Deck 16: Using Social Media to Connect With Consumers

Question 1

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.

Answer 1

E

Question 2

Web 2.0 is a term that describes

A)the functionalities of the World Wide Web that made possible the high 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.

Answer 2

A

Question 3

What is one way in which the Internet has changed and brought about the term "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.

Answer 3

D

Question 4

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 5

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 6

Web 2.0 is a term that describes

A)a technical update of the World Wide Web.
B)the highly interactive web content created by 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.

Question 7

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 8

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)portmanteau.
D)Facebook

Question 9

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 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 10

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 11

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 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 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

Question 14

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 15

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 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 is "Epicurious?"

A)Web 2.0
B)a Facebook

Question 17

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 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 18

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 19

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.

Question 20

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 21

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 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,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 24

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 25

A single social media site like Facebook or YouTube is referred to as a(n)

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

Question 26

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)is undermined.

Question 27

Social networks are

A)dating websites.
B)Internet browsers.
C)specific social media like Facebook or YouTube.
D)the replacement for e-mail to send private messages.
E)social media websites that are the highest in media richness.

Question 28

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 29

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 30

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 31

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 32

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

Question 33

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 __________ the influence on those reached.

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

Question 34

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 35

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 36

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 37

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

Question 38

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 39

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 40

Based on the social media identified in Figure 16-1 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 41

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 require 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 42

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 43

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 44

Based on the social media identified in Figure 16-1 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 45

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.

Question 46

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 spend one out of every seven minutes logged onto the Internet.
E)Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

Question 47

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 website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 48

Based on the social media identified in Figure 16-1 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 49

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 50

All of the following are the four more widely social media networks discussed in the text EXCEPT:

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

Question 51

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 and is accessible in over 70 languages.
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 52

Based on the social media identified in Figure 16-1 above,the social media site rated highest in self-disclosure but lowest in media richness is

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

Question 53

The social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends,create and join common-interest groups organized by workplace,high school,college,and

Question 54

Based on the social media identified in Figure 16-1 above,Second Life has a __________ degree of self-disclosure than Call of Duty.

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

Question 55

Based on the social media identified in Figure 16-1 above,Foursquare is seen as

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

Question 56

What did Toyota do to reach World of Warcraft's 2.5 million U.S.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 57

Based on the social media identified in Figure 16-1 above,Wikipedia has a __________ degree of self-disclosure.

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

Question 58

A Facebook

Question 59

Based on the social media identified in Figure 16-1 above,the social media site rated highest in media richness and lowest in self-disclosure is

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

Question 60

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 61

The business-oriented website that lets users post their profiles and connect to a network for business people is

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

Question 62

When promoting its new Fiesta subcompact,Ford's "Fiesta movement" on Twitter received __________ tweets.

A)100,000
B)400,000
C)1 million
D)4 million
E)10 million

Question 63

LinkedIn 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 enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 64

Aside from an individual Facebook

Question 65

If you wanted to generate brand buzz for an upcoming product using Twitter,what is the best way to implement Twitter?

A)Monitor other Twitter accounts for negative mentions of your brand.
B)Aggressively defend your brand on your Twitter account.
C)Create an account and generate followers by posting photos of the new product.
D)Create an account and tweet about it the day before releasing the product.
E)Be interesting and unexpected through posting on current events such as an upcoming political election.

Question 66

Brand managers can use Twitter strategically to

A)respond to user criticisms about a brand through "re-tweets" to develop more satisfied customers.
B)generate brand buzz by developing an official Twitter profile.
C)tweet on topics that provide information of value to their customers.
D)operate promotions in real time.
E)all of the above.

Question 67

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 68

What is the primary purpose of LinkedIn?

A)LinkedIn keeps track of business trends and "breaking news."
B)LinkedIn provides a way to integrate all of one's social networks into a single,comprehensive news feed.
C)LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D)LinkedIn provides a forum to create a conversation between large companies and their employees.
E)LinkedIn is a platform for professional networking and job searching.

Question 69

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

A)"followers"
B)"colleagues"
C)"contacts"
D)"connections"
E)"friends"

Question 70

YouTube 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 enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Question 71

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

Question 72

In thinking about starting an ad campaign on Facebook,a brand manager considers

A)that each user who visits a Facebook

Question 73

The social network that is used solely for sharing videos is

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

Question 74

All of the following are tips experts recommend to users of LinkedIn EXCEPT:

A)grow your network.
B)brand yourself as an expert in your career field.
C)don't be presumptuous by showing how you can help a prospective employer.
D)make sure your profile is complete.
E)make sure your profile is current,even listing your present employer.

Question 75

Brand managers find out what people are saying about their brand on Twitter by

A)having employees perform spot-checks on posts.
B)creating their own Twitter account and seeing what "followers" say on Facebook.
C)using keyword search monitoring from services such as CoTweet.
D)recognizing that posts are too brief to allow for a substantive mention of their brand.
E)employing outside search services such as Google and Bing.

Question 76

The social network primarily used for professional networking and job searching is

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

Question 77

If a brand manager wanted to use LinkedIn to promote his/her brand,the best way would be to

A)monitor profiles for negative mentions of their brand.
B)create a profile for his/her brand.
C)use profiles of company employees for business-to-business image building.
D)try to accumulate online "followers" for the business.
E)buy ad space on the LinkedIn website.

Question 78

Brand managers can strategically use LinkedIn to

A)find sales leads.
B)organize discussion groups.
C)network with industry-related groups.
D)build the image of their brands.
E)all of the above.

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 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

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the firm's customer base?

A)hiring celebrities to tweet about using its product
B)running a promotion,such as a contest,on Twitter
C)use tweets to drive traffic to the brand's website
D)all of the above
E)none of the above.