Chapter 9 - Social Media and Data Analytics

(T/F) Social media refers to content that is peer produced and shared online.

True

(T/F) The folksonomy approach uses classification schemes that are created by users themselves.

True

(T/F) The unstructured nature of wikis is both a source of strength and weakness.

True

(T/F) The use of public social networks within private organizations is growing, and many organizations are implementing their own, private, social networks.

True

(T/F) The value of any particular blog derives from a combination of technical and social features.

True

(T/F) Twitter has made its data available for free to other developers via application programming interfaces.

True

(T/F) Web 2.0 is often used to refer to Web sites and Internet services that foster social media or other sorts of peer production.

True

An online identity expressed by an animated or cartoon figure is known as a(n) _____.

Avatar

A _____ is tasked with creating policies, providing support, training, guidance and development expertise for and monitoring of a firm's social media efforts. a. SMART b. public relations team c. spokesperson d. media team e. SWOT

A

Blogs refer to: a. online journal entries, usually made in a reverse chronological order. b. Web sites that can be modified by anyone, from directly within a Web browser. c. online communities that allow users to establish personal profiles and communicate with each other. d. keyword-based classification systems created by user communities. e. the combination of two or more technologies into a single, integrated tool.

A

_____ are individuals often employed by organizations to review community content in order to delete excessive posts, move commentary to the best location, and edit as necessary. a. Wikimasters b. System administrators c. Astroturfers d. Database administrators e. Web masters

A

_____ refers to engineering the posting of positive comments, and reviews of a firm's product and services.

Astroturfing

Amazon.com publishes guidelines that tell others how to get a service to perform a task such as call one another, or share data. These guidelines allow developers to write their own applications and Web sites that can send Amazon orders. These guidelines are called: a. folksonomies. b. APIs. c. mash-ups. d. markup languages. e. service level agreements.

B

Many firms use _____ for managing information overload, opting to distribute content virally rather than via e-mail. a. trackbacks b. RSS feeds c. status messages d. wikis e. folksonomies

B

Newspapers, radio, and television are components of: a. multimedia. b. mainstream media. c. versatile media. d. peer production. e. social media.

B

The long tail nature of the blogging phenomenon is demonstrated by: a. many blogs which are more popular than most mainstream media publications. b. the niche content that is available in the more than one hundred million tracked public blogs. c. most popular blogs offering cutting-edge news and commentary on a wide range of political, social, and economic topics. d. the higher valuation of many top-ranked blogs, compared to that of publicly traded papers. e. top blogs operating on shoestring budgets, yet snaring several hundred thousand dollars a month in ad revenue.

B

Twitter's rapid rise has allowed it to attract enough startup capital to enable it to approach revenue gradually and with caution, in the hopes that: a. it will fetch the firm a higher-than- market-value evaluation. b. it won't alienate users with too much advertising. c. it does not attract the attention to its model from rival microblogging services. d. it does not turn into a resource hogging black hole like YouTube is proving to be for Google. e. free riders do not hijack the service to feed off its profits.

B

Which of the following refers to a feature of wikis that allows the restoring of earlier work in the event of a posting error, inaccuracy, or vandalism? a. What you see is what you get b. Roll back c. Neutral point of view d. Organized tagging scheme e. Searchable pages

B

Which of the following statements about blogging is true? a. Firms can ignore blogs without any consequences because blogs do not reflect real concerns of people. b. Blog comments can be a hothouse for spam and the disgruntled. c. Despite their popularity, blogs do not offer more detail than mainstream media outlets do. d. Newspapers offer greater depth than blogs. e. Current and archived posts are not easily searchable in blogs.

B

Which of the following statements holds true for microblogging? a. Their key use is to share ideas, obtain feedback, and mobilize a community. b. Their key use is to distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, and organize protests. c. Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media. d. Their key use is to poll a diverse crowd and aggregate opinions to form a forecast of an eventual outcome. e. Their key use is to collaborate on common tasks or to create a common knowledge base.

