MED 201 Final Exam - Complete Solutions (Answered)

MED 201 Final Exam - Complete Solutions (Answered) The only platform that is inclined toward African-Americans and Hispanics is: a. Digg b. Twitter. c. Instagram. d. Facebook. e. Pinterest. According to the text, socia ...

MED 201 Final Exam - Complete Solutions (Answered) The only platform that is inclined toward African-Americans and Hispanics is: a. Digg b. Twitter. c. Instagram. d. Facebook. e. Pinterest. According to the text, social media is a part of a larger media ecosystem made up of: a. paid media. b. bought media. c. owned media. d. A, B, and C. e. A and C Social media marketing is a form of what type of marketing? a. Paid search b. Social networking c. Direct mail d. Word of mouth e. Online advertising Which of the following is considered the earliest ancestor of social media? a. ARPANET b. Whole Earth 'Lectronic Link c. USENET d. Email e. Telegram Which of the following is not one of the seven myths of SMM? a. SMM isn't right for most businesses. b. There is no return on investment on SMM. c. SMM is too time-consuming. d. Social media is just for the young. e. Social media is just a fad. Marketing investment in social media is forecast to increase. A. True B. False Which of the following is one way to manage the time invested in social media marketing? a. Leverage tools like Hootsuite that are designed to improve efficiencies. b. Hire an outside agency. c. Only spend time on one social media site at a time. d. Install times on employee computers to monitor time spent on social media. e. None of these. Why is social media so attractive for consumers? a. It is used by everybody. b. It allows for more insight and creativity. c. It gives the consumer more power. d. It is free. e. It allows consumers to vent about bad customer service. According to the text, SMM employs word-of-mouth marketing. A. True B. False According to the text, social media is only being adopted by younger populations. A. True B. False According to the text, the reason why social media marketing is such a growth industry right now is because corporate marketers are planning on using external resources for their new social media efforts. A. True B. False In order to be a successful social media marketer, you need a number of technical and personal skills. Which of the following is not considered vital? a. Basic computer skills b. Strong reading and comprehension skills c. Good listening skills d. A sense of humor e. A big ego Only large corporations have been successful in measuring the return from their social media marketing efforts. A. True B. False SMM is different because: a. it does not employ traditional marketing methods in the usual way. b. it does not control the content of the message. c. it emphasizes audience contribution. d. all of these. e. none of these. Social media marketing is based on marketing principles that have been around for years. A. True B. False What is the primary lesson behind the "United Breaks Guitars" case? a. Social media is only effective for customer complaints. b. Online video has the power to reach millions of people at a very low cost. c. A well-executed PR strategy can help control negative social media messages. d. Customer service should not be outsourced. e. Companies must be active in monitoring their brands online in order to respond in a timely manner to customer issues. Which firm is credited with creating "the perfect business apology"? a. Wikipedia b. Facebook c. JetBlue d. Twitter e. None of these. Which is a true statement? a. Over half of U.S. adults over the age of 65 were Internet users. b. B2B firms cannot benefit from social media. c. Most people do not spend that much time using social media. d. Social media is only for certain companies and industries. e. Monitoring social media is an inefficient use of company time. Which of the following is not an important aspect to social media marketing? a. Creating buzz through content to attract attention b. Monitoring and responding c. Finding ways for the fans and users to share a company's message through various social channels d. Ensuring the product message is always paramount e. Developing two-way online conversations with users A moderator: a. is responsible for backing up the discussion boards. b. facilitates discussions and enforces forum policies. c. manages the programming details required to maintain a site. d. cannot remove forum content. e. is the only person allowed to flame others. Which of the following social news sites takes a humorous view of the news? a. Reddit b. Upworthy c. Buzzfeed d. Digg e. Fark An example of a Q&A site is: a. Quora. b. Google. c. Compuserve. d. Stumbleupon. e. Reddit. What was the Digg moment? a. The Paris Hilton cell phone incident. b. Its constant focus on technology news. c. A major site redesign and policy changes. d. Its lack of editors. e. Digg's refusal to alter its voting technology. On discussion forums, a troll is: a. someone who attacks or personally insults other users. b. a person who uses a misleading avatar. c. another way to describe a 'sock puppet.' d. a new forum user. e. someone caught using ALL CAPS in a forum post. What is the most important factor in an article's success on a social news site? a. The social news site that is selected for a specific target audience and topic. b. The level of discussion surrounding the article. c. The quality of the content. d. The popularity and reputation of the article submitter. e. The article title. One of the earliest types of social media is the discussion board. A. True B. False Social news sites are appealing to marketers because they can generate moderate amounts of traffic even for smaller stories or websites. A. True B. False In addition to stand-alone discussion boards, all of these sites include discussion boards as part of their features except: a. Microsoft Windows Live. b. All of these sites include discussion boards. c. LinkedIn. d. Google. e. Yahoo. What is a social news site? a. A site that lets users submit links to news stories or other web pages to be ranked and displayed. b. A social network that focuses on recent and relevant news stories. c. A discussion forum that discusses recent and relevant news stories. d. A site where users can select content from an assortment of major news outlets. e. A site that lets users submit links to sites that they find interesting. Social news sites have affected the way news is consumed today. A. True B. False Which statement is false? a. News has become more personal and social. b. Discussion boards are the youngest of the three types of sites discussed in this chapter. c. Q&A sites provide firms with innovative ways to build brands. d. Online news readership has overtaken newspaper readership. e. Quora has helped create new interest in Q&A sites. Social Bookmarking sites allow users to do all of these things except: a. search social bookmarking sites using the descriptor to find content and bookmark that content within their own accounts. b. store, organize, search and mange "bookmarks" of web pages. c. organize them by tags, single word descriptors that categorize the bookmark. d. monetize their traffic. e. all of these are correct. Which statement is true? a. It is difficult to build trust on a Q&A site. b. Q&A sites are an effective medium to demonstrate thought leadership and expertise. c. Q&A sites are ideal for product promotion. d. Consumers trust discussion forums more than Q&A sites. e. Networking is less effective on a Q&A site than on a social news site. Q&A sites are the best place to promote a product. A. True B. False A Q&A site lets people pose questions and receive answers back. A. True B. False Q&A sites are the oldest form of social media. A. True B. False In their original form, discussion board use is growing. A. True B. False Typically the most popular images are those that are carefully planned and staged. A. True B. False Which statement is true? a. Tagging images with relevant keywords helps users find images easier. b. A clear call to action on all posted photos helps drive website traffic. c. Due to its restrictive nature, Creative Commons licensing should be avoided. d. It is most effective for a company to focus all efforts on a single photo sharing site. e. All photos posted on sharing sites must contain original content. What is a worry that companies may have about sharing photos? a. They may not receive comments on all photos. b. Users may tag the photos incorrectly. c. Their photos may be used inappropriately. d. Trade secrets may be uncovered through the images they share. e. Their photos may be stolen by the competition. Which statement is false? a. A photo sharing strategy will require a large time commitment. b. Photos can be used to influence buyer mood. c. Sharing photos can provide a human face to a company. d. Photos often show up on the first page of search engine results. e. The cost of sharing images online is low. Why is it important for a company to stay connected on a photo sharing site? a. It generates buzz and interest. b. It boosts search engine optimization. c. Interacting with other users help draw people back to your content. d. It puts a human face to the company. e. People have short attention spans. Which photo sharing website was first used by the White House official photographer? a. Google b. Photobucket c. Facebook d. Webshots e. Flickr Which of the following does not describe a photo sharing site? a. It lets people buy or license images. b. It allows users to comment and rate other photos. c. It allows users to tag photos with relevant keywords. d. It lets users upload images. e. It provides photo organization tools, like albums or galleries. Flickr was the first photo sharing site. A. True B. False Image sharing can help drive web traffic to a website. A. True B. False What is behind the growth in photo sharing? a. The growth of digital cameras. b. The growth of sites like Flickr make it much easier. c. The growth of smartphones. d. Companies recognize it can be an effective marketing strategy. e. The growth of Facebook and its photo sharing tools. Imgur appeals mostly to: a. users who do not wish to pay for photo storage. b. smartphone users because of its mobile interface. c. the Library of Congress. d. former Webshots customers. e. those who appreciate storytelling. What is a photo sharing site? a. A website that allows users to upload photos for public or private viewing. b. A website that monetizes user generated photos and images. c. A website that provides stock photography. d. A website that lets you upload photos from your mobile phone. e. A website with photos that lets viewers download them. Marketers should be constantly changing and updating their images. A. True B. False One of the best practices in marketing through photo sharing is to stage the product professionally before taking the photo. A. True B. False Unlike video sharing and other social media tools, target audiences are not as important for photo sharing. A. True