Deck 1: The Horizontal Revolution

Question 1

Which of the following persons is most likely to be labeled as a "Digital Native?"

A) Tim, now a college student, wakes up and immediately checks his Facebook page to check on posts about last night's party.
B) Rob grew up in the 1980's before use of the Internet was widespread.
C) Your parents remember a time when most of their friends and families did not have a personal computer.
D) Your grandparents have never used a computer.
E) Bill Gates is the founder of Microsoft.

Answer 1

A

Question 2

The label we use to call the current version of the Internet that allows users to interact with senders is ________.

A) Web 1.0
B) Web 2.0
C) Web 3.0
D) Facebook
E) Facebook Connect

Answer 2

B

Question 3

Facebook is a social utility that offers ________.

A) synchronous interactions only
B) asynchronous interactions only
C) both synchronous and asynchronous interactions
D) neither synchronous nor asynchronous interactions
E) These terms are not relevant to understanding the utility of Facebook

Answer 3

B

Question 4

Which of the following represent the supporting components of the Social Media Value Chain?

A) social networking sites, message boards, forums, and wikis
B) Web 2.0 infrastructure, social media channels, social software, and the devices we use to interact with social media
C) social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds
D) reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts
E) social community, social publishing, social entertainment, and social commerce

Question 5

Anything that involves delivering hosted services online is labeled as ________.

A) crowdsourcing
B) tagging
C) cloud computing
D) blogging
E) microsharing

Question 6

All of the following statements are true about the phrase,"a culture of participation," EXCEPT:

A) It is based on the belief in democracy.
B) It is one in which people freely interact with others.
C) It exists with open access to venues that allows users to share content.
D) It facilitates the power to build on the content of others from your own unique point of view.
E) It discourages people from passively lurking on social media websites.

Question 7

Which of the following is an example of a synchronous interaction?

A) Responding a day later to an email from your friend.
B) Posting a reply to a question on a discussion board within the week it was assigned.
C) Watching a television commercial.
D) Reading through all the messages posted on a message board.
E) Texting back and forth with your friend.

Question 8

Web 2.0:

A) is a one-way communications device.
B) provides limited availability to users.
C) cannot be accessed on devices like smartphones.
D) is an interactive social system of users and senders.
E) eliminates conversation between users and senders.

Question 9

The process social media users undergo to categorize content according to their own folksonomy is labeled as ________.

A) crowdsourcing
B) tagging
C) cloud computing
D) blogging
E) microsharing

Question 10

The horizontal revolution is characterized by the fact that:

A) information flows from big companies down to the people.
B) information flows from governments down to big companies.
C) information flows across people.
D) only companies can communicate with huge numbers of people.
E) only governments can communicate with huge numbers of people.

Question 11

Which of the following terms describes users as having a say in what producers and marketers offer in the marketplace?

A) co-creators
B) cloud computing
C) tradigital marketing
D) word of mouth (WOM) communication
E) crowdsourcing

Question 12

Harnessing collective knowledge to solve problems and complete tasks is labeled as ________.

A) crowdsourcing
B) tagging
C) cloud computing
D) blogging
E) microsharing

Question 13

All of the following represent enhancements created by the creation of Web 2.0 EXCEPT:

A) the collective wisdom of its users.
B) access to micromarkets.
C) the transfer of content from experts to a large audience of users.
D) user interfaces that are easy, accessible, and interactive.
E) software that operates on multiple platforms and beyond.

Question 14

People who share their views about a product or service,even though they're not affiliated with the company,are labeled as ________.

A) citizen journalists
B) digital natives
C) avatars
D) connections
E) citizen advisers

Question 15

Who is most likely to be labeled as a "Digital Native?"

A) your parents
B) your grandparents
C) Bill Gates, founder of Microsoft
D) a college student today
E) a college student 20 years ago

Question 16

Synchronous interactions ________,while asynchronous interactions ________.

A) don't require all participants to respond immediately; occur in real time
B) occur in real time; don't require all participants to respond immediately
C) require social media; require traditional media
D) require traditional media; require social media
E) require mass media; require personal media

Question 17

All of the following is considered to be a device that supports the Social Media Value Chain EXCEPT:

A) an iPad
B) a Sony digital camera
C) a Dell PC
D) an iPhone
E) a calculator

Question 18

How are social media like traditional media?

