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Exam 13: Social Media

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Question 21

True/False

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Videos can be used to inform, educate, and entertain.

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Question 22

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KPIs for social media are traditional measures for advertising effectiveness.

A) very different from
B) analogous to
C) opposite of
D) inconsistent with

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Question 23

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Google's Page Rank is a type of Search Engine Application (SEA).

To narrow the search for consumers, search engines used to measure the relevance of a website or an information page by counting the number of times the searched words appeared on that web page or document. Why don't they use this criterion anymore?

Recommendation agents work by performing cluster analysis on a spreadsheet where the rows are customers and the columns are SKU's. If there is a 0 in the cell, then the customer has purchased that item, and if there is a 1 the customer has not purchased that item.

A sociomatrix is a graphical form of a network, and a sociogram is a tabular representation of a network.

Many companies (including Facebook, YouTube, Coca-Cola, Starbucks, Disney, Oreo, MTV, Red Bull, Skittles, and Victoria's Secret) have between 12 and 30 million fans each. In other words, they are quite sophisticated when it comes to marketing.

Two actors are said to be if their links to others are the same.

Compared to a few years ago, the number of radio stations has , and the time listeners tune in has .

The possibilities of social media can seem overwhelming. How can marketers learn to best use them?

Via Facebook, Brenda tells Bobbie about a new band she just discovered, and Bobbie feels compelled to check them out because she believes Brenda's endorsement is genuine. What is the term for this phenomenon?

Compared to more traditional advertising, using social media is expensive.

What are the 3 changes currently being experienced by traditional media?

The easiest and most common way to characterize in a social network is to count the number of connections each actor has with the others in the network.

Many CEOs are conservative on spending money on social media because they don't know if the ROI is worth it.

Discuss the post-purchase phase in detail. What can customers do at this point? How should companies use this phase?

Which of the following is the percent of sessions for which a visitor lands on the website and views only one page before quickly leaving?

Explain Google's Page Rank. How does the algorithm work? What does it do?

Web analytics experts disdain the "Contact Us" buttons. What do they recommend instead?

The biggest contributors to the cost of social media are media buys and explicit budgetary contributions.