Deck 6: Crafting Messages for Digital Channels

Question 1

Using the network to find pockets of expertise in the organization is an example of what?

A)Using networks to build communities
B)Using networks to integrate a workforce
C)Using networks to understand target markets
D)Using networks to extend the organization
E)Using networks to foster collaboration

Answer 1

E
Explanation: E)Networks can play a major role in collaboration by identifying the best people, both inside the company and in other companies, to collaborate on projects; finding pockets of knowledge and expertise within the organization; giving meeting or seminar participants a way to meet before an event and to maintain relationships after an event; accelerating the development of teams by helping members get to know one another and to identify individual areas of expertise; and sharing information throughout the organization.

Question 2

One of the appeals of social media is what?

A)The feeling of conversation
B)Less need to traditional writing conventions
C)The ability to create large volumes of content inexpensively and quickly
D)Being able to say whatever you want on social media without anyone knowing who you are
E)The high level of control over the message

Answer 2

A
Explanation: A)One of the great appeals of social media is the feeling of conversation, of people talking with one another instead of one person talking at everyone else. As more and more people gain a voice in the marketplace, companies that try to maintain the old "we talk, you listen" mindset are likely to be ignored in the social media landscape.

Question 3

Which of the following can increase audience interaction and engagement on a corporate website?

A)Gamification
B)Augmented reality
C)Wearable technology
D)Mobile blogging
E)Cloud based services

Answer 3

A
Explanation: A)The addition of game-playing aspects to apps and web services, known as gamification, can increase audience engagement and encourage repeat use. Examples include Foursquare's "check-in" competitions and Bunchball's Nitro competitions for sales teams.

Question 4

Using comments and critiques on a social media site can be an effective way to do which of the following?

A)Exchange large volumes of data
B)Build a personal social media brand
C)Explain new or unfamiliar systems
D)Provide reference materials
E)Develop a company history

Question 5

Which of the following compositional modes is often used by marketing and sales departments to attract interest?

A)Narratives
B)Tutorials
C)Teasers
D)Status updates
E)Conversations

Question 6

Telling readers where to find information on an unfamiliar system can be considered which of the following compositional modes?

A)Narrative
B)Reference materials
C)Summaries
D)Orientations
E)Conversations

Question 7

Generally speaking,companies are willing to use any communication tool that consumers are likely to use.

Question 8

Stakeholders can use social media to harm companies.

Question 9

How does social media best increase the power of stakeholders?

A)By controlling the number of "likes" for a product
B)By increasing the transparency of the organization
C)By allowing links to be sent to social groups
D)By limiting control of the organization over their website
E)By only trusting those who use social media

Question 10

Which of the following is true when creating content for social media?

A)Companies can develop posts without fear of criticism from the public.
B)Spelling and grammar are not as important.
C)All posts are honest and trustworthy because it is easier to verify information.
D)Employees can be fired for content on personal media sites.
E)Clever, witty headlines attract a larger audience than short, bland headlines.

Question 11

To create audience-focus message,companies structure messages to include teasers,orientations and summaries.

Question 12

Which of the following can be used to conduct on-the-job training by providing content as workers perform tasks?

A)Gamification
B)Wearable technology
C)Augmented reality
D)Mobile podcasting
E)Mobile blogging

Question 13

When are social networks most effective?

A)When the network is dedicated to a specific specialty
B)When the network has filtering capability
C)When the networks allow all participants to give and receive information
D)When the networks provide meaningful user content controlled by the organization
E)When the networks provide meaningful user content without company input

Question 14

Which of the following links social networking to a physical corporate presence?

A)Augmented reality
B)Location-based services
C)Mobile blogging
D)Cloud based services
E)Mobile podcasting

Question 15

Networks that focus on a particular function or audience are known as what?

A)Private networks
B)Clouded networks
C)Public, specialized networks
D)Public, general-purpose networks
E)Private, general-purpose networks

Question 16

Which social media is best for mimicking conversation?

