Deck 13: Social Media

Question 1

Structural equivalence occurs when two actors have links to others that are the same.

Answer 1

True

Question 2

Marketers look to try their products on people who are highly connected to other people. These people are known as influentials.

Answer 2

True

Question 3

Consumers seem to trust online recommendations.

Answer 3

True

Question 4

Online brand communities are a type of social media where the interactions are meant to be commercial.

Question 5

There was once a time when the only TV stations were ABC, CBS, and NBC.

Question 6

To find influentials, marketers look at location indices for each actor in the market.

Question 7

A sociomatrix is a graphical form of a network, and a sociogram is a tabular representation of a network.

Question 8

Social media facilitates word of mouth, which is very important for businesses.

Question 9

The easiest and most common way to characterize centrality is to count the number of connections each actor has with the others in the network.

Question 10

A dialogue is the most fundamental means of interaction.

Question 11

Word of mouth occurs most often for restaurants, movies, and computers.

Question 12

The identification of potential WOM-generators is easy because centrality indices are easy to calculate, and most of the links are connected to a large number of actors (the 20-80 rule).

Question 13

It's impossible to create buzz for products like soap, bread, and insurance.

Question 14

Most, if not all, social media offer rich sensory experiences.

Question 15

Some of the changes in traditional media are a decrease in newspaper circulation and an increase in listening time for radio listeners because of a larger number of satellite servers like XM.

Question 16

A network is defined as the set of actors (or nodes) and the relational ties that link them.

Question 17

If a YouTube video goes viral, it is usually due to advertisements.

Question 18

Recommendation agents work by performing cluster analysis on a spreadsheet where the rows are customers and the columns are SKU's. If there is a 0 in the cell, then the customer has purchased that item, and if there is a 1 the customer has not purchased that item.

Question 19

Customer A of Company X has purchased products 1, 2 and 3. Customer B has purchased products 1 and 2. Since Company X is using a structural equivalence network recommendation system, they will recommend to customer B to purchase product 3.

Question 20

The primary goal of LinkedIn is to share slices of life with friends.

Question 21

Google's Page Rank is a type of Search Engine Application (SEA).

Question 22

One of the strengths of Groupon is that it encourages consumers to try local services they hadn't before.

Question 23

Many CEOs are conservative on spending money on social media because they don't know if the ROI is worth
it.

Question 24

Unhappy customers will not usually respond to incentives like company apologies, problem solutions, or restorative benefits.

Question 25

Blogs, wikis, and lead user communities can be essential during product development to generate enthusiasm in the marketplace prior to launch.

Question 26

Key Performance Indicators (KPIs) for social media are analogous to traditional measures for advertising effectiveness.

Question 27

We can begin to answer ROI questions only if we know the goal that the marketing action was intended to achieve.

Question 28

In the pre-purchase: brand consideration phase, marketers want to offer more information and more persuasion than the pre-purchase: awareness phase.

Question 29

Groupon does not require a minimum number of customers to be signed up for an offer to become active.

Question 30

Some examples of online reach are click-thrus on Internet banner ads and purchased status on search engines. But these methods are not enough to achieve a full reach to the consumer.

Question 31

In the pre-purchase phase, marketers want customers to be aware of their brand and consider their brand for purchase.

Question 32

Videos can be used to inform, educate, and entertain.

Question 33

In general, social media pundits advise that any corporate postings or representations have to start by being
interesting; otherwise, they won't even by read.

Question 34

Marketers use text analyses on Facebook to get a read on customer opinions about their brands.

Question 35

KPIs are easy to measure because they either happen or they don't.

Question 36

It is not desirable for marketers to engage in all possible channels, because some media will not fit the target market.

Question 37

Advertising feels objective or authentic to consumers, compared to word of mouth.

Question 38

The biggest contributors to the cost of social media are media buys and explicit budgetary contributions.

Question 39

In an A-B split marketing experiment, both groups are exposed to the same ad or product, and then the marketer asks each group different questions about the ad or product to study the difference in responses.

Question 40

The reason web analytic experts don't like the "Contact Us" page on a website is because they prefer that the
consumer find the information themselves on the web page.

Question 41

Amazon.com uses structural equivalence to do which of the following?

A) make product recommendations
B) keep credit card information secure
C) encourage users to write product reviews
D) deliver purchases

Question 42

What is the main goal for users of Facebook?

A) seeking jobs
B) getting advice from experts
C) sharing slices of life with friends
D) collaborating Wiki content

Question 43

Overall sales of have decreased in recent years.

A) magazines
B) computers
C) cell phones
D) GPS devices

Question 44

Many companies (including Facebook, YouTube, Coca-Cola, Starbucks, Disney, Oreo, MTV, Red Bull, Skittles, and Victoria's Secret) have between 12 and 30 million fans each. In other words, they are quite sophisticated when it comes to marketing.

A) blind
B) bulk
C) bill
D) buzz

Question 45

Distributions of links in most networks follows a(n) rule.

A) 80/20
B) 50/50
C) 90/10
D) 60/40

Question 46

What term refers to the tabular representation used to analyze social networks?

A) vector
B) sociomatrix
C) transpose matrix
D) square matrix

Question 47

Two actors are said to be if their links to others are the same.

A) heterogeneous
B) structurally equivalent
C) equitable
D) socially significant

Question 48

Many CEOs do not understand the attraction of social media because of how they are.

