Exam 16: Using Social Media to Connect With Consumers

A) a log of an individual's Internet activity; 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 a 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
E) an advertising forum; an artistic forum

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Facebook Pages allow a brand manager to ...

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A) algorithms.
B) traditional media.
C) databases.
D) smartphones.
E) tablet devices.

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A) create "Betty Cooks," a blog featuring recipes for trendy dishes using Betty Crocker products
B) monitor e-mails for customer complaints and respond promptly with a 50% 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 the late Julia Child
E) produce a TV infomercial featuring a female or male cooking her/his way through several recipes from the latest edition of the Betty Crocker Cookbook

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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.
E) UGC is not simply e-mail, but is published on a publicly accessible website

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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.
E) website whose content is created and edited by the ongoing collaboration of end users.

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A) followers.
B) visitors.
C) active receivers.
D) fans.
E) likers.

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A) use an expert to inform the audience about product features and benefits
B) create a channel rich in key words to improve the odds of the video showing up in user searches
C) tie the product to a current political or news event
D) include humorous content to attract as many viewers as possible
E) limit the video to one minute or less, the same as a TV or radio ad time limit

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A) having employees perform spot-checks on posts.
B) using social media management tools from services such as TweetDeck.
C) creating their own Twitter account and seeing what "followers" say on Facebook.
D) recognizing that posts are too brief to allow for a substantive mention of their brand.
E) employing outside search services such as Google and Bing.

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A) the total number of people who are fans of the Post divided by the total number of people in the target demographic.
B) the number of people who "like" a Post.
C) the number of people who read a Post on a Page divided by the total number of people seeing the Post.
D) the number of people who connect with a Post divided by the total number of people seeing the Post.
E) the number of people who visit the product website and click on at least one link.

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A) where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad.
B) the total number of unique individuals to a web page in a given time period - counted each time they logon to the site during that period of time.
C) the total number of unique individuals to a web page in a given time period - counted only once period (such as a day) - regardless of how many times they logon to the site during that period of time.
D) individuals who have registered on a social networking site by completing the process involved, such as providing their name, an ID, and a password.
E) the number of people who have "opted in" to a brand's messages through a social media platform at a given timE.Text-term definition - users/members.

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A) use an expert to inform the audience about product features and benefits
B) tie the product to a current political or news event
C) target viewers by using YouTube's insights and analytics research to reveal the number of views, where they originate within YouTube, and what key words are driving user visits
D) include humorous content to attract as many viewers as possible
E) limit the video to one minute or less, the same as a TV or radio ad time limit

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A) Facebook is the third most-used social network.
B) Facebook has a global presence - 1 in every 7 people on the planet use this site.
C) Facebook has almost 80 million active users.
D) Facebook lets people keep in touch through long text-entries similar to e-mail.
E) Facebook is just as successful as Twitter.

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A) YouTube.
B) LinkedIn.
C) Facebook.
D) Twitter.
E) Google Chrome

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Traditional media use one-way communicat...

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

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A) where a social network following comes from - with every source being of equal value.
B) where a social network following comes from - with fans coming from a friend being more valuable than those coming from an ad.
C) all Facebook fans in the target demographic for a particular brand.
D) the number of fans who interact with a Facebook Page.
E) the number of fans who are evangelists for a brand.

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A) write an informative, short, memorable profile headline.
B) include an appropriate photo of yourself.
C) include as many recommendations as you can get.
D) fill in the Skills & Expertise section with keywords that recruiters use in their searches.
E) set your profile to "public" and include its URL on your resume

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