Deck 19: Using Social Media to Connect With Consumers

Question 1

A single social media site with millions of users interacting with each other,like Facebook,Twitter,LinkedIn,and YouTube,is referred to as a(n)

A)social network.
B)gaming website.
C)electronic media.
D)social media.
E)feedback media.

Answer 1

A

Question 2

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

A)letters from their colleges' deans of students.
B)flyers slid under dorm-room doors.
C)phone solicitations.
D)ads in their campus newspapers.
E)social media.

Answer 2

E

Question 3

Web 2.0 is a term that describes

A)a technical update of the World Wide Web.
B)the high degree of interactivity among users.
C)the second generation of Internet browsers.
D)the decreased interactivity of user generated content.
E)the second revision of marketer-generated web content.

Answer 3

B

Question 4

Web 2.0 is a term that describes

A)the functionalities of the World Wide Web that made possible the high degree of interactivity among users.
B)a technical update of the World Wide Web from Web 1.0.
C)the first Internet browser.
D)the decreased degree of interactivity among users.
E)the final published form of marketer-generated content.

Question 5

A blog is a

A)business-oriented website that lets users create profiles for professional networking.
B)unique type of Internet browser where search results are personalized for each user.
C)web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D)website where users create a personal profile,add "friends," and exchange messages and photos with them.
E)website whose content is created and edited by the ongoing collaboration of end users.

Question 6

What is one way in which the Internet has changed and brought about by "Web 2.0?"

A)Web 2.0 is the most-used Internet browser,launched in 2004.
B)The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet.
C)Faster routers allowed for quicker,more efficient Internet service.
D)Internet content can now be continuously modified by all users in a participatory fashion.
E)The technical interface of the Internet has drastically changed since 2004.

Question 7

Another term sometimes used interchangeably with "social media" is __________.

A)net platforms
B)Web 3.0
C)user generated content
D)Web 2.0
E)peer-to-peer networking

Question 8

A website whose content is created and edited by the ongoing collaboration of end users is known as a(n)

A)wiki.
B)blog.
C)encyclomedia.
D)Facebook Page.
E)"tweet."

Question 9

Which of the following is the BEST marketing strategy for promoting Betty Crocker products using social media?

A)create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B)monitor e-mails for customer complaints and respond promptly with a 50% discount coupon
C)hold a cooking contest to generate new recipes using Betty Crocker products
D)produce commercials incorporating images of Betty Crocker cooking with the late Julia Child
E)produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

Question 10

What is one way in which "Web 2.0" media are different from traditional media?

A)Web 2.0 involves online media where users submit or modify comments,photos,and videos as well as have genuine online conversation among multiple users.
B)The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.
C)Greater bandwidth allows for faster media downloads from the Internet.
D)All college students use Web 2.0.
E)The technical interface of Web 2.0 is user friendly.

Question 11

Social media are

A)online games.
B)online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics.
C)any type of medium in which large groups of people read content generated by a business,government,or corporation.
D)only media that allow face-to-face communication.
E)all forms of electronic media.

Question 12

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

A)net platforms
B)Web 3.0
C)user generated content
D)user platforms
E)peer-to-peer networking

Question 13

A wiki is a

A)web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
B)business-oriented website that lets users create profiles for professional networking.
C)unique type of Internet browser where search results are personalized for each user.
D)website where users create a personal profile,add "friends," and exchange messages and photos with them.
E)website whose content is created and edited by the ongoing collaboration of end users.

Question 14

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

A)popular trends among members of the over-65 market.
B)technological advancements that can be used to promote their brands.
C)new slang terms to create more effective advertisement copy.
D)recruiting prospective employees.
E)customer complaints and suggestions.

Question 15

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

A)wiki.
B)blog.
C)chat room.
D)Facebook Page.
E)"tweet."

Question 16

"Epicurious" is a website where recipes are posted by the site owner and individual cooks.Using a "four-fork" rating system,users rate and comment on these recipes for ease or difficulty in preparation,the taste of the finished dish,and whether or not they would use the recipe again.What type of social media website MOST LIKELY is "Epicurious?"

