Exam 35: Social Media and Marketing

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

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

Sebastian operates a local coffee shop.He publishes a blog about the shop but updates it only occasionally.He usually posts entries on coffee-related trivia.Every now and then,he posts an entry promoting a new product.Given Sebastian's relatively weak online presence,a marketing-oriented widget would likely be just the thing to generate some buzz about his coffee shop.

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 safe,uncluttered,ad-free setting,MySpace would be a good site for the band to choose.

Without context,measurements are _____:

Teenage boys make up the vast majority of YouTube users.

What is social media?

Explain some ways marketers can effectively use location-based social networking sites.

Using consumers to develop and market product is called:

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.

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?

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:

Which of the following is NOT a social networking site?

Which of the following statements about online gaming is CORRECT?

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?

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:

After establishing a listening platform,an organization should:

One difference between apps and widgets is that:

Customers are on social media,and they expect their favorite brands will be there as well.

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?