Deck 18: Social Media and Marketing

Question 1

The benefits of social media can be easily measured.

Answer 1

 False

Question 2

Traditional marketing media offer a mass media method of interacting with consumers,whereas social media offer more one-to-one ways to meet consumers.

Answer 2

 True

Question 3

A social media plan should be monitored after it has been implemented because social media campaigns can be fluid.

Answer 3

 True

Question 4

Mobile marketing is an effective tool for gaining insight into consumer behavior.

Question 5

In social media,negative comments and complaints can illuminate unknown brand flaws.

Question 6

Marketers find social news sites useful for creating conversations around relevant issues.

Question 7

Which of the following changes has been brought about in advertising because of the influence of social media?

A)​The number of ways in which marketers can have direct and meaningful conversations with customers has reduced.
B)The focus of social media has unavoidably shifted to manufacturers.
C)The interaction between producer and consumer has become less about engaging and more about entertaining.
D)​The audience is often in control of the message, the medium, the response, or all three.

Question 8

Social news sites combine the fun of social networking with the utility of location-based GPS technology.

Question 9

Review sites lack the scope for two-way interaction between the marketers and consumers.

Question 10

Which of the following statements is true of social commerce?

A)​Marketers cannot customize their offerings as per the needs of specific groups of consumers.
B)It relies on user-generated content on Web sites to assist consumers with purchases.
C)With social media, the employees of a firm are often in control of the message, the medium, and the response.
D)​It does not offer consumers the scope to make informed decisions on purchases and services.

Question 11

LinkedIn is designed to be more multimedia-rich rather than information-rich.

Question 12

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Question 13

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Question 14

The first action a marketing team should take when initiating a social media campaign is:

A)​to establish a listening platform.
B)to identify the medium for the campaign.
C)to identify potential consumers.
D)​to decide which tools and platforms to use as part of its social media strategy.

Question 15

_____ is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services.

A)​Mass customization
B)Eco commerce
C)Social profile
D)​Social commerce

Question 16

Wennel Inc.,an animal welfare organization,uses its Facebook page to advertise its products to veterinarians,cat food providers,and care takers.In this case,which of the following statements is true of Wennel Inc.?

A)​Wennel Inc. is involved in crowdsourcing.
B)Wennel Inc. is engaged in one-to-many communication rather than many-to-many communication.
C)Wennel Inc. controls the message, the medium, and the response.
D)​Wennel Inc. forges deeper relationships and builds brand loyalty through social media.

Question 17

Which of the following statements is true of crowdsourcing?

A)​It describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people.
B)It describes how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness.
C)It describes the methods in which a consumer should use a product or service.
D)​It describes the need for consumers to buy a product and their willingness to buy it.

Question 18

In an interactive space,earned media include:

A)​display advertising.
B)viral videos.
C)purchased advertisements.
D)​paid search words.

Question 19

One of the implications of social media for marketers is that they must realize that they often do not control the content on social media sites.

Question 20

According to Charlene Li and Josh Bernoff of Forrester Research,inactives are people who read blogs,listen to podcasts,watch videos,and generally consume media.

Question 21

Twitpic,Flickr,and Photobucket are all examples of:

A)​media sharing sites.
B)corporate blogs.
C)virtual worlds.
D)​microblogs.

Question 22

Buzz,a social media metric,is based on:

A)​the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds, retweets, Facebook posts, pins, and time spent with social media platform.
B)posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day.
C)the number of "likes," fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.
D)​media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based on social graphs.

Question 23

According to Charlene Li and Josh Bernoff of Forrester Research,which of following categories of social media users posts comments,ratings,and reviews of products and services on blogs and forums?

A)​Critics
B)Spectators
C)Joiners
D)​Inactives

Question 24

Magnira Corp.is an organization that manufactures clothing for women.It uses Facebook to promote its products.Given this information,which of the following is true of Magnira Corp.?

A)​It should not disclose the prices of its products and services to public.
B)Its pages are subject to search engine indexing.
C)It is restricted from communicating directly with fans and interested stakeholders due to risks of hacking.
D)​Its pages are considered individual profiles.

Question 25

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among public.Given this information,which of the following would be the best platform to be used by the production house?

A)​StumbleUpon 
B)Photobucket
C)YouTube
D)​Imgur

Question 26

Social bookmarking sites differ from social news sites in that:

A)​the objective of their users is to collect, save, and share interesting and valuable links.
B)they allow users to edit the stories they find for accuracy.
C)the ability of users to share, post, or discuss a topic is very limited.
D)​they treat location-based social networking as a game.

Question 27

Monette has posted over 100 book reviews on discussion forums.She also frequently reviews products and services and posts her reviews on local restaurants on review sites.As a social media user,Monette would best be characterized as a _____.

