Deck 8: Web 2.0 and Social Media

Question 1

In its corporate communications,Facebook is using the term __________ to refer to the global social network and reflect how we are all connected to one another through relationships.

A)mashup
B)LinkedIn
C)semantic Web
D)social graph

Answer 1

D

Question 2

WedMD is one of the popular __________,which are communities organized by interest,such as hobbies,vocations,political parties,and unions.

A)affinity portals
B)associations
C)ethnic communities
D)B2B online communities

Answer 2

A

Question 3

What business lesson was learned from the United Breaks Guitars video that went viral shortly after it was posted on YouTube?

A)Negative viral videos posted by customers are not a potential threat to major companies,such as United Airlines.
B)Major companies can insulate themselves from unhappy customers with call centers.
C)Companies and their executives can no longer afford to hide behind slick advertising campaigns and press releases to protect their public image against viral threats.
D)Viral messages cannot damage a company's brand image to the extent that there are significant financial consequences.

Answer 3

C

Question 4

The microblogging site __________ is used by businesses as a way of directing traffic to updates on Web sites.

A)Ning
B)RSS
C)Second Life
D)Twitter

Question 5

Businesses can create __________ for a particular product and allow employees and customers to add,update,or contribute information that will form a knowledge base resource for those who need information about the product.

A)blogs
B)podcasts
C)social networking services
D)wikis

Question 6

__________ is a social network service with a 3D virtual world interface in which users,called Residents,are represented by avatars,or cyber bodies that they create.

A)Facebook
B)Second Life
C)Pandora
D)Yelp

Question 7

Characteristics of the social network service Second Life include all of the following except:

A)Residents can earn Linden dollars by providing services such as instruction in a foreign language or serving as a DJ in a virtual club.
B)IBM,American Apparel,and other real world businesses have used the virtual world of Second Life.
C)Second Life is simple to use and requires users to learn only a few controls to become fully functional.
D)Using speakers and microphones,groups of people can conduct meetings in Second Life.

Question 8

How effective was United Airlines (UAL)initial response to the viral threats from David Carroll's Internet campaign against their poor customer service?

A)UAL was unprepared and clueless.
B)UAL accepted responsibility for the damage,but their response was only slightly effective.
C)Customer service representatives quickly resolved the complaint before the video went viral.
D)UAL was well-prepared to counter negative publicity from negative viral videos.

Question 9

__________,such as Facebook,represent a special type of virtual community and are now the dominant form of online community.Individual users maintain an identity through their profile,for e.

A)Social graphs
B)RSS
C)Mashups
D)Social networking sites

Question 10

How has Web 2.0 affected people's attitudes toward the way they want businesses to interact with them?

A)Customers expect businesses to use Web 2.0 capabilities to satisfy their needs.
B)Customers have lower expectations for a company's character,ethical behavior,and privacy protection.
C)Customers' attitudes have not changed because they've seen little change in the past after the use of other technologies.
D)Customers are not aware of Web 2.0 potential and,therefore,have no attitude about it.

Question 11

Organizations previously communicated with their audiences using a __________ model,where messages flowed from the sender to the receiver.Now,they must learn to use a __________ model,where communication flows back and forth between sender and receiver.

A)talking;listening
B)outbound;inbound
C)broadcast;conversation
D)indirect;direct

Question 12

The Web 2.0 attitude and new way of thinking are captured in a list of 95 statements called the __________,whose first thesis is "markets are conversations."

A)Mashup Manifesto
B)Tag Cloud
C)Cluetrain Manifesto
D)Virtual FAQs

Question 13

According to cultural anthologist Michael Wesch,enhancements to the Internet known as __________ will cause us to rethink a lot of our assumptions about ethics,privacy,and governance.

A)Web 1.0
B)Web 2.0
C)microbrowsers
D)intelligent agents

Question 14

The advantage of __________ is that they push content to users so they avoid the hassle of having to visit several different sites to get the information they are interested in.

A)tag clouds
B)RSS feeds
C)widgets
D)wikis

Question 15

How are social media influencing business strategies?

A)Businesses that used to develop sophisticated ways of getting their message heard must now develop sophisticated strategies for listening and responding to what their consumers are saying.
B)Now organizations have the technology and capability to fully control both the message and the medium.
C)Businesses are switching to a strategy of broadcasting a single message to a mass audience worldwide to establish brand identity instead of spreading multiple messages.
D)All of the above.

Question 16

Businesses can use online communities as a platform for all of the following except:

A)prospecting for customers
B)identifying customer perceptions by conducting surveys
C)providing support services to customers,such as by answering questions
D)encouraging customers to share their positive perceptions with others;e.g. ,word of mouth

Question 17

Facebook and other __________ are different from the broader category of online communities in that they usually allow individuals to control who can access information they post to the site.

A)bookmarking sites
B)mashups
C)social networking sites
D)wikis

Question 18

Which of the following is a characteristic of Web 2.0?

