Ch. 17
of the major social media outlets, which ranks HIGHEST in overall usage?
Which of the following best represents the gender breakdown for Facebook users?
Females only slightly outnumber males on Facebook.
Which of the following is an advice from the experts of LinkedIn for students who looking for jobs by creating profiles on the site
Include recommendations from those who know you well.
Which of the following best represents the gender breakdown for LinkedIn users?
Men only slightly outnumber women on LinkedIn.
The purpose of a social media marketing program is to reach Blank______ who will become Blank______.
active consumers; influentials
The ideal performance measure for both conventional and social media is one that ties Blank______ to the cost of the ad or other promotion.
actual sales revenue
which guideline helps to engage fans in a conversation on facebook?
be creative in using links, photos and videos
which guideline help to engage fans in a conversation on Facebook?
be creative in using links, photos, and videos
Brand managers assess the focus of a social media website and its visitors primarily to
choose one or more that will generate increased sales and profits.
a firm wishing to partner with a social media influencer for a particular product will have to ____
compensate the influencer for their service
brand managers use facebook' paid ads and sponsored stories to
increase traffic to their facebook pages
the underlying premise behind social shopping is that ____
individuals are influenced by their peer's purchases and recommendations
which statement is true of youtube
it offers streaming video content
a company using facebook ads hopes that the content will ____
migrate to facebook conversations amount friends
Web 2.0 is referred to as such because ___
new functionalities exist to make possible a high degree of user interactivity.
the use of social networks in the context of e-commerce transactions is referred to as ____.
social commerce
online media where users submit photos, comments and videos - often accompanied by a feedback process to identify "popular" topics - is referred to as
social media
the use of social network services and website by consumers to share their latest purchases, deals, product reviews, and other shopping finds with friends and contacts is referred to as ____
social shopping
the use of social network services and websites by consumers to share their latest purchases, deals, product reviews, and other shopping finds with friends and contact is referred to as _____
social shopping
an influencer on social media can be identified based on ____
the number of followers that person has
____ can be a good form of communication for consumers and brands because of its short message length, ease of posting, receiving and forwarding messages and its convenience on a smartphone
What is a good practice for brand managers to use when implementing carousel ads?
use the ads to tell a story
____ - generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.
user
social shopping focuses on the ____
user or buyer shopping experiece
any form of online media content that is publicly available and created by consumers or end users is referred to as ____.
user-generated content
Match the performance measure to its correct link. CPM CPC CPA
1. measure tied only to costs 2. measures interest in a product 3. measure linked to the sales revenues generated from the social media ad
Which performance measures are linked to outputs or revenues
1. page views 2. fans 3. unique visitors
Match the performance measurement with its correct description. fans share of voice interaction rate users
1. the number of people who have opted in to a brand's messages through a social media platform at a given time 2. the brand's share or percentage of all the online social media chatter related to, say, its product category or a topic 3. the number of people who "like" or make a comment about a post divided by the total number of people seeing the post 4. individuals who have registered on a social networking site by completing the process involved
in what ways are influencers compensated?
1. they are paid outright 2. they are reimbursed for their expenses 3. they are given free products or services
Performance measures for social media marketing programs can be divided into which two categories?
1. those linked to inputs or costs 2. those tied to the outputs or revenues
which two terms are sometimes used interchangeably with the term social media?
1. user-generated content 2. Web 2.0
what 3 features are integrated into Web 3.0?
1. cloud computing 2. big data 3. the internet of things
Which of the following are social media performance measures linked to inputs or costs?
1. cost per action 2. cost per thousand 3. cost per click
Match the type of social media content to their correct features. promotional entertaining newsworthy
1. coupons, discounts, customer testimonials 2. puzzles, viral videos, jokes 3. topical coverage about an industry, product, or service
an influencer that has a large number of followers has perceived ____ with those followers, which, in turn, leads to ____
1. credibility 2. trust
which to of the following were combined to come up with the name "Instagram"
1. instant camera 2. telegram
what are the 2 factors used to classify social networks for marketers?
1. self-disclosure 2. media richness
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
1. the characteristics of the visitors to the website 2. the number of daily visitors to the website
What factors need to be considered when selecting social media content?
1. the content's intended purpose 2. the characteristics of the market segment to be reached 3. how the content can best be conveyed
what is the premise behind influencer marketing?
A consumer's purchases are often influenced by the views, opinions, and behavior of others.
Social Shopping focuses on the ____
user or buyer shipping experience
What is something student's should do when building a Linkedin profile in order to search for jobs?
write a short, memorable profile headline
____ marketing is the practice of focusing on the identification and recruitment of influential people to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers
influencer
more than 70 percent of teens use ____ and they report that the platform is the best way for brands to find them about new products or promotions.
the focus of ____ is on sharing personal, interesting, exclusive photos, that might show a personal experience or showcase authentic story.
data indicate that users who ____ are more likely to make a purchase because they are loyal customers
like a brand on social media
Marketers use media richness and self-disclosure to classify ____
social media
