MGMT Chapter 8
help users make sense of the "noise" generated by social media
The goal of Banjo is to _________. a. generate news for TV stations and newspapers b. help users make sense of the "noise" generated by social media c. identify the content users like to view so they can target ads better d. protect the privacy of individuals throughout the world
Gathering marketing intelligence
Businesses do NOT use wikis for ________. a. Gathering marketing intelligence b. Managing documents c. Collaborating with business partners d. Project management
Conversational
Companies are utilizing social computing tools to obtain feedback from customers. This trend is referred to as ______________ marketing. a. Blog b. Conversational c. Native d. Viral
True
Companies often have to issue public apologies on websites like Facebook when employees treat customers badly.
More
Customers are ___________ empowered than they were in the past. a. Less b. More c. Their power hasn't changed. d. Their power changes too much to judge.
True
Customers are now incredibly empowered because of social computing.
False
Despite all the advancements in technology, traditional focus groups still provide faster and more reliable results than social computing.
Customer ratings and reviews
Epinions is an example of a source for ____________. a. Conversational marketing b. Customer ratings and reviews c. Expert ratings and reviews d. Sponsored reviews
users
In social computing, ____________ produce, control, use, and manage content via interactive communications and collaboration. a. governments b. non-profits c. organizations d. users
True
In social computing, social information is not anonymous.
False
LinkedIn currently has no real competition for job-searching.
True
LinkedIn is meant to reflect your professional resume.
Consumer-generated media
Many companies listen to consumers in the blogosphere who express their views on the companies' products. This is called _________. a. A user opinion survey b. Consumer-generated media c. Marketing paraphernalia d. Organized management
True
Mark Zuckerberg of Facebook originally coined the term social graph to refer to the social network of relationships among Facebook users.
Expert ratings and reviews
Metacritic is an example of a source for ____________. a. Conversational marketing b. Customer ratings and reviews c. Expert ratings and reviews d. Sponsored reviews
Sponsored reviews
PayPerPost is an example of a source for ____________. a. Conversational marketing b. Customer ratings and reviews c. Expert ratings and reviews d. Sponsored reviews
does not; Braintree and Stripe
Pinterest _________ store credit card information by using _________. a. does; Braintree and Stripe b. does; PayPal and Amazon Pay c. does not; Braintree and Stripe d. does not; PayPal and Amazon Pay
Future
Pinterest collects data on its user's ___________. a. Past b. Present c. Future d. It doesn't collect data
True
Pinterest is like Google in that customers visit the site to shop for products, but Pinterest targets customers who aren't sure what they want to buy.
Native
Pinterest's Promoted Pins are a form of ___________ advertising. a. Blog b. Conversational c. Native d. Viral
False
RSS allows only web developers to syndicate content.
False
Since it is so much easier to listen to customers via social computing, organizations do not experience any negatives associated with social media sites.
social
Social advertising refers to advertising formats that make use of the ___________ context of the user viewing the ad.
Buyer power
Social computing increases __________. a. Barriers to entry b. Buyer power c. Rivalry d. Supplier power
value
Social computing is a type of IT that combines social behavior and information systems to create ________________.
True
Social computing is particularly useful for advertising and marketing research.
Amazon
Teespring compares itself to the _________ business model. a. Amazon b. Facebook c. Google d. Twitter
False
Teespring is a great example of a traditional business model that uses social commerce for marketing.
Teespring primarily uses ________ for selling its products. a. Amazon b. Facebook c. Google d. Twitter
Intellectual property rights
Teespring's biggest challenge is _________. a. Customer appreciation b. Intellectual property rights c. Potential audiences d. Revenue generation
minority; most
The 20-80 rule of thumb posits that a ________ of individuals contribute ___________ of the content. a. majority; little b. majority; most c. minority; little d. minority; most
False
The 30-70 rule of thumb posits that a minority of individuals contribute most of the content.
True
The GM case illustrates how customers use social computing to improve customer service.
Blogging
The GM case illustrates the use of ___________ to improve customer service. a. Blogging b. Collaborative consumption c. Mashups d. RSS
20-80
The _____________ rule of thumb posits that a minority of individuals contribute most of the content.
Trust
The biggest issue for Tujia is _______. a. Cost b. Privacy c. Trust d. Waiting
Social intelligence
The monitoring, collection, and analysis of socially generated data, and the resultant strategic decisions are combined in a process known as _______________. a. Competitive intelligence b. Competitive marketing c. Social intelligence d. Social marketing
gain a fan base
The primary goal for Wattpad authors is to ___________. a. gain a fan base b. get feedback on their writing c. make a little side money d. write a concise story
Airbnb
Tujia has a business model similar to __________. a. Airbnb b. Facebook c. Tradesy d. Zipcar
False
Tujia has to cooperate closely with the Indian government to run a collaborative consumption business model.
Collaborative consumption; China
Tujia uses a ________ business model in _______. a. Collaborative consumption; China b. Collaborative consumption; India c. Platform; China d. Platform; India
True
Twitter can be a useful business tool.
