Deck 9: Social Media

Question 1

Social media marketing is:

A) the utilization of social media and/or social networks to market a product, company, or brand.
B) a social structure of individuals and/or organizations that are tied together in some manner.
C) a website that focuses on a specific interest, hobby, or demographic group.
D) any digital tool or venue that allows individuals to socialize on the web.

Answer 1

A

Question 2

Explain the differences in the terms social media, social network, and social media marketing.

Answer 2

Social media is any digital tool or venue that allows individuals to socialize on the web. A social network is a social structure of individuals or organizations that are tied together some way. Social media marketing is the utilization of social media and social networks to market a product, company, or brand.

Question 3

Social media marketing is the utilization of social media and/or social networks to market a product, company, or brand.

Answer 3

True

Question 4

Any digital tool or venue that allows individuals to socialize on the web is:

A) social media marketing.
B) social media.
C) a social network.
D) social bookmarking.

Question 5

Social bookmarking sites:

A) focus on a specific interest, hobby, or demographic group.
B) are broadly based and are designed to appeal to all demographics.
C) focus on developing business relationships.
D) allow individuals to share bookmarks of websites.

Question 6

If a brand wants to target females over 50 years of age that have some college, the best social media networking site would be Pinterest.

Question 7

Skip actively participates in hunting and fishing social networks. These networking sites would be considered ________ sites.

A) social bookmarking
B) niche social networking
C) social communication
D) general social networking

Question 8

Niche social networking sites are broadly focused and are designed to appeal to all demographics, regardless of gender, age, race, income or education.

Question 9

General social networking sites:

A) focus on a specific interest, hobby, or demographic group.
B) are broadly based and are designed to appeal to all demographics.
C) focus on developing business relationships.
D) allow individuals to share bookmarks of websites.

Question 10

Facebook would be classified as a ________ site.

A) social bookmarking
B) niche social networking
C) social communication
D) general social networking

Question 11

Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

Question 12

Social media is any digital tool or venue that allows individuals to socialize on the web or in person.

Question 13

A social network is:

A) the utilization of social media and/or social networks to market a product, company, or brand.
B) a social structure of individuals and/or organizations that are tied together in some manner.
C) a website that focuses on a specific interest, hobby, or demographic group.
D) any digital tool or venue that allows individuals to socialize on the web.

Question 14

A social structure of individuals and/or organizations that are tied together in some manner is:

A) social media marketing.
B) social media.
C) a social network.
D) social bookmarking.

Question 15

Niche social networking sites:

A) focus on a specific interest, hobby, or demographic group.
B) are broadly based and are designed to appeal to all demographics.
C) focus on developing business relationships.
D) allow individuals to share bookmarks of websites.

Question 16

The utilization of social media and/or social networks to market a product, company, or brand is:

A) social media marketing.
B) social media.
C) a social network.
D) social bookmarking.

Question 17

Wholly Guacamole built its brand name and sales by leveraging social media and building an effective direct response marketing program.

Question 18

Social media is:

A) the utilization of social media and/or social networks to market a product, company, or brand.
B) a social structure of individuals and/or organizations that are tied together in some manner.
C) a website that focuses on a specific interest, hobby, or demographic group.
D) any digital tool or venue that allows individuals to socialize on the web.

Question 19

Approximately two-thirds of internet users have a profile on:

A) Facebook.
B) Twitter.
C) Instagram.
D) Pinterest.

Question 20

Identify the major categories of social networks and describe each.

Question 21

Current trends in consumer video sharing include all of the following except:

A) uploading broadcast ads.
B) video reviews of products.
C) video blogging.
D) consumer re-creation of advertisements.

Question 22

If Comcast wants to reach minorities, especially African-Americans and Hispanics, the best social media networking site is:

A) Facebook.
B) Instagram.
C) Pinterest.
D) Twitter.

Question 23

The mobile photo and video sharing network owned by Facebook with over 200 million users is:

A) Facebook.
B) Instagram.
C) Pinterest.
D) Twitter.

Question 24

All of the following statements about Facebook are true except:

A) number of teens on Facebook has declined over 25 percent in the last 3 years.
B) number of individuals 55 or older has increased 80 percent.
C) Facebook generates about $1 billion in advertising revenue.
D) Facebook has over 1.2 billion users worldwide.

Question 25

An attractive feature of Instagram is that users tend to be:

A) highly educated with incomes above $100,000.
B) young and male.
C) young and primarily of a minority race.
D) young, wealthy, and female.

