MKTG 3600
Match the performance measurement with its correct description.
Fans-the number of people who have opted in to a brand's messages through a social media platform at a given time share of voice - the brand's share or percentage of all the online social media chatter related to, say, its product category or a topic interaction rate - the number of people who "like" or make a comment about a post divided by the total number of people seeing the post users - individuals who have registered on a social networking site by completing the process involved
Which of the following best represents the gender breakdown for Facebook users?
Females only slightly outnumber males on Facebook.
Among databases, which search engine is the most useful, indexing over 57 billion unique web pages?
Professional networking and job searching are the main purpose of which social media network?
Hashtags are typically used by firms to Blank______.
encourage user-generated content
Twitter is based upon the principle of ______.
followers
Price-comparison searches and location-based promotions are Blank______.
important smartphone apps for mobile marketing
Brand managers use Facebook's paid ads and sponsored stories to Blank______.
increase traffic to their Facebook pages
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
social commerce technologies
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with ______.
social media
Marketers use media richness and self-disclosure to classify Blank______.
social media
What three features are integrated into Web 3.0?
the Internet of Things big data cloud computing
Which of the following should be assessed by a brand manager in the selection of social media networks for marketing purposes?
the characteristics of the visitors to the website the number of daily visitors to the website
First and foremost, when choosing social media content, it is important to identify Blank______.
the content's intended purpose
_____ are online media where active users submit news, photos, and videos often accompanied by a feedback process to identify popular topics.
Social media
An influencer that has a large number of followers has perceived Blank______ with those followers, which, in turn, leads to Blank______.
credibility; trust
The use of social networks in the context of e-commerce transactions is referred to as Blank______.
social commerce
When Snapchat featured a link to an augmented reality image of Michael Jordan in his latest model of sneakers that viewers could walk around to see from different angles prior to purchasing, it was an example of Blank______.
social commerce technology
The use of social network services and websites by consumers to share their latest purchases, deals, product reviews, and other shopping finds with friends and contacts is referred to as Blank______.
social shopping
Which seems to be a trend in marketing's future use of social media?
the convergence of the real and digital worlds
______ can be a good form of communication for consumers and brands because of its short message length, ease of posting, receiving, and forwarding messages, and its convenience on a smartphone.
Which performance measures are linked to outputs or revenues?
unique visitors page views fans
Social shopping focuses on the Blank______.
user or buyer shopping experience
Any form of online media content that is publicly available and created by consumers or end users is referred to as Blank______.
user-generated content
Which two terms are sometimes used interchangeably with the term "social media"?
user-generated content Web 2.0
What is the premise behind influencer marketing?
A consumer's purchases are often influenced by the views, opinions, and behavior of others.
The ideal performance measure for both conventional and social media is one that ties Blank______ to the cost of the ad or other promotion.
actual sales revenue
Which guideline helps to engage fans in a conversation on Facebook?
be creative in using links, photos, and videos
A firm wishing to partner with a social media influencer for a particular product will have to Blank______.
compensate the influencer for their service
Providing ________ to consumers in the converging real and digital worlds is very successful when they perceive that they have control.
convenience
Shoppers that use their smartphones while waiting in a South Korean subway to select and purchase groceries realize which important benefit?
convenience
A company using Facebook ads hopes that the content will Blank______.
migrate into Facebook conversations among friends
The broad set of interactive messaging options that are used to communicate through personal mobile devices is known as Blank______ marketing.
mobile
What are the two factors used to classify social networks for marketers?
self-disclosure media richness
Which is most responsible for speeding up the convergence of the real and digital worlds?
smartphones and their apps
In this age of digital technology, what have the vast majority of consumers done to protect themselves from issues related to privacy?
taken steps to remove or mask their digital data
Match the performance measure to its correct link.
CPM-measure tied only to costs CPC-measures interest in a product CPA-measure linked to the sales revenues generated from the social media ad
Which social media outlet accounts for the greatest share of social commerce?
Which social media outlet has seen incredible growth, such that the company grows by 8 people per second?
______ launched a search engine which allows its users to conduct their own queries like "restaurants recommended by friends," giving value to companies for brand or product "likes" on the site.
