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Chapter 8 Study Guide

True or False: Social media is the use of information technology to support the sharing of content among networks of users.
True
True or False: SM communities are formed based on mutual interests and transcend familial, geographic, and organizational boundaries.
True
True or False: A viral hook is something that induces people to share a message with others.
True
True or False: Social media sponsors are the companies that operate the SM sites.
False
True or False: Social media application providers are companies and other organizations that choose to support a presence on one or more SM sites.
False
True or False: Facebook, Twitter, LinkedIn, and Google are all SM application providers.
True
True or False: Both community users and employees of SM sponsors process SM sites using communications devices.
True
True or False: Users employ browsers and client applications to read and submit data and to add and remove connections to communities and other users.
True
True or False: SM sponsors contribute to the site via browsers or by using specialized sponsor applications provided by the SM application provider.
True
True or False: Content data is data and responses to data that are contributed by users and SM sponsors.
True
True or False: Content data differentiates SMIS from Web site applications.
False
True or False: Only social networking sites present user and responder content, but both Web sites and social networking applications store and processes connection data.
False
True or False: Social networking procedures are more informal for SM sponsors than they are for social networking users.
True
True or False: Before initiating a social networking presence, organizations must develop procedures for creating content managing user responses, removing obsolete or objectionable content, and extracting value from content.
True
True or False: Defenders of belief are communities that share a common belief and form their hive around that belief.
True
True or False: Defenders of belief communities are highly effective for activities that involve innovation or problem solving.
False
True or False: Seekers of the truth communities facilitate activities like sales and marketing.
False
True or False: Social CRM is a dynamic, SM-based CRM process.
True
True or False: Social CRM is centered on lifetime value; customers that are likely to generate the most business get the most attention and have the most effect on the organization.
True
True or False: The primary risk of peer-to-peer support is loss of control.
True
True or False: Seekers of the truth will seek the truth, even if that means recommending another vendor’s product over yours.
True
True or False: Defenders of belief communities provide better and faster problem solutions to complex supply chain problems.
False
True or False: Outsourcing is the dynamic social media process of employing users to participate in product design or product redesign.
False
True or False: Enterprise 2.0 is the application of social media to facilitate the cooperative work of people inside organizations.
True
True or False: A folksonomy is content structure that has emerged from the processing of many user tags.
True
True or False: Human capital is the investment in social relations with the expectation of returns in the marketplace.
False
True or False: When you attend a business function for the purpose of meeting people and reinforcing relationships, you are investing in your social capital.
True
True or False: According to Hank Flap, the value of social capital is determined by the number of relationships in a social network, by the strength of those relationships, and by the resources controlled by those related.
True
True or False: Unlike humans, organizations do not have social capital.
False
True or False: An organization has a strong relationship with you if you buy its products and write positive reviews about it.
True
True or False: Social capital does not depreciate.
False
True or False: The multiplicative nature of social capital means that a huge network of relationships to people who have few resources may be lower than that of a smaller network with people with substantial resources.
True
True or False: A hyper-social organization is an organization that uses social media to transform its interactions with customers, employees, and partners into mutually satisfying relationships with them and their communities.
True
True or False: According to Gossieaux and Moran’s model of hyper-social organization, channels transmit knowledge, whereas networks transmit data.
False
True or False: Key users submit ideas and responses to nonkey users for publication in communities.
False
True or False: An active lurker is someone who reads, consumes, and observes activity in one social medium and then broadcasts it in some other medium.
True
True or False: Someone who sees and interesting feature in an SM presence and sends a link to that feature to friends can be called an active lurker.
True
True or False: Web 2.0 includes Web-delivered services and content that are paid for by users.
False
True or False: Web 2.0 applications are characterized y frequent releases of thick-client applications.
False
True or False: The term use increases value means that the value of a web site is indirectly proportional to the number of people using it.
False
True or False: A characteristic of Web 2.0 is that the value of a site increases with users and use.
True
True of False: Web 2.0 does not allow mashups, which occur when the output from two or more Web sites is combined into a single user experience.
False
True or False: Google publishes Google Maps and provides tools for users to make custom modifications to those maps, which is an example of mashup.
True
True or False: When a business participates in a social network or opens its site to UGC, it protects itself fro misguided people who post junk unrelated to the site’s purpose.
True
True or False: User-generated content (UGC) is the essence of SM relationships.
True
True or False: One of the major sources of UGC problems is inappropriate content.
True
True or False: The first task in managing social networking risk is to know the sources of potential problems and to monitor sites for problematic content.
True
True or False: If a reasoned, nondefensive response generates continued and unreasonable UGC from that same source, it is best to respond to the problematic content.
False
True or False: Deleting content on user-generated content site should be reserved for contributions that criticize a firm’s products or services.
False
True or False: In the context of CRM, hyper-social means that the vendor gains control of the customer relationship.
False
True or False: Emergence in the context of management means loss of control of employees.
True

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