Question 1

While hundreds of metrics have been developed to measure social media's value,these metrics are meaningless unless they are tied to key performance indicators.

Accepted Answer

Key performance indicators (KPIs) are specific goals or targets set by a company or organization to measure their progress towards achieving their desired outcomes. Measuring social media metrics that align with KPIs is crucial in determining the effectiveness of a company's social media strategy. Without this connection, the metrics are just numbers without any real impact on the business.

Question 2

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

Accepted Answer

Paid media is not dead but should serve as a catalyst to drive customer engagement.

Question 3

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

Accepted Answer

Several studies have shown that there is a decrease in user-generated content on social media platforms, especially among younger generations. This can be attributed to increasing concerns over privacy, the negative effects of social media on mental health, and the rise of automated content.

Question 4

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.

Accepted Answer

LinkedIn is a professional networking site where individuals can create profiles highlighting their skills and experience. Many freelance editors and proofreaders use LinkedIn to promote their services and connect with potential clients. Therefore, Estefan could find suitable freelancers for his company by searching through LinkedIn profiles and reaching out to promising candidates.

Question 5

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.

Accepted Answer

Alison's frequent visits and active engagement on Reddit and Digg suggest that she enjoys using social news sites.

Question 6

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.

Accepted Answer

Joiners are those who maintain a social networking profile and visit other sites.Monette would best be characterized as a critic because she posts comments,ratings,and reviews of products and services on blogs and forums.

Question 7

Customers are on social media,and they expect their favorite brands will be there as well.

Accepted Answer

With the rise of social media, customers now expect their favorite brands to have a presence on various platforms such as Facebook, Twitter, Instagram, and more. Brands need to engage with their customers on these channels and provide timely responses to their queries and concerns.

Question 8

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

Accepted Answer

A review site is specifically designed for consumers to post, read, rate, and comment on opinions regarding various goods and services.

Question 9

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 Federal Trade Commission regulations,Mary is obligated to disclose any financial relationship she may have with these companies.

Accepted Answer

This is in accordance with the FTC's guidelines on endorsements and testimonials, which require full disclosure of any compensation or special consideration received in exchange for a review or endorsement.

Question 10

Teenage boys make up the vast majority of YouTube users.

Accepted Answer

YouTube attracts a diverse base of users: Age and gender demographics are remarkably balanced.

Question 11

A new alt-country band,Pike 27,wants to use a social media Web site 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.

Accepted Answer

MySpace used to be a popular social media site for musicians and music fans. Although it has declined in popularity in recent years, it still has a large music-oriented following and can be a good choice for a new band like Pike 27 to generate buzz about their album.

Question 12

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

Accepted Answer

A publicly accessible Web page that serves as an interactive journal is called a blog.A tweet is the name given to a post on Twitter.

Question 13

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

Accepted Answer

The clearest path to increasing the bottom line using social media is to get customers talking about products and services,which usually translates into sales.

Question 14

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.

Accepted Answer

Technorati and Tweetdeck are both social media tools that can help Malik find new customers for his bicycle shop. Therefore, the statement is true.

Question 15

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

Accepted Answer

Using consumers to develop and market product is called crowdsourcing.

Question 16

For most people,social media is a marketing experience.

Accepted Answer

For most people,social media is meant to be a social experience,not a marketing experience.

Question 17

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

Accepted Answer

Social commerce is the practice of using social media platforms to drive online sales. It involves integrating social media features, such as social sharing, user-generated content, and social proof, into the e-commerce experience to create a more engaging and personalized shopping experience.

Question 18

Facebook can best be characterized as a media sharing site.

Accepted Answer

Facebook is best characterized as a social networking site.

Question 19

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.

Accepted Answer

Erica's tweets are an example of earned media,not owned media.Earned media includes viral videos,retweets,comments on blogs,and other forms of customer feedback resulting from a social media presence.

Question 20

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.

Accepted Answer

Twitter is actually a very versatile platform,and tweets can be amended with photos,videos,and external links.

Quiz 22: Social Media and Marketing