A)Web 2.0
B)a Facebook Page
C)a wiki
D)a blog
E)a Twitter Page

Question 17

Social networks are

A)dating websites like eHarmony.
B)Internet browsers like Safari or Firefox.
C)specific social media like Facebook,Twitter,LinkedIn,and YouTube.
D)the replacement for e-mail to send private digital messages.
E)social media websites that are the high in self-disclosure but low in media richness.

Question 18

Online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics-is referred to as

A)rich media.
B)Facebook.
C)avatar media.
D)social media.
E)feedback loop.

Question 19

Marketers are increasingly using social media to reach college-age students in the U.S.because

A)college age students are sensitive to the environment and reject ads using paper-based media.
B)the "brand ambassadors" hasn't been as effective as expected.
C)Internet advertising is ineffective with other age groups.
D)they work better than traditional print media.
E)students reject the media their parents use.

Question 20

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

A)the campus radio.
B)social media.
C)phone solicitations.
D)ads in the campus newspaper.
E)hanging ads on dorm-room handles.

Question 21

User generated content refers to

A)the content posted by only one user on his or her private blog.
B)Web 3.0,the next update of the Web.
C)the content created by one user using his or her smartphone.
D)another term for social media.
E)another term for "flash mobs."

Question 22

Media richness is __________ in face-to-face communication than telephone or e-mail communications.

A)equal
B)lower
C)higher
D)more updated
E)less updated

Question 23

In classifying social media,media richness is __________,whereas self-disclosure is __________.

A)the degree to which a person's thoughts,feelings,likes,and dislikes are made public;the degree of acoustic,visual,and personal contact between two communication partners.
B)the degree of acoustic,visual,and personal contact between two communication partners;the degree to which a person's thoughts,feelings,likes,and dislikes are made public.
C)the quality of the graphics and video on a website;the online conduct that leads to an unfavorable impression.
D)a visual measure;an emotional measure.
E)the extent to which a user personalizes his/her profile page;adding contact information (telephone,address,and e-mail)on one's Facebook Page.

Question 24

User generated content (UGC)refers to

A)content found on a "personal profile" page.
B)content found only on blogs and wikis.
C)content that is created with the intention of achieving commercial profit.
D)content found on forms of online media that are privately owned and operated by a single "user."
E)the various forms of online media content that are publicly available and created by end users.

Question 25

In classifying social media,self-disclosure is

A)the degree to which a person's thoughts,feelings,likes,and dislikes are made public.
B)the degree of acoustic,visual,and personal contact between two communication partners.
C)an undesirable effect of social media in which too much personal information is given by users,resulting in identity theft.
D)a growing trend in which telephone and e-mail communications contribute to one's online profile.
E)behavior that leads to an unfavorable impression by other online users.

Question 26

A favorable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ one's influence on those reached.

A)decrease
B)not affect
C)undermine
D)manipulate
E)increase

Question 27

All the following statements about user generated content (UGC)are true EXCEPT:

A)UGC is published on a publicly accessible website and created by end users.
B)UGC is reposting an article found in a newspaper or magazine without editing.
C)UGC is consumer-generated by an individual outside of a professional organization.
D)UGC shows a significant degree of creative effort.
E)UGC is not simply e-mail,but is published on a publicly accessible website.

Question 28

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

A)social networks.
B)user generated content (UGC).
C)blogs.
D)wikis.
E)YouTube.

Question 29

The various forms of online media content that are publicly available and created by end users is referred to as

A)user-generated content (UGC).
B)wikis.
C)net platforms.
D)Facebook Pages.
E)social media.

Question 30

Online content that shows a significant degree of creative effort,and thus is more than simply posting a newspaper or magazine article on a personal blog,is a criterion of

A)online advertisements.
B)blogs.
C)user generated content (UGC).
D)wikis.
E)YouTube.

Question 31

Which of the following statements about user-generated content (UGC)is MOST ACCURATE?

A)UGC is published on a publicly accessible website or a social networking site.
B)UGC must show a sequential journey through posts made by a user.
C)UGC is intended for commercial profit.
D)UGC is not found on social networking sites.
E)UGC is limited to text-only,140 character maximum,postings due to the limited bandwidth of Internet service providers.

