BUS 346 Chapter 3

YouTube is an example of what type of social media site?
Select one:
a. media sharing
b. social bookmarking
c. social networking
d. thought sharing
e. microblogging
media sharing
Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from “How do I get rid of blemishes overnight?” to “What does the Federal Reserve do when it wants to increase the quantity of money in circulation?” Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?
Select one:
a. sharers
b. bonders
c. professionals
d. listeners
e. creators
sharers
When measuring social media effectiveness, we observe that some people’s posts and other content get a higher-than-average amount of attention from the people in their network. These people are said to have a higher degree of
Select one:
a. target audience impact.
b. extended network presence.
c. influence.
d. information flow.
e. social reach.
influence
Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to?
Select one:
a. listeners
b. sharers
c. professionals
d. bonders
e. creators
creators
Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using
Select one:
a. keyword analysis.
b. Google Analytics.
c. gamification.
d. sentiment analysis.
e. click path analysis.
sentiment analysis
Jeri is a software developer who has worked in IT for the past ten years. She stays up to date on the latest technologies. Whenever one of her Facebook friends asks a question about technology—such as a request for help with a software problem, or a request for a product recommendation—Jeri always makes time to respond. What segment of social networking users does Jeri belong to?
Select one:
a. listeners
b. professionals
c. creators
d. sharers
e. bonders
sharers
What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers?
Select one:
a. unable to make adjustments
b. unattractive to consumers
c. may limit exposure if ad is very successful
d. encourages negative feedback
e. poor cost control
may limit exposure if ad is very successful
Ask.com is a website that invites site users to ask questions to be answered by other users. Questions cover a wide range of topics, from “How do I get rid of blemishes overnight?” to “What does the Federal Reserve do when it wants to increase the quantity of money in circulation?” Site visitors rate the various answers provided, and answers are displayed according to their ratings. Which segment of social networking users would be most likely to enjoy answering questions on Ask.com?
Select one:
a. professionals
b. sharers
c. listeners
d. creators
e. bonders
sharers
Dan has a marketing degree and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails, and other postings via email. Dan’s position can be described as aNo
Select one:
a. online customer service representative.
b. search engine marketing associate.
c. blogger.
d. community manager.
e. social media strategist.
online customer service representative
Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?
Select one:
a. Placing a Facebook ad
b. Placing a Facebook link on the Nike corporate website
c. Uploading a coupon to the Nike fan page
d. Encouraging Facebook users to like the Nike page so their friends will see this action
e. Creating a Facebook tab allowing users to view the tennis clothing within Facebook
placing a Facebook ad
Instagram is an example of what type of social media site?
Select one:
a. thought sharing
b. media sharing
c. microblogging
d. social bookmarking
e. photo sharing
photo sharing
When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would be
Select one:
a. the number of people who visited the page describing the contest.
b. the number of people who entered the contest plus the number of people who visited the page describing the contest.
c. the percentage of visitors to the page describing the contest who entered the contest.
d. the percentage of fans of the company’s page who learned about the contest.
e. the number of people who entered the contest.
the percentage of visitors to the page describing the contest who entered the contest
How is the cost to companies and entrepreneurs using Google Analytics calculated?
Select one:
a. correlated to conversion rates of website
b. flat fee
c. free for individuals; corporate rates based on usage
d. free for everyone
e. a few cents per 100 hits
free for everyone
The final step in the process of creating a social media campaign is to
Select one:
a. develop a budget.
b. set goals.
c. identify the target audience.
d. monitor the program.
e. design the elements of the campaign.
monitor the program
Gene’s Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site’s most-used feature is its user blog in which customers—both satisfied and unsatisfied—talk about products they have purchased and the service received at Gene’s. The user blog best describes which of the 4E frameworks for the store’s customers?
Select one:
a. Experience
b. Energize
c. Engage
d. Excite
e. Educate
Engage
When someone brags about how many Facebook friends he or she has, which measure of individual social media influence is he or she talking about?
Select one:
a. target audience impact
b. influence
c. social reach
d. information flow
e. extended network presence
social reach
Darren has developed a better type of medication vial for travelers. He is not sure how to develop a marketing program for his product, as there are a few similar ones on the market. What technique can Darren use to analyze data from his competitors’ websites, particularly to learn how people search for similar products online?
Select one:
a. social influence
b. sentiment analysis
c. budget analysis
d. click-path data
e. keyword analysis
keyword analysis
A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets. This best describes which of the 4E frameworks?
Select one:
a. Experience
b. Excite
c. Engage
d. Educate
e. Energize
Excite
Which segment of social media users would be most likely to use Facebook to post frequently about the day-to-day details of their lives and to comment on similar details posted by their friends?
Select one:
a. bonders
b. professionals
c. sharers
d. listeners
e. creators
bonders
Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision. This best represents the __________ framework of social media marketing.
Select one:
a. engage
b. educate
c. experience
d. energize
e. excite
excite
For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to
Select one:
a. provide visual experiences and engage with customers.
b. develop customer education.
c. stimulate excitement.
d. energize customers and stimulate excitement.
e. develop customer education and engage with others users.
provide visual experiences and engage with customers
Which of the following is the definition of social media?
