Deck 7: Using Social Media in Business

Question 1

According to a survey from the European commission,what percentage of European consumers will buy from a website developed in a language other than their own either frequently or all of the time?

A) 5 percent
B) 18 percent
C) 22 percent
D) 37 percent
E) 42 percent

Answer 1

B

Question 2

When online purchases are backed by guarantees and other security measures,which cultural group is most likely to be willing to make the online purchase?

A) Power cultures
B) Communist cultures
C) Individualistic cultures
D) Middle Eastern cultures
E) Collectivist cultures

Answer 2

C

Question 3

When using Facebook,how many "fans" of an organization actually see what is being posted on the site?

A) Less than ten percent
B) Less than one third
C) Half
D) More than half
E) Most

Answer 3

A

Question 4

When using social media to talk about topics related to your business,how can you make the information valuable to the audience?

A) Make the posting casual and conversational
B) Make the information useful and interesting
C) Use only original content
D) Use the site for self-promotion and to emphasize the sale of products and services
E) Include links to other social media sites

Question 5

If a U.S.-based firm wanted to attract e-commerce or social media customers from Europe,what could be done to encourage sales?

A) Allow consumers to pay with U.S. dollars
B) Develop the website in the native language of the consumers
C) Include information based on the imperial system
D) Remove any identification that leads consumers to believe the website is based in the U.S.
E) Guarantee overnight delivery of highly desirable goods

Question 6

In addition to global culture,_____ impacts how social media serves business purposes.

A) politics
B) time
C) availability
D) education levels
E) language

Question 7

To be successful in the use of social media,a firm must be _____.

A) creative
B) strategic
C) flexible
D) daring
E) open-minded

Question 8

A social media site that allows the audience to post stories,ideas,and other content will make the site _____.

A) valuable
B) objective
C) original
D) interactive
E) casual

Question 9

What country has the most active social media environment in the world?

A) India
B) The United States
C) Brazil
D) China
E) Russia

Question 10

What should an organization's social media plan be measured against when determining how successful the plan is?

A) Time
B) "Likes"
C) Cost
D) Goals
E) Interaction

Question 11

When social media is used for marketing purposes,the main goal is to _____.

A) engage the audience
B) give the audience something of value
C) make the audience trust the company
D) motivate the browser to return to your site
E) inspire browsers to become customers

Question 12

According to a survey from the European commission,what percentage of European consumers will not buy from a website developed in a language other than their own?

A) 5 percent
B) 18 percent
C) 22 percent
D) 37 percent
E) 42 percent

Question 13

Which type of culture is less likely to trust e-commerce?

A) Power
B) Collectivist
C) Asian
D) Europeans
E) Individualistic

Question 14

Posting and tweeting about what you,your business,and your customers have in common will make your social media site _____.

A) original
B) interactive
C) passionate
D) valuable
E) conversational

Question 15

Which of the following will increase the effectiveness of social media use for an organization?

A) Knowing which customers use social media
B) Adding interactive material
C) Engaging rules for social media use
D) Developing a social media strategy
E) Knowing what platforms are used by customers

Question 16

How can an organization determine the success of their investment in social media?

A) By tracking the number of "likes"
B) By tracking the cost of upkeep
C) Using quantifiable metrics
D) Using customer reviews and opinions posted on the sites
E) By using customer surveys

Question 17

Which cultural group relies strongly on recommendations from opinion leaders within their social network?

A) Europeans
B) South Americans
C) Africans
D) Americans
E) Asians

Question 18

Which country is most influenced by social media that is entertaining?

A) India
B) The United States
C) Brazil
D) China
E) Russia

Question 19

When are tweets and Facebook posts most effective?

A) When they are casual and conversational
B) When they are valuable
C) When they are original
D) When they are passionate
E) When they are interactive

Question 20

_____ measures the extent to which consumers are talking about a business or product.

A) Goals
B) Quantifiable metrics
C) Interactive dynamic formats
D) Costs
E) Qualitative analysis

Question 21

What is the key to being seen on Facebook?

