CH18 QUIZZES + VOCAB

Measuring the number of impressions for a piece of posted content is which type of social media metric?

Measure of activity

Measuring the number of positive, neutral, or negative comments about the company or product on social media is which type of social media metric?

Measure of sentiment

social media

any tool or service that uses the Internet to facilitate conversations

Hakim is a social media consultant and recently met with a new client. Hakim was explaining the basics of social media marketing and stressed the importance of starting with _______.

a marketing plan

Social media is unique when compared to traditional mass media in which of the following ways? (Select three)

1. Social media amplifies the impact of word of mouth. 2. Social media allows marketers to listen to consumers. 3. Social media activity is more measurable.

Nanami is a social media marketing intern for a community theater. She has been reviewing best practices for determining social media effectiveness and has specified the following promotional tactic: "Use Facebook to publicize upcoming theater productions in order to sell tickets and achieve 85 percent of available tickets sold for each performance." This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Align your social media goals with your business objectives.

Enzo works in admissions for a private university. He recently attended a conference on higher education and learned that, based on a recent survey of admissions officers, 65 percent of accepted students who join a school's private Facebook group enroll in the university. This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Benchmark against your competitors

Which social media platform is where users facilitate conversations by posting articles and messages?

Blogs and microblogs

Jian travels frequently for work and turns on his smartphone as soon as his plane lands on the runway. He recently traveled to the Atlanta airport and was disembarking from the plane on the D Concourse. He looked at his phone and noticed a message inviting him to visit One Flew South, a fine dining restaurant located on the E Concourse. The message is an example of _______, a type of mobile marketing.

Bluetooth marketing

Rob Siefker, Director of the Zappos Customer Loyalty Team, says that Zappos CEO, Tony Hsieh, does not like the term social media. Rob goes on to say that social media is a way to, "interact and invite the customer into the company and a way to kind of get a little bit closer glimpse of how we operate and who our employees are." Which social media objective does this address?

Build relationships and awareness

What are social media users who are less likely to create and more likely to consume content such as blogs, podcasts, and videos known as?

Collectors

What are the social media users who produce and share content, such as blogs and videos, known as?

Creators

What are social media users who often post comments, ratings, and reviews of products known as?

Critics

Selecting and tracking the metrics most relevant to campaign objectives relates to which step in creating a social media plan?

Implement and monitor the strategy

Batini is the general manager of an Embassy Suites hotel franchise. One of her responsibilities involves monitoring guest feedback on social media sites such as TripAdvisor. While it is time consuming, she responds to every post and uses the feedback or criticism to make improvements in guest services. One recent customer comment about poor WiFi connections led her to invest in a new router and faster Internet service. Which social media objective best corresponds to how Batini is using social media as a listening platform?

Improve customer service

Zappos' Facebook page has more than 2.4 million followers. Someone who maintains a Facebook profile and visits the Zappos Facebook page, but doesn't comment or review products would be in which category of social media users?

Joiner

Which social media platform is where users upload and distribute photos and videos?

Media sharing sites

Zappos uses social media primarily as a way to communicate with customers and it does this by reaching consumers wherever they are. This is an example of ______.

NOT crowdsourcing NOT digital marketing

Which social media platform is where users post opinions about businesses or other experiences?

Review sites

Making choices as about goals such as increasing awareness, improving customer service, increasing sales, or some combination relates to which step in creating a social media plan?

Set social media objectives

Felipe is the social media marketing manager for a local John Deere dealership. He's creating a quarterly report for the general manager to demonstrate the value of social media marketing. Which of the statements is true about evaluating the effectiveness of social media marketing?

Social media effectiveness is difficult to measure because there is no common denominator to measure ROI.

Which social media platform allows users to create communities using profile pages or groups, enabling them to share content and exchange messages?

Social networking sites

Which social media platform is where users post stories and the community votes the stories up or down to rank them?

Social news sites

Julian is 13 years old and enjoys creating music videos of himself lip-syncing to popular songs. He uses an app called _______ that lets him post his videos and share them with others.

TikTok

Natalie Pelletier is an actress living in Los Angeles. She has a website, www.irishfrecklegirl.com, on which she writes about food, wine, travel, and acting. She usually posts at least once each month, and she might include a recipe, a book review, and original photographs. Natalie's website can be classified as a _______ site.

blog

corporate blogs

blogs that are sponsored by a company or one of its brands and maintained by one or more of the company's employees

microblogs

blogs with strict post length limits

An influencer organically mentioning a product on Instagram is an example of _______ media.

earned

Eldon is the social media marketing manager for a franchise location of Buffalo Wild Wings. His lunch customers are typically men between the ages of 18 and 35. However, at dinner there are more families with kids during the evenings and weekends. Most customers are sports fans who enjoy watching games in a social environment. Eldon typically uses Twitter to remind his followers about upcoming sports events or special offers at the restaurant since men are more likely to use Twitter than Facebook or Instagram. This is an example of the _______ stage of social media planning.

identifying the target audience

Felipe works as an electrical engineer and is concerned about privacy issues. He does not use any apps for social media and believes the privacy risks outweigh any benefits he might receive. According to Forrester Research, Felipe would be classified as a(n) _______ based on his social media usage.

inactive

noncorporate blogs

independent blogs that are not associated with the marketing efforts of any particular company or brand

Shaniqua is the social media marketing manager for Ulta Beauty. Ulta Beauty often motivates web and in-store purchases by offering coupons for $5 off on the next purchase. Shaniqua has set a goal to reach a 5 percent return on Instagram coupon offers that are redeemed by customers who show the coupon on their smartphones. This is an example of the _______ stage of social media planning.

setting social media objectives

crowdsourcing

using consumers to develop and market products

review sites

websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services

social networking sites

websites that allow individuals to connect—or network—with friends, peers, and business associates

social news sites

websites that allow users to decide which content is promoted on a given website by voting that content up or down

media sharing sites

websites that allow users to upload and distribute multimedia content like videos and photos

Measuring sales as a percentage of site visits is which type of social media metric?

