Deck 20: Using Social Media to Connect With Consumers

Question 1

"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?"

A)Web 2.0
B)a Facebook page
C)a wiki
D)a blog

Answer 1

D

Question 2

TB Figure: 1
According to TB Figure 1,which information source showed the biggest increase in college student preference from 2000 to 2009?

A)free samples in a store
B)advertising on the Internet
C)information on the Internet
D)advertising on television

Answer 2

B

Question 3

TB Figure: 1
According to TB Figure 1,the source of information most used by college students in 2009 was

A)free samples in a store.
B)advertising on the television.
C)advertising in magazines.
D)word of mouth.

Answer 3

D

Question 4

A recent study completed of 4,000 Canadians found that _________ are regular social media users.

A)9/10
B)7/10
C)1/2
D)3/10

Question 5

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

A)understanding who to target
B)establishing metrics to measure success
C)executing in an ethical fashion
D)share as many messages as you can

Question 6

A blog is a:

A)business-oriented website that lets users create profiles for professional networking.
B)unique type of Internet browser where search results are personalized for each user.
C)web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D)website where users create a personal profile, add "friends," and exchange messages and photos with them.

Question 7

It is important for marketers to reach college-age students in Canada using social media because:

A)college-age students are sensitive to the environment, which carries over to their media usage.
B)only a small percentage of students check their Facebook pages.
C)Internet advertising is ineffective with this age group.
D)social media is the information source they use to make buying decisions.

Question 8

Companies like Hewlett-Packard and Frito-Lay routinely monitor blogs to gain insight into

A)customer complaints and suggestions.
B)technological advancements that can be used to promote their brands.
C)new slang terms to create more effective advertisements.
D)recruiting prospective employees.

Question 9

A website whose content is created and edited by the ongoing collaboration of end users is known as a

A)wiki.
B)blog.
C)Net platform.
D)Facebook page.

Question 10

What is another term that is sometimes used interchangeably with "social media?"

A)net platforms
B)Web 3.0
C)user-generated content
D)user platforms

Question 11

What is one way in which the Internet has changed and brought about the term "Web 2.0?"

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 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.

Question 12

TB Figure: 1
According to TB Figure 1,the information source most used in 2000 was

A)advertising on television.
B)information on the Internet.
C)advertising in magazines.
D)advertising on the Internet.

Question 13

What is one way in which "Web 2.0" media are different from traditional media?

A)Web 2.0 involves online media where users submit comments, photos, and videos as well as have genuine online conversation among multiple users.
B)The ability to access the Internet from smartphones brought on a cultural revolution when the majority of college students began to use them.
C)Greater bandwidth allows for faster media downloads from the Internet.
D)All college students use Web 2.0.

Question 14

Another term sometimes used interchangeably with "social media" is __________.

A)net platforms
B)Web 3.0
C)Web functionalities
D)Web 2.0

Question 15

TB Figure: 1
According to TB Figure 1,which information source showed the biggest decrease in college student preference from 2000 to 2009?

A)free samples in a store
B)information on the Internet
C)advertising on television
D)advertising on the Internet

Question 16

Web 2.0 is a term that describes

A)the increased functionality of the World Wide Web that increased the interactivity among users.
B)a technical update of the World Wide Web.
C)the first Internet browser.
D)the decreased degree of interactivity among users.

Question 17

Which of the following is the best marketing strategy for promoting Betty Crocker products using social media?

A)create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B)monitor e-mail for customer complaints and respond promptly with a 50 percent discount coupon
C)hold a cooking contest to generate new recipes using Betty Crocker products
D)produce commercials incorporating images of Betty Crocker cooking with Julia Child

Question 18

A web page that serves as a publicly accessible personal journal and online forum for an individual or organization is referred to as a:

A)wiki.
B)blog.
C)net platform.
D)Facebook page.

Question 19

All of the following are described as best practices for companies using social media as part of their strategy,except:

A)mindfulness of consumer privacy
B)targeted communications to the audience
C)engaging, interactive, and entertaining
D)stifling negative comments

Question 20

Web 2.0 is a term that describes

A)a technical update of the World Wide Web.
B)the highly interactive web content created by users.
C)the second generation of Internet browsers.
D)the decreased interactivity of user-generated content.

Question 21

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

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

Question 22

Social networks can be classified based on both __________ and __________.

A)web browsers; apps
B)user-generated content (UGC); organization-sponsored content (OSC)
C)media richness; self-disclosure
D)textual; visual

Question 23

In classifying social media,media richness is __________,whereas self-disclosure is __________.

A)the degree to which a person's thoughts, feelings, likes, and dislikes are made public; the degree of acoustic, visual, and personal contact between two communication partners
B)the degree of acoustic, visual, and personal contact between two communication partners; the degree to which a person's thoughts, feelings, likes, and dislikes are made public
C)the quality of the graphics and video on a website; the online conduct that leads to an unfavourable impression
D)a visual measure; an emotional measure

Question 24

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

A)user-generated content.
B)social value.
C)self-disclosure.
D)media richness.

Question 25

Online media where users submit news,photos,and videos-often accompanied by a feedback process to identify "popular" topics-are referred to as

A)gaming websites.
B)Facebook.
C)electronic media.
D)social media.

Question 26

User-generated content refers to

A)the content posted by only one user on his or her private blog.
B)Web 3.0, a new use of the Web.
C)the content created by one user on his or her smartphone.
D)another term for social media.

Question 27

The various forms of online media content that are publicly available and created by end users are referred to as

A)user-generated content (UGC).
B)wikis.
C)net platforms.
D)Facebook pages.

Question 28

A wiki is a

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.

Question 29

A blog is __________,whereas a wiki is __________.

A)a log of an individual's Internet activity; an Internet activity updated by the user
B)a website for companies to gather customer insights; an academic tool to post grades and projects
C)a website whose online content is created and edited by the ongoing collaboration of end users; a publicly accessible personal journal and online forum for an individual or organization
D)a publicly accessible personal journal and online forum for an individual or organization; a website whose online content is created and edited by the ongoing collaboration of end users

Question 30

A publicly accessible personal journal and online forum for an individual or organization is a __________,whereas a website whose online content is created and edited by the ongoing collaboration of end users is a __________.

A)Internet browser; blog
B)wiki; blog
C)blog; wiki
D)Facebook; Twitter

Question 31

Social networks are

A)gaming websites.
B)Internet browsers.
C)specific social media like Facebook or YouTube.
D)the replacement for e-mail to send private messages.

Question 32

Online content that shows a significant degree of creative effort and thus,is more than simply posting a newspaper or magazine article on a personal blog,is a criterion of

A)online advertisements.
B)blogs.
C)user-generated content (UGC).
D)wikis.

Question 33

Social media are

A)online games.
B)online media where users submit news, photos, and videos-often accompanied by a feedback process to identify "popular" topics.
C)any type of medium in which large groups of people read content generated by a business, government, or corporation.
D)only media that allow face-to-face communication.

Question 34

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

A)social networks.
B)user-generated content (UGC).
C)blogs.
D)wikis.

Question 35

In classifying social media,self-disclosure is

A)the degree to which a person's thoughts, feelings, likes, and dislikes are made public.
B)the degree of acoustic, visual, and personal contact between two communication partners.
C)an undesirable effect of social media, in which too much personal information is given resulting in identity theft.
D)a growing trend in which telephone and e-mail communications contribute to one's online profile.

Question 36

User-generated content (UGC)refers to

A)content found on a "personal profile" page.
B)content found only on blogs and wikis.
C)the various forms of online media content that are publicly available and created by end users.
D)content found on forms of online media that are privately owned and operated by a single "user."

Question 37

Online content created by an individual outside of a professional organization without a commercial market in mind is a criterion of

A)online advertisements.
B)user-generated content (UGC).
C)blogs.
D)wikis.

Question 38

All the following statements about user-generated content (UGC)are true EXCEPT:

A)UGC is published on a publicly accessible website and created by end users.
B)UGC is reposting an article found in a newspaper or magazine without editing.
C)UGC is consumer-generated by an individual outside of a professional organization.
D)UGC shows a significant degree of creative effort.

Question 39

Which of the following statements about user-generated content (UGC)is MOST accurate?

A)UGC is published on a publicly accessible website or a social networking site.
B)UGC must show a sequential journey through posts made by a user.
C)UGC is intended for commercial profit.
D)UGC is not found on a social networking site.

Question 40

Blogs and wikis differ in that a blog is a diary that shows a __________,while a wiki shows the end result as a __________.

A)complete thought process; fragmented group of ideas
B)sequential journey; single entry
C)single entry; sequential journey
D)personal side of the user; formal presentation

Question 41

Figure: 20-1
Based on the social media identified in Figure 20-1,the social media site rated highest in self-disclosure but lowest in media richness is

A)Facebook.
B)Tumblr.
C)Wikipedia.
D)Foursquare.

Question 42

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

A)high
B)medium
C)low
D)average

Question 43

Figure: 20-1
Based on the social media identified in Figure 20-1,a social media site that has elaborate visuals,graphics,and animation but where the users disclose very little personal information about themselves or their feelings would most likely be located in which cell of the chart?

A)upper left
B)upper right
C)lower center
D)lower right

Question 44

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

A)the number of people 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.

Question 45

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.

A)higher
B)lower
C)equal
D)more unique

Question 46

Figure: 20-1
Based on the social media identified in Figure 20-1,LinkedIn is

A)medium in self-disclosure and low in media richness.
B)high in self-disclosure and medium in media richness.
C)high in self-disclosure and high in media richness.
D)low in self-disclosure and medium in media richness.

Question 47

While both traditional media and social media can reach either a large audience or a niche audience,social media are different from traditional media because

A)production of traditional media requires specialized skills and a team of people.
B)traditional media include Facebook and Twitter.
C)social media only reaches niche audiences.
D)social media is relatively expensive to produce.

Question 48

In what way are traditional and social media similar?

A)They both require specialized training.
B)They both rely upon contributions from established "experts" to create credibility and social authority.
C)They both can reach either large or niche audiences.
D)They both are relatively inexpensive or free to produce.

Question 49

Figure: 20-1
Based on the social media identified in Figure 20-1,blogs are

A)highly interactive websites.
B)high in self-disclosure but low in media richness.
C)low in self-disclosure but high in media richness.
D)websites that are low in self-disclosure.

Question 50

All of the following are the four more widely social media networks discussed in the text EXCEPT:

A)Twitter.
B)YouTube.
C)Facebook.
D)Groupon.

Question 51

Figure: 20-1
Based on the social media identified in Figure 20-1,the social media site rated highest in media richness and lowest in self-disclosure is

A)Farmville.
B)Facebook.
C)Second Life.
D)World of Warcraft.

Question 52

In comparison between face-to-face communications and telephone or e-mail communications,face-to-face has a ___________ level of media richness.

A)equal
B)lower
C)higher
D)more updated

Question 53

Figure: 20-1
Based on the social media identified in Figure 20-1,Foursquare is seen as

A)low in self-disclosure and low in media richness.
B)low in self-disclosure and medium in media richness.
C)high in self-disclosure and high in media richness.
D)medium in self-disclosure and medium in media richness.

Question 54

As the content of a blog or messages posted on social media sites moves from impersonal to highly personal,the level of self-disclosure __________.

A)decreases
B)is not affected
C)undermines the credibility of the site
D)increases

Question 55

Brand managers use both traditional and social media to promote and advertise their products; traditional media __________,while social media __________.

A)take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual
B)are cheaper; are more creative
C)are produced quickly and inexpensively by an individual; are expensive to produce and may take a team of specialists months to complete
D)are generally accessible everywhere to those with smartphones, computers, and tablet devices; are typically produced by an individual and privately owned by them

Question 56

Whereas traditional media build credibility through "experts" being "influencers" in a particular field,with social media a sender often simply begins to participate in the __________,hoping that the quality of the message will establish credibility with the receivers.

A)"digital thread"
B)"amateur discussion"
C)"discussion pool"
D)"conversation"

Question 57

What did Toyota do to reach World of Warcraft's 2.5 million U.S.players?

A)Toyota sponsored an expansion pack of the game.
B)Toyota purchased the personal information of users from the game company to send e-mails.
C)Toyota used mechanics and pictures in a commercial.
D)Toyota paid to have likenesses of their vehicles appear in the game as product placement.

Question 58

When Toyota featured images from the World of Warcraft game in a TV commercial,it demonstrated that World of Warcraft has a high degree of __________ as visuals,graphics,and animation were the major draw for World of Warcraft users.

A)media richness
B)self-disclosure
C)character development
D)product placement

Question 59

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as __________,whereas the degree to which a person's thoughts,feelings,likes,and dislikes are made public is referred to as __________.

A)self-disclosure; media richness
B)emotional value; social degree
C)media richness; self-disclosure
D)social degree; emotional value

Question 60

A favourable image is affected by the degree of self-disclosure of a person's thoughts,feelings,likes,and dislikes.Greater self-disclosure is likely to __________ the influence on those reached.

A)decrease
B)not affect
C)undermine
D)increase

Question 61

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

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 these

Question 62

According to the statistics covered in the text,approximately _________ of Canadians are on Twitter

A)1/10
B)1/5
C)1/4
D)1/3

Question 63

If Facebook was a "closed" system of private and personal profiles,how could brand managers use Facebook in their advertising strategy?

A)Facebook allowed companies' ads to show up in pop-up windows throughout the site.
B)Facebook charged companies to create a Facebook Page for their brands.
C)Facebook allowed brand managers to promote their business on Facebook separate from their private and personal profiles.
D)Facebook charged companies when their brand was mentioned in a user's profile.

Question 64

The social media website open to anyone age 13 and over,where users keep family and friends up to date on what they are thinking,doing,and feeling; chat with friends; and create and join common-interest groups organized by workplace,high school,college,and Pages is

A)Twitter.
B)Vimeo.
C)Facebook.
D)YouTube.

Question 65

Facebook consistently addresses issues related to user privacy because users post personal information to their Facebook accounts and

A)have a right to know if Facebook changes the way their personal information is released.
B)use search engines such as Google and Bing.
C)Facebook makes them "opt-out" of privacy setting changes.
D)"by default" have their privacy settings changed by Facebook employees.

Question 66

Brand managers can use Twitter strategically to accomplish all of the following,except:

A)ignore user criticisms to develop happier customers.
B)generate brand buzz by developing an official Twitter profile.
C)tweet on topics that provide information of value to their customers.
D)follow Twitter profiles that mention their products.

Question 67

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.

Question 68

Aside from an individual Facebook Page for a brand,what is the other mode of advertising on Facebook?

A)Messages are sent to the "inbox" on a user's profile page.
B)Pop-up ads appear after a user logs in.
C)Ads appear on the right-hand side of a user's profile page.
D)They are integrated into the "newsfeed" on a Facebook user's home page.

Question 69

What is a reason users have "unliked" a brand's Facebook Page?

A)The brand ceases to be popular and users move on to a new brand's Facebook Page.
B)The brand posts too frequently on trivial or controversial topics.
C)Users tire of not being able to contribute to the conversation.
D)Users want to protest the presence of advertisements on Facebook.

Question 70

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

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.

Question 71

In a recent analysis,what percentage of "tweets" on Twitter was considered "pointless babble?"

A)21%
B)31%
C)41%
D)51%

Question 72

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.

Question 73

In thinking about starting an ad campaign on Facebook,the brand manager considers

A)that each user who visits a Facebook Page will see the same advertisement.
B)whether the ad has a balance of text, audio, and video when it is placed on users' Facebook Pages.
C)letting users specify ad positioning and placement on the Facebook Page.
D)tracking new sales produced by the ad by linking it to a coupon code, product, or promotional offer.

Question 74

Facebook came under fire in December 2009 when it made significant changes to the privacy settings of users.These changes to privacy settings resulted in

A)releasing user's personal information, such as name, picture, gender, and a list of friends, "by default."
B)wall posts being lost.
C)friends being lost.
D)additional privacy and security for its users who provided a detailed Facebook Page, sent automatically to the company.

Question 75

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 video ads with a funny, engaging, character spokesperson for the brand that will capture users' attention and "go viral."
D)create ads that incorporate controversial topics like religion and politics to get Facebook users to "like" their Page.

Question 76

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

A)LinkedIn.
B)YouTube.
C)Twitter.
D)Facebook.

Question 77

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 and is accessible in over 70 languages.
C)Facebook has almost 80 million active users.
D)Facebook lets people keep in touch through long text entries similar to e-mail.

Question 78

A downfall to Twitter is that users can feel __________,as they need to check messages at odd hours,and have higher mobile phone bills.

A)"too connected"
B)"their privacy has been 'violated'"
C)"addicted" to Twitter
D)"easily bored" by the repetitive messages

Question 79

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

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

Question 80

Which of the following statements is true about Facebook?

A)Facebook is second to Twitter in the number of registered users.
B)Facebook has remained a "closed system," which means outside search engines such as Google or Bing cannot catalogue information about a particular brand or topic.
C)Facebook is the social media website where users upload more videos to its site than any other site.
D)Facebook's official smartphone app uses location-based technology so users can "check-in" to local businesses to receive targeted promotional offers.