Deck 19: Social Media and Marketing

Question 1

LinkedIn is designed to be more multimedia-rich rather than information-rich.

Answer 1

False

Question 2

One of the implications of social media for marketers is that they must realize that they often do not control the content on social media sites.

Answer 2

True

Question 3

FourSquare and Loopt are examples of location-based social networking site.

Answer 3

True

Question 4

Which of the following best describes a collector?

A)A person who posts comments,ratings,and reviews of products and services on blogs and forums
B)A person who produces content for blogs,Web sites,articles,and videos
C)A person who uses RSS feeds to gather information and vote for Web sites online
D)A person who posts status updates on social networking sites and microblogging services

Question 5

Angela and Dominic own Slice Pizzeria.They keep track of the number of mentions their store receives on sites like Twitter and Facebook,but they are unsure of what steps to take next.Based on the eight stages of effective listening,Angela and Dominic are currently in the _____ of developing an effective listening system.

A)stage 1
B)stage 2
C)stage 3
D)stage 4

Question 6

Short message service (SMS)is different from multimedia messaging service (MMS)in that:

A)SMS allows 960-character text messages,while MMS allows 160-character text messages.
B)SMS is designed specifically for viewing and navigation on mobile devices,while MMS does not have such features.
C)SMS does not allow the attachment of images,videos,and ringtones to text messages,while MMS allows.
D)SMS does not require Internet,while MMS requires Internet for functioning.

Question 7

Which of the following is true of brands,organizations,and nonprofits that use Facebook?

A)They have thus far been unsuccessful in their attempts to use the platform to create viral marketing campaigns.
B)Their pages are public and are thus subject to search engine indexing.
C)They are restricted from communicating directly with fans and interested stakeholders due to risks of hacking.
D)Their ability to optimize search engine results is very low.

Question 8

Which of the following is the first stage involved in creating an effective social media plan?

A)Listening to customers
B)Setting social media objectives
C)Defining strategies
D)Identifying the target audience

Question 9

Social bookmarking sites differ from social news sites in that:

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)the ability of users to share,post,or discuss a topic is very limited.
D)they treat location-based social networking as a game.

Question 10

In online games,social and real-world-like titles are least appropriate for marketing and advertising.

Question 11

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Question 12

A review site allows consumers to post,read,rate,and comment on opinions regarding a wide variety of goods and services.

Question 13

The first action a marketing team should take when initiating a social media campaign is:

A)establish a listening platform.
B)identify the medium for the campaign.
C)identify potential consumers.
D)decide which tools and platforms to use as part of its social media strategy.

Question 14

Blogs allow marketers to create content in the form of posts,which ideally build trust and a sense of authenticity in customers.

Question 15

By far,the largest social network for gaming is:

A)Twitter.
B)LinkedIn.
C)SnapChat.
D)Facebook.

Question 16

Review sites have proved to be disadvantageous to marketers as consumers can post negative comments publicly on these sites.

Question 17

Social media allow marketers to have much more direct and meaningful conversations with customers.

Question 18

Corporate blogs are blogs that entail shorter posts than traditional blogs.

Question 19

Crowdsourcing describes:

A)how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people.
B)how the level of buzz created for a product can be used as a measurable parameter for determining the product's effectiveness.
C)the methods in which a consumer should use a product or service.
D)the need for consumers to buy a product and their willingness to buy it.

Question 20

Marketers find social news sites useful for promoting campaigns,creating conversations around related issues,and building Web site traffic.

Question 21

Which of the following is true of social media?

A)It cannot be compared to traditional advertising in any meaningful way.
B)It offers a mass-media method of interacting with customers.
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 22

Explain the key guidelines that marketers must follow to leverage owned media,earned media,and paid media?

Question 23

__________is the process of identifying and assessing what is being said about a company,individual,product,or brand.

Question 24

In the context of the eight stages of effective listening,which of the following is a purpose of stage one,listening without objectives?

A)Identifying influencers to improve overall marketing strategy
B)Measuring impact of satisfaction or frustration during interaction
C)Generating high sense of satisfaction for customers
D)Keeping up with brand and competitor information

Question 25

Much of the growth in social media sites can be attributed to:

A)good old-fashioned word-of-mouth promotion.
B)new platforms like tablets and smartphones.
C)media hype.
D)reduced demand for crowdsourcing.

Question 26

Felosky Inc. ,an animal-welfare organization that specializes in cats-care,uses its Facebook page to find cat veterinarians,cat-food providers,and care takers,who could collaborate with the team to work on a project.The process used by Felosky Inc.is known as__________.

