GEB1101:M2-C14: Exploring Social Media & e-Business

Examine why it is important for a business to use social media.
Millions of people of all ages use social media to interact with people and share ideas, personal information, and information about products and services. Today of U.S. adults use some sort of social media platform like Facebook, LinkedIn, Google+, Twitter, or Pinterest according to a recent Pew Internet Research Study. The primary reason for using social media is to stay in touch with family and friends. Other reasons include reconnecting with friends and posting messages about what’s in their lives. Early on, companies saw the potential in the sheer numbers of people using social media. Even though companies have used social media to share information about their products and services and improve customer service, many are still uncomfortable with this new method of communicating with customers because they do not have much control over what is said about their products or services.
Discuss how businesses use social media tools.
Companies use social media to connect with customers, listen to stakeholders, provide customer service, provide information to customers, and engage customers in product development. To share social content (information about products and services), companies can use blogs, photos, videos, and podcasts. In addition, social media also enables shoppers to access opinions, recommendations, and referrals from others within and outside their own social circle. Rating and review sites are based on the idea that people trust the opinions of others when it comes to purchasing products and services. Social games are another area of growth in social media. A social game (like Angry Birds or FarmVille) is a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players. While some businesses elect to create their own game, others choose to place advertising into a game.
Explain the business objectives for using social media.
Although its popularity is a recent phenomenon, many businesses are already using social media to achieve important goals and objectives. In fact, there are many ways for businesses to use social media to take advantage of business opportunities to build connections with other businesses and consumers. For example, businesses can use social media to build a community. Social media communities are social networks based on the relationships among people. Today, there are social communities for every interest, ethnic group, and lifestyle. Different types of communities include both forums and wikis. Other reasons for using social media include crisis and reputation management, listening to stakeholders, targeting customers, social media marketing, generating new product ideas, and recruiting employees. For a business, social media marketing is especially important because it can not only develop customer awareness, but also obtain sales leads and increase actual sales.
Describe how businesses develop a social media plan.
Before developing a plan to use social media, it is important to determine how social media can improve the organization’s overall performance and how it “fits” with a company’s objectives and other promotional activities. Once it is determined how social media links to the company’s other activities, the first step is to listen to what customers like and don’t like about a company’s products or services. Typically, the second step is to establish social media objectives that are specific, measurable, achievable, realistic, and time oriented. After listening and establishing objectives, the third step is to identify the customer or market segment a business is trying to reach with a social media promotion. The fourth step is to select the social media tool that will be used to reach customers. While it is not necessary (or even advisable) to use all of the available tools, a company can use social media communities, blogs, photos, videos, podcasts, or games to reach potential or existing customers. Once social media tools have been identified, a company can implement and integrate the social media plan.

Both quantitative and qualitative measurements can be used to determine the effectiveness of a social media plan. Quantitative social media measurement consists of using numerical measurements. Key performance indicators (KPIs), for example, are quantitative measurements. Qualitative measurement is the process of accessing the opinions and beliefs about a brand and primarily uses sentiment analysis to categorize what is being said about a company. Because social media costs both time and money, it is important to maintain, update, and measure the success of a social media plan and make adjustments and changes if needed.

Explain the meaning of e-business.
e-Business, or electronic business, can be defined as the organized effort of individuals to produce and sell, for a profit, the goods and services that satisfy society’s needs through the facilities available on the Internet. The human, material, information, and financial resources that any business requires are highly specialized for e-business. In an effort to reduce the cost of e-business resources, many firms have turned to outsourcing.

Using e-business activities, it is possible to satisfy new customer needs created by the Internet as well as traditional ones in unique ways. Meeting customer needs is especially important when an e-business is trying to earn profits by increasing sales and reducing expenses. Each source of revenue flowing into the firm is referred to as a revenue stream.

