CHAPTER 18 What is the key benefit of "Social Media" for marketing managers? What is "crowdsourcing" 2 (from a marketing perspective)? 1. 3 List the three main categories of media types. 2. 3 . What is the most important action of a marketing 4 manager in using these media types in a social media campaign? Why? One of the greatest challenges of social media use is measuring its effectiveness. 5 What is the first step managers must take to gauge the effectiveness of social media? List the remaining four steps 1. 6 a manager uses to gauge 2. effectiveness of a social 3. media campaign. 4. 1. 2 . 3 . 7 Identify the seven types of social media users. 4. 5 . 6. 7 . Explain the differences in 8 social media "celebrities" and social media "stars." Describe "Corporate- 9 Generated Content" on social media. 1. Give five reasons why mobile 2. 10 marketing is so prevalent 3. today. 4. 5 . 1. 2. List the six stages involved in 3. 11 creating an effective Social Media Plan. 4 5