Many Marketers Define Their Social Media Objectives Around Five Core

question 66

Multiple Choice

Many marketers define their social media objectives around five core concepts: (1) listening--understanding what customers are saying and who those customers are,(2) talking--promoting products/services through conversations with customers,(3) energizing--finding enthusiastic customers and using them to sell to others,(4) supporting--enabling customers to help one another,and (5) embracing--using customers as a source of product innovation.Marketers should also keep in mind that,more and more,customers expect companies to use social media.According to a recent survey,more than half of all consumers want ongoing conversations with companies and brands-and of consumers who use social media themselves,a whopping 85 percent believe that companies should have an active social media presence.Marketers who embrace such consumers can harness the power of social media and ultimately improve profits and brand loyalty.
-Refer to Using Social Media Effectively.A popular software manufacturer operates an online forum where consumers can ask one another questions about how to use products and receive answers from other users.Although to some extent this forum helps the manufacturer achieve all of its social media objectives,what objective is this "self-help" forum most geared toward?

• A)embracing
• B)supporting
• C)talking
• D)listening

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Definitions:

Dubious Hypothesis

A speculative or uncertain theory that may lack substantial evidence or credibility.

Quantitative Researchers

Scholars or scientists who focus on obtaining and analyzing numerical data to draw conclusions about a hypothesis or question.

Qualitative Researchers

Researchers who study phenomena in their natural settings, interpreting them in terms of the meanings people bring to them, primarily through observations, interviews, and analysis of texts.

Rich Detail

Descriptive information or features that are elaborately or lavishly provided, often adding depth, clarity, or complexity to a narrative or explanation.