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Q:
What is content curation? What is its potential effect on business communication?
Q:
What are user-generated content (UGC) sites? Why are these sites useful in business?
Q:
Virtual reality and augmented reality accomplish the same goal.
Q:
Guiding users to the best material for their needs can be done through the use of content curation sites.
Q:
Within a business context, a community manager writes software code for corporate social media networks.
Q:
When you respond to a question posted on a community Q&A site, your answer is nothing more than a quick fix for a short-term problem.
Q:
In general, user-generated content sites have yielded disappointing results for companies that have used them for business purposes.
Q:
Basically, a ________ is the social media interface between a company and its external stakeholders.
A) media maven
B) community manager
C) social media networker
D) computer marketing manager
Q:
On ________, users rather than website owners contribute most or all of the content.
A) instant-viral recognition (IVR) sites
B) open-access system (OAS) sites
C) net-neutral operation (NNO) sites
D) user-generated content (UGC) sites
Q:
With the rise of social media in business, community manager is one of the hottest new jobs in the workplace. Typically, community managers are NOT responsible for
A) reconciling net income and cash flow from social media operations.
B) understanding the "nuts and bolts" of using social media effectively.
C) inspiring people to be passionate about a company and its brands.
D) measuring the effects of social interaction and using them to plan new initiatives.
Q:
The business applications of blogging do NOT include
A) anchoring your social media presence.
B) recruiting potential employees.
C) enabling word-of-mouth marketing.
D) encouraging collaboration on writing projects.
Q:
Which of the following are content curation sites?
A) Vimeo and YouTube
B) Facebook and Google+
C) Pinterest and Scoop.It
D) Digg and Reddit
Q:
As an alternative to newsfeeds, ________ involves aggregating (gathering) and curating (sorting, categorizing, and presenting) information on a particular topic in a way that makes it convenient for targeted readers.
A) blog rolling
B) content curation
C) hub syndication
D) virtual automation
Q:
Because responses to online posts can act as reference material, what should be kept in mind when preparing such posts?
A) Your needs as a communicator
B) A long timeframe and a wider audience
C) Ability to transfer information to other types of technology
D) How to replace your posts with video and other materials
E) That you are writing to a group of experienced users
Q:
Yelp has used a ________ strategy to become a major influence on the behavior of consumers and businesses in large cities across the United States.
A) voice of reason
B) voice of the crowd
C) voice in the city
D) voice of the customer
Q:
Which of the following is a good way to counter online misinformation about your company or its products?
A) Respond to misguided remarks on community Q&A sites with correct information
B) Write a blog post explaining how careful your company is
C) Show the product using virtual reality
D) Communicate with a corporate voice
E) Repeat information constantly
Q:
Starbucks Coffee, Animal Planet, and Turner Classic Movies offer their followers ________ via their branded channels on YouTube.
A) value-added content
B) interesting information
C) question-and-answer forums
D) annual reports and financial statements
Q:
Which of the following is one advantage to responding to questions posted on a community Q&A site?
A) You can establish your brand
B) You can respond to customers at the same time
C) You don't have to guess which material best meets the audience's needs
D) You can provide easy links to your online rsum
E) You can demonstrate your commitment to customer service
Q:
YouTube, Wikipedia, and Twitter are popular examples of
A) general-purpose social networks.
B) user-generated content sites.
C) community macromedia outlets.
D) private-label social networks.
Q:
Which of the following should be the key goal of gathering information for a content curation site?
A) Understanding your own needs
B) Speaking in a corporate voice
C) Maintaining a fun and unpredictable personality brand
D) Providing the best material possible based on the audience's needs
E) Being entertaining
Q:
Which of the following is one advantage to responding to questions posted on a social network site?
A) You spend more time on customer service
B) You can respond to only one user at a time
C) It is a great way to build your brand
D) You can respond with the "corporate voice"
E) It is a great way to choose a topic of interest to the audience
Q:
Community Q&A sites offer opportunities for building your personal brand. When you're responding to an individual's question, keep in mind that
A) community Q&A sites are a fad, so responding to questions is a waste of time.
B) your reply to the question will only be relevant to the person who asked it.
C) material that's posted on a Community Q&A site won't be visible for long.
D) you're responding in advance to anyone who has the same question and visits the site.
Q:
What type of social network site focuses primarily on letting visitors answer questions posted by other visitors?
A) Filtering
B) Community Q&A
C) Augmented reality
D) Content curation
E) User-generated content
Q:
Which of the following is one area of ethical concern on a content curation site?
A) Presenting someone else's content as yours
B) Filtering materials
C) Targeting a specific audience
D) Incorporating articles, video, and other media
E) Using a dedicated website
Q:
Which of the following website tools can you use to stand out as an expert in your field?