Question 26

Overall, males utilize social media more than females.

Question 27

The most popular topics featured on Pinterest are:

A) fashion and food.
B) sports and exercise.
C) hobbies and special events.
D) video ads and funny personal photos.

Question 28

The most popular marketing tactics being used by brands with Instagram are:

A) encouraging consumers to upload, share, or like personal photos wearing or displaying the brand.
B) offering coupons, contests, and sweepstakes.
C) offering contests and using crowdsourcing of photos and videos.
D) offering prizes for liking photos or videos and linking photos or videos displaying the brand to the brand's website.

Question 29

Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of:

A) consumer created branded videos.
B) video reviews of products.
C) consumer created how-to videos.
D) consumer re-creation of advertisements.

Question 30

Annie loves Kate Spade fashions and has created a video showing off some of the Kate Spade clothes she has purchased. Posting this video to YouTube is an example of which consumer video sharing trend?

A) Uploading of broadcast and internet ads
B) Video reviews of products
C) Consumer created how-to videos
D) Consumer re-creation of advertisements

Question 31

Compared to Twitter, Facebook is more effective for advertising because Facebook generates:

A) more shares, more site traffic, and more new customers than Twitter.
B) more posts, likes, and shares than Twitter.
C) younger, more affluent users than Twitter.
D) greater brand awareness than Twitter.

Question 32

The bulletin-board style social networking site with over 70 million users is:

A) Facebook.
B) Instagram.
C) Pinterest.
D) Twitter.

Question 33

A current trend on YouTube is video reviews of brands. Most are made by positive and passionate fans raving about the brand. For Covergirl and Revlon, what percent of videos that mention the brand are fan-created videos?

A) 66 percent
B) 77 percent
C) 88 percent
D) 99 percent

Question 34

Current trends in consumer video sharing include all of the following except:

A) creating consumer-produced how-to videos.
B) uploading professional sporting events.
C) capturing real-time events.
D) creating branded videos.

Question 35

Primary Instagram users tend to have all of the following demographic characteristics except:

A) ages 18 to 29.
B) Caucasian.
C) urban resident.
D) female.

Question 36

Which social media network limits messages to 140 characters?

A) Facebook
B) Instagram
C) Pinterest
D) Twitter

Question 37

Despite its changing demographics, Facebook remains an attractive social media network for advertisers because:

A) a large percentage of users share details of their lives on a daily basis.
B) the number of individuals 55 or older has increased 80 percent.
C) most users examine content on Facebook daily and make comments on photos or posts.
D) Facebook now has 1.2 billion users worldwide.

Question 38

Primary Pinterest users tend to have all of the following demographic characteristics except:

A) under 50 years of age.
B) African American.
C) some college.
D) female.

Question 39

Primary Twitter users tend to have all of the following demographic characteristics except:

A) ages 18 to 29.
B) African American.
C) urban resident.
D) female.

Question 40

Approximately 42 percent of online consumers use multiple social networking sites.

Question 41

Instagram is a mobile photo and video sharing social network with over 200 million users with 60 percent visiting the site daily.

Question 42

Facebook now has over one billion users worldwide.

Question 43

In terms of videos posted to YouTube, consumer-produced videos exceed company or brand produced materials.

Question 44

While Facebook has a large number of users, only 10 percent update their status daily and only 15 percent make comments once a day or more.

Question 45

Twitter is not a good social networking site for small businesses due to the limited number of characters that can be inserted in each tweet.

Question 46

Twitter is a good way for businesses to learn what consumers are saying about their business.

Question 47

Instagram presents the largest source of display ads of all social networks.

Question 48

If a brand wants to target African-Americans through social media, a good social networking site to use would be Twitter.

Question 49

The two frequently reported reasons for brands to develop a social media marketing campaign are to:

A) generate leads and increase sales.
B) engage fans and increase brand exposure.
C) improve search rankings and gather customer intelligence.
D) provide an avenue for customer interaction and enhance brand image.

Question 50

The number of teens using Facebook is currently declining while the number of individuals 55 years old or older is steadily increasing.

Question 51

Give a broad overview of Twitter and its appeal to marketers.

Question 52

One reason marketers like Instagram is that users tend to be young, wealthy, and primarily male.

Question 53

While a large number of consumers post videos on YouTube, few consumers have their own YouTube channel.

