Chapter 13 SB 2.0
A survey of social media presence conducted by HubSpot found that consumers expect brands to be active on how many social channels?
3 to 4
Author Erik Qualman collected statistics that reveal the number of years it took earlier technological innovations to reach users. Compared to radio which took 38 years to reach 50 million users, Facebook reached the same number of users in only _______.
9 months
Match the description to the correct social media metric.
Engagement Measures how people are participating in conversations about a brand. Reach Measures the total audience size for a given platform.
The three to five seconds after a shopper encounters a product on a store shelf are described by the acronym _______.
FMOT (first moment of truth)
Claudia spent a week on vacation in the African wilderness. During that time, she did not have access to her Facebook, Twitter, Instagram, or Snapchat accounts. It didn't take long for Claudia to feel that she was missing out on all that was happening back home. What acronym has been linked to the feeling Claudia was experiencing?
FOMO
The acronym for a feeling of isolation and concern about missing out on what is happening in the world around a person is _______.
FOMO (fear of missing out)
Research conducted by HubSpot on social media presence universally suggests that it is "a must" for firms to have a presence on which social media platform?
Match the description to the correct form of media investment.
Paid media Publicity gained through advertising Owned media Publicity gained via a brand-controlled source Earned media Publicity gained through editorial influence or by grassroots actions
Carson has just purchased his first gas grill. He brought it home and is testing it out for the first time by barbecuing burgers for his friends. What acronym represents where Carson is at in the purchase process?
SMOT (second moment of truth)
What are the two major functions of search engines? (Check all that apply.)
To provide search users with a ranked list of websites they've determined are the most relevant To build an index of all web content
True or false: The vast majority of online experiences begin with a search engine.
True Reason: 93 percent of all online experiences begin with a search engine.
A(n) ___________ is an online journal in which people or companies post their thoughts and other content
blog
Related to narrowly defined topics, _______ are a type of online journal.
blogs
All of the following observations regarding search engine marketing are true except _______.
click-through rates are not affected by a link's position on a results page
The marketing approach that focuses on creating and distributing relevant and valuable content to attract a clearly define audience is _______ marketing.
content
______ is the marketing approach focused on delivering valuable and relevant content to attract and retain a profitable audience.
content marketing
E-mail, websites, search engines, and social media platforms all fall under the realm of ________ marketing.
digital
The umbrella term that refers to the marketing of goods or services using digital mediums, such as e-mail, websites, and social media platforms is called ______.
digital marketing
Publicity gained through online reviews on Yelp, unsolicited brand conversations on Twitter, or a video of a company's product on YouTube are all types of _______.
earned media
____________-based marketing uses GPS data to perform its function.
location
The use of GPS data transmitted from a mobile device to adapt content, messaging, or service delivery to a target's location is the premise behind _______ marketing.
location-based
To promote its new product, a company advertises it on television and places advertisements in nationally-circulated magazines and newspapers. This is a form of ______ media.
paid
The diffusion of social media has been _______.
rapid
Social media monitoring is also called _________ _________.
social listening
Because more and more people are spending time on sites like Facebook, Twitter, and Instagram, marketers are committing increasing percentages of their resources on _______ ________ marketing.
social media
_______ uses combinations of digital tools to engage consumers via their digital devices.
social media marketing
The process of identifying and assessing what is being said about a company, individual, product, or brand on the Internet is referred to as _______.
social media monitoring
Which social media metric is the most common metric and the easiest to measure?
volume of mentions
Search engines use automated software programs called _______ to build an index of all web content.
web crawlers