Exam 5: Social Media: Living in the Connected World

Which of the following is an example of a bookmarking site?

___ and ___ are the first and second most popular blog platforms, respectively.

A Reddit user commented that a tea kettle sold at JCPenney looked like a silhouette of Hitler. When the message went viral all across social media, JCPenney responded immediately with individual messages affirming that the design similarity was totally unintentional. This represents an example of an organization using social media to achieve which goal?

Which of the following statements is true about the future of social media marketing?

Badoo is a global, multilingual, social media platform that provides an opportunity for its members to meet new people in their locality, share daily activities, and post opinions on different topics. Badoo is a type of _____.

PoliticalJunkie.com earns its revenue from advertising. The bookmarking-blog site must be able to show that its followers are actively paying attention to and interacting with the site's content in order to attract important advertisers. For PoliticalJunkie.com, measures of ___ are everything.

Twinings Tea used to be a staple in every cupboard; however, over the last few decades, it's been knocked out of place by newer brands such as Tazo and The Republic of Tea. As the tea's new marketing manager, you're tasked with bringing the Twinings brand back to the forefront, and you feel social media is just the way to do it. Which option is most likely to help you reach your goal?

Lawrence is creating his profile on LinkedIn and hopes the content will attract potential employers to consider him for a career opportunity. He is trying to leverage his background, skills, and education to gain a position in a marketing research consulting firm. He knows that employers are seeking candidates who are proficient in SPSS, Excel, and Google Analytics, and have excellent writing and verbal communication skills. He uses these capabilities throughout his profile since he understands the importance of search engine optimization. Which quality of social media marketing campaign development is Lawrence using as he creates content for his LinkedIn profile?

You are the proud owner of the Sunnyside Up Cafe. Your 15-year-old business has built up a huge local following who love to stop by for breakfast served all day, and now you'd like to create an online community of equally loyal fans. Which platform is your best option for creating a digital forum where your followers can interact with you and each other?

Countryside Golf Course's social media content features stunning photos of its various holes, some of which show notable professional golfers playing the course. River View Golf Club's social media content features videos of members at various holes, recalling their favorite golfing moments. Which social media strategy do you think is better, and why?

Which of the following is the best example of a consumer making a final purchase decision based on information found through social media?

Pedro is using a blog to promote his Afro-Cuban band. His articles on topics ranging from his influences to the instruments used in Latin music attract more than 100 readers each. In reality, however, the blog site is a means of driving people to the calendar of the band's gigs and to their online store where people can purchase their CDs. For Pedro, the two most important measurements he tracks are ___ and ___.

Studies show that just over 75 percent of consumers have visited a brick-and-mortar store because of an online shopping experience, indicating a possible link between social media and trends in consumer behavior. The impact of social media on purchasing behavior varies by age .

The one marketing objective social media really can't help with is increasing revenue.

Brandon is an avid bicyclist and is interested in purchasing a new bike that's designed specifically for people who compete in triathlons. Brandon reads product reviews posted in online forums and decides to buy the Kestrel 4000, a carbon fiber bike that's moderately priced at $2500. Which of the following best describes how product reviews assisted Brandon in his purchase decision?

​In drafting your firm's written policy for the ethical use of social media, you want to be simple and clear. You decide to write a memo with just three points that summarize the most important ethical guidelines. These include all of the following except:

Oneview is a social media platform that provides a space for its users to save, organize, and tag links of their favorite websites. The users can also share these links with other members of the platform. Oneview is an example of a _____.

Crowdtrail is a tool used by marketers to track the number of re-tweets, shares, and re-pins generated by their content. In other words, Crowdtrail is used to measure _____.

In order for a social media marketing campaign to succeed, marketers must be able to see that the content of their messages:

You're Bob Branson, owner of Branson's Heating and Air Conditioning. You want to attract new customers to your website by providing lengthy articles on home maintenance and encouraging visitors to ask for your advice. Which type of platform is best suited to your purpose?