MGSC 300 – Chapter 7

Bank Transfer Day was a Facebook-organized protest against "ridiculous fees and poor customer service" originally aimed at Bank of America, but expanded to large banks in general. This is an example of ________. a. social showrooming b. a groundswell-organized group c. a customer mashup d. a social media failure

Citibank used ________ to promote its Facebook page where visitors were prompted to hit like to learn how to get special access to Beyonce tickets. a. the front page of The Wall Street Journal b. Twitter and texts c. mobile ads d. its blog

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

________ 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

________ 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

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

________ 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

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

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

________ is spontaneous movement of people using online tools to connect. a. Energizing b. Groundswell c. Crowdfunding d. Viral video

__________ 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

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

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

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

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

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

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

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

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

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

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

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.

________ automatically tweets posts published on a blog using RSS technology. a. TweetDeck b. Twitpic c. Twitterfeed d. Twitterholic

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

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

________ 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

The Google brand name appears on thousands of websites due to its ________ API. a. proprietary b. open source c. closed source d. user-controlled

________ 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

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

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.

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

________ 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

________ 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

________ 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

________ is a social mention metric that measures the range of people discussing a particular topic. a. . Strength b. Passion c. Sentiment d. Reach

________ 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

Diigo and Delicious are ________ tools. a. Social bookmarking b. Research c. Discussion group d. synchronous communication

________ 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

________ 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

VenueGen.com is a service that makes it possible for users to conduct meetings ________. a. Using mobile devices and collaboration tools b. Face to face c. In a 3D artificial reality environment d. In a virtual world where users are represented by avatars.