A)Instant messaging
B)Blogging
C)Podcasts
D)Content sharing sites
E)Websites

Question 17

Writing for social media required the same skill set as writing for traditional media.

Question 18

Which of the following social media tools would be the most appropriate way to send a longer message or a document to the audience?

A)Blogging
B)Podcasting
C)Information sharing sites
D)Social networks
E)Wikis

Question 19

Discuss how the increased use of Social Media has changed the way stakeholders consume information from an organization,and the change in the relationship between stakeholders and the organization.

Question 20

Discuss how the use of social media has changed internal communications in organization.

Question 21

Connecting various links to a corporation's online personality can be accomplished using what?

A)Social media
B)A central hub
C)LinkedIn
D)A specific media personality
E)User generated content

Question 22

Describe three types of social networks and how they are used.

Question 23

Which of the following will send subscribers regular updates on a chosen topic?

A)Content curation
B)Newsfeeds
C)Branded channeling
D)User-generated content sites
E)Community sites

Question 24

Allowing a company to organize all its videos in one place,making it easy for visitors to get automatic video updates is an example of what?

A)Firehouse effect
B)Community sites
C)User generated content
D)Promotional messaging
E)Branded channeling

Question 25

Which of the following should be consistent regardless of what social media tool is being utilized?

A)Website address
B)Graphics
C)Content
D)Appearance
E)Personality

Question 26

The key to making a user-generated content site effective is what?

A)Consistent addition of new information
B)Links to corporate websites
C)Valuable and easy-to-use data
D)Video
E)Access by invitation only

Question 27

To increase content marketing,which of the following social media development tactics would be most effective?

A)Anchor your presence in your online hub.
B)Join existing conversations.
C)Offer valuable content to members of the online community.
D)Choose the best compositional mode for each message.
E)Maintain a consistent personality.

Question 28

How can social media help a company find a subject matter expert?

A)By accessing professional networks
B)By cold calling
C)By connecting with other virtual organizations
D)By facilitating community hubs
E)By maintaining a consistent online personality

Question 29

Content marketing is the practice of providing online information to other business for a fee.

Question 30

Social networks are online services that help people and organizations form connections.

Question 31

Communities of interest formed around a specific product are referred to as what?

A)Brand socializers
B)Sentiment analyst
C)Target markets
D)Brand communities
E)Teasers

Question 32

Sites in which users contribute most of the content are referred to as what?

A)User-generated content sites
B)Content curation sites
C)Community Q&A sites
D)Blogs
E)Hubs

Question 33

People who engage in similar work,interests or share enthusiasm for an activity are referred to as what?

A)Brand socializers
B)Target market
C)Communities of practice
D)Business partners
E)Networked organizations

Question 34

Which of the following is a disadvantage to signing up for RSS feeds?

A)The sites are curated.
B)The sites support the corporate mission.
C)The sites only collect data on specific areas of interest.
D)The sites require the reader to sort through the feeds to determine valuable information.
E)The sites use materials that are republished instead of original works.

Question 35

To best respond to rumors or misinformation in the marketplace,what social media strategy would be most effective?

A)Join existing conversations.
B)Use content marketing.
C)Choose a new compositional mode.
D)Increase the use of community building.
E)Change your online personality.

Question 36

Which of the following measures how effectively a company engages with online stakeholders?

A)Sentiment analysis
B)Cold calling
C)Brand socialization
D)Content marketing
E)Socialization

Question 37

Brand socialization is a measure of how often consumers engage with a corporate website.

Question 38

Which of the following is most likely to improve internal communications?

A)Integrating company workforces
B)Choosing the best compositional mode for each network
C)Offering valuable content to online communities
D)Anchoring the corporate presence in a hub
E)Facilitating external community building

Question 39

Which of the following is a disadvantage to curation sites?

