Question 1

Social media:

Accepted Answer

A)  is a type of mass media. 
B)  is a type of personal media. 
C)  crosses the boundaries of mass and personal media. 
D)  cannot reach a large number of individuals. 
E)  is not capable of two-way communications on a small scale. 
A)  is a type of mass media. 
B)  is a type of personal media. 
C)  crosses the boundaries of mass and personal media. 
D)  cannot reach a large number of individuals. 
E)  is not capable of two-way communications on a small scale.

Question 2

Reflect on your own personal opinion for answering the following question: Should you have to pay for online content? Incorporate the concepts of the reputation economy and psychic income in your answer.

Accepted Answer

Many people (especially college student)

Question 3

Traditional marketing focuses on ________,which is a term that describes one-way communication delivered to the target audience.

Accepted Answer

A)  crowdsourcing 
B)  social media 
C)  participation 
D)  push messaging 
E)  microblogging 
A)  crowdsourcing 
B)  social media 
C)  participation 
D)  push messaging 
E)  microblogging

Question 4

Give personal examples of using synchronous and asynchronous features on a social media site.

Accepted Answer

The Internet and its related t

Question 5

Digital Natives can recall a time in their lives when the Internet did not exist.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is labeled in the chapter as the "fifth P"?

Accepted Answer

A)  perception 
B)  psychology 
C)  person 
D)  participation 
E)  posting 
A)  perception 
B)  psychology 
C)  person 
D)  participation 
E)  posting

Question 7

Network effects enable organizations to leverage the value of crowdsourcing.

Accepted Answer

A) True 
 B)False

Question 8

Which of the following types of media are distributed at no direct cost to the company?

Accepted Answer

A)  paid 
B)  advertising 
C)  owned 
D)  personal selling 
E)  earned 
A)  paid 
B)  advertising 
C)  owned 
D)  personal selling 
E)  earned

Question 9

Amazon reviews and eBay's reputation rankings,which serve as credibility scores for what we can trust online,directly contribute to the ________.

Accepted Answer

A)  horizontal revolution 
B)  digital native 
C)  reputation economy 
D)  network effect 
E)  perpetual beta 
A)  horizontal revolution 
B)  digital native 
C)  reputation economy 
D)  network effect 
E)  perpetual beta

Question 10

An app on a smartphone is labeled as ________.

Accepted Answer

A)  a device 
B)  social software 
C)  a wiki 
D)  a connection 
E)  cloud computing 
A)  a device 
B)  social software 
C)  a wiki 
D)  a connection 
E)  cloud computing

Question 11

People who share their views about a product or service,even though they're not affiliated with the company,are labeled as ________.

Accepted Answer

A)  citizen journalists 
B)  digital natives 
C)  avatars 
D)  connections 
E)  citizen advisers 
A)  citizen journalists 
B)  digital natives 
C)  avatars 
D)  connections 
E)  citizen advisers

Question 12

Describe your (or another's)personal profile,social presence,and connections on a social networking site (SNS).

Accepted Answer

There are a variety of services common t

Question 13

All of the following statements are true about the phrase,"a culture of participation," EXCEPT:

Accepted Answer

A)  It is based on the belief in democracy. 
B)  It is one in which people freely interact with others. 
C)  It exists with open access to venues that allows users to share content. 
D)  It facilitates the power to build on the content of others from your own unique point of view. 
E)  It discourages people from passively lurking on social media websites. 
A)  It is based on the belief in democracy. 
B)  It is one in which people freely interact with others. 
C)  It exists with open access to venues that allows users to share content. 
D)  It facilitates the power to build on the content of others from your own unique point of view. 
E)  It discourages people from passively lurking on social media websites.

Question 14

The horizontal revolution is characterized by the fact that:

Accepted Answer

A)  information flows from big companies down to the people. 
B)  information flows from governments down to big companies. 
C)  information flows across people. 
D)  only companies can communicate with huge numbers of people. 
E)  only governments can communicate with huge numbers of people. 
A)  information flows from big companies down to the people. 
B)  information flows from governments down to big companies. 
C)  information flows across people. 
D)  only companies can communicate with huge numbers of people. 
E)  only governments can communicate with huge numbers of people.

Question 15

Scalability is an issue related to the capacity needed for growth of a social media site.

Accepted Answer

A) True 
 B)False

Question 16

Synchronous interactions ________,while asynchronous interactions ________.

Accepted Answer

A)  don't require all participants to respond immediately; occur in real time 
B)  occur in real time; don't require all participants to respond immediately 
C)  require social media; require traditional media 
D)  require traditional media; require social media 
E)  require mass media; require personal media 
A)  don't require all participants to respond immediately; occur in real time 
B)  occur in real time; don't require all participants to respond immediately 
C)  require social media; require traditional media 
D)  require traditional media; require social media 
E)  require mass media; require personal media

Question 17

Social ________ embrace(s)software and processes that include the collective intelligence of a firm's customers to more finely tune the offer and build intimacy between an organization and its customers.

Accepted Answer

A)  advertising 
B)  CRM 
C)  communities 
D)  publishing systems 
E)  entertainment 
A)  advertising 
B)  CRM 
C)  communities 
D)  publishing systems 
E)  entertainment

Question 18

Which of the following represent two overarching objectives relevant to the use of social media marketing as part of a brand's promotional mix?

