1. What is behind the growth in photo sharing? a. The growth of Facebook and its photo sharing tools. b. The growth of smartphones. c. The growth of digital cameras. d. Companies recognize it can be an effective marketing strategy. e. The growth of sites like Flickr make it much easier. 2. What is a photo sharing site? a. A website that provides stock photography. b. A website that allows users to upload photos for public or private viewing. c. A website with photos that lets viewers download them. d. A website that lets you upload photos from your mobile phone. e. A website that monetizes user generated photos and images. 3. What is a worry that companies may have about sharing photos? a. Their photos may be used inappropriately. b. Users may tag the photos incorrectly. c. They may not receive comments on all photos. d. Trade secrets may be uncovered through the images they share. e. Their photos may be stolen by the competition. 4. Flickr appeals mostly to a. Smartphone users because of its mobile interface. b. Former Webshots customers. c. The Library of Congress. d. Photographers and those who appreciate high quality artistic photos. e. Users who do not wish to pay for photo storage. 5. What is a social network site? a. A website where users can share thoughts and information b. A photo or video sharing site. c. An online service where members can establish relationships d. A business-to-consumer digital platform. e. A type of discussion forum. 6. Which social network made the mistake of alienating its early adopters by deleting suspicious accounts? a. Ryze b. Friendster c. SixDegrees d. Tribe.net e. MySpace 7. What is the appeal of a private social network for a nonprofit? a. Its supporters do not use general social networks like Facebook. b. It provides a means for them to organize a cause without the distractions of a general social network. c. It allows the nonprofit to amplify its message. d. A private social network allows for more genuine relationships with the members. e. It creates a feeling of exclusivity for its members. 8. Why should firms consider investing in a presence on larger social networks? a. They set social media trends and have the largest audiences. b. It is where the competition is. c. It is where good content has the best chance of being shared. d. It is where the consumers are. e. They will likely grow, so a presence there will pay off in the future. 9. Microblogs have become a source of a. Special offers b. News and citizen journalism c. Spam d. Fake accounts e. Advertising 10. Why is Twitter a useful channel for building personas? a. The hashtag is an important tool for identifying personas. b. It allows a marketer to listen to what the target audience is talking about, and develop personas based on those topics. c. The search function allows a marketer to easily study different users and their interests. d. The ability to directly contact users allows marketers to connect ...

1. 1. What is behind the growth in photo sharing?
a.
The growth of Facebook and its photo sharing tools.
b.
The growth of smartphones.
c.
The growth of digital cameras.
d.
Companies recognize it can be an effective marketing strategy.
e.
The growth of sites like Flickr make it much easier.
2. What is a photo sharing site?
a.
A website that provides stock photography.
b.
A website that allows users to upload photos for public or
private viewing.
c.
A website with photos that lets viewers download them.
d.
A website that lets you upload photos from your mobile phone.
e.
A website that monetizes user generated photos and images.
3. What is a worry that companies may have about sharing
photos?
a.
Their photos may be used inappropriately.
b.
Users may tag the photos incorrectly.
c.

2. They may not receive comments on all photos.
d.
Trade secrets may be uncovered through the images they share.
e.
Their photos may be stolen by the competition.
4. Flickr appeals mostly to
a.
Smartphone users because of its mobile interface.
b.
Former Webshots customers.
c.
The Library of Congress.
d.
Photographers and those who appreciate high quality artistic
photos.
e.
Users who do not wish to pay for photo storage.
5. What is a social network site?
a.
A website where users can share thoughts and information
b.
A photo or video sharing site.
c.
An online service where members can establish relationships
d.
A business-to-consumer digital platform.
e.
A type of discussion forum.
6. Which social network made the mistake of alienating its
early adopters by deleting suspicious accounts?

3. a.
Ryze
b.
Friendster
c.
SixDegrees
d.
Tribe.net
e.
MySpace
7. What is the appeal of a private social network for a
nonprofit?
a.
Its supporters do not use general social networks like Facebook.
b.
It provides a means for them to organize a cause without the
distractions of a general social network.
c.
It allows the nonprofit to amplify its message.
d.
A private social network allows for more genuine relationships
with the members.
e.
It creates a feeling of exclusivity for its members.
8. Why should firms consider investing in a presence on
larger social networks?
a.
They set social media trends and have the largest audiences.
b.
It is where the competition is.
c.

4. It is where good content has the best chance of being shared.
d.
It is where the consumers are.
e.
They will likely grow, so a presence there will pay off in the
future.
9. Microblogs have become a source of
a.
Special offers
b.
News and citizen journalism
c.
Spam
d.
Fake accounts
e.
Advertising
10. Why is Twitter a useful channel for building personas?
a.
The hashtag is an important tool for identifying personas.
b.
It allows a marketer to listen to what the target audience is
talking about, and develop personas based on those topics.
c.
The search function allows a marketer to easily study different
users and their interests.
d.
The ability to directly contact users allows marketers to connect
with personas directly.
e.
Marketers can develop personas based on the topics most
discussed in its Twitter stream.

5. 11. The best content a brand can provide on Twitter is
a.
That which includes photos or links to external content.
b.
Interesting, fun and valuable.
c.
Varied and covers multiple topics and themes.
d.
Appealing to the identified personas.
e.
A special offer not found anywhere else.
12. When marketing on Twitter, brands should
a.
Avoid offering special deals.
b.
Ensure that they provide plenty of product announcements and
promotions.
c.
Focus on relationships.
d.
Ignore feedback and comments from other Twitter users.
e.
Never retweets.
13. How does Zappos recognize its Twitter fans?
a.
It retweets their content regularly.
b.
It sends them free shoes.
c.
It sets up Twitter tracking pages on its website.

