CH15
open and connected
Companies that are not as ______ as social media platforms require must decide if their participation in social media is worth the effort.
openness
Companies that do not maintain the level of _____ that social media platforms demand are faced with the question of whether their participation in social media is worth the effort.
find managing the fragmentation resource-intensive
Companies with many brands and avenues to deploy their owned presence ______.
socia media
Compared to other forms of existing media, ______ make it easier to cultivate more friendships, locate people with shared interests, and to share photos and videos with friends.
more labor-intensive
Compared to traditional media, social media is _____.
build a relationship with the consumer
Most companies that incorporate social media into the media mix are striving to
trends
Nowadays, people find out about new things based on _____.
have a wider variety of options
One of the advantages of crowdsourcing for companies is that they _____.
passenger
One of the largest suppliers of online communities for marketing research purposes is ______, which recruits and manages small communities for brands, thus providing valuable feedback.
many different types of technology associated with social media
The fact that social media uses Web-based technology for interactive communication between groups, communities, companies, and individuals explains why there are ______.
update them with engaging content
The hardest part in having pages on online social networking sites is to continually ______.
gamification
The leveling and badging system adopted by online games has created a new way of engaging consumers called _____.
word of mouth
The most effective form of communication in ensuring a future sale is ______.
connected to one another
The need for humans to feel ______ is what has fueled the growth and acceptance of social media.
geographic barriers
The real world is replicated by social media without the real world's
customer service
The use of social media sites, such as Twitter, has allowed companies like Zappos.com to distribute their _____ efficiently.
trending
Tweeters use the term ______ to describe popular topics that people are tweeting about on Twitter.
both passive and active
Unlike traditional media, social media consumption is _____.
- Customer questions can be answered almost immediately - Customer can provide feedback on new products and services
What are advantages of using social media for customer service?
it is possible for advertisers to target specific customers
What is one main reason why social media is attractive to advertisers?
tagging
What is the name of the self-classification practice in which key words are assigned to content to make it easier to search for?
influencer
What is the term for highly credible people who share their experiences with a brand with their friends and family?
influencer marketing
What is the term for the strategic collaboration between brands and people who have high credibility with important audiences?
- what they want to accomplish - who they want to reach
What should firms determine before advertising on social media?
remarketing
When a customer signs up for a brand's newsletter, the brand uses that information to continually send marketing communications to that customer. This is known as ______.
page likes
Which Facebook advertising option is specifically designed to grow the fans of a firm or brand on Facebook?
promoted tweet
Which Twitter advertising option increases the prominence of a company's post by boosting it to the top of followers' feeds?
promoted trends
Which advertising option allows firms to get their hashtag near the list of topics that are currently most popular on Twitter?
- Wordpress - Blogger
Which of the following are examples of blog content management systems?
it is a collaborative site, generally text, where users share knowledge
Which of the following best defines a wiki?
it is a site where people with common interest gather
Which of the following best defines social networking sites?
transparency
Which of the following is a principle of social media that has caused marketers to rethink their traditional promotional messages?
Which of the following is an example of a microblog?
Which of the following is an example of a social networking site?
listening tools
Which of the following tools are the most effective at helping marketers understand how people are actively talking about a brand?
advertising is available on almost every popular social media platform
Which statement about advertising on social media is true?
just like traditional advertising, social media requieres a set of objectives and strategy
Which statement about advertising on social media is true?
social media often give small, local businesses an advantage over big brands
Which statement about social media and business is true?
- Most companies use social media as a marketing channel. - The vast majority of small- and medium-sized businesses use Twitter for customer service.
Which statement about social media and firms is true?
some social media platforms, such as Snapchat, are more appealing to younger consumers
Which statement about the popularity of social media is true?
Facebook advertising revenues alone exceed those for all print media combined.
Which statement best describes social media ad revenue?
- attractive to advertisers - active loyal
Which traits describe the audiences present on social media platforms like Instagram, Snapchat, and Pinterest?
Every person on social media interacts with each brand and product differently
Why is it difficult for companies to practice IMC on social media?
marketing research online communities
With the help of ______, brands can ask their customer advocates for their thoughts and opinions.
Disqus
_____ is an example of a forum.
social
_____ media help to break down geographical barriers and allow people to meet each other virtually to discuss and share their interests.
