CH15
_____ is an example of a forum. Linkedin Disqus YouTube Flickr
Disqus
Which of the following are examples of blog content management systems? Blogger Livefyre WordPress Disqus
Blogger WordPress
Which of the following is an example of a social networking site? Google Facebook Wikipedia Stumbleupon
Which statement best describes social media ad revenue? Social media advertising revenue has remained relatively flat since 2017. Facebook advertising revenues alone exceed those for all print media combined. Advertising revenue for social media has increased slowly since 2013. Ad revenue from print media still exceeds that from social media, but that is rapidly changing.
Facebook advertising revenues alone exceed those for all print media combined.
Which of the following best defines a wiki? It is a blog that contains brief entries about daily activities. It is a collaborative site, generally text, where users share knowledge. It is a technology that is used to distribute content through syndication. It is a section of a site where individuals connect around a specific topic.
It is a collaborative site, generally text, where users share knowledge.
One of the largest suppliers of online communities for marketing research purposes is ______, which recruits and manages small communities for brands, thus providing valuable feedback. Instagram YouTube Passenger Snapchat
Passenger
Which of the following is an example of a microblog? Disqus Flickr YouTube Twitter
In _____, people talk about their positive or negative experiences with a new product. gamification crowdsourcing a review a social ad
a review
Social media has revolutionized the way we communicate with each other by allowing people to make phone calls over the Internet. providing visual art communication resources. providing secure connections to data storage devices. allowing people to broadcast to a large online community.
allowing people to broadcast to a large online community.
A brand being _____ refers to the brand being helpful in its own way and not just pushing promotional offers. authentic unreliable positioned expensive
authentic
A reverse chronological journaling site, with no limit on the number of characters allowed in the text, is called a ______. wiki forum blog microblog
blog
It is _____ for a company to use Websites that use crowdsourcing to create a new logo or Website redesign than other methods. cheaper equally expensive inefficient costlier
cheaper
When a customer signs up for a brand's newsletter, the brand uses that information to continually send marketing communications to that customer. This is known as ______. microblogging rebranding remarketing social listening
remarketing
Before the rise of the social web and its employment of likes and followers, it was the norm for brands to engage with customers by providing the ability to create their own pages. sign up for newsletters. interact with the company head. blog about new products.
sign up for newsletters.
Any web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals can be referred to as ______. static media Web 1.0 social media Web 1.1
social media
Brands that cater to the older demographic, typically 65 years of age and above, are less likely to use _____. social media television traditional media newspapers
social media
Sites that allow the community to create, edit, or delete content are called ______. wikis microblogs blogs forums
wikis
For many brands today, participation in social media is ______. useful only for companies that sell products on the web not necessary for their success in the long-term expected by customers and necessary for success not necessary for brick-and-mortar stores
expected by customers and necessary for success
Software such as Nielsen's BuzzMetrics that enable brands to collect conversations about a brand into dashboards with analytical components are known as ______. blogs Really Simple Syndications wikis listening tools
listening tools
Which of the following tools are the most effective at helping marketers understand how people are actively talking about a brand? bookmarking tools listening tools search tools networking tools
listening tools
Brands create better products, services, and communications by emphasizing profit generation over product utility. focusing on the company's bottom line. understanding the perspective of the target audience. primarily focusing on the personal preferences of employees.
understanding the perspective of the target audience.
What should firms determine before advertising on social media? who they want to reach what they hope to accomplish what their next product will be which television show has the most viewers
who they want to reach what they hope to accomplish
Areas of sites where individuals can discuss specific topics are called ______. wikis microblogs forums blogs
forums
The leveling and badging system adopted by online games has created a new way of engaging consumers called _____. gamification crowdsourcing gaming playing
gamification
With the help of ______, brands can ask their customer advocates for their thoughts and opinions. marketing research online communities social media automation tools search engines Really Simple Syndications
marketing research online communities
Compared to traditional media, social media is _____. not efficient more expensive not interactive more labor-intensive
more labor-intensive Reason: Social media consists of 20% planning and 80% execution.
