Deck 11: Social Network Analysis

Question 1

According to practitioner Marc Smith, social media influencer relationship management is quite similar to a marketing relationship.

Answer 1

False

Question 2

Noora created a Facebook account specifically to connect with her family. She added her parents, siblings, aunts, and cousins to her network. In the context of social network analysis, the relationships in Noora's account are termed ________.

A) entities
B) degrees
C) vertices
D) edges

Answer 2

edges

Question 3

Explain how social media networks support the theory of six degrees of separation.

Answer 3

No Answer

Question 4

Summarize practitioner Marc Smith's views on the use of social media networks in marketing decision making.

Question 5

Leroy created an account on a social media website and promptly forgot all about it. He did not add anyone to his network. In the context of social network analysis, Leroy is a(n) ________.

A) nonentity
B) alter
C) ego
D) singleton

Question 6

The ________ network structure represents groups that are large and connected, but also have quite a few independent participants.

A) tight crowd
B) community cluster
C) brand cluster
D) polarized crowd

Question 7

List and explain the four measures of centrality used to evaluate social media networks.

Question 8

According to practitioner Marc Smith, paid social media influencers are more valuable than organic social media influencers.

Question 9

The Apple company's page on Twitter is an example of the brand cluster type of social network structure.

Question 10

Summarize practitioner Marc Smith's views on using influencers while protecting customers and maintaining trusted relationships.

Question 11

Noora's Facebook network has her parents, siblings, aunts, and cousins. In her network, she interacts with her father the most, followed by her cousins and aunts. Her mother rarely uses Facebook. In the context of social network analysis, the maximum edge weight in Noora's Facebook network would be between ________.

A) Noora and her mother
B) Noora and her aunt
C) Noora's mother and father
D) Noora and her father

Question 12

The eigenvector centrality is a useful measure to identify individuals that have influence over an entire network, not just the individuals directly connected to them.

Question 13

Social network analysis results in ________ that trace connections in the population and ultimately represent the structure and size of the networks.

A) bar graphs
B) pie charts
C) dendrograms
D) visual maps

Question 14

Which of the following social network measures calculates the extent to which the edges are connected in a network and also indicates how fast information is transmitted?

A) community
B) density
C) egocentrism
D) edge weight

Question 15

Describe and explain with an example how link prediction is used to generate recommendations on social media platforms.

Question 16

Companies can use social network analysis to better understand brand preferences and consumption behavior.

Question 17

The betweenness centrality measure identifies individuals who can spread information quickly in their network.

Question 18

The eigenvector centrality measure

A) counts the number of links from a node and also the number of connections those nodes have.
B) calculates centrality based on the number of edges that are connected to a node.
C) assesses positional centrality and shows which nodes serve as bridges between nodes in a network.
D) determines the proximity of a node to all other nodes in a network.

Question 19

________ network structures are characterized by independent participants that might share information about a popular topic or brand but do not interact much with each other.

A) Polarized crowd
B) Brand cluster
C) Tight crowd
D) Community cluster

Question 20

The conversations of digital marketing managers on Twitter are an example of the tight crowds social network structure.

Question 21

The similarity measure algorithm is one of the most widely used tools for link prediction in social media analysis.

Question 22

Sean has an Instagram account that he uses to connect with like-minded people. He follows several people and likes sharing moments from his life regularly. Which element of a social network analysis is Sean?

A) a degree
B) an edge
C) a node
D) a singleton

Question 23

Which of the following is true of the density of a network?

A) A density value of almost 0 means information will travel quite fast in the network.
B) A high-density network has fewer edges than a low-density network.
C) The higher the density, the faster information is transmitted in a network.
D) A density value of 1 means information will travel slowly in the network.

Question 24

Approximately ________ of all social media users say social media referrals influence their purchasing decisions.

A) 71 percent
B) 10 percent
C) 27 percent
D) 95 percent

Question 25

Describe how Sephora engages social media influencers to promote the company and its products to its diverse audience networks.

Question 26

Explain the measure of density used to evaluate social media networks.

Question 27

Describe how the Louvain algorithm can be used to identify communities within a social network.

Question 28

Which of the following measures of centrality shows the proximity of a node to all other nodes in a network?

A) betweenness centrality
B) degree centrality
C) eigenvector centrality
D) closeness centrality

Question 29

The New York Times releases a message on Twitter. This message is disseminated in a hub-and-spoke manner where The New York Times is the central anchor and spokes of people repeat the message. This is an example of the ________ structure.

A) polarized crowd network
B) support network
C) community cluster network
D) broadcast network

Question 30

Individuals on social media, who initiate or actively engage others in conversation and are often well-connected to others in the network, are referred to as ________.

A) influencers
B) mentors
C) guides
D) trendsetters

Question 31

In the context of network structures, ________ groups are separate and represent different conversations with little connection between them.

A) polarized crowd
B) tight crowd
C) brand cluster
D) community cluster

Question 32

Social media influencers are usually perceived as paid advertisers by customers.

Question 33

Based on the popularity of social networks, it is estimated that by ________, there will be about 3.43 billion users worldwide.

A) 2023
B) 2050
C) 2045
D) 2033

Question 34

Practitioner Marc Smith likens social media networks to the ________ application that helps answer the three basic questions: "Where am I?", "Where do I want to be?", and "How do I get there?"

A) Microsoft Outlook
B) Google Maps
C) Microsoft Excel
D) NodeXL