Deck 8: Social Media

Question 1

When you're writing content for social media,

A)write in a corporate voice.
B)write informally, but not carelessly.
C)write from an objective third-person point of view.
D)don't worry about revising or proofreading what you've written.

Answer 1

B
Explanation:B)When you're preparing a message for social media, write as a human being, not a cog in a faceless corporate machine. But don't get sloppy.

Question 2

Large and geographically dispersed companies can benefit greatly from ________ that connect experts who may work in different divisions or different countries.

A)global peer groups
B)colonies of practitioners
C)communities of interest
D)dispersed social networks

Answer 2

C
Explanation:C)Businesses can use communities of interest to locate experts worldwide.

Question 3

The Segway Social network, which connects owners of these unique personal vehicles, is an example of a

A)specialized social network.
B)privatized social network.
C)location-based social network.
D)general-purpose social network.

Answer 3

A
Explanation:A)Specialized social networking sites allow product enthusiasts to interact by sharing personal stories, offering, advice, and commenting on products and company news.

Question 4

Each social network is a unique environment with its own communication norms. As you're adapting to the expectations of each network, be sure to

A)adopt a different persona for each network that you join.
B)let your feelings and moods determine how you present yourself.
C)maintain a consistent personality across all networks in which you're active.
D)pay attention to what other community members are doing, and then go with the flow.

Question 5

YouTube, Wikipedia, and Twitter are popular examples of

A)general-purpose social networks.
B)user-generated content sites.
C)community macromedia outlets.
D)private-label social networks.

Question 6

A colleague of yours has just published an e-book titled, "Ten Tips for Success." She plans to promote the book via social networking. What advice can you offer to her about promotional efforts via social media?

A)She should use brand acceleration to engage with opinion leaders.
B)She should use a low-key, indirect approach when promoting her book.
C)She should promote her book aggressively on each social media platform.
D)She should alter her social media presence, according to the network she's using at the time.

Question 7

Best practices for communicating via social media include all of the following except

A)thinking before you post.
B)getting involved and staying involved.
C)writing informally, but not carelessly.
D)using a "hard sell" to promote goods and services.

Question 8

A company can use ________ as a measure of how effectively it is engaging online stakeholders in a mutually beneficial exchange of information.

A)brand socialization
B)brand standardization
C)brand management
D)brand equilibrium

Question 9

In the social media landscape, companies that ________ are likely to be ignored.

A)talk with customers, not at them
B)use a conversational approach
C)take a "we talk, you listen" approach
D)help customers gain a voice in the marketplace

Question 10

Community Q&A sites offer opportunities for building your personal brand. When you're responding to an individual's question, keep in mind that

A)community Q&A sites are a fad, so responding to questions is a waste of time.
B)your reply to the question will only be relevant to the person who asked it.
C)material that's posted on a Community Q&A site won't be visible for long.
D)you're responding in advance to anyone who has the same question and visits the site.

Question 11

The practice of content marketing involves ________, in order to build closer ties with current and potential customers.

A)pitching your products and services at every opportunity
B)building up your company by tearing down your competitors
C)offering free information that's valuable to community members
D)monitoring the Twittersphere for discussions about your brand

Question 12

You have decided to post a video on YouTube explaining how to use one of your company's new products. To be most effective, the video should be no more than ________ minute(s)long.

A)1
B)5
C)25
D)60

Question 13

Effective headlines for social media messages are

A)clever and witty.
B)pithy and enigmatic.
C)brainteasers with a twist of irony.
D)concise, specific, and informative.

Question 14

Social networks used by the business community consist of

A)private networks.
B)public, specialized networks.
C)public, general-purpose networks.
D)all of the above.

Question 15

One of your sales representatives has begun using social networks to aggressively promote a new product line. As a manager, the best response would likely be to

A)encourage him to continue.
B)discourage him from using blatant "salespeak" since it is likely to alienate the audience.
C)enact a policy forbidding employees from using social networks on company time.
D)do nothing.

Question 16

Social networks are a natural tool for bringing together ________, people who engage in similar work, and ________, people who share enthusiasm for a particular product or activity.

A)private networks; public networks
B)virtual networks; brand societies
C)communities of practice; communities of interest
D)special interest groups ; word-of-mouth conclaves

Question 17

Companies can use a research technique called ________ to track social networks and other media to take the pulse of public opinion and identify opinion makers.

A)cold calling
B)sentiment analysis
C)brand socialization
D)location-based networking

Question 18

If a customer uses the comment feature to criticize your business blog, you should

A)respond promptly, honestly, and professionally.
B)ignore the criticism unless the critic is incorrect.
C)take verbal potshots at the critic's integrity.
D)let blog readers know that you won't tolerate criticism.

