Business Communication Essentials, 8e (Bovee/Thill)
Chapter 6 Crafting Messages for Digital Channels
1) How does social media best increase the power of stakeholders?
A) By controlling the number of “likes” for a product
B) By increasing the transparency of the organization
C) By allowing links to be sent to social groups
D) By limiting control of the organization over their website
E) By only trusting those who use social media
2) Taking the opportunity to correct misinformation or explain how mistakes will be fixed allows
an organization using social media to do what?
A) Limit information shared with followers
B) Be more informal
C) Include sales pitches
D) Incorporate specific and informative headings
E) Stay involved in the online community
3) Which social media is best for mimicking conversation?
A) Instant messaging
B) Blogging
C) Podcasts
D) Content sharing sites
E) Websites
4) Using comments and critiques on a social media site can be an effective way to do which of
the following?
A) Exchange large volumes of data
B) Build a personal social media brand
C) Explain new or unfamiliar systems
D) Provide reference materials
E) Develop a company history
5) Telling readers where to find information on an unfamiliar system can be considered which of
the following compositional modes?
A) Narrative
B) Reference materials
C) Summaries
D) Orientations
E) Conversations
6) Which of the following compositional modes is often used by marketing and sales
departments to attract interest?
A) Narratives
B) Tutorials
C) Teasers
D) Status updates
E) Conversations
7) One of the appeals of social media is what?
A) The feeling of conversation
B) Less need for traditional writing conventions
C) The ability to create large volumes of content inexpensively and quickly
D) Being able to say whatever you want on social media without anyone knowing who you are
E) The high level of control over the message
8) Which of the following is true when creating content for social media?
A) Companies can develop posts without fear of criticism from the public.
B) Spelling and grammar are not as important.
C) All posts are honest and trustworthy because it is easier to verify information.
D) Careless posts can end a career.
E) Headlines should be short, direct, and bland.
9) Which of the following links social networking to a physical corporate presence?
A) Augmented reality
B) Location-aware services
C) Mobile blogging
D) Cloud-based services
E) Mobile podcasting
10) Which of the following can be used for special event coverage, allowing for live blogging at
trade shows and conventions?
A) Mobile podcasting
B) Augmented reality
C) Wearable technology
D) Mobile blogging
E) Cloud-based services
11) Which of the following can be used to conduct on-the-job training by providing content as
workers perform tasks?
A) Location-aware services
B) Wearable technology
C) Augmented reality
D) Mobile podcasting
E) Mobile blogging
12) To create audience-focused messages, companies structure messages to include teasers,
orientations and summaries.
13) Stakeholders can use social media to harm companies.
14) Generally speaking, companies are willing to use any communication tool that consumers are
likely to use.
15) Writing for social media requires the same skill set as writing for traditional media.
16) Discuss how the increased use of social media has changed the way stakeholders consume
information from an organization and the change in the relationship between stakeholders and
the organization.
17) Discuss ways to create successful content for social media.
18) Networks that focus on a particular function or the interest of one specific audience are
known as what?
A) Private networks
B) Clouded networks
C) Public, specialized networks
D) Public, general-purpose networks
E) Private, general-purpose networks
19) When are social networks most effective?
A) When the network is dedicated to a specific specialty
B) When the network has filtering capability
C) When the networks allow all participants to give and receive information
D) When the networks provide meaningful user content controlled by the organization
E) When the networks provide meaningful user content without company input
20) Using the network to find pockets of expertise in the organization is an example of what?
A) Using networks to build communities
B) Using networks to integrate a workforce
C) Using networks to understand target markets
D) Using networks to extend the organization
E) Using networks to foster collaboration
21) People who engage in similar work, interests or share enthusiasm for an activity are referred
to as what?
A) Brand socializers
B) Target market
C) Socializing members
D) Business partners
E) Networked organizations
22) Communities of interest formed around a specific product are referred to as what?
A) Brand socializers
B) Sentiment analyst
C) Target markets
D) Brand communities
E) Teasers
23) Which of the following measures how effectively a company engages with online
stakeholders?
