Deck 19: Social Media and Promotion

Question 1

Reis Travels Inc., a travel agency, maintains a community forum where its customers can ask specific questions about travel plans and itineraries. Questions are answered by the staff as well as other travellers. The forum also lets its customers share their past experiences and travel tips. In this scenario, what is Reis Travels Inc. engaged in?

A)big data analysis
B)eco commerce
C)social commerce
D)predictive analysis

Answer 1

C

Question 2

What category do viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence fall under?

A)paid media
B)bought media
C)owned media
D)earned media

Answer 2

D

Question 3

Caitlin wanted to hire a graphic designer for her new company's design team. Instead of calling qualified candidates for interviews, she threw a challenge on the company's Facebook page asking people to design an attractive logo. She offered the job to the winner of the challenge. What is Caitlin's method of hiring an example of?

A)referring
B)public relations
C)personal selling
D)crowdsourcing

Answer 3

D

Question 4

Trip Tech, a vacation planning website, encourages its customers to give suggestions to improve its user experience. The marketing team of the firm works with the programming team to incorporate these changes. In the given scenario, what is Trip Tech engaged in?

A)institutional marketing
B)crowdsourcing
C)predictive analysis
D)personal selling

Question 5

Lianne had an idea for a movie that she wanted to produce, but she needed funding as well as a cameraperson, a researcher, and a director. Which method would you recommend she use?

A)socialsourcing
B)co-creation
C)brainstorming
D)crowdsourcing

Question 6

Social media as a communication tool provides marketers with the opportunity to do what somewhat effectively?

A)to respond to and to listen
B)to use YouTube
C)To understand
D)to sell products

Question 7

Pam had a goal of visiting every East Indian restaurant in Canada. She also decided to log her journey in an interactive journal accessible via a publicly accessible website. What else would this tool be known as?

A)blog
B)profile
C)tweet
D)electronic diary

Question 8

Which of the following is NOT a social media tool or platform?

A)Twitter
B)an AM/FM transistor radio
C)an iPhone
D)a blog

Question 9

What is content that a company purchases to be placed online?

A)owned media
B)paid media
C)controlled media
D)earned media

Question 10

Amy and Willis work in the marketing department of a medium-sized clothing retailer. They are interested in keeping track of the number of mentions their brand receives in social space, but they are unsure of which steps to take next. Which of the following resources would best meet their needs?

A)a listening platform with keyword report capabilities
B)an insight platform that offers online focus group solutions
C)Web analytics software
D)an advanced customer database with predictive application

Question 11

Social media strategist Jeremiah has identified eight stages of effective listening. Which of the following scenarios is an example of "Stage 8" listening?

A)An online clothing retailer asks customers to complete a satisfaction survey, which it uses to improve customer service.
B)A local restaurant searches Twitter to find out what people are saying about today's specials.
C)A software company allows customer service representatives to make real-time responses to customer queries.
D)An online bookseller examines customers' product reviews, comments, and past purchases to suggest additional titles customers might enjoy.

Question 12

What is one reason negative customer comments and complaints are important to an organization?

A)They can quickly be hidden from competitors.
B)They can be used in future advertising campaigns.
C)They can help the organization identify "problem" customers, who are then typically removed from mailing lists.
D)They can bring to light unknown brand flaws.

Question 13

Which of the following demographic groups uses social media the most?

A)baby boomers
B)Generation Z
C)Generation X
D)tweens

Question 14

One of the biggest trends today is towards social commerce. Which of the following falls under this area?

A)engagement media
B)advertising
C)Facebook
D)Pinterest

Question 15

What should an organization do after establishing a listening platform?

A)develop a list of objectives for its social media team to accomplish
B)attempt to develop a unique social media platform to generate buzz about the brand
C)identify potential consumers
D)decide which tools and platforms to use as part of its social media strategy

Question 16

Which of the following is NOT a practical idea that marketing managers should consider when setting social media strategies?

A)promoting products and services
B)listening and learning
C)building relationships and awareness
D)creating static messages to reach mass audiences

Question 17

Which of the following best describes social media?

A)It cannot be compared to traditional advertising in any meaningful way.
B)It is thought of by most people as any tool or service that assists conversation.
C)It has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising.
D)It offers more one-to-one ways to meet consumers than traditional marketing media.

