Exam 22: Social Media and Marketing

Monette has posted over 100 book reviews on Amazon.com.She also frequently reviews products and services on Epinions and posts her impressions of local restaurants on Yelp.As a social media user,Monette would best be characterized as a joiner.

A company would probably NOT want to use Twitter to:

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.Which of the following resources would be MOST likely to help an organization achieve the goal of energizing customers?

Marla is a 55-year-old woman who wants to use a social network site to stay in touch with her son,who is away at college.She also hopes to make contact with some old high school friends.Which of the following is Marla most likely to use for this purpose?

Which mobile marketing tool allows 160-character text messages to be sent to and from cell phones?

Which of the following games is probably the MOST appropriate for marketing and advertising?

Identify the two broad categories of blogs.Which is generally perceived to be more "authentic"? Why?

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?

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?

Anu is a frequent Foursquare user;she enjoys earning badges and special statuses based on the number of:

All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:

One difference between apps and widgets is that:

Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all of her followers about her experience.Erica's tweets are a good example of owned media.