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. When Hallmark asks it customers to weigh in on product design and pricing, it is practicing:
a. virtual volunteering.
b. mass customization.
c. scripting.
d. crowdsourcing.
e. social commerce.
ANSWER: d
- Refer to Hallmark Cards. Hallmark's Facebook page is best characterized as:
a. owned media.
b. secured media.
c. shared media.
d. paid media.
e. earned media.
ANSWER: a
- Refer to Hallmark Cards. Kimberlee is a big fan of Hallmark products. She often uploads photos of her Hallmark ornament collection to the company's Facebook page, she reads and comments on Hallmark blog posts, and she loves chatting with and tweeting other Hallmark lovers. What type of social media user is Kimberlee?
a. A critic
b. A joiner
c. An inactive
d. A noob
e. A collector
ANSWER: b
- Refer to Hallmark Cards. The blog operated by Hallmark Cards is an example of a:
a. corporate blog.
b. media sharing site.
c. Microblog.
d. noncorporate blog.
e. location-based social networking site.
ANSWER: a
- Refer to Hallmark Cards. Which of the following is an example of Hallmark's use of mobile marketing?
a. Asking customers' opinions about products
b. Encouraging customers to talk about their lifestyles
c. Establishing a Twitter account
d. Enabling customers to send electronic cards to friends' cell phones
e. Sharing company anecdotes on its blog
ANSWER: d