Deck 14: E-Marketing Communication: Earned Media

Question 1

Many businesses use Twitter as a means to _____.

A) talk about what is happening in the company
B) encourage feedback from customers
C) get ideas from consumers
D) all of the above

Answer 1

D

Question 2

When companies want to learn about where, how, and how often their brand is mentioned online, they would get the best information by utilizing a tool known as a social _____.

A) syndication aggregator
B) feed collector
C) media dashboard
D) brand scanner

Answer 2

C

Question 3

_____ involves attaching keywords to videos, photos, or text to help users find desired content.

A) parking
B) tweeting
C) bookmarking
D) tagging

Answer 3

D

Question 4

One of the most important functions of ratings and reviews is that they ________.

A) reveal the real truth about companies and brands
B) facilitate commerce, both online and offline
C) provide a policing function for poor products and services
D) give consumers unbiased advice on purchasing decisions

Question 5

How can companies identify social media influencers?

A) Observe and participate in conversations in key social media locations
B)
B) Use an independent service to measure relevant variables
C) It is not possible to accurately identify social media influencers
D) Both a and

Question 6

Which of the following steps is an example of an earned media performance metric?

A) Number of likes and shares
B) Actions taken by users
C) Conversations on blogs and elsewhere
D) All of the above

Question 7

Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____.

A) bot
B) hyperlink
C) widget
D) none of the above

Question 8

Consumers at the highest level of engagement online ________.

A) collaborate with the company
B) are creators of multimedia content
C) collect information and tag what they find valuable
D) connect with others by creating a social profile

Question 9

If you visit an automobile company's website and click around to change the color of the car or give it leather seats, you are engaging in ________:

A) collaborative content creation
B) crowdfunding at its best
C) altruism toward the company
D) an implicit product endorsement

Question 10

In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a company's market value is attributable to reputation.

A) 15
B) 32
C) 63
D) 90

Question 11

Earned media can be likened to physical word-of-mouth on steroids.

Question 12

In order to become more engaged with a brand, social media participants want to be ________.

A) informed
B) entertained
C) appreciated
D) All of the above

Question 13

Viral marketing is synonymous with all of the following terms except ________.

A) uncontrollable popularity
B) word of mouth online
C) word of mouse
D) both b and c

Question 14

Engagement occurs when internet users do all of the following except ________.

A) consume media content
B) connect with companies
C) contradict negative opinions
D) collaborate with brands

Question 15

Of the following statements regarding e-mail, which one is most accurate?

A) The "unsubscribe" process is frustrating for consumers.
B) It is limited by its one-way nature.
C) It is like a social megaphone.
D) It is not dead.

Question 16

Photos, video, and music playlists are most representative of the _____ type of social media.

A) reviews and opinions
B) multimedia sharing
C) collaboration
D) entertainment

Question 17

In 2012, when the CEO of Kitchen Aid spoke badly of President Barack Obama in a tweet, she quickly learned the importance of ________.

A) two-way dialogue
B) word of mouth
C) political communication
D) reputation management online

Question 18

Earned media is like ________.

A) The ultimate one-way communication
B) physical word of mouth on steroids
C) a social megaphone
D) both b and c

Question 19

Which of the following are valid applications for widgets?

A) Displaying brand information in contests or games
B) Creating sponsorships or calls to action
C) Being user-generated
D) All of the above.

Question 20

Marketers use blogs for a variety of reasons, such as _____.

A) to disseminate the views
B) gain clients
C) direct or draw users to websites
D) all of the above

Question 21

List and describe at least three techniques that companies can use to entice engagement.

Question 22

A social dashboard allows a user to click through to other users who have bookmarked the same article to see what else they are reading on the same topic.

Question 23

Trust is a key component of word-of-mouth communication resulting from customer engagement.

Question 24

According to the text, social media adoption by business is most prevalent with YouTube and Blogs and less so with Twitter and Facebook.

Question 25

These days, traditional media is no longer a useful for prompting consumer engagement with a brand.

Question 26

The reputation of a company or individual executive can be lost in matter of hours online.

Question 27

What are some techniques for engaging social media users?

Question 28

Discuss some of the ways in which earned media can be initiated by a company.

Question 29

List and describe two major audiences that a company should engage via earned media. How can these audiences be identified?

Question 30

Most social media, and many Web sites and mobile apps provide space and tools for earned media content.

Question 31

The team "earned media" came about after the advent of the internet, and refers to social media influencers.

Question 32

Despite its functionality, e-mail is now considered dead in the social media world.

Question 33

Like all media, social media focuses on bringing information, photos, video, and other content an audience that wants to be entertained.

Question 34

Drawing upon your text, discuss at least two major news events that underscore the importance of reputation management online.

Question 35

Contrast the concept of user engagement in social media with that of traditional media.

Question 36

What are some examples of earned media performance metrics?

Question 37

With an innovative strategy, it is possible to get the entire internet universe talking about an organization and its products.