Chapter 8 - Social Media

Question 0

Social Media Information System (SMIS)

Answer 0

An information system that supports the sharing of content among networks of users.

Question 1

Social Media (SM)

Answer 1

The use of information technology to support the sharing of content among networks of users. It allows people to form communities, tribes, or hives - a group of people related by a common interest.

Question 2

Three SMIS Roles

Answer 2

• User Communities
• Social Media Sponsors
• Social Media Application Providers

Question 3

The key difference of SM communities vs natural human communities.

Answer 3

SM communities are formed based on mutual interests and transcend familial, geographic, and organizational boundaries.

Question 4

Viral Hook

Answer 4

Some inducement, such as a prize or other reward, for passing communications along through the tiers.

Question 5

Social Media Sponsors

Answer 5

Companies or other organizations that choose to support a presence on one or more SM sites.

Question 6

Social Media Application Providers

Answer 6

The companies that operate SM sites. i.e. Facebook, Twitter, LinkedIn, Google.

Question 7

Two Types of SM Data

Answer 7

• Content Data

- Connection Data

Question 8

Content Data

Answer 8

Data and responses to data that are contributed by users and SM sponsors.

Question 9

Connection Data

Answer 9

Data about relationships.

Question 10

Gossieaux and Moran, creators of the hyper-social organization theory, identify two kinds of communities that are important to commerce.

Answer 10

• Defenders of Belief

- Seekers of Truth

Question 11

Defenders of Belief

Answer 11

Share a common belief and form their hive around that belief. When confronted with contrary evidence, they become more firmly convinced in their belief. Facilitate activities like sales and marketing. Not effective for innovation or problem solving. Form strong bonds and allegiance to an organization.

Question 12

Seekers of Truth

Answer 12

Share a common desire to learn something, solve a problem, or make something happen. Excel at problem solving and innovation. Can be useful in customer service. No organizational bond, unless the organization demonstrates behavior that it, too, is committed to solving the community’s shared problem.

Question 13

Social CRM

Answer 13

A dynamic, SM-based CRM process. Both organizations and customers create and process content.

Question 14

Crowdsourcing

Answer 14

The dynamic social media process of employing users to participate in product design or product redesign.

Question 15

Enterprise 2.0

Answer 15

Originated by Andrew McAfee. The application of social media to facilitate the cooperative work of people inside organizations. Can be used to enable users to share knowledge and problem solving techniques.

Question 16

SLATES

Answer 16

• Search
• Links
• Authoring
• Tags
• Extensions
• Signals

Question 17

Folksonomy

Answer 17

Content structure that has emerged from the processing of many user tags.

Question 18

Capital

Answer 18

Defined by Karl Marx, the investment of resources for future profit. These would include investments in factories, machines, manufacturing equipment, etc.

Question 19

Human Capital

Answer 19

The investment in human knowledge and skills for future profit.

Question 20

Social Capital

Answer 20

According to Nan Lin, it is investment in social relations with the expectation of returns in the marketplace.

Question 21

Four Ways Social Capital Adds Value

Answer 21

• Information
• Influence
• Social Credentials
• Personal Reinforcement

Question 22

Value of Social Capital

Answer 22

According to Hank Flap, is determined by the number of relationships in a social network, by the strength of those relationships, and by the resources controlled by those related.

Question 23

Strength Of A Relationship

Answer 23

The likelihood that the entity (person or other organization) in the relationship will do something that benefits the organization.

Question 24

Hyper-Social Organization

Answer 24

Developed by Gossieaux and Moran. An organization that uses social media to transform its interactions with customers, employees, and partners into mutually satisfying relationships with them and their communities.

Question 25

Four Pillars of The Hyper-Social Organization

Answer 25

Consumer -> Humans
Market Segments -> Tribes
Channels -> Networks
Structure & Control -> Messiness

Question 26

SEAMS

Answer 26

• Sense
• Engage
• Activate
• Measure
• Story Tell

Question 27

Key Users

Answer 27

Personnel trained to perform SM engagement tasks. Nonkey users submit ideas and responses to key users for publication in communities. They serve as a buffer and a filter for possible inappropriate content.

Question 28

Active Lurker

Answer 28

Someone who reads, consumes, and observes activity in one social medium and then broadcasts it in some other medium.

Question 29

Web 2.0

Answer 29

Web-delivered services and content that are paid for by advertising.

Question 30

Pay-per-click

Answer 30

Revenue model in which advertisers display ads to potential customers for free and pay only when the customer clicks.

Question 31

Mashups

Answer 31

When the output of two or more Web sites is combined into a single user experience.

Question 32

Conversion Rate

Answer 32

Measures the frequency that someone who clicks on an ad makes a purchase, “Likes” a site, or takes some other action desired by the advertiser.

Question 33

Social Media Policy

Answer 33

A statement that delineates employees’ rights and responsibilities with regards to SM use.

Question 34

User-generated Content

Answer 34

Content on an organizations site that is contributed by no employee users. The essence of SM relationships.