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Exam 9: Social Media

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Question 21

Multiple Choice

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Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

A) behavioral commitment.
B) member of multiple social networking sites.
C) quality communication skills.
D) emotional connection to the brand.

E) B) and D)
F) A) and C)

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Question 22

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Giving away free merchandise or using other promotional incentives is always needed to engage fans through social media.

A) True
B) False

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Question 23

True/False

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Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

Providing incentives for consumers to share content about a brand is:

If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.

If a brand wants to target African-Americans through social media, a good social networking site to use would be Twitter.

Customer comments about a brand on social media are especially beneficial to brands because they:

A measure of the number of times a brand receives a mention on social networks within a specific time frame is called:

Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

Marketing messages passed from one individual to another through some form of internet technology is:

Viral marketing campaigns can utilize email or blogs.

Adam patronizes Subway almost weekly and often makes comments on Twitter about his visits. Adam's patronage of Subway illustrates the brand advocate characteristic of:

Explain the differences in the terms social media, social network, and social media marketing.

The primary disadvantage of a company deleting negative comments on its branded blog is it:

Facebook now has over one billion users worldwide.

When consumers re-post television or internet ads they have seen to YouTube, in most cases it is ads they do not like.

Viral marketing is:

The creation and execution of instantaneous marketing messages in response to or in conjunction with occurrences in live events is:

Social media is any digital tool or venue that allows individuals to socialize on the web or in person.

Most Facebook users are located within the United States.