Chapter 7: Web 2.

0 and Social Technology

Test Bank
Multiple Choice

1. KLM Royal Dutch Airlines was forced to develop its use of Twitter and Facebook, in
response to questions from travelers who were grounded by volcanic ash. This was the
beginning of KLM’s ________________.

a. Social networking service

b. Social customer service
c. Social bookmarking
d. Social media marketing

Answer: B
Difficulty: Easy
Section Ref: Chapter Snapshot
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

2. In 2015 at KLM, each social agent was responsible for generating approximately
__________ in revenue.

a. $170,000
b. $100,000
c. $50,000
d. $350,000

Answer: A
Difficulty: Easy
Section Ref: Chapter Snapshot
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

3. Which is not a characteristic of Web 2.0?

a. User-controlled content
b. Dynamic pages, XML, and Java
c. Marketing goal: influence
d. Data: multiple sources, e.g., mashups
Answer: C
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web Learning Objective: Understand the key
technologies that made Web 2.0 possible
AACSB: Technology

4. 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

Answer: A
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

5. ________ 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

Answer: A
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

6. ________ 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

Answer: C
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

7. 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

Answer: B
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

8. ________ 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

Answer: C
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

9. 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

Answer: D
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

10. 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

Answer: B
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

11. ________ is spontaneous movement of people using online tools to connect.

a. Energizing
b. Groundswell
c. Crowdfunding
d. Viral video

Answer: B
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

12. Which is not a characteristic of Web 2.0?

a. User-controlled content
b. Dynamic pages, XML, and Java
c. Marketing goal: influence
d. Data: multiple sources, e.g., mashups

Answer: C
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology
13. A collection of software tools used by developers for writing applications that run on a
specific device or platform is called a(n) __________.

a. API
b. SDK
c. CSS
d. DOM

Answer: B
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

14. All of the following are considered AJAX technologies for Web 2.0 except __________.

a. HTML
b. SDK
c. CSS
d. XML

Answer: B
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

15. The social media technology feature that allows users to decide how to categorize and
label information they find online is called ______________.

a. Blogging
b. Mashups
c. Wikis
d. Tagging

Answer: D
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology
16. __________ 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

Answer: C
Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities Learning Objective: Describe the
features and capabilities of large social networking services
AACSB: Technology

17. 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

Answer: B
Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

18. 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

Answer: C
Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology
19. 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

Answer: D
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

20. 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

Answer: B
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

21. 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

Answer: D
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology
22. 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

Answer: C
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

23. 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

Answer: B
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

24. 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

Answer: D
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology
25. If you are a Facebook member and you visit another site, for example, Yelp, you can use
your Facebook username and password to login to the other site. This is called
a(n)_____________.

a. Social Network Service

b. Social login
c. Network effect
d. Global login

Answer: B
Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

26. A Snapchat feature that is most appealing to its younger audience of digital natives is
_____________.

a. Ability to archive and recall pictures and videos sent several months ago
b. Forwarding pictures that someone else sent you to other sin your network
c. Posting carefully retouched photos and postings about doing ―amazing‖ things
d. Picture and video images that self-destruct 10 seconds after being viewed

Answer: D
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

27. 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

Answer: A
Difficulty: Easy
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology
28. 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

Answer: D
Difficulty: Easy
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

29. 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.

Answer: A
Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

30. The universe of people who use Twitter is called the _________.

a. TweetDeck
b. Twittersphere
c. Twitterfeed
d. Twitterholics

Answer: B
Difficulty: Easy
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

31. 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

Answer: B
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

32. 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

Answer: A
Difficulty: Easy
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

33. ________ 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
Answer: B
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

34. The Google brand name appears on thousands of websites due to its ________ API.

a. proprietary
b. open source
c. closed source
d. user-controlled

Answer: B
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

35. Yelp.com has an API that allows sites like Zillow.com to use Yelp’s information when
displaying features of homes and neighborhoods to prospective customers. This is a good use
of ________________ technology.

a. mashup
b. artificial intelligence
c. social
d. RSS

Answer: A
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

36. ________ 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

Answer: D
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

37. 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

Answer: C
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

38. 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.

