Social Media Marketing

What parts do people play in social media information systems? More than one answer may be correct.

-employees and contributors -platform architects and data scientists

A corporation's Twitter report card indicates that engagement has dropped off in the past two months. What information from the tweet activity dashboard could they use to determine the cause of this drop off in engagement?

A change in demographics of the people who are engaging with their tweets.

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 is the benefit to using social media for conducting market research?

Demographic data and market information is much easier to gather from social media sites than it was to previously collect.

Social media providers include which of the following web-based platforms?

Facebook, Instagram, and Twitter

What is the purpose of the Twitter report card?

It highlights high-performing tweets. Correct. Influencers are introduced to their target audience through the Twitter report card.

How are social media metrics and social media goals related?

Metrics that correspond to social media goals can serve as key-performance indicators (KPIs) for them.

A social media information system (SMIS) should be designed to gather and analyze social media data because

a company can use platforms' data about its activities and audience to improve its social media strategies and business decisions.

Each time a user clicks or interacts on a social media website

a data point that can be analyzed is recorded.

If an organization wants to increase user engagement on social media, it wants to

increase the conversion rate of its social media posts to interactions with users.

An appropriate social media goal for a business that wishes to raise its public profile is

increasing brand awareness.

Of the listed methods of collecting demographic information, which is the most effective for organizations defining their target market?

social media

Adding a dedicated group to your Facebook account allows you to meet online and keep in touch with others who share your interest. You can post relevant media, such as photos, articles, and videos. Which role in a social media information system (SMIS) does your group fit into?

social media community

From the following options, identify the risks and challenges that social media information systems (SMISs) present. More than one answer may be correct.

- human resources (HR) risks that SMIS providers and sponsors encounter - challenges that occur due to fast-changing and diverse user communities

Select all of the following scenarios that show interaction between SMIS components. More than one answer may be correct

-A company's information systems (IS) group researches and chooses a program that can deliver content to several social media providers at the same time. -Every day, a social media specialist at a start-up checks the news, plans how and what to tweet, quickly messages a manager, and sends the approved tweets. -Social media providers rely on user data to better serve sponsor organizations.

Select all of the following scenarios that show interaction between SMIS components. More than one answer may be correct.

-A company's information systems (IS) group researches and chooses a program that can deliver content to several social media providers at the same time. -Every day, a social media specialist at a start-up checks the news, plans how and what to tweet, quickly messages a manager, and sends the approved tweets. -Social media providers rely on user data to better serve sponsor organizations.

For a specific advertisement, a social media platform allows a corporation to target male users who are between the ages of 18 and 25 and are currently attending college. 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

How can a social media information system (SMIS) be used to directly facilitate meaningful connections for a company? More than one answer may be correct.

-Engaging content can be posted to encourage users to share posts with others. -Posts and paid advertisements on social media can link to the company's website. -Regular posts on social media can encourage platform users to follow the company.

What are questions a researcher seeks to answer in the study of consumer behavior. More than one answer may be correct.

-How do consumers react to marketing strategies? -How does the acquisition of products affect consumer self-image? -How do consumers make purchasing decisions?

Information provided by Instagram Insights informed an organization that their sponsored post had 1,000 impressions per day but an unsponsored post written by their new Social Media Director received 15,000 impressions that same day. Why might his information be valuable to the organization? More than one answer may be correct.

-If the new Social Media Director is able to recreate that level of engagement with more of her posts, the organization may be able to reduce the amount of sponsored content they place on Instagram. -The organization may be targeting the wrong audience with their sponsored posts; analyzing who's engaging with the Social Media Director's posts can provide the organization valuable information about their target audience.

Which of these statements best explain why humans are studied 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.

What groups of people can Audience Insights generate information about? More than one answer may be correct.

-People who speak a specific language. -All Facebook users. -Facebook users who have indicated interest in an event publicized on Facebook.

Of the following statements, choose all that describe the importance of hardware and software to SMIS. More than one answer may be correct.

-Social media information systems are built with computer and network technology. -Hardware and software options are numerous and varied, allowing users to customize according to their roles and business needs.

Select all of the following statements that explain why providers need appropriate SMIS procedures. More than one answer may be correct.

-System functioning and maintenance depend on correct procedures. -Security, appropriate site use, and data handling are all facilitated through procedures. -Procedures required of users protect privacy and uphold site policies

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 users who have replied to a tweet -The number of users who have retweeted a tweet

From the following list, select all the primary considerations when developing the goals for a social media information system (SMIS).

