Marketing 199 Exam 2 (ENTR105)
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Why is it important for a company to stay connected on a photo sharing site?
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Interacting with other users helps draw people back to your content.
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What is a photo sharing site?
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A website that allows users to upload photos for public or private viewing.
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Photo sharing sites are a form of social networks. True or False.
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True
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Flickr has become the preferred platform for smartphone users. True or False
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False
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Typically the most popular images are those that are carefully planned and staged. True or false.
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False
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Which statement is TRUE?
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Tagging images with relevant keywords helps users find images easier.
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What is a worry that companies may have about sharing photos?
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Trades secrets may be uncovered through the images they share.
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Which of the following DOES NOT describe a photo sharing site?
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It lets people buy or license images.
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One of the challenges faced by the Library of Congress was:
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Making historical materials easier to find for educational purposes.
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The first photo sharing site was:
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Webshots
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Flickr was the first photo sharing site. True or False.
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FALSE
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Stock Photography is:
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Professional photography produced by agencies or photo libraries.
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Flickr appeals mostly to:
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Photographers and those who appreciate high quality artistic photos.
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Which statement is FALSE?
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A photo sharing strategy with require a large time commitment.
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Unlike video sharing and other social media tools, target audiences are not as important for photo sharing. True or False.
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FALSE.
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Image sharing can help drive web traffic to a website. True or False.
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TRUE.
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What is behind the growth in photo sharing?
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The growth of smart phones.
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Which photo sharing website was first used by the White House official photographer?
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Flickr.
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What did Quantivo learn about targeting groups on LinkedIn?
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A groups activity level is more important than its size.
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Why are social networks so useful for businesses that sell to consumers?
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They are a great way to find and reach potential customers.
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Orkut is the leading social network in Brazil. True or False.
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FALSE.
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Which of the following statements are FALSE?
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People on social networks seek out brand relationships.
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Which social network made the mistake of alienating its early adopters by deleting suspicious accounts?
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Friendster
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A white label social network can also be called a corporate social network. True or False.
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TRUE
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Ryze was the first social network. True or False.
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FALSE
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What is a social network site?
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An online service where members can establish relationships.
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It is considered a best practice for companies to set up a profile on Facebook. True or False.
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FALSE.
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Why should firms consider investing in a presence on larger social networks?
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They set social media trends and have the largest audiences.
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Why is the Coca-Cola Facebook page different from other brands?
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The company shares administration with the fans.
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How does brand intelligence relate to social networks?
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It is a way to access a companies transparency online.
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What social network did not succeed in the U.S. but has been successful in other countries?
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Orkut
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Discussion boards are an earlier form of social networks. True or False.
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TRUE.
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According to the text, WHICH IS NOT considered a mistake on a LinkedIn profile?
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Completing a profile with as much detail as possible.
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One advantage of a white label social network is that:
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It can be customized to suit the needs of a particular audience.
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Large social networks are being threatened by niche social networks that cater to specific interests. True or False.
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FALSE
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Social networks blur the lines between business and personal life. True or False.
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TRUE
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What is the appeal of a private social network for a non-profit?
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It provides a means for them to organize a cause without the distractions of a general social network.
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Twitter is ideal at achieving all marketing objectives, with the exception of brand building. True or False.
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FALSE.
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Posting links without descriptions are unlikely to generate responses on Twitter. True or False.
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TRUE.
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Which statement is FALSE? (Chapter 11)
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The quantity of Twitter followers is more important than the quality of the follower profiles.
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What type of tweet category is described as, \"Look What I've Been Doing?\"
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Picture tweets
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When marketing on Twitter, brands should:
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Focus on relationships
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It is considered best practice for a brand to use its logo as its Twitter avatar. True or False.
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FALSE
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The best content a brand can provide on Twitter is:
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Interesting, fun, and valuable.
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Why does Twitter require strong writing skills?
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It requires a brand to be persuasive and interesting in a very limited number of words.
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What is the most important element of microblogging?
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It must be short.
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How does Zappos recognize its Twitter fans?
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It sets up Twitter tracking pages on its website.
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Why is Twitter a useful channel for building personas?
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The search function allows a marketer to easily study different users and their interests.