Question 18

Which of the following is an example of owned media?

A)the tweet that Janice-a loyal Thrifty Market customer-sent to her followers about the store's weekend seafood sale
B)an email sent by Grayson to the manager of Thrifty Market, asking about what types of cheeses the store has in stock
C)the Facebook page created by Thrifty Market to let customers know about daily specials
D)the display advertisement that Thrifty Market purchased on the local newspaper's website

Question 19

Wilma's Gourmet Ice Cream has its own website, Facebook page, and Twitter account, but the company frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts. In so doing, what is Wilma's most likely trying to do?

A)control what is being said online about the brand
B)improve the brand's reputation
C)measure customer satisfaction with the brand
D)improve customer service

Question 20

Groupon.com offers discounts on products and services in specific cities. The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it. How can Groupon best be described?

A)as a media sharing site
B)as a microblog
C)as a social networking site
D)as a social commerce site

Question 21

Megan subscribes to various RSS feeds to gather information about her favorite topics. She participates in online surveys and votes for websites online. What kind of social media user is Megan?

A)a critic
B)a creator
C)a collector
D)a joiner

Question 22

Rubina is an amateur chef. She regularly blogs about food and posts cooking tutorials on YouTube. What kind of social media user is Rubina?

A)a collector
B)a critic
C)a creator
D)a joiner

Question 23

In January, Susan decided to participate actively on Twitter and Pinterest. Susan would best be characterized as which type of social media user?

A)spark
B)cliquer
C)noshow
D)mix-n-mingler

Question 24

Although hundreds of metrics have been developed to measure social media's value, these metrics are meaningless unless they are which of the following?

A)considered separately from ROI
B)used to predict specific consumer behaviour
C)tied to key performance indicators
D)built on the raw numbers of followers a brand has accumulated

Question 25

In January, Anne decided to have a holiday from social media for the next 30 days to focus on her goals for the New Year. Anne would best be characterized as which type of social media user?

A)creator
B)inactive
C)noshow
D)critic

Question 26

What should a brand do to gain trust in the social media environment?

A)avoid "fun" online content, as that tends to trivialize the brand in the eyes of consumers
B)create a "safe" look for its website and avoid contemporary design trends
C)give customers quick access to the information they came for
D)rarely change its online content, because most customers like stability

Question 27

Sabina likes to watch videos online and read blogs. She often visits various Web sites but has not yet created a social media profile for herself. What kind of social media user is Sabina?

A)inactive
B)collector
C)joiner
D)spectator

Question 28

When Melanie posted a review of the new Mantle phone on her tech blog, one of her followers tweeted about the review and shared the post on his Facebook page. The tweet and the post went viral, and the phone got a lot of publicity. What is this an example of?

A)earned media
B)paid media
C)crowdsourcing
D)advocacy marketing

Question 29

What is the communication channel in which marketers can adapt their messages most frequently?

A)press releases
B)blogs
C)virtual worlds
D)radio advertising

Question 30

Justin has created his profile on a couple of social networking websites. However, he does not visit these websites often as he remains busy with his coursework. What kind of social media user is Justin?

A)an inactive
B)a creator
C)a collector
D)a joiner

Question 31

Which of the following is a case where companies would NOT want to use a Microblog?

A)to provide a customer with complex instructions on how to use a product
B)to direct customers to its corporate blog
C)to promote a brand-new product
D)to share links to the official company website

Question 32

What are blogs with strict post-length limits?

A)password-protected blogs
B)beta blogs
C)miniblogs
D)microblogs

Question 33

Patrick goes to the movies three or four times each week. He operates a blog where he writes long, detailed reviews of the latest releases. How would Patrick's blog best be described?

A)media sharing blog
B)microblog
C)noncorporate blog
D)collaborative blog

Question 34

Which of the following does Facebook NOT allow users to do?

A)Send private messages to other Facebook users.
B)Post photos and videos.
C)Share applications.
D)Upload intellectual property such as slides and presentations.

Question 35

Marcie is looking for a new job. How should she begin her search?

A)creating a blog
B)posting on Facebook
C)networking
D)updating her LinkedIn account

Question 36

Sunlight Bakery wants to determine the conversion rate of its Facebook friends. What should the bakery use to accomplish this?