A)Curation sites have the potential to reshape audience behavior.
B)Curation sites can include extensive shared expertise in a variety of fields.
C)Curation sites allow anyone in the community to share experiences.
D)Curation sites require tight control over the message.
E)Curation sites have little regulation regarding content ownership.

Question 40

Using language analysis software to track public opinion is an example of what?

A)Recruitment
B)Sentiment analysis
C)Social customer service
D)Networking
E)Social media complexity

Question 41

When revising and proofreading an email message,what considerations should be made?

A)The message should be inviting and open the opportunity for dialog.
B)The font should be easily readable, in black on a white background.
C)The message should include colored text to highlight important information.
D)The message should be copied to all those who may need the information.
E)The subject line should be intriguing.

Question 42

Which of the following is true regarding email?

A)It is secure.
B)It is private.
C)It is non-instantaneous.
D)It is difficult to use for midsized messages.
E)It is content specific.

Question 43

Email became a widely used communication tool because it offered the advantages of speed and efficiency.

Question 44

Companies often have formal email policies that would include all of the following except what?

A)Using email services for personal messages
B)Sending confidential information
C)Sending objectionable material
D)Opening attachments
E)Who can be copied on emails

Question 45

Social networks can be specifically designed to allow members to share content,in addition to information and networking opportunities.

Question 46

Which of the following is best for private,short to medium length messages?

A)Microblogs
B)Instant messaging
C)Podcasts
D)Wikis
E)Emails

Question 47

A website where owners contribute most of the content is considered a user generated content site.

Question 48

Community Q&A sites can be used to do which of the following?

A)Build a personal brand
B)Increase content curation
C)Increase membership in newsfeeds
D)Promote a branded YouTube channel
E)Post video clips on products

Question 49

Which of the following is true about emoticon use for business communications?

A)Emoticons should only be used for internal communications.
B)Emoticons should be avoided in all professional communications.
C)Emoticons can soften the impact of negative messages.
D)Emoticons can add depth and meaning to email messages.
E)Emoticons can be used for internal and external messages very effectively.

Question 50

Email is considered what type of medium?

A)Portable
B)Instant
C)Rich
D)Expressive
E)Lean

Question 51

When writing email messages,which of the following best describes when the expectation of quality writing is higher than for personal email?

A)The email is being sent to someone in a greater position of authority than the writer.
B)The email is being sent outside of the organization.
C)The email could be used as evidence in a lawsuit.
D)The email could be used as a permanent record.
E)Email messages on the job should always be of higher quality than personal email.

Question 52

Analyzing the needs of the audience and the situation takes place during what stage of the email development process?

A)Planning
B)Writing
C)Completing
D)Revising
E)Responding

Question 53

A file that automatically includes your name,title,company and contact information at the end of an email is referred to as what?

A)Emoticon
B)Email signature
C)Personalization
D)Subject field
E)Courtesy copy code

Question 54

Which of the following acts as a type of reference material site for users?

A)User-generated content sites
B)Branded channels
C)Content curation sites
D)Community Q&A sites
E)Email feed sites

Question 55

Which part of the email often determines the audience's decision to read an email?

A)Subject line
B)Sender
C)Attachment identification
D)Overall appearance
E)Spelling and grammar

Question 56

Curation tools are used to develop online portfolios on specific topics.

Question 57

Explain how a community Q&A site can have lasting and long-term implications for an organization.

Question 58

Email is considered to be a casual form of communication.

Question 59

Which of the following is a disadvantage of using email?

A)Email is universal.
B)Email messages can include emoticons for added depth of meaning.
C)Email allows for instantaneous responses.
D)Email allows users to be selective about who they send a message to.
E)Email allows for low value messages to be sent to multiple recipients.

Question 60

Which of the following is an advantage of using email?

A)Millions of users are comfortable with it.
B)It is easy to send any type of message.
C)Users can generate long message chains.
D)Users can send messages to several users at once, ensuring anyone with potential interest in the topic can be included.
E)It is the most effective communication tool available for project management updates and discussions.