B

_____ allow(s) users to collaboratively tag and curate online media, making it easy for others to find useful content. a. Mash-ups b. Folksonomies c. Astroturfing d. Showboating e. Embassy

B

_____ refers to an Internet vandal and mischief maker. a. avatar b. troll c. sock puppet d. poltergeist e. gadfly

B

_____ represent a method for organizing tweets where keywords are preceded by the # character. a. Trackbacks b. Hash tags c. Twitter rolls d. Feeds e. Mash-ups

B

_____ is a term referring to the collective community of bloggers, as well as those who read and comment on blogs.

Blogosphere

A(n) _____ is a fake online persona created to promote a particular point of view, often in praise of a firm, product, or individual. a. avatar b. troll c. sock puppet d. poltergeist e. gadfly

C

RSS enables users to: a. organize tweets where keywords are preceded by the # character. b. provide rapid notification to their readership, rather than detailed or in-depth comments. c. scan headlines and click to access relevant news and information. d. establish personal profiles and communicate with others. e. revert a wiki page to a prior version in the event of an inaccuracy, or vandalism.

C

The population of _____ users is now so large that it could be considered the third largest "nation" in the world. a. MouthShut.com b. Myspace c. Facebook d. Flickr e. Twitter

C

Users who edit Wikipedia content in a manner that is biased and opinionated are said to be violating Wikipedia's stated policy of: a. what you see is what you get. b. political correctness. c. neutral point of view. d. public disclosure. e. respect for universal human rights.

C

What feature of blogs makes it easier for users to see the most recent content first? a. Trackbacks b. Tagged posts c. Reverse chronology d. Comment threads e. Asymmetric following

C

(T/F) Twitter's purchase of iPhone app Tweetie and its subsequent transformation into the free 'Twitter for iPhone' application signals that Twitter is unwilling to move into product and service niches motivated by profits.

False

(T/F) Unlike Facebook's unstructured nature, Twitter's default setting allows for symmetrical following.

False

(T/F) Web 2.0 services are targeted at creating resources and sharing information based on transaction- focused storefront models.

False

Links in a blog post that refer readers back to cited sources are called _____.

Trackbacks

Another term for the word griefer is _____.

Troll

(T/F) A vigorous community of commenters would help keep a blogger honest as they will quickly expose a blogger's errors of fact or logic.

True

(T/F) Any Twitter user can create hash tags to organize tweets by simply appending a # character before a character.

True

(T/F) Feeds are potentially controversial with instances of feed mismanagement causing user discontent, public relations problems, and the possibility of legal action.

True

(T/F) Most elite blogging sites engage advertisers directly for high-value deals and extended sponsorships.

True

(T/F) Most mainstream news outlets have begun supplementing their content with blogs that can offer greater depth, more detail, and deadline-free timeliness.

True

(T/F) Most popular podcasts are from mainstream media outlets.

True

(T/F) Not all crowdsourcing efforts are financially motivated.

True

(T/F) RSS is an acronym that stands for "really simple syndication".

True

_____ is a tagging language that can be used to identify data fields made available for use by other applications.

XML (Extensible markup language)

_____ are those that incorporate GPS, cell phone triangulation, or wi-fi hotspot mapping to identify a user's whereabouts and integrate this into their online experience.

Location-based Services

A(n) _____ is an online community that allows users to establish a personal profile and communicate with others.

Social Network

_____ refers to content that is created, shared, and commented on by a broader community of users.

Social media/user-generated content

Complete the analogy: Web 1.0- Instant messaging; Web 2.0- _____ a. Twitter b. Wikis c. Blogging d. Torrents e. Flickr

A

Friendster is an online service that allows members to establish contact with other members, consolidate those contacts, and share online information with those contacts. Friendster is an example of a: a. social network. b. virtual world. c. syndication service. d. folksonomy. e. content management system.

A

Just as the wisdom of crowds keeps Wikipedia accurate, a blogger's errors of fact or logic are exposed by: a. comment threads. b. trackbacks. c. reverse chronology. d. tags. e. persistence.

