Chapter 10

Question 1

social media

Answer 1

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

Question 2

peer production

Answer 2

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

Question 3

collaborative consumption

Answer 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).

Question 4

Web 2.0

Answer 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.

Question 5

wiki

Answer 5

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

Question 6

trackbacks

Answer 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.

Question 7

hashtags

Answer 7

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

Question 8

griefers

Answer 8

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

Question 9

embassy

Answer 9

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.

Question 10

inbound marketing

Answer 10

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.

Question 11

owned media

Answer 11

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.

Question 12

long tail

Answer 12

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.

Question 13

APIs

Answer 13

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.com provides APIs to let developers write their own applications and websites that can send the firm orders.

Question 14

prediction market

Answer 14

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

Question 15

online reputation management

Answer 15

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.

Question 16

crowdsourcing

Answer 16

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.

Question 17

roll back

Answer 17

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.

Question 18

social networks

Answer 18

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.

Question 19

astroturfing

Answer 19

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.

Question 20

paid media

Answer 20

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.

Question 21

viral

Answer 21

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

Question 22

neutral point of view (NPOV)

Answer 22

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

Question 23

blog rolls

Answer 23

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.

Question 24

earned media

Answer 24

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.

Question 25

SEO

Answer 25

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

Question 26

SMART

Answer 26

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.

Question 27

sock puppets

Answer 27

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.

Question 28

wikimasters

Answer 28

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.

Question 29

wisdom of crowds

Answer 29

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.

Question 30

blogs

Answer 30

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.

Question 31

what you see is what you get (WYSIWYG)

Answer 31

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

Question 32

free rider problem

Answer 32

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

Question 33

SDK

Answer 33

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