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Exam 35: Social Media and Marketing

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Question 51

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Briefly explain what apps are and describe how a business can use them from a marketing perspective.

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Millions of applications-or apps-have be...

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Question 52

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Which of the following statements about the use of social media in marketing is TRUE?

A) All marketers understand that social media is mostly about return on investment (ROI) .
B) Marketers have plenty of hard evidence as to the effectiveness of the measurements and metrics that track social media.
C) Given the relative ease and efficiency with which organizations can use social media, a positive return on investment is likely for many-if not most-organizations.
D) Fewer than 30 percent of marketers plan on increasing their investments in social media.
E) All of the above are true.

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Question 53

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Using Social Media Effectively Many marketers define their social media objectives around five core concepts: (1) listening--understanding what customers are saying and who those customers are, (2) talking--promoting products/services through conversations with customers, (3) energizing--finding enthusiastic customers and using them to sell to others, (4) supporting--enabling customers to help one another, and (5) embracing--using customers as a source of product innovation. Marketers should also keep in mind that, more and more, customers expect companies to use social media. According to a recent survey, more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves, a whopping 85 percent believe that companies should have an active social media presence. Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty. -Refer to Using Social Media Effectively.Which of the following resources would be MOST likely to help an organization achieve the goal of energizing customers?

Which type of social media user posts comments,ratings,and reviews of products and services on blogs and forums?

Corina is a big fan of the British television program Doctor Who.She writes about her love of all things Whovian on her ______,called Wibbly Wobbly Ramblings,where readers can post comments about what she has written.

Hallmark Cards Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also lets the customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events like birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts. -Refer to Hallmark Cards.Hallmark's Facebook page is best characterized as:

The best way a company can increase sales using social media is to improve customer service.

Of the following,who is MOST likely to be a LinkedIn user?

Social bookmarking sites such as Delicious and StumbleUpon differ from social news sites such as Reddit and Digg in that:

Research indicates that the number of people who contribute content on social media sites is actually decreasing.

Which type of social media site allows users to post,read,rate,and comment on opinions about many different kinds of products and services?

Location-based social networking sites:

Which mobile marketing tool allows 160-character text messages to be sent to and from cell phones?

A movie studio wants to give fans a sneak peek of the trailer for an upcoming film.Which of the following would be the best platform for the studio to use?

Estefan works as a production editor for a major textbook publisher.He hopes to build a list of freelancers whom he can call on to edit and proofread materials for his company.LinkedIn would be a good place for Estefan to find such individuals.

_____ percent of the world's mobile phones can receive text messages.

Monette has posted over 100 book reviews on Amazon.com.She also frequently reviews products and services on Epinions and posts her impressions of local restaurants on Yelp.As a social media user,Monette would best be characterized as a joiner.

Videos made by teens that focus on fashion are called:

Blogs with strict post length limits are called:

This morning,Katrina received the following text message on her cell phone: Don't forget your haircut appointment today at 10 am with Jane at HairNow.See you soon.This is an example of a mobile ad.