Exam 22: Social Media and Marketing

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

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.One way an organization might effectively use noncorporate blogs to help achieve its social media goals is by:

Social commerce combines social media with the basics of e-commerce.

Teenage boys make up the vast majority of YouTube users.

Identify five reasons for the recent popularity of mobile marketing.

Which practical idea listed in the chapter does the Gatorade Mission Control Center best accomplish?

Noah is a budding photographer who is proud of his work.He wants to share his photos with others online.Which of the following is Noah MOST likely to use to share his photos?

Compare the demographics of a typical game player within a social networking site such as Facebook with those of a typical player of massive multiplayer online games such as World of Warcraft.

One of the most recent developments on the social media scene is that:

Location-based social networking sites:

Which type of social media site allows users to post,read,rate,and comment on opinions about many different kinds of products and services?

The most popular microblog is:

Research indicates that the number of people who contribute content on social media sites is actually decreasing.

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.When Hallmark asks it customers to weigh in on product design and pricing,it is practicing:

Because Gatorade is one of the best known marketers in the world,it should dive headfirst into social media.

Marketers have largely been frustrated in their attempts to engage with consumers through virtual worlds and online gaming because consumers of these environments are usually so intent on playing the games that they notice little else.

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

What is a podcast? How are they used?

All of the following are examples of social media tools and platforms EXCEPT:

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?