Deck 8: Web 2.0 and Social Media

Question 1

The term ____________ is short for web log and is a Web site where users regularly post information for others to read and comment.

A) Social Networking Service
B) Sharing site
C) Blog
D) Mashup

Answer 1

C

Question 2

The term _____________________ refers to an application or Web page that pulls information from multiple sources, creating a new functionality.

A) Social Networking Service
B) Social bookmarking
C) Wiki
D) Mashup

Answer 2

D

Question 3

Dynamic Web pages, user-controlled content and access to Internet from many different kinds of devices are characteristics most commonly associated with ___________________.

A) Web 1.0
B) Web 2.0
C) Intranets
D) Virtual private networks

Answer 3

B

Question 4

An) _______________________ makes it easy for users to aggregate regularly changing data-such as blog entries, news stories, audio, and video-into a single place.

A) RSS reader
B) Social bookmarking
C) Wiki
D) Widget

Question 5

As many Web 2.0 services expand their functionality, many of the original differences that distinguished various types of social media are disappearing. This phenomenon is known as ______________________.

A) Enhanced social media
B) Feature convergence
C) The semantic Web
D) Social Networking

Question 6

In the era of Web 1.0, the primary goal of online marketers was _______________, whereas in the era of Web 2.0, the primary goal of online marketers is ________________.

A) Sales / Profits
B) Public relations / Advertising
C) Email / Twitter
D) Influence / Relationships

Question 7

A _________________ site is one that people can use to tag online content i.e. Web pages) with key words, allowing them to easily find the content again at some later date.

A) Social Networking Service
B) Social bookmarking
C) Wiki
D) Mashup

Question 8

A _________________ is a Website where users upload and distribute different kinds of media like pictures, videos, audio files, and so on. Most of these kinds of Web sites focus on a single type of media.

A) Social Networking Service
B) Sharing site
C) Blog
D) Mashup

Question 9

Which of the following best describes organizational communication based on the "broadcast" communication model?

A) Information flows two ways, between business and consumers.
B) Information flows between two or more businesses.
C) Information flows from a business organization to consumers.
D) Information flows between two or more consumers.

Question 10

A ________________________ is a Web site where individuals, who are defined by a profile, can interact with others. This interaction can take the form of posting messages, sharing photographs or videos, sharing links to online material, instant messaging, and so on.

A) Social Networking Service
B) RSS reader
C) Blog
D) Mashup

Question 11

AJAX refers to a group of technologies that create Web pages that respond to users' actions without requiring the entire page to reload. Which of the following is not considered an AJAX technology?

A) JavaScript
B) HTML - Hypertext Markup Language
C) OWL - Web Ontology Language
D) XML - Extendable Markup Language

Question 12

Which of the following practices is most consistent with the "conversation" model of communication discussed in your textbook?

A) Television advertising
B) Sending emails to customers promoting a product or distributing a coupon
C) Responding to customer posts on the company Facebook page
D) Issuing a press release to regional and national news media

Question 13

Collectively, Web 2.0 applications are commonly referred to as ________________ because they have moved the locus of control for mass communications from large organizations to individual users.

A) Collaborative technology
B) Enhanced Internet technology
C) Conversational applications
D) Social media

Question 14

A recent study by Forrester Research and Cisco 2010) shows that ________________ is the second-most common application of social technologies by business organizations marketing was first).

A) Customer service
B) Collaboration
C) Recruiting employees
D) Locating experts and expertise

Question 15

An) _________________ is a collaborative Web site that allows many people to add or update information found on the site.

A) RSS reader
B) Social bookmarking
C) Wiki
D) Mashup

Question 16

Which of the following best describes the aspect of social media that seems to cause the most trouble for business organizations?

A) Installing the necessary hardware and software to use the technology.
B) Managing the additional costs associated with using social media.
C) Shifting from a broadcast communication model to a conversation communication model.
D) Developing policies for employee use of social media.

Question 17

Static Web pages, author controlled content, and access to Internet almost completely by computer are characteristics most commonly associated with ________________.

A) Web 1.0
B) Web 2.0
C) The Semantic Web
D) The mobile Web

Question 18

Which of the following approaches to business communications is most consistent with what your textbook calls "the broadcast model"?

A) Blogs
B) Social networks
C) Print advertising
D) Posting content on sharing sites
E)g. YouTube, Flickr)

Question 19

Which of the following best describes organizational communication based on the "conversation" communication model?

A) Information flows two ways, between business and consumers.
B) Information flows from one business to other businesses.
C) Information flows from a business organization to consumers.
D) Information flows from one consumer to others.