Select one:
a. a collection of websites that support the posting of videos and photos
b. web services that allow users to share their physical locations
c. content distributed through online and mobile technologies
d. the practice of users forwarding video and photo links to each other
e. a group of websites that allow users to establish formal connections
content distributed through online and mobile technologies
When someone brags about how many Facebook friends he or she has, which measure of individual social media influence is he or she talking about?
Select one:
a. social reach
b. extended network presence
c. target audience impact
d. influence
e. information flow
social reach
Excluding computers, which of the following methods is used by more consumers to access social media?
Select one:
a. e-readers
b. iPods
c. iPads
d. GPS units
e. mobile phones
mobile phones
Jordan loves to read and write. She started a blog about books, including writing hints and book reviews. The readership of her blog gradually increased, and eventually publishers started sending her new books, hoping she would review them. Over time, Jordan’s blog has changed from a __________ blog to a __________ blog.
Select one:
a. social; network
b. professional; personal
c. personal; professional
d. professional; network
e. personal; social
personal; professional
Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to?
Select one:
a. bonders
b. creators
c. sharers
d. listeners
e. professionals
creators
This type of thought-sharing site typically provides the highest level of control for companies.
Select one:
a. Google+
b. Flickr
c. personal blog
d. corporate blog
e. professional blog
corporate blog
Research indicates that positively engaged consumers tend to be
Select one:
a. more critical consumers.
b. more profitable consumers.
c. more socially outgoing.
d. younger and poorer than average.
e. older and wealthier than average.
more profitable consumers
Despite its vivid design, the website for Lolly’s Bookstore did not seem to attract customers who lingered. In fact, most website visitors left the site before they made a purchase. Which measure does the owner need to address?
Select one:
a. bounce rates
b. keyword analysis
c. page views
d. mobilization rates
e. sentiment analysis
bounce rates
How is the cost to companies and entrepreneurs using Google Analytics calculated?
Select one:
a. free for individuals; corporate rates based on usage
b. free for everyone
c. correlated to conversion rates of website
d. a few cents per 100 hits
e. flat fee
b. free for everyone
Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns, and then measuring the results. Brad’s new job most likely has the title of
Select one:
a. blogger.
b. search engine marketing associate.
c. social media strategist.
d. community manager.
e. online customer service representative.
c. social media strategist
Companies that specialize in sentiment analysis are least likely to look at __________ for data.
Select one:
a. YouTube
b. Twitter
c. Facebook
d. personal blogs
e. Mommy blogs
a. YouTube
Michaela is a financial consultant in Manhattan. She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter, but she’s much too busy to bother with Facebook. What segment of social networking users does Michaela belong to?
Select one:
a. listeners
b. creators
c. bonders
d. professionals
e. sharers
d. professionals
Southwest Airlines operates a blog called “Nuts About Southwest.” A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest’s travel destinations, articles (with photos) about special events, and news about airline promotions. “Nuts About Southwest” is an example of a
Select one:
a. corporate blog.
b. network blog.
c. professional blog.
d. personal blog.
e. social blog.
a. corporate blog
Companies that specialize in sentiment analysis are least likely to look at __________ for data.
Select one:
a. Twitter
b. Mommy blogs
c. personal blogs
d. YouTube
e. Facebook
d. YouTube
While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors’ prices on any item it sells. This is an example of which 4E framework?
Select one:
a. Experience
b. Engage
c. Energize
d. Excite
e. Educate
e. Educate
Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes. Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?
Select one:
a. Creating a Facebook tab allowing users to view the tennis clothing within Facebook
b. Uploading a coupon to the Nike fan page
c. Encouraging Facebook users to like the Nike page so their friends will see this action
d. Placing a Facebook ad
e. Placing a Facebook link on the Nike corporate website
d. Placing a Facebook ad
Southwest Airlines operates a blog called “Nuts About Southwest.” A group of employees share the responsibility for posting items of potential interest to customers—for example, short videos about Southwest’s travel destinations, articles (with photos) about special events, and news about airline promotions. “Nuts About Southwest” is an example of a
Select one:
a. social blog.
b. personal blog.
c. network blog.
d. professional blog.
e. corporate blog.
e. corporate blog
From a marketing perspective, what role is played by professional bloggers?
Select one:
a. introducing new products to the marketplace
b. reviewing and giving product recommendations
c. recruiting employees
d. sharing videos and photos of products
e. engaging customers on behalf of companies
b. reviewing and giving product recommendations
Dan has a marketing degree and has experience as a call center operator. He takes a position in which he responds to customer complaints, customer emails, and other postings via email. Dan’s position can be described as aNo
Select one:
a. community manager.
b. blogger.
c. social media strategist.
d. search engine marketing associate.
e. online customer service representative.
e. online customer service representative
Excluding computers, which of the following methods is used by more consumers to access social media?
Select one:
a. iPads
b. mobile phones
c. iPods
d. e-readers
e. GPS units
b. mobile phones
When developing a social media campaign, what is unique about the copy and images to be used?
Select one:
a. They need to feature only young actors.
b. They need to be humorous.
c. They must appeal to a diverse, multicultural audience.
d. They must appear only in color (not black and white).
e. They need to be updated almost constantly.
e. They need to be updated almost constantly
One important measure of social media’s effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site’s
Select one:
a. click paths.
b. bounce rate.
c. hits.
d. conversion rate.
e. extended network.
d. conversion rate