Question 54

Give a broad overview of YouTube. Identify current trends in consumer video sharing.

Question 55

Give a broad overview of Facebook and its appeal to marketers.

Question 56

Rather than access a brand's website or contact technical support, many consumers go to YouTube to see videos on how to use a product or repair it.

Question 57

When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like.

Question 58

The primary marketing tactics being used with Instagram are contests and crowdsourcing of photos and videos.

Question 59

Approximately 70 percent of Pinterest users are male.

Question 60

By 2017 experts believe YouTube will have more views, likes, and shares than either Facebook or Twitter.

Question 61

Social listening by brands is important because it:

A) provides insights into what individuals think about the brand.
B) provides a mechanism for brands to react to negative comments.
C) offers two-way communications, which enhance a brand's image.
D) increases brand exposure and engages fans with the brand.

Question 62

Adam patronizes Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of:

A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.

Question 63

In terms of social media marketing, most brands utilize a single social media network.

Question 64

Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a burst quotient that indicates:

A) the level of positive or negative chatter.
B) the relative number of brand mentions compared to the category leader.
C) how quickly a brand needs to respond to a trend occurring in society.
D) the level of negative chatter so brands can determine if they should react.

Question 65

Customer interactions on social media is important to brands because what customers say about a brand carries more weight than what a brand says about itself.

Question 66

Sparks and Honey is a digital agency that monitors social chatter. In addition to counting brand mentions in social media, the company produces a sentiment score that indicates:

A) the level of positive or negative chatter.
B) the relative number of brand mentions compared to the category leader.
C) how quickly a brand needs to respond to a trend occurring in society.
D) the level of negative chatter so brands can determine if they should react.

Question 67

Brand advocates exhibit all of the following characteristics except:

A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.

Question 68

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.

Question 69

Functions of social listening include all of the following except:

A) identify brand advocates.
B) predict trends.
C) improve search rankings on search engines.
D) detect problems with the product.

Question 70

Although brand advocates need to exhibit emotional and behavioral commitment to the brand, to be useful to marketers brand advocates need to exhibit the characteristic of:

A) having followers on their social network pages.
B) membership in multiple social networking sites.
C) quality communication skills.
D) creating a high number of likes and shares on sites they visit.

Question 71

Customer comments about a brand on social media are especially beneficial to brands because they:

A) increase brand exposure.
B) allow fans to engage with a brand.
C) provide word-of-mouth endorsements for the brand.
D) generate leads and increases sales.

Question 72

Social media can improve search rankings on search engines in the following ways except having:

A) the name of the brand mentioned frequently in social media.
B) brand pages on multiple social media networks.
C) content about the brand closely fit search terms.
D) comments made by individuals about a brand fit closely to search terms.

Question 73

EngageSciences estimates ________ percent of a brand's fans generate nearly the entire social buzz about the brand.

A) 4.7
B) 8.3
C) 13.6
D) 20

Question 74

Based on studies by Coca-Cola and McKinsey & Co, which statement about the impact of social media is true?

A) Positive social media may not cause a sales increase, but negative social media causes a sales decline.
B) Social media does not have any impact on sales.
C) The amount of social media mentions has an impact on sales.
D) Social media sentiment does not impact sales, but social media mentions does impact sales.

Question 75

Using social media to engage females with the Hooter's brand was a wise strategic decision because:

A) it offers two-way communication while advertising is one-way communication.
B) social media is better for enhancing brand image than advertising.
C) social media provides a means to support giveaways and consumer promotions.
D) overall, females are heavier users of social media than males.

Question 76

Functions of social listening include all of the following except:

A) react to negative comments.
B) gather topics for branded content.
C) detect patterns or shifts in views of consumers.
D) generate sales leads.

Question 77

For social media to enhance a brand's image it must provide solutions, useful information, and product insights.

Question 78

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:

A) disabled the comment feature on YouTube, but left the video on YouTube.
B) removed the ad from YouTube.
C) conducted a focus group to determine if the views represented the majority of Americans or it was views of a small minority.
D) modified the female in the ad so the couple was of the same race.

Question 79

Giving away free merchandise or using other promotional incentives is always needed to engage fans through social media.

Question 80

Social media marketing should not have as its primary objectives to:

A) gather customer intelligence and improve search rankings.
B) increase web traffic and generate leads.
C) engage fans and increase brand exposure.
D) increase sales and build brand loyalty.