B. False The first photo sharing site was: a. Snapfish. b. Flickr. c. Facebook. d. Webshots. e. Photobucket. Stock photography is: a. very helpful for photo sharing. b. typically free. c. the best way for a company to demonstrate its expertise in a particular area. d. more spontaneous than user generated photography. e. professional photography produced by agencies or photo libraries. The Library of Congress used which photo sharing website? a. Webshots b. Instagram c. Pinterest d. Photobucket e. Flickr View completion of videos is greatest on which device? a. Smartphone. b. Gaming console. c. Television. d. Desktop computer. e. Tablet. What was the main challenge facing the creators of the Old Spice Guy video? a. Convincing men to buy Old Spice b. Illustrating that the Old Spice brand was not old and out of date c. Promoting the videos on other social channels while still reaching YouTube influencers d. Positioning the body wash as masculine while marketing to women e. Creating the video content quickly enough for the social media responses to appear timely Which of the following is a true statement? a. YouTube's opinion leaders are those more likely to have posted an online video. b. Primary sharing explains when fans and friends begin spreading a video. c. Secondary sharing is the most important stage to establishing a video's audience. d. Secondary sharing describes when content is shared by people who do not have connections with the content creator. e. The majority of online videos that fail to spread within the first 24 hours never become popular. A marketer can encourage users to share its video by doing all of these except: a. all of these would encourage users to share a video. b. offering something for free advertising. c. interacting with other content creators. d. creating an entertaining video. e. having contests or incentives to encourage sharing. An increasing amount of time is spent viewing videos. A. True B. False Brevity is important when creating videos because: a. shorter videos are more popular. b. longer videos take longer to load. c. people have short attention spans. d. most videos on sharing sites are short. e. research shows that 76% of viral videos are under two minutes. Creating a video to demonstrate how to use the product is called: a. appealing to large audiences. b. showcasing the product. c. generating business leads. d. engaging a wide variety of viewers. e. building brand awareness. It is easy to create a video that accomplishes marketing objectives and goes viral. A. True B. False Mobile and time-shifted video are the trends marketers must accommodate. A. True B. False Most sharing of information online is done with: a. email. b. YouTube. c. instant message. d. Facebook. e. Twitter. One benefit of focusing on delivering content to a core audience is that it can result in higher conversion rates. A. True B. False One reason that video creates a stronger connection with consumers is: a. it creates community. b. because it tells a story. c. that it is seen as a diversion or quick break. d. people don't like to read. e. because viewers are more vested in content when there is a human face attached. One way to make video sharing easier is to ensure each video has descriptive keywords, tags and a title. A. True B. False Online video can act like an infomercial by showcasing a product's features and benefits. A. True B. False Regarding smartphone use, which of the following is false? a. The smartphone viewing completion rate of videos was 10%. b. Shoppers use smartphones for information while shopping. c. Consumers are more likely to purchase a product if they see the ad on tv instead of their smartphones. d. U.S. consumers who view branded video content on smartphones are more likely to feel personally connected to ads than those who watch on a desktop or tv. e. Some shoppers prefer to use smartphones for information rather than ask a store employee. Tertiary sharing is the easiest step in sharing videos online. A. True B. False The medium on which people spend most time viewing is: a. tablet. b. television. c. desktop computer. d. smartphone. e. smartphone and tablet combined. Using real people in actual locations when creating a video is an example of: a. human drama. b. intimacy. c. professionalism. d. authenticity. e. being entertaining. Which of the following is not a best practice for video marketing? a. Design and produce videos for mobile. b. Post your videos on multiple platforms. c. Design and produce videos for the platforms on which they are to appear. d. Optimize your videos to be found in search. e. Make a creative sales video. What type of tweet category is described as "Look at What I've Been Doing"? a. Entertainment tweets b. Classic tweets c. Question tweets d. Opinion tweets e. Picture tweets How does Twitter make other social media tools more effective? a. It has better tracking than other social media channels. b. It creates a synergistic relationship between social networks. c. Brands are able to grow their other social networks through Twitter. d. It provides a distribution outlet that can reach millions of people. e. As Twitter grows, so does social media usage in general. It is considered a best practice for a brand to use its logo as its Twitter avatar. A. True B. False It is important for a brand to identify the unique value it can bring to its Twitter followers. A. True B. False Microblogs have become a source of: a. news and citizen journalism. b. advertising. c. fake accounts.