Chapter 22—Social Media and Marketing
TRUE/FALSE
1. For most people, social media is a marketing experience.
2. 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 large music-oriented following, MySpace would be a good site for the
band to choose.
3. Social commerce combines social media with the basics of e-commerce.
4. 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.
5. Erica was so impressed by the customer service she received from Mindware Toys that she tweeted all
of her followers about her experience. Erica’s tweets are a good example of owned media.
6. Marketers need to understand that, in cyberspace, paid media is essentially dead; consequently, they
should no longer expend any resources into paid media.
7. Customers are on social media, and they expect their favorite brands will be there as well.
8. The best way a company can increase sales using social media is to improve customer service.
9. Malik hopes to use social media to find some new customers for his bicycle shop. Technorati and
Tweetdeck would be good tools for this purpose.
10. While hundreds of metrics have been developed to measure social media’s value, these metrics are
meaningless unless they are tied to key performance indicators.
11. Monette has posted over 100 book reviews on Amazon.com. She also frequently reviews products and
services on Epinions and posts her impressions of local restaurants on Yelp. As a social media user,
Monette would best be characterized as a joiner.
12. Research indicates that the number of people who contribute content on social media sites is actually
decreasing.
13. A publicly accessible Web page that serves as an interactive journal is called a tweet.
14. 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.
15. 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.
16. Facebook can best be characterized as a media sharing site.
17. Estefan works as a production editor for a major textbook publisher. He hopes to build a list of
freelancers whom he can call on to edit and proofread materials for his company. LinkedIn would be a
good place for Estefan to find such individuals.
18. Teenage boys make up the vast majority of YouTube users.
19. 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.
20. A review site allows consumers to post, read, rate, and comment on opinions regarding a wide variety
of goods and services.
21. 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.
22. The major impact of new platforms such as the iPhone and Blackberry on social media Web sites is
that consumers can access such sites from virtually anywhere.
23. This morning, Katrina received the following text message on her cell phone: Don’t forget your
haircut appointment today at 10 am with Jane at HairNow. See you soon. This is an example of a
mobile ad.
24. Marketers have so far found few ways to integrates apps into their marketing strategies.
25. 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.
MULTIPLE CHOICE
1. 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?
a.
MySpace
b.
YouTube
c.
Facebook
d.
Bebo
e.
Flickr
2. 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?
a.
Twitter
b.
Google
c.
Bebo
d.
Flickr
e.
Groupon
3. Social media:
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.
offers 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
4. All of the following are examples of social media tools and platforms EXCEPT:
a.
a media sharing Web site
b.
an AM/FM transistor radio
c.
an iPhone
d.
a blog
e.
Twitter
5. 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:
a.
media sharing site
b.
microblog
c.
social networking site
d.
virtual world
e.
social commerce site
6. More and more companies are increasing their interactive marketing budgets. Most of this investment
will be made in:
a.
search marketing
b.
display advertising
c.
mobile marketing
d.
social media
e.
e-mail marketing
7. Because of the influence of social marketing, the interaction between producer and consumer has
become LESS focused on:
a.
engaging
b.
listening
c.
understanding
d.
entertaining
e.
influencing
8. Using consumers to develop and market product is called:
a.
crowdfunding
b.
co-creation
c.
brainstorming
d.
closed innovation
e.
crowdsourcing
9. Which of the following is an example of owned media?
a.
The tweet that Winnie—who works out regularly at FitBody Bootcamp—sent to her
followers about how much weight she’s lost since she’s been working out
b.
An e-mail sent by Garrett to the manager of FitBody Bootcamp, asking about what types
of workout programs the gym offers
c.
The Facebook page created by FitBody Bootcamp to let members know about special
events at the gym
d.
The display advertisement that FitBody Bootcamp purchased on the local newspaper’s
Web site
e.
The blog “Feeling the Burn,” maintained by Andy, who is one of the instructors at
FitBody Bootcamp
10. Content that a company purchases to be placed online is called:
a.
owned media
b.
paid media
c.
controlled media
d.
earned media
e.
broadcast media
11. One reason why negative customer comments and complaints are important to an organization is that
they can:
a.
quickly be hidden from competitors
b.
be used in future advertising campaigns
c.
help the organization identify “problem” customers, who are then typically removed from
mailing lists
d.
bring to light unknown brand flaws
e.
generate sympathy for the organization when consumers realize that “no one is perfect”
12. 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?
a.
A listening platform with key word report capabilities
b.
An insight platform that offers online focus group solutions
c.
Web analytics software
d.
An advanced customer database with predictive application
e.
A social customer relationship management system
13. Social media strategist Jeremiah Owyang has identified eight stages of effective listening. Which of
the following scenarios is an example of “Stage 8” listening?
