MKTG 361 CH 19 LS
According to researchers Kaplan and Haenlein, which two of the following are sometimes used interchangeably with the term "social media"?
-Web 2.0 -User-generated content
Which of the following are appropriate strategies for a brand manager regarding the use of Twitter?
-develop an official profile and recruit followers -use keyword search monitoring like TweetDeck or HootSuite to observe what is said about your brand -follow others who mention your product or brand
Which of the following are performance measures linked to outputs or revenues?
-fans -unique visitors -page views
Which two of the following are true of Facebook?
-it has acquired Oculus, making it a competitor in virtual reality -it has nearly 2 billion active users worldwide
For the brand manager, which of the following are benefits of using YouTube?
-launching a video is free; you just pay for production -users interested in your project can easily find your message there
Which two of the following smartphone apps are most essential to mobile marketing?
-location-based promotions -price-comparison searches
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
-location-based promotions -price-comparison searches -loyalty programs
Which two of the following factors are used by Kaplain and Haenlein to classify social networks for marketers?
-media richness -self-disclosure
Which of the following are true for social media in comparison with traditional media?
-social media can be produced more cheaply -using social media requires fewer skills and less training
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
-the characteristics of the visitors to the website -the number of daily visitors to the website
Which of the following are true for successful social media?
-the goal is to reach "influentials" -"active receivers" are ideal
Which of the following are ways that LinkedIn can be used?
-to find jobs, people, and business opportunities recommended by a connection -to review and profile a manager offering a job -to advertise jobs to targeted people
Which of the following are reasons that companies like Hewiett-Packard and Frito-Lay routinely monitor blogs?
-to glean suggestions for the future -to gain insight into customer complaints
Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales at the TOP
1. cost per thousand 2. cost per click 3. cost per action
__ are web pages that serve as publicly accessible personal journals or online forums for individuals or organizations
Blogs
__ and LeBron James partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions
Carmex
__ added Instant Articles to allow mobile users to access news articles directly in its app
__ launched a search engine which allows its users to conduct their own queries like "restaurants recommended by friends", giving value to companies for brand or product "likes' on the site
Which of the following networks has the most users and unique visitors?
Facebook as the most users, but YouTube has the most unique visitors
Brand managers can use __ for business-to-business image building, using profiles to company employees, and networking with industry-related groups
__ is the result of a proliferation of interlinked smartphones, tablet devices, sensors, special identification tags, databases, algorithms, apps, and other elements
The convergence of the real and digital worlds
"Followers" were first introduced on and became an important basis for which social media network?
With __, content is no longer seen as being created and published in final form by one author; the content may be continuously modified by others
Web 2.0
A computer-based network that triggers actions by sensing changes in the real or digital world is known as
a smart system
A brand manager using social media marketing may seek to direct potential customers to its website rather than focusing on immediate sales because of which challenge associated with social media?
advertising images within social networks are often on the screen for only seconds
A(n) __ is a small, downloadable software programs for a smartphone or tablet
app
Which of the following are recommendations for brand managers using social media?
be ready to seize on chances to manage good luck by helping a campaign go viral
Social media offers consumers less privacy and anonymity than does traditional media. Why is this a concern to consumers?
consumers may fear that unethical outsiders will gain access to their information
Shoppers that use their smartphones while waiting in a South Korean subway to select and purchase groceries realize which important benefit?
convenience
Which of the following social media performance measures is most appropriate for an advertiser who is mainly trying to develop brand awareness?
cost per thousand
Which of the following was recently added to Facebook for mobile devices?
email marketing
Which of the following is TRUE regarding the audience demographics for Facebook visitors?
females outnumber males
Brand managers can use Facebook's sponsored stores to
increase traffic to its Facebook page
Which of the following is true of Facebook?
it hosts other social networks like StuffDot, which provides a venue for sharing that results in rewards
Which of the following is true of YouTube?
it offers streaming video content
Which of the following is the best way for a brand manager to increase awareness and build up a fan base using social media?
link a paid ad to the company's website or a social network
Facebook, Twitter, and LinkedIn are known as social __
networks
Facial recognition is one aspect of the convergence of real and digital worlds that may increase concerns about
privacy
The main purpose of the LinkedIn site is
professional networking and job searching
Which of the following is an example of user-generated content?
providing an online rating and comments for a product or service
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
smartphones and their apps
Which of the following is a way to advertise on Facebook?
sponsored stories
When using social media, participants typically
submit comments, photos, and videos
In may be more lucrative for brand managers to seek out a social media network with a specialized focus primarily because
these smaller audiences may be more homogeneous and sometimes skew more strongly toward your product