A) Both are used and function primarily online.
B) Both do not use nor function online.
C) Both include only one channel and one vehicle within that channel.
D) Both include several channels, and within each channel there are specific vehicles.
E) Social media bears no similarity whatsoever to traditional media.

Question 19

Which of the following is an example of a folksonomy?

A) Visitors to Amazon's site can use its search engine to find a book by using the search term of "can't wait to read."
B) The Google Documents software that enables multiple users in different locations to work on the same file is an example of social software.
C) Internet users create, publish, rate, edit, and share information with Wikipedia.
D) Twitter limits posts to 140 characters.
E) Second Life and Web Alive allow people to participate as avatars.

Question 20

Social media are:

A) anything that involves delivering hosted services online.
B) the means to harness the collective knowledge of a crowd to solve problems and complete tasks.
C) the online means of communication, conveyance, collaboration, and cultivation among interconnected and interdependent networks.
D) sets of labels or tags that individuals choose in a way that makes sense to them, as opposed to using predefined keywords.
E) people who share their views about a product or service even though they're not affiliated with the company.

Question 21

Social media:

A) is a type of mass media.
B) is a type of personal media.
C) crosses the boundaries of mass and personal media.
D) cannot reach a large number of individuals.
E) is not capable of two-way communications on a small scale.

Question 22

Communication travels using a ________,such as word-of-mouth,television,Internet,or telephone.

A) digital native
B) medium
C) horizontal revolution
D) social networking site
E) connection

Question 23

Which of the following constitutes the zones of social media channels?

A) social networking sites, message boards, forums, and wikis
B) microsharing sites, media sharing sites, and social bookmarking and news sites
C) social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds
D) reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts
E) social community, social publishing, social entertainment, and social commerce

Question 24

Which of the following represents a type of social publishing site?

A) forum
B) blog
C) virtual world
D) social storefront
E) wiki

Question 25

________ is the term that refers to when organizations shift control to their consumers and users.

A) Reputation economy
B) Radical trust
C) Network effect
D) Horizontal revolution
E) Crowdsourcing

Question 26

Which one of the social media space zones primarily aids in the dissemination of content to an audience?

A) social community
B) social publishing
C) social entertainment
D) social commerce
E) social punishment

Question 27

The ________ includes esteem in its measure of the value that people exchange.

A) horizontal revolution
B) digital native
C) reputation economy
D) network effect
E) perpetual beta

Question 28

To which of the following zones of social media do Facebook applications apply?

A) social community only
B) social publishing only
C) social entertainment and social commerce
D) social commerce and social community
E) social community, publishing, entertainment, and commerce

Question 29

Which of the following constitutes four types of social publishing sites?

A) social networking sites, message boards, forums, and wikis
B) microsharing sites, media sharing sites, and social bookmarking and news sites
C) social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds
D) reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts
E) the Internet, social software, devices, and social media users

Question 30

The ________ enables developers to introduce new features in products even if testing and refinement are not yet complete.

A) horizontal revolution
B) digital native
C) reputation economy
D) network effect
E) perpetual beta

Question 31

________ communicate and share content in a variety of ways including direct messages,wall posts,and chat or instant messaging (IM)options.

A) Social storefronts
B) Deal aggregators
C) Folksonomies
D) Connections
E) Tag clouds

Question 32

Marketers can choose specific ________ to place a message within a medium.

A) channels
B) blogs
C) apps
D) vehicles
E) connections

Question 33

The ________ renders each additional user as adding value for all users.

A) horizontal revolution
B) digital native
C) reputation economy
D) network effect
E) perceptual beta

Question 34

Which of the following represents a vehicle as opposed to a medium?

A) The Wall Street Journal
B) the Internet
C) telephone
D) radio
E) television

Question 35

If too many avatars try to enter the space of a virtual rock concert in Second Life,crashes occur because the grid cannot accommodate so many users in one area.Such a crash would put into question the ________ of Second Life.

A) scalability
B) radical trust
C) network effect
D) crowdsourcing
E) folksonomy

Question 36

All of the following represents an indication of the social presence of a particular member in a social community EXCEPT:

A) mood.
B) availability.
C) friend list.
D) status.
E) scalability.

Question 37

Which of the following constitutes four types of social entertainment?

A) social networking sites, message boards, forums, and wikis
B) microsharing sites, media sharing sites, and social bookmarking and news sites
C) social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds
D) reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts
E) the Internet, social software, devices, and social media users

Question 38

Amazon reviews and eBay's reputation rankings,which serve as credibility scores for what we can trust online,directly contribute to the ________.

