MCC Marketing Chapter 18: Social Media
Worldwide, there are almost _____ mobile phones in use, _____ of which are smartphones.
6 billion; 17 percent
Refer to Hallmark Cards. Kimberlee is a big fan of Hallmark products. She often uploads photos of her Hallmark ornament collection to the company's Facebook page, she reads and comments on Hallmark blog posts, and she loves chatting with and tweeting other Hallmark lovers. What type of social media user is Kimberlee?
A joiner
Which type of social media site allows users to post, read, rate, and comment on opinions about many different kinds of products and services?
A review site
Which of the following is NOT a social networking site?
All of the above are social networking sites
Social media strategist Jeremiah Owyang has identified eight stages of effective listening. Which of the following scenarios is an example of "Stage 8" listening?
An online bookseller examines customers' product reviews, comments, and past purchases to suggest additional titles customers might enjoy
Johanna is a loyal customer of The Beanery, a regional coffee shop chain. Whenever Johanna is found to be within a geofenced area owned by The Beanery, she receives a message on her iPhone 5S offering her money off a coffee drink at a nearby store. The Beanery appears to be using:
Bluetooth marketing
Refer to Effective Social Media. Which of the following resources would be MOST likely to help an organization achieve the goal of energizing customers?
Buzzillions, a product review site that works with retailers to identify customers who have purchased products and asks them to write reviews
Which type of social media user posts comments, ratings, and reviews of products and services on blogs and forums?
Critic
Refer to Hallmark Cards. Which of the following is an example of Hallmark's use of mobile marketing?
Enabling customers to send electronic cards to friends' cell phones
Danny is a 19-year-old college student and avid gamer. Based on his demographics, which of the following games is Danny MOST likely to play regularly?
EverQuest Next
By far, the largest social network for gaming is:
Marla is a 55-year-old woman who wants to use a social network site to stay in touch with her son, who is away at college. She also hopes to make contact with some old high school friends. Which of the following is Marla most likely to use for this purpose?
Noah is a budding photographer who is proud of his work. He wants to share his photos with others online. Which of the following is Noah MOST likely to use to share his photos?
Flickr
Which of the following statement about the use of social media in marketing is TRUE?
Given the relative ease and efficiency with which organizations can use social media, a positive return on investment is likely for many—if not most—organizations.
Blogs with strict post length limits are called:
Microblogs
Which of the following is the best description of a podcast?
Podcasts are like radio shows that are distributed through various means and not linked to a scheduled time slot.
Which mobile marketing tool allows 160-character text messages to be sent to and from cell phones?
SMS
Of the following, who is MOST likely to be a LinkedIn user?
Sharika, a 35-year-old attorney just opening her own practice
Which of the following games is probably the MOST appropriate for marketing and advertising?
Texas Hold'em Poker
Which of the following is an example of owned media?
The Facebook page created by FitBody Bootcamp to let members know about special events at the gym
Which of the following statements about online gaming is CORRECT?
The typical online gamer is a 43-year-old woman with a full time job and college education.
The most popular microblog is:
A movie studio wants to give fans a sneak peek of the trailer for an upcoming film. Which of the following would be the best platform for the studio to use?
YouTube
One of the most recent developments on the social media scene is that:
a person can use Google Wallet instead of a credit card at participating locations.
All of the following are examples of social media tools and platforms EXCEPT:
an AM/FM transistor radio
Brands, organizations, and nonprofits that use Facebook:
are public and are thus subject to search engine indexing.
A publicly accessible Web page that functions as an interactive journal is called a(n):
blog
One reason why negative customer comments and complaints are important to an organization is that they can:
bring to light unknown brand flaws
Customers and business owners can do all of the following on the Yelp Web site EXCEPT:
business owners can set their pages to block negative reviews
_____ disseminate marketing-controlled information and are effective platforms for developing thought leadership and fostering better relationships with stakeholders.
corporate blogs
Using consumers to develop and market product is called:
crowdsourcing
Because of the influence of social marketing, the interaction between producer and consumer has become LESS focused on:
entertaining
Videos made by teens that focus on fashion are called:
hauls
Crock of Love prepares and delivers from-scratch meals directly to their customers' homes. Crock of Love has its own Web site, Facebook page, and Twitter account, but the company's owner, Nikki, frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts. In so doing, Nikki is MOST LIKELY trying to:
improve Crock of Love's reputation
Refer to Effective Social Media. Of the social media objectives often defined by marketers, the foundational objective is undoubtedly:`
listening
TwitPic, Flickr, and Photobucket are all examples of:
media haring sites
Much of the growth in social media sites can be attributed to:
new platforms like tablets and smartphones.
Patrick goes to the movies three or four times each week. He operates a blog where he writes long, detailed reviews of the latest releases. Patrick's blog would best be described as a:
noncorporate blog
Social media:
offer more one-to-one ways to meet consumers than traditional marketing media.
Content that a company purchases to be placed online is called:
paid media
"Conversationalists" are social media users who:
post status updates on social networking sites and microblogging such a Twitter
Marcie and Alyssa are going to the football game this afternoon. Alyssa notices that Marcie is sitting at her computer, and she calls out to ask if Marcie is ready to go. "Just a second," replies Marcie. "I just want to tweet to everyone where we'll be." Because Alyssa knows a lot about social media, she knows that Marcie is:
posting a message to Twitter
A company would probably NOT want to use Twitter to:
provide a customer with complex, hard-to-understand instructions on how to use a product.
Modern mobile advertising as a viable marketing strategy has become possible primarily because of the development of:
smartphone technology
Groupon.com offers discounts on products and services in specific cities. The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it. Groupon would BEST be described as a:
social commerce site
A Web site that allows individuals to connect with friends, peers, and business associates is called a:
social networking site
A _____ allows users to decide which content is promoted on a given Web site by voting that content up or down.
social news site
From a marketing standpoint, the most useful Facebook feature is probably _____, which allows a brand to communicate directly with fans via status updates.
the Timeline
Social bookmarking sites such as Delicious and StumbleUpon differ from social news sites such as Reddit and Digg in that:
the objective of their users is to collect, save, and share interesting and valuable links.
One difference between apps and widgets is that:
widgets are often cheaper to develop than apps.
