Question 1

Online content that is published on a publicly accessible website or social networking site is a criterion of

Accepted Answer

A)  social networks.
B)  user-generated content (UG
C)  .
C)  blogs.
D)  wikis.E) A) and B)
F) A) and C)

Question 2

In its early years,Facebook was a "closed" system,which meant that Facebook

Accepted Answer

A)  prevented outside search engines from cataloguing and reporting mentions of a brand.
B)  put a limit on the number of countries in which Facebook could be accessed, such as China.
C)  had a policy to prevent collaboration with other sites such as MySpace.
D)  restricted brands from creating awareness through an individual Facebook Page.E) All of the above
F) A) and C)

Question 3

A wiki is a

Accepted Answer

A)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
B)  website whose content is created and edited by the ongoing collaboration of end users.
C)  unique type of Internet browser where search results are personalized for each user.
D)  website where users create a personal profile, add "friends," and exchange messages and photos with them.E) None of the above
F) A) and B)

Question 4

A fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

Accepted Answer

A)  cost per thousand (CPM) .
B)  cost per click (CP
C)  .
C)  cost per action (CP
A)  .
D)  negotiated (cost) .E) A) and C)
F) A) and B)

Question 5

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

Accepted Answer

A)  Twitter.
B)  LinkedIn.
C)  Facebook.
D)  YouTube.E) B) and D)
F) A) and D)

Question 6

Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.

Accepted Answer

The answer of Discuss the differences between traditional print media...

Question 7

According to the text,since its inception,more than ___________ apps have been downloaded in the Apple App Store around the globe.

Accepted Answer

A)  20 billion
B)  50 billion
C)  100 billion
D)  500 billionE) A) and B)
F) B) and D)

Question 8

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) None of the above
F) B) and D)

Question 9

What are "apps," and what significance do they have with respect to convergence?

Accepted Answer

The answer of What are "apps," and what significance do...

Question 10

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

Accepted Answer

A)  Hire celebrities to tweet about using their product.
B)  Run concurrent specials on multiple social media platforms such as Facebook and Twitter.
C)  use tweets to drive traffic to the brand's website.
D)  All of theseE) None of the above
F) A) and C)

Question 11

In assessing the value of tweets,Twitter users considered the majority of tweets to be

Accepted Answer

A)  news.
B)  self-promotion.
C)  conversational.
D)  pointless babble.E) A) and B)
F) C) and D)

Question 12

All of the following are critical aspects that need to be included to ensure a social media strategy is successful,except:

Accepted Answer

A)  understanding who to target
B)  establishing metrics to measure success
C)  executing in an ethical fashion
D)  share as many messages as you canE) All of the above
F) A) and B)

Question 13

"Epicurious" is a website where recipes are posted by the site owner and individual cooks.Using a "four-fork" rating system,users rate and comment on these recipes for ease or difficulty in preparation,the taste of the finished dish,and whether or not they would use the recipe again.What type of social media website is "Epicurious?"

Accepted Answer

A)  Web 2.0
B)  a Facebook page
C)  a wiki
D)  a blogE) None of the above
F) B) and D)

Question 14

Figure: 20-1 
-Based on the social media identified in Figure 20-1,Second Life has a(n) __________ degree of self-disclosure than Call of Duty.

Accepted Answer

A)  higher
B)  lower
C)  equal
D)  more uniqueE) B) and D)
F) B) and C)

Question 15

Performance measures for output and revenues for social media are

Accepted Answer

A)  less specific than those for traditional media.
B)  easier to track for traditional media such as newspapers and magazines because marketing managers can track the circulation numbers.
C)  easiest to track using Twitter.
D)  more specific than those for traditional media.E) A) and C)
F) C) and D)

Question 16

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

A)  friendster.
B)  friend visitor.
C)  fan source.
D)  fan base.E) C) and D)
F) B) and D)

Question 17

TB Figure: 2 
-According to TB Figure 2,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

Accepted Answer

A)  20 million
B)  30 million
C)  70 million
D)  150 millionE) All of the above
F) C) and D)

Question 18

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

Accepted Answer

A)  unresponsive and silent
B)  dogmatic and preachy
C)  transparent and honest
D)  bitter and petulantE) B) and C)
F) All of the above

Question 19

Describe the communications process of both traditional media and social media.

