Question 1

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 2

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

Accepted Answer

Social commerce refers to the practice of utilizing social media platforms to engage customers and drive sales by incorporating e-commerce elements like product listings, checkout processes, and customer feedback.

Question 3

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 4

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

Accepted Answer

While social media has become a significant part of marketing strategies for many businesses, there is still debate over how to measure the effectiveness and return on investment (ROI) of social media efforts. While metrics such as likes, shares, and comments are commonly tracked, it can be difficult to determine how these translate to business outcomes such as increased sales or customer loyalty.

Question 5

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.

Accepted Answer

MySpace was traditionally known as a music-oriented social media site and still has a significant user base. Therefore, it could be a good platform for Pike 27 to generate buzz about their album.

Question 6

Facebook can best be characterized as a microblog.

Accepted Answer

Facebook is best characterized as a social networking site.

Question 7

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 8

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.

Accepted Answer

Using consumers to develop and market product is called crowdsourcing.

Question 9

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

Accepted Answer

Multiple studies have found that the number of active content creators on social media platforms has been decreasing in recent years, while the number of passive users who mainly consume content has been increasing. Factors such as algorithm changes, privacy concerns, and the rise of other forms of digital communication could be contributing to this trend.

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

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 management tools that can help Malik monitor and engage with potential customers on platforms like Twitter and other social networks. Therefore, they would be useful in finding new customers for his bike shop.

Question 12

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

The passage states that Alison visits Reddit and Digg several times a day and posts links and votes on links, indicating that she enjoys using social news sites.

Question 13

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.

Question 14

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 social networking platform where individuals can showcase their skills and experience. Estefan can search for freelance editors and proofreaders on LinkedIn and reach out to them for potential work opportunities.

Question 15

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 16

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 17

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.

Accepted Answer

According to Canadian regulations, Mary is obligated to disclose any financial relationship she may have with the companies that send her products to try or offer money in exchange for a review on her blog. This is to ensure transparency and honesty in her recommendations to her readers.

Question 18

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 typically provides features for consumers to post their opinions, read others' opinions, rate the goods and services, and leave comments.

Question 19

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 20

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.

Accepted Answer

Listening to the conversations happening on social media regarding the brand, industry, competition and customers is a crucial first step in a social media campaign as it helps in understanding the target audience and creating effective strategies.

Quiz 16: Social Media and Marketing