MKT 3013 Interactives Ch. 3

question

In the 4E framework, Dell understands the importance of _______, which leads to action, the potential for a relationship, and possibly even loyalty and commitment. – engagement – education – enhancement – excitement – experience
answer

engagement
question

Dell has several blogs. Its flagship blog is Direct2Dell, which is a _______ blog. – macro – corporate – personal – professional – micro
answer

corporate
question

One advantage for Dell in using blogs is the ability to ______ customers, which is a key strength of thought-sharing social media sites. – engage – enthrall – excite – educate – experience
answer

educate
question

Dell analyzes data from social media to collect consumer comments about its products and company. Dell can then further analyze the data to distill customer attitudes and preferences. This technique is called _______. – sentiment analysis – bounce-rate analysis – conversion-rate analysis – keyword analysis
answer

sentiment analysis
question

If Dell wanted to measure social media referred conversion rates and engagement metrics, which type of analytic would it use? – conversion – mobile – social – content – advertising
answer

social
question

One advantage of using Facebook is that it gives Dell the ability to ______. – facilitate crowd-sourced suggestions – offer users gamified apps – tweet with customers – carefully target different segments – significantly lower its cost
answer

carefully target different segments
question

Once consumers arrive at GE’s social media sites, GE must _____ them about its value proposition and related benefits. – entertain – engage – blog with – educate – excite
answer

educate
question

GE Healthymagination uses Facebook, which is a social-networking site. Social-networking sites are ideally suited for which of the four Es in the 4E framework? – excitement – experience – engagement – education – entertainment
answer

excitement
question

GE listens to its customers through various social media platforms. To analyze this content in terms of its favorableness or unfavorableness, GE can use a technique known as _________. – page views – social reach – keyword analysis – sentiment analysis – conversion rates
answer

sentiment analysis
question

Spirit analyzes customers’ posts in the “Hate Thousand Miles” campaign, categorizing posts according to the airline and issue being discussed. This is an example of – in-app analysis – hit rating – sentiment analysis – conversion rating – keyword analysis
answer

sentiment analysis
question

The “Hate Thousand Miles” campaign seeks consumers’ attention through the unusual approach of acknowledging and embracing the hate some people feel for Spirit and other airlines. This unique tactic is an example of which stage of the 4E framework for social media? – experience – education – engagement – excitement – exploration
answer

excitement
question

The “Hate Thousand Miles” campaign invites consumers to sign up for the Spirit frequent flyer program and earn 8,000 miles in return for sharing what they hate about air travel. These activities are part of which stage of the 4E framework for social media? – experience – excitement – engagement – education – exploration
answer

engagement
question

Suppose that Spirit also invited passengers to share photos of air-travel nightmares on Instagram. What category of social media sites does Instagram fit into? – thought-sharing – microblog – location-based – media-sharing – social network
answer

media-sharing
question

Spirit Airlines has a Twitter feed called Spirit Autopilot, managed by “robot” software to save money (compared to hiring someone to monitor the feed). Twitter is an example of a(n) – media-sharing site – freemium app – sentiment analyzer – corporate blog – microblog
answer

microblog
question

One important metric when analyzing social media effectiveness is ________, the percentage of visitors or potential customers who take the action the marketer wanted them to take. – click paths – page views – click rates – hits – conversion rates
answer

conversion rates
question

Marketers often scan social media to learn more about what customers think. __________ is a technique in which data from a variety of online sources is used to collect consumer comments about companies and their products. – conversion rate analysis – click path analysis – page view analysis – cost per click marketing – sentiment analysis
answer

sentiment analysis
question

Twitter is a popular site that allows individuals to share brief posts with others. Twitter is classified as a __________. – media-sharing site – corporate blog – microblog – social network site – mobile app
answer

microblog

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