Deck 2: Social Media

Question 1

Examples of social media approaches available to an organisation include

A)automated notifications
B)chat rooms
C)mobile phones
D)a.and b.

Answer 1

B

Question 2

What is the term for the flow of information about consumption patterns back to the organisation?

A)Backward flow of information
B)Inward flow of communication
C)The media feedback loop
D)The media channel

Answer 2

D

Question 3

Which of the following is NOT one of the six progressive levels of customer participation on social media?

A)Viewing
B)Commenting
C)Consulting
D)Arbitrating

Answer 3

C

Question 4

Phatic communication

A)improves the flow of information
B)is detrimental to relationships
C)improves sharing and negotiations
D)is too formal for social media

Question 5

Collaboration through social media engagement

A)enhances workflow
B)can lead to breaches of privacy
C)can enhance work product
D)a.and c.

Question 6

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 7

A social media strategy that enables an organisation to focus on its overall strategic goals is referred to as

A)a strategic framework
B)a social media plan
C)a broad media strategy
D)a narrow media strategy

Question 8

Organisations are increasingly using social networks to

A)announce their social responsibility
B)improve their workflows
C)engage with clients and customers
D)improve internal relationships

Question 9

The 6C model of social media engagement distinguishes six interrelated components

A)company,competitors,community,channels,click-throughs,communicators
B)communicators,competitors,channels,clients,cases,chat rooms
C)competitors,conversation drivers,competence,customers,conversations,consumers
D)company,content,control,community,customers,conversations

Question 10

The function of a social media strategic plan includes

A)setting expectations and delivering value
B)equipotentiality
C)social media training
D)assessing interest and demand

Question 11

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

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

Question 12

Social media engagement involves engaging in

A)monologues
B)dialogues
C)conversations
D)debates

Question 13

Which of the following are blocks in the honeycomb framework?

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

Question 14

The 4C guidelines include

A)cognise,congruity,communicate
B)congruity,curate,communicate
C)cognise,congruity,curate
D)connect,congruity,curate

Question 15

Identity,conversations and sharing are examples of

A)a honeycomb framework
B)an operational framework
C)the mosaic framework
D)the media framework

Question 16

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 17

When consumers are placed in the position of rendering judgement and mediating conflicts,it is referred to as

A)forwarding
B)commenting
C)moderating
D)arbitrating

Question 18

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 a social media
C)the inclusion of content from other sources
D)monitoring of social media landscape

Question 19

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 20

What are the characteristics of organisations that establish a successful media presence?

A)A strategic framework
B)An operational framework
C)The media feedback loop
D)Short-term media initiatives

Question 21

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 22

It is estimated that by implementing social technologies effectively,companies can raise the productivity of knowledge workers by 20-25%.

Question 23

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 24

Collaboration and knowledge sharing through social media can improve workflow by enabling formal and informal teams to collaborate.

Question 25

Sources of qualitative data include

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

Question 26

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

Question 27

LinkedIn is an example of an opportunistic site.

Question 28

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 29

Phatic communication shares feelings and creates social bonds.

Question 30

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 31

A webinar is a live or delayed video broadcast.

Question 32

Audience co-creation and contextualisation is not welcomed by most companies as they lose control over the content.

Question 33

Egocentric sites allow users with similar values and interests to form virtual groups.

Question 34

The elements of the 6C model include: company,content,control,community,customer and convenience.

Question 35

Reasonable use of social media includes

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

Question 36

Sources of quantitative data include

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

Question 37

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 38

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

Question 39

SNS stands for Social Network Systems.

Question 40

The 6C model of social engagement distinguishes six unrelated components that operate to create and sustain consumer engagement.

Question 41

Discuss the concept of equipotentiality and provide examples.

Question 42

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

Question 43

Relative engagement rates are a comparison of conversion rates between different kinds of social media,e.g.Facebook and Instagram.

Question 44

Equipotentiality is the assumption that each user can make a valuable contribution irrespective of their skill level.

Question 45

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

Question 46

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

Question 47

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 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

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

Question 50

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

Question 51

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

Question 52

Differentiate qualitative and quantitative data.Give two examples of each and discuss their purpose and how they assist the organisation.

Question 53

Discuss the advantages and disadvantages of social media.

Question 54

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

Question 55

Discuss the benefits for an organisation of using collaborative communication technologies.

Question 56

Explain the six levels of customer participation within a company's virtual community.Provide examples.

Question 57

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

Question 58

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

Question 59

Without looking back at the chapter material,try and reconstruct the 6C model of social media engagement,labelling each component and showing the relationships between them.When you have finished,compare your model with a fellow classmate's model.Finally,try to explain the model to a friend or colleague who may not be familiar with it.

Question 60

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

Question 61

The text 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.