Of the major social media outlets, which ranks as being most important for influencer marketing?
Which statement is true of YouTube?
It offers streaming video content.
When seeking an introduction to someone for business purposes, a user might use ________ to gain access to someone through a mutual, trusted "connection".
Which of the following smartphone apps are increasingly becoming important for marketing managers?
Loyalty programs Location-based promotions Price-comparison searches
Which of the following best represents the gender breakdown for LinkedIn users?
Men only slightly outnumber women on LinkedIn.
Because its users actively engage in shopping for and finding new products on its website, which social media platform operates much like a search engine for its users?
________ is the result of a proliferation of interlinked social commerce technologies, databases, algorithms, and apps.
The convergence of the real and digital worlds
Which statement regarding Instagram usage is true?
The majority of Instagram users are women.
In what ways are influencers compensated?
They are reimbursed for their expenses. They are given free products or services. They are paid outright.
Select two characteristics of apps.
They run on smartphones and tablets. They are small, downloadable software programs.
What factors need to be considered when selecting social media content?
the characteristics of the market segment to be reached how the content can best be conveyed the content's intended purpose
An influencer on social media can be identified based on Blank______.
the number of followers the person has
Social commerce is ______.
the use of social media for browsing and buying products
Unlike most other social media, Blank______ encourages its users to seek out and save new information and novel things about products, services, and brands that pertain to their immediate interests, current or preferred lifestyle, and future endeavors.
______ marketing is the practice of focusing on the identification and recruitment of influential people to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers.
Influencer
More than 70 percent of teenagers use Blank______ and they report that the platform is the best way for brands to reach them about new products or promotions.
The focus of Blank______ is on sharing personal, interesting, exclusive photos that might show a personal experience or showcase and authentic story.
______ is considered the most important social network for influencer marketing.
A company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network is referred to asBlank______.
a social media marketing program
The purpose of a social media marketing program is to reach Blank______ who will become Blank______.
active consumers; influentials
Because Instagram is primarily a visual medium, brand managers use the platform to create Blank______ ads which combine multiple images to create an ad.
carousel
YouTube steers its users on content through the use of Blank______.
channels
Brand managers assess the focus of a social media website and its visitors primarily to
choose one or more that will generate increased sales and profits.
Social media content that includes stories, behind-the-scenes images, and posts that thank fans or ask for opinions and feedback are considered Blank______ content.
connecting
When users interact with one another on LinkedIn it is identified as a ______.
connection
Which of the following are social media performance measures linked to inputs or costs?
cost per click cost per thousand cost per action
Data indicate that users who Blank______ are more likely to make a purchase because they are loyal customers.
like a brand on social media
Which Linkedin profile is more likely to be viewed?
one that includes a clear, simple photo of the user
Pinterest is the third-largest social network in the United States; its users are called Blank______.
pinners
Which two smartphone apps are most essential to mobile marketing?
price-comparison searches location-based promotions
Facebook's recent disclosure about a data breach is one aspect of the convergence of real and digital worlds that may increase concerns about Blank______.
privacy
Performance measures for social media marketing programs can be divided into which two categories?
those linked to inputs or costs those tied to the outputs or revenues
What is something student's should do when building a Linkedin profile in order to search for jobs?
write a short, memorable profile headline
Web 2.0 is referred to as such because Blank______.
new functionalities exist to make possible a high degree of user interactivity
The main purpose of the LinkedIn site is ______.
professional networking and job searching
Which two statements are true of Facebook?
90 percent of its users live outside the United States and Canada. It generates revenue from more than 2.5 million advertisers.
Match the type of social media content to their correct features.
Promotional: coupons, discounts, customer testimonials Entertaining: puzzles, viral videos, jokes Newsworthy: topical coverage about an industry, product, or service
The use of hashtags (#) to showcase product or brand content originated on ______.
What is a good practice for brand managers to use when implementing carousel ads?
Use the ads to tell a story.
______ -generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.
User or Consumer
Which social media platform is best known for its pinboard-style photo- and content-sharing?
