Question 1

The New York Times points out, fewer than half of global Internet users have __________ high enough to interest major advertisers

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Question 2

What are Facebook Instant Articles and why would a firm want to take advantage of this offering?

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Question 3

Describe how Facebook 'leveraged Econ 101' or fundamental economics principals, for better performance and user experience with its ad products.

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Question 4

_____ is considered to be the most persuasive and valuable method of promoting products and services.
A) Online advertising
B) Vertical integration
C) Swiping
D) Word of mouth
E) Search marketing

Accepted Answer

Word of mouth is considered the most persuasive and valuable method of promoting products and services because it relies on recommendations and testimonials from trusted sources, such as family, friends, and colleagues. People are more likely to trust and act on recommendations from someone they know and respect than on advertisements or other forms of marketing.

Question 5

"Users want some semblance of control over their personal data, even if they are not bothered to manage it." This is often known as:
A) the paradox of privacy.
B) crowdsourcing.
C) Metcalfe's Law.
D) uncertainty of decisions.
E) free rider problem.

Accepted Answer

The statement refers to the paradox of privacy, which describes the situation where individuals want to protect their personal data while also relying on services and technology that require them to surrender some control over their data. They want control over their data, but do not want to manage it, which creates a paradox.

Question 6

What is Facebook's motivation for offering new features under an opt-out scheme?
A) It gives users a sense of control of their online activities.
B) It is easier for users to manage, as opposed to complex opt-in programs.
C) It ensures a larger audience, and helps enhance network effects and data advantages.
D) Internet laws stipulate that all new features offered by social networks should be based on an opt-out format.
E) Users are seldom bothered about managing their personal data and tracking of their online activities.

Accepted Answer

Offering new features under an opt-out scheme ensures a larger audience, as more users are likely to keep the feature turned on by default, which helps enhance network effects and data advantages.

Question 7

Facebook's "no-beta" culture seldom tolerates mistakes on the road to progress.

Accepted Answer

Facebook's culture, especially in its early years, was known for embracing a "move fast and break things" philosophy, which encouraged rapid innovation and accepted mistakes as part of the process of development and progress.

Question 8

What is Internet.org?

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Question 9

How is Facebook partnering with third-party data providers to improve ad targeting?

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Question 10

Write a brief note on the factors that have led to the spectacular growth of advertising on Facebook.

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Question 11

What are the hurdles encountered by Facebook in advertising? Compare Facebook's ad model with other successful online advertising firms.

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Question 12

What was the user reaction to Beacon?

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Question 13

_____ refer(s) to the act of taking a job traditionally performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call.
A) Crowdsourcing
B) Localization
C) Content adjacency
D) Walled garden
E) Switching costs

Accepted Answer

The act described refers to crowdsourcing, where a task or job is outsourced to a crowd of people through an open call. Localization refers to adapting products or services to fit a specific location or culture, content adjacency relates to advertising and ensuring ads appear next to relevant content, walled garden refers to a closed system or platform, and switching costs relate to the costs of switching from one product or service to another.

Question 14

Which of the following statements is true of localization?
A) It refers to a collection of resources available for access over the Internet.
B) It refers to adapting products and services for different languages and regional differences.
C) It refers to a situation when the value of a product or a service increases as the number of its users expands.
D) It refers to a situation when others take advantage of a user or a service without providing any sort of reciprocal benefit.
E) It refers to a closed network or a single set of services controlled by one dominant firm.

Accepted Answer

Localization refers to the process of adapting products, services, or software to meet the language, cultural, and other requirements of a specific country or region. It helps businesses expand into new markets and reach new customers by making their offerings more accessible and appealing to local consumers.

Question 15

Critics of Internet.org worry that for billions of low-income users, Facebook will come to represent the only Internet they know and have access to, deepening the roots and entanglement vines of the firm's walled garden.

Accepted Answer

Critics are concerned that Internet.org, with its limited access to a selection of websites including Facebook, will create a digital divide and limit users' exposure to the full scope of the internet, making Facebook their main access point and potentially deepening the roots of the company's "walled garden" approach.

Question 16

Discuss the controversies that were caused by Facebook's Beacon program and the new terms of service. What implications did these incidents have for the firm?

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Question 17

Evidence suggests that most people are accepting some degree of data sharing as long as they know that they can easily turn it off if they want to.

Accepted Answer

Studies have shown that most people are willing to share some of their personal data as long as they have control over it and can easily turn it off if they choose to do so. This suggests that individuals value transparency and control over their personal information.

Question 18

Every eighteen months, employees are required to leave their teams and work on something different for at least a month

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Question 19

Facebook's Beacon effort was a failure largely because it was "opt-out" instead of "opt-in."

Accepted Answer

Facebook's Beacon program was an opt-out feature, meaning that users needed to take action to avoid their activity being shared with their friends, rather than opting in to the feature. This lack of transparency and user control led to widespread criticism and ultimately the failure of the program.

Question 20

A Pew Research study found that nearly _____ in ten Internet users have taken steps online to remove or mask their digital footprints on some level.

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Quiz 11: Facebook: a Billion-Plus Users, the High-Stakes Move to Mobile, and Big Business From the Social Graph