study 1

Which of the following is the chief disadvantage to using social media?

• In a crisis situation, a company's reputation can be damaged quickly.

• You can gather information about what customers want in products.

• A company must establish policies covering social media usage and provide training

• A company can lose control of how its corporate logo is used.

The developers of a point-of-sale retail transaction software had a system error in their Web server. Users of the system were unable to upload data through their remote data entry service. The customers quickly grew angry about the situation and began posting negative comments on several popular social media sites and the company's public message board. The company is in the response stage of managing the crisis. What should they do?

• Post responses to the messages, explaining the problem and when it will be resolved

• Prepare an executive report on the crisis, with recommendations for organizational changes to prevent similar incidents in the future.

• Remove all postings from their message board and publicly deny the error on the popular social media sites.

• Monitor the messages to determine how many are posted until the error is corrected. Then contact the message posters privately by phone or e-mail.

A small business is selling scarves. A recent customer is excited about her new scarf and has shared the business's posts in her personal social media network. What kind of social media communication is this?

• Earned communication

• Owned communication

• Paid communication

• Posted communication

The developer of an e-book reader is looking for ways to improve their product. They have collected survey results and numerous comments from current customers on their social media sites and in the product reviews on their e-commerce Web site. What kind of big data strategy should the developer use to analyze the data?

• Social analytics

• Decision Science

• Performance Management

• Data exploration

A company has a goal of increasing revenue from social media sites by 15% in the next quarter. They know the costs of their paid advertising and internal resources to promote the social media platform. They also have a readily available metric (sales orders) and are collecting data on conversions from follower to lead to sale. What is the company trying to calculate?

• Return on investment

• Return on engagement

• Customer loyalty

• Follower sentiment

What type of audience is interested in your company and needs your products, but cannot afford them?

• a tertiary target audience

• an optimal target audience

• a primary target audience

• a secondary target audience

A well-known boss of a company regularly makes keynote speeches at industry conferences. How can these presentations be made more social?

• Record the speech and post it on the company's Web site with a text transcript.

• Contract with a reality television producer to create a short run series for cable broadcast

• Change the format of the speeches to a question and answer panel with four to five participants

• Share them as live streaming events and invite the audience to ask questions, which the CEO will answer immediately

A company noticed a recent spike in online posting about one of their products. In response, they increased the amount of paid advertising for that particular product. However, sales of the product dropped by 75% in the next 3 months. Which big data value component was missing from the analysis about the spike?

• Context, most of the posts were complaints about product performance.

• Confidence, the combined data had insufficient certainty

• Complexity, data from multiple sources was poorly matched and imprecise.

• Choice, the company used an inadequate data analysis system.

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What is the name of Twitter's live streaming app?

• Live

• Meerkat

• Ustream

• Periscope

A new gaming console has numerous bugs and unhappy customers. The company that makes the gaming console is responding promptly to complaints on their social media sites with promises of software patches to correct the problems. What stage of social media crisis management is the company in?

• Detection

• Identification

• Recovery

• Response