A

Rich media refers to: a. content more complex than simple text or photos. b. taking a hard copy of an image or document and converting it into a digital format. c. the rapid display of a sequence of images of 2-D or 3-D artwork to create an illusion of movement. d. content created through state-of- the-art technology. e. high resolution pictures and embedded documents.

A

Salesforce.com's Chatter, SocialText Signals, and Yammer are all examples of: a. corporate microblogging services. b. industry-specific social networks. c. blogs by company executives used for aggregating customer opinion. d. private, in-house wikis for setting meeting agendas to building multimedia training for new hires. e. keyword-based classification systems created by user communities.

A

What advantage do folksonomies have over the specialized lexicon of experts? a. Classification schemes are created by users, who understand them best. b. It helps avoid information overload by distributing content via feeds rather than e-mail. c. It spares the users from having to continually visit sites to find out what's new. d. They offer efficient tagging by combining two or more technologies or data feeds into a single, integrated tool. e. Folksonomies are lightweight, browser-friendly, and often make a Web site interface as rich as a desktop application.

A

Which of the following statements holds true for blogs? a. Their key use is to share ideas, obtain feedback, and mobilize a community. b. Their key use is to distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, and organize protests. c. Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media. d. Their key use is to poll a diverse crowd and aggregate opinions to form a forecast of an eventual outcome. e. Their key use is to collaborate on common tasks or to create a common knowledge base.

A

_____ are designed to provide rapid notification to their readership rather than detailed or in-depth comments. a. Microblogs b. Wikis c. Folksonomies d. Blogs e. Torrents

A

What is the likely implication of a large and active wiki community? a. It becomes easier for most users to contribute without training or knowledge of arcane code or markup language. b. It makes it easier to maintain a history of any changes so they can be compared and rolled back as needed. c. It becomes more likely that content is up-to- date and errors are quickly corrected. d. It becomes more difficult to track alterations made to data by users and errors can creep in owing to that. e. It removes boundaries between functional areas and flattens preexisting hierarchies between user classes.

C

Which of the following services come under the Web 2.0 umbrella? a. Domain name speculation b. Page views c. Syndication d. Personal Web sites e. Publishing

C

Which of the following statements holds true for electronic social network? a. Their key use is to share ideas, obtain feedback, and mobilize a community. b. Their key use is to distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, and organize protests. c. Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media. d. Their key use is to poll a diverse crowd and aggregate opinions to form a forecast of an eventual outcome. e. Their key use is to collaborate on common tasks or to create a common knowledge base.

C

_____ applications can overlay real data on top of images from a GPS and compass-equipped smart phone. a. Virtual world b. Smart tag c. Augmented reality d. Service architecture e. Social network

C

A prediction market involves: a. leveraging customers to virally promote a firm's products or services. b. aggregating the opinions of a specialized group of experts who analyze a problem and suggest solutions. c. making calculated estimates on the prices of goods and services based on the speculation of a group of experts. d. polling a diverse crowd and aggregating opinions to form a forecast of an eventual outcome. e. trading on essential goods and services with a view of making a profit by hiking prices at a time of high demand.

D

A(n) _____ is a computer-generated environment where users present themselves in the form of an avatar, or animated character. a. augmented reality b. simulated reality c. phantom social network d. virtual world e. parallel reality

D

Citing Wikipedia as a reference is not considered a good practice because of Wikipedia's: a. neutral point of view. b. unopinionated entries. c. proprietary nature. d. unoriginal information sources. e. limited content.

D

The controversial nature of feeds is because of: a. phishing concerns. b. bandwidth concerns. c. congestion concerns. d. privacy concerns. e. propriety concerns.

D

The process of tracking and responding to online mentions of a product, organization, or individual is known as: a. astroturfing. b. public relations marketing. c. public profile doctoring. d. online reputation management. e. image maintenance service.

D

The term wiki refers to a(n): a. record of online journal entries, usually made in a reverse chronological order. b. link in a blog post that refers readers back to cited sources. c. online community that allows users to establish personal profiles and communicate with others. d. Web site that can be modified by permitted users, from directly within a Web browser. e. type of short-message blogging, often made via mobile device and designed to provide rapid notification to their readership.

