Question 1

To create a successful advertising campaign on Facebook, a good strategy a brand manager can use is to
A)create ads that will appear in a specified, strategic position on every page when users log into their profiles.
B)create and send an e-mail message to every registered Facebook user.
C)create posts and video ads that are fresh and creative, and possibly related to users' passions.
D)create ads that incorporate controversial topics like religion and politics to get Facebook users to "Like" their Page.
E)create a Facebook profile for every employee to show Facebook users the professionalism and dedication of the marketing team.

Accepted Answer

Creating fresh and creative posts and video ads that are related to users' passions is a good strategy to attract the attention of potential customers and engage with them on Facebook. It is also important to have a clear understanding of the target audience and to use targeting options provided by Facebook to reach the right users. Option A and B are not effective as they interrupt the user experience and may result in negative feedback. Option D is not a good choice as controversial topics can create negative publicity for the brand. Option E is not relevant as it does not help in creating a successful advertising campaign.

Question 2

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:
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 Page

Accepted Answer

While using Instagram videos on Facebook may add visual interest and variety to the content, it is not essential to generating the best response from users. The other options, such as updating content regularly, using familiar imagery with a twist, learning users' passions, and letting users guide content, are all crucial components to engaging fans on Facebook.

Question 3

-Social Network Image (A) above shows the __________ web page for Carmex, allowing the firm to depict its products as well as send and receive messages about them from followers.
A)YouTube
B)Pinterest
C)Twitter
D)Facebook
E)LinkedIn

Accepted Answer

The answer of

-Social Network Image (A) above shows the...

Question 4

The website that enables users to send and receive messages up to 140 characters long is
A)LinkedIn.
B)YouTube.
C)Twitter.
D)Facebook.
E)Friendster.

Accepted Answer

Twitter is the website that enables users to send and receive messages up to 140 characters long, commonly referred to as tweets.

Question 5

-Figure 16-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.
A)YouTube
B)Pinterest
C)Twitter
D)Facebook
E)LinkedIn

Accepted Answer

Facebook is a social media platform that allows users to connect with friends and family, share photos and videos, and follow businesses and organizations. It is one of the most popular social media platforms in the world, with over 2 billion active users. Facebook provides a variety of data for marketers to assess the performance of their pages and understand their users. This data includes metrics such as page views, likes, shares, and comments. Facebook also provides insights into the demographics of its users, such as their age, gender, and location. This data can be used to target marketing campaigns and create content that is relevant to the interests of Facebook users.

Question 6

Brand managers can strategically use Twitter to do all of the following EXCEPT:
A)respond to user criticisms about a brand.
B)re-tweet positive customer comments.
C)generate brand buzz by developing an official Twitter profile.
D)tweet on topics that provide information of value to their customers.
E)post user profiles for job seekers.

Accepted Answer

Posting user profiles for job seekers is not related to brand management and does not provide any value to customers or the brand. Therefore, it does not fit into the strategic use of Twitter for brand management.

Question 7

A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and 'propensity to recommend' the site to others.
A)$17
B)$53
C)$83
D)$145
E)$174

Accepted Answer

The answer of A recent study found that "Likes" or...

Question 8

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

Accepted Answer

Facebook did not eliminate privacy settings for all but paid advertisers. This statement is false and therefore is not a change that Facebook made to improve the user experience.

Question 9

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?
A)YouTube
B)LinkedIn
C)Facebook
D)Twitter
E)Pinterest

Accepted Answer

Twitter is the most common social media platform for celebrities and athletes, including LeBron James, to engage with their followers and promote partnerships. Carmex could have used LeBron James' Twitter account to promote their partnership and drive traffic to their site.

Question 10

Twitter is
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 that enables online customers to use their collective buying power to take advantage of deeply discounted prices for a product or service each day.

Accepted Answer

Twitter is a website that enables users to send and receive short messages up to 140 characters long, known as tweets. Though users can follow each other and view other users' profiles, the main focus is on the exchange of concise updates and commentary.

Question 11

Which of the following statements is true about Facebook?
A)Facebook is second to Twitter in the number of registered users.
B)Facebook is open to users who are at least six years old.
C)Facebook is the social media website where users upload more videos to its site than any other site.
D)Facebook users have an average of about 130 friends on the site.
E)Facebook is a social media website with the primary purpose of enabling users to network and connect with others in their profession.

Accepted Answer

According to research, the average Facebook user has about 130 friends on the site. Option A is incorrect as Facebook has more registered users compared to Twitter. Option B is incorrect as Facebook has a minimum age requirement of 13. Option C is incorrect as YouTube is the social media website where users upload more videos than any other site. Option E is incorrect as LinkedIn is the social media website with the primary purpose of enabling users to network and connect with others in their profession.

Question 12

Facebook is
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 tweets, 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 virtual content-sharing social network that allows people to share images of their favorite things such as clothing, craft ideas, and recipes as well as enables them to categorize these images.

Accepted Answer

Facebook is primarily a social networking website where users create a personal profile, connect with friends, and share various forms of content such as comments, photos, videos, and likes. B refers to Twitter, C refers to LinkedIn, D refers to YouTube, and E refers to Pinterest.

Question 13

Twitter can be a good source of information about a brand or product because of its
A)short message length.
B)photo-sharing capability.
C)ability to display user generated video content.
D)ownership of CoTweet.
E)ability to post professional profiles.

Accepted Answer

Twitter's short message length (280 characters) allows for quick and concise updates about a brand or product. This can make it easy for customers to follow and stay informed about the latest news and updates.

