Deck 13: Social Media

Question 1

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

Answer 1

False

Question 2

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

Answer 2

False

Question 3

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

Answer 3

True

Question 4

Marketers use influentials to test products and spread information about the products.

Question 5

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, it will recommend to customer B to purchase product 3.

Question 6

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

Question 7

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 8

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

Question 9

A dialogue is the most fundamental means of interaction.

Question 10

DeMarcus of ABC Medical Supply wants to identify influential people in the local medical community to test a new medical product.DeMarcus should create and analyze a sociomatrix to find the most influential medical professionals.

Question 11

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

Question 12

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 13

Online brand communities hosted by companies have purchase as their ultimate goals.

Question 14

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

Question 15

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

Question 16

Consumers don't trust online recommendations because they don't know the people making the recommendations.

Question 17

Word-of-mouth occurs most often for medicines and financial products

Question 18

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

Question 19

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 20

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

Question 21

Web analytic experts don't like the "Contact Us" link on a website because they believe that consumers will remember the product better if they search for the information.

Question 22

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

Question 23

WOM in customer networks is very rewarding to firms because they are usually bringing in new acquisitions.

Question 24

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

Question 25

Reach can be achieved via traditional media and measured via online capture, but it can't be achieved wholly online.

Question 26

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

Question 27

Marketers should engage every channel to reach as many consumers as possible.

Question 28

Videos can be used to sell products.

Question 29

GPS units are becoming geo-retailing units that enable marketers to offer timely opportunities to consumers who are near their products.
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Question 30

The online environment offers more direct data about what happens post-purchase than we've had in the past.
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Question 31

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

Question 32

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

Question 33

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

Question 34

Many CEOs are conservative in spending money on social media because they don't understand the attraction of social media.

Question 35

To enhance awareness, seek media that optimize reach.

Question 36

Google's Page Rank is a type of search engine application (SEA).

Question 37

A company must offer something the consumer values through social media the consumer uses to make social media a valuable marketing tool for the company.

Question 38

Key performance indicators (KPIs) for social media are analogous to traditional measures for advertising effectiveness.

Question 39

Content analysis has been useful in detecting developing consumer trends.
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Question 40

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

Question 41

WOM works best on inherently __________ products.

A) practical
B) necessary
C) expensive
D) personal

Question 42

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

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

Question 43

Recommendation agents are a boon as a systematic means of

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

Question 44

Which of the following has the most WOM?

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

Question 45

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 46

What term refers to a graphical depiction of a network?

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

Question 47

In a social network, ties can be

A) symmetric only.
B) directional only.
C) neither symmetric nor varied in strength.
D) either symmetric or directional.

Question 48

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

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

Question 49

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 50

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 51

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 on wiki content

Question 52

Many companies (including YouTube, Coca-Cola, Starbucks, Oreo, and MTV) have many friends/fans on Facebook.In other words, they are quite sophisticated when it comes to __________ marketing.

A) community
B) bulk
C) positive
D) buzz

Question 53

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 54

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 55

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 56

Word-of-mouth seems to be

A) planned.
B) authentic.
C) paid for by companies.
D) dishonest

Question 57

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

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

Question 58

What is the most fundamental means of interaction?

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

Question 59

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

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

Question 60

Overall sales of __________ have decreased in recent years.

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

Question 61

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 62

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 63

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 64

What does KPI stand for?

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

Question 65

What food brand solicited ideas for new flavors via videos?

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

Question 66

For companies calculating ROI, the cost of social media actions depends on

A) product quality.
B) marketing goals.
C) consumer interest.
D) SEO.

Question 67

Companies can provide __________ to Web visitors by letting them preorder a product not yet available to others.

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

Question 68

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

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

Question 69

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 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

Which of the following components do gurus say is the most important when ranking the order of Google's search results?

A) date the page was created
B) images on the page
C) page titles
D) words used in the page

Question 72

KPIs for social media are __________ traditional measures for advertising effectiveness.

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

Question 73

Which of the following options did researchers determine increases brand popularity on social media like Facebook?

A) local product users
B) company financial information
C) volunteerism
D) company goals

Question 74

Word-of-mouth feels __________ to consumers.

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

Question 75

Many of the measures during the pre-purchase phase fall into the broad category of

A) SEO.
B) consumer education.
C) promotion.
D) consumer activities.

Question 76

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 77

Compared to more traditional advertising, using social media is

A) equally expensive.
B) nearly free.
C) less expensive.
D) more expensive.

Question 78

What does SEO stand for?

A) search engine optimization
B) sales expenditure objective
C) selling entertainment organizations
D) software evaluation optimization

Question 79

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 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