bus 209 ch 7

When utilizing Facebook, how can businesses utilize a "soft sell" for merchandise? A) By keeping important posts in front of the audience B) By diversifying content C) By taking advantage of social media primetime D) By posting daily, but not excessively E) By being visual

D) By posting daily, but not excessively

What can be done to make Facebook posts most effective? A) Keep video, posts, and photos familiar and consistent. B) Post on Mondays or Tuesdays between 10:00 a.m. and 5:00 p.m. C) Put the most important information at the end of the post. D) Keep posts to less than 40 characters. E) Post about product lines as often as possible .

D) Keep posts to less than 40 characters.

How can an organization effectively monitor what others are saying about the organization? A) "Like" competitors B) Google search key terms C) Tweet questions to followers on a regular basis D) Subscribe to an RSS feed E) Follow blogs

D) Subscribe to an RSS feed

Who monitors the validity of comments made on social media? A) Social Trends Report B) Individual businesses C) The Lanham Act D) The Federal Trade Commission E) Yelp

D) The Federal Trade Commission

How can an organization create a personal response in their social media posts? A) Have the user contact you via phone or email B) React immediately to the post C) Respond with interesting information on the topic D) Use a friendly tone and show empathy E) Quote corporate policy when announcing decisions

D) Use a friendly tone and show empathy

How can an organization determine the success of their investment in social media? A) By tracking the cost of upkeep B) By using customer surveys C) By tracking the number of "likes" D) Using quantifiable metrics E) Using customer reviews and opinions posted on the sites

D) Using quantifiable metrics

When an organization uses a blog to provide insight and advice, or information that is difficult to find elsewhere, what benefit is the organization providing to the audience? A) Focus B) Conversation C) Success D) Value E) Controversy

D) Value

When developing a social media strategy, what is the first issue that needs to be determined? A) How will employees interact with social media? B) What is the cost of developing social media sites? C) What type of social media strategy should be in place? D) What are the goals when using social media? E) What social media sites should be utilized?

D) What are the goals when using social media?

When are tweets and Facebook posts most effective? A) When they are original B) When they are valuable C) When they are interactive D) When they are casual and conversational E) When they are passionate

D) When they are casual and conversational

When social media is used for marketing purposes, the main goal is to ________. A) motivate the browser to return to your site B) make the audience trust the company C) engage the audience D) inspire browsers to become customers E) give the audience something of value

D) inspire browsers to become customers

What opportunity does the use of social media offer an organization? A) The amplification of a business mistake B) Product branding C) The ability to discuss comments from unhappy customers D) Less hiring costs E) The building of goodwill with customers

E) The building of goodwill with customers

In addition to global culture, ________ impacts how social media serves business purposes. A) time B) education levels C) language D) availability E) politics

E) politics

How can an organization promote a sense of dialogue in a blog? A) Include pictures. B) Add links. C) Keep the writing impersonal. D) Limit interaction. E) Ask questions.

E) Ask questions.

What type of social media site should an organization use as the hub that connects all other sites? A) Pinterest B) Tweets C) Facebook D) FourSquare E) Blogs

E) Blogs

How can a market research team best use social media to manage customer relationships? A) By addressing complaints on the social media site B) By reacting to all new customer feedback C) By including personal responses instead of corporate responses D) By broadcasting through multiple mediums E) By using the social networking site to interact with customers and learn about their preferences

E) By using the social networking site to interact with customers and learn about their preferences

What country has the most active social media environment in the world? A) Brazil B) Russia C) The United States D) India E) China

E) China

What should an organization's social media plan be measured against when determining how successful the plan is? A) Cost B) Interaction C) Time D) "Likes" E) Goals

E) Goals

How can an organization control the spread of bad news through social media? A) Be proactive. B) Use reciprocity. C) Increase the number of "likes" for the site. D) Be consistent. E) Utilize the concept of scarcity.

A) Be proactive.

Which country is most influenced by social media that is entertaining? A) China B) The United States C) Russia D) Brazil E) India

A) China

What is the key to being seen on Facebook? A) Interactivity B) A welcoming home page C) Frequent newsfeeds D) Utilization of algorithms for postings E) Increased numbers of "likes" and "fans"

A) Interactivity

When using social media to talk about topics related to your business, how can you make the information valuable to the audience? A) Make the information useful and interesting B) Use the site for self-promotion and to emphasize the sale of products and services C) Include links to other social media sites D) Make the posting casual and conversational E) Use only original content

A) Make the information useful and interesting

How can a business become an "informer" when tweeting about the business? A) Provide interesting and useful information about products and services. B) Use metrics to track online conversations and respond to those conversations. C) Respond to customer tweets quickly. D) Use RSS feeds. E) Use hashtags to direct customers to other links

A) Provide interesting and useful information about products and services.

