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Figure 19-1
41) One dimension, ________, is used to classify social media and is shown above in Figure 19-
1 on the x-axis, ranging from "words" to "animation."
A) user-generated content
B) technical skill
C) self-disclosure
D) media richness
E) channel
42) One dimension, ________, is used to classify social media and is shown above in Figure 19-
1 on the y-axis, ranging from "impersonal" to "very personal."
A) user-generated content
B) technical skill
C) self-disclosure
D) media richness
E) channel
43) In what way are traditional and social media similar?
A) They both require specialized training.
B) They both rely upon contributions from established "experts" to create credibility and social
authority.
C) They both can reach either large or niche audiences.
D) They both are relatively inexpensive or free to produce.
E) They both produce content that can be altered after posting or publication.
44) All of the following are differences between social and traditional media except which?
A) the number of and skills required to produce and train personnel to produce the media
B) the permanence of the media
C) the credibility of the media
D) the ability to reach a mass or specialized market segment
E) the privacy and anonymity of the media
45) Brand managers use both traditional and social media to promote and advertise their
products. Traditional media ________ while social media
A) appeal to a younger audience; appeal to a middle-aged audience.
B) are cheaper; are more creative.
C) are produced quickly and inexpensively by an individual; are expensive to produce and may
take a team of specialists months to complete.
D) are generally accessible everywhere to those with smartphones, computers, and tablet
devices; are typically produced by an individual and privately owned by them.
E) take longer to produce and use a team of specialists; can be produced inexpensively and
quickly by an individual.
46) While both traditional media and social media can reach either a large audience or a niche
audience, social media are different from traditional media because
A) production of traditional media requires specialized skills and a team of people.
B) social media are rejected by older and less affluent target markets.
C) social media only reach niche audiences.
D) social media are relatively expensive to produce.
E) the content of social media cannot be altered after publication.
47) Individuals and organizations can establish themselves as "experts" in their given field,
thereby becoming "influencers" in that field. But with social media, a sender often simply begins
to participate in the ________, hoping that the quality of the message will establish credibility
with the receivers, thereby enhancing the sender's influence.
A) digital thread
B) conversation
C) amateur discussion
D) discussion pool
E) information superhighway
48) All of the following are the four more widely used social networks discussed in the textbook
based on their impact to both consumers and organizations except which?
A) Twitter
B) YouTube
C) Facebook
D) LinkedIn
E) Snapchat
49) Which social network has found a niche in helping small business networks reach potential
customers, as well as filling its traditional role of connecting job seekers and jobs?
A) Twitter
B) YouTube
C) Facebook
D) LinkedIn
E) Pinterest
50) Facebook continues to enhance its capabilities; it recently acquired
A) Twitter.
B) Pinterest.
C) Vimeo.
D) Snapchat.
E) Oculus.
51) Facebook is
A) a website where users may create a personal profile; add other users as friends; and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive "tweets," messages up to 140 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a virtual content-sharing social network that allows people to share images of their favorite
things such as clothing, craft ideas, and recipes as well as enables them to categorize these
images.
52) The social media website open to anyone age 13 and over where users may create a personal
profile; add other users as friends; and exchange comments, photos, videos, and "likes" with
them is known as
A) Twitter.
B) Vimeo.
C) Facebook.
D) YouTube.
E) LinkedIn.
53) Which of the following statements about Facebook is most accurate?
A) Facebook is the third most-used social network.
B) Facebook has a global presence—one in every four people on the planet use this site.
C) Facebook has almost 80 million active users.
D) Facebook's most commonly used tool lets people keep in touch through private, long text
entries similar to e-mail.
E) Facebook has a nominal fee to join, depending on country of origin.
54) Which of the following statements is true about Facebook?
A) Facebook is second to Twitter in the number of registered users.
B) Facebook is open to users who are at least six years old.
C) Facebook gets more video uploads than any other social media site.
D) Facebook users aged 18 to 29 years old have an average of about 300 friends on the site.
E) Facebook's primary purpose is enabling users to network and connect with others in their
profession.
55) To generate traffic to a Facebook Page for a brand, which is mode of advertising on
Facebook?
A) Messages can be sent to the inbox on a user's profile page.
B) Pop-up ads can appear after a user logs in.
C) Facebook will place links to other webpages on its home page.
D) Facebook does not allow any forms of advertising.
E) Paid ads and sponsored stories can appear on a user's profile page.
56) To create a successful advertising campaign on Facebook, a good strategy is for a brand
manager to use it to
A) create ads that will appear in a specified, strategic position on every page when users log into
their profiles.
B) create and send an e-mail message to every registered Facebook user.
C) create video ads with a funny, engaging, character spokesperson for the brand that will
capture users' attention and go viral.
D) create ads that incorporate controversial topics such as religion and politics to get Facebook
users to "like" their page.
E) create a Facebook profile for every employee to show Facebook users the professionalism and
dedication of the marketing team.
57) The marketing challenge for the brand manager using a Facebook page is to post and create
content that will generate the best response. This goal can be accomplished by all of the
following except which?
A) updating content regularly to keep it fresh
B) using familiar imagery and messaging, but adding a twist
C) learning users' passions
D) letting users guide content
E) posting Instagram videos on the left side of the Facebook Page
58) A recent study found that a "like" or a "friend" to a brand's Facebook page is worth
________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to
others.
A) $17
B) $53
C) $83
D) $145
E) $174
59) All of the following are true about StuffDOT except which?
A) StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when
someone purchases that item.