A)static pages
B)user controlled content
C)the goal of marketing is to influence buyers
D)single source of data

Question 19

Web 2.0 is also referred to as the __________.

A)public Internet
B)online community
C)Blog 2.0
D)social Web

Question 20

Which is not one of the characteristics of AJAX?

A)AJAX,or Asynchronous JavaScript and XML,refers to a group of technologies that create Web pages that respond to users' actions without requiring the entire page to reload.
B)AJAX makes it possible for Web developers to create small apps that run on a page instead of running on a server.
C)AJAX capabilities increase the functionality of Web sites,but make content run much slower.
D)CSS and HTML are AJAX languages for Web 2.0.

Question 21

YouTube has become a popular way for companies,such as BlendTec,to promote themselves using __________,and often less expensive than traditional advertising efforts.

A)response hierarchies
B)mashups
C)microblogging
D)viral videos

Question 22

Which is not a social media activity metric?

A)pageviews
B)posts
C)unique number of visitors
D)quality and speed of issue resolution

Question 23

Which is not one of the impacts of the use of BlendTec's Integrated Social Media (ISM)strategy?

A)Company sales have increased by about 10% since the viral campaign was launched.
B)BlendTec established a huge fan base on a limited marketing budget.
C)The company had almost zero name recognition,but became one of the most watched collections of videos on YouTube.
D)While the YouTube videos are the most visible part,BlendTec's ISM efforts also include a variety of tactics,such as RSS,Facebook,and Twitter.

Question 24

According to Cecil Dijoux,Enterprise 2.0 is likely to create changes in the organizations.These changes include all of the following except:

A)Organizations will communicate with their employees using a conversation rather than a broadcast mode.
B)Managers will have to rely more on their job titles to maintain respect.
C)Important ideas are more likely to come from the workforce than from top-level managers.
D)Organizational structures will become more efficient and effective.

Question 25

If a company's objective is to "increase traffic to our Web site by 10 percent," they would determine the relative impact of each social media activity on that objective using a __________ metric.

A)tactical
B)tool based
C)social network service
D)ROI

Question 26

Supply chains are __________ because they involve a number of people and organizations that must work together in order to create and deliver goods and services to consumers.

A)social entities
B)social media
C)Web 1.0 networks
D)response hierarchies

Question 27

Which is not an example of privacy violations associated with social media and social networking services?

A)Sharing information about members with advertisers without the users' knowledge or consent.
B)Posting pictures of people on social networking sites without their permission.
C)Disclosing an employer's proprietary information or trade secrets on social networking sites.
D)Responding with public backlash and outrage due to lack of protection.

Question 28

The effectiveness of social media activities are evaluated with __________.

A)standard metrics that are used for many traditional business activities
B)mashups such as dashboards and score cards
C)phone surveys
D)all of the above

Question 29

Traditionally,businesses developed media objectives around various models called __________,which are based on advertising or broadcast approaches to communication.

A)customer lifetime value (CLV)
B)NetPromoter
C)response hierarchies
D)trackbacks

Question 30

Over 80 percent of companies used LinkedIn as their primary __________.

A)marketing medium
B)supply chain system
C)recruiting tool
D)Web site

Question 31

Why do companies create private social networks?

A)To better understand their customers
B)To communicate short messages with followers
C)To interact with employees using avatars
D)To broadcast messages to very large groups of followers.

Question 32

__________ are effective and inexpensive ways to collect information from customers as well as to send information to them.It also can be used to gather intelligence on competitors.

A)Marketing research
B)Interactive social media
C)Dashboards
D)Mashups

Question 33

If a company wanted to learn how customers feel about their products,the most appropriate metric would be to track the __________.

A)number of positive vs.negative blogs posts and videos about the company and their products
B)number of visitors who arrive at its Web site from a tweet or the company's Facebook fan page
C)sales of competing and substitute products
D)number of service calls and complaint calls

Question 34

Which is not a social media survey metric?

A)time spent on site
B)satisfaction
C)content relevance
D)quality and speed of issue resolution

Question 35

Sending out a paper memo or a mass e-mail from headquarters and expecting a desired response from company employees will __________ because of social media.

A)be totally eliminated within 2 years
B)increase significantly
C)be increasingly ineffective
D)increase in costs

Question 36

Most large and medium sized companies utilize an Intranet based on __________ technology for internal collaboration and communication,which gives them control of the content.

A)Web 1.0
B)Web 2.0
C)social tagging
D)wikis

Question 37

Future Web sites will maximize user experience by increasing performance on each of the following factors except:

A)context
B)semantics
C)personalization
D)vertical search

Question 38

ROI measurements used to evaluate the effectiveness of sales and marketing include all of the following except:

A)cost per number of prospects
B)employee attrition
C)cost of lead
D)conversion of leads to customers

Question 39

The metrics a company uses are determined by their __________.

A)market share
B)net income
C)objectives
D)sales revenue

Question 40

__________ refers to a search strategy that focuses on finding information in a particular content area,such as travel,finance,legal,and medical.

