Chapter 7 - Study
9. When someone with expertise or interest in a particular field collects and republishes material on a particular topic, the practice is known as a. Content curation b. Media consolidation c. Blog linking d. Tagging and pinning
a. Content curation
13. You work in a customer service department, answer- ing emails from customers. This morning you received an angry message from a customer who has a legitimate complaint about your company's warranty policies. After responding to the message as best you can, which of the following steps should you take? a. Forward the message to your immediate supervisor and suggest that the company might want to reconsider its warranty policies. b. Forward the message to the CEO and suggest that the company might want to reconsider its warranty policies. c. Forward the message to everyone in the department so they are aware of the problem with the warranty policy. d. Delete the customer's message; you can't fix the war- ranty policy.
a. Forward the message to your immediate supervisor and suggest that the company might want to reconsider its warranty policies.
1. How has content sharing through social media changed the information gathering habits of many consumers and professionals? a. They frequently "snack" on large numbers of small pieces of information and bypass larger documents that would take more time to read. b. Everyone above a certain level in the organization has content readers who "pre-read" documents and messages to select the most important. c. All major business decisions now rely on the "hive mind," the collective input of a professional's business network. d. Information that doesn't have a catchy teaser is routinely ignored.
a. They frequently "snack" on large numbers of small pieces of information and bypass larger documents that would take more time to read.
17. Which of the following is a good strategy for using blogs to promote products and services? a. Write in a style that is personal and conversational; mini- mize direct promotion of your products and services. Focus instead on topics your customers and potential customers find helpful and interesting. b. To cut through the noise in the blogosphere, promote your products and services constantly. If you don't, your competitors will drown you out. c. Make sure the blog matches all other corporate com- munications in both style and content; customers get confused when a company communicates in more than one style. d. Blogs should never be used for marketing and selling.
a. Write in a style that is personal and conversational; mini- mize direct promotion of your products and services. Focus instead on topics your customers and potential customers find helpful and interesting.
16. Which of the following types of messages are most appropriate for IM? a. Long, complex messages b. Brief conversational messages c. Confidential or highly personal messages d. All of the above
b. Brief conversational messages
2. To express sympathy to the family of one of your employees who recently died in a traffic accident, which of these media would you choose and why? a. Facebook post b. Printed letter c. Email message d. Instant message
b. Printed letter
3. Which of the following is not listed in the chapter as one of the compositional modes for digital media? a. Conversations b. Redacting c. Comments and critiques d. Narrative
b. Redacting
18. Which of the following best describes the idea of an "au- thentic voice" in blogging? a. A writing style that is scrupulously precise and free from technical and grammatical errors b. The voice of a real, living, breathing human being, com- municating to other human beings on a personal level c. Writing that is always highly emotional so as to coun- teract the dehumanizing logic and linear thinking that dominates business today d. A detached, professional voice that is careful not to take sides, voice opinions, or otherwise inject elements into the conversation that could disturb or disappoint audiences
b. The voice of a real, living, breathing human being, com- municating to other human beings on a personal level
8. YouTube, Flickr, and Yelp are examples of a. Consumer-only websites b. User-generated content sites c. Social interactivity blogs d. Content exchanges
b. User-generated content sites
12. Which of the following is the most effective email subject line? a. Production line: wiring issues b. Wiring errors in production: let's analyze the problem and explore solutions c. Wiring errors on the production line MUST STOP NOW! d. Careless employees => unhappy customers => fewer cus- tomers => fewer employees
b. Wiring errors in production: let's analyze the problem and explore solutions
5. A/an ____ ____ is a group of people united by their interest in and ownership or use of a particular product.
brand community
7. ____ ____ is a measure of how effectively a company engages with its various online stakeholders in a mutually beneficial exchange of information.