A) A welcoming home page
B) Interactivity
C) Frequent newsfeeds
D) Utilization of algorithms for postings
E) Increased numbers of "likes" and "fans"

Question 22

Visual content that captures attention on social media can be created by _____.

A) posting a series of questions
B) using headings and subheading
C) adding infographics
D) posting regularly
E) using a template

Question 23

What is the purpose of an RSS button on a blog?

A) To track views
B) To offer a free download to subscribers
C) To have the blog post delivered to readers
D) To initialize a template for posting
E) To offer links to other sites such as Pinterest or Facebook

Question 24

How can a blog writer help readers skim a blog for relevant information,instead of reading the entire blog?

A) Include photos
B) Use hashtags
C) Create RSS buttons
D) Use a template
E) Use bullets or headings

Question 25

When utilizing Facebook,how can businesses utilize a "soft sell" for merchandise?

A) By taking advantage of social media primetime
B) By diversifying content
C) By posting daily, but not excessively
D) By being visual
E) By keeping important posts in front of the audience

Question 26

How can an organization show users and fans that the organization values the users input?

A) By hiding outdated posts
B) By putting the most important information within the first 90 characters of the post
C) By creating strong visual content
D) By posting new content daily
E) By asking questions and responding to fans in a timely fashion

Question 27

Tweets are limited to 140 characters or less.Why do experts feel tweets should be even shorter?

A) Shorter tweets allow the user to send out several tweets in a row to "tell a story".
B) Shorter tweets aid in the ability to retweet the message.
C) Users have a short attention span and won't read a tweet of 100 or more words.
D) Twitter will automatically change links to a length of 22 characters.
E) Shorter tweets allow the use of more visual aids and emoticons.

Question 28

Which of the following should be used to help Pinterest viewers find content based on categories?

A) Hashtags
B) Linked images
C) Pinboards
D) Special offers
E) Facebook pages

Question 29

Which of the following should be included in a blog to make it interesting and lively for readers?

A) Headlines
B) Controversial topics
C) Information of the business
D) Product demonstrations
E) Pinterest links

Question 30

What can be done to create a consistent pattern for a blog and aid in creating the blog more quickly?

A) Publish on a schedule
B) Encourage sharing
C) Make it conversational
D) Use a template
E) Add images

Question 31

How can an organization be sure they are consistent in how often blogs get published?

A) Stay focused
B) Publish on every new or controversial issue that relates to the organization
C) Use a template
D) Publish on a schedule
E) Respond to every user comment

Question 32

Where should the most compelling information in a tweet found?

A) In the links that connect to the full stories
B) In pictures
C) In the first 85-100 words
D) At the end of the message
E) After a hashtag

Question 33

What is the advantage of incorporating a hashtag to a tweet from a business?

A) The hashtag identifies key information.
B) The hashtag allows potential followers to find the business.
C) The hashtag makes retweeting the information easier.
D) The hashtag allows the business to aim the tweet at a specific group.
E) The hashtag allows followers to link to photos or video streams.

Question 34

How can an organization promote a sense of dialogue in a blog?

A) Include pictures
B) Ask questions
C) Keep the writing impersonal
D) Limit interaction
E) Add links

Question 35

How can an organization direct a Twitter tweet to a select group of follows?

A) By adding a hashtag
B) By adding an "@" symbol
C) By setting up separate Twitter accounts for each user group
D) By embedding links into the Twitter feed
E) By asking select followers to retweet messages

Question 36

What advantage does a blog offer over other types of social media an organization might use?

A) The ability to link to other sites
B) Expansive space to communicate original ideas
C) The addition of visual postings to generate interest
D) Membership by invitation, allowing the tracking of fans
E) Increased interconnectivity with members

Question 37

What can be done to make Facebook posts most effective?

A) Post on Mondays or Tuesdays between 10:00 a.m. and 5:00 p.m.
B) Keep video, posts, and photos familiar and consistent
C) Posts about product lines as often as possible
D) Keep posts to less than 40 characters
E) Put the most important information at the end of the post

Question 38

When an organization uses a blog to provide insight and advice,or information that is difficult to find elsewhere,what benefit is the organization providing to the audience?

