3832 CH.19
Which of the following best describes a collector?
A person who uses RSS feeds to gather information and vote for Web sites online
In online games, social and real-world-like titles are least appropriate for marketing and advertising.
False
Review sites have proved to be disadvantageous to marketers as consumers can post negative comments publicly on these sites.
False
___________, the highest-trafficked video-based Web site and the third-highest-trafficked site overall, allows users to upload and stream their videos to an enthusiastic and active community
YouTube
Growth in new profiles is highest among ________________, who use Facebook as a way to connect with old friends and keep up with family
baby boomers
corporate blog
blog that is sponsored by a company or one of its brands and maintained by one or more of the company's employees
microblog
blog with strict post length limits
What allows marketers to create content in the form of posts, which ideally build trust and a sense of authenticity in customers
blogs
Marketers are interested in online communication because it is wildly popular:
brands, companies, individuals, and celebrities promote their messages online
Twitter can be used to
build communities, aid in customer service, gain prospects, increase awareness, and, in the case of nonprofits, raise funds
social media metrics include
buzz; interest; participation; search engine ranks and results; influence; sentiment analysis; website metrics
The purpose of owned media is to
develop deeper relationships with customers
In an interactive space, paid media include
display advertising, paid search words, and other types of direct online advertising
Twitter is effective for
disseminating breaking news, promoting longer blog posts and campaigns, sharing links, announcing events, and promoting sales
In an interactive space, media are _______ through word of mouth or online buzz about something the brand is doing
earned
The first action a marketing team should take when initiating a social media campaign is:
establish a listening platform.
The first action a marketing team should take when initiating a social media campaign is simple
it should just listen
it is designed to be information-rich rather than multimedia-rich
social media objectives
listen and learn; build relationships and awareness; promote products and services; manage your reputation; improve customer service
6 stages involved in creating an effective social media plan
listen to customers, set social media objectives, define strategies, identify the target audience, select the tools and platforms, implement and monitor the strategy
The interaction between producer and consumer becomes less about entertaining and more about
listening, influencing, and engaging
Many companies use _________ to drive their marketing message on social media
mascots
TwitPic, Flickr, and Photobucket are all examples of:
media sharing sites.
Francis, a restaurant chain's social media manager, wants to conduct an online contest to promote his restaurant. He conducts the contest in a social networking site which allows people to post only 140-characters long updates. In this context, Francis has used _________________ to conduct the contest
microblogs
types of noncorporate blogs
mommy bloggers, food blogs- restaurant reviews, diet and exercise tips, and recipes
Marketers have found that these sites are useful for promoting campaigns, creating conversations around related issues, and building Web site traffic
social news sites
social media monitoring
the process of identifying and assessing what is being said about a company, individual, product, or brand
crowdsourcing
using consumers to develop and market products
Earned media include
viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence
8 stages to effective listening
without objective; tracking brand mentions; identifying market risks and opportunities; improving campaign efficiency; measuring consumer satisfaction; responding to customer inquiry; better understanding of consumers; being proactive and anticipating customer demands
Angela and Dominic own Slice Pizzeria. They keep track of the number of mentions their store receives on sites like Twitter and Facebook, but they are unsure of what steps to take next. Based on the eight stages of effective listening, Angela and Dominic are currently in the _____ of developing an effective listening system.
Stage 2
Inactives:
Those who do none of these things; 14%
Joiners:
Those who maintain a social networking profile and visit other sites; rookies; 68%
Critics:
Those who post comments, ratings, and reviews of products and services on blogs and forums; 36%
Conversationalists:
Those who post status updates on social networking sites and microblogging services such as twitter; 36%
Creators:
Those who produce and share online content like blogs, Web sites, articles, and videos; 24%
Spectators:
Those who read blogs, listen to podcasts, watch videos, and generally consume media; 73%
Collectors:
Those who use RSS feeds to collect information and vote for Web sites online; 23%
A review site allows consumers to post, read, rate, and comment on opinions regarding a wide variety of goods and services.
True
Blogs allow marketers to create content in the form of posts, which ideally build trust and a sense of authenticity in customers.
True
__________________________ present additional opportunities for marketers to engage with consumers
Virtual worlds and online gaming
________________ can be harnessed to forge lasting relationships with and deeply ingrained loyalty from customers
Location sites
_______ have become staples in many social media strategies and are often a brand's social media centerpiece
Blogs
_____________ describes how the input of many people can be leveraged to make decisions that used to be based on the input of only a few people
Crowdsourcing
Which of the following is a location-based social networking site?