Microblogging service
Twitter is a popular ________. a. Microblogging service b. RSS feed c. Search engine d. Tagging site
False
Wattpad pays its authors by selling advertising.
collective intelligence; wikis
Web 2.0 sites often harness ________ such as ________. a. collective intelligence; web services b. collective intelligence; wikis c. packaged software; web services d. packaged software; wikis
Cost
Which of the following is NOT a benefit of Pinterest for retailers? a. Audience reach b. Cost c. New users d. Web traffic
Which of the following is NOT a primary way GM communicated with customers? a. Email b. Facebook c. Letters d. Twitter
Payroll
Which of the following is NOT a use of social computing for HR? a. Employee development b. Onboarding c. Payroll d. Recruiting
Personal relationships
Which of the following is something you should NOT have on LinkedIn? a. Concise summary b. Correct and current status c. Personal relationships d. Professional picture
Which of the following uses a traditional business model as opposed to a platform model? a. Apple b. Facebook c. Google d. Twitter
Brand awareness
__________ is a benefit of social commerce for businesses. a. Brand awareness b. Copyright protection c. Quality d. Security
Control
__________ is a risk of social commerce for businesses. a. Advocacy b. Brand awareness c. Control d. Cost
Amazon
__________ is a self-publishing platform for book authors. a. Amazon b. Barnes & Noble c. Books-a-Million d. Book Bazaar
Passive
__________ job seekers are people who are employed but would take a better job if one appeared. a. Active b. Indifferent c. Operating d. Passive
Trust
___________ is the greatest concern of the collaborative consumption business model. a. Cost b. Privacy c. Trust d. Waiting
Native
____________ advertising is a sales pitch that fits into the flow of the information being shown. a. Blog b. Conversational c. Native d. Viral
Tagging
____________ are/is the basis of folksonomies. a. Blogs b. RSS c. Tagging d. Wikis
Amazon
____________ does NOT use a collaborative consumption business model. a. Airbnb b. Amazon c. eBay d. Zipcar
China
____________ has the most active social media population. a. China b. Europe c. India d. The US
Kaboodle
____________ is NOT an example of a social marketplace. a. Craigslist b. Kaboodle c. Flipsy d. Fotolia
Employment rights
____________ is a disadvantage for workers in a collaborative consumption business. a. Employment rights b. Flexibility c. Self-management d. Variety
WordPress
____________ is categorized as a communication social networking web site. a. Foursquare b. LinkedIn c. StumbleUpon d. WordPress
____________ is categorized as a professional networking social networking web site. a. Foursquare b. LinkedIn c. StumbleUpon d. WordPress
StumbleUpon
____________ is categorized as a social bookmarking social networking web site. a. Foursquare b. LinkedIn c. StumbleUpon d. WordPress
Foursquare
____________ is categorized as an events and discovery social networking web site. a. Foursquare b. LinkedIn c. StumbleUpon d. WordPress
____________ is credited with providing the start for mashups. a. Amazon b. Facebook c. Google d. PayPal
Competition
_____________ is a disadvantage of finding a job online. a. Competition b. Cost c. Efficiency d. Speed
Group shopping
_____________ is closely associated with special deals (flash sales). a. Group shopping b. Shopping communities c. Social marketplaces d. Sponsored reviews
Viral
_____________ marketing is also called word-of-mouth advertising. a. Blog b. Conversational c. Native d. Viral
Commercialization
_____________ was a key development of Web 1.0. a. Collaboration b. Commercialization c. Social interaction d. User participation
onboarding
______________ is how new employees acquire the necessary knowledge, skills, and behaviors to become effective members of the organization.
Crowdfunding
______________ is the practice of raising money from a large number of people, typically via the internet. a. Collaborative production b. Crowdfunding c. Peer-to-peer lending d. Resource gathering
Folksonomies
___________________ are user-generated classifications that use tags to categorize and retrieve web pages, photos, videos, and other web content.
collaborative consumption
_________________________________ is an economic model based on sharing, swapping, trading, or renting products and services, enabling access over ownership.
filter bubble
A ________________________ is a result of a search in which a web site algorithm guesses what a user would like to see based on information about that user.
social network
A ________________________ is a social structure composed of individuals, groups, or organizations linked by values, visions, ideas, financial exchange, friendship, kinship, conflict, or trade.
10
According to job coaches, you should spend _____ percent of your time online looking for a job. a. 10 b. 25 c. 50 d. 80
True
According to the book, participants in a collaborative consumption business have no basic employee benefits or protections.
True
An increasing number of companies have created in-house, private social networks for their employees, former employees, business partners, and customers to create connections, improve collaboration, and build a sense of community.
50
Approximately ________ percent of consumers consult reviews before making an online purchase. a. 25 b. 50 c. 75 d. 100
Wikis
Banjo does NOT use ________ in its software. a. Blogging b. Geotagging c. RSS d. Wikis
False
Banjo's software needs constant attention from programmers to ensure it isn't violating user privacy.
