36. Of the following, who is MOST likely to be a LinkedIn user?
a.
Erin, a 13-year-old junior high student and music lover
b.
Mitch, a 24-year-old songwriter who hopes to make it big in Nashville
c.
Sharika, a 35-year-old attorney just opening her own practice
d.
Jose, a 50-year-old Los Angeles Dodgers fan looking for conversation with other baseball
lovers
e.
Amanda, a 70-year-old retiree and avid cook
37. YouTube, Flickr, and Photobucket are all examples of:
a.
media sharing sites
b.
corporate blogs
c.
virtual worlds
d.
microblogs
e.
social networking sites
38. A movie studio wants to give fans a sneak peek of the trailer for an upcoming film. Which of the
following would be the best platform for the studio to use?
a.
Picasa
b.
Photobucket
c.
YouTube
d.
Imgur
e.
TwitPic
39. Videos made by teens that focus on fashion are called:
a.
flames
b.
hauls
c.
caches
d.
feed dumps
e.
heaves
40. Which of the following is the best description of a podcast?
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.
41. A _____ allows users to decide which content is promoted on a given Web site by voting that content
up or down.
a.
media sharing site
b.
social networking site
c.
review site
d.
virtual world
e.
social news site
42. Social bookmarking sites such as Del.ici.ous and StumbleUpon differ from social news sites such as
Reddit and Digg 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.
users can change their profiles and update their status whenever they wish
d.
they treat location-based micronetworking as a game
e.
posts are limited to no more than 140 characters in length
43. Location-based social networking sites:
a.
are a hybrid of media sharing and social networking sites
b.
distribute digital audio and video files serially for other people to listen to or watch
c.
are essentially short messaging systems designed primarily for internal communication
d.
combine the fun of social networking with the utility of location-based GPS technology
e.
allow users to archive and share photos and interesting external links
44. Anu is a frequent Foursquare user; she enjoys earning badges and special statuses based on the number
of:
a.
reviews she has written
b.
visits she makes to particular locations
c.
times she “Likes” a certain link or post
d.
followers she has
e.
times her posts are retweeted
45. Which type of social media site allows users to post, read, rate, and comment on opinions about many
different kinds of products and services?
a.
A virtual world
b.
A review site
c.
A corporate blog
d.
A media sharing site
e.
A microblog
46. Customers and business owners can do all of the following on the Yelp Web site EXCEPT:
a.
business owners can set their pages to block negative reviews
b.
customers can write about bad experiences they’ve had at local businesses
c.
business owners can edit their organizations’ pages
d.
customers can read about what others think about particular businesses
e.
business owners can respond directly to customers who have written reviews
47. By far, the largest social network for gaming is:
a.
Twitter
b.
LinkedIn
c.
MySpace
d.
Facebook
e.
YouTube
48. Which of the following statements about online gaming is CORRECT?
a.
Games such as Angry Birds and CityVille have proven unattractive to marketers because it
takes so long to play them.
b.
Almost 90% of people play games within social networking sites or on mobile devices.
c.
The typical online gamer is a 43-year-old woman with a full time job and college
education.
d.
Social gaming is one of the few areas of social media that is not growing.
e.
The demographic of gamers who favor mobile devices tends to skew older than those who
play on traditional PCs.
49. Which of the following games is probably the MOST appropriate for marketing and advertising?
a.
Dungeon Runners
b.
World of Warcraft
c.
Texas Hold’em Poker
d.
Legends of Future Past
e.
The Chronicles of Spellborn
50. 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?
a.
Café World
b.
Mafia Wars
c.
Bejeweled Blitz
d.
Farmville
e.
World of Warcraft
51. Much of the growth in social media sites can be attributed to:
a.
good old-fashioned word-of-mouth promotion
b.
new platforms like iPads and smartphones
c.
media hype
d.
the proliferation of new Web sites like Flickr and Reddit
e.
new technology uses for social media
52. More than _____ percent of the U.S. population owns a mobile phone.
a.
25
b.
40
c.
55
d.
75
e.