Unlike traditional media, advertising on social media sites is ______. beyond the company budgets very expensive not cost effective mostly unpaid for
mostly unpaid for
Everyday people can let the world know what they think of certain products or services through ______. gamification social advertisements reviews customer service
reviews
Despite the flaws present in social technology, simple acts like ______ have made social networking the ruler of social media. withholding personal details securing data storage ensuring personal privacy sharing information
sharing information
Marketers gain information about a target audience's perception of a brand by using _____ tools. social listening fragmentation transparency word of mouth
social listening
______ is an example of a microblog, a blog that has brief entries. Disqus Livefyre YouTube Twitter
A brand can create channels and pages on social media sites, which allow the brand to distribute communications to its own network. mine competitors' social networks for new ideas. track inventory and place reorders with suppliers. adjust the placement element of the marketing mix.
distribute communications to its own network.
Games have managed to attract users on social media by allowing them to ______. create their own levels earn points and advance to new levels play against top executives at the company create multiple accounts
earn points and advance to new levels
What are advantages of using social media for customer service? Customer questions can be answered almost immediately. Customer service provided through social media is essentially free. Customers are less likely to complain via social media. Customers can provide feedback on new products and services.
Customer questions can be answered almost immediately. Customers can provide feedback on new products and services.
Social media bring the ______ element into advertising and marketing. human price product planning
human
Which statement about the popularity of social media is true? - The popularity of social media has grown equally quickly across all age groups. - Brands that target older markets are usually the fastest to adopt new social media platforms. - Some social media platforms, such as Snapchat, are more appealing to younger consumers. - Due to teens' lack of buying power, marketers pay little attention to this group's social media activity.
- Some social media platforms, such as Snapchat, are more appealing to younger consumers.
Which statement about advertising on social media is true? Social media advertising is relatively ineffective because it does not allow companies to target a specific audience. Social media advertising is most effective if companies go in without a plan and instead "wing it." Unlike traditional media advertising, social media advertising cannot be planned for in advance. Just like traditional advertising, effective social media advertising requires a set of objectives and strategy.
Just like traditional advertising, effective social media advertising requires a set of objectives and strategy.
_____ media help to break down geographical barriers and allow people to meet each other virtually to discuss and share their interests. Social Residual Industrial Traditional
Social
Which of the following best defines social networking sites? It is a user-collaborated site that posts information in an encyclopedia format. It is a site where users can only use 140 characters of text to communicate. It is a site where people with common interests gather. It is a site where people use only hashtags to communicate.
It is a site where people with common interests gather.
Which statement about social media and firms is true? (select all) Only a relatively small percentage of businesses use Facebook advertising. Instagram video ads are utilized by almost all U.S. marketers. Most companies use social media as a marketing channel. The vast majority of small- and medium-sized businesses use Twitter for customer service.
Most companies use social media as a marketing channel. The vast majority of small- and medium-sized businesses use Twitter for customer service.
The real world is replicated by social media without the real world's geographic barriers. conversational tools. ideological differences. human relationships.
geographic barriers.
One of the advantages of crowdsourcing for companies is that they _____. have to spend only tens of thousands of dollars get to work directly with agencies have a wider variety of options can pay below the minimum wage
have a wider variety of options
A consumer who is engaged with a brand in a give-and-take conversation that feels inauthentic is likely to grow ______ with the brand. impatient angry enamored intrigued
impatient
True or false: Social media is of very limited use when it comes to customer service.
False
What is one main reason why social media is attractive to advertisers? It requires relatively little effort to continually provide updated content. It makes it possible for advertisers to target specific customers. It is primarily of interest to younger audiences. It requires companies to give up control of their advertising message.
It makes it possible for advertisers to target specific customers.
