Scenario 19-2 Many Marketers Define Their Social Media Strategies Around Six Core

question 79

Multiple Choice

Scenario 19-2
Many marketers define their social media strategies around six core concepts: (1) listening, learning, responding, and repeating; (2) building relationships and trust; (3) promoting products and services; (4) managing your reputation; (5) improving customer service; (6) championing those who champion you. 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 the scenario. What is one way an organization might effectively use noncorporate blogs to help achieve its social media goals?

• A)by providing bloggers with products and/or money in exchange for a review
• B)by flooding the comments section of such blogs with positive comments about the brand or company
• C)by purchasing the blogs from the owners and converting them into corporate blogs
• D)by endearing the organization with anecdotes and stories about the brand

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Definitions:

Accounts Payable

Accounts payable are short-term liabilities representing money a company owes to suppliers or creditors for products and services received but not yet paid for.

Accounts Receivable

The money owed to a company by its customers for goods or services that have been delivered or used but not yet paid for.

Cash Collections

The process of receiving payment from customers for goods or services provided, impacting the company’s cash flow.

Merchandise Inventory

The total value of a company's goods that are ready for sale to customers at any given time, reflecting in its balance sheet.