BA 325 – Chapter 8

The immense popularity of blogs has meant that most bloggers can make a living off their musings.
false
The unstructured nature of wikis is both a source of strength and weakness.
true
Citing Wikipedia as a reference is not considered a good practice because Wikipedia:
is not original source materials, but rather a clearinghouse of information.
_____ refers to efforts that allow participants to share access to products and services rather than having ownership
Collaborative consumption, The sharing economy
Which of the following statements holds true for Wikis?
Their key use is to collaborate on common tasks or to create a common knowledge base.
The inherently _____ nature of feeds allows individuals to rapidly blast their activities to their contacts or “friends” and forward along posts they think may be of interest to others.
viral
The long tail nature of the blogging phenomenon is demonstrated by:
the niche content that is discoverable through search engines and that is often shared via other types of social media.
How are sites and services from the Internet’s first phase (Web 1.0) different from those that are classified as social media or peer-production efforts?
Web 2.0 services foster collaboration and information sharing, as opposed to static, transaction-oriented Web 1.0 efforts.
Blogs do not hold any attraction for corporations because they hinder immediate and unfiltered distribution of ideas.
false
Blogs refer to:
online journal entries, usually made in a reverse chronological order.
Marketers can leverage social media channels for:
Competitive intelligence
generating customer input.
disseminating information.
reinforcing a customer’s relationship with the firm.
**All the above**
The larger and more active a wiki community, the more likely it is that information will be distorted and that errors will creep in.
false
Which of the following statements about blogging is true?
Blog comments can be a hothouse for spam and the disgruntled.
The term wiki refers to a(n):
Web site that can be modified by permitted users, from directly within a Web browser.
Web 2.0 is often used to refer to Web sites and Internet services that foster social media or other sorts of peer production.
true
The phrase ___________________________ refers to 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.
inbound marketing
Professionals looking to create a collaborative space where all members of a team can share learning, post agenda items, and maintain project documents would most likely choose:
A wiki tool or service
Which of the following statements about Web 2.0 is true?
Peer production is leveraged to create much of the open source software that supports many of the Web 2.0 efforts.
_____ is a phrase used to describe graphical editing tools, such as those found in a wiki, page layout, or other design tool.
What you see is what you get
Blogs are used to collaborate on common tasks or to create a common knowledge base.
False
What feature of blogs makes it easier for users to see the most recent content first?
Reverse chronology
Users who edit Wikipedia content in a manner that is biased and opinionated are said to be violating Wikipedia’s stated policy of:
Neutral point of view
The phrase “_____________________________” refers to communication channels that an organization controls. Includes firm-run blogs and Web sites, apps, and organization accounts on social media such as Twitter, Facebook, Pinterest, YouTube, and Instagram.
owned media
The use of public social networks within private organizations is growing, and many organizations are implementing their own private social networks.
true
A professional or student looking for guidance with a programing problem is likely to be best be served by posting questions to:
StackOverflow
A _____ refers to a list of a blogger’s favorite sites, often displayed on the right or left column of a blog’s main page.
blog roll
Peer-produced services like Skype and BitTorrent leverage a central IT resource instead of users’ computers to forward phone calls and video.
false
Most elite blogging sites engage advertisers directly for high-value deals and extended sponsorships.
true
Peer production and social media fall under the Web 1.0 umbrella.
false
_____ are links in a blog post that refer readers back to cited sources.
trackbacks
What is the likely implication of a large and active wiki community?
It becomes more likely that content is up-to-date and errors are quickly corrected.
Which of the following statements holds true with respect to blogs?
Top blogs operating on shoestring budgets can snare several hundred thousand dollars a month in ad revenue.
Advertisement and sponsorships are components of:
paid media
Which of the following statements is true about corporations and blogging?
CEOs use blogs for purposes that include a combination of marketing, sharing ideas, press response, image shaping, and reaching consumers directly.
Many social media websites have emerged as top destinations on the Internet, however the category has remained volatile, with many one-time leaders losing popularity over time.
true
A vigorous community of commenters would help keep a blogger honest as they will quickly expose a blogger’s errors of fact or logic.
true
Most mainstream news outlets have begun supplementing their content with blogs that can offer greater depth, more detail, and deadline-free timeliness.
true
Despite its good intentions, privacy regulations exposed the website PatientsLikeMe to significant fines and it was eventually forced to shut down.
false
As with other types of social media, content flows in social networks are easy to control.
false
Crowdsourcing can be considered a type of peer-production.
true
The phrase “_____________________________ media” refers to promotions that grow organically from customer efforts or other favorable publicity (e.g. think positive tweets, shared Facebook posts, and pins on Pinterest).
earned
Social media refers to content that is peer produced and shared online.
true
_____ refers to content that is created, shared, and commented on by a broader community of users.
Social media/user-generated content, User-generated content
_____ refers to a phenomenon whereby firms can make money by offering a near-limitless selection.
Long tail
A(n) _____ refers to an Internet vandal and mischief-maker.
troll
Peer production refers to:
users collaboratively working to create content, products, and services.
Which of the following statements holds true for electronic social networks?
Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media.
According to the text, the most popular platform for users choosing to host their own blog server is:
wordpress
Blog posts are listed in forward order of creation, making it easy to see the most recent content.
false
One example of the rapid rise and broad, disruptive impact of social media is the mobile messaging service _____. The service has grown to the point where its massive user base sends more instant messages than the entire worldwide SMS messaging standard. Facebook acquired the firm at a valuation of $19 billion.
WhatsApp
The value of any particular blog derives from a combination of technical and social features.
true
_____ are individuals often employed by organizations to review community website content in order to prune excessive contributions, move commentary to the best location, and edit as necessary.
Wikimasters
While firms like Deloitte Consulting and Goldman Sachs had hoped to create lasting social networks of former employees, firms saw little value in these efforts and even exposed themselves to significant legal and privacy threats.
false
Links in a blog post that refer readers back to cited sources are called _____.
trackbacks
Building brands online can be expensive. This has proven especially true for successful social media sites, which have built brand awareness through expensive advertising campaigns.
false
Social networking feeds are at times controversial with instances of feed mismanagement causing user discontent, public relations problems, and the possibility of legal action.
true
The phrase “_____________________________” refers to efforts where an organization pays to leverage a channel or promote a message, such as advertisement and sponsorships.
paid media
Web 2.0 services are targeted at creating resources and sharing information based on transaction-focused storefront models.
false
Which of the following refers to a feature of wikis that allows the restoring of earlier work in the event of a posting error, inaccuracy, or vandalism?
roll back
Which of the following statements is true about microblogging?
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.
web 2.0
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.
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.
collaborative consumption
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)
blogs
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
long tail
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.
trackbacks
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.
blog rolls
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
owned media
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.
paid media
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
earned media
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.
inbound marketing
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.
wiki
A web site that can be modified by anyone, from directly within a web browser (provided that user is granted edit access)
what you see is what you get (WYSIWYG)
a phrase used to describe graphical editing tools, such as those found in wiki, page layout program, or other design tool
roll back
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.
wikimasters
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.
griefer
Internet vandal and mischief maker; also sometimes referred to as a troll.
neutral point of view (NPOV)
an editorial style that is free of bias and opinion; wikipedia norms dictate that all articles must be written this way
social network
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
viral
in this context, information or applications that spread rapidly between users
microblogging
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
tweets
a twitter post, limited to 140 characters
hash tag
a method for organizing tweets where keywords are preceded by the # character
application programming interfaces (APIs)
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.
free rider problem
when others take advantage of a user or service without providing any sort of reciprocal benefit
wisdom of crowds
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.
prediction market
polling a diverse crowd and aggregating opinions in order to form a forecast of an eventual outcome
crowdsourcing
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.
SMART
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
sock puppet
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.
astroturfing
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.
online reputation management
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.
embassy
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.