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Exam 18: Social Media and Marketing

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Question 21

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Which of the following changes has been brought about in advertising because of the influence of social media?

A) The number of ways in which marketers can have direct and meaningful conversations with customers has reduced.
B) The focus of social media has unavoidably shifted to manufacturers.
C) The interaction between producer and consumer has become less about engaging and more about entertaining.
D) The audience is often in control of the message, the medium, the response, or all three.

E) A) and C)
F) None of the above

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Question 22

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Which of the following actions is performed during the final stage of an effective social media plan?

A) Setting objectives that can be specifically accomplished through social media
B) Examining trends and best practices in the industry
C) Listening to customers and understanding their expectations
D) Making changes to the implemented campaign based on consumer response

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

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Question 23

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Social news sites combine the fun of social networking with the utility of location-based global positioning system technology.

_____ are independent and not associated with the marketing efforts of any particular company or brand.

According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who maintain a social networking profile and visit other sites.

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

Which of the following statements is true of social commerce?

Identify a true statement about online gaming.

One of the implications of social media for marketers is that they must realize that they have control over the content on social media sites.

Which of the following processes is used in social media monitoring?

_____, a social media metric, indicates the number of likes, fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass along over time.

Which of the following is the second stage involved in creating an effective social media plan?

In social media, negative comments and complaints can illuminate unknown brand flaws.

Kelly's Kitchen, a restaurant, strives to improve its customer service and makes sure that its customers enjoy the food and ambience at the restaurant. The restaurant's manager gathers and assesses customer reviews from various sources and evaluates their opinions and sentiments. This scenario illustrates the process of _____.

Which of the following treats location-based micronetworking as a game?

A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among the public. Given this information, which of the following would be the best platform to be used by the production house?

Bethany follows several blogs and is a frequent user of YouTube. She does not have her own website, and she almost never posts any comments on the sites she visits. She just enjoys reading and watching the content on popular sites. In this case, Bethany would be best characterized as a _____.

Corporate blogs are easy to maintain because they do not require in-depth writing or monitoring of comments.

Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as a _____.

A publicly accessible web page that serves as an interactive journal is called a tweet.