Exam 5: Social Media: Living in the Connected World

Marketers need to establish their overall promotional goals first in order to develop sound strategies and choose the best social media platforms for their messages.

Because of the ethical and legal issues that come with the benefits of social media, marketers must be extra careful about what they include in the postings, ads, comments, and even images they include in their social media communications. You are well aware of this important requirement, so you always check your social media communications:​

Which of the following is an example of an organization using a blog for marketing?

Social media marketing differs from traditional marketing in that social media marketing:

Don, the office manager at Harbor Animal Clinic, started using social media to promote the clinic's veterinary services about a year ago. The analytic tools on his website show an increasing amount of new traffic coming from social media. He's also able to connect his website traffic and inquiries to a 3-percent rise in new patients. Don is pleased with his social media ___ measurements.

As the marketing manager for a state-wide chain of sub sandwich shops, you're growing increasingly concerned by the decline in sales over the last two years. Vague rumors have filtered up through store managers that customers are unhappy with everything from the menu to the ingredients to the sales associates, but you have no idea how to identify the real problems. You can think of several ways to use social media to resolve this specific issue, but which one is the least likely to be useful?

Marketers face a new set of ethical and legal issues as social media becomes more essential to the success of the firm's marketing strategies. Moreover, as the social media landscape continues to evolve and expand, new ethical situations continue to appear. As a marketer, it is almost guaranteed that you or your organization will eventually make a mistake with your use of social media. Therefore, when you make that certain-to-occur mistake with social media, which of the following should you do?

Some social media platforms require potential users to obtain an invitation or sponsor who is already a member in order to join.

As the marketing manager for a well-known brand of frozen pizzas, you came up with an idea to do a taste test comparing your brand to other leading brands. Your plan was to use the results in a social media campaign to demonstrate the superiority of your brand. When the taste test was completed, results showed that only one type of your pizza-the four cheese pizza-was preferred over your competitors. The other three types were virtually equal to your competitors. Which of the following is your best option?

_____ are websites that provide virtual communities for people to share daily activities and increase their circle of online friends.

When using online tools to make purchase decisions, roughly 50 percent of consumers start by retrieving information from social media and nearly 60 percent turn to search engines such as Google.

Organizations are increasing their use of social media marketing due to its scale and influence among consumers.

One of the most important and revealing measurements of engagement is the click-through rate.

What a disaster! So far, 13 people have been hospitalized due to a strain of bacteria found in the lettuce your company packages for sale in grocery stores. You've met with the executive team to determine the best way to handle this crisis, and you've decided the best option is to:

Most social networks have their own search engines, which allow users to search for topics that interest them.

As the product manager for the Scion iA, you and your team are already designing the next model scheduled to be released in three years. You've set a goal to make the brand even more appealing to teens and young adults, and you'd like to know what product features would make the iA more attractive to this target audience. How could you best use social media for this purpose?

What is social media marketing? What are its essential features?

What are the steps that companies need to take while resolving an ethical or legal mistake that has occurred during social media marketing?

Which of the following is the best example of a consumer using social media to conduct research on a product or service?

Describe two of the three types of social media platforms, including one or two examples of each.