Question 1

What is the appeal of Pinterest to marketers?

Accepted Answer

The answer of What is the appeal of Pinterest to...

Question 2

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the BEST social media application for this task?

Accepted Answer

A blog allows Trina to provide detailed information about the organic stain-removal product, its benefits, and how it is environmentally friendly. She can use images and videos to demonstrate the effectiveness of the product, and engage with consumers through comments and feedback. LinkedIn is a professional networking platform and not well-suited for consumer-facing marketing campaigns. YouTube is good for video content, but may not be the best fit for this niche product. FourSquare and SCVNGR are location-based apps and not relevant for Trina's marketing campaign.

Question 3

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by

Accepted Answer

Sentiment analysis involves the process of listening and understanding the customers' opinions and feedbacks on social media platforms. This can help companies gather insights and feedback on their products, services or brand image.

Question 4

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited-and checked in-to the largest number of Chipotle restaurants via the FourSquare mobile app. This promotion would be an example of

Accepted Answer

The promotion described involves using game-like elements, such as competition and rewards, to encourage customers to engage more with Chipotle and FourSquare. This is known as gamification, which is a popular marketing strategy in the digital age.

Question 5

Julian and his friends log on to an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in?

Accepted Answer

SCVNGR is a location-based app that offers challenges and rewards for completing them at participating stores and locations. It involves taking pictures, checking in at locations, and completing various tasks to earn points and rewards. The scenario described in the question closely matches the features of SCVNGR.

Question 6

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?

Accepted Answer

Placing a Facebook ad allows Nike to use Facebook's targeting options to specifically target users who have mentioned tennis in their profiles. Uploading a coupon to the Nike fan page (A) and creating a Facebook tab allowing users to view the tennis clothing (D) are not specifically targeting users who have mentioned tennis in their profiles. Encouraging Facebook users to like the Nike page (B) and placing a Facebook link on the Nike corporate website (E) do not necessarily target users who have mentioned tennis in their profiles.

Question 7

Excluding computers, which of the following methods is used by more consumers to access social media?

Accepted Answer

Mobile phones are the most commonly used method for accessing social media, as they are widely accessible and convenient. E-readers, iPads, iPods, and GPS units are not commonly used for accessing social media.

Question 8

Companies that specialize in sentiment analysis are least likely to look at __________ for data.

Accepted Answer

YouTube is primarily a video-sharing platform, and while it has comments, it is less text-focused compared to other platforms like Twitter or blogs, making it less ideal for sentiment analysis which relies heavily on text data.

Question 9

Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives and to comment on similar details posted by their friends?

Accepted Answer

Bonders are social media users who use platforms like Facebook to maintain and strengthen relationships by sharing personal updates and engaging with friends' posts.

Question 10

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

Accepted Answer

Sentiment analysis is the best choice because it evaluates the attitudes and emotions expressed by consumers in social media content towards the advertising campaign. It can identify whether the overall sentiment is positive, negative or neutral, and provide insights into how the brand can improve its campaign to better resonate with consumers. Google Analytics, click path analysis, keyword analysis, and gamification are not specifically designed to evaluate sentiment but are more focused on measuring website traffic, user behavior, and engagement levels.

Question 11

Each year, Doritos sponsors a Crash the Super Bowl contest, encouraging individuals to submit ads for Doritos to the contest. The winning ad is aired during the Super Bowl broadcast. Which segment of social networking users would be most likely to submit an ad for this contest?

Accepted Answer

Creators are the most likely segment of social networking users to submit an ad for this contest as they are known for their tendency to produce original content and have a passion for creative expression.

Question 12

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

Accepted Answer

The percentage of site visitors who take a desired action, such as making a purchase or subscribing to a service, is referred to as the site's conversion rate.

Question 13

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores?

Accepted Answer

Arming salespeople with smartphones allows them to assist customers in real-time by checking inventories and placing orders, providing immediate solutions and enhancing the in-store shopping experience, which can help combat lost sales from price check apps.

Question 14

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to

Accepted Answer

Media-sharing sites such as YouTube and Flickr are ideal for providing a visual experience to customers. Marketers can use these social media tools to engage customers with interesting and entertaining video or image content, which can be an effective way to attract and retain their attention. By providing visually appealing content, marketers can also reinforce their brand message, build customer loyalty, and encourage sharing and engagement with other users.

Question 15

Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan's blog has changed from a __________ blog to a __________ blog.

Accepted Answer

The sentence states that Jordan's blog started as a blog about books, which would be a personal interest, but eventually publishers started sending her new books to review, thus making it more professional because now she is being recognized as a reviewer and receiving advanced copies from publishers.

Question 16

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be

Accepted Answer

The conversion rate for the contest promotion would be the percentage of visitors to the page describing the contest who entered the contest. This measures the effectiveness of the promotion in converting visitors into participants in the contest. Options A, B, and E are measures of the popularity of the contest, but they do not necessarily reflect the effectiveness of the promotional efforts. Option C is not relevant to measuring the success of the promotion.

Question 17

What is a microblog?

Accepted Answer

A microblog is a blog service that supports only short posts, usually consisting of a couple of sentences or less. This format is ideal for quickly sharing information or opinions in a concise manner, and is popular on platforms such as Twitter and Tumblr. Options A, C, and E are incorrect as they do not accurately describe what a microblog is, and option B is only partially correct as some microblogs may support links to other content, but this is not a defining feature.

Question 18

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers-for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a

Accepted Answer

"Nuts About Southwest" is a blog operated by Southwest Airlines, which is a corporation. Therefore, it is a corporate blog.

Question 19

Twitter can help to build a brand's image by educating and engaging consumers. However, one central issue for companies using Twitter is

Accepted Answer

Timely management of Twitter accounts is a central issue for companies using Twitter as it requires constant monitoring and quick responses to consumer inquiries, comments or complaints. A company's failure to address these issues in a timely manner could result in a negative impact on its brand image.

Question 20

What is Google+?

Accepted Answer

Google+ is a social networking site launched by Google in 2011. Users can create and share content with their circles (similar to friends on Facebook) and join communities based on their interests. However, Google has since announced the shutdown of Google+ for consumers in April 2019.

Quiz 3: Social and Mobile Marketing