Chapter 11

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Chapter 11—Microblogging TRUE/FALSE 1. Odeo was the first microblogging service. ANS: F REF: 208 TOP: A Brief History of Microblogging 2. One use of microblogging is to start a discussion or participate in an existing conversation. ANS: T REF: 209 TOP: Different Uses for Microblogging 3. It is considered a best practice for a brand to use its logo as its Twitter avatar. ANS: F REF: 212 TOP: Tips for Brand Building with Twitter | Customize the Profile Page 4. Posting links without descriptions are unlikely to generate responses on Twitter. ANS: T REF: 213 TOP: Tips for Brand Building with Twitter | Tweet Content 5. The equal ratio strategy describes when one follows lots of other profiles and hope they decide to follow back. ANS: F REF: 216 TOP: Build a Twitter Following 6. It is important for a brand to identify the unique value it can bring to its Twitter followers. ANS: T REF: 221 TOP: Crafting an Effective Twitter Channel 7. Twitter is ideal at achieving all marketing objectives, with the exception of brand building. ANS: F REF: 222 TOP: Marketing with Microblogging MULTIPLE CHOICE 1. What is the most important element of microblogging? a. It is found on 'tumblelogs'. b. It only occurs on Twitter. c. The content must be unique. d. It must be short. e. It must be developed in conjunction with other social networking sites. ANS: D REF: 208 TOP: Microblogging

2. Microblogs have become a source of a. Special offers b. News and citizen journalism c. Spam d. Fake accounts e. Advertising ANS: B REF: 209 TOP: A Brief History of Microblogging 3. What type of tweet category is described as "Look at What I've Been Doing"? a. Classic tweets b. Entertainment tweets c. Question tweets d. Opinion tweets e. Picture tweets ANS: E REF: 210 TOP: Different Uses for Microblogging 4. Why is Twitter a useful channel for building personas? a. The hashtag is an important tool for identifying personas. b. It allows a marketer to listen to what the target audience is talking about, and develop personas based on those topics. c. The search function allows a marketer to easily study different users and their interests. d. The ability to directly contact users allows marketers to connect with personas directly. e. Marketers can develop personas based on the topics most discussed in its Twitter stream. ANS: C REF: 211 TOP: Tips for Brand Building with Twitter | Know the Audience 5. The best content a brand can provide on Twitter is a. That which includes photos or links to external content. b. Interesting, fun and valuable. c. Varied and covers multiple topics and themes. d. Appealing to the identified personas. e. A special offer not found anywhere else. ANS: B REF: 212 TOP: Tips for Brand Building with Twitter | Tweet Content 6. What is one disadvantage of the mass follow strategy? a. It takes a long time to gather followers. b. It may require a company to follow its competitors c. It is costly. d. Most of the users who follow back are mass marketers and spammers and will not see the tweets. e. It requires a much more hands on approach to managing followers. ANS: D REF: 216 TOP: Build a Twitter Following 7. Which statement is false ? a. Twitter accounts with few followers lack credibility.

b. The quantity of Twitter followers is more important than the quality of the follower profiles. c. The 'suggested people' feature on Twitter identifies people with similar interest to those profiles currently being followed. d. The targeted follow strategy is the most effective way to achieve marketing objectives e. It is important to promote your Twitter profile across other social networks. ANS: B REF: 217 TOP: Build a Twitter Following 8. When marketing on Twitter, brands should a. Avoid offering special deals. b. Ensure that they provide plenty of product announcements and promotions. c. Focus on relationships. d. Ignore feedback and comments from other Twitter users. e. Never retweets. ANS: C REF: 221 TOP: Crafting an Effective Twitter Channel 9. How does Zappos recognize its Twitter fans? a. It retweets their content regularly. b. It sends them free shoes. c. It sets up Twitter tracking pages on its website. d. It invites them to post from the Zappos Twitter account. e. It sends them exclusive coupon codes. ANS: C REF: 214 TOP: Case Study: Zappos 10. How does Twitter make other social media tools more effective? a. It provides a distribution outlet that can reach millions of people. b. It has better tracking than other social media channels. c. It creates a synergistic relationship between social networks. d. As Twitter grows, so does social media usage in general. e. Brands are able to grow their other social networks through Twitter. ANS: A REF: 222 TOP: Marketing with Microblogging 11. What is one element that is universal across microblogging and social platforms? a. The marketing objectives. b. Peoples' value and interests. c. The ability to identify influencers. d. Peoples' need for deals. e. The ability for a brand to broadcast its marketing message. ANS: B REF: 222 TOP: Marketing with Microblogging 12. Why does Twitter require strong writing skills? a. It is a social platform that many writers use, so the expectations are higher. b. Brands need to find different ways to communicate the same message. c. Standing out from a sea of tweets requires creativity. d. It requires a brand to be persuasive and interesting in a very limited number of words. e. Providing value requires a well-honed ability to communicate clearly.

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ANS: D REF: 222 TOP: Marketing with Microblogging SHORT ANSWER 1. Explain why the classic 'This is What I'm Doing Now' tweet is less effective for a brand or company. ANS: The classic tweet doesn't help a company communicate a product or branding message as effectively as the five other tweet types. It can help create a human voice but should not be used as frequently as the other types of tweets. REF: 210 TOP: Different Uses for Microblogging 2. What are three considerations for a company when building an effective Twitter channel? ANS: 1. Do not market too much. 2. Post updates during periods when followers are online. 3. Respond to questions and provide useful information in responses. 4. Ask for feedback, and encourage and reward those who respond. 5. Identify the unique value provided. REF: 221 TOP: Crafting an Effective Twitter Channel

Chapter 11

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