Deck 7: Using Social Media in Business

Question 1

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

Answer 1

A
Explanation: Social media content is often less formal than a typical business message.In fact,tweets and Facebook posts work best when they are casual and conversational.

Question 2

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 2

B
Explanation: A survey from the European commission found that "Only 18% of EU internet users buy online in another language frequently or all the time."

Question 3

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

Answer 3

E
Explanation: In business,social media content is most effective when it engages your audience,gives them something of value,makes them trust your company,persuades them to share information with others,and motivates them to return to your site.When social media content is used for marketing,its main goal is to inspire browsers to become customers.

Question 4

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

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

Question 5

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 6

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 7

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 8

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 9

When developing a social media strategy,what is the first issue that needs to be determined?

A)What are the goals when using social media?
B)What is the cost of developing social media sites?
C)What type of social media strategy should be in place?
D)How will employees interact with social media?
E)What social media sites should be utilized?

Question 10

________ 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 11

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 12

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 13

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 14

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 15

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

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

Question 16

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

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

Question 17

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 18

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 your target audience

Question 19

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

Question 20

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 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

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 23

Which of the following should be included in a blog to make it interesting and lively for readers and to which you should pay special attention?

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

Question 24

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 25

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 26

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 27

When using Facebook,on average,how many "fans" of an organization actually reach the total audience of that page?

A)Just over 10 percent
B)Approximately 20 percent
C)Approximately half
D)Slightly more than half
E)Nearly 75 percent

Question 28

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 29

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 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 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 32

What can be done to help an audience find your business' 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 33

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

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

Question 34

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 35

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 36

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 37

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)Pinterest
E)FourSquare

Question 38

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 a newsreader
D)To initialize a template for posting
E)To offer links to other sites such as Pinterest or Facebook

Question 39

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 40

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)Post 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 41

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 42

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 43

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 44

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

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

Question 45

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

A)Piktochart
B)PowToon
C)Mention
D)Wideo
E)LinkedIn

Question 46

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 47

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 48

A single screen display that collects data from different social media sources is called a(n)________.

A)TweetDeck
B)HootSuite
C)dashboard
D)vlog
E)blog

Question 49

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 50

Which of the following is an intuitive user interface that allows the user to animate visual elements and produce video?

A)Facebook
B)Twitter
C)Wideo
D)Mention
E)Piktochart

Question 51

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 52

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

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

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

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 55

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 56

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 57

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 58

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

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

Question 59

What percentage of companies will ignore a Twitter complaint?

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

Question 60

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 61

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

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

Question 62

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

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

Question 63

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

Question 64

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

Question 65

Facebook provides a selective feed of content to interested users.

Question 66

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 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

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 69

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

A)Triggers
B)Abilities
C)Motivations
D)Scarcities
E)Authorities

Question 70

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

Question 71

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

Question 72

To help a potential follower find a Twitter feed,keywords and phrases should be incorporated into tweets.

Question 73

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.

Question 74

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 75

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 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 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 78

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

Question 79

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 ideas
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 80

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