Deck 22: Social Media and Marketing

Question 1

While hundreds of metrics have been developed to measure social media's value,these metrics are meaningless unless they are tied to key performance indicators.

Answer 1

True

Question 2

Marketers need to understand that,in cyberspace,paid media is essentially dead;consequently,they should no longer expend any resources into paid media.

Answer 2

False
Paid media is not dead but should serve as a catalyst to drive customer engagement.

Question 3

Research indicates that the number of people who contribute content on social media sites is actually decreasing.

Answer 3

True

Question 4

Estefan works as a production editor for a major textbook publisher.He hopes to build a list of freelancers whom he can call on to edit and proofread materials for his company.LinkedIn would be a good place for Estefan to find such individuals.

Question 5

Alison visits Reddit and Digg several times each day,where she posts links to material she finds interesting.She also votes either up or down links that others have posted based on whether she liked or disliked them.Alison clearly enjoys using social news sites.

Question 6

Monette has posted over 100 book reviews on Amazon.com.She also frequently reviews products and services on Epinions and posts her impressions of local restaurants on Yelp.As a social media user,Monette would best be characterized as a joiner.

Question 7

Customers are on social media,and they expect their favorite brands will be there as well.

Question 8

A review site allows consumers to post,read,rate,and comment on opinions regarding a wide variety of goods and services.

Question 9

Mary is a stay-at-home mom who loves to cook.She shares recipes and cooking tips on her popular blog,What's Cooking with Mary.Because of her blog's popularity,many food and cookware companies send her products to try,hoping for a good review.Sometimes Mary even receives money in exchange for a review.Under Federal Trade Commission regulations,Mary is obligated to disclose any financial relationship she may have with these companies.

Question 10

Teenage boys make up the vast majority of YouTube users.

Question 11

A new alt-country band,Pike 27,wants to use a social media Web site to generate some buzz about their first album.Because of its large music-oriented following,MySpace would be a good site for the band to choose.

Question 12

A publicly accessible Web page that serves as an interactive journal is called a tweet.

Question 13

The best way a company can increase sales using social media is to improve customer service.

Question 14

Malik hopes to use social media to find some new customers for his bicycle shop.Technorati and Tweetdeck would be good tools for this purpose.

Question 15

In 2000,Jones Soda used its Web site to ask its mostly teenage customers to suggest new flavors,names,and labels and let other customers vote on which flavors should be introduced into stores.Jones Soda was practicing co-creation.

Question 16

For most people,social media is a marketing experience.

Question 17

Social commerce combines social media with the basics of e-commerce.

Question 18

Facebook can best be characterized as a media sharing site.

Question 19

Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all of her followers about her experience.Erica's tweets are a good example of owned media.

Question 20

A large part of Twitter's success results from the one-dimensional nature of the platform-it is limited to text messages only,which makes it simpler for people to use than platforms that allow the sharing of photos or external links.

Question 21

All of the following are examples of social media tools and platforms EXCEPT:

A) a media sharing Web site
B) an AM/FM transistor radio
C) an iPhone
D) a blog
E) Twitter

Question 22

Sebastian operates a local coffee shop.He publishes a blog about the shop but updates it only occasionally.He usually posts entries on coffee-related trivia.Every now and then,he posts an entry promoting a new product.Given Sebastian's relatively weak online presence,a marketing-oriented widget would likely be just the thing to generate some buzz about his coffee shop.

Question 23

One reason why negative customer comments and complaints are important to an organization is that they can:

A) quickly be hidden from competitors
B) be used in future advertising campaigns
C) help the organization identify "problem" customers,who are then typically removed from mailing lists
D) bring to light unknown brand flaws
E) generate sympathy for the organization when consumers realize that "no one is perfect"

Question 24

Angela and Dominic own Cincy by the Slice pizzeria.They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook,but they are unsure of which steps to take next.Which of the following resource would best meet their needs?

A) A listening platform with key word report capabilities
B) An insight platform that offers online focus group solutions
C) Web analytics software
D) An advanced customer database with predictive application
E) A social customer relationship management system

Question 25

Noah is a budding photographer who is proud of his work.He wants to share his photos with others online.Which of the following is Noah MOST likely to use to share his photos?

