Question 1

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

Accepted Answer

A)  An online clothing retailer asks customers to complete a satisfaction survey, which it uses to improve customer service 
B)  A local restaurant searches Twitter to find out what people are saying about today's specials 
C)  A software company allows customer service representatives to make real-time responses to customer queries 
D)  A soft drink manufacturer uses social media notification tools to learn what the competition might be up to 
E)  An online bookseller examines customers' product reviews, comments, and past purchases to suggest additional titles customers might enjoy

Question 2

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?

Accepted Answer

The answer of What is a blog? Why are blogs...

Question 3

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.

Accepted Answer

A) True 
 B)False

Question 4

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.When Hallmark asks it customers to weigh in on product design and pricing,it is practicing:

Accepted Answer

A)  virtual volunteering. 
B)  mass customization. 
C)  scripting. 
D)  crowdsourcing. 
E)  social commerce.

Question 5

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?

Accepted Answer

A)  Asking customers' opinions about products 
B)  Encouraging customers to talk about their lifestyles 
C)  Establishing a Twitter account 
D)  Enabling customers to send electronic cards to friends' cell phones 
E)  Sharing company anecdotes on its blog

Question 6

Social commerce combines social media with the basics of e-commerce.

Accepted Answer

A) True 
 B)False

Question 7

Marcie and Alyssa are going to the football game this afternoon.Alyssa notices that Marcie is sitting at her computer,and she calls out to ask if Marcie is ready to go."Just a second," replies Marcie."I just want to tweet to everyone where we'll be." Because Alyssa knows a lot about social media,she knows that Marcie is:

Accepted Answer

A)  sending e-mail messages to their friends. 
B)  posting a message on Facebook. 
C)  leaving voice mail messages on their friends' cell phones. 
D)  using MapQuest to find out how to get to the football stadium. 
E)  posting a message on Twitter.

Question 8

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

Accepted Answer

A)  media sharing site 
B)  social networking site 
C)  review site 
D)  virtual world 
E)  social news site

Question 9

Social media:

Accepted Answer

A)  cannot be compared to traditional advertising in any meaningful way. 
B)  is thought of by most people as any tool or service that assists conversation. 
C)  has less sophisticated ways of measuring how marketers meet and interact with consumers than traditional advertising. 
D)  offer more one-to-one ways to meet consumers than traditional marketing media. 
E)  has not yet had a major impact on the way marketing works.

Question 10

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.Kimberlee is a big fan of Hallmark products.She often uploads photos of her Hallmark ornament collection to the company's Facebook page,she reads and comments on Hallmark blog posts,and she loves chatting with and tweeting other Hallmark lovers.What type of social media user is Kimberlee?

Accepted Answer

A)  A critic 
B)  A joiner 
C)  An inactive 
D)  A noob 
E)  A collector

Question 11

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:

Accepted Answer

A)  corporate blog. 
B)  media sharing site. 
C)  Microblog. 
D)  noncorporate blog. 
E)  location-based social networking site.

Question 12

TwitPic,Flickr,and Photobucket are all examples of:

Accepted Answer

A)  media sharing sites. 
B)  corporate blogs. 
C)  virtual worlds. 
D)  microblogs. 
E)  social networking sites.

Question 13

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?

Accepted Answer

A)  Café World 
B)  Mafia Wars 
C)  Bejeweled Blitz 
D)  Farmville 
E)  World of Warcraft

Question 14

How might a marketer use Twitter to promote a brand? How might a celebrity use Twitter to promote him- or herself? What other types of applications can Twitter can be used for?

Accepted Answer

The answer of How might a marketer use Twitter to...

Question 15

Identify and discuss five ideas that marketing managers should consider when setting social media objectives.

Accepted Answer

The answer of Identify and discuss five ideas that marketing...

Question 16

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:

Accepted Answer

A)  the decreasing influence of marketing as an important factor in business. 
B)  the fact that paid media is no longer relevant in the marketing world. 
C)  the widespread shift in marketing from one-to-many communication to many-to-many communication. 
D)  marketers' continuing reluctance to wholeheartedly dive into social media. 
E)  customers can be easily manipulated by the onslaught of information available in the social media universe.

Question 17

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.

Accepted Answer

A) True 
 B)False

Question 18

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

Accepted Answer

A)  engaging. 
B)  listening. 
C)  understanding. 
D)  entertaining. 
E)  influencing.

Question 19

All of the following are examples of social media tools and platforms EXCEPT:

Accepted Answer

A)  a media sharing Web site. 
B)  an AM/FM transistor radio. 
C)  an iPhone. 
D)  a blog. 
E)  Twitter.

Question 20

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

Accepted Answer

A)  Podcasts are like library card catalogs that users can search electronically to find information they need quickly and efficiently. 
B)  Podcasts are like radio shows that are distributed through various means and not linked to a scheduled time slot. 
C)  Podcasts are like newspapers that people can upload to their Smartphones and read anywhere. 
D)  Podcasts are like calendars that people can use to keep track of the important events in their lives. 
E)  Podcasts are like books that users can read directly on their PC screens.

Exam 35: Social Media and Marketing

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?

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.

Social commerce combines social media with the basics of e-commerce.

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

Social media:

TwitPic,Flickr,and Photobucket are all examples of:

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?

How might a marketer use Twitter to promote a brand? How might a celebrity use Twitter to promote him- or herself? What other types of applications can Twitter can be used for?

Identify and discuss five ideas that marketing managers should consider when setting social media objectives.

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.

Because of the influence of social marketing,the interaction between producer and consumer has become LESS focused on:

All of the following are examples of social media tools and platforms EXCEPT:

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