Chapter 10

Question 1

Content that is created, shared, and commented on by a broader community of users.

Answer 1

social media

Question 2

When users work, often collaboratively, to create content and provide services.

Answer 2

peer production

Question 3

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).

Answer 3

collaborative consumption

Question 4

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 websites and Internet services that foster social media or other sorts of peer production.

Answer 4

Web 2.0

Question 5

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.

Answer 5

paid media

Question 6

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.

Answer 6

trackbacks

Question 7

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.

Answer 7

blogs

Question 8

A list of a blogger’s favorite blogs. While not all blogs include blog rolls, those that do are often displayed on the right or left column of a blog’s main page.

Answer 8

blog rolls

Question 9

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.

Answer 9

earned media

Question 10

Search engine optimization. The process of improving a page’s organic page rankings (rank in search results).

Answer 10

SEO

Question 11

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.

Answer 11

inbound marketing

Question 12

Communication channels that an organization controls. These can include firm-run blogs, websites, apps, and organization accounts on social media such as Twitter, Facebook, Pinterest, YouTube, and Instagram.

Answer 12

owned media

Question 13

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.

Answer 13

long tail

Question 14

A website that can be modified by anyone, from directly within a web browser (provided that user is granted edit access).

Answer 14

wiki

Question 15

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.

Answer 15

wikimasters

Question 16

An editorial style that is free of bias and opinion. Wikipedia norms dictate that all articles must be written in NPOV.

Answer 16

neutral point of view (NPOV)

Question 17

Internet vandals and mischief makers; also sometimes referred to as trolls.

Answer 17

griefers

Question 18

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.

Answer 18

roll back

Question 19

A phrase used to describe graphical editing tools, such as those found in a wiki, page layout program, or other design tool.

Answer 19

what you see is what you get (WYSIWYG)

Question 20

In this context, information or applications that spread rapidly between users.

Answer 20

viral

Question 21

An online community that allows users to establish a personal profile and communicate with others. Large public social networks include Facebook, LinkedIn, Google+, and Pinterest.

Answer 21

social networks

Question 22

Software development kit. Tools that allow the creation of products or add-ons for a specific operating system or other computing platform.

Answer 22

SDK

Question 23

When others take advantage of a user or service without providing any sort of reciprocal benefit.

Answer 23

free rider problem

Question 24

A method for organizing tweets where keywords are preceded by the # character.

Answer 24

hashtags

Question 25

Polling a diverse crowd and aggregating opinions in order to form a forecast of an eventual outcome.

Answer 25

prediction market

Question 26

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.

Answer 26

wisdom of crowds

Question 27

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.

Answer 27

crowdsourcing

Question 28

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.

Answer 28

astroturfing

Question 29

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.

Answer 29

sock puppets

Question 30

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.

Answer 30

embassy

Question 31

The social media awareness and response team. A group tasked with creating policies and providing support, training, guidance, and development expertise for and monitoring of a firm’s social media efforts.

Answer 31

SMART

Question 32

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.

Answer 32

online reputation management