Social Media Marketing
Why is a target market important to businesses and organizations?
A target market is the group of consumers most likely to purchase an organization's products and services.
What does your personal tablet or smartphone have in common with a huge data warehouse or a remote server? More than one answer may be correct.
All are hardware components within a social media information system (SMIS). Whether you are working as a platform manager, a data technician, or a college student, you can interact with SMIS through appropriate hardware.
For a specific advertisement, a social media platform allows a corporation to target female users who are between the ages of 28 and 35 and have at least one child. This social media platform is assisting with which part of the market research process? More than one answer may be correct.
Analysis of data and information Data information and collection
What is the final step in the six-step process of creating an SMIS?
Analyze the collected data
Social media is used in which steps of the five-step process that marketing research follows? More than one answer may be correct.
Collect data and information Analyze data and information
Select all options that represent basic steps in an organization's use of social media to craft a target marketing strategy.
Create a marketing program that reaches social media users Use analytics tools provided by social media tools Obtain user data from social media platforms
What kinds of data do SMISs deliver to sponsors? More than one answer may be correct.
Data gleaned from groups of users reveal behavior patterns and show connections through analysis of data points. Providers deliver content data from user interactions and connection data from relationships with other sources.
What groups of people can Audience Insights generate information about? More than one answer may be correct.
Facebook users who have indicated interest in an event publicized on Facebook. Audiences based on demographics you specify. General Facebook users.
Select all options that are questions a researcher seeks to answer in the study of consumer behavior.
How does the acquisition of products affect consumer self-image? How do consumers react to marketing strategies? How do consumers make purchasing decisions?
Which is the best example of how a company benefits from having a social media information system (SMIS) that gathers and analyzes its social media data?
If the data show that a social media campaign is not attracting the desired attention or level of engagement, the company can change its campaign strategies.
Which of these common social media goals focuses on raising the public profile of a business?
Increasing brand awareness
An environmental organization's mission is to raise public awareness of environmental problems and possible solutions by increasing news coverage of these issues. Which social media goal is most directly aligned with this organization's mission?
Increasing the conversion rate of its social media posts to full news stories
Select all options that describe what social media offers businesses eager to gain an understanding of their customers.
Insights analytics Social intelligence tools Unprecedented access to consumer data
A business is planning on using sponsored social media content for its new product. Its target audience is high school students. Which social media platform would likely reach the most members of this target audience?
Which is the best explanation of the difference between a company's fundamental value and its total value?
Its fundamental value is what customers and stakeholders value about its product or service, while its total value includes the value added by other aspects of the business.
What challenges are involved in the human component of social media information systems (SMISs)? More than one answer may be correct.
Management of diverse user communities Human resources risks
What information does Instagram Insights offer? More than one answer may be correct.
Number of times nonpaid content was viewed by a specific demographic. Users' demographic information. Number of times paid content was viewed by a specific demographic.
Why is setting social media metrics the second step in creating a social media information system (SMIS)?
Once an organization has defined its social media goals, it should adopt metrics to quantify its progress toward achieving these goals.
Why include human beings as components in a technology-based business system? More than one answer may be correct.
People are valuable potential customers. Human capital is vital to operating SMISs.
People are included in social information systems in what capacities? More than one answer may be correct.
Platform architects and data scientists Employees and contributors
How do SMIS procedures benefit providers and users? More than one answer may be correct.
Procedures for users are designed to protect confidential information and enforce site policies. Procedures are essential for proper system functioning and maintenance. Procedures address security and appropriate site use and data handling.
Why does it make sense to categorize data and procedures together as social media information system (SMIS) components? More than one answer may be correct.
Procedures help providers properly collect, direct, protect, and regulate the use of data. Data and procedures are required to keep SMISs functioning.
User communities rely on web browsers to reach and interact with social media content. What are some types of software that social media providers use? More than one answer may be correct.
Programs that can analyze data according to the site's requirements A program that allows access to the system itself A database management system (DBMS)
Which statement best describes the difference between social media providers and social media sponsors?
Providers are website platforms; sponsors are organizations that use these platforms to build awareness and communicate.
Which statement accurately summarizes the importance of hardware and software to social media information systems (SMIS)? More than one answer may be correct.
Providers, sponsors, and users can access SMIS benefits through several hardware and software options. Computer and network technology form the basic architecture of SMIS.
