Chapter 14—Social Media. All Questions and Answers

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Chapter 14—Social Media TRUE/FALSE 1. The teen shift from Facebook to Twitter and other social networks may indicate that Facebook has become passé. T PTS: 1 2. Social media integrat... es technology and social interactions to create value for users. T PTS: 1 3. Social media turns communication into one-way dialogue. F PTS: 1 4. Facebook has more members than any other social network in existence. T PTS: 1 5. Messages on Twitter are called tweets. T PTS: 1 6. There are fewer than twenty social media brands in the social media landscape fighting for users. F PTS: 1 7. The elderly are driving most recent expansion in social media. T PTS: 1 8. Newspapers are a form of online media. F PTS: 1 9. Traditional media are more centralized while social media are more decentralized in production in usage. T PTS: 1 10. Traditional media production is paid with government or private funds while social media production may not need be paid at all. T PTS: 1 11. Traditional media requires more specialized skills to utilize than do social media. T PTS: 1 12. Immediacy is an advantage of traditional media but not so for social media. F PTS: 1 13. Once created, social media cannot be altered. F PTS: 1 14. According to the text, placing an ad on Facebook is more cost effective than placing an ad on television. T PTS: 1 15. Radian6 drives traffic to brand websites and encourages online video to go viral. F PTS: 1 16. Consumer-generated content ensures that the overall weight of a brand campaign includes audience measurement statistics. F PTS: 1 17. comScore offers audience measurement statistics through a panel and includes brand impressions and the weight of brand campaigns. T PTS: 1 18. Online panel data has long shown the link between online advertising and purchase behavior. T PTS: 1 19. According to the text, the scale of some social networking sites like Facebook allows advertisers to reach extremely large audiences. T PTS: 1 20. Sentiment analysis can be thought of as the contextual polarity of consumer comments within social media. T PTS: 1 21. Gross rating points (GRPs) are a function of the percentage paying attention to an ad (whether on social media or traditional media) and the frequency of times the audience pays attention. F PTS: 1 22. Facebook is profitable for its shareholders. T PTS: 1 23. Virtual worlds represent one area of profitability for Facebook. F PTS: 1 24. The average user on Facebook has 1,030 friends. F PTS: 1 25. Facebook ads achieve click-through rates far higher than those of Google ads. F PTS: 1 26. Twitter was started by the same entrepreneurs who started Facebook. F PTS: 1 27. Under “fair use,” copyrighted work can be used without permission if someone is commenting on it, criticizing it, reporting on it, teaching about it, or conducting research. T PTS: 1 28. Pinterest broke the record of being the fastest site to ever reach 10 million unique users. T PTS: 1 29. Major copyright lawsuits threaten to put an end to Pinterest in the near future. F PTS: 1 30. Social media campaigns are often lead by the objective of enhancing public relations. T PTS: 1 31. Facebook ads can be targeted based on criteria like gender and network. T PTS: 1 32. Facebook offers a roadblock ad option which takes over a user’s newsfeed to illustrate a full-screen video ad. F PTS: 1 MULTIPLE CHOICE 1. The text organizes social media tools using all of the following categories except _____. a. collaboration tools b. communication modes c. entertainment options d. branded options e. All of these are correct. D PTS: 1 2. Social media brands operating as collaboration tools provide which of the following for users? a. publishing b. sharing c. discussing d. dialogue e. All of these are correct. E PTS: 1 3. All of the following forms of social media are included in multimedia and entertainment options except _____. a. social games b. virtual worlds c. MMO games d. wikis e. livecast D PTS: 1 4. Digg is an example of a social media brand in the _____ category. a. collaboration b. communication c. multimedia d. entertainment e. friending A PTS: 1 5. Skype is classified in the _____ category of social media. a. collaboration b. communication c. multimedia d. entertainment e. friending B PTS: 1 6. Which form of device is used to interact in social media? a. tablet