Ch. 17

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of the major social media outlets, which ranks HIGHEST in overall usage?

Facebook

Which of the following best represents the gender breakdown for Facebook users?

Females only slightly outnumber males on Facebook.

Which of the following is an advice from the experts of LinkedIn for students who looking for jobs by creating profiles on the site

Include recommendations from those who know you well.

Which of the following best represents the gender breakdown for LinkedIn users?

Men only slightly outnumber women on LinkedIn.

The purpose of a social media marketing program is to reach Blank______ who will become Blank______.

active consumers; influentials

The ideal performance measure for both conventional and social media is one that ties Blank______ to the cost of the ad or other promotion.

actual sales revenue

which guideline helps to engage fans in a conversation on facebook?

be creative in using links, photos and videos

which guideline help to engage fans in a conversation on Facebook?

be creative in using links, photos, and videos

Brand managers assess the focus of a social media website and its visitors primarily to

choose one or more that will generate increased sales and profits.

a firm wishing to partner with a social media influencer for a particular product will have to ____

compensate the influencer for their service

brand managers use facebook' paid ads and sponsored stories to

increase traffic to their facebook pages

the underlying premise behind social shopping is that ____

individuals are influenced by their peer's purchases and recommendations

which statement is true of youtube

it offers streaming video content

a company using facebook ads hopes that the content will ____

migrate to facebook conversations amount friends

Web 2.0 is referred to as such because ___

new functionalities exist to make possible a high degree of user interactivity.

the use of social networks in the context of e-commerce transactions is referred to as ____.

social commerce

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

social media

the use of social network services and website by consumers to share their latest purchases, deals, product reviews, and other shopping finds with friends and contacts is referred to as ____

social shopping

the use of social network services and websites by consumers to share their latest purchases, deals, product reviews, and other shopping finds with friends and contact is referred to as _____

social shopping

an influencer on social media can be identified based on ____

the number of followers that person has

____ can be a good form of communication for consumers and brands because of its short message length, ease of posting, receiving and forwarding messages and its convenience on a smartphone

twitter

What is a good practice for brand managers to use when implementing carousel ads?

use the ads to tell a story

____ - generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.

user

social shopping focuses on the ____

user or buyer shopping experiece

any form of online media content that is publicly available and created by consumers or end users is referred to as ____.

user-generated content

Match the performance measure to its correct link. CPM CPC CPA

1. measure tied only to costs 2. measures interest in a product 3. measure linked to the sales revenues generated from the social media ad

Which performance measures are linked to outputs or revenues

1. page views 2. fans 3. unique visitors

Match the performance measurement with its correct description. fans share of voice interaction rate users

1. the number of people who have opted in to a brand's messages through a social media platform at a given time 2. the brand's share or percentage of all the online social media chatter related to, say, its product category or a topic 3. the number of people who "like" or make a comment about a post divided by the total number of people seeing the post 4. individuals who have registered on a social networking site by completing the process involved

in what ways are influencers compensated?

1. they are paid outright 2. they are reimbursed for their expenses 3. they are given free products or services

Performance measures for social media marketing programs can be divided into which two categories?

1. those linked to inputs or costs 2. those tied to the outputs or revenues

which two terms are sometimes used interchangeably with the term social media?

1. user-generated content 2. Web 2.0

what 3 features are integrated into Web 3.0?

1. cloud computing 2. big data 3. the internet of things

Which of the following are social media performance measures linked to inputs or costs?

1. cost per action 2. cost per thousand 3. cost per click

Match the type of social media content to their correct features. promotional entertaining newsworthy

1. coupons, discounts, customer testimonials 2. puzzles, viral videos, jokes 3. topical coverage about an industry, product, or service

an influencer that has a large number of followers has perceived ____ with those followers, which, in turn, leads to ____

1. credibility 2. trust

which to of the following were combined to come up with the name "Instagram"

1. instant camera 2. telegram

what are the 2 factors used to classify social networks for marketers?

1. self-disclosure 2. media richness

Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?

1. the characteristics of the visitors to the website 2. the number of daily visitors to the website

What factors need to be considered when selecting social media content?

1. the content's intended purpose 2. the characteristics of the market segment to be reached 3. how the content can best be conveyed

what is the premise behind influencer marketing?

A consumer's purchases are often influenced by the views, opinions, and behavior of others.

Social Shopping focuses on the ____

user or buyer shipping experience

What is something student's should do when building a Linkedin profile in order to search for jobs?

write a short, memorable profile headline

____ marketing is the practice of focusing on the identification and recruitment of influential people to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers

influencer

more than 70 percent of teens use ____ and they report that the platform is the best way for brands to find them about new products or promotions.

instagram

the focus of ____ is on sharing personal, interesting, exclusive photos, that might show a personal experience or showcase authentic story.

instagram

data indicate that users who ____ are more likely to make a purchase because they are loyal customers

like a brand on social media

Marketers use media richness and self-disclosure to classify ____

social media


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