SOCIAL MEDIA MINI CASE: in the Summer of 2013, Kraft

question 25

Multiple Choice

SOCIAL MEDIA MINI CASE: In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram, and Twitter, and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles.
-In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?

• A) the Twitter's number of followers
• B) the number of people following the followers
• C) the frequency of updating tweets
• D) the extent to which one's tweets are reference or cited
• E) all of the above

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Definitions:

Mental Health

A condition of wellness where a person acknowledges their capabilities, manages the ordinary pressures of life effectively, engages in fruitful work, and contributes positively to their society.

Discrepancy

describes a lack of compatibility or similarity between two or more facts, amounts, or details.

Anxious

A feeling of worry, nervousness, or unease about something with an uncertain outcome.

Ideal Self

A person's conception of how they would like to be or what they strive to become, often serving as a motivational guide for personal growth and development.