Question 32

A publicly accessible personal journal and online forum for an individual or organization is a __________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

A)Internet browser;blog
B)wiki;blog
C)blog;wiki
D)Facebook;Twitter
E)Twitter Page;Facebook Page

Question 33

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

A)online advertisements.
B)user generated content (UGC).
C)blogs.
D)wikis.
E)YouTube.

Question 34

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

A)user generated content.
B)social value.
C)self-disclosure.
D)media richness.
E)emotive content.

Question 35

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

A)decreases
B)is not affected
C)can be manipulated
D)increases
E)can't be determined

Question 36

Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

A)complete thought process;fragmented group of ideas
B)sequential journey;single entry
C)single entry;sequential journey
D)personal side of the user;formal presentation
E)long narrative;block of text

Question 37

A blog is __________,whereas a wiki is __________.

A)a log of an individual's Internet activity;Internet activity updated by the user
B)a website for companies to gather customer insights;an academic tool to post grades and projects
C)a website whose online content is created and edited by the ongoing collaboration of end users;a publicly accessible personal journal and online forum for a individual or organization
D)a publicly accessible personal journal and online forum for an individual or organization;a website whose online content is created and edited by the ongoing collaboration of end users
E)an advertising forum;an artistic forum

Question 38

As the content of a blog or messages posted on social media sites move from impersonal to highly personal,the level of self-disclosure __________.

A)decreases
B)is not affected
C)undermines the credibility of the site
D)increases
E)increases the credibility of the site

Question 39

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

A)self-disclosure;media richness.
B)emotional value;social degree.
C)media richness;self-disclosure.
D)social degree;emotional value.
E)media richness;user-generated content.

Question 40

Social networks can be classified based on (1)__________ and (2)__________.

A)web browsers;apps
B)user generated content (UGC);marketer-generated content (MGC)
C)blogs;wikis
D)textual;visual
E)media richness;self-disclosure.

Question 41

Based on the social media identified in Figure 19-1 above,a site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would MOST LIKELY be located in which cell of the chart?

A)upper left
B)upper right
C)lower center
D)lower right
E)lower left

Question 42

Based on the social media identified in Figure 19-1 above,the social media site rated LOWEST in media richness is

A)Wikipedia.
B)Blogger.
C)Second Life.
D)World of Warcraft.
E)WordPress.

Question 43

In Figure 10-2 above,all of the flowing are TRUE about the user characteristics for the four major social networks (Facebook,Twitter,LinkedIn,and YouTube)shown EXCEPT:

A)users consist of females more than males except for LinkedIn users.
B)all but YouTube users have attended at least some college.
C)most users are over 25 years of age.
D)LinkedIn has the least percentage of users who have attended at least some college.
E)YouTube users have the greatest balance of users in terms of gender,college,and age.

Question 44

All of the following are the four more widely used social networks discussed in the textbook based on their impact to both consumers and organizations EXCEPT:

A)Twitter.
B)YouTube.
C)Facebook.
D)LinkedIn.
E)Pinterest.

Question 45

Based on the social media identified in Figure 19-1 above,which of the following social networking sites is HIGHEST in media richness?

A)Facebook
B)Twitter
C)YouTube
D)LinkedIn
E)can't be determined

Question 46

Based on the social media identified in Figure 19-1 above,virtual social worlds have a __________ degree of media richness and self-disclosure.

A)high
B)medium
C)low
D)average
E)non-existent

Question 47

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.

A)"digital thread"
B)"conversation"
C)"amateur discussion"
D)"discussion pool"
E)"information superhighway"

Question 48

While both traditional media and social media can reach either a large audience or a niche audience,social media are DIFFERENT from traditional media because

A)production of traditional media requires specialized skills and a team of people.
B)traditional media include Facebook and Twitter.
C)social media only reaches niche audiences.
D)social media is relatively expensive to produce.
E)the content of social media cannot be altered after publication.

Question 49

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

A)appeal to a younger audience;appeal to a middle-aged audience
B)are cheaper;are more creative
C)are produced quickly and inexpensively by an individual;are expensive to produce and may take a team of specialists months to complete
D)are generally accessible everywhere to those with smartphones,computers,and tablet devices;are typically produced by an individual and privately owned by them
E)take longer to produce and use a team of specialists;can be produced inexpensively and quickly by an individual

Question 50

All of the following are DIFFERENCES between social and traditional media EXCEPT:

A)the number of and skills required to produce and train personnel to produce the media.
B)the permanence of the media.
C)the credibility of the media.
D)the ability to reach a mass or specialized market segment.
E)the privacy and anonymity of the media.

