Exam 16: Using Social Media to Connect With Consumers

All of the following are roles that brand managers assume when using social media to produce sales and profits for their offerings or brands EXCEPT:

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

What is the primary purpose of LinkedIn?

-Based on the social media identified in Figure 16-1 above, virtual social worlds have a __________ degree of media richness and self-disclosure.

What is another term that is sometimes used interchangeably with social media?

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a

User generated content refers to

__________-enabled smartphones gave mobile consumers access to online ads, local restaurant promotions, and time-sensitive discounts at retailers.

-Based on the social media identified in Figure 16-1 above, the social media site rated LOWEST in media richness is

-According to Figure 16-4 above, Facebook had about __________ unique U.S. visitors as of mid-2014.

Social media deliberately seek to ensure that the message does not end with an individual receiver. Social media first seek to reach __________.

Cost per click is a performance measure in which __________, whereas cost per thousand is a performance measure in which __________.

The performance measure of average page views per visitor is the number of

When thousands of college-age brand ambassadors at colleges and universities across the U.S. needed to recruit volunteers to help incoming freshmen on campus move-in day, the most effective way to reach the greatest number of students was by using

In a recent survey of business owners, 41 percent saw __________ as potentially beneficial to their company - more than twice that for the other major social networks discussed in the textbook.

Through a network of businesspeople known as __________, members of LinkedIn gain an introduction to someone they wish to know through a mutual, trusted contact.

Smart systems are

While brand managers use both traditional and social media to promote and advertise their products, traditional media __________ while social media __________.

__________ is a content sharing network where members affix images, videos, and more to "boards" they create, which are categorized into different themes.

Individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID (usually an e-mail address), and a password, as well as answering a few questions (date of birth, gender, etc.) are referred to as __________.