A) Sentiment analysis
B) Cold calling
C) Brand socialization
D) Content marketing
E) Socialization
24) Using language analysis software to track public opinion is an example of what?
A) Recruitment
B) Sentiment analysis
C) Social customer service
D) Networking
E) Social media complexity
25) How can social media help a company find a subject-matter expert?
A) By accessing professional networks
B) By cold calling
C) By connecting only with other virtual organizations
D) By facilitating community hubs
E) By maintaining a consistent online personality
26) To increase content marketing, which of the following social media development tactics
would be most effective?
A) Anchor your presence in your online hub.
B) Join existing conversations.
C) Offer valuable content to members of the online community.
D) Use a variety of compositional modes for each message.
E) Maintain a consistent personality.
27) To best respond to rumors or misinformation in the marketplace, what social media strategy
would be most effective?
A) Join existing conversations.
B) Use content marketing.
C) Choose a new compositional mode.
D) Increase the use of community building.
E) Change your online personality.
28) Connecting various links to a corporation’s online personality can be accomplished using
what?
A) Social media
B) A central hub
C) LinkedIn
D) A specific media personality
E) User-generated content
29) Which of the following should be consistent regardless of what social media tool is being
utilized?
A) Website address
B) Graphics
C) Content
D) Appearance
E) Personality
30) Which of the following is most likely to improve internal communications?
A) Integrating company workforces
B) Choosing the best compositional mode for each network
C) Offering valuable content to online communities
D) Anchoring the corporate presence in a hub
E) Facilitating external community building
31) Social networks are online services that help people and organizations form connections.
32) Brand socialization is a measure of how often consumers engage with a corporate website.
33) Content marketing is the practice of providing online information to other business for a fee.
34) Describe three types of social networks and how they are used.
35) Sites in which users contribute most of the content are referred to as what?
A) User-generated content sites
B) Content curation sites
C) Community Q&A sites
D) Blogs
E) Hubs
36) The key to making a user-generated content site effective is what?
A) Consistent addition of new information
B) Links to corporate websites
C) Valuable and easy-to-use data
D) Video
E) Access by invitation only
37) Allowing a company to organize all its videos in one place, making it easy for visitors to get
automatic video updates is an example of what?
A) Teasers
B) Community sites
C) User-generated content
D) Promotional messaging
E) Branded channeling
38) Which of the following increases user engagement on user-generated content sites?
A) Content curation
B) Regular use of teasers
C) Sharing of useful articles
D) Responding to every user question
E) Allowing users to add comments
39) Which of the following is a disadvantage to curation sites?
A) Curation sites have the potential to reshape audience behavior.
B) Curation sites can include extensive shared expertise in a variety of fields.
C) Curation sites allow anyone in the community to share experiences.
D) Curation sites require tight control over the message.
E) Curation sites have little regulation regarding content ownership.
40) Community Q&A sites can be used to do which of the following?
A) Build a personal brand
B) Increase content curation
C) Increase membership in newsfeeds
D) Promote a branded YouTube channel
E) Post video clips on products
41) Which of the following acts as a type of reference material site for users?
A) User-generated content sites
B) Branded channels
C) Content curation sites
D) Community Q&A sites
E) Email feed sites
42) In addition to information and networking opportunities, social networks can be specifically
designed to allow members to share content.
43) A website where owners contribute most of the content is considered a user-generated
content site.
44) Content curation tools are used to develop online portfolios on specific topics.
45) Explain how a community Q&A site can have lasting and long-term implications for an
organization.
46) Which of the following is an advantage of using email?
A) Millions of users are comfortable with it.
B) It is easy to send any type of message.
C) Users can generate long message chains.
D) Users can send messages to several users at once, ensuring everyone with potential interest in
the topic is included.
E) It is the most effective communication tool available for project management updates and
discussions.
47) Which of the following is a disadvantage of using email?
A) Email is universal.
B) Email messages can include emoticons for added depth of meaning.
C) Email allows for instantaneous responses.
D) Email allows users to be selective about who they send a message to.
E) Email allows for low value messages to be sent to multiple recipients.