Understand the fundamental models of e-business
e-Business models focus attention on the identity of a firm’s customers. Firms that use the Internet mainly to conduct business with other businesses generally are referred to as having a business-to-business, or B2B, model. When examining B2B firms, two clear types emerge. In the first type of B2B, the focus is simply on facilitating sales transactions between businesses. A second, more complex type of the B2B model involves a company and its suppliers. In contrast to the focus of the B2B model, firms such as Amazon or eBay clearly are focused on individual buyers and are thus referred to as having a business-to-consumer, or B2C, model. In a B2C situation, understanding how consumers behave online is critical to the firm’s success. Successful B2C firms often make a special effort to build long-term relationships with their customers. While B2B and B2C models are the most popular e-business models, there are other models that perform specialized e-business activities to generate revenues (see Table 14-2)
Identify the factors that will affect the future of the Internet, social media, and e-business
Since the beginning of commercial activity on the Internet, developments in computer technology, social media, and e-business have been rapid and formidable. Although a number of technology companies struggled or even failed during the economic crisis, most firms involved in computer technology, social media, and e-business today use a more intelligent approach to development. The long-term view held by the vast majority of analysts is that use of the Internet will continue to expand along with related technologies. Because approximately of Americans now have access to the Internet, potential growth is limited in the United States. On the other hand, only of the people in the world use the Web. Clearly, the number of Internet users in the world’s developing countries is expected to increase dramatically.

The future of computer technology and the Internet will be influenced by advances in technology, the increasing popularity of social media, and the increasing use of e-business. Other factors including ethics, social responsibility, and Internet crime will all impact the way that businesses and consumers use computer technology and the Internet. Although the environmental forces at work are complex, it is useful to think of them as either internal or external forces that affect how businesses use computer technology. Internal environmental forces are those that are closely associated with the actions and decisions taking place within a firm. In contrast, external environmental forces are those factors affecting an e-business originating outside an organization.

blog
a website that allows a company to share information in order to not only increase the customer’s knowledge about its products and services, but also to build trust
business model
represents a group of common characteristics and methods of doing business to generate sales revenues and reduce expenses
business-to-business (or B2B) model
a model used by firms that conduct business with other businesses
business-to-consumer (or B2C) model
a model used by firms that focus on conducting business with individual consumers
cloud computing
a type of computer usage in which services stored on the Internet is provided to users on a temporary basis
cookie
a small piece of software sent by a website that tracks an individual’s Internet use
crowdsourcing
outsourcing tasks to a group of people in order to tap into the ideas of the crowd
data mining
the practice of searching through data records looking for useful information
e-business (electronic business)
the organized effort of individuals to produce and sell, for a profit, the products and services that satisfy society’s needs through the facilities available on the Internet
forum
an interactive version of a community bulletin board that focuses on threaded discussions
green IT
a term used to describe all of a firm’s activities to support a healthy environment and sustain the planet
inbound marketing
a marketing term that describes new ways of gaining attention and ultimately customers by creating content on a website that pulls customers in
key performance indicators (KPIs)
measurements that define and measure the progress of an organization toward achieving its objectives
malware
a general term that describes software designed to infiltrate a computer system without the user’s consent
media sharing sites
allow users to upload photos, videos, and podcasts
Millennials
tech-savvy digital natives born after 1980
outsourcing
the process of finding outside vendors and suppliers that provide professional help, parts, or materials at a lower cost
podcasts
digital audio or video fles that people listen to or watch online on tablets, computers, mp3 players, or smartphones
qualitative social media measurement
the process of accessing the opinions and beliefs about a brand and primarily uses sentiment analysis to categorize what is being said about a company
quantitative social media measurement
using numerical measurements, such as counting the number of website visitors, number of fans and followers, number of leads generated, and the number of new customers
revenue stream
a source of revenue flowing into a firm
sentiment analysis
a measurement that uses technology to detect the moods, attitudes, or emotions of people who experience a social media activity
social content sites
allow companies to create and share information about their products and services
social game
a multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players
social media
the online interactions that allow people and businesses to communicate and share ideas, personal information, and information about products and services
social media communities
social networks based on the relationships among people
social media marketing
the utilization of social media technologies, channels, and software to create, communicate, deliver, and exchange offerings that have value for an organization
wiki
a collaborative online working space that enables members to contribute content that can be shared with other people
Why Is Social Media Important?
A recent Pew Internet Research study showed that
more than two-thirds of online adults use some sort of
social media platform like Facebook, LinkedIn, or
Twitter
Why Businesses Use Social Media
While there are many reasons a business chooses to use social media, the number one reason is that social media generates exposure for a business.
The 5 Most Important Benefits for a Business that Uses Social Media
1. Increased exposure for my business – 85%
2. Increased traffic – 69%
3. Provided marketplace insight – 65%
4. Generated ideas – 58%
5. Developed loyal fans – 58%

