Answer to Question 1
Answer: E
Explanation: E) Informational reports offer data, facts, feedback, and other types of information, without analysis or recommendations.
Answer to Question 2
Answer: The AIDA model and similar approaches have been successful with marketing and sales messages for decades, but in the social media landscape, consumers are more apt to look for product information from other consumers, not the companies marketing those products. Consequently, your emphasis should shift to encouraging and participating in online conversations. Facilitate community building by giving customers and other audiences an opportunity to connect with you and one another, such as on your Facebook page or through members-only online forums. Listen at least as much as you talk. Listening is just as essential for online conversations as it is for in-person conversations. Initiate and respond to conversations within the community. Through content on your website, blog postings, social network profiles and messages, newsletters, and other tools, make sure you provide the information customers need in order to evaluate your products and services. Use an objective, conversational style; people in social networks want useful information, not advertising speak. Provide information people want. Identify and support your champions. In marketing, champions are enthusiastic fans of your company and its products. Champions are so enthusiastic they help spread your message (through their blogs, for instance), defend you against detractors, and help other customers use your products. Be real. Trying to tack social media onto a consumer-hostile business is likely to fail as soon as stakeholders see through the superficial attempt to be social. In contrast, social media audiences respond positively to companies that are open and conversational about themselves, their products, and subjects of shared interest. Integrate conventional marketing and sales strategies at the right time and in the right places. AIDA and similar approaches are still valid for specific communication tasks, such as conventional advertising and the product promotion pages on your website.
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