b. smartphone c. desktop d. laptop e. All of these are correct. E PTS: 1 7. According to the Social Media Landscape, which activity is prevalent in social media? a. publishing b. sharing c. networking d. localization e. All of these are correct. E PTS: 1 8. Traditional ad media includes all of the following forms of media except ____. a. television b. radio c. smartphones d. magazines e. None of these are correct. C PTS: 1 9. Which of the following is NOT a point of comparison between social media and traditional media choices explained in the text? a. reach b. accessibility c. usability d. immediacy e. mobility E PTS: 1 10. With which of the points of comparison to traditional media, do social media “win” as the more advantageous form? a. reach b. usability c. accessibility d. tenacity e. stability B PTS: 1 11. Traditional media still outscores social media on _____. a. reach b. usability c. cost d. immediacy e. changeability A PTS: 1 12. Which of the following is a disadvantage of social media? a. flexibility b. privacy c. consumer engagement d. integration e. cost effectiveness B PTS: 1 13. Which of the following is an advantage of social media? a. privacy b. censorship c. two-way dialogue d. babble e. lost productivity C PTS: 1 14. All of the following are advantages of social media except _____. a. flexibility b. reach options c. integration d. meaningless comments e. cost effectiveness D PTS: 1 15. Which of the following types of information can be gleaned from social media sites? a. consumer feedback b. product ideas c. promotion modifications d. pricing information e. All of these are correct. E PTS: 1 16. Social media sites can provide all of the following types of marketing information except _____. a. consumer feedback b. market share c. brand sentiment d. product improvement ideas e. competitive insights B PTS: 1 17. A major concern for users of Facebook is the issue of _____. a. keeping the service free b. privacy c. shopping online d. incorporating email e. keeping Instagram alive B PTS: 1 18. Which of the following social networks are among the top two most prominent venues? a. YouTube b. Bebo c. Twitter d. Snapchat e. Instagram C PTS: 1 19. A major negative of social media is that consumers can _____. a. interact with brands b. make negative comments c. share brand information with friends d. like their favorite brands e. learn about brand deals B PTS: 1 20. A large percentage of the tweets prior to 2009 were categorized by Twitter as _____. a. news b. chatter c. pointless babble d. meaningful dialogue e. promoted content C PTS: 1 21. Fraud on social media sites includes instances of hacking resulting in _____. a. censorship b. privacy c. malware d. lost productivity e. viral comments C PTS: 1 22. According to the text, users spend an average of _____ hours on Facebook each month. a. 7 b. 10 c. 20 d. 5 e. 35 A PTS: 1 23. The person who started Facebook is _____. a. Larry Page b. Sergey Brin c. Mark Zuckerburg d. Sam Adams e. Steve Jobs C PTS: 1 24. The idea for Facebook originated with online photo books of _____. a. Harvard dorms b. Stanford dorms c. MySpace sorority groups d. MySpace dating rings e. None of these are correct. A PTS: 1 25. Facebook’s earliest days were highlighted by asking members to choose between photos of two people to distinguish who was the _____ among the two at Harvard University. a. smartest b. hottest c. dorkiest d. most likely to succeed e. richest B PTS: 1 26. Facebook’s initial public offering (IPO) established its value at as much as _____. a. $1 billion b. $500 million c. $100 million d. $125 billion e. Facebook is still privately owned. D PTS: 1 27. The top service providers for bloggers include all of the following except _____. a. WordPress b. Blogger c. LiveJournal d. Tumblr e. Drupal E PTS: 1 28. The top social network in Korea is _____. a. Twitter b. CyWorld c. Bebo d. Drupal e. Ustream B PTS: 1 29. Dropbox can be classified as a _____. a. social network b. microblog c. aggregator d. document manager e. livecast D PTS: 1 30. Delicious is a _____ tool. a. recipe b. social networking c. social bookmarking d. social navigation e. advocacy C PTS: 1 31. All of the following except _____ can be thought of as a social media platform. a. Foursquare b. Hulu c. MySpace d. YouTube e. Vimeo A PTS: 1 32. Entertainment and multimedia sites include all of the following types except _____. a. media