Week4 Flashcards

1
Q

Dell took two initiatives in 2009-2010 in order to scale their social media efforts and truly leverage its potential. One of these initiatives was:

  • Starting the Social Media and Communities University to train employees interested in speaking on behalf of Dell.
  • Starting the blog Direct2Dell
  • Engaging in at least 10,000 online conversations a day
  • Adding reviews and ratings to their website
A

Starting the Social Media and Communities University to train employees interested in speaking on behalf of Dell.

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2
Q

According to the blog post by Groove, which of the following are part of the 7 best practices around social media customer service?

  • Use the right tone of voice
  • Reply to every poster
  • Take things offline if necessary
  • Speed matters for social support

(Select all correct)

A
  • Use the right tone of voice
  • Take things offline if necessary
  • Speed matters for social support
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3
Q

Which the best way to design online feedback sessions to gain product improvement ideas?

  • Individual setting + non-directive questions
  • Individual setting + directive questions
  • Collective setting + non-directive questions
  • Collective setting + directive questions
A

Collective setting + directive questions

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4
Q

What is one of the limitations of current social media monitoring tools?

  • They are very expensive
  • They are focused mainly on text
  • They are difficult to use for non-experts
  • They are only appropriate for English-language social media
A

They are focused mainly on text

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5
Q

Online communities can be owned / started by?

  • Brands
  • Consumers
  • Third-parties
  • All of the above
A

All of the above

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6
Q

Opening company accounts on multiple social media platforms:

  • Never facilitates community
  • Can facilitate community, but not automatically
  • Always facilitates community
  • Is an example of togetherness
A

Can facilitate community, but not automatically

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7
Q

What should you do if your company cannot afford to start its own community?

  • Offer a limited version of a community on your website
  • Be very active on a variety of social media accounts to compensate for the lack of a community
  • Develop a presence on existing third-party communities
  • Charge consumers a fee to join the community in order to offset costs
A

Develop a presence on existing third-party communities

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8
Q

Profits from communities can best be described as:

  • Real but mostly indirect
  • Substantial but typically delayed
  • Dynamic but expected
  • Ephemeral but important
A

Real but mostly indirect

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9
Q

Which of the following is a key function of communities for consumers?

  • Relation
  • Recreation
  • Gossip
  • Co-creation
A

Relation

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10
Q

Which type of community members are good candidates to become moderators?

  • Tourists
  • Minglers
  • Devotees
  • Insiders
A

Insiders

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11
Q

What is a good way to support topical involvement in an online community?

  • Active moderation
  • A social zone where members can chat about their personal lives
  • Sub-sections that are specialized around products or issues
  • Lots of video tutorials and image-heavy content
A

Sub-sections that are specialized around products or issues

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12
Q

Which of the following is NOT a community governance structure?

  • Market governance
  • Hierarchy governance
  • Game governance
  • Clan governance
A

Game governance

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13
Q

Which of the following is one of the biggest challenges that marketers face when measuring their social media efforts?

  • There is too much data to make sense of
  • There are too many analysts so it is difficult to choose the right one for your business
  • There are too many analytics tools available
  • There is too much pressure from top management to show positive outcomes
A

There is too much data to make sense of

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14
Q

What is a good way to think about social media ROI?

  • The ratio between positive and negative social mentions
  • The ratio between gain and lost
  • The ratio between paid and earned media
  • The ratio between supporters and detractors
A

The ratio between gain and lost

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15
Q

It is important to report your social media results by providing context and comparison points. Which companies should you compare your social media metrics with?

  • Companies that are active on the same social media platforms
  • Companies that are in the same business as you
  • Companies that are co-mentioned with your company in social media posts
  • Companies that have started their social media presence a few years ahead of you
A

Companies that are co-mentioned with your company in social media posts

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16
Q

What is BNP Paribas’s number one social media success metric today?

  • Number of followers
  • Engagement
  • Sales
  • Positive mentions
A

Engagement

17
Q

The content on Dell’s social media account comes from a select pool of specialized content creators

  • Yes
  • No
18
Q

Dell’s Ideastorm community serves the purpose of:

  • Providing background information about Dell products and services
  • Sourcing new product suggestions from customers
  • Supporting customer relationship management activities
  • Allowing customers to submit complaints so that reactive care can be organized
A

Sourcing new product suggestions from customers

19
Q

What is netnography?

  • The online study of Internet communities and cultures
  • The term used to biographies of important Internet pioneers
  • The online study of geography
  • The graphic representation of online texts
A

The online study of Internet communities and cultures

20
Q

Which of the following is NOT a defining characteristic of a community?

  • Moral responsability
  • Rituals and traditions
  • Focused around a particular lifestyle
  • We-feeling
A

Focused around a particular lifestyle

21
Q

Your company is considering adding an online community section to its online presence. When would this not be a good idea?

  • When your product is technological in nature
  • When you are in the fashion industry
  • When there is pressure to show immediate return on investment
  • When you want to put experienced managers in charge
A

When there is pressure to show immediate return on investment

22
Q

Which of the following statements about communities is a myth?

  • Communities are a business strategy
  • Communities exist to serve the people in it
  • Communities are strongest when everyone plays a role
  • Successful communities are tightly managed and controlled
A

Successful communities are tightly managed and controlled

23
Q

Imagine a friend who is member of an online rollerblading community, and only engages in discussions of different types of equipment and developing skills. Your friend can be described as:

  • Insider
  • Tourist
  • Mingler
  • Devotee
24
Q

What is a good way to incite contribution to an online community?

  • Offer badges only for major tasks
  • Offer badges for both major and minor tasks
  • Offer badges to new members who join
  • Offer badges only for easy achievable tasks
A

Offer badges for both major and minor tasks

25
Why is it important to spend 90% of your social media measurement budget on people? * Most analytics tools are overpriced * Social media is a domain that requires a lot of emotional intelligence * Data need to be interpreted, integrated with other data, and translated into strategic insights * Data need to be cleaned before analysis and that requires a lot of manual effort
Data need to be interpreted, integrated with other data, and translated into strategic insights
26
Which of the following social media measurements are relevant for social media and community managers? * What consumers say about your brand/company on social media * The number of complaints and suggestions given through social media * How many people liked, shared, or commented on your social media posts * The relation between social media performance and revenues/costs
What consumers say about your brand/company on social media