Question 14

Which of the following statements about Facebook is most accurate?
A)Facebook is the third most-used social network.
B)Facebook has a global presence - 1 in every 7 people on the planet use this site.
C)Facebook has almost 80 million active users.
D)Facebook lets people keep in touch through long text-entries similar to e-mail.
E)Facebook is just as successful as Twitter.

Accepted Answer

According to recent statistics, Facebook has a global presence with over 2.8 billion monthly users, which is approximately 1 in every 3 people in the world. This makes option B the most accurate statement. The other options are either outdated or incorrect.

Question 15

All of the following are true about StuffDOT EXCEPT:
A)StuffDOT users "dot" their favorite things to StuffDOT and receive cash rewards when someone purchases that item.
B)StuffDOT start-up targets college-aged women.
C)StuffDOT is an exchange marketplace that allows customers to buy and firms to sell products and services in the form of StuffDOT deals that are localized to a specific city.
D)StuffDOT campus ambassadors are a major force behind the platform's growth.
E)StuffDOT reward money can be redeemed for gift cards with many major retailers.

Accepted Answer

None of the options provided describe StuffDOT as an exchange marketplace for localized deals. The other options are true, as StuffDOT users dot their favorite things, the start-up targets college-aged women, campus ambassadors are influential, and reward money can be redeemed for gift cards.

Question 16

Brand managers find out what people are saying about their brand on Twitter by
A)having employees perform spot-checks on posts.
B)using social media management tools from services such as TweetDeck.
C)creating their own Twitter account and seeing what "followers" say on Facebook.
D)recognizing that posts are too brief to allow for a substantive mention of their brand.
E)employing outside search services such as Google and Bing.

Accepted Answer

Using social media management tools such as TweetDeck allows brand managers to monitor their brand on Twitter in real-time, track conversations, and analyze metrics such as engagement and reach. This makes it easier to respond to customer inquiries, identify brand ambassadors, and address negative feedback.

Question 17

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?
A)Monitor other Twitter accounts for negative mentions of your brand.
B)Aggressively defend your brand on your Twitter account.
C)Create an account and generate followers by posting photos of the new product.
D)Create an account and tweet about it the day before releasing the product.
E)Be interesting and unexpected through posting on current events such as an upcoming political election.

Accepted Answer

Creating an account and generating followers by posting photos of the new product is the best way to generate buzz for an upcoming product using Twitter. This allows potential customers to get a sneak peek of the product, creating excitement and anticipation for its release. Additionally, using hashtags and encouraging followers to share the photos can increase the reach and visibility of the product. Monitoring for negative mentions (A) and aggressively defending the brand (B) can come across as defensive and may not generate positive buzz. Tweeting about the product the day before release (D) may be too late for effective buzz, and posting on current events (E) may not be relevant or appropriate for the product.

Question 18

A Facebook Page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers EXCEPT:
A)a cover image.
B)Facebook Page posts that appear in the News Feed.
C)analytics about users.
D)the ability to "tweet" a comment on an ad a firm has posted on its Facebook Page.
E)the number of people who clicked the "Like" button.

Accepted Answer

The ability to "tweet" a comment on an ad a firm has posted on its Facebook Page is not a feature of Facebook Pages. This feature belongs to Twitter, which is another social media platform.

Question 19

The social media website open to anyone age 13 and over where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them, is known as
A)Twitter.
B)Vimeo.
C)Facebook.
D)YouTube.
E)LinkedIn.

Accepted Answer

The website described is Facebook. Twitter is a micro-blogging platform where users share short messages, Vimeo is a video-sharing platform, YouTube is a video-sharing platform, and LinkedIn is a social media platform for professionals.

Question 20

To generate traffic to a Facebook Page for a brand, what is another mode of advertising on Facebook?
A)Messages can be sent to the inbox on a user's profile page.
B)Pop-up ads can appear after a user logs in.
C)Facebook will place links to other webpages on its home page.
D)Facebook does not allow for any other forms of advertising.
E)Paid ads and sponsored stories can appear on a user's profile page

Accepted Answer

Paid ads and sponsored stories are the best options to generate traffic to a Facebook Page for a brand. These ads can target specific audiences based on demographics, interests, and behaviors, and can appear on a user's profile page, in the News Feed, or in the sidebar. They also have the potential to generate engagement and social sharing among Facebook users, which can lead to greater visibility and reach for the brand.

Quiz 16: Using Social Media to Connect With Consumers

To create a successful advertising campaign on Facebook, a good strategy a brand manager can use is to

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:

-Social Network Image (A) above shows the __________ web page for Carmex, allowing the firm to depict its products as well as send and receive messages about them from followers.

The website that enables users to send and receive messages up to 140 characters long is

-Figure 16-3 above shows the __________ web page for StuffDOT and the data available for marketers to assess its performance and understand its users.

Brand managers can strategically use Twitter to do all of the following EXCEPT:

A recent study found that "Likes" or "Followers" to a brand's Facebook Page is worth _______ in terms of product spending, brand loyalty, and 'propensity to recommend' the site to others.

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

Carmex partnered with LeBron James by using which of the following social media to generate traffic to its site in an attempt to increase its customer base?

Twitter is

Which of the following statements is true about Facebook?

Facebook is

Twitter can be a good source of information about a brand or product because of its

Which of the following statements about Facebook is most accurate?

All of the following are true about StuffDOT EXCEPT:

Brand managers find out what people are saying about their brand on Twitter by

If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?

A Facebook Page, such as the one for StuffDOT, contains all of the following elements that are of interest to brand managers EXCEPT:

The social media website open to anyone age 13 and over where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and likes with them, is known as

To generate traffic to a Facebook Page for a brand, what is another mode of advertising on Facebook?