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loss of privacy and possible exploitation by unscrupulous marketers.Page 560LEARNING REVIEW ANSWERS19-1What are social media?Answer: Social media are online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify “popular” topics. Business firms also refer to social mediaas “consumer-generated media.” A single social media site with million of users interacting with each other, like Facebook, is a social network.
19-2In classifying social media, what do we mean by (a) media richness and (b) self-disclosure?Answer: Social media can be classified based on two factors: (a) Media richness involves the degree of acoustic, visual, and personal contact between two communication partners. (b) Self-disclosure involves the degree to which an individual shares his or her thoughts, feelings, likes, and dislikes when engaged ina social interaction.19-3Compare traditional media and social media in terms of time required to deliver the communication.Answer: Traditional media can involve days or even months of continuing effort to deliver the communication, and time lags can be extensive. In contrast, individuals using social media can post virtually instantaneous content.19-4How is user-generated content presented by someone using Facebook?Answer: User-generated content (UGC) refers to the various forms of online media content that are publicly available and created by end users. Facebook users create a personal profile, add other users as friends, and exchange comments, photos, videos, and “likes” with them. Additionally, users may chat with friends and create and join common-interest groups.19-5What are some ways brand managers use Facebook to converse with a brand's fans? How does Facebook facilitate mobile marketing activities?Answer: A brand manager can create awareness for a product, service, or brand by creating a Facebook Page for it. To generate new customers and increase traffic to their Facebook Pages, brand managers can use paid ads and sponsored stories within the Facebook advertising platform. The marketing challenge for a Facebook Page is to post and create the content that will generate the best response. Facebook facilitates mobile marketing with new initiatives such as Instant Articles, Moments, and Custom Audiences, and by integrating its suite of mobile apps, which include Messenger, Instagram, and WhatsApp.19-6How can brand managers use YouTube to converse with customers? What is a new form ofmobile marketing using online video?Answer: YouTube allows brand managers to create an actual brand channel to host its advertisements and other video clips that can explain or demonstrate complex products. YouTube can also link to a brand's website. YouTube, because it is a visual medium, allows a brand manager to entertain as well as inform users about the brand. A new form of mobile marketing is the use of vbloggers to reach online audiences.