Exam 35: Social Media and Marketing

In 2000,Jones Soda used its Web site to ask its mostly teenage customers to suggest new flavors,names,and labels and let other customers vote on which flavors should be introduced into stores.Jones Soda was practicing co-creation.

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.

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?

A publicly accessible Web page that functions as an interactive journal is called a(n):

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

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

More and more companies are increasing their interactive marketing budgets.Most of this investment will be made in:

Identify five reasons for the recent popularity of mobile marketing.

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:

Brands,organizations,and nonprofits that use Facebook:

Anil hopes to use social media to find some new customers for his bicycle shop.Writing a corporate blog that discusses the shop's inner workings would be a good tool for this purpose.

A company would probably NOT want to use Twitter to:

From a marketing standpoint,the most useful Facebook feature is probably _____,which allows a brand to communicate directly with fans via status updates.

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

Much of the growth in social media sites can be attributed to:

Angela and Dominic own Cincy by the Slice pizzeria.They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook,but they are unsure of which steps to take next.Which of the following resource would best meet their needs?

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

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.

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:

SMS is different from MMS in that: