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Indicate whether the statement is true or false.
1. According to Charlene Li and Josh Bernoff of Forrester Research, inactives are people who read blogs, listen to
podcasts, watch videos, and generally consume media.
a. True
b. False
2. Mobile marketing is an effective tool for gaining insight into consumer behavior.
a. True
b. False
3. LinkedIn is designed to be more multimedia-rich rather than information-rich.
a. True
b. False
4. Social news sites combine the fun of social networking with the utility of location-based GPS technology.
a. True
b. False
5. Corporate blogs are easy to maintain because they do not require in–depth writing or monitoring of comments.
a. True
b. False
6. Traditional marketing media offer a mass media method of interacting with consumers, whereas social media offer
more one-to-one ways to meet consumers.
a. True
b. False
7. Marketers find social news sites useful for creating conversations around relevant issues.
a. True
b. False
8. The benefits of social media can be easily measured.
a. True
b. False
9. One of the implications of social media for marketers is that they must realize that they often do not control the content
on social media sites.
a. True
b. False
10. In social media, negative comments and complaints can illuminate unknown brand flaws.
a. True
b. False
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11. A publicly accessible Web page that serves as an interactive journal is called a tweet.
a. True
b. False
12. Review sites lack the scope for two-way interaction between the marketers and consumers.
a. True
b. False
13. A social media plan should be monitored after it has been implemented because social media campaigns can be fluid.
a. True
b. False
Indicate the answer choice that best completes the statement or answers the question.
14. Ramona is a food enthusiast and an avid blogger. She often travels to different parts of the country to discover exotic
foods and writes about them in her food blog. She also loves to share her discoveries with other food enthusiasts.
Ramona’s blog is an example of a _____.
a. noncorporate blog
b. podcast blog
c. microblog
d. professional blog
15. Caitlin wanted to hire a graphic designer for her new company’s design team. Instead of calling qualified candidates
for interviews, she threw a challenge on the company’s Facebook page asking people to design an attractive logo. She
offered the job to the winner of the challenge. Caitlin’s method of hiring is an example of _____.
a. referring
b. public relations
c. personal selling
d. crowdsourcing
16. The first action a marketing team should take when initiating a social media campaign is:
a. to establish a listening platform.
b. to identify the medium for the campaign.
c. to identify potential consumers.
d. to decide which tools and platforms to use as part of its social media strategy.
17. Which of the following is included in the second stage of creating an effective social media plan?
a. Listening to customers
b. Building relationships and awareness
c. Defining strategies
d. Identifying the target audience
18. Social media measurements are meaningless if:
a. they do not focus on return on investment.
b. they consider investment per fan and follower.
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c. they consider the rate of accumulation.
d. they are not tied to key performance indicators.
19. Much of the growth in social media sites can be attributed to:
a. good old-fashioned word of mouth promotion.
b. new platforms like tablets and smartphones.
c. media hype.
d. reduced demand for crowdsourcing.
20. According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who maintain a social networking
profile and visit other sites.
a. joiners
b. inactives
c. critics
d. creators
21. Reis Travels Inc., a travel agency, maintains a community forum where its customers can ask specific questions about
travel plans and itineraries. Questions are answered by the staff as well as other travelers. The forum also lets its
customers share their past experiences and travel tips. In this scenario, Reis Travels Inc. is engaged in _____.
a. big data analysis
b. eco commerce
c. social commerce
d. predictive analysis
22. Buzz, a social media metric, is based on:
a. the number of comments, ratings, social bookmarks, subscriptions, page views, uploads, downloads, embeds,
retweets, Facebook posts, pins, and time spent with social media platform.
b. posts and impressions, by social channel, by stage in the purchase channel, by season, and by time of day.
c. the number of “likes,” fans, followers, and friends; growth rates; rate of virality or pass along; and change in pass
along over time.
d. media mentions, influences of bloggers reached, influences of customers reached, and second-degree reach based
on social graphs.
23. _____ are independent and not associated with the marketing efforts of any particular company or brand.
a. E-mail services
b. Social networking sites
c. E-commerce sites
d. Noncorporate blogs
24. Marla, a 55-year-old woman, wants to stay in touch with her son, who is away at college. She also hopes to connect
with some of her high school friends. In this case, which of the following is Marla most likely to use for this purpose?
a. SoundCloud
b. YouTube
c. Facebook
d. Flickr
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25. Identify a true statement about online gaming.
a. Massive multiplayer online games are called virtual worlds.
b. It restricts marketers from engaging with customers.
c. Many mobile games use mobile ads to generate revenue for the gamemakers.
d. Fantasy games are most appropriate for marketing than social and real-world-like games.
26. April is a cosmetologist. She frequently buys beauty products and reviews them on various style and grooming forums
online. As a social media user, April can be characterized as a _____.
a. critic
b. creator
c. collector
d. joiner
27. Short message service (SMS) is different from multimedia messaging service (MMS) in that:
a. SMS allows 960-character text messages, while MMS allows 160-character text messages.
b. SMS is designed specifically for viewing pictures and navigation on mobile devices, while MMS does not have
such features.
c. SMS does not allow the attachment of images, videos, and ringtones to text messages, while MMS does.
d. SMS does not require Internet, while MMS requires Internet for functioning.
28. Sabina likes to watch videos online and read blogs. She often visits various Web sites but has not yet created a social
media profile for herself. As a social media user, Sabina can be characterized as a(n) _____.
a. inactive
b. collector
c. joiner
d. spectator
29. Twitpic, Flickr, and Photobucket are all examples of:
a. media sharing sites.
b. corporate blogs.
c. virtual worlds.
d. microblogs.
30. Social bookmarking sites differ from social news sites in that:
a. the objective of their users is to collect, save, and share interesting and valuable links.
b. they allow users to edit the stories they find for accuracy.
c. the ability of users to share, post, or discuss a topic is very limited.
d. they treat location-based social networking as a game.
31. Bethany follows several blogs every day and uses YouTube frequently to watch latest videos. She does not have her
own Web site, and she almost never posts any comments on the sites she visits. She just enjoys reading and watching the
content on popular sites. In this case, Bethany would be best characterized as a _____.
a. creator
b. spectator
c. collector
d. joiner
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32. _____, a social media metric, refers to media mentions, influences of bloggers reached, influences of customers
reached, and second-degree reach based on social graphs.
a. Buzz
b. Influence
c. Interest
d. Participation
33. _____ is a subset of e-commerce that involves the interaction and user contribution aspects of social online media to
assist online buying and selling of products and services.
a. Mass customization
b. Eco commerce
c. Social profile
d. Social commerce
34. Marina, a professional blogger, freelances for a hobby store. She regularly posts product reviews for the store. She
also liaises with the marketing team to promote the store’s latest products. Marina’s blog is an example of a _____.
a. group blog
b. microblog
c. corporate blog
d. journal blog
35. When Melanie posted a review of the new Mantle phone on her tech blog, one of her followers tweeted about the
review and shared the post on his Facebook page. The tweet and the post went viral, and the phone got a lot of publicity.
This is an example of _____.
a. earned media
b. paid media
c. crowdsourcing
d. advocacy marketing
36. Which of the following treats location-based micronetworking as a game?
a. Facebook
b. Twitter
c. WordPress
d. FourSquare
37. Trip Tech, a vacation planning Web site, encourages its customers to give suggestions to improve its user experience.
The marketing team of the firm works with the programming team to incorporate these changes. In the given scenario,
Trip Tech is engaged in _____.
a. institutional marketing
b. crowdsourcing
c. predictive analysis
d. personal selling
38. Which of the following actions is performed during the final stage of an effective social media plan?
a. Setting objectives that can be specifically accomplished through social media
b. Examining trends and best practices in the industry
c. Listening to customers and understanding their expectations
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d. Making changes to the implemented campaign based on consumer response
39. Rubina is an amateur chef. She regularly blogs about food and posts cooking tutorials on YouTube. As a social media
user, Rubina can be characterized as a _____.
a. collector
b. critic
c. creator
d. joiner
40. Ruby is the social media manager of a hair salon. She connects with the salon customers through social networking
Web sites. She also uses various online analytics tools to gain insights about the salon customers and track their views. In
the given scenario, Ruby’s actions are an example of _____.
a. promotional strategy
b. knowledge management
c. social media marketing
d. social media monitoring
41. _____ are Web sites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products
and services.
a. Media sharing sites
b. Review sites
c. Microblogs
d. Mommy blogs
42. Megan subscribes to various RSS feeds to gather information about her favorite topics. She participates in online
surveys and votes for Web sites online. As a social media user, Megan can be characterized as a _____.
a. critic
b. creator
c. collector
d. joiner
43. Which of the following changes has been brought about in advertising because of the influence of social media?
a. The number of ways in which marketers can have direct and meaningful conversations with customers has
reduced.
b. The focus of social media has unavoidably shifted to manufacturers.
c. The interaction between producer and consumer has become less about engaging and more about entertaining.
d. The audience is often in control of the message, the medium, the response, or all three.