Question 20

Which of the following best characterizes the most significant difference between original Internet technology Web 1.0) and more recent advances Web 2.0)?

A) Better search engines
B) Increased use of eCommerce
C) Ability to download music
D) New technologies increase the ability of people to interact with businesses and each other

Question 21

Facebook is regularly criticized for _______________, highlighting an ongoing tension between providing advertisers with access to user data, and the desire of individual users to control access to their personal information.

A) Its fee structure
B) Its privacy policies
C) Having too many ads on a page
D) Inadequate mobile apps

Question 22

___________________________ is a model of problem solving and idea generation that employs Web 2.0 tools to marshall the collective talents of a large group of people.

A) Crowdsourcing
B) Team work
C) Collective collaboration
D) Social decision making

Question 23

Twitter is a social networking service, but is also sometimes referred to as a _________________ site.

A) Microblogging
B) Blogging
C) Sharing
D) Wiki

Question 24

One of the ways that Enterprise 2.0 technology will impact businesses is that important ideas are more likely to come from _____________________ instead of from top management.

A) Outside the company
B) The bottom up the workforce)
C) Customers
D) Foreign companies

Question 25

Facebook has begun using the term ____________________ to refer to the global social network reflecting how we are all connected to one another through relationships.

A) Global map
B) Social map
C) People graph
D) Social graph

Question 26

_________________________ parallel typical physical communities, such as neighborhoods, clubs, and associations, except that they are not bound by political or geographic boundaries.

A) Online or virtual communities
B) Local networks
C) Global networks
D) Social connections

Question 27

____________________________ is the mapping and measuring of relationships and flows between people, groups, organizations, computers, or other information or knowledge-processing entities.

A) Network mapping
B) Social assessment
C) Social network analysis SNA)
D) Global network mapping GNM)

Question 28

Tim Berners-Lee coined the term ____________________. This concept is intended to illustrate the connections between people and/or documents and pages online.

A) Global social graph
B) Giant global graph
C) Internet of things
D) Content graph

Question 29

The most important thing that users can do to protect their privacy on social media sites is to understand that they're responsible for protecting their own information. Which of the following was not one of the common sense guidelines listed in your textbook for protecting privacy?

A) Don't post private data. Avoid posting personal information including full birth date, home address, phone number, etc.
B) Be smart about who you allow to become part of your network. The larger your network, the harder it is to keep your data private.
C) Don't rely on current privacy policies. Social networking sites change their privacy policies regularly. Operate as if you had no privacy protection at all when deciding what to post.
D) Ask an attorney to review TOS, or Terms of Service agreements that you are required to sign prior to joining a social media site.

Question 30

__________________________________ have been around for a long time and predate the World Wide Web.

A) Wikis
B) RSS readers
C) Virtual or online communities
D) Micro-blogs

Question 31

Twitter is a social networking site where users send ________________ to their network of followers.

A) Music files
B) Short messages
C) Documents
D) Streaming video

Question 32

From a strategic business standpoint, Facebook's Open Graph Initiative _________________.

A) Makes it easier for users to find others online.
B) Makes it easier for users to see who they are connected to.
C) Increases user control over privacy and access to user data.
D) Extends Facebook's presence and influence) across the World Wide Web to other sites.

Question 33

Many business and professional organizations have found it desirable to create their own focused social networking services, called ________________ social network services.

A) Private
B) Dedicated
C) Targeted
D) Intensive

Question 34

The term Enterprise 2.0 refers to the use of Web 2.0 technologies for __________________ purposes.

A) Military
B) Political or governmental
C) Scientific
D) Business or organizational

Question 35

As the Social Networking Service category matures, sites are differentiating themselves in a number of ways. Which of the following is not one of the factors listed in your textbook as a factor that differentiates SNSs?

A) Target age group
B) Geographic location of users
C) Equipment required to access i.e., Windows vs. Apple)
D) Social vs. professional networking

Question 36

In 2011, Internet giant Google launched a service called _______________ that competes directly with Facebook's SNS.

A) Google+
B) Google Docs
C) Google Community
D) iGoogle

Question 37

TweetDeck, Twitpic, Twitterfeed and Twitterholic are all examples of _________________ that have been developed to enhance the experience of users since the basic site at Twitter.com has so few features.

A) Computer hardware accessories
B) Premium services offered by Twitter
C) 3^rd party apps
D) Alternatives competitors) to Twitter

Question 38

Which of the following best describes Facebook's Open Graph Initiative?