SocialMediaExaminer.com
2012 Social Media Marketing Industry Report

Social Media Tools for Business Use
Social Content Sites – Allow companies to create and share information about their products and services.

Blog – a website that allows a company to share information in order to not only increase the customer’s knowledge about its products and services, but also to build trust.

Photos, Videos, and Podcasts –
–Media sharing sites allow users to upload multimedia content
–Photo sharing provides a method for companies to tell a compelling story about its products or services
–Entertainment companies post movie trailers; companies like Home Depot post do-it-yourself videos
–Podcasts are like radio shows that are distributed through various means and not lined to a scheduled time period

Social Media Ratings – Shoppers are able to access opinions, recommendations, and referrals from others within and outside of their own social circles.

Social Games – A multiplayer, competitive, goal-oriented activity with defined rules of engagement and online connectivity among a community of players

Achieving Business Objectives Through Social Media
1. Social Media Communities
2. Crisis & Reputation Management
3. Listening to Stakeholders
4. Targeting Customers
5. Social Media Marketing
6. Digital Marketing
7. Generating New Product Ideas
8. Recruiting Employees
The Top 4 Social Media Networking Sites used by Businesses

SocialMediaExaminer.com
2012 Social Media Marketing Industry Report

For businesses using social media, the most popular social networking sites are Facebook, Twitter, LinkedIn and blogs.

Facebook – 92%
Twitter – 82%
LinkedIn – 73%
Blogs – 61%

Digital marketing
1. Online public relations—developing social media press kits
2. Search engine optimization—using keywords in the Web site in order to rank higher in search engine results
3. Search engine marketing—buying ads like Google’s AdWords to increase traffic to a company’s Web site
4. Display advertising—buying banner ads
5. e-mail marketing—targeting customers through opt-in email campaigns
6. Content marketing—developing photos, videos, podcasts, blog posts, and other tools to increase the value to the customer
Generating New Product Ideas
Crowdsourcing
–outsourcing tasks to a group of people in order to tap into the ideas of the crowd
–Valuable information can be obtained by crowd voting
Recruiting Employees
1. LinkedIn used by large and small companies to recruit employees
2. More than half of Fortune100 companies use LinkedIn
Developing a Social Media Plan
Step 1:Listen to determine opportunities
Step 2: Establish social media objectives
Step 3: Segment and target the social customer
Step 4: Select social media tools
Step 5: Implement and integrate the plan
Measuring and Adapting a Social Media Plan
1. Quantitative social media measurement
Using numerical measurements, such as counting the number of Web site visitors, number of fans and followers, number of leads generated, and the number of new customers

2. Key performance indicators (KPIs)
Measurements that define and measure the progress of an organization toward achieving its objectives

3. Qualitative social media measurement
Primarily uses sentiment analysis technologyto measure mood, attitude, and emotions of people using social media

Defining e-Business
1. e-Business (electronic business)
The organized effort of individuals to produce and sell, for a profit, the products and services that satisfy society’s needs through the facilities available on the Internet

2. Organizing e-Business Resources
–Resources may be more specialized than in a typical business
–Outsourcing — The process of finding outside vendors and suppliers that provide professional help, parts, or materials at a lower cost.)

