Deck 9: Social Media, Peer Production, and Web 2.0

Answer 1

Social media refers to content that is peer produced and shared online.
True

Question 2

Building brands on line can be expensive. This has proven especially true for successful social media sites, which have built brand awareness through expensive advertising campaigns.

Answer 2

False

Question 3

Marketers can leverage social media channels for:

A) competitive intelligence.
B) generating customer input.
C) disseminating information.
D) reinforcing a customer's relationship with the firm.
E) all of the above.

Answer 3

E

Question 4

Peer production refers to:

A) the process of tracking and responding to online mentions of a product, organization, or individual.
B) graphical editing tools, such as those found in a wiki, page layout program, or other design tool.
C) programming hooks, or guidelines published by firms that tell other programs how to get a service to perform a task such as send or receive data.
D) content that is more complex than simple text or photos and includes animation, audio, and video.
E) users collaboratively working to create content, products, and services.

Question 5

Messaging and social apps make up the top 10 most popular smartphone apps.

Question 6

Social media apps are taking the workplace by storm and creating billion dollar firms. Which of the following tools has grown and is primarily known as a leading workplace productivity tool?

A) Tinder
B) Secret
C) Slack
D) WhatsApp
E) Pew

Question 7

Which of the following statements holds true for electronic social networks?

A) Their key use is to anonymously share ideas in an unattributed manner.
B) Their key use is to share access to products and services as an alternative to ownership..
C) Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media.
D) Their key use is to poll a diverse crowd and aggregate opinions to form a forecast of an eventual outcome.
E) Their key use is to collaborate on common tasks or to create a common knowledge base.

Question 8

_____ refers to efforts that allow participants to share access to products and services rather than having ownership

Question 9

Which of the following statements holds true for Wikis?

A) Their key use is to anonymously share ideas in an unattributed manner.
B) Their key use is creating an effective form for online advertising, customer tracking, and service personalization.
C) Their key use is to discover and reinforce affiliations, identify experts, message individuals or groups, and virally share media.
D) Their key use is to poll a diverse crowd and aggregate opinions to form a forecast of an eventual outcome.
E) Their key use is to collaborate on common tasks or to create a common knowledge base.

Question 10

Despite the rise of messaging apps and other forms of social media, these efforts are focused on consumer efforts, with corporations yet to find a viable way to leverage these services in an organizational setting.

Question 11

_____ refers to content that is created, shared, and commented on by a broader community of users.

Question 12

Which of the following statements is true about microblogging?

A) Their key use is to share ideas, obtain feedback, and mobilize a community.
B) Their key use is to distribute time-sensitive information, share opinions, virally spread ideas, run contests and promotions, solicit feedback, provide customer support, track commentary on firms/products/issues, and organize protests.
C) Their key use is as a tool for the creation and maintenance of open source and other software products.
D) Their key use is to poll a diverse crowd and aggregate opinions to form a forecast of an eventual outcome.
E) Their key use is to collaborate on common tasks or to create a common knowledge base.

Question 13

Web 2.0 services are targeted at creating resources and sharing information based on transaction-focused storefront models.

Question 14

How are sites and services from the Internet's first phase (Web 1.0) different from those that are classified as social media or peer-production efforts?

A) Web 1.0 services are a broader mixture of multimedia content than Web 2.0 services.
B) Web 1.0 services include a wide array of social networks, blogs, and instant messaging services.
C) Applications in Web 1.0 are placed within supporting structures such as social networks, instead of being placed directly on the Web.
D) Web 1.0 services included syndication and search engine optimization features compared to their more efficient Web 2.0 counterparts.
E) Web 2.0 services foster collaboration and information sharing, as opposed to static, transaction-oriented Web 1.0 efforts.

Question 15

Blogs are used to collaborate on common tasks or to create a common knowledge base.

Question 16

Many social media websites have emerged as top destinations on the Internet, however the category has remained volatile, with many one-time leaders losing popularity over time.

Question 17

Which of the following statements about Web 2.0 is true?

