Deck 7: Web 2.0 and Social Technology

Question 1

In 2015 at KLM,each social agent was responsible for generating approximately __________ in revenue.

A)$170,000
B)$100,000
C)$50,000
D)$350,000

Answer 1

A

Question 2

The social media technology feature that allows users to decide how to categorize and label information they find online is called ______________.

A)Blogging
B)Mashups
C)Wikis
D)Tagging

Answer 2

D

Question 3

________ are buttons or features on non-Facebook sites that interact with Facebook in some way.

A)Facepiles
B)Open graphs
C)Plug-ins
D)Web 2.0

Answer 3

C

Question 4

________ facilitate(s)the transfer of data from one website app to another;and can be either proprietary or ________.

A)APIs;open source
B)AJAX;open source
C)Broadband;programmable
D)HTML;programmable

Question 5

A collection of software tools used by developers for writing applications that run on a specific device or platform is called a(n)__________.

A)API
B)SDK
C)CSS
D)DOM

Question 6

________ allows developers to create apps where information like store locations can be displayed on a map that comes from Google.

A)AJAX
B)Asynchronous JavaScript
C)Google Maps API
D)Open source

Question 7

Which is not a characteristic of Web 2.0?

A)User-controlled content
B)Dynamic pages,XML,and Java
C)Marketing goal: influence
D)Data: multiple sources,
E)g. ,mashups

Question 8

With ________ media content goes from the technology to the people,but with ________ media,people create and control the content.

A)Print;digital
B)Digital;print
C)Social;traditional
D)Traditional;social

Question 9

Which is not a characteristic of Web 2.0?

A)User-controlled content
B)Dynamic pages,XML,and Java
C)Marketing goal: influence
D)Data: multiple sources,E.g. ,mashups

Question 10

The most important thing that users can do to protect their privacy and identity on social sites is to ________.

A)Read and rely on the privacy policy of the SNS
B)Accept responsibility for protecting their own information
C)Mark their profiles as confidential
D)Use third-party programs

Question 11

________ is spontaneous movement of people using online tools to connect.

A)Energizing
B)Groundswell
C)Crowdfunding
D)Viral video

Question 12

According to the Cluetrain Manifesto,over time successful companies will learn to engage customers in ________ as an alternative to the unidirectional or broadcast method of communication.

A)contests
B)conversations
C)corporate culture
D)tagging

Question 13

Businesses and entrepreneurs have turned to the ________ model to raise capital for business start-ups or projects using sites such as Kickstarter.com.

A)Global graph
B)Crowdsourcing
C)Crowdfunding
D)Social brainstorming

Question 14

All of the following are considered AJAX technologies for Web 2.0 except __________.

A)HTML
B)SDK
C)CSS
D)XML

Question 15

KLM Royal Dutch Airlines was forced to develop its use of Twitter and Facebook,in response to questions from travelers who were grounded by volcanic ash.This was the beginning of KLM's ________________.

A)Social networking service
B)Social customer service
C)Social bookmarking
D)Social media marketing

Question 16

Which is not a characteristic of Web 2.0?

A)Author-controlled content
B)Dynamic pages,XML,and Java
C)Marketing goal: relationships
D)Data: multiple sources,e.g. ,mashups

Question 17

__________ is the mapping and measuring of relationships and flows between people,groups,organizations,computers,or other information or knowledge processing entities.

A)Global graph
B)Crowdsourcing
C)Social network analysis
D)Social graphics

Question 18

In recent years,companies have created online communities for the purpose of identifying market opportunities through ________,which is a model of problem solving and idea generation from the collective talents of many people.

A)Global graph
B)Crowdsourcing
C)Crowdfunding
D)Social brainstorming

Question 19

With ________,website programmers can import data from other sources to create new functions and features that we associate with social media applications

A)RSS and CSS
B)AJAX and APIs
C)HTML and XML
D)JavaScript and XML

Question 20

One of the most effective deterrents to abuses of privacy by social media companies is ________.

A)Government regulations and fines
B)Industry and professional standards
C)Competitors' ethical practices
D)Fear of the public's backlash and outrage

Question 21

Marketers monitor social activity in order to identify _______ -- that is,people who repeatedly discuss or promote a particular topic.

A)Brand advocates
B)Technical experts
C)Communities
D)Crowds

Question 22

Using AJAX technologies and APIs,websites and applications can pull information from a variety of sources in order to create ________.

A)blogs
B)mashups
C)microblogs
D)maps

Question 23

Businesses should consider Twitter as a social network where the dominant focus is on ________.

