BA 325 – Chapter 8 – Flashcards

false

true

is not original source materials, but rather a clearinghouse of information.

Collaborative consumption, The sharing economy

Their key use is to collaborate on common tasks or to create a common knowledge base.

viral

the niche content that is discoverable through search engines and that is often shared via other types of social media.

Web 2.0 services foster collaboration and information sharing, as opposed to static, transaction-oriented Web 1.0 efforts.

false

online journal entries, usually made in a reverse chronological order.

Competitive intelligence generating customer input. disseminating information. reinforcing a customer's relationship with the firm. **All the above**

false

Blog comments can be a hothouse for spam and the disgruntled.

Web site that can be modified by permitted users, from directly within a Web browser.

true

inbound marketing

A wiki tool or service

Peer production is leveraged to create much of the open source software that supports many of the Web 2.0 efforts.

What you see is what you get

False

Reverse chronology

Neutral point of view

owned media

true

StackOverflow

blog roll

false

true

false

trackbacks

It becomes more likely that content is up-to-date and errors are quickly corrected.

Top blogs operating on shoestring budgets can snare several hundred thousand dollars a month in ad revenue.

paid media

CEOs use blogs for purposes that include a combination of marketing, sharing ideas, press response, image shaping, and reaching consumers directly.

true

true

true

false

false

true

earned

true

Social media/user-generated content, User-generated content

Long tail

troll

users collaboratively working to create content, products, and services.

Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media.

wordpress

false

WhatsApp

true

Wikimasters

false

trackbacks

false

true

paid media

false

roll back

Their key use is to distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, and organize protests.

A term broadly referring to Internet services that foster collaboration and information sharing; characteristics that distinctly set "Web 2.0" efforts apart from the static, transaction-oriented Web sites of "Web 1.0." The term is often applied to Web sites and Internet services that foster social media or other sorts of peer production.

When users collaboratively work to create content, products, and services. Includes social media sites, open source software, and peer-produced services, such as Skype and BitTorrent, where the participation of users provides the infrastructure and computational resources that enable the service.

when participants share access to products and services rather than having ownership. Shared resources can be owned by a central service provider (e.g. ZipCar) or provided by a community that pools available resources (e.g. Airbnb, Uber)

online journal entries, usually made in a reverse chronological order. Blogs typically provide comment mechanisms where users can post feedback for authors and other readers

in this context, refers to an extremely large selection of content or products. The Long Tail is a phenomenon whereby firms can make money by offering a near-limitless selection.

Links in a blog post that refer readers back to cited sources. Trackbacks allow a blogger to see which and how many other bloggers are referring to their content. A "trackback" field is supported by most blog software and while it's not required to enter a trackback when citing another post, it's considered good "netiquette" to do so.

a list of a blogger's favorite blogs; while not all blogs include these, those that do are often displayed on the right or left column of a blog's main page

Communication channels that an organization controls. These can include firm-run blogs, Web sites, apps, and organization accounts on social media such as Twitter, Facebook, Pinterest, YouTube, and Instagram.

Refers to efforts where an organization pays to leverage a channel or promote a message. Paid media efforts include things such as advertisement and sponsorships

Promotions that are not paid for or owned but rather grow organically from customer efforts or other favorable publicity. Social media, word of mouth, and unsolicited positive press mentions are all examples of earned media.

Leveraging online channels to draw consumers to the firm with compelling content rather than conventional forms of promotion such as advertising, e-mail marketing, traditional mailings, and sales calls.

A web site that can be modified by anyone, from directly within a web browser (provided that user is granted edit access)

a phrase used to describe graphical editing tools, such as those found in wiki, page layout program, or other design tool

The ability to revert a wiki page to a prior version. This is useful for restoring earlier work in the event of a posting error, inaccuracy, or vandalism.

Individuals often employed by organizations to review community content in order to delete excessive posts, move commentary to the best location, and edit as necessary.

Internet vandal and mischief maker; also sometimes referred to as a troll.

an editorial style that is free of bias and opinion; wikipedia norms dictate that all articles must be written this way

an online community that allows users to establish a personal profile and communicate with others. Large public social networks include Myspace, Facebook, LinkedIn, and Google's Orkut

in this context, information or applications that spread rapidly between users

a type of short message blogging, often made via mobile device. they are designed to provide rapid notification to their readership (a news flash, an update), rather than detailed or in-depth comments. twitter is the most popular service

a twitter post, limited to 140 characters

a method for organizing tweets where keywords are preceded by the # character

Programming hooks, or guidelines, published by firms that tell other programs how to get a service to perform a task such as send or receive data. For example, Amazon provides APIs to let developers write their own applications and Web sites that can send the firm orders.

when others take advantage of a user or service without providing any sort of reciprocal benefit

The idea that a group of individuals (the crowd), often consisting of untrained amateurs, will collectively have more insight than a single or small group of trained professionals.

polling a diverse crowd and aggregating opinions in order to form a forecast of an eventual outcome

The act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined generally large group of people in the form of an open call.

The social media awareness and response team. A group tasked creating policies and providing support, training, guidance and development expertise for and monitoring of a firm's social media efforts

A fake online persona created to promote a particular point of view, often in praise of a firm, product, or individual. Be aware that the use of undisclosed relationships in endorsements is a violation of U.S. Federal Trade Commission rules.

Engineering the posting of positive comments and reviews of a firm's product and services (or negative ones of a firm's competitors). Many ratings sites will penalize firms that offer incentives for positive feedback posts.

The process of tracking and responding to online mentions of a product, organization, or individual. Services supporting online reputation management range from free Google Alerts to more sophisticated services that blend computer-based and human monitoring of multiple media channels.

In the context of social media, an established online presence where customers can reach and interact with the firm. An effective embassy approach uses a consistent firm name in all its social media properties.