous messages to make people feel better
• Respond quickly and provide information in real-time
• Use capital letters in their messaging, to emphasize the gravity of the situation

Answer 3

Respond quickly and provide information in real-time

Question 4

What is the best way to increase your social media literacy?

• Engage in interactions with other users to learn by doing
• Spend time observing various platforms to understand their culture
• Read books about social media marketing
• Work with an agency to take care of your social media efforts

Answer 4

Engage in interactions with other users to learn by doing

Question 5

Lack of coordination is one of the common problems with content marketing. Which of the following is an example of this?

• Marketers fall into the habit of selling the company rather than producing useful content
• Companies don’t pay attention to lesser-known platforms
• Different platforms falling under the responsability of different people or departments
• Seasonal promotions are posted at the wrong time

Answer 5

Different platforms falling under the responsability of different people or departments

Question 6

Which of the following is a possible target for content marketing?

• Suppliers
• Employees
• Prospective customers
• All of the above

Answer 6

All of the above

Question 7

What is the first step when defining your content strategy?

• Searching for relevant topics to address
• Determining what business objective your content strategy should serve
• Understanding what your targets are doing on social media
• Deciding who will produce the content

Answer 7

Determining what business objective your content strategy should serve

Question 8

What do tablets and mobile phones have in common?

• They are typically used at home
• People tend to use more family-related words on them
• The experience of using them can feel more intimate and emotional
• They are usually used when sitting upright

Answer 8

The experience of using them can feel more intimate and emotional

Question 9

Maersk’s initial approach to content on social media relied mostly on:

• Videos of ships sailing into harbour accompanied by classical music
• Tutorials on how to build model ships
• Black and white photos from the company’s archive
• Technical blog posts to appeal to experts

Answer 9

Black and white photos from the company’s archive

Question 10

When engaging in upfront planning of social media marketing content, the perspective that should be taken is that of:

• Upper management
• The partners
• The target audience
• Creative employees

Answer 10

The target audience

Question 11

Which of the following statements about content production tools is accurate?

• They should be used to generate as much content as possible
• They should be paired with a carefully defined content marketing strategy
• They are only relevant for professionals
• They are mostly relevant for established brands

Answer 11

They should be paired with a carefully defined content marketing strategy

Question 12

What does effective omni-channel management facilitate?

• A smooth customer decision journey between channels
• More visually appealing consumer-generated content
• Multiple stakeholders’ involvement in each decision
• Archetypical personas

Answer 12

A smooth customer decision journey between channels

Question 13

Is Match.com a social media or not?

• Yes
• No

Answer 13

No

Question 14

Which of the following is necessary for a platform to be defined as a social media?

• Content is linked to other sources
• Content is generated by professionals
• Content should be produced in the form of text or images
• Content is exchanged publicly

Answer 14

Content is exchanged publicly

Question 15

Twitter’s culture can be described with the following key words:

• Boards and collections
• Selfies and stories
• Inspirational and filters
• Real-time and opinions

Answer 15

Real-time and opinions

Question 16

You are an individual who wants to become more social media literate. Where should you start?

• Expose yourself to a variety of platforms
• Jump in and participate on different platforms
• Start with what you know
• All of the above

Answer 16

All of the above

Question 17

When is it advisable to be active on many social media platforms?

• When resources are scarce and this is the only way to get your marketing content out there
• When your company can split these responsibilities between many different departments
• When your company wants to make it clear that it has a consistent message.
• When your company has substantial resources and a big social media team.

Answer 17

When your company has substantial resources and a big social media team.

Question 18

Which of the following can be considered one of the common problems of content marketing?

• Content being produced on a campaign-by-campaign basis.
• Lack of control over user-generated content
• Insufficient market research
• Creative differences between different departments

Answer 18

Content being produced on a campaign-by-campaign basis.

Question 19

You’re working for a cool company that develops online sports content for teenagers. Where would be a good place to reach them?

• School
• ESPN television channel
• Snapchat
• LinkedIn

Answer 19

Snapchat

Question 20

Which of the following is NOT a good option for producing social media marketing content?

• Cross-post your current offline marketing content
• Rely on newly generated content by the company
• Exploit and repurpose existing content
• Leverage content created by employees and customers

Answer 20

Cross-post your current offline marketing content

Question 21

Content management consists of:

• Continuous measurements and adjustments
• Managing content producers
• Integrating your social media efforts with your other marketing efforts
• Upfront planning of your publishing schedule

(select all that apply)

Answer 21

• Continuous measurements and adjustments
• Integrating your social media efforts with your other marketing efforts
• Upfront planning of your publishing schedule

Question 22

Which question is the most difficult to answer when measuring your content marketing efforts?

• Whether the content supported your customers in their decision journey
• Whether the content was consumed by the right target
• Whether the content generated a lot of likes and comments
• Whether the content contributed to your social media marketing ROI

Answer 22

Whether the content contributed to your social media marketing ROI