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Key termS anD ConCeptS                                                      Using Your Knowledge   363


                    Ad-blocking software  342          Enterprise social network (ESN)  349  Social media information system
                    Best practices  351                Folksonomy  350                        (SMIS)  328
                    Bounce rate  351                   Freemium  342                        Social media policy  352
                    Business-to-business (B2B)  334    Human capital  335                   Social media providers  328
                    Business-to-consumer (B2C)  334    Influencer  337                      Social networks  328
                    Capital  335                       Key performance indicators           Strength of a relationship  339
                    Communication channels  350           (KPI)  347                        Success metrics  347
                    Communities  328                   Metrics  347                         Use increases value  342
                    Communities of practice  328       Monetize  341                        User-generated content (UGC)  353
                    Competitive analysis  349          Pay per click  342                   Users  328
                    Connection data  331               SLATES  350                          Value of social capital  336
                    Content data  331                  Social capital  336                  Vanity metrics  348
                    Conversion rate  346               Social CRM  333                      Viral hook  330
                    Crowdsourcing  334                 Social media (SM)  328               Web 2.0  350
                    Enterprise 2.0  350



                     MyMISLab       ™

                     To complete the problems with the   , go to EOC Discussion Questions in the MyLab.





                     USinG y oUr KnowleDGe


                       8-1.  There are two approaches given in the chapter regard-  are the perils of using social media as a promotional
                           ing  the  effect  of  mobility  on  online  ad  revenue.  The   platform for films. Answer this question by keeping in
                           first approach is regarding  the size of screen  versus   mind  the  problems  from internal  sources  regarding
                           the  sheer  number of mobile  phones,  and  the  second   social media. In case your favorite actor gets some in-
                           is regarding the number of the conversion rate versus   appropriate comments, according to you what should
                             effectiveness of conversion rate. Which approach do   that actor do i.e. whether ignore, respond or delete it.
                           you think is more appropriate and why? If you don’t      8-4.  Find out whether your institution’s HR is using social
                           agree with these views, suggest some other measure to   media for HR processes and managing the internal staff,
                           know the effect of mobility on online ad revenue.
                                                                                 i.e. teaching as well as non-teaching staff, and also figure
                       8-2.  According to Nan Lin, social capital can benefit a per-  out its effectiveness. If your college/university is not us-
                           son in following ways:                                ing social media to manage the human resource then list
                           a.  Information                                       the possible benefits of using social media to manage the
                           b.  Influence                                         internal staff.
                           c.  Social credentials                            8-5.  Suppose that your college/university wants to develop
                           d.  Personal Reinforcement                            SMIS (even if has already developed SMIS, frame a new
                            Do you agree with the findings of Nan Lin. If yes, which   SMIS), for this purpose refer to Figure 8-9 and answer
                           benefit do  you  weigh more and  why? If no, suggest   the following:
                           some new ways in which social capital can benefit a   a.  Define its goals
                           person.                                               b.  Identify its success metrics
                                                                                 c.  Identify the target audiences
                       8-3. Several actors, these days, are promoting their forth-
                           coming movies on social media. In your opinion, what
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