A) It is important to joust over the precise definition of Web 2.0.
B) Social media turned Wikipedia into one of the most profitable sites on the Internet.
C) It is significant how quickly the Web 2.0 revolution started and failed in a short span of time.
D) It refers to the static Web sites and transaction-focused storefronts.
E) Peer production is leveraged to create much of the open source software that supports many of the Web 2.0 efforts.

Question 18

A professional or student looking for guidance with a programing problem is likely to be best be served by posting questions to:

A) SnapChat.
B) WhatsApp.
C) StackOverflow.
D) Twitter.
E) Orkut.

Question 19

Peer-produced services like Skype and BitTorrent leverage a central IT resource instead of users' computers to forward phone calls and video.

Question 20

Crowdsourcing can be considered a type of peer-production.

Question 21

Most mainstream news outlets have begun supplementing their content with blogs that can offer greater depth, more detail, and deadline-free timeliness.

Question 22

Blog posts are listed in forward order of creation, making it easy to see the most recent content.

Question 23

What is inbound marketing and how does it differ from traditional marketing methods? How can online media help a firm with inbound marketing efforts?

Question 24

What are blogs? What features does a typical blog offer to its users? How are these features a source of value for the users?

Question 25

Blogs do not hold any attraction for corporations because they hinder immediate and unfiltered distribution of ideas.

Question 26

Which of the following statements is true about corporations and blogging?

A) Corporations that blog have to be careful about editors filtering their ideas.
B) Since corporate blogging offers a one-sided dialogue, people outside the corporation cannot provide feedback about the corporation's products or services.
C) Corporate blogs have a limit on page size, and word count.
D) CEOs use blogs for purposes that include a combination of marketing, sharing ideas, press response, image shaping, and reaching consumers directly.
E) Corporate blogs can be published to the public only through the mainstream media.

Question 27

The phrase "_____________________________" refers to promotions that grow organically from customer efforts or other favorable publicity (e.g. think positive tweets, shared Facebook posts, and pins on Pinterest).

Question 28

Links in a blog post that refer readers back to cited sources are called _____.

Question 29

The long tail nature of the blogging phenomenon is demonstrated by:

A) many blogs, which are more popular than most mainstream media publications.
B) the niche content that is discoverable through search engines and that is often shared via other types of social media.
C) most popular blogs offering cutting-edge news and commentary on a wide range of political, social, and economic topics.
D) the higher valuation of many top-ranked blogs, compared to that of publicly traded papers.
E) top blogs operating on shoestring budgets, yet snaring several hundred thousand dollars a month in ad revenue.

Question 30

A vigorous community of commenters would help keep a blogger honest as they will quickly expose a blogger's errors of fact or logic.

Question 31

Which of the following statements about blogging is true?

A) Firms can ignore blogs without any consequences because blogs do not reflect real concerns of people.
B) Blog comments can be a hothouse for spam and the disgruntled.
C) Despite their popularity, blogs do not offer more detail than mainstream media outlets do.
D) Newspapers offer greater depth than blogs.
E) Current and archived posts are not easily searchable in blogs.

Question 32

_____ are links in a blog post that refer readers back to cited sources.

A) Blog rolls
B) Trackbacks
C) Virtual world
D) Blogospheres
E) Folksonomies

Question 33

Advertisement and sponsorships are components of:

A) earned media.
B) paid media.
C) unearned media.
D) peer production.
E) social media.

Question 34

The phrase "_____________________________" refers to efforts where an organization pays to leverage a channel or promote a message, such as advertisement and sponsorships.

Question 35

While blogs are effective for communicating with the public, firms shouldn't use blogs for internal communication since everyone can see them.

Question 36

While blogs are effective for communicating with the public, firms shouldn't use blogs for internal communication since everyone can see them.

Question 37

One example of the rapid rise and broad, disruptive impact of social media is the mobile messaging service _____. The service has grown to the point where its massive user base sends more instant messages than the entire worldwide SMS messaging standard. Facebook acquired the firm at a valuation of $19 billion.

