IST 486 Exam 1
What is Web 3.0
"More connected, more open, and more intelligent" - always connected users
What is social media according to Holloman and Lutrell
-Community & "engaging with people" -Networking - Interactivity User-Generated Content
When org's respond to Crisis what steps should they take ?
-In a timely manner -With authenticity -Not defensively
What should be in a org social media policy according to Lutrelll?
-Know and follow the rules, laws, terms of use, org. policies -Post appropriate and respectful content -Have a crisis management plan -Be honest, accurate, transparent & correct mistakes
Web 1.0
-Static software architecture -Static delivery of information -Packaged software and updates
According to Luttrell , an effective social media policy ?
-reflects the culture and core values of the organizations -is written so all employees and departments can understand it - provides clear consequences for violation
What are crisis often caused by according to Lutrell ?
1. Brand and/or employee social media account activity 2. Angry fans/customers over any number of issues
honeycomb of social media ?
1. Identity 2. Conversations 3. Sharing 4. Presence 5. Relationships 6. Reputation 7. Groups
What are the qualities of an effective social media policy ?
1. reflects the culture and core values of the org 2.written so everyone at all levels can understand 3.clear consequences for violation 4. Consistent application throughout the organization 5. Is a fluid, "living document"- allows for changes as Sm changes
Why should org have some sort of SM policy ?
1.To mitigate risk while executing the brand social media strategy 2. To get employees to engage in social media
What year did the internet go commerical
1991 the federal government moved ARPANET into public domain
Which does not describe the groundswell according to Li & Bernoff?
A change in the way organizations are structured
In 1983 the internet was born ? why?
ARPANET shifts to TCP/IP protocool and allowed other orbs to connect with them
In the 1990's what was the name of the firs Social Networking Site ?
Called Six Degrees
What is Generation C according to Holloman ?
Control
What are the components of the Ladder of engagement ?
Creators Conversationalist Critics Collectors Joiners Spectators Inactives
In the Barclay case study what level would you put the activity that Barclay was aiming for on the Ladder of Engagement?
Critics and Collectors
You read a case study about Barclays Bank's credit card the "barclaycard. What was noteworthy about the way Barclay bank used social media in relation to the card?
Crowdsourced ideas about what benefits the card would give to card holders
What is six degrees?
Developed in 1997 and was the first social networking site ,included profile , friends list , and messages
Web 2.0
Dynamic architecture -"Web/network as a platform" -Continually improving software that lives across platforms -user-generated content - users add value interaction with the software and with people
Which of the following is NOT a functional building block of the honeycomb of Social Media ?
Engagement
One which platform are people ages 30-64 more likely to be users than ages 18-29?
According to Lutrell , the 80/20 rule recommends that 80% of the content an organizations shares on social media should be directly about the organization or its products and services ?
False
In class we heard Kristy Sorol of the American Heart Association of the central New York . Kristy shared that the AHA of the CNY uses the exact same social media strategy posting the same content to target the same audiences on FB, Twitter and Instagram?
False
The Primary purpose of a social media policy is to define the organizations public relations strategy ?
False
What does HTTP stand for
HyperText Transfer Protocol
What does HTML stand for ?
Hypertext Markup Language
why is packet-switching important?
Important because of increased reliability of transmission , not about speed
Which one of the following organization units is traditionally responsible for "owned" media
Marketing Communications
What are examples of Web 2.0 ?
Myspace and Facebook
Who should own Social Media according to Luttrell ?
PUBLIC RELATIONS
Paid
Paid media, TV/radio/newspaper/web ads, sponsorships
Who is one of the inventors of packet switching and ARPANET?
Paul Baran
what is the POST method?
People & Target Audiences Objectives & Goals Strategy Technology Platforms
What is the Groundswell ?
People using technology to get things they need from each, rather than institutions
Who and what year is the first email developed ?
Ray Tomlinson , 1972
What are the purposes do Org's Use Social Media ?
Research , Communications , Research , Development, Customer Support, Sales/Donations
Why did the cold war matter for the development of the internet?
Russis had rocket technology , U.S. didnt; The U.S. needed a communications system that could withstand massive and Electromaganetic pulse( EMP) and destruct
How does Holloman define who should own social media ?
SM as a Shared Responsibility
Shared
Shared ownership, consumers work with brand to create
Indicate what is considered the first recognizable social network site , according to Boyd & Ellions article and definition ?
Six Degrees
Social Media
Social media are the technology platforms that facilitate the practices and behaviors of communication, community and networking
According to Li 7 bernoff POST Method when determing which social media platform to join or use for messaging , which of the following should you consider last ?
Technology
Affordances can be defined as
The perceived and actual properties of an object
What are the affordances of Social Media ?
The perceived and actual properties of the thing, primarily those fundamental properties that determine just how the thing could possibly be used.
In 1991 who developed HTTP and HTML ?
Time Berners-Lee
Accordng to Lutrell when consumers work with an org to create share and promote the org's content online its considered "shared" media
True
In class we discussed the "share - a -coke" , Starbucks , and American Heart Association campaign . These campaigns provide an example of the two-step flow model ?
True
Owned
Website, newsletters, magazine, eBook
What is Social Media ?
a means of communicating and engaging a communication process that facilitates community and networking technology enabled practices and behaviors of communications
What does HTTP do ?
a protocol that allows computers and servers to transfer hypertext information
O" Reilly defines web 2.0 as
a shift in web development that emphasizes continually updating software that lives across platforms and privileges s user-generated content and interactions
Whats Branding
efforts to influence consumer thoughts,feelings, perception, trust, loyalty
What is the ladder of engagement?
framework for thinking about audience and goals/behaviors
Earned
free media, blogs & reviews, word-of-mouth, etc.
You are a Sm manager deciding whether to message on a new social media platform according to Li & Bernoff which one of the following should be a major factor in your decision ?
how the platform threatens institutional power
Who should own social media according to Holloman ?
individual employees
What are the elements of of the intended effect strategy ?
inform , persuade , act
ARPANET
invented in 1969 , which includes researched transfer data to and from supercomputing centers for processing
What does HTML of ?
its a format , layout and linking , that has made the web what it is today .
What is a example of Web 1.0
no links, no interactivity, no networking
Types of Media
owned , payed , earned , shared
Identify which one of the following best describes "empowered consumers" or what Holloman calls Generation C
people who wan control and are comfortable creating online content
Organizations that use social media can use the Ladder of Engagement to consider ?
the behaviors they want from their target audiences
What is an example of branding ?
visual identity , and slogans
