Exam 22: Social Media and Marketing

Mary is a stay-at-home mom who loves to cook.She shares recipes and cooking tips on her popular blog,What's Cooking with Mary.Because of her blog's popularity,many food and cookware companies send her products to try,hoping for a good review.Sometimes Mary even receives money in exchange for a review.Under Federal Trade Commission regulations,Mary is obligated to disclose any financial relationship she may have with these companies.

Social media:

If Gatorade wanted to develop a mobile marketing plan,which of the following strategies might it consider?

Danny is a 19-year-old college student and avid gamer.Based on his demographics,which of the following games is Danny MOST likely to play regularly?

To leverage owned media,earned media,and paid media,marketers must follow a three key guidelines.What are they?

Which of the following statements about the use of social media in marketing is TRUE?

A _____ allows users to decide which content is promoted on a given Web site by voting that content up or down.

A Web site that allows individuals to connect with friends,peers,and business associates is called a:

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:

Gatorade is known for its creative television commercials.Setting these commercials to stream on the Gatorade.com homepage is a good social media strategy.

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

By far,the largest social network for gaming is:

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.

A large part of Twitter's success results from the one-dimensional nature of the platform-it is limited to text messages only,which makes it simpler for people to use than platforms that allow the sharing of photos or external links.

Identify at least five things a marketer needs to consider before developing a Twitter presence.

Sunlight Bakery wants to determine the conversion rate of its Facebook friends.To accomplish this,the bakery should use:

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

How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication?

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.

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: