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

question 10

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 this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When 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 an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote 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) The owner of a new athletic-training facility decided to pay to have its ads appear on athletics and training-related search results on Google.This kind of advertising is known as _________.

• A) sponsorship  
• B) paid search 
• C) search engine optimization  
• D) corporate home page

---

Definitions:

Accuracy

The degree to which the result of a measurement, calculation, or specification conforms to the correct value or standard.

Older Technology

Previously widespread technology that has been surpassed by newer innovations, yet may still be in use or relevant in certain contexts.

Productivity

The measure of how efficiently and effectively resources are used to produce goods and services.

Synthetic Systems

Manufacturing system that combines inputs to create a finished product or change it into a different product.