Deck 14: Social Media

Question 1

The New-York Tribune,a newspaper,might overcome the time lag faced by traditional media by using electronic means.

Answer 1

True

Question 2

Social network and blog data can be tracked via sentiment analysis.

Answer 2

True

Question 3

Consumer-generated content helps ensure engagement with brands and companies featured on social media sites.

Answer 3

True

Question 4

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

Question 5

Messages on Twitter are called tweets.

Question 6

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

Question 7

Once created,social media cannot be altered.

Question 8

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

Question 9

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

Question 10

Most of the growth of social media usage is from the younger demographic category (e.g.,those 12 to 18 years of age).

Question 11

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

Question 12

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

Question 13

Social media requires more specialized skills to utilize than do traditional media.

Question 14

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

Question 15

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

Question 16

Salesforce's Marketing Cloud drives traffic to brand websites and encourages online video to go viral.

Question 17

Newspapers are a form of online media.

Question 18

Social media can be accessed only from mobile devices.

Question 19

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

Question 20

Social media turns communication into one-way dialogue.

Question 21

Social media is a tool for IMC because _____ percent of those online are active social media users.

A) 23 
B) 42 
C) 58 
D) 73 
E) 98

Question 22

Twitter was started by the same entrepreneurs who started Facebook.

Question 23

Facebook is profitable for its shareholders.

Question 24

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

Question 25

LinkedIn is classified in the _____ category of social media.

A) networking 
B) collaborating 
C) publishing 
D) messaging 
E) discussing

Question 26

Facebook's rules don't allow consumers to make or spread negative comments about the companies that advertise on Facebook.

Question 27

Which of the following is classified as a sharing tool? 

A) YouTube 
B) Blogger 
C) Messenger 
D) LinkedIn 
E) Reddit

Question 28

Researchers studying Twitter activity found a link between advertised brands and consumer engagement and sales.

Question 29

Which form of device is used most often to access Facebook? 

A) tablet 
B) smartphone 
C) desktop 
D) laptop 
E) other devices

Question 30

Twitter continues to grow in popularity among teen users because they enjoy sending brief messages.

Question 31

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

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

Question 32

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

Question 33

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 34

Which of the following is considered the "Goliath" of social media based on monthly active users and unique visitors every month.

A) Instagram 
B) Twitter 
C) LinkedIn 
D) Facebook 
E) Pinterest

Question 35

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

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

Question 36

Based on the 1-month Alexa traffic,LinkedIn is more popular than Twitter.

Question 37

Most of Facebook's active accounts were accessing Facebook via a desktop computer in 2016.

Question 38

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

Question 39

The average user on Facebook has 1,030 friends.

Question 40

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 41

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 42

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 43

Users spend an average of _____ hours on Facebook each month.

A) 7 
B) 10 
C) 25 
D) 5 
E) 35

Question 44

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 45

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 46

Which of the following agencies deals with consumers' privacy concerns for Facebook? 

A) Commission on Civil Rights 
B) Federal Trade Commission 
C) Small Business Administration 
D) National Labor Relations Board 
E) Corporation for Public Broadcasting

Question 47

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

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

Question 48

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 49

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 50

Google's Double Click is an example of a _____.

A) location-based check-in 
B) promoted account 
C) privacy policy 
D) blogging tool 
E) third-party data tracking firm

Question 51

The person who started Facebook is _____.

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

Question 52

Which point of comparison between social media and traditional media considers the size of the audience? 

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

Question 53

Which of the following is a disadvantage of social media? 

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

Question 54

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 55

Which of the following is an advantage of social media? 

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

Question 56

Which of the points of comparison considers the ability to make changes after creation? 

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

Question 57

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

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

Question 58

Which of the following is one of the four general privacy principles that apply to social media? 

A) access 
B) income 
C) benefit 
D) cooperation 
E) All of these are correct.

Question 59

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 60

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 61

Which of the following explains why some argue that online communication has a positive aspect in the socialization process? 

A) changes personalities 
B) improves writing skills 
C) establishes identities 
D) demonstrates abilities 
E) creates self-consciousness

Question 62

Which of the following is a common objective or theme for successful social media themes? 

A) stories about competitors 
B) fun with interactive games 
C) technical specifications 
D) complaints from consumers 
E) friendly rivalry between companies

Question 63

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 64

Which of the following explains why some argue that children should not be on Facebook before they are high-school age? 

A) Children can't read well enough to use the Internet. 
B) Children should play outside. 
C) Childhood friendships require interaction. 
D) Children lack logic and sophisticated reasoning. 
E) Children can't make online purchases.

Question 65

Which of the following has become a serious problem for Twitter? 

A) high number of MAUs 
B) low number of DAUs 
C) strong ad growth 
D) strong audience growth 
E) celebrity users

Question 66

Why was Snapchat initially attractive to advertisers? 

A) Images disappeared. 
B) Families joined. 
C) It had a younger demographic. 
D) It had a video chat feature. 
E) It had few, specialized ways to earn revenue.

Question 67

Facebook earns its revenue primarily from _____.

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

Question 68

China has its own version of Facebook called _____.

A) FacebookChina 
B) Renren 
C) Weibo 
D) WeChat 
E) Youku

Question 69

Which of the following successful media campaigns relied on a consumer-generated story about the brand? 

A) Old Spice's "Smell Like a Man, Man" 
B) Nike's "Write the Future" 
C) UPS's "Driver for a Day" 
D) Burger King's "Whopper Sacrifice" 
E) Evian's "Roller Babies"

Question 70

Which of the following is the most successful,organic social media campaign in history? 

A) Pepsi's "Refresh" 
B) Blendtec's "Will It Blend?" 
C) National Geographic's "Remembering 9/11" 
D) ALS "Ice Bucket Challenge" 
E) UPS "Your Wishes Delivered: Driver for a Day"

Question 71

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

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

Question 72

Which of the following has the most effect on the popularity of tweets about brands on Twitter? 

A) personal pronouns 
B) names of people 
C) all verbs 
D) names of celebrities 
E) music

Question 73

Which type of ad has been created recently to increase revenue for Facebook? 

A) lead generation 
B) local awareness 
C) mobile ad videos 
D) event RSVPs 
E) mid-roll video ads

Question 74

Which of the following prompts did Twitter use to reduce useless tweets? 

A) What's happening? 
B) What are you doing? 
C) What do you see? 
D) What do you want to say? 
E) What do you want to share?

Question 75

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 76

How often does Facebook develop new ad formats and targeting options? 

A) hourly 
B) daily 
C) weekly 
D) monthly 
E) annually

Question 77

A study in 2009 of Twitter tweets concluded that 40 percent of tweets were _____.

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

Question 78

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 79

All of the following except _____ can be thought of as a social networking site.

A) Facebook 
B) Netflix 
C) Pinterest 
D) Instagram 
E) Twitter

Question 80

Which of the following do successful social media campaigns have in common? 

A) integration with other IMC elements 
B) humor 
C) focus on an individual 
D) addressing a social or medical issue 
E) use of stereotypes