A) Twitter
B) Google
C) Bebo
D) Flickr
E) Groupon

Question 26

More and more companies are increasing their interactive marketing budgets.Most of this investment will be made in:

A) search marketing
B) display advertising
C) mobile marketing
D) social media
E) e-mail marketing

Question 27

Groupon.com offers discounts on products and services in specific cities.The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it.Groupon would BEST be described as a:

A) media sharing site
B) microblog
C) social networking site
D) virtual world
E) social commerce site

Question 28

Using consumers to develop and market product is called:

A) crowdfunding
B) co-creation
C) brainstorming
D) closed innovation
E) crowdsourcing

Question 29

Marketers have so far found few ways to integrates apps into their marketing strategies.

Question 30

Which of the following is an example of owned media?

A) The tweet that Winnie-who works out regularly at FitBody Bootcamp-sent to her followers about how much weight she's lost since she's been working out
B) An e-mail sent by Garrett to the manager of FitBody Bootcamp,asking about what types of workout programs the gym offers
C) The Facebook page created by FitBody Bootcamp to let members know about special events at the gym
D) The display advertisement that FitBody Bootcamp purchased on the local newspaper's Web site
E) The blog "Feeling the Burn," maintained by Andy,who is one of the instructors at FitBody Bootcamp

Question 31

Content that a company purchases to be placed online is called:

A) owned media
B) paid media
C) controlled media
D) earned media
E) broadcast media

Question 32

This morning,Katrina received the following text message on her cell phone: Don't forget your haircut appointment today at 10 am with Jane at HairNow.See you soon.This is an example of a mobile ad.

Question 33

Social media:

A) cannot be compared to traditional advertising in any meaningful way
B) is thought of by most people as any tool or service that assists conversation
C) has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising
D) offers more one-to-one ways to meet consumers than traditional marketing media
E) has not yet had a major impact on the way marketing works

Question 34

Marketers have largely been frustrated in their attempts to engage with consumers through virtual worlds and online gaming because consumers of these environments are usually so intent on playing the games that they notice little else.

Question 35

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

A) An online clothing retailer asks customers to complete a satisfaction survey,which it uses to improve customer service
B) A local restaurant searches Twitter to find out what people are saying about today's specials
C) A software company allows customer service representatives to make real-time responses to customer queries
D) A soft drink manufacturer uses social media notification tools to learn what the competition might be up to
E) An online bookseller examines customers' product reviews,comments,and past purchases to suggest additional titles customers might enjoy

Question 36

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

A) engaging
B) listening
C) understanding
D) entertaining
E) influencing

Question 37

All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:

A) promoting products and services
B) listening and learning
C) building relationships and awareness
D) creating static messages to reach mass audiences
E) reaching out to unhappy customers and engaging them directly

Question 38

Marla is a 55-year-old woman who wants to use a social network site to stay in touch with her son,who is away at college.She also hopes to make contact with some old high school friends.Which of the following is Marla most likely to use for this purpose?

A) MySpace
B) YouTube
C) Facebook
D) Bebo
E) Flickr

Question 39

After establishing a listening platform,an organization should:

A) develop a list of objectives for its social media team to accomplish
B) attempt to develop a unique social media platform to generate buzz about the brand
C) identify potential consumers
D) decide which tools and platforms to use as part of its social media strategy
E) implement measurement tools to determine the benefits of social media

Question 40

The major impact of new platforms such as the iPhone and Blackberry on social media Web sites is that consumers can access such sites from virtually anywhere.

Question 41

Corina is a big fan of the British television program Doctor Who.She writes about her love of all things Whovian on her ______,called Wibbly Wobbly Ramblings,where readers can post comments about what she has written.

A) social news site
B) electronic diary
C) toolbox
D) blog
E) virtual world

Question 42

Which type of social media user posts comments,ratings,and reviews of products and services on blogs and forums?

A) Critic
B) Conversationalist
C) Boaster
D) Collector
E) Assigner

Question 43

From a marketing standpoint,the most useful Facebook feature is probably _____,which allows a brand to communicate directly with fans via status updates.

A) the Profile page
B) the search engine
C) the Fans list
D) the Wall
E) the Real or Fake application

Question 44

A Web site that allows individuals to connect with friends,peers,and business associates is called a:

A) virtual world
B) social networking site
C) media sharing site
D) social news site
E) microblog

Question 45

Which of the following is NOT a social networking site?

A) Bebo
B) Google+
C) LinkedIn
D) Facebook
E) All of the above are social networking sites.

Question 46

Which of the following statements about the use of social media in marketing is TRUE?

A) All marketers understand that social media is mostly about return on investment (ROI).
B) Marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media.
C) Given the relative ease and efficiency with which organizations can use social media,a positive return on investment is likely for many-if not most-organizations.
D) Fewer than 30 percent of marketers plan on increasing their investments in social media.
E) All of the above are true.

