Deck 16: Social Media and Marketing

Question 1

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.

Answer 1

D
Negative comments and complaints are of particular importance to an organization because they can illuminate unknown brand flaws and because they are the comments that tend to go viral.

Question 2

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

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

Answer 2

B
Social media includes tools and platforms such as social networks,blogs,microblogs,and media sharing sites.

Question 3

What is the term for using consumers to develop and market product?

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

Answer 3

D
This is the definition of crowdsourcing,which describes 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.

Question 4

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 key word 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 5

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 6

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 7

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 8

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

A)MySpace
B)YouTube
C)Facebook
D)Bebo

Question 9

Social media strategist Jeremiah Owyang 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 10

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 11

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 e-mail 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 12

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 13

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)Flickr

Question 14

Which of the following best describes social media?

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

Question 15

More and more companies are increasing their interactive marketing budgets.Where will most of this investment be made?

A)in search marketing
B)in display advertising
C)in mobile marketing
D)in social media

Question 16

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 17

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 18

Because of the influence of social marketing,what has the interaction between producer and become less focused on?

A)engaging
B)listening
C)understanding
D)entertaining

Question 19

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

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

Question 20

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

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

Question 21

What is the name for a publicly accessible Web page that functions as an interactive journal?

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

Question 22

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

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

Question 23

What are blogs with strict post length limits?

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

Question 24

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

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

Question 25

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 26

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 27

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 28

How do social bookmarking sites such as Del.ici.ous 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 29

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 30

What 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 31

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 32

In which case would a company probably NOT want to use Twitter?

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 33

What is a website that allows individuals to connect with friends,peers,and business associates?

A)virtual world
B)social networking site
C)media sharing site
D)social news site

Question 34

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 35

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 36

MySpace would probably be the best social networking site for a marketing team interested in which of the following?

A)introducing a new line of vans and SUVs to soccer moms
B)recruiting new employees
C)promoting cosmetics to high school girls
D)helping seniors find affordable extended medical insurance

Question 37

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 38

Marcie and Alyssa are going to the football game this afternoon.Alyssa notices that Marcie is sitting at her computer,and she calls out to ask if Marcie is ready to go."Just a second," replies Marcie."I just want to tweet to everyone where we'll be." What is Marcie doing?

A)sending e-mail messages to their friends
B)posting a message on Facebook
C)leaving voice mail messages on their friends' cell phones
D)posting a message on Twitter

Question 39

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 40

What do social media users who are conversationalists do?

A)post comments,ratings,and reviews of products and services on blogs and forums
B)read blogs,listen to podcasts,and watch videos
C)visit many social media sites every day
D)post status updates on social networking sites and microblogging services such as Twitter

Question 41

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 BlackBerry 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 42

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 43

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 Hallmark Cards.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 44

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 Hallmark Cards.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 45

Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are,(2)talking--promoting products/services through conversations with customers,(3)energizing--finding enthusiastic customers and using them to sell to others,(4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.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 Using Social Media Effectively.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)supporting
C)talking
D)listening

Question 46

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 Hallmark Cards.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 47

What is one of the most recent developments on the social media scene?

A)It will soon be possible to repost another user's message on Twitter.
B)Organizations will be able to host virtual networking events and "meet and greets" in the virtual world.
C)Searches on Bing will feature a Facebook module that shows you what your friends have liked as it relates to the search.
D)Marketers will be able to send short,160-character text messages to your cell phone.
E) YouTube users will not only be able to watch videos,but also be able to upload their own videos to the site.

Question 48

Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are,(2)talking--promoting products/services through conversations with customers,(3)energizing--finding enthusiastic customers and using them to sell to others,(4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.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 Using Social Media Effectively.Which of the following resources would be most likely to help an organization achieve the goal of energizing customers?

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 49

Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are,(2)talking--promoting products/services through conversations with customers,(3)energizing--finding enthusiastic customers and using them to sell to others,(4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.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 Using Social Media Effectively.Of the social media objectives often defined by marketers,what is undoubtedly the foundational objective?

A)energizing
B)talking
C)embracing
D)listening

Question 50

What percentage of the Canadian population owns a mobile phone?

A)25
B)40
C)55
D)60

Question 51

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

A)word-of-mouth promotion
B)new platforms such as iPads and Smartphones
C)new technology uses for social media
D)the proliferation of new websites such asFlickr and Reddit

Question 52

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 53

Which of the following can NOT be done on the Yelp website?

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

Question 54

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 Hallmark Cards.How is Hallmark's Facebook page best characterized?

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

Question 55

What is the largest social network for gaming by far?

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

Question 56

Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are,(2)talking--promoting products/services through conversations with customers,(3)energizing--finding enthusiastic customers and using them to sell to others,(4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.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 Using Social Media Effectively.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 57

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 58

Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are,(2)talking--promoting products/services through conversations with customers,(3)energizing--finding enthusiastic customers and using them to sell to others,(4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.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 Using Social Media Effectively.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)customers can be easily manipulated by the onslaught of information available in the social media universe

Question 59

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 Hallmark Cards.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 60

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 61

The best way a company can increase sales using social media is to improve customer service.

Question 62

Social commerce combines social media with the basics of e-commerce.

Question 63

Marketers need to understand that,in cyberspace,paid media is essentially dead;consequently,they should no longer expend any resources into paid media.

Question 64

Most marketers have not yet been able to determine how to measure the benefits of social media.

Question 65

A new alt-country band,Pike 27,wants to use a social media website to generate some buzz about their first album.Because of its large music-oriented following,MySpace would be a good site for the band to choose.

Question 66

Facebook can best be characterized as a microblog.

Question 67

For most people,social media is a marketing experience.

Question 68

In 2000,Jones Soda used its website to ask its mostly teenage customers to suggest new flavours,names,and labels and let other customers vote on which flavours should be introduced into stores.Jones Soda was practising co-creation.

Question 69

Research indicates that the number of people who contribute content on social media sites is decreasing.

Question 70

Teenage boys make up the vast majority of YouTube users.

Question 71

Malik hopes to use social media to find some new customers for his bicycle shop.Technorati and Tweetdeck would be good tools for this purpose.

Question 72

Alison visits Reddit and Digg several times each day,where she posts links to material she finds interesting.She also votes either up or down links that others have posted based on whether she liked or disliked them.Alison clearly enjoys using social news sites.

Question 73

A large part of Twitter's success results from the one-dimensional nature of the platform-it is limited to text messages only,which makes it simpler for people to use than platforms that allow the sharing of photos or external links.

Question 74

Estefan works as a production editor for a major textbook publisher.He hopes to build a list of freelancers whom he can call on to edit and proofread materials for his company.LinkedIn would be a good place for Estefan to find such individuals.

Question 75

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

Question 76

Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all of her followers about her experience.Erica's tweets are a good example of owned media.

Question 77

Mary is a stay-at-home mom who loves to cook.She shares recipes and cooking tips on her popular blog,What's Cooking with Mary.Because of her blog's popularity,many food and cookware companies send her products to try,hoping for a good review.Sometimes Mary even receives money in exchange for a review.Under Canadian regulations,Mary is obligated to disclose any financial relationship she may have with these companies.

Question 78

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

Question 79

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

Question 80

The first action a marketing team should take when beginning a social media campaign is simply to listen to what is being said about the brand,the industry,the competition,and the customer.