3. Satisfying Needs Online
–The Internet has created new customer needs
–e-business can satisfy those needs, as well as traditional ones
—->Global access to information and entertainment
—->Virtually unlimited selections of products
—->Opportunities for interaction
—->Individually custom-tailored content

4. Creating e-Business Profit
a. Increasing Sales Revenue

b. Revenue stream-source of revenue flowing into a firm
—-> Sales of merchandise online
—-> Intelligent information systems to suggest purchases to repeat online customers
—-> Increased sales in physical stores because of product information available online
—-> Advertising on web pages
—-> Subscription fees charged for access to online services and content

c. Reducing expenses – Offering online services that reduce transaction costs, provides information, provides customer assistance.
—-> Reduces the costs of dealing with customers
—-> Reduces the need for as many physical store locations

Combining e-Business Resources
1. Human Resources
Website designers, Programmer, Webmasters

2. Material Resources
Computers, Software, High-Speed Internet connection lines

3. Informational Resources
Customer Tracking Systems
Order Fulfillment and tracking systems
Online content-monitoring systems

4. Financial Resources
Investors interested in supporting e-business firms
Electronic payment from customers.

HR + Material Resources + Info Resources + Financial Resources = Business

Fundamental Models of e-Business
Business model – A group of common characteristics and methods of doing business to generate sales revenues and reduce expenses

Business-to-Business (B2B) model – Firms that use the Internet mainly to conduct business with other businesses. Facilitating sales transactions between businesses. Elicit bids and offers from suppliers and potential suppliers; learning about the customer’s rules and procedures. Expensive to start and maintain but savings are significant

Business-to-Consumer (B2C) model –
Firms that focus on conducting business with individual buyers
Success comes from understanding how the customer behaves online to build good customer relationships

Planning for a New Internet Business or Building an Online Presence for an Existing Business
Successful E-Business Planning
1. Starting a new internet business
2. Building an online presence for an existing business.
The Future of Computer Technology, the Internet, and e-Business
1. The Internet and e-business will continue to expand along with related computer technologies

2. Internet Growth Potential
a. Opportunity: 2.3 billion of the world’s nearly 7 billion people in the world use the Web
b. Americans comprise 11 percent of all users
c. Internet growth potential in the U.S. is limited since 77 percent of Americans already use it
d. Projections indicate worldwide users will increase dramatically

3. Ethical and Legal Concerns
a. Essentially the Internet is a new “frontier” without borders and without much control by governments or other organizations
b. Ethics and Social Responsibility – Spamming, Log-file records, Data mining
c. Internet Crime – Malware, Computer virus

4. Future Challenges for Computer Technology and e-Business
a. More information is now available than ever before, its amount will only increase
b. Businesses must consider more than the cost factors in using technology
—Internal, more controllable by management: planning, organization structure, human resources, management decisions, information database, financing
–Green IT: activities to support a healthy environment and sustain the planet
—External: less controllable or not at all: globalization, economy, competition, politics

Internal and External Forces That Affect an e-Business
1. External Forces
a. Globalization
b. Demographic factors
c. Society
d. The Economy
e. Competition
f. Technology
g. Political forces
h. Legal Issues

2. Internal Forces
a. Planning Activities
b. Greet IT
c. Organizational Structure
d. Human Resources
e. Management decisions
f. Information database
g. Available financing

3. Successful e-business

Just under of U.S. adults use some sort of social media.
True or False
False
Engaging customers in generating new ideas for products or services is an unethical use of social media.
True or False
False
The cost to create and distribute photos, videos, and podcasts should be a consideration when a business is trying to decide if it should participate in media sharing.
True or False
True
Angry Birds is a popular blog.
True or False
False
A wiki is an online collaborative working space where people contribute content.
True or False
True
The two types of social media measurement are quantitative and qualitative.
True or False
True
Sources of revenue flowing into the firm are referred to as revenue channels.
True or False
False
Firms that tend to focus on conducting e-business with other businesses are referred to as having a B2B focus.
True or False
True
When General Electric uses the Internet to purchase materials from its suppliers, it is using a B2C business model.
True or False
False
Outsourcing is the process of finding outside vendors and suppliers that provide professional help, parts, or materials at a lower cost.
True or False
True
Social media can most accurately be described as being about

technology.
people.
the Web.
new development.
advertising.

people
Which of the following describes an interactive community bulletin board?

Blogs
Podcasts
Forums
Social games
Crowdsourcing

Forums
What is a podcast?

A multiplayer, competitive activity
An interactive version of a community bulletin board
A collaborative online working space
A digital audio or video file
A website to share information

A digital audio or video file
Which of the following companies was one of the early adopters of consumer ratings?

Facebook
Help.com
MySpace
Amazon
SocialLiving

Amazon
Which of the following is the last step in building a social media plan?

Establish social media objectives
Listen to determine opportunities
Segment and target the social media customer
Select social media tools
Implement and integrate the plan

Implement and integrate the plan
Each objective of a social media plan should be all of the following except

measurable.
specific.
achievable.
oriented toward the future.
vague.

vague
Which of the following is true about social media measurement tools?

Most companies use quantitative measurements.
Companies should use the same measurements for online as for offline business activities.
There are generally five types of social media measurement.
Social media cannot be measured quantitatively.
Most companies use qualitative measurements.

Most companies use quantitative measurements.
A customer tracking system is an example of e-business resources.

human
informational
material
financial
supplemental

informational
What percentage of worldwide Internet users do Americans represent?

4
78
10
15
25

10
Which of the types of resources needed for an e-business is Storybook.com most likely to receive from a venture capitalist?

Software
Human
Financial
Material
Informational

Financial
The manager who is responsible for ensuring that a firm’s equipment is operational is a data technology manager.
a. True
b. False
b. False
The B2B and B2C models are the most popular business models for e-business.
a. True
b. False
True
Reducing expenses is an important way in which e-business can help to increase profitability.
a. True
b. False
True
Spamming is a small piece of software sent by a Web site that tracks an individual’s Internet activity.
a. True
b. False
False
Cookies are files that store a record of visited Web sites.
a. True
b. False
False
A computer virus can actually originate at any location in the world.
a. True
b. False
True
What is the primary reason why telecommuting and virtual offices are a reality in today’s environment?
a. Commute times
b. Cost savings
c. Mobile phones and blackberrys
d. Family responsibilities
e. Technology
Technology
Every Web site on the Internet is identified by its unique
a. LAN.
b. URL.
c. http.
d. WAN.
e. ISP.
URL
Suggestions for developing a company Web site include all of the following except
a. developing a theme.
b. adding graphics.
c. developing plans to update the site.
d. planning the layout of your site.
e. making sure the site is complex.
making sure the site is complex
Approximately ________ percent of the American population are Internet users.
a. 59
b. 89
c. 42
d. 77
e. 35
77
________ is a general term that describes software designed to infiltrate a computer system without the user’s consent.
a. A cookie
b. A computer virus
c. Malware
d. Data mining
e. Internet crime
Malware
You found it very difficult to find a supplier for raw materials on the internet when you were looking for it because no platform connecting buyers and sellers existed. You then decided to open an e-business to help buyers and sellers interact with each other directly. Which of the following e-business models should you use?

a. Subscription and pay-per-view e-business model
b. Advertising e-business model
c. Peer-to-peer (P2P) model
d. Brokerage e-business model

