E-marketing - Ch 10

A Twitter handle, the unique identifier of a Twitter account, begins with

@

A hashtag's primary purpose on Twitter is to

make Tweets searchable.

A viral strategy that targets "influencers" (key people with a larger-than-average share of influence) is more likely to work on Twitter than Facebook because

some Twitter accounts have a list of followers that is many degrees of magnitudes larger than average.

The majority of Pinterest users are women because

it first gained popularity among the mostly female arts and crafts community

Two general methods of promoting a brand on Pinterest are (1) to curate Pin boards belonging to the brand within Pinterest and (2) to

provide a "Pin it" button on Pinterest-worthy content on the brand's website.

The benefit of advertising on YouTube instead of or in addition to television advertising is

a greater ability to target smaller, more specialized audiences, the ability to advertise with a smaller budget, and the ability to achieve conversions immediately.

The gold standard for business use of YouTube is to create a video that

simultaneously entertains and advertises.

IBM's primary goal in its use of YouTube is to

build its brand equity.

Which of the following would you NOT see in your LinkedIn Updates

Job activity from Influencers.

In addition to posts from friends and paid-for advertisements, what other two types of content are found in a Facebook News Feed (though with much lower frequency

posts from Liked pages and actions from friends

In determining what content to show users, Facebook uses all of the following EXCEPT

gender

On Facebook, custom audiences allows advertisers to

upload email addresses of current customers and target users with similar characteristics

The purpose of hashtags is to

make posts (tweets) searchable

On Twitter, Partner Audiences allow advertisers to target potential customers based on behaviors that occur outside Twitter. How does Twitter get this information?

Twitter has partnered with third party data providers to access this information

Twitter consumption is fast-paced because of the short nature of tweets. Pinterest consumption is even faster-paced because

the Pinterest feed shows multiple columns of images

An advertiser on Pinterest who wants to drive as much traffic as possible to his/her website should use what type of ad?

One-tap pins

Which type of YouTube ad lasts exactly 6 seconds

Bumper ads

Which platform has an advertisement type that is most similar to email marketing

LinkedIn

What led to a thriving ecosystem of influencers on Instagram?

Paid advertisements came relatively late to Instagram