A) Focus
B) Success
C) Value
D) Controversy
E) Conversation

Question 39

What can be done to help an audience find your businesses' Twitter feed?

A) Use keywords and phrases in your bio and tweets
B) Keep tweets positive and interesting
C) Make the tweets about the audience, not the organization
D) Keep tweets short
E) Use hashtags

Question 40

What type of social media site should an organization use as the hub that connects all other sites?

A) Facebook
B) Blogs
C) Tweets
D) Pinterst
E) FourSquare

Question 41

Twitter users who tweet primarily about themselves are said to be _____.

A) experts
B) meformers
C) egotists
D) bloggers
E) informers

Question 42

What opportunity does the use of social media offer an organization?

A) The amplification of a business mistake
B) The ability to discuss comments from unhappy customers
C) Less hiring costs
D) The building of goodwill with customers
E) Product branding

Question 43

When customers complain using social media,organizations can improve goodwill 83 percent of the time by doing what?

A) Ignoring the feed
B) Responding through social media as quickly as possible
C) Responding through social media only after monitoring responses
D) Responding to the person making the complaint with a phone call
E) Addressing the issue via an email to the person making the complaint

Question 44

Which of the following can be used to promote connections in your social media content while strengthening relationships and building goodwill?

A) Facebook
B) Twitter
C) Newsle
D) Meddle
E) Piktochart

Question 45

What percentage of companies will ignore a Twitter complaint?

A) 30
B) 40
C) 50
D) 60
E) 70

Question 46

How can social media be used to generate awareness of products and services?

A) Broadcast through multiple mediums
B) Tweet headlines from the newsletter
C) Post video of products or services in use
D) Identify social media goals for the new product or service
E) Build a positive online community

Question 47

How can an organization effectively monitor what others are saying about the organization?

A) Google search key terms
B) Subscribe to a RSS feed
C) Follow blogs
D) "Like" competitors
E) Tweet questions to followers on a regular basis

Question 48

Which of the following will help an organization generate goodwill through their social media communication?

A) Allowing a brand community to discuss problems online so as to be able to track public opinion
B) Providing information on new products and services on a daily basis
C) By limiting the number of links, allowing the organization to keep the user on the site longer
D) To teach followers technical information and terms relevant to the organization
E) Providing quick responses to questions and concerns

Question 49

If a customer posts a sensitive matter on social media,but the organization does not have enough information to respond properly,what should the organization do?

A) Ignore the complaint
B) Research the complaint and respond after identifying details
C) Ask the customer to contact you to work out the details
D) Tweet a request to all followers for additional information
E) Email the customer so the matter can be handled privately

Question 50

According to psychologists from Rutgers University,Twitter users who provide information to followers are considered to be _____.

A) experts
B) meformers
C) egotists
D) bloggers
E) informers

Question 51

How can a market research team best use social media to manage customer relationships?

A) By addressing complaints on the social media site
B) By including personal responses instead of corporate responses
C) By reacting to all new customer feedback
D) By using the social networking site to interact with customers and learn about their preferences
E) By broadcasting through multiple mediums

Question 52

If a customer uses social media to make a complaint,what type of response from the organization will best promote goodwill?

A) A personal response
B) A corporate reply
C) A reply with a link to the corporate policy page
D) A humorous reply
E) A private reply

Question 53

How can a social media specialist improve customer service,thereby increasing sales?

A) Respond quickly
B) Delete the blog post addressing the issue
C) Monitor consumer opinions and guidance
D) Limit online chatter
E) Add an RSS link for customers

Question 54

How can an organization gather data on consumer perceptions based on social media posts?

A) Using dashboards
B) Using TweetDecks
C) Using RSS feeds
D) Using data mining tools
E) Using rich site summaries

Question 55

A single screen display that collects data from different social media sources is called a _____.

