MGMT Chapter 8

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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.

Facebook

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

Email

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

Twitter

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

LinkedIn

____________ 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

Google

____________ 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.


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