Exam 19: Using Social Media to Connect With Consumers

According to Figure 19-4 above,the correct rank order of social media sites from LEAST TO MOST POPULAR as measured by the number of unique U.S.visitors as of mid-2013 is

As the content of a marketing website for a product moves from words to photos,videos,and animation,the media richness of the site __________.

Which of the following statements is true about Facebook?

When Kimmy Summers had to communicate with other students to recruit volunteers at their respective universities to help freshmen during campus move-in day,they chose to use

How did Greenpeace use social media to trigger customer complaints to get Nestlé to capitulate to its demands?

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

According to Figure 19-4 above,Facebook had about __________ unique U.S.visitors as of mid-2013.

The number of times a Facebook Page is loaded in a given time period is referred to as

Twitter is

Whereas traditional media build credibility through "experts" being "influencers" in a particular field.With social media,a sender often simply begins to participate in the __________,hoping that the quality of the message will establish credibility with the receivers.

Which of the following the results of the convergence of the real and digital worlds is MOST ACCURATE?

Web 2.0 is a term that describes

According to Figure 19-5 above,"A" is the performance measure described by the accompanying quote "I will pay $0.50 for every 1,000 times this ad loads,up to $100 per month" under the Cost to Advertisers heading.

Online content that is published on a publicly accessible website or social networking site is a criterion of

Mark Zuckerberg's biggest mistake with Facebook was to

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:

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response,provide an example of what the payment terms would be for an advertiser.Also,identify the advantages and disadvantages of each metric.

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

__________ is a community of creative people who are passionate about sharing the videos they make.

If a clothing store is hoping to let customers know of its competitive prices on jeans,a useful smartphone app to spread this information MOST LIKELY would be