Question 1
By far, the largest social network for gaming is:
Twitter
LinkedIn
MySpace
Facebook
YouTube
Question 2
From a marketing standpoint, the most useful Facebook feature is probably ________, which allows a brand to communicate directly with fans via status updates.
the Profile page
the search engine
the Fans list
the Wall
the Real or Fake application
Question 3
Which of the following statements about online gaming is correct?
Games such as Angry Birds and CityVille have proven unattractive to marketers because it takes so long to play them.
Almost 90% of people play games within social networking sites or on mobile devices.
The typical online gamer is a 43-year-old woman with a full-time job and a college education.
Social gaming is one of the few areas of social media that is NOT growing.
The demographic of gamers who favor mobile devices tends to skew older than those who play on traditional PCs.
Question 4
Joanna is a loyal customer of The Beanery, a regional coffee shop chain. Whenever Joanna is found to be within a geofenced area owned by The Beanery, she receives a text message on her BlackBerry offering her money off a coffee drink at a nearby store. The Beanery appears to be using:
stealth marketing.
viral marketing.
Micronetworking.
Bluetooth marketing.
Widgets.
Question 5
Bethany follows several blogs every day and checks into YouTube frequently to watch the latest videos. She doesn't have her own Web site, and she almost never makes any comments on the sites she visits; she just enjoys reading and watching. Bethany would best be characterized as which type of social media user?
Creator
Spectator
Collector
Joiner
Inactive
Question 6
One difference between apps and widgets is that:
widgets are often cheaper to develop than apps.
apps cannot be used in a mobile-ready format.
widgets cannot be run entirely within online platforms.
apps tend to broaden an organization's listening system, while widgets narrow it.
apps offer new content only, while widgets offer new and already-existing content.
Question 7
Which type of social media user posts comments, ratings, and reviews of products and services on blogs and forums?
Critic
Conversationalist
Boaster
Collector
Assigner
Question 8
A company would probably NOT want to use Twitter to:
provide a customer with complex, hard-to-understand instructions on how to use a product.
direct customers to its corporate blog.
promote a brand new product.
share links to the official company Web site.
reply to customer queries.
Question 9
Groupon.com offers discounts on products and services in specific cities. The concept of Groupon is that the discount for the product or service can be claimed only if a certain number of people purchase it. Groupon would BEST be described as a:
media sharing site.
microblog.
social networking site.
virtual world.
social commerce site.
Question 10
Without context, measurements are _________.
not very costly
invaluable
more accurate
easy to capture
meaningless
Question 11
Corina is a big fan of the British television program Dr. Who. She writes about her love of all things "Whovian" on her _______, called Wibbly Wobbly Ramblings, where readers can post comments about what she has written.
social news site
electronic diary
toolbox
blog
virtual world
Question 12
Angela and Dominic own Cincy by the Slice Pizzeria. They are interested in keeping track of the number of mentions their store receives on sites like Twitter and Facebook, but they are unsure of which steps to take next. Which of the following resources would best meet their needs?
A listening platform with key word report capabilities.
An insight platform that offers online focus group solutions.
Web analytics software.
An advanced customer database with predictive application.
A social customer relationship management system.
Question 13
One reason why negative customer comments and complaints are important to an organization is that they can:
quickly be hidden from competitors.
be used in future advertising campaigns.
help the organization identify "problem" customers, who are then typically removed from mailing lists.
bring to light unknown brand flaws.
generate sympathy for the organization when consumers realize that "no one is perfect."
Question 14
Maria is a 55-year-old woman who wants to use a social network site to stay in touch with her son, who is away at college. She also hopes to make contact with some old high school friends. Which of the following is Maria most likely to use for this purpose?
Last.fm
YouTube
Facebook
Bebo
Flickr
Question 15
Of the following, who is MOST LIKELY to be a LinkedIn user?
Erin, a 13-year-old junior high school student and music lover
Mitch, a 24-year-old songwriter who hopes to make it big in Nashville
Sharika, a 35-year-old attorney just opening her own practice
Jose, a 50-year-old Los Angeles Dodger fan looking for conversation with other baseball lovers
Amanda, a 70-year-old retiree and avid cook
Question 16
All of the following are practical ideas that marketing managers should consider when setting social media objectives EXCEPT:
promoting products and services.
listening and learning.
building relationships and awareness,
creating static messages to reach mass audiences.
reaching out to unhappy customers and engaging them directly.
Question 17
Much of the growth in social media sites can be attributed to:
good old-fashioned word-of-mouth promotion.
new platforms like iPads and Smartphones.
media hype.
the proliferation of new Web sites like Flickr and Reddit.
new technology uses for social media.
Question 18
Using consumers to develop and market product is called:
crowdfunding.
co-creation.
brainstorming.
closed innovation.
crowdsourcing.
Question 19
Crock of Love prepares and delivers from-scratch meals directly to their customers' homes. Crock of Love has its own Web site, Facebook page, and Twitter account, but the company's owner, Nikki, frequently makes helpful comments on food-related blogs and participates in online discussions about recipes and desserts. In so doing, Nikki is MOST LIKELY trying to:
control what is being said online about Crock of Love.
improve Crock of Love's reputation.
measure customer satisfaction with Crock of Love.
improve customer service.
monitor Crock of Love's competitors.
Question 20
A ______ allows users to decide which content is promoted on a given Web site by voting that content up or down.
media sharing site
social networking site
review site
virtual world
social news site.