Deck 9: Managing Individual and Corporate Identities on Social Media, Web 2.X, and Beyond

Question 1

What does the term social media refer to?

A) Communication channels that allow their users to interact socially and commercially with each other by creating and sharing content
B) Informational communication channels
C) Technology that allows people to consume information differently
D) The opposite of traditional media

Answer 1

A

Question 2

Which term refers to the ability to be read or seen by a maximum possible number of people through social media?

A) Reach
B) Frequency
C) Brand
D) Credibility

Answer 2

A

Question 3

Which of the following is not true about Web 3.0?

A) It will make it easier for users to find the content they are looking for.
B) It will direct people to trusted products and services.
C) It will increase the connectivity between individuals and organizations.
D) It will limit users' ability to create content.

Answer 3

D

Question 4

How can you enhance your online credibility, reputation, and image?

A) By improving the quality of your online content
B) By joining as many social sites as possible
C) By posting at least 50 messages a day
D) By limiting your online presence to three platforms

Question 5

Which of the following is true about organizations that have a successful online presence?

A) They use social media as typical marketing channels.
B) They use social media to listen to their audiences and tailor messages to them.
C) They sell their products and services online.
D) They make at least 50 posts per day.

Question 6

Which of the following is true about an organization that uses humour and emotions to connect with its audience?

A) It develops an unprofessional image.
B) It is wasting time and money.
C) It does not have quality content to share with its audience.
D) It defines its identity and develops its brand.

Question 7

According to Lowenthal, social presence is the sum total of all but which of the following?

A) Affective responses
B) Interactive responses
C) Technological responses
D) Cohesive responses

Question 8

In social media, the word "frequency" refers to which of the following?

A) The number of posts made per day
B) The number of times your audience is exposed to your posts
C) The number of daily online sales transactions
D) The number of posts per hour

Question 9

Which of the following defends an organization and its brands, but their presence is ethically controversial?

A) Sales agents
B) Internet trolls
C) Memes
D) Sock puppets

Question 10

What should organizations do to protect and enhance their reputations online?

A) Be present on all social platforms
B) Develop policies for their employees' online behaviours as individuals and as people associated with the organization
C) Use flogs
D) Use sock puppets

Question 11

Which of the following is true about online writing?

A) It provides more details than print writing.
B) It is more complicated that print writing.
C) It has relaxed grammar rules.
D) It does not allow for skimming.

Question 12

What should you do when managing your LinkedIn account?

A) Maintain a sense of humour by sharing funny work related jokes.
B) Expand your connections by sending invites to as many people in your industry as possible; you should not wait for other members of your network to introduce you.
C) Avoid endorsing people.
D) Realize that while some connections could enhance your professional image, other ones can damage it.

Question 13

Which of the following can negatively affect an organization's credibility?

A) Not selling its products online
B) Posting too many messages per day
C) Using sock puppets
D) Not posting often

Question 14

Which of the following sentences is not true about effective corporate blogs

A) They use searchable words and images.
B) Unlike Facebook and Twitter posts, corporations do not get immediate feedback about their blogs.
C) They provide a platform for constructive debate.
D) Blogs clearly indicate that they express the point of view of the blogger and not the corporation.

Question 15

How should you handle Internet trolls?

A) Delete al their reviews and comments.
B) Pay them to stop their negative reviews.
C) Engage with offensive online conversations with them.
D) Do not engage with them.

Question 16

Which of the following is true about effective online posts?

A) They have four to five sentences in each paragraph.
B) They never break any grammar rules.
C) They may use sentence fragments.
D) They are copied word for word from successful print material.

Question 17

How can a corporation have a successful online presence?

A) By having a consistent message across all social media platforms
B) By posting different messages to different platforms; after all, different platforms have different audiences
C) By masking advertising content in the form of editorial content
D) By paying people to post positive comments about the organization

Question 18

What are flogs?

A) Analytical tools
B) Facebook advertisements
C) Fake blogs
D) E-commerce websites

Question 19

Which of the following is true about effective online corporate posts?

A) They market the organization's products and services
B) They meet a perceived need
C) They follow all grammar standards
D) They provide substantiated information

Question 20

Which of the following communication channels bears the highest risks of copyright infringement?

A) YouTube
B) E-commerce websites
C) Wordpress
D) Meetup

Question 21

An organization can utilize social media to develop social and cultural change.

Question 22

Social media platforms do not feed off each other. For example, what you share on Snapchat will never be shared on Twitter.

Question 23

Organizations with effective social media strategies use social networks only to push marketing information; they do not waste time engaging in any discourse on social media.

Question 24

Throughout the evolution of the Internet, two things have been common to all users: identity and content.

Question 25

Online writing and print writing follow the same standards.

Question 26

Individual and corporate identities affect each other. Organizations should have online policies for their employees.

Question 27

A sock puppet is an employee working in the marketing department of an organization.

Question 28

Internet trolls promote brands on the Internet.

Question 29

In social media analytics frequency refers to the number of people who see your posts.

Question 30

You should never use sentence fragments in online writing.

Question 31

You have recently started an e-commerce business to sell trendy clothes to teenagers and young adults. You have an official website, but you also use Facebook, Pinterest, and Instagram to direct traffic to your website and to advertise promotions. Your friend suggests you buy 5000 likes to build your online credibility. Should you follow your friend's advice? Why or why not?

Question 32

According to a post published on CBC News website in 2013, Chip Wilson, founder of Lululemon and then-Chairman of the board, blamed Lululemon's see-through yoga pants product flaw on the customers' bodies. This blame spurred a series of negative publicity for Lululemon, after which Mr. Wilson resigned from his role. How could Mr. Wilson have addressed the product flow matter differently?

Question 33

How do social media and websites help an organization convey its identity and create its image?

Question 34

On its website, BBC UK states: "The BBC is not permitted to carry advertising or sponsorship on its public services." How do organizations establish their identities? What identity does the BBC's advertisement policy project?

Question 35

In 2016, Mike Isaac published an article in the New York Times entitled "Facebook Mounts Efforts to Limit Tide of Fake News." In this article, Isaac quotes Mark Zuckerberg, who said, "[Facebook has] a responsibility to make sure [it] has the greatest positive impact on the world." How can fighting fake news help Facebook stay true to its identity and engage in the new upcoming version of the web-Web 3.0?

Question 36

What is an "Internet troll"? If you were handling the online communications of an organization, how would you deal with Internet trolls?

Question 37

What are sock puppets? What purpose do they serve? Is it ethical to use sock puppets in social media communications? Why or why not?

Question 38

A Wall Street Journal article by Reed Albergotti reported that in 2014, Facebook conducted a research to study the effect of manipulating people's newsfeeds on their emotions. The researchers conducted this research without informing Facebook users and when the news about this research came out, many users were angry that they were either fed just positive or negative news for a period of time. Was Facebook's research ethical? Why or why not?

Question 39

What does the term, "online corporate presence" refer to? Why do corporations build an online corporate presence?

Question 40

What is corporate reputation? Why do organizations care about it?