From the following list, select all the options that the main ways in which a social media information system (SMIS) can be used to facilitate meaningful connections for a company.
Regular posts on social media can encourage users to follow the company. Posts and paid advertisements on social media can link to the company's website. Engaging posts on social media posts can encourage users to share them with others.
Why is it important that a company's social media information system (SMIS) be designed to gather and analyze social media data?
SMIS data about the company's activities and audience on social media can be used to improve its social media strategies and business decisions.
What is the role of social media information systems (SMIS) in consumer behavior?
SMIS provide user data and analytics tools to consumer behavior researchers.
Suppose you are a company whose target market is identified as homeowners who live in suburban regions of the American Midwest. From the list below, choose the product you are most likely selling.
Snow blowers
Maura added a page to her Facebook account, named Dancing Squares, to keep in touch with people who enjoy social dance. Followers also share Instagram posts and occasionally load videos to YouTube. Which social media information system (SMIS) role does this group play?
Social media community
How has social media changed the way businesses measure consumer behavior?
Social media makes it easier to collect the kind of data that is meaningful to businesses.
Why should organizations identify their target markets when creating a social media information system (SMIS)? More than one answer choice may be correct.
Social media marketing is more cost effective if it targets specific markets. Different social media platforms attract and cater to different markets.
Select all options that describe the benefits of an organization using social media to help create a target marketing strategy.
Social media provides companies with a rich collection of user data. The usage of social media, as part of a target marketing strategy, often results in sales increases. Social media provides companies with analytical tools to identify top consumers.
The first two steps of the six-step process in creating a social media information system (SMIS) involve developing social media goals and setting metrics. What are the third and fourth steps of the process?
Step 3: identify the organization's target market; Step 4: determine and integrate into the SMIS design traits valued by the target market.
How does Twitter make current influencers known to its audience?
The Twitter report card introduces influencers to specific networks.
What metrics does the tweet activity dashboard provide on every tweet? More than one answer may be correct.
The number of users who have seen a tweet The number of retweets The number of users who have replied to a tweet
What must you consider when developing the goals for an organization's social media information system (SMIS)? More than one answer choice may be correct.
The organization's purposes for using social media The organization's larger goals for its mission
What information does the Facebook tool Audience Insights provide to organizations? More than one answer may be correct.
The purchase behavior of people who have not "liked" your Facebook page, but who have attended events hosted by your organization. What websites members of a target audience interact with most frequently. What regions of the country members of a target audience reside in.
Why should organizations determine their value proposition when creating their social media information system (SMIS)?
They can increase their exposure and user engagement on social media by designing an SMIS that enables them to reinforce and build on their identified strengths.
Which of the following scenarios shows interaction between SMIS components? More than one answer may be correct.
Users generate data that help providers adjust their sites to better serve sponsor organizations. A firm has invested in a program that allows its servers to deliver curated content to several social media providers in real time. A two-person marketing team at a start-up develops social media-ready messages, quickly clears them with a manager, and posts them.
How can organizations identify target markets before they have social media content and followers? Select all the correct answer options.
Using existing customer information to conduct customer research Using public and purchased information to conduct competitor research Using demographic and behavioral information to conduct market research
Which of the following are examples of information businesses get from social media to make more informed decisions? More than one answer may be correct.
What new websites females between the ages of 18 and 25 "like" on Facebook. How often consumers complete purchases after clicking on a sponsored post. What percentage of customers from a targeted demographic download a coupon after visiting a website linked from a sponsored tweet.
What demographic data are collected from social media users? More than one answer may be correct.
Which online stores a user frequents. Where a user is when they post a photo.
All components of a social media information system (SMIS) serve one clear purpose for an organization, which is to ______.
amplify marketing strategy through social media
A social media information system (SMIS) should primarily be designed and used to connect a company's ______.
customers on social media with its products and services on its website
A social media information system (SMIS) directly serves its users by ______.
facilitating content sharing among them
The three parts that combine in an organization's social media information system (SMISs) are ______.
people, data and procedures, and hardware and software
A fast food chain wants to use social media platforms to help grow its business. It plans to post links to coupons on its website and encourage people to scan the coupon redemption codes at restaurant cash registers. The best social media information system (SMIS) metrics to track the success of these promotions are ______.
the sales statistics linked to the coupon redemption codes
