COB 204 FINAL CHAPTER 9 EXAM QUESTIONS WELL ANSWERED LATEST UPDATE 2026

COB 204 FINAL CHAPTER 9 EXAM QUESTIONS WELL ANSWERED LATEST UPDATE 2026 Social Media - Answers The use of information technology to support the sharing of content among networks Communities of Practice - Answers Groups made around mutual interests where users can share content and interact What are social media information systems (SMIS)? - Answers Systems that support social media activity. Who are the providers of social media information systems? - Answers Meta, TikTok, YouTube Who are the users of social media information systems? - Answers Individuals, creators, organizations What are communities in the context of social media information systems? - Answers Interest-based groups Content creator - Answers A user who produces posts, videos, images, or other media. Social networks - Answers The web of relationships among users How content creators make money - Answers Advertising revenue Platforms "sell user eyes/ears to advertisers" and creators get a cut. Freemium / premium services Example: YouTube Premium subscriptions. trends that marketers are using social media to reach potential customers. - Answers Targeted advertising using content data, connection data, and geofencing. ("Data allows precise, targeted marketing.") Pay-per-click models with instant feedback. Influencer partnerships (implied by social capital and network size). Platform-specific strategies based on user demographics. How social media use is shifting - Answers More video content (YouTube, TikTok dominance). More shopping behavior ("finding products to purchase"). Capital - Answers A resource that provides value Human Capital - Answers Knowledge and skill investments Social Capital - Answers Relationships with expectation of marketplace returns. Four ways social capital adds value - Answers Information — access to opportunities, alternatives, problems. Influence — ability to impress decision makers. Social credentials — respected network connections. Personal reinforcement — your professional brand. Three factors that determine social capital - Answers Number of relationships Relationship strength Resources controlled by your connections Influencer - Answers Someone with a large, engaged network whose posts affect others' decisions. How to increase number & strength of social relationships - Answers Create value (entertainment, education, discounts, community). Make personal connections by meeting unique needs. Engage consistently (tags, mentions, reviews). Build a recognizable brand identity. Monetize - Answers To convert a service into revenue. Why is monetization difficult for social media companies to generate revenue. - Answers Because users expect social media to be free, so platforms must rely on: Ads Premium services ("YOU are the product... Platforms 'sell' user eyes/ears to advertisers.") Pay-per-click - Answers advertisers pay when users click an ad. Conversion rate - Answers frequency of desired action (e.g., ad clicks). Freemium - Answers free basic service + paid upgrades. why aligning the development of SMIS with the organization's strategy is important. - Answers SMIS must support organizational goals (brand recognition, hiring, loyalty). Otherwise, social media activity becomes random and ineffective. How social media contributes to - Answers Sales/Marketing Customers influence brand perception as much as companies do. Customer Support Users help each other for free; companies encourage advocacy. Logistics Communities provide faster solutions to supply chain issues. Operations Crowdsourcing for product design and support. Human Resources Recruiting, evaluating candidates, accessing passive talent. Process of developing an effective SMIS - Answers From the "Social Media Plan Development" slide: Define goals Identify success metrics Identify target audience Define value Make personal connections Gather & analyze data Common social media goals - Answers Brand recognition Customer loyalty Recruiting new employees Increasing sales Increasing engagement Metrics - Answers Measurements used to evaluate performance.