A) horizontal revolution
B) digital native
C) reputation economy
D) network effect
E) perpetual beta

Question 39

The virtual worlds of Second Life and Web Alive are categorized under the social media space zone of:

A) social community.
B) social publishing.
C) social entertainment.
D) social commerce.
E) social punishment.

Question 40

Which of the following constitutes four types of social communities?

A) social networking sites, message boards, forums, and wikis
B) microsharing sites, media sharing sites, and social bookmarking and news sites
C) social games and gaming sites, socially enabled console games, alternate reality games, and virtual world
D) reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts
E) the Internet, social software, devices, and social media users

Question 41

An app on a smartphone is labeled as ________.

A) a device
B) social software
C) a wiki
D) a connection
E) cloud computing

Question 42

Creating programming that is interesting enough to attract people to watch it or listen to it and then interrupting the programming to bring viewers a commercial message is a technique of ________.

A) search engine marketing
B) social entertainment
C) the interruption-disruption model
D) the horizontal revolution
E) cloud computing

Question 43

Which of the following provides the programming we need to carry out social media activities?

A) devices
B) perpetual beta
C) tag cloud
D) crowdsourcing
E) social software

Question 44

________ particularly appeal(s)to ________.

A) Push messaging; social media marketers
B) Niche products; micromarkets
C) Niche products; mass audiences
D) Traditional media; Digital Natives
E) Push messaging; social media consumers

Question 45

Which of the following scenarios includes an overarching objective relevant to the use of social media marketing as part of a brand's promotional mix?

A) A hair salon charges customers a small fee to book online appointments through their Facebook page.
B) A retailer uses its Facebook page to create a smoother supply chain process among the producers that supply products.
C) Paul monitors his company's Facebook page to react to and influence consumers in their decision- making process when purchasing his company's products.
D) Mary uses her Facebook page primarily to send out mass communication promotional messages to her consumers.
E) Mark is always thinking of ways to charge customers on his company's Facebook page.

Question 46

All of the following characterizes tradigital marketing EXCEPT:

A) applies the familiar model of the 4 Ps to the digital domain.
B) improves interactivity and measurement.
C) retains the primarily vertical flow of power in the channels of communication and distribution.
D) is largely impersonal.
E) delivered from many to many.

Question 47

Search engine marketing is a form of which type of media?

A) paid
B) advertising
C) owned
D) personal selling
E) earned

Question 48

Which one of the social media space zones primarily assists in the online buying and selling of products and services?

A) social community
B) social publishing
C) social entertainment
D) social commerce
E) social punishment

Question 49

A pop-up bubble asks you to click on a link to learn more about low rates on car insurance while you browse a website.This is an example of:

A) search engine marketing.
B) social entertainment.
C) the interruption-disruption model.
D) the horizontal revolution.
E) cloud computing.

Question 50

Which of the following is a form of paid media?

A) advertising
B) word-of-mouth communication
C) company blog
D) company website
E) publicity

Question 51

Traditional marketing focuses on ________,which is a term that describes one-way communication delivered to the target audience.

A) crowdsourcing
B) social media
C) participation
D) push messaging
E) microblogging

Question 52

When it comes to acquiring space in media to distribute brand messages,marketers have access to the following three core types of media:

A) public relations, personal selling, and advertising.
B) social, mass, and personal.
C) direct mail, advertising, and personal selling.
D) deal sites, deal aggregators, and social storefronts.
E) paid, owned, and earned.

Question 53

Which of the following scenarios includes an overarching objective relevant to the use of social media marketing as part of a brand's promotional mix?

A) A hair salon charges customers a small fee to book online appointments through their Facebook page.
B) Paul has created an online virtual world for his customers to experience his brand of products.
C) A retailer uses its Facebook page to create a smoother supply chain process among the producers that supply products.
D) Mary uses her Facebook page primarily to send out mass communication promotional messages to her consumers.
E) Mark is always thinking of ways to charge customers on his company's Facebook page.

Question 54

Which of the following is labeled in the chapter as the "fifth P"?

A) perception
B) psychology
C) person
D) participation
E) posting

Question 55

Which of the following represent two overarching objectives relevant to the use of social media marketing as part of a brand's promotional mix?

