Chapter 8

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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


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