Question 1

The acronym ARPU represents the phrase ______.

Accepted Answer

Average Revenue Per User

Question 2

Analysts are so bullish on Facebook's mobile advertising prospects because

Accepted Answer

A)   Mobile ad revenue from the Facebook app has grown steadily since the firm's IPO.
B)   Instagram is new to advertising and WhatsApp hasn't advertised much, suggesting that Facebook has lots of unrealized growth potential in its app stable.
C)   Ads on Facebook mobile show up in a user's feed, the area of the screen they pay most attention to, suggesting mobile ads will be tougher to ignore than those on the side of a browser screen.
D)   All of the above
E)   None of the above - analysts remain very pessimistic about Facebook's prospects for mobile advertising. D

Question 3

_____ refer to programming hooks, or guidelines, published by firms that tell other programs how to get a service to perform a task such as sending or receiving data.

Accepted Answer

Application programming interfaces

Question 4

In the context of Facebook's business strategy, the walled garden refers to the connections between individuals and organizations.

Accepted Answer

A) True 
 B)False

Question 5

Critics of Internet.org worry that for billions of low-income users, Facebook will come to represent the only Internet they know and have access to, deepening the roots and entanglement vines of the firm's walled garden.

Accepted Answer

A) True 
 B)False

Question 6

Why is A/B Testing harder on mobile?

Accepted Answer

The answer of Why is A/B Testing harder on mobile?...

Question 7

In terms of generating ad revenue on a CPM basis, information and news-oriented sites do much better than social networking sites.

Accepted Answer

A) True 
 B)False

Question 8

Users of Google and other search engines are said to be on a hunt because they:

Accepted Answer

A)   are acquiring profiling data which acts as ammunition to improve their search results.
B)   want to explore and look around.
C)   are there to seek information to drive a specific action.
D)   allocate time for activities such as looking for news and friend updates.
E)   are unwilling to leave the Web page when they are having conversations.

Question 9

Systems distributed throughout the Internet that help improve the delivery speeds of Web pages and other media, typically by spreading access across multiple sites located closer to users are known as:

Accepted Answer

A)   Internet exchange points.
B)   private clouds.
C)   colocation centers.
D)   content delivery networks.
E)   cookies.

Question 10

Software that is free and whose code can be accessed and potentially modified by anyone is referred to as _____.

Accepted Answer

A)   shared source files
B)   proprietary software
C)   available files
D)   licensed documents
E)   open source software

Question 11

Developers who make applications create _____ that have the potential to add value to Facebook beyond what the firm itself provides to its users.

Accepted Answer

A)   switching costs
B)   distribution channels
C)   one-sided markets
D)   complementary benefits
E)   private equity shares

Question 12

CPM refers to:

Accepted Answer

A)   each instance of an advertisement being viewed by a user.
B)   cost per thousand impressions.
C)   a concept where advertisers do not pay unless someone clicks on their ad.
D)   the maximum amounts of money advertisers are willing to pay for each click on their ads.
E)   the number of users who clicked an ad divided by the number of times the ad was delivered.

Question 13

When a firm has an IPO, it is said to have:

Accepted Answer

A)   been liquidated due to short selling.
B)   gone public, selling shares on a public stock exchange for the first time.
C)   received government funding.
D)   been liquidated due to switching costs.
E)   issued a dividend.

Question 14

Facebook was one of the first social networking sites where users actually identified themselves using their real names.

Accepted Answer

A) True 
 B)False

Question 15

Write a short note on how Mark Zuckerberg has retained control of Facebook.

Accepted Answer

The answer of Write a short note on how Mark...

Question 16

When others take advantage of a user or a service without providing any sort of reciprocal benefit, it is called localization.

Accepted Answer

A) True 
 B)False

Question 17

Mark Zuckerberg, the founder of Facebook, ensured that he remained in control of the firm even after it went public by:

Accepted Answer

A)   running the organization single-handedly.
B)   valuing the firm at $15 billion, which exceeded investor expectations.
C)   employing antitrust laws and limiting the investors' degree of control.
D)   appointing 3 additional directors instead of 5.
E)   retaining a majority of voting rights in the public company.

Question 18

There's an old computer science saying that a computer should never ask you a question that it should be able to work out the answer to. How can a smartphone work out much more?

Accepted Answer

The answer of There's an old computer science saying that...

Question 19

A stockbroker trades shares she does not own with an obligation of later repayment, and in the hope that the price of traded shares will fall. She then repays share debt with shares purchased at a lower price and pockets the spread between initial share price and repayment price. This attempt to profit from a falling stock price is known as _____.

Accepted Answer

A)   insider trading
B)   churning
C)   arbitrage trading
D)   short selling
E)   going long

Question 20

Facebook is especially appealing to organizations looking to share messages with fans since anyone who has "liked" an organization on Facebook will see all of that organization's posts in their newsfeed.

Accepted Answer

A) True 
 B)False

Exam 11: Facebook: Building a Business From the Social Graph

The acronym ARPU represents the phrase ______.

Analysts are so bullish on Facebook's mobile advertising prospects because

_____ refer to programming hooks, or guidelines, published by firms that tell other programs how to get a service to perform a task such as sending or receiving data.

In the context of Facebook's business strategy, the walled garden refers to the connections between individuals and organizations.

Critics of Internet.org worry that for billions of low-income users, Facebook will come to represent the only Internet they know and have access to, deepening the roots and entanglement vines of the firm's walled garden.

Why is A/B Testing harder on mobile?

In terms of generating ad revenue on a CPM basis, information and news-oriented sites do much better than social networking sites.

Users of Google and other search engines are said to be on a hunt because they:

Systems distributed throughout the Internet that help improve the delivery speeds of Web pages and other media, typically by spreading access across multiple sites located closer to users are known as:

Software that is free and whose code can be accessed and potentially modified by anyone is referred to as _____.

Developers who make applications create _____ that have the potential to add value to Facebook beyond what the firm itself provides to its users.

CPM refers to:

When a firm has an IPO, it is said to have:

Facebook was one of the first social networking sites where users actually identified themselves using their real names.

Write a short note on how Mark Zuckerberg has retained control of Facebook.

When others take advantage of a user or a service without providing any sort of reciprocal benefit, it is called localization.

Mark Zuckerberg, the founder of Facebook, ensured that he remained in control of the firm even after it went public by:

There's an old computer science saying that a computer should never ask you a question that it should be able to work out the answer to. How can a smartphone work out much more?

Facebook is especially appealing to organizations looking to share messages with fans since anyone who has "liked" an organization on Facebook will see all of that organization's posts in their newsfeed.