D

Which of the following actions by Twitter signals that it is willing to move into product and service niches and compete with third parties that are reliant on the Twitter ecosystem? a. Making its data available for free to other developers via API b. Encouraging software partners to accept ads for a percentage of the cut c. Approaching advertising revenue gradually to fuel expansion plans d. Purchase of iPhone application Tweetie e. Licensing its software to firms intending to use it as a legitimate business tool

D

Which of the following criteria, according to James Surowiecki, is necessary for a crowd to be "smart"? a. Strongly opinionated b. Homogeneous c. Offer a wide range of verdicts d. Decentralized e. Intellectually proximate

D

Which of the following is one of the downsides of blogging? a. Bloggers can expose design flaws in products and cause losses of millions of dollars to the firms. b. Comment threads do not allow the posting of comments anonymously, and this gives rise to privacy concerns. c. Blog features are complicated and novice users struggle to use the advantages of blogs to the fullest extent. d. Bogus "praise posts" can be posted by corporate employees to talk up their firms. e. Blog posts are difficult to keep track of due to a lack of an organized tagging scheme and searchability features.

D

Which of the following statements holds true with respect to blogs? a. The transformation of blogs into a commercial phenomenon has allowed most bloggers to make a living off their musings. b. The blogging phenomenon is mostly overhyped and the content offered by blogs is of far less value than it is attributed for. c. Blogs suffer from the restrictions of limits on page size, word count, or publication deadline, as opposed to mainstream media. d. Top blogs operating on shoestring budgets can snare several hundred thousand dollars a month in ad revenue. e. Senior company executives have so far shunned blogging as a medium for marketing, sharing ideas, and image shaping.

D

(T/F) The immense popularity of blogs has meant that most bloggers can make a living off their musings.

False

(T/F) The larger and more active a wiki community, the more likely it is that information will be distorted and that errors will creep in.

False

Which of the following statements is true about corporations and blogging? a. Corporations that blog have to be careful about editors filtering their ideas. b. Since corporate blogging offers a one-sided dialogue, people outside the corporation cannot provide feedback about the corporation's products or services. c. Corporate blogs have a limit on page size, and word count. d. CEOs use blogs for purposes that include a combination of marketing, sharing ideas, press response, image shaping, and reaching consumers directly. e. Corporate blogs can be published to the public only through the mainstream media.

D

_____ is a term referring to the collective community of bloggers, as well as those who read and comment on blogs. a. Blog roll b. Social network c. Virtual world d. Blogosphere e. Folksonomy

D

_____ is a term used to describe others taking advantage of a user or service without providing any sort of reciprocal benefit. a. Fast follower problem b. Hijacking c. Astroturfing d. Free rider problem e. Showboating

D

A _____ refers to a list of a blogger's favorite sites, often displayed on the right or left column of a blog's main page. a. trackback b. thread c. hyperlink d. feed e. blog roll

E

According to the text, the most popular platform for users choosing to host their own blog server is: a. Movable Type. b. Blogger. c. Typepad. d. SquareSpace. e. WordPress.

E

Gourmet food trucks, popular in many American cities, are using Twitter to share location and create hipster buzz. Starbucks uses Twitter to run contests, and spread free samples of new products. These examples demonstrate the use of Twitter as a(n): a. effective tool for quickly blasting queries seeking insights and solutions to problems. b. source of breaking news on current events and warning mechanisms. c. support mechanism for activism, pushing for social change. d. means for soliciting customer complaints and representations. e. legitimate business tool.

E

How are Web 1.0 services different from those that come under Web 2.0? a. Web 1.0 services are a broader mixture of multimedia content than Web 2.0 services. b. Web 1.0 services include a wide array of social networks, blogs, and instant messaging services. c. Applications in Web 1.0 are placed within supporting structures such as social networks, instead of being placed directly on the Web. d. Web 1.0 services included syndication and search engine optimization features compared to their more efficient Web 2.0 counterparts. e. Web 2.0 services foster collaboration and information sharing, as opposed to static, transaction- oriented Web 1.0 efforts.