44. Kelly’s Kitchen, a restaurant, strives to improve its customer service and makes sure that its customers enjoy the food
and ambience at the restaurant. The restaurant has a team that monitors and assesses customers’ opinions about the
restaurant on popular food review sites. This scenario illustrates _____.
a. personal selling
b. social media monitoring
c. market segmentation
d. lead qualification
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45. Ellora Cosmetics, an online cosmetics store, encourages its customers to post reviews of the products they buy on its
Web site. The owner of the brand believes that customer reviews help consumers make an informed decision about what
to buy. In the given scenario, this practice of Ellora Cosmetics is known as _____.
a. social commerce
b. eco commerce
c. mass customization
d. crowdsourcing
46. Which of the following statements is true of crowdsourcing?
a. It describes how the input of many people can be leveraged to make decisions that used to be based on the input
of only a few people.
b. It describes how the level of buzz created for a product can be used as a measurable parameter for determining the
product’s effectiveness.
c. It describes the methods in which a consumer should use a product or service.
d. It describes the need for consumers to buy a product and their willingness to buy it.
47. Which of the following processes is used in social media monitoring?
a. Personal selling
b. Crowdsourcing
c. Sentiment analysis
d. Cold calling
48. Justin has created his profile on a couple of social networking Web sites. However, he does not visit these Web sites
often as he remains busy with his coursework. As a social media user, Justin can be characterized as a(n) _____.
a. inactive
b. creator
c. collector
d. joiner
49. Which of the following statements is true of social commerce?
a. Marketers cannot customize their offerings as per the needs of specific groups of consumers.
b. It relies on user-generated content on Web sites to assist consumers with purchases.
c. With social media, the employees of a firm are often in control of the message, the medium, and the response.
d. It does not offer consumers the scope to make informed decisions on purchases and services.
50. Wennel Inc., an animal welfare organization, uses its Facebook page to advertise its products to veterinarians, cat food
providers, and care takers. In this case, which of the following statements is true of Wennel Inc.?
a. Wennel Inc. is involved in crowdsourcing.
b. Wennel Inc. is engaged in one-to–many communication rather than many-to-many communication.
c. Wennel Inc. controls the message, the medium, and the response.
d. Wennel Inc. forges deeper relationships and builds brand loyalty through social media.
51. Magnira Corp. is an organization that manufactures clothing for women. It uses Facebook to promote its products.
Given this information, which of the following is true of Magnira Corp.?
a. It should not disclose the prices of its products and services to public.
b. Its pages are subject to search engine indexing.
c. It is restricted from communicating directly with fans and interested stakeholders due to risks of hacking.
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d. Its pages are considered individual profiles.
52. A popular production house wants to release a teaser of one of its upcoming movies to create a buzz among public.
Given this information, which of the following would be the best platform to be used by the production house?
a. StumbleUpon
b. Photobucket
c. YouTube
d. Imgur
53. According to Charlene Li and Josh Bernoff of Forrester Research, _____ are those who read blogs, listen to podcasts,
watch videos, and generally consume media.
a. conversationalists
b. inactives
c. critics
d. spectators
54. In an interactive space, earned media include:
a. display advertising.
b. viral videos.
c. purchased advertisements.
d. paid search words.
55. Frank, a restaurant chain’s social media manager, wants to conduct an online contest to promote his restaurant. He
conducts the contest on a social networking site that allows people to post only 140-character-long updates. In this
context, Frank is using -_____ to conduct the contest.
a. a mommy blog
b. a media sharing site
c. a social news site
d. a microblog
56. Emma is a professional jewelry designer. Sometimes, she hosts giveaways on social networking Web sites that allows
people to post only 256-character-long posts. In this scenario, the social networking Web site that Emma uses is most
likely a _____.
a. microblog
b. social news site
c. media sharing site
d. mommy blog
57. According to Charlene Li and Josh Bernoff of Forrester Research, which of following categories of social media users
posts comments, ratings, and reviews of products and services on blogs and forums?
a. Critics
b. Spectators
c. Joiners
d. Inactives
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58. 100 Miles is a community Web site where users can share their travel-related videos with other users. They can also
like the videos shared by other users. The visibility of a video depends on the number of “likes” it gets. In the given
scenario, 100 Miles is most likely a _____.
a. microblog
b. review site
c. social news site
d. location-based social networking site
59. Monette has posted over 100 book reviews on discussion forums. She also frequently reviews products and services
and posts her reviews on local restaurants on review sites. As a social media user, Monette would best be characterized as
a _____.
a. joiner
b. spectator
c. critic
d. collector
60. Which of the following statements is true of advertising in social media?
a. Social media are an unpaid form of marketing.
b. The effectiveness of social media can be easily measured.
c. Social media mostly focus on deepening relationships with customers.
d. Marketers believe that social media are not a worthwhile investment.
61. Discuss how social media has changed the behavior of consumers.
62. Distinguish between owned media and earned media with examples.
63. Explain the role of social media in marketing.
64. Explain the reasons for the recent popularity of mobile marketing.
65. Explain how virtual worlds and online gaming help marketers to engage with customers.
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Answer Key
1. False
2. True
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