CH 7 - Using Social Media in Business

According to a survey from the European commission, what percentage of European consumers will buy from a website developed in a language other than their own either frequently or all of the time?

18 percent

According to surveys, what percentage of companies have social media guidelines?

25-30 percent

According to a survey from the European commission, what percentage of European consumers will not buy from a website developed in a language other than their own?

42 percent

What percentage of companies will ignore a Twitter complaint?

70

If a customer uses social media to make a complaint, what type of response from the organization will best promote goodwill?

A personal response

If a customer posts a sensitive matter on social media, but the organization does not have enough information to respond properly, what should the organization do?

Ask the customer to contact you to work out the details

If a U.S.-based firm wanted to attract e-commerce or social media customers from Europe, what could be done to encourage sales?

Develop the website in the native language of the consumers

When customers complain using social media, organizations can improve goodwill 83 percent of the time by doing what?

Responding through social media as quickly as possible

Who monitors the validity of comments made on social media?

The Federal Trade Commission

Which cultural group relies strongly on recommendations from opinion leaders within their social network?

asians

How can an organization promote a sense of dialogue in a blog?

ask questions

How can an organization control the spread of bad news through social media?

be proactive

What type of social media site should an organization use as the hub that connects all other sites?

blogs

A single screen display that collects data from different social media sources is called a _____.

dashboard

What advantage does a blog offer over other types of social media an organization might use?

expansive space to communicate original ideas

What should an organization's social media plan be measured against when determining how successful the plan is?

goals

Which of the following should be used to help Pinterest viewers find content based on categories?

hashtags

Which of the following should be included in a blog to make it interesting and lively for readers?

headlines

Twitter users who tweet primarily about themselves are said to be _____.

meformers

Which of the following can be used to promote connections in your social media content while strengthening relationships and building goodwill?

newsle

Posting and tweeting about what you, your business, and your customers have in common will make your social media site _____.

passionate

Which of the following can be used to create infographics that can add meaning to a blog?

piktochart

In addition to global culture, _____ impacts how social media serves business purposes.

politics

Which of the following will help an organization generate goodwill through their social media communication?

providing quick responses to questions and concerns

According to Cialdini, the more exclusive the offer, the more valuable your audience may perceive it to be, an example of _____.

scarcity

To be successful in the use of social media, a firm must be _____.

strategic

How can an organization effectively monitor what others are saying about the organization?

subscribe to a RSS feed

What opportunity does the use of social media offer an organization?

the building of goodwill with customers

What is the purpose of an RSS button on a blog?

to have the blog post delivered to readers

What can be done to create a consistent pattern for a blog and aid in creating the blog more quickly?

use a template

How can a blog writer help readers skim a blog for relevant information, instead of reading the entire blog?

use bullets or headings

Visual content that captures attention on social media can be created by _____.

using a template

Which of the following best describes content marketing?

Posting educational content

How can a business become an "informer" when tweeting about the business?

Provide interesting and useful information about products and services

Tweets are limited to 140 characters or less. Why do experts feel tweets should be even shorter?

Shorter tweets aid in the ability to retweet the message

According to psychologists from Rutgers University, Twitter users who provide information to followers are considered to be _____.

informers

When social media is used for marketing purposes, the main goal is to _____.

inspire browsers to become customers

A social media site that allows the audience to post stories, ideas, and other content will make the site _____.

interactive

What is the key to being seen on Facebook?

interactivity

How can an organization be sure they are consistent in how often blogs get published?

publish on a schedule

_____ measures the extent to which consumers are talking about a business or product.

qualitative analysis

How can a social media specialist improve customer service, thereby increasing sales?

respond quickly

How can an organization gather data on consumer perceptions based on social media posts?

using data mining tools

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?

value

When using social media at work, communicating as you would in face-to-face conversations is an effort in which guideline for social media use?

Be honest and professional

How can social media be used to generate awareness of products and services?

Broadcast through multiple mediums

How can an organization direct a Twitter tweet to a select group of follows?

By adding an "@" symbol

How can an organization show users and fans that the organization values the users input?

By asking questions and responding to fans in a timely fashion

When utilizing Facebook, how can businesses utilize a "soft sell" for merchandise?

By posting daily, but not excessively

How can an employee add value when using social media?

By sharing interesting, helpful information and idea

What country has the most active social media environment in the world?

China

Which country is most influenced by social media that is entertaining?

China

Which type of culture is less likely to trust e-commerce?

Collectivist

How can an organization create a "one-stop information shop" for customers?

Integrate information feefs

Where should the most compelling information in a tweet found?

In the first 85-100 words

When online purchases are backed by guarantees and other security measures, which cultural group is most likely to be willing to make the online purchase?

Individualistic cultures

To improve content marketing, what do experts suggest?

Integrate information feeds

What can be done to make Facebook posts most effective?

Keep posts to less than 40 characters

Which of the following will increase the effectiveness of social media use for an organization?

Knowing what platforms are used by customers

When using Facebook, how many "fans" of an organization actually see what is being posted on the site?

Less than ten percent

When using social media to talk about topics related to your business, how can you make the information valuable to the audience?

Making the information useful and interesting

According to Fogg's Behavior Model, what is the first step in influencing behavior?

Motivating your audience

What is the advantage of incorporating a hashtag to a tweet from a business?

The hashtag allows potential followers to find the business

_____ are the cues or prompts that call your audience to action.

Triggers

How can an organization create a personal response in their social media posts?

Use a friendly tone and show empathy

What can be done to help an audience find your businesses' Twitter feed?

Use keywords and phrases in your bio and tweets

How can an organization determine the success of their investment in social media?

Using quantifiable metrics

When developing a social media strategy, what is the first issue that needs to be determined?

What are the goals when using social media?

When are tweets and Facebook posts most effective?

When they are casual and conversational

How can a market research team best use social media to manage customer relationships?

by using the social networking site to interact with customers and learn about their preferences