A)social media monitoring
B)public relations measurement
C)a social CRM system
D)social media measurement

Question 37

Ruby is the social media manager of a hair salon. She connects with the salon customers through social networking websites. She also uses various online analytics tools to gain insights about the salon customers and track their views. In the given scenario, what are Ruby's actions are an example of?

A)promotional strategy
B)knowledge management
C)social media marketing
D)social media measuring

Question 38

What should brands, organizations, and nonprofits that use Facebook do?

A)Use the platform to create traditional marketing campaigns.
B)Make their pages public and searchable.
C)Never use the Facebook wall to communicate with consumers.
D)Use all of Facebook's privacy options to ensure that only the right people have access to company information.

Question 39

April is a cosmetologist. She frequently buys beauty products and reviews them on various style and grooming forums online. What kind of social media user is April?

A)a critic
B)a creator
C)a collector
D)a joiner

Question 40

Bethany follows several blogs every day and checks into YouTube frequently to watch the latest videos. She doesn't have her own website, and she almost never makes any comments on the sites she visits; she just enjoys reading and watching. Bethany would best be characterized as which type of social media user?

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

Question 41

Ramona is a food enthusiast and an avid blogger. She often travels to different parts of the country to discover exotic foods and writes about them in her food blog. She also loves to share her discoveries with other food enthusiasts. What is Ramona's blog an example of?

A)a noncorporate blog
B)a podcast blog
C)a microblog
D)a professional blog

Question 42

A movie studio wants to give fans a sneak peek of the trailer for an upcoming film. Which of the following would be the best platform for the studio to use?

A)Picasa
B)Photobucket
C)YouTube
D)Imgur

Question 43

Anu is a frequent Foursquare user; she enjoys earning badges and special statuses. What are these rewards based on?

A)the number of reviews she has written
B)the number of visits she makes to particular locations
C)the number of times she "likes" a certain link or post
D)the number of followers she has

Question 44

What are YouTube, Flickr, and Snapchat all examples of?

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

Question 45

Of the following, who is most likely to be a LinkedIn user?

A)Erin, a 13-year-old junior high student and music lover
B)Mitch, a 24-year-old songwriter who hopes to make it big in Nashville
C)Sharika, a 35-year-old attorney just opening her own practice
D)Jose, a 50-year-old Blue Jays fan looking for conversation with other baseball lovers

Question 46

What can much of the growth in social news sites be attributed to?

A)the ability to post and connect with other like users
B)new tools such as iPads and smartphones
C)new technology uses for social media
D)the proliferation of new websites such as Flickr and Reddit

Question 47

What allows users to decide which content is promoted on a given website by voting that content up or down?

A)media sharing site
B)social networking site
C)review site
D)social news site

Question 48

How do social bookmarking sites such as Delicious and StumbleUpon differ from social news sites such as Reddit and Digg?

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)Users can change their profiles and update their status whenever they wish.
D)Posts are limited to no more than 140 characters in length.

Question 49

Noah is a budding photographer who is proud of his work. He wants to share his photos with others online. Which of the following is Noah most likely to use to share his photos?

A)Twitter
B)Google
C)Bebo
D)Instagram

Question 50

Which of the following is the best description of a podcast?

A)Podcasts are like library card catalogues that users can search electronically to find information they need quickly and efficiently.
B)Podcasts are like radio shows that are distributed through various means and not linked to a scheduled time slot.
C)Podcasts are like newspapers that people can upload to their Smartphones and read anywhere.
D)Podcasts are like calendars that people can use to keep track of the important events in their lives.

Question 51

Which of the following best describes location-based social networking sites?

A)They are a hybrid of media sharing and social networking sites.
B)They distribute digital audio and video files serially for other people to listen to or watch.
C)They allow users to archive and share photos and interesting external links.
D)They combine the fun of social networking with the utility of location-based GPS technology.

Question 52

Which of the following can review websites such as Yelp NOT do?

A)allow business owners to set their pages to block negative reviews
B)allow business owners to edit their organizations' pages
C)allow business owners to read about what others think about particular businesses
D)allow business owners to respond directly to customers who have written reviews

Question 53

Which of the following games is probably the most appropriate for marketing and advertising?