A) Users can generate a graphic representation of all the people they are connected to on the service.
B) Users can easily search for and find people on the Internet who they want to connect to.
C) Users can click a "like" button on an external Web site i.e. a blog post or a newspaper article) and a notice about that external content will appear back on the user's Timeline.
D) Virtually all privacy controls are eliminated, creating open access to user data.

Question 39

Businesses have found a number of different ways to use virtual world SNSs. Which of the following was not an application of virtual world technology discussed in your textbook?

A) Virtual world education: Classes and teacher/student meetings
B) Virtual world business meetings and collaboration
C) Virtual world product testing
D) Virtual world crowdsourcing

Question 40

Among general purpose social networking services, ________________ is the largest community with almost twice as many users as the next largest SNS.

A) LinkedIn
B) Google+
C) Facebook
D) MySpace

Question 41

Much of the world's data is stored in files that can only be read by the programs that created them. With ____________, the information in these files can be tagged with information describing the nature of the data, where it came from, or how it's arranged so that the files can be read and used by a wide variety of applications.

A) Metadata
B) Syntax flags
C) Key words
D) Web indicators

Question 42

Ryan is collecting data in an attempt to show how the company's social media activity directly influenced sales revenue. For instance, he is looking at metrics like the probability that a customer purchases a product after reading a blog post or visiting the company's Facebook page. The metrics that Ryan is using are most likely ____________________.

A) Tool based metrics
B) Strategic metrics
C) Tactical metrics
D) ROI metrics

Question 43

Susan is attempting to measure the impact of social media on her company's ability to reach certain objectives. She is collecting information related to these objectives like 1) increases in traffic to her company's Web site, 2) increases in request for product information, and 3) changes in the number of people who download informational brochures from the Web. Most likely, Susan is using what type of social media metrics?

A) Tool based metrics
B) Strategic metrics
C) Tactical metrics
D) ROI metrics

Question 44

ROI metrics have inherent appeal to managers because they address the need of the business organization to engage in activities that will contribute to ________________.

A) Customer satisfaction goals
B) Product awareness goals
C) Revenue goals
D) Employee retention goals

Question 45

Tim Berners-Lee is the director of the ____________________, the organization working on programming standards designed to make it possible for data, information, and knowledge to be shared even more widely across the Internet.

A) International Internet Commission IIC)
B) Internet Council on Standards ICOS)
C) Web Standards Commission WSC)
D) World Wide Web Consortium W3C)

Question 46

The use of social media tools to enhance communication and decision making across the supply chain is called ______________.

A) Social distribution
B) Supply Chain Management 2.0 SCM 2.0)
C) Channel member conversations
D) Engaging distribution channels

Question 47

Traditionally, business organizations developed media objectives around various behavioral models called ________________.

A) Response hierarchies
B) Media models
C) Advertising steps
D) Promotion indexes

Question 48

Most large and medium-sized companies utilize an Intranet for __________________.

A) Advertising and promotion
B) Recruiting employees
C) Public relations
D) Internal collaboration and communication

Question 49

The current Web 2.0) is sometimes called the social Web. The next evolution of the Web 3.0) is referred to as the ________________ Web.

A) Enhanced
B) Semantic
C) Personalized
D) Vertical

Question 50

The majority of businesses use social media for marketing. Which of the following was not one of the other uses of social media listed in your textbook?

A) Recruiting employees
B) Product development
C) Customer service
D) Financial management

Question 51

Tom is a community manager in his company's marketing department. He is attempting to measure the effectiveness of using Twitter to promote his organization. He regularly tracks the number of followers, number of times others mention his company in their tweets, and the number of times people retweet his company's messages. Tom is using which of the following types of social media metrics?

A) Tool based metrics
B) Managerial metrics
C) Tactical metrics
D) ROI metrics

Question 52

Every year, more and more companies report that their spending on traditional media _______________, while the resources they plan to devote to social media is _____________.

A) Remains stable / increasing
B) Is increasing / decreasing
C) Is declining / increasing
D) Is declining / about the same as before

Question 53

Why are many recruiters reducing their use of traditional job posting sites like monster.com and careerbuilder.com?

A) Because the job seekers don't use these sites, resulting in few, if any applications
B) Because they often overwhelm recruiters by generating hundreds of applications from unqualified candidates
C) Because the fees associated with listing job openings on the sites are too high
D) Because the sites make it hard for recruiters to respond to job applicants

Question 54

Which of the following is not one of the four basic categories of social media metrics described in your textbook?