A) TweetDeck
B) HootSuite
C) Dashboard
D) RSS
E) Feed43

Question 56

Which of the following can be used to create infographics that can add meaning to a blog?

A) Piktochart
B) PowToon
C) Meddle
D) Newsle
E) LinkedIn

Question 57

How can a business become an "informer" when tweeting about the business?

A) Respond to customer tweets quickly
B) Use hashtags to direct customers to other links
C) Provide interesting and useful information about products and services
D) Use RSS feeds
E) Use metrics to track online conversations and respond to those conversations

Question 58

To improve content marketing,what do experts suggest?

A) Limit social media goals
B) Be selective about which medium is used
C) Become a "meformer"
D) Post information the company finds valuable
E) Integrate information feeds

Question 59

How can an organization create a personal response in their social media posts?

A) React immediately to the post
B) Quote corporate policy when announcing decisions
C) Have the user contact you via phone or email
D) Use a friendly tone and show empathy
E) Respond with interesting information on the topic

Question 60

Which of the following best describes content marketing?

A) Posting interactive content
B) Posting up to the minute content such as delays
C) Posting product availability
D) Posting educational content
E) Posting responses to customer questions

Question 61

According to Cialdini,the more exclusive the offer,the more valuable your audience may perceive it to be,an example of _____.

A) authority
B) scarcity
C) ability
D) social proof
E) consistency

Question 62

How can an organization control the spread of bad news through social media?

A) Be consistent
B) Use reciprocity
C) Be proactive
D) Utilize the concept of scarcity
E) Increase the number of "likes" for the site

Question 63

Qualitative analysis can help to gauge if,where,and to what extent people are talking about a business or product online.

Question 64

_____ are the cues or prompts that call your audience to action.

A) Triggers
B) Abilities
C) Motivation
D) Scarcity
E) Authority

Question 65

According to Fogg's Behavior Model,what is the first step in influencing behavior?

A) Identifying goals
B) Using triggers or cues
C) Assess the audience's ability to respond
D) Identify a target audience
E) Motivating your audience

Question 66

When an organization uses blogs,the content of the blog should be used to promote the organization and product lines.

Question 67

According to surveys,what percentage of companies have social media guidelines?

A) 10-15 percent
B) 15-20 percent
C) 25-30 percent
D) 35-40 percent
E) 45-50 percent

Question 68

An organization's social media goals should be based on analytic results of social media studies.

Question 69

Who monitors the validity of comments made on social media?

A) The Federal Trade Commission
B) Individual businesses
C) Yelp
D) Social Trends Report
E) The Lanham Act

Question 70

Social media content refers to any text,image,audio,or video published through a social media outlet.

Question 71

Before an organization begins to use multiple social media sites,the organization should develop core material to be shared over all sites,and other material that is unique to each site.

Question 72

Different social media has different capacities,and effective messages take advantage of those differences.

Question 73

Collectivist cultures are more likely to trust e-commerce because of safety measures such as guarantees,laws,and policies.

Question 74

When using social media at work,communicating as you would in face-to-face conversations is an effort in which guideline for social media use?

A) If it's personal, keep it personal
B) Identify your connection
C) Be honest and professional
D) Add value
E) Respect and protect what's confidential

Question 75

Developing and implementing a social media strategy requires the investment of significant time,and often,money.

Question 76

The goal of a social media site content is to create a valuable and engaging social experience that persuades people to return.

Question 77

How can an employee add value when using social media?

A) By endorsing colleagues on social networking sites
B) By sharing interesting, helpful information and idea
C) By protecting confidential information
D) By making discriminatory remarks or arguments under an "anonymous" name
E) By keeping topics to your area of expertise

Question 78

Facebook provides a selective feed of content to interested users.

Question 79

To help potential follower find a Twitter feed,keywords and phrases should be incorporated in to Tweets.

Question 80

How can an organization create a "one-stop information shop" for customers?

A) Become a "meformer"
B) Identify social media goals
C) Broadcast through multiple mediums
D) Integrate information feeds
E) Build a positive online community