How can an organization be sure they are consistent in how often blogs get published? A) Publish on a schedule. B) Respond to every user comment. C) Stay focused. D) Use a template. E) Publish on every new or controversial issue that relates to the organization

A) Publish on a schedule.

________ measures the extent to which consumers are talking about a business or product. A) Qualitative analysis B) Goals C) Costs D) Quantifiable metrics E) Interactive dynamic formats

A) Qualitative analysis

When customers complain using social media, organizations can improve goodwill 83 percent of the time by doing what? A) Responding through social media as quickly as possible B) Ignoring the feed C) Responding through social media only after monitoring responses D) Addressing the issue via an email to the person making the complaint E) Responding to the person making the complaint with a phone call

A) Responding through social media as quickly as possible

What is the purpose of an RSS button on a blog? A) To have the blog post delivered to a newsreader B) To offer links to other sites such as Pinterest or Facebook C) To offer a free download to subscribers D) To initialize a template for posting E) To track views

A) To have the blog post delivered to a newsreader

How can a blog writer help readers skim a blog for relevant information, instead of reading the entire blog? A) Use bullets or headings. B) Include photos. C) Use a template. D) Create RSS buttons. E) Use hashtags.

A) Use bullets or headings.

If a customer uses social media to make a complaint, what type of response from the organization will best promote goodwill? A) A reply with a link to the corporate policy page B) A personal response C) A humorous reply D) A private reply E) A corporate reply

B) A personal response

How can social media be used to generate awareness of products and services? A) Build a positive online community. B) Broadcast through multiple mediums. C) Post video of products or services in use. D) Identify social media goals for the new product or service. E) Tweet headlines from the newsletter.

B) Broadcast through multiple mediums.

Which of the following should be included in a blog to make it interesting and lively for readers and to which you should pay special attention? A) Product demonstrations B) Exciting headlines C) Controversial topics D) Pinterest links E) Information of the business

B) Exciting headlines

What can be done to create a consistent pattern for a blog and aid in creating the blog more quickly? A) Encourage sharing. B) Use a template. C) Publish on a schedule. D) Add images. E) Make it conversational.

B) Use a template.

A social media site that allows the audience to post stories, ideas, and other content will make the site ________. A) casual B) interactive C) original D) valuable E) objective

B) interactive

To be successful in the use of social media, a firm must be ________. A) creative B) strategic C) daring D) flexible E) open-minded

B) strategic

How can an employee add value when using social media? A) By endorsing colleagues on social networking sites B) By keeping topics to your area of expertise C) By sharing interesting, helpful information and ideas D) By protecting confidential information E) By making discriminatory remarks or arguments under an "anonymous" name

C) By sharing interesting, helpful information and ideas

What advantage does a blog offer over other types of social media an organization might use? A) The ability to link to other sites B) Membership by invitation, allowing the tracking of fans C) Expansive space to communicate original ideas D) Increased interconnectivity with members E) The addition of visual postings to generate interest

C) Expansive space to communicate original ideas

Which of the following will increase the effectiveness of social media use for an organization? A) Adding interactive material B) Knowing which customers use social media C) Knowing what platforms are used by your target audience D) Engaging rules for social media use E) Developing a social media strategy

C) Knowing what platforms are used by your target audience

Which of the following can be used to create infographics that can add meaning to a blog? A) PowToon B) Wideo C) Piktochart D) LinkedIn E) Mention

C) Piktochart

Which of the following will help an organization generate goodwill through their social media communication? A) To teach followers technical information and terms relevant to the organization B) Providing information on new products and services on a daily basis C) Providing quick responses to questions and concerns D) By limiting the number of links, allowing the organization to keep the user on the site longer E) Allowing a brand community to discuss problems online so as to be able to track public opinion

C) Providing quick responses to questions and concerns

How can a social media specialist improve customer service, thereby increasing sales? A) Delete the blog post addressing the issue B) Monitor consumer opinions and guidance C) Respond quickly D) Limit online chatter E) Add an RSS link for customers

C) Respond quickly

Which of the following is an intuitive user interface that allows the user to animate visual elements and produce video? A) Twitter B) Piktochart C) Wideo D) Facebook E) Mention

C) Wideo