______ is an example of a microblog, a blog that has brief entries.
authentic
A brand being _____ refers to the brand being helpful in its own way and not just pushing promotional offers.
distribute communication to its own network
A brand can create channels and pages on social media sites, which allow the brand to
transparent
A brand is being _____ when it gives customers a chance to see what happens behind the scenes with a product or service.
competition is likely watching and could take advantage
A company should avoid being 100 percent transparent because its
impatient
A consumer who is engaged with a brand in a give-and-take conversation that feels inauthentic is likely to grow ______ with the brand.
consist of less planning and more execusion
A major difference between social media and traditional media is that social media _____.
blog
A reverse chronological journaling site, with no limit on the number of characters allowed in the text, is called a ______.
social media
Any web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals can be referred to as ______.
forums
Areas of sites where individuals can discuss specific topics are called ______.
T: Entrepreneurs have devised ways of gathering data about how users interact with websites, which can help advertisers in selling products.
(T/F) Entrepreneurs are helping advertisers take advantage of feedback mechanisms by creating tools to gather and analyze data from social media.
T: This is true. Social media not only help a brand to promote its products but also interact and get feedback or view comments from its customers.
(T/F) Social media go beyond promotion or advertising for many marketers.
F: Social media is an efficient way for companies to provide quick, helpful responses to customer concerns and questions.
(T/F) Social media is of very limited use when it comes to customer service.
owned property
A(n) ______, like a Website, is not a place where you have to pay a media company to gain a presence to distribute your message.
a lack of resources
Advertisers have not taken full advantage of the feedback mechanism of social media sites due to ______.
social media
All _______ are as much technology as they are media and can take on many different forms, including magazines, forums, weblogs, social blogs, microblogs, wikis, podcasts, photographs or pictures, videos, ratings, and social bookmarking. Listen to the complete question
the tools are only as good as the people using them
Although tools help make the fragmentation of social media easier to manage, the process of connecting with the audience is still labor-intensive because _____.
sign up for newsletters
Before the rise of the social web and its employment of likes and followers, it was the norm for brands to engage with customers by providing the ability to
dashboard
Brands and agencies can take control of all their social presences from a single location by using a(n) ______.
understanding the perspective of the targeted audience
Brands create better products, services, and communications by
social media
Brands that cater to the older demographic, typically 65 years of age and above, are less likely to use _____.
Social listening
Marketers gain information about a target audience's perception of a brand by using _____ tools.
brand loyalty
Companies like Comcast and Zappos have been able to build _____ through Twitter.
blogs
Many brands use ______ to share the voice of the brand and to try to engage customers on a deeper, more personal level.
sharing information
Despite the flaws present in social technology, simple acts like ______ have made social networking the ruler of social media.
customer's life
Due to social media, value goes beyond just the pricing or product and extends into the _____.
reviews
Everyday people can let the world know what they think of certain products or services through ______.
boosted post
Firms that advertise on Facebook can take advantage of the social media platform's ______ feature, which makes the selected post more prominent in fans' News Feeds.
expected by customers and necessary for success
For many brands today, participation in social media is ______.
is an open environment
For some companies, social media is not an ideal proposition because it
earn points and advance to new levels
Games have managed to attract users on social media by allowing them to ______.
a review
In _____, people talk about their positive or negative experiences with a new product.
owned property
In the past, most brands' social media sites were considered _____, making them an appealing alternative to traditional media.
cheaper
It is _____ for a company to use Websites that use crowdsourcing to create a new logo or Website redesign than other methods.
brand promise
Since social media interactions of people will differ from brand to brand, the ______ must shine through.
wikis
Sites that allow the community to create, edit, or delete content are called ______.
human
Social media bring the ______ element into advertising and marketing.
bring entertainment in unique ways to their fan base
Social media companies help brands to _____.
multiple media
Social media enables the distribution of messages in _____ formats that encourage a customer to want to interact with a brand or company.
control
Social media is difficult and cumbersome for companies that are more conservative and traditional because of the lack of ______.
breathe life
Social media is utilized by brands to _____ into their company culture.
consumer
Social media platforms have given rise to the ______ as content creator.
key words
Social media users can tag their content using ______ that make it easier to search for and find the tagged content.
listening tools
Software such as Nielsen's BuzzMetrics that enable brands to collect conversations about a brand into dashboards with analytical components are known as ______.
open
The essence of being _____ is one of the main attributes of social media.
connect people
The fact that social media _____ helps explain why they have become so popular.