Question 47

Crock of Love prepares and delivers from-scratch meals directly to their customers' homes.Crock of Love has its own Web site,Facebook page,and Twitter account,but the company's owner,Nikki,frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts.In so doing,Nikki is MOST LIKELY trying to:

A) control what is being said online about Crock of Love
B) improve Crock of Love's reputation
C) measure customer satisfaction with Crock of Love
D) improve customer service
E) monitor Crock of Love's competitors

Question 48

Brands,organizations,and nonprofits that use Facebook:

A) have thus far been unsuccessful in their attempts to use the platform to create viral marketing campaigns
B) should make their pages public and searchable
C) must never use the Facebook Wall to communicate with consumers
D) need to use all of Facebook's privacy options to ensure that only the right people have access to company information
E) create profiles,as opposed to pages

Question 49

To gain trust in the social media environment,a brand should:

A) avoid "fun" online content,as that tends to trivialize the brand in the eyes of consumers
B) fill its Web site with numerous links and cram as much information as possible onto each Web page
C) give customers quick access to the information they came for
D) rarely change its online content,because most customers like stability
E) create a "safe" look for its Web site and avoid contemporary design trends

Question 50

Which of the following tools would primarily be used more for customer service improvement,brand management,and prospecting than for campaign metrics?

A) Twinfluence
B) Klout
C) DIY Dashboard
D) BlogPulse
E) Vocus

Question 51

The most popular microblog is:

A) Twitter
B) YouTube
C) Facebook
D) Tumblr
E) Poink

Question 52

A publicly accessible Web page that functions as an interactive journal is called a(n):

A) blog
B) profile
C) tweet
D) electronic diary
E) status page

Question 53

"Conversationalists" are social media users who:

A) post comments,ratings,and reviews of products and services on blogs and forums
B) read blogs,listen to podcasts,and watch videos
C) visit many social media sites every day
D) post status updates on social networking sites and microblogging services such as Twitter
E) use RSS feeds to collect information and vote for Web sites online

Question 54

Blogs with strict post length limits are called:

A) password-protected blogs
B) beta blogs
C) miniblogs
D) private blogs
E) microblogs

Question 55

Marcie and Alyssa are going to the football game this afternoon.Alyssa notices that Marcie is sitting at her computer,and she calls out to ask if Marcie is ready to go."Just a second," replies Marcie."I just want to tweet to everyone where we'll be." Because Alyssa knows a lot about social media,she knows that Marcie is:

A) sending e-mail messages to their friends
B) posting a message on Facebook
C) leaving voice mail messages on their friends' cell phones
D) using MapQuest to find out how to get to the football stadium
E) posting a message on Twitter

Question 56

Marketers can adapt their messages more frequently by using _____ than with any other communication channel.

A) press releases
B) corporate blogs
C) virtual worlds
D) radio advertising
E) media sharing sites

Question 57

A company would probably NOT want to use Twitter to:

A) provide a customer with complex,hard-to-understand instructions on how to use a product
B) direct customers to its corporate blog
C) promote a brand-new product
D) share links to the official company Web site
E) reply to customer queries

Question 58

Bethany follows several blogs every day and checks into YouTube frequently to watch the latest videos.She doesn't have her own Web site,and she almost never makes any comments on the sites she visits;she just enjoys reading and watching.Bethany would best be characterized as which type of social media user?

A) Creator
B) Spectator
C) Collector
D) Joiner
E) Inactive

Question 59

Patrick goes to the movies three or four times each week.He operates a blog where he writes long,detailed reviews of the latest releases.Patrick's blog would best be described as a:

A) media sharing blog
B) microblog
C) noncorporate blog
D) collaborative blog
E) corporate blog

Question 60

Sunlight Bakery wants to determine the conversion rate of its Facebook friends.To accomplish this,the bakery should use:

A) social media monitoring
B) public relations measurement
C) a social CRM system
D) a listening platform with a large staff dedicated to the client
E) social media measurement

Question 61

Which of the following statements about online gaming is CORRECT?

A) Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them.
B) Almost 90% of people play games within social networking sites or on mobile devices.
C) The typical online gamer is a 43-year-old woman with a full time job and college education.
D) Social gaming is one of the few areas of social media that is not growing.
E) The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.

Question 62

A _____ allows users to decide which content is promoted on a given Web site by voting that content up or down.

