Provide five examples of things a marketer might track to measure buzz
What will be an ideal response?
Student answers will vary. Marketers might track scale (how far the campaign reached), speed (how fast it spread), share of voice in that space, share of voice in that speed, whether it achieved positive lift in sentiment, whether the message was understood, whether it was relevant, whether it had sustainability (and was not a one-shot deal), and how far it moved from its source. Other marketers might characterize the source of the word of mouth. One example evaluates relevance, sentiment, and authority. Another group reviews blog conversations, tracks sentiment, and identifies opportunities to intervene, such as questions or misunderstandings about a brand.
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In House’s path-goal theory, ______ characteristics are situational contingencies such as anxiety, perceived ability, locus of control, and close-mindedness.
What will be an ideal response?
How can a business become an "informer" when tweeting about the business?
A) Respond to customer tweets quickly B) Use hashtags to direct customers to other links C) Provide interesting and useful information about products and services D) Use RSS feeds E) Use metrics to track online conversations and respond to those conversations
An ethics of ________ shifts the focus from questions about what a person should do, to a focus on who that person is.
A. virtue B. stoicism C. intuition D. principle
Which of the following is a result that the decision maker should anticipate when solving an integer nonlinear programming model with a maximization objective?
a. The value of the objective function will not be less than the objective function of the non-integer model. b. The value of the objective function will be greater than the objective function of the non-integer model. c. The value of the objective function will not be greater than the objective function of the non-integer model. d. All of the above