Accepted Answer

The answer of Describe the communications process of both traditional...

Question 20

A single social media site like Facebook or YouTube is referred to as a

Accepted Answer

A)  social network.
B)  gaming website.
C)  electronic media.
D)  social media.E) B) and D)
F) A) and B)

Exam 20: Using Social Media to Connect With Consumers

In its early years,Facebook was a "closed" system,which meant that Facebook

Correct Answer
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Correct Answer
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Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Correct Answer
verified

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

Correct Answer
verified

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

Correct Answer
verified

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

Correct Answer
verified

Describe the communications process of both traditional media and social media.

Correct Answer
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TB Figure: 2 -According to TB Figure 2,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

Correct Answer
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A wiki is a

Correct Answer
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A single social media site like Facebook or YouTube is referred to as a

Correct Answer
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Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.

Correct Answer
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In assessing the value of tweets,Twitter users considered the majority of tweets to be

Correct Answer
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Performance measures for output and revenues for social media are

Correct Answer
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LinkedIn is

Correct Answer
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Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct Answer
verified

All of the following are critical aspects that need to be included to ensure a social media strategy is successful,except:

Correct Answer
verified

Figure: 20-1 -Based on the social media identified in Figure 20-1,Second Life has a(n) __________ degree of self-disclosure than Call of Duty.

Correct Answer
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What are "apps," and what significance do they have with respect to convergence?

Correct Answer
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A fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

Correct Answer
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According to the text,since its inception,more than ___________ apps have been downloaded in the Apple App Store around the globe.

Correct Answer
verified

Exam 20: Using Social Media to Connect With Consumers

In its early years,Facebook was a "closed" system,which meant that Facebook

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Correct AnswerverifiedShow Answer

As a consultant to a brand manager,which social media marketing strategy would you recommend to your client to build the customer base?

Correct AnswerverifiedShow Answer

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

Correct AnswerverifiedShow Answer

Nestlé received a lot of bad press and negative customer feedback during Greenpeace's campaign because of Nestlé's __________ comments made on its Facebook Page.

Correct AnswerverifiedShow Answer

Describe the communications process of both traditional media and social media.

Correct AnswerverifiedShow Answer

TB Figure: 2 -According to TB Figure 2,Facebook had slightly over __________ unique U.S.visitors per day by September 2011.

Correct AnswerverifiedShow Answer

A wiki is a

Correct AnswerverifiedShow Answer

A single social media site like Facebook or YouTube is referred to as a

Correct AnswerverifiedShow Answer

Discuss the differences between traditional print media and social media with regard to expense and access,permanence and credibility,and social authority.

Correct AnswerverifiedShow Answer

In assessing the value of tweets,Twitter users considered the majority of tweets to be

Correct AnswerverifiedShow Answer

Performance measures for output and revenues for social media are

Correct AnswerverifiedShow Answer

LinkedIn is

Correct AnswerverifiedShow Answer

Online content that is published on a publicly accessible website or social networking site is a criterion of

Correct AnswerverifiedShow Answer

All of the following are critical aspects that need to be included to ensure a social media strategy is successful,except:

Correct AnswerverifiedShow Answer

Figure: 20-1 -Based on the social media identified in Figure 20-1,Second Life has a(n) __________ degree of self-disclosure than Call of Duty.

Correct AnswerverifiedShow Answer

What are "apps," and what significance do they have with respect to convergence?

Correct AnswerverifiedShow Answer

A fixed amount paid to a site for posting an ad for a finite amount of time is referred to as

Correct AnswerverifiedShow Answer

According to the text,since its inception,more than ___________ apps have been downloaded in the Apple App Store around the globe.

Correct AnswerverifiedShow Answer

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