-The organization's larger goals for its mission -The organization's purposes for using social media

How are smartphones and remote servers alike? More than one answer may be correct.

-They are SMIS hardware components. -Smartphone users and data server technicians both interact with SMIS through specific hardware.

If an organization does not yet have social media content and followers, what can it do to help identify its target markets? More than one answer may be correct.

-Use demographic and behavioral information to conduct market research -Use public and purchased information to conduct competitor research -Use existing customer information to conduct customer research

What information does Instagram Insights offer? More than one answer may be correct.

-Users' age range, gender, and location. -Length of engagement with a sponsored story for a specific demographic. -Number of impressions an unsponsored post received.

What demographic data are collected from social media users? More than one answer may be correct.

-Where a user is when they make a purchase initiated through a social media post. -Which advertisements users frequently engage with.

Providers use SMISs to deliver which of the following kinds of user data to sponsors? More than one answer may be correct.

-content data from user interactions -connection data from user relationships with other sources -data that reveal user behavior and connection patterns

What are basic steps in an organization's use of social media to craft a target marketing strategy? More than one answer may be correct.

-obtain user data from social media platforms -use analytics tools provided by social media tools -create a marketing program that reaches social media users

Describe what social media offers businesses eager to gain understanding of their customers. More than one answer may be correct.

-social intelligence tools -unprecedented access to consumer data -insights analytics

What are some types of software that social media providers use? More than one answer may be correct.

-software that allows the provider team to log on to the system -software that allows the provider team to log on to the system

What are some of the direct benefits of defining an organization's target market? More than one answer may be correct.

-stronger marketing messages -better understanding of customer needs -keener insights into the competition

Which social media goal directly aligns with an organization's mission to increase the public's environmental awareness by increasing news coverage of environmental issues?

Increasing the conversion rate of its social media posts to full news stories

What is the role of social media information systems (SMIS) in consumer behavior?

SMIS provide user data and analytics tools that help inform consumer behavior researchers.

How has social media changed the way businesses measure consumer behavior?

Social media makes it easier to collect the kind of data that are meaningful to businesses.

Of the following statements, choose the one that most accurately distinguishes social media providers from social media sponsors.

Social media providers build and host website platforms and sponsors invest in these platforms to enhance their social media presence.

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.

Which would organizations be interested in the information on interactions and preferences that social media sites can provide?

The more an organization knows about users' interactions and preferences, the more strategic their targeting can be.

Which statement best explains why knowing an organization's value proposition is important for creating its social media information system (SMIS)?

The organization can increase its exposure and user engagement on social media by designing an SMIS that enables it to reinforce and build on its identified strengths.

An effective social media information system (SMIS) collects and analyzes data about the organization's

activities and audience on social media and its own website(s).

What is the final step in the six-step process of creating an SMIS?

analyze the collected data

A high-end jewelry designer creates several different brands of jewelry for women of different ages and tastes. To gain the greatest exposure to her potential customers on social media, her SMIS should be designed to use the platforms that

are most used by the target markets for each jewelry line or brand.

The purpose of programs that analyze connection data is to

create information about user behavior and patterns to benefit a sponsor.

What is the first step in the six-step process of creating an SMIS?

create system goals that align with the goals of the organization

An organization learns from a social media site that less than 10 percent of users who visit their page engage with the video that is pinned to the top. This is an example of what type of information?

customer interaction

One primary purpose or function of a company's social media information system (SMIS) is to connect the company's

customers on social media with its products and services on its website.

The primary goal of a company's social media strategy is to

engage potential customers.

The difference between a company's fundamental value and its total value is that

its fundamental value is what customers and stakeholder's value about its product or service, while its total value includes the value added by other aspects of the business.

Some popular social media management systems are becoming more difficult to manage because

millions of diverse users across the globe are active participants.

A social media information system (SMIS) is composed of three parts, which are

people, data and procedures, and hardware and software.

The total value of a company is based on how much customers value its

products, services, and areas such as corporate philanthropy, social responsibility programs or policies, manufacturing processes, and brand attributes.

Software used by social media information systems websites include

programs that analyze data.

In the business landscape, social media information systems are

relatively new and increasing in importance.

To increase sales, a sportswear chain is designing a promotional campaign for social media. It plans to post links to coupons on its website and have its sales personnel scan the coupon redemption codes at store registers. Which are the best social media information system (SMIS) metrics to track the success of this promotion?

the sales statistics linked to the coupon redemption codes

What do most companies use as their main conduit for reaching and connecting with customers?

their website