Question 51

In terms of user characteristics shown in Figure 10-2 above,which social network has the LEAST percentage of users under 25 years of age?

A)YouTube
B)Facebook
C)LinkedIn
D)Twitter
E)cannot be determined

Question 52

Based on the social media identified in Figure 19-1 above,LinkedIn is

A)medium in self-disclosure and low in media richness.
B)high in self-disclosure and medium in media richness.
C)high in self-disclosure and high in media richness.
D)low in self-disclosure and medium in media richness.
E)low in self-disclosure and low in media richness.

Question 53

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________,as visuals,graphics,and animations were the major draw for World of Warcraft users.

A)media richness
B)self-disclosure
C)"twitterness"
D)product placement
E)"wikiness"

Question 54

What did Toyota do to reach World of Warcraft's U.S.game players?

A)Toyota sponsored an expansion pack of the game.
B)Toyota purchased the personal information of users from the game company to send e-mails.
C)Toyota used mechanics and pictures in a commercial.
D)Toyota paid to have likenesses of their vehicles appear in the game as product placement.
E)Toyota paid to have ads placed on the game's website.

Question 55

Based on the social media identified in Figure 19-1 above,blogs are

A)highly interactive websites.
B)high in self-disclosure but low in media richness.
C)low in self-disclosure but high in media richness.
D)websites that are low in self-disclosure.
E)websites that are high in media richness.

Question 56

Based on the social media identified in Figure 19-1 above,the social media site rated LOWEST in self-disclosure is

A)Facebook.
B)LiveJournal.
C)Wikipedia.
D)Foursquare.
E)Farmville.

Question 57

Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in media richness is

A)Wikipedia.
B)Facebook.
C)Second Life.
D)World of Warcraft.
E)Farmville.

Question 58

Based on the social media identified in Figure 19-1 above,the social media site rated HIGHEST in self-disclosure is

A)Facebook.
B)LiveJournal.
C)Wikipedia.
D)WordPress.
E)Farmville.

Question 59

Based on the social media identified in Figure 19-1 above,Second Life has a __________ degree of self-disclosure than World of Warcraft.

A)more unique
B)lower
C)equal
D)higher
E)more elaborate

Question 60

In what way are traditional and social media SIMILAR?

A)They both require specialized training.
B)They both rely upon contributions from established "experts" to create credibility and social authority.
C)They both can reach either large or niche audiences.
D)They both are relatively inexpensive or free to produce.
E)They both produce content that can be altered after posting or publication.

Question 61

Twitter can be a good source of information about a brand or product because of its

A)short message length.
B)photo-sharing capability.
C)ability to display user generated video content.
D)ownership of CoTweet.
E)ability to post their professional profiles.

Question 62

A Facebook Page,such as the one for StuffDOT,contains all of the following elements that are of interest to brand managers EXCEPT:

A)a cover image.
B)Facebook Page posts that appear in the News Feed.
C)analytics about users.
D)the ability to "tweet" a comment on an ad a firm has posted on its Facebook Page.
E)the number of people who clicked the "Like" button.

Question 63

All of the following are true about StuffDOT EXCEPT:

A)StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B)StuffDOT start-up targets college-aged women.
C)StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D)StuffDOT campus ambassadors are a major force behind the platform's growth.
E)StuffDOT reward money can be cashed in via PayPal or redeemed for gift cards with many major retailers.

Question 64

Social Network Image (A)above shows the __________ web page for Carmex,allowing the firm to depict its products as well as send and receive messages about them from "followers."

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

Question 65

Recently,Facebook made all of the following changes to its site to improve the user experience EXCEPT:

A)Facebook acquired Pinterest to expand its photo-sharing capabilities.
B)Facebook announced that a version of its News Feed was being tailored for images to appear on mobile devices.
C)Facebook launched Facebook Home.
D)Facebook simplified its privacy settings to give users more control over what personal information they share.
E)Facebook was able to generate revenues by placing ads on the small screens of smartphones.

