Deck 8: Social Media

Question 1

What is a primary reason people join a social network?

A)News
B)Sales pitches
C)Interaction
D)Lectures
E)Blogging

Answer 1

C

Question 2

Why is it important to have specific and informative headings for social media?

A)It will be easier to find your content using search engines
B)They cut down on time-consuming interaction with readers
C)They allow you to use a formal and impersonal writing style
D)They prevent unwanted transparency
E)Users will see the relationship to a corporate sponsor

Answer 2

A

Question 3

Why does writing for social media need a different approach to writing than for traditional media?

A)The relationship between the sender and the receiver is different
B)Companies are integrating social media to external communication practices
C)Companies use social media internally,not just externally
D)There is an increase in word-of-mouth communication
E)The communication is less like a conversation than in the past

Answer 3

A

Question 4

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.

Question 5

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 6

Which of the following writing styles is most appropriate when creating content for social media?

A)Witty,with lots of wordplay
B)Texting
C)Formal
D)Informal
E)Nonconformist

Question 7

Which of the following is one of the drawbacks of social media for businesspeople?

A)The inability to respond to comments
B)Limited control over messages
C)The amount of time it takes to maintain a site
D)Having to be transparent and honest
E)Creating specific and meaningful headlines

Question 8

Which of these would be a violation of transparency in a company's use of social media?

A)A social media user name that is the company name,rather than the name of an individual
B)Tweets from a company that don't disclose who owns the company
C)Tweets and Facebook posts on non-business matters
D)Using Tweets and Facebook posts to sell a product
E)A social media account that appears to be a real person but is in fact a fictitious persona,with the writing done by the company's marketing staff

Question 9

What is the safest assumption to make about the potential reach of your social media messages?

A)The message could be seen by people outside your target audience
B)At least 25 percent of your target readers will see it
C)Only current or past customers are likely to see it
D)The real audience is at least 10 times bigger than your target audience
E)The real audience is only a fraction of the size of your target audience

Question 10

How should headlines be developed for social media?

A)They should be mysterious and leave the reader wanting more
B)They should use clever wordplay that challenges the reader
C)They should be engaging and detailed
D)They should be casual and incomplete
E)They should be concise,specific,and informative

Question 11

Which of the following is one of the greatest appeals of social media?

A)Improved sales pitches
B)The feeling of conversation
C)Fewer rumors in the marketplace
D)Less interaction between users
E)The ability to eliminate concise,specific headings

Question 12

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 13

How should companies promote products and services on social media?

A)Through well-developed sales pitches
B)As summary lectures on product usage
C)Vaguely and passively
D)Indirectly,via conversational exchanges
E)Directly,via unidirectional messaging

Question 14

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 15

How should an organization respond to misinformation posted on social media?

A)Block these senders from your social media accounts
B)Use a fictitious online persona to dispute the information
C)Ignore it; rumors die out quickly on social media
D)Without engaging in "flame wars," take the opportunity to correct the misinformation
E)Delete offending posts

Question 16

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

Question 17

Which of these is a wise way to respond to criticism posted on social media?

A)Have others post more positive feedback
B)Ignore it
C)Use it as valuable feedback
D)Assume the person posting will retract the message after the issue has been solved
E)Respectfully explain why you can't offer an immediate solution to the issue

Question 18

Which of the following should be one of the key parts of developing a social media strategy?

A)Remember it is a lecture or sales pitch
B)Write in the same formal style used for other business communications
C)Get involved and stay involved in the conversation
D)Products and services should be promoted directly and often
E)Posts should only be made on a specialized network

Question 19

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 20

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

Question 21

Which of the following acts as an online service that helps people and organizations share information and form connections?

A)Social media consultants
B)Social networks
C)Google
D)External communications
E)Communities of practice

Question 22

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

Question 23

Which of the following is one way social networks help to integrate a company workforce?

A)By encouraging unique expertise within the workforce
B)By becoming the prime communication channel
C)By establishing structural methods
D)By making all information available to all employees
E)By helping employees find experts and mentors in the organization

Question 24

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 25

Which of these best characterizes social networks in contemporary business?

A)They are widely used inside companies but rarely for external communication
B)They are widely used outside companies but rarely for internal communication
C)They are now a major force in both internal and external business communication
D)Only consumer-goods companies bother with social networks
E)As a business communication medium,social networking is well past its prime

Question 26

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

Question 27

What are seven guidelines to keep in mind when creating content for business-related social media?

Question 28

Cemex's Shift and Red Robin's Yammer are examples of which type of social network?

A)Private
B)Public,specialized
C)Public,general-purpose
D)Integrated
E)Brand communities

Question 29

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 30

Describe the guidelines for creating effective social media content.

Question 31

What is the best-known social network for career networking?

A)Facebook
B)LinkedIn
C)Craigslist
D)Linkage
E)Career World

Question 32

Writing for social media should be approached in the same manner as writing for traditional media.

Question 33

Social media has created a fundamental shift in the way companies handle communications.

Question 34

Why do social media require a different approach than other forms of communication?

Question 35

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 36

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 37

________ 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 38

Which of the following can an organization do to promote the use of its internal social network?

A)Use a private social network
B)Make the system a standalone system
C)Separate the system from any broader collaboration and communication system
D)Have top executives be active on the network
E)Discourage meetings on the network

Question 39

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 40

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 41

Social media has revolutionized customer service.

Question 42

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

Question 43

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

A)Impression management
B)Marketplace share
C)Product potentiality
D)Brand socialization

Question 44

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

Question 45

What is content marketing?