Question 19

________ focus on a particular function or a particular audience.

A)Private networks
B)Public, specialized networks
C)Public, general purpose networks
D)Personalized synchronous networks

Question 20

By forming a virtual organization, a company can

A)monitor public opinion and target opinion leaders.
B)measure how effectively it connects with its stakeholders.
C)identify potential buyers and ask for introductions from shared connections.
D)supplement its internal talent pool with services from external partners.

Question 21

A business should consider creating a blog or microblog account whenever it has ________ to share with an online audience.

A)a one-time sales opportunity
B)an advertising campaign
C)a continuing stream of information
D)a press release to announce something newsworthy

Question 22

As an alternative to newsfeeds, ________ involves aggregating (gathering)and curating (sorting, categorizing, and presenting)information on a particular topic in a way that makes it convenient for targeted readers.

A)blog rolling
B)media curation
C)hub syndication
D)virtual automation

Question 23

The business applications of blogging do not include

A)anchoring your social media presence.
B)recruiting potential employees.
C)enabling word-of-mouth marketing.
D)encouraging collaboration on writing projects.

Question 24

Twitter followers consider ________ to be the most valuable type of tweets.

A)generic messages, such as saying "good morning"
B)messages that engage followers, such as asking them for advice
C)complaints from someone who's stuck in traffic or having a bad day
D)random musings about a weekend at the beach

Question 25

Rather than subscribing to a public microblogging service, some companies implement ________ that are intended for internal use only.

A)localized transmission systems
B)proprietary message protocols
C)internal micromessaging systems
D)corporate communication circuits

Question 26

When you're applying the three-step writing process to blogging, the planning step will include

A)writing a concise statement of your blog's purpose.
B)targeting the audience that you intend to reach.
C)narrowing the scope of subjects you plan to cover.
D)all of the above.

Question 27

All of the items listed below except ________ are important when you're completing messages for your blog.

A)determining the scope and subject of your message
B)evaluating the content and readability of your message
C)proofreading your message to catch and correct errors and oversights
D)using your blogging system's tools to post your message

Question 28

You can make the material on your blog easier to locate by

A)opting out of newsfeed options.
B)tagging the material with descriptive words.
C)including long, complex headings.
D)eliminating links to other blogs and websites.

Question 29

Trying to manage incoming social media messages can be overwhelming. All of the following except ________ can help you keep social media from turning into a source of stress and information anxiety.

A)adding new sources of information slowly
B)collecting information simply because it's entertaining or interesting
C)acknowledging that you can't handle every update from every potentially useful source
D)remembering that information is an enabler, a means to an end

Question 30

Yelp has used a ________ strategy to become a major influence on the behavior of consumers and businesses in large cities across the United States.

A)voice of reason
B)voice of the crowd
C)voice in the city
D)voice of the customer

Question 31

Writing in ________ is key to attracting and keeping blog readers.

A)a carefully scripted style
B)a personal, authentic voice
C)an impersonal corporate tone
D)an objective third-person style

Question 32

In the world of blogs, microblogs, and social media, word-of-mouth marketing is often called

A)we talk, you listen marketing.
B)virtual marketing.
C)community-driven marketing.
D)viral marketing.

Question 33

Which of the following are media curation sites?

A)Vimeo and YouTube
B)Facebook and Google+
C)Pinterest and Scoop.It
D)Digg and Reddit

Question 34

Many businesses now use blogs to

A)keep project teams up to date.
B)replace email in many cases.
C)inform employees and customers about new products and how to use them.
D)do all of the above.

Question 35

RSS feeds let readers subscribe to updates from websites or aggregate feeds from many sites. However, a drawback to RSS feeds involves the "fire-hose effect" of

A)having old messages purged by new messages.
B)getting discouraged because subscribing to RSS feeds is so difficult.
C)receiving so many feeds so fast that it's impossible to manage them.
D)publishers sorting articles into groups that range from the trivial to the essential.

Question 36

If you do not have a constant supply of new information to post on a business blog,

A)your audience will appreciate not having to process information that changes constantly.
B)repost old material so your audience will not lose interest.
C)you should create a traditional website instead.
D)keep readers interested by adding daily comments on current events.

Question 37

Successful business bloggers pay close attention to

A)delivering new information quickly.
B)choosing topics of peak interest to audiences.
C)communicating in a personal style, with an authentic voice.
D)all of the above.

Question 38

Microbloggers often send messages with ________ that provide links to more information.

A)teasers
B)suggestions
C)backlogs
D)innuendos

Question 39

Retweeting is the practice of forwarding messages from other Twitter users. It is the microblogging equivalent of

A)broadcasting to a list of contacts via email.
B)sharing other content from bloggers via media curation.
C)carrying on a real-time conversation via instant messaging.
D)conducting a keyword search on a general-purpose search engine.

