Question 1

______ appreciate social interactions with your company.They don't shy away from branded social interactions,but neither do they seek them out.

Accepted Answer

Social Snackers do not actively seek out social interactions with brands but will engage with them when they come across them. They appreciate these interactions but do not go out of their way to find or engage in them.

Question 2

Which of the following completes the sentence,'______ are characterized by highly interconnected people such as hobbyists,fans,or professional groups'?

Accepted Answer

Tight crowds are characterized by highly interconnected people, often forming around shared interests or activities, such as hobbyists, fans, or professional groups.

Question 3

______ demand social interactions with your company.These consumers constantly use social media to connect with companies,brands,and products.

Accepted Answer

Social Stars are consumers who actively seek out social interactions with brands and companies through social media. They are engaged and vocal about their experiences with brands, products, and services, and they use social media as a means to connect with businesses.

Question 4

Which of the following are the two most important microblogs for marketers?

Accepted Answer

The answer of Which of the following are the two...

Question 5

Researchers from Ryerson University in Toronto categorized social media users into passive or active information seekers and passive or active participants.Which of the following is not one of the four segments that were identified?

Accepted Answer

The answer of Researchers from Ryerson University in Toronto categorized...

Question 6

Which of the following completes the statement,'______ approaches slice up the market based on personality,motives,lifestyles,and attitudes and opinions.'?

Accepted Answer

Psychographic segmentation approaches slice up the market based on personality, motives, lifestyles, attitudes, and opinions. This type of segmentation goes beyond basic demographic information such as age, gender, income, and education level to understand the deeper psychological and behavioral characteristics of consumers.

Question 7

According to Forrester's Social Technographics Model a ______ score measures likelihood of conversion using social media,the ultimate goal of the zone of social commerce.

Accepted Answer

The score that measures likelihood of conversion using social media is the "Buy" score, as this represents the ultimate goal of the zone of social commerce.

Question 8

______ spurn social interactions with your company.They rarely use social media to connect with companies,brands,and products.

Accepted Answer

Social Skippers are those who avoid social interactions with companies and products, which is exactly what the given scenario is describing. Social Stars, Social Savvies, and Social Snackers all suggest a higher level of engagement with social media and companies, which does not match the given description.

Question 9

______ expect social interactions with your company.Social media is still a part of their everyday lives and they frequently use social media to connect with companies,brands,and products.

Accepted Answer

"Social Savvies" describes individuals who are knowledgeable about and comfortable with using social media to interact with companies and brands. They expect social interactions with a company and are likely to engage with them through social media channels. "Social Stars" may also use social media frequently, but the term is more often used to describe influencers or celebrities on social media. "Social Snackers" and "Social Skippers" do not accurately describe individuals who expect social interactions with companies.

Question 10

Which of the following completes the statement,'The extent to which one worries about privacy and the risks related to the collection,unauthorized secondary use,errors in,and improper access of personal data is known as ______.'?

Accepted Answer

Privacy salience refers to the extent to which individuals worry about privacy and related risks of personal data collection, unauthorized secondary use, errors in, and improper access to their personal data.

Question 11

Which of the following are geolocation techniques used by social media marketers?

Accepted Answer

Geofencing, geotargeting, and beaconing are commonly used geolocation techniques by social media marketers. Geofencing involves setting virtual boundaries around a specific physical location, geotargeting involves targeting ads or content to users based on their geographic location, and beaconing involves using Bluetooth technology to detect and interact with devices in a specific location.

Question 12

Which of the following best completes the statement,'______ divides consumers into groups based on their actions.'?

Accepted Answer

Behavioral segmentation is the process of dividing consumers into groups based on their behaviors such as purchase history, usage rate or brand loyalty.

Question 13

Which of the following is not considered a microblog?

Accepted Answer

The answer of Which of the following is not considered...

Question 14

According to Forrester's Social Technographics Model a ______ score gauges whether social media can be used to create purchase intent.This number measures how actively your audience consumes social content when they're considering products and making purchase decisions.

Accepted Answer

The Explore score in Forrester's Social Technographics Model measures how actively an audience consumes social content when considering products and making purchase decisions, indicating the potential effectiveness of using social media to create purchase intent.

Question 15

Which of the following may explain Gartner's claim that half of all social media campaigns fail?

Accepted Answer

Gartner suggests that the failure of social media campaigns may be because firms do not match their social strategy with the target audience, indicating poor targeting or messaging. The other options listed are not mentioned as potential explanations for the failure of half of all social media campaigns.

Question 16

Which of the following completes the statement,' ______ measures the ability of brands to fit into how consumers manage their social media-centric lives.'?

Accepted Answer

Social currency is defined as the value consumers place on the information they share about a brand on social media. It measures the ability of brands to fit into how consumers manage their social media-centric lives. Therefore, B is the best choice to complete the statement.

Question 17

Which of the following completes the sentence,'The ______ reflects how actively a segment uses social tools,how important those tools are within customer life cycle,how willingly they engage with brands in social media.'?

Accepted Answer

The statement is referring to the Social Technographics Score, which is a tool developed by Forrester Research for assessing an audience's likelihood of using social media. The score takes into account factors such as how active a segment is on social media, the importance of social media in their customer journey, and how willing they are to engage with brands on social media.

Question 18

Which of the following completes the statement,'A ______ is a snapshot of your ideal customer that tells a story using the information you used for segmentation (i.e. ,demographic,geographic,psychographic,benefits sought,and behaviour).'?

Accepted Answer

A buyer persona is a snapshot of an ideal customer that is created using information gathered during segmentation. It includes demographic, geographic, psychographic, benefits sought, and behavioral information, and tells a story about the customer based on this data. A biographical outline or personality sketch could also be used to describe a customer, but they are not specific to segmentation data. A CRM is a tool for managing customer relationships, and a predictive model is a statistical tool used to predict future outcomes.

Question 19

According to Forrester's Social Technographics Model a ______ score measures the extent to which the target audience uses social media to learn about new brands as well as how likely they are to spread the word about their favorite products and services.

Accepted Answer

Discover score measures the extent to which the target audience uses social media to learn about new brands as well as how likely they are to spread the word about their favorite products and services.

Question 20

Which of the following completes the following statement,'______ is similar to ______ but the geographic parameters are more general,such as 50 miles from a zip code.'?

Accepted Answer

Geotargeting is similar to geofencing but involves broader geographic parameters, such as targeting users within a certain distance from a specific location, like 50 miles from a zip code, rather than the precise boundaries used in geofencing.

Quiz 2: Social Consumers