Chapter 9: Social Media & Big Data Review

A large company wants to analyze data from their social media platforms. The social media team collected all comments from the social media platforms even though it is highly unorganized. What type of data are comments?

• Structured Data

• Unstructured Data

• Semi-Structured Data

• Big Data

The social media team is reviewing data from last year's social media campaigns. They notice that there is not much diversity in the data. They are concerned that this will misrepresent the results. Which big data dimension is being questioned?

• Volume

• Variety

• Velocity

• Veracity

Lance is creating brand awareness metrics (how many people are interacting with the company). Which of the following could he use?

• Referral traffic to the online store

• Total revenue generated

• Engagement rates

• Conversation reach

The data from the social media campaign has been scrubbed. The social media team is now sifting through the data and removing irrelevant VALUES from the target data set. What is this referred to as?

• Sampling

• Discretization

• Value Selection

• Value Transformation

Leo has been asked by his manager to create a list of possible influencers. Leo decides to use CENTRALITY, to create his initial list. Why was this a good strategy?

• It shows how important a person is in a social network by their number of connections

• It ensures social balance on a social media platform which will create diverse data

• It is a theory that examines consistency in an individual on multiple social platforms

• It is when a two people become each other's friend ensuring a bigger audience reach

Matt will be spending the week working on data from the social media campaign. His boss asked him to CLEAN and remove inconsistencies from the data set to improve the data quality.

• Scrubbing

• Structuring

• Compiling

• Mining

Abby has finished cleaning the data from the last campaign. The diversity of the data was high, so she wants to combine all formats into a single format. What task will she perform?

• Discretization

• AGGREGATION

• Value Selection

• Sampling

Doug just finished analyzing the social media data from the last two campaigns. He is extremely happy with the accuracy of the data. Which big data dimension is he referencing?

• Variety (diversity)

• Veracity (certainty)

• Velocity (speed)

• Volume (scale, size)

Company A wants to study data from their social media campaigns. They want to learn more about customer's purchasing habits through QUERIES. Which of the following will accomplish this?

• Performance Management Strategy (questions)

• Decision Science (hypotheses)

• Social Analytics (awareness, engagement, reach)

• Data Exploration (experiments)

The social media team decides to measure how often the online store is accessed from a social media advertising post. What type of conversion will be used in this metric?

• Click through rates

• Sentiments

• Brand awareness

• Audience engagement