Question 38

A _____ refers to a list of a blogger's favorite sites, often displayed on the right or left column of a blog's main page.

A) trackback
B) thread
C) hyperlink
D) feed
E) blog roll

Question 39

Pinterest pins and Twitter retweets are examples of earned media.

Question 40

The phrase "_____________________________" refers to communication channels that an organization controls. Includes firm-run blogs and Web sites, apps, and organization accounts on social media such as Twitter, Facebook, Pinterest, YouTube, and Instagram.

Question 41

The unstructured nature of wikis is both a source of strength and weakness.

Question 42

A(n) _____ refers to an Internet vandal and mischief-maker.

A) avatar
B) troll
C) sock puppet
D) poltergeist
E) gadfly

Question 43

The phrase ___________________________ refers to leveraging online channels to draw consumers to the firm with compelling content rather than conventional forms of promotion such as advertising, e-mail marketing, traditional mailings, and sales calls.

Question 44

The larger and more active a wiki community, the more likely it is that information will be distorted and that errors will creep in.

Question 45

_____ is a phrase used to describe graphical editing tools, such as those found in a wiki, page layout, or other design tool.

Question 46

Which of the following refers to a feature of wikis that allows the restoring of earlier work in the event of a posting error, inaccuracy, or vandalism?

A) What you see is what you get
B) Roll back
C) Neutral point of view
D) Organized tagging scheme
E) Track back

Question 47

What are the features that form a common set for most wiki tools?

Question 48

The term wiki refers to a(n):

A) record of online journal entries, usually made in a reverse chronological order.
B) link in a blog post that refers readers back to cited sources.
C) online community that allows users to establish personal profiles and communicate with others.
D) Web site that can be modified by permitted users, from directly within a Web browser.
E) type of short-message blogging, often made via mobile device and designed to provide rapid notification to their readership.

Question 49

The use of public social networks within private organizations is growing, and many organizations are implementing their own, private, social networks.

Question 50

Social networking feeds are at times controversial with instances of feed mismanagement causing user discontent, public relations problems, and the possibility of legal action.

Question 51

Bloggers and other users of social media often refer to the MSM. What does this acronym stand for?

Question 52

_____ are individuals often employed by organizations to review community website content in order to prune excessive contributions, move commentary to the best location, and edit as necessary.

A) Wikimasters
B) System administrators
C) Astroturfers
D) Database administrators
E) Web masters

Question 53

As with other types of social media, content flows in social networks are easy to control.

Question 54

Users who edit Wikipedia content in a manner that is biased and opinionated are said to be violating Wikipedia's stated policy of:

A) what you see is what you get.
B) political correctness.
C) neutral point of view.
D) public disclosure.
E) respect for universal human rights.

Question 55

Allowing users to see who made what edits, the version history and roll back features of wikis are considered to be more clear than collaborating simultaneously in a tool such as Google Docs or Office365

Question 56

With the aid of examples, briefly describe the use of wikis in a corporate environment.

Question 57

Corporations will want to be cautious about what is posted to wikis since wikis can be accessed by anyone

Question 58

Many wikis also serve as ??????????__________________ that act as a sort of collective corporate memory that is vital for sharing skills, learning, and preserving expertise even when employees leave the firm.

Question 59

What is the likely implication of a large and active wiki community?

A) It becomes easier for most users to contribute without training or knowledge of arcane code or markup language.
B) It makes it easier to maintain a history of any changes so they can be compared and rolled back as needed.
C) It becomes more likely that content is up-to-date and errors are quickly corrected.
D) It becomes more difficult to track alterations made to data by users and errors can creep in owing to that.
E) It removes boundaries between functional areas and flattens preexisting hierarchies between user classes.

Question 60

Citing Wikipedia as a reference is not considered a good practice because Wikipedia:

A) leverages a neutral point of view.
B) hosts unopinionated entries.
C) is proprietary in nature.
D) is not original source material, but rather a clearinghouse of information.
E) offers limited content.