A)status updates
B)local news
C)customer experience
D)generating sales

Question 24

________ allows users to subscribe to multiple blogs or other digital sources and have the content displayed in a single application.

A)AJAX
B)Mashups
C)Social bookmarks
D)RSS technology

Question 25

A bank may utilize ________ to display a mortgage application from its own records,the property location on a Google map and information from county government property tax records.

A)an enterprise mashup
B)social apps
C)RSS technology
D)social bookmarks

Question 26

The goal of ________ was to connect all the different relationships that exist on the Internet by linking websites to Facebook.

A)Social graph
B)Network effect
C)Semantic web
D)Open Graph

Question 27

Users are typically required to acknowledge they have read,understand and agree to the ________ before they are allowed to use the service.

A)Acceptable Use Policy
B)Intellectual Property Agreement
C)Terms of Service Agreement
D)User Agreement

Question 28

If you are a Facebook member and you visit another site,for example,Yelp,you can use your Facebook username and password to login to the other site.This is called a(n)_____________.

A)Social Network Service
B)Social login
C)Network effect
D)Global login

Question 29

________ represent a change in philosophy for content creators.Traditionally,a business that created content maintained almost complete control over it in a closed system.

A)Social apps
B)Mashups
C)RSS feeds
D)Social bookmarks

Question 30

Which of the following is not a feature or characteristic of subscription monitoring tools?

A)Most moderate and high end monitoring services rely on an advertising business model similar to Google and offer their services for free.
B)The most comprehensive social media monitoring tools require the user to pay a subscription or licensing fee.
C)These tools monitor the social media environment for mentions of a company's brand or name.
D)These tools measure the tone or sentiment (e.g.positive,negative,neutral)of conversations.

Question 31

Yelp.com has an API that allows sites like Zillow.com to use Yelp's information when displaying features of homes and neighborhoods to prospective customers.This is a good use of ________________ technology.

A)mashup
B)artificial intelligence
C)social
D)RSS

Question 32

A fast growing social technology sector involves _______,which are used to track conversations taking place on social media sites.

A)Crowdsourcing
B)Groundswell services
C)Social monitoring services
D)RSS technology

Question 33

The Google brand name appears on thousands of websites due to its ________ API.

A)proprietary
B)open source
C)closed source
D)user-controlled

Question 34

Tumblr is a microblogging service that is designed to be easy for users to post ________ and update their blogs frequently.

A)Key words
B)Discount codes
C)Hash tags
D)Multimedia content

Question 35

A(n)________ is a formal listing of the policies,liability limits,fees and user rights and responsibilities associated with using a particular SNS.

A)Acceptable Use Policy
B)Intellectual Property Agreement
C)Fair Use Contract
D)Terms of Service Agreement

Question 36

From the field of economics,the ________ explains how the perceived value of a product or service is affected by the number of people using the product or service.

A)Social graph
B)Network effect
C)Semantic web
D)Open Graph

Question 37

Which of the following is not a reason why marketers use blogs and microblogs?

A)To monitor customer experiences and generate revenue.
B)To develop relationships with independent bloggers,encouraging them to write positive stories about the brand,product,and company
C)To tell the company's story,position a product,create brand identity or differentiate from the competition.
D)To engage customers and readers by soliciting comments and feedback about information provided in blog posts.

Question 38

The universe of people who use Twitter is called the _________.

A)TweetDeck
B)Twittersphere
C)Twitterfeed
D)Twitterholics

Question 39

A Snapchat feature that is most appealing to its younger audience of digital natives is _____________.

A)Ability to archive and recall pictures and videos sent several months ago
B)Forwarding pictures that someone else sent you to other sin your network
C)Posting carefully retouched photos and postings about doing "amazing" things
D)Picture and video images that self-destruct 10 seconds after being viewed

Question 40

________ is a social mention metric that measures the degree to which people who are talking about your brand will do so repeatedly.

A)Strength
B)Passion
C)Sentiment
D)Reach

Question 41

________ is a social mention metric that measures the tone of the conversation,which helps you understand if people are feeling positive,negative or neutral about the topic.

A)Strength
B)Passion
C)Sentiment
D)Reach

Question 42

________ is a social mention metric that measures the range of people discussing a particular topic.

A).Strength
B)Passion
C)Sentiment
D)Reach

Question 43

Fortunately,many popular APIs are closed source,which means that anyone can use them for free although there may be other terms and conditions placed on their use.