Answer: A
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology
39. 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

Answer: A
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

40. ________ 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

Answer: B
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

41. ________ 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

Answer: A
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology
42. ________ 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

Answer: C
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

43. ________ is a social mention metric that measures the range of people discussing a particular
topic.

a. . Strength
b. Passion
c. Sentiment
d. Reach

Answer: D
Difficulty: Easy
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

44. ________ 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

Answer: C
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

45. Diigo and Delicious are ________ tools.

a. Social bookmarking
b. Research
c. Discussion group
d. synchronous communication

Answer: A
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

46. ________ 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

Answer: D
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

47. ________ 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

Answer: A
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

48. Google+ Hangouts is a service that makes it possible for users to conduct meetings
________.

a. Using video conferencing

b. Face to face
c. In a 3D artificial reality environment
d. In a virtual world where users are represented by avatars.

Answer: A
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

49. Many businesses have a(n) __________, which is a password-protected network that uses
web-based technologies for employee collaboration and productivity.
a. firewall
b. intranet
c. internet
d. Social network

Answer: B
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

50. An example of a Q&A website specifically designed to provide a forum for people to ask
questions and get answers from experts is ________.
a. Twitter
b. Quora
c. Snapchat
d. Delicious

Answer: B
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

51. A system of classifying and organizing online content into categories by the use of user-
generated metadata such as keywords is called a __________.
a. Taxonomy
b. Wiki
c. Folksonomy
d. Global graph

Answer: C
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

True/False
52. Web 2.0 is also referred to as the Enterprise Web.

Answer: False
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

53. Fortunately, many popular APIs are closed source, which means that anyone can use them
for free although there may be other terms and conditions placed on their use.

Answer: False
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

54. The Google Maps API allows developers to create apps where information like store
locations can be displayed on a map that comes from Google.
Answer: True
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

55. AJAX and XML are technologies that make it possible for web pages to respond to users’
actions without requiring the entire page to reload.

Answer: True
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

56. Understanding how web technology is evolving helps managers to identify strategic
opportunities, threats, and ways a company might develop sustainable competitive
advantages in the marketplace.

Answer: True
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

57. Collectively, social media apps have shifted the locus of control for mass communications
from advertisers to large organizations.

Answer: False
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

58. Companies have created online communities for the purpose of identifying market
opportunities through crowdsourcing.

Answer: True
Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology
59. Kickstarter is a crowdfunding site for raising funds.

Answer: True
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

60. LinkedIn is used as a primary crowdsourcing tool for a majority of companies.

Answer: False
Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

61. LinkedIn was responsible for originating a unique app called Newsfeed, which is a constantly
updated stream of status updates from a user’s friends.

Answer: False
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

62. With social media, privacy rights are too easily abused.

Answer: True
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

63. Governments and industry associations are trying to control social media privacy abuses
through legislation and professional standards, which frequently provide adequate protection.

Answer: False
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

64. One of the most effective deterrents to social media privacy abuses is fear of backlash from
abuses that become public and cause outrage.

Answer: True
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

65. The most important thing that users can do to protect themselves on social media is to
understand that they are responsible for protecting their own information.

Answer: True
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

66. Absolutely nothing you put on a social networking site is private.

Answer: True
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

67. Users are now able to rely on SNS privacy policies.

Answer: False
Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

68. Corporate bloggers use the medium to tell stories about their brands and connect with
customers.

Answer: True
Difficulty: Easy
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

69. When a highly credible and influential blogger writes a positive story about your company, it
can have a very positive impact on your brand’s image.

Answer: True
Difficulty: Easy
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

70. Twitter is a social network where the dominant focus is on reporting both private and public
news stories.

Answer: False
Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

71. Marketers use blogs and microblogs to tell the company’s story, position a product, create
brand identity, and differentiate from the competition.

Answer: True
Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

72. Most advocacy groups engage in hashtag activism by using Twitter to maintain awareness
about their cause and to influence people’s attitudes on key issues.

