Chapter 18 Social Media & Marketing

Maricel is the owner of a spa and salon. She often monitors the customer comments posted on Google and the spa's Facebook page. She recently became concerned about a negative review from a person who has never visited the salon. Which of the following is an aspect of social media that relates to this issue?

Business owners have little control over the content posted on social media sites.

This example relates most to the fact that marketers have little control over content posted on social media sites. (18-1)

Jaylen is the social media manager of an electronics store chain. He believes social media enhances relationships and brings customers and brands closer. The culture of _______that social media fosters may be considered a fifth "P" for marketing.

participation

Social media fosters a participation culture considered to be the fifth "P" of marketing. (18-1)

Julian is 13 years old and enjoys creating music videos of himself lip-syncing to popular songs. He uses an app called _______ that lets him post his videos and share them with others.

TikTok

TikTok is an app by which users can post short music videos of themselves lip-syncing. (18-1)

Mingyu has a small lifestyle boutique offering fashions, home décor, and gift items. She often posts photos of new styles on Facebook. Mingyu now offers the option for customers to comment "sold" and request sizes to purchase items via the Facebook posting. Users simply create an account with Mingyu's Facebook page and are given the option to pick up their items in the store or have them shipped. This is an example of _______ commerce, which combines social media with the basics of e-comm

social

Social commerce combines social media with the basics of e-commerce. (18-1)

Hakim is a social media consultant and recently met with a new client. Hakim was explaining the basics of social media marketing and stressed the importance of starting with _______.

a marketing plan

It is important to start with a marketing or communications plan. (18-2)

Miguel recently shared his opinion about mirrorless cameras by posting on Fuji's Facebook page. Fuji was interested in seeing how customers were using their new line of mirrorless cameras for street photography. The company also asked customers to share their tips and techniques for taking photos in public spaces. Fuji will use this information to create a marketing campaign for its mirrorless cameras. This is an example of _______.

crowdsourcing

Crowdsourcing is defined as using consumers to develop and market products. (18-2)

Catarina is the marketing manager for a local Ford dealership. Catarina assists the dealership in its Internet marketing efforts and uses Google Alerts and Social Mention to notify her if the dealership is criticized or receives a negative review. Catarina also routinely scans the dealership's Facebook page for negative and positive customer reviews. This is an example of _______, the process of identifying and assessing what is being said about a company.

social media monitoring

Social media monitoring is the process of identifying and assessing what is being said about a company, individual, product, or brand. (18-2)

Batini is the GM of an Embassy Suites hotel franchise. One of her responsibilities involves monitoring guest feedback on social media sites such as TripAdvisor. She responds to every post and uses the feedback or criticism to make improvements in guest services. One recent customer's comment about poor WiFi connections led her to invest in a new router and faster Internet service. Which social media objective best corresponds to how Batini is using social media as a listening platform?

Improve customer service

Customer comments about products and services will not always be positive. Social media can solve product or service issues and lead to improvements in customer service. (18-2)

Felipe is the social media marketing manager for a local John Deere dealership. He's creating a quarterly report for the general manager to demonstrate the value of social media marketing. Which of the statements is true about evaluating the effectiveness of social media marketing?

Social media effectiveness is difficult to measure because there is no common denominator to measure ROI.

ocial media effectiveness is difficult to measure because there is no common denominator to measure ROI. (18-3)

Nanami is a social media marketing intern for a community theater. She has been reviewing best practices for determining social media effectiveness and has specified the following promotional tactic: "Use Facebook to publicize upcoming theater productions in order to sell tickets and achieve 85 percent of available tickets sold for each performance." This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Align your social media goals with your business objectives.

This is an example of how social media goals can be aligned with business objectives. (18-3)

Enzo works in admissions for a private university. He recently attended a conference on higher education and learned that, based on a recent survey of admissions officers, 65 percent of accepted students who join a school's private Facebook group enroll in the university. This is an example of which of the following steps in gauging the effectiveness of a social media effort?

