Deck 3: Social Media and Social Networking Sites

Question 1

A social networking site is one that uses social media tools for the primary purpose of promoting connectivity and interaction.

Answer 1

True

Question 2

E-mail and blogging are generally considered to be two of the earliest examples of social media applications.

Answer 2

False

Question 3

Social media helps individuals meet people they might not otherwise have.

Answer 3

True

Question 4

Social media tools allow marketers without large advertising budgets to reach a target audience.

Question 5

Content creation via social media increases as age decreases.

Question 6

Because marketers rarely benefit from reaching all age groups, understanding who uses what, when, and how helps marketers effectively hone their strategies.

Question 7

Social networking sites can be divided into three distinct categories: generalist, niche, and bookmarking.

Question 8

Middle-aged adults make up the largest portion of the population on generalist social networking sites.

Question 9

Niche social networking sites are mostly used for staying in touch with large groups of friends, meeting new people, expressing artistic creativity, and other entertainment-based activities.

Question 10

The advantage of social networking sites is that developers of these sites do not have to generate any significant amount of content.

Question 11

Generalist social networks offer a number of profile personalization and communication options that are used equally.

Question 12

People who create profiles on generalist social networking sites are active in creating private communications with the people in their networks; however, public communications are much less common.

Question 13

Unlike most industries, which have room for multiple competitors-sometimes hundreds in a given category-the generalist social networking sector has little tolerance for too many players.

Question 14

The social network business is an industry where many large sites can compete for dominance.

Question 15

Leisure-oriented retail sites such as those selling music, books, movies, event tickets, fashion, and technology products ranked high among active social networking audiences.

Question 16

Typically, marketers reach out to social networking audiences through online banner and display ads, as well as sponsorships of network-run events, such as online concerts or movie previews.

Question 17

Because specific social networks draw such a broad crowd, advertisers take advantage of generalist site tools to segment the audience and display their ads to the most appropriate users.

Question 18

Facebook lets marketers control the delivery of their advertisements but not their advertising expenditures.

Question 19

Because each niche site deals with different audiences and topics, the methods and applications that they offer their communities often vary considerably.

Question 20

For convenience, niche networking sites can be broken down into three broad categories: shopping, business, and dating.

Question 21

Recommendations and referrals are of little value in most business transactions.

Question 22

Advertisers on dating sites are usually targeting a younger, single audience with offers relating to everything from fashion and travel to services that help people create better online profiles.

Question 23

While making new friends and keeping in touch with old friends is the point of most generalist social networking sites, smaller social networks help people stay in touch with their family, or form a community based on common lifestyles.

Question 24

For many advertisers, reaching a precisely targeted audience is less valuable than reaching a mass of users through a generalist social site.

Question 25

Social bookmarking sites allow users to store, organize, and share bookmarks of Web pages that they find interesting and to which they may want to return.

Question 26

____ are online content created and edited by ongoing user collaboration.

A) Webs
B) Mods
C) Feeds
D) Wikis

Question 27

Virtual worlds are computer-generated simulated environments in which users can engage each other through the use of ____.

A) icons
B) avatars
C) aviators
D) animators

Question 28

____ are the combination of two or more social media tools into one application.

A) Mashups
B) Blogs
C) Tags
D) Wikis

Question 29

Before the existence of today's social networking sites, ____ facilitated discussions among numerous users via a series of posted message threads.

A) e-mail
B) lists
C) newsgroups
D) wikis

Question 30

In the early days of social networking, ____ functioned in a similar fashion as newsgroups but communicated users' comments to other members via e-mail.

A) listservs
B) chat rooms
C) instant messaging
D) wikis

Question 31

____ allows people to easily gather news and information from a wide range of sources.

A) Virtual networks
B) Private newsgroups
C) Group interfaces
D) Social media

Question 32

____ is a marketing strategy that encourages people, companies, and organizations to get their content distributed as widely as possible throughout the social media universe.

A) Search engine optimization
B) Social media optimization
C) Intranet optimization
D) Network media optimization

Question 33

____ is the utilization of social media specifically as a marketing vehicle.

A) Virtual marketing
B) Group Internet marketing
C) Social media marketing
D) Group sales marketing

Question 34

____ are typically shocking or unusually entertaining videos (or sometimes, text) that pique such a high level of interest in an audience that people feel compelled to pass the file or information on through e-mail, social media networks, or other means.

A) Viral messaging campaigns
B) Internet campaigns
C) Broadcast messages
D) Virus proliferation messages

Question 35

Ultimately, the increased visibility and interaction with consumers in social media leads to increased sales and ____.

A) overhead
B) influence
C) branding
D) revenue

Question 36

____ allows audiences and marketers to interact in ways that they have never been able to before, leading not only to more effective marketing, but also to better service and an improved understanding about what each has to offer the other.

A) Virtual networks
B) Group interfaces
C) Social media
D) Social marketing

Question 37

People between ____ years of age account for the greatest portion of social media usage.

A) 12-17
B) 18-29
C) 30-38
D) 39-48

Question 38

Over ____% of all major U.S. corporations (those with over 500 employees) use social media technology.

A) 44
B) 54
C) 64
D) 74

Question 39

Companies that utilize these tools report that the biggest hurdle in pursuing social media strategies is the lack of ____.

A) external resources
B) internal resources
C) external assets
D) internal assets

Question 40

____ sites have something for everyone, and attract audiences regardless of age, race, gender, or interest.

A) Specialist social networking
B) Social media
C) Expert social networking
D) Generalist social networking

Question 41

Social networking sites can concentrate on developing ____ for interactive communication.

A) personal sites
B) content
C) applications
D) interfaces

Question 42

The formula for success with a social networking site is relatively simple: encourage users to generate a lot of interesting ____.

A) content
B) software tools
C) applications
D) innovations

Question 43

____ sites provide users with their own unique page, or profile, which they can customize by adding their picture, headline, and personal information.

A) Specialized social networking
B) Expert social networking
C) Cooperative social networking
D) Generalist social networking

Question 44

Larger-scale ad projects with more significant budgets are typically worked out through a(n) ____ deal between the advertiser and the specific social network site.

A) specified
B) negotiated
C) fixed
D) prearranged

Question 45

____ sites are social networks based on a specific interest or topic, or geared toward reaching a specific demographic.

A) Expert social networking
B) Generalized social networking
C) Niche market social networking
D) Cooperative social networking

Question 46

____ sites have been created for practically every interest a person can have.

A) Virtual
B) Market testing
C) Cooperative
D) Social networking

Question 47

____ sites allow professionals to expand their business connections online.

A) Business networking
B) Exclusive marketing
C) Private corporate
D) Virtual business

Question 48

____ on business networking sites allow users to update online resumes and reach out to the community regarding business-specific issues.

A) Generic profiles
B) Corporate bookmarks
C) Virtual cards
D) Personal profiles

Question 49

____ is a primary tool for reaching users, as is the sponsorship of sections that feature specific products and promote upcoming sales.

A) Specific advertising
B) Display advertising
C) Pop-up advertising
D) Pop-under advertising

Question 50

____ are keywords associated with the Web page in question.

A) Blogs
B) Wikis
C) Tags
D) Mashups