Question 61

Which of the following is the most effective use of IM in a professional setting?

A)Assuming the IM is secure
B)Using IM for lengthy, complex messages
C)Having multiple IM conversations at the same time
D)Leaving a physical meeting to respond to IM
E)Making yourself unavailable for IM when you need to focus on other work

Question 62

Which of the following is the least effective and efficient management of IM?

A)Sending an email message instead of immediately answering an IM
B)Being available to IM at all times while at work
C)Not sending confidential information over an IM
D)Not using IM to send personal messages while at work
E)Not using IM for important but impromptu meetings if everyone is not available

Question 63

The use of mobile blogs can aid in the use of which of the following areas?

A)Project management and team communications
B)Company news
C)Customer support
D)Recruiting
E)Policy issues and discussions

Question 64

Which of the following is true in regards to instant messaging?

A)IM is more secure than email.
B)IM doesn't get misused as a one-to-many broadcast method as often as email does.
C)IM takes longer to plan, write and send than email.
D)IM is universally accepted in corporate communications.
E)IM is typically used internally to the organization and is rarely used for customers and other important audiences.

Question 65

IM is available as a function embedded in online meeting and collaboration systems.

Question 66

By monitoring the blogosphere,companies hope to find ways to do what?

A)Increase recruitment efforts
B)Enhance policy discussion
C)Conduct market research
D)Improve crisis communications
E)Increase customer support

Question 67

Instant messaging is less susceptible to computer viruses and other security problems than other forms of social media.

Question 68

When incorporating blogs into a corporate social media stream,what role can blogs take in support of the media plan?

A)Blogs can be used to clarify information.
B)Blogs can act as the hub for the multiple threads in the social media plan.
C)Blogs can act as the "complaint department" for the social media plan.
D)Blogs can limit word-of-mouth marketing efforts by customers.
E)Blogs can allow consumers to become subject matter experts.

Question 69

IM systems designed for large scale corporate use are called what?

A)Branded messaging sites
B)Presence awareness sites
C)Community Q&A sites
D)Enterprise instant messaging sites
E)Content curation sites

Question 70

Using blogs to release up to the minute information on an issue is an example of what?

A)Market research
B)Media relations
C)Crisis communications
D)Company news
E)Team communications

Question 71

Which of the following is a good use of instant messaging in the workplace?

A)Presence awareness
B)Customer service
C)Security
D)Crisis management
E)Process monitoring

Question 72

Apply the three-step writing process to instant messaging.

Question 73

Discuss the advantages and disadvantages of email use in the workplace.

Question 74

Which of the following is a benefit to IM use?

A)Better security features
B)Rapid response
C)User authentication
D)Logging messages for later use
E)Compatibility between systems

Question 75

Describe ways to make IM more efficient and effective.

Question 76

Which of the following is a potential drawback to IM?

A)Longer response times on urgent messages
B)Higher data usage costs
C)Availability of user authentication
D)The ability to mimic a one on one conversation
E)Limited number of compatible devices

Question 77

Emoticons should be added to email messages that contain bad news in order to "soften the blow" of the message.

Question 78

Which of the following behavior issues are least likely to affect the use of IM in business?

A)Mixing personal and business messages
B)Constant interruptions
C)Increased security and privacy concerns
D)The risk of being out of the loop during conversations
E)Having to rely on other people's typing abilities

Question 79

When planning an instant message,the message should be planned according to the rules of oral conversation instead of written conversation.

Question 80

When using IM for business,which of the following is true?

A)IM takes longer to plan than other social media messages.
B)IM in business is more formal than IM for personal use.
C)Companies encourage the use of acronyms to save time.
D)Autocorrect functions will take care of spelling and grammatical issues.
E)IM reduces the likelihood of inconvenient interruptions.