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What is one disadvantage of the mass follow strategy?
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Most of the users who follow back are mass marketers and spammers and will not see the Tweets
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Odeo was the first micro blogging service. True or False.
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FALSE.
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One use of micro blogging is to start a discussion or participate in an existing conversation. True or False.
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TRUE
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Micro blogs have become a source of:
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News and citizen journalism
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How does Twitter make other social media tools more effective?
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It provides a distribution outlet that can reach millions of people.
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The equal ration strategy describes when one follows lots of other profiles and hope they decide to follow back. True or False.
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FALSE.
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It is important for a brand to identify to the unique values it can bring to its Twitter followers. True or False.
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TRUE.
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What is one element that is universal across micro blogging and social platforms?
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Peoples' value and interests.
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What helped foster Digg's transparency?
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Its lack of editors
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What is the most important factor in an article's success on a social news site?
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The article title.
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The most important skill a moderator can possess is the ability to sniff out a troll. True or False.
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FALSE.
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Social news sites are appealing to marketers because they can generate moderate amounts of traffic even for smaller stories or websites. True or False
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FALSE.
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On a discussion forum, a troll is:
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Someone who attacks or personally insults other users.
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A Q&A site lets people pose questions and receive answers back from anyone knowledgeable enough to reply. True or False.
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TRUE
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Internet discussion forums are a successor to local neighborhood bulletin boards. True or False
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TRUE.
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Q&A sites are the oldest form of social media. True or False.
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FALSE.
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Why are review sites NOT considered an important tool for social media marketers?
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Marketers can't really use review sites as a social channel without risking negative consequences.
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The use of ALL CAPS in a discussion forum is seen as the equivalent of shouting. True or False.
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TRUE.
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Which statement is FALSE?
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Discussion boards are the youngest of the three types of sites discussed in this chapter.
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An example of a Q&A site is:
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Quora
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One defining characteristic of a virtual world is:
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It involves a computer based simulated environment.
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Social bookmarking sites have affected the way news is consumed today. True or False.
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FALSE.
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A moderator:
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Facilitates discussions and enforces forum policies.
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What is a social news site?
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A site that lets users submit links to news stories or other web pages to be ranked or displayed.
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Marketers should follow and participate in online discussion forums because:
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They can be valuable sources of free product research, market research, and focus groups.
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Which statement is TRUE?
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Q&A sites are an effective medium to demonstrate thought, leadership, and expertise.
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The marketing opportunities using location based networks are best for those companies with physical locations. True or False.
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TRUE
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An example of a smartphone operating system is:
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Symbian
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A smartphone:
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Combines the elements of a PDA and a cell phone.
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Location based offers are not an effective way to drive new customers to a business. True or False.
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FALSE
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Reading a QR code on a smartphone requires a QR code reader application. True or False.
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TRUE
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What is the impact of the growth of smartphones?
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More people are accessing social networks with mobile devices
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According to the text, Google expects mobile web traffic to surpass PC traffic by 2013. True or False.
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TRUE
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What is one of the trends forecast for mobile computing?
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The ability of phones to track a person's daily routine and serve them relevant ads.
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The voice and text messaging tool found on cell phones are examples of one to one communication. True or False.
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TRUE
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What is the most popular form of marketing on location based social networks?
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Coupons, deals, and discounts.
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The main location based networks are Google and Facebook. True or False.
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FALSE
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One of the challenges a branded mobile social network faces is:
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It is difficult for the consumers to find.
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Why was the Dunkin' Run app considered successful?
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It served a consumer need and wasn't just about marketing.
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Why do some location based social networks include games in their features?
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To increase user engagement.
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Why are QR codes appealing to marketers?
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They allow a brand to link mobile computing to location-based marketing.
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The two key opportunities for marketers to leverage mobile as part of a social media marketing strategy are mobile websites and location-based social networks. True or False.
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FALSE.
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Why are location based social networks such a growth opportunity for marketers?
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They show a high level of adoption already, indicating that growth will continue as smartphone adoption increases.
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Farmville is an example of:
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A social network game.
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The defining characteristic of a location based social network is:
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Users can share their location with friends.
