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Final Exam Study Questions

by: Frankie Prijatel

Final Exam Study Questions IST 486

Marketplace > Syracuse University > Planning > IST 486 > Final Exam Study Questions
Frankie Prijatel

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Hey guys! Here is a comprehensive list of questions outlining the most important sections of the chapters as well as the terms that show up as well. Good luck on the exam tomorrow!!
Social Media in the Enterprise
Professor Stromer-Galley
Study Guide
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This 12 page Study Guide was uploaded by Frankie Prijatel on Tuesday December 8, 2015. The Study Guide belongs to IST 486 at Syracuse University taught by Professor Stromer-Galley in Summer 2015. Since its upload, it has received 178 views. For similar materials see Social Media in the Enterprise in Planning at Syracuse University.


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Date Created: 12/08/15
IST  486  Exam Tuesday,  December   8,  20154:07  PM Questions What  types  of  Social  Media  Data  can  be  analyzed? 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Ways  to  Analyze  Data? 1. __________________________________________________ 2. __________________________________________________ a. __________________________________________________ What  is  a  limitation  of  analyzing  social  media  data? a. Measures  popularity  and  engagement   b. Allows  us  to  see  likes  and  shares  across  platforms c. Social  media's  impact  is  questionable d. It's  difficult  to  calculate  real  clicks  and  views T  or  F.  If  your  investment  is  worth  more  than  your  sales,  it's  usually  not  good. T  or  F.  Net  sentiment  when  talking  about  social  media  return  is  the  total  positive   minus  the  total  negative  reactions  divided  by  the  total  conversation Define  what  the  "R"  means  in  Return  on  Investment ________________________________________________________ ________________________________________________________ Define  what  the  "R"  means  in  Return  on  Investment ________________________________________________________ ________________________________________________________ ________________________________________________________ Define  what  the  "I"  means  in  Return  on  Investment ________________________________________________________ ________________________________________________________ ________________________________________________________ How  did  Taco  Bell's  going  "black"  on  SoMe  make  calculating  their  ROI  easier? a. They  could  directly  track:  sales,  app  downloads,  exposure  and  sharing  on   SoMe b. They  can  track  the  age  group  it's  popular  with c. They  can  track  what  time  of  day  it's  most  popular d. All  of  the  Above Name  3  Challenges  of  Effective  Marketing/ROI 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Name  3  Opportunities  of  Effective  Marketing/ROI 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Name  the  Key  Performance  Indicators  (KPIs) 1. __________________________________________________ 2. __________________________________________________ Name  the  Key  Performance  Indicators  (KPIs) 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________ What  are  the  3  dimensions  of  data  and  describe  them  briefly 1. __________________________________________________ __________________________________________________ __________________________________________________ 2. __________________________________________________ __________________________________________________ __________________________________________________ 3. __________________________________________________ __________________________________________________ __________________________________________________ API  is  useful  because… a. It's  a  contract  between  2  software  programs  for  how  they  share,  interact  or   transmit  data b. Allows  developers  to  create  applications  that  use  data  from  social  networking   and  web  platforms c. Allows  researchers/analysts  to  analyze  behavior  from  data  and  social   networking  and  web  platforms d. All  of  the  Above Name  the  6  types  of  Brand-­‐rela-­‐Generated  Content 1. __________________________________________________ d. All  of  the  Above Name  the  6  types  of  Brand-­‐rela-­‐Generated  Content 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________ 5. __________________________________________________ 6. __________________________________________________ T  or  F.  Brand  Centrality  UGC  is  whether rdlated  UGC  post  contains   factual  info  about  the  brand   T  or  F.  Marketer  Directed  Communication  UGC  is  whether  or andt  the  br-­‐ related  UGC  post  is  in  response  to  specific  online  marketer  actions What  are  the  4  levels  of  Sentiment  Analysis? 