SOCIAL MEDIA MARKETING

Test Bank for Social Media Marketing, 2e Tracy Tuten, Michael Solomon (All Chapters) 1 / 4

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SOCIAL MEDIA MARKETING

Chapter 1 The Horizontal Revolution

Multiple Choice Questions

1) Which person best fits the description of a 'Digital Native'?

• Johnny, a college student, does not do anything in the morning until he checks his Instagram

account for pictures from last night’s party.

• Bob was raised during the 1980s when the internet was not widespread.
• Your mother remembers growing up without a personal computer in her home.
• The first thing Grandpa Henry does in the morning is walk to the end of the driveway for the

newspaper, his source for the daily news.

• Bill Gates is the founder of Microsoft.

Answer: A

Explanation: A) The term 'Digital Native' was coined in 2001 to explain a new type of student who was starting to enter educational institutions at that time. These students were born in an era in which digital technology had always existed.

Page Ref: 1-5

Difficulty: Moderate

Learning Obj.: 1

Classification: Application

2) Which of the following best fits the role of a 'Digital Native?'

• A current Sophomore in college.
• Your grandparents.
• Bill Gates, founder of Microsoft.
• Your 50 year old uncle.
• Larry Page, founder of Google.

Answer: A

Explanation: A) Digital Natives grow up 'wired' in a highly networked, always-on world. None of the other persons in the answer choices have entirely grown up in such a world, not even Bill Gates, although he helped to create such a world.

Page Ref: 1-5

Difficulty: Moderate

Learning Obj.: 1

Classification: Application

3) Which of the following best explains what social media are?

• Anything that involves delivering hosted services online.
• The means to harness the collective knowledge of a crowd to solve problems and complete

tasks. 2 / 4

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• The online means of communication, conveyance, collaboration, and cultivation among

interconnected and interdependent networks.

• Sets of labels or tags that individuals choose in a way that makes sense to them, as opposed to

using predefined keywords.

• People who share their views about a product or service, even though they're not affiliated

with the company.

Answer: C

Explanation: C) Social media exist within a complex and rapidly advancing environment. Social media are networked, built on connected and interdependent communities, and co-created.

Page Ref: 1-5

Difficulty: Moderate

Learning Obj.: 1

AACSB Category: Communication Abilities

Classification: Conceptual

4) A synchronous interaction is best exemplified by which of the following?

• Watching a YouTube commercial.
• Posting a reply to a question on a discussion board within the week it was assigned.
• Responding a day later to an email from your friend.
• Reading through several blog posts on the Internet.
• Messaging back and forth via text messaging with your friend.

Answer: E

Explanation: E) The internet and its related technologies make what we know today as social media possible and prevalent. Every day the influence of social media expands as more people join online communities. Synchronous interactions occur in real time, such as texting back and forth.

Page Ref: 1-5 and 1-6

Difficulty: Easy

Learning Obj.: 1

AACSB Category: Use of IT

Classification: Application

5) What is the difference between synchronous and asynchronous interactions?

• Synchronous don't require all the participants to respond immediately; asynchronous occur in

real time.

• Synchronous occur in real time; asynchronous don't require all the participants to respond

immediately.

• Synchronous require social media; asynchronous require traditional media.
• Synchronous require traditional media; asynchronous require social media.
• Synchronous require mass media; asynchronous require personal media.

Answer: B

Explanation: B) Synchronous interactions occur in real time, such as when you text back and 3 / 4

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forth with a friend, and asynchronous interactions don’t require all the participants to respond immediately, such as when you email a friend and get an answer the next day.

Page Ref: 1-5 and 1-6

Difficulty: Moderate

Learning Obj.: 1

AACSB Category: Use of IT

Classification: Conceptual

6) The social utility, Facebook, offers which of the following?

• Synchronous interactions only.
• Asynchronous interactions only.
• Both synchronous and asynchronous interactions.
• Neither synchronous nor asynchronous interactions.
• These terms are not relevant to understanding the utility of Facebook.

Answer: C

Explanation: C) Facebook offers synchronous interactions which occur in real time, such as when you text back and forth with a friend, and asynchronous interactions which don’t require respondents to respond immediately, such as when you email a friend and get an answer the next day.

Page Ref: 1-6

Difficulty: Moderate

Learning Obj.: 1

AACSB Category: Use of IT

Classification: Application

7) Which of the following is not true about the phrase, 'a culture of participation'?

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

Answer: E

Explanation: E) Social media enable active participation in the form of communicating, creating, joining, collaborating, working, sharing, socializing, playing, buying and selling, and learning within interactive and interdependent networks.

Page Ref: 1-7

Difficulty: Easy

Learning Obj.: 1

Classification: Synthesis

8) Social media and traditional media are most alike in which regard?

• Both are only used online.
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