A) Tool based metrics
B) Managerial metrics
C) Tactical metrics
D) ROI metrics

Question 55

Instead of requiring mangers to wait for monthly or quarterly reports for assessing progress toward goals, many companies now feed social media metrics continuously into ________________, giving managers access to real time data.

A) Daily reports
B) Performance dashboards
C) Data consoles
D) Information panels

Question 56

An important principle supporting the use of metrics is: You cannot manage what you do not ___________________.

A) Measure
B) Own
C) Possess
D) Analyze

Question 57

Which of the following is not one of the new languages or protocols described in your text for describing the content of data files on the Web?

A) RDF Resource Description Framework)
B) OWL Web Ontology Language)
C) DDFL Data File Label Language)
D) SPARQL SPARQL Protocol and RDF Query Language)

Question 58

According to your textbook, Intranets need to evolve and improve by _________________.

A) Becoming less expensive to manage and maintain
B) Providing managers with greater control over what employees say and do on the Intranet.
C) Adding social features such as file sharing, blogging, wikis, and social bookmarking
D) Providing greater access to consumers

Question 59

Studies conducted between 2009 and 2012 suggest that between 70 and 88 percent of companies use LinkedIn as part of their ____________________.

A) Product development process
B) Customer service process
C) Recruiting process
D) Financial management process

Question 60

Perhaps the biggest challenge associated with measuring the success of social media activity is that ______________________.

A) Collecting social media metric data is very expensive
B) There are few standard approaches regarding how and what to measure
C) Social media metrics can be difficult to understand
D) Social media metric data takes a long time to collect

Question 61

With business communications based on the "conversation" communication model, information flows two ways, requiring businesses to "talk" and "listen."

Question 62

In the future, _________________ applications will make it possible for computers to learn about us, our interests and information needs. Web browsers with this technology will be able to ask questions that clarify the tasks i.e. information searches) we are performing.

A) Database
B) Social media
C) Artificial Intelligence AI)
D) Decision Support

Question 63

Reading and responding to customer posts on the company Facebook page is an example of business communications based on the "conversation" model.

Question 64

Another key trend contributing to the evolution of the web is the growing importance of _____________________ that allows programs to talk to or interact with one another.

A) Program portals
B) Application Programming Interfaces API)
C) Data Link Standards
D) Software Communication Interfaces SCI)

Question 65

In the era of Web 1.0, the primary goal of online marketers was influence, whereas in the era of Web 2.0, the primary goal of online marketers is relationships.

Question 66

A recent study by Forrester Research and Cisco 2010) shows that customer service is the second-most common application of social technologies by business organizations marketing was first).

Question 67

Applications and services that combine semantic technology for identifying the structure and content of data files, with social technologies like blogs, SNSs and wikis, form the basis for what some people call _________________.

A) The social semantic web S2W)
B) Web 4.0
C) The Symbiotic Web
D) The enhanced social web ESW)

Question 68

Print advertising is a business communications practice consistent with what your textbook calls "the conversation model"?

Question 69

With business communications based on the "broadcast" communication model, information flows two ways, requiring businesses to both "talk" and "listen."

Question 70

Which of the following was not listed by your textbook as one of the barriers to be overcome in order to make the Web more beneficial to users?

A) Closed data sources
B) Incompatible data structures and formats
C) Lack of net neutrality
D) Opposition to changes by large, multinational corporations

Question 71

Dynamic Web pages, user-controlled content and access to Internet from many different kinds of devices are characteristics most commonly associated with Web 2.0.

Question 72

Television advertising is a business communications practice consistent with what your textbook calls "the broadcast model"?

Question 73

Static Web pages, author controlled content, and access to Internet almost completely by computer are characteristics most commonly associated with Web 2.0.

Question 74

The most defining difference between original Internet technology Web 1.0) and more recent advances Web 2.0) is that the new technologies increase the ability of people to interact and collaborate online.

Question 75

Television advertising is a business communications practice consistent with what your textbook calls "the conversation model"?

Question 76

Static Web pages, author controlled content, and access to Internet almost completely by computer are characteristics most commonly associated with Web 1.0.

Question 77

In the era of Web 1.0, the primary goal of online marketers was advertising, whereas in the era of Web 2.0, the primary goal of online marketers is public relations.

Question 78

Print advertising is a business communications practice consistent with what your textbook calls "the broadcast model"?

Question 79

With business communications based on the "broadcast" communication model, information flows one way, from sender to receivers.

Question 80

With business communications based on the "conversation" communication model, information flows one way, from sender to receivers.