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________ What  3  things  define  Sentiment? 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ T  or  F.  To  measure  sentiment,  all  algorithms  only  look  for  particular  nouns  and   adjectives  without  respect  to  context.   Name  4  types  of  information  that  constitute  unstructured  data T  or  F.  To  measure  sentiment,  all  algorithms  only  look  for  particular  nouns  and   adjectives  without  respect  to  context.   Name  4  types  of  information  that  constitute  unstructured  data 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ 4. __________________________________________________ T  or  F.  Supervised  learning  uses  text  categorization  but  without  any  training  or   test  data  whereas  unsupervised  learning  does.   What  are  the  2  steps  in  Text  Categorization  when  it  comes  to  Text  mining? 1. __________________________________________________ 2. __________________________________________________ Social  Network  analysis  is  analy   _______________________ _______________________________________________________ T  or  F.  According  to  Ackland,  all  interpersonal  networks  are  social  networks What  are  3  reasons  to  do  Social  Network  Analysis? 1. __________________________________________________ 2. __________________________________________________ 3. __________________________________________________ Terms Answers Power  Law  of  Distribution What  types  of  Social  Media  Data  can  be   practical  rep  of  the  #clicks  analyzed?ks   1. Content Brodieu's  Habitus   2. Server-­‐level  behavioral  data Our  behaviors,  attitudes,  and  norms 3. User  behavioral  data are  shaped  by  the  other  people  and   environment  that  we  live  (we  are  to  Analyze  Data? regulated  by  our  social  context). Traditional  content  analysis 2. Computational  Approach Gidden's  Structuration  Theory 3. Statistics  Analysis People  are  agents  who  help  reflect   and  construct  society  (structures    is  a  limitation  of  analyzing  social   are  the  rules  and  resources  that  ata? people  have  in  their  minds  that  res  popularity  and   govern  behavior  and  society)   engagement   b. Allows  us  to  see  likes  and  shares   Text  to  Vector  Categorization across  platforms Converts  textual  info  to  numericalc. Social  media's  impact  is   vectors  (remember,  computers  can   questionable only  count) d. It's  difficult  to  calculate  real  clicks   and  views Tokenization Since  text  is  represented  as  aT or  F.  If  your  investment  is  worth  more   of  characters,  text  is  separated than  your  sales,  it's  usually  not  good. "tokens"  separated  by  space  or   punctuation T  or  F.  Net  sentiment  when  talking   about  social  media  return  is  the  total   Text  Representation/Vectorization positive  minus  the  total  negative   Converting  documents  or  BOWs  reactions  divided  by  the  total   (Bags  of  Words)  into  word  vecconversation Net  sentiment  =   Nodes (▯▯▯▯▯▯▯▯▯▯▯▯▯▯▯▯ ▯  ▯▯▯▯▯▯▯▯ individuals  (remember  crime  map) ⎯⎯⎯⎯⎯▯▯▯▯▯  ▯▯▯▯▯▯▯▯▯▯▯▯ Define  what  the  "R"  means  in  Return   Edges on  Investment connections  between  individuals   (remember  crime  map) a. What  business  goals  are  you   Nodes (▯▯▯▯▯▯▯▯▯▯▯▯▯▯▯▯ ▯  ▯▯▯▯▯▯▯▯ individuals  (remember  crime  map) ⎯⎯⎯⎯⎯▯▯▯▯▯  ▯▯▯▯▯▯▯▯▯▯▯▯ Define  what  the  "R"  means  in  Return   Edges on  Investment connections  between  individuals   a. What  business  goals  are  you   (remember  crime  map) aiming  to  influence?  What  are  you   Weighted  Edge measuring? a. Sell  products?  Acquire  new   strength  of  connection  (arrested   customers?  Reduce  costs? once,  twice,  etc.) b. Brand  awareness?  Develop   Directed  links new  ideas?  Build  loyalty?   the  direction  of  the  relationship   Traffic  to  website? (remember  crime  map) Define  what  the  "I"  means  in  Return  on   Investment Homophily a. What  resources  do  you  need?   Those  who  interact  with  others   tend  to  be  like  them,  Influence  by   much  do  you  need  to  put  in   association to  execute  it? 1) Human  resources?  