Question 61

A(n) _____ is an online community that allows users to establish a personal profile and communicate with others.

Question 62

Some networks are curating user feeds, so it's not guaranteed that what you're posting on social networks will even be seen.

Question 63

Unlike Facebook, where most users must approve "friends" before they can see status updates, Twitter's default setting allows for _____ following.

A) syndicated
B) linear
C) asymmetrical
D) intermittent
E) precluded

Question 64

Much of the activity that takes place on social networks is spread via ______________. Pioneered by Facebook but now adopted by most services, this feature provides a timely list of the activities of and public messages from people, groups, and organizations that an individual has an association with.

Question 65

While firms like Deloitte Consulting and Goldman Sachs had hoped to create lasting social networks of former employees, firms saw little value in these efforts and even exposed themselves to significant legal and privacy threats.

Question 66

The controversial nature of feeds is because of:

A) phishing concerns.
B) bandwidth concerns.
C) congestion concerns.
D) privacy concerns.
E) propriety concerns.

Question 67

Describe and give an example of a firm that has leveraged online communities for customer brainstorming and innovation.

Question 68

Unlike Facebook friending, Twitter's default setting allows for symmetrical following.

Question 69

Social networks are a hothouse for "_________" media, where enthusiast-consumers can help spread the word about products and services.

A) paid
B) earned
C) owned
D) mainstream

Question 70

Which of the following actions by Twitter signals that it is willing to move into product and service niches and compete with third parties that are reliant on the Twitter ecosystem?

A) Making its data available for free to other developers via API
B) Encouraging software partners to accept ads for a percentage of the cut
C) Approaching advertising revenue gradually to fuel expansion plans
D) Purchase of iPhone applications like Tweetie and Vine
E) Licensing its software to firms intending to use it as a legitimate business tool

Question 71

_____ is a term used to describe others taking advantage of a user or service without providing any sort of reciprocal benefit.

A) Fast follower problem
B) Hijacking
C) Astroturfing
D) Free rider problem
E) Showboating

Question 72

Gourmet food trucks, popular in many American cities, are using Twitter to share location and create hipster buzz. Starbucks uses Twitter to run contests, and spread free samples of new products. These examples demonstrate the use of Twitter as a(n):

A) effective tool for quickly blasting queries seeking insights and solutions to problems.
B) source of breaking news on current events and warning mechanisms.
C) support mechanism for activism, pushing for social change.
D) means for soliciting customer complaints and representations.
E) legitimate business tool.

Question 73

Any Twitter user can create hash tags to organize tweets by simply appending a # character before a character.

Question 74

What are the benefits and risks associated with social networks? Support your answers with relevant examples.

Question 75

_____ are designed to provide rapid notification to their readership rather than detailed or in-depth comments.

A) Microblogs
B) Wikis
C) Folksonomies
D) Blogs
E) Torrents

Question 76

Twitter's purchase of iPhone app Tweetie and its subsequent transformation into the free 'Twitter for iPhone' application signals that Twitter is unwilling to move into product and service niches motivated by profits.

Question 77

Salesforce.com's Chatter and Microsoft's Yammer are all examples of:

A) corporate microblogging services.
B) industry-specific social networks.
C) blogs by company executives used for aggregating customer opinion.
D) private, in-house wikis for setting meeting agendas to building multimedia training for new hires.
E) keyword-based classification systems created by user communities.

Question 78

The inherently _____ nature of feeds allows individuals to rapidly blast their activities to their contacts or "friends" and forward along posts they think may be of interest to others.

A) static
B) serial
C) chronological
D) decadent
E) viral

Question 79

_____ represent a method for organizing tweets where keywords are preceded by the # character.

A) Trackbacks
B) Hash tags
C) Twitter rolls
D) Feeds
E) Mash-ups

Question 80

Despite its good intentions, privacy regulations exposed the website PatientsLikeMe to significant fines and it was eventually forced to shut down.