A) A statement on ethical issues tied to a website
B) FAQs
C) Private email
D) An authentic voice
E) Content curation
Q:
How do content curation sites differ from other social network sites?
A) They generate new content on a regular basis
B) They replace traditional advertising and communication efforts
C) They focus on rewarding customers for use
D) They let communicators guide readers or followers to carefully chosen selections of existing materials
E) They allow customers to talk about themselves and their interests
Q:
Which of the following could companies do to encourage positive reviews on user-generated content sites?
A) Reward customers for positive reviews
B) Guide customers to the best content
C) Focus on high levels of performance and quality
D) Share valuable material with the audience
E) Incorporate ready-made curation solutions
Q:
In which type of social network site do users contribute most or all of the content?
A) Content submission sites
B) User-generated content sites
C) Virtual reality sites
D) Content curation sites
E) Augmented reality sites
Q:
Which of the following is used to create the sensation of being in an alternative environment?
A) Virtual reality
B) Content marketing
C) Hubs
D) User-generated content
E) Augmented reality
Q:
Which of the following can be used to provide digital information to enhance physical reality, such as 3D graphics or texts?
A) Virtual reality
B) Content marketing
C) Hubs
D) User-generated content
E) Augmented reality
Q:
Describe how communities of practice and brand communities can benefit companies.
Q:
Describe how social media can be used to better understand your target market.
Q:
Describe crowdspeaking and how it is used.
Q:
What role do social networks play in communities of interest, communities of practice, and brand communities?
Q:
What are the three categories of social networks used by businesses and professionals?
Q:
What is brand socialization? Why is it important in business?
Q:
How can businesses use social networking to support collaboration?
Q:
Successful social network groups can be defined fairly narrowly, such as owners of a specific product.
Q:
Your online personality should change to match the norms of each social platform you use.
Q:
Peer-to-peer enclaves allow companies to supplement the talents of their employees with services from one or more external partners.
Q:
Social media has revolutionized customer service.
Q:
Communities of practice consist of people who share enthusiasm for a particular product or activity.
Q:
Business communicators use a wide range of specialized and private social networks, in addition to public networks.
Q:
Even though each social network calls for a unique communication style, which of the following should you keep consistent across all of them?
A) Posting schedule
B) Cross-linking to all platforms
C) Sales pitches
D) Personality
E) Community
Q:
How can you connect various pieces of your social media presence through a web platform that you own and control?
A) Use community building
B) Include promotional efforts
C) Develop a central hub
D) Incorporate augmented reality sites
E) Include user-generated content
Q:
What is content marketing?
A) Heavily advertising new blog content
B) Providing free information that is valuable to a community and helps the company build closer ties with customers
C) Making sure marketing efforts are satisfying for everyone involved
D) Never promoting a company's products or services in any way
E) Answering questions from buyers
Q:
How can a social network help an organization with its staffing needs?
A) By using the network to recruit candidates and subject-matter experts
B) By connecting with sales prospects
C) By building communities of practice
D) By monitoring communities of interest
E) By redeveloping a brand community
Q:
Which of the following can be used to assess the reputation of an organization and the emotional quality of the online conversations about it?
A) Target marketing
B) Outrage "hot spots"
C) Brand communities
D) Communities of practice
E) Sentiment analysis
Q:
A business can use ________ to engage members of an online community by providing free information that's valuable to current and potential customers.
A) content aggregation
B) content marketing
C) guerilla marketing
D) media blitzing
Q:
Which of the following is a measure of how effectively a company is engaged with online stakeholders?
A) Target marketing
B) Sentiment analysis
C) Reputation analysis
D) Brand socialization
E) Cold calling
Q:
Which of the following accounts for more than half of a brand's global reputation?
A) Target marketing
B) Sentiment analysis
C) Reputation analysis
D) Cold calling
E) Brand socialization
Q:
In the marketplace of today, ________ are the primary means of socializing companies and brands.
A) sports arenas
B) primetime commercials
C) social networks
D) magazine advertisements
Q:
What are communities of interest that form around a specific product referred to as?
A) Brand socialization
B) Target marketing
C) Reputation analysis
D) Brand communities
E) Hot spots
Q:
Online communities of interest that form around a specific product are known as
A) brand communities.
B) tangential markets.
C) product co-ops.
D) interest enclaves.
Q:
Which of the following is a key advantage of building a community of practice or a community of interest within the organization?
A) The workforce is less integrated
B) Employees can "jell" after a merger or reorganization
C) Employees can connect with experts from other areas of the organization
D) Information is delivered in a timely manner
E) The formal communication channel can be bypassed
Q:
________ is a measure of how effectively a company engages with its various online stakeholders in a mutually beneficial exchange of information.
