Chapter 9
1. A(n) _____ refers to an Internet vandal and mischief-maker. a. avatar b. troll c. sock puppet d. poltergeist e. gadfly
B
1. Marketers can leverage social media channels for: a. competitive intelligence. b. generating customer input. c. disseminating information. d. reinforcing a customer's relationship with the firm. e. all of the above.
E
Crowdsourcing can be considered a type of peer-production
True
1. Unlike Facebook friending, Twitter's default setting allows for symmetrical following.
False
Peer-produced services like Skype and BitTorrent leverage a central IT resource instead of users' computers to forward phone calls and video
False
1. The wisdom of crowds concept is based on the belief a group of experts is always correct in its assessment of a problem.
False
1. 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
1. Some networks are curating user feeds, so it's not guaranteed that what you're posting on social networks will even be seen.
True
1. Social networks are a hothouse for "_________" media, where enthusiast-consumers can help spread the word about products and services. a. paid b. earned c. owned d. mainstream
B
1. 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 discoverable through search engines and that is often shared via other types of social media. 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
1. A professional or student looking for guidance with a programing problem is likely to be best be served by posting questions to: a. SnapChat. b. WhatsApp. c. StackOverflow. d. Twitter. e. Orkut.
C
1. How are sites and services from the Internet's first phase (Web 1.0) different from those that are classified as social media or peer-production efforts? 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
1. The inherently _____ nature of feeds allows individuals to rapidly blast their activities to their contacts or "friends" and forward along posts they think may be of interest to others. a. static b. serial c. chronological d. decadent e. viral
E
1. Blogs do not hold any attraction for corporations because they hinder immediate and unfiltered distribution of ideas.
False
Blogs are used to collaborate on common tasks or to create a common knowledge base
False
1. What did Waze offer Google? a. Better maps through crowdsourcing b. Better voice-enabled search via crowdsourcing c. Better advertising accuracy via crowdsourcing d. Better pricing via crowdsourcing e. All of the above.
A
1. 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
1. 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
1. Salesforce.com's Chatter and Microsoft's 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
1. What is crowdsourcing? a. It is the act of taking a job traditionally performed by a designated agent and outsourcing it to an undefined generally large group of people in the form of an open call. b. It is the act of moving a job from a group of ineffective employees to an efficient employee. c. It is the process of selling products to people in the guise of conducting marketing research. d. It is the act where a group of people moves from one country to another while looking out for better work opportunities. e. It is the movement of employees from one department to another with the aim of improving their skill sets.
A
1. _____ 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
1. _____ are individuals often employed by organizations to review community website content in order to prune excessive contributions, move commentary to the best location, and edit as necessary. a. Wikimasters b. System administrators c. Astroturfers d. Database administrators e. Web masters
A
1. _____ is tasked with creating policies, providing support, training, guidance and development expertise for and monitoring of a firm's social media efforts. a. S.M.A.R.T. b. A public relations team c. A spokesperson d. A.P.I. e. S.W.O.T.
A
1. Advertisement and sponsorships are components of: a. earned media. b. paid media. c. unearned media. d. peer production. e. social media.
B
1. 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. Track back
B
1. 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
1. Which of the following statements is true about 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 as a tool for the creation and maintenance of open source and other software products. 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
1. _____ are links in a blog post that refer readers back to cited sources. a. Blog rolls b. Trackbacks c. Virtual world d. Blogospheres e. Folksonomies
B
1. _____ 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
1. 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
1. Which of the following statements holds true for electronic social networks? a. Their key use is to anonymously share ideas in an unattributed manner. b. Their key use is to share access to products and services as an alternative to ownership.. 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
1. 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
1. Citing Wikipedia as a reference is not considered a good practice because Wikipedia: a. leverages a neutral point of view. b. hosts unopinionated entries. c. is proprietary in nature. d. is not original source material, but rather a clearinghouse of information. e. offers limited content.
D
1. The controversial nature of feeds is because of: a. phishing concerns. b. bandwidth concerns. c. congestion concerns. d. privacy concerns. e. propriety concerns.
D
1. 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
1. 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 applications like Tweetie and Vine e. Licensing its software to firms intending to use it as a legitimate business tool
D
1. 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
1. _____ 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
1. 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
1. Twitter offeres mobile app developers an SDK supporting which of the following. a. advertising b. crash detection c. usage analytics d. single sign-on e. all of the above f. none of the above
E
1. 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
1. Which of the following statements holds true for Wikis? a. Their key use is to anonymously share ideas in an unattributed manner. b. Their key use is creating an effective form for online advertising, customer tracking, and service personalization. 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
1. A necessary criterion for a crowd to be "smart" is that it should be homogenous to reduce incidence of polarized insights.
False
1. As with other types of social media, content flows in social networks are easy to control.
False
1. Building brands on line can be expensive. This has proven especially true for successful social media sites, which have built brand awareness through expensive advertising campaigns.
False
1. Corporations will want to be cautious about what is posted to wikis since wikis can be accessed by anyone
False
1. Despite its good intentions, privacy regulations exposed the website PatientsLikeMe to significant fines and it was eventually forced to shut down.
False
1. Despite the rise of messaging apps and other forms of social media, these efforts are focused on consumer efforts, with corporations yet to find a viable way to leverage these services in an organizational setting.
False
1. 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
1. 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
1. 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
1. Web 2.0 services are targeted at creating resources and sharing information based on transaction-focused storefront models.
False
1. While blogs are effective for communicating with the public, firms shouldn't use blogs for internal communication since everyone can see them.
False
1. While firms like Deloitte Consulting and Goldman Sachs had hoped to create lasting social networks of former employees, firms saw little value in these efforts and even exposed themselves to significant legal and privacy threats.
False
Blog posts are listed in forward order of creation, making it easy to see the most recent content.
False
1. Allowing users to see who made what edits, the version history and roll back features of wikis are considered to be more clear than collaborating simultaneously in a tool such as Google Docs or Office365
True
1. Any Twitter user can create hash tags to organize tweets by simply appending a # character before a character.
True
1. Many social media websites have emerged as top destinations on the Internet, however the category has remained volatile, with many one-time leaders losing popularity over time.
True
1. Messaging and social apps make up the top 10 most popular smartphone apps.
True
1. Most mainstream news outlets have begun supplementing their content with blogs that can offer greater depth, more detail, and deadline-free timeliness.
True
1. Not all crowdsourcing efforts are financially motivated.
True
1. Pinterest pins and Twitter retweets are examples of earned media.
True
1. Social networking feeds are at times controversial with instances of feed mismanagement causing user discontent, public relations problems, and the possibility of legal action.
True
1. The unstructured nature of wikis is both a source of strength and weakness.
True
1. The use of public social networks within private organizations is growing, and many organizations are implementing their own, private, social networks.
True
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
1. 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. Social media turned Wikipedia into one of the most profitable sites on the Internet. 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 leveraged to create much of the open source software that supports many of the Web 2.0 efforts.
e
1. 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
Social media refers to content that is peer produced and shared online.
True
1. Social media apps are taking the workplace by storm and creating billion dollar firms. Which of the following tools has grown and is primarily known as a leading workplace productivity tool? a. Tinder b. Secret c. Slack d. WhatsApp e. Pew
C
1. 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
C
1. 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