A) Extend and leverage the brand's media coverage; Influence the consumer throughout the decision-making process
B) Charge consumers for as many experiences as possible; Use social media as vertical, one-way mass communication tools
C) Create efficiencies in the brand supply chain management process; Use social media as vertical, one-way mass communication tools
D) Influence the consumer throughout the decision-making process; Create efficiencies in the brand's supply chain management process
E) Charge consumers for as many experiences as possible; Create efficiencies in the brand's supply chain management process

Question 56

Which of the following is a NOT a form of psychic income for posting a positive review of a product?

A) getting a check in the mail for posting the review
B) feeling satisfaction of sharing your opinions with the masses
C) receiving a rating on some sites that designate you as a star reviewer
D) receiving online feedback from others that your review was helpful to them
E) being recognized by others for your product expertise

Question 57

Which of the following is considered to be social software?

A) an iPad
B) Google Alerts
C) a Dell PC
D) an iPhone
E) an Internet-connected game console

Question 58

Which of the following constitutes four types of social commerce?

A) social networking sites, message boards, forums, and wikis
B) microsharing sites, media sharing sites, and social bookmarking and news sites
C) social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds
D) reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts
E) the Internet, social software, devices, and social media users

Question 59

Which of the following marketing objectives are achievable utilizing social media marketing techniques?

A) branding only
B) marketing research only
C) customer service and branding
D) relationship management and marketing research
E) branding, marketing research, customer service, and relationship management

Question 60

Which of the following is considered to be social software?

A) an app
B) an iPad
C) a Sony digital camera
D) a Dell PC
E) an iPhone

Question 61

Which of the following is a form of earned media?

A) advertising
B) word-of-mouth communication
C) personal selling
D) company website
E) sponsorships

Question 62

Social media can be used to support ________,which means to offer a free trial of a product.

A) cloud computing
B) crowdsourcing
C) sampling
D) microblogging
E) social shopping

Question 63

Which one of the following statements is TRUE?

A) It's far more difficult to keep old customers than to attract new ones.
B) It's far more expensive to attract new customers than to keep older ones.
C) It's about the same in terms of expense to attract new customers and keep older ones.
D) It's far more expensive to keep older customers than to attract new ones.
E) It's cheap to attract new customers and keep older ones.

Question 64

Which of the following types of media are distributed at no direct cost to the company?

A) paid
B) advertising
C) owned
D) personal selling
E) earned

Question 65

Social ________ embrace(s)software and processes that include the collective intelligence of a firm's customers to more finely tune the offer and build intimacy between an organization and its customers.

A) advertising
B) CRM
C) communities
D) publishing systems
E) entertainment

Question 66

When hearing about a customer's complaint,Jan makes sure to listen to everything the customer has to say without interrupting them,she then thinks hard about the conversation,asks around if this type of complaint has been heard before,and then creates a solution to the problem to satisfy the customer.Jan's process of handling the complaint falls within the ________ framework.

A) WOM
B) PR
C) LARA
D) SMART
E) SEM

Question 67

Network effects enable organizations to leverage the value of crowdsourcing.

Question 68

Which of the following is considered to be helpful for a company's service recovery?

A) search engine marketing (SEM)
B) the LARA framework
C) word-of-mouth (WOM) communication
D) public relations (PR)
E) the "4 Ps" of the traditional marketing mix

Question 69

Wikipedia is a form of crowdsourcing.

Question 70

Bill Gates,founder of Microsoft,is considered a Digital Native.

Question 71

Scalability is an issue related to the capacity needed for growth of a social media site.

Question 72

Service recovery refers to the actions:

A) an organization takes to revive and bolster their customer service department.
B) an organization takes to reclaim services owed to them by other companies.
C) an organization takes to correct mishaps and win back dissatisfied customers.
D) a customer takes to reclaim services owed to them by companies.
E) a customer takes to contact an organization's customer service department.

Question 73

Web 2.0 is a simple,one-way communications device.

Question 74

The horizontal revolution is supported by the flow of information from government and companies to the people.

Question 75

A company's website is a form of which type of media?

A) paid
B) advertising
C) owned
D) personal selling
E) earned

Question 76

Which of the following is a form of owned media?

A) advertising
B) word-of-mouth communication
C) company blog
D) search engine marketing
E) publicity

Question 77

Facebook does NOT offer synchronous interactions.

Question 78

Digital Natives can recall a time in their lives when the Internet did not exist.

Question 79

You CANNOT use a term like "happiness" to tag content on social media sites.

Question 80

The term "co-creators" is used to characterize the say that users have in what producers offer in the marketplace.