Exam 5: Social Media: Living in the Connected World

You have been posting and tweeting regularly about your new car wash and detailing service, but it doesn't seem to be getting you anywhere. Several friends have made suggestions on how to improve your social media strategy. Which of the following seems like the least helpful suggestion?

It is well known that Facebook collects, retains, and analyzes tremendous amounts of data about its users. Which of the following poses the biggest concern for this social media platform?

As the director of marketing at Tazo Teas, you've been using social media campaigns to drive sales of your products at all of your distribution channels-such as grocery stores and coffee stores-as well as the company's own website. Which of the following would indicate that your campaign is helping you achieve your goals?

Quirksmith, an online seller of handcrafted jewelry designed by sisters Divya and Pragya Batra, launched a global social media campaign using the hashtag #quirkheads, which features stories about the company's customers. This represents an example of an organization using social media to achieve which goal?

The social media marketer for an online photographic equipment retailer accidentally posted an ad offering a mid-range camera for $79.99 instead of $799.99. In this particular instance, which of the following poses the biggest concern for this marketer?

Which of the following social media platforms gives users a place to save, organize, or manage links to websites or other Internet resources?

Setting clear goals helps everyone involved in the marketing campaign to aim their efforts in the right direction.

Most companies today invest heavily in cyber security initiatives to be vigilant about confidentiality and not allow consumer's personal information or other data to accidentally become available to unauthorized parties. The field of cyber security in this context is related to which of the following ethical and legal issues?

In the case of social media marketing, the messages coming from organizations are more important than those coming from friends and family.

_____ involves creating and distributing relevant and targeted material to attract and engage an audience, with the goal of driving them to a desired action.

Jon is in charge of measuring the impact of his firm's social media plan. For which of the following tasks is he likely to be responsible?

Of the following characteristics of social media marketing, which one makes social media particularly well suited to helping an organization manage a crisis?

When Lydia and Yoo-Hee opened a hair salon about nine months ago, they decided they wanted to get to 5,000 Facebook and Instagram followers within a year. They worked out a social media strategy involving posts, videos, shared content, and paid advertising. This week their combined number of followers passed 5,000, which is an excellent measure of ___.

Your boss, George, manages the small men's shoestore where you work. A few months back, the owner asked him to start using social media to promote the store. Since then George has experimented with a whole bunch of different strategies and styles of social media posts to see "what works," but everyone agrees that nothing is working. If they ask for your advice, what would be your best recommendation?

Effective social media marketing requires setting goals and developing strategies to reach a target audience.

As the marketing manager for the River View Golf Club, you've been getting a great response-lots of thumbs-ups-to your new social media campaign featuring videos of members telling their favorite golf stories. However, you'd like to see more people sharing these posts with their friends. What's the best thing you could do to achieve that goal?

Now that the Chinese electronics brand Lenovo is becoming better known internationally, the company is investing in more social media advertising that drives users to its e-commerce website. Which goal is this social media activity intended to achieve?

Which of the following ethical or legal issues has the greatest potential to develop trust among followers and contribute to impacting the strength of a brand?

To earn extra money in the fall, you've set up a business guiding walking ghost tours through several historic homes in your neighborhood. You devote a lot of time to maintaining your Facebook business page, but you have to wonder if your social media content is inspiring your followers and their friends to show up for your tours. Which of the following would indicate that your Facebook campaign is working?

Protection of consumer privacy is a major ethical issue faced by social media marketers.