A)Dungeon Runners
B)World of Warcraft
C)Texas Hold'em Poker
D)Legends of Future Past

Question 54

100 Miles is a community website where users can share their travel-related videos with other users. They can also like the videos shared by other users. The visibility of a video depends on the number of "likes" it gets. In the given scenario, what kind of site is 100 Miles?

A)a microblog
B)a review site
C)a social news site
D)a location-based social networking site

Question 55

What is the largest social network for gaming by far?

A)Twitter
B)LinkedIn
C)MySpace
D)Facebook

Question 56

Which of the following best describes location-based social networking sites?

A)are a hybrid of media sharing and social networking sites
B)distribute digital audio and video files serially for other people to listen to or watch
C)allow users to archive and share photos and interesting external links
D)combine the fun of social networking with the utility of location-based GPS technology

Question 57

Danny is a 19-year-old college student and avid gamer. Based on his demographics, which of the following games is Danny most likely to play regularly?

A)Café World
B)Mafia Wars
C)Bejeweled Blitz
D)World of Warcraft

Question 58

Emma is a professional jewellery designer. Sometimes, she hosts giveaways on social networking websites that allow people to post only 256-character-long posts. In this scenario, what kind of social networking website is Emma most likely using?

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

Question 59

Marina, a professional blogger, freelances for a hobby store. She regularly posts product reviews for the store. She also liaises with the marketing team to promote the store's latest products. What is Marina's blog an example of?

A)a group blog
B)a microblog
C)a corporate blog
D)a journal blog

Question 60

Which type of social media site allows users to post, read, rate, and comment on opinions about many different kinds of products and services?

A)a microblog
B)a review site
C)a corporate blog
D)a media sharing site

Question 61

Scenario 19-1
Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
Refer to the scenario. How is Hallmark's Facebook page best characterized?

A)owned media
B)secured media
C)shared media
D)paid media

Question 62

Johanna is a loyal customer of the Beanery, a regional coffee shop chain. Whenever Johanna is found to be within a geofenced area owned by the Beanery, she receives a text message on her smartphone offering her money off a coffee drink at a nearby store. What does the Beanery appear to be using?

A)stealth marketing
B)viral marketing
C)micronetworking
D)Bluetooth marketing

Question 63

Scenario 19-1
Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
Refer to the scenario. Kimberlee is a big fan of Hallmark products. She often uploads photos of her Hallmark ornament collection to the company's Facebook page, she reads and comments on Hallmark blog posts, and she loves chatting with and tweeting other Hallmark lovers. What type of social media user is Kimberlee?

A)a critic
B)a joiner
C)an inactive
D)a collector

Question 64

Scenario 19-2
Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.
Refer to the scenario. Which of the following resources would be most likely to help an organization achieve the goal of promoting products?

A)Buzzillions, a product review site that works with retailers to identify customers who have purchased products and asks them to write reviews
B)Google Analytics, a free service that shows businesses how visitors found their site and how they interact with it
C)Site Volume, a service that measures the frequency of search terms across Digg, MySpace, and YouTube
D)InnoCentive, a service that enables its clients to source ideas from their customers

Question 65

Scenario 19-2
Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.
Refer to the scenario. What do consumers' opinions about the value of social marketing reflect?

A)the decreasing influence of marketing as an important factor in business
B)the fact that paid media is no longer relevant in the marketing world
C)the widespread shift in marketing from one-to-many communication to many-to-many communication
D)the fact that customers can be easily manipulated by the onslaught of information available in the social media universe

Question 66

What is the primary reason modern mobile advertising as a viable marketing strategy has become possible?

A)the development of the microchip
B)the development of the PC
C)the development of Smartphone technology
D)the development of tablet laptops

Question 67

Scenario 19-1
Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
Refer to the scenario. When Hallmark asks its customers to weigh in on product design and pricing, what is it practising?

A)virtual volunteering
B)social commerce
C)scripting
D)crowdsourcing

Question 68

Scenario 19-2
Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.
Refer to the scenario. Of the social media strategies often defined by marketers, what is undoubtedly the foundational objective?

A)managing their reputation
B)improving customer service
C)building trust
D)listening

Question 69

Scenario 19-2
Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.
Refer to the scenario. What is one way an organization might effectively use noncorporate blogs to help achieve its social media goals?