Measure of conversion

Measuring likes and shares for posted content is which type of social media metric?

Measure of engagement

Luiz has recently been hired to manage the social media marketing efforts for a furniture retailer. Luiz has decided that Facebook, Instagram, Pinterest, and Houzz are the most appropriate social media platforms for the furniture store. Which stage of the social media planning process is Luiz in?

Selecting the tools and platforms

The Chili's restaurant chain has invested in social media marketing. It allows customers to opt in and receive messages from Chili's on their smartphones. A recent message stated, "Happy National Fajita Day! Chicken Fajitas with a drink and starter are $10 today." Which type of mobile marketing tool is Chili's using?

Short message service (SMS)

In which ways can marketers reach consumers using mobile technology? (Select three)

1. Text-based marketing 2. Mobile ads 3. Smartphone applications

blog

a publicly accessible web page that functions as an interactive journal, whereby readers can post comments on the author's entries

social commerce

a subset of e-commerce that involves the interaction and user contribution aspects of social online media to assist online buying and selling of products and services

social media celebrities

actors, singers, artists, or athletes who have millions of followers on social media platforms, typically Instagram and Twitter

Miguel recently shared his opinion about mirrorless cameras by posting on Fuji's Facebook page. Fuji was interested in seeing how customers were using their new line of mirrorless cameras for street photography. The company also asked customers to share their tips and techniques for taking photos in public spaces. Fuji will use this information to create a marketing campaign for its mirrorless cameras. This is an example of _______.

crowdsourcing

Phil Steele is a professional photographer and owner of steeletraining.com, where he provides video tutorials and courses about photography. His Phil Steele Photography Facebook page has approximately 30,000 followers. Phil Steel Photography is an example of a _______.

micro-influencer

A brand posting pictures to its company-run Instagram page is an example of _______ media.

owned

A brand's sponsored post on Facebook is an example of _______ media.

paid

Jaylen is the social media manager of an electronics store chain. He believes social media enhances relationships and brings customers and brands closer. The culture of _______ that social media fosters may be considered a fifth "P" for marketing.

participation

micro-influencers

people who have a smaller number of followers on Instagram or Twitter but are still influential in specific areas

social media stars

people who have become popular because of their social media influence in a specific arena—gaming, makeup, fashion, food, and so forth

Ronald and Hannah are planning a trip to Portugal for their honeymoon. They have never traveled to Portugal and want to learn about the top cities and places to visit. They consult TripAdvisor.com and learn that the top city to visit is Lisbon. In addition, the Oceanário de Lisboa is a top attraction with over 38,000 user comments. The TripAdvisor website can be classified as a _______ site.

review

Antonia has a one-year-old golden doodle dog who eats grain-free dog food. Antonia typically purchases the food from Amazon and likes the convenience of using the Amazon software she downloaded from the Google Play store for Android devices. She just clicks on the Amazon logo and can shop, order, review past orders, and track shipments. The Amazon smartphone software is an example of _______, a type of mobile marketing.

smartphone application (apps)

Mingyu has a small lifestyle boutique offering fashions, home décor, and gift items. She often posts photos of new styles on Facebook. Mingyu now offers the option for customers to comment "sold" and request sizes to purchase items via the Facebook posting. Users simply create an account with Mingyu's Facebook page and are given the option to pick up their items in the store or have them shipped. This is an example of _______ commerce, which combines social media with the basics of e-commerce.

social

Lady Gaga, a well-known pop singer, was the first Twitter user to reach 30 million followers. Lady Gaga is an example of a _______.

social media celebrity

Catarina is the marketing manager for a local Ford dealership. Catarina assists the dealership in its Internet marketing efforts and uses Google Alerts and Social Mention to notify her if the dealership is criticized or receives a negative review. Catarina also routinely scans the dealership's Facebook page for negative and positive customer reviews. This is an example of _______, the process of identifying and assessing what is being said about a company.

social media monitoring

The process of identifying and assessing what is being said about a company, individual, product, or brand is known as _______.

social media monitoring

Nala Cat is known as Instagram's most popular cat with more than 4 million followers. Nala is an example of a _______.

social media star

Maricel is the owner of a spa and salon. She often monitors the customer comments posted on Google and the spa's Facebook page. She recently became concerned about a negative review from a person who has never visited the salon. Which of the following is an aspect of social media that relates to this issue?

Business owners have little control over the content posted on social media sites

Riya is completing her master's degree in biology. She is interested in pursuing a laboratory scientist position in an infectious disease department of a major hospital. Riya updates her profile on LinkedIn and uses the search feature to locate individuals currently working in infectious disease departments at hospitals within a 100-mile radius of her university. She understands the importance of connecting with people in her field and creating personal connections. The LinkedIn website can be classified as a _______ site.

social networking

Most of Zappos' social media activity occurs on Facebook and Twitter. Facebook is considered a _______, while Twitter is a _______.

social networking site; microblog

Valentina is a kitchen designer based in San Francisco. She often posts before and after photos of her recent kitchen remodeling efforts for clients on Pinterest and Houzz. She enjoys sharing her work and giving others inspiration for their own do-it-yourself projects. Pinterest and Houzz can be categorized as _______ sites.

social news

Social media is any tool or service that uses _________ to __________ conversations.

the internet ; facilitate

social media monitoring

the process of identifying and assessing what is being said about a company, individual, product, or brand

location-based social networking sites

websites that combine the fun of social networking with the utility of location-based GPS technology