A)Heavily advertising new blog content
B)Providing free information that is valuable to a community and helps the company build closer ties with customers
C)Making sure marketing efforts are satisfying for everyone involved
D)Never promoting a company's products or services in any way
E)Answering questions from buyers

Question 46

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

A)content aggregation
B)content marketing
C)guerilla marketing
D)media blitzing

Question 47

What are communities of interest that form around a specific product referred to as?

A)Brand socialization
B)Target marketing
C)Reputation analysis
D)Brand communities
E)Hot spots

Question 48

Which of the following is a key advantage of building a community of practice or a community of interest within the organization?

A)The workforce is less integrated
B)Employees can "jell" after a merger or reorganization
C)Employees can connect with experts from other areas of the organization
D)Information is delivered in a timely manner
E)The formal communication channel can be bypassed

Question 49

Which of the following accounts for more than half of a brand's global reputation?

A)Target marketing
B)Sentiment analysis
C)Reputation analysis
D)Cold calling
E)Brand socialization

Question 50

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 51

Even though each social network calls for a unique communication style,which of the following should you keep consistent across all of them?

A)Posting schedule
B)Cross-linking to all platforms
C)Sales pitches
D)Personality
E)Community

Question 52

What is created when people engage in similar work and share enthusiasm for their field of expertise over a social network?

A)On-site collaboration
B)A community of practice
C)A brand community
D)Integration of company workforces
E)Reputation analysis

Question 53

In the marketplace of today,________ are the primary means of socializing companies and brands.

A)sports arenas
B)primetime commercials
C)social networks
D)magazine advertisements

Question 54

How can you connect various pieces of your social media presence through a web platform that you own and control?

A)Use community building
B)Include promotional efforts
C)Develop a central hub
D)Incorporate augmented reality sites
E)Include user-generated content

Question 55

Which of the following is one outcome of using social networks to find pockets of knowledge and expertise within the workplace?

A)Fostering collaboration
B)Integrating the entire company workforce
C)Avoiding communities of interest
D)Understanding target markets
E)Brand socialization

Question 56

How can a social network help an organization with its staffing needs?

A)By using the network to recruit candidates and subject-matter experts
B)By connecting with sales prospects
C)By building communities of practice
D)By monitoring communities of interest
E)By redeveloping a brand community

Question 57

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

Question 58

Which of the following is a measure of how effectively a company is engaged with online stakeholders?

A)Target marketing
B)Sentiment analysis
C)Reputation analysis
D)Brand socialization
E)Cold calling

Question 59

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

A)brand communities.
B)tangential markets.
C)product co-ops.
D)interest enclaves.

Question 60

Which of the following can be used to assess the reputation of an organization and the emotional quality of the online conversations about it?

A)Target marketing
B)Outrage "hot spots"
C)Brand communities
D)Communities of practice
E)Sentiment analysis

Question 61

How do content curation sites differ from other social network sites?

A)They generate new content on a regular basis
B)They replace traditional advertising and communication efforts
C)They focus on rewarding customers for use
D)They let communicators guide readers or followers to carefully chosen selections of existing materials
E)They allow customers to talk about themselves and their interests

Question 62

Which of the following can be used to provide digital information to enhance physical reality,such as 3D graphics or texts?

A)Virtual reality
B)Content marketing
C)Hubs
D)User-generated content
E)Augmented reality

Question 63

Which of the following should be the key goal of gathering information for a content curation site?

A)Understanding your own needs
B)Speaking in a corporate voice
C)Maintaining a fun and unpredictable personality brand
D)Providing the best material possible based on the audience's needs
E)Being entertaining

Question 64

Describe how communities of practice and brand communities can benefit companies.

Question 65

What are the three categories of social networks used by businesses and professionals?

Question 66

How can businesses use social networking to support collaboration?

Question 67

Describe crowdspeaking and how it is used.

Question 68

In which type of social network site do users contribute most or all of the content?

A)Content submission sites
B)User-generated content sites
C)Virtual reality sites
D)Content curation sites
E)Augmented reality sites

Question 69

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 70

What role do social networks play in communities of interest,communities of practice,and brand communities?

Question 71

Which of the following is one area of ethical concern on a content curation site?

A)Presenting someone else's content as yours
B)Filtering materials
C)Targeting a specific audience
D)Incorporating articles,video,and other media
E)Using a dedicated website

Question 72

Which of the following website tools can you use to stand out as an expert in your field?

A)A statement on ethical issues tied to a website
B)FAQs
C)Private email
D)An authentic voice
E)Content curation

Question 73

Successful social network groups can be defined fairly narrowly,such as owners of a specific product.

Question 74

Which of the following is used to create the sensation of being in an alternative environment?

A)Virtual reality
B)Content marketing
C)Hubs
D)User-generated content
E)Augmented reality

Question 75

Which of the following is one advantage to responding to questions posted on a social network site?

A)You spend more time on customer service
B)You can respond to only one user at a time
C)It is a great way to build your brand
D)You can respond with the "corporate voice"
E)It is a great way to choose a topic of interest to the audience

Question 76

Describe how social media can be used to better understand your target market.

Question 77

What is brand socialization? Why is it important in business?

Question 78

What type of social network site focuses primarily on letting visitors answer questions posted by other visitors?

A)Filtering
B)Community Q&A
C)Augmented reality
D)Content curation
E)User-generated content

Question 79

Which of the following could companies do to encourage positive reviews on user-generated content sites?

A)Reward customers for positive reviews
B)Guide customers to the best content
C)Focus on high levels of performance and quality
D)Share valuable material with the audience
E)Incorporate ready-made curation solutions

Question 80

Your online personality should change to match the norms of each social platform you use.