Deck 14: Social Media

Question 1

Social media turns communication into one-way dialogue.

Answer 1

False

Question 2

Traditional media requires more specialized skills to utilize than do social media.

Answer 2

True

Question 3

Traditional media are more centralized while social media are more decentralized in production in usage.

Answer 3

True

Question 4

Sentiment analysis can be thought of as the contextual polarity of consumer comments within social media.

Question 5

Traditional media production is paid with government or private funds while social media production may not need be paid at all.

Question 6

comScore offers audience measurement statistics through a panel and includes brand impressions and the weight of brand campaigns.

Question 7

According to the text,the scale of some social networking sites like Facebook allows advertisers to reach extremely large audiences.

Question 8

According to the text,placing an ad on Facebook is more cost effective than placing an ad on television.

Question 9

The teen shift from Facebook to Twitter and other social networks may indicate that Facebook has become passé.

Question 10

There are fewer than twenty social media brands in the social media landscape fighting for users.

Question 11

Messages on Twitter are called tweets.

Question 12

Online panel data has long shown the link between online advertising and purchase behavior.

Question 13

Consumer-generated content ensures that the overall weight of a brand campaign includes audience measurement statistics.

Question 14

Newspapers are a form of online media.

Question 15

The elderly are driving most recent expansion in social media.

Question 16

Social media integrates technology and social interactions to create value for users.

Question 17

Once created,social media cannot be altered.

Question 18

Immediacy is an advantage of traditional media but not so for social media.

Question 19

Radian6 drives traffic to brand websites and encourages online video to go viral.

Question 20

Facebook has more members than any other social network in existence.

Question 21

Facebook ads achieve click-through rates far higher than those of Google ads.

Question 22

Major copyright lawsuits threaten to put an end to Pinterest in the near future.

Question 23

Under "fair use," copyrighted work can be used without permission if someone is commenting on it,criticizing it,reporting on it,teaching about it,or conducting research.

Question 24

Traditional ad media includes all of the following forms of media except ____.

A) television
B) radio
C) smartphones
D) magazines
E) None of these are correct.

Question 25

Digg is an example of a social media brand in the _____ category.

A) collaboration
B) communication
C) multimedia
D) entertainment
E) friending

Question 26

Gross rating points (GRPs)are a function of the percentage paying attention to an ad (whether on social media or traditional media)and the frequency of times the audience pays attention.

Question 27

All of the following forms of social media are included in multimedia and entertainment options except _____.

A) social games
B) virtual worlds
C) MMO games
D) wikis
E) livecast

Question 28

Skype is classified in the _____ category of social media.

A) collaboration
B) communication
C) multimedia
D) entertainment
E) friending

Question 29

Twitter was started by the same entrepreneurs who started Facebook.

Question 30

According to the Social Media Landscape,which activity is prevalent in social media?

A) publishing
B) sharing
C) networking
D) localization
E) All of these are correct.

Question 31

The average user on Facebook has 1,030 friends.

Question 32

Facebook is profitable for its shareholders.

Question 33

Virtual worlds represent one area of profitability for Facebook.

Question 34

Facebook offers a roadblock ad option which takes over a user's newsfeed to illustrate a full-screen video ad.

Question 35

The text organizes social media tools using all of the following categories except _____.

A) collaboration tools
B) communication modes
C) entertainment options
D) branded options
E) All of these are correct.

Question 36

Facebook ads can be targeted based on criteria like gender and network.

Question 37

Pinterest broke the record of being the fastest site to ever reach 10 million unique users.

Question 38

Social media brands operating as collaboration tools provide which of the following for users?

A) publishing
B) sharing
C) discussing
D) dialogue
E) All of these are correct.

Question 39

Which form of device is used to interact in social media?

A) tablet
B) smartphone
C) desktop
D) laptop
E) All of these are correct.

Question 40

Social media campaigns are often lead by the objective of enhancing public relations.

Question 41

Fraud on social media sites includes instances of hacking resulting in _____.

A) censorship
B) privacy
C) malware
D) lost productivity
E) viral comments

Question 42

Which of the following is NOT a point of comparison between social media and traditional media choices explained in the text?

A) reach
B) accessibility
C) usability
D) immediacy
E) mobility

Question 43

The top service providers for bloggers include all of the following except _____.

A) WordPress
B) Blogger
C) LiveJournal
D) Tumblr
E) Drupal

Question 44

Social media sites can provide all of the following types of marketing information except _____.

A) consumer feedback
B) market share
C) brand sentiment
D) product improvement ideas
E) competitive insights

Question 45

Traditional media still outscores social media on _____.

A) reach
B) usability
C) cost
D) immediacy
E) changeability

Question 46

Which of the following types of information can be gleaned from social media sites?

A) consumer feedback
B) product ideas
C) promotion modifications
D) pricing information
E) All of these are correct.

Question 47

Which of the following is a disadvantage of social media?

A) flexibility
B) privacy
C) consumer engagement
D) integration
E) cost effectiveness

Question 48

The top social network in Korea is _____.

A) Twitter
B) CyWorld
C) Bebo
D) Drupal
E) Ustream

Question 49

Facebook's earliest days were highlighted by asking members to choose between photos of two people to distinguish who was the _____ among the two at Harvard University.

A) smartest
B) hottest
C) dorkiest
D) most likely to succeed
E) richest

Question 50

Which of the following is an advantage of social media?

A) privacy
B) censorship
C) two-way dialogue
D) babble
E) lost productivity

Question 51

A major concern for users of Facebook is the issue of _____.

A) keeping the service free
B) privacy
C) shopping online
D) incorporating email
E) keeping Instagram alive

Question 52

According to the text,users spend an average of _____ hours on Facebook each month.

A) 7
B) 10
C) 20
D) 5
E) 35

Question 53

Which of the following social networks are among the top two most prominent venues?

A) YouTube
B) Bebo
C) Twitter
D) Snapchat
E) Instagram

Question 54

With which of the points of comparison to traditional media,do social media "win" as the more advantageous form?

A) reach
B) usability
C) accessibility
D) tenacity
E) stability

Question 55

All of the following are advantages of social media except _____.

A) flexibility
B) reach options
C) integration
D) meaningless comments
E) cost effectiveness

Question 56

The idea for Facebook originated with online photo books of _____.

A) Harvard dorms
B) Stanford dorms
C) MySpace sorority groups
D) MySpace dating rings
E) None of these are correct.

Question 57

A large percentage of the tweets prior to 2009 were categorized by Twitter as _____.

A) news
B) chatter
C) pointless babble
D) meaningful dialogue
E) promoted content

Question 58

Facebook's initial public offering (IPO)established its value at as much as _____.

A) $1 billion
B) $500 million
C) $100 million
D) $125 billion
E) Facebook is still privately owned.

Question 59

The person who started Facebook is _____.

A) Larry Page
B) Sergey Brin
C) Mark Zuckerburg
D) Sam Adams
E) Steve Jobs

Question 60

A major negative of social media is that consumers can _____.

A) interact with brands
B) make negative comments
C) share brand information with friends
D) like their favorite brands
E) learn about brand deals

Question 61

Users of Facebook spend more time on _____ than any other Facebook activity.

A) apps
B) tools
C) newsfeed
D) profiles
E) photos

Question 62

What percentage of Facebook users check the site daily?

A) 10 percent
B) 25 percent
C) 50 percent
D) 75 percent
E) 88 percent

Question 63

Which of the following is a type of entertainment and multimedia social site?

A) microblog
B) livecasting
C) social news
D) wikis
E) social networking

Question 64

The most popular people followed on Twitter fall in to the classification of _____.

A) journalist
B) celebrity
C) friend
D) colleague
E) bully

Question 65

Communication sites include all of the following types except _____.

A) blogs
B) media platforms
C) microblogs
D) advertising
E) aggregators

Question 66

The limit on the number of characters allowed for tweets on Twitter is _____ characters.

A) 75
B) 100
C) 140
D) 160
E) unlimited

Question 67

Facebook earns its revenue primarily from _____.

A) advertising
B) membership fees
C) corporate profile fees
D) selling member data
E) It doesn't earn revenue yet.

Question 68

LinkedIn can be classified as a _____ tool.

A) communication
B) collaboration
C) entertainment
D) multimedia
E) All of these are correct.

Question 69

Collaboration sites include all of the following types except _____.

A) content management
B) business
C) social navigation
D) wikis
E) livecasting

Question 70

A study in 2009 of Twitter tweets concluded that most tweets were _____.

A) pointless babble
B) conversational
C) pass-along news
D) self-promotion
E) spam

Question 71

According to the text,WikiAnswers is a(n)_____ tool,but Wikipedia is a(n)_____ tool.

A) entertainment/multimedia; collaboration
B) collaboration; entertainment/multimedia
C) communication; collaboration
D) collaboration; communication
E) communication; entertainment/multimedia

Question 72

Delicious is a _____ tool.

A) recipe
B) social networking
C) social bookmarking
D) social navigation
E) advocacy

Question 73

Which of the following is a type of social communication site?

A) blogs
B) document management
C) media platform
D) virtual world
E) social news

Question 74

Which of the following is a type of collaboration social site?

A) visual collaboration
B) aggregators
C) livecasting
D) social networking
E) music

Question 75

All of the following except _____ can be thought of as a social media platform.

A) Foursquare
B) Hulu
C) MySpace
D) YouTube
E) Vimeo

Question 76

Entertainment and multimedia sites include all of the following types except _____.

A) media platforms
B) virtual worlds
C) livecasting
D) music
E) social bookmarking

Question 77

Twitter has helped consumers to _____ more so than anything else.

A) get coupons
B) shop
C) complain
D) babble
E) None of these are correct.

Question 78

Which company achieves the highest click-through rates for ads online?

A) Twitter
B) Facebook
C) Google
D) Foursquare
E) None of these are correct.

Question 79

China has its own version of LinkedIn called _____.

A) LinkedInChina
B) Ushi
C) Bebo
D) CyWorld
E) Youku

Question 80

Dropbox can be classified as a _____.

A) social network
B) microblog
C) aggregator
D) document manager
E) livecast