A)​joiner
B)spectator
C)critic
D)​collector

Question 28

Which of the following treats location-based micronetworking as a game?

A)​Facebook
B)Twitter
C)WordPress
D)​FourSquare

Question 29

Which of the following processes is used in social media monitoring?

A)​Personal selling
B)Crowdsourcing
C)Sentiment analysis
D)​Cold calling

Question 30

Bethany follows several blogs every day and uses YouTube frequently to watch latest videos.She does not have her own Web site,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.In this case,Bethany would be best characterized as a _____.

A)​creator
B)spectator
C)collector
D)​joiner

Question 31

Which of the following statements is true of advertising in social media?

A)​Social media are an unpaid form of marketing.
B)The effectiveness of social media can be easily measured.
C)Social media mostly focus on deepening relationships with customers.
D)​Marketers believe that social media are not a worthwhile investment.

Question 32

_____ are Web sites that allow consumers to post,read,rate,and comment on opinions regarding all kinds of products and services.

A)​Media sharing sites
B)Review sites
C)Microblogs
D)​Mommy blogs

Question 33

_____ are independent and not associated with the marketing efforts of any particular company or brand.

A)​E-mail services
B)Social networking sites
C)E-commerce sites
D)​Noncorporate blogs

Question 34

Marla,a 55-year-old woman,wants to stay in touch with her son,who is away at college.She also hopes to connect with some of her high school friends.In this case,which of the following is Marla most likely to use for this purpose?

A)​SoundCloud
B)YouTube
C)Facebook
D)​Flickr

Question 35

_____,a social media metric,refers to media mentions,influences of bloggers reached,influences of customers reached,and second-degree reach based on social graphs.

A)​Buzz
B)Influence
C)Interest
D)​Participation

Question 36

Social media measurements are meaningless if:

A)​they do not focus on return on investment.
B)they consider investment per fan and follower.
C)they consider the rate of accumulation.
D)​they are not tied to key performance indicators.

Question 37

Kelly's Kitchen,a restaurant,strives to improve its customer service and makes sure that its customers enjoy the food and ambience at the restaurant.The restaurant has a team that monitors and assesses customers' opinions about the restaurant on popular food review sites.This scenario illustrates _____.

A)​personal selling
B)social media monitoring
C)market segmentation
D)​lead qualification

Question 38

Frank,a restaurant chain's social media manager,wants to conduct an online contest to promote his restaurant.He conducts the contest on a social networking site that allows people to post only 140-character-long updates.In this context,Frank is using -_____ to conduct the contest.

A)​a mommy blog
B)a media sharing site
C)a social news site
D)​a microblog

Question 39

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who read blogs,listen to podcasts,watch videos,and generally consume media.

A)​conversationalists
B)inactives
C)critics
D)​spectators

Question 40

According to Charlene Li and Josh Bernoff of Forrester Research,_____ are those who maintain a social networking profile and visit other sites.

A)​joiners
B)inactives
C)critics
D)​creators

Question 41

Explain the reasons for the recent popularity of mobile marketing.

Question 42

Distinguish between owned media and earned media with examples.

Question 43

Much of the growth in social media sites can be attributed to:

A)​good old-fashioned word of mouth promotion.
B)new platforms like tablets and smartphones.
C)media hype.
D)​reduced demand for crowdsourcing.

Question 44

Which of the following actions is performed during the final stage of an effective social media plan?

A)​Setting objectives that can be specifically accomplished through social media
B)Examining trends and best practices in the industry
C)Listening to customers and understanding their expectations
D)​Making changes to the implemented campaign based on consumer response

Question 45

Explain how virtual worlds and online gaming help marketers to engage with customers.

Question 46

Which of the following is included in the second stage of creating an effective social media plan?

A)​Listening to customers
B)Building relationships and awareness
C)Defining strategies
D)​Identifying the target audience

Question 47

Short message service (SMS)is different from multimedia messaging service (MMS)in that:

A)​SMS allows 960-character text messages, while MMS allows 160-character text messages.
B)SMS is designed specifically for viewing pictures and navigation on mobile devices, while MMS does not have such features.
C)SMS does not allow the attachment of images, videos, and ringtones to text messages, while MMS does.
D)​SMS does not require Internet, while MMS requires Internet for functioning.

Question 48

Identify a true statement about online gaming.

A)​Massive multiplayer online games are called virtual worlds.
B)It restricts marketers from engaging with customers.
C)Many mobile games use mobile ads to generate revenue for the gamemakers.
D)​Fantasy games are most appropriate for marketing than social and real-world-like games.

Question 49

Explain the role of social media in marketing.

Question 50

Discuss how social media has changed the behavior of consumers.