Assignment: Exercise 4.1 (Practice)

enables users to communicate with each other online

**social media tool**

software or technology that allows users to build communities to facilitate interaction among other users online

**social medial platform**

Scenario: You are a respected industry authority on social media tools and platforms used in marketing. You have been asked to write an article about these tools and platforms and how companies are using them in their social media marketing efforts. You have decided that a case study approach would work best to convey your thoughts about how social media tools and platforms are used in social media marketing by different firms. In your article, you will describe what five hypothetical companies would like to accomplish with social media. Your five hypothetical companies are as follows: Company A wants to create a virtual community where its customers share their daily experiences with the company's products, and post their opinions about related topics. Company B wants to create a means by which users can post links to what they believe are the most news-worthy articles on the Internet. Company C wants to allow its customers and other users to post a steady stream of brief updates on products, services and related subjects. Company D wants its customers to be able to share videos of the interesting ways that they are using the firm's products. Company E wants to create a social media platform where its product experts can discuss features and planned enhancements to its current and future products. Select all the statements about social media platforms and tools that would be consistent with the needs of these five hypothetical companies. --Company E should create a microblog for its product experts to use to meet its needs. --Company A should create a social networking site to meet its needs. --Company C should create a blogging site to meet its needs. --Company D should create a media-sharing site to meet its needs. --Company B should create an online forum to meet its needs.

--Company A should create a social networking site to meet its needs. --Company C should create a blogging site to meet its needs. --Company D should create a media-sharing site to meet its needs.

Select all the statements that are true about social media tools, platforms and marketing strategies. --Marketers use blog postings to manage public relations crises. --Marketers use blog postings to ask for feedback about particular goods and services. --Viral videos are not effective at generating sales or demand for a product. --Marketers do not use blog postings to educate consumers. --Marketers use blog postings to notify the public about social responsibility initiatives.

--Marketers use blog postings to manage public relations crises. --Marketers use blog postings to ask for feedback about particular goods and services. --Marketers use blog postings to notify the public about social responsibility initiatives.

Match the appropriate social media marketing rules to each description. Include promotions or other special deals for participation: --Content rules --Engagement rules

Content Rules

Match the appropriate social media marketing rules to each description. Use social media channels as they were intended: --Content rules --Engagement rules

Engagement Rules

Match the appropriate social media marketing rules to each description. Follow rules and guidelines: --Content rules --Engagement rules

Engagement rules

Scenario: The CEO of your company sent you an email last week in which he praised you and your marketing team's efforts and success in utilizing social media to drive sales revenue increases in the last fiscal year. In the email, he admitted that he did know much about social media. However, he believes it is a technological trend the company needs embrace to create a competitive advantage. He wants to meet with you to discuss how you think social media will impact the company's customers and their buying behavior in the years to come, and what strategies can be used to take full advantage of this new paradigm. In preparation for the meeting, he would like for you to come prepared to discuss the following social media facts and figures he has gathered through his conversations with other CEOs in the industry: The majority of online consumers start with search engines when they are gathering information for a potential purchase decision. Consumers are more likely to buy a certain brand after they have "liked" it on Facebook or if they follow the brand on a blog. Most B2B firms are not using social media to market their businesses because the nature of their relationships with their customers is different than is the case with B2C firms. Consumers are increasingly sharing information about products and services on blogs and social networking sites. Which of the following statements would you make to the CEO in reference to errors his social media facts and figures? --It is true that most B2B have not embraced social media in their marketing strategies. --The majority of B2B firms are now using social media to market their businesses. --Consumers are reluctant to share comments and opinions on social media because of legal liability concerns. --When gathering information for a purchase decision, more consumers start the process on social media sites than with search engines. --There are no studies that suggest consumers are more apt to buy a certain brand after "liking" it on Facebook.

The majority of B2B firms are now using social media to market their businesses.

A firm should monitor and measure the effectiveness of its social media initiatives by using which of the following factors? --The reactions from regulatory agencies. --The decrease in the firm's costs. --The return on investment. --The employee response. --The competitors' response.

The return on investment

Managing a social media marketing campaign requires understanding the company's _____ .

brand

goal is to drive consumers to action

content marketing

Match the appropriate social media marketing rules to each description. Include share worthy text and images: --Content rules --Engagement rules

content rules

Match the appropriate social media marketing rules to each description. Targeted keywords: --Content rules --Engagement rules

content rules

_________ refers to the number of times an individual is exposed to the marketing material during the campaign.

frequency

have the ability to affect the opinions of others

influencers

serves like youtube and flickr

media sharing sites

Measuring the success of a social media marketing plan includes such factors as _________ among target audience members.

popularity

Firms use _________________ tools to interpret data related to SMM initiatives.

social media analytics

The effects of __________ can also turn against a company quickly.

social media exposure