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Exam 13: Social Media

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Question 1

True/False

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It's impossible to create buzz for products like soap, bread, and insurance.

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False

Question 2

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A company must offer something the consumer values through social media the consumer uses to make social media a valuable marketing tool for the company.

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Question 3

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Word-of-mouth seems to be

Many companies (including YouTube, Coca-Cola, Starbucks, Oreo, and MTV) have many friends/fans on Facebook.In other words, they are quite sophisticated when it comes to __________ marketing.

Customers can post complaints or positive reviews during which phase?

In the pre-purchase phase, marketers want customers to be aware of their brand and consider it for purchase.

What term refers to the sheer number of visits or estimates of the number of unique visitors to a given website?

Online brand communities hosted by companies have purchase as their ultimate goals.

What food brand solicited ideas for new flavors via videos?

What are the two ways social networks are visually represented? Explain each one.

KPIs for social media are __________ traditional measures for advertising effectiveness.

Recommendation agents work by performing cluster analysis on a spreadsheet where the rows are customers and the columns are SKUs.If there is a 0 in the cell, then the customer has purchased that item; if there is a 1, the customer has not purchased that item.

What term refers to the set of actors (or nodes) and the relational ties that link them?

In a social network, ties can be

To enhance awareness, seek media that optimize reach.

Marketers use text analyses on Facebook to get a read on customer opinions about their brands.

There was once a time when the only TV networks were ABC, CBS, and NBC.

KPIs are easy to measure because they either happen or they don't.

The online environment offers more direct data about what happens post-purchase than we've had in the past. ​

Which of the following is a classic measure of the size of the audience that has been exposed to some brand information and who might therefore have some familiarity with the brand?