Question 1

What is the primary purpose of LinkedIn?

Accepted Answer

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 2

All of the following are social media performance measures linked to outputs or revenues EXCEPT:

Accepted Answer

A) less specific than those for traditional media. 
B) easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers. 
C) cost per action. 
D) more specific than those for traditional media. 
E) the same as for traditional media.

Question 3

Social media deliberately seek to ensure that the message does not end with an individual receiver.Social media seek to reach __________.

Accepted Answer

A) "two-way receivers" 
B) "end-receivers" 
C) "active receivers" 
D) "followers" 
E) "connections"

Question 4

Which of the following statements about the roles of social media for Pepsi is most accurate?

Accepted Answer

A) In 2012,Pepsi announced its "Live for Tomorrow," along with new websites for each of its brands. 
B) For Pepsi,advertising on Facebook is much more expensive than two 30-second TV spots on American Idol,the most watched program for each of the past few years. 
C) Pepsi created a new social-media driven website called Pepsi Pulse. 
D) Facebook charges Pepsi a CPM of $8 when their ad is clicked on. 
E) Pepsi's brand manager selects the placement of where its ads are seen on Facebook.

Question 5

Which of the following statements about user-generated content (UGC)is most accurate?

Accepted Answer

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 6

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

Accepted Answer

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

Question 7

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

Accepted Answer

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

Question 8

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

Accepted Answer

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 9

An unintended effect of the proliferation of social media is

Accepted Answer

A) users are more connected than ever. 
B) entrepreneurs are able to create start-up businesses with less financial investment than was required in the past decades. 
C) Twitter is gaining in popularity and will soon surpass Facebook as the most popular social media site. 
D) both YouTube and Vimeo became video sites. 
E) LinkedIn is a site for business professionals to network.

Question 10

The two guidelines on marketing and promoting a brand using YouTube include: (1)create a branded channel rich in key words to improve the odds of the video showing up in user searches and (2)__________.

Accepted Answer

A) use an expert to inform the audience about product features and benefits 
B) tie the product to a current political or news event 
C) target viewers by using YouTube's insights and analytics research to reveal the number of views,where they originate within YouTube,and what key words are driving user visits 
D) include humorous content to attract as many viewers as possible 
E) limit the video to one minute or less,the same as a TV or radio ad time limit

Question 11

A popular social network used by college students to find and share the best content on the Web is

Accepted Answer

A) Tumblr. 
B) Flickr. 
C) Vimeo. 
D) Pinterest. 
E) StumbleUpon.

Question 12

The total number of people who connect with a Post (for example,"like" or make a comment)divided by the total number of people seeing the Post is the

Accepted Answer

A) fan rate. 
B) liker rate. 
C) reader rate. 
D) active receiver rate. 
E) interaction rate.

Question 13

What are social media?

Accepted Answer

The answer of What are social media?...

Question 14

Brand managers can strategically use LinkedIn to

Accepted Answer

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 15

An example of the ideal performance measure for social media advertising on Facebook is one that charges companies:

Accepted Answer

A) a fee each time their ads show up in pop-up windows after users log onto the site. 
B) a fee for developing Facebook 
C) 	a fee for producing the ads that appear on Facebook. 
D) 	a cost-per-click for ads that appear along the right-hand section of a Facebook Page. 
E) 	every time their brand is mentioned in users’ comments.

Question 16

In what way are traditional and social media similar?

Accepted Answer

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 17

What is the number one free iPhone app as of early-to-mid 2012?

Accepted Answer

A) Pandora 
B) Draw Something 
C) Angry Birds 
D) Words With Friends 
E) Temple Run

Question 18

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

Accepted Answer

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 19

-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

Accepted Answer

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

Question 20

What are the main ways brand managers can use Twitter?

Accepted Answer

The answer of What are the main ways brand managers...

Exam 16: Using Social Media to Connect With Consumers