6. d.
It invites them to post from the Zappos Twitter account.
e.
It sends them exclusive coupon codes.
14. On discussion forums, a troll is
a.
Another way to describe a 'sock puppet'.
b.
Someone caught using ALL CAPS in a forum post.
c.
A new forum user.
d.
A person who uses a misleading avatar.
e.
Someone who attacks or personally insults other users.
15. Marketers should follow and participate in online
discussion forums because
a.
Discussion forums were intended to be marketing portals.
b.
They can be valuable sources of free product research, market
research and focus groups.
c.
It is an effective way to generate new customers.
d.
Consumers appreciate having a brand representative they can
communicate with.
e.
It helps with brand building.

7. 16. What is a social news site?
a.
A site that lets users submit links to sites that they find
interesting.
b.
A site that lets users submit links to news stories or other web
pages to be ranked displayed.
c.
A discussion forum that discusses recent and relevant news
stories.
d.
A site where users can select content from an assortment of
major news outlets.
e.
A social network that focuses on recent and relevant news
stories.
17. What is the impact of the growth of smartphones?
a.
More people are accessing email with mobile devices
b.
More people are taking photos and video with mobile devices
c.
More people are playing video games with mobile devices
d.
More people are downloading music with mobile devices
e.
More people are accessing social networks with mobile devices
18. The defining characteristic of a location based social
network is

8. a.
The gaming element.
b.
Users can share their location with friends.
c.
Users can earn badges.
d.
Users can receive discounts from brands.
e.
That it can only be accessed on a mobile phone.
19. Farmville is an example of
a.
Social media
b.
A branded social network
c.
A social network game
d.
A location based app
e.
A mobile website
20. Why do some location based social networks include game
mechanics in their features?
a.
To provide incentive for brand participation.
b.
To increase user engagement.
c.
To compete with other location based social networks.
d.
To encourage people to share a particular location based service
with friends.

9. e.
To compete with online social games.
21. What is one of the biggest challenges marketers face when
developing a tracking plan?
a.
Selecting target-rich platforms
b.
Identifying relevant keywords that will retrieve useful data
c.
Choosing focus areas.
d.
Knowing when and how to widen or restrict the search
e.
Knowing when to adjust the search
22. What is social media measurement?
a.
Qualitative and quantitative data found online
b.
The analytics provided by Facebook and YouTube
c.
The act of monitoring social media programs
d.
Those KPIs used by a brand to evaluate its social media strategy
e.
The measurement of the volume of content and sentiment of a
brand on the social web.
23. What is one disadvantage of free social media monitoring

10. tools?
a.
They do not have the ability to synchronize with paid platforms
b.
They provide a lot of information that can be overwhelming
c.
They are not effective at listening to social media
d.
They are less effective at qualitative metrics
e.
It is harder to measure specific KPIs with free tools
24. When setting goals for a social media marketing plan, it is
important to
a.
Identify goals correctly the first time since revisions are not
recommended.
b.
Identify those goals that will achieve a competitive advantage
for the company.
c.
Identify specific social media platforms for each goal.
d.
Ensure the goals are achievable.
e.
Be ambitious.
25. What is one potential effect of too much cross-utilization
of content?
a.
Repurposing the same content might be seen as lazy.
b.
Social media users might not engage with the content if they
saw it on another platform.

11. c.
It might be seen as spam by search engines.
d.
It might reduce referral website traffic.
e.
The competition might repurpose the content.
Instructions: Review/Analyze an Organizational Twitter
account.
Create or analyze an organizational Twitter account. For this
assignment I would like to see you either analyze an existing
Twitter account that you might use for a personal business you
will want to have one day. Namely write at least a couple of
pages and support your information with references in APA
format.
Written Report: Prepare a case study using a case assigned.
The case study should be 3-6 typed, double-spaced pages, plus a
cover sheet, appendix and bibliography. The cover sheet should
include your name, the case study name and the date. Please
include any additional material you develop, such as graphs,
charts, and diagrams. Be sure to include your supporting
resources as part of your works cited list at the end of your
analysis. As a reminder remember to show within text where
you used each reference in your list according to APA format.
Case studies should include:
Problem (issue) identification
Identify central problem(s) and/or advertising issues
List any important secondary problems/issues
Alternative Development
Develop a minimum of 3 comprehensive alternatives. This
means that each alternative must deal with both your stated

12. central problem/issue and any listed secondary problems/issues.
Fully develop each alternative so that the reader can understand
exactly what you are suggesting.
Choice and Justification
State which alternative listed is best, restating briefly that
alternative.
Then offer justification; tell why this alternative is best.
Implementation Strategy
This section should outline specifically what tasks and
responsibilities are necessary to effectively implement the
alternative chosen.
Implementation strategy must include discussion of a timetable
for completion of the various tasks and some mention of who
will be responsible for those tasks.
Final Exam
Answer the following questions with complete substantive
responses remembering to reference and support your ideas and
information with good researched references written in APA
format.
1. Discuss the state of counterfeit brands, the ethical issues, the
involvement of law enforcement, and the role of the internet in
counterfeiting.
2. Discuss the emerging issue of the digital distribution
channel occurring in markets in which the product can be
converted to digital format.
3. Explain the various roles of price in the marketing program.
4. List and discuss the activities involved in designing an
organization’s promotion strategy.
5. Explain the communications features of the Internet.