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Exam 22: Social Media and Marketing

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Question 21

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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.

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Question 22

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Which practical idea listed in the chapter does the Gatorade Mission Control Center best accomplish?

A) listen and learn
B) build relationships and awareness
C) promote products and services
D) manage your reputation
E) improve customer service

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Question 23

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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.

Hallmark Cards 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. -Refer to Hallmark Cards.When Hallmark asks it customers to weigh in on product design and pricing,it is practicing:

What is a blog? Why are blogs considered a key component in any interactive marketing strategy?

One of the most recent developments on the social media scene is that:

Social bookmarking sites such as Del.ici.ous and StumbleUpon differ from social news sites such as Reddit and Digg in that:

Teenage boys make up the vast majority of YouTube users.

What is a podcast? How are they used?

Identify five reasons for the recent popularity of mobile marketing.

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?

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.

Using Social Media Effectively 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. -Refer to Using Social Media Effectively.One way an organization might effectively use noncorporate blogs to help achieve its social media goals is by:

Social commerce combines social media with the basics of e-commerce.

Which type of social media site allows users to post,read,rate,and comment on opinions about many different kinds of products and services?

Research indicates that the number of people who contribute content on social media sites is actually decreasing.

Because Gatorade is one of the best known marketers in the world,it should dive headfirst into social media.

The most popular microblog is:

Social media strategist Jeremiah Owyang has identified eight stages of effective listening.Which of the following scenarios is an example of "Stage 8" listening?

All of the following are examples of social media tools and platforms EXCEPT: