Deck 10: Social Media

Question 1

What was the engine that drove the Wine Library's explosive growth?

A) a coast-to-coast mass advertising campaign
B) a personal, door-to-door sales campaign
C) the firm's enthusiastic approach to using social media
D) the company's innovative investor relations program
E) an aggressive couponing and point-of-sale effort in liquor stores

Answer 1

the firm's enthusiastic approach to using social media

Question 2

Social networks like Facebook and MySpace are examples of

A) non-network media.
B) legacy media.
C) cooperative advertising media.
D) social media.
E) conventional media.

Answer 2

social media.

Question 3

Sites where participants can produce, publish, control, critique, rank, and interact with online content are types of

A) socialized communication.
B) antisocial behavior.
C) regulated media.
D) social media.
E) institutional media.

Answer 3

social media.

Question 4

What attracts both consumers and marketers to social media sites?

A) ability to shop for products online
B) power of interaction
C) desire to see a large volume of pop-up advertising
D) ability to publicly criticize companies anonymously
E) possibility of earning money from online advertisements

Question 5

An MPR professional can assume that consumers who spend time within a particular online environment

A) are not attending to any other medium except online sources of information and news.
B) do not share any traits with other online users, since digital media are highly personalized.
C) are more likely to respond to advertising than to consumer-generated promotional messages.
D) fit into and share purchasing behaviors with the demographic group in that environment.
E) make all their purchases online regardless of price.

Question 6

Why should marketers care about social media?

A) Social media has a higher penetration per household than television.
B) Social media is the most popular but least interactive of all non-media outlets.
C) All media platforms have now moved into social media.
D) Social media is the best source of advertising revenue for companies.
E) Most social media users believe the firms they buy from should have a social media presence.

Question 7

Why must marketers NOT view a social medium as a connector?

A) Connectors are only found in traditional non-interactive media.
B) Social media have limited appeal, reach, and influence over young consumers.
C) Social media are vehicles for connecting marketers with connectors who then share opinions with the larger community.
D) Product claims on the Internet are not verifiable, and most consumers do not trust social media.
E) Social media are so new that marketers are still unsure of effective ways to wage public relations campaigns in this environment.

Question 8

Social media blur the line between connectors and their audiences because

A) they purchase the same products.
B) on the Web, everyone's identity is anonymous.
C) both are easily persuaded by conventional advertising messages.
D) a person can be a connector and an audience member simultaneously.
E) marketers generally do not differentiate between their respective roles.

Question 9

Video game enthusiasts are an example of a market segment that

A) is difficult to reach by traditional media, but highly involved in social media.
B) is easiest to reach through television advertising.
C) is most receptive to product placement in films and television programming.
D) cannot be accurately measured, either demographically, psychographically or behaviorally.
E) make purchase decisions largely based on in-store sales promotion tactics.

Question 10

Which of the following is NOT typical of a social network?

A) Social networks have a wide range of content.
B) It is fairly easy to target specific audiences within social networks.
C) A social network probably exists for almost any product worth promoting.
D) Using social networks effectively can be challenging for marketers.
E) Social networks are the strongest advertising medium, second only to television.

Question 11

What is a major challenge that marketers face when entering social networks?

A) Advertising rates are highly negotiable. Marketers can easily spend too much.
B) Marketers have to blend in. Just showing up in a social network is suspect.
C) Marketers cannot tell who is a connector and who is an audience member.
D) People on social networks tend to be greedy. They want free products from marketers.
E) Marketers are used to using traditional media. They do not know how to navigate social sites.

Question 12

Marketers can most likely prove their worth to online communities by

A) giving away free merchandise.
B) avoiding interaction with participants.
C) highlighting their celebrity endorsements.
D) creating as many social networking sites as possible.
E) creating outstanding content.

Question 13

Dunkin' Donuts' utilization of a Facebook fan page is an example of

A) a firm all but abandoning the use of conventional advertising.
B) a marketer making effective use of social networking.
C) effective crisis management tactics.
D) how consumers can by perishable products, like doughnuts, online.
E) how a company uses political ambassadors to sell a product around the world.

Question 14

All of the following are potential risks faced by firms that connect with customers through a public social media channel EXCEPT

A) negative comments about the firm posted by customers.
B) casual, authentic interaction with customers.
C) offensive postings viewed by community members.
D) misinterpretation of posted messages.
E) incorrect product information contributed by consumers.

Question 15

Social networks can be used to perform all of the following, EXCEPT

A) educate consumers.
B) foster a sense of community.
C) broadcast mainstream advertising.
D) raise awareness.
E) provide support.

Question 16

Advertising goals typically are centered on the notion of frequency of message, whereas social networking objectives rely more on

A) response speed.
B) story exclusivity.
C) retention selectivity.
D) size of connector list.
E) frequency of contact.

Question 17

What is the definition of a wiki?

A) a subscription-only encyclopedia for online business and marketing use
B) a database MPR professionals use to identify media and non-media connectors
C) an online repository of content that can be amended and updated by a community of editors
D) digitized book content made available by such organizations as Google
E) an online research service developed by university professors for their students

Question 18

Social networks can be thought of as content built around a community, while a wiki is

A) content built around connectors.
B) connectors built around a community.
C) a community built around content.
D) a marketer built around a medium.
E) a medium built around a marketer.

Question 19

A wiki's success depends on

A) fostering active, sustainable participation.
B) collecting as much information as possible, whether it is useful or not.
C) selling enough online advertising to support the editors.
D) convincing university professors to allow students to consult wikis.
E) paying contributors attractive fees for superb content.

Question 20

What is the social component of blogs?

A) Most bloggers know each other personally.
B) Blog content is typically created collectively by communities.
C) Most blogs contain click-through advertising messages.
D) Blog audiences usually use blogs to barter goods and services.
E) Audiences can interact with them by posting responses.

Question 21

Which of the following is NOT a reason a business should blog?

A) Blogs humanize an organization.
B) Blogs provide rapid feedback to an organization.
C) Blogs facilitate the spread of word-of-mouth.
D) Blogs can position a company as an expert.
E) Blogs are the best medium for online advertising.

Question 22

While customers of company blogs do not want obvious sales techniques, they most often like to

A) dialogue about a brand.
B) provide personal information.
C) watch pop-up ads.
D) learn gossip about the executive staff.
E) post negative comments about other customers.

Question 23

The collective community of all blogs and all their interconnections are known as

A) Planet Blog.
B) the blob.
C) the macroblog.
D) the blogosphere.
E) the social network.

Question 24

Twitter is an example of a

A) micro-blog.
B) wiki.
C) connector.
D) media connector.
E) blogosphere.

Question 25

When are videos and podcasts considered to be MPR?

A) when they contain no relevant information
B) when they contain obvious sales pitches
C) when they do not look like commercials
D) when consumers have to watch an ad before downloading them
E) when they do not lead to increased brand awareness.

Question 26

What do marketers consider a crucial component in a video?

A) product placement integrated into the script
B) the appearance that it was shot by an amateur
C) a hook that makes a message resonate with an audience
D) dialogue that must not be seen as entertaining
E) proprietary information that must not be shared

Question 27

Online bookmarking, rating of products, and information contributed by consumers are examples of

A) news aggregation.
B) media auditing.
C) online socializing.
D) story-editing.
E) user-generated content.

Question 28

One of the driving forces in the democratization of digital media is

A) online voting.
B) public opinion surveys.
C) telecommuting.
D) social bookmarking.
E) online shopping.

Question 29

Why are social media such a powerful MPR tool?

A) Participants can instantly share links with each other.
B) They reach a larger audience than mass advertising.
C) Social media sites are content-heavy.
D) Marketers can rate and review sites for each other.
E) MPR professionals do not have to generate their own content.

Question 30

In what way do MPR activities in social media support marketing objectives and add value to a company's products?

A) MPR creates news where there is none.
B) MPR offers consumers discounts for goods and services.
C) MPR efforts in social media are very good for targeting internal audiences.
D) Social media are able to accommodate openly large-scale and aggressive MPR sales efforts.
E) MPR helps to promote a firm's products and gives consumers a reason to buy

Question 31

What is a major drawback of sites that rate and review products?

A) Consumers do not read such reviews, in general.
B) Consumer read such reviews, but tend not to believe them.
C) Only advertised products appear in these sites.
D) There is always the possibility marketers will receive negative reviews.
E) Connectors ignore these sites and, instead, depend solely on pitches by marketers.

Question 32

Why do certain social media create a dilemma for marketers?

A) Social networks favor public relations tactics, so firms are wondering where to spend their advertising dollars.
B) Internet forums are emerging as an alternative to mass media as a source of information.
C) Marketers generally do not like to use outlets where they cannot pay for message placement.
D) News aggregators are themselves not connectors, so marketers shy away from using these outlets.
E) Online communities are replacing personal sales forces, traditionally the biggest promotional investment for firms.

Question 33

Internet forums are replacing traditional reliance on "the wisdom of the specialist" with the

A) "opinion of the opinionated."
B) "guesswork of the crowd."
C) "revolt of the masses."
D) "politics of science."
E) "knowledge of the many."

Question 34

Negative customer comments appearing on a forum that a firm owns

A) usually result in a firm suing the commenter for defamation.
B) immediately draw the attention of government regulators.
C) are mostly fake messages designed to build attention.
D) place the firm in an ethical predicament over how to treat the comments.
E) are usually expunged before other participants can see them.

Question 35

Why do some marketers feel they need to remove negative online comments?

A) They feel obligated to defend their brand reputation.
B) They know it is mostly their competitors who are responsible for posting them.
C) They fear the government's reaction and possible investigation.
D) Negative comments tend to be factual most of the time.
E) Stock analysts will make sell recommendations to investors in the company.

Question 36

Collaborations that result from a firm like Fiskateers turning their best customers into product evangelists are commonly known as

A) connected content.
B) content filtering.
C) co-created content.
D) social content.
E) social collaborations.

Question 37

Two major reasons social media present a unique opportunity for marketers to communicate with consumers are that they are

A) well suited to advertising and personal selling.
B) faster and more personal than other media.
C) exempt from corporate and government oversight.
D) not operated by large media organizations or advertisers.
E) positioned to reach small audiences and limited geographical areas.

Question 38

Which of the following would NOT be a credible measure of the effectiveness of a social media campaign?

A) a comparison of positive and negative comments in blogs, forums and other networks
B) the number of positive mentions in social media sites
C) the total number of Internet users reading a site at a specific time
D) analyzing the opinion and tone of participants' comments
E) the number of negative mentions in social media sites

Question 39

As with any medium, the key to successful use of social media for MPR is

A) purchasing just the right amount of advertising time and space.
B) connecting directly to the audience, without need for an intermediary.
C) creating one message for the largest audience possible.
D) reaching the right audience at the right time through the right channel.
E) attacking the competition with negative claims about their products.

Question 40

What is one serious risk that social media pose to promotional messages?

A) Social media leave permanent records of a firm's MPR missteps.
B) Firms may not use enough social media because of the high cost.
C) Social media are fringe media, and reputable firms do not use them.
D) People pay little attention to social media because they have been around a very long time.
E) Most public relations practitioners do not know how to use social media.

Question 41

Social media are often defined narrowly and considered to be synonymous with social networks.

Question 42

A 2008 Cone Inc. study concluded that most social media users prefer not to interact with companies online.

Question 43

A social network is an online community that promotes sharing of content among users.

Question 44

Facebook and MySpace are merely two social networks among hundreds of thousands of such sites.

Question 45

Effectively using social networks for marketing purposes is fairly easy.

Question 46

Social networks provide marketers with ways to have online conversations with loyal customers.

Question 47

Most companies avoid participating in social media because they are afraid of negative comments and reviews.

Question 48

Wikis are online content repositories that foster group collaboration.

Question 49

The success of wikis depends on how much commercial content they are able to attract.

Question 50

Wiki editors are among the highest paid professionals in emerging media.

Question 51

Blogs can sometimes act like traditional media.

Question 52

According to Ben McConnell, businesses should blog in order to solicit online feedback about ideas and issues.

Question 53

According to Gretel Going, companies that blog should be careful about giving away proprietary information.

Question 54

MPR use of videos and podcasts carries the risk of looking too much like advertising.

Question 55

According to Mark Rogers, marketers should only add video to the media mix if the content is capable of sparking a conversation.

Question 56

Home Depot's how-to videos are a good example of ways to use podcasts as an MPR tool.

Question 57

Social bookmarking has become extremely harmful to the democratization of digital content.

Question 58

In general, companies are seldom concerned about the possibility of negative online rankings and reviews.

Question 59

Co-created content that encourages customers to produce material for other customers appears to not be gaining acceptance.

Question 60

Social media platforms permit faster and more personal communication between companies and their customers than do traditional media platforms.

Question 61

Why should marketers pay attention to social media? Are social media considered connectors?

Question 62

What is the principal challenge for marketers using social networks?

Question 63

What lesson can marketers draw from the case of Molson Coors Brewing Company's venture into social networking?

Question 64

In what way do marketers need to change their mental models of media when using social networks?

Question 65

What is a wiki? How can wikis contribute to an MPR effort? What are the pitfalls of a wiki?

Question 66

What is the blogosphere? How can MPR professionals use the blogosphere to their advantage? What precautions should marketers take when entering the blogosphere?

Question 67

Why must marketers be careful in employing video sharing and podcasts?

Question 68

Describe briefly why social bookmarking is one of the driving forces in the democratization of digital media.

Question 69

Briefly stated, what are the major pros and cons of using social media for MPR purposes?

Question 70

Explain how Dunkin' Donuts' utilization of a Facebook page is an example of marketers making effective use of social networking.

Question 71

Ben McConnell, author of the blog, Church of the Customer, offers some advice to businesses that want to blog. According to McConnell, why should companies blog?

Question 72

According to Partner Channel V Media's Gretel Going, there are some useful practices that firms and brands can employ in the blogosphere. Describe Going's tips for corporate bloggers.

Question 73

What are some practical ways marketers can get their online videos and podcasts to go viral?

Question 74

What do online rankings and reviews contribute to the MPR process? What sort of ethical dilemma might customer reviews pose for firms using this technique to enhance their promotional objectives?