The term ‘social media’ refers exclusively to social networking sites such as Facebook. True or False? False 2 When dealing with expert opinion leaders you want to: a) challenge them but don’t disrespect them b) stay focused on their area of interest c) help them learn more about the product category

The term ‘social media’ refers exclusively to social networking sites such as Facebook.
True or False?
False
2
When dealing with expert opinion leaders you want to:
a) challenge them but don’t disrespect them
b) stay focused on their area of interest
c) help them learn more about the product category
d) benefit the most from their creative potential
b) stay focused on their area of interest
3
Julian and his friends log into an app at the mall. They follow a series of challenges in participating stores, which include snapping pictures of different products and bumping phones with other shoppers. The winner receives a coupon for the food court. What game are they participating in?
a) Snapette
b) SCVNGR
c) Pose
d) Nowness
b) SCVNGR
4
For marketers, media-sharing sites such as YouTube or Flickr are social media tools BEST used to:
a) provide visual experiences and engage with customers
b) stimulate excitement
c) develop customer education and engage with others users
d) develop customer education
a) Provide visual experiences and engage with customers
5
A personalised offer sent to a targeted customer via social media is more likely to excite him or her.
True or False?
True
6
The 4E framework for social media guides marketers in using social media effectively to build and deepen customer relationships. Which of the following is NOT one of the four E’s in this framework?
a) Engage
b) Energise
c) Educate
d) Experience
b) Energise
7
Gene’s Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle. But the site’s most-used feature is its user blog in which customers—both satisfied and unsatisfied-talk about products they have purchased and the service received at Gene’s. The user blog best describes which of the 4E frameworks for the store’s customers?
Engage
8
While waiting in line to make a purchase at Dymocks, Joan sees signs reminding her to visit their website for online specials and to sign up right now on her smartphone for the Dymocks Loyalty Rewards Program. Others signs remind her that Dymocks will match competitors’ prices on any item they sell. This is an example of which 4E framework?
Educate
9
Suppose that the Nando’s restaurant chain held a competition offering free food for a year to the customer who visited—and ‘checked in’—to the largest number of Nando’s restaurants via the FourSquare mobile app. This promotion would be an example of:
a) media sharing
b) gamification
c) sentiment analysis
d) a microblog
b) Gamification
10
What is a microblog?
a) a blog whose owner doesn’t post very often
b) a blog that supports only links to other posts
c) a blog run by a small business
d) a blog service that supports only short posts
d) a blog service that supports only short posts
11
What are the 4e’s?
Educate, Energise, Experience, Engage

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