Question 1

Social networks can be classified based on (1) __________ and (2) __________.

Accepted Answer

A)  web browsers; apps
B)  user generated content (UG
C)  ; marketer-generated content (MG
C)  
C)  blogs; wikis
D)  textual; visual
E)  media richness; self-disclosure.F) A) and E)
G) A) and B)

Question 2

User generated content (UGC) refers to

Accepted Answer

A)  content found on a "personal profile" page.
B)  content found only on blogs and wikis.
C)  content that is created with the intention of achieving commercial profit.
D)  content found on forms of online media that are privately owned and operated by a single "user."
E)  the various forms of online media content that are publicly available and created by end users.F) All of the above
G) A) and D)

Question 3

A fan source is

Accepted Answer

A)  where a social network following comes from-with every source being of equal value.
B)  where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad.
C)  all Facebook fans in the target demographic for a particular brand.
D)  the number of fans who interact with a FacebookE) C) and D)
F) All of the above

Question 4

How does Facebook generate its sales revenue from ads?

Accepted Answer

A)  Facebook allows companies' ads to show up in pop-up windows throughout the site.
B)  Facebook charges companies to create a Facebook
C)  	Facebook charges for ads to appear along the right-hand section of a Facebook webpage.
D)  	Facebook staff create ads for companies who want to advertise on Facebook.
E)  	Facebook charges companies every time their brand is mentioned in a user’s profileF) C) and E)
G) A) and D)

Question 5

A blog is a

Accepted Answer

A)  business-oriented website that lets users create profiles for professional networking.
B)  unique type of Internet browser where search results are personalized for each user.
C)  web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
D)  website where users create a personal profile,add "friends," and exchange messages and photos with them.
E)  website whose content is created and edited by the ongoing collaboration of end users.F) C) and D)
G) A) and B)

Question 6

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Accepted Answer

A)  friendster.
B)  friend visitor.
C)  fan source.
D)  fan base.
E)  friend source.F) A) and E)
G) B) and D)

Question 7

How did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

Accepted Answer

A)  Greenpeace hacked into Nestlé's website.
B)  Greenpeace posted a provocative video on YouTube,then later on Vimeo.
C)  Greenpeace inundated Nestlé's Facebook page with comments.
D)  Greenpeace protested Nestlé's policies on a television talk show.
E)  Greenpeace got experts to testify against Nestlé's environmentally unsound actions.F) B) and D)
G) A) and B)

Question 8

The concept underlying Bitter Girls was developed because the AOI team wanted to

Accepted Answer

A)  empower tween and teen girls who do not fit into the most-popular-girl-in-high-school model.
B)  bring out the sullenness of this age group.
C)  encourage tween and teen girls to turn from bitter to sweet.
D)  downplay a message that is uplifting and empowering for girls.
E)  support the least-popular-girl-in-her-high-school-class model.F) A) and C)
G) B) and E)

Question 9

User generated content refers to

Accepted Answer

A)  the content posted by only one user on his or her private blog.
B)  Web 3.0,the next update of the Web.
C)  the content created by one user using his or her smartphone.
D)  another term for social media.
E)  another term for "flash mobs."F) A) and D)
G) B) and C)

Question 10

-Based on the social media identified in Figure 16-1 above,blogs are

Accepted Answer

A)  highly interactive websites.
B)  high in self-disclosure but low in media richness.
C)  low in self-disclosure but high in media richness.
D)  websites that are low in self-disclosure.
E)  websites that are high in media richness.F) A) and B)
G) A) and D)

Question 11

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Accepted Answer

A)  followers.
B)  visitors.
C)  active receivers.
D)  fans.
E)  likers.F) A) and E)
G) None of the above

Question 12

Cost per thousand (CPM) is a measure in which

Accepted Answer

A)  a fixed amount of money is paid for every 1,000 times an ad loads and a visitor might see it-but not whether the user has actually reacted to it.
B)  a fixed amount of money paid to the site for every visitor who clicks on an ad and goes from the website to the advertiser's site.
C)  a fixed amount of money paid to the site for every sale that originated from an ad posted on that site.
D)  a fixed amount of money is paid to a site for posting an ad for a finite amount of time.
E)  a fixed discount given to a visitor for clicking on an ad.F) C) and E)
G) A) and D)

Question 13

As the content of a blog or messages posted on social media sites move from impersonal to highly personal,the level of self-disclosure __________.

Accepted Answer

A)  decreases
B)  is not affected
C)  undermines the credibility of the site
D)  increases
E)  increases the credibility of the siteF) B) and E)
G) A) and E)

Question 14

The AOI Marketing team planned a(n) __________ between the Bitter Girls name and the __________ of the girls in the description of them.