A) Impression management
B) Marketplace share
C) Product potentiality
D) Brand socialization
Q:
What is created when people engage in similar work and share enthusiasm for their field of expertise over a social network?
A) On-site collaboration
B) A community of practice
C) A brand community
D) Integration of company workforces
E) Reputation analysis
Q:
Social networks used by the business community consist of
A) private networks.
B) public, specialized networks.
C) public, general-purpose networks.
D) all of the above.
Q:
Which of the following is one outcome of using social networks to find pockets of knowledge and expertise within the workplace?
A) Fostering collaboration
B) Integrating the entire company workforce
C) Avoiding communities of interest
D) Understanding target markets
E) Brand socialization
Q:
Social networks are a natural tool for bringing together ________, people who engage in similar work, and ________, people who share enthusiasm for a particular product or activity.
A) private networks; public networks
B) virtual networks; brand societies
C) communities of practice; communities of interest
D) special interest groups; word-of-mouth conclaves
Q:
Which of the following is one way social networks help to integrate a company workforce?
A) By encouraging unique expertise within the workforce
B) By becoming the prime communication channel
C) By establishing structural methods
D) By making all information available to all employees
E) By helping employees find experts and mentors in the organization
Q:
Which of the following can an organization do to promote the use of its internal social network?
A) Use a private social network
B) Make the system a standalone system
C) Separate the system from any broader collaboration and communication system
D) Have top executives be active on the network
E) Discourage meetings on the network
Q:
Each social network is a unique environment with its own communication norms. As you're adapting to the expectations of each network, be sure to
A) adopt a different persona for each network that you join.
B) let your feelings and moods determine how you present yourself.
C) maintain a consistent personality across all networks in which you're active.
D) pay attention to what other community members are doing, and then go with the flow.
Q:
Cemex's Shift and Red Robin's Yammer are examples of which type of social network?
A) Private
B) Public, specialized
C) Public, general-purpose
D) Integrated
E) Brand communities
Q:
A colleague of yours has just published an e-book titled, Ten Tips for Success. She plans to promote the book via social networking. What advice can you offer to her about promotional efforts via social media?
A) She should use brand acceleration to engage with opinion leaders.
B) She should use a low-key, indirect approach when promoting her book.
C) She should promote her book aggressively on each social media platform.
D) She should alter her social media presence, according to the network she's using at the time.
Q:
What is the best-known social network for career networking?
A) Facebook
B) LinkedIn
C) Craigslist
D) Linkage
E) Career World
Q:
The practice of content marketing involves ________, in order to build closer ties with current and potential customers.
A) pitching your products and services at every opportunity
B) building up your company by tearing down your competitors
C) offering free information that's valuable to community members
D) monitoring the Twittersphere for discussions about your brand
Q:
Which of these best characterizes social networks in contemporary business?
A) They are widely used inside companies but rarely for external communication
B) They are widely used outside companies but rarely for internal communication
C) They are now a major force in both internal and external business communication
D) Only consumer-goods companies bother with social networks
E) As a business communication medium, social networking is well past its prime
Q:
By forming a virtual organization, a company can
A) monitor public opinion and target opinion leaders.
B) measure how effectively it connects with its stakeholders.
C) identify potential buyers and ask for introductions from shared connections.
D) supplement its internal talent pool with services from external partners.
Q:
Which of the following acts as an online service that helps people and organizations share information and form connections?
A) Social media consultants
B) Social networks
C) Google
D) External communications
E) Communities of practice
Q:
A company can use ________ as a measure of how effectively it is engaging online stakeholders in a mutually beneficial exchange of information.
A) brand socialization
B) brand standardization
C) brand management
D) brand equilibrium
Q:
Large and geographically dispersed companies can benefit greatly from ________ that connect experts who may work in different divisions or different countries.
A) global peer groups
B) colonies of practitioners
C) communities of interest
D) dispersed social networks
Q:
________ focus on a particular function or a particular audience.
A) Private networks
B) Public, specialized networks
C) Public, general-purpose networks
D) Personalized synchronous networks
Q:
Describe the guidelines for creating effective social media content.
Q:
Why do social media require a different approach than other forms of communication?
Q:
What are seven guidelines to keep in mind when creating content for business-related social media?
Q:
Writing for social media should be approached in the same manner as writing for traditional media.
Q:
Social media has created a fundamental shift in the way companies handle communications.
Q:
Writing for social media requires a different approach than writing for traditional media.
Q:
When you're preparing an online message, you can assume that no one but your intended audience will see it.