Chapter 8 Study Guide Test Questions

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True or False: Social media is the use of information technology to support the sharing of content among networks of users.
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True
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True or False: SM communities are formed based on mutual interests and transcend familial, geographic, and organizational boundaries.
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True
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True or False: A viral hook is something that induces people to share a message with others.
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True
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True or False: Social media sponsors are the companies that operate the SM sites.
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False
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True or False: Social media application providers are companies and other organizations that choose to support a presence on one or more SM sites.
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False
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True or False: Facebook, Twitter, LinkedIn, and Google are all SM application providers.
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True
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True or False: Both community users and employees of SM sponsors process SM sites using communications devices.
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True
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True or False: Users employ browsers and client applications to read and submit data and to add and remove connections to communities and other users.
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True
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True or False: SM sponsors contribute to the site via browsers or by using specialized sponsor applications provided by the SM application provider.
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True
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True or False: Content data is data and responses to data that are contributed by users and SM sponsors.
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True
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True or False: Content data differentiates SMIS from Web site applications.
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False
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True or False: Only social networking sites present user and responder content, but both Web sites and social networking applications store and processes connection data.
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False
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True or False: Social networking procedures are more informal for SM sponsors than they are for social networking users.
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True
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True or False: Before initiating a social networking presence, organizations must develop procedures for creating content managing user responses, removing obsolete or objectionable content, and extracting value from content.
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True
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True or False: Defenders of belief are communities that share a common belief and form their hive around that belief.
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True
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True or False: Defenders of belief communities are highly effective for activities that involve innovation or problem solving.
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False
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True or False: Seekers of the truth communities facilitate activities like sales and marketing.
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False
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True or False: Social CRM is a dynamic, SM-based CRM process.
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True
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True or False: Social CRM is centered on lifetime value; customers that are likely to generate the most business get the most attention and have the most effect on the organization.
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True
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True or False: The primary risk of peer-to-peer support is loss of control.
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True
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True or False: Seekers of the truth will seek the truth, even if that means recommending another vendor’s product over yours.
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True
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True or False: Defenders of belief communities provide better and faster problem solutions to complex supply chain problems.
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False
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True or False: Outsourcing is the dynamic social media process of employing users to participate in product design or product redesign.
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False
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True or False: Enterprise 2.0 is the application of social media to facilitate the cooperative work of people inside organizations.
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True
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True or False: A folksonomy is content structure that has emerged from the processing of many user tags.
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True
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True or False: Human capital is the investment in social relations with the expectation of returns in the marketplace.
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False
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True or False: When you attend a business function for the purpose of meeting people and reinforcing relationships, you are investing in your social capital.
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True
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True or False: According to Hank Flap, the value of social capital is determined by the number of relationships in a social network, by the strength of those relationships, and by the resources controlled by those related.
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True
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True or False: Unlike humans, organizations do not have social capital.
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False
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True or False: An organization has a strong relationship with you if you buy its products and write positive reviews about it.
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True
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True or False: Social capital does not depreciate.
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False
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True or False: The multiplicative nature of social capital means that a huge network of relationships to people who have few resources may be lower than that of a smaller network with people with substantial resources.
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True
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True or False: A hyper-social organization is an organization that uses social media to transform its interactions with customers, employees, and partners into mutually satisfying relationships with them and their communities.
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True
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True or False: According to Gossieaux and Moran’s model of hyper-social organization, channels transmit knowledge, whereas networks transmit data.
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False
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True or False: Key users submit ideas and responses to nonkey users for publication in communities.
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False
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True or False: An active lurker is someone who reads, consumes, and observes activity in one social medium and then broadcasts it in some other medium.
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True
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True or False: Someone who sees and interesting feature in an SM presence and sends a link to that feature to friends can be called an active lurker.
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True
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True or False: Web 2.0 includes Web-delivered services and content that are paid for by users.
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False
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True or False: Web 2.0 applications are characterized y frequent releases of thick-client applications.
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False
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True or False: The term use increases value means that the value of a web site is indirectly proportional to the number of people using it.
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False
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True or False: A characteristic of Web 2.0 is that the value of a site increases with users and use.
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True
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True of False: Web 2.0 does not allow mashups, which occur when the output from two or more Web sites is combined into a single user experience.
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False
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True or False: Google publishes Google Maps and provides tools for users to make custom modifications to those maps, which is an example of mashup.
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True
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True or False: When a business participates in a social network or opens its site to UGC, it protects itself fro misguided people who post junk unrelated to the site’s purpose.
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True
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True or False: User-generated content (UGC) is the essence of SM relationships.
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True
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True or False: One of the major sources of UGC problems is inappropriate content.
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True
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True or False: The first task in managing social networking risk is to know the sources of potential problems and to monitor sites for problematic content.
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True
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True or False: If a reasoned, nondefensive response generates continued and unreasonable UGC from that same source, it is best to respond to the problematic content.
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False
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True or False: Deleting content on user-generated content site should be reserved for contributions that criticize a firm’s products or services.
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False
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True or False: In the context of CRM, hyper-social means that the vendor gains control of the customer relationship.
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False
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True or False: Emergence in the context of management means loss of control of employees.
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True

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