Answer: True
Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

73. Twitter has influenced marketing and public relations significantly, but has had almost no
impact on the financial sector.

Answer: False
Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

74. Using Twitter to monitor public sentiment and influence public opinion have become critical
skills for PR professionals working for business and nonprofit organizations.

Answer: True
Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

75. Twitter is a customer service channel.

Answer: True
Difficulty: Easy
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

76. A mashup is a web application that combines information from two or more sources and
presents this information in a way that creates a new benefit or service.

Answer: True
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology
77. The Google brand name appears on thousands of websites due to its open source mashups.

Answer: False
Difficulty: Easy
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

78. Technologies that extend control of Web content beyond the creator are RSS and mashups.

Answer: True
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

79. An example of how marketers use mashups and RSS is the integration of Google Maps with
company store or office locations so that they appear together on a store locator webpage,
making it easier for customers to locate the business.

Answer: True
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

80. An initial impetus for the growth of social monitoring tools was the need for business
organizations to better understand what people were saying about their brands, products, and
executives.

Answer: True
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology
81. Social bookmarking tools such as Diigo and Delicious allow users to tag Web content with
keywords of their choosing.

Answer: True
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

Short Answer
82. Many popular ________ are open source, which means that anyone can use them for free
although there may be other terms and conditions placed on their use

Answer: APIs
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

83. Kickstarter is a _________ site for raising money in order to start a business or creative
project.

Answer: crowdfunding
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

84. Examples of ________apps include pop-up windows, validation of webform inputs, and
images that change when a cursor passes over them.

Answer: JavaScript
Difficulty: Hard
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

85. A collection of software tools used by developers for writing applications that run on a
specific device or platform is called a(n) __________.
Answer: SDK
Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible, and appreciate
the opportunities and challenges that social media represents for business organizations
AACSB: Technology

86. ________ are buttons or features on non-Facebook sites that interact with Facebook in some
way.

Answer: Plug-ins
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

87. ________ is an object-oriented language used to create apps and functionality on websites.

Answer: JavaScript
Difficulty: Medium
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

88. The ________ uses a variety of conventions and technologies that allow machines to
understand the meaning of Web content.

Answer: Semantic Web

Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

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

Answer: Crowdsourcing
Difficulty: Medium
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology
90. A ________ agreement is a formal listing of the policies, liability limits, fees and user rights
and responsibilities associated with using a particular service.

Answer: Terms of Service (TOS)

Difficulty: Hard
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Technology

91. Using your Facebook login to gain authorized access to another site is called a
_________________.

Answer: Social login

Difficulty: Easy
7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services.
AACSB: Technology

92. One of the newest social media sites where images self-destruct 10 seconds after being
viewed is _______________.

Answer: Snapchat
Difficulty: Easy
7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services.
AACSB: Technology

93. ________ automatically tweets posts published on a blog using RSS technology

Answer: Twitterfeed
Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

94. WordPress is one of the leading platforms for ________.

Answer: blogs
Difficulty: Easy
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Technology

95. A(n) ________ is a web application that combines information from two or more sources
and presents this information in a way that creates some new benefit or service.

Answer: mashup
Difficulty: Easy
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

96. The Google brand name appears on thousands of websites due to its ________ API.

Answer: open source

Difficulty: Hard
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

97. Most high end social media monitoring tools report information using a(n) ________
interface, which graphically represents the data it collects.

Answer: dashboard
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

98. A bank may utilize an enterprise ________ in order to display a mortgage application from
its own records, the property location on a Google map and information from county
government property tax records.

Answer: mashup
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

99. Yelp has a(n)________ that allows sites like Zillow.com to use Yelp’s information when
displaying information about homes and neighborhoods to prospective real estate customers.

Answer: API
Difficulty: Hard
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

100. The monitoring tool, Socialmention.com, aggregates content from over 80 different
social media sites, including Facebook, YouTube, and Twitter, and provides users with 4
social mention ________ that give insight to the nature of the conversations taking place on
the web.

