Chapter 8
Organizations have learned that they can strengthen their relationships with customers by:
B. asking them to do them a favor.
Microsoft's use of its MVP (Most Valuable Professional) program is a classic example of social media-based _________.
B. customer support
A way for SM companies to monetize their application, service, or content is through the ________.
B. freemium revenue model
Which of the following statements is most accurate?
B. "Making the 'users' the product is effective at making money using social media."
Which of the following is NOT a business function successfully using SMIS to advance organizational strategy?
C. Internal accounting
Which statement among the following is NOT one of the SLATES characteristics of Enterprise 2.0?
C. Tagged content cannot be pushed to users.
A social media site chooses to relate to communities of users based on its goals. If the site is interested in pure publicity, it ________.
C. creates a viral hook to induce users to share communications
When Starbucks asks its social media users to suggest new drink varieties and to comment on new drinks that are being market tested, it is employing the ________ process.
C. crowdsourcing
Which of the following is an internal risk for organizations who have adopted social media?
C. information leakage about future products
The use of information technology to support the sharing of content among users related by common interests is termed ________.
C. social media
Some measures used by organizations to track the success of their use of social media are useless in terms of meaningful measurement. These measures are known as _________.
C. vanity metrics
Which of the following examples of user-generated content does NOT need to be deleted from a company's social media site?
A. Negative comments about an experience with the company
The nature of social capital means that, figuratively, social capital equals ________.
A. Number of Relationships times Relationship Strength times Entity Resources
A(n) ________ is used to identify the strengths and weaknesses in your competitor's use of social media.
A. competitive analysis
A critical measure of the efficacy of the advertising revenue model is the ___________.
A. conversion rate
When an organization utilizes a social media platform to enable its employees to work cooperatively, it is said to use a(n) ____________.
A. enterprise social network
Facebook, LinkedIn, and Twitter are examples of ___________.
A. social media providers
A significant issue with respect to social media for organizations is the content and tone of _________.
A. user-generated content
Which of the following is NOT a way organizations develop an effective SMIS?
B. Use what other companies are using.
Which of the following is NOT a question that is difficult to answer regarding the future of social media?
B. Will companies start employing people into new positions that are responsible for developing and managing innovative social media programs?
Among the following statements, which is true in regards to differences between social CRM and traditional CRM?
D. A quiet customer, who spends a lot, is less valuable in social CRM.
A unique aspect of social media data is the presence of content data (user contributions) and _________ data (relationship data).
D. connection
The recommended steps in the process of developing a plan for effectively using an existing social media platform are ___________.
D. define your goals; identify success metrics; identify target audience; define your value; make personal connections; gather and analyze data
A KPI is a(n) ________ used to measure success of social media within an enterprise.
D. success metric
The best practices associated with successful ESN implementation include ___________.
D. strategy; sponsorship; support; success