Accepted Answer

A)  Extend and leverage the brand's media coverage; Influence the consumer throughout the decision-making process 
B)  Charge consumers for as many experiences as possible; Use social media as vertical, one-way mass communication tools 
C)  Create efficiencies in the brand supply chain management process; Use social media as vertical, one-way mass communication tools 
D)  Influence the consumer throughout the decision-making process; Create efficiencies in the brand's supply chain management process 
E)  Charge consumers for as many experiences as possible; Create efficiencies in the brand's supply chain management process 
A)  Extend and leverage the brand's media coverage; Influence the consumer throughout the decision-making process 
B)  Charge consumers for as many experiences as possible; Use social media as vertical, one-way mass communication tools 
C)  Create efficiencies in the brand supply chain management process; Use social media as vertical, one-way mass communication tools 
D)  Influence the consumer throughout the decision-making process; Create efficiencies in the brand's supply chain management process 
E)  Charge consumers for as many experiences as possible; Create efficiencies in the brand's supply chain management process

Question 19

Facebook does NOT offer synchronous interactions.

Accepted Answer

A) True 
 B)False

Question 20

Which of the following constitutes four types of social commerce?

Accepted Answer

A)  social networking sites, message boards, forums, and wikis 
B)  microsharing sites, media sharing sites, and social bookmarking and news sites 
C)  social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds 
D)  reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts 
E)  the Internet, social software, devices, and social media users 
A)  social networking sites, message boards, forums, and wikis 
B)  microsharing sites, media sharing sites, and social bookmarking and news sites 
C)  social games and gaming sites, socially enabled console games, alternate reality games, and virtual worlds 
D)  reviews and ratings, deal sites and deal aggregators, social shopping markets, and social storefronts 
E)  the Internet, social software, devices, and social media users

Social media:

Reflect on your own personal opinion for answering the following question: Should you have to pay for online content? Incorporate the concepts of the reputation economy and psychic income in your answer.

Traditional marketing focuses on ________,which is a term that describes one-way communication delivered to the target audience.

Give personal examples of using synchronous and asynchronous features on a social media site.

Digital Natives can recall a time in their lives when the Internet did not exist.

Which of the following is labeled in the chapter as the "fifth P"?

Network effects enable organizations to leverage the value of crowdsourcing.

Which of the following types of media are distributed at no direct cost to the company?

Amazon reviews and eBay's reputation rankings,which serve as credibility scores for what we can trust online,directly contribute to the ________.

An app on a smartphone is labeled as ________.

People who share their views about a product or service,even though they're not affiliated with the company,are labeled as ________.

Describe your (or another's)personal profile,social presence,and connections on a social networking site (SNS).

All of the following statements are true about the phrase,"a culture of participation," EXCEPT:

The horizontal revolution is characterized by the fact that:

Scalability is an issue related to the capacity needed for growth of a social media site.

Synchronous interactions ,while asynchronous interactions .

Social ________ embrace(s)software and processes that include the collective intelligence of a firm's customers to more finely tune the offer and build intimacy between an organization and its customers.

Which of the following represent two overarching objectives relevant to the use of social media marketing as part of a brand's promotional mix?

Facebook does NOT offer synchronous interactions.

Which of the following constitutes four types of social commerce?

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Exam 1: The Horizontal Revolution

Social media:

Reflect on your own personal opinion for answering the following question: Should you have to pay for online content? Incorporate the concepts of the reputation economy and psychic income in your answer.

Traditional marketing focuses on ________,which is a term that describes one-way communication delivered to the target audience.

Give personal examples of using synchronous and asynchronous features on a social media site.

Digital Natives can recall a time in their lives when the Internet did not exist.

Which of the following is labeled in the chapter as the "fifth P"?

Network effects enable organizations to leverage the value of crowdsourcing.

Which of the following types of media are distributed at no direct cost to the company?

Amazon reviews and eBay's reputation rankings,which serve as credibility scores for what we can trust online,directly contribute to the ________.

An app on a smartphone is labeled as ________.

People who share their views about a product or service,even though they're not affiliated with the company,are labeled as ________.

Describe your (or another's)personal profile,social presence,and connections on a social networking site (SNS).

All of the following statements are true about the phrase,"a culture of participation," EXCEPT:

The horizontal revolution is characterized by the fact that:

Scalability is an issue related to the capacity needed for growth of a social media site.

Synchronous interactions ________,while asynchronous interactions ________.

Social ________ embrace(s)software and processes that include the collective intelligence of a firm's customers to more finely tune the offer and build intimacy between an organization and its customers.

Which of the following represent two overarching objectives relevant to the use of social media marketing as part of a brand's promotional mix?

Facebook does NOT offer synchronous interactions.

Which of the following constitutes four types of social commerce?

Strategic Planning With Social Media

Social Consumers

Digital Communities

Social Communities

Social Publishing

Social Entertainment

Social Commerce

Social Media for Consumer Insight

Social Media Metrics

Filters

Synchronous interactions ,while asynchronous interactions .