Week4 Flashcards
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
Starting the Social Media and Communities University to train employees interested in speaking on behalf of Dell.
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)
- Use the right tone of voice
- Take things offline if necessary
- Speed matters for social support
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
Collective setting + directive questions
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
They are focused mainly on text
Online communities can be owned / started by?
- Brands
- Consumers
- Third-parties
- All of the above
All of the above
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
Can facilitate community, but not automatically
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
Develop a presence on existing third-party communities
Profits from communities can best be described as:
- Real but mostly indirect
- Substantial but typically delayed
- Dynamic but expected
- Ephemeral but important
Real but mostly indirect
Which of the following is a key function of communities for consumers?
- Relation
- Recreation
- Gossip
- Co-creation
Relation
Which type of community members are good candidates to become moderators?
- Tourists
- Minglers
- Devotees
- Insiders
Insiders
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
Sub-sections that are specialized around products or issues
Which of the following is NOT a community governance structure?
- Market governance
- Hierarchy governance
- Game governance
- Clan governance
Game governance
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
There is too much data to make sense of
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
The ratio between gain and lost
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
Companies that are co-mentioned with your company in social media posts
What is BNP Paribas’s number one social media success metric today?
- Number of followers
- Engagement
- Sales
- Positive mentions
Engagement
The content on Dell’s social media account comes from a select pool of specialized content creators
- Yes
- No
No
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
Sourcing new product suggestions from customers
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
The online study of Internet communities and cultures
Which of the following is NOT a defining characteristic of a community?
- Moral responsability
- Rituals and traditions
- Focused around a particular lifestyle
- We-feeling
Focused around a particular lifestyle
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
When there is pressure to show immediate return on investment
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
Successful communities are tightly managed and controlled
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
Devotee
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
Offer badges for both major and minor tasks
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
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
