Effective Social Media: 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 Effective Social Media. Consumers' opinions about the value of social marketing reflect:
a. the decreasing influence of marketing as an important factor in business.
b. the fact that paid media is no longer relevant in the marketing world.
c. the widespread shift in marketing from one-to-many communication to many-to-many communication.
d. marketers' continuing reluctance to wholeheartedly dive into social media.
e. customers can be easily manipulated by the onslaught of information available in the social media universe.
ANSWER: c
- Refer to Effective Social Media. Of the social media objectives often defined by marketers, the foundational objective is undoubtedly:
a. energizing.
b. talking.
c. embracing.
d. supporting.
e. listening.
ANSWER: e
- Refer to Effective Social Media. Which of the following resources would be MOST likely to help an organization achieve the goal of energizing customers?
a. Buzzillions, a product review site that works with retailers to identify customers who have purchased products and asks them to write reviews
b. Google Analytics, a free service that shows businesses how visitors found their site and how they interact with it
c. Site Volume, a service that measures the frequency of search terms across Tumblr, Facebook, and YouTube
d. Converseon, a service that helps marketers find out what people are saying about their product/brand on newsgroups, blogs, podcasts, and social media sites
e. InnoCentive, a service that enables its clients to source ideas from their customers
ANSWER: a
- Refer to Effective Social Media. One way an organization might effectively use noncorporate blogs to help achieve its social media goals is by:
a. providing bloggers with products and/or money in exchange for a review.
b. flooding the comments section of such blogs with positive comments about the brand or company.
c. purchasing the blogs from the owners and converting them into corporate blogs.
d. endearing the organization with anecdotes and stories about the brand.
e. designing their own corporate blogs to mimic the look of their noncorporate rivals.
ANSWER: a