A)by providing bloggers with products and/or money in exchange for a review
B)by flooding the comments section of such blogs with positive comments about the brand or company
C)by purchasing the blogs from the owners and converting them into corporate blogs
D)by endearing the organization with anecdotes and stories about the brand

Question 70

Scenario 19.4
When the WestJet passengers went to collect their baggage, wrapped presents addressed to them came down the carousel. The action by WestJet and its employees was wonderful, in the truest sense of the Christmas spirit, and the resulting video was gripping and emotional. The video hit 1 million viewers the first day it was posted, and within two days attracted over 7.5 million views. As of January 2018, the video was still generating views at 47 million and counting. The problem, or challenge, for WestJet was that it had now set a standard for itself that was going to be impossible to meet consistently.
Refer to the scenario. In developing a new social media plan, what is the first step that WestJet should take?

A)set new objectives using social media
B)identify a new target market
C)monitor the strategy
D)select the tools and the platforms

Question 71

Scenario 19.3
In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.
Refer to the scenario.What was WestJet doing at the airport that day?

A)setting social media objectives
B)listening to their customers
C)identifying target markets
D)implementing the strategy

Question 72

Scenario 19.3
In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.
Refer to the scenario.What was the buzz the video created?

A)earned media
B)inbound media
C)crowdsourcing
D)paid media

Question 73

Rogers Wireless and Fido customers were able to immediately and easily contribute to those in southern Alberta who were hit hard by devastating flooding in June 2013. By texting ABHELP to shortcode 4664, customers were able to donate $5.00 with 100 percent of the proceeds going to the Canadian Red Cross. What is this called?

A)charity lining
B)help calling
C)humanitarian texting
D)social texting

Question 74

What is one difference between apps and widgets?

A)Widgets are often cheaper to develop than apps.
B)Apps cannot be used in a mobile-ready format.
C)Widgets cannot be run entirely within online platforms.
D)Apps offer new content only, while widgets offer new and already-existing content.

Question 75

Scenario 19-2
Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.
Refer to the scenario. A popular software manufacturer operates an online forum where consumers can ask one another questions about how to use products and receive answers from other users. Although to some extent this forum helps the manufacturer achieve all of its social media objectives, what objective is this "self-help" forum most geared toward?

A)embracing
B)building relationships
C)talking
D)listening

Question 76

Scenario 19-1
Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
Refer to the scenario. Which of the following is an example of Hallmark's use of mobile marketing?

A)asking customers' opinions about products
B)encouraging customers to talk about their lifestyles
C)establishing a Twitter account
D)enabling customers to send electronic cards to friends' cell phones

Question 77

Scenario 19.4
When the WestJet passengers went to collect their baggage, wrapped presents addressed to them came down the carousel. The action by WestJet and its employees was wonderful, in the truest sense of the Christmas spirit, and the resulting video was gripping and emotional. The video hit 1 million viewers the first day it was posted, and within two days attracted over 7.5 million views. As of January 2018, the video was still generating views at 47 million and counting. The problem, or challenge, for WestJet was that it had now set a standard for itself that was going to be impossible to meet consistently.
Refer to the scenario. What is the second step in the social media plan?

A)set new objectives using social media
B)identify a new target market
C)monitoring the strategy
D)the listening stage

Question 78

Scenario 19.3
In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.
Refer to the scenario. What social media metrics could be used to measure the success of the campaign?

A)buzz
B)interest
C)website metrics
D)sentiment analysis

Question 79

Scenario 19-1
Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
Refer to the scenario. What is the blog operated by Hallmark Cards an example of?

A)corporate blog
B)media sharing site
C)microblog
D)location-based social networking site

Question 80

Scenario 19.3
In one of the great social media campaigns in Canadian business history, if social media metrics are any indication, WestJet emotionally engaged viewers during Christmas 2013 with a holiday YouTube video showing WestJet employees making the wishes of travellers come true. After passengers checked in at Toronto Pearson and Hamilton airports for flights to Calgary, they were asked by a virtual Santa what they wanted for Christmas, after scanning their boarding passes at kiosks. Responses were as varied as computers, socks, a flight home to see family, and a big-screen TV. What passengers didn't know was that during their five-hour flight to Calgary, a team of more than 150 WestJet staff went shopping, wrapped presents, and delivered the gifts to the Calgary airport.
Refer to the scenario.What was WestJet's objective for spending so much money shopping for their customers?

A)buzz
B)interest
C)brand impact
D)sentiment analysis