1) Which of the following is true of social media (SM)?
A) Using social media is an old-style, organization-centered technique.
B) Social media is used for sending messages and attempts to manage, influence, and control customers and partners.
C) Organizations know social media is popular and can be strategically beneficial.
D) Social media markets to employees and not customers.
2) Which of the following is the first step in developing a social media information system (SMIS)?
A) Define what the organization wants to achieve with social media.
B) Identify metrics that will indicate whether an organization has achieved its goals.
C) Maximize metrics like conversion rate and bounce rate.
D) Identify the organization's target audience.
3) ________ indicate whether an organization has achieved its goals.
A) Vanity metrics
B) Cyclomatic complexities
C) Halstead complexities
D) Success metrics
4) A(n) ________ is the percent of people who achieve a certain result for an organization.
A) bounce rate
B) exit rate
C) exchange rate
D) conversion rate
5) A(n) ________ refers to the percent of people who visit a Web site and then immediately leave.
A) bounce rate
B) exit rate
C) exchange rate
D) conversion rate
6) Which of the following statements is true of identifying an organization's target audience in a social media information system (SMIS)?
A) Every social media user is a target audience.
B) Only teenagers form the target audience.
C) Identifying a target audience helps organizations focus its marketing efforts.
D) Once a target audience is identified, any social media platform can be used.
7) ________ is performed to identify the strengths and weaknesses in an opponent's use of social media in a social media information system (SMIS).
A) Factor analysis
B) Risk analysis
C) Win-loss analytics
D) Competitive analysis
8) All companies have teams who are trained to use social media (SM).
9) Depending on an organization's strategy, it will use different social media platforms in different ways.
10) Success metrics are also known as key performance indicators (KPIs).