Deck 16: Social Media

Question 1

In traditional media the consumption is inherently active.

Answer 1

False
Explanation: In traditional media the consumption is inherently passive. Social media can be both passive and active, but they are predominately active.

Question 2

Our need to feel connected to others is what drives the now mass-adopted media of social.

Answer 2

True
Explanation: Our need to feel connected to others is what drives the now mass-adopted media of social.

Question 3

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 3

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 4

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

Question 5

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 6

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

Question 7

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

Question 8

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

Question 9

Traditional media sites are not paid for.

Question 10

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

Question 11

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

Question 12

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

Question 13

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

Question 14

Blogs cannot be multimedia in nature.

Question 15

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

Question 16

Social media can take on many different forms.

Question 17

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

Question 18

Typically blogs are personal in nature.

Question 19

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

Question 20

Social media brings the human element into advertising and marketing.

Question 21

The unique power of social media is that any single point on the network can broadcast to the entirety of the system or network.The consumer is gaining influence in the marketplace and value for advertisers through which of the following network points?

A) blogs
B) smartphones
C) Facebook
D) Wikis
E) tablets

Question 22

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 23

_____ 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 24

The advent of Facebook Connect and Twitter's open _____ has made it possible for any site,tool,or application 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 25

_____ 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 26

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 27

Blogs are not opinionated in nature.

Question 28

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 29

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

Question 30

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 31

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 32

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 33

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 34

Wikipedia is a typical example of a(n):

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

Question 35

Promoted Trends are an advertising tool offered by Facebook.

Question 36

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 37

Social ads are more expensive than search ads.

Question 38

_____ 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 39

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 40

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

Question 41

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 42

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 43

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 44

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 45

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 46

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 47

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 48

_____ 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 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

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

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

Question 51

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 52

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 53

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 54

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

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

Question 55

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 56

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 57

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 58

Tagging,the categorization tool,originated from _____.

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

Question 59

_____ 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 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

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

Question 62

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 63

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

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

Question 64

Discuss the rise of social media.

Question 65

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 66

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 67

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

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 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 70

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

Question 71

Briefly describe blogs.

Question 72

List one difference between traditional media and social media.

Question 73

_____ are simple,reverse chronological order web pages that are typically opinionated in nature.

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

Question 74

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 75

Define social media.

Question 76

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

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

Question 77

_____ 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 78

What are blogs?

Question 79

Who are the users of social media?

Question 80

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.