A)Vertical search
B)Horizontal search
C)Tag search
D)Web 3.0 search

Question 41

The __________ allows programmers and users to make reference to real-world objects,such as people or chemicals,without concern for the underlying documents in which these things are described.

A)Application Programming Interface (API)
B)Hypertext Markup Language (HTML)
C)RDF Query Language
D)Semantic Web

Question 42

Tag clouds are a spontaneous movement of people using online tools to connect,take charge of their own experience and get what they need from each other.

Question 43

The W3C is developing standards for a(n)__________,or ways of describing data so that it can be used by a wide variety of applications.

A)metadata language
B)Semantic Web
C)database portal
D)RDF language

Question 44

When automated,scorecards and dashboards are examples of mashups,which are Web 2.0 apps that pull data from multiple sources and display them in one location.

Question 45

The future web will use context,personalization and vertical search to make the 3Cs--content,commerce and community--more relevant.

Question 46

While we sometimes talk about __________ as a future evolution,in fact,the new web is already here,but standards for tagging information with metadata labels hasn't gotten very far yet.

A)Net Neutrality
B)Web 2.0
C)Web 3.0
D)social Web

Question 47

Currently,most Internet content flows freely through networks maintained by __________ that __________ Net neutrality.

A)large telecom companies,oppose
B)government agencies;favor
C)large telecom companies,support
D)government agencies;encourage

Question 48

Social networking sites are different from the broader category of online communities in that they rarely allow individuals to control who can access information they post to the site.

Question 49

Because of Web 2.0,people have lower expectations for a company's character,ethical behavior,responsiveness,and ability to meet their individual needs.

Question 50

While the applications that are labeled as Web 2.0 may simply be an extension of earlier advances,it is the change in user behavior that matters most to businesses around the world.

Question 51

Business organizations are finding ways to establish a presence on popular SNS sites like Facebook and MySpace so that they can control their customers.

Question 52

Managers who invest the time to understand and become proficient in new approaches to identifying,communicating and building relationships with customers online will have a tremendous advantage over managers who limit themselves to traditional methods.

Question 53

Motivated consumers,using the tools of social media,have the power to spread viral messages that can severely damage a company's brand image,but that cannot cause significant financial consequences.

Question 54

The magnitude of change occurring online because of social media has created some unease on the part of traditional-minded businesses and individual users.

Question 55

Because it is a common practice for bloggers to use a special kind of hyperlink called a trackback to reference other blogs in their writing,blogs are collectively referred to as the trackosphere.

Question 56

The varying font sizes of tags in a tag cloud represent the frequency of tags at the site.

Question 57

David Carroll's ability to use social media to damage the reputation of United Airlines,a major corporation,has both fascinated and terrified many in the business world.

Question 58

In April 2010,Zuckerberg announced Facebook's new initiative called Open Graph.The goal was to connect all the different relationships that exist on the Internet by linking Web sites to Facebook.

Question 59

Social network analysis (SNA)is the mapping and measuring of relationships and flows between people,groups,organizations,computers,or other information or knowledge processing entities.

Question 60

Much of the world's data is stored in files that are structured so that they can only be read by the __________ that created them.

A)operating systems
B)computers
C)programs
D)hardware

Question 61

Identify two ways in which Enterprise 2.0 might change organizations or managers.Identify one potential benefit of Enterprise 2.0.

Question 62

Explain why organizations might create private social networks.

Question 63

The key to an information-rich Web is information.However,not everyone is particularly interested in having their data made available to anyone who wants it.Identify and discuss three situations where data should be protected to prevent intrusions on privacy,to maintain public safety,and to protect national security.

Question 64

__________ are standalone programs that can be embedded into web pages,blogs,profiles on social networking sites and even computer desktops.Common examples are clocks,visitor counters,and chat boxes.

Question 65

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

Question 66

__________ pushes content to users so they avoid the hassle of having to visit several different sites to get the information they are interested in.

Question 67

If a company knows how much each new customer is worth,then they can estimate the total revenue produced by their presence on the social network.This is an example of a quantitative or __________ metric.

Question 68

The term __________ refers to an application or webpage that pulls information from multiple sources,creating a new functionality.

Question 69

The term __________ refers to Web 2.0 technologies used for some business purpose.

Question 70

__________ refers to a search strategy that focuses on finding information in a particular content area,such as travel,finance,legal,and medical.

Question 71

__________ is a model of problem solving and idea generation that marshals the collective talents of a large group of people.

Question 72

If a company's objective is to increase traffic to its Web page by 5% per month,what metrics should be tracked to evaluate achievement of that objective? If a company's objective is to learn how customers feel about their products,what should it track?

Question 73

With metadata,the information in these files can be __________ with information describing the nature of the data,where it came from,or how it's arranged.That way it can be read and used by a wide variety of applications.

Question 74

Facebook uses ____________ ,which are global social networks that illustrate how we are all connected to one another through relationships.