90
53. Modern mobile advertising as a viable marketing strategy has become possible primarily because of
the development of:
a.
the microchip
b.
the PC
c.
smartphone technology
d.
tablet laptops
e.
GPS technology
54. Johanna is a loyal customer of The Beanery, a regional coffee shop chain. Whenever Johanna is found
to be within a geofenced area owned by The Beanery, she receives a text message on her Blackberry
offering her money off a coffee drink at a nearby store. The Beanery appears to be using:
a.
stealth marketing
b.
viral marketing
c.
micronetworking
d.
Bluetooth marketing
e.
widgets
55. Which mobile marketing tool allows 160-character text messages to be sent to and from cell phones?
a.
Mobile ads
b.
SMS
c.
Web widgets
d.
MMS
e.
MOBI
56. One difference between apps and widgets is that:
a.
widgets are often cheaper to develop than apps
b.
apps cannot be used in a mobile-ready format
c.
widgets cannot be run entirely within online platforms
d.
apps tend to broaden an organization’s listening system, while widgets narrow it
e.
apps offer new content only, while widgets offer new and already-existing content
57. One of the most recent developments on the social media scene is that:
a.
it will soon be possible to repost another user’s message on Twitter
b.
organizations will be able to host virtual networking events and “meet and greets” in the
virtual world
c.
searches on Bing will feature a Facebook module that shows you what your friends have
liked as it relates to the search
d.
marketers will be able to send short, 160-character text messages to your cell phone
e.
YouTube users will not only be able to watch videos, they will also be able to upload their
own videos to the site
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.
58. Refer to Hallmark Cards. When Hallmark asks it customers to weigh in on product design and pricing,
it is practicing:
a.
virtual volunteering
b.
mass customization
c.
scripting
d.
crowdsourcing
e.
social commerce
59. Refer to Hallmark Cards. Hallmark’s Facebook page is best characterized as:
a.
owned media
b.
secured media
c.
shared media
d.
paid media
e.
earned media
60. 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?
a.
A critic
b.
A joiner
c.
An inactive
d.
A noob
e.
A collector
61. Refer to Hallmark Cards. The blog operated by Hallmark Cards is an example of a:
a.
corporate blog
b.
media sharing site
c.
microblog
d.
noncorporate blog
e.
location-based social networking site
62. Refer to Hallmark Cards. Which of the following is an example of Hallmark’s use of mobile
marketing?
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
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.
63. Refer to Using Social Media Effectively. Consumers’ opinions about the value of social marketing
reflect:
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
64. Refer to Using Social Media Effectively. Of the social media objectives often defined by marketers,
the foundational objective is undoubtedly:
a.
energizing
b.
talking
c.
embracing
d.
supporting
e.
listening
65. Refer to Using Social Media Effectively. One way an organization might effectively use noncorporate
blogs to help achieve its social media goals is by:
a.
providing bloggers with products and/or money in exchange for a review
b.
flooding the comments section of such blogs with positive comments about the brand or
company
c.
purchasing the blogs from the owners and converting them into corporate blogs
d.
endearing the organization with anecdotes and stories about the brand
e.
designing their own corporate blogs to mimic the look of their noncorporate rivals
ESSAY
1. What is social media?
2. Social media offers more one-to–one ways for marketers to meet customers. Use this fact to identify
five implications for marketers.
3. 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?
4. Distinguish between owned media and earned media and give several examples of each.
5. To leverage owned media, earned media, and paid media, marketers must follow three key guidelines.
What are they?
6. Identify and discuss five ideas that marketing managers should consider when setting social media
objectives.
7. Name and briefly describe the six categories of social media users identified by Charlene Li and Josh
Bernoff of Forrester Research.
8. What is a blog? Why are blogs considered a key component in any interactive marketing strategy?
9. Identify the two broad categories of blogs. Which is generally perceived to be more “authentic”? Why?
10. Identify at least five things a marketer needs to consider before developing a Twitter presence.
11. What is a podcast? How are they used?
12. Explain some ways marketers can effectively use location-based social networking sites.
13. 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.
14. Identify five reasons for the recent popularity of mobile marketing.
15. Briefly explain what widgets are and describe how a business can use them from a marketing
perspective.