Which statement about social media and business is true? Social media often give small, local businesses an advantage over big brands. Very few companies use social media to provide customer service. Big businesses, such as Comcast, only need one employee to run their social media. Well over half of social media users post content related to brands or products.
Social media often give small, local businesses an advantage over big brands.
Many brands use ______ to share the voice of the brand and to try to engage customers on a deeper, more personal level. search engines wikis white papers blogs
blogs
Simple, reverse chronological order web pages that generally share opinions are referred to as ______. wikis archives Really Simple Syndications blogs
blogs
Firms that advertise on Facebook can take advantage of the social media platform's ______ feature, which makes the selected post more prominent in fans' News Feeds. mobile app installs click to website page likes boosted post
boosted post
Companies like Comcast and Zappos have been able to build _____ through Twitter. larger offices brand loyalty their own web pages more segments
brand loyalty
Social media is utilized by brands to _____ into their company culture. bring morals introduce barriers breathe life add employee benefits
breathe life
Social media companies help brands to _____. reward employees for their performance improve the work-life balance of their employees infuse seriousness into the work environment bring entertainment in unique ways to their fan base
bring entertainment in unique ways to their fan base
Most companies that incorporate social media into the media mix are striving to build a relationship with the consumer. become leading social advertisers. increase planning and reduce execution. advertise at minimum cost.
build a relationship with the consumer.
A company should avoid being 100 percent transparent because its customers are more likely to purchase competing brands. competition is likely watching and could take advantage. employees do not associate personally with the company. suppliers do not appreciate transparency or authenticity.
competition is likely watching and could take advantage.
The fact that social media _____ helps explain why they have become so popular. are expensive as an advertising medium are the oldest form of media connect people pay people when they use them
connect people
The need for humans to feel ______ is what has fueled the growth and acceptance of social media. connected to one another inspired by one another superior to one another separated from one another
connected to one another
A major difference between social media and traditional media is that social media _____. are difficult to access and use consist of less planning and more execution are less interactive are more expensive for advertisers
consist of less planning and more execution
Social media platforms have given rise to the ______ as content creator. distributor consumer marketer producer
consumer
The use of social media sites, such as Twitter, has allowed companies like Zappos.com to distribute their _____ efficiently. customer service market research supply chain promotion budgets
customer service
Due to social media, value goes beyond just the pricing or product and extends into the _____. manufacturing process product's package customer's life brand package
customer's life
The fact that social media uses Web-based technology for interactive communication between groups, communities, companies, and individuals explains why there are ______. very few companies that have accepted social media no privacy concerns when using social media many different types of technologies associated with social media cheaper advertising alternatives in traditional media
many different types of technologies associated with social media
Social media enables the distribution of messages in _____ formats that encourage a customer to want to interact with a brand or company. traditional media multimedia cross media industrial media
multimedia
In the past, most brands' social media sites were considered _____, making them an appealing alternative to traditional media. nonexistent properties owned properties tax shelters negative assets
owned properties
A(n) ______, like a Website, is not a place where you have to pay a media company to gain a presence to distribute your message. owned property billboard trade magazine newspaper
owned property
Which Facebook advertising option is specifically designed to grow the fans of a firm or brand on Facebook? page likes click to website boosted posts mobile app installs
page likes
Which advertising option allows firms to get their hashtag near the list of topics that are currently most popular on Twitter? promoted tweet promoted feed promoted account promoted trends
promoted trends
Which Twitter advertising option increases the prominence of a company's post by boosting it to the top of followers' feeds? promoted trend promoted tweet promoted feed promoted account
promoted tweet
Compared to other forms of existing media, ______ make it easier to cultivate more friendships, locate people with shared interests, and to share photos and videos with friends. static media industrial media social media traditional media
social media
Which of the following is a principle of social media that has caused marketers to rethink their traditional promotional messages? transparency restrictiveness flexibility costliness
transparency
A brand is being _____ when it gives customers a chance to see what happens behind the scenes with a product or service. creative safe transparent ambiguous
transparent