FourSquare
Which of the following is the first stage involved in creating an effective social media plan?
Listening to customers
_____________ are like radio shows that are distributed through various means and not linked to a scheduled time slot
Podcasts
review site
Web site that allows consumers to post, read, rate, and comment on opinions regarding all kinds of products and services; yelp
social networking site
Web site that allows individuals to connect—or network—with friends, peers, and business associates; connections may be made around shared interests, shared environments, or personal relationships
social news site
Web site that allows users to decide which content is promoted on a given Web site by voting that content up or down; stumbleupon
media sharing site
Web site that allows users to upload and distribute multimedia content like videos and photos
location-based social networking site
Web site that combines the fun of social networking with the utility of location-based GPS technology; foursquare and loopt
A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public. Which of the following is the best platform that can be used by the studio?
YouTube
What are particularly useful to brands' social marketing strategies because they add a vibrant interactive channel on which to disseminate content
YouTube, Flickr, Pinterest, Instagram, Vine, and Snapchat
blog
a publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author's entries
social commerce
a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services
social media
any tool or service that uses the Internet to facilitate conversations
Blogs can be divided into two broad categories:
corporate and professional blogs, and noncorporate blogs such as personal blogs
6 categories of social media users
creators, critics, collectors, joiners, spectators, and inactives
Monette has posted over 100 book reviews on Amazon.com. She also frequently reviews products and services on Epinions and posts her reviews of local restaurants on Yelp. As a social media user, Monette would best be characterized as a
critic
noncorporate blog
independent blog that is not associated with the marketing efforts of any particular company or brand
By giving marketers the opportunity to respond to their customers directly and put their businesses in a positive light, _________ certainly serve as useful tools for local and national businesses
review sites
common mobile marketing tools include
sms, mms, mobile web sites, mobile ads, bluetooth marketing, smartphone applications (apps)
Kelly's Kitchen strives to improve its customer service and make sure its customers enjoy the food and ambience. It has a team dedicated to keep track of customers' opinion about Kelly's kitchen on popular food review sites and other Web sites. It tries its best to incorporate any changes suggested by its customers on such sites. This scenario illustrates
social media monitoring
Social media measurements are meaningless if:
they lack context.
A unique consequence of social media is the widespread shift from one-to-many communication to many-to-many communication
true
Because of the popularity of these and other types of blogs, many bloggers receive products and/or money from companies in exchange for a review
true
Blogs, microblogs, social networks, media creation and sharing sites, social news sites, location-based social networking sites, review sites, and virtual worlds and online gaming all have their place in a company's social marketing plan
true
Companies get feedback on marketing campaigns, new-product ideas, and other marketing decisions by asking customers to weigh in
true
Considered by many to be the next big thing in social marketing, location sites like Foursquare and Loopt should be on every marketer's radar
true
Crowdsourcing offers a way for companies to engage heavy users of a brand and receive input, which in turn increases those users' brand advocacy and lessens the likelihood that a change will be disliked enough to drive away loyal customers
true
LinkedIn is used primarily by professionals who wish to build their personal brands online and businesses that are recruiting employees and freelancers
true
Listening to customers and industry trends, as well as continually revising the social media plan to meet the needs of the changing social media market, are keys to successful social media marketing
true
Many companies use Facebook as a way to share photos of the business they are doing, whether that is images of the plant where the product is made or finished construction on a new project
true
Social media have drastically changed the advertising business from an industry based on mass-media models (e.g., television) to an industry based on relationships and conversations
true
The content posted on microblogs ranges from five-paragraph news stories to photos of sandwiches with the ingredients as captions
true
There is a niche social network for just about every demographic and interest
true
While literally hundreds of metrics have been developed to measure social media's value, these metrics are meaningless unless they are tied to key performance indicators
true
Women are most likely to play with real-world friends or relatives as opposed to strangers
true
social media allow marketers to have much more direct and meaningful conversations with customers
true
social media provide more sophisticated methods of measuring how marketers meet and interact with consumers than traditional advertising does
true
the ability to share experiences quickly and with such large numbers of people amplifies the impact of word of mouth in ways that can affect a company's bottom line
true
what is the most popular microblogging platform?
twitter, requires posts to be no more than 140 characters
