Bus 346 Quiz 3

This type of thought-sharing site typically provides the highest level of control for companies.

Corporate blogs, which are created by the companies themselves, have the highest level of control, because to a large degree, they can control the content posted on them. The correct answer is: corporate blog

Facebook is the only social networking site Jana uses. She spends about half an hour a day there staying in touch with her children, her grandchildren, and several friends she has known since high school. What segment of social networking users does Jana belong to?

Jana is a bonder. They use social media to enhance and expand their relationships. The correct answer is: bonders

For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to

Media-sharing sites (e.g., YouTube and Flickr) are excellent social media tools that provide customers visual experiences of customers or professionals who are using these goods and services, as well as provide customers an opportunity to engage with the firm and others. The correct answer is: provide visual experiences and engage with customers.

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

Sentiment analysis analyzes data from a variety of social media sites to collect consumer comments about products, services, or (in this case) promotional campaigns. Tools such as Salesforce.com evaluate these comments for insights, both positive and negative. The correct answer is: sentiment analysis

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for—making a purchase, subscribing to a service, or donating money, for example. This measure is called the site's

The conversion rate is the percentage of customers who take the desired action. Sites with low conversion rates either aren't doing a good job of persuading visitors to take action or are not doing a good job of attracting the right kind of site visitor (i.e., the appropriate target market). The correct answer is: conversion rate.

Jessica is still in college but is very motivated to earn some extra money in her spare time. She is quite knowledgeable regarding politics and was hired by a candidate to generate student interest by posting online articles on student-read sites. Jessica's new job most likely has the title of

The position of blogger provides great flexibility and freedom. By posting articles on relevant websites, bloggers can earn $35-$75 hourly. The correct answer is: blogger.

What is the disadvantage for companies in using a daily budget such as that offered by Facebook to its advertisers?

This option can be risky if the firm is getting great feedback, and all of a sudden, a compelling ad disappears. The correct answer is: may limit exposure if ad is very successful

Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the BEST social media application for this task?

Thought-sharing sites, like blogs, are excellent for providing customer education. The correct answer is: blog