platforms b. virtual worlds c. livecasting d. music e. social bookmarking E PTS: 1 33. Collaboration sites include all of the following types except _____. a. content management b. business c. social navigation d. wikis e. livecasting E PTS: 1 34. Communication sites include all of the following types except _____. a. blogs b. media platforms c. microblogs d. advertising e. aggregators B PTS: 1 35. Which of the following is a type of social communication site? a. blogs b. document management c. media platform d. virtual world e. social news A PTS: 1 36. Which of the following is a type of collaboration social site? a. visual collaboration b. aggregators c. livecasting d. social networking e. music A PTS: 1 37. Which of the following is a type of entertainment and multimedia social site? a. microblog b. livecasting c. social news d. wikis e. social networking B PTS: 1 38. LinkedIn can be classified as a _____ tool. a. communication b. collaboration c. entertainment d. multimedia e. All of these are correct. A PTS: 1 39. According to the text, WikiAnswers is a(n) _____ tool, but Wikipedia is a(n) _____ tool. a. entertainment/multimedia; collaboration b. collaboration; entertainment/multimedia c. communication; collaboration d. collaboration; communication e. communication; entertainment/multimedia A PTS: 1 40. Users of Facebook spend more time on _____ than any other Facebook activity. a. apps b. tools c. newsfeed d. profiles e. photos C PTS: 1 41. What percentage of Facebook users check the site daily? a. 10 percent b. 25 percent c. 50 percent d. 75 percent e. 88 percent C PTS: 1 42. Facebook earns its revenue primarily from _____. a. advertising b. membership fees c. corporate profile fees d. selling member data e. It doesn’t earn revenue yet. A PTS: 1 43. Which company achieves the highest click-through rates for ads online? a. Twitter b. Facebook c. Google d. Foursquare e. None of these are correct. C PTS: 1 44. The limit on the number of characters allowed for tweets on Twitter is _____ characters. a. 75 b. 100 c. 140 d. 160 e. unlimited C PTS: 1 45. China has its own version of LinkedIn called _____. a. LinkedInChina b. Ushi c. Bebo d. CyWorld e. Youku B PTS: 1 46. A study in 2009 of Twitter tweets concluded that most tweets were _____. a. pointless babble b. conversational c. pass-along news d. self-promotion e. spam A PTS: 1 47. The most popular people followed on Twitter fall in to the classification of _____. a. journalist b. celebrity c. friend d. colleague e. bully B PTS: 1 48. Twitter has helped consumers to _____ more so than anything else. a. get coupons b. shop c. complain d. babble e. None of these are correct. C PTS: 1 49. Pinterest is for sharing _____. a. status updates b. opinions c. images d. songs e. text messages C PTS: 1 50. All of the following are possible objectives of social media campaigns except _____. a. enhance public relations b. explore social media c. offer deals d. launch a cause e. elicit consumer-generated stories B PTS: 1 51. Which of the following is perhaps most important when it comes to social media campaigns and success? a. deals b. opinions c. sales d. brand storytelling e. None of these are correct. D PTS: 1 52. Which of the following is NOT a way to advertise on social networks? a. page publishing b. Google adwords c. friend stories d. sponsored stories e. social ads B PTS: 1 53. Advertising on social networks and other online venues is often identified by the word _____. a. promoted b. advertorial c. advertisement d. news e. None of these are correct. A PTS: 1 ESSAY 1. Explain three of the five points of comparison between traditional and social media. 2. Identify three advantages and three disadvantages of social media. The discussion of social media advantages and disadvantages are explained beginning on page 380 of the text. The advantages are: • Flexibility • Reach options • Consumer engagement • Two-way dialogue • Integration and ability to drive traffic • Improved metrics and research • Cost effectiveness The disadvantages are: • Privacy and censorship • Lost productivity • Meaningless comments and babble • Hackers and fraud • Dealing with negative comments PTS: 1 3. Explain the four general privacy principles and discuss the privacy policies of social media sites like Facebook given your knowledge of these principels. [Show More]

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