Question 44

The Google Maps API allows developers to create apps where information like store locations can be displayed on a map that comes from Google.

Question 45

Understanding how web technology is evolving helps managers to identify strategic opportunities,threats,and ways a company might develop sustainable competitive advantages in the marketplace.

Question 46

Diigo and Delicious are ________ tools.

A)Social bookmarking
B)Research
C)Discussion group
D)synchronous communication

Question 47

AJAX and XML are technologies that make it possible for web pages to respond to users' actions without requiring the entire page to reload.

Question 48

Companies have created online communities for the purpose of identifying market opportunities through crowdsourcing.

Question 49

Web 2.0 is also referred to as the Enterprise Web.

Question 50

Kickstarter is a crowdfunding site for raising funds.

Question 51

An example of a Q&A website specifically designed to provide a forum for people to ask questions and get answers from experts is ________.

A)Twitter
B)Quora
C)Snapchat
D)Delicious

Question 52

Many businesses have a(n)__________,which is a password-protected network that uses web-based technologies for employee collaboration and productivity.

A)firewall
B)intranet
C)internet
D)Social network

Question 53

________ is a search engine for blogs which allows users to easily identify blogs that contain specific key words or phrases that correspond to a brand name,person or issue.

A)Klout
B)Technorati
C)Google Alerts
D)Twitter Search

Question 54

LinkedIn is used as a primary crowdsourcing tool for a majority of companies.

Question 55

A system of classifying and organizing online content into categories by the use of user-generated metadata such as keywords is called a __________.

A)Taxonomy
B)Wiki
C)Folksonomy
D)Global graph

Question 56

Google+ Hangouts is a service that makes it possible for users to conduct meetings ________.

A)Using video conferencing
B)Face to face
C)In a 3D artificial reality environment
D)In a virtual world where users are represented by avatars.

Question 57

________ is a cloud storage service that makes it easy to access your documents from any of the devices you work on.

A)Wiki
B)Delicious
C)Diigo
D)Dropbox

Question 58

Collectively,social media apps have shifted the locus of control for mass communications from advertisers to large organizations.

Question 59

________ allow teams to collaborate on the creation and editing of documents.

A)Dropbox and Box.net
B)Diigo and Delicious
C)Wikis
D)Discussion groups

Question 60

________ is a social mention metric that measures the likelihood that a particular topic is being discussed on social media platforms.

A)Strength
B)Passion
C)Sentiment
D)Reach

Question 61

With social media,privacy rights are too easily abused.

Question 62

Governments and industry associations are trying to control social media privacy abuses through legislation and professional standards,which frequently provide adequate protection.

Question 63

Absolutely nothing you put on a social networking site is private.

Question 64

Twitter is a social network where the dominant focus is on reporting both private and public news stories.

Question 65

A mashup is a web application that combines information from two or more sources and presents this information in a way that creates a new benefit or service.

Question 66

One of the most effective deterrents to social media privacy abuses is fear of backlash from abuses that become public and cause outrage.

Question 67

The Google brand name appears on thousands of websites due to its open source mashups.

Question 68

Users are now able to rely on SNS privacy policies.

Question 69

An example of how marketers use mashups and RSS is the integration of Google Maps with company store or office locations so that they appear together on a store locator webpage,making it easier for customers to locate the business.

Question 70

Using Twitter to monitor public sentiment and influence public opinion have become critical skills for PR professionals working for business and nonprofit organizations.

Question 71

An initial impetus for the growth of social monitoring tools was the need for business organizations to better understand what people were saying about their brands,products,and executives.

Question 72

Marketers use blogs and microblogs to tell the company's story,position a product,create brand identity,and differentiate from the competition.

Question 73

Corporate bloggers use the medium to tell stories about their brands and connect with customers.

Question 74

Most advocacy groups engage in hashtag activism by using Twitter to maintain awareness about their cause and to influence people's attitudes on key issues.

Question 75

When a highly credible and influential blogger writes a positive story about your company,it can have a very positive impact on your brand's image.

Question 76

Technologies that extend control of Web content beyond the creator are RSS and mashups.

Question 77

LinkedIn was responsible for originating a unique app called Newsfeed,which is a constantly updated stream of status updates from a user's friends.

Question 78

The most important thing that users can do to protect themselves on social media is to understand that they are responsible for protecting their own information.

Question 79

Twitter is a customer service channel.

Question 80

Twitter has influenced marketing and public relations significantly,but has had almost no impact on the financial sector.