Chapter 14 Quiz

Facebook calculates a relevance score based on what positive factors? a. Comments, views, likes, shares, clicks, and conversations b. Comments, views, likes, shares, clicks, conversations, ad hiding, and reporting c. Comments, likes, clicks, conversations, and views d. Likes, shares, and comments

a. Comments, views, likes, shares, clicks, and conversations

What is the algorithm that Facebook uses to determine the EdgeRank Score? a. EdgeRank = Affinity x Weight x Time Decay b. EdgeRank = Affinity x Weight / Time Decay c. EdgeRank = Affinity / Weight x Time Decay d. EdgeRank = Affinity + Weight / Time Decay

a. EdgeRank = Affinity x Weight x Time Decay

Old Spice's "Smell Like a Man, Man" was the first campaign to use real-time social media response to fans' questions. a. True b. False

a. True

One of the most important aspects of creating an effective and successful social media campaign is admitting mistakes and accepting criticism on social networking sites. a. True b. False

a. True

Even though Facebook offers a multitude of ad types (including external website ads, page posts, page likes, app installs, app engagement, local awareness, event RSVPs, offer claims, lead generation, and mobile ad videos), page post ads always gain the most attention from Facebook users. a. True b. False

b. False

Facebook provides interested advertisers with a set of five steps for "promoting their business with ads on Facebook." The first step is to design engaging ads and manage the ad budget. a. True b. False

b. False

One of the biggest drawbacks to social media, from an employer side, is that social media use may cause fatigue, burnout, or social media addiction in their employees, even though it does not affect overall productivity. a. True b. False

b. False

National Geographic's "Remembering 9/11" was an effective campaign for all of the following reasons, except that: a. It told a story. b. It had a targeted location focusing on New York. c. It tapped into deeply held emotions. d. It met its original goal of network exposure and engagement.

b. It had a targeted location focusing on New York.

What are the four general privacy principles that apply to one's personal identifiable information for all advertising and marketing activities? a. Notification, Access, Consent to Secondary Date, and User Notifications b. Security, Notice, Consent, and Access to Information c. Security, Password Protection, Data Encryption, and Consent d. None of these are correct.

b. Security, Notice, Consent, and Access to Information

According to Jonah Bloom, what is the next step in social media? a. Digital and social media are the same and should be treated as such. b. To integrate other IMC work with social media activities. c. It's time to reevaluate the metrics that marketers use. d. Social media is moving into a virtual realm.

b. To integrate other IMC work with social media activities.

A common objective and theme of successful social media campaigns is: a. They reveal a truth about the consumer. b. They pander to the court of public opinion. c. A focus on creativity, humor, and other ad executions. d. All of these are true.

c. A focus on creativity, humor, and other ad executions.

All of the following violate FTC regulations except: a. Conducting an undisclosed experiment on users that may or may not affect their moods b. Allowing advertisers to buy and republish messages that users share about a brand, by using the "like" button in lieu of consent c. Disclosing the extent to which a social media company can maintain the privacy, security, and confidentiality of users' information d. Telling users that you will keep their information private, then sharing it will advertisers

c. Disclosing the extent to which a social media company can maintain the privacy, security, and confidentiality of users' information

All of the following is true about the ALS "Ice Bucket Challenge" except that: a. The campaign generated over 400 million views on social media. b. It raised over $220 million worldwide. c. Paid celebrity endorsements are a contributing factor to its success. d. It is considered one of the most successful, organic social media campaigns in history.

c. Paid celebrity endorsements are a contributing factor to its success.

Why is there a social media network debate about how old customers need to be in order to be allowed on a site? a. The content may be inappropriate for them. b. It violates FTC regulations about advertisers targeting younger audiences. c. The brain has not fully developed, resulting in impaired judgment. d. To fight and help stop cyber-bulling.

c. The brain has not fully developed, resulting in impaired judgment.

What is the most common complaint about Twitter? a. That it has turned solely into a listening platform for customer complaints b. That you only get 140 characters c. The perceived difficulty of use and who is listening in the audience for the user's tweets d. That it is a passive social platform rather than an active social platfor

c. The perceived difficulty of use and who is listening in the audience for the user's tweets

According to the textbook, which of these social media platforms is an example of integration and ability to drive traffic? a. Facebook b. YouTube c. Instagram d. All of these are examples.

d. All of these are examples.

According to the textbook, what is the definition of "social media"? a. Social media represents web-based and mobile technology used to turn communication into interactive dialogue. b. Social media is "consumer generated" media. c. Integrated technology and social interaction to create value for users. d. Both a and b are correct.

d. Both a and b are correct.

Which one of these is not one of the points of comparison between social media and traditional media choices? a. Reach b. Immediacy c. Usability d. Measurability

d. Measurability

Which of the following is the most effective when measuring social media metrics? a. The number of likes b. The number of fans a brand has c. The number of impressions an ad gets d. None of these are effective metrics.

d. None of these are effective metrics.

Of the following statements, which one is the most accurate statement about Facebook? a. 83% of active accounts access Facebook using a mobile device. b. Due to its popularity, most mainstream marketers have integrated with apps and websites for Facebook. c. Unlike most other social media companies, Facebook is profitable. d. On a daily basis, Facebook is developing new ad formats and targeting options.

d. On a daily basis, Facebook is developing new ad formats and targeting options.

Google Analytics displays all of the following except: a. Sentiments. b. Share of Conversation. c. Share of Voice. d. Share of Influence.

d. Share of Influence.