11
24) Networks that focus on a particular function or audience are known as
A) public, general-purpose networks.
B) public, specialized networks.
C) private networks.
D) private, general-purpose networks.
E) augmented networks.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
25) In an organization, the ________ is the social media interface between a company and its
external stakeholders.
A) media manager
B) augmentation manager
C) cloud manager
D) community manager
E) IT manager
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
12
26) Social networks are used for many business communication needs because the networks can
A) integrate the company work force.
B) limit collaboration with customers.
C) reduce the need for mentors.
D) provide an outlet for employee concerns.
E) increase structural barriers.
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
27) People who engage in similar work, even though they might be geographically dispersed, are
known as
A) communities of interest.
B) cloud companions.
C) communities of practice.
D) community followers.
E) community collaborators.
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
13
28) A community of interest that forms around a specific product is sometimes called a
A) social community.
B) cloud community.
C) company community.
D) brand community.
E) target community.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
29) The measure of how effectively a company engages with online stakeholders is
A) brand socialization.
B) understanding target markets.
C) sentiment analysis.
D) brand community.
E) community of interest.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
30) ________ involves using social networks and social media to give customers a convenient
way to get help from a company.
A) Networked organization
B) Virtual organization
C) Social customer service
D) Sentiment analysis
E) Socialization
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
14
31) Providing free information that is valuable to the audience but also helps a company build
closer ties with customers is called
A) content augmentation.
B) community hub building.
C) extending the organization.
D) customer support.
E) content marketing.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
32) To make it easier for people to find and follow an organization, all social media from the
organization should be organized in a central hub, a
A) Facebook page with embedded links to supporting data.
B) community building site.
C) web presence that anchors the online presence.
D) community blog site.
E) cloud computing site.
AACSB: Information technology
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
15
33) One strategy an organization should use to build its social network is to
A) choose one compositional mode and use it for all social media sites.
B) allow others to join your conversation, but don’t join others.
C) limit community building among competitors.
D) offer promotional information as often as possible.
E) maintain a persistent online personality.
AACSB: Information technology
Difficulty: Moderate
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
34) 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 network societies; dilettantes
C) communities of practice; communities of interest
D) intra-disciplinary conclaves; product champions
E) community groups; marketing mavens
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
16
35) Companies can use a research technique called ________ to track social networks and other
media to (1) take the pulse of public opinion and (2) identify opinion makers.
A) cold calling
B) sentiment analysis
C) brand socialization
D) location-based networking
E) guerilla marketing
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
36) A company can use ________ as a measure of how effectively it is engaging its various
online stakeholders in a mutually beneficial exchange of information.
A) brand socialization
B) brand standardization
C) brand management
D) brand equilibrium
E) brand exploration
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
17
37) The practice of content marketing involves ________, in order to build closer ties with
current and potential online customers.
A) pitching your products and services at every opportunity
B) building up your company by tearing down your competitors
C) stalking online consumers in order to capture data about their behavior
D) offering free information that’s valuable to community members
E) monitoring the Twittersphere for discussions about your brand
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
38) Explain the role of a community manager at the workplace.
AACSB: Information technology
Difficulty: Moderate
Classification: Synthesis
Learning Outcome: Explain how to create brief messages for different electronic media
18
39) How can internal social networks foster collaboration and build communities within the
organization?
AACSB: Information technology
Difficulty: Difficult
Classification: Synthesis
Learning Outcome: Explain how to create brief messages for different electronic media
40) When using social networking for personal branding and company communication, why is it
important to anchor your presence in a central hub?
AACSB: Information technology
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
19
41) A ________ is a social media site where users, not owners, contribute most of the content.
A) branded channel
B) user-generated content site
C) content curation channel
D) central hub
E) content marketing site
sharing websites.
AACSB: Information technology
Difficulty: Easy
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
42) 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) responding to questions can be fun, even if you don’t know what you’re talking about.
E) you’re responding in advance to anyone who has the same question and visits the site.
sharing websites.
AACSB: Information technology
Difficulty: Difficult
Classification: Critical Thinking
Learning Outcome: Explain how to create brief messages for different electronic media
20
43) RSS feeds can benefit readers who want to subscribe to timely updates from websites or to
aggregate feeds from many sites. However, a drawback to RSS feeds involves the “fire-hose
effect” of
A) having old messages purged by new messages.
B) being discouraged because it’s so hard to subscribe to RSS feeds.
C) getting so many feeds so fast that it’s impossible to manage them.
D) RSS feeds that separate trivial articles from those that are essential.
E) all of the above.
sharing websites.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media
44) 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) sentiment analysis
D) hub syndication
E) virtual categorization
sharing websites.
AACSB: Information technology
Difficulty: Moderate
Classification: Conceptual
Learning Outcome: Explain how to create brief messages for different electronic media