ch.11 IS 324

When taken together, these features enlist websites to serve as vassal states in the Facebook empire.

API to integrate Facebook logon, likes, and other open graph features into other sites

Which additional factors favor the competitive dynamics of smartphone apps over browser-based desktop services?

All of the above

Which of the following is true about Facebook Messenger?

All of the above

Many leading content outlets use Facebook Instant Articles feature because:

Articles load faster, increasing the likelihood that they'll be read (and ads will be served)

_____ is the concern that an advertisement will run near offensive material, embarrassing an advertiser and degrading their brands.

Content adjacency

_____ refer(s) to systems distributed throughout the Internet that help to improve the delivery speeds of Web pages and other media, typically by spreading access across multiple sites located closer to users.

Content delivery networks

By default, a post by a "liked" firm or friend will appear in your feed.

False

Facebook COO Sheryl Sandberg's ad industry experience was cultivated at Yahoo!

False

Facebook has lots of upsides in part because its audience in key demographics is so much smaller than conventional television networks.

False

Facebook is so strong due to a team of domain experts. Genius developers are allowed to stay focused on a single project, perhaps throughout their career, serving as a resource for all new employees that enter that group.

False

Highlighting both a challenge and opportunity, Facebook's international users still contribute only a small fraction of the firm's overall ad revenue.

False

In order to expand earned-media reach, organizations should include a request at the end of their Facebook posts that requests that users reshare the information.

False

One challenge for Facebook Mobile is newsfeed ads. Users tend to ignore ads in their newsfeed even more than they do ads that appear on the side of conventional web pages.

False

One of the biggest problems facing Internet access for the world's poor is that such a small percentage of the global population living poverty lives near a mobile cellphone tower.

False

The failure of China's WeChat platform shows the folly of trying to create an application platform through a mobile app.

False

Which of the following is perhaps the most significant contributor to Facebook's ability to strengthen and deliver user value from the social graph?

Feeds

A key advance of the Oculus Rift was:

It didn't make users puke.

What was the biggest problem with the rollout of Facebook's Beacon platform?

It was an "opt out" program.

What feature of Facebook helps new applications gain visibility among users?

News feeds

One of the reasons behind Beacon's failure is a common one: managers failed to completely consider the components and interplay among elements in an information system. Which of the following is not a component of an information system (IS)?

None of the above, all of the above are components of IS

Among the many ad products Facebook offers are "___________," which increase the reach of an item that a firm shares.

Promoted Posts

_____ is an attempt to profit from a falling stock price.

Short selling

Why is it potentially easier for services delivered over mobile apps to recreate a social graph than it is for users of a browser-based service?

Smartphones can access a user's address book

_____ occur(s) when others take advantage of a user or service without providing any sort of reciprocal benefits.

The free rider problem

What reason did Mark Zuckerberg give for acquiring Oculus VR?

To start building what Zuckerberg hopes is the next major computing platform that will come after mobile.

At the time of its IPO, Facebook earned no money from mobile advertising, but today mobile brings in the majority of the firm's ad revenue.

True

By mid-2018, Instagram and WhatsApp Story features were larger than all of Snapchat's daily active user base.

True

China's WeChat's 2016 payment processing volume is roughly two times greater than all of PayPal's 2015 volume?

True

Critics 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.

True

Facebook actually cut back on ads in news feeds, resulting in higher profits

True

In 2018, a research firm, Cambridge Analytica, detailed a surreptitious campaign to harvest user data on a wide scale—unleashing a big firestorm for Facebook.

True

In a significant "big data" play for more accurate consumer targeting, Facebook now allows advertisers to combine externally collected data with Facebook's insights.

True

It can be easier to recruit employees before a firm goes public, since staff granted shares and options may see an upside at IPO.

True

Mobile ads present such an opportunity in part because users check their phones so much, offering a chance to show many more ads throughout the day.

True

To become the Web's leading photo-sharing service, Facebook didn't acquire anyone. The site simply turned on a substandard photo-sharing feature and quickly became the biggest photo-sharing site on the Web.

True

Two strategic assets considered vital to Facebook's enduring competitive advantage in social networking are switching costs and network effects.

True

Facebook allows any developer to add a Facebook "Like" button to their site with just a few lines of HTML code. What advantage do websites leverage by integrating this feature?

Viral distribution

Which of the following statements is true about Facebook's acquisition of WhatsApp?

WhatsApp's share of the global mobile messaging market was so much greater than Facebook's, Zuckerberg saw WhatsApp as the best way for Facebook to remain relevant in this market.

The bulk of Facebook's revenue is earned through:

advertising

Programming hooks, or guidelines published by firms that tell other programs how to get a service to perform a task such as send or receive data, are known as _____.

application programming interfaces

The term _____ refers to a collection of computing resources available for access over the Internet.

cloud

Relating the Facebook platform to sources of value from network effects, developers creating applications create ___________________ that have the potential to add value to Facebook beyond what the firm itself provides to its users.

complementary benefits

Facebook's _______________ effort, where users were asked to look at Facebook phrases and offer translation suggestions for their local language, helped the firm rapidly deploy versions in dozens of markets.

crowdsourcing localization

Sites that cannot be indexed by Google and other search engines are referred to as the _____.

deep Web

Open source software refers to:

free software whose source code is available for modification by anyone.

A(n) ___________________ is measured each time an ad is served to a user for viewing, i.e. each time an ad appears on someone's screen.

impression

The phrase _____ refers to the global mapping of users, organizations, and how they are connected.

social graph

The cost a consumer incurs when moving from one product to another is known as _____.

switching costs

Facebook has offered a system where website operators can choose to accept a user's Facebook credentials for logging in. Users appreciate this feature because:

they can access content without having to create a new account.

Many entrepreneurs accept start-up capital from _____, investor groups that provide funding in exchange for a stake in the firm and often, a degree of managerial control usually in the form of a voting seat, or seats on the firm's board of directors.

venture capital firms

From the privacy and user-content fiascos faced by Facebook, managers can learn that:

violation of public trust can lead to intense public scrutiny and regulatory consequences.

Facebook acquired Instagram for $ ___________.

1 billion

Facebook has been used by over _________ different advertisers, and many of these are small businesses using the firm's self-service ad platform.

1 million

Facebook's mobile ads now bring in more than ____ percent of the firm's ad revenue.

90