Question 1

When someone brags about how many Facebook friends he or she has, which measure of individual social media influence is he or she talking about?

Accepted Answer

Social reach is the measure of individual social media influence that indicates the total number of people reached through a person's social media activity, including followers, friends, and connections. When someone brags about how many Facebook friends he or she has, they are talking about their social reach.

Question 2

What does a Klout score measure?

Accepted Answer

A Klout score measures social reach, influence, and extended network on social media platforms.

Question 3

According to the text, which of the following has earned the highest Klout score?

Accepted Answer

The answer of According to the text, which of the...

Question 4

When developing a social media campaign, what is unique about the copy and images to be used?

Accepted Answer

The answer of When developing a social media campaign, what...

Question 5

How is the cost to companies and entrepreneurs using Google Analytics calculated?

Accepted Answer

Google Analytics is free for everyone to use. There are no charges or fees, whether you are an individual, small business, or large corporation.

Question 6

Despite its vivid design, the website for Lolly's Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?

Accepted Answer

The bounce rate is the percentage of website visitors who leave without visiting any other pages on the site. A high bounce rate indicates that visitors are not engaging with the website or finding what they are looking for. In this case, it suggests that the website design may not be effective in holding visitors' attention or leading them to make a purchase. The owner should address the bounce rate to improve customer engagement and increase the likelihood of making a sale.

Question 7

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad's new job most likely has the title of

Accepted Answer

Brad's job involves not only creating but also measuring the success of social media campaigns, indicating that he is likely working in a more strategic role. The title of social media strategist most accurately reflects this type of responsibility.

Question 8

Jessica is still in college but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica's new job most likely has the title of

Accepted Answer

The answer of Jessica is still in college but is...

Question 9

Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones. Using the 4E framework, explain (with examples) how Samsung could build this program.

Accepted Answer

The answer of Suppose that Samsung wants to create a...

Question 10

The first step in the process of creating a social media campaign is to

Accepted Answer

Setting goals is the first step in creating a social media campaign as it defines what the campaign aims to achieve and guides all subsequent decisions.

Question 11

The final step in the process of creating a social media campaign is to

Accepted Answer

Monitoring the social media campaign is crucial to evaluate its effectiveness and make necessary adjustments. This includes tracking engagement, reach, leads, conversions, and feedback from the audience. It helps in identifying the strengths and weaknesses of the campaign, and whether it is meeting the set goals or not. Based on the insights gained from monitoring, the campaign can be improved and updated for better results.

Question 12

Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitors' websites, particularly to learn how people search for similar products online?

Accepted Answer

Darren can use keyword analysis to identify what terms people are using to search for similar products online. By analyzing his competitors' websites, he can see what keywords they are using and how they are incorporating them into their content. This can help him optimize his own website and marketing efforts to better target his audience.

Question 13

When measuring social media effectiveness, one important measure is the number of people in an individual's social networks. This is referred to as

Accepted Answer

Social reach refers to the number of people in an individual's social networks, which is an important measure of social media effectiveness. Influence, while related, refers to the individual's ability to impact others in their network. The extended network, target audience, and information flow may be related to social reach, but they do not directly refer to the number of people in an individual's social networks.

Question 14

A local manufacturer has developed a scented USB drive targeted strictly at male consumers. The scents include options such as pine, bacon, and beer. Using the 4E framework, briefly describe the target client and outline a complete social media program for this new product.

Accepted Answer

The answer of A local manufacturer has developed a scented...

Question 15

Dan has a marketing degree and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails, and other postings via email. Dan's position can be described as a(n)

Accepted Answer

Dan's job involves responding to customer complaints and emails, which is the primary task of an online customer service representative. The other options (social media strategist, community manager, blogger, and search engine marketing associate) do not accurately reflect the job description given.

Question 16

When measuring social media effectiveness, we observe that some people's posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of

Accepted Answer

The term used to describe people who get a higher-than-average amount of attention from their network is "influencers." Therefore, the best choice is A) influence.

Question 17

__________ are a measure that indicates what percentage of potential customers act as the marketer hopes by clicking, buying, or donating.

Accepted Answer

Conversion rates measure the percentage of potential customers who perform a desired action, such as making a purchase or donation, in response to marketing efforts. Sentiment rates measure the percentage of positive or negative reactions to a product or brand. Bounce rates measure the percentage of website visitors who leave a site after only viewing one page. Keyword rates measure the effectiveness of specific keywords in driving traffic to a website. Mobilization rates do not exist as a commonly used marketing measurement term.

Question 18

One measure of traffic from visitors on sites, the total page requests, is measured in units called

Accepted Answer

Total page requests are commonly referred to as hits. Clickers, paths, tweets, and impressions are not typically used as units to measure website traffic.

Question 19

Explain the 4E framework for social media and identify the social and mobile media tools that are most effective for accomplishing each of the 4Es.

Accepted Answer

The answer of Explain the 4E framework for social media...

Question 20

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers?

Accepted Answer

Using a daily budget may limit exposure if an ad is very successful because the set budget may not allow for continued display of the ad to a larger audience.

Quiz 3: Social and Mobile Marketing