Deck 23: Social Media

Question 1

Which of the following is not one of the ways organisations use GIFs?

A) As a statement or comment in online conversations
B) For bite-size entertainment
C) To convey reactions
D) To respond to customer complaints

Answer 1

D

Question 2

Audience co-creation and contextualisation is welcomed because it raises the organisation's presence and visibility.

Answer 2

True

Question 3

Phatic communication shares feelings and creates social bonds.

Answer 3

True

Question 4

Which of the following is an advantage of audience co-creation?

A) Enhanced creativity
B) Enhanced communication skills
C) Enhanced work product
D) Enhanced visibility of the organisation

Question 5

Organisations are increasingly using social networks to

A) announce their annual budgets.
B) improve their workflows.
C) engage with clients and customers.
D) improve internal relationships.

Question 6

Egocentric sites allow users to build profiles and connections.

Question 7

Find an example of each of the following: an egocentric site, a community site, an opportunistic site, a passion-centric site and a media-sharing site. Analyse the differences and similarities between them.

Question 8

How does knowledge sharing improve work productivity and workflow? Provide examples to support your main ideas.

Question 9

SNS stands for social network systems.

Question 10

Which is not a characteristic of organisations that establish a successful media presence?

A) New leads
B) Increased sales
C) Increased customer satisfaction
D) Short-term relationships

Question 11

Organisations that engage in customer advocacy will be rewarded with loyal customers.

Question 12

Which of the following would be considered to be an opportunistic site?

A) Pinterest
B) LinkedIn
C) DeviantArt
D) Facebook

Question 13

Social media engagement involves engaging in

A) networking.
B) dialogues.
C) collaboration.
D) All of the above

Question 14

Phatic communication

A) enhances sociability.
B) is detrimental to relationships.
C) reduces sharing and negotiations.
D) strictly conveys information.

Question 15

Discuss the pros and cons of audience co-creation and contextualisation.

Question 16

Homophily is the tendency of individuals to predominantly communicate information to each other rather than form bonds.

Question 17

LinkedIn is an example of a community site.

Question 18

The tendency of individuals to associate and bond with similar others is known as

A) homophily.
B) phatic communication.
C) social networking.
D) customer advocacy.

Question 19

A site that focuses on aggregating fans is known as a(n)

A) community site.
B) opportunistic site.
C) media-sharing site.
D) passion-centric site.

Question 20

Action informed by the voice of the customer is known as

A) phatic communication.
B) customer advocacy.
C) homophily.
D) social media.

Question 21

The 4C guidelines include

A) cognise, chase, congruity and communicate.
B) congruity, curate, communicate and chase.
C) cognise, chase, congruity and curate.
D) connect, congruity, chase and curate.

Question 22

Equipotentiality is the assumption that each user's skill level determines the value of their contribution.

Question 23

Social media tactics such as talking through chat rooms and forging relationships through posts are seen as threats to organisations.

Question 24

Which of the following are blocks in the honeycomb framework?

A) Identity, credibility, reputation
B) Communication, convenience, channel
C) Sharing, presence, relationships
D) Sharing, caring, relationships

Question 25

Describe the 'honeycomb framework' and discuss how this framework can assist organisational decision-makers to consider media engagement.

Question 26

In the 4C guidelines, cognise refers to

A) a match between the company's objectives and honeycomb platform.
B) an understanding of how often and when a firm should engage in conversations on social media.
C) the inclusion of content from other sources.
D) monitoring of social media landscape.

Question 27

Discuss the relative importance and roles of a social media strategy and a social media strategic framework.

Question 28

Sources of qualitative data include

A) conversation drivers.
B) engagement.
C) timing.
D) click-through rates.

Question 29

The benefit of monitoring social media initiatives is that it enables an organisation to

A) evaluate its performance against targets.
B) evaluate its competitors performance against targets.
C) assess its employee performance.
D) determine its operational goals.

Question 30

A honeycomb framework defines how social media services focus on seven functional building blocks.

Question 31

Effective social media tactics can create value by offering real-time service responses.

Question 32

Data collected to show how many users there are on a particular social media site is called

A) quantity data.
B) quantitative data.
C) quality data.
D) qualitative data.

Question 33

What is the most basic building block of any social media site?

A) Credibility
B) Identity
C) Presence
D) Sharing

Question 34

Which function of a social media strategic plan to support sales efforts involves enabling customers to enter the purchase process with an opinion formed from earlier engagement with influencers?

A) Shorten the sales cycle
B) Stimulate interest and demand
C) Set expectations and deliver value
D) Deliver value

Question 35

Discuss the concept of equipotentiality and provide examples.

Question 36

What are three ways in which organisations can benefit by using social media? What strategies should an organisation follow in order to maximise the benefits of social media?

Question 37

Identify and describe six social media tactics that allow an organisation to engage with customers in different ways.

Question 38

The ability of users to interact with an organisation's social media, irrespective of their skill level, is referred to as

A) equal rights.
B) equipotentiality.
C) EEO.
D) computer literacy.

Question 39

Describe what a GIF is and explain how organisations use GIFs to boost engagement.

Question 40

A social media strategy sets forth measurable objectives supported by a framework.

Question 41

Sources of quantitative data include

A) influence.
B) sentiment.
C) click-through rates.
D) conversation drivers.

Question 42

Disclosing any confidential information obtained as an employee is unethical behaviour.

Question 43

Which of the 4Cs refers to the match between a company's objectives and the honeycomb pattern of a social media platform?

A) Cognise
B) Curate
C) Chase
D) Congruity

Question 44

Discuss the advantages and disadvantages of social media.

Question 45

If a company wants to widen its social media site's audience and reputation, it should avoid offence.

Question 46

The amplification rate is an example of quantitative data that indicates the number of pins, retweets and reshares of a particular post.

Question 47

Relative engagement rates are a show of appreciation or applause, such as likes on Twitter and Facebook.

Question 48

How has the increasing use of social networking created ethical challenges? Give examples of some of these challenges and discuss how they can be prevented.

Question 49

The chapter provides a list of reasonable and unreasonable uses of social media. Do you agree or disagree with the information provided? Give reasons for your views.

Question 50

Employees who merge their professional and personal lives can give rise to which of the following threats?

A) Personal data may appear on the professional website
B) Customers with complaints against the organisation could target the individual
C) Personal data could be misused or sold on
D) Brands could become personalised

Question 51

Reasonable use of social media includes

A) posting brief comments on a work-related social media page.
B) doing banking online.
C) spending time on non-work related social media sites.
D) posting a personal blog.

Question 52

The 4C guideline known as curate refers to an intense monitoring process of the social media landscape in which a company and its competitors operate.

Question 53

Some ethical implications of social networking in the professions include behaving in ways that prevent

A) breaches of codes of conduct.
B) racism.
C) misleading promotions.
D) All of the above

Question 54

Organisations that engage in communication via social media may experience abuse of data intellectual property, brand and trademarks.

Question 55

Spending time on social media that is not related to work is an example of

A) the inappropriate use of social media.
B) common use of social media.
C) appropriate use of social media.
D) unusual use of social media.

Question 56

Differentiate qualitative and quantitative data. Give two examples of each and discuss their purpose and how they assist an organisation's social media strategy.