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P. 364
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