Question 27

Francis,a restaurant chain's social media manager,wants to conduct an online contest to promote his restaurant.He conducts the contest in a social networking site which allows people to post only 140-characters long updates.In this context,Francis has used__________to conduct the contest.

Question 28

Which type of social media user posts comments,ratings,and reviews of products and services on blogs and forums?

A)Critics
B)Spectators
C)Joiners
D)Inactives

Question 29

Kelly's Kitchen strives to improve its customer service and make sure its customers enjoy the food and ambience.It has a team dedicated to keep track of customers' opinion about Kelly's kitchen on popular food review sites and other Web sites.It tries its best to incorporate any changes suggested by its customers on such sites.This scenario illustrates__________.

Question 30

Which of the following changes has been brought about in advertising because of the influence of social media?

A)The number of ways in which marketers can have direct and meaningful conversations with customers has reduced.
B)The focus of social media has unavoidably shifted to manufacturers.
C)The interaction between producer and consumer has become less about engaging and more about entertaining.
D)The audience is often in control of the message,the medium,the response,or all three.

Question 31

Social media measurements are meaningless if:

A)they require further processing.
B)they are tied to performance indicators.
C)they are taken from many sources.
D)they lack context.

Question 32

Which of the following actions is performed during the final stage of an effective social media plan?

A)Setting objectives that can be specifically accomplished through social media
B)Examining trends and best practices in the industry
C)Listening to customers and understanding their expectations
D)Making changes to a newly implemented campaign based on consumer response

Question 33

Bethany follows several blogs every day and uses YouTube frequently to watch latest videos.She does not have her own Web site,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.Bethany would be best characterized as a__________.

Question 34

Distinguish between owned media and earned media with examples.

Question 35

List the implications that social media have for marketers and the way they communicate with their customers.

Question 36

Marla,a 55-year-old woman,wants to stay in touch with her son,who is away at college.She also hopes to connect with some of her high school friends.Which of the following is Marla most likely to use for this purpose?

A)SoundCloud
B)YouTube
C)Facebook
D)Flickr

Question 37

TwitPic,Flickr,and Photobucket are all examples of:

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

Question 38

Monette has posted over 100 book reviews on Amazon.com.She also frequently reviews products and services on Epinions and posts her reviews of local restaurants on Yelp.As a social media user,Monette would best be characterized as a__________.

Question 39

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public.Which of the following is the best platform that can be used by the studio?

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

Question 40

Which of the following is a location-based social networking site?

A)Facebook
B)Twitter
C)WordPress
D)FourSquare

Question 41

_____ is the process of identifying and assessing what is being said about a company,individual,product,or brand.​

A)Media planning
B)​Crowdsourcing
C)​Social media monitoring
D)Networking

Question 42

Felosky Inc. ,an animal-welfare organization that specializes in cats-care,uses its Facebook page to find cat veterinarians,cat-food providers,and care takers,who could collaborate with the team to work on a project.The process used by Felosky Inc.is known as _____.​

A)personal selling
B)​social media monitoring
C)​crowdsourcing
D)media sharing

Question 43

Francis,a restaurant chain's social media manager,wants to conduct an online contest to promote his restaurant.He conducts the contest in a social networking site which allows people to post only 140-characters long updates.In this context,Francis has used -_____ to conduct the contest.​

A)social review sites
B)​media sharing sites
C)​private blogs
D)microblogs

Question 44

Bethany follows several blogs every day and uses YouTube frequently to watch latest videos.She does not have her own Web site,and she almost never posts any comments on the sites she visits.She just enjoys reading and watching the content on popular sites.Bethany would be best characterized as a _____.​

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

Question 45

How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication?

Question 46

Explain the role of social media in marketing.

Question 47

Monette has posted over 100 book reviews on Amazon.com.She also frequently reviews products and services on Epinions and posts her reviews of local restaurants on Yelp.As a social media user,Monette would best be characterized as a _____.​

A)joiner
B)​spectator
C)​critic
D)collector

Question 48

Kelly's Kitchen strives to improve its customer service and make sure its customers enjoy the food and ambience.It has a team dedicated to keep track of customers' opinion about Kelly's kitchen on popular food review sites and other Web sites.It tries its best to incorporate any changes suggested by its customers on such sites.This scenario illustrates _____.​

A)relationship selling
B)​social media monitoring
C)​market segmentation
D)social commerce