ITPEC IP October 2019 Question 96
Which of the following is the most appropriate example of using SNS in marketing?
Explanation
Letting registered members post evaluations of the company's products through commenting functions — SNS marketing uses the social, participatory side of the service.
An SNS (social networking service) connects members who post, comment and share. A company using it for marketing lets customers post reviews and comments, answers them and spreads their word of mouth to other members. The posts are user-generated content that raises awareness and influences other customers' purchases, and they tell the company what customers think.
Answer (b)
Why not others:
- •(a) — delivering goods ordered online and collecting payment is the order fulfilment of e-commerce, not use of an SNS
- •(c) — making the company's site rank high in search results is SEO (search engine optimization)
- •(d) — setting a price below competitors' is a pricing strategy, which needs no SNS
Key rule: SNS marketing works through interaction between users (posts, comments, sharing), so it builds on what customers say to each other rather than on what the company broadcasts.
Business Industry · AI-written, may contain errors
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