Question 1

YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Accepted Answer

A)  power tools.
B)  financial services.
C)  cars.
D)  men's cologne.
E)  blenders.F) C) and D)
G) None of the above

Question 2

The social network primarily used for professional networking and job searching is

Accepted Answer

A)  Twitter.
B)  LinkedIn.
C)  Facebook.
D)  YouTube.
E)  FarmvilleF) D) and E)
G) All of the above

Question 3

StuffDOT's vision is to

Accepted Answer

A)  promote a message that is uplifting and empowering for pre-teen and teenage girls.
B)  wage a battle for niceness by addressing bullying being faced by young girls.
C)  encourage tween and teen girls to turn from bitter to sweet.
D)  reward users, primarily women, for shopping and sharing online.
E)  share images of favorite things by women for other women.F) C) and E)
G) A) and B)

Question 4

Recently, Facebook made all of the following changes to its site to improve the user experience EXCEPT:

Accepted Answer

A)  Facebook acquired Oculus, a virtual reality headset company.
B)  Facebook announced that a version of its News Feed was being tailored for images to appear on mobile devices.
C)  Facebook launched hashtags.
D)  Facebook eliminated privacy settings for all but it paid advertisers.
E)  Facebook was able to generate revenues by placing ads on the small screens of smartphones.F) B) and E)
G) C) and E)

Question 5

In terms of performance measures, fans are

Accepted Answer

A)  the total number of unique visitors to a Facebook Page in a given time period.
B)  the number of people who have opted in to a brand's messages through a social media platform at a given time.
C)  the percentage of people who have clicked on a link on the Page to visit a specific site.
D)  the number of people who interact with a Post ("Like," make a comment, and so on)  divided by the total number of people seeing the Post.
E)  the brand's share or percentage of all the online social media chatter related to its product category or a topic.F) A) and D)
G) C) and D)

Question 6

LinkedIn is

Accepted Answer

A)  a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
B)  a website that enables users to send and receive short messages up to 140 characters long.
C)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
D)  a video-sharing website in which users can upload, distribute, view, and comment on videos.
E)  a website enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.F) A) and B)
G) C) and D)

Question 7

In using __________, brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards, or that users will follow the links back to their websites.

Accepted Answer

A)  YouTube
B)  Pinterest
C)  Twitter
D)  Facebook
E)  LinkedInF) A) and E)
G) None of the above

Question 8

Social networks are

Accepted Answer

A)  dating websites like eHarmony.
B)  Internet browsers like Safari or Firefox.
C)  specific social media like Facebook, Twitter, LinkedIn, and YouTube.
D)  the replacement for e-mail to send private digital messages.
E)  social media websites that are the high in self-disclosure but low in media richness.F) A) and B)
G) B) and E)

Question 9

As a performance measure, share of voice is

Accepted Answer

A)  the number of comments users are making on a product or a brand.
B)  the percentage of comments users are making on the unique videos posted about a product or brand.
C)  the brand's share or percentage of all the online social media chatter related to a product category or topic.
D)  the number of users tweeting about a brand or product.
E)  the number of users chatting online about a brand or product.F) B) and D)
G) D) and E)

Question 10

At the present time, StuffDOT sees which of the following social networks as its direct or principal competitor?

Accepted Answer

A)  Facebook
B)  Pinterest
C)  Groupon
D)  LivingSocial
E)  StuffDOT sees no "direct" competitorsF) None of the above
G) A) and D)

Question 11

Pinterest is:

Accepted Answer

A)  a video-sharing website in which users can upload, view, and comment on videos.
B)  a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customized, themed "boards" to categorize their images and then sharing them with other members of the community.
C)  a website where users create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
D)  a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople.
E)  a website that enables users to send and receive messages up to 140 characters long.F) A) and B)
G) B) and E)

Question 12

Describe the two factors that are used to classify social media.

Accepted Answer

Social media can be classified based on ...