Question 66

The social media website open to anyone age 13 and over where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them,is known as

A)Twitter.
B)Vimeo.
C)Facebook.
D)YouTube.
E)LinkedIn.

Question 67

How does Facebook generate its sales revenue from ads?

A)Facebook charges for ads to appear along the right-hand section of a Facebook webpage.
B)Facebook allows companies' ads to show up in pop-up windows throughout the site.
C)Facebook charges companies to create a Facebook Page for their brands.
D)Facebook staff create ads for companies who want to advertise on Facebook.
E)Facebook charges companies every time their brand is mentioned in a user's profile.

Question 68

To create a successful advertising campaign on Facebook,a good strategy a brand manager can use it to

A)create ads that will appear in a specified,strategic position on every page when users log into their profiles.
B)create and send an e-mail message to every registered Facebook user.
C)create video ads with a funny,engaging,character spokesperson for the brand that will capture users' attention and "go viral."
D)create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their Page.
E)create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Question 69

A recent study found that "Likes" or "Friends" to a brand's Facebook Page is worth __________ in terms of product spending,brand loyalty,and 'propensity to recommend' the site to others.

A)$17
B)$53
C)$83
D)$145
E)$174

Question 70

Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

A)Messages are sent to the "inbox" on a user's profile page.
B)Pop-up ads appear after a user logs in.
C)They are integrated into the "newsfeed" on a Facebook user's home page.
D)Facebook does not allow for any other forms of advertising.
E)Ads appear on the right-hand side of a user's profile page.

Question 71

The website that enables users to send and receive messages up to 140 characters long is

A)LinkedIn.
B)YouTube.
C)Twitter.
D)Facebook.
E)Friendster.

Question 72

Which of the following statements is true about Facebook?

A)Facebook is second to Twitter in the number of registered users.
B)Facebook is open to users who are at least six years old.
C)Facebook is the social media website where users upload more videos to its site than any other site.
D)Facebook users have an average of about 300 friends on the site.
E)Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

Question 73

Mark Zuckerberg's biggest mistake with Facebook was to

A)purchase Instagram when other photo-sharing websites like Snapchat and Flickr have failed.
B)bet that standalone apps would disappear and users of smartphones would simply surf websites on these devices.
C)develop an offering similar to Twitter.
D)compete with YouTube by allowing users to post their own uncensored videos.
E)pay users "cash rewards" when they click on to view and then "Like" ads to generate revenues.

Question 74

In 2012,Facebook acquired

A)Twitter.
B)Pinterest.
C)Vimeo.
D)Snapchat.
E)Instagram.

Question 75

Facebook is

A)a website where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them.
B)a website that enables users to send and receive "tweets," messages up to 140 characters long.
C)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)a video-sharing website in which users can upload,distribute,view,and comment on videos.
E)a virtual content-sharing social network that allows people to share images of their favorite things such as clothing,craft ideas,and recipes as well as enables them to categorize these images.

Question 76

Figure 19-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.

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

Question 77

Which of the following statements about Facebook is MOST ACCURATE?

A)Facebook is the third most-used social network.
B)Facebook has a global presence-1 in every 7 people on the planet use this site.
C)Facebook has almost 80 million active users.
D)Facebook lets people keep in touch through long text-entries similar to e-mail.
E)Facebook is just as successful as Twitter.

Question 78

All of the following are true about Facebook EXCEPT:

A)it recently acquired Instagram,a photo-sharing site.
B)its users who are 18 to 24 years old have an average of 510 "friends."
C)it exceeds YouTube in terms of the number of videos posted to its Facebook Channels.
D)its user profile is predominately female (60%).
E)it recently introduced Facebook Home to offer users a more immersive experience on their smartphones.

Question 79

Twitter is

A)a website where users may create a personal profile,add other users as friends,and exchange comments,photos,videos,and "likes" with them.
B)a website that enables users to send and receive short messages up to 140 characters long.
C)a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)a video-sharing website in which users can upload,distribute,view,and comment on videos.
E)a website that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 80

The marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response.This goal can be accomplished by all of the following EXCEPT:

A)updating content regularly to keep it fresh.
B)using familiar imagery and messaging,but adding a twist.
C)learning users' passions.
D)letting users guide content.
E)posting Instagram videos (ads,b-roll)on the left side of the Facebook Page.