Capital   investment? How  did  Taco  Bell's  going  "black"  on   SoMe  make  calculating  their  ROI   easier? a. They  could  directly  track:  sales,   app  downloads,  exposure  and   sharing  on  SoMe b. They  can  track  the  age  group  it's   popular  with c. They  can  track  what  time  of  day   it's  most  popular d. All  of  the  Above Name  3  Challenges  of  Effective   Marketing/ROI 1. Not  establishing  clear  goals 2. Focusing  on  sales  at  the  expense   of  other  aspects  (you're  missing   out  on  "community"  and  creating   a  loyalty  base) 3. Lack  of  analytics/measurements 4. Multiple  vendors  with  different   analytic  approaches out  on  "community"  and  creating   a  loyalty  base) 3. Lack  of  analytics/measurements 4. Multiple  vendors  with  different   analytic  approaches Name  3  Opportunities  of  Effective   Marketing/ROI 1. Identify  organization  goals 2. Create  reliable  data  collection   strategies 3. Create  reliable  analysis  strategies 4. Follow-­‐up  analysis Name  the  Key  Performance  Indicators   (KPIs) 1. Time  on  site 2. #shares,  likes,  retweets,  hearts,   etc. 3. Followership 4. Sales/contributions What  are  the  3  dimensions  of  data  and   describe  them  briefly 1. Height-­‐ how  much  is  the  brand   talked  about ► It  measures  the  sum  of: 1) Blog  posts 2) Forum  threads 3) Videos 4) Photos 5) Social  networking   groups 6) Webpages 2. Width -­‐ from  the  audience   perspective ► How  is  the  brand  shared   online? ► How  do  people  interact   with  it? ► How  active  are  the   communities  within  which   conversations  take  place? ► Measures  the  sum  of   ► How  do  people  interact   with  it? ► How  active  are  the   communities  within  which   conversations  take  place? ► Measures  the  sum  of   engagement  metrics  for   each  channel  analyzed  in   height 1) Comments 2) Thread  replies 3) Video  views 4) Followers 3. Depth  -­‐ is  the  brand  understood   and  talked  about  in  the  way  its   marketers  intended? ► It  looks  at  whether  the   messages  won  on  target   with  marketing  objectives ► It  looks  at  the  messages'   sentiment 1) Positive 2) Negative 3) Neutral API  is  useful  because… a. It's  a  contract  between  2  software   programs  for  how  they  share,   interact  or  transmit  data b. Allows  developers  to  create   applications  that  use  data  from   social  networking  and  web   platforms c. Allows  researchers/analysts  to   analyze  behavior  from  data  and   social  networking  and  web   platforms d. All  of  the  Above Name  the  6  types  of  Brand-­‐related   User-­‐Generated  Content 1. Promotional  self -­‐representation 2. Brand  centrality 3. Marketer  directed  communication Name  the  6  types  of  Brand-­‐related   User-­‐Generated  Content 1. Promotional  self -­‐representation 2. Brand  centrality 3. Marketer  directed  communication 4. Response  to  online  marketer   action 5. Factually  informative  about  the   brand 6. Brand  sentiment T  orF.  Brand  Centrality  UGC  is  whether   or  not  brand-­‐related  UGC  post  contains   factual  info  about  the  brand   That's  factually  informative  about  the   brand.  Brand  centrality  is  the  role  of  the   brand  in  brand -­‐related  UGC T  orF.  Marketer  Directed   Communication  UGC  is  whether  or  not   the  brand-­‐related  UGC  post  is  in   response  to  specific  online  marketer   actions That's  response  to  online  marketer   actions,  Marketer  Direction   communication  is  when  consumers  may   pose  questions  or  complaints  to   marketers  as  well  as  respond  to   companies'  questions  or  comments What  are  the  4  levels  of  Sentiment   Analysis? 1. Individual 2. Societal 3. Political 4. Marketing What  3  things  define  Sentiment? 1. Emotion 2. Opinion  valence/polarity  (no   emotionality) 3. Preference T  orF.  To  measure  sentiment,  all   1. Emotion 2. Opinion  valence/polarity  (no   emotionality) 3. Preference T  orF.  To  measure  sentiment,  all   algorithms  only  look  for  particular   nouns  and  adjectives  without  respect   to  context.   Only  simple  algorithms  look  for   adjectives  without  context,  more   complex  algorithms  or  software   programs  are  more  detailed.   Name  4  types  of  information  that   constitute  unstructured  data 1. Email 2. Customer  feedback 3. News  documents 4. Company  manuals 5. PR  documents 6. Various  forms  of  web  documents T  or  F.  Supervised  learning  uses  text   categorization  but  without  any  training   or  test  data  whereas  unsupervised   learning  does.   Supervised  uses  training  and  testing   data  as  part  of  its  text  categorization   whereas  unsupervised  finds  structure  in   a  document  collection  without  either   types  of  data What  are  the  2  steps  in  Text   Categorization  when  it  comes  to  Text   mining? 1. Training 2. Testing Social  Network  analysis  is  analysis  of   the  relationship  between  people   (Money/transactions/favors  and   conversation) Social  Network  analysis  is  analysis  of   the  relationship  between  people   (Money/transactions/favors  and   conversation) T  orF.  According  to  Ackland,  all   interpersonal  networks  are  social   networks NOT  all  interpersonal  networks  are   social  (Twitter) What  are  3  reasons  to  do  Social   Network  Analysis? 1. Influence 2. Homophily 3. Info  Flow 4. Crisis  Management


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