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Exam 13: Social Media

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Question 31

True/False

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The easiest and most common way to characterize centrality is to count the number of connections each actor has with the others in the network.

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Question 32

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For companies calculating ROI, the cost of social media actions depends on

A) product quality.
B) marketing goals.
C) consumer interest.
D) SEO.

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Question 33

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What term refers to a homogenous sample of like-minded people within a network?

The primary goal of LinkedIn is to share slices of life with friends.

Compared to more traditional advertising, using social media is

Word-of-mouth feels __________ to consumers.

Marketers use influentials to test products and spread information about the products.

The biggest contributors to the cost of social media are media buys and explicit budgetary contributions.

Explain how a marketer might calculate the ROI on using social media.

The identification of potential WOM generators is easy because centrality indices are easy to calculate, and most of the links are connected to a large number of actors (the 20/80 rule).

Consumers don't trust online recommendations because they don't know the people making the recommendations.

Web analytic experts don't like the "Contact Us" link on a website because they believe that consumers will remember the product better if they search for the information.

Amazon.com uses structural equivalence to do which of the following?

A sociomatrix is a graphical form of a network, and a sociogram is a tabular representation of a network.

What is the most fundamental means of interaction?

If a YouTube video goes viral, it is usually due to advertisements.

Blogs, wikis, and lead user communities can be essential during product development to generate enthusiasm in the marketplace prior to launch.

The possibilities of social media can seem overwhelming.How can marketers learn to best use them?

Which of the following is NOT a good way to optimize reach?

Social media facilitate word-of-mouth, which is very important for businesses.