Question 1

Gamification refers to the trend in which PC-based games are increasingly available on smartphones.

Accepted Answer

Gamification actually refers to the use of game mechanics and design to engage users and solve problems in non-game contexts, such as education, marketing, and workplace productivity. While some PC-based games may be made available on smartphones, that is not the main focus of gamification.

Question 2

Smartphone owners tend to be older and more affluent than owners of other types of phones, making them an attractive target market for many firms.

Accepted Answer

False

Question 3

Keyword analysis refers to the study of people's queries on search engines.

Accepted Answer

Keyword analysis involves analyzing the search terms or queries used by people on search engines to understand user behavior and customize content accordingly.

Question 4

For all Facebook pages, the conversion rate is calculated as the percentage of visitors to the page that click the Like button.

Accepted Answer

Conversion rate is not just limited to the Like button. It can refer to any desired action taken by visitors on the page such as filling out a form, making a purchase, etc.

Question 5

About half of smartphone users in the United States have used them to make purchases.

Accepted Answer

According to a 2021 survey by Statista, 49% of smartphone users in the United States have made a mobile payment or purchased a product or service on their phone.

Question 6

Salesforce.com specializes in helping firms to engage with their customers in social media. One service Salesforce.com offers is the analysis of blog posts, Facebook comments, and Twitter feeds to uncover insights about customer attitudes and preferences. This is an example of sentiment analysis.

Accepted Answer

This statement is true - Salesforce.com offers sentiment analysis services that help firms understand customer attitudes and preferences in social media.

Question 7

When designing a social media campaign, the first step is to identify the target audience.

Accepted Answer

The answer of When designing a social media campaign, the...

Question 8

The focus of social media efforts targeted at customer interaction is building connections.

Accepted Answer

The main focus of social media efforts targeted at customer interaction is to create and maintain connections with customers, fostering a sense of community and building a long-term relationship with them.

Question 9

The term "social media" refers exclusively to social networking sites like Facebook.

Accepted Answer

Social media encompasses a broader range of online platforms that allow users to create, share, and interact with content such as blogs, microblogs, forums, video-sharing sites, and more. While social networking sites like Facebook are a significant part of social media, they are not the only types of platforms that fall under this category.

Question 10

Firms should not attempt to educate customers about products and services using social media, since customers are busy interacting with friends and will reject attempts to educate them.

Accepted Answer

While it is true that customers may not want to be bombarded with advertisements or sales pitches on social media, educating customers about products and services is a common and effective use of social media marketing. Many customers actually use social media as a way to research and learn about products before making a purchase. The key is to provide valuable information and engage with customers in a way that is helpful, rather than pushy.

Question 11

A blog is an example of a thought-sharing site.

Accepted Answer

A blog is a type of website where the owner shares their thoughts, opinions, and experiences with an online audience. It is a platform for thought-sharing and discussion.

Question 12

Positive engagement through social media often makes customers more profitable for the firm.

Accepted Answer

When customers have a positive engagement with a firm through social media, they are more likely to have a stronger attachment to the brand, engage in repeat purchases, and recommend the brand to others. This can result in increased profitability for the firm.

Question 13

Josie became the Mayor of Charming Charley's accessories store during the first few months of school, and earned a store coupon. Josie doesn't realize it, but she is helping to promote Charming Charley's to other FourSquare users.

Accepted Answer

By becoming the mayor of Charming Charley's accessories store, Josie is inadvertently promoting the store to other FourSquare users who may see her check-ins or status updates. Additionally, her store coupon may encourage her to make future purchases at the store and promote it to her friends and followers.

Question 14

It is not possible to measure an individual's social impact regarding social media usage.

Accepted Answer

It is possible to measure an individual's social impact on social media through metrics such as follower count, engagement rates, reach, and influence scores.

Question 15

Of the types of social media identified in the text, Flickr is considered a thought-sharing site.

Accepted Answer

Flickr is primarily considered a photo-sharing site, where users can upload, share, and explore photographs and videos.

Question 16

A personalized offer sent to a targeted customer via social media is more likely to be relevant to him or her.

Accepted Answer

By targeting a specific customer through social media, businesses can tailor their offer to better suit that individual's interests, preferences, and behaviors, making it more relevant and personalized.

Question 17

On social networks, bonders use social media primarily to become well informed so they can help others.

Accepted Answer

Bonders primarily use social media to connect and strengthen relationships with friends and family, rather than to become well-informed for helping others.

Question 18

The more connections you have on social networks, the greater your social reach.

Accepted Answer

It is true that having more connections on social networks can increase the number of people you can potentially reach with your content or messages. However, the quality of those connections and the engagement level of your audience also play important roles in determining the effectiveness of your social reach.

Question 19

At this time, few opportunities exist for firms to profit from the ways consumers use social media.

Accepted Answer

There are many opportunities for firms to profit from the ways consumers use social media, such as through targeted advertising, influencer partnerships, and social media marketing strategies.

Question 20

The best-known microblogging site is Google+.

Accepted Answer

The best-known microblogging site is actually Twitter. Google+ was a social networking site that was discontinued in 2019.

Quiz 3: Social and Mobile Marketing