brand socialization
6. Which of these best describes the role of a hub in a com- pany's social media strategy? a. An open-plan office in which all the company's social media users can congregate in order to ensure a coordi- nated public presence b. The company's Facebook page or its Facebook page and Twitter account c. A company-owned web property that serves as the anchor of its online presence d. An online brand community
c. A company-owned web property that serves as the anchor of its online presence
19. Which of the following best describes the optimum audi- ence of a blog? a. Always the largest audience possible b. Only people who are experts in the subject matter so that comments and discussions aren't pulled off track by "newbies" who don't know what they are talking about c. An audience large enough to justify the time required to maintain the blog but narrow enough to ensure a clear focus d. Whatever audience happens to find the blog on the web
c. An audience large enough to justify the time required to maintain the blog but narrow enough to ensure a clear focus
4. Which of these descriptions best captures the preferred style of writing for social media in business? a. Businesslike and message-driven b. Unplanned, unrehearsed, and super casual c. Conversational, supportive, and engaged d. Funny, quirky, and intriguing
c. Conversational, supportive, and engaged
20. Which of the following is not a good general purpose for a blog? a. Sharing news from the racing circuit, describing how the racers we sponsor are faring and how they use our products b. Commenting on economic and social policy decisions that affect the national and international business environment c. Explaining to the local community why we've decided not to expand employment at the Nampa facility d. Describing the work going on in our research and devel- opment labs
c. Explaining to the local community why we've decided not to expand employment at the Nampa facility
14. Which of the following reasons helps explain why IM usage is overtaking email in some companies? a. People don't have to be so formal when they use IM; it saves time to use acronyms and emoticons and to avoid using capitalization, punctuation, and other time wasters. b. IM works better as a broadcast mechanism than email. c. IM is faster than email and mimics human conversation better than email, so many people find it a more natural way to communicate. d. IM systems let you communicate using different colors of text, which is vital for highlighting key points and conveying nonverbal aspects that are impossible to com- municate in email.
c. IM is faster than email and mimics human conversation better than email, so many people find it a more natural way to communicate.
11. Which of the following is true of email subject lines? a. Only "newbies" bother to use them anymore. b. Subject lines should never give away the content of the message because no one will bother to read it if they already know what the message is about. c. They can make the difference between a message being read right away, skipped over for later attention, or ignored entirely. d. They should always be in all caps to get the audience's attention.
c. They can make the difference between a message being read right away, skipped over for later attention, or ignored entirely.
22. If one of the attractions of podcasting is its spontaneous, conversational feel, why should podcasters take the time to plan their recordings? a. Individual podcasts that aren't well thought out can end up being rambling, confusing, and repetitive. b. Podcasts are more difficult to edit than textual messages, so it's important to do enough planning to help avoid major mistakes. c. If you don't plan ahead, you could run out of ideas and therefore have no reason to continue podcasting. d. All of the above are reasons to plan podcasts.
d. All of the above are reasons to plan podcasts.
15. Which of these statements best describes how the three- step writing process applies to IM? a. Because there is no planning step and no completing step in IM, the three-step process does not apply. b. The real beauty of IM in the business world is that peo- ple don't have to spend so much time composing; they just zap out whatever is on their minds and get back to work. c. The three-step process for IM works exactly the same way as it does with letters, memos, and reports. Every message requires audience analysis, information gather- ing, and outlining. d. IM exchanges should be planned the same way conversations are planned to minimize confusion and the number of messages required. And instant messages don't have to be great works of literature, but they do need to be efficient and effective, so some degree of care in writing and revising is important.
d. IM exchanges should be planned the same way conversations are planned to minimize confusion and the number of messages required. And instant messages don't have to be great works of literature, but they do need to be efficient and effective, so some degree of care in writing and revising is important.
21. Which of the following would be a good use of retweeting for an independent consulting engineer who uses Twitter to build relationships with potential clients? a. Avoiding retweeting under any circumstances, because it is tantamount to plagiarizing b. Retweeting every tweet he or she receives so that clients know how well-rounded and well-read she is c. Retweeting fun and interesting messages on nonbusi- ness topics as a way to build an emotional bond with potential clients d. Retweeting selectively, sharing only messages that meet two strict criteria: providing information that followers can use in their work and portraying the consultant as an expert who is up on the latest developments in her field
d. Retweeting selectively, sharing only messages that meet two strict criteria: providing information that followers can use in their work and portraying the consultant as an expert who is up on the latest developments in her field
10. Which of the following is one reason many companies are trying to reduce email usage? a. To reduce the number of messages that can be used as legal evidence b. To reduce costs, because email hosting has doubled in price in the last decade c. To lower the processing demands on company servers d. To reduce the number of low-value messages employees have to contend with
d. To reduce the number of low-value messages employees have to contend with
23. A/an ____ ____ is an ongoing series of podcasts on the same general topic.
podcast channel
