Scenario 19-2
Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. 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 the scenario. 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?

Question

Quizplus · Accepted Answer

The "self-help" forum is most geared toward building relationships, as it allows consumers to connect with one another and with the software manufacturer through shared experiences and problem-solving. While elements of listening, learning, and responding may also be present in this forum, the primary objective is to foster community and trust among users and between users and the company.

Scenario 19-2 Many Marketers Define Their Social Media Strategies Around Six Core