Exam 22: Social Media and Marketing

A review site allows consumers to post,read,rate,and comment on opinions regarding a wide variety of goods and services.

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:

Johanna is a loyal customer of The Beanery,a regional coffee shop chain.Whenever Johanna is found to be within a geofenced area owned by The Beanery,she receives a text message on her BlackBerry offering her money off a coffee drink at a nearby store.The Beanery appears to be using:

Crock of Love prepares and delivers from-scratch meals directly to their customers' homes.Crock of Love has its own Web site,Facebook page,and Twitter account,but the company's owner,Nikki,frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts.In so doing,Nikki is MOST LIKELY trying to:

Which of the following is an example of owned media?

When the Gatorade Mission Control Center analyzes content and information found in blog posts,it is tapping into the __________ category of social media users.

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.Consumers' opinions about the value of social marketing reflect:

After establishing a listening platform,an organization should:

Facebook can best be characterized as a media sharing site.

A new alt-country band,Pike 27,wants to use a social media Web site to generate some buzz about their first album.Because of its large music-oriented following,MySpace would be a good site for the band to choose.

Brands,organizations,and nonprofits that use Facebook:

A movie studio wants to give fans a sneak peek of the trailer for an upcoming film.Which of the following would be the best platform for the studio to use?

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

Name and briefly describe the six categories of social media users identified by Charlene Li and Josh Bernoff of Forrester Research.

Marketers need to understand that,in cyberspace,paid media is essentially dead;consequently,they should no longer expend any resources into paid media.

Social media offers more one-to-one ways for marketers to meet customers.Use this fact to identify five implications for marketers.

Estefan works as a production editor for a major textbook publisher.He hopes to build a list of freelancers whom he can call on to edit and proofread materials for his company.LinkedIn would be a good place for Estefan to find such individuals.

What is social media?

Using consumers to develop and market product is called:

YouTube,Flickr,and Photobucket are all examples of: