Question 1

All of the following are true about Facebook except

Accepted Answer

Facebook does not exceed YouTube in terms of the number of videos posted to its Facebook channels, so statement C is false. The rest of the statements are true - Facebook acquired Instagram, users aged 18 to 29 have an average of 300 friends, it has over 1.4 billion active users, and generates revenue from more than 2 million advertisers.

Question 2

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

Accepted Answer

Using paid ads and sponsored stories is a function of Twitter's advertising platform and is not something that can be done strategically by brand managers themselves. Only Twitter's ad platform can generate new customers for its advertisers through paid ads and sponsored stories. Therefore, this option is not available for brand managers to use strategically on Twitter.

Question 3

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

Accepted Answer

Using social media management tools like TweetDeck allows brand managers to track mentions, hashtags, and conversations about their brand in real-time. This enables them to quickly respond to any positive or negative feedback and engage with their audience. It also provides valuable insights into brand perception and customer sentiment.

Question 4

Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming "influencers" in that field. But 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, thereby enhancing the sender's influence.

Accepted Answer

Social media is essentially a platform for conversations, where individuals and organizations can participate in discussions and engage with their audience. By sharing valuable and relevant information, the quality of their message can establish credibility and enhance their influence in their field.

Question 5

All of the following are true about StuffDOT except

Accepted Answer

The statement "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" is not true. The correct statement is that StuffDOT is a social shopping platform where users can curate and share their favorite products and receive cash rewards when someone purchases through their links.

Question 6

Each of the following is a widely used social network based on impact to both consumers and organizations, except

Accepted Answer

Pinterest is primarily used for personal inspiration and discovery rather than direct impact on organizations compared to the other platforms listed.

Question 7

Twitter is

Accepted Answer

Twitter is a website and social media platform that allows users to send and receive short messages, known as tweets, up to a maximum length of 280 characters. Users can also share links, photos, videos, and engage with other users by replying, retweeting, or liking tweets. The platform is widely used for personal and professional purposes, including news dissemination, marketing, and customer service.

Question 8

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

Accepted Answer

Twitter's short message length is perfect for quick and concise updates about a brand or product. This allows for easy scanning and digesting of information for users.

Question 9

Which of the following statements is true about Facebook?

Accepted Answer

According to a 2019 Pew Research Center study, Facebook users aged 18 to 29 years old have an average of around 300 friends on the site. Option A is false, as Facebook has more registered users than Twitter. Option B is partly true, as the minimum age to join Facebook is 13 years old. Option C is false, as YouTube is the social media website where users upload more videos. Option E is partly true, as while Facebook can be used for professional networking, it is primarily a social media website for personal connections.

Question 10

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

Accepted Answer

The social media website described in the question is Facebook.

Question 11

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

Accepted Answer

Traditional media such as television shows or newspapers require specialized skills and a team of people to produce, while social media can be produced by individuals without the need for specialized skills or a team.

Question 12

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

Accepted Answer

Video ads with a funny,engaging,character spokesperson like the Aflac Duck will become identified with the brand,and if Facebook users enjoy the ad,they may "like" it,talk about it with their friends,and forward it on to other users causing it to "go viral."

Question 13

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

Accepted Answer

The option "the ability to "tweet" a comment on an ad a firm has posted on its Facebook page" is not a feature that is available on Facebook pages. "Tweeting" is a function of Twitter, not Facebook. Therefore, this element is not relevant to Facebook brand management.

Question 14

Which of the following statements about Facebook is most accurate?

Accepted Answer

According to the statement, Facebook has a global presence with one in every five people on the planet using the site, making it the most accurate statement among the given options. The other options are incorrect: A is not accurate as Facebook is the most-used social network, not the third; C is outdated as Facebook now has over 2.7 billion active monthly users; D is incorrect as Facebook posts are generally short and not email-like; and E is not accurate as Facebook is more successful than Twitter with much higher user numbers and revenue.

Question 15

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

Accepted Answer

Twitter is the website that enables users to send and receive messages up to 140 characters long, also known as tweets. The other options listed are social media platforms or websites with different features and limitations on message length.

Question 16

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?

Accepted Answer

While Carmex could use multiple social media platforms, Twitter is the most suitable option for generating traffic to its site because it is ideal for real-time engagement and concise messaging. Twitter also has a larger userbase than LinkedIn and Pinterest, making it more efficient for reaching a vast audience. Additionally, LeBron James is a high-profile athlete with millions of Twitter followers, making him an effective partner for promoting the Carmex brand through Twitter.

Question 17

Facebook is

Accepted Answer

Facebook is specifically described as a website where users create personal profiles, add friends, and share various types of content with them. The other options describe different websites with different functions.

Question 18

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

Posting Instagram videos on the left side of the Facebook page is not a recommended approach because it is a confusing statement. Facebook and Instagram are separate platforms; therefore, videos created for Instagram may not necessarily work well on Facebook. The other choices are valid strategies for generating the best response on a Facebook page.

Question 19

A recent study found that a "like" or a "friend" to a brand's Facebook page is worth __________ in terms of product spending, brand loyalty, and "propensity to recommend" the site to others.

Accepted Answer

The answer of A recent study found that a "like"...

Question 20

In 2012, Facebook acquired

Accepted Answer

In 2012, Facebook acquired Instagram for $1 billion.

Quiz 19: Using Social Media and Mobile Marketing to Connect With Consumers