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
14. After establishing a listening platform, an organization should:
a.
develop a list of objectives for its social media team to accomplish
b.
attempt to develop a unique social media platform to generate buzz about the brand
c.
identify potential consumers
d.
decide which tools and platforms to use as part of its social media strategy
e.
implement measurement tools to determine the benefits of social media
15. All of the following are practical ideas that marketing managers should consider when setting social
media objectives EXCEPT:
a.
promoting products and services
b.
listening and learning
c.
building relationships and awareness
d.
creating static messages to reach mass audiences
e.
reaching out to unhappy customers and engaging them directly
16. Crock of Love prepares and delivers from-scratch meals directly to their customers’ homes. Crock of
Love has its own Web site, Facebook page, and Twitter account, but the company’s owner, Nikki,
frequently makes helpful comments on food-related blogs and participates in online discussions about
recipes and desserts. In so doing, Nikki is MOST LIKELY trying to:
a.
control what is being said online about Crock of Love
b.
improve Crock of Love’s reputation
c.
measure customer satisfaction with Crock of Love
d.
improve customer service
e.
monitor Crock of Love’s competitors
17. To gain trust in the social media environment, a brand should:
a.
avoid “fun” online content, as that tends to trivialize the brand in the eyes of consumers
b.
fill its Web site with numerous links and cram as much information as possible onto each
Web page
c.
give customers quick access to the information they came for
d.
rarely change its online content, because most customers like stability
e.
create a “safe” look for its Web site and avoid contemporary design trends
18. Which of the following statements about the use of social media in marketing is TRUE?
a.
All marketers understand that social media is mostly about return on investment (ROI).
b.
Marketers have plenty of hard evidence as to the effectiveness of the measurements and
metrics that track social media.
c.
Given the relative ease and efficiency with which organizations can use social media, a
positive return on investment is likely for many—if not most—organizations.
d.
Fewer than 30 percent of marketers plan on increasing their investments in social media.
e.
All of the above are true.
19. Sunlight Bakery wants to determine the conversion rate of its Facebook friends. To accomplish this,
the bakery should use:
a.
social media monitoring
b.
public relations measurement
c.
a social CRM system
d.
a listening platform with a large staff dedicated to the client
e.
social media measurement
20. Which of the following tools would primarily be used more for customer service improvement, brand
management, and prospecting than for campaign metrics?
a.
Twinfluence
b.
Klout
c.
DIY Dashboard
d.
BlogPulse
e.
Vocus
21. 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?
a.
Creator
b.
Spectator
c.
Collector
d.
Joiner
e.
Inactive
22. Which type of social media user posts comments, ratings, and reviews of products and services on
blogs and forums?
a.
Critic
b.
Conversationalist
c.
Boaster
d.
Collector
e.
Assigner
23. “Conversationalists” are social media users who:
a.
post comments, ratings, and reviews of products and services on blogs and forums
b.
read blogs, listen to podcasts, and watch videos
c.
visit many social media sites every day
d.
post status updates on social networking sites and microblogging services such as Twitter
e.
use RSS feeds to collect information and vote for Web sites online
24. A publicly accessible Web page that functions as an interactive journal is called a(n):
a.
blog
b.
profile
c.
tweet
d.
electronic diary
e.
status page
25. Corina is a big fan of the British television program Doctor Who. She writes about her love of all
things Whovian on her ______, called Wibbly Wobbly Ramblings, where readers can post comments
about what she has written.
a.
social news site
b.
electronic diary
c.
toolbox
d.
blog
e.
virtual world
26. Marketers can adapt their messages more frequently by using _____ than with any other
communication channel.
a.
press releases
b.
corporate blogs
c.
virtual worlds
d.
radio advertising
e.
media sharing sites
27. Patrick goes to the movies three or four times each week. He operates a blog where he writes long,
detailed reviews of the latest releases. Patrick’s blog would best be described as a:
a.
media sharing blog
b.
microblog
c.
noncorporate blog
d.
collaborative blog
e.
corporate blog
28. Blogs with strict post length limits are called:
a.
password-protected blogs
b.
beta blogs
c.
miniblogs
d.
private blogs
e.
microblogs
29. The most popular microblog is:
a.
Twitter
b.
YouTube
c.
Facebook
d.
Tumblr
e.
Poink
30. 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:
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
31. A company would probably NOT want to use Twitter to:
a.
provide a customer with complex, hard-to-understand instructions on how to use a product
b.
direct customers to its corporate blog
c.
promote a brand-new product
d.
share links to the official company Web site
e.
reply to customer queries
32. A Web site that allows individuals to connect with friends, peers, and business associates is called a:
a.
virtual world
b.
social networking site
c.
media sharing site
d.
social news site
e.
microblog
33. Which of the following is NOT a social networking site?
a.
Bebo
b.
Google+
c.
LinkedIn
d.
Facebook
e.
All of the above are social networking sites.
34. Brands, organizations, and nonprofits that use Facebook:
a.
have thus far been unsuccessful in their attempts to use the platform to create viral
marketing campaigns
b.
should make their pages public and searchable
c.
must never use the Facebook Wall to communicate with consumers
d.
need to use all of Facebook’s privacy options to ensure that only the right people have
access to company information
e.
create profiles, as opposed to pages
35. From a marketing standpoint, the most useful Facebook feature is probably _____, which allows a
brand to communicate directly with fans via status updates.
a.
the Profile page
b.
the search engine
c.
the Fans list
d.
the Wall
e.
the Real or Fake application