Question 40

Starbucks Coffee, Animal Planet, and Turner Classic Movies offer their followers ________ via their branded channels on YouTube.

A)value-added content
B)interesting information
C)question-and-answer forums
D)annual reports and financial statements

Question 41

A wiki is an ideal solution when a company wants to

A)deliver new information quickly.
B)recruit new employees and business partners.
C)encourage participation in collaborative writing.
D)transmit the headlines of new blog posts.

Question 42

Social media has revolutionized customer service.

Question 43

When you're preparing an online message, you can assume that no one but your intended audience will see it.

Question 44

One way to deal with the "fire-hose effect" of social media is to admit that you can't possibly handle every update from every potentially interesting and helpful source.

Question 45

In general, user-generated content sites have yielded disappointing results for companies that have used them for business purposes.

Question 46

If your company's social media content draws criticism, it is best to respond promptly and honestly.

Question 47

The primary value of a wiki stems from

A)its revolutionary technology.
B)its unwavering focus on individual experts.
C)the collaborative efforts of its contributors.
D)its potential to replace popular online social networks.

Question 48

One advantage of blogging for business is that it enables you to update content quickly and easily.

Question 49

The business uses of microblogging include all of the following except

A)presenting tips on product usage.
B)offering coupons and announcing sales.
C)announcing headlines of new blog posts.
D)adding pages, subpages, or articles to a wiki.

Question 50

Location-based applications link the virtual world of social networking with the physical world of retail outlets and other businesses.

Question 51

Creating effective social media content in business means taking every opportunity to promote your company's products.

Question 52

Business communicators use a wide range of specialized and private social networks, in addition to public networks.

Question 53

Companies that are succeeding in social media use a "we talk, you listen" approach to communication.

Question 54

One drawback of current blogging software is that it takes a great deal of time to post new material.

Question 55

Writing for social media requires a different approach than writing for traditional media.

Question 56

If you're creating a new wiki, ________ just as you would with a new blog or podcast channel.

A)focus on short-run goals
B)think through your long-term purpose carefully
C)plan on developing polices and guidelines later, as you need them
D)don't worry about your audience until the wiki is up and running

Question 57

Before you add a page or a new article to an existing wiki,

A)remove any similar material that already exists on the wiki.
B)make sure that you've copyrighted the written material.
C)tweet your followers so they'll know where to find what you've written.
D)determine how the new material will fit into the existing content on the wiki.

Question 58

When you respond to a question posted on a community Q&A site, your answer is nothing more than a quick fix for a short-term problem.

Question 59

Peer-to-peer enclaves allow companies to supplement the talents of their employees with services from one or more external partners.

Question 60

Communities of practice consist of people who share enthusiasm for a particular product or activity.

Question 61

Social media is expediting the growth of networked or ________ organizations, in which companies supplement their employees' talents with services from external partners.

Question 62

Reputation ________ such as Evolve24 have developed ways to automatically monitor blogs and other online sources to see what people are saying about their corporate clients.

Question 63

Blogs are useful tools for crisis communication.

Question 64

Online communities of interest that form around a specific product are known as ________ ________.

Question 65

Using hashtags in microblogs makes it easy for people to track topics of interest.

Question 66

________ have become a popular medium for customer support-enabling employees to answer questions and offer tips and advice.

Question 67

Many companies now seek ________ ________ content as a way to engage their stakeholders and provide value through shared expertise.

Question 68

Business communication uses of microblogging are limited to the publication of brief updates.

Question 69

Without a steady stream of new information, a blog is unlikely to be successful.

Question 70

The Library of Congress is archiving every public tweet from every Twitter user.

Question 71

The social networking aspect of microblogs makes them good for asking one's followers for input or advice.

Question 72

According to a recent survey of company executives, ________ now accounts for more than half of the global reputation of a company or a brand.

Question 73

Blogs are an excellent venue for hard-sell sales tactics because they feature a built-in audience.

Question 74

A business can use ________ ________ to engage with current and potential customers by providing free information that's valuable to online community members.

Question 75

The planning phase of developing a wiki doesn't require a long-term perspective.

Question 76

________ ________ are online services that help people and organizations form connections and share information.

Question 77

A well-run wiki encourages participants to edit and improve each other's work.

Question 78

A wiki is an ideal solution when a company wants to encourage individual effort.

Question 79

Viral ________ refers to spreading the word about your company and its products in much the same way that biological viruses are transmitted from person to person.

Question 80

________ ________ is a measure of how effectively a company engages with its various online stakeholders in a mutually beneficial exchange of information.