E

If users don't visit Twitter.com, that a. makes it easy to count users. b. makes it easy to serve profiling technologies such as tracking cookies. c. enables the collection of additional data on service use. d. makes money by serving ads to the regular users only. e. creates what is known as the free rider problem.

E

Peer production refers to: a. the process of tracking and responding to online mentions of a product, organization, or individual. b. graphical editing tools, such as those found in a wiki, page layout program, or other design tool. c. 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. d. content that is more complex than simple text or photos and includes animation, audio, and video. e. users collaboratively working to create content, products, and services.

E

The combination of two or more technologies or data feeds into a single, integrated tool is referred to as a _____. a. trackback b. hyperlink c. interleave d. folksonomy e. mash-up

E

The inherently _____ nature of feeds allows individuals to rapidly blast their activities to their contacts or "friends." a. static b. serial c. chronological d. decadent e. viral

E

Unlike Facebook, where most users must approve "friends" before they can see status updates, Twitter's default setting allows for _____ following. a. syndicated b. linear c. asymmetrical d. intermittent e. precluded

E

Which of the following represents potential ethical challenges associated with prediction markets? a. Artificial inflation of product prices b. Money-laundering c. High-interest financing d. Confiscation by government agencies e. An insider trading information

E

Which of the following social networking sites in which members have to be "endorsed" by other members has become a vital tool for many businesses and professionals? a. SelectMinds b. Facebook c. CareerBuilder d. Monster.com e. LinkedIn

E

Which of the following statements about Web 2.0 is true? a. It is important to joust over the precise definition of Web 2.0. b. Nine of the world's top ten most heavily trafficked Internet sites are social. c. It is significant how quickly the Web 2.0 revolution started and failed in a short span of time. d. It refers to the static Web sites and transaction-focused storefronts. e. Peer production is also leveraged to create much of the open source software that supports many of the Web 2.0 efforts.

E

Which of the following statements holds true for Wikis? a. Their key use is to share ideas, obtain feedback, and mobilize a community. b. Their key use is to distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, and organize protests. c. Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media. d. Their key use is to poll a diverse crowd and aggregate opinions to form a forecast of an eventual outcome. e. Their key use is to collaborate on common tasks or to create a common knowledge base.

E

(T/F) The wisdom of crowds concept is based on the belief that a diverse group of individuals is always correct in its assessment of a problem, as compared to a group of qualified individuals.

False

_____ is a system of orbiting satellites that can determine the location of any devices equipped with a suitable receiver. a. O3b b. GSM c. CDMA d. 3G e. GPS

E

_____ is a term that refers to digital audio or video files served as a series of programs or a multimedia blog. a. Voice tweets b. Mp3s c. Folksonomies d. Rich media e. Podcasts

E

_____ refers to a phenomenon whereby firms can make money by offering a near-limitless selection. a. Hash tag b. Trackbacks c. Blog roll d. Roll back e. Long tail

E

In the context of social media, a(n) _____ is an established online presence where customers can reach and interact with the firm.

Embassy

(T/F) A necessary criterion for a crowd to be "smart" is that it should be homogenous to reduce incidence of polarized insights.

False

(T/F) As with other types of social media, content flows in social networks are easy to control.

False

(T/F) Blog posts are listed in forward order of creation, making it easy to see the most recent content.

False

(T/F) Blogs are used to collaborate on common tasks or to create a common knowledge base.

False

(T/F) Blogs do not hold any attraction for corporations because they hinder immediate and unfiltered distribution of ideas.

False

(T/F) Most organizations have been able to successfully commercialize their forays into virtual world services, such as Second Life.

False

(T/F) Outsourcing the management of a firm's social media presence to a third party agency is generally considered an effective management practice as internal staff can focus on performance.

False

(T/F) Peer production and social media fall under the Web 1.0 umbrella.

False

(T/F) Peer-produced services like Skype and BitTorrent leverage a central IT resource instead of users' computers to forward phone calls and video.

False