Accepted Answer

A)  positive,supportive connection; dark,"edgy," sullen nature
B)  an empowering connection; typical "tween and teen" characteristics
C)  ironic disconnect; bitter,sullen nature
D)  similarity; dark,"edgy," sullen nature
E)  deliberate disconnect; positive natureF) All of the above
G) C) and D)

Question 15

Another term sometimes used interchangeably with "social media" is __________.

Accepted Answer

A)  net platforms
B)  Web 3.0
C)  user generated content
D)  Web 2.0
E)  peer-to-peer networkingF) A) and C)
G) A) and B)

Question 16

Performance measures for social media are divided into these two types: __________ and __________.

Accepted Answer

A)  number of photos uploaded; number of characters typed (comments,tweets,etc.) 
B)  purchases made online; purchases made in a store as a result of a link from a social media website
C)  traditional media costs; social media costs
D)  number of "Views" of a YouTube video; number of "Likes" on Facebook
E)  those linked to inputs or costs; those tied to the outputs or revenuesF) C) and D)
G) B) and C)

Question 17

The number of times a Facebook Page is loaded in a given time period is referred to as

Accepted Answer

A)  	page views.
B)  	page rate.
C)  	page load rate.
D)  	load rate.
E)  	view rate.F) None of the above
G) B) and C)

Question 18

-Based on the social media identified in Figure 16-1 above,Wikipedia has a __________ degree of self-disclosure.

Accepted Answer

A)  high
B)  medium
C)  low
D)  average
E)  non-existentF) D) and E)
G) A) and C)

Question 19

-Based on the social media identified in Figure 16-1 above,LinkedIn is

Accepted Answer

A)  medium in self-disclosure and low in media richness.
B)  high in self-disclosure and medium in media richness.
C)  high in self-disclosure and high in media richness.
D)  low in self-disclosure and medium in media richness.
E)  low in self-disclosure and low in media richness.F) C) and E)
G) A) and B)

Question 20

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Accepted Answer

A)  user generated content.
B)  social value.
C)  self-disclosure.
D)  media richness.
E)  emotive content.F) A) and E)
G) A) and B)

Exam 16: Using Social Media to Connect With Consumers

-Based on the social media identified in Figure 16-1 above,Wikipedia has a __________ degree of self-disclosure.

Correct AnswerverifiedShow Answer

The concept underlying Bitter Girls was developed because the AOI team wanted to

Correct AnswerverifiedShow Answer

A blog is a

Correct AnswerverifiedShow Answer

In classifying social media,the degree of acoustic,visual,and personal contact between two communication partners is referred to as

Correct AnswerverifiedShow Answer

Cost per thousand (CPM) is a measure in which

Correct AnswerverifiedShow Answer

Performance measures for social media are divided into these two types: __________ and __________.

Correct AnswerverifiedShow Answer

The AOI Marketing team planned a(n) __________ between the Bitter Girls name and the __________ of the girls in the description of them.

Correct AnswerverifiedShow Answer

As the content of a blog or messages posted on social media sites move from impersonal to highly personal,the level of self-disclosure __________.

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above,LinkedIn is

Correct AnswerverifiedShow Answer

User generated content (UGC) refers to

Correct AnswerverifiedShow Answer

How does Facebook generate its sales revenue from ads?

Correct AnswerverifiedShow Answer

How did Greenpeace use social media to leverage "crowd power" to get Nestlé to capitulate to its demands?

Correct AnswerverifiedShow Answer

Where a social network following comes from-with fans coming from a friend being more valuable than those coming from an ad-is referred to as a

Correct AnswerverifiedShow Answer

The number of times a Facebook Page is loaded in a given time period is referred to as

Correct AnswerverifiedShow Answer

A fan source is

Correct AnswerverifiedShow Answer

Another term sometimes used interchangeably with "social media" is __________.

Correct AnswerverifiedShow Answer

-Based on the social media identified in Figure 16-1 above,blogs are

Correct AnswerverifiedShow Answer

The number of people who have "opted in" to a brand's messages through a social media platform at a given time are referred to as

Correct AnswerverifiedShow Answer

Social networks can be classified based on (1) __________ and (2) __________.

Correct AnswerverifiedShow Answer

User generated content refers to

Correct AnswerverifiedShow Answer

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Performance measures for social media are divided into these two types: and .

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The AOI Marketing team planned a(n) between the Bitter Girls name and the of the girls in the description of them.

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Social networks can be classified based on (1) and (2) .

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