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Scenario 14-3 With Social Media Websites Such as Facebook and Twitter Garnering

question 57

Multiple Choice

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But that figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. Once the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent; according to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and inexpensive way to reach targeted consumers. Rather than pouring large sums of money into traditional marketing, business owners are starting to find more creative ways of promoting their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards.(Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)
-(Scenario 14-3) One entrepreneur decided to test potential interest in her small start-up venture by paying an agency to track the number of weekly hits on the company's website. Initially, the website was receiving thousands of views per day. However, the entrepreneur soon discovered that many of the hits originated from phony locations, not search engines such as Google. This unfortunate entrepreneur is apparently a victim of

Definitions:

Marketing Dashboard

A visual representation tool that displays key marketing metrics and KPIs to monitor the performance and effectiveness of marketing strategies.

Marketing Program

A coordinated set of activities or strategies designed to achieve marketing objectives and satisfy customer needs.

Engagement Optimization

Engagement optimization refers to the strategies and processes aimed at increasing the involvement and satisfaction of users or customers with a service, product, or brand.

Performance Aspects

The various elements or factors that contribute to the effectiveness or success of a product, service, or activity.