Question 13

-Based on the social media identified in Figure 16-1 above, the social media site rated HIGHEST in self-disclosure is

Accepted Answer

A)  Facebook.
B)  LiveJournal.
C)  Wikipedia.
D)  WordPress.
E)  FarmvilleF) A) and D)
G) B) and E)

Question 14

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Accepted Answer

A)  user generated content.
B)  social value.
C)  self-disclosure.
D)  media richness.
E)  emotive content.F) B) and E)
G) A) and E)

Question 15

The marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response. This goal can be accomplished by all of the following EXCEPT:

Accepted Answer

A)  updating content regularly to keep it fresh.
B)  using familiar imagery and messaging, but adding a twist.
C)  learning users' passions.
D)  letting users guide content.
E)  posting Instagram videos (ads, b-roll)  on the left side of the Facebook PageF) D) and E)
G) A) and C)

Question 16

All of the following are differences between social and traditional media EXCEPT:

Accepted Answer

A)  the number of and skills required to produce and train personnel to produce the media.
B)  the permanence of the media.
C)  the credibility of the media.
D)  the ability to reach a mass or specialized market segment.
E)  the privacy and anonymity of the media.F) A) and B)
G) C) and D)

Question 17

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site __________.

Accepted Answer

A)  decreases
B)  is not affected
C)  can be manipulated
D)  increases
E)  can't be determinedF) None of the above
G) A) and B)

Question 18

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

Accepted Answer

A)  fan follow-through percentage.
B)  click-through rate.
C)  pass-through rate.
D)  recipient rate.
E)  website click rateF) A) and C)
G) C) and D)

Question 19

Describe five of the ten performance measures brand managers typically use to assess outputs or revenues of social media.

Accepted Answer

From a brand manager's viewpoint, the ni...

Question 20

What is one way in which the Internet has changed, brought about by Web 2.0?

Accepted Answer

A)  Web 2.0 is the most-used Internet browser, launched in 2004.
B)  The ability to access the Internet from smartphones brought on a cultural revolution in how users view and use the Internet.
C)  Faster routers allowed for quicker, more efficient Internet service.
D)  Internet content can now be continuously modified by all users in a participatory fashion.
E)  The technical interface of the Internet has drastically changed since 2004.F) C) and E)
G) B) and E)

Exam 16: Using Social Media to Connect With Consumers

In terms of performance measures, fans are

Correct AnswerverifiedShow Answer

As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site __________.

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-Based on the social media identified in Figure 16-1 above, the social media site rated HIGHEST in self-disclosure is

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The social network primarily used for professional networking and job searching is

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Pinterest is:

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Describe the two factors that are used to classify social media.

Correct AnswerverifiedSocial media can be classified based on ...View AnswerShow Answer

The percentage of recipients who have clicked on a link on the Page to visit a specific site is the

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StuffDOT's vision is to

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YouTube would be an excellent social network to advertise all of the following products EXCEPT:

Correct AnswerverifiedShow Answer

LinkedIn is

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Recently, Facebook made all of the following changes to its site to improve the user experience EXCEPT:

Correct AnswerverifiedShow Answer

As a performance measure, share of voice is

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All of the following are differences between social and traditional media EXCEPT:

Correct AnswerverifiedShow Answer

Describe five of the ten performance measures brand managers typically use to assess outputs or revenues of social media.

Correct AnswerverifiedFrom a brand manager's viewpoint, the ni...View AnswerShow Answer

Social networks are

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What is one way in which the Internet has changed, brought about by Web 2.0?

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At the present time, StuffDOT sees which of the following social networks as its direct or principal competitor?

Correct AnswerverifiedShow Answer

The marketing challenge for the brand manager using a Facebook Page is to post and create content that will generate the best response. This goal can be accomplished by all of the following EXCEPT:

Correct AnswerverifiedShow Answer

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

Correct AnswerverifiedShow Answer

In using __________, brand managers can post images of their company's products on their board in hopes that they will be shared on other themed boards, or that users will follow the links back to their websites.

Correct AnswerverifiedShow Answer

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Social media can be classified based on ...
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From a brand manager's viewpoint, the ni...
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