Brokerage e-business model
You are starting up a new e-business. If you hand over human resource management to Joseph, which of the following remote resources would Joseph need to manage?
a. Hi-speed Internet
b. Web site designers
c. Computers
d. Customer tracking systems
Web site designers
Which of the following is an example of an information resource for an e-business?
a. Computers
b. Customer tracking systems
c. Web site designers
d. Hi-speed Internet
Customer tracking systems
Dream Apparel has recently ventured into an e-business. They are looking for options that will help them increase their profitability by reducing their expenses. Which of the following activities will help them achieve the same?
a. Charge subscription fees for accessing online services and content
b. Advertise on Web pages
c. Earn commissions from sellers of products linked to the site
d. Provide online access to information that customers want
Provide online access to information that customers want
Social media refers to the online as well as offline interactions between individuals and businesses.
a. True
b. False
False
Status Interiors regularly posts pictures of home décor items on Pinterest. This is a business move aimed to:
a. Meet the rising demand
b. Make the product more visible
c. Provide after-sales service
d. Address customer complaints
Make the product more visible
Frost Engineering has planned to share its conferences with remote locations. As a result, participants in different countries will be able to carry out real-time point-to-point communications. This would be an example of a __________.
a. Broadcast
b. Chat
c. Webinar
d. Workshop
Webinar
YouTube is an example of _________.
a. Gaming site
b. Media sharing site
c. Blog
d. Podcast site
Media sharing site
Building brand awareness is a long term goal whereas generating sales lead is a short term goal that can be achieved with the help of social media.
a. True
b. False
True
Jenny has been suggested to join a social media community to share her views on different topics with likeminded people. Joining such a community will enable her to create a profile and provide her space to ___________.
a. Gain an academic degree
b. Moderate the members’ views
c. Buy commodities at the lowest prices
d. Connect with others
Tech savvy digital natives born after 1980 are called _____________.
a. Sentinels
b. Socials
c. Millennials
d. Prodigals
Millennials
Buzz Mobile Communications caters to customers of all ages. They have planned to create a marketing plan that will be effective for all age groups. Their marketing plan should include the use of ______________.
a. A combination of social media and traditional media
b. Only social media
c. Specialized media
d. Only traditional media
A combination of social media and traditional media
Companies commonly use KPIs to assess progress in various areas. KPI stands for _______________.
a. Key performance indicators
b. Known and private information
c. Knowledge of primary internship
d. Kaizen productivity index
Key performance indicators
Customer satisfaction score, issue resolution rate, and resolution time are some quantitative social media measurement techniques.
a. True
b. False
False
Jason is the IT manager of a consumer durables manufacturing organization. He has noticed that the advertising campaigns and the customer database of the organization have been accessed by unauthorized users. Unauthorized users must have used _______ to gain access to the information.
a. Spyware
b. Closeware
c. Malware
d. Hardware
Malware
The social and legal concerns for the Internet, social media, and e-business are more because the Internet is an emerging area still not strictly governed by governmental or legal controls.
a.
b. False
True
Jason was apprehended by the police for posing as his colleague Mike and using Mike’s credit card number, without his permission, to commit fraud. He is being tried in the court for ___________.
a. Identity theft
b. Cyberstalking
c. Copyright infringement
d. Cyber bullying
Identity theft
Social Media is about a culture of ________________, which makes it easier to connect, create, discuss, vote for, and advocate an issue.
a. Innovation
b. Sensation
c. Narration
d. Participation
Participation
Zuckerman Spaeder LLP has a blog called “Suits by Suits”, in which it discusses legal disputes between companies and executives. Which of the following business objectives is the firm attempting to achieve through social media?
a. Crisis and reputation management
b. Building a social media community
c. Listening to stakeholders
d. Recruiting employees
Building a social media community
A marketing consultant recommends that since your firm is utilizing social media, you should map out who posts or updates social media sites at what time and how often. These actions would be part of which step of building a social media plan?
a. Establish social media objectives
b. Select social media tools
c. Segment and target the social customer
d. Implement and integrate the plan
Implement and integrate the plan
When Jimbo’s, a locally owned warehouse club store, began developing its own social media campaign, the company was very cognizant of the number one reason why businesses choose to use social media:
a. increase its allure to experienced and hip potential employees.
b. double profits within one year.
c. drastically slash expenses—half within one year.
d. increase exposure for the business.
e. cut expenses.
d. increase exposure for the business.
TJ Corbett is the owner of a sole proprietorship with a current project that is focused on promoting local farms that are hosting families or groups as income for their farms. He is interested in sharing information about the farms, building trust that the experience would be beneficial and a learning venture, and expecting and providing a means of feedback through comments. TJ wants to start a
a. blog.
b. forum.
c. podcast.
d. social game.
e. wiki.
a. blog.
Skirts n Tops, Inc., sells a full line of women’s wear through its Web site, skirtsntops.com, to a wide variety of retail stores, online sites, as well as directly to its consumers. Edmundo manages the company’s Web site and much of the social media community content. Edmundo is currently working closely with June, a Portland State University (PSU) intern, who is developing her skills in blogging and podcasts with a focus on offering company information to the wide array of clients and customers. Rene, another PSU intern, is working closely with Edmundo on improving the company’s social networking presence. Edmundo is leading a team, along with the two PSU interns, that will evaluate the company’s existing Web presence; within one month, the team will present an array of suggested changes. This is great experience for the interns, important managerial skill-building for Edmundo, and an opportunity for the company to grow.

June is committed to convincing Edmundo and the other members of the team of the effectiveness of a blog for Skirts n Tops. She will use all of the following arguments except that blogs
a. help develop better relationships with customers.
b. attract new customers.
c. tell stories about the company’s products.
d. send content directly to potential clients and customers.
e. provide an active forum for testing new ideas.

d. send content directly to potential clients and customers.
Skirts n Tops, Inc., sells a full line of women’s wear through its Web site, skirtsntops.com, to a wide variety of retail stores, online sites, as well as directly to its consumers. Edmundo manages the company’s Web site and much of the social media community content. Edmundo is currently working closely with June, a Portland State University (PSU) intern, who is developing her skills in blogging and podcasts with a focus on offering company information to the wide array of clients and customers. Rene, another PSU intern, is working closely with Edmundo on improving the company’s social networking presence. Edmundo is leading a team, along with the two PSU interns, that will evaluate the company’s existing Web presence; within one month, the team will present an array of suggested changes. This is great experience for the interns, important managerial skill-building for Edmundo, and an opportunity for the company to grow.

Rene learned a lot about KPIs, key performance indicators, in the last year of his classes and thinks that developing some indicators will help measure Skirts n Tops social media plan. Rene knows (and is communicating to the rest of his team) that KPIs are _____ and the first step is to connect KPIs with _____.
a. qualitative; objectives
b. quantitative; a new revenue stream
c. quantitative; objectives
d. qualitative; a revenue stream
e. qualitative; e-business revenue

c. quantitative; objectives
Which of the following most accurately describes e-commerce?
a. Satisfying the needs and wants of the general population.
b. Organized effort to produce and sell, for a profit, the products and services that satisfy society’s needs.
c. A part of e-business that usually refers to buying and selling activities.
d. Fulfilling society’s needs through the Internet.
e. Electronically transforming key business activities.
c. A part of e-business that usually refers to buying and selling activities.
According to Forrester Research, which of the following is not a type of individual that uses social media?
a. Users
b. Critics
c. Joiners
d. Spectators
e. Creators
a. Users
Computer hardware is the physical component of a computer.
a. True
b. False
True
Tiara wishes to go to Egypt for her annual holiday. Which of the following sources should she check out?
a. Ratings and reviews
b. Music videos on Youtube
c. Online games
d. Online Lottery sites
Ratings and reviews
The social game Fire and Smoke created by Vivienne Inc. has gained immense popularity. The company is now looking at business from a related source—the sale of ____________.
a. Branded merchandise
b. Computer accessories
c. Software (not the answer)
d. Mobile phones
The potential growth of the Internet in developed countries is limited as compared to that expected in the developing countries.
a. True
b. False
True
Monitoring conversations on social networking sites helped Noir Technologies detect that people were beginning to harbor negative perception of their brand and they took urgent measures to remedy the situation. This would be an example of
a. Anger management
b. Risk management
c. Asset management
d. Reputation management
d. Reputation management
You are an information technology officer in your organization. You already have the hardware and the system software in place for a new project. Now you need to order the application software. Which of the following will you order?
a. Mac OS X
b. Linux
c. Microsoft Office
d. Microsoft Windows
c. Microsoft Office
As part of its promotional activities, ActiLife Sports Accessories is planning an afforestation drive on the local hill. It would be a good idea for them to build a social media community to generate interest and increase participation.
a. True
b. False
True
Experts expect that the use of telecommuting and virtual offices will increase in the future.
a. True
b. False
True
Bright Spot Bath Fittings uses the number of sales leads generated from their website to measure the success of their social media plan. This would be an example of qualitative social media management.
a. True
b. False
b. False
Which of the following is false about intranets?
a. Intranet sites are protected.
b. Users might need to enter a user name and password to gain access.
c. A company’s policy documents on customer warranties might be stored on an intranet.
d. An intranet includes a series of customized company Web pages.
e. An intranet could be described as a larger version of the Internet.
e. An intranet could be described as a larger version of the Internet.
With the advent of social media, the market has become more ___________.
a. Government-dominated
b. Business-dominated
c. Consumer-dominated
d. Agent-dominated
c. Consumer-dominated
The Internet is an example of a computer network.
a. True
b. False
a. True
While reading information given on a web page on alternative therapies, you accidentally click the hypertext physiological tests. What do you think will happen?
a. It translates the text, physiological tests, in your preferred language
b. It gives you the meaning of the text, physiological tests
c. It connects you to the home page of the web site
d. It links you to other web sites, which are linked to this web page to provide more information
d. It links you to other web sites, which are linked to this web page to provide more information
Sharp Communications has decided to use social media for recruiting new employees. Which of the following will be an outcome of this measure?
a. The company will gain more information about the candidates.
b. The company will get long-term employees.
c. The company will spend more time.
d. The company will incur more recruiting costs.
a. The company will gain more information about the candidates.
Nova Marketing wants to reduce company’s expenses. They are advised to use _______________ computing, a technology that makes services stored on the Internet available on a temporary basis.
a. proxy
b. remote
c. Cloud
d. Internet
c. Cloud
Which of the following is not a social networking site?
a. Twitter
b. LinkedIn
c. Yahoo!
d. Facebook
e. MySpace
c. Yahoo!
Crimson Creations has decided to use technology to detect the moods, attitudes, and emotions that social media users harbor about the company. This exercise would be called
a. Sentiment analysis
b. Opinion analysis
c. Response analysis
d. Feeling analysis
a. Sentiment analysis
________ is the process of finding outside vendors and suppliers that provide professional help, parts, or materials at a lower cost.
a. Business-to-business
b. B2C
c. Business modeling
d. Outsourcing
e. Social networking
d. Outsourcing
Intelligent Spending is a portal that provides advice on investments. They charge a monthly fee to join the portal. Which e-business model is followed by Intelligent Spending to provide investment information through their web site?
a. Advertising e-business model
b. Brokerage e-business model
c. Subscription and pay-per-view e-business model
d. Peer-to-peer (P2P) model
c. Subscription and pay-per-view e-business model
Peer-to-peer software that allows individuals to share information over the Internet is a ________ model.
a. advertising e-business
b. business-to-business
c. subscription e-business
d. advertising e-business
e. peer-to-peer
e. peer-to-peer
In order to segment and target the right customers, Shutterbug Cameras wishes to find out more information about its customers. The answers to which of the following questions is important for them to know?
a. How do they use social media? (Not the answer)
b. How much time do they spend on social media?
c. Do they believe in the future of social media?
d. Do they use social media?
Technical Networks has records of all candidates who have applied for jobs in the past two years. The company needs to identify candidates with a background of sales. Which of the following will help the company find this information from the database?
a. Data interpretation
b. Checking cookies
c. Data sifting
d. Data mining
d. Data mining
Compared to traditional marketing, social media messages are top down.
a. True
b. False
b. False
Root Accessories has decided to develop a social media plan for the first time. What should be the first thing they should look do?
a. Listening to stakeholders
b. Offering freebies to stakeholders
c. Recruiting people
d. Regulating conversations
a. Listening to stakeholders
Just over half of the world’s population are Internet users.
a. True
b. False
b. False