B) StuffDOT start-up targets college-aged women.
C) StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products
and services in the form of StuffDOT deals that are localized to a specific city.
D) StuffDOT campus ambassadors are a major force behind the platform's growth.
E) StuffDOT financial rewards can be redeemed for gift cards with many major retailers.
60) A Facebook page, such as the one for StuffDOT, contains all of the following elements that
are of interest to brand managers except which?
A) a cover image
B) Facebook page posts that appear in the News Feed of those who have "liked" the page
C) the number of people who saw a specific post
D) the ability to "tweet" a comment on an ad a firm has posted on its Facebook page
E) the number of people who clicked the "Like" button
61) Recently, Facebook made all of the following changes to its mobile capabilities
except which?
A) Facebook created an initiative called Instant Articles to improve the speed of news
publishing.
B) Facebook introduced the app Moments, which uses facial recognition to prompt users to share
photos.
C) Facebook launched a program known as Custom Audiences to allow marketers to use e-mail
marketing with mobile users.
D) Facebook eliminated privacy settings when it is accessed via a mobile device for all but its
paid advertisers.
E) Facebook added Facebook Live to allow users to broadcast up to four hours of live streaming
video.
62) Twitter is
A) a website where users may create a personal profile, add other users as friends, and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage
of deeply discounted prices for a product or service each day.
63) The website that enables users to send and receive messages up to 280 characters long is
A) LinkedIn.
B) YouTube.
C) Twitter.
D) Facebook.
E) Yahoo.
64) Twitter can be a good source of information about a brand or product because of its
A) short message length.
B) photo-sharing capability.
C) ability to display user-generated video content.
D) ownership of CoTweet.
E) ability to post professional profiles.
65) Teenager Carter Wilkerson was awarded free chicken nuggets for a year by Wendy's based
on his activity on which of the following social networks?
A) YouTube
B) LinkedIn
C) Facebook
D) Twitter
E) Pinterest
66) Brand managers can strategically use Twitter to do all of the following except which?
A) respond to user criticisms about a brand to develop more satisfied customers
B) generate brand buzz by developing an official Twitter profile
C) tweet and video stream on topics that provide information of value to their consumers
D) use interactive video and live video features to get users engaged with their brands
E) post user profiles for job seekers
67) Brand managers find out what people are saying about their brand on Twitter by
A) having employees perform spot checks on posts.
B) using social media management tools like TweetDeck.
C) creating their own Twitter account and seeing what "followers" say on Facebook.
D) recognizing that posts are too brief to allow for a substantive mention of their brand.
E) employing outside search services such as Google and Bing.
68) If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best
way to implement this social network?
A) Monitor other Twitter accounts for negative mentions of your brand.
B) Aggressively defend your brand on your Twitter account.
C) Develop an official Twitter profile, recruit followers, and show photos and video of the
product.
D) Create an account and tweet about the launch the day before releasing the product.
E) Create content that relies mostly on professional networking and job searching.
69) LinkedIn is
A) a website where users may create a personal profile, add other users as friends, and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage
of deeply discounted prices for a product or service each day.
70) The business-oriented website that lets users post their profiles and connect to a network of
businesspeople is
A) LinkedIn.
B) YouTube.
C) Twitter.
D) Facebook.
E) Yahoo.
71) The social network primarily used for professional networking and job searching is
A) Twitter.
B) LinkedIn.
C) Facebook.
D) YouTube.
E) Facetime.
72) What is the primary purpose of LinkedIn?
A) LinkedIn keeps track of business trends and "breaking news."
B) LinkedIn provides a way to integrate all of one's social networks into a single, comprehensive
news feed.
C) LinkedIn provides a forum for discussion about the difficulties and stresses of the job market.
D) LinkedIn provides a forum to create a conversation between large companies and their
employees.
E) LinkedIn is a platform for professional networking and job searching.
73) Through a network of businesspeople known as ________, members of LinkedIn might gain
an introduction to someone they wish to know through a mutual contact.
A) followers
B) colleagues
C) contacts
D) connections
E) friends
74) All of the following are tips experts recommend to student job seekers using LinkedIn except
which?
A) Write an informative, short, memorable profile headline.
B) Include a clear, simple, recent photo of yourself.
C) Include as many recommendations as you can get.
D) Fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E) Set your profile to "public" and include its URL on your resume.
75) If a brand manager wanted to use LinkedIn to promote his or her brand, the best option
would be to
A) join groups of industry professionals to demonstrate the organization's capabilities in
particular areas.
B) monitor profiles for negative mentions of the brand.
C) create a profile for the brand with a fictional "typical" brand user.
D) try to accumulate online "followers" for the business.
E) request to be linked with potentially lucrative customers.
76) In a recent survey of small-business owners, 41 percent see ________ as potentially
beneficial to their company—more than twice that for the other major social networks discussed
in the textbook.
A) Facebook
B) Groupon
C) YouTube
D) Twitter
E) LinkedIn
77) YouTube is
A) a website where users may create a personal profile, add other users as friends, and exchange
comments, photos, videos, and "likes" with them.
B) a website that enables users to send and receive short messages up to 280 characters long.
C) a business-oriented website that lets users post their professional profiles to connect to a
network of businesspeople.
D) a video-sharing website in which users can upload, distribute, view, and comment on videos.
E) a website that enables online customers to use their collective buying power to take advantage
of deeply discounted prices for a product or service each day.
78) The social network that is used solely for sharing videos is
A) Google.
B) Facebook.
C) YouTube.
D) Twitter.
E) LinkedIn.
