Using Social Media Effectively

question 95

Multiple Choice

Using Social Media Effectively
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.Which of the following resources would be MOST likely to help an organization achieve the goal of energizing customers?

• A) Buzzillions, a product review site that works with retailers to identify customers who have purchased products and asks them to write reviews
• B) Google Analytics, a free service that shows businesses how visitors found their site and how they interact with it
• C) Site Volume, a service that measures the frequency of search terms across Digg, MySpace, and YouTube
• D) Converseon, a service that helps marketers find out what people are saying about their product/brand on newsgroups, blogs, podcasts, and social media sites
• E) InnoCentive, a service that enables its clients to source ideas from their customers

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