Exam 5: Social Media: Living in the Connected World

Moriah, a diehard foodie, has created a Facebook page where she and other users share recipes, links to favorite restaurants, and food photos. She intends to use this as a platform for launching her self-published cookbook, so she needs to build brand awareness and attract as many followers as possible. She should be measuring _____ to ensure she achieves her goal.

CafeMom is a website that provides a platform for mothers and mothers-to-be to interact with each other. The website also provides information on various topics such as parenting dilemmas, baby care, and green living. CafeMom can be regarded as a social networking site.

A steadily increasing number of new likes is a sure indicator that your social media campaign is converting your followers into customers.

Microblogging allows people to communicate extensively through lengthy blog postings.

When you and your partners opened a microbrewery and pub last year, you all agreed that you "had to establish an online presence." You're responsible for maintaining the Facebook and Instagram accounts, and you really have to wonder if all the time and effort you put in is helping your pub reach the right type of customers. Which of the following would indicate that you're on the right track?

After initially self-publishing his debut novel, The Martian, author Andy Weir continued to revise and improve later versions of the book based on readers' input, comments, and suggestions found on social media. This represents an example of an organization using social media to achieve which goal?

You are embarrassed to admit it, but you sent out the wrong information to customers who requested the price of a new product. What is the first step you should take?

There must be a significant link between social media and consumer buying habits because studies have shown that _____ percent of consumers research a product online and then ____ percent of them make an in-store purchase based on that research.

Since studies have shown that ____ percent of millennial shoppers are influenced by social media as compared to____ percent of older age groups, we can conclude that the impact of social media on purchasing behavior varies by age.

Describe three broad categories of measurement companies use to gauge the success and efficiency of their social media marketing. Give specific examples of each category.

You bought a bowling alley last year, and you immediately saw an opportunity to attract a new target audience: teens. To appeal to this group, you instituted a "Tuesday Teen Night," which you've been promoting through an integrated marketing campaign that includes social media. Which of the following would indicate that your social media activity is resulting in new teen customers?

Of the following characteristics of social media marketing, which one makes social media particularly useful in gathering feedback on products and services?

To promote their hair salon on social media, Lydia and Yoo-Hee invited their followers and clients to post photos of their own hair and nail designs. Rachel, the owner of a competing salon, hired a professional photographer to shoot photos of her salon's best-looking clients just after they'd had their hair and nails done, which she then posted on social media. Which social media strategy do you think was more successful, and why?

Marketers generally view the goal of social media marketing as developing a conversation with potential customers.

"Revolutionary" is the word you'd use to describe the new kind of paint your company has developed for crafters and artists, so customers will need some instruction on how to use this new product before they decide to try it. Your best option for using social media to promote this product is:

The majority of online consumers use social media to make purchase decisions.

As usage of social media marketing continues to increase, marketers are learning that content is a big key to the success of any campaign. More specifically, they understand that an effective social media marketing campaign (SMM) has which of the following qualities:

Describe the ways in which consumers rely on social media for their buying decisions.

You're the marketing director for a national chain of hair salons catering to children. You're aware that many people research products and services on social media, and you'd like to capitalize on this form of information sharing to promote your salons. Which of the following actions is your best option for getting social media users to share information about your services?

The marketers at LuLaRoe created a fun series of Pinterest pins showing a variety of different ways to pair their leggings with other clothing items. One week into the new campaign, they noticed that their click-through rate had increased by a whopping 6 percent and online sales of leggings had increased by 3 percent. They were very happy with this high level of _____ and _____.