Benchmark against your competitors

Benchmarking against competitors is the fifth step in gauging the effectiveness of a social media effort. The statistic provided is an example of a competitive benchmark measure. (18-3)

Felipe works as an electrical engineer and is concerned about privacy issues. He does not use any apps for social media and believes the privacy risks outweigh any benefits he might receive. According to Forrester Research, Felipe would be classified as a(n) _______ based on his social media usage.

inactive

Inactives are those who are not participating in any social media activity. (18-4)

Lady Gaga, a well-known pop singer, was the first Twitter user to reach 30 million followers. Lady Gaga is an example of a _______.

social media celebrity

Social media celebrities are actors, singers, artists, or athletes who have millions of followers on social media platforms, typically Instagram and Twitter. (18-4)

Nala Cat is known as Instagram's most popular cat with more than 4 million followers. Nala is an example of a _______.

social media star

Social media stars are people who have become popular because of their social media influence as opposed to something outside of social media. (18-4)

Phil Steele is a professional photographer and owner of steeletraining.com, where he provides video tutorials and courses about photography. His Phil Steele Photography Facebook page has approximately 30,000 followers. Phil Steel Photography is an example of a _______.

micro-influencer

Micro-influencers have a smaller number of followers but are still influential in a specific area. (18-4)

Valentina is a kitchen designer based in San Francisco. She often posts before and after photos of her recent kitchen remodeling efforts for clients on Pinterest and Houzz. She enjoys sharing her work and giving others inspiration for their own do-it-yourself projects. Pinterest and Houzz can be categorized as _______ sites.

social news

Social news sites are websites that allow users to decide which content is promoted on a given website by voting that content up or down.

Natalie Pelletier is an actress living in Los Angeles. She has a website, www.irishfrecklegirl.com, on which she writes about food, wine, travel, and acting. She usually posts at least once each month, and she might include a recipe, a book review, and original photographs. Natalie's website can be classified as a _______ site.

blog

A blog is a publicly accessible web page that functions as an interactive journal, where readers can post comments on the author's entries. (18-5)

Ronald and Hannah are planning a trip to Portugal for their honeymoon. They have never traveled to Portugal and want to learn about the top cities and places to visit. They consult TripAdvisor.com and learn that the top city to visit is Lisbon. In addition, the Oceanário de Lisboa is a top attraction with over 38,000 user comments. The TripAdvisor website can be classified as a _______ site.

review

Review sites are websites that allow consumers to post, read, rate, and comment on opinions regarding all kinds of products and services. (18-5)

The LinkedIn website can be classified as a _______ site.

social networking

Social networking sites are websites that allow individuals to connect—or network—with friends, peers, and business associates. (18-5)

The Chili's restaurant chain has invested in social media marketing. It allows customers to opt in and receive messages from Chili's on their smartphones. A recent message stated, "Happy National Fajita Day! Chicken Fajitas with a drink and starter are $10 today." Which type of mobile marketing tool is Chili's using?

Short message service (SMS)

SMSs are 160-character text messages sent to and from cell phones. (18-6)

Jian travels frequently for work and turns on his smartphone as soon as his plane lands on the runway. He recently traveled to the Atlanta airport and was disembarking from the plane on the D Concourse. He looked at his phone and noticed a message inviting him to visit One Flew South, a fine dining restaurant located on the E Concourse. The message is an example of _______, a type of mobile marketing.

Bluetooth marketing

Bluetooth marketing is a signal sent to Bluetooth-enabled devices, allowing marketers to send targeted messages to users based on their geographic locations. (18-6)

Antonia has a one-year-old golden doodle dog who eats grain-free dog food. Antonia typically purchases the food from Amazon and likes the convenience of using the Amazon software she downloaded from the Google Play store for Android devices. She just clicks on the Amazon logo and can shop, order, review past orders, and track shipments. The Amazon smartphone software is an example of _______, a type of mobile marketing.

smartphone application (apps)

Smartphone apps are software designed specifically for mobile and tablet devices. (18-6)

Luiz has recently been hired to manage the social media marketing efforts for a furniture retailer. Luiz has decided that Facebook, Instagram, Pinterest, and Houzz are the most appropriate social media platforms for the furniture store. Which stage of the social media planning process is Luiz in?

Selecting the tools and platforms

Luiz is selecting the tools and platforms that will be most relevant. (18-7)

Shaniqua is the social media marketing manager for Ulta Beauty. Ulta Beauty often motivates web and in-store purchases by offering coupons for $5 off on the next purchase. Shaniqua has set a goal to reach a 5 percent return on Instagram coupon offers that are redeemed by customers who show the coupon on their smartphones. This is an example of the _______ stage of social media planning.

setting social media objectives

Setting social media objectives should also include how results should be measured. (18-7)

Eldon typically uses Twitter to remind his followers about upcoming sports events or special offers at the restaurant since men are more likely to use Twitter than Facebook or Instagram. This is an example of the _______ stage of social media planning.

identifying the target audience

The target audience should be consistent with the target market defined in the marketing plan. (18-7)