Chapter 9 Social Media
Which of the following statements is not true?
Social networks have helped narrow the worldwide marketplace while changing the landscape of shopping and purchasing patterns.
Some of the most successful company Facebook pages are ________.
Starbucks, Coca-Cola, and Best Buy
Which of the following statements is not true regarding Instagram?
The images used in Instagram are photo shopped
In addition to identifying trends, marketers use social listening to detect patterns or shifts in views of consumers. An example of such patterns or shifts includes ________.
assessing if the views presented are from those of the overall society
During a blackout during the 2013 Super Bowl, Oreo sent a message via Twitter that it is okay to dunk an Oreo cookie "in the dark." This is an example of ______.
real-time marketing
Which of the following seeks to appeal to all demographics, regardless of gender, age, race, income, or education?
General social networking sites
There are a number of social media sites. Identify the one from the list below that is not a social media site.
Firefox
Niche social networking sites include all of the following EXCEPT:
A. Social bookmarking (Correct answer) B. Dating C. Family and lifestyle D. Business E. Shopping
__________ involves providing incentives for consumers to share content about a brand
Content seeding
Which type of social networking sites seek to appeal to all demographics, regardless of gender, age, race, income, or education?
General social networking sites
_________ marketing involves an individual endorsing a brand on social media sites
Influencer
Facebook has a tool called "custom audiences." What does this tool do?
It makes it possible to match customer demographics with Facebook characteristics
Which of the following does NOT represent a niche social networking site?
________ is the bulletin-board style social site on which individuals can post photos and image-based articles.
Which type of social networking sites are specifically designed to allow users to share product reviews and brand information?
Shopping sites
There are a number of reasons marketers develop social media campaigns. Which of the following is a reason for developing a social media campaign?
To increase brand exposure
________ users are more racially diverse than the internet as a whole
The re-creation of _______ is closely tied to consumer video reviews on video posting sites such as YouTube.
broadcast ads
L'Oreal provides an excellent example of successful social media marketing. Its social strategy designed to maximize the effect of the company's social media efforts includes ________.
creation of content that will lead to social conversation
Social media _________________________ for a variety of goods and services while changing the landscape of shopping and purchasing patterns in numerous companies.
has helped widen the worldwide marketplace
Social media can boost organic search rankings with search engines because ________.
individuals more frequently mention the brand name on social media networks
Listening to social chatter, or social listening, provides enlightening information to marketing professionals and _________________________.
is a form of customer intelligence
The notable issues facing companies using social networks in international environments include _______________________________.
language differences, social norms, and technological issues
The two top reasons for consumers to follow a brand tend to be to keep up with activities of the brand and to ________.
learn about products or services
Dating sites are an example of a ______ site.
niche social networking
For real-time marketing to be effective, strategic planning must occur prior to assembling a war room and prior to any live event. Which of the following would be included in that planning?
process and procedures in place
The Super Bowl message from Mondelez that it is okay to dunk an Oreo cookie "in the dark" is an example of ________.
real-time marketing
Facebook's popularity comes from a blend of ________.
sheer size of fan base and consumer interaction
Social listening, or listening to social chatter, often provides enlightening information to marketing professionals. One of the best ways to use this social chatter is to ________.
try to determine whether the views being expressed represent a small subset of its customer base
Blogs allow a customer to comment on a product, positively or negatively. Which of the following is most likely to provide content perceived to be honest and representing what consumers really think about a product?
A blog created by individuals to talk about a brand
When examining social interactions, brand advocates often exhibit three characteristics which can be described as ______________.
Behavioral commitment, emotional connection, and quality communication skills
Which of the following is NOT a social media marketing strategy employed by companies?
Brand buzz
Which of the following would be good advice for a company developing an international social media campaign?
Carefully vet all messages to make sure they do not offend local norms or sensitivities.
________ involve(s) providing incentives for consumers to share content about a brand
Content seeding
________ provides incentives for consumers to share information about a brand
Content seeding
The majority of _____ users are located outside the United States.
_____ is currently the largest social media site with over one billion users.
________ is the fundamental basis for social media.
Social interaction
Facebook generates more than $10 billion per year in advertising dollars. Which of the following statements about Facebook is not true?
The number of teen users continues to grow
Customer reviews help consumers decide which goods or services to purchase or not to purchase. Which of the following sites are focused on consumer-generated reviews of products?
TripAdvisor
Which social media networking site uses specific software to help marketers identify and reach customers to determine what customers say about the company or brand and then allows marketers to respond or gather the information for future use or evaluation?
Which of the following statements is not true representation of Twitter?
Twitter's primary strength is among Hispanics
Which of the following statements about social marketing outside the United States is correct?
Use of visuals can reduce confusion from country to country
Which of the following statements regarding international impact on social media marketing is correct?
Visual Esperanto is a method used to overcome language differences
Which of the following is an example of a viral marketing?
YouTube videos showing the "world's fastest nudist"
A social network is _____________.
a social structure of individuals and/or organizations
Facebook uses a unique behavioral targeting tool called ________ that allows marketers to gather information from the company's websites and applications, and then use that data to target individuals when they visit Facebook, whether on a mobile phone, tablet, or desktop computer.
custom audiences
A small percentage of users (between 5-20 percent) post the majority of content about a brand online. We refer to this posting as _____.
social buzz
Customer intelligence or ________ provides enlightening information to marketing professionals
social listening
Brand managers develop social media marketing campaigns for many reasons. The two most frequently reported rationales are to ____________________ and to __________________.
stay engaged with customers; increase brand exposure
Zappos.com posted about a dozen videos on YouTube of a man claiming to be the "world's fastest nudist." The links to the videos were emailed from individual to individual. They were posted on popular blogs such as The Huffington Post and Gawker, and even appeared on CNN's Anderson Cooper 360. This is an example of _____.
viral marketing
The reasons why consumers follow brands in social media include all of the following except __________________.
word-of-mouth endorsements