A) uneducated
B) old
C) wealthy
D) intelligent

Question 49

Via Facebook, Brenda tells Bobbie about a new band she just discovered, and Bobbie feels compelled to check them out because she believes Brenda's endorsement is genuine. What is the term for this phenomenon?

A) social facilitation
B) word of mouth
C) groupthink
D) availability bias

Question 50

What term refers to a graphical depiction of a network?

A) histogram
B) genogram
C) diagram
D) sociogram

Question 51

WOM works best on inherently products.

A) useful
B) necessary
C) exciting
D) expensive

Question 52

Compared to a few years ago, the number of radio stations has , and the time listeners tune in has .

A) increased, decreased
B) decreased, increased
C) increased, increased
D) decreased, decreased

Question 53

What term refers to a homogenous sample of like-minded people within a network?

A) club
B) workgroup
C) clique
D) team

Question 54

The easiest and most common way to characterize in a social network is to count the number of connections each actor has with the others in the network.

A) linearity
B) extraversion
C) intelligence
D) centrality

Question 55

In a social network, ties can be .

A) symmetric only
B) directional only
C) neither symmetric nor directional
D) either symmetric or directional

Question 56

What is the most fundamental means of interaction?

A) monologue
B) dialogue
C) catalogue
D) logging on

Question 57

Recommendation agents are a boon as a systematic means of .

A) saving money
B) reaching new customers
C) soliciting feedback
D) cross-selling

Question 58

Which of the following is associated with the most WOM?

A) real estate and property
B) restaurants and movies
C) medicine and financial services
D) simple and inconspicuous goods

Question 59

What term refers to the set of actors (or nodes) and the relational ties that link them?

A) team
B) group
C) network
D) forum

Question 60

In a cluster analysis, the rows represent , and the columns represent .

A) customers, SKUs
B) SKUs, customers
C) retailers, customers
D) customers, retailers

Question 61

Compared to more traditional advertising, using social media is expensive.

A) equally
B) similarly
C) less
D) more

Question 62

What does KPI stand for?

A) key performance indicator
B) key profit indicator
C) key performance initiative
D) key profit initiative

Question 63

The new "deal of the day" class of social media business was pioneered and is being led by which of the following?

A) Groupon
B) Heartsy
C) Living Social
D) Deal Stork

Question 64

What does SEO stand for?

A) search engine optimization
B) sales expenditure objectives
C) selling entertainment organizations
D) stop extra ordinances

Question 65

What is it called when one group is exposed to one ad or new product description (or whatever element of the marketing mix the marketer is testing) and the other group is either a control group or sees a different version?

A) 1-2-3 test
B) unbiased opinion test
C) clinical trial
D) A/B split test

Question 66

Which of the following is the percent of sessions for which a visitor lands on the website and views only one page before quickly leaving?

A) frequency
B) bounce rate
C) duration
D) rejection rate

Question 67

What term refers to the sheer number of visits or estimates of the number of unique visitors to a given website?

A) reach
B) frequency
C) rate
D) duration

Question 68

Companies can provide to web visitors by letting them pre-order a product not yet available to others.

A) accountability
B) incentives
C) exclusivity
D) equality

Question 69

Which of the following is NOT a good way to optimize reach?

A) tweets
B) Facebook postings
C) contests on YouTube
D) lengthy expert blogs

Question 70

Web analytics experts disdain the "Contact Us" buttons. What do they recommend instead?

A) there should be a user forum where every visitor voluntarily leaves comments and personal information
B) contact information should be listed at the bottom of every page
C) visitors should have to fill out a form including basic information
D) visitors should not need to contact anyone since all the information is on the website

Question 71

KPIs for social media are traditional measures for advertising effectiveness.

A) very different from
B) analogous to
C) opposite of
D) inconsistent with

Question 72

What food brand solicited ideas for new flavors via videos?

A) Doritos
B) Starbucks
C) Starburst
D) Kellogg's

Question 73

Which of the following is a weakness of Groupon?

A) It was launched during a time when people were doing well economically.
B) It is not a novel idea.
C) Only a small number of people are interested in discounts.
D) The business model is easy to copy.

Question 74

Which of the following includes honesty, trust, and opportunities for two-way dialogue?

A) transparency
B) exclusivity
C) promotion
D) inequality

Question 75

To narrow the search for consumers, search engines used to measure the relevance of a website or an information page by counting the number of times the searched words appeared on that web page or document. Why don't they use this criterion anymore?

A) It was too difficult to calculate.
B) It was illegal.
C) It was easily manipulated.
D) It discriminated unjustly.

Question 76

"Wiki" means in .

A) correct, Hindi
B) informative, Chinese
C) fast, Hawaiian
D) social, Japanese

Question 77

Customers can post complaints or positive reviews during which phase?

A) Pre-Purchase: Awareness
B) Pre-Purchase: Brand Consideration
C) Purchase or Behavioral Engagement
D) Post-Purchase

Question 78

Word of mouth feels to consumers.

A) boring
B) phony
C) annoying
D) authentic

Question 79

"Nude No More" is the slogan for what clothing brand?

A) American Apparel
B) Threadless T-shirts
C) Patagonia
D) Nike

Question 80

Which of the following is a classic measure of the size of the audience that has been exposed to some brand information and who might therefore have some familiarity with the brand?

A) frequency
B) recall
C) recognition
D) reach