A) media sharing site
B) social networking site
C) review site
D) virtual world
E) social news site

Question 63

By far,the largest social network for gaming is:

A) Twitter
B) LinkedIn
C) MySpace
D) Facebook
E) YouTube

Question 64

Social bookmarking sites such as Del.ici.ous and StumbleUpon differ from social news sites such as Reddit and Digg in that:

A) the objective of their users is to collect,save,and share interesting and valuable links
B) they allow users to edit the stories they find for accuracy
C) users can change their profiles and update their status whenever they wish
D) they treat location-based micronetworking as a game
E) posts are limited to no more than 140 characters in length

Question 65

Which of the following is the best description of a podcast?

A) Podcasts are like library card catalogs that users can search electronically to find information they need quickly and efficiently.
B) Podcasts are like radio shows that are distributed through various means and not linked to a scheduled time slot.
C) Podcasts are like newspapers that people can upload to their smartphones and read anywhere.
D) Podcasts are like calendars that people can use to keep track of the important events in their lives.
E) Podcasts are like books that users can read directly on their PC screens.

Question 66

Johanna is a loyal customer of The Beanery,a regional coffee shop chain.Whenever Johanna is found to be within a geofenced area owned by The Beanery,she receives a text message on her Blackberry offering her money off a coffee drink at a nearby store.The Beanery appears to be using:

A) stealth marketing
B) viral marketing
C) micronetworking
D) Bluetooth marketing
E) widgets

Question 67

Which type of social media site allows users to post,read,rate,and comment on opinions about many different kinds of products and services?

A) A virtual world
B) A review site
C) A corporate blog
D) A media sharing site
E) A microblog

Question 68

Danny is a 19-year-old college student and avid gamer.Based on his demographics,which of the following games is Danny MOST likely to play regularly?

A) Café World
B) Mafia Wars
C) Bejeweled Blitz
D) Farmville
E) World of Warcraft

Question 69

Which of the following games is probably the MOST appropriate for marketing and advertising?

A) Dungeon Runners
B) World of Warcraft
C) Texas Hold'em Poker
D) Legends of Future Past
E) The Chronicles of Spellborn

Question 70

Of the following,who is MOST likely to be a LinkedIn user?

A) Erin,a 13-year-old junior high student and music lover
B) Mitch,a 24-year-old songwriter who hopes to make it big in Nashville
C) Sharika,a 35-year-old attorney just opening her own practice
D) Jose,a 50-year-old Los Angeles Dodgers fan looking for conversation with other baseball lovers
E) Amanda,a 70-year-old retiree and avid cook

Question 71

Anu is a frequent Foursquare user;she enjoys earning badges and special statuses based on the number of:

A) reviews she has written
B) visits she makes to particular locations
C) times she "Likes" a certain link or post
D) followers she has
E) times her posts are retweeted

Question 72

Customers and business owners can do all of the following on the Yelp Web site EXCEPT:

A) business owners can set their pages to block negative reviews
B) customers can write about bad experiences they've had at local businesses
C) business owners can edit their organizations' pages
D) customers can read about what others think about particular businesses
E) business owners can respond directly to customers who have written reviews

Question 73

Which mobile marketing tool allows 160-character text messages to be sent to and from cell phones?

A) Mobile ads
B) SMS
C) Web widgets
D) MMS
E) MOBI

Question 74

A movie studio wants to give fans a sneak peek of the trailer for an upcoming film.Which of the following would be the best platform for the studio to use?

A) Picasa
B) Photobucket
C) YouTube
D) Imgur
E) TwitPic

Question 75

Videos made by teens that focus on fashion are called:

A) flames
B) hauls
C) caches
D) feed dumps
E) heaves

Question 76

Much of the growth in social media sites can be attributed to:

A) good old-fashioned word-of-mouth promotion
B) new platforms like iPads and smartphones
C) media hype
D) the proliferation of new Web sites like Flickr and Reddit
E) new technology uses for social media

Question 77

More than _____ percent of the U.S.population owns a mobile phone.

A) 25
B) 40
C) 55
D) 75
E) 90

Question 78

Location-based social networking sites:

A) are a hybrid of media sharing and social networking sites
B) distribute digital audio and video files serially for other people to listen to or watch
C) are essentially short messaging systems designed primarily for internal communication
D) combine the fun of social networking with the utility of location-based GPS technology
E) allow users to archive and share photos and interesting external links

Question 79

Modern mobile advertising as a viable marketing strategy has become possible primarily because of the development of:

A) the microchip
B) the PC
C) smartphone technology
D) tablet laptops
E) GPS technology

Question 80

YouTube,Flickr,and Photobucket are all examples of:

A) media sharing sites
B) corporate blogs
C) virtual worlds
D) microblogs
E) social networking sites