Chapter 20 | Using Social Media & Mobile Marketing to Connect with Consumers

Question 1

Social Media

Answer 1

-social network
-conversation
came about through:
-Web 3.0 (personalization)
-Blog
-Wiki (shows a single entry)
-user generated content (UGC)

Question 2

Classifying Social Media: name both (1) and (2)

Answer 2

1. Media Richness
   -Acoustic, Visual, Personal Contact
2. Self-Disclosure
   -Achieve Favorable Image, Greater Self-Disclosure Likely to Increase Influence

Question 3

Social Media Complements Traditional Media, but, there are some differences in:

Answer 3

-ability to reach both large and niche audiences
-expenses and access
-training and number of people involved
-time to delivery
-permanence
-credibility and social authority

Question 4

Social Media Networks

Answer 4

1. Facebook
2. Twitter
3. Linkedin
4. Youtube

Question 5

LinkedIn in a Brand Manager’s Strategy

Answer 5

-Building B2B Image
-Networking with Industry-Related Groups & Professionals
-Identifying Sales Leads and Locating Vendors
-Direct Advertising at Specific Companies and People