Exam 22: Social Media and Marketing

Bethany follows several blogs every day and checks into YouTube frequently to watch the latest videos.She doesn't have her own Web site,and she almost never makes any comments on the sites she visits;she just enjoys reading and watching.Bethany would best be characterized as which type of social media user?

Alison visits Reddit and Digg several times each day,where she posts links to material she finds interesting.She also votes either up or down links that others have posted based on whether she liked or disliked them.Alison clearly enjoys using social news sites.

Hallmark Cards Hallmark Cards is just one of thousands of companies that have a strong online presence.Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also lets the customers talk to each other.Hallmark Social Calendar is a Facebook app that helps users stay on top of special events like birthdays and anniversaries;customers can use the app to send electronic cards to their friends' PCs and cell phones.In addition,Hallmark operates several blogs,where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing.The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market.The conversations consumers have with each other often result in interesting insights,such as gift ideas for specific occasions and the prices they are willing to pay for different gifts. -Refer to Hallmark Cards.Which of the following is an example of Hallmark's use of mobile marketing?

Which type of social media user posts comments,ratings,and reviews of products and services on blogs and forums?

Which of the following is the best description of a podcast?

Social bookmarking sites such as Del.ici.ous and StumbleUpon differ from social news sites such as Reddit and Digg in that:

Using Social Media Effectively Many marketers define their social media objectives around five core concepts: (1)listening--understanding what customers are saying and who those customers are, (2)talking--promoting products/services through conversations with customers, (3)energizing--finding enthusiastic customers and using them to sell to others, (4)supporting--enabling customers to help one another,and (5)embracing--using customers as a source of product innovation.Marketers should also keep in mind that,more and more,customers expect companies to use social media.According to a recent survey,more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves,a whopping 85 percent believe that companies should have an active social media presence.Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty. -Refer to Using Social Media Effectively.Of the social media objectives often defined by marketers,the foundational objective is undoubtedly:

Teenage boys make up the vast majority of YouTube users.

Much of the growth in social media sites can be attributed to:

Patrick goes to the movies three or four times each week.He operates a blog where he writes long,detailed reviews of the latest releases.Patrick's blog would best be described as a:

Angela and Dominic own Cincy by the Slice pizzeria.They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook,but they are unsure of which steps to take next.Which of the following resource would best meet their needs?

Groupon.com offers discounts on products and services in specific cities.The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it.Groupon would BEST be described as a:

One difference between apps and widgets is that:

Marketers can adapt their messages more frequently by using _____ than with any other communication channel.

While hundreds of metrics have been developed to measure social media's value,these metrics are meaningless unless they are tied to key performance indicators.

Distinguish between owned media and earned media and give several examples of each.

More and more companies are increasing their interactive marketing budgets.Most of this investment will be made in:

Hallmark Cards Hallmark Cards is just one of thousands of companies that have a strong online presence.Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also lets the customers talk to each other.Hallmark Social Calendar is a Facebook app that helps users stay on top of special events like birthdays and anniversaries;customers can use the app to send electronic cards to their friends' PCs and cell phones.In addition,Hallmark operates several blogs,where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing.The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market.The conversations consumers have with each other often result in interesting insights,such as gift ideas for specific occasions and the prices they are willing to pay for different gifts. -Refer to Hallmark Cards.The blog operated by Hallmark Cards is an example of a:

Modern mobile advertising as a viable marketing strategy has become possible primarily because of the development of:

After establishing a listening platform,an organization should: