Deck 17: Introducing Social Media

Question 1

In the context of customer service in social media, being helpful is a very powerful mechanism for a company to engender trust and loyalty within a customer base.

Answer 1

True
Explanation: In the context of customer service in social media, being helpful is a very powerful mechanism for a company to engender trust and loyalty within a customer base.

Question 2

Social media platforms are tools that amplify word of mouth (WOM) and make it measurable.

Answer 2

True
Explanation: Social media platforms are tools that amplify WOM and make it measurable.

Question 3

Tags are used in every form of social media as a way to organize the information.

Answer 3

True
Explanation: Tags are now used in every form of social media as a way to organize the information.

Question 4

Traditional media consists of 80 percent planning and 20 percent execution and management.

Question 5

Social media brings the human element into advertising and marketing.

Question 6

It would make good business sense for a company to be 100 percent transparent and authentic.

Question 7

Our need as humans to feel connected with one another is what drives the now mass-adopted media of social.

Question 8

Social bookmarking has recently gained popularity for sharing content on the Web.

Question 9

Traditional media is more labor- and resource-intensive than social media.

Question 10

Facebook is considered to be the first social media Web site.

Question 11

Mobile-based technology that is used for interactive communication is not included under social media.

Question 12

Listening tools are very beneficial in understanding what's going on in the blogosphere.

Question 13

Social media is more popular among people of sixty five and above compared to the younger generation.

Question 14

Typically blogs are personal in nature.

Question 15

In traditional media the consumption is inherently active.

Question 16

Traditional media sites are not paid for.

Question 17

Social media can take on many different forms.

Question 18

The hardest part about advertising in social media platforms is that any displeasure from the receiver of the advertising can be broadcast to his or her entire network.

Question 19

Forums are typically sections of sites that connect individuals around a specific topic.

Question 20

Blogs cannot be multimedia in nature.

Question 21

The Forrester Research shows the amount of advertising being spent in various types of online marketing, with mobile and social marketing having the lowest expenditures through 2012, due in large part to the:

A)simple nature in which social media are utilized.
B)lack of true advertising experiences within the media.
C)absence of the human element.
D)lack of a distributed network.
E)predominately passive nature of consumption.

Question 22

In the context of choosing an appropriate advertising media, at present the brands that cater to the older generations are not so quick to adopt social practices. Which of the following is most likely to be the reason behind this trend?

A)Social media lacks the human element and so it fails to attract the older generation.
B)The brands that cater to the older generation have no access to the Internet.
C)The Internet uses a centralized network to deliver its content.
D)The percentage of older people engaged with the social media is relatively low.
E)In the case of social media, the consumption pattern is inherently passive.

Question 23

Which of the following is true about social media?

A)The consumption is inherently passive in the case of social media.
B)The consumption in the case of social media is active and not passive.
C)Social media are as much technology as they are media.
D)Social media has adversely affected the role of the consumer as content creator.
E)Social media has eliminated the human element from advertising and marketing.

Question 24

One of the easiest and best ways to get started in social media is to be a practitioner.

Question 25

According to the Forrester Research, in the year 2012, the amount of advertising spent on _____ has been the highest.

A)mobile marketing
B)social media
C)email marketing
D)display advertising
E)search marketing

Question 26

_____ is an industry term that refers to the ability of a site to maintain a repeat audience.

A)Stickiness
B)Durability
C)Longevity
D)Adherence
E)Immutability

Question 27

Which of the following is true about traditional media?

A)The consumption is inherently passive in the case of traditional media.
B)The consumption is as much passive as it is active in the case of traditional media.
C)It typically uses a distributed network for delivering its content.
D)In traditional media, time is not a limited resource.
E)In traditional media, space is not a limited resources.

Question 28

The advent of Facebook Connect and Twitter's open _____ has made it possible for any site, tool, application, or the like to feed and extract information from the social network sites in accordance with how the user has granted permissions.

A)application protocol interface
B)user-generated content
C)motion tracking interface
D)crossing-based interface
E)global positioning systems

Question 29

_____ is best defined as the platform that includes any Web- or mobile-based technology that is used for interactive communication between groups, communities, companies, and individuals.

A)Print media
B)Traditional media
C)Outdoor advertising
D)Social media
E)Billboard advertising

Question 30

According to a research piece from Forrester Research, a defining characteristic of a creator is that he/she:

A)writes articles and post them.
B)reads blogs created by others.
C)listens to podcasts.
D)comments on someone else's blog.
E)votes for websites online.

Question 31

Social media are one-size-fits-all marketing tools.

Question 32

According to a research piece from Forrester Research, a defining characteristic of a collector is that he/she:

A)reads blogs created by others.
B)listens to podcasts.
C)votes for websites online.
D)creates home videos.
E)publishes web pages.

Question 33

Most social ads are text-based.

Question 34

According to a research piece from Forrester Research, a defining characteristic of a critic is that he/she:

A)votes for websites online.
B)posts ratings/reviews of products or services.
C)posts updates on Twitter.
D)reads customer ratings/reviews.
E)adds "tags" to web pages or photos.

Question 35

According to Kaplan and Haenlein, Wikipedia is a typical example of a(n):

A)blog.
B)microblog.
C)collaborative project.
D)traditional media.
E)email.

Question 36

_____ is the term used by tweeters to describe what people are talking, or tweeting, about on Twitter.

A)Browsing
B)Poking
C)Trending
D)Pinging
E)Posting

Question 37

According to a research piece from Forrester Research, a defining characteristic of conversationalists is that they are typically involved in:

A)updating their status on social networking sites.
B)publishing web pages.
C)editing articles in a wiki.
D)making home videos.
E)buying shares online.

Question 38

Social ads are more expensive than search ads.

Question 39

Forums are best defined as:

A)sections of sites that connect individuals around a specific topic.
B)third-party ad servers who deliver ads from one central source.
C)sites primarily involved in tracking people's behavior on the Internet.
D)sites that act as brokers for advertisers and Web sites.
E)billboards that spread across the top or bottom of the Web page.

Question 40

Blogs are not opinionated in nature.

Question 41

The difference between blogs and microblogs is that:

A)blogs are organized in reverse chronological order.
B)microblogs allow users to use only 140 characters of text in their posts.
C)blogs are not opinionated in nature.
D)microblogs can be multimedia in nature.
E)microblogs are personal in nature.

Question 42

Users of microblogs are allowed only _____ characters of text in their posts.

A)500
B)200
C)65
D)140
E)100

Question 43

WordPress is an example of a(n):

A)global positioning system.
B)blog content management systems.
C)third-party ad servers.
D)classified ad Web site.
E)affiliate marketing program.

Question 44

Which of the following technologies is capable of taking data from the marketers existing databases along with data from third-party data providers and Web site traffic to give a view of the makeup of the brand's customers?

A)Software as a service
B)Global positioning system
C)Social bookmarking
D)CAPTCHA
E)Really simple syndication

Question 45

Which of the following is true about social media?

A)It consists of 20 percent planning and 80 percent execution.
B)It is not labor- and resource-intensive.
C)The consumption is inherently passive in the case of social media.
D)Social media has eliminated the human element from advertising and marketing.
E)The consumption in the case of social media is active and not passive.

Question 46

Social media differs from traditional media, in that social media:

A)is not resource intensive.
B)is not labor intensive.
C)does not bring with it large media costs.
D)sites are paid for.
E)consists of 80 percent planning and 20 percent execution and management.

Question 47

_____ is the act of self-classification with key words that make content easier to search for and therefore find.

A)Posting
B)Tagging
C)Poking
D)Trending
E)Pinging

Question 48

A wiki is best defined as:

A)a Web site that typically acts as brokers for advertisers and Web sites.
B)a smaller version of the banner that often look like an icon and usually provide a link to an advertiser's landing page.
C)a reverse chronological journaling site.
D)a user-collaborated content site, typically text in nature.
E)a little billboard that spreads across the top or bottom of the Web page.

Question 49

An online platform, Click Your Way, is typically designed for people to share their lives with their friends through pictures. This platform is an example of a(n):

A)affiliate marketing program.
B)third-party ad server.
C)banner.
D)button.
E)social networking site.

Question 50

Which of the following is true about blogs?

A)Typically blogs are personal in nature.
B)Blogs are not multimedia in nature.
C)Web sites cannot use the blog format for their homepage.
D)Bloggers are allowed to use up to 140 characters of text in their blogs.
E)Blogs are not opinionated in nature.

Question 51

Tagging, the categorization tool, originated from _____.

A)microblogs
B)wiki
C)blogs
D)forums
E)social bookmarking

Question 52

The similarity between blogs and microblogs is that:

A)they are organized in reverse chronological order.
B)they allow users to use only 140 characters of text in their posts.
C)they do not restrict the number of characters that users can use in their posts.
D)they cannot be multimedia in nature.
E)they are not opinionated in nature.

Question 53

Which of the following is true about traditional media?

A)It consists of 80 percent planning and 20 percent execution.
B)It is more labor- and resource-intensive as compared to social media.
C)It does not bring with it large media costs.
D)It typically uses a distributed network to deliver content.
E)The consumption is inherently active in the case of traditional media.

Question 54

A _____ is typically referred to as a reverse chronological journaling site.

A)wiki
B)blog
C)forum
D)button
E)podcast

Question 55

_____ is an old technology which is the backbone for things like podcasts, vodcasts, or vlogs, and text-based headlines.

A)Application protocol interface
B)Really simple syndication
C)Global positioning system
D)WordPress
E)Interstitial

Question 56

The similarity between a blog and social bookmarking is that:

A)they are not opinionated in nature.
B)they allow users to use only 140 characters of text in their posts.
C)they are used to share content on the Web.
D)they cannot be multimedia in nature.
E)they do not allow any form of tagging.

Question 57

A blog is best defined as:

A)a Web site primarily involved in tracking people's behavior on the Internet.
B)a Web site that typically acts as brokers for advertisers and Web sites.
C)a smaller version of the banner that often look like an icon and usually provide a link to an advertiser's landing page.
D)a little billboard that spreads across the top or bottom of the Web page.
E)a reverse chronological journaling site.

Question 58

Which of the following is most likely to be the reason behind the inability of advertisers to take advantage of the feedback mechanism provided by social media?

A)Lack of the human element
B)Use of the centralized network to deliver content
C)Lack of resources
D)Predominantly passive nature of consumption
E)Inability to be labor- and resource-intensive.

Question 59

The company Fastest Link First provides an online platform where people can get together and share their business ideas with one another. On the basis of this information, it would be most accurate to say that this platform is an example of a(n):

A)affiliate marketing program.
B)third-party ad server.
C)banner.
D)button.
E)social networking site.

Question 60

_____ is the term used to describe those Web sites where people congregate based on some shared interest.

A)Social bookmarking
B)Schmoozing
C)Trending
D)Emailing
E)Social networking

Question 61

_____ are simple, reverse chronological order Web pages that are typically commentary or opinionated in nature.

A)Wikis
B)Social bookmarks
C)Buttons
D)Banners
E)Blogs

Question 62

What are blogs?

Question 63

Briefly describe blogs.

Question 64

Why is it not enough to classify social media as we do other media?

Question 65

Discuss the rise of social media.

Question 66

Social _____ tools can assess sentiment based on the syntax of the text.

A)insight
B)creation
C)listening
D)curation
E)engagement

Question 67

The aggregation of all blogs online is typically referred to as _____.

A)blogoworld
B)blogosphere
C)blogouniverse
D)blogoplanet
E)blogohome

Question 68

Which of the following is a tool that makes the fragmentation of social media easy to manage?

A)Text analytics
B)Global positioning system
C)Trojan
D)Worm
E)Button

Question 69

"Social media is more labor- and resource-intensive as compared to traditional media." Cite an advantage of this equation.

Question 70

Social ads differ from search ads in that social ads:

A)are not text-based.
B)are more effective in terms of click-through performance.
C)do not allow the use of graphics.
D)lack the human element.
E)are not as expensive.

Question 71

Which of the following would prove to be most efficient in enabling brands to aggregate all of the consumer commentary, positive, negative or otherwise, into a user-friendly dashboard with robust analytics and trend analysis of how conversations are growing and sentiment is changing over time?

A)Global positioning system
B)Listening tool
C)Application protocol interface
D)Crowdsourcing
E)Cloud computing

Question 72

_____ is a burgeoning field in the social space, giving rise to unprecedented insights from the mere words and syntax we use when expressing our opinion about a product, brand, or service on the Internet.

A)Zero-marking language
B)Morphology
C)Linguistic typology
D)Text analytics
E)Syntax analysis

Question 73

Define social media.

Question 74

Traditional media differs from social media, in that traditional media:

A)is labor- and resource-intensive.
B)use the distributed network.
C)does not bring with it large media costs.
D)sites are paid for.
E)consists of 20 percent planning and 80 percent execution and management.

Question 75

Which of the following is true about social listening tools?

A)It does not allow brands to aggregate all of its positive and negative comments.
B)It is not a two-way brand communication.
C)Social listening tools can be used to analyze negative comments but not positive comments.
D)It can be used to track new product launches and gauge the receptiveness from the customer base.
E)It is primarily used to ensure that online money transactions are carried out safely.

Question 76

Raymond visits a restaurant and is impressed by its continental menu. He promotes this restaurant by recommending it to his friends. This is an example of:

A)affiliate marketing.
B)rich-media advertising.
C)sponsored marketing.
D)behavioral targeting.
E)word of mouth marketing.

Question 77

What is the new element that social media brings into advertising and marketing?

Question 78

Who are the users of social media?

Question 79

Which the following is one of the largest suppliers of online communities for marketing research purposes?

A)Passenger
B)Pinterest
C)Twitter
D)YouTube
E)MySpace

Question 80

List one difference between traditional media and social media.