Answer: metrics
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

101. ________ is a social mention metric that measures the degree to which people who are
talking about your brand will do so repeatedly

Answer: Passion
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

102. ________ is a social mention metric that measures the likelihood that a particular topic is
being discussed on social media platforms

Answer: Strength
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

103. ________ 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

Answer: Sentiment
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

104. ________ is a social mention metric that measures the range of people discussing a
particular topic

Answer: Reach
Difficulty: Medium
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Technology

105. Diigo and Delicious are social ________ tools.

Answer: bookmarking
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology

106. VenueGen.com is a service that makes it possible for users to conduct meetings in a
________ world.

Answer: virtual
Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Technology
Essay Questions

107. Briefly explain why managers should understand Web technology.

Answer:
Understanding how web technology is evolving helps managers to identify strategic
opportunities, threats, and ways a company might develop sustainable competitive advantages in
the marketplace. Therefore, it is important to monitor the ongoing development of APIs, web
development languages, and other technologies that affect the functions and features of the web.

Difficulty: Easy
Section Ref: 7.1 Web 2.0—The Social Web
Learning Objective: Understand the key technologies that made Web 2.0 possible
AACSB: Technology

108. Identify two ways in which organizations or startup businesses can leverage the power of
the crowd. Give an example of each.

Answer:
Two ways to leverage the power of the crowd are crowdsourcing for idea generation and
crowdfunding for raising money. Students’ examples will vary.

Difficulty: Easy
Section Ref: 7.2 Social Networking Services and Communities
Learning Objective: Describe the features and capabilities of large social networking services
AACSB: Reflective thinking

109. Describe three ways in which organizations could use blogs or microblogs as tools to
improve business performance.

Answer:
Answers will vary. In their examples, students may mention companies using blogs to establish
their reputations, promotes their business interests, tell stories about their brands, or connect with
customers.

Difficulty: Medium
Section Ref: 7.3 Engaging Consumers with Blogs and Microblogs
Learning Objective: Explain how blogs and microblogs facilitate communication on a global
scale.
AACSB: Reflective thinking
110. Recommend two ways in which organizations can use enterprise mashups and/or social
media monitoring tools to improve business performance. Explain the benefits of each of
your recommendations.

Answer:
Answers will vary. In their examples, students may mention integrating Google Maps on
company websites and any of the 4 social mention metrics provided by monitoring tools:
 Strength – The likelihood that a particular topic is being discussed on social media platforms.
 Passion – A measure of the degree to which people who are talking about your brand will do
so repeatedly.
 Sentiment – A measure of the tone of the conversation, which helps you understand if people
are feeling positive, negative or neutral about the topic.
 Reach – A measure of the range of people discussing a particular topic.

Difficulty: Easy
Section Ref: 7.4 Mashups, Social Metrics, and Monitoring Tools
Learning Objective: Describe how mashups, RSS technology, and monitoring tools are valuable
to business organizations and individual users
AACSB: Reflective thinking

111. Assume a company is considering using Dropbox and Box.net to support sharing and
collaboration among workers. Write a brief report that describes the benefits of using these
sites.

Answer:
Answers will vary. In their examples, students may mention any of the following.
Dropbox.com is a cloud storage service that makes it easy to access documents from any of the
devices people work on. Drop box also allows file sharing making it a great tool for document
sharing. There are two things about Dropbox that make it a great tool. First, saving files to
Dropbox is just as easy as saving a file to your hard drive. Other services require you to
manually upload and download files. Dropbox also maintains a version history for documents,
making it easy to see changes made to a document and undo them if necessary. This is a great
feature for teams working on collaborative writing projects.

Like Dropbox, Box.net is a cloud storage service, but seems to place greater emphasis on social
tools and features that make it a great choice for collaborating teams. Users can edit files stored
on Box.net without downloading to their hard drive.

Difficulty: Medium
Section Ref: 7.5 Workplace Collaboration and Knowledge Sharing
Learning Objective: Describe how organizations and groups make use of new Web 2.0
collaboration tools and services.
AACSB: Reflective thinking